SELP JOURNAL OF SOCIAL SCIENCE Selp 17 final papers

Vol . IV : Issue. 17

ISSN:0975-9999
Available online at www.selptrust.org
SELP Journal of Social Science
ISSN : 0975-9999
Vol IV : Issue. 17
July - Septemper 2013

A STUDY ON EXPECTATION OF RURAL CONSUMERS ON DURABLES
(WITH SPECIAL REFERENCE TO MUSIRI TALUK)
Dr.T.Unnamalai
Principal (i/c)
Bharathidasan University Constituent Arts & Science College
Inamkulathur , Srirangam(Tk) , Tiruchirapalli 621303

ABSTRACT
About 70% of India’s population lives in rural areas. Rural population has grown by 12% in
last decade. Rural market has distinguished characteristics, accounts for 40% of Indian economy.
Rural India has huge, heterogeneous and growing consumer market, which contributes more
than 50% to India’s total consumer market size. Rural India has witnessed significant development
in last decade, with commitment of financial resources and launch of a range of programmes by
government towards physical and social infrastructure development. In rural areas there is no
supermarkets and malls within the radius of 30 to 40 K.m. With this background the study is to be
considered to be an important one.

Key Words: Rural population, rural market, national income, consumer market, supermarkets
Introduction
by India’s premier economic research entity,
National Council for Applied Economic
Research (NCAER) indicates that rise in
rural incomes is keeping pace with the rise
in urban incomes. The rural middle class is
growing at 12 per cent, close to the urban
middle class which is growing at 13 per cent.
The increased purchasing power of the rural
consumer has enhanced rural demand for
several products. With this back ground,
Indian rural market has caught the eye of
multinational corporations across the globe
as a place of opportunity for exploring new
markets. In this paper an attempt is made to
study the rural consumer’s characteristics.

The Indian rural market has a huge
demand base and offers great opportunities
to marketers. Two-thirds of Indian consumers
live in rural areas and almost half of the
national income is generated from there. 742
million Indians constituting 138 million
households reside in 6, 38,365 villages
(Census, 2001). The size of rural market itself
speaks of its potential. The rural market
consist 70 percent population, twice as entire
market of USA and would become bigger than
total consumer market in countries like South
Kor ea/Canada in another 20 years. The
income of the rural has been incr eased
significantly due to green revolution. A survey

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Objectives of the Study

detergents, tooth paste, tooth powder, vessels,
bicycles, motor cycle, scooters, television
sets, etc. But all such products which are
available in the market are of only from a
few brands. There is no choice for selecting
from among different types of goods.

The main objectives of the study are:
1. To know about the availability of the
consumer products in Musiri market.
2.
To find out the inherent problems
associated with Musiri market.

Methodology of the study:

3.
To find out the opinion of the Musiri
consumers about the consumer goods.

Both primary data and secondary data are
collected for the study. Primary data are
collected from the 250 consumers. The
sample consumer s ar e selected using
stratified random sampling method. The
secondary data are collected from books and
census book in Musiri.

Study Area
For this study Musiri is selected.
Musiri taluk is located on the river bed of
Cauvery. It is in the central region of the
Tiruchirapalli District. The total population
of the taluk is 221055 lakhs. Out of which
110763 are males and 110292 are female.
The taluk has 64 villages. The literate people
in this taluk are 145866. (Nearly 63.36 per
cent) (Sour ce: census book 2001) The
district has an excellent links with all the
districts in the state. The economy of the
taluk mainly depends upon agriculture.
Nearly 65 per cent of the work forces depend
upon agriculture.

Age wise classification of the respondent
T he age of the consumer s ar e
classified and presented in the following
table.
Table-1 Age wise classification of the
consumers
Source primary data

Distribution channel for consumer
goods in Musiri taluk :
Fair price shops in this taluk are mainly
deal with the distr ibution of essential
commodities like rice, wheat, edible oil,
kerosene, sugar etc. The co-operative banks
deal with the distribution of agricultural
inputs. T he village shanty (usually on
Wednesday) is widely used channel for
vegetables and fruits. The private shops are
the main channel for consumer products. A
few branded products are available in their
shops. There is no a departmental store or
showrooms in Musiri. The products available
in market includes different kinds of textiles,
Jewellery, bathing shops, washing shops,

With the help of the above table, it is
observed that 10 per cent of the consumer
from the age group of 20-30, 26 per cent of
them from the age group of 30-40, 32 per
cent of them from 40-50, 16 percent of them
from the age group of 50-60 and remaining
16 percent of them are above the age of sixty.
T his shows that the major ity of the
consumers are in the age group of 30-50.

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Table-2 Educational qualification of the

Table-4 Income of the consumer

consumer

Source: primary data
With the above table, it is observed
that majority of consumers (nearly 105)
earning between Rs. 2,000-5,000, nearly 54
consumers are getting up to Rs. 10,000, 47
consumers are getting up to Rs.15,000 and
36 of the consumers are earning nearly
15,000-20,000 Rs. Per month. Only 8 of the
consumers are getting more than Rs.20, 000
per month.

Source primary data
With the above table, it is observed that 39
per cent of the consumers completed their
S.S.L.C. level, 29 percent of them completed
their higher secondary education18 per cent
of the consumers finished their graduations.
12 per cent of them completed at their post
graduation and remaining 2 percent of them
completed their certificate course, I.I.T, poly
technique etc. With the above analysis, it is
observed that majority of them completed at
their S.S.L.C.

Table-5 Total income of the family

Table-3 Number of the family members of
the consumers

Source: primary data
With the help of the above table,
it is observed that 55 per cent of the families
are ear ning between Rs. 5,000-10,00015,000per month and remaining 24 per cent
of the families have the income of more than
Rs.l5, 000 per month. It is observed that in
rural areas each family has more than single
earning members.

Source: primary data.
The above table reveals that 12 per
cent of the consumer have 4 members in their
families, 25 per cent of them have 5, 30 per
cent of them are having 6 members and
remaining 33 per cent of them having 7 and
more than 7 members in their family. It is also
observed that there still exists of joint family
system in rural areas.

Table-6 Consumer articles in their home

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obser ved that major ity (40 %) of the
customers are purchased the particular brand
of the products with the advice and the
experience from their friends and relatives.
In case of consumer durables, advice of
friends and neighbors is found to be a major
source, while family member s, opinion
leaders and shopkeepers are other important
source influencing the buying decisions.

Source: primary data.
percent of the consumers are having Radio, fan,
television sets and furniture’s. 70 per cent of
them are having cooker, 40 per cent of them
are having two wheeler, 44 percent of them
having sewing machine, 16 per cent of them
having CD/DVD players, 1 per cent of them
having car and 4 per cent of them having air
condition and Air cooler and 24 percent of
them having inverter at their houses.

Table-9 Place of Market

Table- 7 Awareness about the products

Source primary data
observed that air condition, car, furniture,
Fridge, CD/DVD players, sewing machines
were purchased by the respondent (100 per
cent of them) other than Musiri. Majority of
the Respondent have purchased their articles
like Television set, cooker, Radio and Two
wheeler other than cycle in the urban market.
Table-10 Reasons for purchasing the
products outside Musiri

With the help of the above table, it is observed
that majority (74%) of the customers known
about the product through news paper and
television. The mass media is the power full
media to the companies to create the awareness
about the availabity of the products in the
market. Now a day’s internet also has the power.
But the user of the internet is very marginal
Table-8 Factor influencing consumer
purchase decision

Source Primary data

Sources Primary data

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per cent of the consumers purchased the
articles in urban markets due to the main
reason of price differences, 29 per cent of
them for the availability of different kinds of
brands, 14 percent of them for quality of the
products, 10 percent of them for trust, and 8
percent of them for going out of Musiri,
exchange offer etc. In Musiri there is no
entertainment facility.

Here the table value is lesser than the
calculated value. So, the null hypothesis is
rejected. The opinion of the respondent
depends upon the marital status of them. This
is observed that the married persons have the
tendency to purchase the products and
majority of them are not satisfied with the
Musiri market due to the following reasons.
(1) Price (2) Branded products (3) service
facility (4) choice to select etc.

Table-11 Rural Consumers Experiences on

As per the analysis of the primary
data on consumption pattern, as a whole, they
spend nearly 60 percent of their income on
food items, like rice, milk, sugar, oil etc.
About 10 percent of their total income is
accounted for clothing and other things,
nearly 10 percent for transport and 15 percent
for rent, medical expenses, and educations
and repay their debts, etc. Nearly 2 to 5
percent of their income is for savings for their
future. This habit is spread not only among
the salaried people but also among the
business and agricultur al people. The
analysis shows that great changes are taking
place in life style and buying habits.
Yesterday’s luxuries are becoming today’s
necessities for the rural consumers.
Now a day the banks are giving loans to
buy household articles. With the help of the
analysis, it is observed that each and every
house in Musiri has household articles like
television, Fridge, cooker, etc. All such articles
are also available on credit in the Market.

Purchase

Table-12 Opinion regarding the
availability of the product and Martial
status of the consumers

observed that 219 of the consumer are married
and remaining 31 of them are unmarried. It
shows that the majority of them are married.
With the help of X2 test an analysis is carried
out whether the opinion of the respondent
depends upon the marital status of the
consumers. The null hypothesis is taken as HO:
The opinion of the respondent does not depend
upon the marital status of them.


Findings of the study
(1)Non availability of choices of brands In
each and every consumer product there are
different brands. In musiri only a few
brands are available. There is no choice
for the consumers. If they wish to buy a
specific brand, they have to travel nearly
50 k.m to purchase the products.
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(2)Price of the products: The prices of the
products in Musiri are higher. In order to
buy the same brand at lesser price the
consumers have to travel to buy such
products.

in rural areas are fairly homogenous in
nature. It should be segmented.
Reference Books

 Bedi, R. V., and Badi, N. V. (1999). Rural
Marketing. Himalya Publishing house,
New Delhi.

