SELP JOURNAL OF SOCIAL SCIENCE - issue 13

Vol . III : Issue. 13

ISSN:0975-9999
SELP Journal of Social Science
ISSN : 0975-9999
Vol III : Issue. 13
October - December 2012

IMPACT OF GLOBALISATION - A GANDHIAN PERSPECTIVE
Dr Anurodh Godha
Assistant Professor,
Department of Commerce,
Vardhaman Mahaveer Open University, Kota, (Rajasthan), India.

Dr. Prerna Jain
Lecturer,
Department of Accounting and Business Statistics,
Government College, Ajmer, (Rajasthan), India
ABSTRACT
The socio-economic and political scenario all over the world has undergone tremendous changes
during the past five decades. The world is shrunk in size and fast emerging as a global village.
Traditional values, concerns and striving seem to have been replaced by a new culture and a new
set of attitudes and life–style which are steeped in materialism and consumerism. Today we are not
in a position to go back on globalization, so in this paper it is been tried to discuss and draw tha t
how we can protect the interest of our economy, by removing unemployment and poverty through
“going back to Gandhian economics /thoughts / concepts.’’

Key Words: Globalisation, Poverty, Hunger, Terrorism
freedom, equality, international federation,
dignity of the individual, primacy of the
individual in a socio-political system,
mechanization etcetera.
India is the largest democracy in the
world, something to be very proud of, but, does
this democracy really offer average Indian the
choice that it ought to? Rapid economic growth
over the past decade in India was the main
driver of poverty reduction, but, rising income
and non income inequalities (e.g. inequalities in
health, education, and economic assets such as
land) could be an inherent by-product of global
growth process. In current scenario the major
challenges of the twenty –first century are:

Introduction
India today seems very much in an age
of ‘diet Coke, flat screen televisions and super
express highways’. It is not this that Gandhi
would have been against, but it is the automatic
assumption of the superiority of anything
originating from the west that Gandhi would
be dissatisfied with.
Mahatma Gandhi has rarely written about
strictly modern process of globalization. He
could not because today’s globalization was far
away from his own time. But Gandhi reflected
on r elated areas like..... world peace,
exploitation of the weak by the stronger nation,

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 Taming the monster of violence and keeping

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 It is impossible for one to be an
internationalist without being a nationalist…
Our nationalism can be no peril to other
nations inasmuch as we will exploit none
just as we will allow none to exploit us.
 Mechanisation is good when hands are too
few for the work intended to be
accomplished. It is evil where there are more
hands than acquired…
 I entertain no fads in this regard [i.e., his
avowed opposition to mechanisation and
capital- intensive technology]. All that I
desire is that every able-bodied citizen
should be provided with gainful
employment. If electricity and even
automatic energy could be used
without…creating unemployment, I will not
raise my little finger against it…. If the
Government could provide full employment
to our people without the help of Khadi
hand-spinning and hand- weaving industries,
I shall be prepared to wind up my
constructive programme in this regard.
 To reject foreign manufactures merely
because they are foreign, and to go on
wasting national time and money on the
promotion in one’s own country of
manufactures for which it is not suited would
be criminal folly, and a negation of the
Swadeshi spirit.
 Decentralisation of political and economic
power, reduction in the functions and
importance of State, growth of voluntary
associations, removal of dehumanising
poverty and resistance to injustice … will
bring life within the understanding of man
and make society and the State
democratic…..
 I am not against all international trade,
though imports should be limited to things
that are necessary for our growth but which
India — and for that matter any poorer
country — cannot herself produce and
export of things of real benefit to foreigners.

it within limits besides eliminating terrorism.
 Ensuring equitable distribution of wealth and
natural resource.
 Elimination of poverty and hunger.
 Increasing reliance of rulers and politicians
on religious fundamentalist elements and
forces to capture power and sustain
themselves in power by exploiting religious
sentiments, and Decline of moral spiritual
and ethical considerations and the extending
tentacles of consumerism and materialism.
Concept of Globalization
Today globalization became a magical word
and is being projected as the road to paradise.
To state in simple terms, globalization means
“global economic integration’’. Globalization
is defined as “free competition, free cross
border flow of goods, services, capital, labour,
information, ideas, people and intellectual
property around the globe”. In short,
globalization means ….
(a) Reduction of trade barriers with a view
allowing free flow of goods in (and from)
the Country.
(b) Free flow of foreign capital in terms of
investment (direct and indirect) by ensuring
conducive atmosphere and easy approval of
proposals.
(c) Free flow of technology; and
(d) Free movement of labour and manpower.
Humanizing Globalisation and Gandhi
Gandhi’s concept was practical-idealist
concept of globalisation. Gandhi has never written
or said much about globalisation in particular as
a term with specific meaning that is being attached
to it currently. Yet he had foreseen almost all major
trends and strands of globalisation today in a
positive and creative mould. Let us look at some
of the principles Gandhi believed are of paramount
importance. For him:

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Relevance of Selected Gandhian Concepts in

(C) Village Self-reliance

Globalised Economy

It may appear at first glance that with
increasing globalization Gandhian emphasis on
self-reliance of the village is losing its
relevance. The reality is the significance of the
self-reliance of village communities has
actually increased. Globalization brought
increasing uncertainty and the threat of
instability to rural India, if the community in a
village is self-reliant and the economy is rural
based the further ensure the resilience and
stability of a nation and its people even in the
face of globalization trends.
This Global Village is very different
from the decentralised village-based economy.
For Gandhi:
· It is the individual(s) who compose a village,
town, city, municipality, metropolis, state,
nation-state and international society of
nations.
· Real globalisation for Gandhi is possible
only through Panch yama of Patanjali, i.e.,
nonviolence, non-stealing, Truth, nonpossession and chastity. Global though
sectoral reformation programme for
regeneration of every individual is needed
for balancing the negative effects of the
process of globalisation.
· Gandhi begins with the individual in the
village and ends up with the individual in
the comity of nations.
The decentralized village economy should
provide full employment to all on the basis of
voluntary cooperation and work for achieving
self sufficiency in its basic requirements of
food, clothing and shelter. People in villages
will not live in dirt and darkness as animals.
The village community should take up the
responsibility for providing work to all able
bodied people. Everyone will have to contribute
his quota of manual labour.
Mahatma Gandhi’s idea to make Indian

(A) Trusteeship Concept
The concept of trusteeship was evolved
by Gandhi to economic equality. In his words,
“economic equality did not mean that
everybody would literally have the same
amount. It simply meant that every one should
have enough for his or her wants..... the elephant
wants thousand time more food than an ant, but
that is not an indication of inequality”.
Gandhi felt everyone should have
sufficient and nutritious food to eat, proper
shelter to live in, adequate Khadi to wear, timely
medical relief and necessary facilities for
education. Gandhi has presented philosophical
base, for trusteeship. If we observed the present
socio-economic scenario in India and also in
the world, we feel that it is very difficult to bring
into practice the trusteeship concept.
Peaceful removal of economic
inequalities is possible if the rich, after meeting
their reasonable needs, hold the surplus wealth
in trust for the society. In this way, the rich man
is not dispossessed of his surplus wealth, but he
is required to use this wealth in the broader
interest of the community and not in his personal
interest. The doctrine of trusteeship is based on
the idea that everything is from God and belongs
to God. Therefore, it is for his people as a whole
and not for a particular individual. Thus, if an
individual possesses more than his proportionate
share, he becomes a trustee of that surplus
amount for God’s people.
(B) Sarvodaya Concept
Sarvodaya (well being of all) was a
philosophical position that Gandhi mentioned.
He favoured a holistic approach to well-being
of an individual and a total approach to the
community. Hence his approach will be relevant
till the existence of the mankind.

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 Villages to be developed as village republics.

villages prosperous and progressive is possible
through globalization. In a positive sense, there
are enormous possibilities and ways to make
agriculture, village economy, farmer’s life and
rural areas prosperous if global trends of trade
are spread to villages. Corporate farming be
introduced, keeping the ownership of land in
the hands of the farmer. However he should be
given preference in employment in contact
farming. Government of India has to treat
agriculture as industry so that all the facilities
and exemptions extended to industry be given
to agriculture. Trade and markets with
reasonable price are the only way to make
agriculture profitable. Globalization has this
capacity to make rural trade profitable through
retail outlets. Gandhi’s dream of making villages
self sufficient and independent economic units
could be realized through globalization,
provided positive strategy is followed by
government retaining full freedom and land
ownership with the farmer. Indian villages have
better prosperous future through globalization.
Conclusion
Our path to economic development has
necessarily to be many fold. We have to develop
villages, improve agriculture and agro-industries
and infrastructure in rural India; we have to
create new opportunities in rural India. In a
democracy like India the r ising income
inequalities leads to social unrest and it pose a
clear and present danger to India’s sustained
progress. It is the responsibility of the million
of people who were inspired by Gandhi to work
out the middle way on the basis of his work and
the message he left for posterity. The major areas
that can be listed for its relevance are

 Decentralization planning should be

implemented into and should train the
panchayat members in delivering the goods
to the public.
 Khadi & Village industries should be
encouraged and MNCs should not be
allowed to produce products produced by
Khadi & Village industries.
 Capitalist and big businessmen should be
encouraged to serve as trustees.
References
1. Anurag Gangal on “Globalisation – A
Gandhian Analysis”
2. S. C. Gangal, The Gandhian Way to World
Peace (Vora, Bombay: 1960), p. 90.
3. Harijan, 16 November 1939.
4. Ram K. Vepa, New Technology: A Gandhian
Concept (New Delhi: 1975), p. 170.
5.Anurag Gangal, New International Economic
Order: A Gandhian Perspective (Chanakya,
Delhi: 1985), Chapter – II, pp. 34 – 64. Also
V. T. Patil and D. Gopal, op. cit., n. 1. pp. 07
– 21.
S. R. Keshava on “Gandhi and Globalisation”
A. Padmavathi and A. Ranga Reddy on “Peace
Universities for Sustainable Gandhism”
P.A. Koli on “Trusteeship for Globalisation”
P. Jagadish Gandhi on “Gandhian Economic
Order in the Globalism”

SELP PUBLICATION
SELP Trust established the publication division in the name of SELP Publication
devoted to education and research with the ISBN and published 20 educational books
and propose to publish 50 books in a calendar year 2012.So, if you have a proposal or
manuscript (Including edited volume) in your area of specialization, please contact or
write to us. we are happy to publish your books with ISBN.

