Volume 9, Issue 2 (IX) ISSN: 2394 – 7780

April – June 2022

International Journal of
Advance and Innovative Research

Indian Academicians and Researchers Association

www.iaraedu.com
THE INTERNATIONAL CONFERENCE
3Ds (Data Analytics, Digitalization & Disruption)
in Business and Society

ORGANIZED BY

Institute of Technology and Science

ITS School of Management
Mohan Nagar, Ghaziabad

21-22 April.2022

Publication Partner
Indian Academicians and Researcher’s Association
 INSTITUTE OF TECHNOLOGY & SCIENCE
(NAAC Accredited ‘A’ Grade Institute | An ISO 9001:2008 Certified Institute)
Mohan Nagar, Ghaziabad – 201007 (UP)
Email: [email protected] | Website: www.its.edu.in
A BRIEF ABOUT ORGANIZING COMMITTEES

CHIEF PATRON
Dr. R P Chadha
Chairman

PATRON
Mr. Arpit Chadha
Vice-Chairman

CONFERENCE CHAIR
Dr. V.N. Bajpai
Director

CONFERENCE CONVENOR
Dr. Manoj Kumar Jha

CO-CONVENOR
Dr. Vinay Kumar Srivastava
Dr. Neeraj Sanghi
Dr. Sanjeev Tandon
Prof. Lokesh Upreti
Prof. Shikha Agrawal

Guest Editor of Special Issue

Dr. Manoj Kumar Jha
Professor and Area Chair (HR & OB)
Institute of Technology and Science
Mohan Nagar, Ghaziabad
ABOUT ITS
I.T.S Group of Educational Institutions is a pioneer educational group which has since evolved as a
brand in the realm of education. Established in 1995 under the aegis of Durga Charitable Society
started with its first campus in Mohan Nagar, Ghaziabad, The Group is now having four campuses
formidable with establishments at Muradnagar and Greater Noida also, imparting multidisciplinary
curricula.
I.T.S - The Education Group is an 24 years old leading educational group of the country. Its various
programmes are NBA accredited & NAAC (A-Grade) accredited. ISO 9001:2008 certified group
offers 20 courses to its 8000 students in its 8 Institutes spread over 4 campuses, endowed with state-
of-the-art infrastructure, all modern facilities and more than 700 distinguished faculty members.
I.T.S - The Education Group is a renowned and established educational group offering programmes in
Management, IT, Dental, Engineering, Pharmacy, Biotechnology and Physiotherapy. PGDM
programme offered by I.T.S is equivalent to MBA as certified by the Association of Indian University
(AIU) which is a rare recognition given to any such programmes in India.
I.T.S is headed by Dr. R. P. Chadha as its Chairman who believes in nurturing the potential of the
students and ensuring it to grow into a commitment to create a Thinking Professional Order. There is
astrong societal, industry, professional and fraternity participation rendering the graduated students as
highly sought after products in the professional field.
All the Institutes under I.T.S – The Educational Group, are supported by full-time experienced and
qualified faculty members who also act as mentors. All the courses are either affiliated to Universities
and/or approved and accredited by AICTE. Apart from ISO 9001:2008 certifiction, the campuses are
Wi-fi enabled. Value added inputs togrther with research work, seminars, paper presentation, MDPs
and FDPs are a way of life. The group lays due stress on the development of the student not only as a
professional but also as a worthy members of the society.
The I.T.S Group of Educational Institutions has 4 different campuses offering different professional
courses. The Mohan Nagar campus started in 1995 in Ghaziabad offering PGDM, approved and
accredited by AICTE and equivalent to MBA by AIU. The MCA/MBA programs are approved by
AICTE and affiliated to AKTU, Lucknow. The BBA and Bca programs are affiliated to C.C.S.
University, Meerut.
The Campus at Muradnagar started in the year 2000 imparts MDS (Approved by Dental Council Of
India), BDS (Recognised by DCI & affiliated to C.C.S.), M.Sc (Biotech)/ B.Sc (Biotech) and BPT and
MPT(affiliated to C.C.S. University, Meerut) and B Pharma and M Pharma which is approved by
AICTE and affiliated to AKTU, Lucknow. Two campuses in Greater Noida started in 2006 and
located at Knowledge Park III, offers B.Tech (approved by AICTE and affiliated to AKTU, Lucknow)
with specialization in CS, IT, EC,ME & EE and MBA which are also approved by AICTE and
affiliated to AKTU, Lucknow. The second campus established as Dental College and Hospital offers
BDS and MDS which are approved by Dental Council Of India.
The admissions in all the Campuses are exceptionally in demand showing the growing popularity of
the brand. This is duly backed by the placement records of the group with its passout being getting
selected immediately in companies of repute.
I.T.S supplements education with its CSR activities offering help, care and guidance to the down
trodden and unprivileged segments of the society. I.T.S-The Education Group offers nonprofit medical
care to society through its two, 100 bedded fully equipped multi-speciality hospitals.
 MESSAGE FROM THE CHAIRMAN
It gives me great pleasure to note the publication of the conference proceedings in
“International Journal of Advance and Innovative Research” for the International E-
Conference on “3Ds(Data Analytics, Digitalization & Disruption) in Business and Society”. It
provides a valuable opportunity for the confluence of ideas in diverse streams of thought in
management and allied areas like Marketing, Human Resource Management, Finance,
Operations, Information Technology, Ehics, International Business, etc.

This convergence of thoughts on a particular relevant and contemporary concepts and issues
will help in creation of Amrit or Divine Nectar for educationists, researchers, business
professionals and policy makers. The deliberations and discussions at the conference is
expected to widen the scope of research and Knowledge base and in the diversified areas of
management, information technology, business and society .

I would like to take this opportunity to greet and express gratefulness for the concerted efforts
of academic fraternity, researchers, business practioners and technologists for providing
thought provoking contributions.

I am also indebted to them for choosing to participate in the conference and have contributed
in raising the standards of academic excellence.

Dr. R. P. Chadha
Chairman I.T.S. - The Education Group
 MESSAGE FROM THE VICE CHAIRMAN
It is indeed a matter of great pride and pleasure that ITS School of Management and Institute
of Technology and Science, Mohan Nagar are successfully organizing the International
Conference on “3Ds(Data Analytics, Digitalization & Disruption) in Business and Society”.

The two day conference is witnessing enthusiastic participation from different parts of the
country and abroad as academicians, researchers and business practitioners for deliberations
on a variety of themes across diversified areas of management, information technology,
business and society. A heartening feature of the conference is substantial participation and
presentation of academicians, researchers and business professionals with thought provoking
concepts and ideas on global competitiveness and social development in more strategic,
ambitious and collaborative manner in order to access and provide opportunity in the global
economy.

I hope this conference will provide a fertile ground for the productive exchange of ideas,
laying the foundation for further research in the relevant fields.

We are happy that Indian Academician and Researchers Association (IARA) has accepted to
publish conference proceedings in its premier journal “International Journal of Advance and
Innovative Research (IJAIR)”. I believe, publication of proceedings will help and encourage
researchers and educationists to delve more into these areas and unearth newer nuggets of wish

Shri. Arpit Chadha

Vice Chairman
I.T.S-The Education Group
 FROM THE DESK OF DIRECTOR
We feel highly delighted that ITS School of Management and Institute of Technology and
Science, Mohan Nagar have organized two days international Conference on “3Ds(Data
Analytics, Digitalization & Disruption) in Business and Society”.
The objective of the conference is to provide a platform to bring researchers, academicians,
professionals and students from management, information technology, economics,
environment and social science areas to interact and disseminate information on the prospects
and challenges of global competitiveness and sustainable development.
The publication of the conference proceedings for the International Conference is the sum total
transactions of thoughts and concepts delivered and presented by the participants and
dignitaries deliberations on a variety of themes across diversified areas of management,
information technology, business and society.
It is hoped that the papers and abstracts included herein will spark greater interest in the area
of Data Analytics, Digitalization & Disruptions in Business and Society leading to holistic
development of research and academic excellence.
We are thankful to all the teachers, researchers and business professionals who invested their
valuable time and effort in writing these papers, and chose to contribute for this compendium.
We would also like to take this opportunity to express our gratefulness to the management,
faculty, staff and students, without their efforts this conference would not have been possible.

With best wishes

Prof.(Dr.) V. N. Bajpai
Director
 PREFACE
The global environment is changing at a rapid pace. The society and contemporary businesses
are consistently being impacted by digital technologies which have brought in myriad of
changes. The management ideas and theories, popular and applicable at one point in time
become obsolete, and new ideas and approaches to management take their place. Since the
industrial revolution, management as a discipline has undergone numerous transformations.
While trying to understand the changes in business and management, we find disruption at the
core of those changes and this has been the challenge amongst business experts and
researchers that how can a business use it to drive real change in the company or industry.
.Digital Transformation, Data Science and Sustainability are continuously changing the
functioning of organizations globally. Impact of business is one such idea that has impacted
the disruptive thinking of the organizations in terms of principles, policies, philosophie,
process, programs, procedures, people (7Ps).
Organizations, once seen as profit making entities, have moved to 'Triple Bottom Line' and
Sustainable Development Goals (SDGs). Digitalization, Technology and Data Science has
made business 'Local-Global-Local'. As a result, these have provided impetus to disruptive
thinking in an organizational context. At times, they have become the reason for the changes
that have subsequently transformed organizational structures, business processes, people
management, product & service designs, supply chain management, advertising and
marketing, and accessibility to the consumers.
In future, the idea of complete transformation of the production systems and process is going
to pose a challenge not only to management thinking, but also to the inter-relationships of
organizations, people and society. Hence, it is important to understand the inter-linkage of
disruptive thinking, technological innovations and management of business organizations and
extensive use of Data Analysis in management and leadership.
View points before organizing this conference and publication of this conference special
Journal is addressing and documenting company’s innovation and business strategies linked
with disruptions, digitalization and data science in order to leverage company’s core
competencies and creating sustainable business development and hence to discuss
organizational and management issues.
We are extremely indebted to all the teachers, researchers and business professionals who
invested their valuable time and effort in writing these papers, and chose to contribute for this
conference special journal.
We would also like to take this opportunity to express our deep sense of gratitude to the
management, faculty, staff and students, without their efforts this conference would not have
been possible. I am thankful to International Journal of Advanced and Innovative Research
(IJAIR) and Indian Academicians and Research Association (IARA) that have shown interest
in publishing this conference special journal.

With best wishes

Prof. (Dr.) Manoj Kumar Jha

Conference Convener
International Journal of Advance and Innovative Research
Volume 9, Issue 2 (IX): April - June 2022

Editor- In-Chief Dr. Tazyn Rahman

Members of Editorial Advisory Board

Mr. Nakibur Rahman Dr. Mukesh Saxena

Ex. General Manager ( Project ) Pro Vice Chancellor,
Bongaigoan Refinery, IOC Ltd, Assam University of Technology and Management, Shillong

Dr. Alka Agarwal Dr. Archana A. Ghatule

Director, Director,
Mewar Institute of Management, Ghaziabad SKN Sinhgad Business School, Pandharpur

Prof. (Dr.) Sudhansu Ranjan Mohapatra Prof. (Dr.) Monoj Kumar Chowdhury
Dean, Faculty of Law, Professor, Department of Business Administration,
Sambalpur University, Sambalpur Guahati University, Guwahati

Dr. P. Malyadri Prof. (Dr.) Baljeet Singh Hothi

Principal, Professor,
Government Degree College, Hyderabad Gitarattan International Business School, Delhi

Prof. (Dr.) Shareef Hoque Prof. (Dr.) Badiuddin Ahmed

Professor, Professor & Head, Department of Commerce,
North South University, Bangladesh Maulana Azad Nationl Urdu University, Hyderabad

Prof.(Dr.) Michael J. Riordan Dr. Anindita Sharma

Professor, Dean & Associate Professor,
Sanda University, Jiashan, China Jaipuria School of Business, Indirapuram, Ghaziabad

Prof.(Dr.) James Steve Prof. (Dr.) Jose Vargas Hernandez

Professor, Research Professor,
Fresno Pacific University, California, USA University of Guadalajara,Jalisco, México

Prof.(Dr.) Chris Wilson Prof. (Dr.) P. Madhu Sudana Rao

Professor, Professor,
Curtin University, Singapore Mekelle University, Mekelle, Ethiopia

Prof. (Dr.) Amer A. Taqa Prof. (Dr.) Himanshu Pandey

Professor, DBS Department, Professor, Department of Mathematics and Statistics
University of Mosul, Iraq Gorakhpur University, Gorakhpur

Dr. Nurul Fadly Habidin Prof. (Dr.) Agbo Johnson Madaki

Faculty of Management and Economics, Faculty, Faculty of Law,
Universiti Pendidikan Sultan Idris, Malaysia Catholic University of Eastern Africa, Nairobi, Kenya

Dr. Neetu Singh Prof. (Dr.) D. Durga Bhavani

HOD, Department of Biotechnology, Professor,
Mewar Institute, Vasundhara, Ghaziabad CVR College of Engineering, Hyderabad, Telangana
Prof. (Dr.) Shashi Singhal Prof. (Dr.) Aradhna Yadav
Professor, Professor,
Amity University, Jaipur Krupanidhi School of Management, Bengaluru

Prof. (Dr.) Alireza Heidari Prof.(Dr.) Robert Allen

Professor, Faculty of Chemistry, Professor
California South University, California, USA Carnegie Mellon University, Australia

Prof. (Dr.) A. Mahadevan Prof. (Dr.) S. Nallusamy

Professor Professor & Dean,
S. G. School of Business Management, Salem Dr. M.G.R. Educational & Research Institute,Chennai

Prof. (Dr.) Hemant Sharma Prof. (Dr.) Ravi Kumar Bommisetti

Professor, Professor,
Amity University, Haryana Amrita Sai Institute of Science & Technology, Paritala

Dr. C. Shalini Kumar Dr. Syed Mehartaj Begum

Principal, Professor,
Vidhya Sagar Women’s College, Chengalpet Hamdard University, New Delhi

Prof. (Dr.) Badar Alam Iqbal Dr. Darshana Narayanan

Adjunct Professor, Head of Research,
Monarch University, Switzerland Pymetrics, New York, USA

Prof.(Dr.) D. Madan Mohan Dr. Rosemary Ekechukwu

Professor, Associate Dean,
Indur PG College of MBA, Bodhan, Nizamabad University of Port Harcourt, Nigeria

Dr. Sandeep Kumar Sahratia Dr. P.V. Praveen Sundar

Professor Director,
Sreyas Institute of Engineering & Technology Shanmuga Industries Arts and Science College

Dr. S. Balamurugan Dr. Manoj P. K.

Director - Research & Development, Associate Professor,
Mindnotix Technologies, Coimbatore Cochin University of Science and Technology

Dr. Dhananjay Prabhakar Awasarikar Dr. Indu Santosh

Associate Professor, Associate Professor,
Suryadutta Institute, Pune Dr. C. V.Raman University, Chhattisgath

Dr. Mohammad Younis Dr. Pranjal Sharma

Associate Professor, Associate Professor, Department of Management
King Abdullah University, Saudi Arabia Mile Stone Institute of Higher Management, Ghaziabad

Dr. Kavita Gidwani Dr. Lalata K Pani

Associate Professor, Reader,
Chanakya Technical Campus, Jaipur Bhadrak Autonomous College, Bhadrak, Odisha

Dr. Vijit Chaturvedi Dr. Pradeepta Kishore Sahoo

Associate Professor, Associate Professor,
Amity University, Noida B.S.A, Institute of Law, Faridabad

Dr. Marwan Mustafa Shammot Dr. R. Navaneeth Krishnan

Associate Professor, Associate Professor, Bharathiyan College of Engg &
King Saud University, Saudi Arabia Tech, Puducherry
Dr. Mahendra Daiya Dr. G. Valarmathi
Associate Professor, Associate Professor,
JIET Group of Institutions, Jodhpur Vidhya Sagar Women's College, Chengalpet

Dr. Parbin Sultana Dr. M. I. Qadir

Associate Professor, Assistant Professor,
University of Science & Technology Meghalaya Bahauddin Zakariya University, Pakistan

Dr. Kalpesh T. Patel Dr. Brijesh H. Joshi

Principal (In-charge) Principal (In-charge)
Shree G. N. Patel Commerce College, Nanikadi B. L. Parikh College of BBA, Palanpur

Dr. Juhab Hussain Dr. Namita Dixit

Assistant Professor, Assistant Professor,
King Abdulaziz University, Saudi Arabia ITS Institute of Management, Ghaziabad

Dr. V. Tulasi Das Dr. Nidhi Agrawal

Assistant Professor, Associate Professor,
Acharya Nagarjuna University, Guntur, A.P. Institute of Technology & Science, Ghaziabad

Dr. Urmila Yadav Dr. Ashutosh Pandey

Assistant Professor, Assistant Professor,
Sharda University, Greater Noida Lovely Professional University, Punjab

Dr. M. Kanagarathinam Dr. Subha Ganguly

Head, Department of Commerce Scientist (Food Microbiology)
Nehru Arts and Science College, Coimbatore West Bengal University of A. & F Sciences, Kolkata

Dr. V. Ananthaswamy Dr. R. Suresh

Assistant Professor Assistant Professor, Department of Management
The Madura College (Autonomous), Madurai Mahatma Gandhi University

Dr. S. R. Boselin Prabhu Dr. V. Subba Reddy

Assistant Professor, Assistant Professor,
SVS College of Engineering, Coimbatore RGM Group of Institutions, Kadapa

Dr. A. Anbu Dr. R. Jayanthi

Assistant Professor, Assistant Professor,
Achariya College of Education, Puducherry Vidhya Sagar Women's College, Chengalpattu

Dr. C. Sankar Dr. Manisha Gupta

Assistant Professor, Assistant Professor,
VLB Janakiammal College of Arts and Science Jagannath International Management School

Copyright @ 2022 Indian Academicians and Researchers Association, Guwahati

All rights reserved.

No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature
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The views expressed in the articles are those of the contributors and not necessarily of the Editorial Board or the IARA. Although every
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International Journal of Advance and Innovative Research
Volume 9, Issue 2 (IX): April - June 2022

CONTENTS

Research Papers
DEVELOPMENT AND PERFORMANCE EVALUATION OF ADVANCE CIPHER 1 – 22
ALGORITHM (ACA) ON ENERGY CONSUMPTION FOR DIFFERENT DATA TYPES

Ratnesh Mishra and Ravi Shanker Shukla

A STUDY ON PERCEPTION AND AWARENESS TOWARDS CRYPTO CURRENCY IN 23 – 31

DELHI NCR

Dr. Satish Kumar and Dr. Ashish Kumar Jha

BRIDGING OF EMOTIONALLY BROKEN HEART TO A HAPPY & SUCCESSFUL LIFE 32 – 35

Kunal Sharma and Ashutosh Sharma

STUDENTS’ PERCEPTIONS TOWARDS LEARNING NUMERICAL BASED PAPER IN 36 – 42

HIGHER EDUCATIONAL INSTITUTES THROUGH BLENDED LEARNING DURING
COVID 19 PANDEMIC

Dr. Gurpreet Kaur and Ritika Rathore

ML-BASED HAND SIGN DETECTION SYSTEM FOR DEAF-MUTE PEOPLE 43 – 48

Nikita Malik and Nipun Walia

USE OF AI TO HELP FARMERS IN SELLING THEIR CROPS 49 – 51

Karan Mishra

A CRITIQUE OFSTANDARDBETAESTIMATION FOR INVESTMENT VOLATILITY ANDA 52 – 59

SIMPLESOLUTION

Dr. Ankit Goel and Dr. Neeraj Sanghi

COVID 19 IMPACTS ON BUSINESS ACTIVITIES 60 – 64

Dr. Laxmi Sharma

ARTIFICIAL INTELLIGENCE IN HUMAN RESOURCE MANAGEMENT: USES, 65 – 73

IMPACTS & CHALLENGES

Ms. Priyanka Pandey and Dr. Satish Kumar

DESIGN AND IMPLEMENTATION OF HEALTHIT - AN APPLICATION FOR PRIMARY 74 – 81

HEALTHCARE SERVICES

Dr. Menal Dahiya and Komal

ROLE OF CAPITAL BUDGETING DECISIONS IN PUBLIC SECTOR UNDERTAKINGS: 82 – 85
A STUDY OF INDIAN RAILWAYS

Pankaj Jain and Rajiv Goyal

A STUDY OF BRAND SALIENCE OF PRIVATE LABEL BRANDS IN APPAREL RETAIL 86 – 91

SEGMENT

Harsh Mohan Sharma and Dr. Ajay Singh

DIGITAL CUSTOMER EXPERIENCE 92 – 95

Mehak Goyal and Dr. Pankaj Deshwal

A STUDY ON CONSUMER BEHAVIOR TOWARDS FOOD APPS IN GHAZIABAD 96 – 107

Dr. Meenakshi Tyagi, Anushka Sharma and Shubham Kumar

DIGITAL INNOVATIONS IN BUSINESS AND ECONOMY IN INDIA 108 – 116

Rashi Chaudhary

THE ROLE OF SELF-HELP GROUPS IN WOMEN EMPOWERMENT 117 – 119

Bani Anand and Vinay K. Srivastava

INNOVATIVE MARKETING FOR INDIAN SMES: A THEORETICAL FRAMEWORK 120 – 126

Mr.Vishesh Arora, Dr. Trilok Pratap Singh and Dr. Namrata Gupta

POSSIBILITIES AND SCOPES OF ICT IN THE BETTERMENT OF ELDERLY 127 – 129

POPULATION: ASOCIOLOGICAL REVIEW

Shubham Tiwari

DETERMINANTS OF FINANCIAL PERFORMANCEREQUIREMENTS OF DAIRY 130 – 134

COOPERATIVE UNIONS IN GUJARAT STATE: A CONCEPTUAL ANALYSIS OF
RAJKOT DAIRY

Thakor Hemangini Nanubhai and Dr. Vashishthadhar J. Dwivedi

SMART SENSORS IN IOT AND ITS APPLICATIONS IN VARIOUS FIELDS 135 – 148

Dr. Saroj Shankar and Digijay

EFFECT OF CELEBRITY ENDORSEMENTS ON BRAND IMAGE DURING COVID-19 149 – 157

PANDEMIC

Rajiv Jain, Prof. (Dr.) Vishal Kumar and Dr. Ranbir Singh

DIGITAL TRANSFORMATION: WHAT DO WE REALLY KNOW? 158 – 163

Bhavana Sharma Shikha Aggarwal and Dr. Vineet Sengar

CRYPTOCURRENCIES AS THE DRIVERS OF GLOBAL ECONOMY IN FUTURE 164 – 167

Dr. Puja Garg and Dr. Vinay K Srivastava

THE IMPACT OF AI ON DECISION MAKING PROCESSES IN HR 168 – 174

Sweta Bakshi and Dr. Sandeep Kumar

BUSINESS ANALYTICS VS MARKETING ANALYTICS - UNDERSTANDING THE 175 – 178

BASICS

Dr. Sandeep Kumar and Sweta Bakshi

DIGITAL PAYMENTS: A CHANGING TREND IN MODE OF PAYMENT DURING 179 – 184

PANDEMIC SITUATION IN INDIA PRE AND POST EFFECT

Mr. Amit Aggarwal

HUMAN RESOURCE MANAGEMENT DURING COVID-19: IMPLICATIONS AND 185 – 189

CHALLENGES

Tejindra Singh

THE IMPACT OF TECHNOLOGY DISRUPTION AND RELATIONSHIP MARKETING 190 – 193

ON BUSINESS SURVIVAL DURING THE COVID-19 PANDEMIC

Mr. Amit Singla and Mr. Pankaj Sharma

SELF-EFFICACY & WORK READINESS AMONG POST GRADUATE STUDENTS IN 194 – 200
NCR

Ms. Smita Barik and Dr. Sourabh Jain

INTERNET OF THINGS: OPPOSITIONS AND APPLICATIONS 201 – 206

Abhimanyu Ahluwalia

NEGATIVE IMPACT OF CELEBRITY ENDORSEMENT: AN EMPIRICAL STUDY 207 – 215

Dr. Satish Kumar and Dr. Ashish K. Jha

3DS (DATA ANALYTICS, DIGITALIZATION AND DISRUPTION) IN BUSINESS & 216 – 218
SOCIETY)

Dr. Manoranjan Sharma

PROBABILISTIC STUDY OF ELECTRIC VEHICLES USING SPSS 219 – 222

Dr. Manoj Kr. Jha and Shailesh Dhyani

IDENTIFYING THE IMPACT OF RELATIONSHIP MARKETING ON E-LOYALTY 223 – 230

WITH SPECIAL REFERENCE TO ONLINE TRAVEL AGENCIES (OTAS) IN INDIA

Dr. Sanjeev Tandon and Dr. Rajnish Ratna

FA CTORS AFFECTING THE EMPOWERMENT OF WOMEN EMPLOYEES 231 – 237

IN NON INDUSTRIAL SECTOR AND ROLE OF HRD

Dr . D. K. Pandey
E- BANKING: A TRANSFORMATION & FINANCIAL STABILITY IN INDIAN BANKS 238 – 247
AND FINANCIAL INSTITUTIONS

Ms. Chandni Bisht

A THEORETICAL FRAMEWORK FOR ACCEPTANCE OF AUGMENTED AND 248 - 253

VIRTUAL REALITY BY USER EXPERIENCE

Dr. Surendra Tiwari, Dr. Puneet Kumar and Dr. Kavita Tiwari
International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 9, Issue 2 (IX) April – June 2022

DEVELOPMENT AND PERFORMANCE EVALUATION OF ADVANCE CIPHER ALGORITHM

(ACA) ON ENERGY CONSUMPTION FOR DIFFERENT DATA TYPES
1
Ratnesh Mishra and 2Ravi Shanker Shukla
1
Department of Computer Science & Engineering, BIT Mesra Patna Campus, Bihar
2
Deptartment of Computer Science, Saudi Electronic University, KSA

ABSTRACT
Today the internet, intranet, extranet, and other media are increasing for exchanged important and valuable
information but there are required best solutions to necessary security against the information thieves' assault.
The step-by-step coding methods engages in a recreation role in the data security system. Encryption and
decryption algorithms put away a considerable quantity of calculates possessions for instance CPU time,
memory utilization, series energy of laptop (energy consumption) CPU workload, Throughput. In a wireless
setting, resources are restricted, because battery influence availability is limited. If microprocessor and
memory utilization are increasing than series power required, but series technology is increasing at a very slow
charge which is forming in series breach. Since battery powers play a most important role in the usability of the
devices. We are evaluating six of the mainly encryption algorithms, RC2, RC6, Blowfish, AES, DES, ACA on
different data types as text, image, audio and video in this research. We observe a procedure for analyzing the
trade-off between energy and security. In this research paper, we have developed ACA and move toward to
reduce power utilization using some method and formulas. An evaluation has accomplished in support of those
encryption algorithms by dissimilar locations for each step-by-step processes such as unlike ranges of data
slabs, dissimilar information types, and battery power utilization in proportion in different key sizes with
different data types and finally encryption/decryption rate.
Keywords: ACA, Data Slab, Encryption, Decryption, RC2, RC6.

1. INTRODUCTION
Encryption step by step processes are generally accessible and it is worn in protection. They can be classified
into single key and double key coding. Public keys for the encryption process and private key for the decryption
process; it is used in the digital mark. Public key encryption is based on numerical computation meticulous and
this be not incredibly capable for small mobile devices [1][6]. An asymmetric coding technique that is
approximately one thousand era slower than symmetric techniques, because they require more computational
processing energy [2][8].
In single key coding, there are using for encrypting and decrypting data. Before transmission between entities,
the key should be distributed. The power of single input encryption depends on the dimension of the key. There
is using a similar step by step process, in this case, coded data via a key that is harder to split, than done by
using the lesser key. Presently here given numerous examples of sturdy and feeble keys of cryptography step to
step process.
RC6, RC2, DES, ACA, AES and Blowfish, uses one 64-bit key. But DES uses one 08-bytes key. Triple-DES
(3DES) uses three 8-bytes keys whereas AES uses a range of (08, 16, 24) bytes keys.
Blowfish uses a range of (4-56) bytes; default 16 bytes while RC6 uses a range of (08, 16, 24) bytes keys [1-5].
The categorization of coded performance is shown in Figure.1

Figure. 1 Encryption/Decryption of Text /Image/Audio/Video Message using single Key

1
International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 9, Issue 2 (IX) April – June 2022

There are given mainly common coding methods are-

DES: (Data Encryption Standard): It is the primary data coding standard that was suggested through the
National Institute of Standards and Technology. The size of the Data Encryption Standard is 08 bytes key size.
A lot of attacks and process validate and fault in Data Encryption Standard that through an insecure slab cipher
[3] [4].
3DES: It be an improvement of DES; the size of DES is 08 bytes slab size with 24 Bytes key size. The coding
method is parallel to the unique DES, but it is applied 3 era to enhance the coding n level. It be slower than
other slab secret message methods [3].
RC2: It is a slab secret message with 08 bytes slab with a changeable key size. It knows how to utilize since a
substitution for the DES step by step process that variety from 8 to128 bits. RC2 is susceptible to a related-input
assault. [3].
Blowfish: It is slab secret message with 8 bytes. Blowfish obtain a changeable-span key that ranges starts since
32 bits to 448 bits; by default 128 bits. Blowfish is license-free and is available free for all users; Blowfish has
variants of 14 rounds or less [5].
AES (Advanced Encryption Standard) [20], [21], [22] It is a slab secret message. AES has a variable input span
of 16 bytes, 24 bytes, or 32 bytes bits; default 32 bytes. It coded data slab of 16 bytes within 10, 12 and 14
round, which is depending on the key size. AES code is speedy and bendy; it can be implemented on different
stage, particularly in small devices [6]. Also, AES has been cautiously tested for several precautions [3,7].
RC6 is slab secret message [23], [24], [25] that is resulting since RC5. It be deliberate to gather the rations of
the Advanced Encryption Standardcompetition. [26] RC6 has a slab size of 16 bytes and maintains input ranges
of 16, 24 and 32 bytes. The number of suggestions reflect on RC6 as Advanced Encryption Standard [8].
2. PROPOSED WORK
We have proposed a technique in favor of appraising presentation of preferred single key coding of various step
by step processes on power utilization Encryption step by step process, put away a large quantity, calculate
belongings such while microprocessor time, memory time, and series energy. Series method that is greater than
increasingly by a slower rate than further technology, due to this reason “series space” [9][10]. They require a
method to make choice regarding power utilization and protection to decrease the utilization of series energy
strategy. The most common classification of encryption techniques with using (A) Secret key (symmetric)
cryptographic uses single key for both encryption and decryption and (B)Public key (asymmetric) cryptographic
uses two keys one for encryption and other for decryption shown in Fig. 2. Here we have proposed a technique
for evaluating trade-offs between Power and Protection (PP).The objective is to give support to the blueprint of
power well-organized vulnerable message system on behalf of the wireless environment in the future. We have
recommended four approaches to decrease the power utilization of the protection set of rules.
1. Developed a new cipher algorithm known as ACA (Advanced Cipher Algorithm).
2. Substitute for typical protocol protection primitives (PPP) utilizes power whereas keep up a similar
protection level.
3. Thirdly variation of typical security set of rules (SSR) suitably. Finally,
4. The new design of security set of rules (SSR), where the energy effectiveness is the main focus.
5. We have evaluated on different types of data as Text /Image/Audio/Video w.r.t of these algorithms ACA,
DES, RC6, Blowfish, and RC2, AES. The presentation assesses of coding schemes have conducted in
conditions of power varying for manuscript information, acoustic data, capture data, and image data. The
evaluation of power utilization, by varying the packet range and key range for the preferred cryptographic
algorithms.

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(A) Secret key (symmetric) cryptographic uses single key for both encryption and decryption.
(B) Public key (asymmetric) cryptographic uses two keys one for encryption and other for decryption
Figure 2. Encryption/Decryption of Ranges (in KB) of Text /Image/Audio/Video message with using (A) and
(B).
In this paper we have organized various kinds of research work; associated work, which is describedin Section-
3, Measurement of energy consumption in section 4. Development of a new cipher algorithm which is known as
ACA in section 5. The experimental design is illustrated in part 6, andoutcomes and analysis are in part 7.
Finally, the conclusion is drawn in part 8.
3. RELATED WORK
The performance of the algorithms and evaluation outcomes obtained from other resources. In this paper [11]
Advanced Encryption Standard be quicker and more efficient than other coding algorithms. While the broadcast
information is reproduce and taking place. Here it is the inappropriate difference in the presentation of the
dissimilar single key method.
We have studied [12] it is carrying out for dissimilar accepted surreptitious input step by step process since
DES, 3DES, AES, and Blowfish. They apply, and their presentation is assessed by coding key in files of
changeable contents and range. Outcomes illustrate to facilitate Blowfish had a very good demonstrate
compared to other algorithms. Advanced Encryption Standard has an enhanced activity of DES and 3DES.It
moreover shows that 3DES has almost 1/3 throughput of DES, or in other words, it desires 3 times than DES to
process the same amount of data.
In this paper [13], it is carryout for dissimilar accepted furtive input step by step processes such as RC4, AES,
and XOR. They are applied with production and be evaluated by coding for actual time of video torrent
changeable contents. The outcome illustrates coding wait transparency using AES is less than the precision by
RC4 and XOR algorithm. Hence, AES is a feasible solution to secure real-time video transmissions.
The study of protection compute intensity has been predictable in favor of web encoding toward examine web
browsers. This revise reflects on computing the presentation of coded procedure at the programming language’s
writing with the web browsers. This be pursue by carrying out tests simulation to obtain the best encryption
algorithm versus a web browser [14].
This paper [17] author discussed the security schemes, and it assesses the most commonly cryptographic step by
step process. AES and Blowfish contain the best presentation surrounded by others. Blowfish as well as AES
are also known to have better coding.
[30] In this paper authors talked about the data protection has become an important issue in data
communication. An Encryption algorithm has come up as a solution and plays an important role in information

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security system. On other side, an algorithm consumes a significant amount of computing resources such as
CPU time, memory and battery power. Therefore, it is an essential to measure the performance of encryption
algorithms. In this work, three encryption algorithms namely DES, AES and Blowfish are analysed by
considering certain performance metrics such as execution time, memory required for implementation and
throughput. This is based on the experiments; it has been concluded that the Blowfish is the best performing
algorithm among the algorithms chosen for implementation.
[32] In this paper authors discussed about the Internet is used by Individuals, cooperative and government
organisations. But there is a possibility to hack the information. So, protect the information, we need to
encrypt/decrypt information by using cryptography algorithms. In this paper the active encryption techniques
are studied and analysed to endorse the performance of the encryption methods.
This paper [35] Authors discussed on source executive in wireless sensor networks have identified. Energy
efficient routing protocols as one of the energy saving mechanisms that can be used to manage the consumption
of networks available energy and extend network lifetime. Routing protocol assist in finding paths for
transmission of sensed events, and they must be able to extend the lifetime of a network despite some of the
limitations of sensor nodes. In this paper, we survey and compare existing routing protocols in wireless sensor
networks. We start by introducing the different solutions to improve the network lifetime and focus on energy
efficient routing protocols as the area of the survey, in addition to network topology modelling. We also model
the network regarding energy consumption, sensing and event extraction analysis in the network. The
Categorization of the routing protocols into homogeneous and heterogeneous was performed, for which, sub-
classification into static and mobile and other behavioural patterns of the routing protocols was done. The
second phase of the paper presents models and simulations of selected routing protocols and comparisons of
their performances.
4. ENERGY CONSUMPTION MEASUREMENT
Power utilization for coding and decoding can be considered in many ways. Initially, the technique worn to
compute energy utilization is toward imagine with the purpose of the usual amount of energy is utilized by
typical procedure and experiment, the additional energy utilization by coding, step by step process. These
techniques are observing the stage of remaining battery that can compute by equations from (1), (2).
The series life utilities for run = the number of runs change in series life---------------(1).
Average battery Consumed per iteration=Battery Consumed PIeterration N1----------(2).
The techniques of protection primitives (pp), be able to be calculated through counting the amount of
calculating round that is used in computations and related to the security operations. The calculation of the
power cost of coding, we make use of the same techniques as illustrated in [20] [22] with the subsequent
Equations:
Brate _coded (ampere-cycle) = τ * I ----------------------- (3)
Total Energy_ rate (ampere-seconds) = F (round/sec)-------------------- (4)
Energy_ cost (Joule) = Total energy _ rate (ampere-seconds)*V ----------------------- (5)
Where B rate _ coded: a basic rate of coded (ampere-round)
τ: is the total number of clock cycles.
I: is the standard current drawn by each CPU clock round. The belongings of the majority of Common
Encryption Algorithms.
Total energy _ cost: the total energy cost(ampere seconds)
F: is the clock frequency (round/sec). Energy _ cost (Joule): the energy rate consumed). Through the using the
round, the operating voltage of the CPU, and the average current drawn for each round,
We can compute the power utilization of cryptographic functions for example, on average; each round
consumes approximately 270 mA on an Intel 486DX2 processor or 180 MA on Intel StrongARM.For an ample
calculation, with a 700 MHz CPU operating at 1.35 Volt, encryption with 20,000 cycles would consume about
5.71 x 10-3 mA-second or 7.7 μ Joule. So, the amount of power utilization by program P to achieve its goal(
coding or decoding)
Energy (E) = VCC × I × N × τ ---------------------------------- (6)

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Where N: the number of clock round. τ: the clock period.VCC: the supply voltage of the system: the average
current in amperes drawn from the power source for T seconds. Since for a given hardware, both VCC and τ are
fixed, E α I × N. However, at the application level, it is more consequential to talk about T than N, and
therefore, we express energy as E= α I × T. Since for a given hardware, Vcc is fixed [22]. The second and third
methods were used in this work.
5. PROPOSED ACA MULTI-ENCRYPTION ALGORITHM
Here we consider the encryption where are using two different types of algorithms X-tea & ACA: here we are
verdict coding data and given that hardware raised area with the configuration that is based on the cryptographic
step by step process [28].
We consider X1, X₂, As Input Bits from X-tea _ function
Inputs are given-
Delta_ value key₁, key₂, key₃, key₄,
Add _ function
Sl, clk, reset
Outputs are given
In this program, there are given four encrypted data outputs
Coded output records (Out₁, Out₂, Out₃, Out₄)
Hardware Design of X-tea, ACA Coding Approach Method
X-tea_functc1(.out(w1),.x(x1),.delta(delta),.key1(key1),.key2(key2).rl(rl),.srt(srt),.clk(clk));____(a)
X-tea_functc2(.out(w2),.x(x2),.delta(delta),.key1(key3),.key2(key4).sr(rl),.srt(rst),.clk(clk));____(b)
ACA_funct c3(.a(w3),.b(w4),.c(w5),.d(w6),.A_out(out1),.B_out(out2).C_out(out3),.
D_out(out4),.clk(clk),.add(add)); _______ (c)
ACA Encryption Algorithms
There are given ACA Function with parameters-
ACA_ function c3 (.a(w3), .b(w4), .c(w5), .d(w6),.
A_ out (out1),. B_ out (out2). C_ out(out3),.
D_out(out4), .clk(clk), .add(add))
Multi-Encryption Approach using (X-tea & ACA)
Method 1: X-tea- Pipelined Approach
X-tea_func (Out, S1, Delta_val, key₁, key₂, Q, Z)
1. For each Plaintext Bits X₁ ∈ X¡
2. For each Ciphertext Bit Out₁ ∈ Out¡
3. If (s1=1^S=0)
4. //splitter// assign out₁=in[31:0]; assign out₂=in[63:32];s
5. While (z>= 32) do {
6. For each X¡, Out¡ (Out¡[1] = ((in<<4)^in<<5) + in))
7. For each X¡, Out¡ (Out¡[2]= Delta_val +( key₁,+ key₂))
8. P= Out¡[1]⊕ Out¡[2]
9. }
10. Else Exit
11. If Q∈ X¡ then Call KSP_func
12. Else Subtract ( Q= Q-{X¡})
13. Exit
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Method 2: Pipelined approach enhances the throughput of ACA coding and decoding algorithm. The speed
of ACA coding depends on the use of different secret message function in different rounds of act and the key
generation method ACA_func (M_out, N_out, O_out, P_out, m,n,o,p,add,clk); Coding schedule _ACA
1. DEFINE parameter r=10;
2. for (j=1;j<=r; j=j+1)
3. begin
4. t=n_ mul << log_n;
5. r=p_ mul << log_p;
6. l_ int = ((l_int^t) << r)+s[2*j];
7. o_ int =((o_ int^r) << t)+s[2*j+1];
8. {l_ int, n_int,o_ int,p_ int}={n_ int, o_ int, p_int, l_int;
9. End
Decoding Schedule _ ACA
1. for(k=1;k<= r; k=k+1)
2. begin
3. {L_int,N_int,O_int,P_int}={P_int,L_int,N_int,O_int};
4. V=p_mull << logg_p;
5. W=n_mull << logg_n;
6. O_int = ((O_int-s[2*k+1])>> W)^V;
7. l_int = ((l_int-s[2*k]) >> V)^W;
8. End
Method 3:
Here we are considering about the KSP function and koge stone adder design. In KSP function given some
parameters- x, y, sum, Cin, Cout,
KSP_ function (x, y, sum, Cin, Cout)
1. Begin
2. Defining Levels (n): = 8 i.e.
Number of levels used here is n=4
LEVEL 1
3. Define Black Cell Level (1A-7A) = G_Z[0-6], P_Z[1-7], G_Z[1-7], P_Z[0-6], G_A[1-7], P_A[1-7]
4. Define Gray Cell Level (OA)= Cin, P_Z[0], G_Z[0], G_A[0]
LEVEL 2
5. Define Gray Cell Level (1B)= cin, P_A[1], G_A[1], G_B[1]
6. Define Gray Cell Level (2B)= G_A[0], P_A[2], G_A[2], G_B[2]
7. Define Black Cell Level (3B-7B) = G_A[1-5], P_A[3-7], G_A[3-7], P_A[1-5], G_B[3-7], P_B[3-7]
LEVEL 3
8. Define Gray Cell Level(3C) =cin, P_B[3], G_B[3], G_C[3]
9. Define Gray Cell level(4C-6C)(G_A[0-2], P_B[4-6], G_B[4-6], G_C[4-6]
10. Define Black Cell Level(7C) G_B[3], P_B[7], G_B[7], P_B[3], G_C[7], P_C[7]
LEVEL 4
11. Define Gray Cell level (7D)=cin, P_C[7], G_C[7], Cout

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The proposed step by step process be separated into a positive set of the key in with relevant output,
additionally, it provides the information that has been given procedures. In procedure 1, provides the step by
step approach in the creation of planned pipelined technique of x-tea, where the concept of [29] FSM has been
used, this procedure calls another procedure_3 contained by its process that defines the process of Kogge stone
adder which is the fastest adder used in the process, it is designed into two different levels black level and gray
level, each having its specific task respectively. [28].After designing the proposed modified approach of X-tea,
but here we consider another component which is known as Advance Cipher Algorithm(ACA) illustrated in
the procedure 2, output from the two modules of X-tea each of 24 bit, making it 64 bit (Since input for ACA is
64 bit) that is fetched as an input to ACA module, This connecting of two different approaches of
cryptographic step by step process building it more protected and powerful over an ACA step by step process
platform with using hardware platform with configuration and design based on cryptographic algorithm while
(HDL) that is called multi-encryption technique.
6. EXPERIMENTAL DESIGN
There are given an experiment configuration where we have used a laptop which Processor-Intel® Core™ I-3-
5005U [email protected] GHz, 16GB RAM. In this experiments, encrypts a different file size ranges from 400 K byte
to 7.5 Megabyte in favour of manuscript data, since 55 Kbytes to 9,264 Kbytes in favour of acoustic data, from
16 Kbytes to 155 Kbytes in favour of images data from 4,000 Kbytes to 5,000 Kbytes in favour of video files.
Dissimilar file size ranges from 321 K byte to 7.139Mega Byte139 Megabytes in favor of manuscript since 33
Kbytes to 8,262 Kbytes in favor of audio data, from 28 Kbytes to 131 Kbytes in favor of pictures (Images) and
from 4,006 Kbytes to 5,073 Kbytes for video files.
Several performances are tranquil:
1- Energy consumption.
2- Encryption time.
3- CPU process time.
4- CPU clock cycles
On the side of calculation of the power rate of coding, we employ the same techniques which are illustrated in
[18]. The basic charge of coding signifies by the product of the total number of clock rounds which is taken by
the coding and the typical current drawn by each CPU clock cycle. The necessary coding charge defined by the
unit of ampere-round. To calculate the full amount power charge, by split the ampere-round and the clock rate
in round/subsequent of a processor; we find the energy charge of coding in ampere-seconds. Then, we multiply
the ampere-seconds with the processor's operating voltage and obtain the power charge in Joule.
In use the electrical energy of the Microprocessor and the average current drawn for each round, then we can
calculate the power utilization of cryptographic purposes. For example, in average, each round utilizes
approximately 270 mA on an Intel 486DX2 processor [18] or 180 mA on Intel Strong ARM [19]. However,
currently we might not find any power utilization benchmark for an Intel Pentium VI 1.5 GHz that is used in our
capacity; we suppose it is close to100 mA. For an illustration computation,with a 700 MHz CPU operating at
1.35 Volt, encryption with 20,000 cycles would consume about 5.71 x 10-3 mA-second or 7.7 μ Joule. We
replace total no ofclock cycledivided by clock frequency to be duration time for coding or decoding. Then, the
amount of power utilized by program P to achieve its goal (coding or decoding) is given by E=Vcc x I x T
joules [18].
Coding instance is considered, an encryption step by step process obtains to make a secret message from a
plaintext. Coding instance is used to compute the throughput of a coding method. It points out the rate of
coding. The throughput of the coding method is calculated as the total plaintext in bytes coded and divided by
the coding time [15].
Microprocessor CPU progression time is the time that a CPU that is dedicated merely to the meticulous
procedure for computation and replicate the load of the CPU. The further CPU time that is used in the coding
process. CPU clock rounds are metric, sparkly power utilization of the CPU at the same time as working on the
coding process.
There are given subsequent responsibilities to be performed are shown as follows
1. The assessment be carried out between the outcomes of the preferred dissimilar coding and decoding
schemes in terms of the coding time, series power and throughputs.

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2. A study is performing on the effect of varying packet range on energy utilization, throughput, and CPU
workload for each selected cryptography step by step process.
3. The cram is performing on the consequence of varying information form -such as document, acoustic file,
capture file, and descriptions- for each cryptography selected step by step process taking place energy
utilization.
4. The cram be performing taking place the effect of changing and the key size for cryptography selected
algorithm on energy utilization.
5. We have used a laptop which configuration is Processor-Intel® Core™ I-3-5005U [email protected] GHz, 16GB
RAM. In these experiments, coding in a different file size ranges- microprocessor working on 1.35 Volt, a
decoded with 30,000 round would be utilized
5.91 x 10.3 milli amperes per second or 7.9 Micro Joule. We replace total no ofclock round separated by clock
frequency to be duration time for coding or decoding. Then, the amount of energy utilization by program P to
achieve its goal (coding or decoding) which is given by:
E= Vcc x I x T joules [18].
7. SIMULATION OUTCOMES
7.1 Accomplish of altering packet size for cryptography algorithm on power utilization (Manuscriptfiles)
7.1.1 Encryption of dissimilar pack dimension
7.1.1.1 Central Processing Unit workload
Table.1 Shown the CPU Workload in a different cryptographic algorithm.
In Figure 3, we illustrate the concept of cryptography which is step by step process in terms of allocation of the
CPU load for the coding process. There are given with a different data block size.
Table. 1. Microprocessor (CPU) Work Load in a different cryptographic algorithm
Sr. No. Cryptographic Algorithms Time Consumption in (milli-second)
1. AES 350
02. ACA 45
03. DES 355
04. Blowfish 50
05. RC2 455
06. RC6 200

Fig.3 CPU Workload in different cryptographic algorithm

X-Axis: Cryptographic Algorithms Y-Axis: Time consumption in millisecond (0-1000)
7.1.1.2 Encoding throughput
The coding format which be considered by separating the plaintext in Megabytes coded taking place the total
coding time for every step-by-step process. Because throughput assessment be better, the power utilization of
this coding technique is decreased. Table-2 shows the Throughput of each coding step by step process
(Megabyte/Sec) and Fig. 4 shows the Throughput of each coding step by step process (Megabyte/Sec)
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Sr. NO. Algorithms Throughput (Megabyte/Sec)

01. AES 3.5
02. ACA 3.9
03. DES 4
04. Blowfish 25
05. RC2 3
06. RC6 5.3
Table-2 Throughput of each encryption algorithm (Megabyte/Sec)

Fig. 4 Throughput of each encryption algorithm (Megabyte/Sec)

X-Axis: Cryptography encryption algorithms Y-Axis: Throughput in Megabyte/Second (0-25)
7.1.1.3 Energy consumption
In Figure 5, we are showing the performance of cryptography algorithms in terms of power consumption for the
encryption process with a different data block size. Table. 3 shows the power utilization for encrypting in
different Text document Files in µJoule/Byte. Fig. 5 shows the power utilization for encrypting the different
Text document Files in µJoule/Byte.
Sr. No. Cryptography Algorithm Power Consumptionµ Joule byte
01. ACA 0.4
02. AES 4.1
03. DES 4.2
04. RC2 5.2
05 BF 0.5
0.6 RC6 2.3
Table.3 Energy utilization for encrypting different Text document Files in µJoule/Byte.

Fig. 5 Energy utilization for encrypting different Text document Files in µJoule/Byte.

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X-Axis: Cryptography algorithms Y-Axis: Power consumption in µJoule/Byte (0-6)

The outcome illustrate the energy of ACA step by step process is in excess of another step by step process in
provisions of the energy utilization, dispensation moment, and throughput (when we encrypt the same data by
using AES and Blowfish, we found that ACA need in the order of 16% of the energy that is consumed for
AES). A new point can be perceiving that RC6 requires less energy, and less time than all algorithms except
Blowfish (when we encrypt the same data by using RC6 &AES, we found that RC6 requires approximately
58% of the power which is consumed for AES). A third point can be noticed that AES has an advantage over
other 3DES, DES, and RC2 in provisions of energy utilization, A fourth point can be noticed that 3DES has low
performance in terms of utilization and throughput.
When compared with DES. It requires always more power time than DES because of its triple-phase encryption
characteristics. Finally, it is established that RC2 has low performance and low throughput when compared with
the other five step by step process despite the small key size used.
7.1.2 Decryption of different packet size
7.1.2.1 Microprocessor (CPU) workload
The simulation outcome for this concern point is shown in Fig.6 Time utilization for decoding in different Text
Data which is also shown in Table.4.
Cryptographic Packets(in KB)
Algorithms
T1(48) T2(50) T3(110) T4(252) T5(350) T6(624) T7(829) T8(975) T9(5355) T10(7410)
RC6 50 46 70 100 145 148 150 88 650 746
BF 47 44 66 110 143 145 150 90 150 149
RC2 52 50 80 90 200 202 204 208 900 1230
DES 46 48 50 52 102 104 110 160 800 980
AES 45 47 50 98 100 108 150 200 650 860
ACA 30 36 45 60 100 135 140 145 150 145
Duration Time in milliseconds
Table. 4 Time consumption for decrypting different Text Data

Fig. 6 Time consumption for decrypting different Text Data.

X-Axis: Cryptography algorithms with packet in KB Y-Axis Time Consumption in millisecond
(0-400)

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7.1.2.2 Decryption throughput

There are given simulation outcomes for this comparison position which are shown in Fig.7 about the
throughput of each decoding step by step process (Megabyte/Sec) and it is also shown in Table.5 throughput of
each decoding step by step process (Megabyte/Sec).
Sr. No. Cryptographic Algorithms Throughput(Megabyte/Second
1 RC2 4.2
2. RC6 7.0
3. AES 6.2
4. DES 6.0
5. BF 18.5
6. ACA 19.0
Table.5 Throughput of each decryption algorithm (Megabyte/Sec).

Fig.7 Throughput of each decryption algorithm (Megabyte/Sec)

X-Axis: Cryptography decryption algorithms Y-Axis: Throughput in Megabyte/Sec(0-20)
7.1.2.3 Power Utilization
In Simulation outcomes for this comparison, the position is shown in Table.6 and Fig.8 about the power
utilization for decrypting dissimilar transcript document Files which is represented in µJoule/Byte.
Sr. No. Cryptographic Algorithms Power consumption µJoule/Byte
01 RC2 98%
02 RC6 88%
03 AES 91%
04 DES 90%
05 BF 35%
06 ACA 33%
Table.6 Power consumption for Decrypt different Text document Files in µJoule/Byte.

Figure.8 Power utilization for Decrypt different Text document Files in µJoule/Byte
X-Axis:Cryptography decryption algorithms Y-Axis:Power utilization in Joule/Byte(0-100)
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In Simulation outcomes intended for this evaluation points that be given away in Fig. 6, Fig. 7, and Fig. 8 at the
decoding stage. We establish a decoding process, ACA is better than the other step by step process during
throughput and energy utilization (once we decrypt the same information by using ACA & AES, we found that
ACA needs around 35% of the energy that is utilized in favor of AES). The second position should be noticed
that RC6 requires less time than all step-by-step process, except ACA and BF (once we decode the same
information by using RC6 & AES, we found that RC6 requires approximately 88% of the energy that is utilized
for AES). A third position that can be taken in that AES has an advantage over other 3DES, DES RC2. The
fourth position that can be measured RC2 still has the low performance of these step-by-step process.
7.2 The outcome of varying file form (acoustic files) for cryptography step by step process on energy
utilization.
7.2.1 Encoding of dissimilar Audio files (different range)
7.2.1.1 Encoding throughput
Here the subsequent segment, assessment among coded step by step process has conducted at text and document
data files. After that we have made a comparison between other types of data (Audio file) to check which one
can perform better in this case. Replication results for audio data types are shown in Fig. 9.
Sr. No. Cryptographic Algorithms Throughput(kilobytes/Sec}
1. RC2 650
2. RC6 1400
3. AES 600
4. DES 640
5. BF 6150
6 ACA 6240
Table 7. Throughput of every encryption step by step process (Kilobytes/Sec).

Figure. 9 Throughput of every encryption step by step process (Kilobytes/Sec).

X-Axis:Cryptography encryption algorithms Y-Axis:Throughput in KB/Sec.(0-7000)
7.2.1.2 Microprocessor (CPU) workload
In Figure. 10 and Table.8 we show the presentation of cryptography step by step process in terms of sharing the
CPU load for the encryption process. With a different audio block size shown in table 8, and also given time
utilization for encrypting different audio files.
Cryptographic Packets (in KB)
Algorithms T1 T2 T3 T4 T5 T6 T7 T8 T9 T10
(33) (337) (2026) (4677) (6488) (6667) (6800) (6844) (7644) (8262)
RC6 5 20 198 280 360 375 395 40 420 430
BF 20 22 21 28 32 34 36 37 38 120
RC2 12 30 388 580 630 642 800 805 840 990
DES 21 23 370 520 640 642 830 795 985 995
AES 14 25 380 525 670 674 790 805 990 997
ACA 11 18 19 25 30 32 33 34 35 103
Duration Time in milliseconds
Table. 8 Instance utilization for encrypting different Audio Files
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Fig. 10 Instance utilization for encrypting different Audio Files

X-Axis: Cryptography encryption algorithms with packet in KB Y-Axis Time utilization in millisecond (0-
1000)
7.2.1.3 Energy Utilization
In Figure11 and Table 9, illustrate the presentation of cryptography step by step process in
Sr. No. Cryptographic Algorithm Power Consumptionµ Joule/ byte
1. RC2 98%
2. RC6 48%
3. AES 91%
4. DES 90%
5. BF 13%
6. ACA 12%
Table.9 Energy utilization in favor of coding in different Audio Files as per µJoule/Byte.
Conditions of energy utilization for the coded process with a dissimilar audio slab size.