(3)Non availability of Quality products:
Many misbranded products are available
in the market at cheaper rate.

 Chunawala, S. A., and Kumar, K. J.
Advertising Theory and Practice. Himalya
Publishing house, Delhi.

(4)Non availability of high cost products
Now a day the purchasing power of the
r ur al consumer s has incr eased
considerably. If they want to buy an air
conditioner, wooden furniture, computers,
show case items they have to travel to buy
such a type of products.

 Davar and Davar. Salesmanship and
Publicity. Vikas Publishing N. Delhi.

 Gupta, S. L. Rural Marketing – Text and
Cases. Wisdom Publications Delhi.

 Gopalaswamy, T. P. Rural Marketing—
Environment, Problems and Strategies.
Wheeler Publishing, New Delhi.

Suggestion of study
The progress of rural consumers has
led to a major transformation from a tradition
bound, poverty stricken life to one of the new
hopes. The expectation of the population has
also changed. Now there is a large scope for
the companies to sell their products in the
rural market. In Musiri taluk there is no direct
company owned show rooms, dealers other
departmental stores or any big show rooms.
The salesmen in Musiri are very small in
number, have to cover large territories and
scattered customers. There is great demand
for products. It is time for the companies to
open show r ooms or appoint dealers to
capture the rural markets like Musiri taluk.

 Saxena, H. M. Rur al Mar kets and
Development. Rawat Publ. Jaipur.

 Shiffman, L. G, and kanu k, L. L.
Consumer Behaviour. Prentice-Hall of
India.

 Sontakki, C.N. Advertising and Sales
Management Marketing Management.
Kalyani publishers, Ludhiyana.
Websites

 www.nacer.org
 www.apastyle.org/style.htm
 www.bmsgroup.blog.co.in/files/2008/07/

Conclusion

final-pro.doc

With the above analysis, it is observed
that the standard of living and purchasing
power of the people in Musiri has increased.
They want choice. There is no choice to them
to select the products. Most of the interested
persons usually travel nearly 30 to 50 km to
purchase expensive house hold articles like
T.V; Fridge, washing machines etc. Markets

 http://www.indiatogether.org/2009/apr/
eco-ruraleco.htm

 www.zenithresearch.org.in

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Vol IV : Issue. 17

CHANNEL EFFICIENCY IN MARKETING OF TEA IN IDUKKI DISTRICT
P.V Anil
Ph.D Research Scholar

Dr.M.P Mahesh
Associate Professor in Commerce,
Annamalai University, Annamalai Nagar Tamil Nadu.

ABSTRACT
There is large number of market intermediaries in the study area and most of them are
unorganised and hence convenient sampling method was adopted to collect data from them.
Accordingly, a sample of ten village traders and ten primary wholesalers was chosen. In addition,
service co-operatives and primary co-operative marketing societies numbering five each in the
study area were chosen for collecting the marketing information.

Key words: Tea Board, channels of distribution, Exporters’ License
also for consuming tea for producing tea
products.

Introduction
Tea is a controlled commodity in India. Its
pr oduction, consumption and sales ar e
governed under licences issued by the Tea
Board, it plays a key role in the industry as a
r egulator y and pr omoting body. It is a
statutory body set up under the Tea Act, 1953
to promote all round development of the tea
industry and comes under the administrative
control of the Ministry of Commerce and
Industry, Department of Commerce. It also
has certain regulatory functions such as issue
of Exporters’ License, Tea Waste License and
Tea Warehousing License. By these Acts, all
the activities connected with tea, right from
the production till consumption is regulated.
A license from the Tea Board is a mandatory
requirement to plant tea, deal in tea, process
tea into consumable or marketable forms and

Objectives
The main objectives of the study are:
1. To identify the most dominant problems
in marketing of Tea in Idukki district of
Kerala and
2. To measure the efficiency of different
channels of distribution of Tea to highlight
the most efficient one.
Methodology
Survey method was adopted to collect
required data from the sample respondents.
The data were collected from farmers of small
holding and estates in the four revenue taluks
of Devikulam, Udumpanchola, Peerumedu
and T hodu puzha of Idukkidis tr ict and
therefore, the four taluks have been taken as
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sample taluks for the study. The sample taluks,
which have been tea-growing regions for
centuries, are the main areas growing Tea in
the State of Kerala

players and on economic forces like supply
and demand. Major consumers of Tea used
to wait to make their purchase till the prices
come down to their favour. The scrapping of
port restrictions followed by the slashing of
export subsidy by 50 per cent, dispensing of
Tea Board’s inspection of imported tea,
abolition of purchase tax on imports and the
like attract the importers to import more tea
in recent years. Such practices on the part of
major consumers have made the domestic tea
market to stagger and resulted in down fall
of prices of Tea in domestic market. Further,
the monsoon rain during the months from
June to August slows down the process of
harvesting and becomes the cause for poor
arrival of Tea to the market. This leads to an
uncertainty in the supply of Tea.
The
above ups and downs in the demand and
supply position make the market for Tea more
vulnerable and unpredictable.

Two separate interview schedules one for
pr oducer s and another for mar ket
intermediaries were used. At the time of
conducting
sur vey,
ther e
wer e
71,676(56.8%)tea plantations registered with
the Tea Boar d. Out of which, 240tea
plantations (5%) were chosen as sample for
the study.Devikulam, Udumpanchola,
Peer made and T hodupuzha, t he taluks
selected for the study have 12, 19, 23 and 10
villages respectively, out of which six top
ranking villages *in each taluk identified by
theTea Board, were selected for the field
sur vey. From each of the villages thus
selected, eight owners of small holdings and
two managers / owner s of estates were
selected to form a total of 240 respondents
consisting of 192 owners and 48 managers of
small holdings and estates respectively using
multi-stage random sampling method.

Dominance of Private dealers: Tea is
bought and sold at the primary market level
by the dealers authorised by the Tea Board.
Apart from those authorised dealers, there are
large numbers of private dealers who advance
money to the owners of plantation at the time
of emergency with the condition that all
production must be sold to them at the
prevailing prices. Charging exorbitant rate of
interest for the advance money, compelling
the producers to sell their produces at the
prices lower than market prices and making
unwanted rejections and deduction are the
common practices followed by those private
dealers.

Frame work of analysis
The predominant marketing problems
traced by the producers of Tea in the study
area were highlighted with the help of Garrett
Ranking Techniques. .The channel efficiency
of the different channels was analyed using
Shepherd’s method and Composite Index
method.
The economic efficiency of
the marketing system can be measured as the
ratio of the consumer price per unit of Tea to
the marketing cost per unit. The higher the
ratio, the higher is the efficiency of the
marketing system.

Inadequate Market Finance: T he
producers of Tea always prefer to sell their
produce immediately after harvesting in order
to settle the earlier loans and advances or to
meet domestic expenditure. Finance required

Results and Discussion
Price Fluctuations: The prices of Tea
fluctuate based on sentiments of the market

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to meet out the expenses in connection with
performance of major marketing functions
was scarce and costly and hence many of the
respondents did not spend sufficient money
to make their products fit for marketing.

towar ds impor t of Tea has undergone
considerable changes during the recent past.
The import of Teawas allowed free of license
from SAARC countries during 1988. Tea
was under ‘restricted items’ of the ‘negative
list’ of imports under Export - Import Policy
for the period 1992-97 which was amended
by permitting the import against the freely
transferable Special Import License (SIL).
Under the Export - Import Policy for the
period 1997-2002 also Teas continued to be
restricted items of import. The removal of
quantitative restriction on import of Tea in
2001 resulted in free import by paying the
prevailing customs duty.

Lack of Standardisation and Grading:
It is highly essential to r estr ucture the
processing and marketing activities to make
the Indian Tea internationally competitive.
Converting into technically specified tea
grades is an essential function to maintain
consistency in the quality of Tea. Many of
the r espondents wer e unaware of these
processes and even if aware of, they did not
venture up due to lack of knowledge of the
technique.

Thus, the problems faced by the
producers in marketing Tea are many. In
or der to identify the most dominant
marketing problem in the Idukki District, the
respondents were asked to assign rank to
each of the identified problems in their order
of priority. These ranks were converted into
scores using Garrett Ranking Technique and
the results obtained are shown in Table A.

Lack of Market Information: Market
information about the availability of buffer
stock of Tea, periodical inflow and outflow
in different neighbouring markets and the
details about the prevailing price level are a
few important parameters that may help the
producers to plan their activities in such a
manner that gives maximum benefit.
Unfortunately, the IdukkiDistrict lacks this
facility making the producers to live at the
mercy of a few vested interest groups.

Table A Problems faced by the Producers
in Marketing of Tea in Idukki District

Inadequate Storage Facility: Adequate
stor age fa cility is yet anot her vital
requirement to seasonal products like Tea.
This will help the producers in level playing
in the pricing area. However, the owners of
small holdings do not have enough storage
facility either of their own or for lease for
storing Tea particularly during the harvesting
period. This is one of the reasons why the
pr oducers instantly sell their pr oduces
immediately after harvesting.