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Vol III : Issue. 13

GROWTH AND PROGRESS OF SUGAR INDUSTRY IN INDIA
Dr.T.Aranganathan
Professor and Head,

V.Kannan
Assistant Professor,
Commerce Wing, DDE, Annamalai University, Annamalai Nagar - 608 002
ABSTRACT
Sugar industry is the second major industry that accounts for nearly 8 per cent of industrial
investment and provides employment for about 7.4 per cent of the industrial working force. It is
the foremost agro-based rural industry providing direct employment to 4 lakh people. Besides
about 35 lakh people are indirectly connected with this industry. A sugar mill of 1250 tonnes
crushing capacity per day creates an employment potentiality of around 300 to 350 permanent
workers and equal number of seasonal workers. Besides this, for harvesting sugarcane, 5000 male
and female workers are required to be engaged during the crushing season.

Key Words: Sugar, Socio-Economic development, Moderisation
Introduction
Where the sugar mills have been
working successfully, they have rendered
considerable socio-economic services to the
rural community. They have opened schools,
colleges, hospitals, etc. and they provided
numerous other facilities to the farmers in
general. These activities and services are more
evident in Maharashtra and Gujarat. The sugar
mills have brought about a far reaching social,
economic and political transformation in the
rural areas by providing various facilities like
modernization of agriculture, extension of the
irrigation, employment, infrastructural facilities,
education, health and recreation facilities,
changing cropping pattern, and have promoted
dairy and poultry activities. Thus, the sugar mills

have acted as catalyst for the socio-economic
development and these activities lead to
betterment of the economic conditions, not only
of the farmers, but also of landless labourers
and other people in the areas.
Growth and Progress of Sugar Industry in
India
The sugar industry plays a leading role in
global sugar market being the world’s second
largest producer after Brazil, producing nearly
15 to 25 per cent of global sugar and sugarcane,
respectively. In addition to traditional white
sugar about 6-8 MT alternative sweeteners are
also produced in the decentralized sectors.
During the beginning of 20th century, the Indian
farmers woke up to the loss suffered by them
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and therefore, started devising ways and means
to avoid exploitation by middlemen. The
incentive to the farmer to produce more is the
fair return to him of the produce. The processing
of agricultural produce adds value to the
produce and increases the possibility of fair
return of the produce to the farmers. Efforts to
manufacture sugar from sugarcane on
commercial lines were made only at the
beginning of the twentieth century and the
industry flourished in India during this century
only. The private sugar mills established as a
joint stock companies exploited the cane
growers in the region by taking their lands on
lease basis for a long period on a nominal rent
and by paying meager price for their sugarcane.
Mostly the cane growers utilized their cane for
the production of jaggary in the early period,
but instability in the price of the jaggary
compelled the farmers to sell their sugarcane to
private sugar mills. The situation created by
these private sugar mills paved way for
establishment of the sugar factory in the cooperative sector. The Indian farmers felt that
certain functions performed by the middlemen
could jointly be performed by them and this
gave the birth to processing of agricultural
produce on co-operative basis. The dawn of
independence in 1947 brought its wake a change
in the outlook and policy of the nation. One of
the ways for achieving this objective is to
encourage peasants to organize and manage
processing industry, based on the crops
produced by them.
The first co-operative sugar mill was
established in 1920 at Malegaon in Baramathi
Taluk of Pune District. It survived hardly only
for two years. In the beginning four cooperative sugar mills came up, namely, Biswan
in Uttar Pradesh and Thumapala, Etikoppaka
and Vuyyuru in the Madras Presidency. For want
of organizational, managerial and financial
support, three out of these four co-operative
sugar mills except Etikoppaka co-operative mill

were sold off to private enterprise. Good
leadership, strong backing of co-operative
banks, gradual and cautious expansions, good
relations with membership and payment of
higher cane price however saved Etikoppaka
factory. In 1919-20 the number of sugar mills
was 19, but began to increase slowly. In 200910, there were 490 sugar mills in India. The
States of Uttar Pradesh, Maharashtra and Tamil
Nadu occupy the first, second and third places
respectively in having more number of sugar
mills.
Sugarcane is the main source from
which sugar is produced in India. Sugarcane
areas in India are broadly divided into two
distinct belts, subtropical and tropical. The
subtropical belt comprises the States of Uttar
Pradesh, Bihar, Punjab, West Bengal, Assam,
Rajasthan, Madhya Pradesh and Orissa. The
tropical belt covers the States of Maharashtra,
Gujarat, Andhra Pr adesh, Tamil Nadu,
Karnataka and Kerala. The two belts are
characterized by the marked difference in
climate and agricultural conditions, more than
three-fourth of the area under sugarcane in the
country has long been in the subtropical belt.
Area under Cultivation, Production and
Yield of Sugarcane in India
The area under sugarcane production
in India shows a progressive increase from 4316
thousand hectares in 2000-01 to 5151 hectares
in 2006-07 and 4202 hectares in 2009-10. The
average area under sugarcane production for
the period from 2000-01 to 2009-10 was 4373
hectares. The production of sugarcane in the
country was 295.956 thousand tonnes in the
year 2000-01 and 277.750 thousand tonnes in
the year 2009-10. The highest production of
sugarcane was registered in the year 2006-07
with 355.520 thousand tonnes. However, the
yield of sugarcane per hectare showed a decline
trend from 68.60 tonnes in 2000-01 to 66.90
tonnes in 2005-06. The yield of sugarcane for
the year 2009-10 was 66.10 tonnes per hectare.
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The average yield of sugarcane for the period
from 2000-01 to 2009-10 was 66.03 tonnes per
hectare. The number of mills in operation,
average duration and average capacity of the
sugar mills in India. The number of sugar mills
in operation in India has shown a progressive
increase from 436 in 2000-01 to 455 in 200506 and 490 in 2009-10. The average duration
declined from 138 days in 2000-01 to 125 days
in 2005-06 and to 109 days in 2009-10. At the
same time, the average capacity of the sugar
mills showed a progressive increase from 3203
tonnes in 2000-01 to 3619 tonnes in 2005-06
and 3846 tonnes in 2009-10. The average
capacity of the mills for the period of 10 years
from 2000-01 to 2009-10 was 3519 tonnes.
Production oSugar and Molasses in India
The production of sugar shows a
progressive increase from 18.511 million tonnes
in 2000-01 to 19.267 million tonnes in 200506, and declined to million tonnes in 2009-10.
The average sugar production for the period
from 2000-01 to 2009-10 was 1 million tonnes.
There was an erratic change in the recovery of
sugar during the period from 2000-01 to 200910. The highest recovery (10.55%) was
registered in the year 10.03%) erratic change
during the period from 2000-01 to 2009-10. The
production of molasses was 7820 thousand
tonnes in 2000-01, 8549 thousand tonnes in
2005-06 and 8400 thousand tonnes in 2009-10.
Consumption, Import and Export of Sugar

was registered in the year 2009-10. The average
export of sugar for the period of 10 years was
1478.755 thousand metric tonnes. Likewise, the
import of sugar also shows an erratic change.
The import of sugar was 30.404 thousand
metric tonnes in the year 2000-01, 558.770
thousand metric tonnes in the year 2005-06 and
2424.045 thousand metric tonnes in the year
2009-10. The average import of sugar for the
period of 10 years was 447.627 thousand metric
tonnes.
Sugar Industry in Tamil Nadu
The agro based sugar mills play an important
role in the economic growth of rural areas with
the sole aim to generate large scale direct
employment. Apart from that, a lot of indirect
employment to rural population is also
provided. Tamil Nadu sugar industry is
responsible for about 10% of the total sugar
production in India. The sugar industry faced a
boom in the 1980s but the crisis era started from
1990, all after the economic liberalization. With
the surge in the procurement price of sugarcane,
surplus production and reduction in the open
market sugar price, directed the industry and
the sugar factories, thereafter to have a glut of
stocks. In Tamil nadu the soil is suitable for
growing sugarcane and it has a unique feature
of sub-soil drainage, which is helpful to
sugarcane cultivation. The favourable climatic
conditions coupled with adoption of modern
methods of cultivation by farmers, hard work
by them and development efforts by the sugar
mills resulted in faster growth of sugar industry
in Tamil Nadu. Sugar industry provides direct
employment to 0.50 lakh people and about 25
lakh people are indirectly connected with this
industry in the Tamil Nadu.

in India
The consumption of sugar was 162.00
lakh tonnes in 2000-01 and 189.45 lakh tonnes
in 2005-06 and 210.00 lakh tonnes in 2009-10.
The average consumption of sugar for the period
from 2000-01 to 2009-10 was 192.25 lakh
tonnes. The export of sugar also shows an
erratic change over the period of 10 years. The
highest value of export (4684.554 thousand
metric tonnes) was registered in the year 200708 and the least (44.045 thousand metric tonnes)

Area under Cultivation, Production and
Yield of Sugarcane in Tamil Nadu
The area under sugarcane production
was 315 thousand hectare in 2000-01, 232
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thousand hectare in 2004-05 and 314 thousand
hectare in 2009-10. The average area under
sugarcane production for the period from 200001 to 2009-10 was 305 thousand hectare. The
production of sugarcane was subject to an
erratic change over the period of 10 years. The
highest production of sugarcane (44 thousand
tonnes) was in the year 2006-07 and the least
(17656 thousand tonnes) was i31605 thousand
tonnes. The yield of sugarcane per hectare
showed an er ratic change. The yield of
sugarcane was 105.30 tonnes in 2000-01,
101.20 tonnes in 2009-10. The average yield
of sugarcane was 103.10 tonnes per hectare.

population. In 2009-10, there were 490 sugar
mills in India. The States of Uttar Pradesh,
Maharashtra and Tamil Nadu occupy the first,
second and third places respectively in having
more number of sugar mills. There are 42 sugar
mills in Tamil nadu, of which 37 mills are in
operation, which include 15 co-operative sugar
mills, 2 public sector mills, and 20 private
sector mills. The year of commissioning,
crushing capacity, area under sugarcane
cultivation, sugar production, sugarcane
crushed and recovery sugar in the select cooperative sugar mills have been discussed in
this paper. Even though the sugar co-operatives
have made a significant progress and have
spread its tentacles to every corner of the
country and conceivable economic activity,
especially with social content, they are still
moving with traditional outlook.