Figure. 11 Energy utilization in favor of coding in different Audio Files as per µJoule/Byte
Outcomes illustrate the control of ACA step by step process in excess of another step by step in conditions of
the energy utilization, dispensation instance, along with throughput (when we coded the same data by using
ACA & AES, we found that ACA needs around 14% of the energy that is utilized for AES). An additional
position that can be taken in that RC6 needs less energy utilization and less time than all step-by-step process
except ACA (we coded similar information with RC6 &AES, we found that RC6 needs around 49% of the
energy which is utilized for AES). A third position be able to be noticed that AES has an advantage over other
3DES, DES and RC2 in terms of time utilization and throughput especially in small size files. Here the fourth
position can be taken in that 3DES has low performance in terms of energy utilization and throughput, when
compared with DES. It need continuously more time than DES. Finally, it is found that RC2 has low
performance and low throughput when compared to the other five algorithms in spite of the small key range
used.

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7.2.1 Decoded of dissimilar Audio files (different sizes)

7.2.2.1 Decoding the throughput
Replication outcomes in favor of this comparisons positions are shown in Fig.12 and Table.10
Sr. No. Cryptographic Algorithm Throughput (KiloByte/Sec)
1. RC2 1100
2. RC6 1200
3. AES 1145
4. DES 1150
5. BF 7890
6. ACA 8100
Table.10 Throughput of each Decryption algorithm (Kilobytes/Sec)

Fig. 12 Throughput of each Decryption algorithm (Kilobytes/Sec)

7.2.2.2 CPU workload
There are given simulation outcomes for these comparison points are shown in Fig. 13 and in Table 11.
Cryptographic Packets (in KB)
Algorithms T1 T2 T3 T4 T5 T6 T7 T8 T9 T10
(36) (340) (2030) (4715) (6510) (6700) (6820) (6850) (7655) (8362)
RC6 8 22 200 290 380 390 397 410 427 432
BF 22 24 26 29 33 35 37 39 40 125
RC2 15 31 389 585 638 644 810 815 835 995
DES 22 24 372 522 646 647 835 794 990 998
AES 17 26 383 527 673 676 795 810 992 995
ACA 13 17 20 26 33 35 37 39 40 103
Duration Time in milliseconds
Table.11 Time utilization for Decrypt different Audio Files

Fig. 13 Time utilization for Decrypt dissimilar Audio Files

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7.2.2.2 Power utilization

The simulation outcomes for this comparison point are shown in Fig. 14 and in table 12
Sr. No. Cryptographic Algorithms Power consumption µJoule/Byte
01 RC2 92%
02 RC6 88%
03 AES 90%
04 DES 91%
05 BF 19%
06 ACA 17%
Table.12 Power utilization for decrypting dissimilar Audio Files in µJoule/Byte.

Fig. 14 Power utilization for decrypting dissimilar Audio Files in µJoule/Byte.

Since the outcomes is the same as in the coding process for audio files. Once we decode the similar information
by using ACA &AES, we found that ACA requires around 18% of the power which is utilized for AES. Once
we decrypt the similar information by using RC6 & AES, we found that RC6 need around 84% of the power
that is utilized for AES.
7.3 The effect of changing file type (Video files) for cryptography algorithm on power utilization.
7.3.1 Encryption of dissimilar Video files (dissimilar ranges)
7.3.1.1 Encryption throughput
We will make an assessment between other types of information (Video files) to check which can carry away
glowing for a second time within case. Replication outcomes in favor of a video information type which be
given away inside of the Fig. 15 and Table. 13 at encryption.
Sr. No. Cryptographic Algorithm Throughput (KiloByte/Sec)
1. RC2 820
2. RC6 1410
3. AES 880
4. DES 890
5. BF 5300
6. ACA 5700
Table .13 Throughput of each encryption algorithm (Kilobytes/Sec).

Fig. 15 Throughput of each coding step by step process (Kilobytes/Sec)

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7.3.1.1 CPU workload

Figure 18 and Table 16 shows the performance of secret step by step process in terms of sharing the CPU load.
With a different video block size.
Cryptographic Packets (in KB)
Algorithms T1(4008) T2(4415) T3(5073)
RC6 210 280 284
BF 50 80 95
RC2 415 580 515
DES 416 506 510
AES 460 480 518
ACA 45 76 90
Duration Time in milliseconds
Table. 16 Time utilization for encryption of different video Files

Figure. 18 Time utilization for encryption of different video Files

7.3.1.2 Power utilization
In Figure 17 and Table.15, show the presentation of secret step by step process in conditions of power
utilization for encoding process with a different video block range.
Sr. No. Cryptographic Algorithms Power consumption µJoule/Byte
01 RC2 93%
02 RC6 51%
03 AES 94%
04 DES 90%
05 BF 15%
06 ACA 13%
Table.15 Power utilization for encrypting different Video Files in µJoule/Byte

Fig. 17 Power utilization for encrypting different Video Files in µJoule/Byte

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There are given outcome be the same as in manuscript and acoustic data. The outcome illustrates and the
advantage of ACA step by step process in excess of another step-by-step process conditions are given;
processing instance, energy utilization, as well as throughput (we encrypt the similar information by using ACA
& AES, we found that Blowfish have need of something like 16% of energy that is utilized in favor of AES).
Another position can be noticed that RC6 requires less energy utilization and less time than all step-by-step
process except ACA (Encrypt the similar information with RC6 & AES, we found that RC6 has need of
approximately 51% of the energy that is utilized for AES). In the third position can be taken in that, 3DES has
low performance in terms of energy utilization and throughput when compared with DES. It needs always more
time than DES. Finally, it is found that RC2 has the low presentation and low throughput when compared to the
other five step by step processes.
7.3.2 The decryption of dissimilar video files (dissimilar sizes)
7.3.2.1 Decryption throughput
There are given replication outcomes for this comparison position are shown in Fig. 18 and Table.16
Sr. No. Cryptographic Algorithm Throughput (KiloByte/Sec)
. RC2 1300
RC6 1510
3 AES 1480
4 DES 1420
5 BF 6200
6 ACA 6320
Table.16 Throughput of each Decoding algorithm (Kilobytes/Sec)

Fig. 18 Throughput of each Decoding algorithm (Kilobytes/Sec)

7.3.2.2 Microprocessor (CPU) workload
There are given replication outcomes for comparison positions are shown in Fig. 19 and Table.17
Cryptographic Packets (in KB)
Algorithms T1(4010) T2(4420) T3(5075)
RC6 245 250 285
BF 53 60 63
RC2 251 280 320
DES 250 252 290
AES 240 246 270
ACA 51 57 64
Duration Time in milliseconds
Table.17 Time utilization for Decrypt dissimilar video Files

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Fig. 19 Time utilization for Decrypt dissimilar video Files

7.3.2.3 Power utilization
There are given replication outcomes for comparison point which are shown in Fig. 20 and Table.18
Sr. No. Cryptographic Algorithms Power consumption µJoule/Byte
01 RC2 97%
02 RC6 94%
03 AES 96%
04 DES 90%
05 BF 24%
06 ACA 21%
Table.18 Power utilization for Decrypt dissimilar Video Files in µJoule/Byte.

Fig. 20 Power utilization for Decrypt dissimilar Video Files in µJoule/Byte

We found the outcomes are the similar while the encoding method for video, audio files, and manuscript
information. Once we have decoded the similar information with Blowfish & AES, we found that Blowfish
requires around 24% of the influence that is consumed for AES. When we decrypt the similar information by
using RC6 & AES, here we also found that RC6 requires around 93% of the energy that is consumed for AES.
The outcome of varying file type (Images) for the secret algorithm taking place of energy utilization. We carry
out the similar process that was conducted on manuscript files, acoustic, and video files, images files encoding
and decoding. Replication outcomes in favor of picture data (JPEG images) it is shown in Fig. 20 and Fig 21 at
encryption and decryption correspondingly.
Cryptographic Packets(in KB)
Algorithms T1 T2 T3 T4 T5 T6 T7 T8 T9 T10
(36) (340) (2030) (4715) (6510) (6700) (6820) (6850) (7655) (8362)
RC6 62 70 105 53 55 58 47 50 48 46
BF 80 88 60 52 66 68 52 50 51 52
RC2 245 90 64 55 60 64 58 51 88 76
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DES 56 78 45 49 50 52 55 52 51 54
AES 130 60 65 50 54 53 54 56 55 53
ACA 78 85 58 50 60 60 50 48 50 50
Duration Time in milliseconds
Table.19 Time consumption for encrypting different images

Fig. 21 Time utilization for encrypting dissimilar images

Those outcomes, that are trouble-free to examine that RC2 at rest has a drawback in the encoding process over
another step-by-step process in conditions of time utilization in sequence in throughput. Taking place, the
further grant, that is simple to examine that RC6 and ACA include drawback in the decoding process over
another step by step process for the duration of conditions of time utilization and in sequence in throughput. We
locate that 3DES still has low presentation when compared to DES. The assessment position is varying with
dissimilar input sizes for AES and RC6 algorithms. In the case of the AES algorithm where reflect on three
dissimilar input sizes likely i.e., 8 bytes, 16 bytes and 32 bytes keys. The replication outcomes are shown in Fig.
21 and Fig.22.
Sr. No. Cryptographic Algorithms Power consumption µJoule/Byte
01 AES 64 250
02 AES128 300
03 AES192 335
Table. 20 Time utilization for dissimilar key size for AES .

Fig. 22 instance utilization for dissimilar key size in favor of AES

The Advanced encryption standard encoding step by step process that can be observed input range directly on
the way in the direction of understandable change in the series and instance utilization. Departure from16 bytes
key to 24 bytes reason to add energy as well as instance utilization on 8% and 32bytes key, causes an increase

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of 16% [9]. The case of RC6, we are considering three different key sizes i.e., 128 bit, 192 bits and 256-bit
keys. The result is shown in the following figure.23 and table .21.
Sr.No. Cryptographic Key Duration in the Mili second
Algorithms Size
01. RC6 128 444-447
02. RC6 192 444-449
03. RC6 256 444-452.5
Table 21: Time utilization for different key size for RC6

Figure 23 Time utilization for dissimilar key size for RC6

.RC6 encryption algorithm which can be seen that superior input rang that shows the way to clear change in the
series and time utilization. The mainly frequent encoding methods be recognized the follows: DES: (Data
Encryption Standard) was the first encoding standard to be suggested by the National Institute of Standards and
Technology. DES is (64 bits key size with 64 bits slab size). Since that time, many attacks and methods have
recorded the weaknesses of DES, which made it an insecure slab secure message [3], 3DES is an enhancement
of DES; it is 64-bit block size with 192 bits input range [4]. In this standard, the encryption process be alike to
the one in the unique DES but applied three times to increase the encryption level and the average safe time.
8. CONCLUSION
This paper presents an illustrated assessment of chosen symmetric encryption step by step process. The chosen
algorithms are AES, DES, ACA, RC2, Blowfish, and RC6. A number of positions that can be finished from the
leisure outcomes. Mainly the holder of varying container size, that was completed that ACA has enhanced the
presentation than another common coding step by step process, that is used by blowfish. Secondly, we originate
that 3DES has low presentation and evaluate to another step-by-step process of decryption encryption standard.
Thirdly, we found the RC2 has a drawback in excess of every part of other step by step process within
conditions of instance utilization. Fourthly, we found AES has enhanced presentation than RC2, DES, and
3DES. Within case of acoustic and video files, we establish the outcomes are the same as in manuscript data. To
conclude the varying input range can be distinguished that superior key range shows the way in the direction of
clear transform in the series and time utilization. In the upcoming effort, we will learn about the delivery of
various packets ranges that are naturally broadcast, furthermore established by Wi-Fi plans, more than a
wireless set of connections. Here our future examines, we have proposed three methods to decrease the power
utilization of protection protocols (PP) and apply them to wireless local area networks (W-LANs) to make
available a power-efficient protection representation on behalf of 802.11 WLANs by replacement of standard
protection protocol primitives (SPPP) utilize high power, while maintaining the same protection intensity.
Secondly, the variation of the typical protection set of rules correctly. Finally, a completely new intend of
protection protocol (pp).
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Third IEEE Workshop on Wireless LANs- September 27-28, 2001- Newton, Massachusetts.

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[2] Hardjono, ''Security in Wireless LANs and MANS,'' Artech House Publishers 2005.
[3] W.Stallings, ''Cryptography and Network Security 4 th Ed,'' Prentice Hall, 2005, PP. 58-309.
[4] Coppersmith, D. "The Data Encryption Standard (DES) and Its Strength against Attacks."I BM Journal of
Research and Development, May 1994, pp. 243 250.
[5] Bruce Schneier. The Blowfish Encryption Algorithm Retrieved October 25, 2008,
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[6] K. Naik, D. S.L. Wei, Software Implementation Strategies for Power-Conscious Systems,” Mobile
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[7] Daemen, J., and Rijmen, V. "Rijndael: The Advanced Encryption Standard."D r. Dobb's Journal, March
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[8] N. El-Fishawy, "Quality of Encryption Measurement of Bitmap Images with RC6, MRC6, and Rijndael
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[9] K. McKay, ''Trade-offs Between Energy and Security in Wireless Networks Thesis,'' Worcester
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[10] R. Chandramouli, ''Battery power-aware encryption - ACM Transactions on Information and System
Security (TISSEC),'' Volume 9, Issue 2, May. 2006.
[11] S.Hirani, ''Energy Consumption of Encryption Schemes in Wireless Devices Thesis,'' university of
Pittsburgh, April 9, 2003. Retrieved October 1, 2008,At: portal.acm.org/citation.cfm?id=383768
[12] "A Performance Comparison of Data Encryption Algorithms," IEEE [Information and Communication
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[13] W.S.Elkilani, H.m.Abdul-Kader, "Performance of Encryption Techniques for Real-Time Video Streaming,
IBIMA Conference, Jan 2009, PP 1846-1850.
[14] S.Z.S. Idrus, S.A.Aljunid, S.M.Asi, ''Performance Analysis of Encryption Algorithms Text Length Size on
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January 2008, PP 20-25.
[15] A.A. Tamimi, ''Performance Analysis of Data Encryption Algorithms. Retrieved October 1, 2008From
http://www.cs.wustl.edu/~jain/cse56706/ftp/encryption_perf/index.html.
[16] A. Sinha and A.P. Chandrakasan, Joule Track, ''A Web-Based Tool for Software Energy Profiling, ,"
proceedings of the 38th Design automation.The conference, DAC2001 , Las Vegas, NV,US ,p.p 220-
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[17] Results of comparing tens of encryption algorithms using different settings- Crypto++ benchmark-
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[18] K. Naik, D. S.L. Wei, “Software Implementation Strategies for Power-Conscious Systems,” Mobile
Networks and Applications, 6, 291-305, 2001.
[19] A. Sinha and A.P. Chandrakasan, "Joule Track- A Web-Based Tool For Software Energy Profiling,"
Proceedings of the 38th Design Automation Conference, DAC 2001, Las Vegas, NV, USA, pp. 220-225.
[20] J. Daemen and V. Rijmen. "AES Proposal: Rijndael". In National Institute of Standards and Technology,
July 2001.
[21] J. Daemen and V. Rijmen. ”The Design of Rijndael”. In Springer-Verlag, 2002.
[22] R.L Rivest,”The RC5 Encryption Algorithm
[23] N. Ferguson, J. Kelsey, S. Lucks, B. Schneier, M. Stay, D.Wagner, and D.Whiting. ”Improved
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Heidelberg, Germany / London, UK / etc., 2000. Springer-Verlag.
[24] A. J. Elbirt, W. Yip, B. Chetwynd, and C. Paar. ”An FPGA Implementation and Performance Evaluation
of the AES Block Cipher Candidate Algorithm Finalists”. In AES Candidate Conference, pages 13–27,
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[25] P. J. Robertson, E. L. Witzke, D. C. Wilcox, L. G. Pierson, and K. Gass. ”A DES ASIC Suitable for
Network Encryption at 10 Gbps and Beyond”. In CHES, volume 1717, pages 37–48, 2000.
[26] Gil-Ho Kim, Jong-Nam Kim, Gyeong-Yeon Cho, Dept of Computer Engineering PuKyong National
Univ. “An improved RC6 algorithm with the same structure of encryption and decryption
[27] A. Elbirt, W. Yip, B. Chetwynd, and C. Paar. "An FPGA-based Performance Evaluation of the AES
Block Cipher Candidate Algorithm Finalists", 2001. citeseer. nj.nec.com/elbirt01fpgabased.html..
[28] Jens-Peter Volgenau School of IT&E, George Mason University, Fairfax, VA, USA [email protected]
“Chai-tea, Kaps Cryptographic Hardware Implementations of XTEA”.
[29] Liberatori monica, otero Fernando, Bonadero J.C, Castineira,” AES_128 cipher, high speed, low cost
FPGA implementation” [1-4244-0606-4/2007].
[30] A. Ramesh, A. Suruliandi, Performance analysis of encryption algorithms for Information Security, 2013
International Conference on Circuits, Power and Computing Technologies (ICCPCT), 20-21 March 2013,
13583750, DOI: 10.1109/ICCPCT.2013.6528957, Publisher: IEEE.
[31] Sachin sharma1 , Jeevan Singh Bisht2*” Performance Analysis of Data Encryption Algorithms”
International Journal of Scientific Research in Network Security and Communication, Volume-3, Issue-1,
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[32] Pushpendra Verma, 2Dr. Jayant Shekhar, 3 Preety, 4Amit Asthana, A Survey for Performance Analysis
Various Cryptography Techniques Digital Contents, Pushpendra Verma et al, International Journal of
Computer Science and Mobile Computing, Vol.4 Issue.1, January- 2015, pg. 522-531, ISSN 2320–088X.
[33] Asir Antony Gnana Singh Danasingh,” Performance Analysis of Data Encryption Algorithms for Secure
Data Transmission”, IJSART - Volume 2 Issue 12–DECEMBER2016 , ISSN [ONLINE]: 2395-1052.
[34] Geovandro C. C. F. Pereira,1 Renan C. A. Alves,1 Felipe L. da Silva,1 Roberto M. Azevedo, 1 Bruno C.
Albertini,1 and Cíntia B. Margi1 Performance Evaluation of Cryptographic Algorithms over IoT Platforms
and OperatingSystems, Research Article OpenAccess, Volume 2017 | Article.ID 2046735
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[35] Lucia Keleadile KetshabetsweAdamu Murtala ZungeruMmoloki Mangwal, Joseph M. ChumaBoyce
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6099-6106, 2019,22 November 2019.

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A STUDY ON PERCEPTION AND AWARENESS TOWARDS CRYPTO CURRENCY IN DELHI

NCR
1
Dr. Satish Kumar and 2Dr. Ashish Kumar Jha
1
Professor, I.T.S Ghaziabad
2
Assistant Professor, I.T.S Ghaziabad

ABSTRACT
This chapter analyses the perception of customer towards crypto-currency in India. The emphasis has been laid
on the adoption, usage, value attributes, bottlenecks and factors influencing Crypto-currency adoption. The
current system is able to support the Smooth adoption and monitoring payments through Crypto-currency. Also,
it has been indicated by the recent research that Crypto-currency adoption is on the rise as it gives high rate of
return. The current analysis has been divided into seven sections, which include perceptional analysis age-wise,
occupation-wise, gender-wise, education wise, income-wise and analysis of antecedents, and lastly analysis of
perceived risk and utility. The questionnaire asks questions about the benefits people avail while using virtual
currency and what are the various factors which influence the people to use virtual currency and what are the
risks they face associated with virtual currency.
To build up a parallel banking environment, technological implementation is crucial. As a part of this, virtual
payment system propelled Crypto-currency. In, Ghaziabad customers’ perceptions about the Crypto-currency
are impressive. To examine the customers’ perceptions towards Crypto-currency is one of the main focuses of
this research. About 95 responses were collected to conduct the study. A quantitative research design was
adopted to perform the test of hypotheses. The survey results revealed that usage and financial benefits,
convenience factors, and psychological factors positively influence customers’ attitude towards Crypto-
currency. Also, there are some problems identified by the respondents as customers.

INFORMATION
One of the key pillars of the modern society has been the civilized and organized exchange of goods and
services. In India, as in other countries around the world, an organized method of payment has evolved over
time from a barter system to the more complex forms of monetary transactions. More regularly, we are
progressively reliant on new innovations to make our transactions quick and productive. The proceeded and fast
development of innovation has achieved noteworthy changes in our regular day-to-day existences (Panagiotis
et al., 2018).
The predominant form of payment across India in the 20th century has been coins, cash and cheque. As we
move into the 21st century, payment through cash and cheque itself has undergone a transformation. It has
moved from being a physical paper-based exchange of value to a virtual electronic one. This is in line with the
development of electronic payments world over. The development of Crypto-currency industry was very
evident as an individual is getting more reliant on technology and Crypto-currency business is the best result of
technological innovation. (Sumi & Safiullah, 2019).
In the Indian market, the development of Crypto-currency is probably the most significant phenomenon of the
modern era.
This study is an attempt to unveil the perception held by Crypto users towards Crypto-currency in India. The
review of literature indicated that most of research work in the field undertaken till now has been done in
developed countries like United States and other fast developing countries. But research is still lacking in case
of developing countries like India. It was also revealed that, hardly any comprehensive study has been
conducted in India to examine the perception of crypto users.
The present study focuses on factor like age, occupation, gender, educational qualification, monthly income,
and occupation. It also analyzed the current status and trends of Crypto-currency in India.
CRYPTO-CURRENCY
Cryptocurrency is a digital payment system that doesn't rely on banks to verify transactions. It’s a peer-to-peer
system that can enable anyone anywhere to send and receive payments. Instead of being physical money carried
around and exchanged in the real world, cryptocurrency payments exist purely as digital entries to an online
database describing specific transactions. When you transfer cryptocurrency funds, the transactions are recorded
in a public ledger. Cryptocurrency is stored in digital wallets.

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Cryptocurrency received its name because it uses encryption to verify transactions. This means advanced coding
is involved in storing and transmitting cryptocurrency data between wallets and to public ledgers. The aim of
encryption is to provide security and safety.
The first cryptocurrency was Bitcoin, which was founded in 2009 and remains the best known today. Much of
the interest in cryptocurrencies is to trade for profit, with speculators at times driving prices skyward
How does cryptocurrency work
Cryptocurrencies run on a distributed public ledger called blockchain, a record of all transactions updated and
held by currency holders.
Units of cryptocurrency are created through a process called mining, which involves using computer power to
solve complicated mathematical problems that generate coins. Users can also buy the currencies from brokers,
then store and spend them using cryptographic wallets.
If you own cryptocurrency, you don’t own anything tangible. What you own is a key that allows you to move a
record or a unit of measure from one person to another without a trusted third party.
Although Bitcoin has been around since 2009, cryptocurrencies and applications of blockchain technology are
still emerging in financial terms, and more uses are expected in the future. Transactions including bonds, stocks,
and other financial assets could eventually be traded using the technology.
Cryptocurrency examples
There are thousands of cryptocurrencies. Some of the best known include:
Bitcoin
Founded in 2009, Bitcoin was the first cryptocurrency and is still the most commonly traded. The currency was
developed by Satoshi Nakamoto – widely believed to be a pseudonym for an individual or group of people
whose precise identity remains unknown.
Ethereum
Developed in 2015, Ethereum is a blockchain platform with its own cryptocurrency, called Ether (ETH) or
Ethereum. It is the most popular cryptocurrency after Bitcoin.
Litecoin
This currency is most similar to bitcoin but has moved more quickly to develop new innovations, including
faster payments and processes to allow more transactions.
Ripple
Ripple is a distributed ledger system that was founded in 2012. Ripple can be used to track different kinds of
transactions, not just cryptocurrency. The company behind it has worked with various banks and financial
institutions.
Non-Bitcoin cryptocurrencies are collectively known as “altcoins” to distinguish them from the original.
How to buy cryptocurrency
You may be wondering how to buy cryptocurrency safely. There are typically three steps involved. These are:
Step 1: Choosing a platform
The first step is deciding which platform to use. Generally, you can choose between a traditional broker or
dedicated cryptocurrency exchange:
 Traditional brokers. These are online brokers who offer ways to buy and sell cryptocurrency, as well as
other financial assets like stocks, bonds, and ETFs. These platforms tend to offer lower trading costs but
fewer crypto features.
 Cryptocurrency exchanges. There are many cryptocurrency exchanges to choose from, each offering
different cryptocurrencies, wallet storage, interest-bearing account options, and more. Many exchanges
charge asset-based fees.
When comparing different platforms, consider which cryptocurrencies are on offer, what fees they charge, their
security features, storage and withdrawal options, and any educational resources.

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Step 2: Funding your account

Once you have chosen your platform, the next step is to fund your account so you can begin trading. Most
crypto exchanges allow users to purchase crypto using fiat (i.e., government-issued) currencies such as the US
Dollar, the British Pound, or the Euro using their debit or credit cards – although this varies by platform.
Crypto purchases with credit cards are considered risky, and some exchanges don't support them. Some credit
card companies don't allow crypto transactions either. This is because cryptocurrencies are highly volatile, and
it is not advisable to risk going into debt — or potentially paying high credit card transaction fees — for certain
assets.
Some platforms will also accept ACH transfers and wire transfers. The accepted payment methods and time
taken for deposits or withdrawals differ per platform. Equally, the time taken for deposits to clear varies by
payment method.
An important factor to consider is fees. These include potential deposit and withdrawal transaction fees plus
trading fees. Fees will vary by payment method and platform, which is something to research at the outset.
Step 3: Placing an order
You can place an order via your broker's or exchange's web or mobile platform. If you are planning to buy
cryptocurrencies, you can do so by selecting "buy," choosing the order type, entering the amount of
cryptocurrencies you want to purchase, and confirming the order. The same process applies to "sell" orders.
There are also other ways to invest in crypto. These include payment services like PayPal, Cash App, and
Venmo, which allow users to buy, sell, or hold cryptocurrencies. In addition, there are the following investment
vehicles:
 Bitcoin trusts: You can buy shares of Bitcoin trusts with a regular brokerage account. These vehicles give
retail investors exposure to crypto through the stock market.
 Bitcoin mutual funds: There are Bitcoin ETFs and Bitcoin mutual funds to choose from.
 Blockchain stocks or ETFs: You can also indirectly invest in crypto through blockchain companies that
specialize in the technology behind crypto and crypto transactions. Alternatively, you can buy stocks or
ETFs of companies that use blockchain technology.
The best option for you will depend on your investment goals and risk appetite.
How to store cryptocurrency
Once you have purchased cryptocurrency, you need to store it safely to protect it from hacks or theft. Usually,
cryptocurrency is stored in crypto wallets, which are physical devices or online software used to store the
private keys to your cryptocurrencies securely. Some exchanges provide wallet services, making it easy for you
to store directly through the platform. However, not all exchanges or brokers automatically provide wallet
services for you.
There are different wallet providers to choose from. The terms “hot wallet” and “cold wallet” are used:
 Hot wallet storage: "hot wallets" refer to crypto storage that uses online software to protect the private
keys to your assets.
 Cold wallet storage: Unlike hot wallets, cold wallets (also known as hardware wallets) rely on offline
electronic devices to securely store your private keys.
Typically, cold wallets tend to charge fees, while hot wallets don't.
What can you buy with cryptocurrency?
When it was first launched, Bitcoin was intended to be a medium for daily transactions, making it possible to
buy everything from a cup of coffee to a computer or even big-ticket items like real estate. That hasn’t quite
materialized and, while the number of institutions accepting cryptocurrencies is growing, large transactions
involving it are rare. Even so, it is possible to buy a wide variety of products from e-commerce websites using
crypto. Here are some examples:
Technology and e-commerce sites
Several companies that sell tech products accept crypto on their websites, such as newegg.com, AT&T, and
Microsoft. Overstock, an e-commerce platform, was among the first sites to accept Bitcoin. Shopify, Rakuten,
and Home Depot also accept it.

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Luxury goods
Some luxury retailers accept crypto as a form of payment. For example, online luxury retailer Bit dials offers
Rolex, Patek Philippe, and other high-end watches in return for Bitcoin.
CARS
Some car dealers – from mass-market brands to high-end luxury dealers – already accept cryptocurrency as
payment.
Insurance
In April 2021, Swiss insurer AXA announced that it had begun accepting Bitcoin as a mode of payment for all
its lines of insurance except life insurance (due to regulatory issues). Premier Shield Insurance, which sells
home and auto insurance policies in the US, also accepts Bitcoin for premium payments.
If you want to spend cryptocurrency at a retailer that doesn’t accept it directly, you can use a cryptocurrency
debit card, such as BitPay in the US.
Cryptocurrency fraud and cryptocurrency scams
Unfortunately, cryptocurrency crime is on the rise. Cryptocurrency scams include:
Fake websites: Bogus sites which feature fake testimonials and crypto jargon promising massive, guaranteed
returns, provided you keep investing.
Virtual Ponzi schemes: Cryptocurrency criminals promote non-existent opportunities to invest in digital
currencies and create the illusion of huge returns by paying off old investors with new investors’ money. One
scam operation, BitClub Network, raised more than $700 million before its perpetrators were indicted in
December 2019.
"Celebrity" endorsements: Scammers pose online as billionaires or well-known names who promise to
multiply your investment in a virtual currency but instead steal what you send. They may also use messaging
apps or chat rooms to start rumours that a famous businessperson is backing a specific cryptocurrency. Once
they have encouraged investors to buy and driven up the price, the scammers sell their stake, and the currency
reduces in value.
Romance scams: The FBI warns of a trend in online dating scams, where tricksters persuade people they meet
on dating apps or social media to invest or trade in virtual currencies. The FBI’s Internet Crime Complaint
Centre fielded more than 1,800 reports of crypto-focused romance scams in the first seven months of 2021, with
losses reaching $133 million.
Otherwise, fraudsters may pose as legitimate virtual currency traders or set up bogus exchanges to trick people
into giving them money. Another crypto scam involves fraudulent sales pitches for individual retirement
accounts in cryptocurrencies. Then there is straightforward cryptocurrency hacking, where criminals break into
the digital wallets where people store their virtual currency to steal it.
Is cryptocurrency safe?
Cryptocurrencies are usually built using blockchain technology. Blockchain describes the way transactions are
recorded into "blocks" and time stamped. It's a fairly complex, technical process, but the result is a digital ledger
of cryptocurrency transactions that's hard for hackers to tamper with.
In addition, transactions require a two-factor authentication process. For instance, you might be asked to enter a
username and password to start a transaction. Then, you might have to enter an authentication code sent via text
to your personal cell phone.
While securities are in place, that does not mean cryptocurrencies are un-hackable. Several high-dollar hacks
have cost cryptocurrency start-ups heavily. Hackers hit Coincheck to the tune of $534 million and BitGrail for
$195 million, making them two of the biggest cryptocurrency hacks of 2018.
Unlike government-backed money, the value of virtual currencies is driven entirely by supply and demand. This
can create wild swings that produce significant gains for investors or big losses. And cryptocurrency
investments are subject to far less regulatory protection than traditional financial products like stocks, bonds,
and mutual funds.

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Four tips to invest in cryptocurrency safely

According to Consumer Reports, all investments carry risk, but some experts consider cryptocurrency to be one
of the riskier investment choices out there. If you are planning to invest in cryptocurrencies, these tips can help
you make educated choices.
Research exchanges:
Before you invest, learn about cryptocurrency exchanges. It’s estimated that there are over 500 exchanges to
choose from. Do your research, read reviews, and talk with more experienced investors before moving forward.
Know how to store your digital currency
If you buy cryptocurrency, you have to store it. You can keep it on an exchange or in a digital wallet. While
there are different kinds of wallets, each has its benefits, technical requirements, and security. As with
exchanges, you should investigate your storage choices before investing.
Diversify your investments:
Diversification is key to any good investment strategy, and this holds true when you are investing in
cryptocurrency. Don't put all your money in Bitcoin, for example, just because that's the name you know. There
are thousands of options, and it's better to spread your investment across several currencies.
Prepare for volatility:
The cryptocurrency market is highly volatile, so be prepared for ups and downs. You will see dramatic swings
in prices. If your investment portfolio or mental wellbeing can't handle that, cryptocurrency might not be a wise
choice for you.
Cryptocurrency is all the rage right now, but remember, it is still in its relative infancy and is considered highly
speculative. Investing in something new comes with challenges, so be prepared. If you plan to participate, do
your research, and invest conservatively to start.
One of the best ways you can stay safe online is by using a comprehensive antivirus. Kaspersky Internet
Security defends you from malware infections, spyware, data theft and protects your online payments using
bank-grade encryption.
RESEARCH OBJECTIVES
The broad objective of this study is to analyze the consumer attitude towards Crypto-currency. The
specific objective is to:
 Discover perceived advantages of Crypto-currency to the customers
 Identify perceived disadvantages of Crypto-currency to the customers.
 To know the satisfaction level of customers in the usage of Crypto-currency.
 To study consumer awareness on cashless transactions.
HYPOTHESIS
LITERATURE REVIEW
Customer satisfaction is one of the major concerns for all kind of activities of a business organization. Almost
every business organization tries to make a loyal customer base in the market to get a competitive advantage
over other organization. Basically, customer satisfaction is the vital issue for the service industries like banking,
health, restaurant, education etc. for their success. Bennet (1992) found that customer driven strategy is the
major factor to gain competitive advantage in the banking sector. According to Coldwell (2011), a customer
who is fully satisfied may support a firm to produce 2.6 times much revenue as the one who is somehow
satisfied. Moreover, a completely disappointed customer may cause a 1.8 times reduce in revenue as compared
to a fully satisfied customer. However, commercial banks have performed various functions for the customers
and Crypto-currency is the most vital and modern function (Deviranjitham & Thamilarasan, 2014). Crypto-
currency is a contemporary context-taking place of conventional system of paying through paper money cash.
The customer’s buying behavior and lifestyle is now dominated by the crypto.. Panagiotis et al. (2018) had
thrown light on the use of new technology by elderly people contributing significantly on their better quality
life. The usage of innovative electronic trading devices defend the elderly population from theft and fake cases
since such cards in his/her wallet can be used immediately and easily in each transaction. The most of the
customers use and prefer to have Crypto-currency above cash money. These Crypto-currency or electronic
payments was and used only by higher income group people (Manivannan, 2013). Most of the customers like
to use debit card rather than credit card for their transactions. Moreover, majority of Crypto-currency users use
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it for online transaction as they feel secure transaction in online but they completely avoid it when they use it
for others financial activities (Bishty et. al., 2015).
RESEARCH METHODOLOGY
This study reviews literature chosen with the primary as well as secondary data. Research methods or technique
refers to the methods the researcher uses in performing research operations. In other words, all those methods,
which are used by the researcher others during the course studying his research problem, are termed as research
methods. Since the objective of research, particularly the applied research is to arrive at a solution for a given
problem; the available data and the unknown aspects of the problem have to be related to each other to make a
solution possible. Research methodology is away to systematically solve the research problem, it may be
understood as a science of studying how research is done specifically. The questionnaire, like the schedule, is
designed to collect data from large, drivers and widely scattered groups of people. The researcher can interpret
the question when necessary. Webster defines the schedule as “a formal list”, a catalogue or inventory”, and it
may be added that it is counting device, used in formal and standardized inquiries, the sole purpose of which is
aiding in the collection of quantitative cross-sectional area.
A. RESEARCH DESIGN
The research is analytical and descriptive in nature. The researcher for the purpose here had made use of
primary data and secondary data. The researcher has made use of close ended questionnaire where sample of 95
was used. The data was collected and was analyzed by using SPSS Software. Secondary sources were also used
with respect to Review of Literature, Journals and articles. Using Mean, Standard Deviation, Frequency did
descriptive Statistics and inferential statistics was used like correlation, regression and chi-square test.
B. Sources of Data: The data required for doing the research has been collected mainly by using primary and
secondary sources. The primary sources include the questionnaire. The secondary source includes the various
journals, research paper and Internet websites.
C. Size of Sample The study has been conducted by using the sample of 95 from the city Ghaziabad.
DEMOGRAPHIC PROFILE OF RESPONDENTS
Particulars Classification Frequency Percentage
Gender Male 61 64.21%

Female 34 34.78%
Age group Below 25 12 12.63%
26-36 24 25.26%
37-45 31 32.63%
46&above 28 29.47%
Profession Students 15 15.78%
Salaried 32 33.38%
Entrepreneurs 38 40%
Senior-citizen 10 10.52%
Monthly Below-5000 4 4.21%
income 6000-20000 12 12.63%
21000-35000 35 36.84%
36000-50000 21 22.10%
50000&above 23 24.21%
As revealed from the table 1. It has been observed that 64.21 % respondents are male and rest is female. In the
parameter of age group 32.63% of the respondents have 37-45 years, 29.47% are ranking from 46& above,
25.26% are ranking from 26-36.
40% respondents are entrepreneurs, 33.38% are salaried, 15.78% are students and 10.52% are senior citizens.
Also it has been found that 36.84% have their monthly income as rs. 21000-35000, 24.21% respondents have
their monthly income above 50000, 22.21% respondents have their monthly income as rs. 36000-45000.
DO THE CUSTOMER CARRY CRYPTO-CURRENCY
Response NO. Of Respondents Percentage
YES 72 75.78%
NO 23 24.21%

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As observed from the table 2, 75.78% of the respondents carries Crypto-currency and remaining 24.21% do not
carry Crypto-currency.
Table 3 Types of Crypto-currency
Types of Crypto-currency NO. Of Respondents Percentage
Bitcoin 38 40%
Etherium 45 47.36%
Both 12 12.63%
As observed from the table 3, 47.36% use debit card, 40% of the respondents use credit card and 12. 63% use
both.
Table4 most convenient way to pay
Most convenient mode NO of respondents Percentage
Cash/Card 70 73.68%
Crypto-currency 25 26.31%
As observed from the table 4, 73.68% of the respondents uses Crypto-currency and 26.31% of respondents use
cash.
Table 5 preferences towards Crypto-currency
Preference towards Crypto-currency No. of respondents Percentage
Security 25 26.31%
Convenient 45 47.36%
Do not carry paper money 17 17.89%
Risk of paper money 08 8.425

As observed from the table 5, 47.36% of respondents find it convenient to use Crypto-currency, 26.31% of
respondents find it secure to use Crypto-currency. 17.89% Do not carry paper money WHILE 8.42% find risk
of carrying paper money.
Table 6 safest mode of transaction
Problem face while using Crypto No. of respondents Percentage
Lack of trust while making transaction 24 25.26%
Unacceptability at retail outlet 18 18.94%
High interest rate 35 36.84%
Complexity of terms and policy 10 10.52%
Information linkage issue 8 8.42%

Response No. of respondents Percentage

Yes 58 61.05%
NO 47 49.47%
According to table 6, 21.05% respondents do agree Crypto-currency is safest mode of transaction and rest
79.47% do not agree its safest mode of transaction.
Table 7: Future prospects of Crypto-currency
Future Prospects of Crypto-currency No. of Respondents Percentage
Rapid Growth 13 34.73%
Steady Growth 19 20%
Stagnant 25 26.31%
Can’t predict 10 10.52%
Decline 08 8.42%
34.73% respondents said that Crypto-currency would grow rapidly, while according to 26.31% respondents the
growth of Crypto-currency will be stagnant. Only 8.42 respondents opined that net Crypto-currency would not
grow in future.
Ho: There is no significant relation between customer gender & type of Crypto-currency used
Chi Square Test

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Type of Card Used

Gender Bitcoin Etherium Specific outlet Card Total
Male 22 31 8 61
Female 16 14 4 34
Total 38 45 12 95
Calculation of Chi Square
O E (O-E) (O-E)2 (O-E)2/E
22 24.4 -2.4 5.76 0.236
31 28.89 2.11 4.45 0.154
8 7.7 0.3 0.09 0.0116
16 13.6 2.4 5.76 0.423
14 16.1 -2.1 4.41 0.273
4 4.29 -0.29 0.084 0.0195
1.1171
Tabulated Value= 5.99
For 2 degree of freedom & at 5% level of significant the calculated value is less than tabulated value, which
leads to the acceptation of hypothesis, So it can be concluded that there is no significant relation between
customer gender & type of Crypto-currency used.
FROM PERCENTAGE ANALYSIS
From that table inferred that Maximum of the Respondents are supporting Crypto-currency only few
respondents are not supporting Crypto-currency.
From that table inferred that 32.37% Respondents supports Crypto-currency, because of fear of theft of using
Paper money
From that table inferred that 27.36% Respondents supports Crypto-currency, because they found it convenient
mode of payment
From that table inferred that 26.31% Respondents supports Crypto-currency, because of security reasons.
According to table 6, 61.05% respondents do agree Crypto-currency is safest mode of transaction and rest
49.47% do not agree its safest mode of transaction.
From that table 6 inferred that 25.26% Respondents not supporting Crypto-currency, because of lack of trust
while making transaction.
From that table 6 inferred that 36.84% Respondents not supporting Crypto-currency, because of high interest
rates.
From that table 6 inferred that 8.42% not supporting it because of information linkage issues. 18.94%
respondents found it tough to use at it retail outlets.
According to table 6, 61.05% respondents do agree Crypto-currency is safest mode of transaction and rest
49.47% do not agree its safest mode of transaction.
From the table 7 34.73% respondents said that Crypto-currency would grow rapidly, while according to 26.31%
respondents the growth of Crypto-currency will be stagnant. Only 8.42 respondents opined that net Crypto-
currency would not grow in future.
REFERENCES
[1]S. Rotchanakitumnuai, and M. Speece, Corporate customer Perspectives on Business value of Thai Internet
Banking. Journal of Electronic Commerce Research, 2004, Vol.5 No.4, p. 270-286
[2] Shi. Shouyong, Credit and Money in a Search Model with Divisible Commodities.Review of Economic
Studies, 1996, 63, 627-652
[3] Kocherlakota, Narayana and Neil. Wallace, Incomplete Record-Keeping and Optimal Payment
Arrangements.Journal of Economic Theory,1998, vol. 81(2), 272-289
[4] Berentsen, A., G. Camera and C. Waller, “Money, Credit and Banking", 2004.IEW Working Paper No. 219
[5] Sanches, Daniel and S. Williamson, Money and Credit with Limited Commitment and Theft.Journal of
Economic Theory, 2004, Volume 145, 1525-1549
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[6] Bethune, Zachary, Ge.Rocheteau, and P. Rupert. (2013). Unemployment and Household Unsecured Debt.
Working paper [8] Gu, Chao and R.Wright. (2011), Endogenous Credit Cycles. Working paper 86 | P a g e
[7] Nosal, Ed and G,Rocheteau, (2011), Money, Payments, and Liquidity. MIT Press
[8] Dong, Mei (2011), Money and Costly Credit.Working paper
[9] Gomis-Porqueras, Pedro and D. Sanches. Optimal Monetary Policy in a Model of Money and Credit.
Journal of Money, Credit, and Banking, 1998
[10] Chakravorti, William R, Sujit and Emmons. Who pays for credit cards? Federal Reserve Bank of Chicago,
Policy Studies EPS: 2001
[11] William. C,Whitesell. Deposit banks and the market for payment media. Journal of Money, Credit and
Banking,1992,24(4): 246-250
[12] Ausubel and Lawrence M. The failure of competition in the credit card market. American Economic
Review, 1991, 81(1): 50-81
[13] Yang, B, James, S and Lester, D, „Reliability of a Short Credit Card Attitude Scale in British and
American Subjects‟, International Journal of Consumer Studies, 2005, Vol. 29, pp. 41-46
[14] Xiao, J. J.; Noring, F. E. & Anderson, J. G. College students‟ attitudes toward credit cards. Journal of
Consumer Studies and Home Economics, 1995,19: 155–174
[15] Dagobert, Brito L. and Hartley, Peter R. Consumer rationality and credit cards. Journal of
PoliticalEconomy, 1995, 103 (2): 400–433
[16] Stavins, Joanna.Can demand elasticities explain sticky credit card rates? Federal Reserve Bank of
Boston.New England Economic Review,1996, (July/August): 43–54
[17] Calem, Paul S. and Loretta, J. Mester. Consumer behavior and the stickiness of credit- card interest rates.
American Economic Review, 1995,85 (5): 1327–1336
[18] Bowers, Jeans. Consumer credit use by low income consumers who have had a consumer education course:
An exploratory study. The journal of consumer affairs,1979, 13(2): 340-341
[19] Kinsey, Jean. Determinants of credit card accounts: An application of Tobit analysis.Journal of consumer
Research, 1981, (8): 179-180
[20] Albaum, G. The Likert scale revisited: An alternate version. Journal of the Market Research Society, 1997,
39, 331-349

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BRIDGING OF EMOTIONALLY BROKEN HEART TO A HAPPY & SUCCESSFUL LIFE

Kunal Sharma and Ashutosh Sharma

Assistant Professor, I.T.S Ghaziabad, India

ABSTRACT
This Research paper is about to make a Comprehensive study of Consciousness & Remedies to handle
emotional breakdowns. The pang of a broken heart seems to be more severe than that of poverty and
unemployment. In 2020, more than 10,600 people died by suicide because they were either unemployed, poor or
bankrupt. This data shows 8% increment in the number of deaths than that of in the year 2019, due to suicide
attributed to these causes collectively. Therefore in present scenario it is important to find the solution/way-out
by which an emotionally broken person can survive and make his/her life Happy & Successful. In this study we
interviewed around 50 persons from different age groups of 15-70 years old. In our study we included
Men/Women having different job profiles. Reference of Shlokas from Shrimad Bhagwat Geeta also has been
taken into consideration to conclude the results of the study.
Keywords: Emotional Breakdowns, Broken Heart, Happy, Successful

INTRODUCTION
After COVID-19 people round the world has become very health conscious, study says. Simultaneously, not all
but some of the people have learned to balance their emotions. Millions of people lost their loved-ones or Jobs
due to pandemic, and everyone in this world has suffered in many ways during that time of Pandemic. Physical
immunity can be built by vaccines or medicines, but there is no vaccine or medicine for the people feel broken
within themselves. This invisibility, inexpressibility & inapproachability makes the problem very complicated
& unsolvable for the Medical Science. Though there are many psychologists available in the world but they are
not enough to handle such a complex problem of Billions of people. To get some insight & information about
the problem we conducted a survey with a questionnaire Titled as “Survey for the welfare of the Emotionally
hurted People in India”. For survey we approached to around 500 people, but out of 500 only 37 agreed to fill
our questionnaire. Out of 37 most of the respondents were students from the age group of 20-25 years old. As
we promised with them, we are not sharing their Identity during our research. In questionnaire we gave them
options like; “Girl-friend/Boy-friend, Brother/Sister, Parents, Economical Condition, Lack of Job, Lack of Love
in life, Not having any person in life with whom you can share your personal thoughts, Got failed in any class,
Got failed in any competition, Husband/Wife, Without any reason” to answer the question- Reason, because of
which you have experienced extremely broken by heart? Out of 37; 8 answered for “Boy-Friend/Girl-friend”, 7
for “without any reason”, 6 for “Not having any person in life with whom you can share your personal
thoughts”. Which shows that around 22% of the people have experience emotional breakdown because of “Boy-
friend/Girl-friend”, around 19% people have felt broken “without any reason” and around 16% people have felt
broken for “not having any person in life with whom you can share your personal thoughts”. Only above 3
aspects are the reasons of deep sorrow for around 57% of the surveyed people. If we look at these aspects
carefully, we will find that, within these three aspects happiness of the people is being dependent on others. And
very important hidden feeling within these 3 aspects is expectation from others.
In Shri-Mad Bhagwat Geeta; Shri Krishn says to Arjuna;
मात्रास्पर्ाास्तुकौन्तेयर्ीतोष्णसु खदु ुःखदाुः।
आगमापाययनोऽयनत्यास्ताांस्तस्तयतक्षस्वभारत॥ (Chapter-2, Shlok-14)
MEANING
O son of Kunti, the non-permanent appearance of happiness and distress, and their disappearance in due course,
are like the appearance and dis-appearance of winter and summer seasons. They arise from sense perception,
and one must learn to tolerate them without being disturbed.
बाह्यस्पर्ेष्वसक्तात्मायिन्दत्यात्मयनयत्सुखम्।
सब्रह्मयोगयु क्तात्मासु खमक्षयमश्नुते॥ (Chapter-5, Shlok-2)
MEANING
Such a liberated person is not attracted to material sense pleasure or external objects but is always in trance,
enjoying the pleasure within. In this way the self-realized person enjoys unlimited happiness, for he
concentrates on the Supreme.
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From the above shlokas it is being said that if someone is conscious about him/herself and knows that all the
actions and reactions are happening because of three states of nature i.e. Satva-guna (Goodness), Rajo-guna
(Passion) & Tamo-guna (Ignorance) and Soul is doing nothing, then nobody can affect our emotions. Neither
we will become highly excited nor we will become broken due to any good or bad incidence in our life
respectively. But how it is possible for any person to become conscious about him/her self. Further Krishna
said;
पपपपपपप: पपपपपपपपपपपपपपप: पपपपपपपपपपपप: |
पपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपप|| (Chapter-3, Shlok-27)
MEANING
All activities are carried out by the three modes of material nature. But in ignorance, the soul, deluded by false
identification with the body, thinks of itself as the doer.
We can see that the natural phenomena of the world are not directed by us, but are performed by prakṛiti, or
Nature. Now, for the actions of our own body, we usually divide them into two categories:
1) Natural biological functions, such as digestion, blood circulation, heartbeat, etc., which we
do not consciously execute but which occur naturally.
2) Actions such as speaking, hearing, walking, sleeping, working etc. that we think we perform.
Both these categories of works are performed by the mind-body-senses mechanism. All the parts of this
mechanism are made from prakṛiti, or the material energy, which consists of the three modes (guṇas)—
goodness (sattva), passion (rajas), and ignorance (tamas). Just as waves are not separate from the ocean, but a
part of it, similarly the body is a part of Mother Nature from which it is created. Hence, material energy is the
doer of everything.
Why then does the soul perceive itself to be doing activities? The reason is that, in the grip of the unforgiving
ego, the soul falsely identifies itself with the body. Hence, it remains under the illusion of doer-ship.
Now question arises that a worldly person how can remain conscious all the time without being distracted?
Krishna Says;
पपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपप|
पपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपपप: || (Chapter-6, shloka-5)
MEANING
Elevate yourself through the power of your mind, and not degrade yourself, for the mind can be the friend and
also the enemy of the self.
In order to be able to use our mind as a friend, it is important to understand the mind’s nature. Our mind
operates at four levels:
(i). Mind: When it creates thoughts, we call it mana, or the mind.
(ii). Intellect: When it analyses and decides, we call it buddhi, or intellect.
(iii). Chitta: When it gets attached to an object or person, we call it chitta.
(iv). Ego: When it identifies with the bodily identifications and becomes proud of things likewealth, status,
beauty, and learning, we call it ahankār, or ego.
These are not four separate entities. They are simply four levels of functioning of the one mind. Hence, we may
refer to them all together as the mind, or as the mind-intellect, or as the mind-intellect-ego, or as the mind-
intellect-chitta-ego. They all refer to the same thing.
LITERATURE REVIEW:-
Describing mental breakdown symptoms is very personal, says Curtis. People have their own indications of a
mental break or emotional breakdown; it’s the point at which someone feels that he/she can no longer handle
the things. If we were cars, a mental breakdown is a total tire blowout that has made us on the side of the road.
According to Curtis, signs of a nervous breakdown are the same as signs of a mental breakdown, though
potentially involving more anxiety. “Whether your breakdown is, ‘I'm so depressed that I don't want to do
anything’ or if your nervous breakdown symptoms are anxiety-based, with panic attacks limiting your ability to
do anything, it’s functionally the same.” “Sometimes having a definition that's not appropriately broad becomes
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a barrier to us getting the help we need or doing something about it, because we tell ourselves our problems
aren’t that bad,” says Curtis. “In fact, we train our staff around the idea that you don't define crisis for the
patient - the patient defines crisis for themselves.”
Maintenance = Best Mental Help.
In the Mental Health World, we’re trying to create more of awareness within the community, that care isn't
focused on the breakdown. It's focused around avoiding the breakdown. How many times would we find
ourselves broken down? Yet, we're so disconnected from the routine needs of our own emotional well-being.
The best way to avoid a breakdown is maintenance. We all need that, but there's something about mental health,
whether it's anxiety, depression, or something else, that we somehow think it's not worth getting help for, or it's
not bad enough to need help, until it's totally debilitating and we're completely non-functional,” says Curtis.
We all got our social life; work life, home and family responsibilities. Each of these unique domains could start
to show signs of stress. So, look at them and ask yourself, am I feeling emotionally overwhelmed? Am I starting
to think, ‘How long can I keep doing this?’ Then know that’s when it’s time to get support.”
The magnitude and burdens of the problem
• As many as 450 million people suffer from a mental or behavioural disorder.
• Nearly 1 million people commit suicide every year.
• Four of the six leading causes of years lived with disability are due to neuropsychiatric disorders
(depression, alcohol-use disorders, schizophrenia and bipolar disorder).
• One in four families has at least one member with a mental disorder. Family members are often the primary
caregivers of people with mental disorders. The extent of the burden of mental disorders on family
members is difficult to assess and quantify, and is consequently often ignored. However, it does have a
significant impact on the family’s quality of life.
• In addition to the health and social costs, those suffering from mental illnesses are also victims of human
rights violations, stigma and discrimi- nation, both inside and outside psychiatric institutions.
Emotional breakdown and Depression Remedies From Bhagwat Geeta
The Mahabharata was composed by Maharishi Ved Vyas and written by Lord Ganesha. When the war between
the Kauravas and the Pandavas was about to begin, Shri Krishna preached the Gita to remove Arjuna's sadness.
It is said that in the Gita, the solution of many problems related to life is found. In today's era, people are very
much worried due to the corona epidemic. Due to which the disease of depression is also increasing. So in such
a situation, these few teachings of Gita can prove to be effective in keeping you stress free.
Advice and deliberation and guidance may be taken by everyone, but the decision should betaken by one's own
intellect. Despite giving full knowledge to Arjuna, Shri Krishna had givenfreedom to take decisions and act at
his own discretion. By calling upon not to be dependent, to be self-dependent, a message has been given to the
person to become self-reliant and selfreliant. There are three types of tapas – body, speech and mind. All three
should be used in public interest. Speech is man's best friend. With this, a person can make the whole world his
friend or can make an enemy. Therefore, keep the importance of speech, the effect of words and speech
controlled and limited.
To fulfill any resolution, it is necessary for the mind to be stable and immovable. We should keep striving to
achieve our objective. The process of moving the mind away from other points and focusing on the goal should
be repeated. The miraculous effect of this process is visible. And the work gets done with gusto. Therefore,
interest should be awakened towards the goal. Be free from the worries of the past and the past, one should
move forward on the path of action. Events are a chain of events in nature and they keep on happening over
time. Engaging in unnecessary worries is wasting the precious time of life. Therefore, you should go on doing
your work without stress. In order to progress in life, it is necessary to stay healthy along with the mind and
body. Any work is done by the body. If the body is unhealthy, it will never be able to do any work. Therefore
body cultivation is very important.
Lord Shri Krishna tells Arjuna that O Arjuna. You have the right to act. Do not think about its fruits. So don't be
the cause of the fruit of your actions and don't insist on not doing the work.
No man can live even for a moment without doing action. All living beings are subject to nature and nature
makes every living being act according to its own accord and also gives its results.