Source: Primary data.
Table A shows that the problem due to
price fluctuation’ of Tea was the immediate
concern to owners of small holdings and
estates. This problem ranked top in the list

Changes in the Import Policy of the
Government: The policy of the Government

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with the mean score of 57.45 and 61.58 for
owner s of small holdings and estates
respectively. The second important problem
was the ‘dominance of private dealers’ in the
case of owners of small holdings with the
mean score of 55.35 and ‘changes in the
import policy of the Government’ in the case
of estate owners with the mean score 59.72.
In the order of priority, ‘inadequate market
finance’ ‘lack of standardisation and grading’
‘lack of market information’, ‘lack of storage
facility’ were the other prominent problems
of owners of small holdings which ranked
third, fourth and fifth. In the case of estate
owners, ‘lack of standardisation and grading’,
‘lack of market information’ and ‘dominance
of private dealers’ were the most influential
problems which ranked third, fourth and fifth.
Changes in the impor t policy of the
Government in case of owners of small
holdings and ‘lack of storage facility’ in case
of owners of estates were not treated as
important problems.

operative Marketing Society - Secondary
Wholesaler - Ultimate Consumer.
T he village tr ader s and ser vice cooperatives operate in the primary market to
collect Tea from the producers. A majority
of the producers prefer to sell their produce
to the village traders who visit the interior
areas of cultivation. Besides, they advance
money to the growers on condition that the
produce should be sold to them only. They
assemble the produce purchased from the
producers and sort and grade the Tea. They
open the bundle and test the grading and
repack it and pass on to primary wholesalers
in the market.
The service co-operatives also purchase
Tea directly from the producers. But a very
few service co-operatives functioning in the
study area could purchase only a limited
quantity of the produce, which they sold to
the primary co-operative marketing societies
operating in the market.
The primary wholesalers and primary cooperative marketing societies operate in the
assembling market. The primary wholesalers
purchase Tea both from the village traders
and producers. Producers having large stock
and good holding capacity contact the
primary wholesalers and sell their produce
directly. These producers are in a position to
take advantage of the better price offers. The
primary wholesalers do not hold Tea stock
for a long duration. They transport the stock
to the ter minal market as soon as they
accumulate enough for a full truck load. At
the terminal market primary wholesalers
deposit t he stock in the godowns of

Marketing Channels of Tea
T he channels of mar keting of Tea
identified in the study area are given below:
Channel I Producer - Village Trader Primary Wholesaler Secondary Wholesaler –
Ultimate Consumer.
Channel II Pr oducer - Pr imar y
Wholesaler – Secondar y Wholesaler UltimateConsumer.
Channel III Producer - Service Cooperative –Primary Co-operative Marketing
Society – Secondary Wholesaler - Ultimate
Consumer.
Channel IV Producer - Primary CoSELP Journal of Social Science

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commission agents and entrust the task of
selling it to them. The commission agents
make an advance of about 60 per cent to 80
per cent of market value of tea deposited by
the primary wholesalers. The commission
agents have to identify suitable buyers with
price offers that are acceptable to their clients.
The buyers are secondary wholesalers.

change that reduces cost as well as consumer

The secondary wholesalers operating in
the terminal market make use of the services
of brokers to purchase tea. The brokers
contact the commission agents and purchase
the quantity r equir ed by the secondar y
wholesalers. The brokers are paid brokerage
for the services render ed by them. T he
secondary wholesalers sell the produce to the
Ultimateconsumers. Figure 1 shows different
participants in the four channels of marketing
of Tea explained above.

Channels

Channel Efficiency

The results reveal that amongst the four
channels, Channel IV was the most efficient.
The efficiency index for Channel IV was the
maximum with 12.75, followed by Channel
II with 12.67. The channel efficiency in
Channel IV was better than that of the other
thr ee because of lower marketing cost.
Shepher d’s method does not take into
account pr oducers share and marketing
margin which ar e also the impor tant
components for calculating the channel
efficiency. The composite index method
covers those two factors. Therefore to test
the channel efficiency composite index
method was applied.

satisfaction may not indicate increase in the
channel efficiency.
The channel efficiency of the different
channels was worked out using Shepherd’s
Method and the results obtained are shown
below:
Table B Efficiency Analysis of various
Distribution

ofTea

(Shepherds’ Method)

Source: Primary Data.

T he channel efficiency r efers to the
effectiveness or competence with which
intermediaries in the channel perform their
designated functions. It is directly related to
the cost involved in moving goods from the
producer to the consumer and the level of
service offered. A reduction in marketing cost
without reduction in the level of consumer
satisfaction indicates impr ovement in
efficiency. A higher level of consumer
satisfaction at higher marketing cost might
have been the result of increased efficiency

The results of the analysis of channel
efficiency for differ ent cha nnels ar e
furnished in Table C.

if the additional satisfaction derived by
consumer outweighs the additional cost
incurred on the marketing process. But a

of

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Table C Channel Efficiency Analysis

References

Using Composite Index Method

Asian Dipped Goods Handbook and
Directory 2012, Dhanam Publication Private
Limited, Kochi, 2012.
Asian Tea Handbook and Directory 2010,
Dhanam Publications Pr ivate Limited,
Kochi, 2010.
Desalphine, S.M. Souvenir, Indian Tea
Industr y Elastic Enough to Face the
Challenges, Tea Board, Idukki, Dec, 2008.

Source: Primary data.
The producers’ share, marketing cost and
marketing margin were ranked according to
their expenses per tonne. It is inferred from
Table B that Channel IV was the most
efficient, with mean score of 1.67, followed
by Channel II with mean scor e of 2.
Compar ing Shepher d’s method and
Composite Index method the Channel IV
again proves to be the most efficient.

Government of India, Tea Statistical
News, Monthly issues from 1992 to 2008,
Tea Board Kolkatta, 1992 - 2008.
Gupta, S.P. Statistical Methods, Sultan
Chand and Sons, New Delhi 2005.
Ideen, H. Marketing Efficiency and Paddy
Farm Economy in Alternative Channels,
Indian
J our nal
of
Agr icultur al
Marketing,4(1), 1973.

Conclusion

Indian Tea Statistics, Vol. No.1 to 27, Tea
Board, Ministry of Commerce and Industry,
Government of India, Tea Board, Kolkatta.
1992-2008.

The foregoing analysis reveals that among
the problems faced by the producers in
marketing of Tea, price fluctuation is found
to be the major problem and the Channel No
IV comprises of producer – primary cooperative marketing society – secondary
wholesalers – industrial consumer is most
efficient.

Philip, K.M. The Evaluation of the Indian
Tea Industry, All India, Tea Industries
Association, Mumbai, 2003.
Shepherd, G.S.Marketing Farm Products
– Economic Analysis, IOWA State University
Press Limited, USA, 1965.

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ISSN : 0975-9999
Vol IV : Issue. 17

E-CRM GOLDEN OPPORTUNITY FOR INDIAN BANKS A CRITICAL ANALYSIS
Dr.C.Mathanakamaraj
Associate Professor of Economics,
Department of Economics Kamaraj College, Thoothukudi

ABSTRACT
e-CRM s 360 degree customer view provides a comprehensive, upto date profile that is as
reliable as it is easy to create. The e -CRM is also allowing sales representative to view
customer information from any where, anytime and has freed up customer service
representatives to focus on obtaining new customer (Mc -Call, 2002). Businesses have become
impersonalized with vary powerful means of communication like body language and judgement
skills becoming non-existent. These channels help the banks in understanding their needs and
wants and providing them various services. In this way with the utilization of various
electronic, automated channels banks are making long term relationship with their customers
and gets various benefits.

Key words: e-CRM, customer information , automated channels ,
Introduction

the r ise of Customer Relationship
Management (abbreviated CRM) as an
important business approach. Its objective
is to r etu r n to the wor ld of per sonal
marketing. The concept itself is relatively
simple. Rather than market to a mass of
people or firms, market to each customer
individually.

Over a century ago, in a small-town of
India, before the advent of the super-market,
the shopping mall, and the automobile ,weekly
haat or gener al, people went to their
neighbourhood weekly haat or general store
to purchase goods. The proprietor/owner and
the small staff recognized the customers by
name and knew the customer’s preferences,
needs, likings and wants. The customer, in
turn, remained loyal to the store and made
repeated purchases. This idyllic customer
relationship disappeared as the nation grew,
the population moved from the far ming
community to large urban areas, the consumer
became mobile, and super ma r kets and
depar tmental stores were established to
achieve economies of scale through mass
marketing. The last several years witnessed

Statement of the Problem:
The first surf of CRM solutions came in
the late 1980s and early 1990s (Exhibit No.
1.0). The providers of these products were
clarify (now owned by Nortel Networks
Corp.), Onyx Software, Oracle, Vantive
(acquired by PeopleSoft) and Siebel
Systems. T hese packaged s olutions
emphasized automating and standardizing
the internal processes which related to
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acquiring, servicing and keeping customers.
These processes ranged from capturing sales
leads to creating scripts for customer service
agents to enable consistent service and
support across product lines and divisions.
The focus for these CRM solutions were
on automating and standardizing the internal
processes to make the customers an asset.
Although these pr ocesses addressed the
companies’ needs, they were very expensive
and not easy to maintain. An attempt has been
made in this paper to anlyse the concept of
CRM, and its various dimensions covering
evolution, objectives, areas, Techniques and
draw backs.

