DiversityManagement-anoverview

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Diversity Management -an overview
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Volume 9, Issue 5(3), May 2020
International Journal of Multidisciplinary
Educational Research
Published by
Sucharitha Publications
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Andhra Pradesh – India
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Mettu University, Metu, Ethiopia
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Studies, New Delhi &
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Andhra Pradesh Mettu, Ethiopia
Dr. K. John Babu Dr.J.B.Chakravarthi

Department of Journalism & Mass Comm Assistant Professor
Central University of Kashmir, Kashmir Department of Sahitya
Rasthritya Sanskrit Vidyapeetha, Tirupati
Dr.T.V.Ramana
Department of Economics, Andhra University Dr.NiLuh Putu Agustini Karta
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IJMER, Journal of Multidisciplinary Educational Research, concentrates on
critical and creative research in multidisciplinary traditions. This journal
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old and new thought.
CONTENTS
Volume 9 Issue 5(3) May 2020
S.No Pg.No
1. Quality of Life among Elderly 1
K. Krishna Veni,S.Hemalatha and A.Kusuma
2. Hkkjrh; mPp f”k{kk iz.kkyh % n”kk ,oa fn”kk 17
Jherh izse ifjgkj
3. Decoding The Jaypee Judgment: Preferential Transactions 21
Binoy J. Kattadiyil
4. On Development of Estimation Procedure for Estimating 24
Population Variance Under Simple Random Sampling
Chandni Kumari and Ratan Kumar Thakur
5. Supply Chain Risk Management in Times of Pandemic 39
Deepti Gupta
6. How Digital Marketing Helps Higher Education Institution 45
Branding
Dhiraj Kelly Sawlani and Donny Susilo
7. An Analysis “To Understand The Effect of Online Video Games 56
on The Behaviour of Children” Less Than 15 Years
Anjali Singh and Rishika Goel
8. Factors Influencing The Consumers to Prefer Organic Food 68
Products: A Literature Review
K.K.Gomathi
9. Mobile App Platform for License Verification and Validation 74
P. Sruthi Mol,S. Gnana Prakash, V. Karthikeyan
and M. Muthu Kumaran
10. Pink Bus - An Intelligent Prototype System for Women Safety in 81
Public Transport
Rahul Mohandas, Sreelakshmi P J,Devika K M
and Mariya Joy
11. “I Am A Lover of America”. Representation of A Muslim- 90
American in The Reluctant Fundamentalist
Monica Sabharwal
12. Future Trends in Fiber Optics Communication - April 2020 103
Tushar Agrawal
13. Analyses of Optical Absorption Coefficient, Thermal, SEM, 114
TEM and Nonlinear Optical Properties of Thiourea Sodium
Sulphate Crystal
M.Uday Bhaskar, S.Senthilkumar and G.Shankar
14. Self-Determination Have An Impact on Academic 123
Achievement – A Study
M.Amala Jayanthi and R.Lakshmana Kumar
15. Diversity Management – An Overview 131
G.Sudha and V.Sornaganesh
16. A Study on Usage of Social Network Sites as Source of Talent 137
Acquisition
R.Jayanthi and Rajesh.C
17. A Study On Customers Perception Towards E- Governance 146
Through Akshaya Centres In Thrissur District with Special
Reference To Valapad Panchayath
Anila Balan
18. Diversity Assessment of Benthic Macro Invertebrate 154
Communities of Sagar Tal, Gwalior, Madhya Pradesh, India
A. K. Parihar and R. K. Dubey
19. High Speed Packet Access- April 2020 164
Ajeet Rathore
20. A Study on The Effective Usage of Mobile Banking 175
Applications with Special Reference Pathanamthitta District
Amala Sara John
21. IoT Based Smart E- Mirror with Raspberry PI 184
Akshay Peettar, Devika Chandhran, Reshmi Mohan,
Shifna Abdul Rahiman and Veena K Viswam
22. Transforming Smart Phone Into Women Safety Device Via Face 189
Identification Technique
Anjali Sharma, Pranjal Gupta and Pranjul Goel
23. Image Classification Model Using Deep Residual Network 195
Ashutosh Agarwal , Kunal Garg and Babli Kumari
24. Min-Max Dom Saturation Number of A Graph 199
S.Sudha and K.Sreelatha
25. Advaitha Elements in Sri Jagannatha Sthotra Kavyas 208
Mitarani Dash
ISSN : 2277 – 7881
Dr. K. VICTOR BABU Impact Factor :6.514(2020)
M.A.,M.A.,M.Phil.,Ph.D.,PDF, (D.Lit) Index Copernicus Value: 5.16
Associate Professor, Institute of Education
& Editor-in-Chief
International Journal of Multidisciplinary
Educational Research (IJMER) &
Sucharitha: A Journal of Philosophy and
Religion
Mettu University, Metu, Ethiopia.
Editorial……
It is heartening to note that our journal is able to sustain the enthusiasm
and covering various facets of knowledge. It is our hope that IJMER would
continue to live up to its fullest expectations savoring the thoughts of the
intellectuals associated with its functioning .Our progress is steady and we are in
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response from the academicians and scholars is excellent and we are proud to
acknowledge this stimulating aspect.
The writers with their rich research experience in the academic fields are
contributing excellently and making IJMER march to progress as envisaged. The
interdisciplinary topics bring in a spirit of immense participation enabling us to
understand the relations in the growing competitive world. Our endeavour will be
to keep IJMER as a perfect tool in making all its participants to work to unity
with their thoughts and action.
The Editor thanks one and all for their input towards the growth of the
Knowledge Based Society. All of us together are making continues efforts to
make our predictions true in making IJMER, a Journal of Repute
Dr.K.Victor Babu
Editor-in-Chief
SOCIAL SCIENCES, HUMANITIES, COMMERCE & MANAGEMENT, ENGINEERING &

TECHNOLOGY, MEDICINE, SCIENCES, ART & DEVELOPMENT STUDIES, LAW
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INTERNATIONALJOURNAL OF MULTIDISCIPLINARYEDUCATIONALRESEARCH
ISSN:2277-7881; IMPACT FACTOR :6.514(2020); IC VALUE:5.16; ISI VALUE:2.286
Peer Reviewed:VOLUME:9, ISSUE:5(3), MAY:2020
QUALITY OF LIFE AMONG ELDERLY
Ms. K. Krishna Veni

Research Scholar , Department of Home Science, Sri Padmavati Mahila
VisVavidyalam, Tirupti
Dr.S.Hemalatha
Asst.professor.Department of Mental Health Nursing ,SVIMS,Tirupati
Dr.A.Kusuma
Professor Human Development and Family Studies Department of Home Science, Sri
Padmavathi Mahila Viswavidyalam, Tirupti. Andra Pradesh,India
ABSTRACT
Components of quality of life includes changes in the body function, keeping the
physically fit living arrangements and family relations ,retirement and management of
leisure time, economics of ageing, spirituality, maintaining good interpersonal relations
and happiness through good health. It includes optimum intake of fresh air, clean water,
nutritious food, good recreation, exercise and adequate rest and a happy mind set etc.
While quality of life is inevitably subjective and dependent upon individual perceptions.
The main objective of study is to assess and compare the quality of life among elderly
in urban and rural areas of tirupati.
.A descriptive research approach, 2X2 factorial design was selected. A total number of
120 subjects (30 men + 30 women from urban area, 30 men + 30 women from rural
area) aged between 60-80 years were randomly selected from four surrounding areas of
Tirupati. The quality of life of older persons was assessed by using demographic data
with WHO Quality of Life BREF field version. This contains 26 items. . The reliability
score ‘r’=0.965. data was collected by using Interview Technique and it was analyzed
with decriptive and inferential statistics and results were presented .
Keywords: Elderly, Quality of Life
Introduction to Aging
“Aging is a biological process, experienced by mankind in all times” Aging is an issue

of global concern as a result of significant demographic transition. In India, the
population of the elderly is growing rapidly and is emerging as a serious area of concern
for the government and the policy planners, there is an increase in the proportion of the
aged, decreased in the proportion of the young. India now has the second largest aged
population in the world.
WHO defines Quality Of Life (QOL) “as an individual’s perception of their position in
life, in the context of the culture and value systems in which they live and in relation to
their goals, expectations, standards and concerns Bowling (2001) defined the quality of
life is a Macro (Societal-Objective) and Micro( Individual, Subjective) terms. It includes
income, employment, housing, education, other living and environmental
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circumstances; the later includes perceptions of overall quality of life, individual’s

experiences and values and has included related “proxy indicators” such as well being,
happiness and life satisfaction.
Indian Urban and Rural Population Census .In India the population of elderly is steadily
increasing according to the decennial censuses. The proportion of elderly who were
5.6% of the total population in 1961 has increased to 7.7% in 2001. In comparison to the
proportion of elderly in the urban areas, the proportional elderly in the rural areas to the
total population in India has been higher all through these decades. According to 2001
census the share of elderly in rural areas is 8.3% and in urban areas 6.5%. Though in
proportion it is not very obvious, the increasing magnitude of these elders is very
alarming.
The increasing numbers of older people indicates higher expectations of a good life.
Public policy is increasingly likely to be concerned with enabling older people to
maintain their mobility, independence, their active contribution to society, and to
respond effectively to the physical, psychological and social challenges of older age; in
effect, to add quality to years of life.
The elder persons in India facing a number of problems ranging from absence of
assured and sufficient income to support themselves and their dependents, for healthcare
and other social securities, loss of a social role and recognition, and non-availability of
opportunities for creative and effective use of free time. Hence, the trend clearly reveals
that aging will emerge as major social challenge in the future: and vast resources will
be required toward the support, service, care and treatment of the elderly persons. There
is emerging need to pay greater attention to ageing-related issue and to promote holistic
policies and programmes for dealing with ageing society. Equally important to older
persons mean recognizing and respecting the dignity, authority, wisdom, and
productivity of older persons in all societies, particularly in their roles as volunteers and
multi-generational caregivers. And that, in turn, means promoting a more positive image
of ageing.
For the above reasons the researcher wants to assess and compare the quality of life
among the elderly in urban and rural areas of tirupati. The present study mainly
concentrates on Quality Of Life among the elderly in the age group of 60-80 years.
OBJECTIVES
 To understand the demographic details of urban and rural elderly.

 To assess and compare the quality of life among elderly in urban and rural areas.
 To correlate the socio-demographic variables with their quality of life among the
urban and rural elderly.
 To prepare an information booklet on quality of life among elderly.
METHOD
A wide review of literature was collected related to research study The conceptual
frame for the study was adopted from SUSAN.L quality of life model. A descriptive
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research approach, 2X2 factorial design was selected. A total number of 120 subjects
(30 men + 30 women from urban area, 30 men + 30 women from rural area) aged
between 60-80 years were randomly selected from four surrounding areas of Tirupati.
1) Independent variables: Gender: Men and Women
Locality of residence: Urban and Rural
2) Dependent variable: Quality of life
Men Women
Rural 30 30 60
Urban 30 30 60
60 60 120 N
.
DEVELOPMENT AND DESCRIPTION OF TOOL
The data collection tool used in the present study was WHO Quality of Life BREF Scale
structural interview schedule. The instrument was organized under the following
sections.
Section I: Demographic Data Personal ProfileModified Kuppuswamy socio
economical scale (2007)
Section II: Contains Standard Quality of Life WHO-BREF Scale
The WHO quality of life BREF field version is a 26 items self administered
questionnaire scale which emphasizes the subjective responses of elder people rather
than objective life conditions with assessment made over preceding two weeks.
It covers the four domains
 Physical health-Items (3, 4, 10, 15, 16, 17, 18)
 Psychological health-items (5, 6, 7, 11, 19, 26)
 Social relationship-Items (20, 21, 22)
 Environment-Items (8, 9, 12, 13, 14, 23, 24, 25) in addition to item on general
well being item 1 and 2. Each item is scored between 1 to 5 except for 3, 4 and 26 which
are scored in reverse manner. The main aim is to assess the individual overall perception
of quality of life and health. If, higher the score higher the quality of life.
Scoring Key: The quality of life scores were graded as follows
Minimum score: 26 Maximum score: 130

0-26 very poor
27-52 poor
53-78 moderate
79-104 good
105-130 very good
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Analysis of data was done by using descriptive and inferential statistics

.
OBJECTIVE 1
To understand the demographic details of urban and rural older people
It was inferred that majority 25(41.67%) of the urban respondents were in the age group
of 60-65 years, 55(91.67%) were belongs to Hindu community, 31(51.67%) were
married, 27(45%) were completed primary school and 25(41.67%) were semi skilled
workers.
The majority 27(45%) of the rural respondents were in the age group of 60-65 years,
52(86.67%) were belong to Hindu community, 35(58.33%) were belongs to
widow/widower category, 45(75%) were illiterates and 20(33.33%) were semi skilled
workers
Among the urban respondents with regard to family income most of

29(48.33%) them were earning Rs.980-2,935/month; they belong to middle lower class.
Most of them 35(58.33%) were getting financial support from children/friends and
46(71.67%) rural respondents were earning income below Rs.979/month, 31(51.67%)
belong to lower socio economic class and 21(35%) were getting financial support from
widow pensions.
The majority 30(50%) of the urban respondents living in rental house with their
children, 28(46.67%) were having good health status. The rural respondents 58(96.67%)
were living in own house with their family, 29(48.33%) were having moderate health
status.
The results of the present study supported by the earlier study carried out by Ankur
barua et al., (2003) an “Assessment of the domains of quality of life in geriatric
population”. The aim of this study is to examine the different domains of QOL
according to socio-demographic variables. The size of the sample was in the geriatric
age group above 60 yrs. The results revealed that the mean scores of subjects in various
age groups differed significantly in the domain of physical, psychological and social
relations. Overall well being was significantly affected with unmarried/widowed in the
aged group of 60-69yrs.
Bramston et al., (2005) stated that quality of life has been defined as multidimensional
evaluation, by both intrapersonal and social normative criteria, of the person
environment system of the individual. Most attempts to conceptualize (or) measure the
overall quality of life propose some constellation of objective and subjective
dimensions. The objective part of the quality of life refers to resource availability and
objective life conditions, while the subjective one refers to the individual subjective
feeling and evaluation towards his life
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OBJECTIVE 2 To assess and compare the quality of life among older people in
urban and rural areas
Fig2: The cylinder diagram shows thatercentage distribution according to their

level of quality of life among the older persons in urban and Rural
3
70.00
63 . 3
0
60.00
50 . 0
0
45.0
50.00
P e r c e n ta g e
40.00
3
30.00
23 . 3
3
13.3
20.00
3. 3 3
1.67
0 . 00
10.00
0 . 00
0 . 00
0.00
Very Poor Poor Moderate Good Very Good
Overall Quality of Life
Urban Rural
3
70.00
63.3
60.00
50 .0
0
4 5.0
50.00
P e r c e n ta g e
40.00
3
30.00
2 3.3
3
1 3.3
20.00
3.33
0 .00
1 .67
10.00
0.00
0.00
0.00
Very Poor Poor Moderate Good Very Good
Overall Quality of Life
Urban Rural
www.ijmer.in 5
 Results revealed that the urban older people 38(63.33%) had good quality of life,
14(23.33%) had moderate quality of life, and 8(13.33%) had very good quality of
life.
 As for as rural area is concerned 30(50%) had good quality of life, 27(45%) had
moderate quality of life and finally 1(1.67%) had very good quality of life.
 The rural women differ significantly (‘t’=3.22) with urban men in all domains
of QOL at 0.01 level. The rural men differ significantly with urban women (‘t’=2.24)
and urban men (‘t’=2.53) in all domains of QOL at 0.05 level.
The results of the present study was supported by the earlier study carried out by
Easwara Murthy et al., (2007) on quality of life among the 580 respondents (305
men, 275 women) from five districts of Tamil Nadu. The finding of the study suggests
that the rural older woman are disadvantaged in terms of economic, physical,
psychological and social indicators, indicating that they are having comparatively poor
quality of life than their counter parts.
Table2 : Mean, Standard Deviation, ANOVA and ‘t’ values on physical health
domain of Quality of Life
Men Women
Mean 11.88 11.52
Rural
S.D 2.44 2.48
Mean 13.93 13.69
Urban
S.D 2.28 2.55
N=120
Grand Mean Men: 12.90 Rural: 11.77
Women: 12.60 Urban: 13.81
The ‘t’ value of four groups of subjects in physical domain

Rural Urban
Women Men Women Men
11.52 11.88 13.69 13.93
Rural Women
-- 0.57 @ 0.339 ** 3.90 **
11.52
Men
-- 2.81 ** 3.35 **
11.88
Women
-- 0.37 @
13.69
Urban
Men
--
13.93
Note: @Not Significant *Significant at 0.05 level ** Significant at 0.01 level
www.ijmer.in 6
Summary of ANOVA Scores on Physical Health Domain of Quality of Life.
Sum of Mean Level of

Source df F@
Square Square Significance
Gender 2.620 1 2.620 0.425 0.516 @
21.57
Locality 132.952 1 132.952 0.000**
0
Gender and
0.131 1 0.131 0.021 0.884 @
Locality
11
Error 714.982 6.164 -- ---
6
Corrected 11
850.685
Total 9
Note: @Not Significant ** Significant at 0.01 Level
The elderly people living in urban areas have better QOL (Mean=13.81)
i.e., in physical health domain when compared to elderly people living in rural areas
(Mean: 11.77) (F: 21.57 significant at 0.01 level D).
 The ‘F’ value of 0.021 for the interaction effect is not significant, suggesting
that there is no significant interaction between the gender and locality of
residence with regard to physical health domain aspect of QOL.
 The rural women differ significantly with urban women (‘t’: 0.339) and urban
men (‘t’: 3.90) in their physical health domain of QOL is significant at 0.01
level, rural men differ significantly with urban women (’t’: 2.81) and urban
men (‘t’: 3.35) in their physical health domain of QOL is significant at 0.01
level where as other mean differences are not significant.
Table 3: Mean, Standard Deviation, ANOVA and ‘t’ values on psychological
health domain of Quality of Life
Men Women
Mean 13.15 13.08
Rural
S.D 2.71 2.54
Mean 13.51 13.46
Urban
S.D 2.49 2.24
N=120
Grand Mean: Men: 13.33 Rural: 13.11
The ‘t’ value of four groups of subjects in psychological domain
Rural Urban
Women Men Women Men
11.52 11.88 13.69 13.93
Rural Women
-- 0.10 @ 0.61 @ 0.65 @
11.52
Men -- 0.48 @ 0.53 @
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11.88
Women 0.072 @
--
13.69
Urban
Men
--
13.93
Note: @ Not Significant
Summary of ANOVA Scores on Psychological Aspects of Quality of Life

df F@
Gender 0.095 1 0.095 0.015 0.904 @
Locality 4.044 1 4.044 0.623 0.431 @
Gender and Locality 0.004 1 0.004 0.001 0.980 @
Error 752.536 116 6.487
Corrected Total 756.679 119
Note: @ Not Significant
 The elderly living in urban areas have better QOL (Mean: 13.48) i.e., in
psychological health domain when compared to rural area (Mean: 13.11) (F:
0.623 not significant).
 The ‘F’ values of 0.001 for the interaction effect are not significant. Suggesting
that there is no significant interaction between the gender and locality of
residence with regard to psychological health aspect of QOL
 The mean differences are not significant at any level.
Table 4 :Mean, Standard Deviation, ANOVA and ‘t’ values on social relationship
aspect of Quality of Life
Men Women
Mean 2.14 1.83
Rural
S.D 3.90 4.39
Mean 12.22 10.66
Urban
S.D 2.43 1.854
N=120
www.ijmer.in 8
The ‘t’ value of four groups of subjects in social relationship domain

Rural Urban
Women Men Women Men
11.52 11.88 13.69 13.93
Rural Women
-- 0.26 @ 1.87 @ 4.39 **
11.52
Men
-- 1.46 @ 3.90 **
11.88
Women 2.78 **
--
13.69
Urban
Men
--
13.93
Note: @Not Significant **Significant at 0.01 level
Summary of ANOVA Scores on social relationship domain of Quality of Life
Source df F@
Gender 21.387 1 21.387 4.775 0.031*
Locality 76.768 1 76.768 17.140 0.000**
Gender and
15.137 1 15.137 3.380 0.069@
Locality
Error 519.558 116 4.479
 The elderly people living in urban areas have better QOL (Mean: 11.44) that is
social relationship domain when compared to elderly people living in rural areas
(Mean: 1.98) (F: 17.140 significant at 0.05 level)
 The ‘F’ value of 3.380 for interaction effect is not significant suggesting that there
is no significant interaction between the gender and locality with regard to social
relationship of quality of life.
 The rural women differ significantly with urban men (‘t’: 4.39) in their social
relationship domain. The rural men differ significantly with urban men (‘t’: 3.90)
and urban women. Urban women differ significantly with urban men in their social
relationship domain at 0.01 levels. Where as the other mean differences not
significant.
Table5: Mean, Standard Deviation, ANOVA and ‘t’ values on environmental
aspect of Quality of Life
Men Women
Mean 11.00 1.583
S.D 1.65 2.42
Mean 12.15 12.78
S.D 2.30 1.98
www.ijmer.in 9
N=120
The ‘t’ value of four groups of subjects in environmental domain
Rural Urban
Women Men Women Men
11.52 11.88 13.69 13.93
Rural Women
-- 0.22 @ 3.83 ** 2.42 *
11.52
Men
-- 3.58 ** 2.21 *
11.88
Women 1.10 @
--
13.69
Urban
Men
--
13.93
Note: @Not Significant *Significant at 0.05 level **Significant at 0.01 level
Summary of ANOVA scores on environmental aspect of Quality of Life
Source df F@
Gender 2.241 1 2.241 0.567 0.453 @
Locality 68.705 1 08.705 17.384 0.000 **
Error 458.448 116 3.952
Note: @Not significant **Significant at 0.01 level
 The elderly people living in urban areas have better QOL (Mean: 12.46) i.e., in
environmental domain when compared to elderly people living in rural areas
(Mean: 6.29) (F: 17.384 significant at 0.01 level).
 The ‘F’ value of 1.021 for the interaction effect is not significant, suggesting that
there is no significant interaction between the gender and locality with regard to
environmental aspect of QOL.
 The rural women differ significant with urban women (‘t’” 3.83) and urban men
(‘t’: 2.42) in their environmental aspect of QOL is significant at 0.05 levels. The
rural men differs significant with urban men (‘t’: 3.58) and urban women (‘t’: 2.21)
in their environmental domain significant at 0.05 level, where as other mean
differences are not significant.
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Table 6: Mean and Standard Deviation Scores on Quality of Life in all domains
Men Women
Mean 12.18 11.84
Rural
S.D 2.12 1.98
Mean 13.54 13.37
Urban
S.D 2.03 1.98
N=120
Grand Mean: Men: 12.86 Rural: 12.01
The ‘t’ value of four groups of subjects in all domains

Rural Urban
Women Men Women Men
11.84 12.18 13.37 13.54
Rural Women
-- 0.63 @ 0.32 @ 3.27 **
11.84
Men
-- 2.24 * 2.53 *
12.18
Women 0.32 @
--
13.37
Urban
Men
--
13.54
Summary of ANOVA Scores on All Domains of Quality of Life

Source Df F@
Gender 1.908 1 1.908 0.446 0.505 @
Locality 62.714 1 62.714 14.670 0.000 **
Error 495.907 116 4.275 -- --
Corrected Total 560.730 119 --- -- --
Note: @ Not Significant ** Significant at 0.01 Level
An observation of table above shows that the ‘F’ value of 0.446 for the
variable, gender is not significant, including that gender has no significant impact on the
all domains of QOL. The ‘F’ value of 14.670 for the variable locality of residence is
significant beyond at 0.01 levels indicating that the locality of residence significant
impact on the all domains of QOL.
The elderly people living in urban areas have better QOL (Mean=13.45) i.e., in
all domains when compared to elderly people living in rural areas (Mean: 12.01).
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The ‘F’ value of 0.047 for the interaction effect is not significant, suggesting
that there is no significant interaction between the gender and locality of residence with
regard to all domains of QOL.
The elderly people living in urban areas have better QOL (Mean=12.86) i.e., in
all domains when compared to elderly people living in rural areas (Mean: 12.01) (F:
14.67 significant at 0.01 level).
Since the ‘F’ value 14.67 is significant beyond 0.01 levels, the assumption
predicted difference between the urban and rural elderly in their quality of life is
accepted as warranted by that result.
 The ‘F’ value of 0.047 for the interaction effect is not significant, suggesting that
there is no significant interaction between the gender and locality of residence with
regard to all domains of QOL.
 The rural women differ significantly with urban men (‘t’: 3.27) in their all domains
of QOL is significant at 0.01 levels, rural men differ significantly with urban
women (’t’: 2.24) and urban men (‘t’: 2.53) in their all domains, where as other
mean differences are not significant.
Since the ‘F’ value 0.047 for the variable gender is not significant, the
assumption which predicted that there would be a significant difference between the
men and women elderly in their quality of life is not accepted.
OBJECTIVE 3
To correlate the socio-demographic variables with their quality of life among the
urban and rural older people
 The chi-square test revealed that there was a significant association between the
QOL with their education, occupation, family income per month, socio-economic
class, financial support, place of residence and current health status to last four
years.
 There was no significant association between the QOL with their gender, age in
years, religion, marital status, regular income, type of family, type of house, living
status, and idea regarding medical help, government funded schemes.
Since the assumption is predicted certain demographic variables would
influence on quality of life among the older people is accepted as warranted by the
results.
 The results of the present study was supported by the earlier study carried out by
Yamazaki S et al., (2005) National Institute for Environmental Studies on
household income is strongly associated with health-related quality of life among
men but not women. The objective of the study is to assess the socio-economic
status (SES) is strongly reflects individual economic status, to measure the health-
related quality of life (HRQOL) by using Short Form-36 Health Survey (SF-36)
questionnaire. Sample size is 4,500, cross sectional survey was conducted by using
stratified random sampling among above 60 years older people. The study results
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revealed that men with lower levels of annual household income had lower scores
in all SF-36 domains that indicate lower the quality of life.
MAJOR FINDINGS
 The results revealed that the urban older people 38(63.33%) had good quality of
life, 14(23.33%) had moderate quality of life, and 8(13.33%) had very good quality
of life.
 As per as rural area concerned 30(50%) had good quality of life, 27(45%) had
moderate quality of life, 2(3.33%) had poor quality of life and finally 1(1.67%) had
very good quality of life.
 The chi-square test revealed that there was a significant association between the
QOL with their education, occupation, family income per month, socio-economic
class, financial support, place of residence and current health status to last four
years.
There was no statistical significant association between the QOL with their gender, age
in years, religion, marital status, regular income, type of family, type of house, living
status, and idea regarding medical help, government funded schemes respectively.
CONCLUSION
The study concludes that the urban older people 38(63.33%) had good quality of life,
14(23.33%) had moderate quality of life, and 8(13.33%) had very good quality of life
and as per as rural area concerned 30(50%) had good quality of life, 2(3.33%) had poor
quality of life, 27(45%) had moderate quality of life and finally 1(1.67%) had very good
quality of life.
The elderly people living in urban areas have better QOL (Mean=12.86) i.e., in all
domains when compared to elderly people living in rural areas. The ‘F’ value of 0.047
suggesting that there is no significant interaction between the gender and locality of
residence with regard to all domains of QOL. The rural women differs significantly with
urban men in their all domains, rural men differ significantly with urban women and
urban men in their all domains, where as other mean differences are not significant.
The Self Instructional Module (SIM) was given to men and women separately after data
collection for future reference with the help of SIM, they can improve the quality of life,
promotes good health and preserves the life.
IMPLICATIONS The study findings had thrown new light on the implication of the
future.
Community Practice Setting

In provision of care to the elderly and the people will be able to
 Recognize that sensation and perception in older adults are mediated by functional,
physical, cognitive, psychological and social changes.
 Assess family member’s knowledge and skills that are essential to deliver care to
elderly, communicate effectively, respectfully and compassionately.
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 Prevent and reduce common risk factors that contribute to functional decline and
impaired quality of life.
 Evaluate the utility of complementary and integrative health care practices on health
promotion and symptom management of elderly.
 Guide elderly and their family members regarding the various resources (money
and material) available in the community setting to utilize the rehabilitative health
care services.
 Educate the elderly and their family members regarding various health care policies
and facilities that are available to fulfill the various needs.
EDUCATION
 Curriculum should provide opportunity to the students to assess, compare and
contract living environment of elderly. To analyze the effectiveness of community
resources in assisting older adults and their families to attain the personal goals and
minimize the functioning, maintain independence and to live in the least restrictive
environment.
 Students get exposure to various available resources provided by government and
nongovernmental organizations in provision of care, cure and rehabilitative services
to the elderly.
 Students should get opportunity to render, assess and evaluate the case provided by
family members and also the individuals to participate in their own health care
through evidence based nursing practice during community, clinical rotations.
 The teaching faculty should plan for various programmes by using advanced
educational technology to flourish the student’s minds and divert them to provide
maximize their efforts towards the care of elderly in improving their Quality of life.
RESEARCH
 The mentors of research should focus their attention especially on improvement of
quality of life among elderly, based on the needs elicited by various researchers.
 The experienced researchers should prepare the younger researcher to focus their
attention on community needs of the elderly and guide them to conduct various
studies in improving quality of life of the elderly.
 Government also should take interest and allot resources to conduct various
research projects for the improvement of quality of life.
RECOMMENDATIONS
On the basis of the findings of the study the following recommendations are made.
 The study can be replicated with a large population to draw generalizations in this area
of research.
 A similar study can be conducted at institutionalized and non institutionalized homes.
 A study can be made to assess the quality of life in various old age problems.
 A study can also be done to assess the knowledge of family members regarding old age
problems.
 A study can be done to asses the knowledge regarding old age problems.
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 A similar study can be under taken with a control group design.

 A similar study can be conducted on psychological aspects of the quality of life among
older persons
BIBLIOGRAPHY
TEXT BOOKS
1. Aabha Choudary (2001), Active ageing in the new millennium-An Indian
Scenario, (1st edition), Jaypee Publications, P.P 10-12.
2. brams, W., Beers, M., & Berkow R (1995), The Merck manual of geriatrics,
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4. Edward (2005), A text book Geriatric Neuro Psychiatric (2nd edition), Jaypee
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assessment (2nd edition), Gaithersburg, MD: Aspen Publications, P.P 30-35.
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Bharat Publishers, Jabalpur, P.P: 408-410.
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Pixal Publicaions, P.P 7-11.
JOURNALS
12. A B Dey., “Emerging Challenges of Old Age Care in India”, Journal of the
Indian Academy of Geriatrics 2006, Vol. 2, No 4.
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degeneration”, Quality of Life Research 2007, Feb; 17(1):51-59.
14. Ann Bowling & Catherine Kennelly., “Adding quality of quantity. Older
people’s view on quality or life and its enhancement”, Age concern England
2003, Vol. 3, 41.
www.ijmer.in 15
15. Ankur Barua., “Assessment of the domains of quality of life in geriatric

population”, The Internet Journal of Geriatrics and Gerontology 2003, Volume
2, 19.
16. .Banister D and Bowling., “A Quality of life for the elderly-the transport
dimension”, Transport Policy 2004, Feb.11(1), 105-115.
17. . Eswara Murthy., “Study on Quality of Life in aged”, Aging in research
studies 2007, March 10(5) 72-79.
18. Low., “Study on predictors of quality of life in old age”, American journal of
nursing 2006, Oct. 10(24) 15-18.
19. Gopal Neturcil., “Quality of Life among the old age increasing age does not
necessarily cause a reduction in the quality of life”, aging research studies
2006, Jan 14(1) 74-78.
20. Gunilla Borglin., “Self reported health complaints and their prediction of
overall health related quality of life among older person”, American journal of
nursing 2004, May 15(10) 18-20.
21. Helena Joana., “Quality of life through out the aging”, Acta Medica Lituanica,
2008, Vol No 15(7) 169-172.
22. vaneur., “Quality of Life among the older people”, Journal of aging studies,
Vol 19 2004, Vol. 19(2):184-196.
23. Lingo., “Study on activity quality of life of older persons”, Journal of aging
studies 2007, June 15(10):30-35.
24. .Mishra D & H.P. Singh., “Kuppuswamy’s socioeconomic status scale
revision”, Indian Journal of Pediatrics 2003, Jan.70(3): 273-274.
25. Molzahn“Study on factors associated with quality of life of Brazilian older
adults”, American journal of nursing 2008, April 10(2):24-29.
26. Natalia., “Socio-economic status and health-related quality of life among
elderly people”, Social Science Medicine 2003, Feb, 66(4):803-
27. Netten., “Needs satisfaction quality of life of old age”, Indian journal of
geriatrics 2002, July 15(22):117-125.
28. Susan L., “Relation between care givers of geriatric and health relation quality
of life”, Journal of American Geriatric Society 1999, Feb 39(5) 545-548.
29. .Vennbovenn., “Old age and Quality of life”, Help Age India Research
Development Journal 2002, Vol. 5 Jan. 10(2):16-18.
30. WHOQOL., “Study protocol for the World Health Organization project to
develop a Quality of Life assessment instrument (WHOQOL)”, Springer
Netherlands 2004, April 2(2):118-12
www.ijmer.in 16
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Jherh izse ifjgkj

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tkrk gSA orZeku esa uohu f”k{kk uhfr ds fuekZ.k dk dk;Z rsth ls gks jgk gSA f”k{kk dks gh gj ckj ifjorZu
dk ek/;e ekuk tkus yxk gSA ftrus iz;ksx bl {ks= esa gksrs gS mrus “kk;n gh fdlh vU; {ks= esa gksrs gksA
1947 esa ns”k esa 18 fo”ofo|ky;] 518 egkfo|ky; vkSj Nk= la[;k 2]28]881 FkhA vc bl fLFkfr esa cgqr
ifjorZu vk x;k gSA ns”k esa 1 vizSy 2018 ds vka¡dMksa ds vuqlkj 903 fo”ofo|ky; gSA ns”k esa 285
fo”ofo|ky; lEc)rk okys] 343 futh fo”ofo|ky; ,oa 357 fo”ofo|ky; xzkeh.k {ks= ds gSA Xykscy
dfEiVhfVo baMsDl 4-0 o’kZ 2018 ds vuqlkj Hkkjr dk blesa 140 ns”kksa dh lwph esa 58oka LFkku gSA bl baMsDl
dh x.kuk 12 LrEHkksa ds vk/kkj ij dh tkrh gS ftlesa baLVhV~;w”kal] vkbZlhVh ,MkWI”ku] fLdYl vkSj bUuksos”ku
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f”k{kk nh tk jgh gS] tks Nk=ksa dks jkstxkj ;ksX; cukus esa vlQy gSA ftlls csjkstxkjh dh nj esa o`f) gks jgh
gSA vkt fo|kfFkZ;ksa dk bathfu;fjax] esfMdy ,oa eSustesaV ds dkslksZsa ls yxko [kRe gksrk tk jgk gSA
mnkjhdj.k ds nkSj esa vusd ns”k Hkkjr ds “kS{kf.kd laLFkkuksa esa vikj lEHkkouk,¡ ryk”k jgs gSA ,sls esa
vko”;drk gS ns”k ds uhfr fuekZrk f”k{kk dh n”kk ,oa fn”kk cnyus esa nyxr jktuhfr ls ij mB dj lkFkZd
vkSj O;kogkfjd dk;Z iz.kkyh dk fuekZ.k djasA
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tkrk gS] ;g f”k{kk dk ladqfpr vFkZ gSA foLr`r vFkZ esa f”k{kk vukSipkfjd f”k{kk gksrh gS tks izR;{k ;k ijks{k
:i ls dgha ls Hkh yh tk ldrh gS tks euq’; ds Kku ,oa dkS”ky esa o`f) djrh gksA
v/;;u ds mn~ns';&
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x;k gSA
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vxzoky ih- 2018 us fy[kk gS fd mPp f”k{kk iz.kkyh ds fodkl esa jkT; dh Hkwfedk dks l”kDr fd, tkus dh
vko”;drk gSA mPp f”k{kk ,oa “kks/k esa fo”ks’k rkSj ij mHkjrs gq, Kku us egRoiw.kZ cuk;k gSA ;|fi bl vksj
vf/kd /;ku fn, tkus dh vko”;drk gSA
dksBkjh vrqy 2019 us crk;k gS fd fdlh Hkh ns”k ds mRFkku dh uhao f”k{kk gh gksrh gSSA ijUrq ns”k esa vktknh
ds 21 o’kZ ckn 1968 esa igyh f”k{kk uhfr vkSj 1986 esa nwljh f”k{kk uhfr dk fuekZ.k fd;k x;kA orZeku esa
uohu f”k{kk uhfr ds fuekZ.k dk dk;Z rsth ls gks jgk gSA igyh vkSj nwljh nksuksa gh uhfr;ksa esa ldy ?kjsyw
mRikn dk 6 izfr”kr f”k{kk ij O;; fd, tkus dk leFkZu fd;k x;k ijUrq ns”k esa jktuhfrd bPNk “kfDr ds
vHkko esa bu vuq”kalkvksa dks gdhdr ds /kjkry ij mrkjk gh ugha tk ldkA 1947 esa ns”k esa 18 fo”ofo|ky;]
518 egkfo|ky; vkSj Nk= la[;k 2]28]881 FkhA vc bl fLFkfr esa cgqr ifjorZu vk x;k gSA
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fodkl ,oa yksxksa dh vkthfodk ds lrr~ miktZu esa mPp f”k{kk dk egRoiw.kZ ;ksxnku gSA mPp f”k{kk lafo/kku
ds vkyksd esa Hkkjr dks ,d yksdrkaf=d] U;k;iw.kZ] lkekftd ,oa O;fDrxr le> ls ifjiw.kZ vkSj lkaLd`frd
www.ijmer.in 17
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{ks= esa gksrs gksAns”k esa 1 vizSy 2018 ds vka¡dMksa ds vuqlkj 903 fo”ofo|ky; gSA ns”k esa 285 fo”ofo|ky;
lEc)rk okys] 343 futh fo”ofo|ky; ,oa 357 fo”ofo|ky; xzkeh.k {ks= ds gSA dsoy efgyk fo”ofo|ky;ksa
dh la[;k 15 gS ftuesa ls jktLFkku esa 4 gSA ns”k esa ,d dsUnzh; eqDr fo”ofo|ky;] 14 jkT; eqDr
fo”ofo|ky; vkSj 1 jkT; futh eqDr fo”ofo|ky; gSA ns”k esa 110 ,sls fo”ofo|ky; Hkh gS tks
egkfo|ky;ksa@foHkkxh; f”k{kk ds lkFk&lkFk nwjLFk f”k{kk Hkh iznku djrs gSA ns”k esa 1 vizSy 2017 ds vka¡dM+ksa
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gSA dsoy efgykvksa ds fy, 11-04 izfr”kr egkfo|ky; gSA 36-7 izfr”kr egkfo|ky;ksa esa ijkLukrd ikB~;Øe
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fd, tkrs gSA vr% ljdkj dks bl vksj Hkh /;ku nsuk pkfg,A
2- jk’Vªh; mPprj f”k{kk vfHk;ku& bls :lk ds uke ls Hkh tkuk tkrk gSA bldh LFkkiuk 2013 esa dsUnz
ljdkj }kjk dh xbZ gSA mPp f”k{kk esa fodkl gsrq jkT;ksa dks 60 izfr”kr foÙk dsUnz ljdkj iznku djrh
gS vkSj jkT; dks bl gsrq 40 izfr”kr foÙk dh gh O;oLFkk djuh iM+rh gSA fo”ks’k ntkZ izkIr jkT;ksa ds
fy, dsUnz 90 izfr”kr rd dh foÙk O;oLFkk djrh gSA :lk ds izeq[k dk;Z bl izdkj ls gS&
 fo|eku Lok;Ùk egkfo|ky;ksa dks fo”ofo|ky;ksa ds :i esa mPphd`r djukA
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 egkfo|ky;ksa dks dyLVj fo”ofo|ky;ksa esa cnyukA

 fo”ofo|ky;ksa gsrq vuqnku dh O;oLFkk djukA
 lkekU; f”k{kk gsrq ekWMy fo”ofo|ky;ksa dh LFkkiuk djukA fMxzh egkfo|ky; dks ekWMy egkfo|ky;ksa esa
mPphd`r djukA
 egkfo|ky;ksa esa v/kkslajpuk fuekZ.k gsrq vuqnku dh O;oLFkk djukA
 u, izksQs”kuy egkfo|ky;ksa dh LFkkiuk djukA
 vuqla/kku] uoksUes’k ,oa xq.koÙkk lq/kkj ij /;ku nsukA
 mPp f”k{kk esa O;kolkf;d f”k{kk dk fodkl djukA
 “kS{kf.kd iz”kkldksa esa usr`Ro {kerk dk fodkl djukA
 {kerk fuekZ.k ,oa vka¡dM+ksa dk laxzg.k ,oa fu;kstu esa o`f) djukA
3- mPprj f”k{kk foÙkh;u fudk;%& ;g ,d xSj ykHkdkjh xSj cSafdax fudk; gS ftldh LFkkiuk 31 ebZ
2017 dks mPp f”k{k.k laLFkkuksa dks _.k iznku djus ds fy, fd;k x;kA ;g _.k 10 o’kksaZ dh vof/k ds
fy, iznku fd;k tkrk gSA bl _.k ds C;kt dk Hkqxrku dsUnz ljdkj }kjk izkIr vuqnku esa ls fd;k
tkrk gSA
4- jhokbVykbftax bUÝkLVªDpj ,.M flLVe bu ,T;qds”ku%& ;g 2022 rd mPp f”k{kk esa v/kkslajpuk dks
iquZthou iznku djus ds fy, cuk;k x;k gSA blesa iznÙk _.kksa ds iquZ Hkqxrku dh O;oLFkk bl izdkj ls
dh tkrh gSA
 2014 ds ckn LFkkfir u, f”k{k.k laLFkku ,oa ekuo lalk/ku fodkl ea=ky; ds vU; laLFkkuksa ftuesa
“kqYdksa esa o`f) ;k vkUrfjd lalk/ku tqVkus dk {ks= vfrlhfer gksrk gSA bu laLFkkuksa dk lEiw.kZ ,oa
C;kt dsUnz ljdkj }kjk ogu fd;k tkrk gSA
 lHkh uohu LFkkfir vf[ky Hkkjrh; vk;qfoZKku laLFkkuksa vkfn os laLFkk,¡ ftUgsa f”k{k.k ,oa LokLF; ea=ky;
ls vuqnku feyrk gS] dk lEiw.kZ ,oa C;kt dsUnz ljdkj }kjk ogu fd;k tkrk gSA
 2014 ls igys LFkkfir dsUnzh; fo”of|ky; izkIr _.k dk 10 izfr”kr vius vkarfjd lalk/kuksa ls Hkqxrku
djsaxsa vkSj 90 izfr”kr dsUnz ljdkj ls vuqnku ds :i esa izkIr jkf”k ls Hkqxrku djsxsaA
 2008&14 ds chp LFkkfir rduhdh laLFkku izkIr _.k dk 25 izfr”kr vius vkarfjd lalk/kuksa ls Hkqxrku
djsaxsa vkSj 75 izfr”kr dsUnz ljdkj ls vuqnku ds :i esa izkIr jkf”k ls Hkqxrku djsxsaA
 os laLFkku tks 10 o’kksaZ iwoZ LFkkfir gq, gS] dks lEiw.kZ _.k ,oa C;kt dk Hkqxrku vius vkarfjd lalk/kuksa
ls gh pqdkuk gksxkA
5- Hkkjrh; mPprj f”k{kk vk;ksx%&fofHkUu lfefr;ksa tsls gfjxkSre lfefr] ;”kiky lfefr vkfn us mPp
f”k{kk esa O;kIr dfe;ksa dks crk;k gSA blh dkj.k fo”ofo|ky; vuqnku vk;ksx dks lekIr dj Hkkjrh;
mPprj f”k{kk vk;ksx dks LFkkfir djus dk QSlyk fy;k x;k gSA
jktLFkku esa mPp f'k{kk&