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RELATIONSHIP ADVICE
When boundaries are broken, distances grow, the only word left now is to assimilate someone. Don't know
when its intimacy has died. In Kaliyuga, only a made-up relationship is going on. Now the relationship has
become so weak that a minor injury breaks it. Lord Krishna has said that in any relationship sourness arises
when the boundaries between the two are broken. There is often a boundary in two relationships. As soon as one
crosses that limit, the distances automatically increase. Not allowing others to judge Relationship is not a ritual
that one should be a preacher and everyone else should be his supporter or follower. In a relationship, the juice
of love flows equally from both the sides, but today it is no longer in the relationship. Whenever one in a
relationship overestimates himself and imposes his judgment on the other, their relationship does not last long.
This is the reason the relationship breaks down.
Even though it has been years since the country became independent, but even today the thought of ruling over
others has not been removed from the minds of human beings. The
Break-down in a relationship comes only when one does not give space to each-other. Tries to keep each-other
according to himself/herself. That's why the rift starts in the relationship. Whatever the era, the intimacy of the
relationship is equally important. Don't let the intimacy end from your relationship. Keep it handy.
CONCLUSION
The findings of this research raised specific issues in relation to the role of depression, anxiety, and stress in the
disruption of the executive functions of sufferers. Selective and shifting attention and cognitive abilities are
specifically affected in this regard. Meanwhile, the role of stress in impairing decision making and the major
role of anxiety in impairing sustained attention were shown to be considerable.
REFERENCE
 https://www.huisartsenamsterdam.nl/wp-content/uploads/2015/08/Research-report-E.-Smit-17-07-
2015.pdf
 https://www.mayoclinic.org/diseases-conditions/depression/expert-answers/nervous-breakdown/faq-
20057830
 https://www.who.int/Alves, M., Yamamoto, T., Arias-Carrion, O., Rocha, N., Nardi, A., Machado, S., et al.
(2014).
 Executive function impairments in patients with depression. CNS & Neurological Disorders - Drug
Targets, 13(6), 1026-40. doi: 10.2174/18715273136661406 12102321
 Anderson, W. G., Arnold, R. M., Angus, D. C., & Bryce, C. L. (2009). Passive decision-making preference
is associated with anxiety and depression in relatives of patients in the intensive care unit. Journal of
Critical Care, 24(2), 249–54. doi: 10.1016/j. jcrc.2007.12.010
 Antony, M. M., Bieling, P. J., Cox, B. J., Enns, M. W., & Swinson, R. P. (1998).
 Psychometric properties of the 42-item and 21- item versions of the Depression Anxiety Stress Scales in
cliniThe Merck Manual (2008), Depression, [Online], Available:
http://www.merck.com/mmhe/sec07/ch101/ch101b.html , [Accessed: 2008, November 18].
 National Institute of Medical Health (2011), Depression, [Online], Available:
http://www.nimh.nih.gov/health/publications/depression/complete- index.shtml
 Mayo Clinic (2012), Depression (Major Depression), [Online], Available: http://
www.mayoclinic.com/health/depression/DS00175, [Accessed: 2013, May 3].
 NHS Choices (2012), Clinical Depression, [Online], Available:
http://www.nhs.uk/Conditions/Depression/Pages/Introduction.aspx, [Accessed: 2013, May 6].
 National Alliance on Mental Illness (2013), Depression, [Online], Available:
http://www.nami.org/template.cfm?section=Depression, [Accessed: 2013, May 6].
 Bupa (2012), Depression, [Online], Available:
http://www.bupa.co.uk/individuals/healthinformation/directory/d/hi- depression, [Accessed: 2013, May 6].
 Schiffer, R.B. (2007), Psychiatric Disorders in Medica

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STUDENTS’ PERCEPTIONS TOWARDS LEARNING NUMERICAL BASED PAPER IN HIGHER

EDUCATIONAL INSTITUTES THROUGH BLENDED LEARNING DURING COVID 19 PANDEMIC

Dr. Gurpreet Kaur and Ritika Rathore

Assistant Professor, Institute of Technology and Science

ABSTRACT
In the academic year 2020, all the Higher Educational Institutes (HEIs) were forced to introduce an online
learning mode to teaching and learning all the courses for the students due to the coronavirus pandemic. This
study aims to explore students’ readiness for learning the Numerical Paper course through a blended learning
environment and investigate problems and challenges that the students faced in their online learning. Drawing
upon 350 questionnaires with closed questions, the findings revealed that the students showed relatively positive
responses to the blended learning approach. They tended to be able to learn Numerical Paper through the
combination of two different learning modes. But they find learning numerical paper in a face-to-face
classroom to be more agreeable as compared to online mode. Though learning in online mode motivated them
to be more self-disciplined and responsible for their own learning and encouraged them to set up their own
Numerical Paper learning plans and learning goals. However, the major problems and challenges the students
confronted in learning included losing focus on learning in online sessions due to technical issues, the difficulty
of online interaction with teachers and classmates, lack of experience and skills for digital tools, and time
management.
Keywords: Covid-19, Online Learning, Blended Learning, Higher Educational Institutes, Student perception

INTRODUCTION
The coronavirus pandemic evolved in Wuhan city, China, and spread throughout the world. The covid-19
entered India on January 27, 2020, and spread like a fire in the forest. On March 23, 2020, the deadly virus
forced the Indian government to lock down the whole country, so that the government could curb the pandemic
caused by Covid 19. The pandemic impacted each and every sector of India and brought unfamiliar and unseen
testing times for the entire nation. The education sector was also deeply impacted, throwing all private and
public schools, Higher Education Institutes into crisis mode. They tried to ride over the lockdown phase by
juggling between instruction modes like classrooms, online, home-schooling, student pods, hybrids, and blends
of these (Stahl, 2021). There was a drastic change in the scenario of traditional learning in the education sector.
It becomes necessary to opt for E-Learning to make a bridge between the teachers and students and to reduce
the devastating effect of Covid-19 on the student and teacher fraternity.
Understandably, the COVID-19 epidemic has radically altered the teaching methods utilized by school and
college teachers who are accustomed to classroom instruction (Zhang, W., Wang, Y., Yang, L., & Wang & J,
2020). With the virtual model of education being a mostly new experience for most teachers in other developing
nations, this shift from face-to-face classroom teaching to online teaching practice has an impact on school
teachers' teaching norms, professional roles, and teaching tactics. (Noor et al., 2020).
The outbreak of covid -19 has drastically changed the scenario of the traditional education system of India.
There was a transition from offline learning to the online learning phase to reduce the hazardous effect of covid
on the learners. Our motive of research is to observe the readiness of the higher education apprentices towards
blended learning, after tasting both modes of learning primarily for a numerical-based paper.
The study is inspired by trends of new learning pedagogy in the education sector after the outbreak of the
pandemic. The objective of the study is: -
(1) To identify students’ inclination in learning Numerical paper based on a blended learning approach.
(2) To identify problems and challenges faced by the students in learning the Numerical paper in Online mode
LITERATURE REVIEW
The traditional methodology of teaching and learning comprises teacher-student interaction, student-student
interaction, teacher’s knowledge (Borkar et al., 2017) (Lin et al., 2017), student willingness, and many other
components. The traditional way of teaching and learning is evolving. E-learning brought a revolution in the
teaching-learning process. As the name indicates, E-learning means “learning electronically”. This type of
learning can be delivered through computers, the internet, satellite, or other remote technologies. Firstly, e-
learning was used for training in organizations (Thornbory, 2003). Gradually it is becoming a part of the
education sector.
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Generally, synchronous and asynchronous are the two classifications of e-Learning (Assareh & Hosseini
Bidokht, 2011). Synchronous is defined as the delivery of lecture and learning events that occur simultaneously,
for example, webinars. While in the case of asynchronous learning, when an online course is opted, course
content and communication regarding it are not occurring at the same time.
In the past two decades, there has been tremendous growth in the higher education sector on online courses. In
India, the government is also facilitating education through online courses from reputed institutes like IIT, IIM,
IGNOU etc. So, the best teaching-learning resources can be accessed by anyone, anywhere at any time. As
online courses are gaining popularity among students, it has enhanced the number of online universities also.
Covid also played an important role to uplift this count significantly (The Pandemic Pushed Universities
Online. The Change Was Long Overdue., n.d.) (UGC Approved 38 Universities to Offer Online Degree
Program, n.d.) Blended learning is one more pedagogy. This is also known as a hybrid model (Powell et al.,
2015). This methodology is a combination of online learning and face-to-face learning (Bonk & Graham, 2006).
Though the demand for online courses is increasing and almost all types of courses are made available online,
the preference and perception of the learners towards a certain type, of course, is also a very important aspect
while developing these courses. And one such course is a numerical-based paper containing mathematical
calculations. It is a challenging job to explain the mathematical-based courses online.
This paper is an attempt by the authors to analyze learners’ perception of learning numerical based paper
through blended learning (classroom and online mode).
METHODOLOGY
The questionnaire was developed using the six elements of preparation for learning offered by (Tang, 2013) and
the idea of preparedness for adopting blended learning proposed by Osman and Hamzah (2017) as a framework.
The statements in the questionnaire were adapted from their studies and divided into 7 parts: classroom
learning, online learning, online interaction, technology, learning flexibility, learning management, and
readiness for blended learning. The instrument utilized a 5-point Likert scale (1 = strongly disagree, and 5 =
strongly agree). The items were discussed with a few prospective respondents and their inputs were taken to
reframe the statements for a better understanding of the questionnaire contents.
A total of 350 students’ valid responses were collected from the NCR region. As this group of students
belonged to both private and government universities, they have experienced almost two years of the online
classroom due to the pandemic. So, they were able to provide better insights into learning aspects using blended
learning.
Validity and Reliability of the Instruments
The questionnaire was tried out with 20 students to verify the reliability, and Cronbach’s Alpha value was 0.94
which suggested strong internal consistency.
DATA COLLECTION
A total of 350 valid responses were collected from students of Higher Educational Institutes of NCR, India.The
research was carriedout in October 2021 with the students who have undertaken online classes during sessions
from July 2020 to August 2021. The data were collected for Numerical papers from learners in different years
of their study. Descriptive Statistical Analysis was carried out on the dataset using SPSS.
DATA ANALYSIS
Frequency and percentage were used to figure out the students’ demographic data from part one of the
questionnaire. Mean and standard deviation were employed to examine students’ readiness in 7 aspects. For the
interpretation of mean values, the following criteria (Sözen & Guven, 2019) is used: -
Value Range
1 1.00-1.80 Students have a low level of perception toward numerical paper
2 1.81-2.60 Students have a slightly low level of perception toward numerical paper
3 2.61-3.40 Students have a neutral perception toward numerical paper
4 3.41-4.20 Students have slightly high perception towards numerical paper
5 4.21-5.00 Students have high perception towards numerical paper
FINDINGS
The demographic data samples of different colleges and different streams from the NCR region were presented
in Table1. There were 350 participants from 5 different courses. Most participants were from the Management
course (256 in number, 73%). Also, the majority of them were from the first or second year of their study
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comprising nearly 81% of the total respondents. The female respondents were 38% as compared to male
respondents 62% which fairly emulates the population division on the basis of gender in HEIs. Also, the
majority of the respondents, around 73%, had their residential location in urban areas which was identified as a
positive indicator of their ease of access to online learning platforms.
Table 1: Demographics Analysis
Number Percentage
Gender Female 133 38.0
Male 217 62.0
Course B. tech 15 4.3
B.Sc. 38 10.9
BCA 26 7.4
Management 256 73.1
MCA 15 4.3
Year I year 177 50.6
II year 110 31.4
III year 45 12.9
IV year 18 5.1
Residential Location Rural Area 92 26.3
Urban Area 258 73.7
Students’ Perception towards Learning Numerical Based Paper
The outcomes of the student’s perception of 7 aspects based on the circulated questionnaire are given below:
Table 2: Classroom Learning
S.No. Items Mean S.D. Interpretation

Classroom Learning

1 Classroom sessions of Numerical paper help me to 3.986 .9679 Slightly High

generate ideas to do course assignment.

2 In offline Numerical paper class, I have a chance to 4.260 .9354 High

get supports or feedbacks from my teacher and peers
immediately.

3 I learn Numerical paper better through teacher- 4.209 .9779 High

directed classroom-based activities.

4 I learn Numerical paper better when I collaborate 4.097 1.0499 Slightly High
with others in classroom

5 I believe offline learning of Numerical paper is more 4.326 1.0392 High

effective than online learning.

6 I am bored when learning Numerical paper in 2.691 1.4108 Neutral

classroom

Overall Mean: 3.928

Table 2 depicted the students’ enthusiasm for classroom learning for the numerical paper. The overall mean
score value of 3.928 was at a slightly high level. Among the individual parameters, item 5, “I believe offline
learning of Numerical paper is more effective than online learning”, had the highest mean score (4.326), while
boredom in classroom sessions had the lowest mean value.

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Table 3: Online Learning

S.No. Items Mean S.D Interpretation

Online Learning

1 I do not resist having my lessons online. 3.349 1.2410 Neutral

2 Learning Numerical paper online during covid 19 was 2.889 1.4230 Neutral
interesting.

3 I feel comfortable with self-directed learning when I learn 3.134 1.3336 Neutral
Numerical paper online during covid 19.

4 I like learning Numerical paper online as it provides richer 3.117 1.3920 Neutral
instructional content (e-books/ppts/ notes/external links).

5 I would like to have online class for the Numerical paper course 2.691 1.4705 Neutral
rather than in the offline classroom.

6 I am bored when learning Numerical paper online. 3.394 1.3975 Neutral

7 I feel that online learning reduces chance of favouritism and 3.386 1.2968 Neutral
partiality.

Overall Mean: 3.14

Table 3 portrayed that the overall mean of online-based learning was 3.14 which showed a neutral perception of
the students. Out of seven items only item 5, i.e. “the inclination of the students towards the online class as
compared to offline class” was low. Whereas, the rest of the items depicted the neutral perception of the
students towards online classroom learning.
Table 4: Learning Flexibility
S.No. Items Mean Std. Deviation Interpretation

Learning Flexibility

1 I can organize my time efficiently in 3.771 1.0152 Slightly High

learning Numerical paper.

2 I would like to study the Numerical 3.657 1.1137 Slightly High

paper without limits of time and place

3 I like to study Numerical paper lessons 3.571 1.1199 Slightly High

at my own pace.

Overall Mean 3.666

Table 4 demonstrated the slightly high mean (3.666) rating of the students’ willingness towards learning
flexibility in numerical based paper. All the three items were rated slightly high. The most highly rated item was
item 1 where the students could manage their time effectively.
Table 5: Online Interaction
S.No. Items Mean Std. Deviation Interpretation

Online Interaction

1 I would like to interact with my teacher when I learn 3.734 1.1459 Slightly High
Numerical paper online.

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2 I would like to interact with my classmates when I learn 3.549 1.2424 Slightly High
Numerical paper online.

3 I am able to communicate effectively with others using 3.474 1.2568 Slightly High
online technologies (e.g. email, chat, discussion board).
Overall Mean 3.58

Table 5 describe the students’ perception in the direction of the online interaction with slightly high mean at
3.58. In this all the items contain slightly high mean. The item 1 “I would like to interact with my teacher when
I learn numerical paper online” was rated highest whereas item 3 was rated lowest.
Table 6: Technology
S.No. Items Mean Std. Deviation Interpretation

Technology

1 I think online learning platforms used in 3.077 1.342 Neutral

Numerical paper is easy to adapt

2 Online quizzes helped me to learn effectively. 3.586 1.240 Slightly High

3 I am comfortable using Web technologies 3.514 1.213 Slightly High

during online classes

Overall Mean 3.392

Based on Table 6 the overall mean of technology used during online learning was 3.392 and it depicted the
neutral perception of the students. Though items 2 and 3 relating to general technology questions were slightly
high but item no. 1 “I think online learning platform used in the numerical paper is easy to adapt” had a neutral
attitude.
Table 7: Learning Management
S.No. Items Mean S.D Interpretation

Learning Management

1 Learning Numerical paper in both offline and online 3.797 1.042 Slightly High
learning mode motivate me to be more self-disciplined and
responsible for my learning.

2 Learning Numerical paper in both offline and online mode 3.789 1.063 Slightly High
encourage me to set up my own learning plans and goals.

Overall Mean 3.793

Table 7 exhibited slightly high results of learning management with an overall mean as 3.793. Both the items
were rated slightly high.
Table 8: Readiness for Blended Learning
S.No Items Mean Std. Deviation Interpretation

Readiness for Blended Learning

1 I want to learn Numerical paper in blended learning 3.557 1.176 Slightly High
environment rather than learning in classroom only.

2 I want to learn Numerical paper in blended learning 3.643 1.090 Slightly High
environment rather than learning online fully.

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3 I am ready to face challenges in learning Numerical 3.749 1.062 Slightly High

paper in blended learning environment (combining
offline and online learning).

4 If I have an opportunity, I want to register in Numerical 3.737 1.076 Slightly High

paper course that adopt blended learning approach.

Overall Mean 3.671

Table 8 revealed the results of the readiness of students toward blended learning. All the four items of this table
contained slightly high means and the total mean was 3.671. Furthermore, the highest-rated mean was item no 3
“I am ready to face challenges in learning Numerical paper in a blended learning environment (combining
offline and online learning)”, with a mean score 3.749.
RESULTS AND DISCUSSION
Understanding the readiness of students to learn numerical paper using different learning aspects is critical for
the assessment of their adaptability towards blended learning and eventual readiness to adopt it. Our findings
show that students who have a neutral approach towards online learning and technology are more likely to adapt
to blended learning as the factor readiness towards blended learning is slightly high. On the other hand, the
students showed a slightly high preference for classroom learning, learning flexibility, online interaction, and
learning management
The overall mean score of the offline mode was more than the online mode. The mean score of classroom
learning was a maximum 3.92 and depicts the slightly high perception of the students towards classroom
learning. The probable reason that the respondents chose this over online learning was that they got support and
feedback from teachers and their peer groups immediately. Furthermore, the classroom activities were
engrossing leading to the inclination of students toward face-to-face learning. As per the data analysis, the
factor in Classroom learning, “ I am bored when learning Numerical paper in the classroom” ( Mean value =
2.69) and “ I am bored when learning Numerical paper Online”(Mean Value= 3.69), both falls in neutral range
which signifies that there is inherent anxiety and boredom associated with the numerical based paper due to its
difficulty level. But referring to these mean values individually, it is seen that in Classroom learning, this factor
is leaned towards “disagree”, while in online learning, it is leaned towards “agree”. This clearly indicates that in
classroom learning, the boredom of learning numerical paper could be reduced through teacher’s individual
interaction and class management techniques whereas, in online learning, this boredom increases due to a lack
of human touch and one-to-one interactions.
The descriptive statistics revealed that online learning has scored the least and had a neutral preference.
However, item 5 (“I would like to have an online class for the Numerical paper course rather than in the offline
classroom.”) reflected the preference of students toward face-to-face learning. It seemed that their interest in
learning numerical papers through online mode was toward the lower range of neutral perception which may be
due to the fact that the technology and techniques used to facilitate online courses were not that effective. While
technology problems, e.g., broadband internet connectivity and computer skills, could be hindrances in taking
up blended learning today’s technology-savvy generation of students, especially those living in urban areas, do
not face such problems. However, in light of the numerical nature of the paper, the technology issues in the
usage of learning platforms, constraints in the use of online math problem-solving tools etc. could be attributed
in positioning the technology factor at the second least mean value by the respondents.
CONCLUSION AND SUGGESTIONS
As per the above study, we got a positive inclination of learners towards blended learning. Blended learning is a
mixture of classroom learning and online learning. Through the study, it was disclosed that the students
preferred the face-to-face learning mode over the online mode for numerical-based papers. The hindrance to
taking online learning was attributed to the technology factor.
As we know, blended learning is in trend these days which can be corroborated by the fact that National
Educational Policy (NEP 2020) also introduced Blended learning for both school and HEIs curriculum. Thus, it
becomes important to focus on technology and technique aspects of online learning, so that all types of courses
are learnt effectively through this medium. The teaching fraternity of HEIs should work on the techniques or
activities to lower the anxiety level and create interesting content to engross the student during the online
session. In addition, technology part should be worked at. The advent of 5G might give an edge to online

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learning programs. Furthermore, it is suggested that better, easy to adapt and interactive platforms should be
devised to make numerical-based paper learning interesting and engaging.
LIMITATIONS
The few limitations to this study were that the respondents were mainly from the Management domain, which
led to the data set being skewed towards a specific course rather than covering different courses offered in HEIs
proportionately. Also, the students were majorly from their first and second year of study, who had been
subjected to online sessions right from the start due to the pandemic. They did not have a valid comparison to be
made between offline and online sessions. They were merely drawing comparisons from their previous
learnings in schools or undergraduate colleges.
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Association for K–12 Online Learning, July, 1–20. http://files.eric.ed.gov/fulltext/ED560788.pdf
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Undergraduate-Level Geography Courses. International Education Studies, 12, 1.
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Stahl, G. (2021). Redesigning mathematical curriculum for blended learning. Education Sciences, 11(4).
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Tang, C. M. (2013). Readiness for Blended Learning: Understanding Attitude of University Students.
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The Pandemic Pushed Universities Online. The Change Was Long Overdue. (n.d.). Retrieved February 26,
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Thornbory, G. (2003, February). E-learning: The revolution - ProQuest. Occupational Health.
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ML-BASED HAND SIGN DETECTION SYSTEM FOR DEAF-MUTE PEOPLE

Nikita Malik*1 and Nipun Walia2

*1 2
Assistant Professor and Student, Department of Computer Science, Maharaja Surajmal Institute, New Delhi

ABSTRACT
Communication is imperative to human existence and pervasive in all aspects of our lives. It is also an
important right to everyone. This paper focuses on solving the communication problem with the deaf and mute
population of the world. This is done using real-time machine learning (ML) for sign language detection along
with certain APIs (Application Programming Interfaces). The discussed system detects the signs in the region of
interest (ROI) and then converts them into the appropriate format. Computer vision has been used for detection
and API function for many other functionalities. This idea here is focused on reducing the communication gap
within the deaf-mute population and bringing a sense of normal in their daily life.
Keywords: Hand Signs, Computer Vision, Object Detection, Machine Learning, Transfer Learning, Cloud
Bucket

INTRODUCTION
Communication is a way of exchanging information, opinions, and feelings among individuals in order to reach
a common understanding. People with disabilities may require assistance due to complex communication needs,
but they are still left behind in communicating their ideas to the general public to some extent because the
majority of people are not educated enough to understand their first language, resulting in one-way
communication. It's easy to be scared by the thought of communicating with someone who has a disability,
particularly if you're not sure what to say or how to say it. As a result, we hope to use artificial intelligence and
other technologies in our project to bridge these gaps and bring everyone, special or not, on the same level,
resulting in a better world. For the general public also this application will be a very useful platform as it will
completely demolish the different prerequisites that were required earlier to communicate to people with
different special needs.
The transmitter and the receiver are the two basic components of any communication. The sender expresses a
sentiment or emotion, seeks information, or transmits an idea or notion, and the recipient receives the message.
To summarize, each communication entails a sender and a receiver, a message, and both sides' interpretations of
the message's meaning [1]. We interact with individuals on a daily basis and it's crucial to remember to treat
each person with a disability as an individual while talking with them. To communicate responsibly and
respectfully with and about an individual, people-first language is utilized which emphasizes the person first,
not the disability.
When it is impossible or undesirable to speak orally, sign language is any form of communication involving
physical movements, mainly hand gestures. It is possible that the practice precedes speech. Sign language can
be as crude as frowns, shoulder shrugs, or gesticulation or it can be a fine combination of manually coded
signals complemented by face expressions or spelled out words. When voice communication is impossible, such
as between speakers of mutually incomprehensible languages or when one or more potential communicators are
deaf, sign language can be employed to bridge the gap. The deaf and hard-of-hearing community uses sign
language as their primary mode of communication, but it can also be useful for other groups.
The BSL (British Sign Language) alphabet is fingerspelling. There is a symbol for each letter of the alphabet.
On your hand, you can use these letter signs to spell out words – most common names and places – and
sentences. If you don't know or can't remember some BSL signs, you can use fingerspelling to communicate.
With the help of deep learning method, computer vision, we plan to read the hand sign of the user and translate
it to the appropriate format. For example, a deaf person who wants to communicate with a person with no
disability can do so using our website in which we read the hand sign of the person with a disability and convert
it to audio for the other person to hear.
The key features implemented in this paper are:
● Taking video inputs of sign language used by differently abled people.
● With the use of artificial intelligence, convert these video inputs of various signs used by the user, interpret
them to their corresponding speech and text, making it more comprehensible for the respective auditor.
● Personalize the application for each user as per their preference, if needed.
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BACKGROUND STUDY
OBJECT DETECTION
Object detection is a method of identifying objects and locating them in images or videos using computer
vision. It draws boundary boxes around the objects that are identified in the image or video so we can see their
position and movement across a scene. Object detection is different from picture recognition. Image recognition
is used to label a picture. In a photograph of a dog, the term "dog" is used. A photograph of two dogs still bears
the label "dog." On the other hand, object detection draws a box around each dog with the word "dog" written
on it. The model predicts the location of each object as well as the label that should be attached to it [2].
OPENCV
OpenCV is a free and open-source computer vision and machine learning library, developed to provide a
general infrastructure for computer vision based applications. A wide-range of optimized algorithms are
included that cover machine learning techniques and integration of machine perception. These can be used for
detecting or identifying objects, recognizing faces or classifying actions in videos, tracking and following
movements, set markers or even extract 3D models of objects and stitch images together to create a high-
resolution image of an entire scene. There are several key domains involved with computer vision, including
image processing, video capture and analysis, face detection, and object detection, but developing real-time
applications requires a cross-platform library. This is where OpenCV, a C++ based program that was later
followed by a Java-based version, comes in [3].
TENSORFLOW
TensorFlow is an open-source machine learning platform that may be utilized from start to end. It's a symbolic
math toolbox for deep neural network training and inference that solves a wide range of issues using data flow
and differentiable programming. It allows programmers to develop machine learning applications using several
tools, libraries, and open-source resources [4]. By receiving inputs as a multidimensional array (referred to as
Tensor), TensorFlow allows you to make structures that govern the flow of data through a graph. The input
enters at one end, passes through the complex actions of preprocessing, creating model and its training and
estimation, and exits at the other end as output. [10].
Single Shot Detector (SSD)
The SSD (Single Shot Detection) technique is used for object-detection in real-time. The SSD architecture
comprises a single convolutional neural network (CNN) which learns to predict and classify the bounding box
positions for object detection in a single pass. Therefore, it can be trained from start to the end. MobileNet, the
basic SSD network architecture used in this work consists of numerous convolution layers. It implements multi-
scale features and other enhancements to improve accuracy while utilizing images of lower resolution, and thus
further increasing the speed [8] [9].
Tensorflow Detection Model Zoo
Similar to Facebook's Detectron2 computer vision library, the TensorFlow Object Detection API model zoo
includes a wide range of object detection models that you can deploy to your custom dataset and build from.
The TensorFlow Object Detection API lets you to quickly try out novel architectures in the TensorFlow
ecosystem and provides deployment solutions for developers by offering model export scripts to .pb protobuf
files that contain the inference graph description. These models can then be exported to venues like TF Lite or
TFJS [5].
These models are evaluated on the basis of speed per step, mAP (Mean Average Precision), and even frame
style.
For each class, one can calculate the
● True Positive TP(c): There was a proposal for class c, and there was a class c object.
● False Positive FP(c): Class c has been proposed, yet there is no class c object.
● Average Precision for class c, as shown through equation 1.
#𝑇𝑃(𝑐)
(1)
#𝑇𝑃(𝑐)+#𝐹𝑃(𝑐)

Then mAP is calculated as shown in equation 2 [6]:

1 #𝑇𝑃(𝑐)
𝑚𝐴𝑃 = ∑𝑐∈𝑐𝑙𝑎𝑠𝑠𝑒𝑠 (2)
|𝑐𝑙𝑎𝑠𝑠𝑒𝑠| #𝑇𝑃(𝑐)+#𝐹𝑃(𝑐)

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CONCEPT OF TRANSFER LEARNING

Transfer learning is a machine learning technique in which a model developed for one task is used as the
foundation for another task's model. It is a common deep learning approach that employs pre-trained models.
Given the massive compute and temporal resources required, as a starting point for research into computer
vision and natural language processing challenges construct neural network models for these issues, and from
the massive amount of data leaps in a skill that they offer in connection with a problem. A pre-trained model is
a previously trained network, typically on a huge dataset, preserved on a large-scale picture classification
assignment. This pre-trained model can be used as it is or transfer learning can be used to adapt it to a specific
task. For image classification, transfer learning involves training the model on a general huge dataset such that it
may serve as a generic model of the visual world. One is then able to use these feature maps that they have
learned without having to re-learn them [7].
WORKING AND IMPLEMENTATION
System Design
In this work, we will be using the concept of transfer learning to train our model to reduce the training time. We
are going to extract a model from the tensor flow model zoo for the same.
First, we will collect images to create a dataset of our own. For this, we made an automated system to capture
the images. These images are then labeled using a library called labelImg. Labeling each image creates an XML
file that contains data about the image such as its label name, height, width, dimensions on the x-y axis, etc.
After this, all the images with their respective XML files are divided into two segments where ¾ images go to
the training folder and the rest to the testing folder. This creates data for the model to train itself and then test
itself. Then we provide the data and the training process begins, where we use SSD Mobilenet V2 FPNLite
320x320 to train our model. After a successful training session, the model is tested for efficiency and after
receiving satisfactory results, the model is frozen and converted into TensorFlowJS format to be stored inside a
cloud bucket to be accessible anywhere.
This bucket is then accessed in our web app which takes video inputs and then provides them to the model
which then detects and provides the output in form of text. This text is accessed by a text to speech API which
also provides the audio outputs simultaneously. Figure 1 represents the architecture we discussed.

Fig 1 : System Architecture

DATASET CREATION
The LabelImg software is used to graphically label the images, which is then utilized to recognize the images.
We must remember that labeling must be done correctly, i.e., the gesture must be labeled with the correct label
in order for the movements to be recognized correctly later with the correct label. After the photographs have
been labeled and saved, an XML file is created for each one. During the training phase, this XML file contains
information on where the model should look in the image. Figure 2 shows the file structure of one such XML
file.

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Fig 2: Label data for “Hello”

TRAINING AND TESTING
As discussed, we used ¾ of our collected images along with their XML files to train the model and the rest to
test the model.
For the training, we used the SSD Mobilenet V2 FPNLite 320x320 model. It had a speed of 19ms per step and
mAP of 20.5. For testing, we used the TensorFlow object detection API.
Figure 3 shows the learning rate at 10,000 steps.

Fig 3: Learning rate at 10,000 steps

Loss function is used to optimize the ML algorithm. The loss is estimated based on the model's performance in
both training and testing, and its interpretation is based on the model’s performance in both training and testing
sets, i.e. the total number of errors committed in each. The value of this loss function specifies the mode’s
performance after every optimization iteration. Our machine learning model's loss has been lowering with each
iteration, indicating that the model's detection accuracy has improved. Figure 4 shows the loss of the model.

Fig 4: Loss graph on various parameters

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The mismatch between the ground truth box and the anticipated boundary box is known as the localization loss.
Only forecasts with positive matches are penalized by SSD. To get closer to the ground reality, only the
predictions from the good matches are required. Negative matches aren't worth paying attention to. The
predicted boundary box is the box that is predicted by the model while testing the photos, while the ground truth
box is the box that is constructed in the LabelImg software while making the labels. Our model has a
localization loss of 0.05.
Storing the model in cloud bucket and website integration
After a successful training session, we freeze the model and store the model in a cloud bucket. We used IBM
cloud storage bucket for this project. Then we extract the bucket link and integrate it with our web application.
The web app is specially designed to make the user experience easy and smooth. The web app also has a text to
speech API that converts the text results that we receive from the model and converts them to audio. Figure 5
shows a working example of one such gesture i.e. “hello”. The output text also displays the accuracy
percentage, like in Fig.3 the accuracy is 95%.

Fig 5: Sign detection from the web app

FINDINGS
After evaluation, the precision rate of the model came out to be 69% and the recall rate came out to be 70%,
which is not a great result but still it's a start. And also it was observed that the increase in the number of images
and adding a more and more different variety of data from various angles also increased the stats significantly.
Even after that, as seen in figure 5, the detection is being performed with a high accuracy rate.
CONCLUSION
In this age where nothing seems to be impossible, leaving a section of our society out just because of their
physical disability is unfair to them. Thus our project is a small step to bridge this gap. Although we have a lot
of bases to cover, still this will hopefully start a process that might go on further ahead. With the use of object
detection, we have made the model very easy to recreate and expand or improve wherever required.
FUTURE SCOPE
We are still capturing still images, but in the future, we can train our model to capture more complex live hand
signs that require more than one gesture. Also, we plan to add many other features such as performing certain
daily life actions using hand gestures or voice commands. And also this can be also incorporated into a mobile
application which would make it easier to use.
ACKNOWLEDGEMENTS
We are very thankful to the head of our department and the institute and its management, for giving us the
inspiration, training, and tools to carry out the research work. Despite the constant spread and emergence of
covid-19 pandemic, it was possible to continue with the research work and even request for online suggestions
at any time.
REFERENCES
[1] Nordquist, R. (2019). Definition and Examples of Senders in Communication. ThoughtCo. Available at
https://www.thoughtco.com/sender-communication-1691943
[2] What is Object detection? Mathworks. Available at https://www.mathworks.com/discovery/object-
detection.html

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[3] OpenCV documentation. OpenCV Team. Available at https://opencv.org/about/

[4] Tensorflow documentation. Available at https://www.tensorflow.org/
[5] Solawetz, J. (2020). The TensorFlow 2 Object Detection Library is Here. Roboflow. Available at
https://blog.roboflow.com/the-tensorflow2-object-detection-library-is-here/
[6] What is mAP metric and how is it calculated? Stackoverflow. Available at
https://stackoverflow.com/questions/36274638/what-is-the-map-metric-and-how-is-it-calculated
[7] Transfer Learning. Wikipedia. Available at https://en.wikipedia.org/wiki/Transfer_learning
[8] Rastgoo, R., Kiani, K., & Escalera, S. (2020). Video-based isolated hand sign language recognition using a
deep cascaded model. Multimedia Tools and Applications, 79, 22965-22987.
[9] Sanmitra, P. R., Sowmya, V. S., & Lalithanjana, K. (2021). Machine Learning Based Real Time Sign
Language Detection. International Journal of Research in Engineering, Science and Management, 4(6),
137-141.
[10] Arcos-Garcia, A., Alvarez-Garcia, J. A., & Soria-Morillo, L. M. (2018). Evaluation of deep neural
networks for traffic sign detection systems. Neurocomputing, 316, 332-344.

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USE OF AI TO HELP FARMERS IN SELLING THEIR CROPS

Karan Mishra
ITS School of Management

ABSTRACT
Using the real life data and talking with many farmers I observed that they are facing several problems in
selling their crops in grain markets. Problems are like:- In current process of selling the crops in market the
process is very time consuming, because after the registration they have to take token and then wait for 2-4 days
in large queues. Sometimes mediators take a lot of commission in illegal way for breaking the queue and they
also use traditional way of weighing the crops, which is also a very time consuming process.
After some research and analysis I found that, farmers facing so many problems in selling their crops in
government markets. In the Research Paper I want to give some Technological solutions through AI, so that
government can take major steps to facilitate the farmers.

 INTRODUCTION
Previously before the government of BJP the farmers had to sell their crops to the unauthorised markets where
they get very less price for their produce and get disappoint sometimes there was also no proper system for
selling the crops in the government markets but from last 5 years the process had been changed totally. The
online market or mandi started by Prime Minister Narendra Modi Government to make farmers easy for selling
their crops. According to the data, around 1.64crore farmers of the country have registered themselves at this
online platform known as National Agricultural Market Scheme (e-NAM).
The main motive of this scheme is to provide good price of the grains to farmers without any broker or
middlemen between the farmers and the buyers. Not only farmers but customers also get its benefits because of
direct business is done between farmers and the buyers. The biggest problem for a farmer is to get a good
market and better price of his product and the motive of launching the e-NAM is to solve all their problems.
So now the question is what is e-NAM?
National Agriculture Market or e-NAM is an online trading platform to sell various agricultural products
thought the country on the same platform. This platform facilitates farmers, traders & buyers with online trading
in commodities. It also helps farmers get better price and provide other facilities for better marketing for their
produce.
How to register in the e-NAM?
There are following steps for registering in the e-NAM website
 First you have to visit the online website of e-NAM - www.enam.gov.in.
 On typing registration, farmer will get an option wherein they will have to provide their valid email ID.
 They will be sent a temporary login ID and at their registered email.
 Now they have to register themselves on the e-NAM website and provide the KYC details and documents.
 As soon as APMC approves your KYC, you can start your business.
Process of Selling the Crops
Step 1: First step is to register your crop online.
Step 2: After the registration you get the dates between you sell your produce
Step 3: On your date you have to go to the market with your produce and then you have to take the gate pass or
token
Step 4: Aftertaking the pass you should have to wait for your no.
Step 5: Then you sell your crops.
 PROBLEMS
So the main problem is for farmers which they are facing after this scheme is the literacy rate of them they are
not much educated to understand technology easily as far as we think. And because of this many middlemen or
brokers get chance to make their income through unwanted resources. There are two major problems which may
come in front of the farmers after this type of advance system are:
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1. The waiting time after taking the token: The waiting time for their number after taking the token may
reached sometimes 2 to 5 days because the number of entry in the market is limited to 50 people. During the
period of Rabi Crops like wheat, peas, mustered, etc. After cutting of cutting of these crops the season of
monsoon getting started and the risk of rain is every time in their minds and sometimes rain occurs and all
the crops get naturally destroy at the time of selling. So the time taken in the process may affect the life of
some farmers.
2. Unwanted Mediators: Due to the fear of losing the crops at the time of selling and due to the waiting time
period of 2 to 5 days farmers take help of unauthorised mediators or brokers which take 100/- to 200/- rupees
per 100KG of grains. And they help them in selling their crops immediately due to this farmers never get
their full amount of price for their hardworking and for their produce. And the one who never did anything in
the whole year get earn more than farmers.
After having these types of smart technology farmers still not get the proper amount of their produce.
 SUGGESTION
After research and talking with many farmers I found that how we use AI Technology to help farmers in selling
their Crops:
I found that there is no problem in the registration process of the farmers through the online portals. Some of the
villages are also vacant one computer operator for the village during every 5 year. The computer operator does
all type of online activities for the people of that particular village. The problem is in the process after taking the
token. We have to change the purchasing system of the grain market through AI technologies.
Installation of Weighing Stations: Installation of weighing stations in the grain market and replace it with the
old method of weighing systems. Currently the weighing is happen with the small weighing machines.
New process though AI technology:
Step 1: Initially farmers will have to register their land and their crops through online portals which government
enabled for them. Due to this only real farmers can able to sell their produce in the market this may protect
farmers from third parties. There are many e- portals line e-nam.

Step 2: When farmer reaches in the market after the registration they have to collect the token and then go to
their assign counter where biometric device should be installed and then he has to put his finger on it from that
all of his details of registration get displayed which is already linked with his Aadhar Card.

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Step 3: Then after the biometric he has to go into the weighing machine with his transport like tractor, truck, etc.
After weight have been recorded he has to go to the warehouse and should clear out his crops then come back to
the weighing station and then weight again the empty vehicle. The difference of weight one and weight two is
the weight of his crop.

Step 4: After taking the slip he should go out to his home and the payment of his crop is done within 24hours
through the help of his aadhar card in the account directly.
The following picture shows the model of weigh machine how it actually works we can established at least 5
stations in the market for making this process easy and understandable by the farmers too.

 CONCLUSION
So the overall conclusion is that the AI Technology helps farmers for saving their valuable time and they do not
want to take any kind of the help from the mediators and also don’t want to pay any type of unnecessary
commission they get all what they produce which help them to get the appropriate price for their crop without
paying any unnecessary expenses.
 REFERENCES
 https://krishijagran.com/agriculture-world/164-crore-farmers-registered-on-e-nam-heres-the-process-of-
selling-agricultural-produce-online-in-585-mandis/
 https://www.enam.gov.in/web/
 https://www.newindianexpress.com/opinions/2020/dec/12/how-farmers-view-the-existing-mandi-system-
2235123.html
 https://economictimes.indiatimes.com/markets/stocks/news/new-act-may-give-freedom-to-farmers-to-sell-
anywhere/articleshow/58025600.cms?from=mdr
 https://www.shutterstock.com
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A CRITIQUE OFSTANDARDBETAESTIMATION FOR INVESTMENT VOLATILITY ANDA

SIMPLESOLUTION
1
Dr. Ankit Goel and 2Dr. Neeraj Sanghi
1
Associate Professor, Maharaja Agrasen Institute ofManagement Studies, New Delhi
2
Professor, I.T.S School of Management, Ghaziabad

ABSTRACT
Beta in finance is a widely used statistic in investment analysis. We assess the common interpretations that are
used for betainfinance and show that the standard method of estimation–OL Sregression–is not consistent with
these interpretations.
We make an attempt to present a case for an alternative beta estimator which is more suitable, aswell as being
easier to understand and to estimate. Unlike regression, the straight line fit, wepropose to treat both the
variables in the same way. Surprisingly, it gives a slope that is precisely the ratio of the volatility of the
investment’srateofreturntothevolatilityofthe market index rate of return (or the equivalent excess rates of
returns). Hence, thisline fitting method gives an alternative beta, which corresponds exactly to the
relativevolatilityofan investment-which is one of the usual interpretations attached to beta.
Keywords: investment analysis, beta, volatility, systematicrisk.

Beta as a volatility measure

In the world of finance the term ‘beta’ refers to the slope in a linear relationship fittedto data on the rate of
return on an investment and the rate of return of the market (ormarket index). This usage stems from Sharpe’s
1963 paper in Management Science where he actually used the Roman letter B rather than the Greek .(Strictly
speaking, in statistics Roman letters refer to measured or estimated values based on a sample ofdata,whereas
Greek symbols refer to the true, but unknown population values.)
Therelationshipisusuallystatedinoneoftwoforms:Ri= + Rm (1)
WhereRirepresentstherateofreturnonaninvestment(e.g.inpercentageterms),andRm is the rate of return on the market
or an index of the market. As it stands, (1) is theequation of a line fitted to the data, with and being the
intercept and slope of thatline;an errortermwillberequired when referringto particulardatapoints.
It is well worth stressing that verbal explanations of beta are often incorrect and givethe wrong impression. For
example, the head of investment funds at Cazenove FundManagementinanarticleexplainingvariousrisk
measures,makestheusualmistakes:“if a stock has a beta of 1.5 and the market rises by 1%, the stock would be
expectedto rise by 1.5%” (Minter-Kemp, 2003). This is wrong on two counts: firstly, it should
be referring to a change in the rate of return of the market – not changes in the indexitself, and secondly, it
should refer to a change in the stock’s rate of return, not in itsprice. Sadly,such careless wordingsometimes
appearsintextbookstoo(e.g.
Hirschey,2001,p.540).Infact,onagraphwithRi ontheverticalaxisversusRmonthe horizontal axis, if the market rises by
1% then this will merely refer to a singlepoint on the graph and so there is no slope to be measured! To estimate
beta oneneeds (at the very least) two data points. Each data point refers to rates of return overa time interval,
say t to t+1. Hence to estimate the slope one needs measurementsoveratleasttwotimeintervals,
sayttot+1andt+1tot+2,whichimpliesknowledgeof stock and index prices at three points in time. The incorrect
explanation gives theimpressionthatonly twopointsintimeareneededto understand beta.
The other form of the linear relationship deals with ‘excess returns’ i.e. the rate
ofreturnaboveandbeyondthatwhich isavailablefromarisk-freeinvestmentsuchaslending to thegovernment:
Ri rf= + (Rm rf) (2)
where rf is the rate of return of the risk-free asset. An excess return is
sometimescalleda‘riskpremium’.Thelineassociatedwith(2)iscalledthecharacteristic linefor thatinvestment.
If we re-plot our graph and replace the variables by excess rates of return, then eachoriginal point will have each
of its coordinates reduced by r f. However, this does notmean that all points will have been shifted by the same
amount. This is because therisk-free rate is not always the same: when this rate changes, then subsequent
datapoints will be shifted by a different amount. Consequently, estimates of beta fromthesetwo

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equationswillnotbeidentical.Accordingto Bodieetal(2002,p304)mostcommercialprovidersofbeta
datadonotusetheexcess return form.
Standardbeta estimation
The standard textbook way of estimating beta uses ordinary least squares
(OLS)regressionwiththelefthandsideof(1)or(2)asthedependentvariable.Theresultingslope canbeexpressedas
=r i/ m (3)
where the ’s are the standard deviations of the rates of return and r is the correlationbetween the rates of return.
We shall refer to this as ‘standard beta’. An equivalentformulaistheratio:(covariance between
marketandinvestmentreturns)/(varianceofthemarketreturns).
This method of estimation makes the important assumption that the independentvariable (market return) does
not have any error associated with it. If one is using amarket index as a proxy for the market (as in the capital
asset market model, CAPM)then there will be error present. This is called the errors in variables problem
orbenchmark error. Note that simply moving from an index such as the Dow JonesIndustrial Average (only 30
stocks) to a broader index such as the S&P500 hardlydents this problem since the ‘market’ in CAPM refers to
the universe of allinvestments, which includes foreign equities, bonds, land, property, gold, derivatives,foreign
currencies etc. In fact, it was part of Roll’s (1977) famous critique of CAPMthat it was not a testable theory
unless we know the exact composition of the marketportfolio. Whilst there are estimation methods for dealing
with measurement error inthe independent variable, they require knowledge about the variance of the error –
andthis is simply not known. What can be said however is that the resulting betas wouldhavea
highervaluethanstandardbeta.Thisunder-estimationistruefortheusualcaseof positive values of beta; if beta were
negative then the measurement error estimatorwould be even more negative. Thus, in general, the correction
arising from thebenchmarkerrorwillmovethe betaestimatesfurther awayfromzero.
Letussupposethatwearenotusingthemarketindexasaproxyandthat wearequitecontent to relate our returns with
those of our chosen index as benchmark. Regression
models minimize the sum of squared errors in the dependent variable only – this isbecause the purpose of
regression is to fit a relationship for predicting the dependentvariable (rateof returnof
theinvestment)forastatedvalueof theexplanatoryvariable (the market rate of return). Statisticians might however
be surprised to learnthat betas are rarely used for such a purpose! It thus makes sense to survey thecommonuses
ofbetain financeand seeiftheleastsquaresestimator iseverappropriate. We shall do this in the remainder of this
paper and we will argue that thewidely usedleast squaresestimatoris inappropriate.
Betausedtoapportionrisktothemarket
Ingeneral,thelinearrelationshipwiththemarketreturns(1)willnotbeperfect:mostpoints willnot lieon thelineand
sothere isanerrorterm (e)toconsider:
Ri = + Rm+ e (4)
Theterm Rmis supposedtorepresentthepartofthereturnwhichisexplainedbymarket variations, and
theerrortermaccountsfor non-market variations.
This seemingly plausible decomposition is very likely untrue - we need to be
morecareful:WehavemadeahugeassumptioninthinkingthattherelationshipbetweenR iand Rmis a nice straight line.
If a non-linear relationship were fitted the error termwould no doubt be lower, this is quite simply because
nonlinear relations areobviously more flexible and can get closer to the data. As a result of the better fit
thevariation attributed to the market would then be higher and the remaining ‘non-market’ variation lower.
Hence the relative attribution (‘sharing out the risk’) intomarketriskand investment-specificrisk
ishighlydependentonthefunctional formoftheunderlyingmodelthatischosen.
Butthatisnottheonlyproblemwiththisapportionment.Letusplayalongforawhilelongerandassumetherelationshipwit
hmarketrateofreturnistrulylinear.Theargumentfordecompositionofrisk
intomarketrisk(alsoknownassystematicrisk)and investment-specific risk (unsystematic risk) runs as follows. Let
‘var’ denotevariance, then assuming the terms on the right hand side of (4) are uncorrelated, wehave:
var(Ri)=var( )+var( Rm)+var(e) (5a)
wearethentoldthat“ and areconstant”fromwhichitfollowsthatvar( )=0,and
2
var( Rm)= var(Rm)