No. of Sugar Mills in Operation, Production
of Sugar and Molasses in Tamil Nadu
The number of sugar mills in operation in
Tamil Nadu showed a progressive increase from
37 in 2000-01 to 39 in 2009-10. The production
of sugar in Tamil Nadu shows an erratic change.
The sugar production was 1781 thousand
tonnes in 2000-01, 2142 thousand tonnes in
2005-06 and 1270 thousand tonnes in 2009-10.
The average sugar production for the period
from 2000-01 to 2009-10 was 1698 thousand
tonnes. There was an erratic change in the
recovery of sugar during the period from 200001 to 2009-10. The highest recovery was
registered in the year 2(8.88%) erratic change
over the years. The production of molasses was
12.65 thousand tonnes in 2000-01 and 18.16
thousand tonnes in 2005-06 and 53.99 thousand
tonnes in 2009-10.

References
1. Andhale, G.B (1972). Study of Impact of Cooperative Sugar Factory on the Lives of
Farmers with Special Reference to Sangamer
Bhag Sahakari Sakhar Carkhana,
Unpublished Ph.D. Thesis Submitted to
Mahatma Phule Krishi Vidyapeet, Rahuri.
2. Jain, A.P (1956). Foreword to Growers own
Co-operative Sugar Factories, New Delhi:
Ministry of Food and Agriculture,
Government of India.
3. Kharche, R (1989). Sugar Co-operatives in
Developing Economy, Aurangabad: Parimal
Prakashan, pp.25-26.
4. Report of the All India Conference of Cooperative Sugar Factories,
Organized by National Co-operative
Development Corporation, New Delhi, p.24.

Conclusion
Sugar is the second largest agro-based
industry in India and contributes significantly
to the socio-economic development of rural


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Vol III : Issue. 13

EMPLOYEE ENGAGEMENT: A BEST PRACTICE FOR A COMPETITIVE
ADVANTAGE
K.Sreekanth,
Research Scholar,

Dr.A.R.Aryasri,
Professor & Director,
School of Management Studies,
JNTU Hyderabad, Kukatpally, Hyderabad – 500085.
ABSTRACT
In the present competitive world, the companies are facing lot of skill shortage, talent crunch and
attrition. Of late the companies have been realizing that the internal customer is also more important
equally with external customer.This paper tries to review the practices of five best companies that
have world class practices of Employee engagement. Those companies are of Google, Vertex, HCL
info systems, Sun micro systems and SAP Labs India.

Keywords: Employee Engagement, Organization, Practice, competitive advantage
motivating the employees so that they are
enthusiastic about the work they do and as a
result they are more productive.
Managing the Organization can be
demanding, but when the finest Business
practices like Employee engagement are
implemented, there will be lesser problems to
face and the company will prosper.
What is Employee Engagement?
Employee engagement is a partnership
between an organization and its employees
where both of them works together to achieve
the business objectives of the company and the
personal aspirations of the employees.
The three basic aspects of employee
engagement are the employee, employer and
the interaction between them.

Introduction
In the Present competitive world what was
common Business practice 10 years ago is now
antiquated and what was once seen as ground
breaking is now viewed as the minimum
standard.
Innovative Business practices adopted by
organizations should build competencies and
capabilities for winning performances today.
When organizations think about designing
a Best practice for competitive advantage,
Organizations should focus on practice of
Employee Engagement. Effectively engaging
the employees in the organization leads to a
competitive advantage for any organization.
Employee engagement means

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Today most organizations realized that the
employee plays a key role in reaching the goals
of an organization. They need an ‘engaged
employee’ who is intellectually and emotionally
bound with the organization, feels passionately
about its goals and is committed towards its
values. Thus Engagement is about motivating
employees to do their best. An engaged
employee gives his full commitment and
contributes towards the organization goals.
Employee engagement is a barometer that
determines the association of a person with the
organization. An Engaged employeards the
organization goals.e develops a sense of
belongingness and a strong bond with the
organization by which he creates wonders in the
performance and it will create a ripple effect that
results in a positively charged atmosphere in the
organization. An Engaged employee goes the
extra mile beyond the basic job responsibility
and takes responsibility on shoulders to take
organization ahead.

organization. Enhanced employee engagement
can favorably contribute to the achievement of
organization’s mission and goals.

Benefits of Employee Engagement
practice
Employee engagement is the level of
commitment and involvement of an employee
has with the organization. An engaged
employee is completely aware of the business
in any context and has a positive attitude
towards other employees and the organization.
Money was a prime motivator for ‘starters’,
but for those into their third or fourth jobs, their
value-addition to the organization was more
important. If the work is more challenging,
responsible and enthusiastic, the employees
will become more engaged towards the
organization.
Engagement demands that both employers
and employees be fully engaged and commit
for mutual growth. The essence of engagement
is that it provides a positive environment where
employees can freely contribute their energy,
efforts and processes in a way that it matches
the goals of the organization.
The effects of employee engagement can
be mostly seen on employee productivity,
retentions and recruitment policies. According
to studies, highly engaged employees are twice
as likely to be high performers. Some benefits
of Employee engagement are of following
 Right employees get recognized for their
performance.
 Increases job satisfaction
 Passion, commitment and alignment are
built with the organization’s strategies
 Attracts and retains the Talent employees
 Organizations better response to
opportunities and threats
 Enhanced out box thinking
 Trust will increase between employees and
Management.

Why Employee Engagement?
Today Organizations are facing
revolutionary trends accelerating product
changes, technological changes, global
competition, deregulation, demographic
changes etc. These trends have dramatically
increased the degree of competition in virtually
all industries and forcing organizations to cope
with unprecedented product innovation and
technological change. Organizations in such an
envir onment need employee suppor t and
implementation of certain best practices like
Employee engagement for competitive
advantage.
Employees who are fully engaged
are deemed to be enthusiastic about their work,
care about the future of the company and are
willing to do work for helping the organization
to achieve its goals. If followed, employee
engagement can pay real dividends for the

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Reduces Employee turn over
creates a Healthy competition
Customer satisfaction levels will increase and
Positive results will be reflected in the bottom
line, the value of shares, and the return on
investment.




Conclusion
The study on the Employee engagement
practices in five best companies reveals that
every organization need to devise Employee
engagement practices to attract and retain best
talent in the market . The Practices of the
organization will determine the fate of the
organization whether to run in the race or be
left behind in competition.
The study reveals that Employee
Engagement is a best practice that helps
Organizations to work towards achieving a
performance driven culture by creating a
positive atmosphere where employees are able
to perform to their full potential for competitive
advantage.









References:
 Jyothsna bhatnagar & Somendubiswas,”
Predictors and outcomes of employee
engagement: Implications for the resourcebased view perspective,Vol.46, Indian
journal of Industrial relations,October,2010
 Jackw.wiley,”The impact of effective
leadership on Employee Engagement”,wiley
periodicals,2010
 Ther esa M .Welbourne,”Employee







11

engagement:Beyond the Fad and into the
Executive suite’, Spring,2007
Peter blausten,”Keep your focus on
engagement”HR magazine,Janauary,2009
A.Shimazu,”Work engagement in
japan:Validation of japan version of the
Utrecht work engagement scale,”2008,
Authors, Journal compilation
Reeshad s dalal,
Bradely JB
rummel,Sareena wee and Lisa L. Thomas,
”Defining Employee engagement for
productive research and practice”, Industrial
organizational Pscyhology,2008
Angle H.L. and Perry J.L., “An Empirical
Assessment of Organizational Commitment
and Organizational Effectiveness,”
Administrative Science Quarterly, 26 (1), 113 (1981).
Beer M., Spector B., Lawrence P., Quinn
M. and Walton R.E., Managing Human
Assets, New York, The Free Press (1984).
Buckingham M. and Coffman C, First Break
All the Rules, What the World’s Greatest
Managers Do Differently, Sydney,
Australia,Simon & Schuster (1999).
Employee Engagement report 2011,
Blessing white research
HRM in Global Scenario : Practices and
Strategies for Competitive Success - S K
Bhatia
Management in action : motivating
employees by Daniel kehoe, Tatamcgraw
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Vol III : Issue. 13

A CRITICAL STUDY ON ECONOMIC IMPACT OF INDIAN
FLORICULTURE INDUSTRY
T.Thamizhvanan
Assistant Professor of Economics,
Govt. Arts College (A), Kumbakonam.
ABSTRACT
The floral industry today has grown too much larger proportions and offers a wide scope
for growth and profits. Worldwide more than 140 countries are involved in commercial Floriculture.
The leading flower producing country in the world is Netherlands and Germany is the biggest
importer of flowers. In India, Floriculture industry comprises flower trade, production of nursery
plants and potted plants, seed and bulb production, micro propagation and extraction of essential
oils. Though the annual domestic demand for the flowers is growing at a rate of over 25% and
international demand at around Rs.90,000 crore India’s share in international market of flowers
is negligible.