1. Automated Teller Machines (ATMs) :
An ATM is a machine that can deliver
cash to the customers on demand after
authentication. This service is made available
24 hours a day. 7 days in a week and 365
days of the year through ATMs.
2. Phone Banking / Tele Banking :
The face of banking industry has totally
changed by the technology . Phone/ tele
banking means carrying out of banking
transaction through telephone. A customer
can call up the banks help line or phone
banking number to conduct transactions
3. Internet Banking – e-Banking :
Net banking means carrying out banking
transactions through the Internet. It comprises
a variety of projects that aim to improve not
only the bank s efficiency, but customer
service levels as well. E-Banking program
allows customers to use the Internet for basic
functions in corporate and retail banking and
cr edit car ds. Thus the technology has
completed eliminated the need for branch .
4. Mobile Banking :
Now banks help the customers to conduct
certain transactions through mobile phone
with the help of technologies like WAP, SMS
etc. This helps a bank to combine the Internet
and telephone and leverage it to cut costs and
at the same time provide its customer the
convenience.
5. Total Branch Mechanization (TBM) :
Dr. Rangrajan Committee – II in 1988 had
suggested TBM . Local Area Network has
installed by banks at the major centres of the
countr y t o make all banking ser vices
available at single window to their customers.

Concept of CRM
T hus “e-CRM is the phenomenon of
building relationship with customers via the
internet or the relationship that is web-based
is known as electronic CRM (e-CRM)”. eCRM focuses on electronic channels mainly
on the Internet and on technologies that
enable automated and electronic management
of customer relations.e-CRM s 360 degree
customer view provides a comprehensive,
upto date profile that is as reliable as it
is easy to create. The e -CRM is also
allowing sales representative to view
customer information from any where,
anytime and has freed up customer service
representatives to focus on obtaining new
customer (Mc -Call, 2002 ). e-CRM
concentrates on the retention of customers by
collecting all the data f r om ever y
interaction, every customer makes with a
company from „all access point whether
they are –
Online : E-mail, website, call centres,
online chat.
Offline : Phone, mobile phones, fax, face
to face through sales agent. The following
techniques are used by Indian banks :SELP Journal of Social Science

6. Electronic Funds Transfer (EFT) :
The RBI has introduced Electronic fund
transfer technique for public sector banks to
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help them offer their customer money transfer
service from any bank s branch to any other
bank s branch. EFT system presently covers
more than 4800 branches of PSB s at four
metro cities.

purchase.
11. Data Warehousing and Data Mining:
This technique is used to develop and use
customer data to check their profile, retention
and loyalty patterns. They provide valuable
inputs for r etaining cust omer s and
developing products and services for the
future.

7. Communication Technology (SWIFT) :
International banks and foreign investors
has forms a cooperative organization SWIFT
. It stands for Society for Worldwide Inter
Bank Financial Tele Communication (SWIFT.
It provides a computerized network for stage
transmission amongst international banks in
the member countries. This technology made
available the fastest banking ser vices/
facilities to customers who are engaged in
international business.

Draw tacks: However there are some
drawbacks which are common to all e-CRM
dependent businesses. There is no personal
interaction between the cus tomer and the
supplier. Businesses have become
impersonalized with vary powerful means of
communication like body language and
judgement skills becoming non-existent.
Banks are not able to gauge their customers
at all since the complete process has become
over the computer screen.

8. Wireless Banking Services :
Wireless banking services is an imaging
trend in banking. Wireless banking service
enables one to manage their accounts with
GSM/GPPS WAP (Wir eless application
protocol) technology to allow access to
accounts mor e convenient, s ecur e and
flexible.

Conclusion
e-CRM in banks has enabled banks to
get a global presence. They become
customer focused organizations by using the
various electronic channels. These channels
help the banks in understanding their needs
and wants and providing them various
services. All this make the customers loyal
and happy. In this way with the utilization
of various electronic, automated channels
banks are making long term relationship
with their customers and gets various
benefits.

9. Electronic Clearing Services :
Electronic clearing service is a simple,
reliable and cost effective solution for bulk
and repetitive payment transactions like
salar y, pension, inter est, commission,
dividend etc. by public or private companies
and government departments through banks.
10. Point of Sale Terminal :

References:

It consists of two key components a
computer terminal that is linked on line to
computerized customer information file in a
bank and a plastic magnetically encoded
transaction card that identify the customer s
account is debited and the retailer s account
is credited by the computer for the amount of

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en.wikipedia.org
www.underwired.com


ISSN:0975-9999
ISSN : 0975-9999
Vol IV : Issue. 17

LEARNING FROM EVALUATIVE RESEARCH A DIAGNOSTIC
APPROACH
Dr. Kankipati Srinivasa Rao
Assitant Professor of Commerce
VivekVardhini PG College (AN), (Affiliated to Osmania University)
Jambagh, Koti, Hyderabad-500095

ABSTRACT
Teaching for successful learning cannot occur without high quality evaluation. Evaluation,
therefore, needs to be integrated with the process of teaching and learning. The first and foremost
shortcoming of the evaluation system is that it focuses only on cognitive learning outcomes and
completely ignores the non-cognitive aspects which are a vital component of human personality.
The present paper analyses various Learning, Evaluation research methods, shortcomings and
suggestive steps to improve the situation in the process of learning from evaluation research.

Key words: Learning, Evaluation research

teachers use teaching aids, like, charts,
models – static & working, specimen, slides,
etc. because teachers are given training both
in preparation and use of Audio-visual Aids.
They provide a means to judge actions and
activities in terms of values, criteria and
standards. At the same time evaluation is also
a practice that seeks to enhance effectiveness
in the public sphere and policy making.

methods, cognitive and non-cognitive areas of
learning
Introduction
Evaluation is a systematic process of
collecting, analyzing and inter pr eting
evidences of students’ pr ogr ess and
achievement both in cognitive and noncognitive areas of learning for the purpose of
taking a variety of decisions. Evaluation, thus,
involves gather ing and pr ocessing of
information and decision-making. Evaluation,
therefore, needs to be integrated with the
process of teaching and learning. Hence,
evaluation has to be so designed that it can
be used as a powerful means of influencing
the quality of what teachers teach and what
students learn. To enhance the quality, some

It is a known fact that majority of schools
do not have appropriate teaching aids related
to the school content. So teachers have no
facility to use A – V Aids during teaching.
The use of A – V Aids get further restricted
due to unmotivated per sons becoming
teacher s. The education system should
provide positive learning experiences so that
learners become responsible citizens. The
present paper analyses various Learning,
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needs and ar e fr om diver se cultur al
backgrounds.

Evaluation research methods, shortcomings
and suggestive steps to improve the situation
in the process of learning from evaluation
research.

Teaching and learning strategies
The 6 E+S Model of instruction

Cognitive learning

The 6 E’s and S (Engage, Explore, Explain,
Elaborate, Evaluate, Extend, and Standards)
lesson plan format was developed by teachers
in consultation with faculty from schools of
education and is based on a constructivist
model of teaching. The lesson plans are
based on constructivist instructional models
with activities and sections of the plan
designed to have the students continually add
(or construct) new knowledge on top of
existing knowledge.

Cognitive learning is the acquisition of
knowledge and skill by mental or cognitive
pr ocesses, the pr ocedur es we have for
manipulating information ‘in our heads’.
Human beings can lear n efficiently by
observation, taking instruction, and imitating
the behavior of others. “Cognitive learning
is the result of listening, watching, touching
or experiencing.” It is a powerful mechanism
that provides the means of knowledge, and
goes well beyond simple imitation of others.
Cognitive processes include creating mental
repr esentations of physical objects and
events, and other forms of information
processing.

Each of the 6 E’s describes a phase of
learning, and each phase begins with the
letter “E”: Engage, Explor e, Explain,
Elaborate, Evaluate and Extend. The 6 E’s
allows students and teachers to experience
common activities, to use and build on prior
knowledge and exper ience, to construct
meaning, and to continually assess their
understanding of a concept.

Teaching and Learning
Teaching and learning is a process that
includes many variables. These variables
interact as learners work toward their goals
and incorporate new knowledge, behaviors,
and skills that add to their range of learning
experiences. Over the past century, various
perspectives on learning have emerged,
among them —cognitive (learning as a mental
operation); and constructivist (knowledge as
a constructed element resulting from the
learning process). Rather than considering
these theories separately, it is best to think of
them together as a range of possibilities that
can be integrated into the learning experience.
During the integration process, it is also
important to consider a number of other
factors — cognitive style, learning style, the
multiple natures of our intelligences, and
learning as it relates to those who have special

Cooperative Learning
Cooperative learning is one of the best
researched of all teaching strategies. The
r esults s how that students who have
opportunities to work collaboratively, learn
faster and more efficiently, have greater
retention, and feel more positive about the
learning experience. This is not to say that
students can just be put into a group and
assigned a project to complete. There are very
specific methods to assure the success of
group work, and it is essential that both
teachers and students are aware of them.
Role of ICT in the learning process
IT has opened new avenues, like, Online
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learning, e-learning, Virtual University, ecoaching, e-education, e-journal, etc. Third
Generation Mobiles are also part of ICT.
Mobile is being used in imparting information
fast and cost effective. It provides e-mail
facility also. One can access it anywhere. It
will be cost effective. The ICT brings more
rich material in the classrooms and libraries
for the teachers and students. It has provided
opportunity for the learner to use maximum
senses to get the information. It has broken
the monotony and provided variety in the
teaching – learning situation.

examining the delivery of the program or
technology, the quality of its implementation,
and the assessment of the organizational
context, personnel, procedures, inputs, and so
on. Summative evaluations, in contrast,
examine the effects or outcomes of some
object — they summarize it by describing
what happens subsequent to delivery of the
program or technology; assessing whether
the object can be said to have caused the
outcome; determining the overall impact of
the causal factor beyond only the immediate
target outcomes; and, estimating the relative
costs associated with the object.