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hence
2
var(Ri)= var(Rm)+var(e)
=marketrisk+investment-specificrisk (5b)
Thisshowsbeta’sroleinapportioningrisk.“Forverywelldiversifiedportfolios,non-systematic risk tends to go to
zero and the only relevant risk is systematic riskmeasured by beta” (Elton et al 2003). Thus the term containing
beta is also called thenon-diversifiablerisk.
The trouble with the above argument lies in the assumptions: the fact is that beta (andtherefore alpha) are not
constant – this effectively destroys the above derivation. (Forexample Hirschey (2001, p.546) shows that for
Dow Jones stocks the correlationbetween current year betas and previous year betas is only 0.34. Chawla
(2001)reviewstheliteratureon beta stabilityand useshypothesisteststo demonstrateinstability.) If betas were
constant then we could look them up for any particular stockin some Eternal Beta Bible knowing that the value
we found would be true for alltime. In fact, it is precisely because they are changing that there is a demand for
‘betabooks’ which is catered to by data providers such as Value Line Investment Survey,Bloomberg, Standard
and Poor’s, Ibbotson Associates and the Risk MeasurementService of the London Business School. The
literature tells us of a tendency forstandard betas values to approach the value of unity over time. As a result
there havebeen attempts to capture this tendency. These include Blume’s beta (a weightedaverage of standard
beta and one) and Vasicek’s beta (a weighted average of standardbeta and the average beta for a sample of
stocks). Shalit and Yitzhaki (2002) discussthe instability of OLS estimators of beta, and blame the quadratic
loss function whichmakes extreme observations have a magnified effect. They propose the use of acoefficient to
represent the investor’s risk aversion. Martin and Simin (2003) alsofocus on the effect of such outliers, and
observe that the effect is particularlynoticeable for small firms. They recommend using a weighted least squares
estimatorwheretheweightsaredeterminedbythedata.Othermodelswhichspecificallyaimtocapture the time-variation
of beta have been developed, see Faff et al (2000) for acomparison.
FabozziandFrancis(1978)investigated700stocksontheNewYorkstockexchangeand found that “many stocks’
betas move randomly through time rather than remainstable as the ordinary least squares model presumes”.
They demonstrate that thepartitioning of risk “will be confounded with the noise from the shifting beta. As
aresult it will not be possible to estimate empirically the separate effects of systematicand unsystematic
risk…this particular implication undermines too many empiricalstudies tolisthere”.
Inconclusion,thefactthatbetavalueschangemeansthatthestandardapportioningofriskintomarketrisk
anddiversifiableriskas derivedabove(5a,5b)isflawed,because thederivationassumesa constantbeta.
Betaasrelativevolatility
Weshallnowshowthatthestandardinterpretationofbetaisnotconsistentwiththeformula used to estimate it. This is
extremely important because many financialdecisionsare beingmade dailyby analysts using thisinterpretation.
Volatilityismeasuredinthefinancialcontextbythestandarddeviationoftheratesofreturn, and is often used as a
measure of risk. Hence, if we wish to compare thevolatility of an investment’s rates of return with the volatility
of the market rates ofreturnthenonewouldexpecttosimply use theratio
i/ m=relativevolatilityorvolatilityratio (6)
Logical, yes, but disappointingly it is not this ratio, but rather formula (3) i.e. beta,that according to textbooks is
supposed to give us the relative volatility: “Betameasures the volatility of a given asset relative to the volatility
of the market” (Levy,2002); “Beta measures how volatile a fund has been compared with a relevantbenchmark”
(Hirschey, 2001). Sharpe (the originator of this financial statistic) et al(1999, page 183), make the same
interpretation: “ Stocks with betas greater than oneare more volatile than the market and are known as
aggressive stocks. In contrast,stocks with betas less than one are less volatile than the market index and are
knownas defensive stocks”. Yet, one look at equation (3) shows us that standard beta is notthe same as relative
volatility, (6). There is something inconsistent here. If aninvestment had the same risk (volatility, i) as the
market then its volatility ratiowould equal unity, but standard beta would not equal unity. Instead, its beta
valuewould, from (3), equal its correlation with market returns, and hence would always beless than unity.
Hence, the usual classification into aggressive and defensive stocksfalls apart if one is using these terms to refer
to relative volatility. The formula forstandardbeta(3),confounds(mixestogether)relativevolatilityandcorrelation.
Therefore, a low beta could actually represent a high relative volatility that is beingmasked by a low correlation.
Investors would then be mistaken in thinking that theyhad selected an investment whose volatility was low. For
example take a look atFigure1.
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Figure 1 compares a monthly time series plot of AT&T’s excess returns with those ofthe S&P500 Index over
the same five-year period. From the graph, one can see thatAT&T(atelecomstock)is
morevolatilethantheindex.Yetthebetavalue forAT&Tover this period is actually 0.75, and since this is less than
unity this statistic gives theimpression that this stock is less volatile than the index. One can understand how
thisarises when one is informed that the correlation is only about 0.32. One can
nowdeducetherelativevolatility(6) as /r=0.75/0.32=2.34.Thisbeinginexcessofoneis in agreement with our
intuition when looking at the graphs. On repeating theanalysis with the 30 stocks making up the Dow Jones
Industrial Average, one findsthat half of them had standard betas less than unity. Since any index is essentially
aweighted average of its components, basic statistics tells us that we would expect it
tobelessvariablethanitscomponents(centrallimittheorem),notmoreso.Itisstrangethat analysts accept
unquestioningly claims that so many stocks are less volatile thanthemarketas awhole.
Camp and Eubank (1985), observed that many investors do not hold well-diversifiedportfolios, and
soforthemmarketriskisanincomplete riskmeasure.Sotheysuggested use of the ratio of standard deviations (6) –
which they called ‘betaquotient’ asameasureofrisk.“Becausebetafailstoconsiderunsystematic/diversifiable
risk…the authors propose a risk measure that takes intoaccount total variation of return relative to overall
market variation”. “The returnperformanceofaportfolioshouldbeevaluatedonthebasisofitsbetaquotientinsteadof
its beta, since it is bearing diversifiable risk in addition to its systematic or non-diversifiablerisk”.
BetainCAPM Model
The security market line is a linear relation that is fitted to data on average excessreturns of a number of assets
(dependent variable) and their standard beta values(explanatory variable). Since beta is here being used as a
measure of risk, there is anexpectation that higher beta stocks will have higher returns. The parameter
values(slope and intercept) of this fitted line have been used to test the CAPM theory. Afamous study by Fama
and French (1992) showed that the slope was not significantlydifferent from zero i.e. there was no positive
association between return and standardbeta. However there are other researchers who disagree with these
findings. Roll andRoss (1992) claim that the choice of market index that is used to estimate beta canaffect such
conclusions. This is the errors-in-variables problem: since there is error inour measurement of the “market”
return, this will affect the estimate of the slope(beta).OLSonly assumeserrorinthedependentvariable.
Onecanprove(e.g.seeEltonetal,2003,p358)that iftheexplanatoryvariablehasarandom error and even if the mean
of the errors is zero, this will still lead to a slopeestimate in the security market line which is too low (downward
biased). This in turnimplies thattheestimatefortheinterceptwillbetoohigh.
It would therefore seem desirable to:
(i) Estimate beta in a way that allowed formeasurementerrorinthevariablewhichischosenasaproxy
formarketreturn,and(ii) Estimate the security market line in a way which allowed for error in
theexplanatoryvariable
Alphaasarisk-adjustedperformancemeasure
Betas often play a part in the construction of risk-adjusted measures of performance.These measures are
subsequently used for ranking the desirability of investments. Theidea is that if two investments have the same
total returns, we should prefer the onethat has been less volatile. One sometimes sees discussions in the
financial press thatmention a fund manager’s alpha. This is not a part of their anatomy. It is used as ameasure of
performance that takes into account the level of risk (as measured by beta)that has been taken. To see this, take
a look at equation (1): the return produced by aninvestment is split into two parts. One part ( Rm ) shows the
return attributable tomarket changes for the level of risk ( ) taken on. The other term ( ) is unrelated tomarket
movements and is interpreted as being the return attributable to the fundmanager’s skill (or luck). Hence
positive alpha is often used as a hallmark for investortalent. For a given set of data, the way we estimate will
have an effect on theconsequentvalueof :ifwe under-estimatebeta,thenweshallover-estimatealpha.Ifthe
arguments in the next section are to be believed then that is precisely what hasbeen done in the past: beta (risk)
has been underestimated, and consequently the skilloffundmanagershasbeenover-estimated.
Thisisnotsomethingthatappliesuniformlytoallinvestmentmanagersi.e.theiralphascoreswill notmerely
beshiftedsuch that their rankings stay unchanged, rather, the new alphas will rank managers ina differentorder. 1
AWAYHEAD
We have looked at various roles that beta has been given and found that the standardmethod of estimating beta
has shortcomings. Let us return to the beginning and see ifwe can do things differently. We start with a set of
points on our graph withinvestment rates of return on the y-axis and market rates of return on the x-axis.
Thefollowing arguments are unaltered if excess rates of return are used. We want to plot astraight line and
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estimate the slope of this line. Previously we used ordinary leastsquares (OLS) regression. But wait, there are
two regression lines! The OLS lineminimizes the sum of squared deviations in the y-direction. The reverse
regressionline minimizes in the x-direction. If our purpose is predicting y for a specified x-value, statisticians
will advise use of OLS regression. If our purpose is to predict x fora specified y-value we are advised to use
reverse regression. However none of theusual interpretations for beta that we have discussed includes either of
these purposes.Whatweinfactrequireistheslopeofthefunctional relationshipbetweenxandy.AsKendall and Stuart
emphasise in their classic statistics text (1979, p 402): “Aregressionlinedoes not purportto
representafunctionalrelationbetweenmathematical variables or a structural relation between random variables”.
Manypractitioners and researchers – even statisticians often forget this; they inadvertentlyslip into thinking
that their OLS model estimates the underlying relationship betweenvariables. This probably arises because
methods for fitting functional relations do notusually appear in current statistics textbooks, and so students are
not aware of the factthatthereareotherwaysoffittinglinestodata.
One basic fact from statistical theory is that the slopes of the two least
squaresregressionlinesbrackettheslopeofthe estimatedfunctionalline. Thisistobeexpected since the ordinary
regression line is estimated by minimizing all thevariation in one direction and the reverse regression minimizes
all the variation in theother.BoothandSmith(1985)thereforesuggestedusingthetworegressionestimatesasbounds
onthetruevalue.
We now have upper and lower limits for the slope but which value shall we settleupon?Asensible
approachistochooseonethat carrieswithitthose rolesthatbetahas been used for in the past that have not been put
into question. Let us consider therelative volatility role (volatility relative to the market). We said earlier that a
morelogical estimator for this purpose would be the ratio of standard deviations (6). Sincethis is always positive
we need to attach a sign. This will be given by the
correlation;thisensuresthatwecanalsodealwithdownwardslopingcharacteristiclines.Wenowinvestigatethis
alternativeestimatorofbeta,denotingitby *.
*
=(signofr) i/ m (7)
or the equivalent form which uses the standard deviations of the excess rates of return.The connectionwith
thestandardOLS betaisapparentfrom(3):
*
= /r (8)
Does this estimator lie between the two regression slopes as required? The reverseregressionslopeis
givenby /r2.(Incidentally,thisshowshowlarge
thedifferencesinregressionestimatescanbe:acorrelationof0.71impliesthatreverseregressionhasaslope twice
ashighasthe standardregression!)Since *equatesto /randsince rlies between –1 and +1 it follows that our
proposed estimator does satisfy therequirement of lying in between. For the usual case of positive correlation
betweenmarket and the investment, we have the standard beta giving the lowest value and thereverse
regressionthehighest,so wehave:
*
reverse. (9)
The equalities hold only when there is perfect correlation in the data. This is as onewould expect, as then all
points lie exactly on a straight line and so there can be nodisagreementonwhere thelineshouldbe.
Does this new slope estimator correspond to an established line fitting procedure? Infact it does: it is precisely
the geometric mean functional relationship (Draper andSmith, 1998). Its name refers to the fact that the slope is
the geometric mean of theslopes from the two least squares regressions: i.e. multiply those slopes and take
thesquare root. This also implies that its value lies between the ordinary and reverseregression slopes. This line
also passes through the centroid of the data i.e. the
pointwhosecoordinatesarethemeanvaluesoftheplottedvariables.Thisistheonlypointwhich allthreelines
passthrough.
Another point in favour of our estimator is its symmetric functional form. If we hadonly two data points we
would estimate the slope as“(rise in y)/(rise in x)”; noticethatthistreatschanges inthey-
variableinthesamewayaschangesinthex-variable.The volatility ratio, equation (6), maintains this symmetry in the
treatment of the twovariables. However the equation for standard beta (3) does not – one need
onlyinspecttheformulaforcorrelation toseethis.
Is this line optimal in any way? Yes it is, and what is more it is optimal in a way thatinvolves
boththeverticalandhorizontaldeviations fromtheline.In factitminimizesthe sum of products of these deviations.
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This is equivalent to saying that it is the linethat minimizes the sum of the areas of the triangles made by the
points and the line(see Figure 2). This was proved by Woolley (1941). From this it follows that theestimated
relationship between the two variables will be the same irrespective ofwhich variable is plotted on each axis i.e.
there is symmetry of treatment: eachvariable is treated with equal importance. This is just how we would want
to treatvariablesifwewereaimingto discoveranunderlyingrelationshipbetweenthem.
To compare values of the proposed estimator with standard beta refer to Table
1.Noticehow,aswellasthenewvaluesbeinghigher,therelativeriskrankingsarealsonowquitedifferent.
DraperandSmith(1998p.92) havestartedtopromotetheuseofthisline inthelatestedition of their book on regression,
but are unaware that one can also establishrelevant confidence intervals. Kermack and Haldane (1950)
demonstrated that theformula for the variance of our estimator can be approximated by that for the OLScase,
i.e.the varianceofthe slopeis
s2 = *
(1 r2 )/(n 2) (10)wherenisthenumber of datapoints.
*
A confidence interval can be constructed in the usual way using the Student t-distribution: ts
An exact form for the confidence interval due to Jolicoeur and Mosimann is given inRicker(1984),namely:
*
[(B+1)1/2 B1/2] (11)
2 2
where B =t (1 r )/(n 2).
What can we say about the stability of the proposed beta estimator? Francis (1979)looked at stability from the
point of view of the different parts of the formula forstandard beta (see equation (3)). He found “explicit
evidence pinpointing each stock’scorrelation with the market as the most unstable statistic within beta”. His
conclusionis that “the correlation with the market is the primary cause of changing betas…thestandard
deviations of individual assets are fairly stable”. This bodes very well for ourestimator since it differs from
standard beta in precisely not including the correlationbetween the investment and the market. Hence we expect
it to be more stable overtime. As a small test we looked at stocks of NIFTY 50calculating their standard betas
for the period 2010-2015 and comparing them withthose of 2015-2020. The absolute percentage change ranged
from 1% to 90%, with amean change of 22%. When this comparison was done using *, the change rangedfrom
0.2% to 42% with a mean change of only 10.7%. So we have some preliminaryevidencethat *ismore
stableintime.
CONCLUSION
A key message of this paper is that OLS regression lines are not intended to representan underlying relationship
between two variables. Sadly, this misconception is onethat is widespread. Rather, regression lines are intended
for predicting the value of adependent variable for a given value of an explanatory variable. If you switch
thevariables in an OLS regression you produce a different line, and so you don’t have aunique relationship. This
confusion between functional relationships and regressionscan be traced back to Sharpe’s seminal 1964 paper.
When speaking of a plot of therateofreturnonan asset(Ri)versustherateof
returnonanefficient‘combination’ofassets(themarketportfolio),he says(p.438):“Partof thescatterof
Riisduetoanunderlying relationship with the return on the combination, shown by B, the slope ofthe
regressionline”. [Ouritalics.]
In an effort at estimating a unique underlying relationship, we therefore proposed afitting technique which
treated both variables on an equal footing. The resulting line isvariously referred to in statistics as the geometric
mean functional relation or thereducedmajoraxis.Itisoptimalinthesensethatitisa‘leastareasline’,seeFigure2.
The magnitude of its slope, *, is precisely the ratio of volatilities (standarddeviations) and so we can now
accurately refer to it as ‘relative volatility’. This slopevalue lies between the slope values arising from ordinary
regression and reverseregression. The only difference between its calculation and that from OLS is that
itsformuladoesnotcontainthecorrelation.Sinceit isthecorrelationthathasbeenfoundto be the main contributor to
instability in betas (Francis, 1979) we expect that * willbemorestableovertime,andindeedwegavesome
preliminaryevidenceforthis.
Furthermore, the removal of the correlation from the formula brings clarity to what isbeingmeasured – there
isnolongerthe
confoundingoftwoquantities:relativevolatilityandcorrelation.Thereisalsoacomputationaladvantageinthatitiseasier
tocalculatetheratio ofstandarddeviations thantheOLSslope.

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Our estimator is a measure of total risk and so it can be applied to all portfolios -whether they are diversified or
not. A consequence of this, of course, is that it cannotplay a part in splitting up risk into components (market
risk and investment-specificrisk). It must be stressed however that standard beta’s claim to measure market risk
ishighly questionable – as we demonstrated the difficulty is primarily due to theinstability of beta over time.
Fabozzi and Francis, (1978) make this point mostemphatically:
“After Markowitz and Sharpe suggested estimating the beta systematic riskcoefficient for market assets, finance
professors, stock brokers, investmentmanagers, and others began expending large quantities of resources each
yearon estimating betas. Unfortunately however, it appears that the ordinary
leastsquaresregressionsusedinnearlyeveryinstancemaybe inappropriate”.
For any given data set the absolute value of our proposed estimator * will be higherthan that of standard .
From this it follows that alpha values will be reviseddownwards (since the line will always pass through the
centroid point-which can beviewed as a fixed point of rotation). An important implication is that if the new
alphaisusedto rateinvestmentmanagersor fundsthentherewillbe fewerofthemwiththemuch soughtafterpositive
alpha.
Very importantly, the proposed estimator for beta finally allows for consistencybetween its standard
interpretation (as relative volatility) and the formula used for itscalculation.This givesanalternative,and we
wouldargue a more logicalclassificationofstocksasbeingeitheraggressiveordefensive.Onedreadstothinkofthe
fortunes that have been invested on the basis that beta values were interpreted asmeaning investments were less
volatile than the market when in fact they werenothing of thesort.
WeEndWithAFewWiseWordsofAdvice:
Beforedecidingwhatstraightlineto use,youmustdecidewhatyouwantit for. Do you wish to estimate (predict) one
quantity from another, or doyou want a descriptive trend line relating two sets of observations.(Ricker,1984)
Inthelightofthisweneedto criticallyreviewpastresearchaswellascurrentdecision-makingwhich isbasedon
inappropriatestatisticalanalysisbecause:
OLScontinuestobebyfarthemostfrequentlyusedmethodevenwhenitis obviously inappropriate. As a result,
hundreds if not thousands ofregression lines with too-small slopes are being published annually.(Riggs etal,
1978).
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COVID 19 IMPACTS ON BUSINESS ACTIVITIES

Dr. Laxmi Sharma

Research Scholar, (Political Science), Rajasthan University (Raj)

ABSTRACT
This study uncovers the impact of the coronavirus disease (COVID19) on the business performance, outlook,
and regional supply chains of manufacturing and non-manufacturing firms in India. To address the aim, we
conducted an extensive questionnaire survey via internet from November 2020 to February 2021 and received
effective replies from 1,789 companies – comprising local firms, including large and small and medium-sized
enterprises and multinational firms in all 11 countries. The results show vigorous private dynamism in the
region. Firms’ business performance during the pandemic was distributed widely from positive to negative, and
the firms that were adaptive to the COVID-19 shock – in terms of quickly arranging their supply chains – were
more likely to perform well and have a better outlook. Many firms restructured their supply chains to a certain
extent in response to the COVID-19 shock. Furthermore, most of the supply chain adjustments are unlikely to be
reversed. The COVID-19 outbreak resulted in a number of reduced transaction links in the regional supply
chains, while it delivered almost the same number of expanding transaction links. A somewhat disappointing
outcome was that the least selected supply chain measure in the wake of the COVID-19 outbreak was supply
chain digitalisation, which should have been an accelerator of digital transformation in the regional economy.

The coronavirus disease (COVID-19) pandemic has brought unprecedented challenges to India’s regional
economies. Lockdown measures, including closing businesses and work-from-home orders, disrupted the
movement of goods and services in the region and forced firms to change their way of running their businesses.
In addition, the uncertainty regarding the timing of the end of the pandemic has put pressure on the regions’
economic activities. The impact of COVID-19 on the region is significant. According to the International
Monetary Fund, the gross domestic product (GDP) growth rates of India in 2020 plummeted to −3.3% and
−8.0% from 4.7% and 4.0% in the previous year (IMF, 2021a). Indian economies have experienced three types
of economic shock caused by the COVID-19 pandemic. The first one is negative supply shocks to international
production networks. As seen in the Great East Japan Earthquake case, direct damage in one place, including a
reduction in production or closing businesses, causes indirect damage to companies in other places through
supply chains. For instance, suppose company X’s production is stopped in one country. In that case, its
customer company Y’s output production in another country that uses the parts produced by company X will
also be stopped or decline. The impact will be even more significant if the parts are difficult to replace.
Moreover, its supplier company Z’s production will also jam because of the reduction in company X’s demand.
In January and February 2020, the AMS economies experienced and responded to a shortage of intermediate
inputs originating in China (Kimura, 2020). At the beginning of the COVID-19 pandemic, the COVID-19
impact was negative supply shocks. The second one is negative demand shocks to the macro economy. A
typical example is the global financial crisis shock in 2007–2009. The crisis started in the United States and
spread to other advanced economies, followed by its negative impact on emerging economies (Kose, Otrok, and
Prasad, 2012). The subprime mortgage problem affected the soundness of financial institutions, and
governments had to bail out some financial institutions. The financial sector’s vulnerability impacted the real
economy through negative wealth effects (sharp drops in housing and stock prices), consumer confidence
decreases, and a credit crunch. Moreover, small open economies faced decreases in demand for exports and
difficulty in securing external funding (Brzoza-Brzezina and Makarski, 2011). These phenomena are considered
as negative demand shocks on the macroeconomy. Regarding the case of COVID-19, even negative supply
shocks caused by lockdown measures can bring a demand shortage, leading to recessions (Guerrieri et al.,
2020). This demand shortage can be interpreted as negative demand shocks. 1 Additionally, even if an economy
contains COVID-19 when other foreign economies struggle with the containment of the disease, the economy
will suffer negative demand shocks for exports. COVID-19 spread globally in March 2020 and has continued
suppressing economic activities in the world. As such, the AMS and Indian economies have experienced
negative demand shocks since the global spread of COVID-19.
COVID-19 has heightened human suffering, undermined the economy, turned the lives of billions of people
around the globe upside down, and significantly affected the health, economic, environmental and social
domains. This study aims to provide a comprehensive analysis of the impact of the COVID-19 outbreak on the
ecological domain, the energy sector, society and the economy and investigate the global preventive measures
taken to reduce the transmission of COVID-19. This analysis unpacks the key responses to COVID-19, the
efficacy of current initiatives, and summarises the lessons learnt as an update on the information available to
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authorities, business and industry. This review found that a 72-hour delay in the collection and disposal of waste
from infected households and quarantine facilities is crucial to controlling the spread of the virus. Broad sector
by sector plans for socio-economic growth as well as a robust entrepreneurship-friendly economy is needed for
the business to be sustainable at the peak of the pandemic. The socio-economic crisis has reshaped investment
in energy and affected the energy sector significantly with most investment activity facing disruption due to
mobility restrictions. Delays in energy projects are expected to create uncertainty in the years ahead. This report
will benefit governments, leaders, energy firms and customers in addressing a pandemic-like situation in the
future.
Coronavirus (COVID-19), a virus that grew stealthily has become one of the deadliest viruses that are killing
people worldwide. This virus took birth in Wuhan city of China and since then have travelled to more than 160
countries. The World Health Organization (WHO) has declared Coronavirus as a pandemic. It has become a
mass scare and is leading to the deaths of thousands of people in numerous countries including China, Italy,
Iran, Spain, the US, and many more. In India, this pandemic started on 30 January 2020 by affecting an
individual who had a travel history from Wuhan, China.
The spread of COVID-19 continues to threaten the public health situation severely (Chinazzi et al., 2020) and
greatly affect the global economy. Labour displacement, business closures and stock crashes are just some of
the impacts of this global lockdown during the pandemic. According to the International Monetary Fund (IMF),
the effect of COVID-19 will result in a worldwide economic decline in 2020 and a decline in the economic
growth to 3% COVID-19 has a detrimental impact on economic growth due to two primary factors. In the
beginning, the exponential growth of the global epidemic directly contributed to considerable confusion about
instability in the financial and capital markets. Secondly, countries have strictly regulated human movement and
transport to monitor the growth of the epidemic and significantly reduced economic activity, putting pressure on
both consumer and productive economic activity.
Since the 1970s, the link between economic growth and pollution has been an important global concern. The
assessment of energy and financial efficiency is usually connected to environmental pollution research. Green
practices at a national level, the inclusion of renewable energy, regulatory pressure and the sustainable use of
natural resources are associated with environmental sustainability .One study has shown that environmental
pollution increases with economic growth and vice versa). The strict control over movement and business
activity due to COVID-19 has led to an economic downturn, which is in turn, expected to reduce environmental
pollution. This paper systematically assesses how the novel coronavirus has had a global effect on society, the
energy sector and the environment. This study presents data compiled from the literature, news sources and
reports (from February 2020 to July 2020) on the management steps implemented across the globe to control
and reduce the impact of COVID-19. The study will offer guidelines for nations to assess the overall impact of
COVID-19 in their countries.
Impact of COVID-19 on the Socio-Economic Domain
COVID-19 has created a global health crisis where countless people are dying, human suffering is spreading,
and people's lives are being upended. It is not only just a health crisis but also a social and economic crisis, both
of which are fundamental to sustainable development. On 11th March 2020, when WHO declared a global
pandemic, 118,000 reported cases spanning 114 countries with over 4,000 fatalities had been reported. It took
67 days from the first reported case to reach 100,000 cases, 11 days for the second 100,000, and just four days
for the third (United Nations Development Programme (UNDP), 2020). This has overwhelmed the health
systems of even the richest countries with doctors being forced to make the painful decision of who lives and
who dies. The COVID-19 pandemic has pushed the world into uncertainty and countries do not have a clear exit
strategy in the absence of a vaccine. This pandemic has affected all segments of society. However, it is
particularly damaging to vulnerable social groups, including people living in poverty, older persons, persons
with disabilities, youths, indigenous people and ethnic minorities. People with no home or shelter such as
refugees, migrants, or displaced persons will suffer disproportionately, both during the pandemic and in its
aftermath. This might occur in multiple ways, such as experiencing limited movement, fewer employment
opportunities, increased xenophobia, etc. The social crisis created by the COVID-19 pandemic may also
increase inequality, discrimination and medium and long-term unemployment if not properly addressed by
appropriate policies.
The protection measures taken to save lives are severely affecting economies all over the world. As discussed
previously, the key protection measure adopted universally is the lockdown, which has forced people to work
from home wherever possible. Workplace closures have disrupted supply chains and lowered productivity. In
many instances, governments have closed borders to contain the spread. Other measures such as travel bans and
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the prohibition of sporting events and other mass gatherings are also in place. In addition, measures such as
discouraging the use of public transport and public spaces, for example, restaurants, shopping centres and public
attractions are also in place in many parts of the world. The situation is particularly dire in hospitality-related
sectors and the global travel industry, including airlines, cruise companies, casinos and hotels which are facing a
reduction in business activity of more than 90% (Fernandes, 2020). The businesses that rely on social
interactions like entertainment and tourism are suffering severely, and millions of people have lost their jobs.
Layoffs, declines in personal income, and heightened uncertainty have made people spend less, triggering
further business closures and job losses (Ghosh, 2020).
A key performance indicator of economic health is Gross Domestic Product (GDP), typically calculated on a
quarterly or annual basis. IMF provides a GDP growth estimate per quarter based on global economic
developments during the near and medium-term. According to its estimate, the global economy is projected to
contract sharply by 3% in 2020, which is much worse than the 2008 global financial crisis
(International Monetary Fund (IMF), 2020). The growth forecast was marked down by 6% in the April 2020
World Economic Outlook (WEO) compared to that of the October 2019 WEO and January 2020 WEO. Most
economies in the advanced economy group are expected to contract in 2020, including the US, Japan, the UK,
Germany, France, Italy and Spain by 5.9%, 5.4%, 6.5%, 7.0%, 7.2%, 9.1%, and 8.0% respectively. The effect of
COVID-19 on the GDP of different countries around the globe. On the other hand, economies of emerging
market and developing economies, excluding China, are projected to contract by only 1.0% in 2020. The
economic recovery in 2021 will depend on the gradual rolling back of containment efforts in the latter part of
2020 that will restore consumer and investor confidence. According to the April 2020 WEO, the level of GDP
at the end of 2021 in both advanced and emerging market and developing economies is expected to remain
below the pre-virus baseline (January 2020 WEO Update), A particular example of a country hardest hit by
COVID-19 is Italy. During the early days of March, the Italian government imposed quarantine orders in major
cities that locked down more than seventeen million people .The mobility index data by Google for Italy shows
there has been a significant reduction in mobility (and therefore economic activity) across various facets of life.
The reported decline of mobility in retail and recreation, grocery and pharmacy, transit stations and workplaces
were 35%, 11%, 45% and 34%) respectively. The Italian economy suffered great financial damage from the
pandemic. The tourism, and hospitality sectors were among those most severely affected by foreign countries
prohibiting travel to and from Italy, and by the government's national lockdowns in early March . A March 2020
study in Italy showed that about 99% of the companies in the housing and utility sector said the epidemic had
affected their industry. In addition, transport and storage was the second most affected sector. Around 83% of
companies operating in this sector said that their activities had been affected by the coronavirus pandemic. In
April 2020, Italian Minister Roberto Gualtieri estimated a 6% reduction in the GDP for the year 2020 . The
government of Italy stopped all unnecessary companies, industries and economic activities on 21 st March 2020.
Therefore The Economist estimates a 7% fall in GDP in 2020. The Economist predicted that the Italian debt-to-
GDP ratio would grow from 130% to 180% by the end of 2020 and it is also assumed that Italy will have
difficulty repaying its debt.
Impact on India’s GDP-The world economy is seeing its greatest fall ever. Coronavirus has largely impacted
the growth of almost every country and is responsible for the slump in GDP worldwide. Like other countries,
India is also impacted by this virus but not largely. Almost every industry sector has seen a fall in their sales and
revenue. India’s GDP growth has fallen to 4.7% in the third quarter of 2020.
Efforts from CII and Govt. of India- Confederation of Indian Industry (CII) has suggested the RBI reduce
repo rate up to 50 basis points and also asked for a reduction of 50 basis points on the cash reserve ratio. The
government is planning to set up an amount to support to overcome the crisis during this phase of shut down,
cash flow difficulty, and working capital issues.
Inflation and Affected Industry- China is one of the largest exporters of many raw materials to India. Shutting
down of factories has damaged the supply chain resulting in a drastic surge in the prices of raw materials. Some
of the other products that have seen a rise in their prices are gold, masks, sanitizers, smartphones, medicines,
consumer durables, etc. The aviation sector and automobile companies are the hardest hit among the rest. With
no airplane landings or take-offs globally and restricted travel has brought the aviation and travel industry to a
halt.
Slump in Share market- Share markets that include Sensex and Nifty are on nose dive since the occurrence of
this pandemic (COVID-19). Sensex has declined close to 8000 points in a month. As of 12 March 2020, share
market investors have lost approximately Rs. 33 lakh crore rupees in a month. This could be the beginning of a
recession that the Indian market will never want to witness. Investors are advised to stay safe and invested in
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this virus-infected stock market. Few industries that can benefit from novel coronavirus during the time of the
market crash are pharmaceuticals, healthcare, and Fast Moving Consumer Goods (FMCG).
Cash flow Issue -Due to this outbreak, almost 80% of Indian companies have witnessed cash flow difficulty
and over 50% of companies are facing operations issues. As per the Federation of Indian Chambers of
Commerce and Industry (FICCI), 53% of companies are impacted by COVID-19. Slow economic activity is
resulting in cash flow problems eventually impacting repayments, interest, taxes, etc.
Steps and measures by the Government of India- To avoid the large impact of this outbreak, India has taken
some measures that include corporate tax cuts, increased moratorium period, fiscal stimulus up to Rs. 2 lakh
crore to needy people through their Aadhar based benefit transfer. Presently, the best option for investors is to
invest in mutual funds or Systematic Investment Plans (SIPs). With the help of SIPs, people can invest a fixed
amount every month in various mutual funds schemes available in today’s financial market.The government of
India started taking measures from the start of this pandemic. Some of the key measures taken by the
Government include:
 Orders of self-isolation or self-quarantine
 Travel restrictions
 Sanitizing on a large scale
 Disabling group gatherings
 Closing inter-state borders
 Screening at domestic and international airports
 Banning entry of foreigners
 Denial of any form of Visas to any country
 Helping in the recovery of several positive cases
 Increasing the number of testing centers
 Lock-down of cities, districts, and even states
 Shutting down schools, colleges, temples, malls, shopping centers, local bazaars, gymnasiums, cinema halls,
and various facilities of public gatherings
 Providing work-from-home options for employees and much more.
As of now, there is no light at the end of the tunnel and people are facing hard times. Indian economy is not
highly impacted, as compared to economies of nations like China, Spain, Italy, Iran, or the USA. as India started
taking early precautionary measures to prevent the spread of coronavirus. The financial year 2019-2020 is about
to end and during this phase, the Indian economy is facing testing times in which instant or fast recovery is not
possible by any means. To overcome this financial crunch situation or to reduce their loss, entrepreneurs as per
their requirements.
However, with people’s persistent patience, will and determination can fight back and win over COVID-19
disease. Every individual on this planet has to stand and fight against this pandemic. People need to remove
coronavirus from its roots and start to rebuild the Indian economy from the point it will fall. RBI announces Rs.
50,000 crore funding support to fight COVID. May 2021: RBI Governor, Shaktikanta Das introduced new
measures to tackle the second wave of COVID-19 in India. The Governor announced on-tap liquidity funding of
Rs 50,000 crore, as a credit facility to be offered to banks, NBFCs, and other lending institutions. This funding
support is in the form of incentivized loan schemes that shall be offered to the enterprises engaged in the
healthcare, manufacturing, and logistics sectors. Vaccine manufacturers, hospitals, medical equipment makers,
as well as patients shall be offered loan schemes by the private and public sector banks, NBFCs, Micro Finance
Institutions (MFIs), and Small Finance Banks (SFBs).
Overall, this research reaffirms the dynamism of corporate firms in India – even in facing this devastating
pandemic. Vigorous entrepreneurship and diligent workers have always been at the core of our rapid and
inclusive economic growth. To move ahead, we must become more innovative. COVID-19 provides an
opportunity for our region to engage in a new phase of economic development.

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In this Paper, comprehensive analyses of energy, environmental pollution, and socio-economic impacts in the
context of health emergency events and the global responses to mitigate the effects of these events have been
provided. COVID-19 is a worldwide pandemic that puts a stop to economic activity and poses a severe risk to
overall wellbeing. The global socio-economic impact of COVID-19 includes higher unemployment and poverty
rates, lower oil prices, altered education sectors, changes in the nature of work, lower GDPs and heightened
risks to health care workers. Thus, social preparedness, as a collaboration between leaders, health care workers
and researchers to foster meaningful partnerships and devise strategies to achieve socio-economic prosperity, is
required to tackle future pandemic-like situations. The impact on the energy sector includes increased
residential energy demand due to a reduction in mobility and a change in the nature of work. Lockdowns across
the globe have restricted movement and have placed people primarily at home, which has, in turn, decreased
industrial and commercial energy demand as well as waste generation. This reduction in demand has resulted in
substantial decreases in NO2, PM, and environmental noise emissions and as a consequence, a significant
reduction in environmental pollution. Sustainable urban management that takes into account the positive
benefits of ecological balance is vital to the decrease of viral infections and other diseases. Policies that promote
sustainable development, ensuring cities can enforce recommended measures like social distancing and self-
isolation will bring an overall benefit very quickly. The first generation of COVID-19 vaccines is expected to
gain approval by the end of 2020 or in early 2021, which will provide immunity to the population. It is
necessary to establish preventive epidemiological models to detect the occurrence of viruses like COVID-19 in
advance. In addition, governments, policymakers, and stakeholders around the world need to take necessary
steps, such as ensuring healthcare services for all citizens, supporting those who are working in frontline
services and suffering significant financial impacts, ensuring social distancing, and focussing on building a
sustainable future. It is also recommended that more investment is required in research and development to
overcome this pandemic and prevent any similar crisis in the future.
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1. Arora N.K., Mishra J. COVID-19 and importance of environmental sustainability. Environ.
Sustain. 2020;3(2):
2. Ashraful A.M., et al. Production and comparison of fuel properties, engine performance, and emission
characteristics of biodiesel from various non-edible vegetable oils: a review. Energy Convers.
Manage. 2014;80:202–228.
3. Chakraborty I., Maity P. COVID-19 outbreak: migration, effects on society, global environment and
prevention. Sci. Total Environ. 2020;7
4. Chatterjee A., et al. High rise in carbonaceous aerosols under very low anthropogenic emissions over
eastern Himalaya, India: impact of lockdown for COVID-19 outbreak. Atmos. Environ. 2020 Chinazzi M.,
et al. The effect of travel restrictions on the spread of the 2019 novel coronavirus (COVID-19)
outbreak. Science. 2020;368(6489):395–400.
5. Chowdhury, M. A., M. B. A. Shuvho, M. A. Shahid, A. K. M. M. Haque, M. A. Kashem, S. S. Lam, H. C.
Ong, M. A. Uddin and M. Mofijur (2021). "Prospect of biobased antiviral face mask to limit the
coronavirus outbreak." Environmental Research 192: 110294.
6. Kabir M.T., et al. nCOVID-19 pandemic: from molecular pathogenesis to potential investigational
therapeutics. Front. Cell Dev. Biol. 2020
7. Khan S.A.R., et al. measuring the impact of renewable energy, public health expenditure, logistics, and
environmental performance on sustainable economic growth. Sustain. Dev. 2020;28(4):833–843.
8. Madurai Elavarasan R., et al. COVID-19: impact analysis and recommendations for power sector
operation. Appl. Energy. 2020;279 115739-1157
9. Srivastava A. COVID-19 and air pollution and meteorology-an intricate relationship: a review.
10. United Nations Development Programme (UNDP), the social and economic impact of COVID-19 in the
Asia-Pacific region Date accessed: 21st September, 2020. 2020.

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ARTIFICIAL INTELLIGENCE IN HUMAN RESOURCE MANAGEMENT: USES, IMPACTS &

CHALLENGES

Ms. Priyanka Pandey1 and Dr. Satish Kumar2

1
Student, Parul Institute of Social Work, Faculty of Social Work, Parul University, Vadpdara, Gujarat
2
Associate Professor, Parul Institute of Social Work, Faculty of Social Work, Parul University,Vadpdara,
Gujarat

ABSTRACT
Artificial intelligence is a youthful discipline of sixty years, which is a bunch of sciences, hypotheses and
strategies (counting numerical rationale, insights, probabilities, computational neurobiology, and software
engineering) that intends to copy the mental capacities of a person.
Artificial Intelligence & HRM is focused on the workplace ecology created by two species, humans and AI.
Ironically, in the present HRM models, humans are dehumanised and AI is anthropomorphised.
Anthropomorphised AI looks more humanlike; it is capable of both "agency", the ability to think, and
"experience", the ability to feel. Recently, AI deployment at work-particularly in HRM-has attracted tremendous
interest from strategic leaders and executives.
The pervasiveness of AI integration is re-shaping organisations and broadening the outreach of management to
understand the development and deployment of AI from mechanical AI to cognitive AI systems. Artificial
intelligence permits HR divisions to work on the applicant or worker encounters via robotizing tedious, low-
esteem assignments and saving chance to zero in on the key, imaginative work that HR groups require and
want. Some of the roles that artificial intelligence can perform for human resources are perceiving worker
references, Expanding the adequacy of learning and improvement programs, utilizing labour force examination
as a wellspring of data, Recruitment and on-boarding:, Internal and retention, Computerization of managerial
undertakings, Talent acquisition and recruitment, Orientation of more up to date selects, Training the recruits,
Enhancement of worker experience etc.
There are many challenges in the uses of AI in HRM like many individuals who trust that in the event that AI is
taken on, they might lose the employment. Along with the Absence of worker abilities, Budget limitation, Talent
gap, Privacy, Continuous support, Integration capabilities, Information challenges for HR activities & Fairness
& legal constraints employee reaction to AI management.

INTRODUCTION
Artificial intelligence is the capacity of machines to play out specific undertakings, which need the insight
exhibited by people and creatures. It permits machines to comprehend and accomplish explicit objectives.
Artificial intelligence frameworks work by consolidating huge with astute, iterative handling calculations. This
blend permits AI to gain from examples and highlights in the broke down information. Each time a man-made
brainpower framework plays out a series of information handling, it tests and measures its exhibition and
utilizations the outcomes to foster extra mastery.
In the cutthroat world Industries, collet the precise information and broke down the gathered information for the
utilization of organizations development and everyday working is fundamental. Artificial intelligence assists the
business with working in quicker way and effective manner to finish the work. Artificial intelligence is going
into different office like human resource division, finance department, marketing and production department.
With utilizing AI framework organization can ready to illuminate the current exhibition and everyday
capacities.
Artificial intelligence advancements offer huge chances to further develop association's HR functions like
enrolment, finance, and self-help exchanges, access arrangements and systems. Learning Machines and people
are cooperating to make tremendous measure of HR information in the cloud and execution of artificial
intelligence give better understanding into how to work and execute. The development of any association relies
upon how productively it blends labour, strategies and hardware brilliantly to bring ground-breaking worth at
least expense. In the present worldwide economy in the event that organization wishes to stay cutthroat, they
need to run over at ways of teaming up AI and HR exchanges in their dynamic interaction. Organization should
sure on AI to perform managerial obligations to turn out to be more compelling. Numerous HR experts can't
comprehend that AI has abilities and interesting traits to reclassify HR and can give it better importance.

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Artificial Intelligence: Background:

Artificial intelligence is a youthful discipline of sixty years, which is a bunch of sciences, hypotheses and
strategies (counting numerical rationale, insights, probabilities, computational neurobiology, and software
engineering) that intends to copy the mental capacities of a person. Started in the breath of the Second World
War, its advancements are personally connected to those of registering and have driven PCs to perform
progressively complex errands, which could beforehand just be designated to a human.
Notwithstanding, this computerization stays a long way from human knowledge in the severe sense, which
makes the name open to analysis by certain specialists. A definitive phase of their exploration is by no means
similar to current accomplishments. The "solid" AI, which has just yet emerged in sci-fi, would require propels
in fundamental exploration to have the option to show the world overall.
Simulated intelligence was a term initially instituted at Dartmouth College in 1956. Mental researcher Marvin
Minsky was hopeful with regards to the innovation's future. The 1974-1980 saw government subsidizing in the
field drop, a period known as "Man-made intelligence winter", when a few reprimanded progress in the field.
In any case, the enthusiasm was resuscitated a short time later during the 1980s when the British government
began subsidizing the innovation once more, particularly on the grounds that they were stressed over rivalry
with the Japanese. In 1997, IBM's dark blue started the main PC to beat a Russian grandmaster, impacting the
world forever.
Here is a concise course of events of the beyond sixty years of how simulated intelligence advanced from its
commencement.
Development of Artificial Intelligence (1943-1952)
The primary work which is presently perceived as AI was finished by Warren McCulloch and Walter pits in
1943. They proposed a model of fake neurons. Donald Hebb showed a refreshing guideline for adjusting the
association strength between neurons. His standard is currently called Hebbian learning.The Alan Turing who
was an English mathematician and spearheaded Machine learning in 1950. Alan Turing distributes "Processing
Machinery and Intelligence" in which he proposed a test. The test can actually look at the machine's capacity to
show wise conduct comparable to human knowledge, called a Turing test.
The introduction of Artificial Intelligence (1952-1956)
An Allen Newell and Herbert A. Simon made the "principal man-made consciousness program “Which was
named as "Rationale Theorist". This program had demonstrated 38 of 52 Mathematics hypotheses, and track
down new and more exquisite verifications for certain hypotheses.
"Computerized reasoning" first embraced by American Computer researcher John McCarthy at the Dartmouth
Conference. Interestingly, AI instituted as a scholastic field.
Around then undeniable level codings like FORTRAN, LISP, or COBOL were developed. Furthermore, the
excitement for AI was exceptionally high around then.
The brilliant years-Early excitement (1956-1974)
The specialists stressed creating calculations which can take care of numerical issues. Joseph Weizenbaum
made the first chatbot in 1966, which was named as ELIZA.
The principal keen humanoid robot was inherent Japan which was named as WABOT
The main AI winter (1974-1980)
The length between years 1974 to 1980 was the main AI winter span. Simulated intelligence winter alludes to
the time span where PC researcher managed a serious lack of financing from government for AI investigates.
During AI winters, an interest of exposure on computerized reasoning was diminished.
A blast of AI (1980-1987)
After AI winter term, AI returned with "Master System". Master frameworks were customized that imitate the
dynamic capacity of a human master. In the Year 1980, the primary public gathering of the American
Association of Artificial Intelligence was held at Stanford University.
The subsequent AI winter (1987-1993)
The term between the years 1987 to 1993 was the subsequent AI Winter length.
Again Investors and government halted in financing for AI research as because of significant expense yet not
effective outcome. The master framework, for example, XCON was extremely practical.
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The development of intelligent agents (1993-2011)

In the year 1997, IBM Deep Blue beats world chess champion, Gary Kasparov, and turned into the principal PC
to beat a world chess champion. In the year 2002, interestingly, AI entered the home as Roomba, a vacuum
more clean. In the year 2006, AI came in the Business world till the year 2006. Organizations like Facebook,
Twitter, and Netflix likewise began utilizing AI. Profound learning, huge information and fake general insight
(2011-present)
In the year 2011, IBM's Watson won risk, a test show, where it needed to settle the intricate inquiries as well as
conundrums. Watson had demonstrated that it could get normal language and can settle interesting inquiries
rapidly. In the year 2012, Google has sent off an Android application highlight "Google now", which had the
option to give data to the client as a forecast.
In the year 2014, Chatbot "Eugene Goostman" won a contest in the notorious "Turing test."and in the year
2018,the "Task Debater" from IBM bantered on complex points with two expert debaters and furthermore
performed incredibly well.
Google has exhibited an AI program "Duplex" which was a menial helper and which had taken stylist
arrangement ready to come in case of an emergency, and woman on opposite side didn't see that she was
conversing with the machine.
Presently AI has created to a surprising level. The idea of Deep learning, huge information, and information
science are currently moving like a blast. These days organizations like Google, Facebook, IBM, and Amazon
are working with AI and making astonishing gadgets. The eventual fate of Artificial Intelligence is motivating
and will accompany high knowledge.
Artificial Intelligence (AI) and Human Resource Management Practices:
(HR) is one of the quintessential pieces of any organization as it is straightforwardly subsidiary with the
existences of the representatives working under the organization. The representatives need to have a very much
imparted and sound workplace for them to be effective and useful.
The job of HR is to ensure each worker is having a solid sense of security and getting the necessary assistance,
and give them space to inventiveness, knowledge, and compassion to offer magnificent work.
Man-made consciousness, which is one of the most exceptional and developing advances today, has helped a
great deal in further developing the HR office. Computer based intelligence robotizes and finishes most of low-
esteem HR undertakings with the goal that more consideration might be centeredaround the essential extent of
work.
HR is tied in with drawing in organizations with existing and likely specialists on an individual level. This
should be made conceivable by utilizing versatile computer based intelligence innovation in the HR branches of
associations for an enormous scope. Simulated intelligence can be incorporated into the worker life cycle from
enrolment and on boarding to giving an actually fitting work insight through HR administration conveyance.
Numerous organizations have put resources into AI to assist them with evaluating a candidate's previous
professional training and inclinations and adjust them to open places that are unmistakably fit for them while
they focus on the up-and-comer experience for their enlistment tasks.
Artificial intelligence permits HR divisions to work on the applicant or worker encounters via robotizing
tedious, low-esteem assignments and saving chance to zero in on the key, imaginative work that HR groups
require and want. Rather than investing energy regulating each progression of the new worker on boarding
process, those means can be insightfully robotized.
Artificial intelligence can possibly change representative encounters in an assortment of ways, from enrolling to
ability the executives, by handling monstrous measures of information rapidly and precisely.
Artificial intelligence uses pre-modified calculations to settle on constant choices, as well as intelligible
processing draws near. Computerized reasoning will affect the HR office.
Organizations will encounter an updated and advanced condition for their candidates and labourers because of
the panoptic human part of HR joined with the insight of innovation. Not exclusively will that, however AI in
HR additionally add to the advancement of the benefit of creating better and quicker results.

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The following are some of the practices that artificial intelligence can perform for human resources
1. Perceiving Worker References:
Artificial intelligence is permitting HR groups to acquire a more prominent comprehension of representative
references by analysing the kinds of applicants that workers are alluding and realizing who alludes the most
dynamic up-and-comers. Whenever AI examinations execution information from past references, it might
recognize candidates that are near fruitful workers.
Via robotizing standard, low-esteem exercises and saving opportunity to focus on the vital, imaginative work
that HR groups need and need to do, AI permits HR divisions to upgrade the candidate and representative
experience.
2. Expanding The Adequacy Of Learning And Improvement Programs:
Learning and Development (L&D) includes preparing staff for new places that will unavoidably request more
human ranges of abilities, as well as showing AI abilities and computerized adroitness. Artificial intelligence is
a distinct advantage in the arising universe of limit deficiencies and upgrade. Through conversational
examination, Artificial intelligence is aiding the formation of customized learning ways; at last prompting new
skylines in L&D. HR supervisors ought to perform expertise whole examinations and timetable advanced
preparation potential open doors as needs be. Directors and representatives can utilize conversational man-made
intelligence to monitor such preparation.
3. Utilizing Labour Force Examination As A Wellspring Of Data:
Labour force examination and arranging are turning out to be progressively famous among organizations.
Simulated intelligence and AI are turning out to be more unmistakable in these labour force examination
applications. Artificial intelligence in HR will assist administrators with addressing difficulties and settle on
better choices that impact representative and authoritative execution
4. Recruitment And On-Boarding:
Artificial intelligence can smooth out application processes by planning more easy to use shapes that a task
candidate is bound to finish, successfully lessening the quantity of deserted applications.AI assumes a
significant part in competitor rediscovery by keeping an information base of past applicants.AI innovation can
examine the current pool of candidates and distinguish those that would be ideal for new jobs as they open up
rather than consuming time and assets looking for new talent. AI can be utilized to recognize qualified workers
more rapidly and effectively than any other time in recent memory before. Artificial intelligence permits on-
loading up or fresh recruits to use HR support whenever of day and in any area using Chabot's and remote help
applications. This change not just furnishes workers with the capacity to go through the on-boarding process at
their own speed, yet in addition diminishes the managerial weight and commonly results in quicker
integration.AI is utilized right now in rating and positioning profiles in light of profile photograph, feature,
vocation even-handed, synopsis, watchwords, schooling, experience.AI is at present utilized in voice controlled
ability innovation answers for interfacing, screening, planning and on boarding applicants by means of
conversional calls and informing.
5. Internal And Retention:
HR office can use AI to help inward portability and worker maintenance through customized criticism reviews
and representative acknowledgment frameworks, can check worker commitment and occupation fulfilment
more precisely today than any time in recent memory before.AI is unimaginably valuable in understanding the
general necessities of workers, but there are a few vital hierarchical advantages to having this data, as well.AI
programming can assess key marks of worker achievement to distinguish those that ought to be advanced,
consequently driving inside versatility.
6. Computerization Of Managerial Undertakings:
Computerizing low worth, effectively repeatable authoritative assignments gives HR experts more opportunity
to add to vital preparation at the hierarchical level. Brilliant innovations can computerize cycles like the
organization of advantages, pre-screening competitors, planning meetings, from there, the sky is the limit.
The branch of HR assumes a dreary part in the enlistment and preparing of representatives. To reduce the
manual weight of individuals working under HR, man-made brainpower offers a ton of applications like:
7. Talent Acquisition And Recruitment:
Ability securing is a vital assignment of the HR office as getting skilled people under the gathering will prompt
the likely development of the organization. The most noticeable utilization of computerized reasoning in HR
might be found in ability procurement.
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From screening candidates to keeping up with data sets, orchestrating interviews, and tending to and settling
challenger questions, AI diminishes the time and exertion expected to finish these and other exhausting
exercises.
It altogether lessens the employing system and time, permitting the HR group to zero in on more fundamental
errands like obtaining, staff the executives, enlistment promoting, and other useful exercises.
The AI-helped enrolment will support the determination of an up-and-comer that meets most of the
organization's guidelines. Accordingly, the screening system is straightforward, speedy, and meriting.
The applicants with higher potential are followed and imparted through Chabot's. These programmed Chabot's
handle the recently enlisted representatives and dole out them occupations and positions according to their work
profile. It will pick the best and most meriting person who precisely matches the expected set of responsibilities.
Subsequently, the best up-and-comers will be reserved for work interviews.
8. Orientation Of More Up To Date Selects:
On the primary day in the wake of selecting qualified people, man-made intelligence based united frameworks
will show recently enlisted representatives to corporate information and rules.
New specialists will get all fundamental data, for example, work profile information, business guidelines, task
tasks, colleague data, etc., through a versatile application or organized data on their PC. On boarding is the term
for this methodology.
On boarding is a basic advance for further developing the HR group's memorable ability and effectively.
Applicants that go through an efficient and enlightening on boarding process are bound to remain with the firm
over the long haul. There are a great deal of inquiries that may be posed by the enlisted people, and the AI for
HR answers every one of them so the representatives don't need to do that physically.
Artificial intelligence in HR permits systems to be altered to require labourers and their related jobs to be
isolated. Man-made intelligence additionally monitors all the significant contact subtleties of the organization
and other significant errands like confirmation of authoritative records, and so forth.
9. Training The Recruits:
Workers will actually want to study and show themselves fitting jobs and needs utilizing AI advancement
administrations. It will likewise help them in remaining current by giving data on current advances and
programming headways in the business. By assessing the papers and tests, the AI will consequently understand
and relegate fitting preparation to the representative.
Important range of abilities data will be given in view of their set of working responsibilities for further
developed development. Simulated intelligence in HR innovation might assess information and alarm the HR
group to the workers' preparation needs. This cunning strategy will improve workers' efficiency and cerebrums,
as well as show them all the more rapidly and actually. They can instruct specific projects and showing abilities
with the goal that workers can self-learn and execute as per the requests of the organization.
10. Enhancement Of Worker Experience:
Representatives expect an accommodating and useful experience when they join modified commitment due to
the serious level of robotization and a major spotlight on client experience encompassing the climate.
Representative encounters are being moulded by purchaser innovation nowadays, and they are looking for
options for how they need to be locked in and upheld.
Man-made intelligence might be productively coordinated across the representative lifecycle, from enlisting and
on boarding through HR administration conveyance and profession pathing, bringing about a customized
worker experience.
HR divisions could now assess representative commitment and occupation fulfilment more exactly than any
time in recent memory with custom fitted input polls and worker acknowledgment programs.
This is particularly valuable given that it is so fundamental to comprehend representatives' overall prerequisites;
however there are likewise various critical authoritative advantages to having this information.
11. On Boarding Process:
Artificial intelligence incorporated HR programming will improve on the on boarding process for the fresh
recruits. On boarding assumes a urgent part in lessening whittling down and improving HR efficiency. Man-

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made reasoning aides HR groups customize their on boarding cycle to take care of every representative as per
their position. Associations can characterize and set the calculation in view of their plan.
• Plan and put together the induction program.
• Shares applicable contact data
• Confirms archives and structures filled.
• Award and confine gadget solicitations from there, the sky is the limit.
12. Analytical Decision Making
Artificial intelligence assists associations with settling on information driven choices. Information driven
choices will assist with thriving the association's development. The HR office is answerable for the general
prosperity of representatives separated from their work inputs.Reconciliation of AI will assist with
understanding the state of mind of the representative. Then, at that point, the group can choose if they need a
break or no. It likewise measures the uneasiness through the representative's voice so the HR group can take
things in charge with impeccable timing.
13. Business HR Leaders
As examined above, AI is a progressive innovation that supports representative efficiency. It helps HR pioneers
to perform and dominate in their work. Artificial intelligence intelligence empowers the HR group to
accumulate input with regards to the pioneers. Contingent upon the inputs, pioneers can settle on choices to alter
their point of view.
The pioneers can without much of a stretch access the information and analyze the group execution. It assists
the group with measuring their techniques and choose the areas of progress.
14. Administrative tasks:
HR programming with man-made reasoning installed in it will mechanize numerous unremarkable and
authoritative errands. It assumes an essential part in methodologies, worker commitment, and consistence with
organization strategies, finance the executives, and some more. Computer based intelligence mechanizes and
accelerates a great deal of authoritative assignments.
Artificial intelligence helps associations HR to make an essential move. The HR office doesn't need to coddle
the workers with the data they need. Artificial intelligence Chabot's can deal with every one of the inquiries of
the worker and give a suitable answer for them.
All the organization costs and buys get refreshed on the HR programming. Artificial intelligence assists the
group with concluding whether or not the consumption is vital. It assists with eliminating superfluous costs.
MAJOR CHALLENGES:
There are not many individuals who trust that in the event that AI is taken on, they might lose the employment.
Certain individuals think about AI as a significant danger to humankind assuming advancement keeps on
dismissing the dangers related with AI. While embracing AI in HRM rehearses, associations will confront inner
and outer difficulties. The greatest danger to adjust the AI is the anxiety toward losing the employment.
Obviously AI sets off a gigantic shift from physical to specialized exertion and in this manner gets such a
terrible name in assuming control over crafted by individuals. Much of the time, individuals accept AI can
completely supplant human association.
Organizations will confront difficulties to adjust AI in HRM rehearses from inward and outside sources. For
adjusting AI in HRM rehearses the absolute first difficulties, association face is monetary compel. The
following interior test is to persuade worker the significance of AI and its advantages to adjust. Internal
challenge is to decrease the employment cutback dread from workers and the last internal challenge is nonstop
preparation offices. Artificial intelligence preparing is a constant cycle; thus association needs to keep up with
nonstop preparation offices. Be that as it may, the variation of AI may likewise confront external challenges like
information back-up issues, assuming taking help from the outsider of different nations, the association will
likewise confront difficulties to safeguard hacking and guaranteeing information security
Artificial intelligence isn't yet worldwide piece of the HRM nevertheless a few administrators are not
satisfactory with the AI technology.HR is one of the areas of business where AI execution is slacking. Others
challenges are:
 Absence of worker abilities

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 Budget limitation
 Talent gap
 Privacy
 Continuous support
 Integration capabilities
 Restricted demonstrated applications
 Variation of new innovation
 Absence of trust
 Monetary obstruction
 Improving retention & integral mobility
 Recruiting& maintenance estimating profit from venture
 Biases in HR direction
 Complexity of HR phenomena
 Information challenges for HR activities
 Fairness & legal constraints employee reaction to AI management.
WAY FORWARD:
The major future areas of concern may be as follows.
 More Noteworthy Cloud And AI Cooperation
Man-made brainpower will assume a huge part in the expansive reception of cloud arrangements, through the
arrangement of man-made brainpower, it will be feasible to screen and oversee cloud assets and the huge
measure of accessible information.
 Artificial Intelligence Will Help In Organizing Information
More unstructured information is organized with regular language handling and AI processes. Associations will
use these advances and make information that RPA or Robotic Process Automation innovation can involve
when they need to mechanize conditional action in an association. RPA is one of the quickest developing
regions in the product business. The main restriction that it faces is that it can utilize organized information.
With the assistance of AI, unstructured information can without much of a stretch be changed over into
organized information, which can give a characterized yield.
 Perceiving Worker References
Artificial intelligence is permitting HR groups to acquire a more prominent comprehension of representative
references by analysing the kinds of applicants that workers are alluding and realizing who alludes the most
dynamic up-and-comers. Whenever AI examinations execution information from past references, it might
recognize candidates that are near fruitful workers .Via robotizing standard, low-esteem exercises and saving
opportunity to focus on the vital, imaginative work that HR groups need and need to do, AI permits HR
divisions to upgrade the candidate and representative experience.
 Expanding The Adequacy Of Learning And Improvement Programs
Learning and Development (L&D) includes preparing staff for new places that will unavoidably request more
human ranges of abilities, as well as showing AI abilities and computerized adroitness. Artificial intelligence is
a distinct advantage in the arising universe of limit deficiencies and upgrade. Through conversational
examination, Artificial intelligence is aiding the formation of customized learning ways; at last prompting new
skylines in L&D. HR supervisors ought to perform expertise whole examinations and timetable advanced
preparation potential open doors as needs be. Directors and representatives can utilize conversational man-made
intelligence to monitor such preparation.
 Utilizing Labour Force Examination As A Wellspring Of Data
Labour force examination and arranging are turning out to be progressively famous among organizations.
Simulated intelligence and AI are turning out to be more unmistakable in these labour force examination
applications. Artificial intelligence in HR will assist administrators with addressing difficulties and settle on
better choices that impact representative and authoritative execution
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 Internal And Retention:

HR office can use AI to help inward portability and worker maintenance through customized criticism reviews
and representative acknowledgment frameworks, can check worker commitment and occupation fulfilment
more precisely today than any time in recent memory before.AI is unimaginably valuable in understanding the
general necessities of workers, but there are a few vital hierarchical advantages to having this data, as well.AI
programming can assess key marks of worker achievement to distinguish those that ought to be advanced,
consequently driving inside versatility.
 Computerization Of Managerial Undertakings:
Computerizing low worth, effectively repeatable authoritative assignments gives HR experts more opportunity
to add to vital preparation at the hierarchical level. Brilliant innovations can computerize cycles like the
organization of advantages, pre-screening competitors, planning meetings, from there, the sky is the limit.
 Orientation Of More Up To Date Selects:
On the primary day in the wake of selecting qualified people, man-made intelligence based united frameworks
will show recently enlisted representatives to corporate information and rules.
New specialists will get all fundamental data, for example, work profile information, business guidelines, task
tasks, colleague data, etc., through a versatile application or organized data on their PC. On boarding is the term
for this methodology.
On boarding is a basic advance for further developing the HR group's memorable ability and effectively.
Applicants that go through an efficient and enlightening on boarding process are bound to remain with the firm
over the long haul. There are a great deal of inquiries that may be posed by the enlisted people, and the AI for
HR answers every one of them so the representatives don't need to do that physically.
 Enhancement Of Worker Experience:
Representatives expect an accommodating and useful experience when they join modified commitment due to
the serious level of robotization and a major spotlight on client experience encompassing the climate.
Representative encounters are being moulded by purchaser innovation nowadays, and they are looking for
options for how they need to be locked in and upheld.
Man-made intelligence might be productively coordinated across the representative lifecycle, from enlisting and
on boarding through HR administration conveyance and profession pathing, bringing about a customized
worker experience.
HR divisions could now assess representative commitment and occupation fulfilment more exactly than any
time in recent memory with custom fitted input polls and worker acknowledgment programs.
This is particularly valuable given that it is so fundamental to comprehend representatives' overall prerequisites,
however there are likewise various critical authoritative advantages to having this information.
 LEADERSHIP
Since AI will help and foster students, it will likewise work on the functioning strategies of mentors and venture
pioneers in a firm. The AI will assess the design of the pioneer's attributes by posing inquiries of the individuals
from their different groups and will give them the abilities they need or the qualities they need to adjust.
Second, by checking out the dashboard, pioneers might dissect themselves and upgrade their ranges of abilities
following the requests of the work environment.
Artificial intelligence in HR permits systems to be altered to require labourers and their related jobs to be
isolated. Man-made intelligence additionally monitors all the significant contact subtleties of the organization
and other significant errands like confirmation of authoritative records, and so forth
REFERENCES
 Singh Abhilasha & Shaurya Apurva (2021). Impact of Artificial Intelligence on HR practices in the UAE,
https://www.nature.com/articles/s41599-021-00995-4
 Dutta Bhumika (2020). What is the Role of AI in Human Resource Management?
https://www.analyticssteps.com/blogs/what-role-ai-human-resource-management
 Bhardwaj Garima , Singh Vikrama& KumarVinay (2020). An Empirical Study of Artificial Intelligence
and its Impact on Human Resource Functions.