Key Words: Floriculture, Liberalization, Trade, Government of India & Cultivation
Introduction
India has an ancient heritage when it
comes to floriculture. It has grown flowers for
various purposes ranging from aesthetic to
social and religious. However, commercial
floriculture has been of recent origin. A
consistent increase in demand for cut and potted
flowers has made floriculture as one of the
important commercial trades in Indian
agriculture. Emphasis has been shifting from
traditional flowers to cut flowers for export
purposes. The liberalization of economy since
1991 has given an impetus to the Indian
entrepreneurs for establishing export oriented
floriculture unit under controlled climatic
conditions. Availability of skilled manpower are
factors that are beneficial for the growth and
development of this sector in to a potential

earner of foreign exchange This paper is
discussed in Economic impact of floriculture
India in the view of various angle.
Objectives
 To study the present position of floriculture
development in india.
 To study the export constraints of
floriculture industry in india.
 To suggests certain remedial measures to
solve the problems of floriculture industry
in india.
 To analyses the employment & income
generation of floriculture buries
Methodology
The study is mainly based on
secondary data taken from the reputed
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published sources like Economic survey
various books Reports, Journals, News Papers,
Magazines and statistical hand book.

made it feasible to import planting material
of international varieties. According to
Agricultural and Processed Food Products
Export Development Authority (APEDA),
more than 170 EOUs have been approved in
the sector. But many of them operate at less
than their capacity. These units export roses,
carnations, orchids, gladioli and anthodium to
Japan, Netherlands, USA, Germany and France
India also exports seeds, bulbs, bulbs, dried
flowers, ferns, leaves and grass. Indian
producers and traders are now also sending
flowers directly to the European countries
rather than through Netherlands. With the
growing competitiveness and fall in
international prices, floriculture units in India
have been facing constraints. With redressed
of the problems, the industry may turn to be a
viable one earning foreign exchange. Majority
of the floriculture units are based in South
zone mainly in Karnataka, Andhra Pradesh,
and Tamil Nadu. The domestic flower
production goes on increasing annually.
Technical collaborations with for eign
companies have been approved for India, in
order to increase total share in the floriculture
world trade.

Production Scenario
In 2001-02, the total area under
floriculture cultivation was estimated to be
1,06,000 ha. With an estimated production of
5,35,000 MT of loose flowers and about 2,565
million (numbers) of cut flowers. Maharashtra,
Karnataka, Andhra Pradesh and Haryana have
emerged as major floriculture centres in recent
times. Tamil Nadu is estimated to have the
highest area under floriculture production
followed by karnataka, West Bengal, Andhra
Pradesh and Maharashtra. The focused attention
to florticulture has resulted in an increased
production and export. Large areas were
brought under improved cultivation, with
quality planting materials, training, and
innovative technology like drip irrigation, green
house cultivation.
Conducive Conditions
Floriculture cultivation and exports can
create sound economic future for India. The
prospects are good for floriculture trade because
of the following reasons:
 Climatic conditions are ideal during the
winter months (October to April).
 Low cost of inputs including labour.
 Strategic location to cater to major flower
consumption centres like Europe, Japan and
Middle East Countries.
 High foreign exchange earning capability,
20 to 30 times higher than any other
agricultural product.

Exports From India
Floriculture has been identified as a
thrust sector for development of exports in
the post-liberalization era. The global markets
offer a vast potential and advantages for India.
Table -1 India’s export of Floriculture
products over the years.

Export Oriented Floriculture Development
A number of Export Oriented Units
have been set up in the floriculture segment in
the last decade and half. Liberalization and
the plant, Fruits and seeds Order, 1989, also
known as the New Seed Policy have already

The potential is enormous which can
be exploited scientifically with of proper
management of resources and technology.
Efforts by some successful growers have
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related to trade environment, infrastructure
and marketing issues such as high import
tariff, low availability of perishable carriers,
higher freight rates and inadequate refrigerated
and transport facilities. At the production level
the industry is faced with challenges mostly
related to availability of basic inputs
including quality seeds and planting materials,
efficient ir rigation system and skilled
manpower. With regard to marketing, major
challenges faced by the Indian flower
exporters are related to low level of product
diversification, lack of professional backup,
unorganized domestic market and tedious
phyto-sanitary certification. In order to
overcome these problems, steps must be taken
to reduce import duty on planting material
and equipment, reduce airfreight to a
reasonable level, provide sufficient cargo
space in major airlines and to establish model
nurseries for supplying genuine planting
material. Training centres should be
established for training the personnel in
floriculture and allied areas Exporters should
plan and monitor effective quality control
measures right from production to post
harvesting , storage, and transportation.

demonstrated the feasibility entering this trade
on a very large scale. Exhibit 1:1 shows the
trend values of Indian floriculture exports to
major importing regions of the world. Europe
is the largest destination for Indian floriculture
exports followed by USA, Asia, the MiddleEast, Oceania and Africa. India’s floriculture
industry is growing at a compounded annual
growth rate of about 30%, and is likely to
cross Rs.8,000 crore mark by 2015. Currently,
the floriculture industry in India is poised at
about Rs.3,700 crore with a share of a meager
0.61% in the globle floriculture industry which
is likely to reach 0.89% by 2015.
Employment opporunities in floriculture:
Flor iculture has emerged as an
important agribusiness, providing employment
opportunities and entrepreneurship in both
urban and rural areas. During the last decade
there has been a thrust on export of cut
flowers. The export surplus has found of its way
into the local market influencing people in cities
to purchase and use of flowers in their daily
livers. It has been great employment
opportunity to farmers of income generation
and extended to floriculture business the world.
It also offers careers in production Marketing ,
export at research. On this Hand, employment
in the floriculture industry as a farm manager,
plantation expert, supervisor or project coordinator. In addition, floriculture also provides
career opportunities in services sector which
include such jobs floral designers, landscape
designers Landscape architects.

Government Incentives Initiatives
The liberalization of industrial and
trade policies paved the way for development
of export-oriented production of cut flowers.
Commercial floriculture is becoming an
important segment from the export angle.
It is being viewed as a high growth segment.
Government of India acknowledges the
potential of the floriculture industry and has
conferred the industry a 100% export oriented
status. Various incentives are being offered by
the government of India, which have enabled
the setting up of a number of floriculture units
for producing and exporting flowers. Most
of these are located near Mumbai, Bangalore
and Delhi. These units have obtained technical

Export Constraints
In spite of an abundant and varied
production base, India’s export of floricultural
product is not encouraging .The low
performance is attributed to many constraints
like non-availability of air space in major
airlines. The Indian floriculture industry is
facing with a number of challenges mainly

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References:
Abraham, V.K, (2002). The International
Conference on Commercial Floriculture,
Summary Report, 11-12 August, Bangalore.
Agricultural Finance Corporation Ltd.
(1999). Development of Horticultural Exports
From Karnataka. Mumbai: AFC South
Regional Office.
Agarwal, K.G. and D.D. Duhijod (1997). An
Economic Analysis of Winter Floriculture
Grown in the Vicinity of Nagpur City of
Maharashtra. Indian Journal of Agricultural
Economics, 52(3): 622-23.
Ajjan, N. and N. Raveendran (2002).
Economics of Production and Marketing of Cut
flower – Gladiolus in Nilgiri Distr ict,
Tamilnadu. Plant Horti Tech, 2(4): 68-70.
Ajjan, N. and N. Raveendran (2001). An
Economic Analysis of Production and
Marketing of Cut Flowers – Carnation and in
Niligiri District, Tamil Nadu. Plant Horti Tech,
2(5): 53-58.
Alagumani, T.M. Anjugam and R. Rajesh
(1997). Performance of Flower Crops vis-à-vis
Field Crops in Madurai District, Tamil Nadu.
Indian Journal of Agricultural
Economics, 52(3): 620-21.
Ali Md. Hasrat and B.N. Banerjee (2000).
An Economic Analysis of Marketing Aspects
of Bela Flower in West Bengal – A Case Study.
Agricultural Marketing, Vol. XLIII(3): 5-8.
Anonymous (1998). AP Plans Model Farm
to Keep Flor iculture Units in the Pink.
Economic Times, Bangalore, July 14.
Floriculture Today, July: 38. APEDA
(1996). Formulation of Ninth Plan, Working
Group on Agricultural Exports. New Delhi:

know-how from Dutch and Israeli consultants.
The new seed policy has already made it
feasible to import planting material of
international varieties. Tax benefits are offered
to new export oriented floriculture companies
in the form of incometax holidays and
exemption from certain import duties. Import
duties have been reduced on cut flowers,
flower seeds and tissue – culture plants.
Financial support upto 50% for the pre-cooling
and cold storage units is available, as well as
financial support for using improved packaging
material. The Agricultural and Processed Food
Products Export Development Authority
(APEDA), is responsible for export promotion
and development of floriculture in India.
Conclusion
Floriculture activity has a tradition
of attracting newer participants. However, only
alert market participants are witnessing
success, as the product is highly perishable.
The participants need to be tolerant with price
fluctuations, including intra-day price
fluctuations. Producers must invest in laboursaving techniques in order to continue making
profits. They need to consistently deliver an
attractive product of consistent quality. Quality
is paramount in the international trade of
floriculture products. Many small units are
facing problems due to uneconomic returns
and high overheads leading to reorganization
and restructuring of product portfolios by
entrepreneurs. However, there is ample scope
for even small and marginal entrepreneurs to
exploit the global demand of flowers with
improvements in quality of planting material,
infr astructure, training programmes in
production, harvesting and post – harvest
management techniques backed by adequate
marketing support.


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Vol III : Issue. 13

A STUDY ON THE PERCEPTION OF CHILDREN TOWARDS
INNOVATIVE LEARNING METHODS INCORPORATED BY KIRIYA
PUSHPA, FAMILY HELPERS PROJECT, MYSORE
Sandhyarani, M.C
Research Scholar, DOS in Social Work, Manasagangotri, University of Mysore, Mysore.

Laxmi
Associate Professor, DOS in Social Work, Manasagangotri, University of Mysore, Mysore.

C.Usha Rao
Assistant Professor, DOS in Social Work, Manasagangotri, University of Mysore, Mysore.

Chandramouli,H.S
Assistant Professor, DOS in Social Work, PBMM PG Centre, Mysore.
ABSTRACT
Innovation is a new method introduced in learning or a creation (a new process) resulting
from study and experimentation. It is the process by which an idea or invention is translated into
a good or service for which people will pay, or something that results from this process. Innovation
involves deliberate application of information, imagination and initiative in driving greater or
different value from the resources and encompasses all processes by which new ideas are generated
and converted into useful product. This particular study focuses on the different innovative practices,
which have been adopted as school intervention for the age group between 4 to 15 years as educated
and confident children, with special reference to Kiriya Pushpa Family Helpers Project, Mysore.