,d rjQ ns”k nqfu;k dh lokZf/kd ;qok vkcknh dk okyk gSA ogha ljdkj ;qokvksa dks csgrj f”k{k.k laLFkkvksa
dks miyC/k djokus esa v{ke gSA mPp f”k{kk ds ckjs esa dsUnz ls ysdj jkT; ljdkjksa dh fLFkfr ,d tSlh gh
gSA jktLFkku esa 92 izfr”kr egkfo|ky;ksa esa izkpk;ksaZ ds in gh [kkyh gSA 20 Qjojh 2020 dks jktLFkku
if=dk esa izdkf”kr fjiksVZ ds vuqlkj ljdkj us ;g Lohdkj fd;k fd jkT; esa 292 esa dsoy 25 ljdkjh
egkfo|ky;ksa esa gh izkpk;Z gSA yksd lHkk esa ekuo lalk/ku fodkl ea=h jes”k iks[kfj;ky us crk;k fd ns”k Hkj
esa dsUnzh; fo”ofo|ky;ksa esa “kS{kf.kd vkSj v”kS{kf.kd laoxZ ds 19 gtkj ls vf/kd in [kkyh gSA ns”k esa dsUnzh;
fo”ofo|ky;ksa esa 6 gtkj inksa ads fy, dh tkus okyh HkrhZ esa Hkh flQZ 934 in gh Hkjs tk ldsA tc ns” k ds
dsUnzh; fo”ofo|ky;ksa esa ;g n”kk gS rks vU; jkT;ksa dh dYiuk rks Hk;Hkhr djus okyh gSA vusd
fo”ofo|ky;ksa esa rks dqyifr gh ugha gSA ;|fi fo”ofo|ky; vuqnku vk;ksx dbZ ckj bl gsrq vko”;d
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fn”kkfunsZ”k tkjh dj pqdk gSA izkFkfed f”k{kk ls ysdj mPp f”k{kk rd dkjksckfj;ksa ds gokys gksus ls bl fn”kk
esa iz;kl lQy ugha gks ik jgs gSA fo”ofo|ky;ksa dh Lok/khurk vc igys tSlh ugha jgh gS vkSj dqyifr;ksa dh
fu;qfDr esa Hkh jktuhfr gks jgh gSA blh dkj.k ls 2020 esa tkjh nqfu;k “kh’kZ 300 fo”ofo|ky;ksa esa ns”k dk
,d Hkh fo”ofo|ky; ugha gSA ,slk 2012 ds ckn igyh ckj gqvk gSA izkFkfed f”k{kk ls ysdj mPp f”k{kk ij
csgn /;ku nsus dh vko”;drk gSA mPp f”k{kk esa ljdkj }kjk tks [kpZ fd;k jgk gS mls vf/kd rkfdZd ,oa
y{; dsfUnzr cukus dh t:jr gSA mPp f”k{kk esa tks vuqnku fn;k tk jgk gS ml ij Hkh fopkj djus dh
vko”;drk gSA ;g vkfFkZd vk/kkj ij l[rh ls nh tk, rks T;knk csgrj gS] gj fdlh dks ;w¡gha vuqnku dk
forj.k ugha djuk pkfg,A tSlk fd fnYyh fo”ofo|ky; esa gksrk gS fd ogk¡ lHkh dks gh vuqnku feyrk gS
;g ugha gksuk pkfg, D;ksafd vkfFkZd :i ls l{ke fo|kkFkhZ Hkh i<+rs gS ftudks bl izdkj ds vuqnku dh
vko”;drk gh ugha gSA blls okLrfod :i ls xjhc yksxksa dk uqdlku gksrk gSA tcfd Hkkjrh; izca/ku
laLFkku esa vuqnku de dj fn;k x;k gS ;|fi blesa v/;;u djus okys Nk= ns”k dk lalk/ku gksrs gS tks
vkfFkZd fodkl esa lgk;d gksrs gSA ubZ f”k{kk uhfr] Hkkjrh; mPp f”k{kk vk;ksx] uohu ekU;rk iz.kkyh vkSj
mPp f”k{k.k laLFkkuksa esa 5 yk[k QSdYVh dh fu;qfDr dk iz;kl ubZ f”k{kk uhfr 30 ebZ 2019 ds 100 fnolh;
,ts.Ms esa fd;k x;k gSA
f”k{kk esa lq/kkj ds fy, ;g Hkh t:jh gS fd f”k{kdksa dks i;kZIr izf”k{k.k fn;k tk,A f”k{kk dks f”k{kk ekfQ;k ds
pqaxy ls ckgj fudkyus dh vko”;drk gSA f”k{kdksa dh fu;qfDr ,oa rcknyk uhfr Hkh Li’V gksuh pkfg,A
f”k{kdksa ds fjDr inksa dks “kh?kz Hkjuk pkfg,A ;g Hkh ,d eqn~nk gS fd ,d rjQ ljdkj f”k{kk ra= /ku dh
deh dh ckr dj jgh gS tks nwljh rjQ futh {ks= f”k{kk esa u, midze yxkkuk pkgrk gSA futh {ks= ykHk
dek jgk gS vkSj mlds fo|ky;ksa ,oa egkfo|ky;ksa esa fo|kkfFkZ;ksa dh Hkkjh HkhM+ jgrh gSA ljdkj buds ykHkksa
ij dj olwy dj vk; dek ldrh gSA ns”k ,oa lekt dh vko”;drk vuq:i mPp f”k{kk dk fodkl gksuk
pkfg,A O;olk;ijd ,oa rduhd vk/kkfjr f”k{kk ij tksj fn;k tkuk pkfg,A
dukZVd ,oa jktLFkku esa f”k{kk esa dkQh ifjorZu fd, tk jgs gSA nf{k.k ds jkT; dsjy esa u rks f”k{kdksa dh
deh gS vkSj u gh lalk/kuksa dhA tcfd mRrj izns”k ,oa fcgkj dh f”k{kk O;oLFkk ds gkykr~ fdlh ls fNis ugha
gS ftl ij /;ku nsus dh vko”;drk gSA f”k{kk dk {ks= gh ,slk gS tgk¡ ij fd;k x;k fofu;ksx dHkh Hkh csdkj
ugha tkrkA f”k{kk esa ckj ckj uohu ifjorZu djus dh ctk, ekStwnk ;kstukvksa dks gh lgh O;oLFkk ,oa rjhdksa
ls ykxw djuk pkfg,A ns”k ds vusd egkfo|ky;ksa esa vR;f/kd Nk= la[;k] Qhl vf/kd vkSj lS)kfUrd f”k{kk
nh tk jgh gSA tks Nk=ksa dks jkstxkj ;ksX; cukus esa vlQy gSA ftlls csjkstxkjh dh nj esa o`f) gks jgh gSA
vkt fo|kfFkZ;ksa dk bathfu;fjax] esfMdy ,oa eSustesaV ds dkslksZsa ls yxko [kRe gksrk tk jgk gSA mnkjhdj.k
ds nkSj esa vusd ns”k Hkkjr ds “kS{kf.kd laLFkkuksa esa vikj lEHkkouk,¡ ryk”k jgs gSA ,sls esa vko”;drk gS ns”k
ds uhfr fuekZrk f”k{kk dh n”kk ,oa fn”kk cnyus esa nyxr jktuhfr ls ij mB dj lkFkZd vkSj O;kogkfjd
dk;Z iz.kkyh dk fuekZ.k djasA ftlls ns”k esa jkstxkkj ds voljksa dk fodkl gks lds rkfd f”k{kk vius izkphu
egRo dks iqu% izkIr dj ldsA
lanHkZ&
1- vfXugks=h jfoUnz] vk/kqfud Hkkjrh; f”k{kk] jktLFkku fgUnh xzaFk vdkneh] t;iqj] 1987
2- vMoky] lqcks/k ch-] Hkkjrh; f”k{kk dh leL;k,¡ ,oa izo`fr;k¡a] mÙkj izns”k fgUnh xzaFk vdkneh] 1974
3- dksBkjh vrqy] f”k{kk fodYi ,oa vk;ke] izHkkr izdk”ku ubZ fnYyh] 2019
4- esgrk vkyksd] rc vkSj vc] fdrkc ?kj izdk”ku ubZ fnYyh] 2007
5- “kekZ vkj- ,u- ,oa “kekZ vkj- ds-] “ksSf{kd lekt”kkL=] vaVykafVad ifCy”klZ ,.M fMfLVC;wVlZ ubZ fnYyh] 2006
6- Ikk.Ms; ftrsUnz dqekj] mPp f”k{kk lEHkkouk,¡ vkSj pqukSfr;k¡] ;kstuk flrEcj 2019] Ik`’V la[;k 61&64
7- fQfyi th- vYVck[k vuqoknd vxzoky ih-] Hkkjrh; mPPk f”k{kk ds ik¡ap n”kd] lst ifCyf”kax bf.M;k fnYyh] ekpZ
2018
8- jktLFkku if=dk ukxkSj] 28 tuojh 2020] lEikndh; i`’V
9- jktLFkku if=dk t;iqj] 20 Qjojh 2020] lEikndh; i`’V
10- vkmVyqd fgUnh] 1 tqykbZ 2019
11- izfr;ksxrk niZ.k] vDVwcj 2018] i`’V la[;k 77&81
12- izfr;ksxrk niZ.k] fnlEcj 2018] i`’V la[;k 58
13- tk;loky ih- ts-] eksnh ,jk] us”ku izsl psUUbZ] 2019
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DECODING THE JAYPEE JUDGMENT: PREFERENTIAL TRANSACTIONS
Dr. Binoy J. Kattadiyil

ICSI IIP, IPA of IBBI, New Delhi
Introduction
On February 26, 2020, the Supreme Court gave its verdict in the long-drawn litigation
between JaypeeInfratech Limited (JIL) and Jaiprakash Associates Limited (JAL). These
two entities had brought forth competing creditor claims. While deciding the case,
Supreme Court held that the JIL claims were preferential transactions and that third
party security does not amount to financial debt. Through this article, we shall analyse
the judgment and its implications.
Background
The statutory appeal is made to SC from NCLAT order dated 01.08.2019 which set
aside the order passed by NCLT, Allahabad Bench where the application was moved by
IRP of JaypeeInfratech Ltd. (JIL) for setting aside the transaction of mortgage of certain
properties made by the corporate debtor (CD) in favour of its holding company
Jaiprakash Associates Limited (JAL), having 71.64% equity shareholding in JIL, as
being preferential, undervalued and fraudulent, in terms of Sections 43, 45 and 66 of
IBC. JIL was set up as a special purpose vehicle for construction of an expressway from
Noida to Agra and finance was obtained from a consortium of banks (including
Respondents) against the partial mortgage of land acquired and a pledge of 51% of the
shareholding held by JAL. IDBI Bank Limited instituted CIRP against JIL alleging that
it committed a default in repayment of its dues of Rs. 526.11 crores. After passing an
order of moratorium and public declaration, IRP was permitted to take over
management of JIL and in the process made an application u/s. 43 of IBC to NCLT
which ordered the security interest was ordered to be discharged and the properties
involved therein were vested in the corporate debtor, with release of encumbrances.
NCLAT however upturned the order of NCLT holding that the transactions in question
do not fall within the mischief of being preferential or undervalued or fraudulent; and
that the lenders in question (the lenders of JAL) were entitled to exercise their rights.
The Respondent banks namely, ICICI Bank Limited and Axis Bank Limited, sought
inclusion in the category of FC of JIL but IRP declined to recognize them as such.
Being aggrieved by the IRP decision it preferred separate applications u/s. 60(5) of IBC
before NCLT asserting their claim on account of the securities provided by JIL for the
facilities granted to JAL. NCLT rejected the applications. Aggrieved banks approached
the NCLAT which didn’t address the issues and has consequently appealed to SC.
Issues and Arguments

1. Whether the transaction of mortgage can be categorized as preferential, undervalued
and fraudulent and consequently avoided?
(i)whether such transfer is for the benefit of a creditor or a surety or a guarantor?
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(ii) Whether such transfer is for or on account of an antecedent financial debt or

operational debt or other liabilities owed by the corporate debtor?
(iii) Whether such transfer has the effect of putting such creditor or surety or
guarantor in a beneficial position than it would have been in the event of
distribution of assets being made in accordance with Section 53?
(iv) Whether the transfer was made during the period of two years preceding the
insolvency commencement date?
(v) Whether such transfer is not an excluded transaction in terms of sub-section (3)
of Section 43?
2. Whether the Respondents could be categorised as FC of JIL on the strength of the
mortgage created by CD, as collateral security of the debt of its holding company
for the purpose of CIRP?
Arguments by Appellants:
JAL would be preferred in the event of distribution of assets (waterfall mechanism) in

terms of Section 53 of IBC due to the priority of interest created by way of security
interest. The re-mortgage amounts to a fresh mortgage within the relevant time of two
years before the date of commencement of CIRP and was not done in the ordinary
course of business of JIL. The word “or” u/s. 43(3)(a) will have to be read as “and”
otherwise it would mean that an overwhelming majority of transactions like the present
one, whereby banks who would accept the security interest over properties belonging to
a third party, after disbursing financial facilities to its loan, would get out of the net of
“preferential transactions”, even if the transfer in question is not made in the ordinary
course of business of the corporate debtor
Arguments of Respondents:
The impugned mortgages had not been created on account of any antecedent debt
liability owed by the CD; they had been within the ordinary course of business of and
were not within the statutory period of one year and, therefore, Section 43 of IBC would
not apply. The ‘relevant time’ in the present circumstances could be only one year as
Bank is an unrelated party as the land parcels were mortgaged on 24.02.2015, which is
beyond even the two years formulation, the relevant time being from 10.08.2016 to
09.08.2017. The security was provided on account of the debt obligations of JAL, and
not any antecedent debt obligations of the corporate debtor. The transfer has no effect
whatsoever on the relative position of JAL in the distribution waterfall as it remains an
operational creditor without any security interest. A mere transfer of the assets within
the look-back period (relevant time period) would not make the transaction preferential
except when it is coupled with the intent to prefer one creditor over the other.
The Judgment And Its Implications

1(i) The transactions had been of transfers for the benefit of JAL, who is a related party
of the corporate debtor JIL as explained in 1(ii)
1(ii) CD has given a preference by way of the mortgage transactions for the benefit of
its related person JAL for and on account of antecedent financial debts, operational
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debts and other liabilities owed to such related person as JAL had entered into Promoter
Support Agreement to the lenders of JIL to meet the obligation of JIL towards its
lenders; and had further extended Bank Guarantees of Rs. 212 crores to meet the
obligation of JIL.
1(iii) Evidently, by way of the impugned transfers, JAL is put in a much beneficial
position than it would have been in the absence of such transfers as JAL received a huge
working capital (approx. Rupees 30000 crores), by way of loans JAL’s liability towards
its own creditors shall be reduced, in so far as the value of the mortgaged properties is
concerned. Other creditors and stakeholders of JIL shall have to bear the brunt of the
corresponding disadvantage because such heavily encumbered assets will not form the
part of available estate of the CD.
1(iv) Merely because look-back period is envisaged under IBC, for the purpose of
finding ‘relevant time’, it cannot be said that the provision itself is retrospective in
operation as contended by the Respondents. The concept of re-mortgage is equivalent to
fresh mortgage and thus Respondent’s contention that the mortgages were formed prior
to commencement of IBC or were re-mortgaged falls flat.
1(v)With regards to the Respondent’s contention of “ordinary course of business” in the

landmark case of Downs Distributing Co. v. Associated Blue Star Stores, wherein it was
held to mean “a transaction that falls into place as part of the undistinguished common
flow business done”. Relying on this, SC was of the opinion that the mortgages were not
in the ordinary course of business of the CD as lending was not in the ordinary course of
business of the CD.
Banks contention that they were unaware of third-party encumbrances was legally
untenable as they are hit by doctrine of due diligence (notice) and should’ve inspected
for any encumbrances.
2 The debts in question are in the form of third party security; said to have been given
by the corporate debtor JIL so as to secure the loans/advances/facilities obtained by JAL
from the respondent-lenders. Such a ‘debt’ is not and cannot be a ‘financial debt’ within
the meaning of Section 5(8) of the Code; and hence, the respondent-lenders, the
mortgagees, are not the ‘financial creditors’ of the corporate debtor JIL. As per ration in
Essar Steel and Swiss Ribbons, as being subsumed in financial creditors, is only that of
such secured creditors who are directly engaged in advancing credit to the corporate
debtor and not the indirect creditors who had extended any loan or facility to a third
party but had taken a security from the corporate debtor, whose resolution is under
consideration.
This decision of the Supreme Court will have a huge impact on how third party security
transactions are viewed within the context of IBC. Classifying them as preferential
transactions means that now insolvency professionals will have to re-think before
approaching the NCLT for third-party security transactions. Moreover, the composition
of committee of creditors would also have to undergo a change, as third-party security
beneficiaries may not fall under the scope of financial creditors, post this decision.
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SUPPLY CHAIN RISK MANAGEMENT IN TIMES OF PANDEMIC
Dr. Deepti Gupta

Assistant Professor
Ram Lal Anand College, Delhi University
Abstract
For the businesses to deliver their promises to their customers, it must have a supply
chain that operates properly and fulfil the purpose. The impact of COVID-19 has taken
a toll on economy globally, causing crash in stock prices and distressing earnings
projections. The scope of this pandemic disease, with regard to the number of people
affected and for how long it will last, seems to be distinctive and new remembrance.
This paper aims to suggest that corona virus risk is a wakeup call for many companies
to manage their supply chains.
INTRODUCTION:
HOW COVID-19 HAS AFFECTED THE INDUSTRIES SO FAR
The global effects on supply chain management have occurred because of the outbreak
of corona virus in Wuhan, China. This has affected the supply of inputs for large
number of manufacturers and retailers globally because China is an extremely large
source of components and finished goods. Manufacturers are forced to suspend their
operations as their key inputs have exhausted. Big Brands like Apple, Microsoft, JCB
and Nissan have perceived the interruption as their factories in China are operating at
limited capacity or suspended their production. Local economies in the world that are
dependent on China as a customer are also facing the facts.
Although there are some indications that exports from China have started again, there is
an increasing likelihood that situation will get worse before getting better. Now, the
outbreak has spread throughout the globe. This has resulted in labour shortage and
restrictions on travel within and outside the country, further disrupting the supply chains
of businesses around the world.
The corona virus has an influence on movement of goods as a consequence of

restrictions by the countries all over the world on loading and unloading of goods from
the ports. With travel limitations, extension in lockdowns and longer than usual
quarantine periods, businesses are notably facing challenge of disturbance of labour.
Lockdown has severe impact on service industries as well because of inability of labour
to move in and out of corona virus affected areas, especially in identified hotspot zones.
The COVID-19 outbreak has made the supply chains fragile and vulnerable because of
sudden supply shortages. The main reason for this is rigid supply chains and suppliers
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are not able to switch easily to an alternative in times of stress. One more reason is
consolidated production zones, where a country or a city is specialized in production of
some key components, parts or products. This reduces the overall cost of supplying
goods from one part of the world to another in good times but is a matter of concern in
the times of distress.
RISK IN GLOBAL SUPPLY CHAIN
The complication of supply chains call for an estimation of types of risks involved as
these risks are related to each other. The three types of risks involved are: supply risk,
demand risk and operational risk.
Supply Risk affects procurement of raw material, components, parts, products and
services from suppliers, indicating that the supply chain is not able to meet the demand
concerning quantity and quality of finished products. The end result is described as
supply disruption.
Demand Risk affect outbound supply chain which means movement of finished goods
including storage, transportation and delivering to end customer, especially in times of
epidemic when fluctuation in demand is unforeseen.
Operational Risk affect segments within a supply chain, reducing its capacity to supply
raw material, parts or finished products within a stipulated time and cost. Carrying
goods from one place to another is not easy during disturbance.
WHO CAN MITIGATE RISK
Companies with diversified supply chains from geographic viewpoint are at less risk in
comparison to one’s dependent on one region or country for their supplies. Such
companies have developed and executed supply chain risk management strategies to
keep continuing their businesses. They procure their key components from different
sources to reduce their dependency on one supplier and keep buffer stock to mitigate
risk against supply chain disruption. Companies who have better visibility beyond the
expanded supply chain network can better respond to adverse situation.
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HOW TO MANAGE SUPPLY CHAIN RISK AND DISRUPTION
The motivation towards writing this research paper is to suggest some ways in which
supply chain disruptions can be managed.
1. Strengthening focus towards labour or workforce arrangements: Companies

have started resuming work in various parts of the world. There is a need to check
out how to restart the business operations during ongoing pandemic and how to take
necessary prevention and control measures. Due to travel restrictions there is an
urgent need to pay extra attention to labour planning and providing quality product
as production units run with less than a full supplement of workers.
2. Shifting production facilities: Companies along with their key suppliers (Tier-1
and Tier-2 suppliers) should work together to understand the workability to shift
production and purchase order fulfilment to some other regions or locations as an
alternative. This proves to be critical in minimizing supply chain disruptions.
3. Adopting New Digital techniques to enhance supplier network: Obtaining

clarity to the status of inventory at the location of supplier and his shipment status
will help the company to anticipate shortage of supply and respond
correspondingly. For this, complete electronic connectivity with key component
suppliers has to be maintained. Technologies that provide clarity on available
inventory across the channel of distribution including distribution centres, vendors,
wholesalers, stores; provide considerable advantage for transparency and flexibility
to serve the customers in effective manner given the limitations in supply. These
help the company to access data easily and chalk out plans and make decisions
accordingly. Things like deliveries through drones, a new digital technique, can be
an alternative in near future.
4. Locating substitute suppliers in the not affected regions: All the companies that
are heavily dependent on Chinese supply have to find substitute sourcing markets
for raw materials. These industries can diversify to countries like India, Brazil,
Chile and Mexico for procurement of components and parts for their operations.
5. Upgrading inventory policy and plans: From past few decades, large companies
have been applying various ways to reduce their inventory across the supply chain
and safety stocks are set statistically, only to buffer normal variations in demand
and supply. Companies have not kept buffer stock for the enormity of destruction
caused due to corona virus epidemic. It’s high time to upgrade inventory planning
and framing policies so that companies are at least risk during such disturbances.
6. Understanding sudden Demand-Supply fluctuations: Demand for necessary

goods like groceries, vegetables, fruits and other eatables rises manifold as people
want to stock maximum supply of food for at least two weeks in a fear that basic
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necessities will not be available during lockdown period. As soon as government in

India and other parts of the world announced for complete shutdown along with
stoppage of public transport and railways, people rushed to stockpile the necessities
and stores are left empty shelves. In such distressing times, consumer’s value
product availability but small businesses are at high risk because of sudden demand
shocks. Most of the panic buying is only because no one wants to be left without
resources.
Alternatively as the lockdown period is being extended by many countries, demand

for petrol, diesel and expenditure on household spending has drastically reduced by
consumers all over the world. In the present scenario where certain commodities
have unexpected rise in demand and some have sudden fall in demand businesses
have to focus on liquidity of cash as well as working capital. Advanced statistical
forecasting tools along with the industry experience of planning team help them
find a authentic demand signal to decide necessary supply. Companies need to keep
assessing their supply chains and manufacturers need to rethink their commercial
plans to forecast demand during and after the crises.
7. Need for supply network mapping: There is an urgent need to do supply chain
network mapping as a risk reduction strategy. Companies avoid doing mapping
because of sizeable labour and time requirement in doing this activity. They
continue to depend on human intelligence for the information of key suppliers of
their businesses. The information gathered by procurement staff is informal which
is collected via personal relationships. When the staff quit the company or gets
retired or their roles change within the firm, their acquired knowledge and
experience leaves with them. The new employee will take some time to get to know
about these key (tier-1, tier-2, tier-3) suppliers and their reach. The benefit of
locating supply network map is greater than the time and cost of developing it.
Mapping can be done by focussing on supplier of essential parts and components,

beginning with suppliers of leading five products by revenue and going down to
numerous tiers of suppliers possible. Perhaps some invisible critical supplier is
there which the company is not aware of. Thus mapping will help the firm to
mitigate risk and find alternatives in the times of torment.
8. Ensuring supplier’s data privacy: The upstream suppliers do not want to disclose
their information to the end customer because of the mistrust and fear of losing
commercial dominance, if their customers are aware about their functioning,
sourcing and pricing policies. Conventional supply chains are centralised and
cannot provide individual access controls, but a decentralised arrangement which is
owned by a single large buyer is the optimum way by which supplier and buyer can
have the privacy they need.
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The other way by which supplier can be encouraged to give his information to the
buyer is through incentives. If the buyer worth supplier data, he should pay for the
data also in addition to the goods sourced from tier-1 supplier so that the data
narrates the information of tier-2 or even further upstream supplier’s data in the
network.
DIGITAL SUPPLY CHAIN MODEL
Digital supply chains have become essential for the competitiveness of large companies.
New supply chain technologies are coming that can improve end to end visibility to a
large extent. The conventional outlook of a linear supply chains are transforming into
digital supply chain network, making it possible for businesses to connect to their whole
supply network. Digital supply chain networks will enhance optimization and
collaboration. These are being set up and arranged in a manner to predict disruptions
and are configured differently to mitigate the risk in times of pandemic.
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CONCLUSION
Supply chain risk management becomes a challenge for the companies during times of
epidemic and disturbances. If the supply chains are made anti fragile, they will become
company’s considerable strength. The consolidated centres of production should also be
minimized. New digital supply chain models will play a significant role to help supply
chain managers to mitigate the risk of disruption and provide a network where they can
serve their customers better. New digital techniques like cloud computing, robotics,
artificial intelligence, 5G are pivotal to enable the future of digital supply chain network.
The lesson to be learned from the pandemic covid-19 is to build a supply chain network
which will remain unaffected or return to normal swiftly from difficult times.
References:
 Levi, David and Haren, Pierre (2020). How Corona virus could Impact the Global
Supply Chain by Mid-March, Harvard Business Review
Retrieved from https://hbr.org/2020/02/how-coronavirus-could-impact-the-global-
supply-chain-by-mid-march on 24.04.2020
 Kapadia, Shefali (2020). Three ways to manage corona virus risk in the supply
chain Retrieved from https://www.supplychaindive.com/news/coronavirus-risk-
supply-chain-modex/573886/ on 24.04.2020
 “COVID-19 Managing supply chain risk and disruption” report by Deloitte
Retrieved from https://www2.deloitte.com/global/en/pages/risk/articles/covid-19-
managing-supply-chain-risk-and-disruption.html on 24.04.2020
 https://www.publicissapient.com/insights/coronavirus_and_managing_the_supply_c
hain_amid_a_crisis on 25.04.2020
 Retrieved from https://www.weforum.org/agenda/2020/04/supply-chains-resilient-
covid-19/ on 25.04.2020
 https://www.supplychaindigital.com/supply-chain-management/coronavirus-and-
antifragile-supply-chain on 26.04.2020
 Retrieved from https://hub.jhu.edu/2020/03/06/covid-19-coronavirus-impacts-
global-supply-chain/ on 26.04.2020
 https://www.weforum.org/agenda/2020/04/supply-chains-resilient-covid-19/ on
26.04.2020
 Retrieved from https://transportgeography.org on 27.04.2020
 Block chain enhanced supply chain - Scientific Figure on Research Gate.
Retrieved from: https://www.researchgate.net/figure/Shift-from-traditional-supply-
chain-to-digital-supply-network-adopted-from-Gaus-Olsen_fig3_331166927 on
27.04.2020
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HOW DIGITAL MARKETING HELPS HIGHER EDUCATION INSTITUTION

BRANDING
Dhiraj Kelly Sawlani

Department of Management
Bina Nusantara University, Indonesia
Donny Susilo
Department of Business Administration
Asia University, Taiwan
Abstract
In this era of industry 4.0, company ability to adapt with technology is mandatory. One
unavoidable change in marketing related to technology radical development is digital
marketing. Digital marketing plays major role in developing brand of company today.
Digital marketing is considered cheaper and fit to products that are targeted to
millennial. However, a lack of research related to its relationship with brand image
remains. BundaMulia University as a reputable university in Indonesia with target
market of millennial has suffered from the uncertainty. Therefore this research aims to
understand how social media, website and search engine marketing affect the university
brand image.This type of research is associative research that is research conducted to
connect one variable with another variable. The purpose of this study is to find out the
relationship between two or more variables. By utilizing questionnaire as data collection
tool, this research got 180 valid and reliable student respondents. The data had passed
validity, reliability and classic assumption pre-tests, and then it was analyzed by
multiple linear regression method in SPSS. It resulted in fact that social media, website
and search engine marketing simultaneously and partially affect the university brand
image. The positive correlation suggests university to increase their attention on
improving their social media, website and search engine marketing in order to build up
better brand image among their students or customers. The adjusted R square value has
reached up to 77%, which explains that brand image is affected by social media, website
and search engine marketing by 77% and the rest 23% is explained by other variables
out of the proposed mode.
Keywords: Social media, website, search engine marketing, brand image

JEL Classification: M31, M15
1. INTRODUCTION
Along with technological developments in industry 4.0, internet can no longer
be separated from everyday life. At this era of modern society, many activities are
carried out by utilizing internet technology. One of internet technology implementation
that has been applied in business world is digital marketing. The application of digital
marketing to search engines such as Google, Yahoo, and Baiducan enhance a company's
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brand image. By registering a website on search engines using certain keywords and
good search engine marketing techniques, it is very possible for a website to be more
often found by public compared to other companies and therefore enhance brand image
of the company.
BundaMulia Universityis one of famous Indonesian universities that apply
digital marketing to build up its brand image such asregistering its website on Google,
Yahoo, and Baiduwith the keywordsexample “university”, ”scholarship”, “Jakarta”.
Every search on Google that contains keywords will direct consumer
toBundaMuliaUniversity website so that it can increase the university brand image and
finally it can lead to new student registration. BundaMulia University is a university that
implements digital marketing in its marketing process well. However, the university is
lack of information and research about how significant the effect of digital marketing on
their brand image. While there are many theories support that digital marketing can
increase their brand image, internal marketing department cannot confirm it therefore
research gap occurs.
This research is intended to examine the effect of social media, websites and
search engine marketing simultaneously and partially on brand images of BundaMulia
University. This research can be used as an evaluation and study material for companies
to be able to maintain the success of the digital marketing program in their effort to
attract new students while enhancing brand images in their head. It can also provide
inspiration and references for other relevant studies in digital marketing field.
2. LITERATURE REVIEW
2.1 Digital Marketing
According to Tarigan&Sanjaya (2009), digital marketing is a brand marketing
activity which includesthe use of various web-based media such as blogs, web sites, e-
mails, adwords, or social networking. Digital marketing is more than just term internet
marketing. According to Heidrick&Struggless (2009), the development of digital
marketing through the web, mobile phones, and gaming devices, offers new access to
advertising that is not heralded and it is very influential. Thus marketers should shift
from spending budget on traditional marketing such as TV, radio and print to new
technology and more interactive media such as in digital marketing.There are many
types of digital marketing method along with its own advantages and disadvantages.
Urban (2004) explain that the type of digital marketing exists includes online banner
advertisement, sponsorship, classified listings, email marketing, partnership/affiliate
marketing, search engine marketing, social media and website.
2.2 Brand Image
Kotler& Keller (2009)defined brand image as a set of beliefs, ideas, and
impressions that a person has towards a brand. He further said that brand image is the
perception and belief carried out by consumers, as reflected in the association that
occurs in consumer memory. Brand image is considered as how abrand is perceived by
consumers. Dealing with perceptions, brands can be described through adverb
objectives, or phrases. Kotler& Keller (2009) also said that brand image has two
components, which are brand association and brand personality.Iglesias et al (2019)
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stated that image is reality. Therefore if market communication does not match reality,
normally reality will win. The image will eventually become good, when consumers
have enough experience with the new reality. The new reality is acceptable when
organization works effectively and has good performance. Some benefits that can be
obtained by companies when they have satisfied their customers through the delivery of
quality services are a positive corporate image.
Therefore, consumers' attitudes and actions towards a brand are very much
determined by the brand's image. Kotler& Keller (2009)also added that brand image is a
requirement of a strong brand and image is a relatively consistent perception in the long
run. Building image is not an easy process and once it has been built up, it is difficult to
change it. The developed image must be clear and has an advantage compared to
competitors. When brand differences and advantages are confronted with other brands,
brand positionwill emerge. Thus, basically it is the same as the process of perception,
because image is formed from perceptions that have been formed over time. After going
through the stages that occur in the process of building up perception, then company can
proceed to the stage of consumer involvement. This level of involvement does not only
affect perception, but also affect memory function.
2.3 Digital Marketing and Brand Image
Marketers used social media to build up brand image and communicate brand
related matters to consumers. It is more impactful than traditional broadcast or massage
because people are more willing to read customized information on social media
platform rather than traditional platform (Schulze et al., 2015). The application of e-
marketing such as social media, website ownership and search engine marketing has an
influence on brand image. By using e-marketing, the brand will be easily recognized so
that it will increase the possibility of product purchasing transactions by customers
(Ridho, 2013).
Picture 1. Research Framework
Source: Developed from literature review
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Based on literature review, thus hypothesis in this study defined as follows:

H1 = Social media significantly and positively affects brand image of BundaMulia
University
H2 = Website significantly and positively affects brand image of BundaMulia
University
H3 = Search engine marketing significantly and positively affects brand image of
BundaMulia University
H4 = Social media, website and search engine marketing significantly and positively
affects brand image of BundaMulia University
3. METHOD
This type of research is associative research that is research conducted to
connect one variable with another variable. The purpose of this study is to find out the
relationship between two or more variables. Through this research a theory can be built
that can function to explain, predict, and control a phenomenon. In conducting the
analysis, the authors shared questionaiare to about 223 scholar respondents. A total of
223 respondents were obtained using the Stratified Random Sampling technique with
the population being students at Bunda Mulia University, Jakarta. But after removing
incompleted surveys, 180 valid and reliable questionaires are left. The statistical
methods used by the authors are inferential, parametric, and correlative statistics. This
includes multivariate regression. The required data is obtained based on the formulation
of the problem. The qualitative descriptive method is used for fact finding with the
correct interpretation and the aim is to look for a systematic picture that is used for
accurate fact finding. This type of research is basically to determine what methods will
be used in research, including data collection methods, methods of analysis and
hypothesis testing.
The statistical method used is multiple regression analysis. Multiple regression
analysis is a tool used to predict the effect of two or more independent variables on one
dependent variable to determine whether there is a correlational relationship or causal
relationship between two or more independent variables X1, X2, X3, ........ Xi with
respect to a dependent variable Y.The analysis is used to determine effect caused by the
implementation of Social media, Website, and Search Engine Marketing to increase
Brand Images of Bunda Mulia University.
The multiple linear regression equation is Y = a + b1X1 + b2X2 + B3X3
Where :
Y = Variabel dependen
a = konstanta / intercept
b = koefisien regresi
X1= Social media
X2= Website
X3= Search Engine Marketing
In terms of gender, the authors obtained data that 96 respondents were male
and 84 respondents were female. When they were asked about the most used social
media, 98 respondents most often access Facebook social media, 55 respondents most
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often access Twitter social media, and 27 respondents most often access Instagram
social media. The majority of respondents access Facebook because Facebook is the
first popular social media, while social media Instagram is the least accessed because it
is not popular among their social circles and their smartphone memory is not enough to
save good quality photos. While analyzed from the frequency of respondents' visit to the
Bunda Mulia university website in 1 week, 34 respondents accessed the website
www.ubm.ac.id about 1-3 times a week, 63 respondents accessed the website
www.ubm.ac.id 4 - 6 times in 1 week and 83 respondents access the website
www.ubm.ac.id> 6 times in 1 week. The majority of Bunda Mulia University students
access the website www.ubm.ac.id> 6 times a week, because Bunda Mulia University
useswebsite to provide a lot of information ranging from announcements, schedules,
grades, to the package registration process and seminar.
4. ANALYSIS AND DISCUSSION
4.1 Validity and Reliability Test for Variable X
Table 1. Reliability Statistic for Variable X
Reliability Statistics
Cronbach's
Alpha N of Items
.825 11
Source: Developed from data analysis
In accordance with Malhorta (2007) who stated that the statement is declared reliable if
it has a Cronbach’s Alpha> 0.6. Therefore the digital marketing statement item in this
research questionnaire is justified reliable because it has cronbach’s alpha> 0.6.
Table 2. Item-Total Statistics for Variable X
Item-Total Statistics
Scale Variance Corrected Squared Cronbach's
Scale Mean if if Item Item-Total Multiple Alpha if Item
Item Deleted Deleted Correlation Correlation Deleted
social1 48.34 51.276 .564 .605 .835
social2 48.21 51.125 .558 .628 .835
social3 48.14 52.366 .509 .579 .838
social4 48.19 54.445 .319 .380 .848
web1 47.91 50.350 .597 .483 .832
web2 48.29 51.626 .512 .608 .838
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web3 48.16 50.445 .541 .600 .836

web4 48.22 53.623 .454 .510 .841
seo1 48.24 51.836 .575 .576 .835
seo2 48.18 53.413 .387 .449 .845
seo3 48.16 53.644 .386 .506 .845
brand1 48.28 51.199 .536 .630 .836
brand2 48.43 52.101 .499 .641 .838
brand3 48.13 52.369 .447 .596 .841
brand4 48.23 54.761 .295 .544 .849
In accordance with Naga (2008) who stated that the statement item is considered valid if
it has a Corrected Item - Total Correlation> 0.2. Therefore, digital marketing statement
items are considered valid because they have a Corrected Item - Total Correlation
value> 0.2.
4.2 Validity and Reliability Test for Variable Y
Table 3. Reliability Statistic for Variable Y
Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.849 .848 15
In accordance with Malhorta (2007) who stated that the statement is declared reliable
when it has a Cronbach’s Alpha> 0.6. Therefore the brand images statement item in this
research questionnaire is considered reliable because it has cronbach’s alpha> 0.6.
Table 4. Item-Total Statistics for Variable Y

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance if Corrected Item- Alpha if Item
Item Deleted Item Deleted Total Correlation Deleted
brand1 10.16 4.024 .628 .575
brand2 10.31 4.203 .626 .581
brand3 10.01 4.459 .492 .663
brand4 10.13 5.315 .297 .768
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In accordance with Naga (2008) who stated that the statement item is considered valid if
it has a Corrected Item - Total Correlation> 0.2. Therefore, the brand images statement
item is considered valid because it has a Corrected Item - Total Correlation value> 0.2.
4.3 Classical Assumption Tests

Multicollinearity Test
Table 5. Result of Multicollinearity Test
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 1.104 .283 3.895 .000
SOCIAL .154 .114 .138 1.355 .177 .389 2.569
WEBSITE .087 .099 .088 .880 .380 .407 2.459
SEO .419 .077 .395 5.437 .000 .764 1.308
a. Dependent Variable: BRAND
Based on table 4.8 above, it can be concluded that multicollinearity does not occur
because VIF <10.
Autocorrelation Test
Table 6. Result of Autocorrelation Test
Model Summaryb
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .531a .282 .270 .57740 1.363
a. Predictors: (Constant), SEO, WEBSITE, SOCIAL
b. Dependent Variable: BRAND
From the test results using SPSS, the Durbin-Watson statistical value is 1.363.
According to Sudarmanto (2005) when Durbin-Watson statistical value approaches
value 2, it can be stated that the observational data does not have autocorrelation. Thus,
it can be concluded in this observation there is no autocorrelation because the Durbin-
Watson statistical value is 1.363.
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Heteroscedasticity Test
Picture 2. Scatterplot
Heteroscedasticity occurs when for each value of the independent variable, there are
several scores of dependent variables with different variances. The purpose of the
heteroscedasticity test is to test whether in the regression model. There is an inequality
of variance from the residuals of one observation to another. A good regression model
should not haveheteroscedasticity. Detection of heteroscedasticity can be observed
using scatterplots. Heteroscedasticity does not occur in the data because the points that
are spread randomly without any particular pattern (Nisfianoor 2009).
Normality Test
Picture 3. Normal P-P Plot
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The normal P-P diagram aboveprovides standardized regression plot which illustrates
the existence of points on the scatterplot line proves that the data is normally distributed.
4.4 Multiple Linear Regression Analysis

Table 7.Multiple Linear Regression Equation
Then, the multiple linear regression of this research is:
Y = 1,104 + 0,154X1 + 0,087X2 + 0,419X3
Where: Y = Brand Images

X1 = Social media
X2 = Website
X3 = Search Engine Marketing
4.5 t Test
Thus the partial test (t-test) finds out the effect of independent variable to dependent
variable partially,partial test result from the multiple linear regression analysis can be
seen as follows:
Table 8. Result of t Test
Social media and brand image

H1 is accepted for the variable social media, t = 2.355. Sig = 0.007 and significance
<0.05; thusH1 is accepted. Ho was rejected therefore, there was a significant effect of
the implementation of social media on the brand image of Bunda Mulia University if the
website and search engine marketing were controlled with a 95% confidence level.
Website and brand image
H2 is accepted for variable website, t = 3,880. Sig = 0,000 and significance <0.05; thus
H2 is received. Ho was rejected therefore, there was a significant effect of website
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implementation on Bunda Mulia University brand image if social media and search
engine marketing were controlled with a 95% confidence level.
Search engine marketing and brand image
H3 is accepted for variable search engine marketing, t = 5,437. Sig = 0,000 and
significance <0.05; thusH3 is accepted. Ho was rejected therefore, there was a
significant effect of the implementation of search engine marketing on the brand image
of Bunda Mulia University if social media and website were controlled with a 95%
confidence level.
4.6 F Test
This test aims to determine whether the independent variables simultaneously affect the
dependent variable. The independent variables together are simultaneouslyconsidered to
have a significant effect on the dependent variable if the Sig (P-value) <0.05 at α = 0.05.
Table 9. Result of F Test
Ho is rejected and H4 is accepted, because the significance is smaller than α (alpha),

namely: Significance value of 0.000 compared to α (alpha) of 0.05 There is a significant
and positive effect from Social media, Website, and Search Engine Marketing
simultaneously to Brand Images of BundaMulia University with a 95% confidence
level.
4.7 R2 Test
This test aims to figure out how big dependent variable is explained by independent
variables in the model.
Table 10. Result of R2 Test
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .831a .782 .770 .57740
a. Predictors: (Constant), SEO, WEBSITE, SOCIAL
The research model works well by adjusted R square value of 77%, which explains that
brand image is affected by social media, website and search engine marketing by 77%
and the rest 23% is explained by other variables out of the proposed mode.
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5. CONCLUSIONAND RECOMMENDATION
The research results in significant and positive effect from social media,
website and search engine marketing to brand image in Bunda Mulia University,
Indonesia. The positive and significant correlation occurs both partially and
simultaneously. The research model is proven works out well since adjusted R square
value has reached up to 77%, which explains that brand image is affected by social
media, website and search engine marketing by 77% and the rest 23% is explained by
other variables out of the proposed mode. It however gives conclusive explaination that
universities need to pay attention on their social media, website and search engine when
they need to build up positive brand image. When university performs digital marketing
better, more positive brand image can be achieved. Many universities in Indonesia is
still lack of attention to their digital marketing and therefore their social media account
and website are so conventional and very often found that universities don’t provide
updated materials on the website, SEO is also key to build up brand image in consumer
mindset. Getting easier people find the website in search engine, getting better the brand
image will be achieved.
Future researcher is expected to figure out other variables that contribute to
brand image of education institution such as university. Another suggestion for future
research is to expand the use of this research model accross industry to figure out the
effect of digital marketing implementation on brand image. Application accross
popoulation and country is also suggested because different culture can create different
result and each country has its own population charateristic, there could be another
factor such as internet use and speed that can affects the result, for instance in country
like Cambodia where most of the universities still conduct their registration and
promotion offline, the people may not really care about website and emphasizes on
word of mouth marketing, traditional newspaper and referalls to judge brand image of a
university.
REFERENCES
Heidrick&Struggless. (2009). Digital Marketing: Past Trends and Future Prospects.
Iglesias, O., Markovic, S., Singh, J. J., & Sierra, V. (2019). Do customer perceptions of corporate
services brand ethicality improve brand equity? Considering the roles of brand heritage,
brand image, and recognition benefits. Journal of Business Ethics, 154(2), 441-459.
Kotler, P dan Keller, K.L. (2009).ManajemenPemasaran. Edisike 12. Jakarta: Erlangga
Malhotra, N, (2007), Marketing Research. Pearson Education, Prentice-Hall Inc. New Jersey.
Naga, D. S. (2008).ProbabilitasdanSkorpadaHipotesisStatistika. Jakarta: UPT
PenerbitanUniversitasTarumanegara.
Nifsiannoor, M. (2009).PendekatanStatistika Modern. Jakarta: SalembaHumanika.
Ridho, M. R. (2013). Pengaruh E-Marketing Terhadap Citra Merek Nay@ Dam PadaPtKreasi
Putra Serayu. Computer Based Information System Journal, 1(1).
Schulze, C., Schöler, L. and Skiera, B. (2015). Customizing social media marketing.MIT Sloan
Management Review. Vol. 56, No. 2, pp.8–10.
Sudarmanto.(2005). AnalisisRegresi Linier Gandadengan SPSS. Yogyakarta: GrahaIlmu
Tarigan, J., Purbo, O., &Sanjaya, R. (2010). Business-Driven Information System.Elex Media
Komputindo.
Urban.(2004). American Marketing Association.Columbus: McGraw Hill
www.ijmer.in 55
AN ANALYSIS “TO UNDERSTAND THE EFFECT OF ONLINE VIDEO

GAMES ON THE BEHAVIOUR OF CHILDREN” LESS THAN 15 YEARS
Dr. Anjali Singh

Assistant Professor and Research Guide
Manav Rachna International Institute of Research and Studies, Faridabad
Ms. Rishika Goel

Research Scholar
Manav Rachna International Institute of Research and Studies, Faridabad
Abstract
In the new era of globalization science and technology development cause a lot of
changes in many fields including the form of popular online video games among the
children. The traditional games that are famous formerly have been replaced by the
modern games like online video game. This paper examined that which are the main
attributes which influence the consumers/children to play the online video games having
age of less than 15 years. The final goal of the study is to understand the behaviour of
children after playing video games. In previous study it has been observed that video
game industry has surprised both the music and video industry as it captures the highest
share of market. This study reveal that students play video games online due to peers’
pressure; and online video games are liked because they are considered more modern,
practical, realistic and varied but subsequently, they are becoming addicted, and reach a
condition that they find it difficult to stop playing games. This condition will directly
affect their progress and behaviour. The purpose of doing this research is to compare the
attitude and preference of children towards different video. The research suggests that it
is necessary to activate the patterns of social communication networks such as friendly
footing, taking more responsibilities, and highlighting social life to diminish game
addiction.
Keywords: Effect, Video Games, Social, Communication, Footing And Attitude Etc.
INTRODUCTION:
Children spend a huge time in online video games, which have positive and negative
effects on children’s behaviour. for example, when we talk about the positive skills and
abilities and negative consequences that are there on the online gaming. in today’s
scenario. Today in every house children spend most of the time in playing video games
on the internet or on console or Xbox, Wi-Fi , PlayStation and similar other electronic
gadgets and devices. Earlier it was thought that video games are entertainment and
sometimes educational for the children, as per what parents shared. The people who are
in favor of online gaming say that it has helped control diseases, manage
disappointment and depression, improve dead eyesight and other neurological and
physiological processes. There had been negative impact as well on the children because
these games on making this generation to violent because they play the games that do
use lot of violence in combating, further leading to social isolation anxiety, Distraction
from studies and lack of patience
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Video games become most popular entertainments in today’s time period. They target
adults and they are engage in games for their entertainment and time pass. They engage
their self so much in games which make them separate from the society and their
surroundings. Online Video games also play positive role in making children smarter in
thinking higher level things while playing the games. Sometimes online gaming also
play negative role in life of children as it makes them aggressive . Nowadays students
play the video games to reduce boredom , for enjoyment and to make them alone from
their surroundings. In today’s time students are so much attracted towards video games
because parents and authorities did not have a well planned for students leisure time so
that’s why students are getting engaged in video games.
They also become lazy because they don’t have any physical work to do. Playing video
games up to some extent can be useful but playing long term leads to physical and
mental problems in the students, pressure of completing the level fatly to be at the top of
the score board. It makes nervous system of the body sensitive and it also creates
anxiety symptoms in the player. Development of these video games may prove a threat
for youth . In traditional scenario children play with other children for their enjoyment
but in the modern scenario children only play video game they do not have any type of
face to face interaction with the children. The increasing craze of video games among
children made many researchers to do research on the positive and negative effects of
these games on children. Online games are one of the way for students to learn
something new .In the last few years it has been seen that there is rise in the online
games. Online games have become one of the paths to motivate the students for doing
their work in a better way.
Internet plays an important role in developing person’s mind by creating or innovating
productive works. In today’s time period internet become the effective and efficient tool
to enhance themselves and updating the according to upcoming new technologies. No
doubt those students are learning more from the internet but it will make the students
away from the curricular activities held in the school and society.
It is observed and believed that the people who are engaged so much in games are so
much addicted to the online video games. Existing studies shows that craze of online
video games among adults have highly negative affect on the health of the them it also
affects the studies of adults. They are also suffering from the psychological issues.
There are mostly negative effects in comparison of positive effects of addicted to online
video games. It is said that addiction to anything is harmful for health. Online video
game also plays an important role in grooming of the children and through internet
students also become updated with the new and upcoming technologies in the market
but regular and permanent usage of internet make the children lazy. It also affects the
education and life style of the children. But many people play the game for their
entertainment and to reduce the tension. There is a correlated relationship between the
online video game and the aggressiveness.
some online video games are educational these educational games help the children to
increase their motivation level, communication skills, improve their concentration level
through playing these educational games students can easily achieve their goals, task
and objectives in their real life also. Their learning skills and problem skills were gets
improved. It helps them to take their decision in a right way. Their decision was proved
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to be effective and efficient. Playing video games also improves reaction times and
visual skills.
But nowadays to decrease the negative effects of violent video games on the behavior of
children owners restricts the age limit of games the 18 plus age students can only play
some games.
In today’s time period government of India take measures to reduce aggressiveness,
violence among the students which force them up to the limit of committing suicide,
murders and not obeying their parents.
Online video games have affected the society in negative aspects. After coming of the
online video games children are not aware about the traditional games if they are aware
they were playing those games on their mobile phones, laptops etc. Modern video
games have replaced the traditional games and make the children to play the games
online and which decreases the interaction of one child with another one. It also the cuts
the social link of the children with the society because he/ she gets so much engaged in
the games and think of winning the game every time and reach on the higher or next
level.
It has been seen that there are positives as well as negative when we talk about online
gaming and it’s effect on the behaviour of children. There are both positive skills and
abilities and negative consequences that are there on the online gaming in today’s
scenario
REVIEW OF LITERATURE
Geithner, S., & Menzel, D. (2016). “Attention to the potential effects that technology
has on health, education, and society. Parents to pay attention on what kind of games
their children are playing”.
Fu, K., Hainey, T., & Baxter, G. (2016). “said youth is moving towards online video
games are on trial and the case has been given to the Supreme Court for the further
proceedings”.
DePorres, D., & Livingston, R. E. (2016). “The Relationship between Internet and
Computer Game Addiction Level and told about the positive and negative effects of
computer games”.
Crocco, F., Offenholley, K., & Hernandez, C. (2016) “he talks about the changing
behavior of children”
Carenys, J., & Moya, S. (2016) “He speaks about the effect of changing technology in
the market on the online video games”.
Angelini, M. L. (2016) “He talks about the Age and Violent-Content Labels which
Make Video Games Forbidden Fruits for Youth”.
Adams, D. M., Pilegard, C., & Mayer, R. E. (2016) “talks about the Effects of violent
videogames on aggressive behavior, aggressive cognition, aggressive affect,
physiological arousal, and pro social behavior”.
Clark, D. B., Tanner-Smith, E. E., & Killingsworth, S. S. (2015) “said that Video games
and aggressive thoughts, feelings, and behavior in the life”.
Chen, C. H., Wang, K. C., & Lin, Y. H. (2015). “said about the violence of video games
on the behavior of children. Aggression and Violent Behavior”
Beuk, F. (2015). “talks about the separation of children from the society”.
Badea, M. (2015).“talks about does video game use grow children's aggressiveness”.
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Bolliger, D. U., Mills, D., White, J., &Kohyama, M. (2015) “Talks about the
relationships between video game play and aggressiveness”.
Thursten,C.(2015) “talks about the relationships with aggressive and prosaically
behavior”.
Ariffin, M., Oxley, A., &Sulaiman, S. (2014). “Talks about effect of video Games on
educational skills. talks about the language learning through computer games”.
Shariarpour N., Kafi Z., (2014) “Said that video games are used for teaching the
students”.
Ashraf, H., Motlagh, F.G., Salami, M. (2014) “Talks about the Computer-assisted
language learning”.
SCOPE OF THE STUDY
Main purpose of doing the study is concerned with impacts of online video games on
the behaviour of children. This study will help the readers to understand the positive and
negative effects of online video games. This study tells us about what children are
perceiving what is video game and what parents perceive that the children are doing.
OBJECTIVES OF THE STUDY
 To Understand the Effect of Online Video Gaming on Behavior of Children
 To know perception of children towards online video games.
RESEARCH METHODOLOGY
It is defined as a process where a researcher collects information and relevant data for
the purpose of research and if talk about business scenario then it is a key which helps in
taking business decisions. It can comprise of both past and current information. It
includes all the methods and techniques used such as surveys, personal interviews and
work of various publications.
Descriptive and Exploratory research design is adopted in this study.
Sampling
It can be defined as a process wherein a limited number of people are chosen or selected
from a large population and those limited ones represent and consist of all the
characteristics of the population.
sample size: 100
 Population: parents whose children are involving in playing video games.
 Type of sampling:
Sampling can be of two types –
Random and Non Random sampling.
Random sampling – Every item of the universe has equal chance of getting selected
Non-random sampling- Selection is done as per the choice and convenience of the
researcher.
Convenience and judgement sampling are used in this study
 Sample area: Faridabad
 Method of data collection
There are two methods of data collection which are primary and secondary.
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Primary method includes data collected by researcher himself in the form of survey.
Secondary method includes data is someone else’s data collected by researcher for
reference purpose.
In this study primary data is used for research purpose.
 Statistical tool : Correlation
 Research method: survey method( questionnaire)
 Hypothesis
 Ho(null hypothesis)- There is no significant effect of online video games on
children.
 Ha( alternate hypothesis)- is significant effect of online video games on children.
DATA ANALYSIS AND INTERPRETATION
1 . Are you aware of increasing rise of online gaming among children?

Yes 97
No 3
INTERPRETATION: From the above figure, it has been found that the majority of the
respondents were aware about the increasing rise in inline games and only 3 percent of
respondents were not aware.
2 . Do you think children are not aware about the overall effects of online gaming?
Agree 43
Strongly agree 37
Neutral 13
Disagree 7
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INTERPRETATION: From the above figure, it has been found that majority of the
respondents were agree that the children are not aware about the overall effect of online
gaming.
3. Digitalization has been the major cause towards online gaming?
Agree 46
Strongly agree 24
Neutral 18
Disagree 12
INTERPRETATION: From the above figure, it has been seen that the majority of the
respondents were agreed that digitalization is the major cause towards online gaming
and the rest were strongly agree neutral some were disagree.
4.Do children perceive that online gaming is trendy?
Agree 55
Strongly agree 31
Neutral 10
Disagree 04
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INTERPRETATION: From the above figures, it has been observed that the majority of
the respondents were agreed that online gaming is trendy and rest of the respondents
were strongly agreed neutral and disagree.
5. Marketers of online gaming have been responsible for unlimited options?
Agree 53
Strongly agree 24
Neutral 19
Disagree 04
INTREPRETATION:From the above figures it has been observed that the majority of
the respondents are agree that the marketers are responsible for unlimited options of
online gaming.
6. online gaming on mobile is more attractive as compared to computer gaming?
Yes 74
No 14
None 3
Can’t say 9
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INTERPRETATION: From the above figures and graphs it has been seen that majority
of the parents say yes that the playing games on mobile is more attractive than the
computer gaming.
7. perception of your children towards online gaming is influenced by peer group?
Yes 72
No 27
Can’t say 1
INTERPRETATION: From the above figures, it has been seen that the majority of the
respondents say that perception of the children is perceived by the peer group.
8. Parents and family has effect on perception of children about online gaming?
Agree 57.6
Strongly agree 20.2
Neutral 14.1
Disagree 8.1
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INTERPRETATION: From the above graphs and data it has been found that the
majority of the respondents are agree that the family has an effect of the perception of
children.
9. what are the positive effects on behaviour of children for online games ?
Hand eye coordination 21.8
Concentration level 33.7
Critical thinking 44.6
INTERPRETATION :From the above data it has been seen that most of the parents are
saying that critical thinking is increased through online gaming.
10. what are the negative effects on behaviour of children for online games?
Aggressiveness 24
Violent 27
Social isolation 41
Depression 8
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INTERPRETATION: From the above data and graphs it has been observed that the
children are getting social isolated.
11. should online gaming has governmental controls?
Yes 48
No 23
Can’t say 29
INTREPRETATION: Most of the parents says that the online gaming has governmental
controls also.
12. Age group
25-30 36
30-35 26
35-40 23
40-45 15
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INTERPRETATION: From the above it is analyzed that there are different categories of
children, so it all depends upon the taste and preferences of the different group of
children in society.
13. Gender
Male 51
Female 49
INTERPRETATION:It has been analyzed that the preference of games and online
games are most popular in male as compare to female children in society.
FINDINGS OF THE RESEARCH STUDY

The objectives of the study has been achieved. As the correlation is significant at 0.01
level and hypothesis has been accepted. So that it is concluded that now-a-days online
video games has the negative effect on the behaviour of children.
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RECOMMENDATIONS AND SUGGESTIONS
After conducting the study, the researchers would like to have more government control
steps towards online video games to control the negative effects of games on their
children.
LIMITATIONS
 Sample size was limited to 100 people

 Survey was limited to Faridabad .
CONCLUSION
The online video games are now heavily played by the children these days and therefore
the number of marketers are increasing considerably in online video games industry.
The research is focused on understanding the effect on the behaviour of children in
Faridabad city.According to the survey, parents observed that children are very much
engaged in playing video games and getting away from the society and becomes
aggressive.From the survey it has clear that children are more influenced by the online
video games and they purchased many playstations for playing video games .It is
found from the research that children make a habit of playing the video games on a
regular basis because they are not aware about the traditional games.
Finally the objective of the study has been achieved and it has been seen that video
games has become a Fashion for the children, either some play it as a source of
entertainment and some play it as a source of learning. So that it is concluded that now-
a-days online video games has the negative effect on the behaviour of children.
REFERENCES
Anderson, C. A., Gentile, D. A. & Buckley, K. E. (2007). Video Game Effects on

Children : Theory, Research, and Public Policy: Theory, Research, and Public Policy.
UK. Brown, H. J. & Brown, H. J. (2008) : Oxford University Press. Video Games and
language vocabulary.
UK: M.E. Sharpe. Nielsen, S., Smith, J. H. & Tosca, S. P. (2008). Understanding Video
Games: The Introduction.
UK: Taylor & Francis. Gentile, D. A. (2003). Media Violence and Children: A
Complete Guide for Parents and Professionals. UK: Greenwood Publishing Group.
Griffiths, M. (2002). Gaming Addictions in Adults.
USA: Wiley. Holder, M. D. (2012).Happiness in Children: Measurement, Correlates
and Enhancement of Positive effects
UK: SAGE. Kutner, L. & Olson, C. (2008). The Truth About Violent Video Games and
What corrective measures Parents take.
USA: Simon and Schuster. Maltman, T. J. (2010). Unusual History of Video Games.
USA: Capstone. Valkenburg, P. M. (2004). A Media Psychological Approach
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FACTORS INFLUENCING THE CONSUMERS TO PREFER ORGANIC FOOD

PRODUCTS: A LITERATURE REVIEW
Dr. K.K.Gomathi
Assistant Professor,PG & Research Department of Commerce,
Gobi Arts & Science College,Gobichettipalayam, Erode Dt., Tamil Nadu
Abstract
Consumers’ buying behaviour is changing day by day worldwide. In this view,
demand of the organic products is increased gradually. Organic products are made from
materials produced by organic agriculture, i.e., organic products refer to products that
are grown on the farm without the application of synthetic fertilizers or pesticides and
without using genetically modified organisms. Health, more nutrition, safer, animal
welfare, environmental friendly, perceived product quality, taste etc. are some factors
influencing the consumers to prefer the organic food products. Against this background,
the present study is an attempt to understand the factors influencing consumers to prefer
organic food products through existing research studies which are conducted on organic
food products.
Keywords: Organic food products, Factors, Consumers.
INTRODUCTION
In marketing, to understand the consumer buying behaviour is dealing

primarily with preferences of consumer and how these preferences are generated in the
mind of the consumers. Consumers buying behaviour is changing day by day because
of so many reasons. So, it is essential for producers as well as marketers to know the
trends and to be aware of changing consumers buying behaviour. Now a day,
consumers are searching the organic products to purchase. The demand of the organic
products is drastically increased. They prefer organic products in all than conventional
products. Organic products are made from materials produced by organic agriculture,
i.e., organic products refer to products that are grown on the farm without the
application of synthetic fertilizers or pesticides and without using genetically modified
organisms. There are different types of products, i.e., organic food products, organic
clothing products and organic personal care products. However, organic product is
more known for food items like organic grocery, organic vegetables, organic certified
food etc. Most appropriately organic products can be explained as any products that are
made or cultivated organically should be treated as organic products. Health, more
nutrition, safer, animal welfare, environmental friendly, perceived product quality, taste
etc. are some factors influencing the consumers to prefer the organic food products. By
keeping in view the above realities, the present study is an attempt to understand the
factors influencing consumers to prefer organic food products through existing research
studies which are conducted on organic food products.
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OBJECTIVES OF THE STUDY
Based on the literature review, the specific objective of the present study is as
follows:
1. To study various research aspect widespread in the ground of factors
influencing consumers to prefer organic food products.
DATA SOURCE AND METHODOLOGY
This study is based on secondary data. In order to review the extensive

literature, information were gathered from various research articles published in referred
journals and also in electronic databases related to organic food products. Later, an
extensive review of the literature was conducted in order to find the factors influencing
the consumers to prefer organic food products.
FINDINGS FROM THE LITERATURE
Factors influencing the consumers to prefer organic products
Most of the consumers have started to purchase the organic products instead of
conventional product because of so many factors. Most important factor has been
identified through a broad review of earlier studies.
Padmathy and Saraswathy (2016) conducted a study on consumers’ buying
behaviour towards organic food products. This study was based on primary data. The
required primary data have been collected from 175 sample respondents through
questionnaire. Such collected data have been analysed with the help of statistical tools
like percentage and chi-square test. It is concluded that consumers have positive
behaviour towards purchasing organic food products, when it comes to actual purchase,
price, environmental concerns and quality are still the key factors influencing their
purchase decisions.
Uma and Selvam (2016) conducted a study on awareness among consumers
towards organic food products. This study was based on primary data. The required
primary data have been collected from 200 sample respondents by using convenience
sampling through questionnaire. Such collected data have been analysed by using
statistical tools like percentage and chi-square test. It is concluded that organic food
consumption is increasing due to environmental and health concerns associated with
food products. As consumer awareness on organic food products and trust are increasing
the most effective way for raising the market share.
Konda Kalyani (2017) conducted a study on consumer perception towards
organic food products. This study was based on primary data. The required primary
data have been collected from 50 sample respondents by using simple random sampling
technique through questionnaire. Such collected data have been analysed with the help
of Microsoft excel by using bar diagrams, pie charts etc. It is found that most of the
respondents relied that organic products are grown using natural methods, have health
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benefits and better taste and most of the respondents are agree that organic food is
expensive and price should match quality.
Pardeep Kumar and Hema Gulati (2017) conducted a study on consumer’s
perception towards organic food products. This study was based on both primary data
and secondary data. The required primary data have been collected from 110 sample
respondents by using stratified random sampling technique and the secondary data have
been collected from published books, reports, journals, magazines and internet. Such
collected data have been analysed with the help of statistical tool percentage and charts.
It is found that rural respondents are facing lot of problems while purchasing organic
products in the markets. Organic products are not easily available in the rural area and
limited varieties are available.
Abisha and Kannan (2018) conducted a study on consumer awareness and
satisfaction towards organic products. This study was based on both primary and
secondary data. The required primary data have been collected from 680 sample
respondents by using stratified random sampling method. It is found that most of the
sample respondents are satisfied because of taste and quality of organic products. Lack
of awareness is the main problem faced by the organic consumers. Further, it is
concluded that majority consumers were awake to organic food, its edges and issues
related to conventional food.
Akankshya Patnaik (2018) made a study on consumer perception towards
organic food. This study was based on primary data. The required primary data have
been collected from 60 sample customers and from 10 sales persons of retail outlet
through structured questionnaire. Such collected data have been analysed with the help
of statistical tools like percentage, charts and five point likert scale. It is found that
consumers mostly perceive organic products as eco-friendly and healthier and they
agree that organic food products are superior in quality.
Padmaja and Nikhil Parashar (2018) conducted a study on consumer buying
behaviour towards organic food product. This study was based on primary data. The
required primary data have been collected from 100 sample respondents by using non
probability sampling through questionnaire. Such collected data have been analysed
with the help of statistical tools like percentage, chi-square test and SPSS. It is found
that healthy and nutritious are the reasons for purchasing organic food products and
majority of the consumers felt that organic products are too expensive and majority of
the sample respondents says that television advertisement and other marketing media
helps in creating awareness about organic products.
Galina Mladenova (2019) made a study on motives affecting consumer
attitudes and consumption of organic foods. This study was based on primary data. The
required primary data have been collected from 1600 sample respondents through
personal interview and from 800 sample respondents from online survey. Such collected
data have been analysed with the help of statistical tool percentage. It is found that
majority of the sample respondents are agree the organic food are tastier and healthier
than conventional food and also agree the price of organic food are unreasonably high.
Mania and Nedumaran (2019) made a study on consumer perception and swot
analysis of organic food products. This study was based on both primary and secondary
data. The required primary data have been collected from 100 sample respondents
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through questionnaire and secondary data have been collected from various journals,
articles, magazines etc. Such collected data have been analysed with the help of
statistical tools percentage and chi-square test. It is found that there is a significant
relationship between educational qualification and level of buying behaviour of organic
food products and majority of the consumers’ perception had been nutritional value
towards the usage of organic food products in Rajapalayam Taluk.
Jeyalakshmi and Arthi (2020) made a study on consumers awareness towards
organic food products. This study was based on both primary data and secondary data.
The required primary data have been collected from 100 sample respondents through
questionnaire and the secondary data have been collected through various journals
magazines etc. Such collected data have been analysed with the help of statistical tools
percentage and chi-square test. They found that there is huge gap between the
agriculture and consumer awareness and most of the sample respondents came to know
about Organic foods through doctors or professionals. Further, it is concluded that
consumer awareness plays a vital role in determining the buying behavioural aspect for
selecting organic food.
Kavitha (2020) conducted a study on organic consumers’ awareness and
attitude of organic vegetables. This study was based on primary data. The required
primary data have been collected from 160 sample respondents by using convenient
sampling method through questionnaire. Such collected data have been analysed with
the help of statistical tools like percentage garret ranking technique and correlation. It
is found that consumers are getting awareness about the organic product through
neighbours. Further, it is suggested that the seller’s duty is not only selling the products,
it is their duty to convey the buyers’ requirement and market information to the
producers. In this regard the organic products seller has to give adequate information to
the farmers.
Khushleen Kaur (2020) made a study on consumers’ attitude and behaviour
towards organic products. This study was based on both primary data and secondary
data. The required primary data have been collected from 100 sample respondents by
using questionnaire and the secondary data have been collected from various books,
reports, journals, magazines and internet. Such collected data have been analysed with
the help of statistical tool percentage. It is found that information and wakefulness
about the products which are organic in nature can affect viewpoint about the product
and eventually, purchasing decisions of the consumers. Further, the quality uniqueness
affects consumers’ preferences for organic products.
Marin Cagalj et al. (2020) made a study on consumer preferences towards
organic food in the market. This study was based on primary data. The required
primary data have been collected from 113 respondents through questionnaire. Such
collected data have been analysed with the help of statistical tools like percentage and
Likert five point scale. It is found that when consumers purchasing organic food with the
greatest importance of protection of the environment and at the least importance are
they retain the taste. The most significant constraint on purchasing organic food of
surveyed consumers is the high cost of the product.
Nethra and Rathina Prabha (2020) conducted a study on consumer attitude
towards organic food products. This study was based on both primary and secondary
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data. The required primary data have been collected from 100 sample respondents
through questionnaire and secondary data have been collected from journals, magazines,
websites and articles. Such collected data have been analysed with the help of statistical
tools percentage and chi-square test. It is found that more trust and long life are the
important factors influencing purchasing of organic food products and less varieties is
the main problem faced by sample respondent while purchasing organic food products.
Further, it is concluded that consumer attitude plays a vital role in determining the
buying behavioural aspect for selecting organic food products.
Sivasankari and Jothi (2020) conducted a study on consumers buying
behaviour towards organic food products. This study was based on both primary data
and secondary data. The required primary data have been collected from 90 sample
respondents by using convenience sampling method through structure questionnaire.
The secondary data have been collected from various published books, reports, journals,
magazines and internet. Such collected data have been analysed with the help of
statistical tools like Percentage, Chi-square and Weighted Average method. It is found
that Quality is the most influencing factor in buying organic food products.
SUGGESTIONS AND CONCLUSION
By realizing the significance of food products consumption, an attempt has

been made to identify the factors influencing the consumers to prefer organic food
products. In the present study, it is found that Health, Quality and Environment
protection are the important factors influencing the consumers to prefer the organic food
products. Hence, it is suggested that Government and Agriculture Department should
take all possible steps to introduce various innovative organic farming methods to
produce more healthy products.
REFERENCES
Padmathy, J. and Saraswathy, R., (2016), “A study on the consumers’ buying

behaviour towards orgnanic food products in Thanjavur district”, Intercontinental
Journal of Marketing Research review, ISSN:2321-0346, Vol.4, Issue 2, February,
pp.42-49.
Uma, R. and Selvam, V., (2016), “Analysis of Awareness among Consumers
towards Organic Food Products: With Reference to Vellore Organic Consumers
Perspective”, International Journal of Engineering Technology, Management and
Applied Sciences, ISSN 2349-4476, Vol.4, Issue 9, September, PP.192-196.
Konda Kalyani, (2017), “Consumer perception towards organic food products
in India”, International Journal of Innovative Research in Technology, Issn:2349-6002,
Vol.4, Issue 7, December, pp.2-5.
Pardeep Kumar and Hema Gulati, (2017), “Consumers Perception Towards
Organic Food Products in Rural Area of Haryana”, International Journal of New
Technology and Research (IJNTR), ISSN:2454-4116, Vol.3, Issue-5, May, pp.15-20.
www.ijmer.in 72
Abisha, K. A. and Kannan, P., (2018), “Consumer awareness and satisfaction

towards organic products in Palakkad district-Kerala”, International Journal of Applied
Research, Vol.4, Issue 2, pp.63-69.
Akankshya Patnaik, (2018), “Consumers perception towards organic food: A
study”, Journal of Emerging Technologies and Innovative Research (JETIR),
ISSN2349-5162, Vol.5, Issue 6, June, pp.309-313.
Padmaja, V. and Nikhil Parashar, (2018), “ A Study on Consumer Buying
Behavior towards Organic Food Products”, International Journal of Applied
Engineering Research, ISSN 0973-4562, Vol.13, Number 1, pp. 10-12.
Galina Mladenova, (2019), “Motives Affecting Consumer Attitudes and
Consumption of Organic Foods in Bulgaria”, Economic Alternatives, Issue 4, pp. 641-
654.
Mania, M. and Nedumaran, G., (2019), “Consumer perception and SWOT
analysis of organic food products”, Proceedings of the 8th Annual International
Research Conference, November, pp.190-196.
Jeyalakshmi, M.G. and Arthi, B.,(2020), “A Study on Consumers Awareness
Towards Organic Food Products In Tiruchirapalli”, Our Heritage, ISSN: 0474-9030,
Vol.68, Issue 1, January, pp.7255-7261.
Kavitha, M.S., (2020), “A Study on Organic Consumers Awareness and
Attitude of Organic Vegetables At Tirupur”, Our Heritage, ISSN: 0474-9030 Vol.68,
Issue 1,January, pp.7097-7106.
Khushleen Kaur, (2020), “Consumers Attitude and Behaviour towards Organic
Products, with Special Reference to City Patiala Consumers”, Studies in Indian Place
Names (UGC Care Journal), ISSN: 2394-3114, Vol.40, Issue 23, February, pp.272-
283.
Marin Cagalj, Ivo Grgic and Josip Gugic, (2020), “Study on consumer
preferences towards organic food in the market of split”, Economics of Agriculture,
No.1, pp. 285-292.
Nethra S. and Rathina Prabha R., (2020), “Consumer Attitude towards Organic
Food Products in Coimbatore City”, Our Heritage, ISSN: 0474-9030, Vol.68, Issue 30,
February, pp.1381-1389.
Sivasankari. R and Jothi. P, (2020), “Consumers buying behaviour towards
organic food products in Tirunelveli district”, Studies in Indian Place Names (UGC
Care Journal), ISSN: 2394-3114 Vol.40, Issue 03, February, pp.3304-3309.
www.ijmer.in 73
MOBILE APP PLATFORM FOR LICENSE VERIFICATION AND