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https://www.researchgate.net/publication/340403300_An_Empirical_Study_of_Artificial_Intelligence_and
_its_Impact_on_Human_Resource_Functions
 Prasanna (Sonny) Tambe, AI in HR Management: Challenges and a path forward. https://cra.org/ccc/wp-
content/uploads/sites/2/2019/05/Prasanna-Tambe_MLandFairness.pdf https://www.javatpoint.com/history-
of
 RichaVerma, SrinivasBandi( 2019). Artificial Intelligence & Human Resource Management in Indian IT
Sector, retrieved from, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3319897
 Scott W. O'Connor (2020), Artificial Intelligence in Human Resource Management.
https://www.northeastern.edu/graduate/blog/artificial-intelligence-in-human-resource-
management/rtificial-intelligence.
 Vivek V. Yawalkar(2019). A Study of Artificial Intelligence and its role in Human Resource Management.
https://www.researchgate.net/publication/331596981_A_Study_of_Artificial_Intelligence_and_its_role_in
_Human_Resource_Management

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DESIGN AND IMPLEMENTATION OF HEALTHIT - AN APPLICATION FOR PRIMARY

HEALTHCARE SERVICES
1
Dr. Menal Dahiya and 2Komal
1 2
Associate Professor and Student, Maharaja Surajmal Institute, Janakpuri, New Delhi

ABSTRACT
Healthit is a healthcare application developed with the aim to provide detailed information to its users about a
health issue or disease along with the basic information of the illness and also the various methods which can
be followed to improve their health. The methods include practice of Yoga asanas, medication prescribed by
medical professionals and also the food supplements that can benefit the user in improving their condition.
It is an android mobile application that involves various features to keep the user updated on the new
researches that are being carried out in the medical field and the health-related news around the world. It also
presents the atmospheric condition around the user by taking information from the database used (firebase).
The application has been developed using Java and XML. Both the languages are user friendly and consist of a
suitable algorithm for the development of an interactive application.
The features added are based on an online survey consisting of people of different age groups based on their
requirements and expectations from a healthcare application.
Keywords: Healthcare; Health Monitoring; Mobile Computing; Mobile Application;Java;Firebase; Online
Survey.

1. INTRODUCTION
Mobile Health Care is the integration of mobile computing and health monitoring. It is the application of mobile
computing technologies for improving communication between the patients, doctors and health care workers.
And now that mobile devices have become an inseparable part of our lives, it is easier to integrate healthcare to
our everyday lives more seamlessly.[1]
After facing the multiple waves of the recent Covid-19 pandemic, people all around the world have come to
realize the importance of keeping their health on track. As the scientists have mentioned several times, the
chances of getting the virus solely depends on the immunity and internal wellness of the people.
Monitoring of patients' vital parameters very often is limited to hospitals or other healthcare centers which
makes the process time consuming and expensive.[2] Rapid advancements in information and communication
technology offers great opportunities for development of online healthcare systems which not only saves travel
time and reduces cost but also increases service efficiency and user satisfaction.[3]
And hence, it comes up as the most important thing to keep a track of their health and get trustworthy solutions
and advice regarding any minor as well as major health issue and that's when Healthit comes into play.
Healthit is an android mobile application that has been developed to help and improve the online medical
facilities
The major objective of the application is to provide the users with trustworthy information regarding the do’s
and don'ts while suffering from a disease. The various other features keep the user updated as well as
knowledgeable about the illnesses and health issues. And with the use of the News Updates feature, the user can
also stay up to date with the advancements in the medical field.
Healthit is a one-stop shop for all the clinical information help that one can need, which not only saves time but
provides all the services in the comfort of their home so that the physical contact is minimum from the other
people, which also is the need of the hour in these active years of Covid-19.[10]

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2. MATERIALS AND METHOD

2.1 Procedure of Execution

Fig.1 Flow Chart representing the levels of development of the application

The chart above shows the various phases of development of the application. The first step being Research
where a survey was conducted along with the designing of the application. It also included the analysis of the
data taken and creation of a rough draft that needed to be improved.
The next step being Prototype Phase where the major development of the application took place including the
coding part for the front as well as the backend. And then finally, the Assessment Phase where the debugging
and re-checking of the application was done. And after that, the same process was repeated until the final
application was developed with the required features.
2.2 PARTICIPANTS
The Sample Space of this online survey is 250 users where 65% were aged between 18-30 years and the rest
were between 31-45 years of age with a varying range of occupations. Since the application is not limited to a
particular age group, the survey also consisted of people of all ages and health conditions.
2.3 DATA COLLECTION
For collection of the data from the user’s quantitative methodology of research has been used. The survey
consisted of several Multiple-Choice Questions related to their expectations from an app and the answers were
taken as input which also set the base for planning of Healthit.[8]
3. AN ONLINE SURVEY TO UNDERSTAND THE NEED OF THE USERS
3.1 Preference for the Diagnosis of an illness by the user

Fig 2. Representing the method used by users for diagnosis

The Pie Chart represents the number of users that

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● Self Diagnosis through the internet(52.6%)

● Go to the Doctor instantly(8.8%)
● Take home made remedies(17.5%)
● Consult a medical professional(21.1%)
As it is visible in the graph above, despite the availability of hospitals and clinics everywhere yet the people
prefer to look up the symptoms and self-diagnose the illness. Since the highest number of users look on the
internet for solutions, the information provider, be it a website or a healthcare application which needs to be
very accurate and correct with the information that it is providing the users and that is what Healthit has been
developed for.
3.2 Preference Regarding the Aid of illness

Fig 3. Represents the various preferred ways of curing an illness.

The graph above represents the data that depicts the choices people make while looking for the aid of an illness
in which about half of the people chose to go for allopathic medications while the rest of them chose among
trying the adequate and right food, yoga asanas, and taking homeopathic medicines.
As observed in the survey, the majority of people prefer the intake of allopathic medicines to help themselves,
followed by various nutrient intake through food and Yoga to improve their health.
Based on this information, the application was created with the sole purpose of providing aids to people by
using nutritional intakes, yoga postures and allopathic medications.
The Appstore and Playstore is filled with healthcare applications of different names and that promise different
things but if gone through them individually you will notice that the majority of applications are either based to
monitor your health, your calorie intake and maintains your basic physical health based on the information that
you have provided without taking note of other factors like effect of excess workout on your health or the
application is completely based to provide you with information about a specific illness or health condition. And
that is where Healthit comes in, the application that not only monitors your health but also provides you with all
the medications and non-allopathic ways you can take to improve your condition.
Healthit not only provides information on the medications but also educates you about the disease or illness.
And since most of the people look up for the symptoms on the internet before going to a doctor these days, it
requires the information to be medically accurate and right and that is what the application presents as well[10].
All the information and details about the asanas, food supplements, medications and the illness is checked by a
medical professional which makes the application highly reliable[4].
4. HIGHLIGHTS OF THE APPLICATION
● Monitors the intake of nutrients: The application has been built to provide the user a more interactive
environment which monitors their health and tracks the calorie intake accordingly.
● Provides solutions through yoga asanas: Since a lot of people are getting involved in the more natural way to
improve their health, the application lays down a list of beneficial yoga asanas that would help improve the
user’s condition.
● Information on healthy food supplements: Since the application is monitoring the nutritional intake of the
user, it is also the job of the application to suggest and provide information on the healthy food supplements
that will help the user in certain illnesses.
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● Updates on latest health news: A News API has been used in the application which features all the new
researches and medical enhancements that one needs to know to keep updated has also been added to the
features.
● Reminders on hydration timings and medication intake: What is the use of medications if not taken on time?
So, the application has a feature for this too in which it would send notifications and ring the user’s phone
when it is the time for their medicine. And the same can be done for the reminder for drinking water.
● Updates on AQI level of the locality: On the time of creation of the user’s profile, they also need to fill in
their city, which later helps in presenting the Air Quality Index on the home screen.
● Watchlist for most searched diseases for quick results: A feature to save the user’s time as they can add their
most searched illnesses on their home screen and keep the information handy.
● Interesting health facts on the main screen : The database of the application consists of a bunch of health,
lifestyle and food related facts that would not only keep the user engaged but also enhance their knowledge
and interest in general.
5. SPECIFICATIONS OF THE APPLICATION
The main purpose of the Healthit application is to provide a better healthcare knowledge and wellbeing
surrounding to its users and for that the application uses a database that provides multiple ways to approach and
solve a problem.
5.1 HEALTH NEWS
The user will get health-related news updates in the news section of the mobile application. The news provided
in this section is updated regularly which would keep the user up to date with all the new researches, medical
enhancements and since the news section is not county restricted, it provides the information from all around
the world from all the reliable sources.

Fig.4 Image showing Health news feature

5.2 HEALTH FACTS
The database of the application consists of a bunch of health, lifestyle and food related facts that would not only
keep the user engaged but also enhance their knowledge and interest in general.

Fig.5 Image showing Health Facts Feature

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5.3 Reminders for Water and Medicines

A feature to set reminder for taking medicines as well as water can also be set on the application. The
permission for sending the notification is taken from the user at the time of creation of their profile.
5.4 Providing Yoga, Food and Medications for a Disease
For instance, the Yoga section of the application presents and provides the various asanas and postures that can
be done to prevent any further harm to the body and improve the condition through asanas and yoga.
The Food section of the application consists of the variety of food that the user needs to intake for maintaining
the balance of nutrients in their body. The food section includes both vegetarian as well as non-vegetarian food
supplements to support their body.
And the Medication section provides the basic low dosed medicines to the user based on a Doctor’s prescription
that can be taken by them to help them ease the pain and symptoms at early stages.

Fig. 7 (i)

Fig. 7 (ii)

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Fig. 7(iii)
Fig. 7(i), 7(ii), 7(iii) Showing the Yoga, Food, Medication section of the application, respectively
5.5 User Authentication
The application is built to take some basic information for the betterment of the results shown to them and this
also includes the creation of a separate account for every user. The sole purpose of this being the privacy of the
user’s personal details. The minimum age to register in the application has been set to 18 years as it is
considered to be the precise age to gain the medical knowledge provided.

Fig.8 Image showinglogin screen.

6. SYSTEM SPECIFICATIONS OF HEALTHIT
6.1 LANGUAGE
The languages used in creating the Healthit application are as follows:
For the backend development Java has been used since it is the most user friendly and easy to understand
language for Android applications in the present time.[5]
● Java is an object-oriented and multi-platform language. It is one of the most used programming languages
around the world. Java is also used as a computing platform.
● It is used for developing Android Apps. It is mainly used for Server-Side Technologies like Apache,
GlassFish, JBoss etc.
● Java has platform independent features. This is why it is best for Android Development.

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● For the frontend development XML has been used since the data is stored in plain text format. This also
provides a software- and hardware-independent method of storage, transportation, and sharing data. It also
has easier ways to expand or upgrade the existing operating system to new operating systems, new
applications, or new browsers, without any data loss.
● XML is a markup language. We first create the layouts in Android and later make changes using the logic in
Java.
6.2 DATABASE
Google Firebase - Google Firebase as the name suggests is Google-backed appdevelopment software that lets
the developers to develop applications on iOS, Android and on Web. Firebase also provides tools and
techniques for tracking analytics, reporting and fixing app crashes, creating experiments for marketing and
products.
A number of services are provided by Firebase, including:
● Analytics – Google Analytics for Firebase offers free, unlimited reporting on many separate events.
Analytics presents data about user behavior in iOS and Android apps, which enables the developer to
enhance decision-making about improvement of performance and app marketing.
● Authentication – Firebase Authentication builds secure authentication systems for the developers and also
enhances the sign-in and onboarding experience for users. This feature offers a complete identity solution
with the help of email and password accounts.
● Cloud messaging – Firebase Cloud Messaging (FCM) is a reliable cross-platform messaging tool that
enables companies to receive and deliver messages on iOS, Android and the web at no cost.[6]
● Realtime database – the Firebase Realtime Database is a NoSQL and cloud-hosted database that stores data
and syncs it between users in real time. The data is synced across all clients in real time and is also available
to work on even when the app goes offline.
● Performance – Firebase Performance Monitoring is a service that provides the developers with the insights
into the characteristics regarding the performance of their iOS, Android applications which helps them
comprehend the scope of improvement in their applications.
6.3 SOFTWARE
The softwares used to create the Healthit application are:
1. Figma - Figma is a web based design app used for graphic design related work like wireframing websites,
designing interfaces for various types of applications, creating social media posts and since it is a free user
interface design app, it is widely used among app designers.
2. Android Studio - Android Studio has been declared the official Integrated Development Environment (IDE)
for android application development. It presents the ability of running debug routines and running the APK
file from the interface.[7]
● Since it is the official integrated environment for Android Application Development it also allows the
developers to create , edit, test and debug the code easily.
● To create emulations of multiple Android devices on a single computer, Android Virtual Device is used
which enables them to test the app’s performance and responsiveness on the computer.
6.4 Application Programming Interface
1. News API - News API is a very simple HTTP REST API used for searching and retrieving live articles from
all over the web. News API acts as a great data source for news tickers and other applications if you want to
show your users live headlines. It tracks headlines in 7 categories across over 60 countries and almost all
continents, and at over a hundred top publications and blogs, in near real time. The main use of News API is
to search through every article published by over 70,000 news sources and blogs in the last few years.
2. WeatherAPI - As the name states, the weather API is used to access and use information regarding weather
and geo data via a JSON/XML restful API. It allows developers to create desktop, web and mobile
applications using this data very easily.
WeatherAPI provide following data:
● Real-time weather
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● Air Quality Data

● 14 day weather forecast
● Historical weather
● Weather Alert
● Time zone
● Sports
7. CONCLUSION
Healthit would help the users save a reasonable amount of time that they would waste by surfing on multiple
websites for the information that can now be easily found on this one application. It will provide the user with a
wide variety of information using its numerous features. And since everything will be online, the only
requirement being an internet connection and the user can cure the minor self-diagnosable issues through the
application without them stepping out of their homes, which is also the need of the hour.
The application would also be very cost efficient for the user as all the information is reliable, effective and free.
And as the information provided is regularly checked and updated, which makes it immensely dependable, it
would also provide the most up to date solutions for the user.
8. FUTURE SCOPE
Healthit, being a one of its kind applications, will always have the scope for improvement. And as of now the
application has only been created for the primary healthcare services of the user which can later be improved so
that there are no limitations to its area of use.
It can be enhanced by providing more real-life solutions such as interactions with medical professionals for a
better diagnosis as well as tests results so that the application will not be limited to primary and early-stage
usage only.
REFERENCES
1. Rifat Shahriyar, Md. Faizun Bari, Gorab Kundu Intelligent Mobile Health Monitoring System IJCA,
September 2009.
2. Kevin Anderson, Oksana Burford, Lynne EmmertonMobile Health Apps to Facilitate Self-Care: A
Qualitative Study of User Experiences
3. Aleksandar Kotevski. NatasaKoceska, SasoKoceska E-health Monitoring Systems by. ICAIIT, September
2016.
4. Thomas O. Apple's health app is an embarrassment, 2 November 2015.
5. “The Complete Reference – JAVA 2”, 5th Edition by Herbert Schildt
6. Hebly P. Willingness to pay for mobile apps. Rotterdam (Holland): Erasmus University Rotterdam; 2012.
7. Holden RJ, Karsh B-T. The technology acceptance model: its past and its future in health care. J Biomed
Inf. 2010.
8. Rita Taraves, Luis Pedro Mobile App for Science Education: Designing The Learning Approach.
9. Monique A. Lynch and Andrea Pusey MurrayThe Effects of Covid-19 in the Healthcare System 2021
Scientific & Academic Publishing
10. Pandey A, Hasan S, Dubey D, Sarangi S. Smartphone apps as a source of information: changing trends in
health information-seeking behavior. J Cancer Education. 2013

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ROLE OF CAPITAL BUDGETING DECISIONS IN PUBLIC SECTOR UNDERTAKINGS: A STUDY

OF INDIAN RAILWAYS
1
Pankaj Jain and 2Rajiv Goyal
1
Assistant Professor, SGT University, Gurugram
2
Assistant Professor, SKITM, Bahadurgarh

ABSTRACT
In Public Sector, Indian Railways is one of the world’s largest organizations. My paper undertakes a analytical
examination of railway procurement process to understand the process and institutional mechanisms which
have derive over time for safeguarding institutional interests. The inspect issues such as institutional
framework, acquisition institution, authority selection methodology, acquisition oversight, regulation and their
result on the economy, ability, transparency and accountability aspects of acquisition. It is construct that a
different combination of insight vigil, outsight oversight by independent group and organizational features
contribute to robust acquisition processes.
In the light of the past revelations of discrepancies in acquisition in Indian Railways, this quick talk the
acquisition patterns in the sector and reflects on the today’s government reformative initiatives for the
tendering processes in order to ensure departmental transparency and answerability. The existance of
structural discrepancies in the sector mars the process of its acquisition through prevailing confining and
autocratic practices. scrutinize cartels and other opposed acquisition practices in the sector, the little concludes
with the proposal that an incremental and evolutionary explanation will not suffice to address centralization,
non- transparency, inordinate delay and non-countable in business and other decision-making that the Indian
Railways has reached. Rather, there is a requirement to shake the system out of its cultural position and to
enthuse a new quintessence to reorient it to the path of sound and fast effective business like decision-making.
Keywords: Indian Railways, public sector organizations, network, traffic, public sector.

INTRODUCTION
In Public Sector, Indian Railways is one of the world’s largest organizations. The Railway functions as a
vertically integrated organization providing Passenger and Freight services. It is a single system which consists
of 66,030 route km of track that criss-cross the country, on which more than 22,300 number of trains ply,
carrying about 23 million passengers and hauling nearly 3.02 million tonnes of freight every day, thereby
contributing to the economic growth of the country and at the same time promoting national integration. As
compared to road transport, the railway has a number of intrinsic advantages as it is five to six times more
energy efficient, four times more efficient in land use and significantly superior from the standpoint of
environment impact and safety. Indian Railways, therefore, rightly occupies pride of place in the growth and
development of the nation. The railway service is rendered through a nationwide rail infrastructure covering
track, stations, sidings, freight terminals, locomotives, coaches and wagons and a myriad of infrastructure inputs
like signaling, telecom, electrical installations, maintenance workshops etc. The output and outcomes achieved
by the Railways in terms of Passengers and Freight carried results from the interwoven activities of the various
infrastructure inputs comprising the Railway Infrastructure. While a direct one to one correlation in terms of
inputs and outcomes of each activity is not easy to render in a transport sector like the Railways, the
Performance cum Outcome Budget attempts to give a better insight in to the multifarious activities of the
railways that, when combined, generate the outcome of transportation services.
REVIEW OF LITERATURE
The Indian Railway system, the second largest system in the world under a single management, and the fourth
largest rail network with track length of over 64,600 kilometers is a public sector undertaking under the
Ministry of Railways. 1 With a workforce of 1.4 million, it is the seventh largest employer in the world. Indian
Railways is the lifeline of the country as it transports 25 million passengers and more than 2.8 million tonnes of
bulk freight daily. 2 Railways commenced in India on 16th April 1853 when first train owned by Great Indian
Peninsular Railway Company moved from Mumbai to Thana covering a distance of 22 miles. Rail traffic in
Eastern India between Howrah to Hoogly was opened to public on 15th August 1854. In South India, the first
railway line was opened on 1st July 1856 between Vyasarpadi and Wallajah Road, Arcot a distance of 63 miles.
In the North, 119 miles of railway line was laid from Allahabad to Kanpur on 3rd March 1859. By 1880
Railways in India had a route mileage of about 9000 miles and were run by separate railway companies. The
Railway Board was constituted in 1905 with the decision making power retained with the Viceroy of India. The
Acworth Committee appointed in 1920 recommended nationalization of railway companies in India. In 1925
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two big railway companies, The East India Railway Company and Great Indian Peninsular Railways were taken
over by the state. The nationalization of entire railway 3 system was completed in 1944. 6 Electric Traction was
first introduced in Railways in India in1925. 4Air-conditioned coaches were introduced in 1936. By 1947 there
were 42 rail systems in India with the total route length of railways as 543,760 kilometers. The Indian State
Railways were added to Indian Railways in 1950.
After independence government regrouped the railways on zonal basis in order to secure economy, efficiency
and uniformity in financial administration and control. The zones were further subdivided into divisions. At
present there are 17 zones and 68 divisions. The Southern zone of Indian Railways was formed on 14th April
1951 with the merger of three state Railways - Madras and South Mahratta Railway, the South Indian Railway
and the Mysore State Railway.
TRANSPORTATION
India has not given due importance to the development of transport infrastructure even after six decades of
independence. Sreedharan E. (2010), stresses that if India need to have a place among developed nations, it is
high time India gives adequate attention to its transport systems.
GoyalAshima (2008) examines the weaknesses in India’s public transport systems. It is suggested that the
solutions are possible not just with ownership changes, industry structure and competition, but with individual
motivation, changes in management structure and institutional design.
Public transport is said to consume less space per passenger and leads to lower congestion. Misra Siddhartha
(2006) recommends that both incentive and disincentive for private transport are needed to promote their use
and sustainability of public transport in India. Incentives include better quality and more comfortable public
transport with higher frequency of trips, low waiting time and a unified transport system. Disincentives for
private transport must include higher working and toll charges.
India is on the threshold of entering into the group of developed countries. Its power in science, engineering and
technology has been recognized the world over. In transport infrastructure the nation is far behind even after 65
years of independence. Murthy V.A. (2005, 2004), finds that transportation in urban areas is in a very poor
condition without tackling high budget new projects are being implemented. The paper states that in order to
resolve the existing transportation problems and to implement new transportation projects in the urban transport
in the urban areas in a cost effective way, India has to rely on innovative and indigenous equipments and
methods.
In view of the limitation of capacity expansion as a structural solution and the complexities of travel demand as
a strategic solution, Intelligent transport systems can assure optimal use of existing transportation infrastructure
in general and road capacity in particular. In the light of increasing congestion in urban areas, Intelligent
Transport Systems (ITS) represents a set of tools which, can enable local governments achieve integrated
transport solutions as well as to ensure better use of existing transport infrastructure. Gupta Sanjay ( 2005,
2004), provides an insight into the potential application areas of ITS, reviews global practices and suggests
possible priority areas for Indian situation.
The main objective of demand management policy is alleviation of traffic congestion thus improving traffic
flow efficiency. Other common objectives include limiting adverse environmental impacts, reducing traffic
accidents and risks, providing services for the urban poor as well facilitating economic activities of the city.
According to Sharma Rajiv (2005, 2004), the role of demand management should however cover not just the
negative approach of restraining transport demand but also encompass a positive and realistic managerial role of
accommodating increases in transport demand through favorable chances in road user behaviour and modal split
balance.
Sustainable transports can be defined as supportive system which will bear the traffic volume for long time both
quantitatively and qualitatively and is a key factor for socio economic development. Qualitative and quantitative
sustainabilities are interdependent and interactive due to common traffic attributes. Deshpande V.K. and
DalviAshwini (2004), present an integrated approach for developing the sustainable transport which includes
solutions like improved travel choices, incentives for public transport usages, non pollutant fuel usages and
technological innovations.
The problem of environmental degradation caused by growing vehicular traffic has been gaining both national
and international attention. Pundir B.P. (2004) strikes a note of caution against adhoc and whimsical steps for
controlling emission related problems. He calls for a studied and sustainable approach which can be
implemented effectively and monitored easily. He emphasizes the need to strengthen the handling and
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distribution facilities for alternative and non polluting fuels.

Feeder public transport system to High Capacity Transit System plays an important role in ensuring an
integrated multi modal public transport operation. With the implementation of Mass Rapid Transit System
(MRTS) in a metropolitan city, the existing road based public transport
PURCHASE OF TRANSPORT SERVICES
No policy or system of explicit payments exists for loss-making passenger Public Service Obligations (PSOs) in
IR, but substantial internal cross-subsidy takes place for train operations within the passenger sector, as it does
between individual ZRs. Also, most of the aggregate burden of infrastructure costs falls on freight customers.
Therefore, the MOR (IRB) has accepted internal cross-subsidy of passenger services and an implicit tax on
freight, rather than direct subsidy, to fund passenger service obligations. railway revenues covered railway
operating costs and contributed about a third of capital investment. However, as of late, IR is facing difficulties
balancing the budget. Passenger losses are placing an increasingly high burden on freight. Freight services in
turn must compensate with high tariffs, reducing its competitiveness.
RAILWAY TRANSPORT MARKETS
IR is the world’s second largest passenger railway and fourth largest freight railway after the U.S.A., China, and
Russia. India’s large and rapidly expanding population provided steady but relatively slow growth in railway
passenger traffic during the last decades of the twentieth century as other modes gained market share. During
the last decade, accelerated economic development increased purchasing power and, in combination with
politically imposed low fares, boosted railway passenger traffic growth by nearly 100 percent. India has a mix
of passenger services. Over the last 30 years, as cities have expanded, suburban passenger journey length has
increased from an average of about 20 kms/trip to 34 kms/trip, and average journey lengths for inter-city
services increased from about 87 kms/trip to 268 kms/trip. In terms of modal share, IR is estimated to carry
about 15 percent of non-urban passenger traffic. Historically, IR’s passenger transport services could be
categorized as poor to middling quality, suffering from long ticketing queues, slow travel times, and limited
journey comfort and amenities. However, a series of investments in faster lines and customer-services initiatives
have resulted in continual improvement and customer satisfaction. Followed by grain, 10.1 percent, cement, 8.9
percent, and iron ore, 5.5 percent. Rapidly growing container traffic now constitutes 13 percent of traffic task.
The average freight haulage length is 620 kms, and IR carries an estimated one-third of national inland freight
task. Despite what appears as significant absolute growth in passenger volumes and a freight market that is on
the surface conducive of rail transport, IR’s market share since the 1950s has been severely eroded by a shift to
road transport .While rail market shares of the 1950s are unlikely to be achieved, considerable potential exists to
increase Indian Railways market share of freight. One of the major challenges for the freight rail market has
been insufficient capacity for freight trains. Nearly two-thirds of the IR network is allocated to passenger trains,
and freight trains are dispatched with no timetable and with the lowest operational priority. In addition, the fact
is that investment in expansion of the rail network has not kept up with the immense growth of the Indian
economy. The issue of insufficient capacity, combined with IR being slow in improving its service offerings,
led to stagnated growth in both passenger and freight traffic.
GROWTH FOR INDIAN RAILWAYS
Revenue growth has been strong over the years; during FY07–17, revenues increased at a CAGR of 9.8 per cent
to US$ 25.62 billion in FY17. During April-December 2017, gross revenue of Indian Railways stood at US$
19.17 billion.
Revenues from the sector are estimated to reach to US$ 44.5 billion by the end of FY20
Revenues would expand at a CAGR of 12.12 per cent during FY07– 20E
Indian Railway sector aims to boost passenger amenities.
In March 2017, Railways started a new segment of revenue generation channel through auctioning for
advertising and branding contracts on 1000 trains. The front running brands are to sign this contract for 5 years.
CONCLUSION
India has one of the largest and busiest railways in the world, but also, IR is arguably the most traditional and
monolithic in its basic structure. In fact, it closely resembles the archetypal railway described in this toolkit—
prior to considering the alternatives. Traffic growth has underpinned management initiatives to attain steady and
significant improvements in staff productivity and equipment utilization. Nevertheless, IR was historically not
notably innovative in using modern rail technology, nor in transforming to more commercial management
structures, nor focused on service quality or market-responsiveness. Instead, when seeking commercial focus, it
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has tended to create semi-autonomous enterprises that bypass its own structures.
REFERENCES
1. Ministry of Railways (2011-12) Indian Railways Year Book, Government of India, p16
2. Ministry of Railways (2009-10), Indian Railways Year Book, Government of India, p27
3. Sreedharan E. (2010) “Transport Infrastructure: A Roadmap for the Future”, Yojana, Vol 24, Jan, pp 21-24.
4. GoyalAshima (2008) “Governance in India’s Public Transport Systems: Comparing Indian Railways and
Airlines”, Economic and Political Weekly, Vol XLIII 28, July, pp 845-858
5. Misra Siddhartha (2006) “City Transport in India”, Economic and Political Weekly, Vol XLI ( 6 ) Feb 11-
17, pp 473-475.
6. Murthy V.A (2004, 2005), Urban Transportation in India: Need for Indigenous and Innovative Systems,
Urban Transport Journal, Vol 6(1), pp 1-8.
7. Gupta Sanjay (2004, 2005), “Intelligent Transportation Systems - Potential Tool to Optimise Usage Of
Transportation Infrastructure”, Urban Transport Journal, Vol 6(1) pp 16-26.
8. Sharma Rajiv (2005, 2004) “Tools for Demand Management of Urban Transport”, Urban Transport Journal,
Vol 6(1), July, Jan, pp 40-50.
9. Deshpande V K and DalviAshwini (2004), “Environment and Sustainable Development”, Indian Journal of
Transport Management, Vol 28 (1), pp 52-64.
10. Pundir B.P (2004), “Urban Transport and Environment Infrastructure Issues In Indian Context”,
Infrastructure in India‘s Development- Power, Transport and Communication, Varma S.P (Ed), Kanishka
Publishers, New Delhi, pp 19-31.
11. Davis, G. B., and M. H. Olson. 2005. Management Information Systems: Conceptual Foundations,
Structure, and Development. Second edition. New York: McGraw-Hill.
12. Markus, M. L. 1993. “Power, Politics, and MIS Implementation.” Communications of the ACM 23 (6):
430–44.
13. Benbasat, I. 2007. “An Analysis of Research Methodologies.” In F. Warren McFarlan, ed., The Information
Systems Research Challenge, 47–79. Boston: Harvard Business School Press.
14. Bhandari, R. R. 2008. “Eminent Railwaymen of Yesteryears.” Available at http://
www.irfca.org/articles/eminent-railwaymen.
15. Bostram, R. P., and J. S. Heinen. 2010. “MIS Problems and Failures: A Socio-technical Perspective, Part I:
The Causes.” MIS Quarterly 1 (3): 17–32.
16. Davis, G. B., and M. H. Olson. 2010. Management Information Systems: Conceptual Foundations,
Structure, and Development. Second edition. New York: McGraw-Hill.

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A STUDY OF BRAND SALIENCE OF PRIVATE LABEL BRANDS IN APPAREL RETAIL

SEGMENT
1
Harsh Mohan Sharma and 2Dr. Ajay Singh
1
Assistant Professor, RKGIT, Ghaziabad
2
Associate Professor, ABES Business School, Ghaziabad

ABSTRACT
Brand salience is the probability that a customer will think of the brand at some point of time. This is a broader
interpretation than the usual frame of reference for the term ‘salience’, which although conceptualized as the
prominence of the brand, is commonly used interchangeably with, and measured via, top of mind awareness
with the product category cue. To find out the salience level of some of the private label brands in apparel
segment, the two types of research methods used were Primary research and secondary research. It was
measured among the customers across various demographic segments. Primary research used involved a
survey for a sample size of 300. 60 respondents were surveyed outside 5 retail outlets. The hypotheses
formulated were tested using parametric and non-parametric tests. A detailed analysis was done.
Keywords: Brand Salience, National Brands, Private Label Brands

INTRODUCTION
Today, in every category, retail outlets are aggressively stocking private label products next to national brands,
and often using private labels to attract customers into their store. From packaging down to performance,
private labels are giving the national brands a run for their money. It becomes important to understand how the
private label brands can build their brand salience.
Salience is conceptualized as the probability that a customer will think of the brand at some point of time. This
is a broader interpretation than the usual frame of reference for the term ‘salience’, which although
conceptualized as the prominence of the brand, is commonly used interchangeably with, and measured via, top
of mind awareness with the product category cue. The salience level was converted from the number of times
the brand is mentioned to a percentage of the total possible number of times the brand could be mentioned.
RESEARCH DESIGN
RESEARCH OBJECTIVES
 To find the impact of brand presence at national level on apparel buying decisions
 To find out the factors those influence the consumers to buy private label brands.
 To find the impact of store image on consumer’s buying decisions
 To find the correlation between quality perceptions of a national apparel brand
TOOL
Questionnaires were administered using survey method to gauge the buying behavior of respondents while
choosing branded apparel over private label
SAMPLE
Sample Size: 300
Sampling Method: Quota Sampling
No. of Female Respondents: 150
No. of Male Respondents: 150
Age groups surveyed: 18-25, 26-35, >35
DATA COLLECTION
Survey was conducted using Questionnaires as a tool outside 5 Retail outlets namely, Westside, pantaloons,
Shoppers Stop, Globus, Max
DATA ANALYSIS
HYPOTHESIS 1
H0 - There is weak correlation between national brands and private label brands

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HA – There is strong correlation between national brands and private label brands
In order to prove the following hypothesis,first the correlation among the consumers of the private label brands
and national brands were found out for the attributes.
Using Pearson’s coefficient of correlation and spearman’s rank correlation, it was found that

Correlations

PRIVATE NATIONAL
PRIVATE Pearson Correlation 1 .360**
Sig. (2-tailed) .000
N 300 300
NATIONAL Pearson Correlation .360** 1
Sig. (2-tailed) .000
N 300 300

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations
PRIVATE NATIONAL
Spearman's rho PRIVATE Correlation Coefficient 1.000 .102
Sig. (2-tailed) . .077
N 300 300
NATIONAL Correlation Coefficient .102 1.000
Sig. (2-tailed) .077 .
N 300 300

The private label brands and the national brands are weakly correlated with respect to attributes. It means that
the customers while purchasing the private label brands and the national brands, do not give importance to the
same set of attributes.
HYPOTHESIS 2
H0: National Brands will not score more on quality related attributes than private brands.
HA: National Brands will score more on quality related attributes than private brands.
A two tailed Z-test was applied with the help of excel sheet to prove this hypothesis.
Z(cal) for the attribute better quality for the sample size of 300, applied in excel was 1.98 where the standard
deviation was 1.40.
Interpretation: As in a two tailed Z-test, the critical area is between -1.96 to +1.96, therefore, the null hypothesis
is rejected and the alternative hypothesis is accepted since Z(cal) is greater than Z(crit) and the calculated value
of Z for better quality, through excel sheet, does not fall within this area.
The most important attributes in case of private brands is low price as 180 respondents out of 300 said that low
price is the most important attribute for them when purchasing private label brands, 50 respondents said it is
good value that they look for, followed by 40 respondents who said better quality and 20 of them said store
image and just 10 of them said that they are looking for more variety of choice while purchasing private label
brands.
HYPOTHESIS 3
H0: Store image of the private label brands do not have an effect on consumer buying decision.
HA: Store image of the private label brands have an effect on consumer buying decision.
To test whether store image has any impact over purchase decisions, Chi-Square Test was used.
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Frequencies
Store Image
Category Observed N Expected N Residual
1 Yes 240 150.0 90.0
2 No 60 150.0 -90.0
Total 300

Store Image
Chi-Square 108.000a
Df 1
Asymp. Sig. .000
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 150.0
The critical value with the degree of freedom (d.f) of 1 and significance of 0.05 is 3.84 and the calculated value
of 108 is greater than the critical value, so the null hypothesis is rejected and the alternative hypothesis is
accepted. Therefore it can be interpreted that the store image of the brand has an impact on the consumer buying
decision.
HYPOTHESIS 4:
H0: Private label brands will not score more on pricing attributes than National brands.
HA: Private label brands will score more on pricing attributes than National brands.
A two tailed Z-test was applied to prove this hypothesis.Z(cal) for the attribute low price for the sample size of
300, applied in excel was 2.05 where the standard deviation was 1.41.
Interpretation: As in a two tailed Z-test, the critical area is between -1.96 to +1.96, therefore, the null hypothesis
is rejected and the alternative hypothesis is accepted since Z(cal) is greater than Z(crit) and the calculated value
of Z for low price, through excel sheet, does not fall within this area.
RESULTS
AWARENESS
 17% of the sample was not aware of private label brands
Of those aware of private label brands,
 Gender wise distribution
o 56% were females and 44% were males
 Age wise distribution
o 36% lie between the age group of 18-25 years
o 32% lie between the age group of 25-31years
o 32% are over the age of 31 years
Purchase Decisions
 Purchase the private label brand
o Only 73% purchase the private label brand (55% females, 45% males)
Factors Affecting Purchase Decisions
First preference among various attributes was marked as
Low Price - 32%
Better Offers - 29%
Store Image - 21%
Better Quality - 13%
Any Other - 5%

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Factors Affecting Preference of Branded Apparel Over Private Label Brand

Various attributes ranked on the basis of their relative importance in purchase decision of branded apparel over
private label
Better Quality - 31%
More Variety - 15%
Competitive Pricing - 11%
Marketing Communication - 12%
Brand Image - 27%
Any Other - 4%
DISCUSSION AND RECOMMENDATIONS
Mostly, ie 83%, of the sample observed was aware of private label brands with the awareness level being higher
in females, 56% than in males 44%. Moreover, on the basis of age, the age group of 18-25 recorded the highest
level of brand recall and hence brand salience for all the premium retail outlets as compared to the other age
groups.
Low price, better offers and value related attributes can draw in more customers to the stores as they associate
the private label brands with these three attributes. It will create brand awareness among them and once brand
awareness is created, it will automatically increase brand recall and hence a higher degree of brand salience.
Respondents, in some of the cases, misunderstand the retail outlets itself as brands. So it is important for the
retail outlets to create brand salience of their private labels by focusing more on low price and value related
attributes as it was found out from the research.
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Effects”, Journal of Consumer Research, 30 (September), 292-3004.

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DIGITAL CUSTOMER EXPERIENCE

Mehak Goyal1 and Dr. Pankaj Deshwal2

1
PhD Scholar, Department of Management Studies, Netaji Subhas University of Technology, New Delhi, India
2
Assistant Professor Department of Management Studies, Netaji Subhas University of Technology, New Delhi,
India

ABSTRACT
Digitization brought a transition in the retailing sector as well, now from a needle to a refrigerator are being
purchased online. Less switching cost among the brands creates the hustle leading to stiff competition between
the companies. With advanced technology and easy access to the markets, it became very crucial for the
marketers to focus on customer experience in order to have competitive advantage
Purpose: To present new insights into the field of marketing research. The same will also be helpful for the
mangers to formulate strategies to better understand online customer experience and predict their future
actions.
Findings: This study highlights some aspects related to the domain of online shopping such as Omnichannel
retailing, Q-Commerce. This will help the retailers to formulate their strategies and thus better understand and
anticipate customer behavior. Also, this paper provides directions for future research in this area.
Keywords: Customer Experience, Digitization, Omnichannel retailing, Q-Commerce.

1. INTRODUCTION
Digitization has transformed the framework of retailing sector. Majority of the online retailers now work on
online mode or have both the paths of offline and online open for their customers. This leads to customer’s
improved satisfaction(Cao et al., 2018; Customer Satisfaction in Automobile Industry –, 2012; Hult et al., 2019;
Kim et al., 2008; Nilsson & Wall, 2017; Shankar et al., 2003; Szymanski & Hise, 2000; Vakulenko et al., 2019;
Wu et al., 2007) and loyalty (Anderson & Srinivasan, 2003; Chang & Chen, 2008; Cyr et al., 2008; Ieva &
Ziliani, 2018; Prasarnphanich, 2007; Shankar et al., 2003; Shim et al., 2015). Which is the ultimate objective of
a retailers. However, as a result of easy entry and exit facilities every retailer is facing tough competition,
everyday they get to know new entrants in the market with more speedy strategies. Therefore, in order to sustain
the competitive advantage, marketers must focus on what the customer is demanding and what all factors are
important to understand their experience and behaviour(Bilgihan et al., 2015; Bleier et al., 2019; Broekhuizen &
Huizingh, 2009; Gefen, 2003; Gentile et al., 2007; Klaus et al., 2013; Wu et al., 2007).
This study deals with conceptualizing the term digital customer experience and will also highlight the various
factors that influences the customer experience in online mode.
2. Digital customer experience
According to the extant literature, initially Customer experience was termed as a “flow” concept by the authors
later on it was termed as cognitive and affective psychological states experienced by the customer while
interacting to the company. Later on, a holistic definition was given in literature which defined the online
customer experience to be an overall experience the customer has while interacting to the brand during the
purchase journey of the merchandise.
3. FINDINGS
In this era of digitization two trends in the domain of online customer experience were identified: omnichannel
retailing and personalization. Following paper describes both the concepts and their influence on online
customer experience.
Omnichannel Retailing
To make it more convenient for the customers’ brick and mortar shifted to online retailing & lacking behind in
“touch and feel” or trust ecommerce are now opening their physical stores. The recent trend in retail market
now is not about shifting from one mode to other but to integrate all the channels (figure 1). Now instead of
being substitutes they are complementary this is known as omnichannel retailing. This study aims at
conceptualizing the omnichannel retailing and also identifying its impact on various industries. The term
omnichannel is derived from the Latin word “Omni” that means “universal”, “all”. Initially this term was
proposed by business practitioners, but lately a concern for academic’s (Lazaris, 2014).

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The author said that the retailers developed a combine channel which is consistent and standardized in terms of
offering various products and services across multiple retail chains. This helps in emphasizing on customers
choice, that impacts not only the customers experience and trust but also help in developing their purchase
intention. In this study as our model is used which suggests that the only channel detailing improves customer
control an in-result increase is their loyalty. The findings present positive reactions to channel integration.

Figure 1Omnichannel retailing

Personalization
Every customer nowadays demands for customized products and services. This improves the customer’s loyalty
towards the brands which is the ultimate objectives of the firms. Brands like Nykaa fashion and others provides
their customers a personal touch by identifying their taste and preferences through previous purchases and
suggesting the products accordingly gives the customer’s good feel of belongingness with the brand which in
turn improves the customer experience, satisfaction and loyalty (figure 2) (Ieva & Ziliani, 2018; Luo et al.,
2011; Pappas, 2018; Pappas et al., 2017; Prasarnphanich, 2007; Srinivasan et al., 2002; Studies et al., 2019; Wu
et al., 2007).

Figure 2Personalization benefits

4. CONCLUSION
The objective of this study was to identify the various trends propounded in the domain of online retailing and
their influence on customer experience. The findings reveals that two trends in this domain have been identified
by the author that are omnichannel retailing and personalization that directly influences the online customer
experience.
Omni-Channel is an approach that enable marketers to synergies their strategies in a single solution and
propagate it across multiple channels. It helps sell better, reduce costs and enhance customer base. Omni-
Channel Marketing is the answer to several questions faced by the Indian retail industry today. Merging an
organization’s virtual contact approach with the in-store retail execution strategy improves the overall brand
health while driving incremental growth. It essentially integrates all marketing strategies and run them on a
single platform. Creating and combining marketing programs such as first Welcome notification followed by
complex multi-step initiatives.
Personalized products help the marketers to attract new customers and retain the existing ones.
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Therefore, with the help of both the strategies above retailers can gain competitive advantage over others by
better understanding the online customer experience.
Also this study can further be used by research scholars to empirically test these two factors influencing the
online customer experience.
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Hult, G. T. M., Sharma, P. N., Morgeson, F. v., & Zhang, Y. (2019). Antecedents and Consequences of
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A STUDY ON CONSUMER BEHAVIOR TOWARDS FOOD APPS IN GHAZIABAD

1
Dr. Meenakshi Tyagi, 2Anushka Sharma and 3Shubham Kumar
1
Associate Professor and 2,3Student – KIET School of Management, KIET Group of Institutions, Delhi-NCR,
Ghaziabad-Meerut Road, NH 58, Ghaziabad, Uttar Pradesh 201206, India,
1
ORCID id: 0000000163777114

ABSTRACT
A single window for ordering from a wide range of restaurants, online food delivery mobile applications have
become popular over these years. This trend has changed the mindset of customers of different age groups.
Even now, consumers in India prefer to go to restaurants, but a major portion now opts for door-step delivery.
There are wide varieties of restaurants now delivering online services at best offers and reasonable prices.
India’s youth now prefer to be in their comfort zones and buy their day-to-day necessities online. In this
research paper, consumer perception towards online food apps in Ghaziabad is analyzed and the factors; like
service quality, good hygiene, payment options, delivery charges which will help to devise marketing strategies
are considered. Chi-square test and correlation have been used to know the significance of various factors on
consumer behavior towards food apps in Ghaziabad. The results show that the people of Ghaziabad are very
much fond of using food delivery apps twice or thrice a week, mostly preferred Zomato followed by Swiggy.
People of 18-25 age group are the main consumers. Students, singles and working couples found these food
apps very easy to use and convenient especially with payment options.
Keywords: Food apps, Service quality, Demographic factors, Payment options.

INTRODUCTION
Now, days have gone when people had to wait in queue, weekend or favorable situations to taste outside food.
In present days, information and communication technology have brought umpteen number of changes in every
area and replaced traditional styles. Today everything is done at digital platforms and people are liking this
trend. Online platforms are becoming more popular in India as these are easy to access and
younggenerationfeels more convenient to use it that is why e-platform users have taken lead in market.
Though, India is a developing country yet massive growth of online sales and the unique functions of internet
have drawn a great deal of attention and many companies are stepping in to set up businesses over internet. In
this scenario, it becomes very important to know the factors which actually affect consumers’ behavior to
buyonline products or services. Many marketers agree that Digital Marketing will raise the bar of customer
spending and loyalty towards online shopping if it is done correctly. People are more curious when they are
going to buy on line products, with this mind set this was a big challenge before the food app initiators to win
the trust of consumers regarding food hygiene and safety, as this is a matter of health and life. In the beginning,
people were not ready to accept online food apps but as consumers found them as per expectations and different
companies got success in this field.
LITERATURE REVIEW
Key Success Factors of Online Food Ordering Services is good relationship between Customer & Food delivery
website. In the report, Kedah came across various customer experience factors while ordering food that consists
of website trust, customer satisfaction, and loyalty. 353 data responses were collected and then research was
done accordingly with the help of Structural Equation Modelling (SEM). The result of the report shows a
positive relationship between customer satisfaction and website trust. And also there was a significant positive
relationship between customer satisfaction and loyalty. The study also revealed an unforeseen direct connection
between service quality and loyalty [1]. Another studyidentifies customer behavior and satisfaction for buying
online food in Manipalby considering variants like Respondents’ profile, perception, satisfaction level,
Responsiveness, Reliability, and behavior. The report revealed that consumers preferred online food ordering
due to high reliability, assurance, responsiveness, and safe online payment. The report also showed that most of
the consumers ordered food at least twice or once a week and considered delivery fees to be appropriate [2].
The relationship between Food services app and Consumer depends on various factors; payment mode, delivery
speed, service quality, and purchase behavior which came up to the result for the most preferred app for
ordering food. [3]. A study shows that various factors determine customer perception, behavior, and satisfaction
with online food apps, a remarkable relationship between delivery time and peak hours was shown. Study also
concluded that with the help of online food apps, the profits of restaurants are increasing [4]. Jadhav researched
apps and examined the advantages and difficulties faced by people and restaurants while using food apps.
[5].Various parameters influencing consumers’ behavior for online food apps were studied and results showed
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that most customers order food once a month and the preferred food item was pizza. Taste and restaurants were
major factors for ordering food [6]. Also various factors that influence customer’s behavior to pay online for
Swiggy. The research focused on the hypothesis of e-payment of Swiggy customers and interpreted the
convenience of the customer. Customer convenience was the most important factor. For data collection, primary
data was used and for secondary data, the authors relied on internet sources, magazines, journals, etc. The
results showed a close link between online payment behavior and gender, age, education, income, etc. [7].
Another various parameters which affect the decision of customers for ordering online food and their service
providers, the purpose of this study was to examine those parameters. Some of the parameters which were
discussed in this study were time of delivery, payment, accessibility, etc. Responses were collected with online
surveys by making people filling questionnaires. The study concluded that customers mostly order on weekly
basis during snacks and dinner time. The preferable app by customers is Zomato and Uber-Eats [8]. There are
some other factors which influences customer’s decisions for ordering food online. In this report, the author
studied different factors like location, mode of payment, cost-effective, and doorstep delivery. The most
important factor was doorstep delivery which influences customers to order food by apps as it is easily
accessible and convenient. Rewards or cashback also plays a major role for online order and payments for the
same. It was also found that Zomato was more preferred in terms of service than Swiggy [9]. Each person has
own capacity to spend. This report aimed to find out the amount of money people spend on online food apps.
The majority of people who use online food apps stand out to be students. Data was collected with the help of
convenience sampling method with 150 responses. In this study, the author found out that mostly young people
order food online in comparison to dine in [10]. In another report, authors analyzed what influences customers
for online food order and studied about the parameters which customers seek while ordering food online. Some
of the parameters were education, occupation, which app they prefer more, mostly ordered food, payment
method, etc. They examined that these apps have captured the whole market and it was found that most of the
consumers found easy to use food apps and happy by the services of these apps [11]. Dynamics are changing
various factors like quality, payment options, hygiene, accessibility, etc. on youth who are more active on these
food apps. In this report, author also studies why other customers don’t want to use food apps. Data was
collected with help of questionnaires from different age groups. Results showed that most people ordered food
with help of food apps compared to dine-in or direct calling and this was due to convenience, fast delivery, and
many offers. The reason for non-users was mainly health issues and hygiene problems [12]. Mobile food apps
has shown large impact on people. Various offers that are provided while ordering online effect on customer
experience, and difficulties faced while ordering food online influence customer purchase. Mainly youngsters
order by food apps due to time efficiency and mostly cash on delivery was the payment method used [13].
Many people aren’t aware of food apps. Mainly people don’t use e-payment methods but various offers and
rewards made people switch to use digital payment options. Customers prefer to use food apps due to delivery
speed, easy payment options, variety of restaurants [14]. Different parameters & connection between online
food service and facilities were affect the decision of customers while ordering from food apps. Due to
increasing professions and urbanization food apps are in more demand. Social media also plays a major role in
increasing the use of food apps. People are satisfied with food quality and services [15]. The impact of
demographics and relationship between various factors and customer's usage also influenced of customers in
ordering food online. Under this study, the data was collected from 100 respondents through a questionnaire.
The results were evaluated using Pearson’s Correlation method and it concluded that the decision of people to
order food online is not affected by gender, age, and occupation but is positively affected by system, service,
and information quality. The factors which influence the decision of customers the most are on-time delivery,
packaging, wide product choices, ease in using apps, etc. [16]. Mostly youngsters prefer to order food only as
compared to older people. In this study, the data was taken from 460 US-based consumers. The results of the
study concluded that 60percent of the respondents were from the age category of 18-34 who were ordering food
online while there were only 35percent of the respondents from the age category of 35 years and above. The
study also indicated that there was an even split of respondents in terms of gender [17]. The market of online
food delivery apps will rise four times as compared to the foodservice industry. The sale of restaurants is
expected to rise at a rate of 5.9percent CAGR in the upcoming five years while delivery and takeaways will rise
at a rate of 21.7percent CAGR. The sale of restaurants through online orders is expected to grow two times from
2.5percent in 2017 to 4.9percent in 2022 [18].
AIM OF STUDY
The present study aims
 To examine the effect of various demographical factors like age, income, gender, education, occupation,
etc. on online food delivery applications.
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 To explore the driving factors affecting customer’s preferences while ordering food online such as
convenience, service quality, packaging, delivery charges, promotions, etc.
 To analyze customer’s review for the services offered by online food delivery apps.
 To understand the link between food delivery apps and the services offered by them.
 To find out the most preferred online food delivery app.
LIMITATIONS OF STUDY
Present study is based on data collected from the people living in Ghaziabad city. So, the findings of this study
might vary from the research carried out in other parts of the country as India is country with diversity. This
study is also limited in terms of geographical area.
One of the main limitation of the study is the effect of Covid-19 during April to June 2021, when second wave
of Covid was at boom and lot of people had been suffering from Covid-19. Due to pandemic situation, keeping
the safety measures in mind, government announced lockdown and restaurants were closed which had affected
the usage of online apps for placing food orders.
RESEARCH METHODOLOGY
To collect data, both sources primary as well as secondary had been used. Primary data was collected with the
help of questionnaire consisting of 26 multiple choice questions relevant for research. Secondary data was
collected with the help of internet, journals, magazines etc. for gettinginformation about food apps. The
questionnaire was sent throughonline mode like mails and What-App.
Sample Size: Though sample size was decided 250 but only 238 responses were received. To analyze data and
hypotheses testing pie charts and Chi-square test were applied.
HYPOTHESES
1. H0-Thereisnosignificantrelationbetweenincomeoftheconsumerandfrequencyofplacing orderfor food.
H1-Thereissignificantrelationbetweenincomeoftheconsumerandfrequencyofplacing orderfor food.
2. H0-Thereisnosignificantrelationbetweenageoftheconsumerandfrequencyofplacingorderof food.
H1-Thereissignificantrelationbetweenageoftheconsumerandfrequencyofplacingorderoffood.
ANALYSIS & INTERPRETATION
Based on relevant information which was captured through primary data collection process, data has been
analyzed by using different statistical methods.
Graph 1 – Gender

Graph 1 shows, the ratio of male and female are almost similar while ordering food through online apps.
48.7percent were female and 51.3percent were male.
Graph 2 - Age

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Graph 2 shows, there was vast difference between the age groups of consumers who order food online through
apps. The majority ratio was of age 18-25 with 75.6percent. Then 11.8percent people of 26-30 age group order
food online. 5percent people were from 31-35 age groups and lastly 36 and above age groups has ratio of
7.6percent for ordering food through online apps.
Graph 3 - Occupation

Graph 3 depicts that major portion was of students to order food through apps with 68.1percent. Then 21percent
people are working who order through food apps. 7.6percentwere homemaker, 1.7percentof each category were
also of self-employed and unemployed who order food online.
Graph 4 - Marital Status

Graph 4 showsthat 79.8percent high amount of proportion are non-married and order food online while
20.2percent were married who order food though online apps.
Graph 5 - Income Level

Graph 5 shows that maximum ratio with 64.7percent people are having less than rupee 25000 per month order
food online. 22.7percent people with income between 25000-50000 per month order through apps. Then people
having income more than 50000 rupees per month with 12.6percent
Graph 6 –Frequency to order food online

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Graph 6 showsthat 44.5percent customers order food online once in a month. 26.9percentof the people order
food online weekly. 10.9percent are those customers who order food twice or thrice a week. 11.8percent people
were also there who don’t order food through apps. 4.2percent people order food fortnightly which means once
in fourteen or fifteen days. 1.7percent customers are also present who order food daily.
Graph 7 - Preferred time to order food online

.
Graph 7 showsthat Maximum customers order food online at evening time i.e. snacks with 49.6percent.
45percent of the people order food at night (dinner) time. 15.1percent order during afternoon (lunch) time where
2.5percent order during morning (breakfast) time. About 26.1percent people were found to have no preferred
time to order.
Graph 8 - Most preferredmode or app to place order

Graph 8 showsthat large amount of customer with 51.7percent prefer order food through Zomato app.
22.9percent customers find Swiggy app more preferable. 11percent each were there who prefer direct
restaurants apps and over the phone delivery. 3.4percent customers prefer to dine in rather than ordering food
online.
Graph 9 –Level of comfort while ordering food online

As per Graph 9, 43.7percent customers find Very Easy to use the online apps and order food online. 37percent
find it easy to use where 18.5percent were saying they found moderate to use and order food online. 0.8percent
find it difficult to use and order.