Key Words: School, Good Governance, Innovation, Downtrodden, knowledge base
Introduction
There is increasing evidence that
education is a powerful instrument towards
developing intellectual skills for better
adaptations and living. True education should
deepen our insight, widen our horizon and create
a meaningful outlook, says Shri.Sarvapalli
Radhakrishnan, the great educationalist and
philosopher. Innovation is a new method
introduced in learning or a creation (a new
process) resulting fr om study and
experimentation. Innovation involves deliberate

application of information, imagination and
initiative in driving greater or different value
from the resources and encompasses all
processes by which new ideas are generated and
converted into useful product.
Concept of Innovation:
Innovation is something new, fresh and
improvement in the old view point and way of
doing things in a new manner. Oxford English
Dictionary (1970) defines innovation as a
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change made. Change, however, can be
incidental or accidental or planned and
deliberate and is for the better. Innovation refers
to the second category of change. It may,
therefore, be stated that all innovations are for
changes but all changes are not innovations. It
is an idea perceived as new by a person or a
group of persons who initiate and adopt it on
the basis of planned and deliberates efforts for
the qualitative improvement of the system
though it may not be very new for others.
According to Cambridge Learner’s Dictionary
(2002) “Innovation is a new idea or method that
is being tried for the first time or the use of such
ideas or methods in the latest innovations in
education”.

slum areas. The main objective is to achieve
the economic independence of women living
in slum areas as well as to make their children
literate. Kiriyapushpa has covered 1674
children from 18 slums in Mysore city.
Children living in the slum areas are vulnerable
in every aspect of life. Focusing on the well
being of these children the Kiriyapushpa
conducts many activities for slum children.
They are Skill Improvement & Reading
Improvement Program (SIP & RIP), Child
Club, Dream Corner and Holiday Camps are
the platform where the various activities are
conducted.

Need for Innovation in Education
Education, by and large, suffers
basically from the gap between its content and
the living experience of its pupils. Education
in its real sense should prepare pupils to face
the multifarious challenges that they are bound
to face in the society. The growing complexity
of the world demands education to provide maps
of a world in constant turmoil and compasses
that will enable people to find their way in it.
In this view of the future, traditional
responses to the demand for education that are
essentially quantitative and knowledge-based
are no longer appropriate. It is not enough to
supply each child early in life with a store of
knowledge to be drawn on from then on. Each
individual must be equipped to seize learning
opportunities throughout life, both to broaden
her/his knowledge, skills and attitudes and to
adapt to a changing, complex and
interdependent world.

Skill Improvement in Mathematics &
Reading Improvement Programme (SIM
& RIP):
Kiriyapushpa conducts SIP & RIP
programmes in identified schools which
includes both private and Government schools
situated in and around slum areas. 20 schools
with 520 children from these schools were
covered under this programme till date. It also
identified school drop outs and brought them
back to the schools through counseling. The
RI Programme covers the activities like word
card, sentence card and stray card reading
programmes which will be given to the
children. The children who are not able to read
and identify the word, sentence in the card will
be given special classes after the school hour.
Permission from the school was obtained to
identify these students. The classes will be
taken up in the premises of the school from 2pm
to 3pm. There are special teachers recruited
by the kiriyapushpa with qualification of B.Ed
and D.Ed to teach the slow learners.

Profile of Kiriya Pushpa, Family Helpers
Project, Mysore:
The Kiriyapushpa a Non-Governmental
organization started its work as early as in 1982
and focused on the upliftment of children of

Child Club:
The child club is another program
which aims at bringing out the hidden talents
of children. The club conducts activities like
Quiz, pick and speech, and other competitions


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Indoor games and outdoor games like carom,
chess, business games, police and thief, hit and
run and cricket respectively. These indoor
games develop the IQ level of the children.
They are engaged with other cultural activities
like dance, singing, folk songs, dancing with
sticks, drama all these help them to develop
confidence.

to showcase the talents of children.
Kiriyapushpa has started 20 child clubs in its
working areas covering nearly 394 children
belonging to the age group up to 16 years. The
child club works on weekly and holds meeting.
The children select their own leader and name
their club. In the club they identify and discuss
their own area or community problems as well
as they try to find out the solution through
bringing this problem to the notice of
Panchayath leaders seeking necessary action.

Holiday camps
Holiday camps work during summer
holidays. These camps cover 556 children. In
the holiday camps children will be provided
with entertainment and fun through TV shows
– cartoons, story plays etc. It includes indoor
and outdoor games, dance, singing, drawing and
painting. It works from 10am to 3pm children
enjoy themselves with all these activities.

Dream Corner
Dream corner is one of the effective
programs run by the Kiriyapushpa covering 20
centers with 204 children. Dream corner works
during evening from 5pm to 7pm, weekly 5days.
This is a place for extracurricular activities for
the children to explore their talents. Children
do attend Dream Corner regularly the due to
various reasons. Since these children from slum
areas and no support by the parents regarding
their education, disturbance by the drunken
father, lack of electricity power at home, societal
disturbance are the some of the problems that
force the children to attend the Dream Corner.
In the dream corner, children will be given with
newspapers, story books, drawing - painting and
training on sports and games to develop their
knowledge as well as physical activity. The aim
of building this dream corner is to meet the
dream of the child. Each child will be having
its own potential, and this potential has to be
met as early as possible. So dream corner is
one of such centre where the dream of each child
will be flourished through nourishment by the
teachers. Through the activity the confidence
level of the children will develop.
Guest lecture was organized for the
benefit of these children on the topic Child
Rights Act 2005. Competition was also took
place on greeting card making, painting - thread
painting, rangoli, crafts and drawing. Children
were engaged with indoor and outdoor games.

Objectives of the study
 To analyze the learning methods practiced
by the Kiriya Pushpa for children
 To study the effectiveness of these
innovative practices on the children
Research methodology
The researcher has used descriptive research
design. The aim is to describe the innovative
learning methods practiced for the benefit of
the children. The universe of the study is Kiriya
Pushpa, Family Helpers Project, Mysore which
covers the total number of children around 1674
children. Out of 1674 children 165 were
selected for the study which constitutes 10%
of the universe (both male and female children).
Stratified random sampling technique was used
to identify the sample. A self prepared interview
schedule was used to collect pertinent data from
the children. Secondary data was collected
through books, journals and website.
Analysis and Interpretation
The data has been tabulated,
interpreted and presented in the tabular. The
data have been drawn from the interview
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impact of the program on the children before
and after joining SIM & RIP. It was found that
out of 50 children (respondents) 94% said that
their academic performance was average before
they joined SIM & RIP compared to 3 % who
said that their performance was good. It was
also found that 88% of them said that their
academic performance is good after joining
SIM & RIP compared to 12%

schedules which were used as testing tools. The
variables covered include age, gender and their
interest in different learning methods.
Table 1 Age Wise Cross Tabulation of the
Children according to activities

Table 4 Cross tabulation for methods used
to teach difficult subject under SIM and
RIP

Source: Field Survey
Note: Numbers
in brackets represent percentage.
The above table presents the age distribution
of children according to the activities. It was
found that out of 165 children, more numbers
of children (between 10 to 12 years) were
involved in all the activities compared to 7 to 9
years and 13 to 15 years of the children.
Table 2 Gender wise and school type Cross
tabulation of children according to the activities

Source: Field Survey Note: Numbers in brackets represent
percentage.

The above table shows various methods
used to teach difficult subjects under SIM &
RIP. The above table shows that more number
of students said that most of the teachers used
or use word card compared to stones and sticks.

Source: Field Survey Note: Numbers in
brackets represent percentage.
The above table presents the gender and the
type of school. The above table shows that more
numbers of children were engaged from
government schools compared to private
schools. It is also clear from the above table
that more number of females were involved in
all the activities compared to males.

Table 5 The table showing the issues
discussed and solution brought

Table 3 Cross tabulation showing changes
before and after joining SIM & RIP

Note: Numbers in
The above table presents responses
regarding issues discussed by the respondents

Note: Numbers in
The above table gives responses of the

and the solution sought. Out of 40 respondents 58%
of the respondents said that they discussed area/
19


community problem as well as they have brought
possible measure to overcome problems compared
to the respondents who said that they have not
discussed area/community problem as well as they
have brought possible measure to overcome
problems

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sports, drawing to make the children sustain
at least in their own fields.
 Compulsory follow-up to the school by the
mentors, to check the performance of the
children
 Appointment of social workers to avail the
counseling services to the children who are
slow learners.

Major Findings
 Majority of the respondents (74%) between
the age group of 10 yrs to 12 yrs are part of
the program.
 Majority of the respondents (77%) are from
Government school
 Majority of the respondents (65%) are
Female children
 Majority of the respondents (88%) have said
that they have become good after attending
to the classes.
 Majority of the respondents (36%) said that
mathematics found to be more difficult than
any other subject
the teacher use word card to make them
understand the difficult subject easily.
they discuss the problems of their own
community in the club and brought possible
solution to it.
they have chosen dream corner which is
suitable place for accomplishing their dreams
and academic achievement due to
disturbance at home.
 Majority of the respondents (41.8%) have
preferred holiday camp to enjoy all the
activities.
Suggestion
 Involving the trained teacher or imparting
refresher course to the teachers at least once
in a year to become more efficient and to
make the children to understand the difficult
subject
 Introducing more and more innovative
learning methods and learning through them
 Covering more number of children to discuss
the problem of their own community in the
child clubs so that enhancing the problem
solving capacity among them.
 Appointment of Special teachers to teach the
children activities like drama, singing, crafts,

Conclusion
As far as human beings are concerned
there is a creative urge in all human beings, but
a child is more creative than an adult because
he/she is curious, imaginative and original.
This originality has to be identified by the
teachers through intervention strategies for
overall development of the children, stressing
their specific skills and needs.
References
 Cambridge Learner’s Dictionary (2002): Cambridge
University Press.
 D.C Joshi (1980): Management of an Innovation: A case
of school for a planned change. Journal of Indian
Education, 5 (2), 8-14.
 H.S Bhola, (1980): Ibid
 J. Adair, (1990): The Challenge of Innovation.
England: the Talbot Adair Press.
 M.T Richard, (1965): Seminar and conference for all
the implementation of educational innovations. Santa
Monica – California System Development
 Miles, M.B (1964): Innovations in Education. New
York: Teacher College Press.
 P.S Balasubramanian., (1979): A Critical Study of the
Strategies adopted for the installation of Innovations
in High Schools in Vellore (Tamil Nadu), Ph.D. Edu.
M.S.University of Baroda.
 Pant, Madhu., (1994): Creativity and teaching the
Young Child”, Journal of Indian Council Child
Welfare, I (3&4), 60-65
 S. Pathak. (2004): Innovations towards Instructional
Setting for Development of Creativity in School
Children, GCERT, Gandhinagar.
 Subbarao (1967): An enquiry into the factors that
contribute to the promotion/inhibition of educational
innovations. Ph. D Edu. S.P.University
 Verma, Anjali., (2012): Innovative Teaching
Strategies – The Role of a Pre-School Teacher,
Navtika Journal, VIII (1) 62-68.