VALIDATION
P. Sruthi Mol1,S. Gnana Prakash2, V. Karthikeyan3, M. Muthu Kumaran4

1
Assistant Professor, Department of Information Technology, KGiSL Institute of Technology
2,3,4
UG Scholar, Department of Information Technology, KGiSL Institute of Technology
Coimbatore, Tamil Nadu, India
ABSTRACT:
The main process of license verification and validation is a difficult task for the
government to monitoring because of the population is the major factor to be consider.
As a result, shows the number of vehicles are growing by his, her, their, etc. increasing
the problem of license registration, license issue and transfer that requires a lot of work.
Similarly, people are make some licensed based crimes and regulates traffic rules. This
kind of problem can occur in day today life, but it does not contain any proper records
also. This project can be approaching to solve such problems that store the information
about the related license owner at database. Especially now when the mobile
communication technology is developed quickly. Most of the people have their android
mobile and easy to take anywhere which contain internet facility also. By the android
application is provided to cops to retrieve license information.
Keywords –License, Traffic, Database, Registration, Login, Admin, User
INTRODUCTION:
In the current scenario the key issue faced by commuters while travelling is to
deal with inefficiency and discrepancy in the traffic systems and people are involved in
managing same. If any commuters caught by police, they have to submit the driving
license and other documentation for the verification.If the commuters are forgot to bring
their license. So, they can be fined. In the road sides are many traffic violations can be
occurred by the any commuters. But it does not contain any proper records also. So,
that traffic violation can be raised in our country.Even traffic police also don’t know
about the statistics for the traffic violations. In case vehicle has been stolen the vehicle-
owner has to complaint by nearest police station. So, the process of complaint and
subsequent response will be slow. By the todays age of science and technology, where
the internet is in the palm of everyone hand.So, the better system can be used for
managing above process can be setup which could be reduce the traffic violations and
we can insure the proper rule for the commuters.To verify a license details of a person,
cops no need to cross-check the person, they can simply enter their driving license
number in their android device to communicate with the web server. So, that he can
grab the user’s details with a second with whole information including their photo. In
the android application we added provision to track stolen vehicle. If the vehicle owner
informs to cops, they can be updated the stolen vehicle status. Then it will be forward to
all the cops they will be find out easily by using the application. In order of using these
processes most of the road side crimes can the avoided, and we can insure a proper rule
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for the vehicle users. This can be applicable for all kind of drivers throughout India and
all kind of vehicles.
LITERATURE SURVEY:
The formation and enhancement of the license system is necessary requirement for
peoples, especially now when the mobile communication technology is developed
quickly. In this paper which considering the android mobile phone for license
system to verify the license they can simply enter their driving license number in
their android device to communicate with the web server, they can get the license
information. Now the population is major factor to be considered. As a result,
shows number of vehicles are increased and traffic violation also increased. In the
existing system they can check only person license information, but they don't
know the how manytimes he made traffic violation and road crimes. So,that we
developed android application system manages the punishment data for the
multiple person of various date and time. If the person can be punished for traffic
violation or road crimes, then cops can add punishment star in license that should
be updated.In order to verify a license details of a person cops no need to cross
check the person, they can simply enter their driving license number in their
android device to communicate with the web server. So that he can grab the user’s
details with a second with whole information including their photo. If cops can be
seen the person got above the five stars in license means, then person license
should be cancelled. In the android application we added provision to track stolen
vehicle. If the vehicle owner informs to cops, they can be updated the stolen
vehicle status. Then it will be forward to all the cops they will be find out easily by
using the application. In order of using this process most of the road side crimes
can the avoided and we can able to insure a proper rule for the vehicle users. This
can be applicable for all kind of drivers throughout India and all kind of vehicles.
SYSTEM MODEL:
The following architecture diagram explains the overall process of this project here the
larger system decomposed in to subsystems. That provides some related set of services.
Through the android phones and the requires internet for the data transfer. In the
architecture new applier can be submit the document to admin. then the information is
stored in the database. Then the admin can create the user has inspector and constables
and their information also stored in the centralized databases. On client side an android
application will be provided to both commuters and police. Then inspector or any higher
officer can be logging into system can retrieve license information form databases. If
the commuters made any traffic violations or any crimes the inspector or any higher
officer can update punishment in the license, then it will be stored in centralized
databases. Then we can able to check statistics of station and police.
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IMPLEMETATION:
MODULE IMPLEMENTATION
License server
This is the initial module of this project. This will work after validating the
license to the user. Here a license details will be created for user and even a card will be
issued to a new user. All the basic information of the user will be issued here like their
date of issue, driving for two wheelers or four wheelers or for heavy vehicles. While
issuing the card there will be no punishment details updated.
Centralizing the data
This is most important module in this project; this is because the updating details
will be stored in the centralized server and the sub servers. A prior admin will be
allocated to access these details. They will be permitted to update the details too. All the
centralized details will be available in the web server so that user or admin can able to
access the server anywhere at any time. There will be more security provided to the
centralized server and high bandwidth will be allocated to access more number of users
at a same time.
User Rights
Here 2 types of users are available; these users are decided by the admin.
 Viewer (Police and Constables) and Updates (Inspectors or Higher officials)
The viewer will be the lower officials, so that using their android devices they can able
to view the details of the license holder. The responsibility of these users will be less. So
that in case of any criminal activates done by the license holder that details can be
viewed by the police constable and they will be produces in the police station.The
higher officials will have an individual login for viewing the license details. So that
using this login higher officials can able to apply punishments to the license holder, and
one applied punishment cannot be removed even by the admin.
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Information Warehouse
A special server will design to store all this confidential information as well as
prior security will be provided by the system admin. User will be permitted to access
any details from the card; they are simply the card holders. The accessing agents are the
admin here. That detail too will be stored in the centralized server.
Mining data from server
Admin plays a most important role here, Admin having a special login to access
the license card from the user. Here the data will be mine according to the admin role. In
case of a police man they can mine the license and other information relevant to license.
And even they can able to update the black marks for the users. In can accessing other
policeman in some other area, he can able to see the black mark updated by the other
admin.
Vehicle theft Information
This module deals with user. User can update their vehicle theft information. The
updated information will be shared to all inspector and constable’s login. So, they can
take necessary steps to capture the theft vehicles.
CREATE LLR:
To get permanent driving license first we need register for the learner license
registration which allow you to learn driving with an experienced instructor on Indian
roads. To get LLR where client need to fill registration. In the registration client need
give total information about his/her to make records.
LOGIN
The system provides protection of information through the mechanism of the id and
password. Therefore, only authorized people can be access the database. After the
registration process can be done successfully. User can login with his/her unique id and
password.
ADMIN
After the registration can be done successfully, admin can be login the system by using
unique id and password. then admin can be able to create the license for the user by
giving his/her details. Even admin can able to create the user has inspector and
constables by his/her details for license verification and validation.
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Create constable
Create inspector
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INSPECTOR:
After the admin can create the inspector by his/her details then it will generate unique id
and password for inspector to their system login. If they get their unique id and
password they can be login and check the commuters license and also update the
punishment that can be stored in the databases.
CONSTABLE:
After the admin can create the constable by his/her details then it will generate unique id
and password for inspector to their system login. If they get their unique id and
password, they can be login and check the commuters license and also updated the
stolen vehicle status.
USER VIEW:
In the process user can be seen the license by using android application by entering
his/her license number and details. Because if user can have made any road crimes then
the inspector or higher officer updates the punishment in the user license that should be
viewed by user.
CONCLUSION:
This project is done according to the committed concepts. And followed all
the valid implementation methods and testing methods. Our mission in this project
is to develop a highly deliverable output. This is an ideal implementation of the
Single Responsibility Principle (SRP). Furthermore, by careful application of
abstractions can reduce dependency on concrete classes and increase the
expansibility and reliability of our Android applications. Thus, this project was
successfully completed and satisfied all the needs from the requirement.
REFERENCES:
1. Introduction to Android: http://developer.android.com/guide/index.html

2. Android User Interface Design: Turning Ideas and Sketches into Beautifully
Designed Apps -By: Ian G. Clifton
3. Garima Pandey, Diksha Dani, “Android Mobile Application Build on Eclipse”,
International Journal of Scientific and Research Publications, Vol-4, Issue 2, Feb-
2014.
4. Panigrahy, Nilanchala. 2015. Xamarin Mobile Application Development for
Android. 2nd ed. Olton Birmingham: Packt Publishing Ltd.
5. Ben Laurie. Peter Laurie. (2013) ‘Apache – The definitive Guide’, The Vital
Information for Apache Programmers & Administrators. pp. 2634–2642.
6. Cay, S. Gary Cornell. (2013) ‘Core java’, Volume I -Fundamentals, Ninth Edition,
pp. 224–241.
7. International Journal of Pure and Applied Mathematics.PP 2013-2020
8. Nieyl Smith. (2016) ‘Android Studio 2 Development Essentials’, pp. 157–166.
www.ijmer.in 79
9. RupaliKomatwar. SwapnilKamble (2016) ’Placement Support System’ ,

International Journal of Advanced Research in Computer and Communication
Engineering.PP 316-319.
10. Shahana Shaikh. Akanksha, Ganbavale(2018) ’Automatic Placement Management
System’. International Journal for Research in Applied Science & Engineering
Technology.PP 2130-2134.
11. Mr. NileshRathod, Dr. Seema Shah, Prof. KavitaShirsat,“An Interactive Online
Training and Placement System”,International Journal of Advanced Research in
Computer Science and Software Engineering, Vol. 3, Issue 12,2013.
12. Prof. Seema Shah Assistant Professor, MrNileshRathod,“Design Paper on Online
TrainingandPlacementSystem(OTaP)”,InternationalConferenceonEducationandEduc
ational Technologies,2013.
13. Prof. ShilpaHadkar, Prof. SnehalBaing, Prof. TruptiHarer, Prof. SonamWankhede,
Prof.K.T.V.Reddy, “College Collaboration Portal with Training and
Placement”,IOSR Journal of Computer Engineering (IOSR-JCE), Vol.16, Issue 2,
2014.
14. Zirra E., March F., Building University - “Enterprise Cooperation for the Benefit of
Students, Enterprises and Companies”,EUI-Net workshop, 2006.
15. V. levenshtein,“Binary codes capable of correcting spurious insertions and deletions
of ones”, Problem of Information Transmission, volume no 1, no 1, pp. 8 to 17,
1965.
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PINK BUS - AN INTELLIGENT PROTOTYPE SYSTEM FOR WOMEN

SAFETY IN PUBLIC TRANSPORT
Rahul Mohandas, Sreelakshmi P J,Devika K M and Mariya Joy

Department of Computer Science Engineering
A P J Abdul Kalam Technological University,KMEA Engineering College, Edathala
ABSTRACT:
Pink bus is a smart public transport bus which will provide the customer more safety
and smart option to make the travelling experience more reliable, a user-friendly
dependable system. Compared to the ordinary public transportation system. Women’s
Safety in Public Transport is one of the key challenges across the world. Pink bus
address this problem by concentrate on providing safety inside the vehicles, ensure the
safety of women from origin to destination, Safe and accessible First and Last Mile
Connectivity, Safe Passengers Facilities, Bus stops , Safe Boarding and Alighting,
Safety inside the vehicle. Ordinary public transport uses the outdated technology of
paper ticket machine which have many disadvantages like Outdated Technology, high
unskilled employment etc. Pink bus as a smarter transport system will solve this
problem through Smart Bus Fare Collection System implemented by RFID card. This
system is user friendly , which will automatically identify the passenger and deduct the
passenger’s fare according to the distance travelled. Compared to the paper-based
ticketing system using of RFID cards are more convenient and reusable. Crime
concentrates and is potentially specialized within and around the public transport system
are increasing at immense rate. Pink bus is a secured public transport system which will
give the law enforcement more control over the ordinary public transport system. It also
enables the law enforcement to prevent the use of public transport as a tool to achieve
coordinated criminal activities. Various sensors implemented on the transport will make
the pink bus more accessible when they are in dangerous situation like accident, over
speed uncontrollable situation etc. This project “PINK BUS” is designed with the hope
that it is very much economical and helpful for passengers and as well as conductors
during Journey.
I.INTRODUCTION
In recent times, acts of assault and violence against women are increasing at a menacing
rate. With increasing percentage of female employees in industries and other sectors of
the commercial market, now it is becoming a necessity for females to travel at late hours
and visit distant and isolated locations as a part of their assigned duties. However, the
exponential increase in assault, violence and attacks against women in the public
transportation, is posing a threat to the growth and development of
women.Sexualharassmentagainst
womeninpublictransportreportedtopoliceup160%inaYear. Around 315 cases of “insult to
modesty of women” (under section 509 of the IPC) in public transport were reported in
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2015 an increase of 160% over the preceding year, according to government data.Up to
57% of these cases were registered in the southern state of Telangana, followed by
Maharashtra (28), Andhra Pradesh (24), Delhi (19) and Assam (14).New Delhi, along
with Brazil’s Sao Paulo, ranked as the worst megacity for sexual violence and
harassment of women, according to a poll released by Thomson Reuters Foundation on
October 16, 2017.Rape cases reported in Delhi more than tripled over the last five years,
registering an increase of 277% from 572 in 2011 to 2,155 in 2016, IndiaSpend reported
on July 8, 2017. So Defence isn't the only measure that can suffice against this
increasing abuse. We propose a prevention method smart public transport buswhich will
provide the customer more safety and smart option to make the travelling experience
more reliable, a user-friendly dependable system. So precaution can be arranged to
eliminate such threat before it could happen. We also provide a defensive method for
female customers in dangerous situations when they face real time harassments during
their travel which is a simple push button, which will alert the law enforcement through
a SOS message.
Fig: Details of abuse against women during travelling in the years of 2014 and 2015
Pink bus is a secure smart public transport system, which help women to travel safe at
any time any where. Some of our features are implemented in many of the developed
countries with the help of its nation. However, in our country, littering is a norm.
Authorities encourage women safety and empowerment but they could not take any
lukewarm responses. Our main motivation for creating the proposed project PINK BUS
is to provide a smart and secure transport facilities mainly focus on female passengers.
In our country, we have already existing public transport system which have many
drawbacks. Our project addresses various features to avoid these problems. Pink bus is a
simple public transport which will provide user friendly experience and security for
customer while their time in travelling. At present we have bus pass for the convenience
of the passengers issued by the transport corporation and have zero percentage of
security foe consumers. The bus pass is issued for one month and the procedure for bus
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pass renewal is manual. The passengers should wait for long time queues to get a
monthly bus pass, which is very time consuming. The limitations of existing system are
manual process, which time consuming and the passengers should wait in long lines.
II. LITERUTURE REVIEW
[1]A security solution which creates a sense of safety among women needs to be
devised. In instance of attack, it is largely reported that women are helpless. There is
thus, a need of simplesafety solution that can be activated simply by pressing a switch
and can instantly send out alert message to the near ones of the victim. The objective of
research work is to create a safety system in the form of a portable safety device for
women, which does the following tasks: Alerts family, police and gives location of the
woman being attacked. Captures, stores and streams image/video of the real time
scenario to maintain a proof for legal actions. Incorporates an on-the-spot defensive
mechanism by giving a mild electric shock to the attacker.The wearable section consists
of a switch which is to be triggered manually by a woman, in instance of an attack. This
switch triggers the shock mechanism and the on-body controller. The controller has a
combined camera and audio module attached to it (in the form of a combinational and
compact accessory such as a webcam). Along with the webcam, an RF module is
interfaced with the controller to trigger the in-bag unit.The portable in-bag unit consists
of a controller interfaced with an RF module, a GPS module and a GSM modem. The
portable unit will activate only after receiving a wireless trigger from the wearable unit.
Such a distribution of the hardware as wearable and portable was done to reduce the
total wearable weight and divide the different processes between two sections resulting
in faster simultaneous functioning.
[2]The device are used to learn the individual pattern of temperature and heartbeat,then
it find out the threshold for generating alarm. It design deals to a wearable women
safety device that automatically read and create patterns of body temperature and pulse
rate during running. If readings are higher than the normal readings then it will
automatically call and message more than one person along with the location so that
actions can be taken. It used temperature and pulse sensors which will detect the activity
of the woman and the data from the sensors will be sent to cloud where machine
learning algorithm is applied to analyse the data generated. Initially the data is collected
by sensors in non-danger conditions to train the algorithm, after that data is used for
testing to find out the accuracy and how close it is to our trained data. More accuracy
gets more surety of danger and the emergency alarm will be there on emergency
contacts. Finally,deals with scenarios where there is no internet facility. To overcome
this problem of internet we have used ZigBee mesh network, which helped the device to
send the data to multiple hop distance.
[3]Public transport ticketing system, prevails in the megacity of Dhaka (Bangladesh),

introduces severe malfunctions in the system, arguments among public, corruption and
most number of traffic jam. Here actually suggests more public friendly automated
system of ticketing as well as the credit transaction by using RFID based tickets. The
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total system acts to bring out the consistency among various bus agencies for conclude a
uniform access for passengers for their daily travels through an automated server which
is updated every single time, when passengers travel by carrying their RFID based
tickets.
[4]Vehicle accidents cause lot of damage. Detection and timely action will help a lot
more in accident situations. Researchers proposed methods to analyse vehicle mounted
sensor data to detect accidents. To get a big clear picture, we need to correlate and
analyse pieces of sensor data instead of analysing them independently. Along with it, if
we also analyse traveller’s health data, it will be helpful to take rescue actions. It may
not be straightforward to correlate and analyse all these data sets in real time. A big
system and framework is together is needed to implement the system. An architecture
and design methodology is proposed in this paper to analyse the data provided by the
vehicle mounted sensors and health data sent by passenger's wearable devices to detect
accidents in real time. After detecting the accidents, system assesses the impact of the
accident. Then it either alerts relevant people for rescue action or it does needful actions
(as described by the domain experts) on its own.
[5]The paper investigates various causes related to the demand modelling and line-
planning for bus transport systems based on data from Electronic Ticket Machine
(ETM). The ETM data is not explored thoroughly for travel planning although it is
collected and compiled by public transport on a regular basis. The electronic fare
collection system is a key element in automated data collection system in the public
transport industry. In the case of a developing country like India where smart card or
travel card facilities are not commonly available, it is required to develop tool for
eliciting data compiled using ETMs. The ETM database is also known as the fare box
data. The ETM is a machine that records the data when a passenger pays for the ticket.
It records the trip number, fare stage code, ticket number, origin, destination, passenger-
count, time of issue of the ticket, fare, and the type of the ticket. These details can be
derived from the ETM database to determine the effectiveness and efficiency factors of
the public transport mode.
[6]In recent years, acts of physical attack and violence against women are rising at a
menacing rate. With escalation of female employees in industries and other sectors of
the commercial sector, it is now becoming a necessity for females to travel at late hours
and visit distant locations as a part of their work regime. However, the exponential
increase in violence and attacks against women in the past few years, is posing a threat
to the growth and development of women. Defence isn’t the only measure that can
suffer against this increasing abuse. A security explanation that creates a sense of safety
among women needs to be devised. In instances of attack, it is largely reported that
women are immobilized. There is thus, a need of simpler safety solution that can be
activated as simply as by pressing a switch and can instantly send out alerts to the
neurones of the victim. In this paper we intend to design and implement such a system
in to the form of a partial wearable and partial portable system.
[7]he system incorporates all the unique features mainly as real-time location tracking
and integrate all the features offered by the existing system such as GPS tracking, SOS.
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The application requires an initial registration and along with that, emergency contacts
and the user is asked to update the emergency contacts from time to time. When the user
is travelling from one place to another place, the dynamic GPS tracking offered by Pub
Nub’s channel is turned on to view the user’s location on a map. Users with this app
can monitor other users with the same app through the dynamic GPS Tracking system
through the Pub Nub channel. When the SOS button is pressed and then an alert
message which contains the name of the user, GPS Location and a help message is sent
via SMS. The user has all access to first-aid information and toll free helpline phone
numbers. All the information and data is integrated with Firebase.
[8] In today’s world, security is the major issue for an individual persons. Although
harassments on women, elders and children are increasing gradually .In this project the
system consists of a monitoring device, which gets activated when the device is tapped
upon and then a text message along with voice alert message is received by the
respective emergency contacts. Further the person who receives the notifications can
find and track the current location without the interaction of the victim’s application at
each and every function.
[9]Safety for women has become a major factor and issue in most of the countries.
Conducted Survey results shows that every year almost above 25000 crime against
women were filed across India. In last ten years, the statistics shows women abusement,
sexual harassment have been steadily increasing. It became a mandatory factor to come
up with a solution to protect the women from being a victim and to reduce the attacks.
The main goal or objective of this paper is to design and implement a highly reliable
system for protecting women from being harassed. In this paper, we have developed an
intelligent women safety system using Radio Frequency Identification (RFID) and
Global positioning system. The main idea here is using a active RFID tag with passive
RFID reader to scan the information and this information is transferred to the AT89C52
microcontroller where in the contacts of around 4 to 5 people is stored in the data base.
Once the information is received by the controller, it sends the message to the contacts
through GSM module and the location is tracked through the GPS.
III. PROPOSED METHOD
Pink bus is a smart public transport bus which will provide the customer more safety
and smart option to make the travelling experience more reliable, a user-friendly
dependable system. The Proposed prevention smart ticket machine which will collect
the data that are required to identify the threats against women and send those data with
a warning message to nearby law enforcement station throughout their journey. So
precaution can be arranged to eliminate such threat before it could happen. By
introducing Smart Bus Fare Collection System implemented by RFID card the users
traveling experience is made smarter, digital and user friendly.
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The proposed project consist of 3 modules in the below figure. Provide necessary trip
information along with an additional parameter which will identify the gender of the
customer to the ticket machine. Ticket machine accumulate and processes the data given
by the operator and check for special conditions where women faces real time threat.
Special conditions such as a woman travelling alone in a public transport, when speed of
the vehicles exceeds the limit, when number of passengers exceeds the limit, when the
vehicle is not on time etc. If the real time threat are real then the ticket machine will
simply inform thelaw enforcement via SMS and provide ticket to the customer. If the
above mentioned real time threat become reality then the customer simply press a
simply button which will enable the customer to give an alert message to the law
enforcement through the SMS and assistance will be provided.If the real time threat is
not real then the ticket machine will simply perform as a ordinary ticket machine and
provide ticket to the customer. The fair reduction or expense for travel will be through
contact less smart card system or using liquid money.
Main goal of the proposed project make ordinary public transport ticket machine
smarter and identify all those real-time threat through a simple program which will safe
guard women’s in their time during travel. Identified real-time threat will be given to
law enforcement through SMS, which will give the law enforcement more control on
public transportation system and identify the threat and eliminate it before it could
happen.
SYSTEM DESCRIPTION
This system has basically 3 types of modules.
1.Ticket machine
2.Women safety detection and prevention
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3.Accident detection
TICKET MACHINE
This is a smart bus Fare Collection System implemented by RFID card. This system is
very user friendly , which will automatically identify and deduct the passenger and the
passenger’s fare according to the distance travelled. The Radio Frequency Identification
(RFID) card is used to identify the passenger and make transaction very precise.
When compared to the paper based on ticketing system using of RFID cards are more
convenient and reusable. RFID cards are distributes among the public. By collecting the
personnel details of a customer, an account will be created and unique ID will be
assigned to that particular person with RFID cards.
By accessing the database, it is thus possible to identify the traveller and check his
account then deduct the fare from his/her account. Creating database facilitates efficient
filtering of anti-social elements and gives firm assurance to both passenger and Public
Transport System (PTS) about the transaction. The web based application is
used to send push notifications and also for the RFID card renewal process. IOT based
web-page monitor system helps to overcomes all the problems faced in bus with.
WOMEN SAFETY DETECTION AND PREVENTION
This feature of the proposed method is provide assistance to the customer when they are
in an Emergency Situation. Pink bus will provide the customer the needed assistance
through informing the law enforcement .During the time in the pink bus ,the proposed
method will simply identify various situation that could be an potential threat to female
customer such as when they are travelling along, or any potential criminal nearby etc.
through the help of IR sensors and the given trip information’s etc. When such
identified situation occurs the proposed method will simply inform the law enforcement
through an warning message so that they could make precaution that could eliminate the
presence of the threat being real. If such situation occur or the female customer had
some difficulty while using pink bus. Customer can simply press a button for assistance
from the law enforcement. Through the GSM module implemented in the proposed
method.
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ACCIDENT DETECTION
This feature of the proposed system is to identify the situations where the public
transport are in danger of accidents that happen during their travel. The public transport
is implemented in a way that the entire system is monitored by the vibration sensors
which are connected to the main micro controller.
When such scenario of accident occurs the sensor identify the situation and provide an
warning or sos message to the respective authorities through the gsm module. In Such
way faster and much efficient assistance can be provided to the accident victims.
IV. CONCLUSION
By implementing this as a real time project, many advantage in ticketing system is

rectified and implementation sending accident occurrence information automatically to
nearest hospital may save many lives.Fare is debited from the RFID tag where tag is
rechargeable one.Implementing this project both passenger and bus station
administrators will benefit from the system as a real time information’s are
provided.Due to the less manpower requirement, government cannot only gain more
benefit also can bring our national transport system towards the global standard and
assure women safety.
REFERENCES
[1]Madhura Mahajan1,KTV Reddy2,Manita Rajput3 “A Switch Triggered Rescue

Assistance System for Safety of Women”, 1Dept. of Electronics & Telecommunication,
ACPCE, Kharghar, India 2Director,PSIT,Kanpur,India 3Dept. of Electronics &
Telecommunication FCRIT, Vashi, India.
[2] Muskan ,Teena Khandelwal, Manisha Khandelwal, Purnendu Shekhar Pandey “
Women Safety Device Designed using IoT and Machine Learning ” Computer Science
and Engineering, BMLMunjalUniversity, Haryana, India, 2018 IEEE Smart World,
Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable
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Computing & Communications, Cloud & Big Data Computing, Internet of People and
Smart City Innovations.
[3]Md. FoisalMahedi Hasan, Golam Tangim, Md. Kafiul Islam, Md. Rezwanul Haque
Khandokar, Arif Ul Alam “RFID-based ticketing for public transport system:
Perspective megacity Dhaka”, 2010 3rd International Conference on Computer Science
and Information Technology, Chengdu, China.
[4] Venkata Krishna Kota, Nagendra Kumar Mangali, Thirumal Kumar
Kanakurthi,Rakesh Kumar, T. Velayutham “Automated accident detection and rescue
system”, 2017 International Conference on Wireless Communications, Signal
Processing and Networking (WiSPNET), Chennai, India.
[5]AnilaCyril,Dr.VargeseGeorge,Dr.Raviraj H.Mulangi,”Electronic Ticket Machine Data
Analytics for Public Bus Transport Planning”,2017 IEEE International Conference
Energy, Communication, Data Analytics and Soft computing(ICECDS-2017).
[6]Madhura Mahajan, KTV Reddy, Manita Rajput, “Design and Implementation of a
Rescue System for Safety of Women”,2016 IEEE.
[7]Dantu Sai Prashanth ,Gautam Patel , Dr.B.Bharathi Computer Science and
Engineering Sathyabama University Chennai,India “Research and development of a
mobile based women safety application with real-time database and data-stream
network” 2017 international conference on circuits power and computing technologies
[ICCPCT].
[8] Prof.Kiran.Mensinkai,ChaitraB.V,Chinmayi V Pandith,Goutam P Nayakand
Jyothsna.C.SAssistant Professor,Department of CSE, EWIT,Bangalore,India, Student at
Department of CSE,EWIT,Bangalore,India “An Intelligent Safety Systemfor
Individual’s Security” International Conference on Energy, Communication, Data
Analytics and Soft Computing (ICECDS-2017).
[9]Shaik Mazhar Hussain, Shaikh Azeemuddin Nizamuddin, Rolito Asuncion,
Chandrashekar Ramaiah, Ajay Vikram Singh , Middle East College, Muscat, Sultanate
of Oman “Prototype of an Intelligent System based on RFID and GPS Technologies for
Women Safety”2016 5th International Conference on Reliability, Infocom Technologies
and Optimization (ICRITO) (Trends and Future Directions), Sep. 7-9, 2016, AIIT, Amity
University Uttar Pradesh, Noida, India .
www.ijmer.in 89
“I AM A LOVER OF AMERICA”. REPRESENTATION OF A MUSLIM-

AMERICAN IN THE RELUCTANT FUNDAMENTALIST
Monica Sabharwal
Assistant Professor,Department of English,Panjab University
Patiala (Punjab),India
Abstract
The paper focuses on how one’s religion is marked as a critical identity signifier in
times when globalization claims to cross and merge all boundaries. It attempts to
explore the conflicts a Muslim-American faces post 9/11 with regard to his identity as a
Muslim and as an American through various character studies varied in their depiction
of his experience which may focus on the various social, economic and political issues
that encompass the tragic event. These issues bring forth the dilemmas a Muslim-
American faces in light of Islamophobia which intensifies both in nature and in
magnitude post 9/11 and provide a better understanding of the complexities of identity
issues faced by them. It would enable us to look at the complex dynamics of the
interactions of one aspect of one’s identity with another.
Keywords: 9/11, Identity, Representation, Muslim, Other
The fall of the Twin Towers on September 11, 2001 will always be remembered as one
of the most horrible atrocities ever experienced by the people of the United States. It is
perceived as a watershed moment in history that had a huge impact on world politics,
local and global culture, the sense of community and world history at large. The
assessment of the event as a crucial moment in American and world history began soon
after and consequently gained momentum. It was accompanied by a mood of paranoia
and fear that gripped not just the people of America but from all across the world. The
most apparent consequence of the event was the emergence of discourses of ‘War on
Terror’ propounded by Bush administration which further raised political debates about
the credibility of the attacks the ripples of which are felt to this day. The other social
consequences may include the rise of inner anxieties, conflicted identities, and
intertwined relationships between individuals and communities that was shaped as a
result of their experiences in the aftermath of 9/11.
In its immediate aftermath, it has ensued complex reactions that surround the issues of
identity and national allegiance while constructing simplified discourses that have led to
generalisations harvesting the feelings of hate and prejudices among people from
different communities. A large body of academic writing attests that the attempt to find
meaning in the chaos that 9/11 ushered led to complex inquiries into its meaning and
significance in history. It has not only been measured as a significant and deeply tragic
loss of human lives but also with its impact on social and cultural climate not only of
America but the world at large.
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The attempt to fictionalise a politically and emotionally charged event like 9/11
poses unusual challenges and a number of limitations. How does one write about the
trauma and horror of the event by eluding the polarising discourse of the binaries around
9/11? How can one engage with the political aspect of the event without allowing the
narrative to turn into a propagandist tool driven by some form of ideological
apparatuses? How can fiction subtly urge the readers to a humanistic response rising
beyond the politics of hate and propaganda? How can fiction entail a morally and
intellectually sound analysis of 9/11 by exploring the interconnection between political,
ethical, emotional and the literary aspects surrounding it?It also reiterates the role and
function of art and literature in a time of conflict and crisis. The attempt is to understand
and explore the role of fiction in negotiating the personal and collective trauma post
9/11. Do the novels reiterate or disrupt the dominant discourses that perpetuate
paranoia, chauvinistic nationalism, and xenophobia? Do the post 9/11 novels address the
larger context of the event or merely explore personalised and individualistic accounts?
Does post 9/11 fiction succumb to the psychosis constructed in the aftermath of 9/11 or
shed light on the victimisation of people on the basis of their religious identities? How
far can a writer's geographical location and cultural and ethnical identity influence one’s
responses to 9/11, specifically between American and non-American, Western and non-
Western?
The paper focuses on how one’s religion is marked as a critical identity

signifier in times when globalization claims to cross and merge all boundaries. It
attempts to explore the conflicts a Muslim-American faces post 9/11 with regard to his
identity as a Muslim and as an American through various character studies varied in
their depiction of his experience which may focus on the various social, economic and
political issues that encompass the tragic event. These issues bring forth the dilemmas a
Muslim-American faces in light of Islamophobia which intensifies both in nature and in
magnitude post 9/11 and provide a better understanding of the complexities of identity
issues faced by them. It would enable us to look at the complex dynamics of the
interactions of one aspect of one’s identity with another.
Among all the writers who are writing in a world after 9/11, writers of
Pakistani origin have largely been credited to have integrated the themes of identity and
belonging to the impact of 9/11. The Reluctant Fundamentalist by Mohsin Hamid,
Home Boy by H.M. Naqvi and Burnt Shadows by KamilaShamsie are the prominent
three works that have successfully done so. The representation of Muslim-Americans in
these novels and the kind of identity issues they experience post 9/11 owing to their
ethnic background is the most striking feature of their writings. These novels explore
and validate Bhabha's theory of hybridity in the narratives centering on immigrants who
have come to America to live the American Dream but end up feeling out of place
everywhere, at home nowhere pushing them farther to the peripheries. An explicit
manifestation of Bhabha's definition of hybridity as new, neither the one nor the other,
which is struggling to free itself from a past ancestry, is depicted through the characters
of these novels, consequently replacing "temporal linearity with a spacial plurality"
(Ashcroft B. G. 1989). The struggle of the protagonists in these novels with the issues of
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identity renders them vacillating between their ethnic backgrounds where they were
born and the city they have moved to in the hope of a better life.
In light of the massive altercations in the social and economic frontiers, the present
paper focuses on the corresponding changes in the idea of Self and identity in the post
9/11 scenario in which an individual is coping with multiple identities that one has
ascribed to oneself in a globalised world which has promised the homogenisation of
identities and cultures through the analysis of Mohsin Hamid’s novel, The Reluctant
Fundamentalist. The consequences of 9/11 resulted in exposing the ‘Muslimness’ in the
various literary representations of Muslim characters as immigrants seeking
reformulation of identity post 9/11.
The novel, The Reluctant Fundamentalist offers a framework with which the
author has sought to re-examine the prejudices as well as relationships between the East
and West in the aftermath of post 9/11. He has avoided mimicking many other literary
works drawn in the tradition of the West and thus displacing and dispelling the varied
assumptions with regard to the cultural interactions between the two. In this process,
with its deliberate design in terms of narrative action and setting that has positioned a
Muslim and a Western character in a close proximity, Hamid has offered a fertile
ground for the exploration of the issues like the negotiation of identity, hybridity and
cultural assimilation in light of the perceived distrust in the post 9/11 world. The
structure of the novel necessarily invites the reader to think and question and challenge
the essentialising of Muslim behavior and practices. Through the interaction of the two
characters in a conversation that is one-sided only, there is an evident shift in the frames
of identity, otherness and normative behavior. Even as it portrays a seemingly engaging
and balanced American culture, there is a covert hostility that is barely acknowledged in
the novel. The negotiation of identity and otherness, however comprise a stark feature of
the novel with direct observation of the Other. By adopting the dramatic monologue
form, Hamid has effectively demonstrated how external gaze is effective in creating a
distance between the characters and cultures by reframing the gaze from the Eastern
Other to the American subject.
The author of the novel being a Muslim has an advantage over western writers
in his effort to deal with a “Muslim” character. Being a Muslim-American himself, he
has been able to encounter both the cultures and can certainly give a better
understanding of his protagonist’s experience in a post 9/11 America. Hamid seems to
re-evaluate the treatment given to Muslims post 9/11, how the stereotypes and clichés
attached to a Muslim intensified after the fall of the Twin Towers. In the increasingly
politicized atmosphere post 9/11 which is characterized by fear and suspicion of ‘Other’,
Hamid’s novel seeks to allow a Muslim to narrate the experience of the ‘Other’ in
America which also marks the disillusionment of the multicultural America.
Against the backdrop of 9/11, The Reluctant Fundamentalist is a story that

destabilizes the categories that were dominant in a post 9/11 narrative through the
experience of its protagonist, Changez. It describes his journey from capitalist
“fundamentalist” to the object of American gaze and finally anti-American. According
to anthropologist MahmoodMamdani, the era since the Cold War has seen the
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“ascendancy and rapid politicizing of a single term: culture. Americans are trapped in
“Culture Talk,” a way of framing the problem of terrorism which assumes that culture
was made,
only at the beginning of creation, as some extraordinary, prophetic act.
After that, it seems Muslims just conformed to culture. According to
some, our culture seems to have no history, no politics, and no
debates, so that all Muslims are just plain bad. According to others,
there is a history, a politics, even debates, and there are good Muslims
and bad Muslims. In both versions, history seems to have petrified
into a lifeless custom of an antique people who inhabit antique lands.
Or could it be that culture here stands for habit, for some kind of
instinctive activity with rules that are inscribed in early founding texts,
usually religious, and museumized in early artifacts?
Culture talk after 9/11 […] explained the practice of terrorism as “Islamic”. “Islamic
Terrorism” is thus offered as both description and explanation of the events of 9/11. It is
no longer the market (capitalism), nor the state (democracy), but culture (modernity)
that is said to be the dividing line between those in favour of a peaceful, civic existence
and those inclined to terror. It is said that our world is divided between those who are
modern and those who are premodern. The moderns make culture and are its masters;
the pre-moderns are said to be but conduits. (16–17)
He questions the notions that are being placed as the dominant narrative in the West.
If this world is after all divided into two: on the one hand, savages
who must be saved before they destroy us all and, on the other, the
civilized whose burden it is to save all? Is it really true that people’s
public behaviour, specifically their political behaviour, can be read
from their religion? Could it be that a person who takes his or her
religion literally is a potential terrorist? And only someone who thinks
of the text as not literal, but as metaphorical or figurative, is better
suited to civic life and the tolerance it calls for? How, one may ask,
does the literal reading of religious texts translate into hijacking,
murder, and terrorism? Is there not less and less talk of the clash of
civilizations, and more and more talk of the clash inside civilizations?
Culture (and cultural difference) is then constructed as cause (and legitimation) of

violence, whether that be the fury of the terrorist or the calculated precision attacks of
“smart” warfare, unmanned drones, and so on.
Critics such as AmartyaSen have noted the insistence on cultural difference at
the heart of identity claims which seem to possess the potential for separatism and
therefore violence against the Other. He aims to criticize what he calls the 'solitarist'
approach to human identity, which sees human beings as members of exactly one group.
For Sen, we choose what facets of identity to accentuate and organize around, out of the
myriad dialogic identities we take on in our daily professional and personal lives. In
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particular, he points out, “The illusion of destiny, particularly about some singular
identity or other […] nurtures violence in the world through omissions as well as
commissions” (xiv)
In illuminating this mutual construction of culture, studies of hybridity can
offer a juncture for a counter-narrative, through which the dominated can reclaim shared
ownership of a culture that relies upon them for meaning. Hybridity can be seen as a
powerful tool for liberation from the domination imposed by bounded definitions
marked by the notions of difference. Identities owe their formation and position in
society to the operation of social, economic, cultural and political forces that are
inseparable from the forces that create and maintain socio-economic groups. In this
view, rather than being opposed, identity politics and class politics, while distinct, have
the potential to be allied actors in a commonplace political process.
Much anthropology in this field demonstrates how identities have been, and are
invented, reinvented and shaped for political and other purposes, out of disparate
historical and cultural experiences. Other studies have repeatedly shown that identities
are driven with contradictions and are not to be understood as seamlessly unified
comprehensive cultural entities, therefore impossible to go back to the original one.
HomiBhabha in this regard exclaims,
It is that Third Space, though unrepresentable in itself, which