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Graph 10 - How much amount is spent on one-time delivery?

Graph 10 shows, 55.5percent customers spend 250-500 rupee on one-time delivery of food. 21percent spend
between 500-750 at one-time delivery and 20.2percent people spend less than 250 rupees on one-time delivery.
750 and above rupee was spent by 3.4percentof the people on one-time delivery.
Graph 11 - Why customers choose online food app?

Graph 11 shows,53.8percent customers opt for food apps because of all three factors i.e. convenience, discount
offers, easy access. 26.9percent opted for food delivery because of discount offers. 21percentcustomers opt
because of convenience. 13.4percent opted for food app due to easy access.
Graph 12 - What are various parameters that affect choice of food apps?

Graph 12 shows that 65.5percentof the customer gets influenced by quality of service. 50.4percent of the
customer order food online due to discounts. 46.2percentget influenced due to good hygiene. 44.5percentof the
customer order food online due to variety of restaurants available.37percentcustomers order food online due to
speed delivery. 29.4percentof the people order food due to various payment options available. 28.6percent ratio
was seen that customers order food online due to less delivery charges and convenience of use respectively.
25.2percent customers get influenced due to less time usage.
Graph 13 - Which payment mode is most preferred?

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Graph 13 shows that maximum customers opt to pay through UPI with 41.2percent where many customers opt
for COD which is Cash on Delivery with 22.7percent. 13.4percent customers prefer to pay by debit/credit card.
11.8percent customers opt for net banking while ordering food online. 10.9percent customers prefer to pay
through wallet while ordering food through apps.
Following questions were designed on Likert scale where respondents gave the rating from 1-5 and,
1 stands for Strongly Disagree and 5 stands for Strongly Agree
Graph 14 - Customers find food apps very flexible to use.

Graph 14 showscustomers rated 5 i.e. strongly agree for flexibility to use food apps with 44.5percent ratio.
31.9percent customers rated 4 i.e. agree for flexibility while using food apps. 17.6percent customers were
neutral i.e. 3 found to flexible to use food apps. 4.2percent customers rated 2 i.e. disagree that food apps are not
flexible to use. 1.7percent customers strongly disagree as they rated 1 which means they don’t find food apps
flexible at all.
Graph 15 - Food cost is affordable with apps.

Graph 15 shows that 33.6percent customers strongly agree that food cost is affordable. 30.3percent customers
agree, 29.4percent customers are neutral, 5.9percentdisagree on the question they don’t find food cost
affordable, and 0.8percent customers strongly disagree as they don’t find food cost affordable on food apps.
Graph 16 - Customers find food apps time efficient.

Graph 16 shows, 39.5percentof the customers rated 5 who found food apps are time efficient. 39.5percent rated
4 out of 5 for time efficient while using food apps. 13.4percent were neutral as they rated 3 out of 5 for time
efficient factor. 5percent rated 2 which means they don’t find food apps time efficient. 2.5percent customers
rated 1 which means they strongly disagree that food apps are time efficient.

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Graph 17 - Customers get influenced by various offers available on food apps.

Graph 17 shows that customers strongly agree with 38.7percent that they get influenced due to various offers
available on food apps. 33.6percent agree as they rated 4 out of 5 to get influence due to various offers available
on food apps. 16percent customers are neutral to say that they get influence by various offers on food apps.
10.1percent customers disagree that they don’t get influenced with various offers availability. 1.7percent
customers strongly disagree that they don’t get influenced with various offers available on food apps.
Graph 18 - Customers feel safe using online payment mode.

Graph 18shows that 36.1percent customers strongly agree that online payments modes are safe and secure.
34.5percent customers agree to the point that they feel safe and secure to use online payment mode. 24.4percent
customers are neutral where they feel safe and secure to use online payment methods. 2.5percent customers
disagree to the fact that they do not feel safe to use online payment mode. 2.5percent customers strongly
disagree that they don’t feel safe and secure to use online payment mode.
Graph 19 - Service quality influences perception of food apps of customers.

Graph 19 shows that37.8percent customers strongly agree that service quality influence perception of food apps
where 39.5percent customers agree that service quality influence perception of food apps. 17.6percent
customers were neutral about service quality influence perception of food apps. 3.4percent customers disagree
that service quality do not influence perception of food apps. 1.7percent customers strongly disagree that service
quality do not influence perception of food apps.
Graph 20 - Customers’ reviews influence on deciding particular restaurants.

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Graph 20 shows that 39.5percent customers strongly agree andgets influenced by customer reviews for deciding
particular restaurants while ordering food through apps. 35.3percent customers agree that they get influenced by
customer reviews for deciding restaurants to order food online. 16percent are neutral in customer reviews for
deciding restaurants. 8.4percent customers disagree that customer reviews do not make them influence
restaurants choice while ordering food online. Only 0.8 percent disagrees and do not get influenced from
customer reviews.
Graph 21 - Customers find special features useful.

Graph 21 shows, customers strongly agree with 37.8percent ratio that special features like Zomato Gold are
useful. 22.7percent customers agree that special features are useful. 29.4percent ratio of customers are neutral to
say that special features are useful. 6.7percent customers disagree that they don’t feel special features
useful.3.4percent customers strongly disagree that they don’t find special features useful.
Graph 22 - Customers are influenced by social media posts to use food apps

Graph 22 shows that 26.1percent customers strongly agree that they get influenced by social media posts to use
food apps. 26.9percent customers agreed that social media posts had influenced them to use food apps.
32.8percent were neutral in getting influenced by social media posts to use food apps.10.1percent disagree that
they are not influenced by social media posts to use food apps. 4.2percent strongly disagree to the fact that they
are not influenced by social media posts to use food apps.
Graph 23 - Food delivered through food apps hot and fresh.

Graph 23 shows, 25.2 percent customers strongly agree that they find food hot and fresh when delivered from
food apps. 37 percent customers agree that food delivered is hot and fresh by food apps. 29.4 percent were
neutral in the fact that food delivered is hot and fresh. 8.4 percent customers disagree that food delivered is not
hot and fresh through food apps. 0percent customers were there who strongly disagree in this matter.
HYPOTHESES TESTING
To validate first null hypothesis i.e. “There is no significant relation between income of theconsumer and
frequencyofplacing order for food.”, Chi Square test has been used;

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Table 1: Incomelevel*Howfrequentlydoyouorderfoodonline?
Valid Missing Total
N Percent N Percent N Percent
Incomelevel*How 119 100.0% 0 0.0% 119 100.0%
frequentlydoyouorderfoodo
nline?

Table 2 - Chi-SquareTest
Asymptotic
Significance(2-sided)
Value df
PearsonChi-Square 18.153a 10 .052
LikelihoodRatio 17.020 10 .074
NofValidCases 119

Chi Square test shows

P=.052,meansitismorethan0.05(confidencelevel),sonullhypothesisisrejected.Itmeansthatthealternatehypothesisi.
e.H1-“Thereissignificantrelationbetweenincomeoftheconsumerand order placingoffood” is not rejected.
To validate second null hypothesis i.e.
“Thereisnosignificantrelationbetweenageoftheconsumerandfrequencyofplacingorderof food.”, Chi Square test
has been used;
Table 3 - Age*Howfrequentlydoyouorderfoodonline Cases
Valid Missing Total
N Percent N Percent N Percent
Age*Howfrequentlydoyouord 119 100.0% 0 0.0% 119 100.0%
erfoodonline?
Table 4 - Chi-SquareTests
AsymptoticSignifi
cance(2-sided)
Value df
PearsonChi-Square 20.172a 15 .165
LikelihoodRatio 21.116 15 .133
NofValidCases 119
Chi Square test shows
P=.165,meansitismorethan0.05(confidencelevel),sonullhypothesisisrejected.Itmeansthatthealternatehypothesisi.
e.H1-“Thereissignificantrelationbetweenageoftheconsumerandfrequencyofplacingorder for food” is not rejected.
FINDINGS
 The consumers of Ghaziabad city are more likely to say that they would use or recommend online food.
 Zomato is the most preferred food app followed by Swiggy.
 It is inferred that both male and female, aged 18-25 and students are the main consumers of online food
ordering apps that is why nearly 90percent of the respondents found to be unmarried with income less than
25000 as most are students.
 Nearly 55percent of the respondents spend between Rs 250 to 500 on one order.
 Most of the respondent order food monthly in the evening time and found ordering through food apps very
easy and convenient.
 The research found that the consumers prefer to use UPI and cash on delivery as a suitable payment option.
 Parameters like quality of service, discounts, hygiene, variety of restaurants and speed of delivery mostly
affects the consumer behavior while using online food ordering apps.
 Most of the respondent find food apps flexible to use.
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CONCLUSION
It is concluded that online food ordering is reasonably popular among the residents of Ghaziabad city.The
purpose of this online food ordering system is basically to enjoy delicious food at home. Now mind set of
people is also changing, due to having busy life they avoid to go out for food, they want to enjoy food at home.
Due to maintain goods quality dimensions in food deliveries like; convenience, discount offers, 24*7
availability, easy to access, discount offers and rewards provided by these apps have made these apps quite
popular among the consumers. Though these apps are being used by all age groups because of its rapid response
yet youngsters are in huge numbers because of various advantages like cost saving, hassle-free deliveries.In
youngsters specially students or who have started their career recently are the main users that is why study
shows that major portion of app users belong to income; less than 25000. This research has helped to understand
people’s preferences, the efficacy in time management, affordability, food preferences, discounts available and
door-to-door service without compromising on quality. The present study will also be germane to develop new
business models for restaurants and devise marketing strategies of online food apps by keeping in mind
different segments of market.
FUTURESCOPE
Food and restaurant industry is growing at fast rate. Indian food market is gigantic, as of 2019, the organized
food market that includes restaurants was worth $22 billion, it shows the huge growth potential of the food
delivery sector in the country. In 2020, India’s online food delivery market was valued at approximately $5
billion. The COVID-19 pandemic helped grow the sector, and it’s expected to reach about $21 billion by 2026
at a CAGR (compound annual growth rate) of nearly 30%. Though as of now, growth is mainly concentrated in
large cities such as Mumbai, Delhi, and Bangalore but in future it can be expanded in small cities too with the
help of ICT. Rapid development in the area of ICT has made the things accessible and available in remote areas
also. In this situation an enormous part of consumers can be targeted by developing new business models in
food and restaurant industry and formulating new strategies in the field of online food apps which will be
helpful to raise the growth of this sector and simultaneously generate employment opportunities in economy.
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companies

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DIGITAL INNOVATIONS IN BUSINESS AND ECONOMY IN INDIA

1
Rashi Chaudhary
1
Research Scholar in Commerce, SVU, Gajraula (Amroha), UP

ABSTRACT
Digital innovation is vital to every business that wants to become successful in the 21st century. It is no surprise
that research on digital innovation has raised vast interest among researchers in the recent years.
Digitalization has reshaped competitive dynamics in the economy, creating new markets and transforming the
existing ones. Information technology and data has become an important force in promoting the economic
growth of various countries. Records from Statista show that the global digital population is more than 4 billion
as on January 2021. The Indian Government launched a project “Digital India” on 1 July 2015 to improve
online infrastructure. Indian Prime Minister Mr. Narendra Modi quoted on Digital India, “In this digital age,
we have an opportunity to transform lives of people in ways that were hard to imagine a couple of decades
ago”. In 2020, Indian Technology Sector accounted for 8 per cent (%) of India’s Gross Domestic Product
(GDP). The government increased its focus to create a digitally empowered economy to benefit all sectors,
wherein core digital sectors such as Information Technology & Business Process Management, Indian Digital
Communication services and Electronics Manufacturing are likely to double their GDPs to US$ 355-435 billion
by 2025. In another report, Mckinsey highlighted that the ‘Digital India’ initiative is expected to boost the
country’s digital economy to US$ 1 trillion by 2025 up from US$ 200 billion in 2018. Digital innovation has
impacted value creation and captured almost every industry. Therefore, digital innovation becomes a critical
aspect for a developing economy like India. This paper aims to analyze the need and impact of Digital
Innovation of Indian Businesses and Economy. This study uses secondary data from the Ministries of
Government of India, IBEF (India Brand Equity Foundation)—an initiative of the Ministry of Commerce and
Industry, and various published sources.
Keywords: Digital Innovation, Digital India, Indian Economy, Business, Digitalization.

INTRODUCTION
Digital innovation is currently playing vital role in transforming the business landscape at an incredible rate. It
refers to the application of digital technology to existing business problems. Ideas such as digital transformation
and digitalization are closely related to the concept of digital innovation. In other words, innovation usually
refers to a sudden spark, creativity and the incipient actions that lead to implement that spark into a company’s
strategy. Digital innovation is the use of digital technology and application to improve business processes, work
force performance, improve customer experience, introduce new products and business models. In India
“Digital India Programme” is a campaign which launched by the Government of India on July 1, 2015 with
“Power to Empower” motto. The vision of this programme is the inclusive growth in the area of electronic
services. It is an initiative of government to improve online infrastructure and increased internet accessibility
among citizens (for example linking rural areas to high-speed internet networks); thereby, empowering the
country to become digitally advanced. Establish a secure and stable digital infrastructure, deliver digital services
and ensure that every citizen has access to the internet are the three key objectives of the Digital India initiative.
In digitalization, innovations come not only from the digitalization from the phone, cars or books. It is a much
broader change of organizing logic in multiple industries and marketplaces that become connected through a
common digital infrastructure. The success of India is intrinsically linked to its ability to keep pace with
technology. The world has seen an unprecedented change in the technology landscape over the last decade and
innovation has become more important than ever before. Technology can help build a digital India– knowledge-
based society and economy–by empowering, connecting and binding everyone. Innovation and technology will
have to be the enabler for empowerment, equity and efficiency by joining people with governments, bringing
them closer to knowledge and bridging the gap between demand and supply. Digitalization is the use of digital
technologies to change a business model and provide new revenue and value-producing opportunities; it is the
process of moving to a digital business.
REVIEW OF LITRATURE
Gupta and Arora (2015) studied that impact of a digital India project on India’s rural sector. The study found
that many schemes have been lunched in digital India to boost the agriculture sector and entrepreneurship
development in rural areas. Digital India program has also set the stage for the empowerment of rural Indian
women.

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Rani Suman (2016) concluded that the digital India project provides a huge opportunity to use the latest
technology to redefine India and the paradigms of the service industry. It also concluded that many projects may
need some refinements to achieve the preferred service level objectives, transformational process and
reengineering.
Maiti and Kayal (2017) studied the impact of digitalization on India’s services and MSME sectors’ development
and growth. The performance of the services sector improved extensively since 2000. The study concluded that
India’s service sector and MSME segment have the high potential for future growth with digitalization. The
inclusive of both India’s services sector and MSME segment give boost to the volume of trade and India’s share
with the help of digitalization.
Sheokand and Gupta (2017) introduced the Digital India campaign and Indian economy. The study also
discussed pillars and various challenges faced in the implementation of the programme. Finding suggested that
a digitally knowledgeable and empowered population can transform the economy. Digitalization will lead to
cost savings, increased output, better employment, enhanced productivity and literacy.
METHODOLOGY
This study used secondary data from the Ministries of Government of India, IBEF (India Brand Equity
Foundation)– an initiative of the Ministry of Commerce and Industry, website of Digital India (Power to
Empower)– digitalindia.gov.in/content and various published sources. The available data has been processed
and presented in the form of different suitable tables.
OBJECTIVES OF THE STUDY
 To analyze the impact of Digital Innovation on Indian business and Indian economy.
 To study the Digital India Programme.
 To study the importance of digitalization in India.
 To study the benefits or risk of digitalization.
DIGITAL INNOVATION IN INDIA
With more than half a billion internet subscribers, India is well on its way to become digitally advance country.
Propelled by the falling cost and rising availability of smartphones and high-speed connectivity, India is already
home to one of the world’s largest and fastest-growing markets for digital consumers and is digitizing faster
than many mature and emerging economies.
DIGITAL INDIA CAMPAIGN
Digital India is a project, launched on 1 July 2015 by the Government of India to improve online infrastructure
and provides easy online government services to citizen of India. The main objective of this project is to
connect rural areas with high-speed Internet networks and improving digital literacy. This project is
interconnected by the various government departments such as IT, Education, Agriculture etc., in order to
achieve a promising bright return. A Digital India Advisory Group is arranged to monitor and control this
program.
Digital India is an umbrella programme that covers multiple Government Ministries and Departments. It weaves
together a large number of ideas and thoughts into a single, comprehensive vision so that each of them can be
implemented as part of a larger goal. Each individual element stands on its own, but is also part of the larger
picture. Digital India is to be implemented by the entire Government with overall coordination being done by
the Department of Electronics and Information Technology (DeitY).
VISION OF DIGITAL INDIA
Digital India is a flagship programme of the Government of India with a vision to transform India into a
digitally empowered society and knowledge economy
VISION AREAS OF DIGITAL INDIA
Table – 1The Digital India programme is centered on three key vision areas.
Digital Infrastructure as a Core Governance & Services on Digital Empowerment of
Utility to Every Citizen Demand Citizens
o Availability of high- o Seamlessly integrated o Universal digital
speed internet as a core utility services across departments or literacy
for delivery of services to jurisdictions o Universally accessible

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citizen o Availability of services digital resources

o Cradle to grave digital in real time from online & o Availability of digital
identity that is unique, lifelong, mobile platforms resources/services in Indian
online and authenticable to o All citizen entitlements languages
every citizen to be portable and available on o Collaborative digital
o Mobile phones and the cloud platforms for participative
bank account enabling citizen o Digitally transformed governance
participation in digital & services for improving ease of o Citizens not required to
financial space doing business physically submitting
o Easy access to a o Making financial Government documents/
Common Service Centre transactions electronic & certificates.
o Shareable private space cashless
on a public cloud o Leveraging Geospatial
o Safe and secure cyber- Information Systems (GIS) for
space. decision support systems &
development.
Source- digitalindia.gov.in/content
PILLARS OF DIGITAL INDIA PROGRAMME
Digital India aims to provide the much-needed thrust to the nine pillars of growth areas, are as follows:-
Figure – 1

1. BROADBAND HIGHWAYS
This covers three sub components, namely
 Broadband for All – Rural: 250000 village Panchayats would be covered under the National Optical Fibre
Networks (NOFN) by December 2016. Department of Telecommunications (DoT) is the nodal Department
for this project.
 Broadband for All – Urban: Virtual Networks Operators would be leveraged for service delivery and
communication infrastructure in new urban developments and buildings would be mandated.
 National Information Infrastructure (NII): NII would integrate the network and cloud infrastructure in the
country to provide high speed connectivity and cloud platform to various Government departments up to
panchayat level. These infrastructure components include networks such as State Wide Area Network
(SWAN), National Knowledge Network (NKN), National Optical Fibre Network (NOFN), Government
User Network (GUN) and the MeghRaj Cloud. NII aims at integrating all ICT infrastructure components
such as SWANs, NKN, NOFN, GUN and GI Cloud. It will have provision for horizontal connectivity to
100, 50, 20 and 5 government offices/ service outlets at state, district, block and panchayat levels
respectively. Department of Electronics and Information Technology is the nodal Department for this
project.

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Broadband Highways to Rural India

Figure-2

Sources: digitalindia.gov.in
2. UNIVERSAL ACCESS TO MOBILE CONNECTIVITY
This initiative focuses on network penetration and filling the gaps in connectivity in the country.
There are around 55,619 villages in the country that do not have mobile coverage. As part of the comprehensive
development plan for North East, providing mobile coverage to uncovered villages has been initiated. Mobile
coverage to remaining uncovered villages would be provided in a phased manner.
The Department of Telecommunications is the nodal department and project cost will be around 16000 cr.
during 2014-18.
3. PUBLIC INTERNET ACCESS PROGRAMME
The two sub components of Public Internet Access Programme are Common Service Centres (CSCs) and Post
Offices as multi-service centres.
• Common Services Centres (CSCs)
CSCs would be strengthened and its number would be increased to 250000 i.e. one CSC in each Gram
Panchayat. CSCs would be made viable and multi-functional end-points for delivery of government and
business services. Department of Electronics and Information Technology (Deity) is the nodal department to
implement the scheme.
• Post Offices as multi-services centers
A total of 150000 post offices are proposed to be converted into multi-service centres. Department of Posts is
the nodal department to implement this scheme.
4. E-COMMERCE – REFORMING GOVERNMENT THROUGH TECHNOLOGY
Government Process Re-engineering using IT to simplify and make the government processes more efficient is
critical for transformation to make the delivery of government services more effective across various
government domains and therefore needs to be implemented by all Ministries/Departments.
5. E-KRANTI – ELECTRONIC DELEIVERY OF SERVICES
Considering the critical need for transforming e-Governance , promote mobile Governance and good
Governance in the country, the approach and key components of e-Kranti have been approached by the union
cabinet on 25 March, 2015 with vision of “ Transforming e-Governance for Transforming Governance”.
There are 44 Mission Mode Projects under e-Kranti programme. These mission mode projects are grouped into
Central, State and Integrated projects.
6. INFORMATION TO ALL
Open data platform facilitates proactive release of datasets in an open format by the Ministries/Departments for
use, reuse and redistribution.

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Online hosting of information & documents would facilitate open and easy access to information for citizens.
Government shall pro-actively engage through social media and web-based platforms to inform and interact
with citizens.
“mygov.in”, a platform has been launched by Prime Minister of India on 26 July, 2014 for citizens of India, as a
medium to exchange ideas/suggestions with Government. It will facilitate 2-way communication between
citizens and Government to bring in Good Governance.
7. ELECTRONIC MANUFACTURING
This pillar focuses on promoting electronics manufacturing in the country with the target of NET ZERO
Imports by 2020 as a striking demonstration of intent. This ambitious goal requires coordinated action on many
fronts, such as: Taxation, incentives Economies of scale, eliminating cost disadvantages.
Demand for electronic goods is increasing with a Compound Annual Growth Rate (CAGR) of 22% and was
expected to touch 400 Billion USD by 2020. Indian Government is also taking several steps to promote
manufacturing and investment in this sector, which puts India high on the list of potential places to invest.
8. IT FOR JOBS
This pillar focuses on providing training to the youth in the skill required for availing employment opportunities
in the IT/ITES sector.
9. EARLY HARVEST PROGRAMMES
Early harvest programme basically consists of those projects which are to be implemented within short timeline.
The projects under the Early Harvest Programme are as follows:
 IT Platform for Messages
 Government Greetings to be e-Greetings
 Biometric attendance
 Wi-Fi in All Universities
 Secure Email within Government
 Standardize Government Email Design
 Public Wi-Fi hotspots
 School Books to be eBooks
 SMS based weather information, disaster alerts
 National Portal for Lost & Found children
DIGITAL INDIA: KEY INITIATIVES LAUNCHED BY THE GOVERNMENT OF INDIA
Table – 2Table- 2 shows the key services launched by the Government of India
Digital India: Key Initiatives
 Aadhaar  Universal Access to Mobile
 DigiLocker  Public Wi-Fi Hotspots
 MyGov  India Stacks
 BharatNet  Pradhan Mantri Gramin Digital Saksharta
 Smart Cities Abhiyaan (PMGDISHA)
 Common Service Centres (CSCs)  E-Health
 Digitization of Post offices  E-Education
Source:www.digitalindia.gov.in
According to table no.2 the Government of India initiative programs there are three components like
Infrastructure, Services and Empowerment. There are more than 50 programs successful contributed to society
and citizens. Under this program the Indian Government launched so many services like AADHAAR, CSC,
DBT, BBNL, DIGILOCKER, DIGISEVAK, MyGov, E-education, E-Health, E-Trade, E-District, ENAM, E-
Office, E-Pathshala etc.

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NEED FOR DIGITAL INDIA

Despite rising adoption of digital technologies and the IT industry, India’s digital divide is deep and is creating
economic disparities between those who can afford technology and those who cannot, thereby affecting the
country’s overall digital growth.
To bridge this divide, the government introduced the “Digital India” initiative, covering various programmes
such as e-governance, mobile e-health services and digital finance for digital inclusiveness. Through schemes
such as Aadhaar (a digital ID programme), BharatNet and public Wi-Fi hotspots, the ‘Digital India’ initiative is
enabling the country (including small towns and rural areas) to develop its internet infrastructure.
Further, the country’s low mobile data rates have allowed a vast population to access the internet. As per the
Telecom Regulatory Authority of India, as of September 2020, the total internet subscribers (including wireless
and wired internet subscribers) stood at 776.45 Million, up from 687.62 Million subscribers in September 2019.
ADVANTAGES OF DIGITAL INDIA
 High-speed connectivity and high-speed network
 Connect any areas of the world with new ideas
 Improving e-governance by giving digital services to the Indian citizens
 For increase opportunities on IT jobs
 It can help small business which is established in rural areas
 It can improve lifestyle
 People can connect through social media anywhere and expand various communities.
Impact of Digital Innovations on Indian Businesses
Indian businesses are traditionally seen as slower to adopt and less experimentation-friendly. But with more
fortune 500 and Global 2000 companies setting up innovation and capability centres in the country, these
attitudes are changing. “When comparing India with South East Asian markets, China would be faster. But we
are definitely ahead of the others and the Middle East. Indian businesses are adopting tech earlier and faster”,
says Aneesh Reddy, co-founder and CEO of Capillary Technologies.
The biggest difference, according to Kiran Menon, CEO and Co-founder of Tydy, a Bengaluru-based platform,
is that “Indian businesses are becoming much more methodical in their ways of development. They also want to
take advantage of every capability and feature of a product.
Indian companies are surprising strategists too, “for a long time, it was convenient for many industries to just
adopt what was happening in the world. The ‘Make in India’ sentiment is now driving people to create solutions
here”, says Eddie Chandhok, President, Global Delivery, Infogain – a Silicon Valley-headquartered, adding that
we have the people, the expertise and “the best payments and security systems comparable with anyone in the
world”. To keep any company on top of the digital game, digital transformation will remain a mirage, he
concludes.
The Covid-19 pandemic has accelerated digital transformation in India, according to a new study by customer
service software firm Zendesk. More than half the companies surveyed said that their digital transformation has
been fast-tracked by one to three years while 72% said customer experience (CX) had become more important
to them now than a year ago.
India is one of the major economies, which exports services to other countries and services sector contributes
roughly to 55% of the Indian GDP. It has also attracted the significant amount of foreign investments and
contributed in the exports as well as one of the largest employment providing sectors.
• 31.45% of the India's utilized populace is working under services sector
• Services area is the biggest beneficiary of foreign investments in India with investments of USD 80.67 billion
from 2000 to 2019.
• Government of India is keen of making the “Make in India” successful as a part of that introduced National
Broadband Mission with a motto to give broadband access to all the towns by 2022.
• Health sector is expected to reach 132 Billion USD by 2023, with the advent of many new technologies in the
field of medical sciences.
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• India’s Digital economy is expected to reach 1 trillion USD by 2025 and IT sector being the major contributor
with the growth rate of 8% and expected to reach 14.3 billion USD by 2023.
Micro, Small & Medium enterprises contributes to about 8% in India’s Gross Domestic Product (GDP); it also
plays a key role in developing the economy by providing employment to 80 million people and contributing
majorly for about 45% in manufacturing & 40% in the exports.
MSME are an industry till now have seen a significant growth because of the low-cost structure regimes and
possess the various benefits of not paying provident fund, gratuity fund and excise duty (for the industries
having turnover less than 1.5 crores) these helped them to cost their products accordingly and gain some
competitive advantage over the other established companies by maintaining profit margins. In the process of
digitalization Government of India has bought the major reform in the name of GST, which increased the
compliance costs by making them to follow registration and returns for GST and has put the additional burden
on MSME’s and slowing their growth.
Considering the challenges, they are facing it is critical to build the digital literacy in MSME sector that they
make the optimal use of the technology, knowing the potential of the MSME sector, digital transformation
could be the best possible solution to help them. Digitalization through cloud computing for ICT domain sector,
Machine learning, Data mining & IoT could definitely change the phase of the MSME sector and can give the
competition to the big players in the industry.
Impact of Digital Innovation on Indian Econmomy
The digital economy is the new productivity platform that some experts regard as the third industrial revolution.
Digital revolution, also known as ‘The Internet Economy’ or Internet of Everything, is expected to generate new
market growth opportunities, jobs and become the biggest business opportunity of mankind in the next 30 to 40
years. The digital economy is the worldwide network of economic activities enabled by information and
communications technologies (ICT). It can also be defined more simply as an economy based on digital
technologies. Multiple definitions for the term exist, with variations in what should be included in this new
economic paradigm.
Components of Digital Economy
The three main components of the 'Digital Economy' concept can be identified as:
a) e-business infrastructure (hardware, software, telecoms, networks, human capital, etc.).
b) e-business (how business is conducted, any process that an organization conducts over computer-mediated
networks).
c) e-commerce (transfer of goods, for example when a book is sold online).
However, the digital economy is not simply about moving business transactions from face to face to online. The
digital economy is about transforming the many facets of business interactions and transactions and also
enabling economic innovations. For example, the digital economy both is enabled by and has given rise to the
advent of new digital currencies and payment processes (i.e., Bitcoin and the digital wallet).
According to analysts, the Digital India plan could boost GDP up to $1 trillion by 2025. It can play a key role in
macro-economic factors such as GDP growth, employment generation, labour productivity, growth in number
of businesses and revenue leakages for the Government. As per the World Bank report, a 10% increase in
mobile and broadband penetration increases the per capita GDP by 0.81% and 1.38% respectively in the
developing countries. India is the 2nd largest telecom market in the world with almost 915 million wireless
subscribers and world’s 3rd largest Internet market with almost 259 million broadband users. There is still a
huge economic opportunity in India as the Tele-density in rural India is 59.39% at the end of October 2021 and
Urban Tele-density is 138.50% at the end of November 2021. The overall Tele-density in India increased from
86.86% at the end of October 2021 to 86.90% at the end of November 2021. Future growth of
telecommunication industry in terms of number of subscribers is expected to come from rural areas as urban
areas are saturated with a Tele-density of more than 160%.
RISKS OF DIGITAL INNOVATION
Although digital innovation has a lot of benefits, there are risks associated with it.
There are two main reasons why digital innovation could fail:
1) Application of the wrong technology
2) Unwillingness to adapt the standard requirements of the new technology

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The risk here is that digital innovation is costly, which could be fatal if the attempt fails. This is the reason there
must be a digital transformation strategy in place to outline the change and steps that would strategically
reposition the business in the digital economy.
On the flip side, ignoring digital innovation is riskier.
Even though executives know the importance of digital innovation, only half of them actually have a digital
transformation strategy. In fact, research from Mckinsey suggests that the reason for that is fear of damaging the
core business.
DIGITAL PAYMENT INDEX: RBI
The Reserve Bank of India (RBI) has constructed a composite Digital Payments Index (DPI) to capture the
extent of digitalization of payments across the country.
The index series since inception is as under:
Table-3Digital Payments Index from March 2018 to September 2021
Period RBI-DPI Index
March 2018 (Base) 100
March 2019 153.47
September 2019 173.49
March 2020 207.84
September 2020 217.74
March 2021 270.59
September 2021 304.06
Sources: Reserve Bank of India (rbi.org.in)
According to this table, the RBI-DPI Index continues to demonstrate significant growth in adoption and
deepening of Digital Payments across the country. It has been constructed with March 2018 as the base period,
i.e., Digital Payment Index score for March 2018 is set at 100. It will be published on RBI’s website on a semi-
annual basis.
CONCLUSION
Digital India is promoted by Government to use maximum things in a digital way. It also gives good
contribution in growth of India. The aim of digital India is to reduce paperwork and connect every area of India
with high-speed internet connectivity. Digital India Mission in union budget 2021-22: Proposed to develop a
world-class fintech hub in Gandhinagar’s Gujarat International Finance Tec-city (GIFT), Allocated funds worth
Rs. 1.15 lakh crore (US$15.32 Billion) to digitize the Indian Railways, Enabled funds Rs. 9000 crore (US$ 1.20
billion) to compensate service providers for creating and augmenting their telecom infrastructure, allowed all
voters to access their ‘Digital voter ID card’ by linking their mobile number with the election commission’s
website from February 01,2021. The rising use of Unified Payments Interface (UPIs) strongly indicates that
more and more people in India are adopting a digital lifestyle. Moreover, the number of transactions being
processed via UPIs reaching 2.73 billion (>2x) in March 2021, up from 1.25 billion in March 2020, highlights
that the government’s ‘Digital India’ initiative has helped the country achieve significant digital progress.
With the emergence of technologies such as artificial intelligence, the internet of things (IoT), cloud computing,
blockchains and robotics, the government can use these new avenues to further enable digital and technology
growth in India. As per a Mckinsey report, a digital economy is likely to create 60-65 million jobs by 2025.
With the ‘Digital India’ mission, the government is well-aligned to tap this opportunity and create an economic
value of US$ 1 trillion by 2025 from the digital economy. There must be a digital transformation strategy in
place to outline the change and steps that would strategically reposition the business in the digital economy.
Proper implementation of Digitalization can change the phase of the Indian Economy.
REFRENCES
1. Agrawal, A. & Maiti, D. (2019), Digitalization and development in India: Myths and realities.
2. Sanyal, D. & Dutta S. (EDS.), Impact of digital technologies, Delhi: Kunal Publishers.
3. Dashora, J. (2017), Digital India: Limitations and Opportunities. International Journal of Advance Research
and Innovative Ideas in Education, 3(3), 1592-1603
4. Digital India- Mckinseyglobal institute, Retrieved May 1, 2020, from
https://www.mckinsey.com/mgi/overview

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5. Dutta, S. (2015), Digital Business: A new customer-Savvy Business platform for Indian Banking & Retail
sectors- Issues & Challenges. Indian Journal of Management Science, 5(1), 43-49
6. Kaul, Mrinalini & Mathur, Purvi (2017), Impact of Digitalization on the Indian Economy and Requirement
of Financial Literacy.
7. Maiti, Moinak & Kayal, Parthajit (2017). Digitization: It’s Impact on Economic Development and Trade.
The Journal of AEFR.
8. Priyadarsini, K. and Vijayaratnam, N. “Digitalization of India: Smart Villages towards Smart India,”
International Journal of Innovative Research in Information Security, vol. 9(3), pp. 33-37, 2016.
9. Shamim “Digital India – Scope, Impact and Challenges,” International Journal of Innovative Research in
Advanced Engineering, vol. 12(3), pp. 90-93, 2016 Engineering, vol. 12(3), pp. 90-93, 2016
10. Shukla, Dr. Mansi & Bose, Ms. Shilpi (2017), Impact of Digitalization in Economy and the Effects of
Demonetization, ELK Asia Pacific Journals.
11. Websites: digitalindia.gov.in/content, rbi.org.in, ibef.org/government

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THE ROLE OF SELF-HELP GROUPS IN WOMEN EMPOWERMENT

1
Bani Anand and 2Vinay K. Srivastava
1
Head, Department of Psychology, Devendra PG College, Belthra Road, Balia
2
Associate Professor, I.T.S Ghaziabad

ABSTRACT
A Self-Help Group (SHG) is a village-based financial intermediary comprising ten to twenty local women.
SHGs fall under the category of village banking. According to NABARD, the SHG program emerged in the
early 1990s with the Reserve Bank of India guidelines encouraging the nationalised commercial banks to lend
to informal SHG groups. The relationship between women's empowerment and social development has been a
major theme in studies of any nation’s overall development. The United Nation (UN) claims that improving
women’s status is not only beneficial to themselves but also for overall social economic development of the
nation. The SHG movement in India has been working in the right direction in empowering women and
eradicating poverty in the rural and urban areas. However, women are still not empowered as per the
expectation. This paper explores the impact of participation in SHGs on the empowerment of women in the
context of the great importance being given to the group approach while conceptualizing any programme for
rural women.
Keywords: SHGs, Women Empowerment, Economic Development,

INTRODUCTION
Women empowerment is one of the top priorities of all development policies across all countries, irrespective of
their level of economic development. In fact, there has been a growing awareness among the nation states to
take into account the gender perspective while implementing and appraising the performance of developmental
programmes as for instance ‘gender budgeting’. Furthermore, many conventions and agreements catering
exclusively to the needs of women have been organized and implemented. They all aim at ending all forms of
discrimination against the fairer sex.
This is surprising for women who continue to constitute the largest segment of socially and economically
vulnerable population in all countries. Women are the worst sufferers of any socio, economic, political and
natural disaster. The present economic crisis has hit them severely. The reason being that most of the women in
developing nations find their employment in the informal sector and this sector has not remained decoupled
from the upheavals in the organized sector. Similarly, environmental degradation makes life tougher than before
because it has resulted in acute fuel, fodder and water shortages management of which lies traditionally with the
women. Likewise, communal violence degrades their well-being in various respects.
In India, at the end of the Ninth Five Year Plan, 26.1 per cent of the population was living below the poverty
line. In the rural areas, 27.1 percent of the population was living under poverty. The overall unemployment rate
was estimated to be 7.32 per cent while the female unemployment rate was 8.5 per cent. Unemployment
amongst women in the rural areas was 9.8 per cent. This was because of the low growth of new and productive
employment. At the end of the Ninth Five Year Plan, the Government implemented various schemes to reduce
poverty and to promote gainful employment. But the most effective scheme with less stress on financial
expenditure was the concept of “Self-Help Group”.
The concept of Women empowerment
Women’s empowerment comprises women’s education and knowledge to enhance her understanding about her
surroundings, her ability to control her life, freedom from domination by not depending on anyone else’s
income, her ability to participate in decision making process, her capability to make independent decisions and
finally her independence in terms of mobility.
The concept of women empowerment has evolved over time from a narrow focus on ameliorating the economic
status of women to provide them at par status with their male counterparts in all walks of life – personal as well
as public. The empirical results are spatially as well as sectorally differentiated for the various countries as well
as for the same country.
In this context, the works of Nobel Laureate economist Prof. Amartya Sen needs special mention. He has
researched extensively on the factors and processes influencing and determining the well being of an individual
– and they apply to individuals not genders. He has given a holistic view to the concept of women

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empowerment. This is the reason why there has been a transition from the welfare approach to women
empowerment to put it in terms of Sen’s word the “agency approach”.
In the former framework women empowerment is conceptualized as the process which aims at increasing and
enlarging the availability of the commodity basket over time. This approach rest upon the utilitarian approach to
development which enunciates that utility derived from the commodity bundle and the welfare are strongly
positively correlated. So, any measure which increased women’s command over resources, was ought to
increase their welfare. Since women in the poor countries are devoid of even basic needs such as, a balanced
diet, the expansion of the resources (for the time being, consider it in terms of money for, it is supposed to give
its possessor command over other goods and services) was thought to greatly increase their welfare and in this
framework, empower them. So, we find that earlier measures ranging from direct transfer of money incomes to
the women to creating employment opportunities for them were designed in commensurate with this approach.
Sen's work has led to a marked departure from the traditional conceptualization of development. His approach
does recognize the importance of material resources in augmenting the welfare of an individual but is neither
restricted to it nor is decisively tilted towards it. Instead, it takes under it all those phenomena by which an
individual feels better, happier and content. Thus, in this approach development is an ongoing phenomenon and
involves an expansion of the opportunity set of the individual which he / she values.
None will deny the fact that this illuminating analysis by Prof. Sen has provided a deep insight to look at the
problem of disadvantaged women. It aids and abets us to gain a better understanding of the various institutions
prevalent in the society that tend to limit the choice available to the neglected half and thus disempower them. It
also has significant policy prescriptions for the concerned authorities to design and implement measures which
bring a sea change in the status of women, particularly in developing countries. It envisages a holistic look at
the concept of women empowerment.
Neverthless, it offers an advice for the governments and societies in the western and richer world that women in
their society may be economically better as compared to their counterparts in developing countries but this is
just one angle of looking at the photograph not the panoramic view. In the western countries, the problems
faced by the women are covert rather than overt and also is no less damaging. Some examples include glass
ceiling, sexual harassment at work place, inequalities in pay for the same job, less access to higher education,
constrained choice regarding career and so on.
The current approach is that women are no longer viewed as a passive receiver of the welfare measures but are
increasingly viewed as an active agent of their development process and of mankind in general. Improvement in
the conditions of women has positive outcomes for the well being of children and men as well. There are ample
empirical evidence from various sectors viz entrepreneurship, business, politics and academics that women are
no less than males in performance and generating output, though both may differ in their approach and way of
performing the task.
In this backdrop, the Self-Help Group (SHG) model was introduced as a core strategy for the empowerment of
women, in the Government of India’s Ninth Five Year Plan (1997–2002) and is one of the largest and fastest-
growing microfinance programs in the developing world (Planning Commission 2002). Empirical evidence
from earlier research substantiates that the economic and social impact of microfinance empowers women.
SHGs - A Brief Introduction
A SHG is a village based financial intermediary committee usually composed of 10-20 local women. The
members make small regular saving contributions for a few months until there is enough capital in the group for
lending. Funds may then be lent back to the members or other villagers. These SHGs are then further ‘linked’ to
banks for delivery of micro credit. It lays emphasis on capacity building, planning of activity clusters,
infrastructure build up, technology, credit and marketing (Sewa International).
The SHG movement in India began in the 1980s, when several non-government organizations mobilized and
organized poor communities in rural areas and offered them formal channels for social and financial support.
This programme gained momentum with the National Bank for Agriculture and Rural Development linking a
small number of such groups with banks. Called the Self-Help Group Bank Linkage Programme, this
revolutionary initiative connected group members, many of whom had never had a bank account before, to
formal financial services in a sustainable and scalable manner.
SHGs enhance the equality of status of women as participants, decision-makers and beneficiaries in the
democratic, economic, social and cultural spheres of life. Self Help Groups approach to women empowerment
is an amalgamation of the concept of ‘group approach’ of accomplishing a task and ‘agency approach’ to
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development. We have discussed the gist of the latter approach in the previous section, let us summaries the
same for the former one.
Most of the great works accomplished in the human civilization can be attributed to the groups rather than a
single individual. Group approach to decision making and programme implementation has long been employed
in various areas including politics – almost all the difficult matters are referred to committees. Most of the
successful functioning organisations be it at micro level ( a single firm ) or at macro level ( parliament, as for
instance ) reinforce the significance of group approach to problem solving.
The most vibrant argument for the group approach is in the form of ‘synergy effect’. Simply stated, it refers to
the phenomenon in which the whole is greater than the sum of individual parts. Mathematically it is represented
as 2 + 2 = 5 or 2 + 2 > 4. Thus, the output always exceeds the input. It has one important implication –
indicating thereby, a great leverage of the team effort. The performance of the SHGs in any arena as for
example, income generation, environmental protection, community participation is better as compared to the
combined individual performances only due to this leveraging effect. It is this leveraging effect which can be
further strengthened and employed as for instance, social commitment to produce an apparent change in the
status of women in the society.
This synergy effect is of utmost importance and lies at the heart of SHGs theory. This is the reason why; it has
the capability to alter the lives of women and it has greatly altered the lives of millions of women in various
countries of the world and even in our country.
The tool of SHGs is not only instrumental in improving the economic status of the women, for if it would have
been the fact then its role in bringing women empowerment would have been severely limited, instead it
bestows other benefits which in no sense are less significant than its direct benefits.
CONCLUSION
The SHG is based on the concept of women empowerment through increasing employability, self-sufficiency
and developing a habit of saving among the rural women. Empowerment is not an essential economic one
alone; it is a process having personal, economic, social and political dimensions with personal empowerment
being the core of the empowerment process. Women’s participation in SHGS has altered the lives of many of
them, and these women can be prospective leaders in the local political field. The basics of this change are
empowerment, self-assurance, political consciousness and assertion of identity. With respect to the control of
resources, changes in behaviour and the decision-making reveals that many strides have been made in the right
direction and women are in the process of empowering themselves. Thus, according to outcomes of major
research, SHGs are successful in rural areas, especially among women. It is a tool to remove poverty and
improve rural development.
REFERENCES
 Nussbaum, M., 2000: Women and Human Development: The Capabilities Approach. Cambridge University
Press: Cambridge
 Narashimban Sakunatala, (1999), “Empowering Women: An Alternative Strategy for Rural India”, New
Delhi: Sage Publications India Pvt. Ltd
 Sen, A.K., 1990: Gender and Co-operative Conflict, in I. Tinker (ed.) Persistent Inequalities, Oxford
University Press, New Delhi.
 K. Usha (2003), “Gender , Equality and Development”, Yojana
 Kapadia, Karin (1997), “Mediating the Meaning of Market Opportunities Gender, Cast and Class in Rural
south India”, Economic and Political Weekly.
 Keishnaraj, Maithreyi (2005), ‘Growth and rural Poverty”, Economic and Political Weekly, September 21.
 Vijaykumar, Poornima, A Comparative Study on Women Empowerment through Self-Help Groups with
Special Reference to Rural Districts of Karnataka, University Grants Commission
 Sewa International, https://sewainternational.org/women-empowerment-through-shgs/
 Supriya Sule, 2022, Self-help groups play a big role in the empowerment of women, March, 7.

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INNOVATIVE MARKETING FOR INDIAN SMES: A THEORETICAL FRAMEWORK

1
Mr.Vishesh Arora, 2Dr. Trilok Pratap Singh and 3Dr. Namrata Gupta
1
Madhav Institute of Technology & Science, Gwalior, M.P
2,3
Assistant Professor, Department of Management, Madhav Institute of Technology & Science, Gwalior, M.P

ABSTRACT
SMEs are the backbone & driving engine of Indian economic growth. As this sector employs 40% of the total
Indian workforce.This sector has the power to reduce unemployment in any developing country like India.But in
reality SMEs come under the most neglected and unorganized sector. Also In the modern era , there is a drastic
shift seen in consumer behavior due to the technology advancements.As the majority of SMEs lack in their
resources like big brands .So, they face a lot of difficulty in competing with big businesses which are
technologically advanced.As increasing competition has made old SMEs marketing blueprints monotonous. So,
there is a need for a new innovative marketing framework to percolate , which helps the SMEs to thrive in
competitive markets and help them to grow their businesses.The purpose of this research is to provide an
innovative SMEs marketing framework which help SMEs to overcome competition and drive this sector toward
growth.The result of this research is created by analyzing innovativeness in product, price, place & promotion
based strategies and how it helps to change the entrepreneurial orientation (EO). Indian SMEs can Improve
performance & reduce their competition by implementing this innovative framework into their business.
Keywords: SMEs, Innovative framework, marketing strategy, Indian SMEs growth, price strategy, place
strategy, product strategy, promotion strategy.

INTRODUCTION
SMEs are the most vital part of the Indian business sector. Now a days , Indian markets are growing speedily
and daily new small and medium scale industries are emerging in various sectors like Food processing,
pharmaceuticals , garments , textiles etc (Shastri et al., 2011). The Indian SMEs consumes less capital
investments with a benefit of high labor absorption, which make this sector crucial for Indian economic growth
(Sheetal and Kumar, 2012). As per the employment report the SMEs sector has account for second highest
sector (after agriculture) for employment in India. It employs about 106 million or 40% of the Indian workforce
Currently Small enterprises produce 6.11 percent of manufacturing output, while the service sector produces
24.63 percent (Sharma, 2011). In India, there are 42.50 million small companies registered and unregistered
(Shastri et al., 2011). They run roughly 95% of the country's enterprises. India's SME exports account for
almost 40% of total exports. But still the growth rate of Indian SMEs is around 10%. As Indian SMEs lack in
competitiveness with the larger organization which have all kind of resources, facility , labor hiring power
etc.The large organizations possess their own media campaign , formal marketing network and sales force
whereas the small units are totally dependent on their personal efforts and simple marketing strategies
(Gajanayake,2010). As Marketing plays a major role in satisfying the organizations investors by creating
revenue for them. Marketing is the rudimentary thread that ties all the investors together (Srinivasan and Lohith,
2017). Marketing is not just about selling; ideally it comprises business philosophy which enhances the business
structure, process, mindset and a new view point to a business. In short marketing encircle the entire business.
In today's time companies are aware that they need strong and innovative marketing strategies (Anderson,
2016). If Indian small and medium-sized enterprises and their executives are to survive in the long run, they
must constantly adapt to new marketing tactics. Researchers in entrepreneurship are confused as to why certain
small businesses with innovative marketing may expand into medium and large corporations while others
cannot, and no scholarly article specifically addresses this problem in the context of Indian SME firms.So, from
here this research emerges which will provide a theoretical structure regarding innovative marketing strategy.
Which help these SMEs to identify that to which marketing strategy plays a major role and which doesn't affect
their businesses at all.
LITERATURE REVIEW
According to Philip Kotler, “marketing is a human activity directed at satisfying needs and wants through the
exchange process”. A marketer's marketing mix is a tool that they utilize to create a product or service by using
4P's. Neil Borden, a marketing professor, coined the term "marketing mix" in the 1950s (Reijonen, 2009).
Organizations experiment with new ideas and changes to the marketing mix in order to achieve their objectives
(place, product, promotion, and price). Adopting new marketing strategies can help small businesses gain an
advantage over larger corporations (Stokes & Wilson, 2010). Beverland and Lockshin (2005), state that, during
a recession, traditional marketing tactics and the marketing mix should be used to increase benefits, income, and
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sales. It is also suggested that businesses focus on their strengths in order to attract customers. Product, pricing,
place, and promotion activities in the marketing mix have an impact on business processes and operations.
Marketing and entrepreneurial orientation, according to Romanon and Ratnatunga (1995) have a favorable
impact on a firm's innovativeness via learning orientation. The study's final conclusion is that innovation
determines business performance (Romijn, 2001). According to one study (Yan Chew, 2011) a company's
overall performance can directly impact creative business operations.Entrepreneurial orientation, according to
researchers, is a combination of three characteristics: innovation, proactiveness, (Hult et al., 2004).
Organizations that have a strong entrepreneurial orientation are more inclined to pursue new prospects.
Entrepreneurial orientation appears to have a positive impact on business performance. Innovative enterprises
that bring innovative products and technology to market can reap significant financial rewards as well as
benefits reserved for market pioneers.
Neil Borden is credited with creating the notion of the marketing mix in a speech to the American Marketing
Association in 1953. The concept was first introduced in a speech by Ogechukwu, (2010) who described a
corporate leader as "someone who puts disparate things together." As a result, the term "marketing mix"
developed to refer to a set of characteristics that work together to elicit a specific market response (Horan et al.,
2011). As a result, many of those who wrote about the marketing mix were aiming to identify how many
variables influence market response so that marketers might apply the notion to specific problems they were
facing at the time (Oxenfeldt 1962). Morris and Basant, (2005) devised a checklist method to help people
understand how complex and interrelated marketing duties are. To be more explicit, Frey went a step further
and linked it to the creation of marketing strategy. Others came up with more simple and helpful techniques to
categorising marketing activities that could be easily memorised and diagrammed in a logical manner (O'dwyer,
2009). Among the others presented, McCarthy's schema is the only one that has stood the test of time. It has
grown into the "mainstream design" or "acceptable perspective," depending on the context. He evaluated the
following four criteria when formulating his 4P formula: the product, the price, the placement, and the
promotion. Advertising, personal selling, reputation (free advertising), and sales promotion are all efficient
ways to get your company's name in front of potential customers and clients (Madill et al., 2002). It has evolved
into the most generally used approach of categorising marketing blunders, both in marketing literature and in
real-world marketing. This is because it is easy and simple to remember. As a result, in certain areas, the 4P
strategy is referred to as the "conventional" marketing mix.
The rest of this part goes through how marketing authors think the 4P classification system works, as well as
how they use and remark on it in their writing. However, due to space limitations, the review only contains a
few basic marketing textbooks as well as a few books on communication and/or promotion, and it does not
cover them completely. We narrow the scope even further by focusing solely on English-language publications
from the late 1970s and early 1980s, making it easier to find what you're looking for in the first place. The 4P
categorization system and its sub division of the fourth promotional P were widely used by several authors at
the same time, and it was generally adopted (March-Chorda et al., 2002), among others, used the 4P
classification scheme. When making your decision, keep the following factors in mind:
Some people argue that the fourth P is a hybrid because it has two vital components "Marketing and
communication techniques aimed at convincing people to do what you want them to do.According to many
experts, the broad term "promotional" is frequently cited as a smart technique to attracting consumers to buy
things, such as sales promotions. They use the term communication rather than P for the fourth P to emphasise
how communicative the variable is.Many people are unhappy with the way the 4P scheme's sales promotion
category is used as a catch-all. Lamprinopoulou and Tregear, (2011)states the core notion in the following
simple and succinct manner: The term "sales promotion" is one of the most difficult marketing terms to learn,
use appropriately, and avoid using incorrectly. Given the context, it's not surprising that some authors use terms
like "promotion," "sales promotion," and "communication" to refer to the same thing. The lines between these
three items are becoming increasingly hazy. When it comes to categorizing their work, some authors opt for a
system similar to the 4P approach. It is not appropriate to declare that it is the same as or better than what they
already have (Egbetokun, 2008).
During the 1980s, there was a substantial transition. Mc Carthy's 4P-classification is extensively used by
authors to characterise sales promotion, and it is widely acknowledged. Many authors tried to explain sales
promotion in a good light while still using their catch-all term, but they all failed spectacularly (Hakimpoor,
2011). Sales promotion efforts work well together, but in the long run, they do not benefit and may even harm
the organization. Salespeople at the corporation are also separated into three main target groups: final clients,
trade institutions, and other business partners. These are all components that are frequently included in
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definitions of sales promotion as well as comments about it (though both are sometimes rather partial)
(Lamprinopoulou and Tregear, 2011). According to the study's findings, the AP categorization appears to be
widely used in marketing. The four Ps are further subdivided into personal selling, advertising, public relations,
and sales promotion. The fourth P's residual category is sales promotion. The fourth P follows in the footsteps
of the preceding three.
According to the mentioned notions, entrepreneurial orientation can have an impact on business performance
through innovativeness. As a result of the literature review, Figure 1 depicts the research conceptual model.