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Vol III : Issue. 13

A STUDY ON CUSTOMERS’ EXPECTATION IN POSTAL SERVICES
REFERENCE TO SALEM DISTRICT
Dr.G.Thangapandi,
Associate Professor of Commerce,
Muthayammal College of Arts & Science
Rasipuram, Namakkal District, Tamil Nadu
ABSTRACT
The Indian economy has moved on to a high economic growth trajectory involving an average
annual growth rate of about 6% over the last 16 years with further acceleration in recent years.
As the courier services are managed by private people, they work with a competitive spirit. They
manage to attract the attention and confidence of the common man and at present various courier
services are thriving very well at the cost of government postal services. The India Post which till
recently reigned supreme throughout India is now undergoing setbacks not because of its
incompetence but because of so many other reasons.

Key words: Postal, Expectation,Friendly approach,
Introduction
An
efficient
and
reliable
Communication network is the lifeline of the
nation which plays a crucial role in the socio –
economic development and the integration of
the country. For nearly a century and half, the
postal system has been the main component of
the communication infrastructure for the
country. The Indian economy has moved on to
a high economic growth trajectory involving an
average annual growth rate of about 6% over
the last 16 years with further acceleration in
recent years. India post requires a new policy
framework because of the emergence of several
significant trends such as liberalization and
Globalization, demographic shift towards
urbanization leading to increasing internal and

21

Communication, IT enabled.
external migration requiring to be serviced.
Given the need for a strong communication and
financial infrastructure, India post will meet
both challenges and avail of the opportunities
presented by current market conditions
As the courier services are managed by
private people, they work with a competitive
spirit. They manage to attract the attention and
confidence of the common man and at present
various courier services are thriving very well
at the cost of government postal services. One
advantage of the courier services is that they
can modify their rules, regulations and charges
to suit the needs of the time and persons.
Because of the severe competition posed by the
courier services, the postal department has
started incurring revenue losses. Therefore


ISSN:0975-9999

there is an urgent necessity to undertake a study
of this nature. More over, the impact of
Information and Communication Technology
on India Post is another area of concern.

38 post offices which were rounded off to 40
for arithmetic convenience. In the third stage,
out of the 40 post offices identified, 10
customers from each post office were randomly
chosen. The field work of this study was
conducted during the period of January 2012
and April 2012. The data were collected
through a pre-tested interview schedule. For
the study, descriptive statistics namely,
Percentages, Mean and standard deviation were
used to understand the nature of the sample.
Kendall’s co-efficient was used for ordinal type
of data (ranked data) to find out the similarity
among the respondents in ordering the item.

Statement of the Problem
The India Post which till recently
reigned supreme throughout India is now
undergoing setbacks not because of its
incompetence but because of so many other
reasons. The Indian postal services have been
doing a wonderful service to the society,
particularly to the common man as the only
means of cheap communication. Post cards,
envelopes, money orders etc., were delivered
promptly at cheap rates. It enjoyed monopoly
in the sale of post cards, envelopes and stamps.
But, during the course of the last 10 years, many
private courier services have sprung up and
these pose great challenge to India Post.

Customers’ Expectation
Customer satisfaction, a business term, is a
measure of how products and services supplied
by a post office to meet or surpass customer
expectation. The following table 4.6 describes
the customers’ expectation from the post office.

Objectives of the Study
The study has been made with the
following set of objectives:
 To analyse the opinion of the customer
expectation regarding postal services.
 To offer suggestions for the improvement
of postal services offered by India post.

Table – 1 Customers’ Expectation - Ranks

Methodology
The study is both a descriptive and
analytical one and it was carried out through
sampling. The primary data have been collected
directly from the post offices of Salem west
division in Salem District and the customers of
post offices through a pretested interview
schedule. The Secondary data have been
collected from the published documents like,
Annual reports, Information booklets, Hand
book of postal products and services, Hand
books of postal Training College and other
relevant books and journals. The sampling was
done in customers, 15% of the total number of
post offices was chosen. This comes to around

Source: Primary data
The table indicates the customers’
expectation. 91 percent of the postmaster gave
first rank for ‘Friendly Approach’ followed by
83.5 percent of them gave second rank for
‘Immediate Response’, 92 percent of them gave
third rank for ‘ Quality’, Timings (fourth rank)
and IT enabled services (fifth rank) were the
other expectations of the customers.
Kendall’s Coefficient of Concordance
Kendall’s Coefficient of concordance
(W) was applied to find out the extent of
similarity among the respondents in assigning
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and quality service to the customers is the prerequisite for retaining the present market share
of the India Post. For this, certain service
standards have to be fixed and monitoring of
delivery has to be ensured. Networked handheld digital devices could be developed to be
carried by Postmen/Postal staff to enable not
only delivery of articles and intimation of their
status in real time, but also for booking of
articles. A policy of allotting exclusive pin
codes to bulk mailers could also be followed
which will increase the customer base in
addition to cutting cost for Department of post.

the ranks to the given items. The value of W
varies between 0 and 1. Higher the value of W
higher will be the similarity among respondents
in assigning the ranks.
Table – 2 Customers’ Expectation - Kendall’s W

Source: Primary data
Kendall’s Coefficient of Concordance
Kendall’s W

Conclusion
The study found that, for India Post,
there is no alternative than to leverage its
infrastructure, trust and related services into a
much larger role in e-commerce and egovernment. To be successful in Competition
with other (private) competitors, it must be
ready to offer high-quality IT – related services.

.787

Looking at the above table, it was seen that,
there was higher level of similarity among the
respondents in assigning the ranks to the five
items for finding the customers’ expectation.
The respondents were asked to assign ranks by
giving rank 1 to the most preferred item and
rank 2 to the next most preferred item and like
wise the least preferred item, a rank of 5.
Looking at the mean ranks, it could be
understood that the highest preference was given
to the ‘Friendly approach’ and the lowest
preference was given to ‘IT enabled services’
and ‘Timing ’. The moderate level of
preferences was given to ‘Quality’ and
‘Immediate Response’.

Reference
1. Avadhani V.A, “Investment Management”
Himalaya Publishing House, First, Edition,
New Delhi, 1996.
2. Grolier incorporation, Encyclopedia
Americana, Volume 22. USA, 1984.
3. Charles Bravo, “United States Postal
Service’s Environmental Strategy of
Leadership
and
Compliance”,
Environmental Management Policy,
Engineering, United States Postal Service,
75L’Enfant Plaza SW, Washington, DC
20260-2810, USA, 2008.
4. Chris Nicholson, “Access Pricing in
competitive postal services”, mnoGo search,
2008.
5. Crew, Michael A & Kleindorfer, Paul R &
Smith, Marc A, “Peak-Load Pricing in Postal
Services”, mnoGo Search, 1990.

Suggestions
Any institution will not be able to
function effectively if required minimum manpower is not available. At present, in the postal
department, dearth of man power is great. This
condition should be corrected by appointing
suitable qualified persons.
The customer should be considered
the most valuable element in the business plan
for individual postal products. Ensuring timely


23



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ISSN : 0975-9999
Vol III : Issue. 13

APPLICATION OF RS AND GIS FOR LAND USE/LAND COVER
MAPPING& ENVIRONMENT CHANGE DETECTION IN MADURAI
DIST,TN
S.Muthu Meenakshi,
Research Scholar

Dr .A.Sundram
Senior Professor & Head ,
Department of Solar Energy/Madurai Kamaraj University, Madurai-625021
ABSTRACT
The present study was focused on demarcating boundaries of different land use/land cover units
from an analysis of different types of color registrations of land use/land cover units from satelli te
imagery. Based on visual image interpretation techniques, author divides the study area into forest,
Land under cultivation, Land not suitable for cultivation, Land not available for cultivation classes.
This study evaluates the effectiveness of High-Resolution satellite data and computer aided GIS
techniques in assessing the land use change dynamics with in the study area Madurai District,
from 1995 to 2005. Satellite images were used for the year 1995 and 2005 at scale 1:50000.

Key Words: Land Cover Mapping, Land Form, Topography, Geomorphic
Introduction
Land use and land cover change means
quantitative changes in areal extend (increase or
decrease) of a given type of land use or land cover
respectively. The detection and measurement of
change depends on the spatial scale; higher the
spatial level of detail, larger the changes in areal
extent of land use and land cover which can be
detected and recorded. In case of land cover as well
as land use, the meaning and conceptualization of
change is much broader. Change could be because
of conversion or modification. In case of land cover
change, conversion involves. Conversion from one
type of use to another i.e. changes in the mix and
pattern of land uses in an area.

Major Sectors for Land use and Land
cover change
The “determinants” or “driving forces”
or “Sectors” of land use change are in general
belonging either to bio-physical or socioeconomic categories. The bio-physical sectors
include characteristics and processes of the
natural environment such as weather and climate
variables, landform, topography, geomorphic
processes, volcanic eruptions, plant succession,
soil types and processes, drainage patterns,
availability of natural resources. The socioeconomic sectors comprise demographic, social,
economic, political and institutional factors and
processes such as population, population
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change, industrial structure and change,
technology and technological change, the
family, the market, various public sector bodies
and the related policies and rules, values,
community organization and norms, property
regime.It is important to note that bio-physical
drivers do not cause land use change directly.
They do cause land cover change which, in turn,
may influence land use decisions. Land use
change may result in land cover changes. In this
context, human driving forces, human mitigating
forces and proximate driving forces are of much
importance. Proximate driving sources are the
aggregate final activities that result from the
interplay of human driving and mitigating forces
to directly cause environmental transformations
either through the use of natural resources,
through the use of space, through the output of
waste or through the out put of products that in
them affect the environment. Some of the
examples of proximate sources of change are
biomass burning, fertilizer applications, species
transfer, plowing, irrigation, drainage, livestock,
pasture improvement etc.