Evaluation & Decision making

Suggestions

The generic goal of most evaluations is to
provide “useful feedback” to a variety of
audiences including sponsors, donors, clientgroups, administrators, staff, and other
relevant constituencies. Most often, feedback
is perceived as “useful” if it aids in decisionmaking. But the relationship between an
evaluation and its impact is not a simple one
— studies that seem critical sometimes fail
to influence short-term decisions, and studies
that initially seem to have no influence can
have a delayed impact when more congenial
conditions arise. Despite this, there is broad
consensus that the major goal of evaluation

An individual student can evaluate his
learning through Understanding Test the
student can instantaneously get the feedback
about the status of his understanding. If the
answer is wrong, he even can get the correct
answer. It goes a long way in improving the
learning and teacher has no role to play in it.
T he pr oper implementa tion of
Cooperative Learning can make learning
enjoyable and helps the retention of students.
Create an environment conducive for
learning by developing relevant curricula,
lear ning/ teaching mater ial, teaching
methodology, teacher orientation and any
other

should be to influence decision-making or
policy formulation through the provision of
empirically-driven feedback.

appropriate inputs to retain all children
in schools till they complete at least the upper
primary stage of education.

Diversified Evaluation
T her e ar e many differ ent ways of
evaluations depending on the object being
evaluated and the purpose of the evaluation.
Perhaps the most important basic distinction
in evaluation types is that between formative
and summat ive evaluation. For mative
evaluations strengthen or improve the object
being evaluated — they help form it by

Reach ou t to the communities by
facilitating existing bodies including Gram
Panchayats, and self-help groups to take
responsibility for all children in the local area
thr ough appropriate support pr ocesses,
especially in terms of consolidating the
resource bank.
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when and why they are effective.

Educational Institutions and Non
Gover nment Or ganizations t o conduct
Research Studies on Learning Programs and
Elementary Education related activities,
innovative practices to understand the impact
of the programs and also the bottlenecks,
findings, suggestions to over come the
problems.

References
Ainley J. Pratt D. & Hansen A, (2006). Connecting
Engagement and Focus in Pedagogic Task Design, British
Educational Research Journal, 32(1), 23-38.
Brophy, J. (1999). Teaching, Educational Practices Series 1,
International Academy of Education & International Bureau of
Education.
Chunawala, S., & Pradhan, H. C. (1993).AStudy of Students
Attitudes towards School Subjects:APreliminary Report, Journal
of Education and Social Change 7(2&3), 52-60.
Cobb, P., Confrey, J., diSessa, A., Lehrer, R., & Schauble, L.
(2003). Design Experiments in Educational Research, Educational
Researcher, 32(1), 9-13.
Charles, C., & Mertler, C. (2002). Introduction to Educational
Research. Boston:Allyn & Bacon.
Downs, R. M. (1994). The Need for Research in Geography
Education: It would be nice to have some Data. Journal of
Geography, 93(1), 57-60.
ECD-LRC. Trial for Improved Practices for Evolving ECCSGD program. Ed. Mohite P. Early Child Development – Learning
Resource Center,Department of Human Developmentand Family
Studies, Faculty ofHome Science, The M.S. University of Baroda,
Gujarat. Supported by UNICEF, Gandhinagar, 2003 .
Gall, J., Gall, M., & Borg, W.(1999). Applying Educational
Research: APractical Guide. Boston:Allyn & Bacon.
Johnson, B. & Christensen, L. (2000). Educational Research:
Qualitative and QuantitativeApproaches. Boston:Allyn & Bacon.
Maharashtra Textbook (2007). Physical Environment
Geography -Standard IX, Pune: Maharashtra State Board of
Secondary and Higher Secondary Education.
Reeves, T. (2000). Enhancing the Worth of Instructional
Technology Research through “Design Experiments” and Other
Development Research Strategies. Paper presented at
International Perspectives on Instructional Technology Research
for the 21st Century – A Symposium Annual Meeting of the
American Educational Research Association.
Saxena R.R, Satvir Singh, and V.K Jain. 1995. “Impact of
Operation Blackboard Scheme on Learner’s Achievement – A
DPEP Baseline Study”. Department Of Measurement, Evaluation,
And Data Processing, National Council Of Education Research
And Training, New Delhi, Processed.
Vosniadou, S. (2001). How Children Learn, Educational
Practices Series 7, International Academy of Education &
International Bureau of Education.

A periodical meetings and workshops of
the Resea r ch, Evaluation, Lear ning,
Monitoring committees and sub committees
were organized at State & national level in
reviewing the progress of the intervention.
The crucial determining factor for success
is the interest and efforts of the teacher. If
the teacher is convinced and committed, the
school has efficient program implementation
and if the teacher views the program as
‘additional responsibility thrust upon her/
him’, the program suffers.
Concluding Remarks
Educational theory does provide insights
about lear ning conditions that can be
productive, but these are not commonly
practiced. This study provides an exemplar
of an evidence based practice of reflective
teaching in an integrated learning context that
is essentially activity-based. The thematic
learning activities developed during this
research study will serve as an exemplar to
enrich and improve the teaching of physical
geography in secondary schools. A teaching
strategy is evolving, which develops students’
skills and facilitates active cognitive
engagement of students in understanding
explanations involving the integrated content.
The theory driven design of innovations thus
enables us to create opportune lear ning
conditions, so as to conduct empir ical
educational research for understanding how,

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Vol IV : Issue. 17

CREDIT RECEIVABLES MANAGEMENT IN STAINLESS STEEL SALEM
R.Leelavathi,
Ph.d Research Scholar,
Department of Commerce, Periyar University, Salem

ABSTRACT
SAIL’s wide range of long and flat steel products is much in demand in the domestic as well as
the international market. The Environment Management Division and Growth Division of SAIL
operate from their headquarters in Kolkata. Salem Steel Plant, a special steels unit of Steel
Authority of India Ltd., pioneered the supply of wider width stainless steel sheets / coils in India .
The plant can produce austenitic, ferrite, martensitic and low-nickel stainless steel in the form of
coils and sheets with an installed capacity of 70,000 tonnes / year in Cold Rolling Mill and 1,
86,000 tonnes / year in Hot Rolling Mill. In addition, the plant has country’s first top-of-theline stainless steel blanking facility with a capacity of 3,600 tonnes / year of coin blanks and
utility blanks / circles. The study highlights about the various credit proposals applied to the
company to different customers and t the various credit proposals applied to the company to
different customers. The customers who are availing credit family from the company are bound to
repay it in pre specified duration in agreed installments and interest rates.

Key words: SAIL, steel plants, galvanized sheets, stainless steel, alloy steels
Introduction

distinction of being India’s second largest
producer of ir on or e and of having the
country’s second largest mines network. This
vital responsibility is carried out by SAIL’s
own Central Marketing Organization (CMO)
that transacts business through its network
of 37 Branch Sales Offices spread across the
four regions, 25 Departmental Warehouses,
42 Consignment Agents and 27 Customer
Contact Offices. CMO’s domestic marketing
effort is supplemented by its ever widening
network of rural dealers who meet the
demands of the smallest customers in the
remotest corners of the country. With the total
number of dealers over 2000, SAIL’s wide

SAIL is also among the five Maharatnas
of the countr y’s Centr al Public Sector
Enterprises. SAIL manufactures and sells a
broad range of steel products, including hot
and cold rolled sheets and coils, galvanized
sheets, electrical sheets, structural’s, railway
products, plates, bars and rods, stainless steel
and other alloy steels. SAIL produces iron and
steel at five integrated plants and three special
steel plants, located principally in the eastern
and central regions of India and situated close
to domestic sour ces of r aw mater ials,
including the Company’s iron ore, limestone
and dolomite mines. The company has the

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In or der to study and ana lyze the
receivables management of the company
following tools are used
Ratio
analysis, Compar ison analysis, Cr edit
analysis

marketing spread ensures availability of
quality steel in virtually all the districts of
the country. It is a fully integrated iron and
steel maker, producing both basic and special
steels for domestic construction, engineering,
power, railway, automotive and defense
industries and for sale in export markets.

Objectives of the Study
To study and analyse the
effectiveness of receivables management in
Salem steel plant during the year 2006-2011

Importance of Study
The study highlight on the various
aspects like company’s ability to get back
their receivables at agreed duration and
installments, the company’s ability to retrieve
their money fr om the defaulter or any
compensation for the same and legal actions
taken against default customer for the same
about the various credit proposals applied to
the company to different customers. The
study says about the various credit proposals
applied t o the company to differ ent
customers. The study says about the various
credit proposals applied to the company to
different customers. The customers who are
availing credit family from the company are
bound to repay it in pre specified duration in
agreed installments and interest rates.

To do a comparative analysis between the
year 2006-2011 for discount sales.
Tabulation : Inventory

The above table displays that during the
year 2006-2007, inventory was low so
liquidity of the firm was high, where it gave
the company an edge to convert assets in to
quick cash. During the period 2009-2010,
there was decr ease in sales and so the
inventory level was destabilized, which lead
to decline in quick ratio.

Type of Study
The method for the study of past and
cur rent r ecor ds of existing delinquents
customer to analyze the default status of their
account and its significant in order to draw a
conclusion. The research is descriptive in
nature as they were done on the existing date.
The search design used in this study is
descriptive research design. Descriptive is
undertaken in order to study and analyze the
receivables of the company with the available
data.

Tabulation: Buyer Discount Offer
The above table shown that during the
year 2010-2011, the company had increased
sales due to development in its scheme where
it save the buyer an option “ If they pay credit
before the dead line they would be offered
discount”. This gave rise to incr eased

It was from the published annual report and
other report of the company for the corresponding
year for which study has been made.