Figure1: Theoretical Framework for research

RESEARCH HYPOTHESIS
H1: Product strategies have a significant linear impact on innovative marketing strategies.
H2:Price strategies have a significant linear impact on innovative marketing strategies.
H3:Place strategies have a significant linear impact on innovative marketing strategies.
H4:Promotion strategies have a significant linear impact on innovative marketing strategies.
H5:Innovative marketing strategies have a significant linear impact on entrepreneurial orientation.
H6: Entrepreneurial orientation has a significant linear impact on innovativeness.
H7: Innovativeness has a significant linear impact on Indian SMEs performance.
METHODOLOGY
The sample data of 550 Indian food SMEs have been collected,out of which 115 firms have been studied by
using cronbach alpha formula.As shown in fig 1, majority of firms activities participating in study, are in the
group of five to ten years working experience. These smes firms comprises of 36companies (31.30% of the total
SMEs firms), whereas firms have more than twenty five years work experience have much lower occurrence(4
companies or 3.6%).Also in terms of organizational status of respondents, among 115 total smes, 57 persons
have a profile of sales manager(approx 50%)which have higher frequency as compared to other organizational
status.Whereas on other side, the lowest participants are experts(20.7%), all these details are presented in table
1. Also the education background is also taken into consideration.So, the maximum participants possess
bachelor’s degree(66 cases or nearly 57%) and the minimum participants are there which possess a PhD degree
and above(3 people in other words or 2.6%). Also individuals working in these SMEs firms who have around
ten to fifteen years of experience are a larger number of participants (36 people or 31% approx in groups (5-10
years) and 37 people (10-15 years and 32% approx). Whereas lower no of people who have twenty to twenty
five year of experience. Although the manager’s who have worked for more than twenty five years
Table.1 Sample characteristics

Characteristic Frequency Percentage

Firms’ Activities Less than 6 years 32 27.8

6-11 years 36 31.3
11-16 years 23 20.1
16-21 years 14 12.1
21-26 years 6 5.2
More than 26 years 4 3.4

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Job category Director 34 29.5

Manager 57 49.5
Expert 24 20

Education Diploma and Lower 6 5

Associate degree 7 6.8
Bachelor 65 57.2
Master 32 26.8
PhD and higher 4 2.5

Work experience Less than 6 years 17 15.5

6-10 years 35 31.2
11-20 years 36 32.2
21-30 years 14 14
31-35 years 8 7.7
possess a zero frequency (McQuitty, 2004).
RESEARCH DESIGN
In this study, the essential data for analyzing the outcomes for both stages is obtained using an exploratory and
descriptive method (qualitative-quantitative) approach. The semi interview method was used in a qualitative
method, according to the available studies. Then, using an open method, the conclusions of a discussion with
eight food industry SMEs specialists. Following that, the retrieved concepts were used to create several
questionnaire items. As a result, the questionnaires were provided to participants in the second step (quantitative
approach). The following table lists the technical properties of measuring equipment (questionnaire):
Table 2 Technical characteristics of measuring instrument
Constructs AVE Composite Reliability Cronbach’s Alpha

Product 0.66 0.88 0.87

Price 0.68 0.86 0.78

Place 0.72 0.84 0.62

Promotion 0.74 0.91 0.87

Innovative Marketing 0.62 0.91 0.86

strategies

Entrepreneurial 0.55 0.82 0.85

orientation

innovativeness 0.65 0.92 0.89

Performance 0.68 0.91 0.91

They are all valid because their average variance extracted (AVE) is greater than 0.5. In contrast, the Composite
Reliability of the constructs is greater than 0.7, and Cronbach's alpha is greater than 0.6 for all of them,
indicating that all of the constructs are reliable. Kolmogorov-Smirnov tests are used to determine whether the
study variables have a normal or non-normal distribution, while Friedman ANOVA tests are used to determine
whether there are differences between the variables. The PLS Technique, also known as structural equations
modelling, is used to examine conceptual model relationships.
FINDINGS
For variables, such as business performance promotions, and innovation, a large number of Kolmogorov
Smirnov tests are less than 0.05 , which shows the non-normal distribution, whereas others variables, such as
promotions, innovation, and business performance, are greater than 0.05. which shows the normal distribution.
As a result, the overall distribution of the research variables cannot be regarded as normal and the research

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variables must be prioritized using a nonparametric statistics approach (Friedman test). Table 3 shows the
results of the Friedman test:
Table.3 Friedman test results
Frequency 114

Chi-square 7.092

df (degree of freedom) 6

Sig. 0.418

Since there is no discernible difference between variables as a result of the Friedman test, they cannot be
prioritized. Table 4 shows a summary of the outcomes for the design concept relation test. In the conceptual
assumed model of this study, the impact of price strategy and place on innovative marketing strategies is
rejected; nevertheless, the impact of product and promotion strategies on innovative marketing strategies is
acknowledged. The presence of a significant coefficient for the model relations further suggests that innovative
marketing tactics have a positive and statistically significant impact on entrepreneurial inclination. On the other
hand, it may be possible to determine the impact of entrepreneurial spirit on innovation, as well as the impact of
innovation on corporate performance. In general, innovative marketing techniques benefit from creative
business strategies, particularly those incorporating new items (T = 2.98> 1.96, = 0.396), proving the premise.
Because the findings of the research on innovative marketing techniques do not support the influence of new
business strategies on product price, this hypothesis will be rejected (T=1.831.96, = 0.201). This hypothesis was
rejected because the results from the study on new marketing strategies did not support the impact of innovative
ways in the organisation when considering location (T= -0.921.96,= -0. 055). The influence of innovative
marketing strategies in companies is proved favorably (T = 3.46> 1.96, β= 0.416) when sales promotion is
undertaken out of novel marketing tactics. Innovative marketing tactics have a positive impact on
entrepreneurial inclination (T = 15.17> 1.96, =0.755). Entrepreneurial orientation has a favorable influence on
innovation (T = 5.85> 1.96, = 0.463). The favorable impact of innovation on corporate competitive advantage
has been proven (T = 5.85> 1.96, 0.463). Table.4 shows the regression coefficients and level of significance of
the model's postulated linkages.
Table:4 Summary of Test Results Between Model Relation
Independent Dependent β T Hypothesis
Variable Variable

Product. IMS 0.395 2.9874 Accepted

Price. IMS 0.202 1.8317 Rejected

Place. IMS -0.054 -0.9266 Rejected

Promotion. IMS 0.415 3.4662 Accepted

Innovative Entrepreneurial 0.754 15.176 Accepted

marketing orientation
strategies.

Entrepreneurial Innovation 0.464 5.8555 Accepted

orientation.

Innovation. Performance 0.839 24.462 Accepted

*IMS: Innovative Marketing Strategies

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Final result based theoretical framework for Indian SMEs:

CONCLUSION & SUGGESTION

It is concluded in this study that the impact of pricing and place marketing tactics on innovative marketing
strategies is negligible. As a result, the findings of the study confirm the research hypothesis because no single
function for the influence of these two variables on corporate competitive advantages or factors influencing
competitive advantage has been identified previously. Although these findings have been confirmed, it has been
demonstrated that product and promotion methods have an impact on innovative marketing approaches, and the
model's market-oriented perspective incorporates both of these factors (Rhee, 2010).
Marketing approaches that are innovative, according to the findings of the study, are effective in fostering
entrepreneurial orientation. As a result of this research, it has been established that innovative marketing
strategies have a significant and positive impact on SME businesses' entrepreneurial orientation. This can be
interpreted as the introduction of innovative marketing strategies having an impact on business performance
through entrepreneurial orientation and innovative business.
According to the results of the poll, having an entrepreneurial attitude has a positive impact on SME innovation,
which is recognized as the most important element determining overall success. Aside from the favorable
influence of innovation on business success, the entire performance of a company has a considerable impact on
the efficiency with which it conducts innovative business activities. Because of this, a company's new business
tactics develop in unison with the company's expansion.
To summaries, innovative marketing strategies in SMEs, particularly those that are based on the products or
activities of the companies, such as sales promotions and advancements, can result in innovative goals in SMEs
business products or services, as well as competitive advantages based on differentiation, cost, innovation,
growth, and the formation of strategic alliances.
In conclusion, the model clearly demonstrates the significant impact of innovative marketing and
entrepreneurial orientation on the success of innovation companies, and it can be concluded that entrepreneurial
orientation serves as a critical mediator in the connection between inventiveness and innovative marketing
strategies. Business owners and entrepreneurs in small and midsize companies can compete with large firms by
employing innovation and innovative techniques, questioning their objectives in order to obtain a durable
competitive advantage, and attaining international success.
This model's axial key structure is entrepreneurial orientation, and it's a standard framework for Indian SMEs
that may be employed extensively in competitive markets. This concept can be used by entrepreneurs to run a
SMEs business in innovative ways.
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POSSIBILITIES AND SCOPES OF ICT IN THE BETTERMENT OF ELDERLY POPULATION:

ASOCIOLOGICAL REVIEW
1
Shubham Tiwari
1
Research Scholar, Department of Sociological Studies, Central University of South Bihar, Gaya (Bihar)

ABSTRACT
The very research-based approach to population ageing has no epidemiological limits; in fact, ageing studies
have transcended borders and continents in recent years in the field of geriatrics and gerontological studies in
different academic and policy-related topics. 'Aging' has long been associated with socio-cultural duties, myths
surrounding late-life experiences, and a society's culture.Concerning the definition and internationally
recognised parameter to declare: 'a certain age is an age to be designated as Old aged.' Even when there is a
large sequence of variations, there is always an attraction of the old age boundaries; in Africa, due to the lower
rate of life expectancy, old age declaration occurs sooner than in Asia and Europe.The purpose of the drawn
article is to achieve the paper's intrinsic goal, which is to provide a sense of the proposed QoL outlining by
framing a systematic procedure of the relevant literature review to highlight the importance of ICT in the field
of the betterment of the elderly and providing open access to various stakeholders in this domain for further
research consideration. This study also appears to follow the basic ethical and scientific review literature
selection strategy, which involves [a] selection of just those publications that were relevant to the subject. [b]
addresses the requirements of the elderly in terms of quality of life in a comprehensive manner. [c] pieces in
which the author takes a favourable or negative stance on the subject. In addition to the inclusion requirements,
some exclusion criteria for relevant review pieces of literature have been created, such as [a] articles not
published in the chosen language of English. [b] articles that don't give enough information about the objects
being examined.

This paper has attempted to summarise and explain the uses and scopes of information and communication
technology (ICT) in the domain of ageing betterment. As a result, for further discussion, this paper has drawn a
line between the approachable possibilities and the possibilities of ICT in providing late-life satisfaction and
quality of life.
INTRODUCTION
The very research-based approach to population ageing has no epidemiological limits; in fact, ageing studies
have transcended borders and continents in recent years in the field of geriatrics and gerontological studies in
different academic and policy-related topics. 'Aging' has long been associated with socio-cultural duties, myths
surrounding late-life experiences, and a society's culture. Concerning the definition and internationally
recognised parameter to declare: 'a certain age is an age to be designated as Old aged.' Even when there is a
large sequence of variations, there is always an attraction of the old age boundaries; in Africa, due to the lower
rate of life expectancy, old age declaration occurs sooner than in Asia and Europe. The latest topic in scientific
study is a study based on socio-psychological and economic factors, as well as sickness patterns and economic
necessities of late-life issues. According to the 2019 Globe Population Ageing Report, there were 703 million
people aged 65 and more in the world in 2019. The number of elderly people is expected to quadruple to 1.5
billion by 2050. The proportion of the world population aged 65 and up is steadily growing. And, according to
the prediction, the old-age population, which was 6% in 1990, has risen to 9% in this report. By the conclusion
of the half-decade, the prediction is for a 16 per cent increase (Bank, 2019). According to the Lund Declaration
(2015), ageing is a severe problem that impacts the general community as a result of decreased fertility and
increased longevity, as well as the scopes and provisions in the global health sector. Nowadays, people in their
60s and beyond are having a wonderful time (Base, 2015). Although there have been numerous advancements
in the field, the uncertain and flexibly changing world social order, the old age population strength in the
modern world obtains a variety of beneficial and progressive policy and state-based priorities. However,
ignoring the demographic and economic weaknesses has irreversible consequences for the socio-economic
conditions of the elderly. The overemphasis on infrastructural development and economic growth in the domain
of creating an environment that leads people to a healthy lifestyle and a standard of living along with the
progressive infrastructure, but such infrastructural development still facing and shows awful attitudes toward
the uses and inclusion of ICT and scientific types of equipment and platforms for gaining more and more
success in the field of economic and structural growth for assuring a better lifestyle to the population,
particularly those who are in their sixties and beyond. The prevailing attitudes toward late-life care and late-life
security, as well as emotional and sympathetic understandings of old age requirements and demands, have
practically overtaken recent advancements in the domain of geriatric studies. The application of information and
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communication technology in the fields of health, economics, and ensuring the political rights of the elderly is a
relatively new and well-studied topic, particularly in the field of gerontological studies. The purpose of this
paper is to encourage the listener and reader to reconsider the utility and potential of ICT in geriatric research.
The article narrows the scope even further in the narrowed topic of elderly people's 'Quality of Life' and the
utility and potential of ICT in this field. For the review technique, this study used review pieces from relevant
pieces of literature that followed standardised review patterns, such as pieces written in English and published
in at least a few brief peer-reviewed and Scopus publications. The paper followed the fundamental ethical and
scientific selection approach, which included [a] selection of just those publications that were relevant to the
issue. [b] takes a holistic approach to meeting the needs of the aged in terms of quality of life. [c] articles in
which the author expresses either a positive or pessimistic viewpoint on the subject. Along with the inclusion,
certain exclusion criteria have been established for relevant review pieces of literature, such as [a] publications
that have not been written in the selected language of English. [b] articles that do not provide a comprehensive
amount of information about the evaluated items. The above review procedure was drawn to achieve the
intrinsic goal of the paper, which is to provide a sense of the proposed outlining of the QoL by framing a
systematic procedure of the relevant literature review to highlight the importance of ICT in the field of the
betterment of the elderly and to provide open access to various stakeholders in this domain for further research
consideration.
Quality of Life
Quality of life is a broad concept with several definitions and descriptive as well as elaborative implications
depending on the situation in which the evaluation is made. Some of the references could be about an
individual's situation in life concerning the culture and value system in which they live, as well as their goal
expectations, standards, and worries (Hoof et al., 2020). The Quality of Life (QoL) is a culturally constructed
phenomenon in which an individual's purpose is to satisfy three basic needs: safety and security, a goal for the
integrity and meaning of life, and a sense of attachment and belongingness to a social network. In other pieces
of literature based on or related to the QoL, the reference was made in the context of people's well-being as a
composite of two inseparably constituted bodies; related physical activities that show the potential of physical
fitness in their late-life bodies and physical degradations, followed by patients' satisfaction and levels of disease
control, and the related treatment system. Other literature describes it as a process of personal fulfilment. It is
associated with a distinct location, as well as emotional associations, physical strength motivations, and
unconditional bonds (Hoof et al., 2020).
Utility & Possibility of ICT
This section focuses on specific areas of investigation to identify and explain the promising potential of ICT in
various fields related to the QoL domain, as well as how they all contribute to bettering the ageing process in
our society.
Medical Science
The importance of quality of life is being emphasised in the fields of medicine and health care, as well as its use
in broader political settings and domains. The idea of QoL in the medical world is organically linked to the
patient's subjective or narrow articulation as well as the multidimensional or wide articulation of the
components associated with the patient's health. The larger relationship between the patient's quality of life
requirements, such as pain, wounds, and access to health care, as well as the patient's health-seeking behaviour,
the quality of life is measured in the sense of the psychometric tradition of health status assessment, which is
followed by a larger element of health-related medical and beyond medical therapies. It encompasses the
multifaceted aspects of physical, emotional, functional, and social well-being (David F. Cella, 1992).
Commerce and Market
Recent developments in commerce and market orientations have resulted in a significant improvement in the
field of ageing. The elderly in their latter stages are the most vulnerable to the market. In addition, the market
caters to the elderly when it comes to selling their products to them. In a market-oriented or changing society,
where the market is nearly seizing the entire field and targeting every targeted audience, commerce and the
market play a specific function. In the field of geriatric ageing, ICT has a lot of potentials. Nowadays, the
elderly are surfing the internet, making online acquaintances, and even marketplaces and international
corporations are conducting research and other activities in which many older people are participating.
CONCLUSIONS
As we examine a paradigm for analysing uncertainty in ageing and technology decision-making, we will be
joined by researchers, policymakers, and the general public. This paper has attempted to summarise and explain
the uses and scopes of information and communication technology (ICT) in the domain of ageing betterment.
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As a result, for further discussion, this paper has drawn a line between the approachable possibilities and the
possibilities of ICT in providing late-life satisfaction and quality of life. This work has attempted to summarise
the pertinent information in a short period, as well as to pave the way for future research in this field.
REFERENCES
Bank, W. (2019). World Population Ageing 2019. In World Population Ageing 2019.
http://link.springer.com/chapter/10.1007/978-94-007-5204-7_6
Base, E. K. (2015). The Lund Declaration 2015 Europe Must Speed Up Solutions To Tackle Grand Challenges
Through. December.
David F. Cella. (1992). Quality of life : the concept. Journal of Palliative Care, 8(3), 8–13.
Hoof, J. Van, Krejcar, O., Barakovi, S., Barakovi, J., Melero, F. J., & Maresova, P. (2020). Quality of Life
Framework for Personalised Ageing : A Systematic Review of ICT Solutions. International Journal of
Environmental Research and Public Health, 17(2940), 1–20.

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DETERMINANTS OF FINANCIAL PERFORMANCEREQUIREMENTS OF DAIRY COOPERATIVE

UNIONS IN GUJARAT STATE: A CONCEPTUAL ANALYSIS OF RAJKOT DAIRY
1
Thakor Hemangini Nanubhai and 2Dr. Vashishthadhar J. Dwivedi
1
Research Scholar, Sardar Patel University, V.V Nagar, Anand (Gujarat)
2
Principal, ACS College, Khambhat, Sardar Patel University, V.V Nagar, Anand (Gujarat)

ABSTRACT
The present study of the research entitled Determinants of financial PerformanceRequirements of Dairy
cooperative unions in Gujarat State: A conceptual Analysis of Rajkot Dairy. This paper aims to discuss the
current position (financial) of Rajkot Dairy, Which was established at long past time and such a developed time
by time. Therefore, the usefulness of Ratio Analysis of value accounting is a key issue for standard setting
purpose. The Milk Cooperative Union plays a vital role in economic development of the country. The present
study explores the obstacles faced by the Dairy Industry in exploiting. Today the service sector contributes more
than 56 percent to India’s GDP and rapidly increasing. This paper offers-
(1) Conceptual frame work of unique characteristics of services, the challenges from these characteristics and
strategies suggested as appropriate to overcome the issues.
(2) To compare the financial performance and strategies cited in last 10 years with different Ratios.
(3) To offer suggestions for further development of Dairy Union.
In this paper Researcher takes long time period of study. 10 years is a large period of thinking and going to
check growth and development of Dairy industry.
The present paper seeks to explain the financial performance of co-operative milk producers union of Rajkot
district. A sample of Annual reports of Rajkot Dairy at Rajkot for the period 2004-05 to 2013-14 was selected.
Rajkot Dairy is also known as “Gopal Dairy”. The study was based on secondary data from financial Report
and profile of the Rajkot Dairy. The paper investigates the development of cooperative milk. Producers unions
in Gujarat state in the early twentieth century. We focus on the role of so called “Gopal Dairy” that kept
financial and personal development in Dairy Industry. The importance of any research is based on the
systematic method of Data collection and its analysis. The Ratio analysis is the process of identifying the
financial soundness and cost effectiveness of the firm by establishing relationship between the items of Balance
sheet and Profit and loss a/c. The present study has depended on ratio analysis, from the last 10years’ Balance
sheet and .The relation of tangibility profitability, debt. Loan with different year has been found to be positive
and statistically significant. All these relations are consistent with the predictions of pecking order theory. An
objective of the study includes the Profitability, Liquidity, and Performance. Financial and other experience
Dairy. Overall Financial Performance of the Dairy. Based on the Ten years Balance Sheet and Profit and
Loss A/C. Suitable suggestion is given by the researcher for a better soundness, cost effectiveness and
Development of the Dairy. This paper will be useful for the Dairy to have positive impact on Profitability of
Rajkot Dairy in the coming years. This paper is unique to provide direction for future research on the decision
of development in Dairy Cooperative milk producer union in long time.
Keywords: Cooperative milk producers union, Dairy, Profitability, Comparison, Accounting Research, Net
assets, Ratio analysis, Financial performance, Gopal Dairy.

INTRODUCTION
A Greeke Philosopher, Hireclits says, “There is nothing permanent except change”. Uncertainty is the only
certainty in life. Birth and death are the only definite. Indian economic is based on rural. So Agriculture and
Animal husbandry are the main activities of Indian farmers. Here Researcher collected data of Rajkot Dairy at
Rajkot city from financial year 2004-2005 to 2013-2014 and study on that. She compares the data of every end
of three years. So investigator has classified the data in various ways with the statically methods here in this
Research Paper. She wants to classified and find out the major different in Financial Performance after finished
every three financial years. With help of this research we can easily show that the growth and development of
the Rajkot Dairy over last ten years in Gujarat State.
HISTORICAL BACKGROUND OF RAJKOT DAIRY
In Gujarat Region, many Districts Cooperative Unions have together and established GUJARAT
COOPERATIVE MILK MARKETING FEDERATION (GCMMF) LTD., in November 1973 better known as
AMUL. Rajkot Milk Union (RMU) is a member of the GCMMF with 6 Milk Chilling Centers, 35 Bulk Milk
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Cooling Units besides one Dairy plant at Rajkot District. It is a vibrant organization that serves consumers not
only of Rajkot but also rural areas of Rajkot District. The organization continuously focuses its efforts to better
understand the changing lifestyle of India and anticipate consumer needs in order to provide convenience,
nutrition and wellness through its product offerings. In addition to the market view RMU is committed t long
term sustainable growth and shareholders satisfaction. Future plans are proposed for the expansion of the
existing units and setting up new world class plant thereby increasing the milk procurement, processing capacity
and to give a consistent supply of liquid milk to consumers. RMU manufactures products of truly international
quality under brand names- AMUL and GOPAL comprising of milk and various other milk products like Ghee,
Butter, Butter milk, and Peda. It is also planning to add to its product portfolio by extending its infrastructure to
manufacture Probiotic Dahi, Probiotic Lassi, Probiotic Butter milk, Ice cream and Panner. Rajkot Dairy is also
known as GOPAL DAIRY in Gujarat state.
Rajkot District Cooperative milk Producers’ Union Ltd., rooted its existence 58 years before in the year 1956.
The Dairy was first established in Rajkot by the Animal husbandry department of the Gujarat State under a pilot
project of UNICEF a sister concern of the UNO. Subsequently the Rajkot District Maldhari cooperative union
ltd., was formed in 1961 with the objective to bring “socio-economic development “in Maldhari community
followed by the Rajkot Dairy undertaking by the Rajkot District Maldhari cooperative union under the
leadership of Shri Devendrakumar R. Desai. The Union was registered during 1961 and was managed by AH
Dept. of Government of Gujarat under milk conservation project, Rajkot. During 1970 the department of AH
handed over the management of Rajkot Dairy to Gopalak Sangh on Rs. 1 token charge. Rajkot milk union’s
effort to manage the activities from 1972 to 1977 was unsatisfactory and so a joint management with Gujarat
Dairy Development Corporation Ltd. (GDDC) was established from 1977 to 1981.
After a series of interchanges between hands, finally in the year 1988, the Rajkot District cooperative Milk
Producers’ Union Limited got the membership of the state federation which is called GCMMF and since then
the Dairy is being independently managed by the Milk Producers’ representatives. The GDDC handed over the
management of RMU to Rajkot District Cooperative Milk Producers’ Union Ltd November 2, 1988. After 1988
the Union’s activities started to stabilize. During 1990 the union became the ordinary member from Associate
Members of GCMMF.
Besides many teething Problems, the Dairy had grown today to join the white revolution of Gujarat, India. The
dedication, sincerity, persistence and neat policies led by the Chairman and effectiveness of the employees and
gained the celebrating success of a long 58 years till today with hands of experience to move the Cooperative
Dairy to many long years to come.
1. Registration Details : KHEY-60 05/09/1961
2. Area of Operation : Mainly Rajkot District
3. No. of Revenue villages of Rajkot : 856
REVIEW LITERATURE
1. R.W.Nightingale (1963) , “ The modernization Decision in Indian Urban Fluid Milk Markets”, New -York
State college, Cornell International Agriculture Development Bulletin No. 15, Cornell University, USA,1969
has compared two methods of milk marketing. And the result show that operation Fluid system of milk
marketing is higher than the Urban Fluid milk market system So suggested that except the best method for
Dairy Development.
2. J.Gopu (1999), “Special Feature of Danish Dairy cooperatives” has studied on that subject. In this research
he founded that the farmers were sold butter and earned money in compare last recorded time. In 19 century the
Milk cooperative industry has developed in Denmark. Dairy societies submitted milk to Dairy and going to sell.
Less expenses of transportation the cost was down. And get high level benefit. So Dairy cooperative has
provided employment and high rate of milk procurement.
3. A.S.Kahlon(1975), has done the research on “Relative profitability of Dairy Enterprise vis-à-vis cultivation
in Punjab “ this research show the result that different point of view and technically change can improve the
profitability of any Dairy.
4. Chattaraj (1999), researched that, In Hugli District Researcher founded that in this District during the
research registered No of Cooperative Dairies were going to 30% reducing in year 1987 to 1998. Because of
this reducing reasons were to delay of payment, unfair purchase price, and also expenses of Animals were high
and productivity was low.
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OBJECTIVES OF THE RESEARCH

1. To analyze the Ratio analysis of the Rajkot Dairy for long time.
2. To examine the Profitability Ratio, Performance Ratio, and Financial Ratio of Rajkot Dairy for last 10 years.
3. To Compare Profitability, Performance and Liquidity with different years.
4. To find out the growth and development since 10 years in Gujarat State.
5. Suggest some Policy measures to improve such associations if required.
6. Explore the relationship of Current Ratio with Gross Profit Ratio of the selected Dairy.
RESEARCH METHODOLOGY
Rajkot District Milk Producers’ Union Limited Rajkot Dairy’s Annual reports, Books and Dairy’s Profile are
the main source of information which were collected by the Researcher. The other data has been collected from
various magazines and website form GCMMF. The data have been collected over the period of last 10 years.
The Ratios mainly used are Gross Profit Ratio, Current Ratio, Debt-Equity Ratio, Loan to Capital Employed
and Fixed Assets Turnover Ratio.
EMPIRICAL FINDING & ANALYSIS
(1) Gross Profit Ratio
Gross Profit Ratio= Gross Profit * 100 \ Total Annual Sales
Amount: In Lakhs (Rs.)
Table-1 Showing Gross Profit Ratio
Year Gross Profit Annual Sales Ratio Unit
2004-05 1298.22 8718 14.89 %
2007-08 2142.47 16879.02 12.69 %
2010-11 3597.75 30395.51 11.84 %
2013-14 6242.33 57744.02 10.81 %
Source: Annual Reports of Rajkot Dairy
(2) Current Ratio
Current Ratio=Current Assets \ Current Liabilities
Amount: In Lakhs (Rs.)
Table-2 Showing Current Ratio
Year Current Assets Current Liabilities Ratio Unit
2004-05 744.41 570.87 1.30 Times
2007-08 1406.83 1043.31 1.35 Times
2010-11 1701.82 2104.20 0.81 Times
2013-14 8673.77 10921.42 0.79 Times
Source: Annual Reports of Rajkot Dairy
(3) Debt-Equity Ratio
Debt-Equity Ratio= Total Debt * 100 / Capital Employed
Amount: In Lakhs (Rs.)

Table-3 Showing Debt-Equity Ratio

Year Total Debt Capital Employed Ratio Unit
2004-05 918.44 443.89 2.07 %
2007-08 1838.54 793.6 2.32 %
2010-11 3729.27 924.76 4.03 %
2013-14 15079.27 5340.85 2.82 %
Source: Annual Reports of Rajkot Dairy
(4) Loan to Capital Employed
Loan to Capital Employed= Total loan(incl.cc) * 100 / Capital Employed
Amount: In Lakhs (Rs.)
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Table-4 Showing Loan to Capital Employed

Year Total loan(incl.cc) Capital Employed Ratio Unit
2004-05 347.58 443.89 78.30 %
2007-08 795.23 793.6 100.21 %
2010-11 1625.07 924.76 175.73 %
2013-14 4157.85 5340.85 77.85 %
Source: Annual Reports of Rajkot Dairy
(5) Fixed Assets Turnover Ratio
Fixed Assets Turnover Ratio= Total Sales \ Net Block Fixed Assets
Amount: In Lakhs (Rs.)
Table-5 Showing Fixed Assets Turnover Ratio
Year Total Sales N.B. Fixed Assets Ratio Unit
2004-05 8718 482.69 18.06 Times
2007-08 16879.02 721.16 23.41 Times
2010-11 30395.51 1789.14 16.99 Times
2013-14 57744.02 8148.20 7.09 Times
Source: Annual Reports of Rajkot Dairy
ANALITICAL DISCUSSION
Show the comparison of last Ten years Financial Performance of Profit & Loss A\c and Balance Sheet.
1. India is basically agriculture country. And animal husbandry and agriculture activities are major Part of
income for country.
2. Table No-1 indicates Gross Profit Ratio of the Dairy since last 10 years. He Ratio is very much higher
(14.89%) in yea r 2004-2005 and it is lower (10.815%) in year 2013-2014. Because of this reducing Many
factors are effecting. Here we can see the different between Sales of last 10 years and Gross Profit of last 10
years.
3. Table No-2 indicates Current Ratio of Dairy. Day by day we can see that the current assets are going to High
and also current liabilities are going to high. So Current Ratio is after every three years going to Low. Ratio of
the Dairy is higher (1.35:1) in 2007-2008 and it is lower (0.79:1) in 2013-2014. In short Value of current assets
are higher than current liabilities.
4. Table No-3 indicates Debt Equity Ratio of Rajkot Dairy. The Ratio is higher (4.03 times) in 2010-2011 And
it is lower (2.07 times) in 2004-2005. Because of this situation an improvement in Debt is very high and value
of Equity is not so change.
5. Table No-4 indicates Loan to Capital employed Ratio of Rajkot Dairy. It is higher (175.73%) in 2010-2011
and it is lower (77.85%) in 2013-2014. It means compare to total loan (Incl.cc) are lower than total Capital
employed. It is also show that total loan (Incl.cc) is going to paid by Dairy as soon as possible from the last 10
years.
6. Table No-5 shown Fixed Assets turnover Ratio is higher (23.41 Times) in the year 2007-2008 and It is
lower (7.09 Times) in 2013-2014. For that the total sales are improve from the last 1o years And also the value
of Net Assets going to high.
7.After and all in this research we see that the Rajkot Dairy is going to get highly growth and
Development from the last 10 years.
8.We founded that at the level of sales, loan , debt, equity, Net assets, all point of view are day by day
Improved and going to get good profitability for Rajkot Dairy.
9.And most important the Rajkot Dairy fulfill its loan (Incl.cc) liability at timely and saved interest. Because
of that market value and goodwill of the dairy is very high.
SUGGESTIONS
After making Analysis focus should be given on the following areas to improve the existing
situation in order to have positive impact on Profitability of Rajkot Dairy in the coming years.
1. The Dairy should concentrate more on the sales turnover.
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2. The Dairy should concentrate more on Share Capital.

3. The Dairy have to more improve in Capital structure regarding Capital employed.
4. The Dairy should balance between Current Assets and Current Liabilities.
5. The Dairy have maintains in loan (Incl.cc) section carefully to improve more profit.
6. Internal Factors such as Policy in the Dairy, regarding support price, tax can be worked upon, so as to
enhance sales and profitability. This would encourage building entrepreneurs in Dairy industry.
7. Bank and financial institution may be encouraged to provide low cost term finance (loan) to the cooperative
milk industry so that an appropriate mix of capital structure can be adopted in order to increase the overall
profitability.
CONCLUSION
The paper finds out that Rajkot Dairy plays an important Role for earning in cooperative sector. It is very
important part of GCMMF. It is helpful and good for economy as credit and the resources are freed up for
Dairies that do have a future. As the sales performance has a direct relationship with increase in sales (the
revenue drivers) there will be an increase in cash. 1. Many improvement showed good timing ability in initial
years like from 2004-2014. 2. Some of which are like a major portion of the Dairy’s net worth is represented
by reserves and surplus, current assets include good amount of closing stock, long term debt capital assumes a
very small portion of total capital etchant most importantly the existing sales, and Net profit are not significant
enough to put positive impact on profitability of the concerned Dairy. 3. The study conducted ratio analysis at
Rajkot District milk Producers’ Union Limited gives a view of analysis evolution of Profitability, Performance,
Liquidity, efficiency, and financial position of the Dairy. Based on the tools used Analysis and Interpretation
have been made giving way for useful and constructive suggestion. 4. Cooperative Industry does conduct
business in highly complex and competitive business environment today. Thus the Ratio analysis of the Dairy is
Satisfactory. 5. Financial problems persisted before and will always be there and if an cooperative milk
producers union. Has to move on, it should prepare itself to tackle such challenges and maintain its
sustainability. 6. The Rajkot Dairy takes some step to decrease the interest and other expenses. The project will
guide to the management to interpret its weakness and problems. This will certainly help the management to
taking financial decision. 7. However more efforts need to be taken to improve the financial position for the
growth of the Rajkot Dairy.

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SMART SENSORS IN IOT AND ITS APPLICATIONS IN VARIOUS FIELDS

1
Dr. Saroj Shankar and 2Digijay
1
Hole Assistant Professor, Modern College Ganeshkhind, Pune
2
Jr. Engeneer in Pune Smart City

ABSTRACT
Sensing the physical phenomena is a key aspect in any Internet of Things application and sensors help exactly
to do the same. Both sensors and actuators are collectively called ‘Transducers’. Transducers are the devices
that convert the energy of one kind into the energy of another kind. A sensor producing an electrical output
when combined with interfacing electronic circuits is known as “Smart Sensor", it is a combination of both
sensor and actuator.

The Smart Sensor Will Have Intelligent Features and Some Electronics That Can Perform
 Data conversion
 Bi-directional Communication
 Take a decision
 Perform Logical operations
Sensor + interfacing circuit = smart sensor
A Smart sensor senses measurand - physical quantity, property or Condition to be measured and Signal
condition and storage unit has Analog to Digital converters which converts the signal into a digitally readable
form and stores in its memory and further processes it like aggregating, error checking, etc., before sending to
microprocessor or microcontroller.
INTRODUCTION
The key features of smart sensors as part of the IoT that differentiate them from traditional sensors are:
 Small size
 Self-validation and self-identification
 Low power requirements
 Self-diagnosis
 Self-calibration
 Connection to the Internet and other devices
The traditional sensor collects information about an object or a situation and translates it into an electrical
signal. It gives feedback of the physical environment, process or substance in a measurable way and signals or
indicates when change in this environment occurs. Traditional sensors in a network of sensors can be divided in
three parts; (1) the sensors, (2) a centralized interface where the data is collected and processed, and (3) an
infrastructure that connects the network, like plugs, sockets and wires.
A network of smart sensors can be divided in two parts; (1) the sensors, and (2) a centralized interface. The
fundamental difference with traditional sensors, is that the microprocessors embedded in the smart sensors
already process the data. Therefore, less data has to be transmitted and the data can immediately be used and
accessed on different devices. The switch to smart sensors entails that the tight coupling between transmission
and processing technologies is removed.
These on-board technologies in smart sensors are used for digital processing, either frequency-to-code or
analog-to-digital conversations, interfacing functions and calculations. Interfacing functions include decision-
making tools like self-adaption, self-diagnostics and self-identification functions, but also to control how long
and when the sensor will be fully awake, to minimize power consumption and to decide when to dump and store
data.
They are often made using CMOS, VLSI technology and may contain MEMS[2] devices leading to lower cost.
They may provide full digital outputs for easier interface or they may provide quasi-digital outputs like pulse-
width modulation. In the machine vision field, a single compact unit that combines the imaging functions and
the complete image processing functions is often called a smart sensor.

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Smart sensors are a crucial element in the phenomenon Internet of Things (IoT). Within such a network,
multiple physical vehicles and devices are embedded with sensors, software and electronics. Data will be
collected and shared for better integration between digital environments and the physical world. The
connectivity between sensors is an important requirement for an IoT innovation to perform
well. Interoperability can therefore be seen as an consequence of connectivity. The sensors work and
complement each other.
Smart Sensors Networks Applications
Here we are discussing eight different applications of smart sensors network
1. Industrial
In industries machines and equipment are monitored and controlled for pressure, temperature, humidity level,
and also for vibrations. A Smart Sensor can monitor all these parameters at one go and also connects to the
network without any other hardware assistance. This helps to maintain machinery and also ensure safety for
employees handling the machinery.
2. Finger Recognition:
A fingerprint sensor scans and captures a digital image of the fingerprint pattern. The image captured is called
livescan. Using that live scan a biometric template will be created and stored for matching.
3. Pattern Recognition:
When the sensor detects the contours of an object, it compares with them and also with models in a reference
image.
4. Telecommunication:
A smart card similar to SIM card, called a Wireless Identity Module (WIM), Using this card e-commerce
transaction can be done with 100 percent security using encryption and digital signature.
5. Smart Dust:
Smart dust is a hypothetical wireless network of tiny microelectromechanical (MEMS) sensors, robots, or
devices, which can detect (for example) light, temperature, or vibration. The devices will eventually be the size
of a grain of sand, or even a dust particle, with each mote having self-contained sensing, computation,
communication, and power.
6. Biomedical Applications:
Many smart sensors for biomedical applications have also been developed by using chip technology .e.g.
biochips Cyto-sensor micro-physio-meter: biological applications of silicon technology.
7. MEMS and Process Control:
MEMS(Micro-Electro-Mechanical Systems) are very small physical systems. MEMS sensors are a combination
of electrical and mechanical components. MEMS uses a modified integrated circuit (computer chip) fabrication
techniques and materials to create these very small mechanical devices.
8. Defence Applications:
Smart cameras can detect objects, perform crowd pattern analysis, secure zone intrusion detection and so on by
using advanced software analytics and report alarms using IP network facilities in them. Smart Sensors are also
used in monitoring EMI fatigue loading, thermal cycling vibration and shock levels, corrosive environments.
Within a digital environment, actions or activities leave a digital trace. Smart sensors measure these activities in
the physical environment and translate this into a digital environment. Therefore, every step within the process
becomes digitally traceable. Whenever a mistake is made somewhere in a production process, this can be
tracked down using these digital traces. As a result, it will be easier to track down inefficiencies within a
production process and simplify process innovations, because one can easier analyze what part of the
production process is inefficient.It is clear that the use of smart sensors can be very beneficial. On the other
hand, it is important to understand the risks. Due to the fact that all the information is digitized, the company is
exposed to cyber attacks. To protect itself from these information breaches, ensuring a secure platform is
crucial.
Smart sensors used in Industries:
Insurance: Traditionally, insurance companies tried to assess the risk of their clients by looking over their
application form, trust their answers and then simply cover it with a monthly premium. However, due to
asymmetric information, it was difficult to accurately determine risk of a certain client. The introduction of

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smart sensors in the insurance industry is disrupting the traditional practice in multiple ways. Smart sensors
generate a large amount of (big) data and affects the business models of insurance companies as follows.
Smart sensors in client’s homes or in wearables help insurance companies to get much more detailed
information. Wearables can for example monitor heart-related metrics, location-based systems like security
technologies, or smart thermostats can generate important data of your house. They can use this information to
improve risk assessment and risk management, reduce asymmetric information, and ultimately reduce costs.
Additionally, if clients agree upon providing this data of sensors in their homes, they can even get a discount on
their premium. This approach of trading information in return for special deals is called bartering and it is one
form of data monetization. Data monetization is the act of exchanging information-based products and services
for legal tender or something of perceived equivalent value. [11] In other words, data monetization is exploiting
opportunities to generate new revenues. Another form of data monetization, which insurers regularly use
nowadays, is selling data to third parties.
Manufacturing:
One of the recent trends in manufacturing is the revolution of Industry 4.0, in which data exchanging and
automation play a crucial role. Traditionally, machines were already able to automate certain small tasks (e.g.
open/close valves). Automation in smart factories go beyond these easy tasks. It increasingly includes complex
optimization decisions that humans typically make.For machines to be able to make human decisions, it is
imperative to get detailed information, and that’s were smart sensors come in.
For manufacturing, efficiency is one of the most important aspects. Smart sensors pull data from assets to which
they are connected and process the data continuously. They can provide detailed real-time information about the
plant and process and reveal performance issues. If this is just a small performance issue, the smart factory can
even solve the problem itself. Smart sensors can predict defects as well, so rather than fixing a problem
afterwards, maintenance workers can prevent it. This all leads to outstanding asset efficiency and reduces
downtime, which is the enemy of every production process.
Smart sensors can also be applied beyond the factory. For example sensors on objects like vehicles or shipping
containers can give detailed information about delivery status. This affects manufacturing, but also the supply
chain as a whole.
Automotive:
The last couple of years, the automotive industry has been challenging their ‘old’ ecosystems. Several new
technologies like smart sensors play a crucial role in this process. Nowadays, these sensors only enable some
small autonomous features like automatic parking services, obstacle detection and emergency braking, which
improves security. Although a lot of companies are focused on technologies that improve cars and work
towards automation, complete disruption of the industry has not yet been reached. Yet, experts expect that
autonomous cars without any human interference will dominate the roads in 10 years.
Smart sensors generate data of the car and their surroundings, connect them into a car network, and translate
this into valuable information which allows the car to see and interpret the world. Basically, the sensor works as
follows. It has to pull physical and environmental data, use that information for calculations, analyze the
outcomes and translate it into action. Sensors in other cars have to be connected into the car network and
communicate with each other.
However, smart sensors in the automotive industry can also be used in a more sustaining way. Car
manufacturers place smart sensors in different parts of the car, which collects and shares information. Drivers
and manufacturers can use this information to transform from scheduled to predictive maintenance. Established
firms have a strong focus on these sustaining innovations, but the risk is that they do not see new entrants
coming and have difficulties to adapt. Therefore, making a distinction between a disruptive and sustaining
innovation is important and brings different implications to managers.
Internet of Things
The Internet of things (IoT) describes physical objects (or groups of such objects) with sensors, processing
ability, software, and other technologies that connect and exchange data with other devices and systems over
the Internet or other communications networks. Internet of things has been considered a misnomer because
devices do not need to be connected to the public internet, they only need to be connected to a network and be
individually addressable.

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The field has evolved due to the convergence of multiple technologies, including ubiquitous
computing, commodity sensors, increasingly powerful embedded systems, and machine learning. Traditional
fields of embedded systems, wireless sensor networks, control
systems, automation (including home and building automation), independently and collectively enable the
Internet of things.[8] In the consumer market, IoT technology is most synonymous with products pertaining to
the concept of the "smart home", including devices and appliances (such as lighting fixtures, thermostats,
home security systems, cameras, and other home appliances) that support one or more common ecosystems, and
can be controlled via devices associated with that ecosystem, such as smartphones and smart speakers. IoT is
also used in healthcare systems.
There are a number of concerns about the risks in the growth of IoT technologies and products, especially in the
areas of privacy and security, and consequently, industry and governmental moves to address these concerns
have begun, including the development of international and local standards, guidelines, and regulatory
frameworks.
Applications :The extensive set of applications for IoT devices is often divided into consumer, commercial,
industrial, and infrastructure spaces.
Consumer applications:
A growing portion of IoT devices are created for consumer use, including connected vehicles, home
automation, wearable technology, connected health, and appliances with remote monitoring capabilities.
Smart home
IoT devices are a part of the larger concept of home automation, which can include lighting, heating and air
conditioning, media and security systems and camera systems. Long-term benefits could include energy savings
by automatically ensuring lights and electronics are turned off or by making the residents in the home aware of
usage.
A smart home or automated home could be based on a platform or hubs that control smart devices and
appliances. For instance, using Apple's HomeKit, manufacturers can have their home products and accessories
controlled by an application in iOS devices such as the iPhone and the Apple Watch.This could be a dedicated
app or iOS native applications such as Siri. This can be demonstrated in the case of Lenovo's Smart Home
Essentials, which is a line of smart home devices that are controlled through Apple's Home app or Siri without
the need for a Wi-Fi bridge.There are also dedicated smart home hubs that are offered as standalone platforms
to connect different smart home products and these include the Amazon Echo, Google Home,
Apple's HomePod, and Samsung's SmartThings Hub. In addition to the commercial systems, there are many
non-proprietary, open source ecosystems; including Home Assistant, OpenHAB and Domoticz.
Elder care
One key application of a smart home is to provide assistance to elderly individuals and to those with disabilities.
These home systems use assistive technology to accommodate an owner's specific disabilities. Voice
control can assist users with sight and mobility limitations while alert systems can be connected directly
to cochlear implants worn by hearing-impaired users.They can also be equipped with additional safety features.
These features can include sensors that monitor for medical emergencies such as falls or seizures. Smart home
technology applied in this way can provide users with more freedom and a higher quality of life.
The term "Enterprise IoT" refers to devices used in business and corporate settings. By 2019, it is estimated that
the EIoT will account for 9.1 billion devices.
ORGANIZATIONAL APPLICATIONS
Medical and Healthcare
The Internet of Medical Things (IoMT) is an application of the IoT for medical and health related purposes,
data collection and analysis for research, and monitoring.The IoMT has been referenced as "Smart
Healthcare",as the technology for creating a digitized healthcare system, connecting available medical resources
and healthcare services.
IoT devices can be used to enable remote health monitoring and emergency notification systems. These health
monitoring devices can range from blood pressure and heart rate monitors to advanced devices capable of
monitoring specialized implants, such as pacemakers, Fitbit electronic wristbands, or advanced hearing
aids. Some hospitals have begun implementing "smart beds" that can detect when they are occupied and when a
patient is attempting to get up. It can also adjust itself to ensure appropriate pressure and support is applied to

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the patient without the manual interaction of nurses. A 2015 Goldman Sachs report indicated that healthcare IoT
devices "can save the United States more than $300 billion in annual healthcare expenditures by increasing
revenue and decreasing cost." Moreover, the use of mobile devices to support medical follow-up led to the
creation of 'm-health', used analyzed health statistics."
Specialized sensors can also be equipped within living spaces to monitor the health and general well-being of
senior citizens, while also ensuring that proper treatment is being administered and assisting people to regain
lost mobility via therapy as well.These sensors create a network of intelligent sensors that are able to collect,
process, transfer, and analyze valuable information in different environments, such as connecting in-home
monitoring devices to hospital-based systems.Other consumer devices to encourage healthy living, such as
connected scales or wearable heart monitors, are also a possibility with the IoT. End-to-end health monitoring
IoT platforms are also available for antenatal and chronic patients, helping one manage health vitals and
recurring medication requirements.
Advances in plastic and fabric electronics fabrication methods have enabled ultra-low cost, use-and-
throw IoMT sensors. These sensors, along with the required RFID electronics, can be fabricated on paper or e-
textiles for wireless powered disposable sensing devices.Applications have been established for point-of-care
medical diagnostics, where portability and low system-complexity is essential.
As of 2018 IoMT was not only being applied in the clinical laboratory industry, but also in the healthcare and
health insurance industries. IoMT in the healthcare industry is now permitting doctors, patients, and others, such
as guardians of patients, nurses, families, and similar, to be part of a system, where patient records are saved in
a database, allowing doctors and the rest of the medical staff to have access to patient information. Moreover,
IoT-based systems are patient-centered, which involves being flexible to the patient's medical conditions. IoMT
in the insurance industry provides access to better and new types of dynamic information. This includes sensor-
based solutions such as biosensors, wearables, connected health devices, and mobile apps to track customer
behavior. This can lead to more accurate underwriting and new pricing models.
The application of the IoT in healthcare plays a fundamental role in managing chronic diseases and in disease
prevention and control. Remote monitoring is made possible through the connection of powerful wireless
solutions. The connectivity enables health practitioners to capture patient's data and applying complex
algorithms in health data analysis.
Transportation
Digital variable speed-limit sign
The IoT can assist in the integration of communications, control, and information processing across
various transportation systems. Application of the IoT extends to all aspects of transportation systems (i.e. the
vehicle, the infrastructure, and the driver or user). Dynamic interaction between these components of a transport
system enables inter- and intra-vehicular communication, smart traffic control, smart parking, electronic toll
collection systems, logistics and fleet management, vehicle control, safety, and road assistance.
V2X communications:
In vehicular communication systems, vehicle-to-everything communication (V2X), consists of three main
components: vehicle to vehicle communication (V2V), vehicle to infrastructure communication (V2I) and
vehicle to pedestrian communications (V2P). V2X is the first step to autonomous driving and connected road
infrastructure.
Building and home automation
IoT devices can be used to monitor and control the mechanical, electrical and electronic systems used in various
types of buildings (e.g., public and private, industrial, institutions, or residential) in home
automation and building automation systems. In this context, three main areas are being covered in literature:
 The integration of the Internet with building energy management systems in order to create energy-efficient
and IOT-driven "smart buildings".
 The possible means of real-time monitoring for reducing energy consumption and monitoring occupant
behaviors.
 The integration of smart devices in the built environment and how they might be used in future applications.

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Industrial application:Industrial internet of things

Also known as IIoT, industrial IoT devices acquire and analyze data from connected equipment, operational
technology (OT), locations, and people. Combined with operational technology (OT) monitoring devices, IIoT
helps regulate and monitor industrial systems. Also, the same implementation can be carried out for automated
record updates of asset placement in industrial storage units as the size of the assets can vary from a small screw
to the whole motor spare part, and misplacement of such assets can cause a percentile loss of manpower time
and money.
Manufacturing
The IoT can connect various manufacturing devices equipped with sensing, identification, processing,
communication, actuation, and networking capabilities. Network control and management of manufacturing
equipment, asset and situation management, or manufacturing process control allow IoT to be used for
industrial applications and smart manufacturing. IoT intelligent systems enable rapid manufacturing and
optimization of new products, and rapid response to product demands.
Digital control systems to automate process controls, operator tools and service information systems to optimize
plant safety and security are within the purview of the IIoT. IoT can also be applied to asset management
via predictive maintenance, statistical evaluation, and measurements to maximize reliability. Industrial
management systems can be integrated with smart grids, enabling energy optimization. Measurements,
automated controls, plant optimization, health and safety management, and other functions are provided by
networked sensors.
In addition to general manufacturing, IoT is also used for processes in the industrialization of construction.
Agriculture
There are numerous IoT applications in farming such as collecting data on temperature, rainfall, humidity, wind
speed, pest infestation, and soil content. This data can be used to automate farming techniques, take informed
decisions to improve quality and quantity, minimize risk and waste, and reduce the effort required to manage
crops. For example, farmers can now monitor soil temperature and moisture from afar, and even apply IoT-
acquired data to precision fertilization programs.The overall goal is that data from sensors, coupled with the
farmer's knowledge and intuition about his or her farm, can help increase farm productivity, and also help
reduce costs.
In August 2018, Toyota Tsusho began a partnership with Microsoft to create fish farming tools using
the Microsoft Azure application suite for IoT technologies related to water management. Developed in part by
researchers from Kindai University, the water pump mechanisms use artificial intelligence to count the number
of fish on a conveyor belt, analyze the number of fish, and deduce the effectiveness of water flow from the data
the fish provide.The FarmBeats project from Microsoft Research that uses TV white space to connect farms is
also a part of the Azure Marketplace now.
Maritime
IoT devices are in use monitoring the environments and systems of boats and yachts. Many pleasure boats are
left unattended for days in summer, and months in winter so such devices provide valuable early alerts of boat
flooding, fire, and deep discharge of batteries. The use of global internet data networks such as Sigfox,
combined with long-life batteries, and microelectronics allows the engine rooms, bilge, and batteries to be
constantly monitored and reported to a connected Android & Apple applications for example.
Infrastructure applications
Monitoring and controlling operations of sustainable urban and rural infrastructures like bridges, railway tracks
and on- and offshore wind-farms is a key application of the IoT.The IoT infrastructure can be used for
monitoring any events or changes in structural conditions that can compromise safety and increase risk. The IoT
can benefit the construction industry by cost-saving, time reduction, better quality workday, paperless workflow
and increase in productivity. It can help in taking faster decisions and save money with Real-Time Data
Analytics. It can also be used for scheduling repair and maintenance activities in an efficient manner, by
coordinating tasks between different service providers and users of these facilities. IoT devices can also be used
to control critical infrastructure like bridges to provide access to ships. Usage of IoT devices for monitoring and
operating infrastructure is likely to improve incident management and emergency response coordination,
and quality of service, up-times and reduce costs of operation in all infrastructure related areas. Even areas such
as waste management can benefit from automation and optimization that could be brought in by the IoT.