constitutes the discursive conditions of enunciation that ensure that the
meaning and symbols of culture have no primordial unity or fixity;
that even the same signs can be appropriated, translated, rehistoricized
and read anew. (Bhabha 15)
Mohsin Hamid’s The Reluctant Fundamentalist is an example of a sort of de-

territorialisation of literature which impels its readers to think beyond the totalizing
categories of East and West, “Them and Us,” which are continuously insisted upon in
“war on terror” discourse. The narrative tone replicates a site of struggle between East
and West. Through The Reluctant Fundamentalist, Mohsin “writes back” to the imperial
American discourse which immediately destabilizes the gaze of the West upon the
Islamic world. In the novel, Hamid has constructed a “modern” Muslim immigrant and
anti-hero that sees fit to challenge the reductive lens that all Muslims are religious
fanatics and zealots.
The protagonist of the novel and the narrator, Changez, is a successful graduate
in a prestigious university hired by a reputed financial firm, living the American dream
who eventually “awakens” in a post 9/11 scenario. The novel is a journey of the
changing dynamics of his relation with America keeping 9/11 in focus.
Do not be frightened by my beard. I am a lover of America. (Hamid 1)
These lines highlight the tension of the post 9/11 world where tension is located in the
manner in which a person is represented and how he perceives himself. The dynamics of
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his representation changed drastically post 9/11 which also impacted upon his self-
understanding as a Muslim-American and his identity oscillates between his loyalties
towards Pakistan and America.
The story is narrated by Changez at the time when he has left America and
moved to Lahore as a university lecturer. The identity of the American with whom
Changez is in conversation isn’t revealed. Just like Chuck in Home Boy, Changez is
thrilled to be in a multicultural America as at that time he does not feel culturally
inferior. On the contrary, he feels proud of his Eastern lineage.
This is a dream come true. Princeton inspired in me the feeling that

my life was a film in which I was the star and everything was
possible. (Hamid 3)
Instead of experiencing cultural inferiority, he is proud of his Pakistani background as

he points out that his city is the “ancient capital of Punjab, home to nearly as many
people as New York, layered like a sedimentary plain with the accreted history of
invaders from the Aryans to the Mongols to the British.” (8) In an interview for a job at
a valuation company, Underwood Samson, the interviewer, Jim further acknowledges
his being “different” and “hungry,” and offers him the job.
After his graduation, he goes to Greece with the help of his friend as “he was
well-liked as an exotic acquaintance by some of the others.” (19) He met and was
immediately attracted to a girl named Erica. Erica also reciprocates to his feelings and
starts a romantic relationship with him after his cautious efforts to make an impression
upon her which gets complicated as the story unfolds. His nationality doesn’t seem to be
a problem here and on the contrary might have given him some added advantage over
other handsome and rich boys in their group. He is not made conscious of the
“difference,” maybe because he is perceived as a “good” Muslim.
After his stay at Greece ends, Changez returns back to New York and starts
working for Underwood Samson. Here also his background and his roots pose no
problem in his success as he becomes the most praised employee in the firm. In fact he
takes it to his advantage and claims, “I was aware of the advantage conferred upon me
by my foreignness, and I tried to utilize it as much as I could.” (47) His tenacity and
sense of formality and natural politeness which lacks in his American counterparts is
appreciated by his new colleagues, as he “stood out from the pack.” Apart from being a
story of infatuation and disenchantment with America, the story also sheds light on the
binary relations between East/West and also on the (mis)representation of the two.
Where Erica’s father associates fundamentalism with Changez’s religion, Changez’s
employer Underwood Samson’s motto “Focus on the fundamentals” forces one to
reconsider one’s preconceptions about such words and their meanings and hence
subverts the idea that the real fundamentalism here is that of US capitalism.
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Changez tries to assimilate with American identity and often basks in the glory
of being a “New Yorker with the city at his feet,” but his identity is subjected to
inevitable dichotomies. There is an ambivalence in his tone even when he attempts to
assimilate and at various points in the novel he is shown conflicted with his identity.
I attempted to act and speak, as much as my dignity would permit,

more like an American. The Filipinos we worked with seemed to look
up to my American colleagues, accepting them almost instinctively as
members of the officer class of global business – and I wanted my
share of respect as well. (65)
Changez also realized that his efforts are ineffectual at large,
Then one of my colleagues asked me a question, and when I turned to

answer him, something rather strange took place. I looked at him – at
his fair hair and light eyes and, most of all, his oblivious immersion in
the minutiae of our work – and thought, you are so foreign. (67)
He realized that he is a member of a different “tribe” which ushers in mixed feelings of

being both proud and ashamed.
Four thousand years ago, we, the people of the Indus River basin, had
cities that were laid out on grids and boasted underground sewers,
while the ancestors of those who would invade and colonize America
were illiterate barbarians. Now our cities were largely unplanned,
unsanitary affairs, and America had universities with individual
endowments greater than our national budget for education. To be
reminded for this vast disparity was, for me, to be ashamed. (38)
Where he is proud to take advantage of his foreignness, he is also resentful that the rich
heritage of his country had faded away at the hands of globalization led by America and
Europe. He finds himself unable to resonate with the American life and struggles to
associate with it. It irks him when he meets Erica’s father the first time as he remarks,
Economy is falling apart though, no? Corruption, dictatorship, the rich

living like princes while everyone else suffers. Solid people, don’t get
me wrong, I like Pakistanis. But the elite has raped the place well and
good, right? And fundamentalism. You guys have got some serious
problem with fundamentalism. (62-63)
Changez experiences what Hamid himself has put that there are “first order and second
order citizens in our globalized world, and although we interact at offices and dinner
parties as equals, were not treated as equals.” (“Seven Questions”) Changez also shares
this feeling as he states,
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“I feel like a distant runner who thinks he is not doing too badly until
he glances over his shoulder and sees that the fellow who is lapping
him is not the leader of the pack, but one of the laggards.” (74)
The 9/11 attacks in New York further distances him from the American dream that he
has been living. The impact was very widespread in magnitude to the extent that his
position as an outsider in America was further accentuated. The representation of 9/11
attacks in the media and its impact on the lives of Muslim-Americans propelled
Changez to reconsider his ideas about American life where he sees himself as an
outsider. He further believes that there is no possibility of his full inclusion into
American life. The inner struggle that Changez had been going through intensified as he
tries to resolve his identity crisis post 9/11. His reaction to the images of the attacks
surprises him. He was on a trip to Manila when it happened,
I turned on the television and saw what at first I took to be a film. But
as I continued to watch, I realized that it was not fiction but news. I
stared as one – then the other – of the twin towers of New York’s
World Trade Center collapsed.” And then I smiled. Yes, despicable it
may sound, my initial reaction was to be remarkably pleased. (83)
Though he tries to defend his sense of perplexity at this sense of pleasure at the horror of
the attacks. He reflects,
But at that moment, my thoughts were now with the victims of the
attack – death on television moves me most when it is fictitious and
happens to characters with whom I have built up relationships over
multiple episodes – no, I was caught up with the symbolism of it all,
the fact that someone had so visibly brought America to her knees.
(110)
Clearly he had already started to associate himself more with his Pakistani identity. The
source of his pleasure is the realization of being an outsider to a society he is
simultaneously connected to.
After the attacks, when Changez was about to board the plane for New York,
Changez is escorted by armed guards to a room at the airport and was stripped down to
his boxer shorts. He recalls,
I flew to New York uncomfortable in my own face: I was aware of

being under suspicion; I felt guilty; I tried therefore to be as
nonchalant as possible; this naturally led to my becoming stiff and
self-conscious. (99)
He was subjected to another investigation upon his arrival in New York. He travelled
“very much alone” to Manhattan that evening as his team didn’t wait for him.
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Changez avoids the evening news for two weeks after America began to bomb
Afghanistan. Then one evening he chances “upon newscast with ghostly night-vision
images of American troops dropping into Afghanistan for what was described as a
daring raid on a Taliban command post.” Changez unsettles the boundaries of the
definition of terrorism and by using the concept of fundamentalism against America. His
engagement with American society and his eventual disillusionment with what he sees
as American fundamentalism cause him to voice his disagreements with American
society publically. Changez, now a possible terrorist figure from the perspective of
America, repositions concepts and unsettles the distinction between terrorism and
counter terrorism in the US led War on Terror. He explains,
A common strand appeared to unite these conflicts, and that was the
advancement of small coterie’s concept of American interests in the
guise of the fight against terrorism, which was defined to refer only to
the organized and politically motivated killings of civilians by killers
not wearing uniforms of soldiers. I recognized that if this was to be the
single most important priority of our species, then the lives of those of
us who lived in the lands in which such killers also lived had no
meaning except as collateral damage. This, I reasoned, was why
America felt justified in bringing so many deaths to Afghanistan and
Iraq, and why America felt justified in risking so many more deaths
by tacitly using India to pressure Pakistan. (202-3)
Changez also experiences racist attack. A man calls him “fucking Arab” and tries to
pick up fight with him. Changez’s experience resonates Hamid’s own experience in the
aftermath of 9/11.
Earlier this year [2010], on a trip from Pakistan to New York with my
wife and baby daughter, I had my usual lengthy encounter at J.F.K.
Airport. Sent to secondary inspection, I waited my turn to be
investigated. Eventually it came, the officer questioning me about
such things as whether I had ever been to Mexico or received combat
training. As a result, we were the last passengers on our flight to claim
luggage, a lonely set of suitcases and a foldable playpen on a now-
stationary baggage carousel. And until we stepped out of the terminal,
my heart kept pounding in a way incongruent with my status as a
visitor with papers in order. (Hamid “Discontent”)
After 9/11 Changez’s resentment towards America grows. He starts identifying himself
with his Pakistani identity. He is further infuriated by the “War on Terror” and
America’s foreign policy in Asia in general. According to him, America succumbed to
self-righteous rage and nationalistic nostalgia and his perception towards America
changes.
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I always thought of America as a nation that looked forward; for the

first time I was struck by its determination to look back. Living in
New York was suddenly like living in a film about the Second World
War; I, a foreigner, found myself staring out at a set that ought to be
viewed not in Technicolor but in grainy black and white. While your
fellow countrymen longed for was unclear to me – a time of
unquestioned dominance? Of safety?Of moral certainty? I did not
know – but that they were scrambling to don the costumes of another
era was apparent. I felt treacherous for wondering whether that era
was fictitious, and whether – if it could indeed be animated – it
contained a part written by someone like me. (Hamid 131)
He was enraged and blamed America for many ills and wrongs all over the world.
As a society, you [America] were unwilling to reflect upon the shared

pain that united you with those who attacked you. You retreated into
myths of your own difference, assumptions of your own superiority.
And you acted out these beliefs on the stage of the world, so that the
entire planet was rocked by the repercussions of your tantrums, not
least my family, now facing war thousands of miles away. Such an
America had to be stopped in the interest not only the rest of the
humanity, but also in your own. (190)
In such an atmosphere Changez becomes even more aware of his position as an outsider
in America and is able to identify more with his Pakistani identity. He visits Pakistan to
see his family. He decides to grow a beard to assert his newly found identity and wage a
war against his American self. “It was perhaps a form of protest on my part, a symbol
of my identity, or perhaps I sought to remind myself of the reality I had left behind.”
(147-48)
The turmoil in Changez’s mind grows more intense during his stay in Chile. He
meets Juan-Batista, the chief of the company he was sent to evaluate. He grows reluctant
to continue with his job as he sees himself as a traitor, “a modern-day janissary*.”
(During the Ottoman empire, Janissaries were the most loyal, elite and powerful crops
serving the sultan. They were recruited from Christian boys, severed from their families,
brought up as Muslims and given the best military education. At the time, they were one
of the most effective and best trained soldiers in Europe, well-paid and enjoying high
social status, who were actually fighting against their own Christian civilization.) He
exclaims,
There could be no doubt. I was a modern-day janissary, a servant of

the American empire at a time when it was invading a country with a
kinship of mine [Afghanistan] and was perhaps even concluding to
ensure that my own country faced the threat of war. (Hamid 173)
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Consequently, he refuses to work for Underwood Samson by saying that his “days of
focusing on the fundamentals were done” and goes back to New York.
Following his denunciation of America, Changez returns to Pakistan to become

a university lecturer and his attitude towards his former adopted home becomes
increasingly hostile. The return of Changez to his home nation symbolically reasserts
Pakistan as a locus of his belonging.
The mutual suspicion between Changez, who represent eastern, Muslim-based

civilization, and the American, representing the western point of view, is a crucial theme
in the novel. 9/11 has deepened the divide and had certainly brought in a drastic change
in the way people from varied cultures perceive each other. The relation between
Changez and the American exhibits the anxieties that have followed in the aftermath of
9/11 where it is difficult to invest faith in each other. Hamid, however has managed to
turn the tables in his fictional dialog between the East and the West by displacing the
American from his homeland and a narrative and a mouthpiece of the ‘Other’.
The study of identity and representation is associated with the changes in
circumstances or one’s personality. The representation of the uneven and often hybrid
cultural sites searching for their identity after independence do not resemble the
representations of western culture. Among postcolonial theorists, there is a wide
consensus that hybridity arose out of the culturally internalized interactions between
“colonizers” and “the colonized” and the dichotomous formation of these identities. In
this claim, Bhabha aimed to create a new language and mode of describing the identity
of Selves and Others. He says:
It becomes crucial to distinguish between the semblance and
similitude of the symbols across diverse cultural experiences --
literature, art, music, ritual, life, death and the social specificity of
each of these productions of meaning as they circulate assigns within
specific contextual locations and social systems of value. The
transnational dimension of cultural transformation -- migration,
diaspora, displacement, relocation – makesthe process of cultural
translation a complex form of signification. The natural(ized),
unifying discourse of nation, peoples, or authentic folk tradition, those
embedded myths of cultures particularity, cannot be readily
referenced. The great, though unsettling, advantage of this position is
that it makes you increasingly aware of the construction of culture and
the invention of tradition (Bhabha 247).
In using words like “diaspora, displacement, relocation,” Bhabha illustrates the dynamic
nature of culture, and the flimsy consistency of the historical narratives that cultures rely
upon to draw boundaries and define themselves. As a result, culture cannot be defined in
and of itself, but rather must be seen within the context of its construction. More
significantly, Bhabha draws attention to the reliance of cultural narratives upon the
Other. In illuminating this mutual construction of culture, studies of hybridity can offer
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the opportunity for a counter-narrative, a means by which the dominated can reclaim
shared ownership of a culture that relies upon them for meaning.
Hamid seems to suggest that Changez’s story has its contentions towards the
ways that West can produce the so-called “terrorist” through and by false propaganda
that construct any Muslim or Arab as outsider to the nation. The novel, poses questions
on the various guises fundamentalism takes with regard to domestic and foreign policies
that the West adopts post 9/11. In this regard Jean Baudrillard has written,
It is therefore a clash neither of civilizations nor of religions, and this

goes far beyond Islam and America, upon which one attempts to focus
the conflict in order to give oneself an illusion of a visible
confrontation, and solution, by the use of force. (Baudrillard “The
Spirit of Terrorism”)
Though Changez has been able to convince his readers of the intensity of his narrative,
he implicitly shows his unreliability as a narrator in the very beginning of the story
itself,
But it may be that I am inclined to exaggerate these irritants in

retrospect, knowing the course my relationship with your country
would take. (21)
Later, he goes on to say,
I cannot now recall many of the details of the events I have been
relating to you. But surely it is the gist that matters; I am, after all,
telling you a history, and in history, as I suspect you – an American –
will agree, it is the thrust of one’s narrative that counts, not the
accuracy of one’s details. (118)
Throughout the narrative, Changez has been seen wearing a mask hiding his real self
from everyone he encounters in the narrative. He tries to assimilate with his fellow
friends as an “exotic acquaintance”. He does want his peers to know that he is on a
scholarship and works part time to make his ends meet. During his assignment in
Manila, he pretends to be one among his fellow American colleagues even though he
himself acknowledges that he could relate more with the Filipino driver of the jeep who
returned his gaze which “got under his skin.” (67) Pondering upon this incident he says
that he shared “sort of Third World sensibility” (67) with him. Later on when he goes
out for a drink with his team, he feels that his “Pakistaniness was invisible, cloaked by
my suit….” (71) He pretended to be Chris, Erica’s ex-lover while making love to her.
This puts his entire narration into focus of critical inquiry.
He claims that America changed his world but he himself lived his entire life in
a nostalgia. As he begins to narrate the experience of his stay in America, he claims,
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“Princeton made everything possible for me. But it did not, could not, make me forget
such things as how much I enjoy the tea in this, city of my birth….” (15)
The novel is about Changez’s change or realization, which transforms him

from an American financial analyst from Princeton to an individual reintroduced to his
cultural identity. It is about his continuous negotiation with his hybrid identity where at
many points in the novel he is torn between multiple identities and its final resolution. It
examines “the complexities surrounding interrelated identities of race and national
allegiance, in which biological explanations of racial otherness have been reconfigured
through various (mis) representations of Islam.”
Morey (2011) argues that The Reluctant Fundamentalist "challenges the

orthodoxies of the novel post 9/11", which generally do seek to promote sympathy for
the losses and traumas experienced by their characters. Hamid appears to eschew or
transcend the emotional response in order to deal directly and aggressively with reason
itself, presenting a framework which, if properly contemplated, elicits an intellectual
response. Such a response may, ultimately, be more hopeful and promising with regard
to the negotiation of identity and alterity in the post 9/11 world.
WORKS CITED
Hamid, Mohsin. (2008). The Reluctant Fundamentalist.Wadsworth Publishing Co Inc.

------- (2014). Discontent and Its Civilizations: Dispatches from Lahore, New
York, and London.Riverhead Books.
Bhabha, Homi. (2017). The Location of Culture.Routledge Classics.
Ashcroft, B.G. (1989). The Empire Writes Back.Routledge.
Norris, Michael. (12 May 2009). “In Praise Of Ondaatje's Gloriously Intoxicating
'Lion'.” NPR, All Things Considered.
www.npr.org/transcripts/104013333?storyId=104013333.
Mamdani, Mahmood. (2002). “Good Muslim, Bad Muslim: A Political Perspective on
Culture and Terrorism.” American Anthropologist, vol. 104, no. 3, pp. 766–775. JSTOR.
www.jstor.org/stable/3567254.
Sen, Amartya. (2007). Identity and Violence: The Illusions of Destiny. Penguin UK.
(2007). “Seven Questions: Reluctant Fundamentalism.” Foreign Policy, Foreign Policy,
18 Apr. www.foreignpolicy.com/2007/04/18/seven-questions-reluctant-
fundamentalism/.
Baudrillard, Jean. (2003) The Spirit of Terrorism.Verso.
Morey, Peter. (2011). “‘The Rules of the Game Have Changed’: Mohsin Hamid’s The
Reluctant Fundamentalist and Post‐9/11 Fiction.” Journal of Postcolonial Writing, vol.
47, no. 2, pp. 135–146.
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FUTURE TRENDS IN FIBER OPTICS COMMUNICATION - APRIL 2020
Mr .TusharAgrawal
B.Tech Extc
SVKM’s NMIMS Mukesh Patel School of Technology Management & Engineering, Shirpur
ABSTRACT:
Fiber optic systems are important telecommunication infrastructure for world-wide
broadband networks. Wide bandwidth signal transmission with low delay is a key
requirement in present day applications. Optical fibers provide enormous and
unsurpassed transmission bandwidth with negligible latency, and are now the
transmission medium of choice for long distance and high data rate transmission in
telecommunication networks. This paper gives an overview of fiber optic
communication systems including their key technologies, and also discusses their
technological trend towards the next generation.
Index Terms- Bandwidth, Broadband, Fiber optics, Latency, Telecommunication.
1.INTRODUCTION
The major driving force behind the widespread use of fiber optics communication is
the high and rapidly increasing consumer and commercial demand for more
telecommunication capacity and internet services, with fiber optic technology capable
of providing the required information capacity (larger than both wireless connections
and copper cable). Advances in technology have enabled more data to be conveyed
through a single optical fiber over long distances. The transmission capacity in optical
communication networks are significantly improved using wavelength division
multiplexing .
A desirable feature for future optical networks is the ability to process information
entirely in the optical domain for the purpose of amplification, multiplexing, de-
multiplexing, switching, filtering, and correlation, since optical signal processing is
more efficient than electrical signal processing.
Division Multiple Access networks using optical signal processing techniques have
recently being introduced.
Despite the associated benefits of utilizing optical fiber for communication (such as
its high reliability over long distances, low attenuation, low interference, high
security, very high information capacity, longer life span and ease of maintenance),
research is still ongoing to further improve on the present fiber optics communication
system, and also to solve some of the challenges facing it. Future optical
communication systems are envisioned to be more robust than the present system.
This paper is organized as follows. Section II describes the basic principles of fiber
optics communication. Section III looks at the history and evolution of fiber optics
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communication while section IV presents some envisioned future trends in fiber

optics communication. In section V, we draw the conclusion for the paper.
II. BASIC PRINCIPLES OF FIBER OPTIC COMMUNICATION
Fiber optic communication is a communication technology that uses light pulses to
transfer information from one point to another through an optical fiber. The information
transmitted is essentially digital information generated by telephone systems, cable
television companies, and computer systems. An optical fiber is a dielectric cylindrical
waveguide made from low-loss materials, usually silicon dioxide. The core of the
waveguide has a refractive index a little higher than that of the outer medium (cladding),
so that light pulses is guided along the axis of the fiber by total internal reflection . Fiber
optic communication systems consists of an optical transmitter to convert an electrical
signal to an optical signal for transmission through the optical fiber, a cable containing
several bundles of optical fibers, optical amplifiers to boost the power of the optical
signal, and an optical receiver to reconvert the received optical signal back to the
original transmitted electrical signal. Figure 1 gives a simplified description of a basic
fiber optic communication system
Fig.1. Basic fiber optic communication system [5]

Optical fibers fall into two major categories, namely: step index optical fiber, which
include single mode optical fiber and multimode optical fiber, and graded index optical
fiber. Single mode step index optical fiber has a core diameter less than 10 micrometers
and only allows one light path. Multimode step index optical fiber has a core diameter
greater than or equal to 50 micrometers and allows several light paths, this leads to
modal dispersion. Graded index optical fibers have their core refractive index gradually
decrease farther from the centre of the core, this increased refraction at the core centre
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slows the speed of some light rays, thereby allowing all the light rays to reach the
receiver at almost the same time, thereby reducing dispersion. Figure 2 gives a
description of the various optical fiber modes.
Fig.2. Optical Fiber Modes

III. EVOLUTION OF FIBER OPTICS COMMUNICATION
Optical fiber was first developed in 1970 by Corning Glass Works. At the same time,
GaAs semiconductor lasers were also developed for transmitting light through the
fiber optic cables. The first generation fiber optic system was developed in 1975, it
used GaAs semiconductor lasers, operated at a wavelength of 0.8 µm, and bit rate of
45Megabits/second with 10Km repeater spacing.
In the early 1980’s, the second generation of fiber optic communication was
developed, it used InGaAsP semi conductor lasers and operated at a wavelength of
1.3 µm. By 1987, these fiber optic systems were operating at bit rates of up to 1.7
Gigabits/second on single mode fiber with 50Km repeater spacing.
The third generation of fiber optic communication operating at a wavelength of 1.55

µm was developed in 1990. These systems were operating at a bit rate of up to 2.5
Gigabits/second on a single longitudinal mode fiber with 100Km repeater spacing.
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The fourth generation of fiber optic systems made use of optical amplifiers as a
replacement for repeaters, and utilized wavelength division multiplexing (WDM) to
increase data rates. By 1996, transmission of over 11,300Km at a data rate of
5Gigabits/second had been demonstrated using submarine cables.
The fifth generation fiber optic communication systems use the Dense Wave
Division Multiplexing (DWDM) to further increase data rates. Also, the concept of
optical solitons, which are pulses that can preserve their shape by counteracting the
negative effects of dispersion, is also being explored. Figure 3 shows the evolution
of fiber optic communication
. Fig .3 Generations of Fiber Optics Communication
Ⅳ. FIBER OPTICS BASICS

Optical fiber contains of principally 3 parts: Core, Buffer or Coatings and
Cladding cover. Figure 4 shows the fundamental structure of fiber.
Fig.4. Optical Fiber Basic Structure
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1. Core: The core is that the cylindrical portion of the fiber. It’s created from
material things, and commonly created from glass. The light propagates through
primarily core.
2. Cladding: The cladding or the protective cover is that the external layer of
the core, which is additionally created from dielectric material things with numerous
refractive directories. The refractive directory of the cladding or protective cover is a
smaller amount than the refractive directory of core material. This portion is often
created from glass or plastic material. It reduces the loss of light from core in to close
air. It additionally reduces the scattering loss at the surface of the core, and protects
the fiber from interesting surface impurities and adds up the strength to the fiber.[1]
3. Buffer or Coatings: The outer coating or jacket is outside layer to protect a

fiber from any kind of physical harms. This portion is developed from plastic material.
This material is versatile in surroundings to preclude scratches.[1]
Ⅴ. FUTURE TRENDS IN FIBER OPTICS COMMUNICATION
Fiber optics communication is definitely the future of data communication. The
evolution of fiber optic communication has been driven by advancement in technology
and increased demand for fiber optic communication. It is expected to continue into the
future, with the development of new and more advanced communication technology.
Below are some of the envisioned future trends in fiber optic communication
A .AII Optical Communication Networks

An all fiber optic communication is envisioned which will be completely in the optical
domain, giving rise to an all optical communication network. In such networks, all
signals will be processed in the optical domain, without any form of electrical
manipulation. Presently, processing and switching of signals take place in the
electrical domain, optical signals must first be converted to electrical signal before
they can be processed, and routed to their destination. After the processing and
routing, the signals are then re-converted to optical signals, which are transmitted over
long distances to their destination. This optical to electrical conversion, and vice versa,
results in added latency on the network and thus is a limitation to achieving very high
data rates.
Another benefit of all optical networks is that there will not be any need to replace the
electronics when data rate increases, since all signal processing and routing occurs in
the optical domain [9]. However, before this can become a reality, difficulties in
optical routing, and wavelength switching has to be solved. Research is currently
ongoing to find an effective solution to these difficulties.
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B. Multi – Terabit Optical Networks
Dense Wave Division Multiplexing (DWDM) paves the way for multi-terabit
transmission. The world-wide need for increased bandwidth availability has led to the
interest in developing multi-terabit optical networks. Presently, four terabit networks
using 40Gb/s data rate combined with 100 DWDM channels exists. Researchers are
looking at achieving even higher bandwidth with 100Gb/s. With the continuous
reduction in the cost of fiber optic components, the availability of much greater
bandwidth in the future is possible.
C. Intelligent Optical Transmission Network
Presently, traditional optical networks are not able to adapt to the rapid growth of
online data services due to the unpredictability of dynamic allocation of bandwidth,
traditional optical networks rely mainly on manual configuration of network
connectivity, which is time consuming, and unable to fully adapt to the demands of
the modern network. Intelligent optical network is a future trend in optical network
development , and will have the following applications: traffic engineering, dynamic
resource route allocation, special control protocols for network management, scalable
signaling capabilities, bandwidth on demand, wavelength rental, wavelength
wholesale, differentiated services for a variety of Quality of Service levels, and so on.
It will take some time before the intelligent optical network can be applied to all
levels of the network, it will first be applied in long-haul networks, and gradually be
applied to the network edge .
D. Ultra – Long Haul Optical Transmission
In the area of ultra-long haul optical transmission, the limitations imposed due to
imperfections in the transmission medium are subject for research. Cancellation of
dispersion effect has prompted researchers to study the potential benefits of soliton
propagation. More understanding of the interactions between the electromagnetic
light wave and the transmission medium is necessary to proceed towards an
infrastructure with the most favorable conditions for a light pulse to propagate.
E. Improvements in Laser Technology
Another future trend will be the extension of present semiconductor lasers to a wider
variety of lasing wavelengths. Shorter wavelength lasers with very high output
powers are of interest in some high density optical applications. Presently, laser
sources which are spectrally shaped through chirp managing to compensate for
chromatic dispersion are available. Chirp managing means that the laser is controlled
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such that it undergoes a sudden change in its wavelength when firing a pulse, such
that the chromatic dispersion experienced by the pulse is reduced. There is need to
develop instruments to be used to characterize such lasers. Also, single mode tunable
lasers are of great importance for future coherent optical systems. These tunable
lasers lase in a single longitudinal mode that can be tuned to a range of different
frequencies.
F. Laser Neural Network Nodes
The laser neural network is an effective option for the realization of optical network
nodes. A dedicated hardware configuration working in the optical domain and the use
of ultra-fast photonic sections is expected to further improve the capacity and speed
of telecommunication networks. As optical networks become more complex in the
future, the use of optical laser neural nodes can be an effective solution.
G. Polymer Optic Fibers
Polymer optical fibers offer many benefits when compared to other data
communication solutions such as copper cables, wireless communication systems, and
glass fiber. In comparison with glass optical fibers, polymer optical fibers provide an
easy and less expensive processing of optical signals, and are more flexible for plug
interconnections . The use of polymer optical fibers as the transmission media for
aircrafts is presently under research by different Research and Development groups
due to its benefits. The German Aerospace Center have concluded that “the use of
Polymer Optical Fibers multimedia fibers appears to be possible for future aircraft
applications . Also, in the future, polymer optical fibers will likely displace copper
cables for the last mile connection from the telecommunication company’s last
distribution box and the served end consumer . The future Gigabit Polymer Optical
Fiber standard will be based on Tomlinson-HarashimaPrecoding, Multilevel PAM
Modulation, and Multilevel Coset Coding Modulation.
H. High – Altitude Platforms
Presently, optical inter satellite links and orbit-to-ground links exists, the latter
suffering from unfavorable weather conditions . Current research explores optical
communication to and from high altitude platforms. High altitude platforms are
airships situated above the clouds at heights of 16 to 25Km, where the unfavorable
atmospheric impact on a laser beam is less severe than directly above the ground . As
shown in figure 4, optical links between high- altitude platforms, satellites and ground
stations are expected to serve as broadband back-haul communication channels, if a
high-altitude platform functions as a data relay station.
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Fig.4. Laser Communication Scenarios from HAPs
I. Improvements in Optical Transmitter/Receiver Technology
In fiber optics communication, it is important to achieve high quality transmission

even for optical signals with distorted waveform and low signal to noise ratio during
transmission. Research is ongoing to develop optical transceivers adopting new and
advanced modulation technology, with excellent chromatic dispersion and Optical
Signal to Noise Ratio (OSNR) tolerance, which will be suitable for ultra-long haul
communication systems. Also, better error correction codes, which are more efficient
than the present BCH concatenated codes are envisioned to be available in the nearest
future.
J. Improvement in Optical Amplification Technology
Erbium Doped Fiber Amplifier (EDFA) is one of the critical technologies used in
optical fiber communication systems. In the future, better technologies to enhance
EDFA performance will be developed. In order to increase the gain bandwidth of
EDFA, better gain equalization technology for high accuracy optical amplification
will be developed. Also, in order to achieve a higher output power, and a lower noise
figure, high power pumping lasers that possess excellent optical amplification
characteristics with outputs of more than
+20dBm, and very low noise figure are envisioned to exist in the nearest future.
K. Advancement in Network Configuration of Optical Submarine Systems
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In order to improve the flexibility of network configuration in optical submarine

communication systems, it is expected that the development of a technology for
configuring the mesh network will be a step in the right direction. As shown in figure
5, while a ring network joins stations along a single ring, a mesh network connects
stations directly. Presently, most large scale optical submarine systems adopt the ring
configuration. By adopting the optical add/drop multiplexing technology that
branches signals in the wavelength domain, it is possible to realize mesh network
configuration that directly inter-connects the stations. Research is ongoing, and in the
future such network configuration will be common.
Fig.5. Optical Network Configurations
L. Improvement in WDM Technology

Research is ongoing on how to extend the wavelength range over which wave division
multiplexing systems can operate. Presently, the wavelength window (C band) ranges
from 1.53- 1.57µm. Dry fiber which has a low loss window promises an extension of
the range to 1.30 – 1.65 µm. Also, developments in optical filtering technology for
wave division multiplexing are envisioned in the future.
M. Improvements in Glass Fiber Design and Component Miniaturization
Presently, various impurities are added or removed from the glass fiber to change its
light transmitting characteristics. The result is that the speed with which light passes
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along a glass fiber can be controlled, thus allowing for the production of customized
glass fibers to meet the specific traffic engineering requirement of a given route. This
trend is anticipated to continue in the future, in order to produce more reliable and
effective glass fibers. Also, the miniaturization of optical fiber communication
components is another trend that is most likely to continue in the future.
Ⅵ. APPLICATION OF FIBER OPTICS

 Measurement of physical possessions such as pressure, dislodgment, fever, stress,
acceleration and speed inside framework of some mass.
 Watching of the real-time health of the structures in real life.
 Buildings and Bridges: watching of Concrete during setting, long-term deformation
(creep and shrinkage) monitoring, crack monitoring, spatial displacement
measurement, neutral axis
Ⅶ. CONCLUSION
The fiber optics communications industry is an ever evolving one, the growth
experienced by the industry has been enormous this past decade. There is still much
work to be done to support the need for faster data rates, advanced switching
techniques and more intelligent network architectures that can automatically change
dynamically in response to traffic patterns and at the same time be cost efficient. The
trend is expected to continue in the future as breakthroughs already attained in the
laboratory will be extended to practical deployment thereby leading to a new
generation in fiber optics communications.
REFERENCES
1. M. Noshada, A. Rostami, “FWM minimization in WDM optical communication
systems using the asymmetrical dispersion managed fibers”, International
Journal for Light and Electron Optics, vol. 123, no. 9, pp. 758– 760, 2012.
2. X. Wang and K. Kitayama, "Analysis of beat noise in coherent and incoherent
time-spreading OCDMA," IEEE/OSA Journal of Lightwave Technology ,vol.
22, no. 10, pp. 2226-2235, 2004.
3. T. H. Shake, "Confident performance of encoded optical CDMA", IEEE/OSA
Journal of Lightwave Technology, vol. 23, pp. 1652- 1663, 2005.
4. Prachi Sharma et al, “A Review of the Development in the Field of Fiber Optic
Communication Systems”, International Journal of Emerging Technology and
Advanced Engineering, Vol. 3, no. 5, pp. 113-119, 2013
6. Franz Fidler, Markus Knapek, Joachim Horwath, and Walter R.Leeb, “Optical
Communications for High-Altitude Platforms”, IEEE Journal of Selected Topics
in Quantum Electronics, Vol. 16, no. 5, September/October 2010.
7. T. Otani, K. Goto, H. Abe, M. Tanaka, H. Yamamoto, and H.Wakabayashi,
Electron. Lett.31, 380, 1995.
8. Ogata Takaaki, “Recent Status and Trends in Optical Submarine Cable
Systems”, NEC Technical Journal, Vol. 5 (1), pp. 4-7, 2010.
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9. Colin Yao, “The Future of Fiber Optic Communication”, available at:

www.streetdirectory.com, 2013.
10. “Status of Optical Communication Technology and Future Trends”, available at:
www.qqread.net, 2013.
11. Djan Kloe, Henrie Van Den Boom, “Trends in Electro-optical Communication
Systems, Perspectives on Radio Astronomy: Technologies for Large Antenna
Arrays, Proceedings of the Conference held at the ASTRON Institute in
Dwingeloo on 12-14 April 1999. Edited by A. B. Smolders and M. P. Haarlem.
Published by ASTRON. ISBN: 90-805434-2-X, 354 pages, 2000., p.2851999.
12. Pamela L. Derry, Luis Figueroa, Chi Shain Hong, “Semi-Conductor Lasers”,
1991.
13. U.H.P. Fischer, M.Haupt and M.Janoic, “Optical Transmission Systems Using
Polymeric Fibers”, In Tech, available from: http://www.intechopen.com/books,
2011.
14. Cherian, S., Spangenberg, H. and Caspary, R., “Vistas and Challenges for
Polymer Optical Fiber in Commercial Aircraft, Proceedings of the 19th POF
Conference, 2010.
15. Koonen, A.M.J. et al, “POF Application in Home Systems and Local System”,
Proceedings of the 14th POF Conference, pp. 165-168, 2005.
16. T. Jono, Y. Takayama, K. Shiratama, I. Mase, B. Demelenne, Z. Sodnik,A. Bird,
M. Toyoshima, H. Kunimori, D. Giggenbach, N. Perlot,M. Knapek, and K. Arai,
Overview of the inter-orbit and the orbit to-ground laser communication
demonstration by OICETS, SPIE,vol. 6457, pp. 645702-1–645702-10, 2007.
17. COST297. HAPCOS, “High Altitude Platforms for Communications and Other
Services”, Available Online at: http://www.hapcos.org, 2010.
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Media, 2nd ed. Bellingham, WA: SPIE, 2005.
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SELF-DETERMINATION HAVE AN IMPACT ON ACADEMIC

ACHIEVEMENT – A STUDY
1
Ms.M.Amala Jayanthi.2Dr.R.Lakshmana Kumar
1,2
Assistant Professor, Department of Computer Applications
1
Kumaraguru College of Technology, Coimbatore, Tamil Nadu, India
2
Hindusthan College of Engineering and Technology,Coimbatore India
Abstract— Educational Data Mining is one of the budding research areas in data
mining[1]. The researches in educational data mining focus on improving the quality
and profit of educational system by providing insights to understand students’ learning
process, their overall involvement in the process and comfort level in the learning
environment. Students are core stakeholder of academics, and so the motto of education
revolves around the students. The objective of the education is to improve the learners’
knowledge, skills and attitudes under expert surveillance in the academic environment.
According to bloom taxonomy, a person undergoing learning improves his/her
knowledge and mental abilities (i.e. Cognitive), skillset(i.e. Pshycomotor) as well as
his/her emotions(i.e.Affective)[2]. Emotions are subjective state of mind associated with
thoughts, feelings, behavioural responses, and a level of pleasure or displeasure[5].
Emotions are categorized into positive and negative emotions. Self-determination is the
ability to be focused and motivated to achieve one’s ambition. Self – determination is
related to the positive emotions of motivation. This paper is to investigate the influence
of self-determination in students' academic performance in the learning environment
using supervised and unsupervised learning algorithms. Self-determination and students'
academic performance is evaluated by self-determination scale and criterion reference
model. Multilayer perceptron classification algorithm and Expectation Maximization
clustering algorithm are used to group the students based on their self-determination
scale and academic performance. The relation between self-determination and academic
performance is determined using predictive and descriptive modelling. The research
shows the existence of a positive correlation between self-determination and
performance. And so this research allows the instructors to understand the students
based on their emotions and render their help to enhance the student's academic
proficiency.
Keywords: Education, Data mining, Bloom’s Taxonomy, Positive Emotions, Academic

Performance, Self-Determination.
I. INTRODUCTION
Educational Data mining is one of the emerging research areas of data mining. Using
supervised and unsupervised techniques, it discovers insights by exploring different
anomalous data values in a learning environment. These techniques help to establish a
better understanding of students during their learning process. Self-determination scale
has been used to discover the students' self-determination level. Criterion Reference
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Model[7] is used to assemble the students' based on their performance in academics.