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business. During the year 2006-2007, the
company had decreased growth in business
as it followed stringent rules, where they did
not offer buyer discount

steps for collection debt amount to improve
the Business Performance.
Reference:
Prasanna Chandra “Fundamental of
Financial Management” by Tata McGraw
Hill, Delhi. 2001

Conclusion:
During the year of 2007-2008 the current
r atio, quick ratios ar e maintained ver y
effectively due to collection of receivables
within the duration.
In the year of 20092010 the company sales was high because of
high discount rate (8%). In the year 20092010 the r eceivables ar e not collected
properly. So the company should be properly
maintained current ratio and quick ratio more
effectively. The company takes necessary

I.M Pandey “Financial Management By
Vikas publishing house, Delhi
Eugene F.Brigham “Fundamental of
corporate Finance by Standard Publication,
Indore, 1998
John.G
,Account Receivable Best
Pr actices by Pr actical accountant,
jun2004,vol 37,page no:14-45

RESEARCH EXPLORER
(A refereed Bi Annual International Research Journal on multidisciplinary)
ISSN: 2250-1940
Articles are invited from the academician, research scholars and subject experts
for the next issue of the RESEARCH EXPLORER (January - April 2013) which will be
published in the month of October 2013.
RESEARCH EXPLORER is an official publication of the SELP Trust. It features the
original research in all branches of Commerce, Business Management and other
cognate branches of sufficient relevance. The manuscripts should be submitted
through mail to the Managing Editor to tamilselp@yahoo.in .
To facilitate an editorial decision on the acceptability, or otherwise, of their
manuscript, and to speed-up subsequent publication, authors are strongly advised to
consult the format of papers in a recent issue of Research Explorer.
Review/Strategy/Case study etc should be comprehensive, up-to-date and
critical on a recent topic of importance. The maximum page limit is of 10 double spaced
typed pages including tables and figures.
At the bottom of first page, Postal address of the corresponding author and coauthor(s), and also Departmental address with designation, Tel. No. Fax No. and Email ID etc. must be specified.


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ISSN : 0975-9999
Vol IV : Issue. 17

KNOWLEDGE AND AWARENESS ON ROAD SAFETY MANAGEMENT IN
CHENGALPATTU RTO DIVISION, KANCHEEPURAM DISTRICT OF TAMIL NADU
C.Nedumaran
Research Scholar

Dr.T.Ramachandran
Professor
School of Management, SRM University, Kattakulathur, Chennai.

ABSTRACT
There is an increasing trend in the statistics of accidents and fatal deaths in India, As per the
global status on road safety 60 percent of road accident deaths belong to small group of 10
countries which includes India. The main thrust of accident prevention and control across the
world has been on “4 Es”, mainly Education, Enforcement, Engineering and Environment and
emergency care of road accident victims. Tamil Nadu is the first state in the country to have
brought out a Road Safety Policy At this crucial juncture, this study made an attempt to testify
the knowledge and awareness of the road safety management systems by the road users of the
Chengalpattu RTO division of Kancheepuram district and their suggestions to reduce the
accidents.

Key words : Road Safety Management, Road accidents , The Road Safety Fund
Introduction
Government on all policies and programmes
relating to Road Safety at the State level. The
Government have constituted “The Road
Safety Fund” from out of the receipts of
compounding fees and spot fines collected
by Transport/Police departments to finance
road safety activities.

Ensuring road safety is one of the priority
ar eas r eceiving Gover nment’s constant
attention. Tamil Nadu is the first state in the
country to have brought out a Road Safety
Policy. This policy has been brought out with
a vision to stop and reverse the increasing
trend in the number of accidents, through
adoption of compr ehensive measur es
covering engineering, education, emergency
care and enforcement measures. The State
Road Safety Committee has been constituted
under the Chairmanship of Honourable
Minister f or Tr anspor t, to a dvise the

Need for the study
In Tami Nadu more accidents are taken
place in the capital city and its outskirts
especially Sub-urban places that are located
in the Ka ncheepur am and T hir uvallur
districts. In this context it is an urgent need
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Data Collection tool: A str uctured
questionnair e (See appendix) has been
designed and administered to the respondents
of the study. And the administration of the
questionnaire was carried out during morning
time between 10.A.M. to 11 A.M for a period
of one week time.

to reduce the no. of accidents in the state,
though various measures are taken by the
government and NGOs to create awareness
on r oad safety management. But, these
measures are not given expected results. At
this crucial juncture, this study made an
attempt t o testify the knowledge and
awareness of the road safety management
systems by the r oad user s of the
Kancheepuram district and their suggestions
to reduce the accidents. Based on the results
of the study a report (viz., inclusion of road
safety education in the curriculum of the
schools and colleges, and enhancing of the
enfor cement aspects and so on) may be
submitted to the state/central governments so
as to enhancing existing r oad safety
management.

Tools for data analysis: SPSS software
is used for the data analysis. The following
tools are employed data analysis of the study
–

Simple percentage methods

–

Cluster Analysis

Table No1 –Knowledge about road safety
signals

Objectives of the study

 To study the public knowledge and
awareness of road safety regulations
The road safety signals are five but the data
presented in the table no – 1 indicate that only
28 percent of the respondents are opined
correctly about it and remaining 72 percent
of the respondents are not having clear ideas
about the safety signals which are very
important while driving a vehicle on the road.

 To identify the pattern of road safety driving
sense among the publics/drivers of the
vehicles To identify the public opinions
on the role of mass media for creating road
safety awareness

 To study the opinions of the public’s to
improve the road safety measures

Table No2 – Hand to be used for signaling

Research Design
Sampling Design: This study is the pilot
study of the on the going research project on
road safety management in the School of
Management of SRM University. Thus, a
sample of 100 road users by the purposive
sampling who are coming for various reasons
for the RTO of Chengalpattu. Further this
study will be extended for the road users of
other RTO offices of the district along with
th , road safety managers and enforcement
officials.

The right hand is used for signaling since
India follows right side driving procedure but
the data presented in the table no – 2 indicate
that 33 percent of the r espondents ar e
confused with the left and both the hands
which can not be used for signaling.
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The data related to the knowledge of
changing vehicle position (Right or Left)
have been presented in the table no – 5. It is
seen from the table that only 40 percent of
the respondents are correctly said ‘See the
following vehicle position through rear view
mirror well in advance say 30 feet and show
the signal and then turn or change the vehicle
position’ and r emaining p er cent of
respondents are lack of knowledge about this
aspect.

Table No – 3 Awareness on the Hand
signal to turn right

The table no 3 presents the data related to
the hand signal to turn right while driving. It
is seen from the table that 31 percent of the
respondents alone said correctly that ‘Extend
right arm with palm of the hand turned to the
fr ont. And r emaining per cent of the
respondents have confusion over the use of
hand signals to turn the vehicle while driving.

Table No – 6 Awareness about MSM

Table No –4 Awareness on the Hand signal
to turn left side

The table no – 6 presents the respondents
awareness on MSM. And interesting to note
that 77 percent of the respondents are aware
of the MSM.
Table No – 7 Following MSM while driving

The table no -4 presents the data related
turning the vehicle left side while driving. It
is seen from the table that only 36 percent of
the respondents opined properly that ‘Extend
right arm and rotate in an anti-clock wise
direction. And remaining 64 percent of the
respondents are confused with the signaling
at the left turning.

It is found out that 77 percent of the
respondents opined that they aware of the
MSM but as per the data presented in the
table no – 7 shows that 64 percent of the
respondents are un answered for the query
that following of MSM while driving and
only a minimum of 14 percent answered
‘Yes’ for the query. It indicates that almost
all the respondents of the study are confused
with the MSM

Table No – 5 Knowledge on changing of
vehicle position (Right or left)


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Table No – 8 Road safety awareness
through mass media

As per the data presented in the table no –
8, 96 percent of the respondents are opined
that mass media is r ight choice for the
propagating/creating awareness on the road
safety.

In the first cluster there are 5 variables are
grouped, thus most of the respondents are
suggested for the induction of health
education in the school and higher education
curriculum, More fine for the offenders and
enhancing the existing road safety awareness
programs. In the cluster – II only three
variables are grouped. It shows that they are
not favor for the severe punishments and
content with the existing p unishment
procedures.

Suggestions to improve the road safety
Road users suggestions are also sought
through the questionnaire with two point scale
for the analysis of the data emerged out of
this has been analysed with Cluster Analysis
which is a sophisticated Multivariate tool to
deal with large data that can be reduced into
inter pr eta ble cluster s in the for m of
Dendrogram. The variables that are used for
the analysis is presented in the table no – 33.

Findings
The major findings of the study are as
follows:
 The road safety signals are five but a very
minimum percent of the respondents are
said exactly though they are experienced
drivers. And most of them are unaware
of the right and left turning signaling
procedures and MSM.
 And almost all the respondents are opined
that mass media is right choice for the
propagating/creating awareness on the
road safety.

Table No – 9 Variables related to the
improvement of road safety

Suggestions
Based on the results of the study the
following suggestions are made for the
improvement of the road safety measures.

 Most of them are experienced drivers but

In the dendrogram at 70 percent distance
level two interpretable clusters are formed.

they do not know the basics of the road
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ISSN:0975-9999

safety mea sur es. So it is an ur gent
immediate need to induct road safety
education in the school and college
curriculum.

accidents occur per thousand vehicles. More
over road crashes cost approximately one to
three percent of a country’s Gross Nation
Product. So, it is high time that we have to
take appropriate steps in a quick manner to
make road safety awareness among public
through mass media viz Television, Cinema,
News Paper and so on.

 Most of them learned the driving through
driving schools, but they unaware of the
road safety procedures. So, it is an urgent
need to r evamp the pr ocedur es and
modalities of the functioning of these
schools

References
1. Depar tment of Road Tr anspor t and
Highways (2008b), ‘Annual report 20072008’, New Delhi: Ministry of Shipping,
Road Transport and Highways.