Study area location:
The District lies between 10°25’ and 9°65’
north latitude and 77 ° 48’ and 78° 35’ east
longitude. The total geographical area of the
district is about 3715sq.km. Madurai District
consists of Seven Taluks, namely 1.Madurai
north, 2.Madurai south, 3.Vadipatti, 4.Melur,
5.Thirumangalam, 6.Peraiyur and .Usilampatti.
The Madurai District is divided into 13 Blocks.
Materials and Methods
Image interpretation can be carried out in
two most popular ways e.g. Digital Analysis
and Visual interpretation.During digital
classification process training areas for different
classes are defined on to the satellite imagery
on spectral response pattern in different spectral
bands is generated. Based on these training
areas satellite imagery is classified into different
classes using parametric or non parametric
classifiers. Digital analysis is fast and output
image is raster, which simpler in structure but
big in size. Masks are often used for improving
the classification of known areas.
This portion details the description of
different steps need to be followed during
analysis of Land Use Land Cover using two
temporal data of LISS -I and LISS -III. The
methodology essentially is based on on-screen
I head’s up interpretation using image
interpretation keys. Semi automated approach
can also be considered while analyzing few
categories at local level.
In onscreen visual interpretation the
imagery is displayed onto a computer screen
(normally as FCC) and intended classes are
delineated based on image interpretation
elements, ancillary and legacy data. Resultant
output from this will be vector format, which
supports complex GIS analysis and has smaller
file size.

Aims:
(1) Analysis and Management of Evaluating
Resource and impact of human dimension
on land use land cover change.
(2) Projecting future land use / land cover
scenarios using appropriate models.
Objectives:
In order to arrive at the above aims, following
objectives have been set three:
1. To generate land use / land cover database
with uniform classification scheme for 1995
and 2005 using satellite data at 1: 250,000
scale.
2. To create database on demographic, socioeconomic, infrastructure parameters.
3. To integrate demographic, socio-economic,
infrastructure parameters and minimum core
climate.

Methodology
The geo-corrected satellite data of IRS25



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Such information is useful for general planning
purposes when detailed information is not
mandatory. Built-up land, agricultural land,
forest, wasteland, water bodies coastal lands
and others comprise the land use/land cover
categories.

LISS-I and IRS-LISS-III for pre monsoon the
period 1995 and 2005 will be utilized in order
to understand the determination of land use/ land
cover change. The land use / land cover maps
generated for the period 2005 at 1:50,000 scales
will be harmonized at 1: 250, 000 scales. During
the process of harmonization, the polygons in
the vector layer of master map (LULC map for
the period 2005 at 1: 50,000 scale) will be
resample in view the minimum mapable area at
1: 250,000 scale which is 56.25 ha. Thus,
polygons smaller than 56.25 ha will be dissolved
with the adjoining polygons so as to generate
the map at 1: 250,000 scale.
Land Use/Land Cover:
Land use refers to ‘man’s activities and
the various uses which are carried on land’.
Land cover refers to ‘natural vegetation, water
bodies, rock/soil, etc. Although land use is
generally inferred based on the cover,yet both
the terms are related and interchangeable.
Categories that are enlisted under Level 1
contain broad land use/land cover classes that
can be delineated using a coarser resolution
satellite image with minimal assistance from
supplemental information, at 1:1000000 scale.

Classification scheme :
Land use and land cover are not
equivalent although they may overlap. Land
cover is the physical state of the earth’s surface
and immediate subsurface. In other words,
Land cover describes the physical state of the
land surface: as cropland, mountain or forests.
Moser (1996) noted that the term – land
cover originally referred to the type of
vegetation that covered land surface, but has
broadened subsequently to include human
structures, such as buildings or pavement, and
other aspects of the physical environment, such
as soils, biodiversity, surfaces and ground
water. Briefly, land use denotes the human
employment of land. Activities which are
directly related to land, making use of its
resources or having an impact on them.
International Geosphere-Biosphere
Program (IGBP) has accordingly released a

LANDUSELANDCOVER

2005(HA)

1995(HA)

2005%

1995%

Barren Land

1391

2298

0.62

0.37

0.25

Built-up

13615

5406

3.66

1.45

2.21

Crop Land

99675

94738

26.83

25.50

1.33

Dense Forest

9985

13025

2.69

3.51

-0.82

Evergreen Forest

6203

2770

1.67

0.75

0.92

Fellow Land

68423

111897

18.42

30.12

-11.7

Moderate Forest

3661

6476

0.99

1.74

-0.75

Plantation

98542

30299

26.52

8.15

18.37

Scrub Land

43942

70506

11.83

18.98

-7.15

Water Bodies

23485

22926

6.32

6.17

0.15

Waste Land

1724

12120

0.46

3.26

-2.8

TOTAL

370714

370714

100.00

100.00


26

Change



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classification scheme for Land Use Land cover
Change studies. The classification scheme
adopted for the present paper is in the IGBP
scheme for implementation at 1:250,000 scale.
Table1.Gives the LULC classification scheme
for the paper.
Table1.Area covered by various - Land Use
and Land Cover classes during 1995 &
2005
Accuracy assessment: In order to know
how accurate the map is for use, the accuracy
of the map generated can be determined in the
following manner after collecting the ground
survey. While conducting the ground survey,
care must be taken to ensure that the ground
measurements are based on the entire mapped
polygon or some subset of that polygon with
the understanding that the subset will be used
as a surrogate for the entire mapped polygon.
At this point in the analysis, we will have sample
points with ground reference data and original
map. The sample point observations can be
integrated in the following ways, so as to find
out that the real world observation is similar to
the mapped observations.
The calculation of Kappa coefficient is as
follows:

Modeling land use and land cover change:
The two time period data has been use to
model the land use change in Thindivanam
Taluk. The 1995 and 2005 vector layer data has
been used to modeling.The land use change
model used was CA- Markof model which gives
a Markof’s probabilistic model of the probable
land use change.The land use change from 1995
to 2005 has been a result of var ious
anthropogenic as well as climatic factors. Till
date there has been little work towards
quantitative assessment of the various sectors
of land use changes. Since the assessments of
various socio-economic factors are qualitative,
there has been at the onset to select the sectors
which will lend themselves to statistical
evaluation. We have selected the following
socio-economic and the environmental sectors
for their identification and quantification

Table2. Variation Land Use and Land
Cover classes
The Methodology followed for this
paper is described in the previous chapter.
Multispectral satellite data for 1995 (IRS-1B
LISS-1) and 2005 (IRS P6 LISS-III). Major
Classification of 2005 data for 6 major land use
and land cover types have been carried out using
a combination of unsupervised classification
followed by on screen interpretation of the various
classes for correct representation of the various
land use and land cover boundaries. This has been
done to ensure that all the land cover classes in
the study area is taken care of while interpretation
of the region. using 1995 and 2005 images land
use and land cover vector layer is prepared.

Analytical result:
The Land Use and Land Cover change
which have occurred in the Madurai District as
well as the ongoing change are influenced by
mainly two sectors, i.e. the anthropogenic as
well as the bio-geo-climatic sectors. Since the
bio-geo climatic sectors sector are at a very
coarse spatial scale when we into account the
spatial extent of a study area, so it is the
anthropogenic sector which are playing a major
role in the spatial variability in the land use and
land cover changes in the region. This is does
not means that the bio-geo –chemical factors
are non-existent, in fact bio-geochemical
factors in association with the anthropogenic
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factors have solely responsible for the changes
in the land use and land cover in the region. As
an indicator of bio-geo-chemical sector we have
taken the rainfall as the representative of sector
and the total population as the representative
of the anthropogenic pressure. It has been
observed that in 1995 the waste lands, salt
affected area, scrub land have shown the highest
level of correlation coefficient with respect to
the combined influence of the anthropogenic
influence where as in 2005 the highest for crop
land and built up followed by waste land scrub
land and salt affected land. This is an interesting
piece of information as it gives a clear impact
of the various developmental policies which
have caused the changes in various land use
and land cover.

References:
 ERDAS, ERDAS Field Guide, Fourth
Edition, Revised and Expanded, ERDAS,
Inc., Atlanta, Georgia, p. 35, p. 152, 153.
 Congalton, R. G., 1991. A Review of
Assessing the Accuracy of Classification of
Remotely Sensed Data, Remote Sensing.
Environ. 37: 35-46.
 Aplin, P., Atkinson, P. M., and Curran, P. J.,
1999. Fine Spatial Resolution Simulated
Satellite Sensor imagery or Land cover
Mapping in the UK, Remote Sensing.
Environ., 68: 206-216.
 S.N.Das,R.Inoke, B.R. M Rao and B.M.
Singh - Journal of the Indian Society of
Remote Sensing VOL 16,NO;2,June 1988.

Conclusion:

 M Kudrat and A.K.Tiwari Journal of the
Indian Society of Remote Sensing VOL
18, NO; 4.

During the 50yrs, demand for food by
a wealthier and 50% of layer global population
will be the major driver of global environmental
change. Earth observations have the potential
to respond to the growing and urgent demand
for timely and accurate land cover information
over large areas. In the recent past, land cover
mapping form satellites has come of age.
Through research on various issues regarding
data pre-processing, classification and accuracy
assessment .the future research in LU/LC
change studies need to address the best way of
taking advantage of satellite derived land cover
databases through LULC change modeling
techniques which provide important for studies
in the emerging areas of environmental
monitoring, global warming climate change and
hazards managements.