The continuous assessment marks obtained in the theory and programming is considered
as performance. This research focuses on bloom's taxonomy and educational objectives,
with which it studies the effect of self-determination on academic performance in the
learning environment. Expectation-Maximization clustering technique is employed for
characterizing the student according to their self-determination level into classes of
similar students. Similarly, the student performances are categorized as high, low and
average. The Multi-Layer Perceptron is applied to classify the student's subcategory
using the dataset. This approach results in useful learning through mining and
determines exciting patterns of the specific category. Student patterns are discovered
using Experimental unit variables in the data set. The subcategories of the self-
determination and performance are determined using the observational unit variable.
This paper researches on the relation between self-determination level of the students
and their performance by applying supervised and unsupervised learning process.
Apriori rule mining technique has been adopted to infer rules based on the relationship
between self-determination and performance.
II. RELATED WORK
Bloom’s Taxonomy:
In 1956, Bloom's Taxonomy [3] was formulated by benjamin bloom and his co-workers
Engelhart, Furst, & Krathwohl based on the educational objectives. It is one of the most
appreciated learning theories in the field of education. Bloom's Taxonomy includes
three learning domains:
1. Cognitive domain - focuses on intellectual skills such as critical thinking,
problem-solving, and creating a knowledge base.
2. Affective domain - focuses on the attitudes, emotions, values, interests, and
appreciation of learners.
3. Psychomotor domain - encompasses the ability of learners to finish tasks and
perform movement and skills physically.
It states that a student grows cognitively, affectively and in skillset parallelly during his
learning process.
Self Determination Scale:
The Self-Determination Scale (SDS) [4] was composed to evaluate personal differences
based on their self-determined way. It is devised on considering individual personality
that reflects (1) being more aware of their feelings and their sense of self‚ and (2)
feeling a sense of choice concerning their behaviour. The SDS is a short‚ 10-item scale‚
with two 5-item subscales. The first subscale is the consciousness of self, and the
second is the perceived choice in one's actions. The subscales can either be used
separately, or they can be combined into an overall SDS score.
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Criterion –Reference Model:
The criterion reference model is a model to evaluate (and grade) the students' academic
performance concerning the set of pre-specified qualities or standards, without reference
to the achievement of others. The pre-specified qualities or standards are what students
have to do during evaluation to demonstrate that they have achieved the goal of the
course. The results are expressed in terms of relations that match the students'
performance with the given criteria. The result is assigned based on the standard that the
student has achieved on the criteria.
Expectation-Maximization clustering algorithm:

The Expectation-Maximization algorithm[8] is an iterative refinement algorithm that
can be used to find the parameter estimation. It assigns an object to the cluster that is
similar to the cluster mean. Instead of assigning each object to a dedicated cluster, EM
assigns each object to a cluster according to a weight representing the probability of
membership. There are no restricted boundaries between the clusters. And thus, with the
weighted measures, new means are calculated.
Multilayer Perceptron :
Multilayer perceptron(MLP)[9] is one of the classification algorithms. It is a network of
simple neurons called perceptrons. The perceptron acts as a linear classifier. Multilayer
perceptron has more than one perceptron. It has an input layer, an output layer which
allows to make decisions or predictions on input, and certain number of hidden layers
are present in between the two layers.Hidden layer is the actual computational engine of
the MLP. MLPs with one hidden layer can approximate any continuous function. The
perceptron computes a single output from multiple real-valued inputs by forming a
linear combination according to its input weights and then possibly putting the
production through some nonlinear activation function.
Apriori Algorithm:
Apriori algorithm is an association rule mining algorithm. It finds frequent itemsets in
a dataset to derive association rule. It is named as Apriori since the algorithm makes use
of prior knowledge of the properties of frequent itemsets.
Apriori Property is used to improve the efficiency in frequent itemsets generation level
wise. Apriori Property is that all non-empty subset of a frequent itemset must be
frequent. The fundamental concept of the Apriori algorithm is its anti-monotonicity of
support measure. Apriori assumes minimum support count and minimum confidence.
Step-1: K=1
i. Generate the candidate set C1 , by creating a table containing support count of each
item present in the dataset.
ii. Compare candidate set item’s support count with given minimum support count.
Remove those items whose support count is less than the minimum support. Consider
the itemset as L1.
Step-2: K=2
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 Create a table by joining Lk-1 and Lk-1 is that it should have (K-2) elements in
common and it is called as candidate set C2.
 Check all subsets of an itemset are frequent or not and if not frequent remove
that itemset.
 Now find support count of these itemsets by searching in the dataset.
 (ii) compare candidate (C2) support count with minimum support count(here
min_support=2 if support_count of candidate set item is less than min_support
then remove those items) this gives us itemset L2.
Thus, the above step is repeated until all the frequent item-sets are discovered. Now
strong association rules are generated by calculating the confidence of each rule.
III. System Model:
Phase 1: Pretesting of the Questionaire

In phase 1, the self-determination scale questionnaire is pretested. Then analyze test for
self-determination was conducted to postgraduates students of computer applications.
Based on the response for the questionnaire, the student participants are categorized as
students with high self-determination level and low self-determination level[10]. The
continuous assessment marks were collected from the students and treated as a
performance factor. Based on the Criterion Reference Model they are categorized under
High (Marks > =80), Average(Marks <=79 and Marks>= 50) and Low(Marks<50). The
result of the analyze tests of Self Determination Scale and Performance of the students
constitutes the student data set.
Phase 2: Expectation-Maximization Clustering

Expectation-Maximization algorithm[8] is employed to discover the clusters among the
students with respect to self-determination level and performance. Each cluster groups
are designated as High and Low according to self-determination level. And the same is
adopted to identify the clusters(high, average and low) based on performance.
Phase 3:Multi-Layer Perceptron Classification:

The multilayer perceptron classification algorithm is applied to classify the student data
set under self-determination as high and low. Similarly, the students are sorted based on
performance as high, average and low.
Phase 4: Apriori Algorithm

The association between the self-determination level and the performance of the student
participants are discovered using the Apriori algorithm as well as best association rules
are also mined.
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IV. Experimental Study:
Correlation between the self-determination level and Performance of the 600 student
participants have been analysed.
C0 C1 SDL
188 0 Low
216 198 High
Table 1: Cluster Assignments and Self Determination Level (Expectation-

Maximization Clustering Algorithm)
Table 1 represents the various clusters and corresponding self-determination level. It

exhibits that students with low self-determination level are grouped in cluster 0.
Students with high self-determination are grouped in cluster 1.
Table 2: Cluster Academic

C0 C1 C2
Assignments and Performance
Academic performance 0 188 0 Low
Level ( Expectation-
Maximization Clustering 216 0 0 High
Algorithm)
0 0 198 Average
Table 2 depicts the different clusters and corresponding academic performance level. It
presents that students with low academic performance level as cluster 0, average
academic performance level as cluster 1 and high academic performance level as cluster
2, respectively.
Cross Predicted
Validation a b Self Determination Level
A 188 0 Low
Actual
B 0 412 High
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Table 3 Confusion matrix for Self-Determination level (Multilayer perceptron

classification)
Table 3 shows the confusion matrix for Self-Determination level obtained by Multi-
Layer perceptron classification technique. It clearly shows two classes of Self-
Determination that is High and Low.
Predicted
Cross
Academic
Validation a b c
Performance
A 188 0 0 Low
Actual
B 0 216 0 High
C 0 0 196 Average
Table 4 Confusion matrix for Academic Performance level (Multilayer perceptron

classification)
Table 4 displays the confusion matrix for the academic performance level obtained by
Multi-Layer perceptron classification technique. It clearly exhibits three classes High,
Average and Low of academic performance.
Best Rules Found:

1. PERFORMANCE=HIGH 216==>DETERMINATION=HIGH
108 conf:(1)
2. PERFORMANCE=AVERAGE
196==>DETERMINATION=HIGH 98 conf:(1)
3. PERFORMANCE=LOW188==>DETERMINATION=LOW
94 conf:(1)
Table 5: Association Rules Mined (Apriori Algorithm)
Table 5 reveals the positive correlation between self-determination level and academic
performance by employing apriori algorithm. It also depicts the best association rules
mined from the data set. It shows that the performance of the student is high/average for
whom self -determination level is high, and the performance is low for whom self-
determination level is low.
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V. Conclusion:
Model-based clustering and Multilayer perceptron classification algorithms are applied

to discover the relationship between self-determination level and academic
performance. The clustering algorithm group the student objects as low and high, and
models each cluster. It categorizes the students based on their Self-Determination Level.
Similarly, the performance level clusters are observed as high, average and low. The
classifier unveils that, each student's self-determination level is associated with
performance.
From the association rules, it is observed that Students whose self-determination level
is high are Very good at their academics. This research reveals the academic proficiency
of students having high self-determination and suggests the recommendation to
concentrate on students having low self-determination for Psychological transformation.
The Correlation analysis discloses the strong association between self-determination and
performance.
References:
[1] D. Gandhimathi and S. Gomathi “A Survey of Approaches and Tools Used in Educational Data
Mining”, International Journal of Innovative Research in Computer and Communication
Engineering,Vol. 3,Issue 10, Octobor 2015.
[2] http://www.learningandteaching.info/learning/bloomtax.htm
[3] http://www.nwlink.com/~donclark/hrd/bloom.html
[4] http://selfdeterminationtheory.org/
[5] Frijda, N. H. (1986). The emotions. New York: Cambridge University Press.
[6] M. Ramaswami and R. Bhaskaran, “A Study on Feature Selection Techniques in Educational Data
Mining “, Journal of Computing, Volume 1, Issue 1, December 2009.
[7] L. Arockiam., S.Charles, V.Arul Kumar and P.Cijo. “A Recommender System for Rural and urban
Learners”. Trends in Computer Science, Engineering and Information Technology Communications
inComputer and Information Science, 2011, Volume 204, Part 1, 619-627, DOI:10.1007/978-3-642-
24043-0_63
[8] Xindong Wu,Vipin Kumar , J. Ross Quinlan , Joydeep Ghosh Qiang Yang , Hiroshi Motoda , Geoffrey
J. McLachlan , Angus Ng Bing Liu Philip S. Yu , Zhi-Hua Zhou , Michael Steinbach , David J. Hand
,Dan Steinberg, “Top 10 algorithms in data mining”, Springer-Verlag London Limited, Knowl Inf Syst
14:1–37, 2008.
[9] Ayers, E, Nugent, R, Dean, N. .Skill Set Profile Clustering Based on Student Capability Vectors
Computed from Online Tutoring Data..Educational Data Mining 2008: 1st International Conference on
Educational Data Mining,Proceedings ,R.S.J.d. Baker, T. Barnes, and J.E. Beck (Eds), Montreal,
Quebec, Canada, June 20-21, pp.210-217, 2008.
[10] M. Ramaswami and R. Bhaskaran, “A Study on Feature Selection Techniques in Educational Data
Mining, Journal of Computing, Volume 1, Issue 1, December 2009.
[11] Weiner, B., & Graham, S. (1984). An attributional approach to emotional development. In C. E. Izard,
J. Kagan, & R. B. Zajonc (Eds.), Emotions, cognition, and behavior. New York: Cambridge University
Press.
[12] Ayers, E, Nugent, R, Dean, N. .Skill Set Profile Clustering Based on Student Capability Vectors
Computed from Online Tutoring Data..Educational Data Mining 2008: 1st International Conference on
www.ijmer.in 129
Educational Data Mining,Proceedings ,R.S.J.d. Baker, T. Barnes, and

[13] J.E. Beck (Eds), Montreal, Quebec, Canada, June 20-21, pp.210-217, 2008.
[14] Nghe,N.T., Janecek,P., Haddawy.P: A Comparative Analysis of Techniques for predicting Academic
Performance. Paper Presented at 37 th ASEE/IEEE Frontiers in Education Conference, Milwaukee,WI,
October 10-13(2007).
[15] Han.J., Kamber, M.: Data mining Concepts and Techniques, 2nd edn. Morgan Kaufmann Publishers.
San Francisco (2006).
[16] Choi, S.C., Hart, P.E., Stork, D.G,: Pattern Classification, 2nd edn.John . Wiley& sons Inc., Chichester
(2000).
www.ijmer.in 130
DIVERSITY MANAGEMENT – AN OVERVIEW
G.Sudha
M.Phil Research Scholar, V.O.Chidambaram College,Tuticorin,Tamilnadu
V.Sornaganesh
Assistant Professor,V.O.Chidambaram College,Tuticorin,Tamilnadu
Abstract
Trends in the increasing globalization of the world and demand more interaction
between people of very different cultures, beliefs and origins than in the past. Today,
people no longer live and work in an isolated market. The reality is that they are now
part of a global (or commonly known as flattened) economy with competition from
almost every corner of the world. For this reason, companies must be open to change
and accept the concept of diversity to be more creative. In everyday conversation, the
word "diversity" has the meaning of differences or variety. However, in the business
world and in the business manual, diversity often refers to the many differences between
people in the workplace and the market today that were unknown to people in the past.
In this article we are discussed about the various advantages and disadvantages of
diversity management.
Key words: Diversity, Globalization, Differences, Management,Workforce
Introduction
Diversity management is often seen as recognizing, understanding, accepting,
valuing, and celebrating differences between people in terms of age, class, ethnicity,
gender, ability, physical and mental state, race, sexual orientation, spiritual practice, and
attendance for better performance in the workplace. The term diversity management
refers to the implementation of strategies or policies to bring together a network of
diverse people in a dynamic workforce.
Diversity management in HRM

Diversity management aims to provide employees with backgrounds, needs, and skill
sets that can vary widely with the opportunity to engage with the company and its co-
workers in a way that produces an optimal work environment and best results possible
commercials for the company. Company hires employees of diverse backgrounds and
experience. To reap the benefits of diversity in the workplace, the employee and
manager must understand the challenges and know how to effectively tackle them. For
example, let's say you had a company and your employees were going to paint pictures.
If everyone in your company painted with the color gray, they would be boring
paintings that looked similar. However, if some painted with gray and others painted
with red, blue, yellow and green, the image would be more interesting and different.
That diversity allows your company not only to look at things in one way or from one
point of view, but from many points of view.
Managing a diverse workforce is not difficult. It only takes a certain level of
sensitivity and awareness to ensure that employees work well together. We have to
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remember that we are talking about people from different countries and of different ages
and genders. For a manager to manage this workforce in a contemporary business, he
must understand some basics to ensure success;
 They need to create a workplace where talent from different backgrounds can
flourish and grow.
 Language and communication barriers must be of a high level of importance to
ensure that everyone can communicate.
 They must manage the different points of view of each person within the
workforce in relation to gender, nationality and age.
Objective of the study

 To know the advantages of diversity management.
 To know the disadvantages of diversity management.
 To know the Steps taken to overcome the diversity problems.
 To analyse the comparison of previous experiences of the diversity
management.
Review of literature
1. Mr. David A. Thomas (2004) in his article entitled “Diversityas Strategy “
revealed about the IBM expanded minority markets dramatically by promoting
diversity in its own workforce. The result: a virtuous circle of growth and
progress.
2. Mr.Abey Francis (October 26, 2017) MBA knowledge base, his research focus
on the case study of Jack Welch, “ Leadership that creates Innovation “
revealed about the General Electric company ready to face world competition
by managing the diversity throughout the world. Through an analysis of the
techniques employed by welch, one can gain a better understanding of how to
motivate outstanding performance by any organization.
3. Azeminamasovic (2018) in his article entitled “socio-cultural factors and their
impact on the performance of multinational companies” this paper deals with
the concepts of socio-cultural factors and performance of multinational
companies. Multinational companies operate in different host countries around
the world and have to deal with wide variety of economic, political, legal,
socio-cultural and technological factors.This paper is to describe the influence
of certain socio-cultural factors on the performance of foreign subsidiaries.
Advantages of Diversity Management

Society and culture have an impact on every aspect of the overseas business of
multinational companies. The socio-cultural environment is significant for multinational
companies. The key socio-cultural factors that have a major impact on the operation of
the multinational companies are 1.culture, 2.Language,3.Religion,4.Level of education,
5.Customer preferences, and 6.The attitude of the society towards foreign goods and
service. The influence of culture on multinational companies is real and widespread.
Multinational companies are affected by more than one culture at a time. Through their
subsidiaries located in various countries, they are exposed to different national cultures.
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Culture in particular country directly or indirectly, reflects on the achieved performance

of multinational companies. Advantages of diversity management are as follows.
 Effective work practices or procedures. Experience, talent, experience, the

employees worked in the organization. It helps put the right person in the right
position.
 Improve the strength of customer intelligence. We employ a diverse workforce
to collect more relevant and efficient market data.
 Capable of producing a more satisfied workforce and, therefore, of generating a
more productive workforce.
 Management Effective diversity management helps reduce labor disputes.
 A diverse workforce can enhance creativity and innovation.
 Diversity is a key element of effective people management.
 Improve workplace productivity to an optimal level.
 Guarantee the maximum use of existing resources and capacities.
Disadvantages of Diversity Management
 Main drawback related to the implementation of the short-term diversity
management program.
 One of the main problems is communication. Several diverse group employees
work together. The language problem was raised in several groups.
 Conflicts between colleagues are possible due to different mentalities.
 A poor program reveals the negative impact on a diverse group.
 Prejudice and discrimination affect employee morale. Discrimination causes
great harm and illegal activities.
 It is very expensive to control the diversified group. A high salary allocation
for employee experience can cause financial problems for the organization.
Case study
Most of the companies apply the diversity management and succeed their
journey.Specificcognition and affected of the previous experience in the diversity
management.Some of the examples are given below:
1. General Electric (GE)
When Jack Welch became CEO of General Electric in 1981, he was only
the 11th CEO the company had seen in its 120 years of existence. Although GE
was a $13 billion a year company, it began showing signs of necessary change
as it had reached the stage between maturity and decline. After 20 years at the
helm, Jack Welch had turned General Electric into one of the world’s most
successful companies. He guided the oncestruggling company to what was then
the biggest corporation in the entire world as well as the most profitable.
Through the use of goal setting, empowerment, and communication Welch
transformed the gigantic and complacent company into an energized multi-
national organization ready to face world competition. Welch introducedGE to
Six Sigma, a defect reduction program. Six Sigma is a process, which consist
of the rigorous application of statistical tool to improve profits, reduce costs
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and improve speed. This program relies on teamwork to propel quality to the
highest level.
2. International Business Machine (IBM)
IBM’s diversity task forces asked that the company allow employees who
were not at the executive level to get more involvedin the effort. The company
did, and diversity council and employee network groups were born. The
diversity councils, group of employees across diverse constituencies, were
created specifically to address local or unique diversity issues. Through these
72 councils, IBM seeks to ensure that its workforce represents an environment
that visibly encourages and values the contributions and differences of
employees from various backgrounds. 30 members of IBM’s Worldwide
Executive Council are involved in guiding specific corporate-wide diversity
initiatives. They are held accountable for recruitment, retention and
advancement of all talent and, most important, linking IBM’s diversity
initiatives to the global marketplace, which is in turn the main reason that IBM
has been able to stay on top of the business landscape for decades. The
objectives include heightening employee awareness, increasing management
sensitivity, and making the most out of a diverse workforce.
3. Sodexo
Diversity and inclusion; although gender, generation and sexual orientation
are all part of the diversity hiring strategy at Sodexo, theystate that gender
balance is our business, and their mission is to make it everyone else’s
business too. 40% of all staff members inSodexo are women-that’s up from
just 17% in 2009. 43% of the members on the board of directors are female
and the company runs 14 Gender Balance Networks worldwide. What they
have found is that when there is an optimal gender balance within an
organisation, employee engagement increases by 4% points, gross profit
increases by 23% and brand image strengthens by 5 % points. They also show
no sign of stopping on their mission to optimise gender balance, vowing that
by 2025, 40% of their workforce will be made up of women.
4. Reebok
Reebok, the well-known sport company has also been benefiting from a
diversity management program, in the year of 1980’s a group of women at
Reebok complaint, the fact that they could not find a good aerobics shoe.
Listening to that complaint, Reebok began marketing aerobics shoes. The
outcome is outstanding-within just a period of two years, the company went
from a $12 million a year shoe company to a $3 billion powerhouse. Since the
incident, the company started to be aware of the importance of diversity.
Do and Don’t in Diversity Management
Diversity is a possible source of competitive advantage and superior performance for
companies, but implementing and managing diversity is not easy. Apparently,
mismanagement of diversity or the inability of the leader or manager to define and
execute an effective diversity management program will cause problems for the
organization with a diverse workforce. In fact, for inexperienced managers, diversity is
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more of a curse than a blessing. If the presence of diversity is well managed, it can
create synergy and improve the performance of the organization. Diversity is believed to
be a powerful strategy because managers can build on the strengths of certain people on
the team while making the weaknesses of others irrelevant. One person's strengths can
offset another person's strengths, which is essential for a high-performing team.
The first thing a manager in diversity management must do is ensure the effectiveness of
the diversity management programs, managers must constantly communicate with
employees, managers, customers, shareholders and other parties. Stakeholders’ at all
stages of the program. Keeping people informed is essential as their support is necessary
for the successful implementation of a diversity management program. Execution must
involve everyone; As such, the program is not a problem solely for staff service or a
responsibility of senior management. In addition, it is also extremely important to apply
a change management process to implement the program. The leader driving change
must be aware that a long-term perspective is required to implement a diversity
management program (that is, that change involves attitudes and does not happen
overnight, and leaders must expect the program to last for years rather than a few weeks
or months), leaders must also have the correct expectations that resources are needed for
the program. Leaders must be prepared to invest money, time, and resources to
successfully complete the diversity management program. Managers should not confuse
equal opportunity with managing diversity. The equal opportunity approach can be part
of any diversity initiative, but a successful diversity management program should go far
beyond traditional equality issues. Managers should not design diversity goals and
policies for themselves (minorities), but should think of us (everyone involved in the
organization).
Steps for Successful Managing Diversity
1. Good communication
All employees must understand the company's policies, procedural rules and
regulations and everything related to the business. In practice, there are cultural and
linguistic problems. This is overcome by translating the information in a sophisticated
way. Use common symbols, pictures to convey information.
2. Analyse employees individually
To avoid stereotypes, discrimination between employees. The success and failures of
each employee are analysed individually. Encourage employees working in the group
and discuss work-related factors, not personal ones.
3. Encourage employees to work in a diverse group.
In various groups, experience and talented people work together. It emphasizes the
transfer of new ideas and innovative thinking. A diverse work team allows employees to
get to know each other individually. Various teams also extend the experiences and
perspectives of all team workers and help them recognize the strength of their talents
and perspectives combined.
4. Base decisions on objective criteria.
Expect all employees from all walks of life to meet the required standards and
perform to the best of their ability. Do not define different criteria for different groups.
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Do not apologize or allow employees to make excuses for deficiencies. Base all
employment actions, including discipline, on specific performance-related criteria.
Always focus on work-related matters, not personal matters when dealing with
employees.
5. Beopen-minded
Acknowledge and encourage employees to recognize that their own experience,
background and culture are not the only ones of value to the organization. Set an
example of promoting diversity by developing relationships with colleagues whose
backgrounds differ from yours. Find ways to integrate diverse perspectives and talents
into efforts to achieve the organization's goals.
Conclusion
If the presence of diversity is well-managed, it can create synergy and improve
organizational performance. It is believed that diversity is a powerful strategy as
managers can leverage on the strengths of some people in the team while making the
weaknesses of others, while his weaknesses are covered by others ‘ strengths and this is
essential for a high performing team. Consistent with such a view, this section will
outline some do and don’t for practitioners to follow. It may serve as a general
guideline for managers to refer to in applying the concept of diversity management to
daily management tasks.
REFERENCES
1. Mr.Abey Francis (October 26, 2017) MBA knowledge base, “ Leadership that creates
Innovation “
2. Mr. David A. Thomas (September 2004) in his article entitled “ Diversity as
Strategy “ in Harvard Business Review.
3. Azeminamasovic (2018) in his article entitled “ socio-cultural factors and their impact
on the performance of multinational companies”,Ecoforum, volume -7 Issue 1 (14)
2018.
3. https://www.socialtalent.com/blog/recruitment/10-companies-around-the-world-that-
are-embracing-diversity
4. https://www.mbaknol.com/management-case-studies/case-study-of-jack-welch-
leadership-that-creates-innovation/
5.https://www.mbaknol.com/human-resource-management/diversity-management/
6.https://study.com/academy/lesson/managing-a-diverse-workforce-in-contemporary-
organizations.html
7. https://en.m.wikipedia.org/wiki/diversity_(business)
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A STUDY ON USAGE OF SOCIAL NETWORK SITES AS SOURCE OF

TALENT ACQUISITION
Dr. R.Jayanthi
Professor,Acharya Bangalore B School
Dr.Rajesh.C
Associate Professor,Acharya Bangalore B School
Abstract:
The purpose of this study is to present an initial exploratory investigation on e-recruiting
and the role or relevance of social network sites (hereafter SNSs) during the process.
Particularly, the aim is to identify if companies use social media during their recruitment
processes to attract and screen application. Beyond the information generated through
the literature review, primary data were collected among recruiters in the city of
Bengaluru
The findings of this research endeavour indicate that using social media in recruitment
has a lot of benefits but also pitfalls of which recruiters should be aware. Furthermore, it
seems that the contemporary practice of employee screening through social media can
highly affect the hiring decision. On the contrary, a well-designed system and strategic
utilization of available information about potential candidates may significantly assist
the recruitment of employees with the most suitable skills and competencies.
Keywords: Employee screening, Employee Selection, Social networking, Recruitment,
Relevant skill
Introduction:
Talent management has played a decisive role in the success of any organisation. Being
a tech-intellect based business world today, finding the right talent hiring them and
retaining them has been a huge challenge. Talent acquisition with the right skill sets to
fill positions is a herculean task for HR recruiters. Moreover, the process of screening
resumes and shortlisting them turns out to be a waste of time when interviews are done.
To avoid this pitfall, many organisations are using social network sites to gather
information about the job applicant
The millennial workforce which out in the market is highly tech savvy and
communicative. Their presence is dominant in all the social media sites like Facebook,
Twitter, LinkedIn. Recruiters can post the available jobs on the websites and go through
the profiles and find a good fit. HR teams also form groups of former employees,
professionals’ acquaintances who can act as secondary connections of the job seekers.
Once a network is established, they can simply post the job openings in the status box –
this will ensure that all the groups will be notified about these announcements. They
can personalise their target viewers and groups as well. Social media hiring not only
enables a business to access a vast pool of potential talent, but it also helps HR recruiters
get to know a candidate before schedule an interview. HR professionals would be able
to gauge the candidates working style, interests, character traits, work ethics etc by
going through their profile well in advance before scheduling the interview.
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Review of Literature:
 Helena Pleinert, Bernhard Kolb (2015) in their study “Sourcing in Recruiting
Strategy and ROI with a focus on knowledge workers” speaks about the two main
recommendations concerning strategy and ROI optimization in sourcing in
recruiting, with a focus on knowledge workers, presented in this paper are Active
sourcing through cultivating talent communities and direct search can be likened to
the neolithic revolution: farming instead of hunting – more efficient, more effective
and more sustainable.
 Dr. A Kumudha, Saranya Priyadarshini (2016) in their study “A Conceptual study

on challenges and Innovations in Talent Acquisition Process” speaks about how
Talent Acquisition has emerged with lot many innovative changes and world is
getting ready for the Talent Hunt with all its new innovative strategies in Global
perspective. But in developing country like India, there is a huge potential seen with
us to become the global hub for talent and our talents are being easily attracted
globally for various reasons. But it becomes necessary for us to acquire the
potential talent and retain them with us so that we can grow even faster than the
present growth rate. Social media is one of the sources which is accepted for
reference checks of applicants.
OBJECTIVE OF THE STUDY
1. To understand the relevance of skill/competencies of candidates sourced through

social network sites.
2. To study the extent of social media usage by recruiters for sourcing talent.
3. To understand the satisfaction level of recruiters in sourcing through social media
RESEARCH METHODODLOGY :
This study is Descriptive in nature and methods of Data collection were in two forms.
They are:
1. Primary data
2. Secondary data
Primary data : Primary data is of first hand data in nature and it does not exist
anywhere. It has to be collected as for the problem chosen. Survey methods and
questionnaires are some of the methods used to collect the primary data from the
respondents. The data thus collected from the primary sources of information are
arranged systematically and sequentially to form simple tables.
Secondary data Secondary data is that type of data, which already write and had gone
through some statistical analysis. Secondary data has been collected from various books,
internet downloads, business articles, journals, business periodicals etc.
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Sampling:
Design: purposive sampling as recruiters who are into initial screening of candidates
were selected to identify if they used social media as well.
Size: 158 recruiters in recruiting agencies whose job profile is to select , source, screen
and shortlist the candidates were identified to give response. In most of the HR
consultancy, the recruiters were given autonomy to design their work and not restricted
to a specified process of recruitment depending on the client requirements.
Scope of the study
This study is done to identify the effectiveness of social media in sourcing talent used in
various organizations. It identifies various ways to increase the effectiveness of sourcing
which in turn helps for entire recruitment cycle. This study also authenticates the use of
social media in identifying and selecting employees for an organisation.
Social media usage among millennials:
Millennials are the ones born between 1985 to 1999. They are the majority workforce in
today’s organisation. The have unique qualities and they have redefined life and
products in their own way.
Some of the nature of these millennials are:-
 They are loyal to brand
 They are smart and calculated
 Millennials grew up in the digital era. They utilize technology for everything—
grocery shopping, GPS, remote controls, communicating, working.
Their social media habits are also very unique. They divide into a lot of platform, some
platforms that should be high on your consideration list.
Facebook:- 87% of millennials use Facebook at least once a week. This number is
much higher than other generations—for example, only about 36% of Gen Z use
Facebook once a week. Facebook is has a heavy usage of this generation till now. It has
convivence of visuals, posts and texts.
YouTube: 86% of millennials use YouTube at least once a week. This number is huge,
especially when considering that video making and sharing has been very common
among millennials.
Instagram: 71% of millennials use Instagram at least once a week. Many younger
generations love platforms like Instagram for its lack of content and text. Two hundred
million users actively visit business profiles at least once a day.
Snap Chat, Twitter, Pinterest: 52% of millennials use Snapchat at least once a week.
Twitter is generally used for marketing purpose.
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Blogging: Blogging is used as an entrepreneurial venture. Blogs provides space and

can give youngsters power of freedom to speak and express feelings about happenings
around them. It is relatively inexpensive.
Analysis and Discussion:
Table No-1: Gender wise classification:
Gender Number percentage

Men 76 49
Women 82 51
Total 158
Table 1 can be interpreted as almost 50% of each gender of the respondents. This
finding revels that gender has no impact on the profession of recruitment.
Table No 2: Sector working for: -
Sector number percentage

E-Commerce 35 22
IT 28 17
Product/ Retail related 31 24
Hospitality and travel 38 26
BFSI 16 11
Logistics 25 16
Health care/pharma 37 25
others 56 35
Total
Table 2 indicates the sectors in which recruiters are generally engaged in. there are
multiple fields that recruiters work in and that is the reason for higher total to be
depicted. The common industry the recruiters work are Health care, Hospitality /pharma,
Retail
Table No-3
External Source of recruitment generally used by companies (opinion by respondents)
Source number percentage

Advertisement in media 13 8
Agencies 28 17
Online recruitment 31 19
Job portals 22 13
Company website 12 7
Data banks 32 20
others 27 17
Total 158
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Table 3 indicates multiple options of source of recruitment used by companies in

sourcing talent. Online recruitment, recruitment agencies, and data banks are some of
the common sources to tap talent according to recruiters who were contacted.
Table No-4: Usage of social media

Number percentage
Yes 98 62
No 60 38
Total 158
To a question asked if the recruiters use social media for sourcing employees, 38% of
them were negative, saying they do not use social network sites but majority of them
62% of them agreed to use SNSs as source of recruitment but majority of them agreed
to the fact SNSs were only used for reference checks and less for hunting candidates.
Once the candidates are shortlisted before final selection, some references of the
candidates are done on SNSs. 54% of respondents were of the opinion they do source
from SNS, LinkedIn, blogging, was the most popular SNS that were used to source
talent of particular type.
Table No 5: Popular Social media sites used for recruitment:

Source number percentage
LinkedIn 87 55
Facebook 46 29
Twitter 21 13
YouTube 27 17
Blogging 67 42
Podcast (audio) 12 7
Instagram 8 5
Others 21 13
Total 158
The above table depicts the common or popular social network sites, these sources are
also multiple that is at a given time recruiters tend to use more than one SNSs, the most
popular of them being LinkedIn and Blogs. They both being professional website
sourcing from them are credible. Most of the respondents were of the opinion that SNSs
are used for reference checks rather than sourcing.
Table No 6-Levels to be hired:
Level Number percentage
Executive level 38 24
Mid- level seniors 49 31
Entry level juniors 71 45
Total 158
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The above table depicts that entry level jobs are sources through SNSs, 45% agree entry
level jobs are sourced, and 31% of them feel SNSs are used for mid level jobs also.
Table No 7:- Relevance of competence acquired through social media
Degree number percentage
Irrelevant 12 7
Somewhat relevant 26 16
Just relevant 89 56
Highly relevant 31 19
Total 158
56% of respondents feel that they get ‘just relevant’ skills/competence through SNSs,
19% of them feel applicants are highly relevant, and 16% of them feel they are
‘somewhat relevant’. SNSs give info about applicant in adequate relevance to the
required job.
Table No-8: Candidates showed up for interview:
Number percentage
Yes 78 49
No 80 50
158
Table 7 indicates the response from the applicants sourced through SNSs. 49% of them
turned out for interview by cold calling potential candidates after being sourced through
various social network sites. This finding indicates that there is 50% chances that job
incumbent will take the interview call seriously and attend the same.
Table No-9 : Benefits of sourcing from social media:
Benefits number percentage
Less cost 32 20
Time saving 62 39
Relevance is high 10 6
Easy reach/communication 15 9
Easy selection process 7 5
Wider choice of applicants 29 18
Others (if any) 3 3
Total 158
The above table illustrates the benefits realised through acquiring candidates through
SNSs. Majority of then feel multiple benefits. But time saving and wide choice are the
common accepted benefits of the respondents.
Table no 10: Time taken to source/map a profile on social media
Timings number percentage
0 to 6 mins 0
7 to 12 mins 8 5
13 to 18 mins 69 43
 18 mins 81 51
Total 158
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Time taken to source or use SNSs of talent acquisition is not short, it takes more than 15
minutes for map or source candidates in the internet.
Table No-11:- Satisfaction towards hiring through Social media
Degree number percentage
Highly satisfied 32 20
Satisfied 73 46
Average 39 24
Inefficient 14 8
Total 158
Table 11 shows the satisfaction level of recruiters regarding information available for
sourcing through SNSs. 66% of them seemed to be satisfied about the available
information on the SNSs for talent acquisition, while 32 % of them feel inadequate and
average about the information available.
Chi-square testing:
H0: There is no significant difference in association between levels to be hired and
relevance of competency of the applicant
H1: There is significant difference in association between levels to be hired and
relevance of competency of the applicant
Table- 12 Chi Square test Cross tabulation
Level of hiring Relevance of competency of applicant
IRR SR JR HR total
Executive level 0 11 16 11 38
Mid level 5 9 21 14 49
Entry level 7 9 49 6 71
Total 12 29 86 31 158
Table 13: Chi-Square Test:

Variable compared Calculated Critical Critical remark
value(X2) Value (5% value (1%
Level) level)
Level of hiring and
relevance of competency 0.0215 P<0.05 P< 0.01 Significant
of applicant
It should be noted that the observed value of Chi-Square (X2) is 0.021 is less than the
critical values both at 5% and 1% level of significance, therefore the null hypothesis is
rejected. So, we can conclude that there exists statistically significant association
between the level of hiring and the competence relevant for the jobs.
Hypothesis 2-
Ho- There is no significant difference in association between relevant skill acquired and
satisfaction of sourcing through SNSs.
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H1- There is significant difference in association between relevant skill acquired and
satisfaction of sourcing through SNSs.
Table 14: cross tabulation :
Relevant skill acquired Satisfaction of hiring through Social media

HS S AV Ine total
Irrelevant 2 1 1 8 12
Somewhat relevant 5 11 7 3 26
Just relevant 17 53 18 0 89
Highly relevant 5 8 13 3 31
Total 32 73 39 14 158
Table 15- Chi-square test

Value df Asymp.Sig
(2-sided)
Pearson Chi-Square 25.897a 9 .045
Likelihood Ratio 25.965 9 .035
Linear-by-Linear
Association .095 1 .758
N of Valid cases 158
It is observed that the test value 0.045 is less than 0.05 at 95% confidence level. Hence,
we reject the null hypothesis (H0) and accept the alternative hypothesis (H1). It is
inferred that there is significant difference in association between Relevance of skill
acquired and satisfaction level of hiring through social networking sites. Higher the
relevance of the skill acquired higher will be the satisfaction of the hiring team towards
social network sites as a sourcing tool for talent. The social network sites should have
relevant information about the right skill sets and competencies acquired by applicants.
Findings and suggestions:
 Gender of the respondents was 49% and 51% respectively of men and women
 The industry the respondents worked were Healthcare/Hospitality and Retail
Industry
 62% of respondents were affirmative about using SNSs for recruitment of talent
 LinkedIn and Blogs were the most popular SNSs sourced by respondents
 56% of respondents feel that the skill/competence acquired through SNSs are ‘Just
relevant’
 39% & 20% of respondents fell time saving and Cost are the major benefits of
sourcing through SNSs and most of them agree that they have a wide choice of
applicants
 66% of the respondents are satisfied with using SNSs for sourcing their talent
 There is significant association between ‘level of hiring’ and skill/competence
relevant to the jobs.
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 Higher relevance of skill acquired higher will be the satisfaction of the hiring team
towards SNSs.
Recommendations:
 It is observed 66% are satisfied with information available in the social network
sites, to make a choice of the applicants. To increase the satisfaction level,
professional debates, discussions, and threads can be initiated in SNSs to increase
the visibility of skills and talents of the users.
 Professional groups in the SNS can be initiated to make it easy for recruiters to
identify the applicant.
Conclusion:
Sourcing through social media cuts down on time and resources and allows employers
to schedule interviews quickly. Using social media empowers companies to step up their
talent acquisition strategy, build great talent networks and hire only the top candidates.
Social media are good measures to gauge and take references of the candidates even
before interviews are scheduled.
There is higher level of satisfaction towards the social media used when the competency
of the candidates is relevant to the job they are hired for. People should be aware and
cautious about what information they upload on there are social media as they are
subject to scrutiny of employers for references of the ideal jobs. It is likely that this
practice will increase among the recruiters of using social media as a source of talent
identification and acquisition.
Scope of further research:
 This study highlighted on use of only SNSs, the study can be enhanced to larger
platforms of the digital economy
 Artificial Intelligence is used to make recruitment and selection more precise and
accurate. A study on using this technology is also an emerging area of study.
References:
 Dr. A Kumudha, Saranya Priyadarshini (2016), “A Conceptual study on challenges
173and Innovations in Talent Acquisition Process”, International Journal of
Advance Research in Computer Science and Management Studies, Volume 4, Issue
1, pg. 168- 173
 Fred Reichheld (2015), “A study on perception of job seekers on recruitment
through social media application”, International Journal of Scientific and Research
Publications, Volume 4, Issue 3. 5.
 Helena Pleinert, Bernhard Kolb (2015), “Sourcing in Recruiting Strategy and ROI
with a focus on knowledge workers”, IJTD, Volume 16, Issue 1. Ver. I , PP 14-22
Website:
www.recruiting.com
www.HR.com
Social Media in India- Statistics &Insights- www.techinasia.com/social-media-india
www.ijmer.in 145
A STUDY ON CUSTOMERS PERCEPTION TOWARDS E- GOVERNANCE