 Majority of the respondents opined the
cancellation of the driving license of the
drivers who are involved in the severe
accidents but they sought for three months
cancellation only. And it is suggested to
study the feasibilities of implementing the
developed
nations
enfor cement
procedures.

Highways (2008c), Basic road statistics,
retrieved July 21, 2008, from http://
morth.nic.in/index2.asp? sublinkid=
157&langid=2

 In Indian context most of the road users

Highways (2008d), Tr aff ic data,
Retrieved August 24, 2008, from http://
mo r t h . n ic. in/ in dex 2 . a s p ?s u b li nk id
=369&langid=2

are expecting the other road users are take
care of their safety, thus, most percent of
the respondents opined this phenomena.
So, it is suggested to create awareness to
change this type of attitudes of the road
users.

4. Gururaj, G., 2006, Road traffic injury
prevention in India’, Bangalore: National
Institute of Mental Health and Neuro
Sciences.

 It is also suggested to the license issuing
authority not only making physical test
while iss uing the license but also
theoretical/oral test may also conducted
before issuing the license.

5. Horberry, et.al.,2006, ‘Driver distraction:
the effects of concurrent in-vehicle tasks,
road environment complexity and age on
driving performance’, Accident Analysis
& Prevention, 38 (1): 185–191.

 It is right time to study and enhance the
roles of mass media to create awareness
on road safety measures along with the
enhancing the roles of the road safety
agencies in order to create awareness
among the public.

6. Matthews , G., 2002, ‘Towar ds a
transactional ergonomics for driver stress
and Fatigue’, T heor etical Issues in
Ergonomics Science, 3 (2): 195–211.
7. Saija, K. K. and Patel C. D. 2002, ‘Micro
level study of accidents on NH-8 passing
thr ough Valsad Distr ict’ , Indian
Highways,30: 43-51.

Conclusion
India is a more populous country in the
world and a statistics says that one road
accident happens in every minute and one
fatal accident happens every 4 ½ minute. 35

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ISSN : 0975-9999
Vol IV : Issue. 17

CONCEPTUAL FRAMEWORK OF WOMEN EMPOWERMENT THROUGH SHG
Dr.C.Paramasivan,
Assistant Professor of Commerce
Periyar EVR College, Tiruchirappalli, Tamilnadu

ABSTRACT
Empowerment of women in the third world countries is important because the benefits will be
felt not only by the women themselves, but by their households as well. It may take a more
enlightened approach to ensure the empowerment of women in developing countries, but the returns
to their families and even the societies as a whole will be worth it. The conceptual development
of the subject matter of research shall be arranged in a chronological order. This Paper highlighted
the Conceptual framework which was earlerly undertaken by various researchers.

Key words: Empowerment, welfare programme, social systems,SHG
Introduction

Empower ment of women for social
development is a more complex process that
it appeared to be. It is now recognized that
empower ment involves advancement in
several important and related spheres to
ensur e the over all well-being of the
empowered. The Benefits derived from the
empowerment programmes must not only be
r elevant t o the needs of the intended
beneficiaries, but efforts must be made to
ensure that the target population is also able
to retain the benefits. This is particularly
significant for women.

Empowerment becomes a popular word
which dominates the overall growth and
development of any developing society. Since
Independence India has been changing in all
fields including social systems but still a
group of people still struggle to acquire equal
rights in the society. All the so-called changes
in the developing economy has not touched
the major part of their lives as the social
welfare programmes have not trickled down
to certain parts of the society.
It does not mean that the policy makers and
the government have not drawn any welfare
schemes but the schemes and programmes have
not reached in whole for whom it was designed
and hence it has lost its vigor and charm thus
not bringing any benefits to the society for
which it was planned and women sector is the
most affected population of that society.

Murlidhar A. Lokhande (2009) said that,
micro finance programme has a significant
role to play in Indian economy for booting
micro entrepreneurial activities for creating
productive assets coupled with employment
generation. So, in order to cover all the poor
households, particularly BPL households,
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there is need for providing full support by the
government, financial institutions and NGOs
to SHGs programme. So far the SHGs bank
linkage programme has been much successful
in achieving quantitative targets. The need of
the hour is to make the programme more
quantitative, that is, enriching the lives of
poor est of the poor in the context of
globalised socio – economic environment
political interference in the functioning if self
– help groups should be avoided.

reported now and then. Hence, transforming
the prevailing social discrimination against
women must become the top priority in our
policy and it must happen concurrently with
increased direct action to rapidly improve the
social and economic status of women is India.
Raghuvansh Prasad Singh (2008) said
that, the meeting at length discussed the role/
functions of federations in sustainability of
SHGs, the future structure and legal status
of the feder ations, how to ensur e the
autonomous functioning of federation ;
sour ces of financial sustainability of
federations including founds required for
capacity building and mana gement of
federations; accountability, transparency;
should federations be involved in financial
intermediation; type of common grading
system for federations; role of NGOs and
collabor ating agencies and NGOs
federations; relations with panchayat raj
institutions (PRIs) at differ ent levels,
Gover nment r ole and suppor t to the
federations and institutional mechanism for
evaluation of federations.

Mohantry B.K. (2009) observed that, rural
India is first emerging as a prospect for the
bankers. This had become possible because
banks have taken the extr a step in
rediscovering their customers. They have
stepped out from their narrow confines of
their br a nches to natur e SH Gs, which
ultimately give the feed back to the survival
and growth of banking business. This is a
good opportunity of the public sector banks
to boost the SHG movement to enable the
villages to absor b the benefits of
globalization.
Jitendra Ahirrao (2009) Explained that, the
SGHs of rural women consists of members
who are the poor, having low saving capacity
and who depend on money lender s for
meeting their consumption needs and social
obligations. Formation of women into self
help groups paved a way to develop their
economic standards, thereby building self
confidence. Women in SHGs have been
encouraged by the government as well as
NGOs to undertake self employment ventures
with locally available resources.

Tangirala.H.S.K. (2008) Explained that,
for the purpose of economic development, the
co-operatives have to form the SHGs with the
help of t he member s, incr ease their
competencies and capabilities. The support,
advice and coaching is required from the cooper atives thr ough for mal or infor mal
network, to the SHGs to get the business from
all the local people. The activities might be
deposit mobilization, recovery management
is case of credit co-operatives, procurement
and sale activities in case of manufacture –
based co–operatives. However, even the
related diversifications of the activities are
justified, provided the needs of the members
fulfilled and the ultimate goal of poverty

Muthalagu.K. (2008) noted that, what my
conclusion is that there is no doubt that status
of women in India is developing over the
per iod of time though ther e ar e many
incidence of crimes against women have been

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Shyedra.H.S. (2008) noted that, there is a
massive mobilization of women taking place
as a result of the SHG movement. The growth
of SHGs incidentally has occurred during the
economic r efor ms per iods. T he SHG
movement has a good potential to serve both
as a human face of the economic reforms as
well as contr ibute towar ds women’s
emancipation. There is a major onus on all
actors involved in SHGs promotion and
development to further intensity their efforts
in enabling SHGs to reach a mature stage.
We need a major investment in capacity
building of SHGs and proactive policies to
help overcome the constraints faced by SHGs
to integrate them fully into the development
pr ogr ammer
aimed
at
women’s
empowerment.

alleviation take place.
Amarjeet kour (2008) reveals that, it is
deducted from the present research that the
scheme of SHGs has not played a significant
role in rural development in this particulars
research area. However it is generalized that,
effective, functioning and implementation of
SHGs can lead to social change, mobilization
and involvement of people and thus, to the
over all development. This scheme in the
pr esent r esear ch has pr oblem at the
implementation level. There would be a
different situation if the local people were
pr oper ly motivated and inf or med and
implement ed whole hear tely by the
implementing agency.
Ramachandran.T. and Balakrishnan.S
(2008) noted that, SHGs have the power to
create a socio – economic revolution in the
rural areas of our country. SHGs have not only
produced tangible assets and improved living
conditions of the members. But also, helped
in changing much of their social outlook and
activities. In the study area SHGs have served
the cause of women empowerment, social
solidarity and socio – economic betterment
of the poor.

Khullar.K.K (2007) observed that, the
greatest achievement of the mahila samakhaya
is to create an awareness of the need to struggle
for a gender just society where women can lead
a life of dignity, for a gender just society where
reliant India by 2010. It has increased women’s
recognition and visibility both within the
family and community.
Pargunan.M. (2007) explained that, the
strategies above would really empower
women and bring them into the mainstream
development. If employment, income and
social security were improved, women would
automatically stronger which will lead them
to become powerful in contributing to social
and economic development of India.

Sivachithappa.K (2008) said that, A
number of important results have emerged out
of the study. These results are in contrast to
the findings of a number of earlier studies.
Some of the disagreements of this study with
the earlier studies are: the income impact of
the extr eme poor is lower, the poorest
borrowers may tend to have lower levels of
asset accumulation, borrowers taking more
number of loans generate more income, larger
organizations have larger out reach and
formal schooling is an essential critical
criterion for exerting better effect of SHGs
on income generation.