 Anjireddy [2001], Remote sensing and GIS
BSP publication , Hydrabad
 Lillsand,
Thomas,
Ralph.
W.
Kiefer[1994],Remote sensing and Image
 Interpretation, 3 rd edition john widely sour
New York.
 Nithya Kalyani M[1999] development of
rural settlement in Madurai Area Sabins, FF.
Floyed.K [1986] ,Remote Sensing
Principles.
 Interpretation 2nd edition, W.H. Freeman and
CO, New
 R.E.Hourseasa, D.C. Hoshale, S.S.Dhaliwal,
Minakshe, P.K. Sharma,

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Vol III : Issue. 13

INTERNET ADDICTION AND RELATIONSHIP BEHAVIOUR OF
MARRIED IT PROFESSIONALS
Robin Mathew John
MSc Applied Psychology

Dr. K. Manikandan
Associate Professor
Department of Psychology,
University of Calicut , Calicut University (P.O) Kerala
ABSTRACT
Nowadays, many individuals are working with software industry or computer assisted works where
they are forced to meet their target within the time limit, which makes them internet addicts. This
internet addiction affects family or individual relationships positively or negatively which may
leads to problems in human relation especially in family life. The purpose of this study was to fin d
out the internet addiction and relationship behavior of IT professionals. The participants of study
consist of 140 IT professionals. Internet Addiction Scale and Relationship Quotient Inventory
were used for data collection.

Keywords: Internet Addiction, IT Professionals, Relationship Behavior.
which resulting in impairments of real life
relationships, family, academic, financial and
occupational problems.
The research has found that internet
addiction is a type of impulsive control problem
and Young (1999) claims as internet addiction
can be categorized as cyber sexual addiction,
cyber- relationship addiction, net compulsion,
information overload and computer addiction.
There have been several needs such as sexual
needs, need for altered state of consciousness,
need to belong and need for relationship, that
evoke understanding of internet addictive
behaviour (Young, 1996).
For some people, the cyberspace supplement
to in-person relationships. They try out with

Introduction
Internet addiction is a problematic computer
use or excessive computer use that interferes or
troubles with the daily life of internet users.
Goldberg in 1995 first described the
phenomenon of internet addiction. According
to Gawel (1998), internet addiction is defined
as “when the individual using computer for
pleasure, gratification or relief from stresses;
feeling irritable and out of control or depressed
when not using it and neglecting work, school,
or family obligations”. Some internet users may
develop emotional attachments to online friends
and enjoy aspects of the internet that allow them
to meet, socialize and exchange ideas through
the use of chat rooms or virtual communities,

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new ways to express themselves and types of
relationships. For those who rely too heavily
on cyber companions to the exclusion of inperson socializing, the outcome can be less
satisfying, disappointing, and even destructive.
Internet addiction occurs when the person fails
to see these problems. The excessive
preoccupation with cyberspace relationships
often is a preoccupation with one’s own psyche.
The anonymous text-only communication of
chat and e-mail can draw out powerful
transference reactions. Transference reactions
also can be amplified by a lack of response.
Interpersonal or intimate relationship is an
association between two or more people that
may range from fleeting to enduring. A
relationship is normally viewed as a connection
between two individuals which usually involves
some levels of interdependence. Because of
which, most things that impact one member will
have some level of impact on the other member.

Kerala. To select the participants’ incidental
sampling method was used. The age of the
participants ranged from 21-50 years. The
sample comprises of male (62.14%) and
females (37.86%) among them 25.70% are of
age 25 and below, 45.70% are of age 26-30,
17.10% are of age 31-35, 7.10% are of age 3640 and 4.30% are of age 41 and above. Among
the participants 55 (39.30%) are of first born,
55 (39.30%) are of second born and 30
participants (21.40%) are of later born. Out of
140 participants 100 (71.4%) are having their
spouse employed and 40 (28.6%) with
unemployed spouse. Regarding marital life 69
(49.3%) participants having below 2 years of
married life and 71 (50.7%) with above 2 years
of married life.
Instruments
To collect data from the participants,
Student Internet Addiction Test-SIAT
(Sandheesh & Sam Sananda Raj, 2009) and
Relationship Quotient Inventory (Jayan &
Sreelatha, 2012) were used and details of the
instruments are discussed separately.
1. The Student Internet Addiction Test: This
instrument consisted of 18 statements with
5 possible responses for each. It is an
effective measure to assess the severity and
change over time on symptoms of Internet
addiction. The response categories of this
test is Strongly disagree (A), Disagree (B),
Uncertain (C), Agree (D), Strongly agree (E)
respectively. The SIAT have an inter rater
reliability of .92. Cronbach Alpha
coefficient was found to be .84. The
concurrent validity of SIAT with Internet
Addiction Test is 0.88. The SIAT consisted
of both positive and negative statements.
For positive items the scores run: 1, 2, 3, 4
& 5; and 5, 4, 3, 2, & 1 for negative items.
2. Relationship Quotient Inventory: This
inventory is measuring the relationship
behavior of subjects and consists of 20 items

Objectives
1. To find out the correlation between internet
addiction and relationship behaviour.
2. To find out the influence of internet addiction
on relationship behavior.
3. To find out the association of demographic
variables with the variables under study.
Hypotheses
1. There will be significant correlation between
internet addiction and relationship behavior.
2. There will be significant influence of internet
addiction on relationship behavior.
3. There will be significant association between
internet addiction, relationship behavior and
demographic variables.
Method
Participants
The participants of this study consisted
of 140 married IT professionals working in
software industries situated inside and outside

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with 6 response categories as A, B, C, D, E,
and F denoting Strongly disagree, Neutral,
Mildly agree, Moderately agree, Agree, and
Strongly agree. Higher scores indicate high
relationship behavior and lower score
indicates low relationship behavior. The
inventory has a Cronbach alpha coefficient
of .96 and claimed to have face validity. The
RQI had a 6 point response format in which
0, 1, 2, 3, 4, 5 scores were given for the
response categories A, B, C, D, E, and F,
respectively. The minimum possible score
is 0 and the maximum score is 100.

(1999) who reported that powerful potential to
romantic and sexual relationships on-line
which negatively impact one’s stable
marriages. Young (1996) who reported that
addictive use of the internet have a significant
impairment to family life, thus affecting their
relationship. Blais, Craig, Pepler and Connolly
(2008) found that Internet activity choice
influenced later relationship quality in both best
friendships and romantic relationships. Chou,
Condron and B2lland (2000) found that the
high communication pleasure score to be a high
predictor of dependence and, aspects of
relationship did cor relate with Internet
addiction. But Grov, Gillespie, Royce and
Lever (2010) provides finding that men who
used the Internet moderately, and men and
women who reported being light users, stated
that engaging in tandem online sexual activity
fostered better sexual communication with
partners.
To find out the relationship pattern of
internet addiction and relationship behavior for
males and females, separate correlation
between internet addiction and relationship
behavior for males and females were computed
and found that there exists no significant
corelation between internet addiction and
relationship behavior for male subjects. Ko,
Chih-Hung, Ju, Chung, Huei, and Cheng-Fang
(2005) examined gender differences and related
factors affecting online gaming addiction
among Taiwanese adolescents and they found
that lower self-esteem, and lower satisfaction
with daily life were associated with more
severe addiction among males, but not among
females. But among females participants the
correlation coefficient was significant (r = -.50,
p< .01). Alonzo (2005) suggests that there is
a significant positive relationship between the
level of internet use and sexual intimacy as
experienced by the wife and there was a
significant negative relationship between

Procedure
After getting consent from the managers of
human resource department and employees; the
instruments were distributed to the participants
then the purpose, nature and importance of the
study were clarified. The managers arranged a
favorable environment for data collection.
Assurance was given to each participant that
the information gathered from them would be
used only for research purpose and their identity
would be kept confidential. After completion,
the instruments were collected back and
checked for any omissions, then scored
according to the scoring scheme given in the
manual. The data were entered into statistical
software for analysis. The statistical techniques
used in this study are correlation, one-way
ANOVA and Scheffe’s F test.
Results and Discussion
To test the first hypotheses Pearson product
moment correlation was calculated and it was
found to be -0.36 (p<.01), implying that there
exist a negative significant correlation between
internet addiction and relationship behavior and
indicates that when internet addiction of the
subjects increased it will result in decreased
interpersonal/intimate relationship patterns or
relationship behavior. The result supports the
findings of Young, O’Mara and Buchanan

31



ISSN:0975-9999

husband’s internet use and intimacy experienced
by the couples.

The results of comparisons of mean scores
of relationship behavior (Scheffe’s procedure)
by internet addiction revealed that the level of
internet addiction affects the relationship
behaviors of high and low internet addiction
groups (F = 15.98 p < .01) and average and
low internet addiction (F = 9.83, p< .01). The
calculated mean score of low internet addiction
is 79.55, for the high internet addiction mean
score is 65.90 and for the average internet
addiction is 71.57 respectively on their
relationship behavior. Since, the subjects are
IT professional they are working with internet
which helps them to meet their targets, so that
they become addicted to internet which badly
affects their relationship.

Influence of Internet Addiction on
Relationship Behavior
To find out the influence of internet addiction
on relationship behavior, the variable internet
addiction was classified into three groups as low
internet addiction, average internet addiction and
high internet addiction based on the principle of
Mean ±1SD. This has yielded 29 (20.7%)
participants to low internet addiction, 90 (64.3%)
participants to average internet addiction and 21
(15%) participants to high internet addiction
category. One-way ANOVA was carried out to
know the influence of internet addiction on
relationship behavior and the results are
presented in table 1.

Internet Addiction, Relationship Behavior
and Demographics
To know how the demographic variables like
sex, education, and duration of marriage are
associated with internet addiction and
relationship behavior, t-test and one-way
ANOVA was computed separately for each
demographic variable on internet addiction and
relationship behavior. The results are presented
in the following tables.

Table 1
Summary of one-way ANOVA of
relationship behavior by internet addiction

**p<.01
From the table 1, it can be seen that there is
a significant difference exist among the three
groups of internet addiction on relationship
behavior (F(2, 137) = 8.56, p<.01). To know
which group makes the difference on
relationship behavior, multiple comparisons of
means (Scheffe’s procedure) were calculated
and presented in table 2.

Table 3
Mean, Standard deviation, and t value of
Relationship Behavior and Internet Addiction
by Sex and Employment status

Table 2
Comparisons of mean scores of relationship
Behavior (Scheffe’s procedure) by internet
addition.


*p< .05
The above table gives Mean, Standard
Deviation, and t value of internet addiction and
relationship behavior by sex and employment
status. From the result it can be inferred that
32


SELP JOURNAL OF SOCIAL SCIENCE - issue 13

SELP JOURNAL OF SOCIAL SCIENCE - issue 13

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SELP JOURNAL OF SOCIAL SCIENCE - issue 13