THROUGH AKSHAYA CENTRES IN THRISSUR DISTRICT WITH SPECIAL
REFERENCE TO VALAPAD PANCHAYATH
Anila Balan
Assistant Professor in Commerce, Sree Narayana College, Alathur,Palakkad
ABSTRACT
E-governce is the application of information and communication technology for
delivering government services, exchange of information, communication transactions
and integration of various sub alone systems between government to citizen ( G2C)
,government to business( G2B) ,government to government (G2G) , government to
employees(G2 E) as well as back office processes and interactions within the entire
government framework. Through E- governance, government services are made
available to citizens in a convenient,efficient and transparent manner.
The citizens of a country can choose how they want to interact with government. There
are, however, contradictions as to how citizens feel about using e government services.
According to researches there continues to be high expectations of governments in
respect of improved delivery of services and of close consultation with citizens. Such
expectations are not unique to one country. This indicates a possibility of
malfunctioning e-government services making continuous citizen perception evaluation
important.. The continuous evaluation of the present e-government systems is there-
fore necessary with the aim of improving these systems and indirectly satisfying citizens
and gaining citizen buy-in for improved access to e-government information services.
Hence, the present study “perception of customers on the e-governance through akshaya
centers” is undertaken to analyze the perception, awareness level and level of
satisfaction customers who approach akshaya centers for availing various government
services.
Key Words : E- governance, ( G2C), ( G2B), (G2G), (G2 E), e- government services,
akshaya centres
INTODUCTION
The ‘Akshaya’ has been a high profile project of the state government of Kerala, in
the southern- most state of India which has been hailed as one that has achieved
phenomenally high levels of ‘gender development’ compared to other states of India,
in terms of all the standard indicators of education and health. The current research
attempts an assessment of the Akshaya Project in the district of Malappuram in Kerala
where it was piloted in 2002-2003, in order to see if it has indeed been gender neutral
in its impact
As a citizen of this democracy, everyone is entitled to the fulfillment of certain
basic needs by the government. Physical resources have to be duly complimented by
an optimum communication infrastructure. The relevance of physical resources is
www.ijmer.in 146
limited by the accompanying information structure. It takes little knowledge of

management to realize that we first need to make better use of existing physical
infrastructure before adding more to it. Obviously, the aim should be to first overhaul
the communication infrastructure. In fact, information and communication
infrastructure are the next frontier for seeking the survival and the growth of
democratic government. With the coming of Internet, it has thrown open the reach of
government and citizens 24 hours a day, 7 days a week and 365 days a year. This
needs to be exploited and an overall perspective needs to be presented focusing
various related issues to e-governance Egovernance promises to fulfill the dream
every Indian dreams of – a progressive country. Prosperity through IT is at our door-
step. We must open the door fully, and not keep it shut. We have lived in the past, in
the dark, for far too long. e-Governance is the future, and we must go in for it, to make
the future secure for our future generations.
The sole objective of the Akshaya program is to provide government services
online and make the people e-literate. An Akshaya center serves the people in all
means through its various services which are readily accessible and functions as
a medium between the government and the people. Some of the services provided
are:
1. Aadhar Enrolment- Akshaya is one of the UDI enrolment agencies under the Govt
of Kerala.
2. E-grants- Application for Post metric scholarship of Scheduled Caste/Scheduled
Tribe category.
3. E-pay services- Online payment of bills.
4. Online Application for Ration card.
5. E-manal- Online registration for sand dealings for construction purposes.
6. E-filling- e-filling of monthly returns by traders.
7. E-vidya course- Advanced computer training course.
8. e-ticketing- Online ticket reservation services.
9. Birth-Death certificates
10. Kiosks Banking- Banking services to the public available through Kiosks.
11. e-District- An integrated, seamless, online delivery of citizen services at the dis-
trict level.
12. E-Krishi- For farmers to provide online agriculture trading and information portal.
13. Election ID card services.
Scope of the study
The project focuses on the perception and awareness level of customers in akshaya
centers. The study will also reveal the quality of the services provided through
akshaya centers. For this study respondents are selected from valappad panchayath
only. It may provide an insight in to the satisfaction level received by customers
from the services. The result of this research will potentially contribute to the better
delivery of e-governance services, and its improved quality.
Objectives
The general objectives of the study are to evaluate the perception of the customers of
the akshaya centers.
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Following are the specific objectives

 To assess customer’s perception regarding service quality of akshaya centers.
 To understand the awareness level of customers regarding service delivery
Research Methodology
This study is both analytical and descriptive in nature, with the support of both
primary and secondary data. Primary data is collected with the help of a
questionnaire. . Secondary data is collected from magazines, books, journals,
newspaper and different social networking sites The descriptive research design is
considered as the ideal design to examine the perception customers in akshaya center
in valappad panchayath.
Sample design:
A sample of 70 respondents was selected from customers who approach akshaya
centers for availing various e-governance services.
Tools Used for Analysis :
Percentage Analysis, T-test and Chi Square Test has been used for the study.
REVIEW OF LITERATURE
1.Murthy Narayana (2010)1, has published an article on “e-governance can help improve
accountability” IT major Infosys Chairman Narayana Murthy has said that the Indian
government must take tough action against corrupt people and that e-governance has a
great potential to improve accountability. He said that by making the data of major
public projects available online, corruption can be curbed and accountability enhanced in
the country.
2. Dwivedi Sanjay Kumar (2010)2, Bharti Ajay Kumar have published their article on
“egovernance in India – Problems and Acceptability. Governments and public sector
organizations around the world are facing a lot of pressure to reform their public
administration organizations and deliver more efficient and cost effective services, as
well as better information and knowledge to their stakeholders. e-governance is the
effective use of ICT to improve the system of governance that is in place, and thus
provide better services to the citizens.
3. Driss Kettani, Bernard Moulin & Asmae Elmahdi (2009)3, have published their article
on “A framework to assess the impact of e-government systems on governance”. The
Fez- e-government Project aims to develop a pilot e-government system to provide the
munici- pal government of the city of Fez in Morocco with an advanced ICT platform
that enables online delivery of citizen-oriented services to the local community. The
1
Murthy Narayana, Infosys' Chairman, 2nd July 2010, The Times of India http://timeso-
findia.indiatimes.com/india/E-governance-can help improve accountability Narayana- Murthy/article
show/6119113.cms (2/7/2010).
2
Dwivedi. Sanjay Kumar, Bharti Ajay Kumar, Head, Department of Computer Science, Babasaheb Bhimrao
Ambedkar University, Lucknow (U.P.), India – 226025, Journal of Theoretical and Applied Information
Technology, July 2010 | Volume 17, No.1, Paper Id: 1311 JATIT-2K10, pp. 37-43.
3
Driss Kettani, BERNALD moulin & Asmae Elmahdi, Alakhawayn University, Infrane, MOROCCO,
and Laval University, Quebec, CANADA. http://www.loginaf-
rica.net/loginafrica/download/eFezmpactassessementframework.doc (20/7/2009).
www.ijmer.in 148
main research goals of this project include the elaboration of a road map to support the
development of e-government systems in Morocco and the assessment of the impact of
such systems on a Moroccan’s everyday life and on governance in general.
4. M. Ramchandran (2008)4, has published a research article on “e-Governance in
Munici- palities: A Boon”. According to M. Ramchandran the MMP on e-governance in
munici- palities focuses on improving the national element of citizen services by
defining service levels and outcomes; facilitating effective interaction between local
government, citizens and other stakeholders; improving the quality of internal
operations of the local government; enhancing transparency and accountability;
enhancing citizen interface and improving service delivery to citizens.
DATA ANALYSIS
Chi Squire Test I
H0: There is no relationship between gender and sources of information regarding e-
governance
H1: There is a relationship between gender and sources of information regarding e-
governance
Chi-square table of sources of information regarding e-governance
Observed Frequency Expected Frequency (O-E)2/E

6 6.343 0.01
9
9 8.986 .0
11 11.1 .001
11 10.571 .017
6 5.657 .021
8 8.014 .0
10 9.9 .001
9 9.429 .019
Calculated value .078
Degrees of freedom = (r-1)(c-1) =(4-1) (2-1)=3
Level of significance = .05 Table Value =7.815
Calculated value = .078
Decision:
Calculated value .078 < Table value 7.815
Accept H0. There is no relationship between gender and sources of information
regarding
e- governance
Chi squire Test II
H0: There is no relationship between age and opinion about staff of akshaya
H1: There is relationship between age and opinion about staff of akshaya
4
M. Ramchandran, Secretary, Ministry of Urban Development, Government of India, egovernance,
Asia's First Monthly Magazine on e-Government, 05/8/2008.
www.ijmer.in 149
Chi-square table for opinion about staff of akshaya
Observed Expected (O-E)2/E

Frequency Frequency
11 11.186 .003
16 15.814 .002
9 8.7 .01
12 12.3 .007
9 9.114 .001
13 12.886 .0
Calculated value .025
Degree of freedom = (r-1) (c-1), = (2-1)(3-1)=2
Level of significance = .05 Table Value =5.991
Calculated value = .025
Decision:
Calculated value .025 < Table value 5.991
Accept H0. There is no relationship between age and opinion about staff of akshaya
T- test- I
H0: There is no significant difference in perception about security of data among male
and female.
H1: There is significant difference in perception about security of data among male and
female.
Table showing Perception regarding security of data based on gender
Strongly Agree Neutral Dis agree Strongly
agree (4 points) (3 (2 points) disagree
(5 points) points) (1 point)
Male 8 15 1 1 0
3
Female 11 13 8 1 0
( 1) =3.81
( 2) =4.03
Calculated value of t = 1.13
Table Value =1.960
Decisi
on:
Calculated value 1.13<Table value 1.960
Calculated value is less than the table value. So, we accept the null hypothesis that
there is no significant difference in perception regarding security of data among male
and female.
T- test- II
H0: There is no significant difference in perception about clarity and simplicity of process
and procedure .among male and female.
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H1: There is significant difference in perception about clarity and simplicity of process
and procedure. among male and female..
Table showing Perception regarding clarity and simplicity of process and

procedure based on gender
Strongly Agree Nuetral( Disagree(2 Strongly

agree (5 (4 points) 3 points) points) Disagree (1 point)
points)
Male 9 10 15 4 1
Female 6 14 8 2 1
( 1) =3.75
( 2) =3.48
Calculated value of t = 1.125
Table Value =1.960
Decisi
on:
Calculated value 1.125 < Table value 1.960
Calculated value is less than the table value. So, we accept the null hypothesis that
there is no significant difference in perception regarding regarding clarity and
simplicity of process and procedure among male and female.
FINDINGS OF THE STUDY

The present study is confined to valappad panchayath of Thrissur district.. This study
is conducted to assess the customer’s perception regarding the e-governance services
provided through akshaya centers.
Demographic details of Respondents:
 The study discloses that the male respondents (52.85%) are more than
female respondents (47.14%).
 The majority of the customers belongs to the age group of 20-30 (38.57%).
 The study discloses that most of customers are degree holders (41.42%), and
least customers are with SSLC (12.85%).
 Majority (51.42%) of the customers in akshaya centers are staying in rural
areas and remaining (30%) and (18.57%) are staying in semi urban and
urban areas respectively.
 The study confines that the majority (11.48%) of the customers in akshaya
centers are unemployed.
Other findings
 The study shows that majority of the people came to know about e-governance
services through family (30%) and friends (24.28%).
 The study reveals that e-governance service is mostly used for the certificates
(28.57%) then for E-payment (24.28% ) and E-vidhya ( 20% ) least for
RSBY (2.85%).
 88.57% of the customers says that the fee charged for getting the services done
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are fair and remaining 11.42% says fee is unfair.

 Trustworthy (31.42%) and transparency (31.42%) are the most important factor
for the customers regarding e-governance services.
 47% of the customers agreed that the staffs of akshaya center is cooperative,
and 41% says they are friendly.
 30% said that Akshaya staffs not providing adequate information regarding
the documents needed to avail services to avoid delay in getting service.
 45% of respondents said that Akshaya Centre’s Staff needed more training.
 57% of respondents said that infrastrure facilities of Akshaya Centres are
poor.
 Chi-square test 1 reveals that There is no relationship between gender and
sources of information regarding e-governance.
 Chi-square test 2 reveals that there is no relationship between age and opinion
about staff of akshaya.
 T-test 1 reveals that there is no significant difference in perception regarding
security of data among male and female.respondents
 T-test 2 reveals that there is no significant difference in perception regarding
clarity and simplicity of process and procedure among male and female
respondents
SUGGESTIONS
Akshaya is one of the project developed in the state of Kerala to provide e-
governance services and digital literacy to people. But most of the people are still not
aware about the various e-governance services provided through akshaya centers. E
payment, certificate and e-vidya are the most used services in the program. The lack of
awareness about these e-governance project and various services provided by the
government among many rural people creates a gap between initiative and the public.
Akshaya centers can improve their e-governance services by,
 Majority knows about akshaya centres through family and friends so awareness
programmes should be conducted among the rural people to provide infor mation
about its objectives and services.
 The staffs should provide clear information regarding the documents required for
the purpose of concerned, at a time, to avoid delay in service delivery.
 Provide proper training programs to akshaya staffs in order to deal with variety of
services they have to provide.
 Improve the infrastructural facilities of akshaya centers.
 Fee charged for the service delivered should be adequate.
CONCLUSION
Based on the analysis and interpretations made, it is clear that majority of the people are
aware and satisfied with various E-governance services provided government through
Akshaya Centres. The Akshaya project was introduced with the objective of helping
villagers in obtaining the services of government in a speedy ,reliable and efficient
manner. As the majority of the respondents agree that the fees charged by Akshaya
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Centres for delivering various services are fair and their services are delivered without
any delay,it is clear that customers are satisfied with services of Akshaya Centres in
Valappad Panchayath. But measures should be taken to make its services more user
friendly and the staffs should be more efficient and experienced. For the purpose of
making it more convenient, counters and resources have to be improved. Akshaya
Centres provodes various e- governance services in the field of e- vidhya, e- payment
,online services etc,it is surely act as instrument for social and economic growth.
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 M.Afanasjev, Lithuanian Institute of Public Administration, Procedeeing of
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 Rosemary Jay and Angus Hamilton, (2003) Data Protection Law and Practice,
Sweet and Maxwell, London, 2003.
 T.P. Rama Rao (2003), ICT and E-Governance for Rural Developments.
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Interna- tional Conference on e-governance in 19- 21 December 2003,
Department of Manage- ment Studies, IIT, Delhi, pp.500-509
http://www.iceg.net/2003/pub/bookPromise.pdf (10/2/2007).
 Perri, (2004) E-Governance Styles of Political Judgement in the Information Age
Polity, Palgrave Macmillan, June 2004.
 Gilbert, D., Balestrini, P., & Littleboy, D. Barriers and benefits in the adoption of e-
government. The International Journal of Public Sector Management, 286-301,
(2004)
 Saxena, K.B.C. (2005) E-Governance initiatives.
 Kovacic, Z. J. (2005). The Impact of National Culture on Worldwide e-Government
read- iness. Informing Science Journal, 8, 143-158.
 Heeks, Richard (2005): Implementing and Managing E-Governance: An
International Text, London, Sage Publications. October.
 Ch. Radha Kumari, Sri Satya Sai Institute of Higher Learning, Proceedings of
Interna- tional Conference on e-governance in 19- 21 December 2003,
Department of Manage- ment Studies, IIT, Delhi, pp. 420-427. (10/2/2007).
 Mohammad Shakil Akther et al (2007) an E-Governance project in Bangladesh.
 N. S. Kalsi, Ravi Kiran and S. C. Vaidyain (2008), Effective E-Governance for
Good Governance in India.
 Mofleh, S., & Wanous, M. Understanding Factors Influencing Citizens Adoption
of eGovernment Services in the Developing World: Jordan as a Case Study
INFOCOMP - Journal of Computer Science, 1-11, 2008.
 Gupta, D.N. (2008): E-Governance: A Comprehensive Framework, New Delhi,
Institute of Social Sciences in association with New Century Publications.
www.ijmer.in 153
DIVERSITY ASSESSMENT OF BENTHIC MACRO INVERTEBRATE

COMMUNITIES OF SAGAR TAL, GWALIOR, MADHYA PRADESH, INDIA
1
A. K. Parihar and 2 R. K. Dubey
1
Research Scholar S.M.S Model Science College, Gwalior
2
Professor, K.R.G. College, Gwalior
Abstract:
Sagar Tal is a part of historical, cultural, economical, and recreational life of
Gwalior. It is facing multifold pressure due to urbanization, domestic and industrial
waste discharge, washing, agricultural practices, Idol immersion (Ganesh, Mata and
Tajiya) and city encroachment. The diversity patterns and occurrence of benthic macro
invertebrate families encountered in Sagar tal, since there is no available research work
done in this area. The primary objective of this study was to identify the fresh water
Benthic Macro invertebrates including aquatic insects, crustaceans, molluscs, platy
helminthes etc. Microsoft Excel and PAST software were employed to investigate the
abundance and diversity of macro-invertebrates. A total of 57 species belonging to 49
families and 15 orders were collected from the four stations of the pond during winter
season, summer season and rainy season. The most dominant taxa found in this pond
were Arthopoda. The results can be use as a biological indicator for pond water quality
assessment.
Keyword: Diversity Assessment, Benthic Macro invertebrates, Sagar Tal
Introduction:
Within recent decades aquatic ecosystems have been altered at different scales,
and registered as negative consequences of anthropogenic activities (e.g., mining, dam
construction, artificial eutrophication, river canalization, and recreation). Detection of
resulting impacts on streams depends on the use of biomonitors combined with physical
(e.g., temperature, suspended solids) and chemical (e.g., nutrient levels, concentrations
of potential toxins) data (Dudgeon, 1994). The benthic macro fauna resides on or inside
the deposit of bottom soil and feed on debris. They play a vital role in the circulation
and recirculation of nutrients in aquatic ecosystem by accelerating the breakdown of
decaying organic matter into simpler inorganic forms. They also serve as food for a
wide range of fishes (Idowu and Ugwnmba, 2005).
Because of their sessile and sedentary behavior macrobenthos are known to be the
common indicators of time integrated environmental conditions (McLusky and Elliot,
2006). The community of benthic organisms is strongly affected by its environment,
including sediment and water quality, and hydrological factors that influence the
physical habitat. Because the macrobenthos are dependent on its surroundings, it serves
as a biological indicator that reflects the overall condition of the aquatic environment
(RAMP, 2017).
The variety and abundance of macrobenthos also vary with latitude, depth,
water temperature, salinity, locally determined such as the nature of the substrates, and
ecological circumstances such as predation and competition. Physical, chemical and
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biological qualities of water are some of the factors that influence species composition,
diversity, productivity and physiological conditions of local populations of a body of
water (Boyd, 1979). Macrobenthos are mostly found in the standing water body where
the concentration of organic carbon higher than the others. Environmental condition is
mostly responsible for the variation of benthos in different area those are substratum
type, food availability and predation (Dance and Hynes, 1980).
Macrobenthos communities are considered as a pollution index into the water
body where they live and the quantity of macro invertebrates vary with the change of
physiochemical factors and available habitats. Soft-bottom macrobenthos are used as the
tools of bio assessment due to some special characteristics such as limited mobility,
comparatively long life cycles and differential sensitivity to pollution of various types
and they reflect the impact of cultural eutrophication on aquatic habitats quite
satisfactorily (Gordon, 2000).
Material and Methods:
Study area:
The present study was carried out in the Sagar Tal, a perennial urban pond, a
small wetland in the outskirt of Gwalior City in Madhya Pradesh. Sagar Tal is a man-
made pond. It can be classified as non-drainage type artificial reservoir having regular
inflow of sewage water from nearby settlements without any outflow. The main source
of water is rainwater and sewage. The total area of the lake is 0.45 sq km. Area under
Temple and lawn is 22.37 hectare and area under scrubland is 24.56 hectare. The
boundary of the lake is artificially constructed into temple-like structures. The soil type
is loamy to sandy loam. Among the plants Prosopis species is very frequent. Besides,
there are numerous other species which are either natural or artificially planted. They are
Ficus infeltoria, Lantana camara, Bougainvillea etc. The average depth of the lake is 10
feet (Fig. 1).
Fig. 1: Map showing location of study area
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Sample collection and laboratory treatments:

Benthic fauna samples were collected using the methods earlier used by Hynes, (1971)
and Olomukoro, (1996), an Ekman Grab operated by hand in shallow waters was
forced into the sediment within a radius of Im2to a depth of about 20cm. The
content trapped by the grab was processed by using the techniques earlier
described by Hynes (1971) and Olomukoro, (1996). The kick sampling method was
used to sample macrophytes for benthos as earlier described by Olomukoro, (1996).
Sieved and sorted organisms were preserved in 70% buffered alcohol,
identification of the organisms were carried out using the appropriate keys of
Olomukoro,(1996).
Benthic fauna samples were collected using the methods an Ekman Grrab
operated by hand in shallow waters was forced into the sediment within a radious of
Im2 to a depth of about 20 cm. The content trapped by the grab was processed by using
the techniques. The kick sampling method was used to sample macrophytes for benthos
by Hynes, (1971) and Olomukoro, (1996). To increase the visibility of benthic macro-
fauna, a small amount of “Rose Bengal” was added within the formalin solution of the
plastic container in the laboratory. Sieved and sorted organisms were perserved in 70%
buffered alcohol, identification of the organisms were carried out using the appropriate
keys of Olomukoro, (1996).
Results and Discussion:

The macrobenthos communities of pond represented mainly 4 phylum (viz;
Platehelmithies, Annelida, Arthopoda and Mollusca) belonging to 5 class, 15 orders, 49
family with their common name and presence status (table 1). Presence of macrobenths
and seasonally numbers of recorded individual was recorded in different season during
both the years of study period (Table 2 & Table 3). Total of recorded species of
macrobenthos 39% were common, 26% rare, 21% very rare and 14 % very common
(Fig. 2). While among all the recorded macrobenthos most dominant were recorded
75% Arthropoda, 16% mollusca, 5% annelida and 4% platehelminthies (Fig. 3).
For Statistial analysis the macrobenthic fauna was analyseed for species
diversity, specis richness, and eveenness which showed great variations. Simpson index
shows with highest value 0.9731 during the year 2012-13 in rainy season while lower
value 0.0272 recorded in winter season during the year of 2013-14. Shannon diversity
index shows the higher in 0.0425 in 2013-14 in rainy season and lower value 0.0390 in
summer season during the years 2011-13. Evenness recorded 0.0244 were higher in
rainy season during 2013-14while lower recorded 0.0222 in summer season during the
years of 2012-13 (Fig.4). Such biodiversity and abundance in the benthic macro
invertebrate community have already been put in record in various aquatic ecosystems
(Adedeji et al., 2012 and Sharma et al., 2010).
Table 1: Checklist of Macro benthos with their presence status in Sagar Tal
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S. No. Phylum Class Order Family Common Name PS

1 Plathelminth Turbellari Tricladida Planariidae Planaria VR
2 es a Flat worm R
3 Annelida Clitellata Haplotaxida Tubificidae Clitellate R
4 Oligochaete R
5 Worms C
6 Arthopoda Insecta Hemiptera Nepidae Water scorpions R
7 Corixidae Water Boatmen C
8 Mesovellidae Pondweed bugs R
9 Vellidae Riffle bugs C
10 Small water striders C
11 Gerrdae Water striders VR
12 Pygmy VR
13 Pliedae backswimmeers VR
14 Belostmatidae Giant water bugs VC
15 Diptera Simulidae Black fly R
16 Chironomidae Non-biting midges C
17 Lake flies C
18 Tipulidae Crane fly VC
19 Tabanidae Horse fly VR
20 Culicidae Mosquitoes VC
21 Coleoptera Psepheniidae Water-penny beetles VR
22 Dytiscidae Predaceous diving VR
beetles
23 Elmidae Riffle beetle C
24 Dryopidae Long-toed water VR
beetles
25 Gyrinidae Whirligig beetles C
26 Hydrophilidae Scavenger beetles C
27 Odonata Lestidae Spread winged C
damselflies
28 Platycnemididae White-legged VC
damselflies
29 Coenagrionidae Narrow winged C
damselflies
30 Gomphidae Clubtail dragonflies C
31 Aeschnidae Damer R
32 Cordulegasteridae Spiketail dragonflies C
33 Cordulidae Emerald Dragonfly VC
34 Libellulidae Skimmers C
35 Plecoptera Perlidae Stoneflies C
36 Ephemeroptera Ephemeridae Burrowing Mayflies R
37 Baetidae Small minnow R
mayflies
38 Heptageniddae Flat-headed mayflies C
39 Leptophlebiidae Prong-gilled mayflies VC
40 Trichoptera Hydropsychidae Net-spinning C
caddisflies
41 Leptoceridae Long-homed caddisfly C
42 Lepidoptera Pyralidae Water Moth R
43 Sialidae Alder fly R
44 Corydalidae Dobsonfly R
45 Decapoda Atyidae Shrimp R
46 Palaemonidae Prawn VR
47 Gammaridae Leach C
48 Araneae Tetranychidae Spider mite VC
49 Mollusca Gastropod Mesogasropoda Viviparidae River snails R
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50 a Thiaridae Thiarids VR
51 Mud snail R
52 Apple snail VR
53 Basommatophora Lymnaeidae Pond snail VC
54 Planorbidae Orb snail C
55 Bivalvia Unionida Unionidae River mussel C
56 Corbiculidae Basket clams C
57 Sphaeriidae Pea clams VR
AS= Abundance Status, VR= Very Rare, C= Common, R= Rare

Table 2: Presence of Macro benthic invertebrate in different season at Sagar Tal
S. No. Common Name Season: 2012-13 Season: 2013-14
Summer Rainy Winter Summer Rainy Wint
er
1 Planaria      
2 Flat worm    
3 Clitellate      
4 Oligochaete    
5 Worms    
6 Water scorpions    
7 Water Boatmen   
8 Pondweed bugs     
9 Riffle bugs     
10 Small water
     
striders
11 Water striders  
12 Pygmy     
13 backswimmeers      
14 Giant water bugs    
15 Black fly      
16 Non-biting midges   
17 Lake flies      
18 Crane fly     
19 Horse fly   
20 Mosquitoes      
21 Water-penny
     
beetles
22 Predaceous diving
   
beetles
23 Riffle beetle     
24 Long-toed water
    
beetles
25 Whirligig beetles   
26 Scavenger beetles      
27 Spread winged
    
damselflies
28 White-legged
    
damselflies
29 Narrow winged
    
damselflies
30 Clubtail
     
dragonflies
31 Damer     
32 Spiketail
   
dragonflies
33 Emerald
   
Dragonfly
34 Skimmers      
35 Stoneflies      
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36 Burrowing
    
Mayflies
37 Small minnow
     
mayflies
38 Flat-headed
    
mayflies
39 Prong-gilled
     
mayflies
40 Net-spinning
    
caddisflies
41 Long-homed
     
caddisfly
42 Water Moth     
43 Alder fly      
44 Dobsonfly  
45 Shrimp     
46 Prawn     
47 Leach     
48 Spider mite   
49 River snails      
50 Thiarids      
51 Mud snail    
52 Apple snail     
53 Pond snail     
54 Orb snail      
55 River mussel      
56 Basket clams   
57 Pea clams      
Total 14 06 10 11 09 08
Table3: Abundance of Macrobenthic Invertebrate in three different seasons at

Sagar Tal
S. No. Common Name Season: 2012-13 Season: 2013-14 Total
Summer Rainy Winter Summer Rainy Winter
1 Planaria 3 8 5 5 9 5 35
2 Flat worm 9 13 7 8 23 6 66
3 Clitellate 5 6 3 5 4 3 26
4 Oligochaete 18 25 26 18 28 26 141
5 Worms 38 46 26 28 46 20 204
6 Water scorpions 24 29 15 24 21 15 128
7 Water Boatmen 23 27 14 20 37 24 145
8 Pondweed bugs 7 3 5 3 5 4 27
9 Riffle bugs 12 7 32 12 7 32 102
10 Small water striders 29 7 23 23 20 22 124
11 Water striders 2 0 3 2 1 3 11
12 Pygmy 6 3 4 6 3 0 22
13 backswimmeers 1 3 2 1 3 2 12
14 Giant water bugs 47 54 41 47 54 41 284
15 Black fly 13 20 21 13 20 21 108
16 Non-biting midges 58 62 54 58 62 54 348
17 Lake flies 34 48 42 34 48 42 248
18 Crane fly 53 79 64 53 79 64 392
19 Horse fly 7 14 12 7 14 12 66
20 Mosquitoes 65 84 53 65 84 53 404
21 Water-penny beetles 6 8 5 6 8 0 33
22 Predaceous diving
0 10 7 4 10 6 37
beetles
23 Riffle beetle 34 47 32 34 47 32 226
24 Long-toed water
9 16 15 9 16 15 80
beetles
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25 Whirligig beetles 18 27 21 8 23 27 124

26 Scavenger beetles 41 63 52 31 53 57 297
27 Spread winged
19 28 25 9 26 15 122
damselflies
28 White-legged
52 89 47 42 79 37 346
damselflies
29 Narrow winged
37 47 38 47 37 28 234
damselflies
30 Clubtail dragonflies 28 26 23 28 26 23 154
31 Damer 15 13 10 15 13 10 76
32 Spiketail dragonflies 34 26 19 34 26 19 158
33 Emerald Dragonfly 28 21 24 18 22 34 147
34 Skimmers 51 74 42 41 64 32 304
35 Stoneflies 49 53 30 42 43 29 246
36 Burrowing Mayflies 3 6 4 0 6 4 23
37 Small minnow
3 0 2 3 2 0 10
mayflies
38 Flat-headed mayflies 47 68 37 37 58 27 274
39 Prong-gilled
23 34 25 23 24 25 154
mayflies
40 Net-spinning
35 54 28 25 44 18 204
caddisflies
41 Long-homed
17 36 19 15 26 29 142
caddisfly
42 Water Moth 36 53 26 30 43 36 224
43 Alder fly 2 4 3 0 3 2 14
44 Dobsonfly 8 6 5 5 2 3 29
45 Shrimp 41 75 36 40 65 26 283
46 Prawn 72 94 75 70 74 55 440
47 Leach 16 26 34 10 16 14 116
48 Spider mite 13 25 15 13 25 15 106
49 River snails 49 75 42 48 65 32 311
50 Thiarids 25 35 24 25 35 24 168
51 Mud snail 54 64 43 50 54 43 308
52 Apple snail 46 53 25 46 43 25 238
53 Pond snail 87 54 43 77 44 40 345
54 Orb snail 21 35 23 20 35 23 157
55 River mussel 11 22 24 11 20 27 115
56 Basket clams 36 43 24 25 21 20 169
57 Pea clams 5 0 1 5 2 0 13
Total 1525 1948 1400 1378 1768 1301 9320
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14% 21%
Very Rare
Rare
39% 26% Common

Very Common
Fig. 2: Shows the presence status of macro benthos in Sagar Tal
Fig. 3: Shows the four major group of Macrobenthos
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3.5
3
2.5
2
1.5
1
0.5
0
2012-13 2013-14 2012-13 2013-14 2012-13 2013-14
Shannon_H Simpson_1-D Evenness_e^H/S
Fig. 4: Show the diversity status of macrobennthos at different season
Conclusion:
In this study, seasonality of the environmental conditions explained the major

variations of the macrobenthos. Seasonal variations occurred not only in total
abundance and diversity but also in the structure of the species assemblage of Sagar Tal.
A total of 49 families under 4 major groups/taxa were identified that yielded a total of 9,
320 ind./m2 from all stations of the study areas. Besides, the abundance and diversity of
macrobenthos of the intertidal zone of the Sagar Tal is seemed to be influenced by
hydrological conditions.
References:
Adedeji A., Adeniyi I.F. and Adetokunbo O.R. (2012): The sediment characteristic and
benthic macro-invertebrate fauna of some fish ponds in Ife north local
government area (LGA), Nigeria. International Journal of Fisheries and
Aquaculture, 4 (1): 7-12.
Boyd, C.E. (1979): Water quality in warm water fish ponds. Auburn University,
Agricultural Experiment Station, Auburn, Alabama, USA, 9-44.
Chakma, S. Rahman, M. M. and Akter, M. (2015): Composition and Abundance of
Benthic Macroinvertebrates in Freshwater Earthen Ponds of Noakhali District,
Bangladesh. American Journal of Bioscience and Bioengineering, 3(5): 50-56.
Dance, K.W. and Hynes, H.B.N. (1980): Some effects of agricultural land use on
stream insect communities. Environm. Pollut. Ser., 22: 19–28.
Dudgeon, D. (1994): Research strategies for the conservation and management of
tropical Asian streams and rivers. International Journal of Ecology &
Environmental Sciences, 20: 255-285.
www.ijmer.in 162
Dudgeon, D. (1994): Research strategies for the conservation and management of

tropical Asian streams and rivers. International Journal of Ecology &
Environmental Sciences, 20: 255-285.
Gordon, C. (2000): Hypersaline lagoons as conservation habitats: macro-invertebrates
at Muni Lagoon, Ghana. Biodivers. Conserv., 9(4): 465-478.
Hynes, H.B.N. (1971): The Ecology of Running Waters. Toronto University Press. 555
pp.
Idowu, E.O. and Ugwumba, A.A.A. (2005): Physical, chemical and benthic faunal
characteristics of a southern Nigeria reservoir. The Zoologist, 3: 15-25.
McLusky, D.S. and Elliot, D. (2006): The Estuarine Ecosystem: Ecology, Threats and
Management. 3rd edn. Oxford University Press, Oxford, 214p.
Olomukoro, J.O. (1996): Macrobenthic fauna of Warri River in Delta State of Nigeria.
Ph.D. Thesis, University of Benin, Benin city, Nigeria. 205pp.
Regional Aquatics Monitoring Program (RAMP) (2017): Benthos. RAMP Online,
RAMP Inc.
Sharma S., Joshi V., Kurde S. and Singhvi M.S. (2010): Biodiversity and abundance of
Benthic Macroinvertebrates community of Kishanpura Lake, Indore (M.P.)
India, Researcher, 2 (10): 57-67.
www.ijmer.in 163
HIGH SPEED PACKET ACCESS- APRIL 2020
Mr. Ajeet Rathore

(B.Tech Extc)
SVKM’s NMIMS Mukesh Patel School of Technology Management & Engineering,
Shirpur
ABSTRACT
In this paper we present the main concepts of High Speed Packet Access Evolution
currently being standardized in 3GPP. In general HSPA Evolution consists of
introduction of MIMO, higher order modulation, and protocol optimizations and
optimizations for voice over IP. We describe these improvements in detail and show
that HSPA Evolution can reach performance comparable to those of Long Term
Evolution of UMTS Terrestrial Radio Access Network in a 5MHz deployment.
INDEX TERMS:WCDMA, HSPA, HSDPA, UMTS
I. INTRODUCTION
The demands of packet data applications have resulted in several improvements over the
original WCDMA release 99. The downlink was improved in Release 5 with High
Speed Packet Data Access (HSDPA), which provided high speed shared channel with
fast link adaptation and scheduling, hybrid ARQ, and a short 2 ms transmission time
interval (TTI). The corresponding uplink enhancements were done in Release 6 with
Enhanced Dedicated Channel (E-DCH), which allow Node B controlled scheduling of
the uplink transmission, Hybrid ARQ, short 2ms TTI, and fast inter-cell interference
suppression.
Recently work has started to evolve the UTRAN with Long Term Evolution (LTE),
providing a new air interface. LTE will supporting flexible spectrum allocation from 1.5
MHz up to 20 MHz, and will provide significant performanceimprovements in
application performance and system capacity.
For operators with existing HSPA deployments, thepossibility to evolve HSPA should
provide an easy way to update the system. For this reason work on HSPA Evolution has
started in 3GPP. In this paper we will look at the main technologies used to evolve the
HSPA system, compare the reachable performance to the performance goals of the LTE
in 5 MHz bandwidth, and summarize the concept of HSPA Evolution. The performance
of selected technical improvements to the HSPA system has been evaluated in [4]. In
this paper we collect the various individual improvements to provide a comprehensive
overview of HSPA Evolution.
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TABLE I
SUMMARY OF PERFORMANCE GOALS FOR UTRAN LONG TERM
EVOLUTION
Performance metricGoal
Peak data rate 100 Mbps downlink, 50 Mbps uplink