Snehalata panda (2007) noted that, women
members have played a key role in the gram
sabha decision making in matters relating to
use of forest, community land, irrigation,
marketing of local products and construction
of roads and design of work for the newly
implemented employment guarantee etc.,
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Santosh gupta (2003) noted that, the
personality of a celebrity plays an important part
in a successful endorsement. The companies
must have deep pockets to be able to afford the
best available celebrities. Recently a report
showed how co firms had gone beyond their
advertising budgets to get the best celebrities.
But the company should see whether it suits
their products & the sales results.

have saved them from social and economic
empowerment. Self help groups have saved
them from social and economic exploitation
and the additional income has provided them
moral support to initiate new changes in the
grassroots.
Vijayanthi.K.N. noted that, “Women
empowerment through self help groups a
participatory approach” attempts to explain
the process of women’s empowerment and
find out the levels of a awareness creation,
decision making self and gr oups
empowerment among women from self help
gr oups for med under compr ehensive
communit y development p r ogr amme
implemented in five slum areas of Chennai.
Empowerment should give women freedom
of choice, equal access to domestic and
community resources, opportunities and
powers, the programmes of NGOs improving
income for providing new opportunities of
skills tr a ining, additional employment
providing credit and market facilities were
the main areas of concern of SEWA.

Suneetha. R (2007) said t hat, the
empowerment of women become necessary
as they ar e almost fifty percent of the
population and are being discriminated at all
fronts. Women play a vital role in the social
and economic transformation of a country.
Kala G.S. (2004) said that, “Economic
empowerment of women through SHGs”,
highlights mahalial thittam which is being
implement in erode district since 01.05.1998
to promote self help groups over a project
period of five years in rural areas the self help
groups are not only engaged in saving internal
lending activities b ut also function as
important on health and nutrition. Literacy
education, adoption of new agricultural
practices farm and non farm sector economic
activities and help to prepare women to take
up leadership position. Till the end of may
2003, 4372 self help groups have been formed
in rural areas and 159 self help groups in
urban areas taking the total to 592 self help
groups with membership of 85,530.

Debotosh sinha (2008) s aid the,
empower ment of women for social
it appeared to be. It is now recognized that
empowerment involves an advancement in
ensur e the over all well being of the
empower ed. Benefits der ived fr om the
empowerment programmes must not only be
beneficiaries, but efforts must be ensure that
the target population is also able to retain the
benefits this is particularly significant for
women.

Rangi and Siddhuy M.S and Harjit Singh
(2002) have revealed that, women under
indira mahila yojana have borrowed both
from internal sources of self help group, and
banks for productive and non productive.
Purpose which have benefited directed and
indirectly their economic empowerment self
help gr ou ps have saved women fr om
exploitative money lenders and land lords and

Tygai.D, Mitali chatterjee (2008) noted
that, “there is a need is a need for improving
the position of women and empowering them
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with more opportunities, greater access to
resources and equal participation with in
decision making processes. Empowerment is
to share power. The different stages are power
over, power to, power with and power within.

motivation and confidence, and more say in
the family matters. Women should be willing
to take additional effort for building a mind
set which is suitable for their over all
empowerment.

Sundar raj.D, Venkata Ravi. R, Hema
latha.H.M., (2008) said that, “Women and
empowerment” empower ment of women
means enhancing awareness of individual
household and community level. This helps
women to be mor e awar e of their
constitutional, legal rights, opportunities.
Available for them to make their lines better.
Mor e impor tantly, the str ategy of
empowerment also helps women to achieve
comprehensive development.

David Jarachar.P, Usha Nandhini .S and
Shivachandran.M (2005) Noted that, though
the SHG movement has made an impact on
the lives of a number of individuals and
communities, there are many pockets of
societies which have not been involved in the
movement. Micro financing is yet to reach
the needy. An encouraging feature is that
several commercial banks including ICICI
have made a foray into this segment and are
actively applying the Participatory Rural
Appraisal techniques and SHG concept to
achieve rural information. But one aspect
stands ou t demanding our immediate
attention and action-rural transformation
needs to be done on a war footing.

Ranjit karmakar and Bholanath ghose
(2008) Expressed that, the “Role of women
in the self help group” is self – help groups
enhanced the quality of status of women as
par ticipa nts, decision ma ker s and
beneficiaries in the democratic, economic and
social activities, involvement of women
becomes essential. They encourage women to
take active part in the socio – economic
progress in the nation.

Pankaj Naithani (2001) viewed that, micro
financing has developed the self employment
activities in rural areas over the last twenty
year s. Micr o financing mea ns making
provisions for smaller working capital loans
to the self employment seeking poor.
However, some strategic planners are fearing
that micro financing drive may seek. Reallocation of anti-poverty programmes like
basic health, education, infr astr uctur e
development etc., are found to be suffering
they may be true to some extent as target
beneficiaries in most of the micro finance
project are women.

Ruby J.A. James Devassia and Abraham
George ( 2009)
said tha t, women
empowerment aims enabling them to realize
their identity, aims enabling them to realize
their identity, potentiality and power in all
spheres of their lives. It has mainly five
dimensions viz., economics, political, social
/ cultur al, per sonal and familial. Each
dimension is very important because the real
empowerment of women is possible only
when a woman has increased access to
economic r esour ces, more strength and
courage for entering into the power structure,
more involvement through social / cultural
relationships and participation, more selfSELP Journal of Social Science

Stephen .J.K (2005) concluded, It is
realized that NGO’s can play a decisive role
as an effective delivery mechanism in rural
development they have innate advantage to
involve people and ensure their participation
in the agencies and fellow NGO’s is added
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advantage to them. The NGO’s are taking
keen interest in providing micro financing
poor women. The success of NGO’s in
helping rural poor to organize SHG’s for
cr edit deliver y in a way highlights the
importance of NGO-SHG’s linkage for the
betterment of the later.

increased rate of divorce , as is evident from
cases pending and cases ever increasing in
family courts to the conditions and shape
them
in their favour. Monetar y
empowerment alone will not make the women
empowered. A total empowerment is required
that is cognitive, behavioral and affective.
There is a proverb that if six to nine is okay,
then nine to six will be okay. It means that if
family life is okay, work life is better both
are related. Thus women empowerment is an
unavoidable element, if family is to be
empowered, the society is to be empowered
people. Behavioral empowerment of women
which will permit them to utilize their own
unique potential to the point of excellence.

Ashokan R.ponnar asu , kalavathi
.M.S.(2 005)
concluded,
women
empowerment depends upon the success of
women development programmer in terms of
women SHG’s. Many studies have shown
that SHG’s contribute scientifically to the
over all development of women.To
understand the level of success of SHG’, this
paper analyses the Inter-district variations of
SHG’s through performance index. Results
have shown that out of twenty-eight districts
in Tamilnadu half them performed well. As
far as Tamilnadu self help experiment has no
far been successful in few pockets.

Debotash sinha .R (2005) expressed that,
empower ment of women for social
it appeared be. It is now recognized the
empowerment involves an advancement in
ensur e the over all well-being of the
empower ed. Benefits der ived fr om the
empowerment programmer must not only be
beneficiaries, but efforts must be made to
ensure that the target population is also able
to r etain the benefits. Empowerment of
women in the thir d wor ld countr ies is
important because the benefits will be felt
not only by the women themselves but by
their households as well. It may take a more
enlightened appr oach to ensur e the
empower ment of women in developing
countries, but the returns to their families and
even the societies as a whole will be worth it.

Khanka S.S. (2006) suggested, Different
people have defined entrepreneur different
the commonest definition of an entrepreneur
is a person who organizes, manages and takes
the risk of running an enterprise. He arranges
everything required to set up an enterprise
(i.e) funds, lad people mat er ial and
machiner y. T hey entr epr eneur r etain
common character istics, Independence,
motivation, optimistic, dynamic, innovating
and risk-bearing ability.An entrepreneur
differs from a manager on various counts.
The farmer is owner where as the latter is a
servant entrepreneur are rewarded with
profit, which is highly uncertain. On the other
hand, Manager gets salary as a reward for
the ser vices r ender ed by him in the
enterprise.

Abdul raheem.A&Yasmeen sultana .H
(2005) noted that, the unemployment
problem prevalent in india sharply differs
from that which prevails in the western

Suseela menon .R (2003) said that, India
is now facing a lot of family disputes and

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nations. There are a number of possible routes
to the pr omotion of self employment
promotion and strengthening of self help
groups is one of them. So more and more self
help groups should be encouraged in order to
eradicate poverty through self employment
and at the same time empower women which
in turn lead to overall economic development.

Amarjeet Kour (2008), Self Help Group
(SHG) and Group Development, Kurushetra,
Dec. 2008, Vol.57, No.2, P.25.
Arujn. Y. Pangannavar (2008), Self Help
Groups and Poverty, Kurushetra, Dec. 2008,
Vol.57, No.2, P.12.
Ashokan.R, Ponnarasu .S , Kalavathi.M.S,
Inter District Variations in the Performance
of self-help gr oups in Tamilnadu, cooperative perspective , vol.40_No.2 , JulySep: 2005.

Lamaan s ami (2008) obser ved that
micr ofina nce has been fou nd as the
appropriate approach and effective tool for
poverty alleviation and empowerment, which
can be internalized into cooperative system
through strategic and legal support, keeping
in view long ter m sustaina bility of
microfinance within cooperative functioning.

David Jarachar. P , Usha Nandhini .S, and
Shivachandran .M , Women Entrepreneurship
leading of rural transformation , the ICFAI
Journal of Entrepreneurship Development ,
Vol.2, Vol.1, March 2005.

Conclusion

Debotash sinha.R (2005), Women in
Develop ment
(Challenges
and
Achievements) , serials publications , New
Delhi , 1st published 2005 ,
P. 3 to 19.

It has encouraged many to form SHG’s
and avail the benefit since the scheme
provides finance to a SHG rather than to an
individual borrower as earlier done under
Integrated Rural Development Programme
(IRDP). Meghalaya as one of the average state
in terms of resource base, population and
socio economic infr astr uctur e is also
experiencing similar type of upsurge in SHGbank linkage activities in recent years. The
analysis of the linkage activities in the
foregoing clearly brings some general issues
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The author is greatly thankful to UGC for
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35


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