Control plane latency 100 ms idle to active
50 ms dormant to active
Control plane capacity At least 200 users in active state
User plane latency 5 ms for small IP packet
Average user Downlink 3-4 times HSDPA
Throughput Uplink 2-3 times enhanced uplink
Spectrum efficiency Downlink 3-4 times HSDPA
Uplink 2-3 times enhanced uplink
II. PERFORMANCE GOALS
The performance goals for the LTE of UTRAN have been agreed upon in 3GP [1] and
are summarized in Table I. In addition to the performance goals listed in Table I, LTE
should work with high mobility, provide large coverage, allow flexible spectrum
allocation, easy migration, and coexistence with earlier UTRAN releases. One of the
design goals for LTE work is to minimize the complexity by not allowing redundant
mandatory features or options. The performance of HSPA Evolution should target LTE
performance with two major differences: the bandwidth is limited to 5 MHz, and the
transmission time interval is 2 ms compared to 1 ms (with possibility to use only half a
TTI transmission for small amounts of data) for LTE. The longer TTI will not allow
HSPA Evolution to reach the User Plane latency target of LTE. The LTE target is 5 ms
one way delay from the UE to the edge of the radio access network. As a rough estimate
for the effect of the TTI on the latency, it is possible to assume that the UTRAN
network delays for HSPA Evolution are the same as for LTE. Then the impact of the
TTI on latency can be roughly estimated as
Latency_TTI = TTI alignment delay
+ TTI dependant TX processing
+ TTI
+ TTI dependant RX processing.
On average the TTI alignment is 0.5*TTI. For TTI dependant processing delay it is
possible to assume that the processing delays is in general less than one TTI, resulting in
the total dependency on the TTI as Latency_TTI = 1.5 – 3.5 TTI
Based on this we can expect that the user plane latency target for HSPA Evolution
should be 2.25 – 5.25 ms longer than the LTE target, which could correspond to a
possible user plane latency target of 10 ms for HSPA Evolution.
The effect of the smaller bandwidth can (in principle) be straightforwardly estimated by
assuming a similar spectrum efficiency for LTE and HSPA Evolution. This results in
peak throughput targets of 25 Mbps in downlink and 12.5 Mbps in the uplink.
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All other targets from [1] should in principle apply unmodified for HSPA Evolution as
well as for LTE.
III. TECHNIQUES
In this section we examine the techniques used to achieve targets derived in Section II.
A. MIMO
Increasing data rates can be achieved by transmitting multiple parallel transport blocks
to a single user. This is often referred to as Multiple Input Multiple Output (MIMO).
The preferred use for MIMO is in conditions with favorable signal-to-noise ratio
distribution and for channels with favorable correlation properties, e.g., small cells or
indoor deployments.
The receiver has the possibility to separate the multiple data streams by using the
channel properties and knowledge of the coding scheme. In order for the receivers to
solve this task it is necessary to standardize the used multi-layer transmission scheme.
The MIMO scheme chosen for HSPA evolution is based on the multiple codeword
principle allowing for transmitting two separately encoded streams to a UE. This will
facilitate the use of successive interference cancellation receivers which is expected to
boost the performance compared to linear receivers such as e.g. MMSE based receivers.
Hence the data on each stream is separately encoded, modulated and spread. The up to
15 spreading codes (of spreading factor 16), available for HSDPA, are reused over both
streams. Before transmitted on the antennas, the modulated and spread signal is spatially
weighted (pre-coded) using an unitary transform. The weights are taken from the same
codebook as used for closed-loop transmit diversity mode 1.
The link adaptation is a mix of spatial and temporaladaptation. For each TTI, or rather at
a rate set by the network, the UE reports the number of streams, the spatial weight
(precoding index) and transmission rate that it prefers. This information is used in the
Node B scheduler to select a suitable transport format. To inform the UE about the
actual parameters of a transmission, the downlink control channel, HS-SCCH, has been
adapted to incorporate MIMO information. At each TTI when a particular user is
scheduled, the Node B includes the used pre-coding weight, the number of streams and
the modulation used on each stream to the first part of the HSSCCH. For MIMO
transmission, two versions of the second part of the HS-SCCH exist. One is used for
single stream transmission containing the transport block size and HARQprocessing
information. When transmitting two transport blocks (dual stream) the same information
about the second transport block is also signaled. Since the information about number of
streams is allocated in the first part, the UE can use this information when detecting the
second part. HARQ is operating independent between the streams. Thus, each stream is
separately (not)-acknowledged and retransmission of not yet detected blocks can be
doneindependently between the two streams.
In order to introduce MIMO, the uplink signaling has been modified slightly. The
Release 5/6 HS-DPCCH has been
expanded to accommodate the new MIMO signaling. Since two transport blocks can be
transmitted, each with its own HARQ process, the HARQ ACK/NACK field of the
HSDPCCH has to be expanded to accommodate signaling for the second stream. In
Release 5/6 the ACK bit is repeated to 10 bits. For MIMO, pure repetition would give a
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code with Hamming distance 5. However, if the ACK/NACK is jointly encoded, a code
with Hamming distance 6 can be found [14].
The CQI evaluation is slightly modified compared to Release 5. The main reason for
this is the code-reuse interference term that is present when transmitting two streams.
Since this term will be dependent on the actual channel realization and code allocation,
only the UE can estimate the influence on the experienced SINR. However, since the
UE is unaware of the actual code allocation it will be given at the moment the CQI is
estimated, two different types of CQI has been defined.
The Type A CQI report is referred to as the preferred single/dual stream CQI, while
Type B reports are single stream CQI reports. The network can configure the reporting
period of these two CQI reports e.g. every second or third report may be of Type B. If
the network receives Type A reports indicating that the user prefers dual stream
transmission while the network may not have sufficient resources (power and/or codes)
to support dual stream transmission, the information in Type B reports can be used to
select the proper modulation and coding format.
To support precoding, the CQI reports also contain PCI (precoding control indication)
which indicates the preferred precoding vector for the primary stream. Due to the
construction of the codebook, the weight for the secondarystream is well defined. The
weights are taken from the closedloop transmit diversity mode 1 alphabet and consists
of phase shifts applied to the second antenna. The possible entries are given by
Fromthis, it is seen that if e.g. the first entry is preferred for the primary stream, only
one other entry exists giving an orthogonal weight for the secondary stream.
The possible gains achieved from MIMO can be found in Figure 1 where the 90th
percentile throughput is depicted.Further explanations and simulation assumptions are
given inthe next section.
B. Higher order modulation
Release 6 HSPA systems support the use of 16QAM in the downlink and QPSK in the
uplink. These modulation schemes may provide high enough data rates given the
received symbol SNRs of macro cell environments, however, for indoor or small-cell
system deployments, higher SNRs and higher order modulation (HOM) can be
supported.
Modulation and coding scheme (MCS) tables determine the best combination of
modulation and coding rate for a given SNR. With existing MCS tables, high symbol
SNRs may “max out” the choice of MCS, giving the highest order modulation with the
least amount of coding. As a result, these high SNR systems become peak rate limited.
Besides MIMO, another means to increase this peak rate is to extend the MCS tables
into higher SNRs with the introduction of even higher order modulations: 64QAM in
the downlink and 16QAM in theuplink. While HOM can be used in conjunction with
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MIMO, itis important in its own right in those cases where deployment of MIMO
systems is prohibited by physical, zoning, or budgetary limitations at the transmitter.
In the downlink, the MCS table would be modified to include 64QAM. While the
present downlink MCS table has a maximum rate entry of QPSK modulation with rate r
= 1coding (4 information bits per symbol) at 14.5 dB SNR, 64QAM with various
coding rates would be added to extend the table up to 64QAM with r = 1 coding (6
information bits per symbol) at 22.5 dB SNR. A proposed MCS table can be found in
the appendix of [6].
As presented in [6] and [7], an “SNR/rate-lookup” simulation was used to evaluate the
impact on throughput of introducing 64QAM and MIMO into the HSPA downlink.
This method allows an expedient yet accurate assessment of the radio link in question.
Essentially, this simulation consists of generating the appropriate channel realization,
determining a G-RAKE [8] or MIMO G-RAKE [9] combining weight solution as a
function of this channel realization, analytically calculating the output symbol SNR for
the each stream in the receiver, looking up the maximum supportable rate of the output
SNR from the MCS table, and averaging this maximum supportable rate over many
channel realizations (assumes ideal link adaptation).
While the MCS table gives us the modulation and coding scheme which is best for a
given operating condition, it doe not give us the transport format, which includes the
number of spreading codes employed. Throughout, we will assume that 15 spreading
codes are available at spreading factor 16, and all codes will be used by the UE. Further,
we assume 80% of the downlink power to be devoted to the high-speed data channel,
and 20% devoted to other (pilot channels, control channels,and voice channels). We
assume ideal timing recovery, delay,channel, and impairment covariance estimation. As
we are logging the maximum supportable information rate for a given realization, ideal
link adaptation is also assumed.
Figure 1. 90th percentile throughput in Pedestrian A channel for HOM and MIMO.
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Figure 1 shows the 90th percentile throughput of the downlink for 1000 realizations of
the Pedestrian A dispersive channel [10], for systems employing techniques for peak
rate improvement. For purposes of comparison, SISO and SIMO systems are shown
employing the existing MCS table (16QAM). We can see that, as expected, the peak
rate with the addition of 64QAM increases to 21.6 Mb/s as compared to the 16QAM
case. The use of multiple receiver branches (SIMO vs. SISO) extends the benefits of
HOM into lower SNRs. MIMO with 16QAM doubles the peak rate to 28.8 Mb/s, while
thecombination of MIMO and 64QAM increases the peak rate to 43.2 Mb/s: essentially
giving a similar data rate as Long Term Evolution (LTE) in a 5 MHz bandwidth. While
the combination of MIMO and 64QAM are not proposed is the next 3GPP release, the
combination is being considered for future releases.
In the uplink, the introduction of 16QAM allows the peak data rate to reach about 11.5
Mbps, featuring an increase of 100% in peak rate compared with the enhanced uplink in
release 5, where the highest peak rate with QPSK is 5.74 Mbps with coding rate equal 1.
In the 3GPP study item on uplink HOM, 8PSK was also considered, however only
16QAM is part of the work item for introduction in release 7 because of the higher peak
rate and better performance for all rates whenHOM is used.
Link-level simulations are shown here to illustrate the data rates achievable with
16QAM. In order to reach such high rates in dispersive channels, the receiver needs to
suppress the interference generated by the code multiplexed channels (spreading factor
is equal 2 or 4). The receiver used is the GRake receiver [8] with 2 antennas. The
simulator models inner loop power control and HARQ with a maximum of 4
transmission attempts. The TTI is 2ms. The power settings are c β =0.446, ec β =0.233,
and ed β =1.16 for the DPCCH, EDPCCH and E-DPDCH, respectively. Transport block
sizes
821 from 6 000 to 22 000 bits are simulated. The receiver assumesknowledge of the
channel coefficients. More simulation details can be found in [11].
Figure 2 shows the throughput for the pedestrian A channel at 3 km/h as a function of
Ec/N0, where Ec is the total receiver chip energy and N0 is the noise power spectral
density. For rates lower than 4 Mbps, QPSK is more power efficient than 16QAM. As
the rate increases, 16QAM outperforms QPSK. Inthe region between 4 Mbps and 5.5
Mbps, although bothmodulations can reach those rates, 16QAM uses more realistic
coding rates and is more power efficient. Note that at 5 Mbps, the coding rate is 0.86 for
QPSK and 0.43 for 16QAM. Rates higher than about 5.7 Mbps can be reached only
with 16QAM.
The high rates provided by 16QAM are reached at high power and therefore the likely
scenario for uplink HOM is when the user experiences favorable channel conditions.
The impact on 3GPP specifications for supporting uplink HOM concerns mostly the
physical layer and is expected to be minor. Changes will involve support for additional
signalling and larger transport block sizes. The need for an improved phase reference to
enable high rate transmission with 16QAM is currently under discussion in RAN1[12].
In Layer 2 specifications, the transport block size tables will be modified.
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Figure 2. Throughput as a function of Ec/N0 in Pedestrian A channel for uplinkHOM.
C. Continuous Packet Connectivity
The increasing deployment of applications, which send small packets either

continuously (e.g. Voice over IP) or intermittently (e.g. presence information of the
messaging applications, push email) require efficient support for continuously
connected applications. Both the battery life of the mobile terminal and the capacity of
the cellular system willbenefit from the introduction of discontinuous transmission and
reception in active state. In addition the possibility to transmit small packets without
out-band control signaling used normally to schedule transmissions on HSDPA (“HS-
SCCH less operation”) will improve the system capacity. Both the discontinuous
transmission and reception and the “HS-SCCH less operation” can only be used with
HSPA (i.e. they do not apply to the Release 99 dedicated channels).
Discontinuous transmission and reception can be applied in either uplink or in downlink.
The downlink discontinuous reception is configured by the RNC, but can be turned on
and off by the base station with physical layer signaling. It allows the UE to restrict the
downlink reception times. Note that the UE is also allowed to receive continuously;
discontinuous reception is not required even if it is configured. If the UE has not been
scheduled for a predetermined time, the UE is not required to receive downlink channels
except at designated time instances and in some special cases (e.g. reception of the
HARQ ACK/NACK of an uplink transmission). The downlink discontinuous reception
will allow the UE to enter power saving mode between thedownlink receptions, and
thus reduce the UE batteryconsumption in the active state.
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In the uplink, the RNC can configure the UE to transmit discontinuously the power
control commands (on DPCCH). The base station can also enable the uplink
discontinuous transmission with a physical layer command. The UE will autonomously
enter the discontinuous transmission mode, in which there are two transmission cycles
UE_DTX_cycle_1 and UE_DTX_cycle_2. The latter is used whenever there is no
uplink data transmission activity, whilst the former is applied depending on the duration
of E-DCH inactivity. This allows uplink DPCCH transmission to adapt to the data
transmission activity. Similar to the downlink discontinuous reception, the uplink
discontinuous transmission will allow the UE to enter power saving mode between
uplink transmissions. In addition, the reduced power control transmission will reduce
the uplink interference, and increase the system capacity.
The uplink discontinuous transmission will only impact the transmission of the power
control commands. At any point of the time, the UE is able to transmit higher layer data
(e.g. signaling or user plane data). The actual transmissions are followed by a preamble
and a postamble to maintain correct power control level. However, it is also possible to
configure discontinuous reception, for example, if the base station would like to share
the receiver units between several discontinuously transmitting users. In that case the
possible time instances forinitial uplink transmission after the UE has entered
discontinuous transmission are restricted. The “HS-SCCH-less transmission” allows
initial transmission of small packets without scheduling the UE with the HS-SCCH in
advance. The retransmissions are still scheduled and thetransmission formats are
restricted to fourdifferent transport block sizes.
If the UE does not detect HS-SCCH, it will try to decode the packet received on HS-
DSCH. If the reception is successful, the UE will send a HARQ ACK. If the reception
does not succeed, the UE will store the received soft bits, but will not send a NACK.
For subsequent retransmissions, both ACK andNACK signals are transmitted normally,
and thus the retransmissions do not require blind detection. For simplicity the number of
retransmissions is limited to a maximum of two retransmissions.
The packets are protected with a 24-bits long UE specific CRC. In addition, the UE
continues to attempt reception of the legacy HS-SCCH in the configured HS-SCCH set.
D. Enhanced CELL_FACH operation
To get the full advantage of the increased bit rates offered by MIMO and Higher Order
Modulation, focus in HSPA evolution is also to improve signaling and state transition
performance in the system, following the analogy: “What is the use of a highway if it
takes too long to reach it”? Analysis in [13] has shown that the setup delays and channel
switching times in WCDMA considerably affect the user perceived performance, and
that the use of HSPA for transport of the signaling messages can significantly decrease
the delays.
Another observation is that the control signaling and synchronization overhead of
moving a user to CELL_DCH state, where dedicated or shared channels with high bit
rates are available, is significant for small amounts of data. As a result of these
findings, a new work item was started in 3GPP to enable the use of HSPA also in the
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CELL_FACH state, where UEs with lower activity typically camp, to improve packet
data and signaling performance when common channelsare used.
In Enhanced CELL_FACH operation, HSDPA is activated also for users in
CELL_FACH. Connected UEs in CELL_FACH monitor the HSDPA control channels
for scheduling information with their user specific identity (HRNTI), much in the same
way as in CELL_DCH. The difference is that in CELL_FACH, no dedicated uplink
channel exists. This means that continuous transmission of Channel Quality Indicator
(CQI) and HARQ feedback will not be supported, and that link adaptation and HARQ
need to be modified. Link adaptation will be based on measurements provided in the
Radio Resource Control protocol (RRC) on the random access channel in the uplink,
and HARQ will be replaced by blind repetition on MAC. Simulations in [5] haveshown
that with link adaptation based on initial CQI and fixed number of repetitions, average
throughputs in the order of 300- 500 kbps can be achieved.
Another feature of Enhanced CELL_FACH is the target to have the same layer 2 header
format as in CELL_DCH, described in section E. This means that data transmission can
continue uninterrupted on the user specific H-RNTI during the channel switch
procedure between CELL_FACH and CELL_DCH, and provides a significant
improvement in the user perception compared to the current solution, where data
transmission is suspended during the channel switch. The work item also includes an
option to transmit paging messages on HSDPA. Most aspects and definitions of the
paging procedure remain as specified in Rel-6, e.g. usage of paging indication, paging
occasions, paging groups, pagingmessage format etc. When the paging indication has
been given for a certain paging group, the UEs of that group start to monitor the
HSDPA control channels for a common H-RNTI used to schedule the paging message.
The benefit with this approach is that it can be extended to support also
datatransmission to users in the cell paging state (CELL_PCH), without the need of first
moving the users to CELL_FACH with the Cell Update Procedure. This way, latency
and especially control signaling overhead for delivering background traffic to inactive
UEs is reduced.
E. Layer 2 protocol enhancements
It is known from work on HSDPA (e.g.[2]) that the Acknowledged Mode RLC
downlink peak data rate is limited by the RLC PDU size, the RLC round trip time
(RTT) and the RLC window size. For reasonable RLC PDU sizes, such as 320 or 640
bit, the RLC protocol can not sustain the peak data rate of the physical layer in HS-
DSCH, let alone the peak data rate targeted for HSPA evolution. There are several
solutions to solve this protocol stalling problem, such as increasing the RLC PDU size
or sequence number space. However, a slightly different approach, Flexible RLC, has
been adopted for Rel-7.
The Flexible RLC concept is based on the Packet Centric RLC concept presented in [3]
with necessary modifications to fit the specific properties of HSPA evolution. In [3] it
was proposed that the RLC PDU size could be variable such that the PDU size is
selected to exactly match the incoming SDU size (e.g. IP packet). This allows for high
peak data rates since the IP packet size for high data rate applications typically is large
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and results in low header overhead and completely eliminates the padding that is present
in Rel-6 due to the fixed RLC PDU size. The difference in overhead between fixed and
flexible RLC PDU sizes is shown in Figure 3 with the RLC headersizes taken from the
Rel-6 RLC protocol. As can be seen, theflexible RLC solution provides lower overhead
for all SDU sizes. The relative improvement in terms of padding is particularly large for
small SDU sizes when an SDU segments unfavorably into a fixed RLC PDU.
Figure 3. The sum of the padding and header overhead relative to the IP packet size for
fixed and flexible RLC PDU sizes.
In HSPA evolution the RLC segmentation possibility is kept, and the RLC SDUs are
segmented if the SDU size exceeds an upper limit. The main reason for this is to
increase the retransmission efficiency in cases of MAC HARQ failure. Segmentation
has been introduced in MAC such that the RLC PDUs are segmented into MAC PDUs
with size that is adapted to the momentary radio conditions. It would appear natural that
RLC directly creates RLC PDUs with a size adapted to the radio conditions. This is,
however, not feasiblesince the momentary radio conditions are not known in RLC. Rel-
7 also introduces the possibility to multiplex data from different radio bearers in the
same TTI through MAC multiplexing which increases the resource efficiency for
mixedservice scenarios.
IV. CONCLUSION
We have presented a detailed overview of the HSPA Evolution, which consists of a

number of enhancements. The enhancements include Multiple Input Multiple Output
(MIMO), Higher order modulation, Control channel improvements, and Protocol
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enhancements. With these improvements it should be possible to reach performance

close to the performance goals of the Long Term Evolution. However, due to smaller
bandwidth and longer transmission time interval, some LTE targets will not be
reachable.
REFERENCES
[1] 3GPP TR 25.913, “Requirements for Evolved UTRA (EUTRA) and Evolved
UTRAN (E-UTRAN)”.
[2] H. Ishii et al. “Effects of UE capabilities on high speed downlink packet access in
WCDMA systems”, Proceedings of the VTC 2004 Spring.
[3] H. Ekström et al. “Technical solutions for the 3G longterm evolution”, IEEE
Communications Magazine, v. 44, March 2006, pp. 38 – 45.
[4] E. Dahlman et al. “The 3G Long-Term Evolution – Radio Interface Concepts and
Performance Evaluation”, Proceedings of the VTC 2006 Spring.
[5] R1-063339, “Further analysis of HSDPA in CELL_FACH state”, Nokia, 3GPP
TSG-RAN WG1 Meeting #47
[6] Ericsson, “64QAM for HSDPA – Link-Level Simulation Results,” R1-062264,
3GPP TSG-RAN WG1 Meeting #46, September, 2006.
[7] Ericsson, “64QAM for HSDPA – Performance with Realistic Algorithms,” R1-
063499, 3GPP TSG-RAN WG1 Meeting #47, November, 2006.
[8] G. E. Bottomley, T. Ottoson, and Y.-P.E. Wang, “A generalized RAKE receiver for
interference suppression,” IEEE Journal on Selected Areas in Communications, vol. 18,
pp. 1536-1545, August 2000.
[9] S. J. Grant, K. J. Molnar, and G. E. Bottomley, “Generalized RAKE receivers for
MIMO systems,” Proceedings of the VTC 2003 Fall.
[10] 3rd Generation Partnership Project, “UE Transmission and Reception,” TS 25.101
v7.4.0, June, 2006.
[11] R1-062266, “16QAM for HSUPA – Link-Level Simulation Results,” Ericsson,
3GPP TSG-RAN WG1 #46
[12] R1-070415, “Enhanced Phase Reference for 16QAM’, Qualcomm, Ericsson, 3GPP
TSG-RAN WG1 #47-bis.
[13] 3GPP TR 25.815, “Signalling enhancements for Circuit- Switched (CS) and
Packet-Switched (PS) Connections”
[14] R1-062879, “Coding for ACK/NACK in MIMO operation”, Ericsson, 3GPP TSG-
RAN WG1 Meeting #46bis.
www.ijmer.in 174
A STUDY ON THE EFFECTIVE USAGE OF MOBILE BANKING

APPLICATIONS WITH SPECIAL REFERENCE PATHANAMTHITTA
DISTRICT
Ms. Amala Sara John

Guest Lecturer
Post Graduate Department of Commerce
Catholicate College ,Pathanamthitta,Kerala
Abstract
The banking industry is a large and highly diverse service industry than other
services. Recent world wide technological revolution influenced the banking industry
than other service sector in India. With the rapid growth of smart phones, PDAs
(Personal Digital Assistant), tablets, and iPhones and the development of technologies
like 2.5G (GPRS), 2.75G (EDGE), 3G, and 4G, mobile banking will emerge as a
potential channel for banking. Mobile application based banking is the next frontier for
banking in India. It will be a profitable option for financial institutions to offer banking
services through mobile devices rather than setting up a new bank branch in both rural
and urban India. The present study offers meaningful insights for policy implications to
be proved better for customers satisfaction through improved mobile banking app
facilities. The main concern of the study is to understand the level of usage, satisfaction,
effectiveness and factors contributing and limiting to the adoption of mobile banking in
Pathanamthitta District.
Keywords: M – Banking, Banking Services, Technology
Introduction
India is one of the fastest growing countries in terms of mobile user. Now
mobile phones are not only a medium of voice communication but also widely used for
mobile services. Mobile based services or M-services are defined as electronic services
that are delivered to the consumers via mobile technologies using mobile devices. M-
services is limited concept of E-services which is able to provide services anywhere at
any time. Investments in M-services are growing and these services stand to offer the
promise of creating a social impact in the area of healthcare, agriculture, financing,
governance, education and banking. The m-banking is fast growing with its multitude
features offered with mobile apps. Indian Banking Association is urged to heavily invest
in technologies that can evolve and protect against future threats, as well as tackle
current pressures from malware and social engineering. The Reserve Bank of India
(RBI) has given approval to 80 banks to start mobile banking services, which includes
apps and 64 banks have commenced operations. Users are becoming more comfortable
doing banking transaction with their smart phones. With the increase of trend in m-
banking new users shows more confident in banking on mobile applications in their
handsets. The rapidly growing users and wide variety of mobile phone network service
providers have made this channel an important platform for extending banking services
to customers. Moreover, banks are using these mobile phone applications as an
alternative channel of delivery of banking services.The top five mobile banking apps
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1. iMobile from ICICI Bank

2. SBI Anywhere Personal – Yono Lite
3. Axis Mobile
4. M- Connect Plus from Bank of Baroda
5. Fedbook from Federal Bank
Significance and scope of the study
With the increase of trend in m-banking new users shows more confident in
banking on mobile applications in their handsets. Many banks have introduced banking
apps which help people to make online transactions, pay bills, recharge mobile phones,
etc..The objective of using mobile banking apps may be different from person to person.
. This study is basically aimed at finding the effectiveness of mobile banking apps. The
study attempted to find the effective usage and customer satisfaction of mobile banking
app services, which is gaining popularity in India after digitlization and demonetization
period. For academia, the findings of this research will provide empirical evidence and
may add to a new knowledge to the existing literature of business economics and
banking for understanding the impact of complex relationship between customer
satisfaction and mobile banking services .Not only this but also the out come of this
study can also be used by the banking customers who hesitate to switch to mobile
banking apps because of safety fear.
Objectives
 To analyse the reasons for using M Banking applications by the respondents.
 To find out the factors to be improved in mobile banking app services.
 To evaluate the mostly used m- banking application services by the respondents
Hypothesis
H0: There is no significance relationship between type of bank and customer
satisfaction on service provided to m banking application
Research methodology
The data for the study is collected from both primary and secondary sources.
The primary data for this survey are collected from 143 banking customers using
Google Forms .Random sampling methods was used for the selection of respondents.
We have done online survey with the help of Google Forms where the questions are
uploaded and their response has been taken into Google Sheet.The secondary data was
collected from various published books, journals and websites. Both descriptive and
analytical study was conducted for the study. The statistical data analysis was conducted
using percentage analysis, mean comparison test, Likert’s scaling technique and Chi
square test.
Limitations of the study
 This study focused only technology enabled banking services, which is available
in mobile banking applications only. The study had not discussed technology
enabled banking services available in internet banking and its quality and safety
perception of customers compared to mobile banking apps.
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 The method used for data collection was a survey method using a questionnaire.
Researchers have limitations with this kind of data collection, because of low
response rate, complex and confusing questions and surveys that might be too
long.
Review of Literature
 B. Arthi and E. Kavitha (2018) conducted a study on customer satisfaction
towards Mobile Banking. The study found that banks conduct financial services
through wireless and instant as per the convenience of customers between smart
phone and tablet. Mobile banking penetration in the country is greater than the
global average of 40% at more than 50%. The customers are more concerns about
the security and risk associated with technology adoption.
 Suoranta.M (2016)iin her descriptive research approach tried to determine the
dimensions regarding adoption of M-Banking apps. The M-Banking technology
adoption model explains that age and education among the several demographic
variables have an influence on the adoption of mobile banking application services.
Further, relative advantage, compatibility, communication and trial ability are
influencing factors on the adoption of M-Banking apps. But, complexity, security
and trust worthiness of m-services are not major obstacles for adopting M-Banking
apps.
Analysis of data
Table 1
Gender wise classification of respondents
Gender Frequency Percentage (%)
Male 85 59%
Female 58 41%
Total 143 100%
Source: Primary data
Interpretation: Table1indicates that 59% of the respondents are male and remaining
41% are female. Out of 143 respondents 85 were male and 58 were female. Majority of
the respondents are male.
Table 2
Amount of transaction by using M-banking apps per month by respondents
Amount Frequency Percentage (%)
Less than 1000 43 30
1000-2500 48 34
2500-5000 16 11
5000-7500 6 4
7500-10000 8 6
10000 and above 22 15
Total 143 100
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Interpretation:
Table 2 analyse the amount of monthly transaction using mobile banking applications.
From the study it is clear that 34% of respondents are carrying monthly transaction in
between 1000-2500 rupees using mobile banking applications. Only few are comes
under the category of 5000-7500 and 7500-10000 rupees.
Table 3
Descriptive statistics on
Reasons for using Mobile banking apps by respondents
Sl.no Reasons Mean SD MPS Decision
1 Time saving 4.42 .745 88.4 Agree
2 Convenience 4.38 .649 87.6 Agree
3 Easy to pay 4.32 .853 86.4 Agree
4 Usefulness 4.32 .600 86.4 Agree
5 Reliability 4.27 .704 85.4 Agree
6 Easy to learn 4.25 .755 85 Agree
7 Security 4.25 .746 85 Agree
8 Satisfaction level 4.22 .586 84.4 Agree
9 Easy to use 4.10 .802 82 Agree
10 Easy to access 4.08 .586 81.6 Agree
Source: Primary data, using SPSS version 17.00
Interpretation:
The table 2 shows that the highly viewed reasons for using M-Banking app services
among the respondents is times saving since its mean score is 4.42 and mps 88.4
receptively. Along with it; time saving, convenience, easy to pay, usefulness are some
of other reasons for preferring M-Banking applications as compared with traditional
method of banking.
Table 4
Mostly used M- banking application services by the respondents
Sl.no Services Mean SD
1 Balance checking in the 2.90 1.681
account
2 Domestic fund transfers 2.55 1.626
3 Bill payment processing 2.31 1.709
4 Mobile recharging 2.31 1.540
5 Access to card statements 1.33 1.393
6 Commercial payment 1.12 1.568
processing
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7 Access to loan statements 1.09 1.278
8 Mutual funds / equity 0.77 1.232

statements
9 Insurance policy management 0.74 1.118
10 Forex Services 0.63 1.304
Source: Primary data, using SPSS Version 17.00

Interpretation:
The table 3 indicates that among m-banking app services mostly used mobile banking
application service is balance checking in the account since its mean value is 2.90. Least
used mobile banking application service is insurance policy management, mutual fund
transaction and forex services and their mean scores are 0.74, 0.77 and 0.63
respectively.
Table 5
Response on improvement on mobile banking application services
Sl.No Services Frequency Percentage (%)
Yes No Yes No
1 Wide range of services 122 21 85 15
2 Improved security 117 26 82 18
3 Better education 119 24 83 17
4 119 24 83 17
Better integration of mobile
and online services
5 112 31 78 22
Cheaper subscription
Cheaper subscription 0.78

Better integration of mobile… 0.17
0.83
Better education 0.17
0.83
Improved security 0.18
0.82
Wide range of services 0.15
0% 20% 40% 60% 80% 100%
No Yes
Interpretation:
Table 5 depicts that majority of respondents that is 85% are in the opinion that mobile
banking application services can be improved by providing wide range of services
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within the application. Only 78% of respondents are in the opinion that subscription
need to be cheaper.
Testing of hypothesis
H01: There is no significance relationship between type of bank and customer

satisfaction on the service provided on M banking apps.
Chi square
Variables Type of bank Chi- Sign Phi Decision

Public Private Both Square &Cr
(%) (%) (%) value
Mini- HS 24.4 18.1 3.9 .918 .922 .085 Accept
statements S 20.5 18.9 3.9 .060 H0
and checking N 4.7 3.9 1.6
of account D 0 0 0
history HDS 0 0 0
Balance HS 15.2 19.7 3.8 6.589 .361 .223 Accept

checking in S 24.2 13.6 3 .158 H0
the account N 9.1 7.6 2.3
D 0 0 0
HDS 1.5 0 0
HDS 2.7 1 0
Bill payment HS 7.1 15 2.7 15.130 .019 .366 Reject
processing S 29.2 20.4 4.4 .259 H0
N 15.9 2.7 1.8
D 0 0 0
HDS 0 1 0
Mobile HS 13 21.1 3.3 22.674 .004 .429 Reject
recharging S 19.5 21.1 2.4 .304 H0
N 9.8 1 2.4
D 3.3 0 0
HDS 3.3 0 0
Domestic HS 7.1 14.3 4 15.166 .056 .347 Accept
fund S 17.5 14.3 4 .245 H0
transfers N 18.3 13.5 1.6
D 3.2 0 0
HDS 0 2.4 0
Cheque book HS 6.2 20 1.25 18.701 .005 .483 Reject
and card S 22.5 22.5 2.5 .342 H0
requests N 12.5 0 1.2
D 5 1.2 0
HDS 0 0 0
PIN HS 13.1 8.1 4.1 9.401 .310 .308 Accept
provision, S 20.2 21.2 1 .273 H0
Change of N 14.1 7.1 0
PIN, D 6.1 3 0
Blocking of HDS 1 0 0
(lost,
stolen)
cards
Commercial HS 5.5 13.7 5.5 22.375 .004 .554 Reject
payment S 9.6 21.9 1.4 .391 H0
processing N 20.5 2.7 2.7
D 8.2 6.8 0
HDS 0 1.4 0
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Forex HS 16.7 18.8 2.1 6.010 .422 .354 Accept

Services S 16.7 12.5 4.2 .250 H0
N 16.7 4.2 0
D 4.2 2.1 2.1
HDS 0 0 0
Transfering HS 15.4 12.8 0 7.715 .260 .314 Accept
accounts S 21.8 14.1 5.1 .222 H0
N 19.2 5.1 1.3
D 2.6 1.3 1.3
HDS 0 0 0
Access to HS 6.3 10.1 1.3 21.430 .006 .521 Reject
loan S 11.4 22.8 1.3 .368 H0
statements N 26.6 6.3 1.3
D 5.1 2.5 2.5
HDS 2.5 0 0
Access to HS 17.4 15.1 2.3 4.265 .641 .223 Accept
card S 16.3 19.8 3.5 .157 H0
D 4.7 2.3 0
HDS 0 0 0
Mutual funds HS 18.2 3.6 1.8 9.653 .140 .419 Accept
/ equity S 12.7 21.8 1.8 .296 H0
D 10.9 7.3 3.6
HDS 0 0 0
Insurance HS 11.3 14.5 0 10.362 .110 .409 Accept
policy S 27.4 19.4 6.5 .289 H0
management N 9.7 3.2 0
D 0 6.5 1.1
HDS 0 0 0
Real-time HS 9.1 12.7 0 6.622 .578 .347 Accept
stock quotes S 27.3 14.5 3.6 .245 H0
N 10.9 3.6 0
D 7.3 5.5 1.8
HDS 3.6 0 0
Source: Primary data, Using SPSS Version 17.00 00 ( HS-Highly Satisfied, S-Satisfied,
N-Neutral, DS- Dissatisfied, HDS- Highly Dissatisfied)
Interpretation:
On test it is found that null hypothesis (H0) is rejected in bill payment processing,
mobile recharging, cheque book and card requests, commercial payment processing and
access to loan statements as its p values are .019, .004, .005, .004 and .006 which are
less than .05(p<.05). Hence it is concluded that there is a significant relationship
between type of bank and satisfaction level of customers in using these mobile banking
application services. Null hypothesis is accepted in all other variables which includes
mini-statements and checking of account history, balance checking in the account,
domestic fund transfers, PIN provision, Forex Services, Transferring accounts, Access
to card statement, mutual funds / equity statements, insurance policy management and
real-time stock quotes since its p values are.922, .361 .056, .310, .422,
.260,.641,.140,.110,.578 respectively are greater than .05(p>.05).
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Findings
 From the study it is clear that 34% of respondents were carrying monthly
transaction in between 1000-2500 rupees by using mobile banking applications.
Only 4% and 6% were comes under the category of 5000-7500 and 7500-10000
rupees.
 All the respondents were agreed that time saving, convenience, quickness, easy to
pay, usefulness, reliability, easy to learn, security, satisfaction level, easy to use,
and easy to access were the reasons for using the mobile banking applications.
Among them highly viewed reasons for using M-Banking app services among the
respondents is times saving since its mean score is 4.42.
 The study reveals that among m-banking app services mostly used mobile
banking application service is balance checking in the account since its mean
value is 2.90. Least used mobile banking application service forex services and its
mean scores is 0.63.
 All the respondents have agreed that all the services provided by the banks for the
smooth functioning of the mobile banking applications were effective. The
accurate performance of the services at the first time its self by the bank is least
effective since its mean percentage is 72.4%.
Suggestions
 The acceptance level of M-Banking apps is found to be moderate among the various
groups of the customers in the public and private sector banks. They have to put
extra efforts in popularizing m-banking application services amongst their
customers. So, Banks should take proper steps to organize more seminars,
workshops, and other awareness programs in order to create awareness in the minds
of the customers regarding the M-Banking applications.
 The banks must confirm secure financial transactions through recent technological
advancements under M-Banking applications. It creates and increase
confidentiality, integrity, and reliability to ensure customer acceptance.
 It will be better if the banks could provide financial services to the customers based
on their regional language under M-Banking applications.
Conclusion
Banks are constantly adopting technology to expand its business and to reach
different level of customers. Apart from ATM, Internet banking and other technology
enabled services Mobile Banking applications is one of the services provided by banks
to its customers. The present research, ‘study on the effective usage of mobile banking
application among its customers’ attempts to measure the overall effectiveness of
mobile banking application services with regards to usage and customer satisfaction.
With the view point of customers it was able to understand that how they are satisfied
with the mobile banking application services, how they measure the effectiveness of the
services provided by the banks for the smooth functioning of the mobile banking
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application etc.For improving its services banks will have to become more customers-
centric, offering a wide range of financial products through M-Banking apps that would
bring financial inclusion.
References
 A Study on Customer Satisfaction towards Mobile Banking, B.Arthi,

E.Kavitha,International Journal of Computer Sciences and Engineering,Volume-6,
Special Issue-2, March 2018.
 Renju Chandran2014) “Pros and cons of Mobile banking”, International Journal of

Scientific and Research Publications, Volume 4, Issue 10, October 2014 1 ISSN
2250-3153,Pno 01-05.
 Vishal Goyal , Dr.U.S.Pandey, Sanjay Batra “Mobile Banking in India: Practices,

Challenges and Security Issues” International Journal of Advanced Trends in
Computer Science and Engineering, ISSN No. 2278 -3091,Volume 1, No.2, May –
June 2012,pp-56-66.
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Diversity Management -an overview

Article · May 2020

Sudha Ganesh V. Sornaganesh

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EDITORIAL BOARD MEMBERS

Dr.Sandeep Narula Prof. Mehsin Jabel Atteya

Dr. K. John Babu Dr.J.B.Chakravarthi

Volume 9 Issue 5(3) May 2020

SOCIAL SCIENCES, HUMANITIES, COMMERCE & MANAGEMENT, ENGINEERING &

QUALITY OF LIFE AMONG ELDERLY

Ms. K. Krishna Veni

Keywords: Elderly, Quality of Life

“Aging is a biological process, experienced by mankind in all times” Aging is an issue

circumstances; the later includes perceptions of overall quality of life, individual’s

 To understand the demographic details of urban and rural elderly.

Scoring Key: The quality of life scores were graded as follows

Minimum score: 26 Maximum score: 130

Analysis of data was done by using descriptive and inferential statistics

To understand the demographic details of urban and rural older people

Among the urban respondents with regard to family income most of

Fig2: The cylinder diagram shows thatercentage distribution according to their

The ‘t’ value of four groups of subjects in physical domain

Summary of ANOVA Scores on Physical Health Domain of Quality of Life.

Sum of Mean Level of

Sum of Mean Level of

Note: @ Not Significant

The ‘t’ value of four groups of subjects in social relationship domain

The ‘t’ value of four groups of subjects in environmental domain

The ‘t’ value of four groups of subjects in all domains

Note: @Not Significant *Significant at 0.05 level ** Significant at 0.01 level

Summary of ANOVA Scores on All Domains of Quality of Life

Community Practice Setting

 A similar study can be under taken with a control group design.

15. Ankur Barua., “Assessment of the domains of quality of life in geriatric

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DECODING THE JAYPEE JUDGMENT: PREFERENTIAL TRANSACTIONS

Dr. Binoy J. Kattadiyil

Issues and Arguments

(ii) Whether such transfer is for or on account of an antecedent financial debt or

JAL would be preferred in the event of distribution of assets (waterfall mechanism) in

The Judgment And Its Implications

1(v)With regards to the Respondent’s contention of “ordinary course of business” in the

SUPPLY CHAIN RISK MANAGEMENT IN TIMES OF PANDEMIC

Dr. Deepti Gupta

HOW COVID-19 HAS AFFECTED THE INDUSTRIES SO FAR

The corona virus has an influence on movement of goods as a consequence of

RISK IN GLOBAL SUPPLY CHAIN

WHO CAN MITIGATE RISK

HOW TO MANAGE SUPPLY CHAIN RISK AND DISRUPTION

1. Strengthening focus towards labour or workforce arrangements: Companies

3. Adopting New Digital techniques to enhance supplier network: Obtaining

6. Understanding sudden Demand-Supply fluctuations: Demand for necessary

necessities will not be available during lockdown period. As soon as government in

Alternatively as the lockdown period is being extended by many countries, demand

Mapping can be done by focussing on supplier of essential parts and components,