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Metropolitan scale deployments

There are several planned or ongoing large-scale deployments of the IoT, to enable better management of cities
and systems. For example, Songdo, South Korea, the first of its kind fully equipped and wired smart city, is
gradually being built, with approximately 70 percent of the business district completed as of June 2018. Much
of the city is planned to be wired and automated, with little or no human intervention.
Another application is currently undergoing a project in Santander, Spain. For this deployment, two approaches
have been adopted. This city of 180,000 inhabitants has already seen 18,000 downloads of its city smartphone
app. The app is connected to 10,000 sensors that enable services like parking search, environmental monitoring,
digital city agenda, and more. City context information is used in this deployment so as to benefit merchants
through a spark deals mechanism based on city behavior that aims at maximizing the impact of each
notification.
Other examples of large-scale deployments underway include the Sino-Singapore Guangzhou Knowledge
City; work on improving air and water quality, reducing noise pollution, and increasing transportation
efficiency in San Jose, California, and smart traffic management in western Singapore. Using its RPMA
(Random Phase Multiple Access) technology, San Diego-based Ingenu has built a nationwide public networkfor
low-bandwidth data transmissions using the same unlicensed 2.4 gigahertz spectrum as Wi-Fi. Ingenu's
"Machine Network" covers more than a third of the US population across 35 major cities including San Diego
and Dallas. French company, Sigfox, commenced building an Ultra Narrowband wireless data network in
the San Francisco Bay Area in 2014, the first business to achieve such a deployment in the U.S.It subsequently
announced it would set up a total of 4000 base stations to cover a total of 30 cities in the U.S. by the end of
2016, making it the largest IoT network coverage provider in the country thus far. Cisco also participates in
smart cities projects. Cisco has started deploying technologies for Smart Wi-Fi, Smart Safety & Security, Smart
Lighting, Smart Parking, Smart Transports, Smart Bus Stops, Smart Kiosks, Remote Expert for Government
Services (REGS) and Smart Education in the five km area in the city of Vijaywada, India.
Another example of a large deployment is the one completed by New York Waterways in New York City to
connect all the city's vessels and be able to monitor them live 24/7. The network was designed and engineered
by Fluidmesh Networks, a Chicago-based company developing wireless networks for critical applications. The
NYWW network is currently providing coverage on the Hudson River, East River, and Upper New York Bay.
With the wireless network in place, NY Waterway is able to take control of its fleet and passengers in a way
that was not previously possible. New applications can include security, energy and fleet management, digital
signage, public Wi-Fi, paperless ticketing and others.
Energy management
Significant numbers of energy-consuming devices (e.g. lamps, household appliances, motors, pumps, etc.)
already integrate Internet connectivity, which can allow them to communicate with utilities not only to
balance power generation but also helps optimize the energy consumption as a whole. These devices allow for
remote control by users, or central management via a cloud-based interface, and enable functions like
scheduling (e.g., remotely powering on or off heating systems, controlling ovens, changing lighting conditions
etc.). The smart grid is a utility-side IoT application; systems gather and act on energy and power-related
information to improve the efficiency of the production and distribution of electricity.Using advanced metering
infrastructure (AMI) Internet-connected devices, electric utilities not only collect data from end-users, but also
manage distribution automation devices like transformers.
Environmental monitoring
Environmental monitoring applications of the IoT typically use sensors to assist in environmental protectionby
monitoring air or water quality,atmospheric or soil conditions, and can even include areas like monitoring
the movements of wildlife and their habitats. Development of resource-constrained devices connected to the
Internet also means that other applications like earthquake or tsunami early-warning systems can also be used
by emergency services to provide more effective aid. IoT devices in this application typically span a large
geographic area and can also be mobile. It has been argued that the standardization that IoT brings to wireless
sensing will revolutionize this area.
Living Lab
Another example of integrating the IoT is Living Lab which integrates and combines research and innovation
processes, establishing within a public-private-people-partnership.There are currently 320 Living Labs that use
the IoT to collaborate and share knowledge between stakeholders to co-create innovative and technological
products. For companies to implement and develop IoT services for smart cities, they need to have incentives.
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The governments play key roles in smart city projects as changes in policies will help cities to implement the
IoT which provides effectiveness, efficiency, and accuracy of the resources that are being used. For instance,
the government provides tax incentives and cheap rent, improves public transports, and offers an environment
where start-up companies, creative industries, and multinationals may co-create, share a common infrastructure
and labor markets, and take advantage of locally embedded technologies, production process, and transaction
costs. The relationship between the technology developers and governments who manage the city's assets, is
key to provide open access to resources to users in an efficient way.
Military applications Internet of Military Things
The Internet of Military Things (IoMT) is the application of IoT technologies in the military domain for the
purposes of reconnaissance, surveillance, and other combat-related objectives. It is heavily influenced by the
future prospects of warfare in an urban environment and involves the use of sensors, munitions, vehicles,
robots, human-wearable biometrics, and other smart technology that is relevant on the battlefield.
Internet of Battlefield Things
The Internet of Battlefield Things (IoBT) is a project initiated and executed by the U.S. Army Research
Laboratory (ARL) that focuses on the basic science related to the IoT that enhance the capabilities of Army
soldiers.In 2017, ARL launched the Internet of Battlefield Things Collaborative Research Alliance (IoBT-
CRA), establishing a working collaboration between industry, university, and Army researchers to advance the
theoretical foundations of IoT technologies and their applications to Army operations.
Ocean of Things
The Ocean of Things project is a DARPA-led program designed to establish an Internet of things across large
ocean areas for the purposes of collecting, monitoring, and analyzing environmental and vessel activity data.
The project entails the deployment of about 50,000 floats that house a passive sensor suite that autonomously
detect and track military and commercial vessels as part of a cloud-based network.
Product digitalization
There are several applications of smart or active packaging in which a QR code or NFC tag is affixed on a
product or its packaging. The tag itself is passive, however, it contains a unique identifier (typically a URL)
which enables a user to access digital content about the product via a smartphone. Strictly speaking, such
passive items are not part of the Internet of things, but they can be seen as enablers of digital interactions. The
term "Internet of Packaging" has been coined to describe applications in which unique identifiers are used, to
automate supply chains, and are scanned on large scale by consumers to access digital content. Authentication
of the unique identifiers, and thereby of the product itself, is possible via a copy-sensitive digital
watermark or copy detection pattern for scanning when scanning a QR code,while NFC tags can encrypt
communication.
Trends and Charecteristics:
The IoT's major significant trend in recent years is the explosive growth of devices connected and controlled by
the Internet. The wide range of applications for IoT technology mean that the specifics can be very different
from one device to the next but there are basic characteristics shared by most.
The IoT creates opportunities for more direct integration of the physical world into computer-based systems,
resulting in efficiency improvements, economic benefits, and reduced human exertions.
The number of IoT devices increased 31% year-over-year to 8.4 billion in the year 2017and it is estimated that
there will be 30 billion devices by 2020. The global market value of the IoT is projected to reach $7.1 trillion by
2020.
INTELLIGENCE
Ambient intelligence and autonomous control are not part of the original concept of the Internet of things.
Ambient intelligence and autonomous control do not necessarily require Internet structures, either. However,
there is a shift in research (by companies such as Intel) to integrate the concepts of the IoT and autonomous
control, with initial outcomes towards this direction considering objects as the driving force for autonomous
IoT.A promising approach in this context is deep reinforcement learning where most of IoT systems provide a
dynamic and interactive environment. Training an agent (i.e., IoT device) to behave smartly in such an
environment cannot be addressed by conventional machine learning algorithms such as supervised learning. By
reinforcement learning approach, a learning agent can sense the environment's state (e.g., sensing home
temperature), perform actions (e.g., turn HVAC on or off) and learn through the maximizing accumulated
rewards it receives in long term.
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IoT intelligence can be offered at three levels: IoT devices, Edge/Fog nodes, and Cloud computing.The need for
intelligent control and decision at each level depends on the time sensitiveness of the IoT application. For
example, an autonomous vehicle's camera needs to make real-time obstacle detection to avoid an accident. This
fast decision making would not be possible through transferring data from the vehicle to cloud instances and
return the predictions back to the vehicle. Instead, all the operation should be performed locally in the vehicle.
Integrating advanced machine learning algorithms including deep learning into IoT devices is an active research
area to make smart objects closer to reality. Moreover, it is possible to get the most value out of IoT
deployments through analyzing IoT data, extracting hidden information, and predicting control decisions. A
wide variety of machine learning techniques have been used in IoT domain ranging from traditional methods
such as regression, support vector machine, and random forest to advanced ones such as convolutional neural
networks, LSTM, and variational autoencoder.
In the future, the Internet of things may be a non-deterministic and open network in which auto-organized or
intelligent entities (web services, SOA components) and virtual objects (avatars) will be interoperable and able
to act independently (pursuing their own objectives or shared ones) depending on the context, circumstances or
environments. Autonomous behavior through the collection and reasoning of context information as well as the
object's ability to detect changes in the environment (faults affecting sensors) and introduce suitable mitigation
measures constitutes a major research trend, clearly needed to provide credibility to the IoT technology. Modern
IoT products and solutions in the marketplace use a variety of different technologies to support such context-
aware automation, but more sophisticated forms of intelligence are requested to permit sensor units and
intelligent cyber-physical systems to be deployed in real environments.
Architecture
IoT system architecture, in its simplistic view, consists of three tiers: Tier 1: Devices, Tier 2: the Edge Gateway,
and Tier 3: the Cloud.Devices include networked things, such as the sensors and actuators found in IoT
equipment, particularly those that use protocols such as Modbus, Bluetooth, Zigbee, or proprietary protocols, to
connect to an Edge Gateway. The Edge Gateway layer consists of sensor data aggregation systems called Edge
Gateways that provide functionality, such as pre-processing of the data, securing connectivity to cloud, using
systems such as WebSockets, the event hub, and, even in some cases, edge analytics or fog computing.Edge
Gateway layer is also required to give a common view of the devices to the upper layers to facilitate in easier
management. The final tier includes the cloud application built for IoT using the microservices architecture,
which are usually polyglot and inherently secure in nature using HTTPS/OAuth. It includes
various database systems that store sensor data, such as time series databases or asset stores using backend data
storage systems (e.g. Cassandra, PostgreSQL). The cloud tier in most cloud-based IoT system features event
queuing and messaging system that handles communication that transpires in all tiers. Some experts classified
the three-tiers in the IoT system as edge, platform, and enterprise and these are connected by proximity
network, access network, and service network, respectively.
Building on the Internet of things, the web of things is an architecture for the application layer of the Internet of
things looking at the convergence of data from IoT devices into Web applications to create innovative use-
cases. In order to program and control the flow of information in the Internet of things, a predicted architectural
direction is being called BPM Everywhere which is a blending of traditional process management with process
mining and special capabilities to automate the control of large numbers of coordinated devices.
Network architecture
The Internet of things requires huge scalability in the network space to handle the surge of devices. IETF
6LoWPAN would be used to connect devices to IP networks. With billions of devices being added to the
Internet space, IPv6 will play a major role in handling the network layer scalability. IETF's Constrained
Application Protocol, ZeroMQ, and MQTT would provide lightweight data transport.
Fog computing is a viable alternative to prevent such a large burst of data flow through the Internet. The edge
devices' computation power to analyse and process data is extremely limited. Limited processing power is a key
attribute of IoT devices as their purpose is to supply data about physical objects while remaining autonomous.
Heavy processing requirements use more battery power harming IoT's ability to operate. Scalability is easy
because IoT devices simply supply data through the internet to a server with sufficient processing power.
Decentralized IoT
Decentralized Internet of things, or decentralized IoT, is a modified IoT. It utilizes Fog Computing to handle
and balance requests of connected IoT devices in order to reduce loading on the cloud servers, and improve

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responsiveness for latency-sensitive IoT applications like vital signs monitoring of patients, vehicle-to-vehicle
communication of autonomous driving, and critical failure detection of industrial devices.
Conventional IoT is connected via a mesh network and led by a major head node (centralized controller).The
head node decides how a data is created, stored, and transmitted. In contrast, decentralized IoT attempts to
divide IoT systems into smaller divisions. The head node authorizes partial decision making power to lower
level sub-nodes under mutual agreed policy.Performance is improved, especially for huge IoT systems with
millions of nodes.
Decentralized IoT attempts to address the limited bandwidth and hashing capacity of battery-powered or
wireless IoT devices via lightweight blockchain.
Cyberattack identification can be done through early detection and mitigation at the edge nodes with traffic
monitoring and evaluation.
Complexity
In semi-open or closed loops (i.e. value chains, whenever a global finality can be settled) the IoT will often be
considered and studied as a complex systemdue to the huge number of different links, interactions between
autonomous actors, and its capacity to integrate new actors. At the overall stage (full open loop) it will likely be
seen as a chaotic environment (since systems always have finality). As a practical approach, not all elements in
the Internet of things run in a global, public space. Subsystems are often implemented to mitigate the risks of
privacy, control and reliability. For example, domestic robotics (domotics) running inside a smart home might
only share data within and be available via a local network. Managing and controlling a high dynamic ad hoc
IoT things/devices network is a tough task with the traditional networks architecture, Software Defined
Networking (SDN) provides the agile dynamic solution that can cope with the special requirements of the
diversity of innovative IoT applications.
Size considerations
The Internet of things would encode 50 to 100 trillion objects, and be able to follow the movement of those
objects. Human beings in surveyed urban environments are each surrounded by 1000 to 5000 trackable
objects.In 2015 there were already 83 million smart devices in people's homes. This number is expected to grow
to 193 million devices by 2020.
The figure of online capable devices grew 31% from 2016 to 2017 to reach 8.4 billion.
Space considerations
In the Internet of things, the precise geographic location of a thing—and also the precise geographic dimensions
of a thing—will be critical.Therefore, facts about a thing, such as its location in time and space, have been less
critical to track because the person processing the information can decide whether or not that information was
important to the action being taken, and if so, add the missing information (or decide to not take the action).
(Note that some things in the Internet of things will be sensors, and sensor location is usually important.
The GeoWeb and Digital Earth are promising applications that become possible when things can become
organized and connected by location. However, the challenges that remain include the constraints of variable
spatial scales, the need to handle massive amounts of data, and an indexing for fast search and neighbour
operations. In the Internet of things, if things are able to take actions on their own initiative, this human-centric
mediation role is eliminated. Thus, the time-space context that we as humans take for granted must be given a
central role in this information ecosystem. Just as standards play a key role in the Internet and the Web, geo-
spatial standards will play a key role in the Internet of things.
A solution to "basket of remotes"
Many IoT devices have the potential to take a piece of this market. Jean-Louis Gassée (Apple initial alumni
team, and BeOS co-founder) has addressed this topic in an article on Monday Note,where he predicts that the
most likely problem will be what he calls the "basket of remotes" problem, where we'll have hundreds of
applications to interface with hundreds of devices that don't share protocols for speaking with one another. For
improved user interaction, some technology leaders are joining forces to create standards for communication
between devices to solve this problem. Others are turning to the concept of predictive interaction of devices,
"where collected data is used to predict and trigger actions on the specific devices" while making them work
together.
Social Internet of things
Social Internet of things (SIoT) is a new kind of IoT that focuses the importance of social interaction and
relationship between IoT devices. SIoT is a pattern of how cross-domain IoT devices enabling application to
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application communication and collaboration without human intervention in order to serve their owners with
autonomous services, and this only can be realized when gained low-level architecture support from both IoT
software and hardware engineering.
Social Network for IOT Devices (Not Human)
IoT defines a device with an identity like a citizen in a community, and connect them to the internet to provide
services to its users.SIoT defines a social network for IoT devices only to interact with each other for different
goals that to serve human.
How SIOT different from IOT?
SIoT is different from the original IoT in terms of the collaboration characteristics. IoT is passive, it was set to
serve for dedicated purposes with existing IoT devices in predetermined system. SIoT is active, it was
programmed and managed by AI to serve for unplanned purposes with mix and match of potential IoT devices
from different systems that benefit its users.
How SIOT Works?
IoT devices built-in with sociability will broadcast their abilities or functionalities, and at the same time
discovers, navigates and groups with other IoT devices in the same or nearby network for useful service
compositions in order to help its users proactively in every day's life especially during emergency.
Social IOT Examples
1. IoT-based smart home technology monitors health data of patients or aging adults by analyzing their
physiological parameters and prompt the nearby health facilities when emergency medical services
needed.In case emergency, automatically, ambulance of a nearest available hospital will be called with
pickup location provided, ward assigned, patient's health data will be transmitted to the emergency
department, and display on the doctor's computer immediately for further action.
2. IoT sensors on the vehicles, road and traffic lights monitor the conditions of the vehicles and drivers and
alert when attention needed and also coordinate themselves automatically to ensure autonomous driving is
working normally. Unfortunately if an accident happens, IoT camera will inform the nearest hospital and
police station for help.
Social IOT Challenges
1. Internet of things is multifaceted and complicated.One of the main factors that hindering people from
adopting and use Internet of things (IoT) based products and services is its complexity. Installation and
setup is a challenge to people, therefore, there is a need for IoT devices to mix match and configure
themselves automatically to provide different services at different situation.
2. System security always a concern for any technology, and it is more crucial for SIoT as not only security of
oneself need to be considered but also the mutual trust mechanism between collaborative IoT devices from
time to time, from place to place.
3. Another critical challenge for SIoT is the accuracy and reliability of the sensors. At most of the
circumstances, IoT sensors would need to respond in nanoseconds to avoid accidents, injury, and loss of
life.
Enabling Technologies for IOT:
There are many technologies that enable the IoT. Crucial to the field is the network used to communicate
between devices of an IoT installation, a role that several wireless or wired technologies may fulfill:
Addressability
The original idea of the Auto-ID Center is based on RFID-tags and distinct identification through the Electronic
Product Code. This has evolved into objects having an IP address or URI.An alternative view, from the world of
the Semantic Web focuses instead on making all things (not just those electronic, smart, or RFID-enabled)
addressable by the existing naming protocols, such as URI. The objects themselves do not converse, but they
may now be referred to by other agents, such as powerful centralised servers acting for their human
owners.Integration with the Internet implies that devices will use an IP address as a distinct identifier. Due to
the limited address space of IPv4 (which allows for 4.3 billion different addresses), objects in the IoT will have
to use the next generation of the Internet protocol (IPv6) to scale to the extremely large address space
required. Internet-of-things devices additionally will benefit from the stateless address auto-configuration
present in IPv6, as it reduces the configuration overhead on the hosts, and the IETF 6LoWPAN header
compression. To a large extent, the future of the Internet of things will not be possible without the support of

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IPv6; and consequently, the global adoption of IPv6 in the coming years will be critical for the successful
development of the IoT in the future.
Application Layer
 ADRC defines an application layer protocol and supporting framework for implementing IoT applications.
Short-range wireless
 Bluetooth mesh networking – Specification providing a mesh networking variant to Bluetooth low
energy (BLE) with an increased number of nodes and standardized application layer (Models).
 Light-Fidelity (Li-Fi) – Wireless communication technology similar to the Wi-Fi standard, but using visible
light communication for increased bandwidth.
 Near-field communication (NFC) – Communication protocols enabling two electronic devices to
communicate within a 4 cm range.
 Radio-frequency identification (RFID) – Technology using electromagnetic fields to read data stored in tags
embedded in other items.
 Wi-Fi – Technology for local area networking based on the IEEE 802.11 standard, where devices may
communicate through a shared access point or directly between individual devices.
 ZigBee – Communication protocols for personal area networking based on the IEEE 802.15.4 standard,
providing low power consumption, low data rate, low cost, and high throughput.
 Z-Wave – Wireless communications protocol used primarily for home automation and security applications
Medium-range wireless
 LTE-Advanced – High-speed communication specification for mobile networks. Provides enhancements to
the LTE standard with extended coverage, higher throughput, and lower latency.
 5G - 5G wireless networks can be used to achieve the high communication requirements of the IoT and
connect a large number of IoT devices, even when they are on the move.
Long-range wireless
 Low-power wide-area networking (LPWAN) – Wireless networks designed to allow long-range
communication at a low data rate, reducing power and cost for transmission. Available LPWAN
technologies and protocols: LoRaWan, Sigfox, NB-IoT, Weightless, RPMA.
 Very small aperture terminal (VSAT) – Satellite communication technology using small dish
antennas for narrowband and broadband data.
Wired
 Ethernet – General purpose networking standard using twisted pair and fiber optic links in conjunction
with hubs or switches.
 Power-line communication (PLC) – Communication technology using electrical wiring to carry power and
data. Specifications such as HomePlug or G.hn utilize PLC for networking IoT devices.
Policies and Civic Engagement:
Some scholars and activists argue that the IoT can be used to create new models of civic engagement if device
networks can be open to user control and inter-operable platforms. Philip N. Howard, a professor and author,
writes that political life in both democracies and authoritarian regimes will be shaped by the way the IoT will be
used for civic engagement. For that to happen, he argues that any connected device should be able to divulge a
list of the "ultimate beneficiaries" of its sensor data and that individual citizens should be able to add new
organisations to the beneficiary list. In addition, he argues that civil society groups need to start developing their
IoT strategy for making use of data and engaging with the public. ]
Government resolution and IOT:
One of the key drivers of the IoT is data. The success of the idea of connecting devices to make them more
efficient is dependent upon access to and storage & processing of data. For this purpose, companies working on
the IoT collect data from multiple sources and store it in their cloud network for further processing. This leaves
the door wide open for privacy and security dangers and single point vulnerability of multiple systems.The other
issues pertain to consumer choice and ownership of dataand how it is used. Though still in their infancy,
regulations and governance regarding these issues of privacy, security, and data ownership continue to
develop.IoT regulation depends on the country. Some examples of legislation that is relevant to privacy and

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data collection are: the US Privacy Act of 1974, OECD Guidelines on the Protection of Privacy and
Transborder Flows of Personal Data of 1980, and the EU Directive 95/46/EC of 1995.
Current regulatory environment:
A report published by the Federal Trade Commission (FTC) in January 2015 made the following three
recommendations:
 Data security – At the time of designing IoT companies should ensure that data collection, storage and
processing would be secure at all times. Companies should adopt a "defense in depth" approach and encrypt
data at each stage.
 Data consent – users should have a choice as to what data they share with IoT companies and the users must
be informed if their data gets exposed.
 Data minimisation – IoT companies should collect only the data they need and retain the collected
information only for a limited time.
However, the FTC stopped at just making recommendations for now. According to an FTC analysis, the
existing framework, consisting of the FTC Act, the Fair Credit Reporting Act, and the Children's Online Privacy
Protection Act, along with developing consumer education and business guidance, participation in multi-
stakeholder efforts and advocacy to other agencies at the federal, state and local level, is sufficient to protect
consumer rights.
A resolution passed by the Senate in March 2015, is already being considered by the Congress. ]This resolution
recognized the need for formulating a National Policy on IoT and the matter of privacy, security and spectrum.
Furthermore, to provide an impetus to the IoT ecosystem, in March 2016, a bipartisan group of four Senators
proposed a bill, The Developing Innovation and Growing the Internet of Things (DIGIT) Act, to direct
the Federal Communications Commission to assess the need for more spectrum to connect IoT devices.
Approved on 28 September 2018, Senate Bill No. 327goes into effect on 1 January 2020. The bill requires "a
manufacturer of a connected device, as those terms are defined, to equip the device with a reasonable security
feature or features that are appropriate to the nature and function of the device, appropriate to the information it
may collect, contain, or transmit, and designed to protect the device and any information contained therein from
unauthorized access, destruction, use, modification, or disclosure,"
Several standards for the IoT industry are actually being established relating to automobiles because most
concerns arising from use of connected cars apply to healthcare devices as well. In fact, the National Highway
Traffic Safety Administration (NHTSA) is preparing cybersecurity guidelines and a database of best practices to
make automotive computer systems more secure.
A recent report from the World Bank examines the challenges and opportunities in government adoption
of IOT. These include –
 Still early days for the IoT in government
 Underdeveloped policy and regulatory frameworks
 Unclear business models, despite strong value proposition
 Clear institutional and capacity gap in government AND the private sector
 Inconsistent data valuation and management
 Infrastructure a major barrier
 Government as an enabler
 Most successful pilots share common characteristics (public-private partnership, local, leadership)
In early December 2021, the U.K. government introduced the Product Security and Telecommunications
Infrastructure bill (PST), an effort to legislate IoT distributors, manufacturers, and importers to meet
certain cyber security standards. The bill also seeks to improve the security credentials of consumer IoT
devices.
Result: At very vast level the IOT applications are going to be implemented in coming years all over the world.
It will change the world scenario. Many things become automated. Also atomization will create new
opportunities for startup companies, new job opportunities ,new entrepreneurs will come up.
REFERENCES
1. Websearch
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2.Wikipedia : Smart Sensors and IOT

3.Book : Smart sensors and IOT:
4.Smart Sensor Networks: Technologies and Applications for Green Growth:2009 BY :OECD

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EFFECT OF CELEBRITY ENDORSEMENTS ON BRAND IMAGE DURING COVID-19 PANDEMIC

1
Rajiv Jain, 2Prof. (Dr.) Vishal Kumar and 3Dr. Ranbir Singh
1
Research Scholar, Maharaja Agrasen University, Baddi, Kalujhanda Brotiwala Dist. Solan
2
Principal, Sri Aurobindo College of Commerce and Management, Ludhiana., Former Dean Research, Director
- School of Management, Maharaja Agrasen University
3
Assistant Professor, (Management), Himachal Pradesh University College of Business Studies, Shimla-4

ABSTRACT
Celebrity endorsement (CE) has been a hit as one of the marketing communications gear and has attained such
reputation. Doubting the influencing power and its impact on the audience clearly out mine the philosophy.
During last two crucial years, most of the endorsement is being done by celebrity. Celebrity endorsements come
with some inherent risks. Extant literature and numerousstudies works now no longer support. Organizations
are confronted with the aid of usingenticing Celebrities to recommend the brand. It is thoughtthat
duringeachundertaking there are few demanding situationswhich can be set to militate against some true
intentions or goals that missionwould possibly have. This paper therefore, is on findings from a
studieschallenge that meditated upon the demanding situations of Celebrity endorsement (CE) and the waythey
have got affected diffusion. Limitations and associated risk of using celebrities is also being discussed.
Keyword: Celebrity endorsement, Diffusion

INTRODUCTION
If India had been an event, celebrities will be the ones who make the maximum heads turn. So it’s no wonder
that celebrities preserve to play matchmaker among consumers and sellers. Association of a product emblem
with a movie star now no longer handiest generates a better emblem remember however additionally will
increase the credibility of the product. Celebrity emblem ambassadors upload fee to the product’s emblem
picture and positioning through influencing patron buy decisions, developing awareness, attracting capability
clients and growing the likeability of the related emblem.
Celebrity Endorsement
Celebrity endorsement has emerged as one of the well- known and worthwhile advertising communications tool
in current times. Companies spend big sums of cash to settlement celebrities to certify or advise their services
and products simply to decorate their image, credibility, acceptability, and attractiveness.
According to Katyal (2007), marketers spend massive quantities of cash on superstar endorsement primarily
based totally at the notion that celebrities may be powerful interface for companies. Edrogan, Baker, and Tagg
(2001), and Mistry (2006), suggested that televised advertisements characteristic celebrities contributes to the
level of about 25% in USA, 57% in Korea (Choi, Lee and Kim, 2005); and 70% in Japan (Money, Shimps and
Sakano,2006). Also, in Germany, about 12% of all marketing and marketing campaigns appoint those endorsers
(Ipsos Response, 2008).
According to Erfgen, 2011, 40% of the youth-merchandise commercial featured at the least one movie star in
China (Chan, 2008). This suggests that CE has assumed a much broader size internationally due to its
effectiveness in persuading its fans to simply accept the advocated logo at the market. Research
has proven that the usage of celebrities in classified ads will have a tremendous influence at the credibility,
message recall, reminiscence and likeability of the classified ads and ultimately on buy intentions (Menon,
2001; Pornpitakpan, 2003; Pringle and Binet, 2005; Roy, 2005). Earlier researches have been confined to
the analyzing of movie star endorsers’ characteristics, movie star credibility, attractiveness, expertise,
their monetary worth, logo suit up, the Meaning Transfer Model, supply results model, and terrible information
(Erfgen, 2011).
Celebrity Endorsement interest has been growing during the last years (Biswas, Hussain, & O’Donnell, 2009).
From 1984 to 1999, there has been a mentioned eleven-fold boom in sponsorship expenditure representing
$23 billion or 7.0% of the global marketing and marketing budget (Pope, Voges & Brown 2009).
Published reviews imply that making use of movie star endorsers in marketing
communications sports have long gone up remarkably. On the average, one in each 5 commercials in UK and
one in each 4 US classified ads function a movie star in today’s marketing campaigns (Hollensen &
Schimmelpfennig, 2013). On a worldwide scale additionally more or less each fifth advert consists of a movie
star, making endorsements an extensively used and famous method among entrepreneurs and advertisers
to sell client merchandise and offerings (Halonen-Knight & Hurmerinta, 2010).
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Find below the sector wise bifurcation of celebrity endorsement.

Celebrity Advertising
Branding or advertising, whereby a celebrity uses his or her position in promoting a product or service is called
celebrity branding. With the appearance of celebrity in advertisement of service, good, idea through public
relation events, publicity and sale promotion, celebrity branding emerges in different forms as a brand. At
present there has been a trend towards celebrity voiceovers in advertising. Celebrities having different voices
are recognizable without having their presence. One of the suitable examples related to above context is Mr.
Amitabh Bachchan who is endorsing many product & service.
In the competitive and ever changing environment, marketing team of every organization has been facing
immense pressure/difficulties to connect with their prospective market. The encounter of entrenching the
maximum consideration of the customers is becoming tougher and bigger due to the incisiveness flow of
information into the society lamenting people attractive more agile and choosy about their need and demands.
To be remained present in the challenging world and to be apart, many marketers tend to get involved up in
scrounger effect of their advertisements. Many a time the medium or tools used for getting the attention of
customers turns out to be ill fully affected leading to diversion of attention away from the actual product &
service thereby put a negative effect to the brand including sports, electronic food and many more. In comparing
different brands, firms spend a substantial amount of capital in highlighting various features its desirability,
charisma and fidelity. They believe to get suitable outcomes in using such properties but a few of the time this
come as altogether opposite, inappropriate & irrelevant.
In order to develop brand identity in today's era it is very important for companies to design such devices or to
inculcate such technology that make the advertisement reach the consumer. Here come the role of celebrity and
much bigger role is selection of celebrity which again an important task for the advertiser. Let for example in
order to product related to children, one has to look on the cartoon characters influencing the child decisions.
Looking into the overall perspective necessitating parent’s need the product to be endorsed which is appreciated
by children and overall affecting the personality of the child. The other concept which decides the power of
specific brand depends on pestering power. Along with that family’s role, customer participation, reference
group do play a crucial role in deciding the endorsements. Product with high involvement characteristics, the
role of the celebrity become more crucial wherein he/she has to highlight product/service features In similar
line, product related to environment and health issues whenever the celebrity bring to mind with the character
consumer régime and to some medical attentions then celebrity ads work a lot. The biggest challenge that
prevail that the celebrity should not oversuppres the issue, but should enhance the product or the concept firmed
up in the mind. Taking an example for vaccinations then Mr. Amitabh Bachan as celebrity endorsement is used.
Like in pulse polio drops campaign, especially in rural are the presence of Mr. Amitabh Bachchan in the
advertisement make the campaign impactful.

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DEAD CELEBRITY CONCEPT

The concept of Dead Celebrity endorsement is not appreciated by Indian as most of the consumer do not
appreciate the idea of promotion by dead celebrity and even children like to watch the latest cartoon appeal like
shin Chan, Doreman etc leading to determination a question mark on the achievement of advertisement. This
effect sometimes can create the difficulty in the mind of consumer whether to recognize the product or celebrity
memories.
Celebrity endorsement has become the limelight in India with current controversies over products endorsed by
established personalities. The issue is more highlighted in developing market in India wherein celebrities do
carry high credibility. This is more because of the fact that there are power distances and asymmetrically
dispersed power, is high in countries.
Recently Maggi noodles; a popular brand of Nestle India was engrossed with a controversy wherein usage of
Monosodium glutamate (MSG) in excessive quantity was found in food as food additive leading temporary
withdrawal of the product from retailer’s space. Although Nestle came out unscratched from the controversy but
a guarantee downfall focus on the celebrity (Bollywood actors Amitabh Bachhan, Madhuri Dixit and Preity
Zinta ) who was endorsing the same and the extent of accountability on the quality and claims forwarded by the
producers. This was further reestablished by a disagreement of cricketer M S Dhoni’s endorsement of the
Amarpali housing project making it the cream issue in newspaper headlines.
So much so, recently India’s Consumer Affairs Minister Ram Vilas Paswan was reported to have stressed a new
Consumer Protection Bill which hold celebrity to be held accountable and responsible for the product/service
which are being endorsed by celebrity. This comes slam on the heels of the opinion of the Standing Committee
on Food, Consumer Affairs and Public Distribution in April that the existing laws were not sufficient enough
and bonded enough in order to dishearten producers & middlemen for using celebrities for misleading
advertisements. In order to inculcate the seriousness, the committee was of the recommendation that a fine of 10
lakhs or jail for two years for first time offenders & subsequent to that a fine of 50 lakhs and imprisonment of 5
years for second offenders.
Now the real question arises that celebrity endorsement is more of a concerned issue in emerging economies
like India and not so in country like USA. The extensive research through several studies have come to the
conclusion that as power distance increases the impact of celebrity endorsement increases is more visible
wherein the mediating parameters like credibility & trustworthiness play a bigger role. A country like India, the
influencing power or perceived power of celebrity is very high so the responsibilities and accountability of
celebrity play a major role for any substandard or poor quality of the products. That is the reason celebrity
endorsement is being adjudged more popular and famous in emerging market
CELEBRITY-BRAND CORRESPONDENCE:
Success of any advertisement depends upon choice of right celebrity because consumer most of the time believe
that chosen celebrity should have positive affect and recognition and there has to be high degree of correlation
between celebrity and product. Taking a clue of the example like Michael Jordan and Tiger Woods endorsing
Nike and David Beckham endorses Adidas whereas movie star is not being preferred for endorsing sport
products. Here come role of celebrity/brand congruence. A perfect tie-up between celebrity and product
generates more effectiveness and result in positive result thereby enhances believability and effectiveness than a
miss match fit leading to divorce. A positive congruent product-endorser equivalent is more likely to influence
customers to buy the certified product by transferring cultural and subculture meanings residing in their brand
image to the product. Moreover, some studies have given the reference that attitude and purchase intention is
more towards celebrity than non-celebrity spokesperson. Earlier studies have furher justied that family culture
and social friends are being professed to be more truthful than salespeople, and some time celebrities are
thought to be as friends even if they might not actually know. So it can be made statement that celebrity and
brand endorsement should have a positive and impactful relation leading to brand image and harder the
bond/link the steadier association between the two. Also it is proven that a moderate congruence is perceived to
be beneficial. A relatively unfortunate fit between brand and celebrity may be boring and support individuals to
process the information more intensively and elaborate more
LITERATURE REVIEWS:
According to Parmar & Patel, 2014, although celebrity endorsement is a powerful marketing strategy, it is to be
kept in mind the factors contributing towards unsuccessful celebrity endorsements.
A set of models fully describe the uniqueness pertaining to importance of celebrity endorsements.

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Source Credibility Model: According to (Hovland, 1953; Dholakia & Sterntha, 1977; Sternthal,
1978),Trustworty and credibility of the celebrity determine the efficacy of the message and it is only be
established when that trust build up
Source Attractiveness Model: Relating and to be like the celebrity also inculcate the feeling of acceptance. A
study by McGuire (1985) shows that many dimensions like resemblance, acquaintance and amiability cause
influences on the consumer. But a mismatch between the celebrity and the product exists may interrupt the
finalization of credibility or attractiveness.
According to (Atkin and Block (1983)), many ways to look upon as to why an eminent endorser may be
dominant.
As per (Kamins et al. 1989), celebrities are predictably observed as being significantly active individuals with
eye-catching and likeable traits
Also a study by Dholakia & Sternthal (1997), there are factors other than credibility that result in behavioral
changes.
According to (Haghirian & Madlberger 2005), use of eye-catching celebrity provides groundwork to augment
approach towards the advertisement. This mind-set is identified as psychological conditions that is to be
exercised by persons to organize the manner, how to be acquainted with the surrounding.
According to (Agrawal & Wagner 1995; Erdogan 1999; Kaikati 1987; Mathur et al. 1997; Gabor et al. 1987),By
adopting the skill to navigate the mass of publicity thereby portraying customer consideration to produce more
memory thereby brand do spend a large chunk of capital.
According to .( Gupta, Kishore and Verma (2015), Celebrity endorsements have a significant impact on
consumers’ ad perception
Biswas et al. (2006) have conducted research on risk perception through three studies lying within the context
of the product’s technology alignment, consumer acquaintance and congruency between the endorser and the
product.
Tanvir and Arif (2012) have done research on impact of cartoon endorsement on children impulse buying of
food.
To witness the amendment in attitude and purchase intention of customers influenced by the celebrity source
endorser Kahle and Homer (1985) have conducted a study on physical attractiveness of celebrity and concluded
that attractive endorser leave a better impact than unattractive source.
Maddux and Rogers (1980) have done similar research on the effect of source expertness, physical
attractiveness and supporting arguments on persuasion.
Kamins (1990) studied the attractiveness aspect of the “match-up’’ hypothesis of celebrity selection. The
findings of this research suggest that characteristics of a spokesperson interact with the nature of products
advertised.
RESEARCH METHODOLOGY:
The study has been carried out with the help of secondary data and the same is being taken from various sources
such as books, journals, magazines, internet etc.
1.1 RESEARCH PROBLEM
While doing promotion and celebrities’ endorsement for their products, Marketers sometime fail to establish
strong connotation between brand / product and celebrity being endorsed which is very vital factor to consider
for achieving desired outcomes.
1.2 RESEARCH QUESTIONS
 Does pandemic influenced celebrity endorsement on brand image?
 Identification of factors of celebrity endorsement having a significant impact on success of an endorsement?
 Limitations of using celebrities as well as other possible risks with the celebrity association
1.3 RESEARCH OBJECTIVES
 To study the impact of celebrity endorsement on brand image during pandemic

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 To identify the most challenging and prominent factors that play the prominent role in the success of an
endorsement.
 To study the limitations of using celebrities as well as other possible risks with the celebrity association
1.4 SCOPE OF THE STUDY
This research is beneficial in following manner:
It is beneficial for companies in terms of the brand differentiation or brand image celebrity endorsement creates
in the minds of consumers. Another benefit of it is that it helps consumers remember such brands, like when
they go for shopping and see those brands in market celebrities who have endorsed that brand quickly come to
their mind which means consumers can easily recall the brands endorsed by well-known personalities.
FINDING & ANALYSIS
Let’s discuss a brief about recent incidence that has inculcated the need for some of the issues that need
to be addressed.
 In current marketing, bollywood actor Aamir Khan becamestuckwith the first huge case in which Khan’s
statements approximately rising “intolerance” brought about a typhoon of protest and one of theforemost
company Snapdeal which becamerecommended at that time, determined to now no longer renew the
agreement with Khan and company’s formally made a announcement that “Snapdeal is neither related nor
performs a function in feedback made via way of means of Aamir Khan in his private capacity.”
 During the same Mr. Aamir Khan was also dropped from the brand ambassador of “Increadible India
Campaign” thereby making a statement not to take any celebrity or infact prefer non celebrity as a part of
campaign for further campaign
 The recent case of JNU wherein Deepika Padukone, attended a protest at Jawaharlal Nehru University
(JNU) in Delhi, where she stood in unanimity with the students leading to top trending attention in the
country, receiving both honor and revolt in equal measure. Infact there was reports of re-evaluation of some
brands delaying ads and wait for the die down of the recent controversy.
PROPORTION OF ADVERTISEMENT INCLUDING CELEBRITIES

CELEBRITY ADVERTISEMENT DURING PANDEMIC

As per TAM AdEx report, Celebrity-endorsed ads spiked 63% in June’20 versus April’20: Out of these, 79%
ads were endorsed by film celebrities followed by15% by sports persons and rest 7% is divided between TV
personalities. Among all professions, actress leads in endorsing brands with 43% share of ad volumes and film
actors commands 36% share.
 Celebrity advertisement declined by 41% through COVID-19 Wave 1 phase, whereas it cultivated by 15%
and 23%, respectively, related to the pre-COVID-19 phase. Associate to Wave 1, 96% celebrity ad volumes
improved during the Unlock period and 2.1x advance observed in volumes in Wave 2. Compared to the pre-
COVID-19 phase, computation of advertisers and brands decreased through the other three COVID-19
phases.
 Food &Beverages is the prominent sector in the pre-COVID-19 and both the phases, whereas Personal
Care/ Hygiene sector was on top through the Unlock phase thanks to the festive period.
 Out of the Maximum 10 growing classifications, highest growth was observed in Corporate/ Brand Image,
which grew 39x and a whopping 587x during Wave 2 over Wave 1 and Wave 2 over Dec’20-Feb’21,
respectively.
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 During Wave 2, more than 120 new advertisers and 225 new brands were seen compared to Dec’20-Feb’21
and more than 175 new advertisers and 375 new brands observed as compared to Wave 1.
LIMITATIONS OF CELEBRITY ADVERTISING
There are surebarriers of celebrity marketing. Marketers anticipate magical impact from the superstaraffiliation.
To a hugevolumetarget markettake into account celebrities in particular, mainlymovie and sports activities
personalities as their icon or position model. Sometimes even celebrities are perceived as a Role Model.
Nonethelessthere may be no assurity that this magic will paint for all merchandise in all situations. Some
researchers warn the advertisers who blindly rely uponthe celebsapproximatelythe restrictions of superstar
endorsements.
Friedman and Friedman (1979) endorse that celebrities are fine for sellingsuresorts ofmanufacturershandiest and
aren'tpowerful for all manufacturers. Therefore, superstarmarketing cannot be a certain shot achievementmethod
for the advertisers in all of the situations. Celebrity Advertising – A Critical Perspective 2902 Ogilvy and
Mather’s locating is that handiest one in 5superstar campaigns lives as much aspatron expectations (pronounced
in Miciak and Shanklin 1994) whilst McEwen (2003) opined that entrepreneurs are spending hundreds of
thousands to reapsuperstar advertisings for his or hermerchandisehoweverregrettablya good deal of that cash is
wasted. This is definitelynow no longer any encouraging information for the advertisers. All superstar
endorsements will now no longerconvey any magic and superstarby myselfwon't do wonders for the
manufacturers. Study through Silvera and Austad (2003), concludes that effectiveness of superstar endorser is
dynamic in nature. It relies uponat thesuperstar, the goodsor even societal situationson the time and vicinityin
which the commercial is shown. Superstar is no ‘silver bullet’ howeverneed to be used along side marketing,
emblem and marketing and marketingfine practices – considerateapproach, smartinnovativethoughts and a
legitimate product – all of which awareness on connecting with purchasers and their needs. Interestingly,
whilstfashion of the use of celebrities with inside thecommercials is rising, studiesthrough Charbonneau and
Garland (2005) found outthat almost all of New-Zealand practitioners are creating aawareattemptto
transportfarfar fromsuperstar advertisings, as illustrated throughthe subsequent quote - “We locate that
additionally it is too pricey, almostintricate and the superstar can overpower the emblem message. We
couldfavor tovirtually interrogate the product or service, and make the marketing and marketingconcept revolve
round that, in place ofa 3rd party”.
According to Singh, R (2005) and Khatri, M (2006), there are 5importantmotivesin the back of failure of
superstarmarketing such as: a) Improper or incorrect positioning, b) emblem-superstar disconnect, c) clutter, d)
bad product and e) confusion or skepticism. Mere affiliation with superstar does now no longerassure sales. At
the maximum, they could generate hobbywith inside the product or create a buzz round it. If the superstar
represents values that war with the emblem values and positioning, the commercial creates a warwith inside the
minds of the audience who won'treceive the proposition. Overexposure of superstarmay behorrific for emblem.
As there are too many manufacturers chasing too few celebrities, a couple of endorsements through one
superstar is certain to happen.
RISKS ASSOCIATED WITH CELEBRITY ADVERTISING
Celebrity affiliationwill havea few in-constructeddangers with financial losses as it took place in many
incidents. The potential intangible dangersencompass a movie starturning intoworried in a controversy, the
movie star being overexposed thruough too many endorsement contracts.
Celebrity’s marketability and fan following is primarily based totally on many elementswhich includes acting/
gambling skills, non-publicphoto and media hobby, etc. All those can extradeall at oncebecause ofdifferent
factorsand decrease the profits for advertisers. Researchers like Friedman and Friedman (1979), Ohanian
(1991), Tripp et al., (1994) and Solomon (2002) who examinemovie starmarketing, its effectiveness and
feasibleeffectat thetarget market, additionally warn entrepreneursapproximately the feasibledangersrelated to
the movie starmarketing. Though, maximumstudies findings aid the effectiveness of movie starmarketing, the
dangersassociated with celebrities' poorfacts, more than one product endorsement and movie star overshadow
effect, etc. also are addressed through many researchers. Mowen and Brown (1981), Tripp (1990) and Tripp,
Jensen, and Carlson (1994) indicates that movie star endorsement methodmay have poorconsequences on
celebrities themselves in addition tomarketing, logo evaluation, and buy intentions.
Erdogan and Kitchen (1998) warn that the elevatedinterest comes with the danger of overshadowing the logo.
Till and Shimp (1998) locate that poorfactsapproximately the movie star tended to decreasecustomers' logo
evaluations. Louie and Obermiller (2000) view that celebrities who're blamed for pooroccasionswill
haveunfavourableconsequences on the goods they recommend. Athletes giftthe extradanger of injury, which
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reduces visibility and overall performance, lowering endorsement potential. When movie star endorser is
essentially unknown and unrecognized through the meanttarget market, marketer can not get anticipated returns
from that affiliation.
Celebrities like movie stars and cricket gamersaren't everlasting. They can payoff higheruntilthey may be
young, famous, appearingnicelyof their respective fields. Celebrity endorsement will become trickier
whilstmanufacturers have restricted shelf lives. Till the time, the movie star has a large fan following, the
manufacturerspromote like warm cakes. Consumers can beinclined to pay the top class for obtaining the logo.
But the moment, the movie starprofitspoorexposureregarding his non-public or expertexistence, it spells doom
for the logohe'srelated to. Recovery of feewill become a paramount troublebecause of the pressured shorter
existence cycle of the logo. Due to the influential energy of movie star, frequentlyhuman beingshave a tendency
to recall the movie starhoweverthere may be no or much less or wrong recollect for the manufacturershe's
endorsing.
Success of logowidelyrelies upon on 3 elements: P-D-AV i.e. powerful Product, Differentiation and Added
Value. Celebrity cannotabsolutely do somethingto enhance or debilitate the performance and functions of the
middle product. But can clearly and in large partmake a contribution in differentiation and cost addition. When
there may be no or little or nocost addition from even pinnacle celebrities, such classified adscan not create any
waves. Tripp et al., (1994), Dyson and Turco (1998), Erdogan and Kitchen (1998), James and Ryan (2001) and
Garland and Ferkins (2002) speakapproximately the danger of more than one product endorsements. They
kingdom that celebrities endorsing more than onemerchandisedanger overexposure, lessening the effect and
specialtyof every product datingin addition to diminishing customer perceptions of movie star credibility and
likeability.
Through analysis and research, the following challenges in celebrity advertising-
 Overriding the product that is attention diversion from brand to celebrity. The target viewers may center
their attention on the celebrity and may fail to notice the brand. Company should select a celebrity who can
attract attention and convince the target audience, yet not outshine the brand.
 Over-exposure - It is common to see celebrities endorsing more than one brand. Specially in India multiple
brand endorsement is common among celebrities and this often brings to glow the concept of celebrity over
exposure.
 Consumers’ Psychology skepticism; consumers might not believe that the endorsers really consume the
product that they endorse & thereby give less credibility to celebrities who endorse many products whereas
single endorser of a product might be seen as boredom whwreas consumers might get confused by using
multiple celebrity endorsement.
 Celebrities attached with negative events can have damaging effects on the endorsing products
 Risk of celebrity losing the fame can have a contradicting affect on the image on the brand endorsed by
him/her
 Always a chance of detrimental affect wherein attractive celebrity draw attention away from the product
leading to loosening of brand personality in front of celebrity personality.
 Effectiveness ratio based on bad fit between the endorsing person and the product is reduced
 Target Audience Receptivity-In any celebrity endorsement deal proper match of the celebrity with the target
audience profile is very essential to establish the right connects with the target audience.
 Risk to Advertiser - There has been a lot of instances of leading celebrities getting caught in controversies
in their personal life. This is an important aspect that needs to be taken into consideration and a moral
clause should be implemented to deal with this issue. Beauty brands and fragrance houses have
 Apart from this the celebrities' adequacy, accessibility, regional demand factors, esteem, magnetism,
illustration, conviction system also have an impact of celebrity endorsement on brands.
 Multiple endorsements create cluttering the minds of the consumer and further the success of celebrity
endorsement for a particular brand depends entirely on the power of the brand.
 Professional & designed presentation of the endorser is important in deciding the success of the
endorsement. Connection of the celebrity with a controversy can cause reverse impact to the endorsements.

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CONCLUSION
This research paper was intended at gaining an insight about the challenges of celebrity advertising in India
keeping the diversity in mind. The paper also highlighted the rising trends in celebrity advertising in India in
regard to multiple brand endorsement, celebrity branding etc. The paper focused on some key objectives
regarding determining the familiarity and popularity of Indian celebrities because they are endorsing different
brands and occupying huge amount of advertising space and time across different mass media. The researcher
came to the conclusion those certain factors to be kept in mind while choosing the celebrity. Also the message
to be delivered need to be checked and the congruence between the celebrity and brand need to be validated else
the negative effect will creep up leading to destroying the brand identity as such.
RECOMMENDATION
Celebrity marketing does now no longer come without risk. It has a fewapparent limitations. It can yield
mostadvantages till the celeb is famous and actingproperly in his or her selected field. However, in the end
celebrities have toes of clay as they're human beings. Hence they can'tconstantlysupply their ‘best’ and
obviously happenings of their personal and expertlifestyles can undoubtedly or adversely have an effect on the
manufacturersthey're endorsing. Therefore, advertisers shall now no longer over rely uponthe stars and permit
them to overpower or overshadow the brand. Instead of getting blind faith, manufacturers ‘first’ and celebrities
‘later’ could beextrasuitableapproach for the advertisers.
When to use or when not to use the celebrity and for which products is the biggest challenge.
 The celebrities should perceive to make certain guarantee believability and delivery of the proposed effect.
 Step to grab attention leading to create the interest and finally the recall has to be the basic understanding
for the company.
 Failing in getting the result lead to worst situation for the endorsement.
 Credibility, expertise and trustworthiness need to be the fit between the endorsing person and the product.
 Basic knowledge along with company and experience should be the primary perspective while choosing the
celebrity.
 Having no knowledge about the product and its production may land up in wrong information.
 Knowing the reality regarding endorsement creation and leaving the impression on the consumer can make
an impact on the consumer,
LIMITATION OF THE STUDY
As the study has been conducted using secondary data from various sources and which are already in existence.
It was infeasible to conduct the primary data due to time and cost constraint.
REFERENCES
 Agrawal, J. and Wagner A.K. (1995), The Economic Worth of Celebrity Endorsers: An Event Study
Analysis, Journal of Marketing, 59, 56-62
 Atkin, C. and Block M. (1983), Effectiveness of Celebrity Endorsers, Journal of Advertising Research, 23,
57-61
 Biswas, S. and Hussain, M.D. (2009), Celebrity endorsment in advertisements and consumer perception,
Journal of global marketing, 2, 121-137
 Charbonneau, J and Garland, R (2005). “Talent, Looks or Brains? New Zealand Advertising Practitioners’
Views on Celebrity and Athlete Endorsers,” Marketing Bulletin, 16, Article 3
 Dholakia, R.R.and B Sternthal (1977), "Highly Credible Sources Persuasive Facilitators or Persuasive
Liabilities," Journal of Consumer Research, 3, 223-32
 Dyson, A and Turco, D (1998). “The state of celebrity endorsement in sport,” The Cyber- Journal of Sport
Marketing, 2(1)
 Erdogan, B and Kitchen, P (1998). “Getting the Best Out of Celebrity Endorsers,” Admap, April, 17-20.
 Friedman, H and Friedman, L (1979). “Endorser Effectiveness by Product Type,” Journal of Advertising
Research, 19(5), 63-71.

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 Garland, R and Ferkins, L (2003). “Evaluating New Zealand Sports Stars as Celebrity Endorsers: Intriguing
Results,” Proceedings of ANZMAC Conference, University of South Australia, Adelaide, December, 122-
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 Giles, D.C. (2000), Illusions of Immortality: A Psychology of Fame and Celebrity, London: MacMillan
 Irwin, R; Sutton, W and McCarthy, L (2002). “Sports Promotion and Sales Management.” Champaign,
Illinois: Human Kinetics.
 James, K and Ryan, M (2001). “Attitudes towards Female Sports Stars as Endorsers,” Proceedings of
ANZMAC Conference, Massey University, Auckland, 1-8
 Kamins, M.A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When
beauty may be only skin deep. Journal of advertising, 19(1), 4-13.
 Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of celebrity endorser. A social adaptation
perspective. Journal of Consumer Research, 954-961.
 Maddux, J.E., & Rogers, R.W. (1980). Effects of source expertness, physical attractiveness and supporting
arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology,
39(2), 235-244.
 Miciak, A and Shanklin, W (1994). “Choosing Celebrity Endorsers,” Marketing Management, 3(3), 50-60.
 Mowen, J; Brown, S and Schulman, M (1979). “Theoretical and Empirical Extensions of Endorser
Effectiveness,” American Marketing Association Conference Proceedings .edited by Neil Beckwithet. al.,
Chicago, 258-62.
 Ranjbarian B., Shekarchizade, Z. and Momeni Z. (2010), Celebrity Endorser Influence on Attitude Towards
Advertisements and Brand European, Journal of Social Sciences, 13(3), 112-123.
 Shimp, T.A. (1981), Attitude Toward the Ad as a Mediator of Consumer Brand Choice, Journal of
Advertising, 10(2), 9-14
 Tanvir, A., & Arif, M. (2012). Impact of cartoon endorsement on children impulse buying of food: a
parent's perspective. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 653-658.
 Ohanian, R. (1991), The impact of celebrity spokespersons’ perceived image on consumers’ intention to
purchase, Journal of Advertising Research, 31 (1), 46-54
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 Pornpitakpan, C (2003). ”The Effect of Celebrity Endorsers’ Perceived Credibility on Product Purchase
Intention: The Case of Singaporeans,” Journal of International Consumer Marketing, 16(2), 55-74.
 Pringle, H (2004). “Celebrity Sells,” John Wiley and Sons Ltd., England.
 Silvera, D and Austad, B (2004). “Factors Predicting the Effectiveness of Celebrity Endorsement
Advertisements,” European Journal of Marketing, 38(11/12), 1509-26.
 Till, B (2001). “Managing Athlete Endorser Image: The Effect of Endorsed Product,” Sport Marketing
Quarterly, 10(1), 35-42.
 Till, B and Shimp, T (1998). “Endorsers in Advertising: The Case of Negative Celebrity Information,”
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 Tripp, C; Jensen, T and Carlson, L (1994). “The Effects of Multiple Product Endorsements by Celebrities
on Consumers’ Attitudes and Intentions,” Journal of Consumer Research, 20(4), 535-47.
 Veltri, F and Long, S (1998). “A new image: Female athlete-endorser,” Cyber -Journal of Sport Marketing,
2(4).
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DIGITAL TRANSFORMATION: WHAT DO WE REALLY KNOW?

Bhavana Sharma1 Shikha Aggarwal2 and Dr. Vineet Sengar 3

1,3
Assistant Professor, GL Bajaj Institute of Management and Research, Greater Noida
2
Assistant Professor, Institute of Technology & Science, Ghaziabad

ABSTRACT
Scholars have been increasingly interested in digital transformation over the last decade, as seen by the
increase in the number of articles published in this field. Even yet, there is a lot of misunderstanding about this
phrase. Contributing to strategic pros, DT is certainly the need of the hour, at the same time, also very
challenging for the leaders and managers across the industry to bring about and guide this change. Largely
synonymized with the terms digital, digitization and digitalization, digital transformation has its own
ground.The purpose of the present study is to have a better grasp of the concept of digital transformation and
differentiate it from the similar terms. The goal of this article is to discover the challenges that the organization
has as it embarks on its digital transformation path. This article is based on rigorous review of literature
performed in an attempt to provide an overview about the existing body of knowledge. The findings of the
research suggest that, in light of rapid technological change, businesses must take major and serious steps in
their digital transformation path.
Keywords: Digital, Digitalization, Digital transformation, Systematic literature review, organization digital
transformation, customer engagement, digitized solutions

1. INTRODUCTION
The sudden increase in the number of publications in the subject of digital transformation gives conceptual and
empirical research a new direction, however it has also brought a lot of uncertainty among scholars and
practitioners about the domain knowledge (Gong, 2016). Digital transformation is one of the most prominent
trends in today's world. There is a large number of literature available on DT, but somehow, it is not clear and
sufficient for a better understanding of the topic (Warner and Wäger, 2019) and its concepts (Wessel et al.,
2020). Many changes are occurring as a result of the digital transformation in various industries as well as in
society (Agarwal et al., 2010; Majchrzak et al., 2016.). Within the evolving society, consumer demand is also
shifting with great speed. In order to accommodate the ever- altering demand, develop a competitive lead
(Bhardwaj, 2000) and persevere the fierce competition of globalization (Westerman et al. 2011), companies are
now concentrating on their digital transformation.
Contributing to strategic pros, DT is certainly the need of the hour, at the same time, also very challenging for
the leaders and managers across the industry to bring about and guide this change (Westerman et al., 2014;
Andriole, 2017; Benner and Waldfogel, 2020; (Correani et al., 2020). Most of the established, long haul market
leaders in the industry are at early stages of digital transformation and majority contribution in their revenues is
still continuing from traditional products and services. On the other hand, the “born digital” companies like
Facebook, Google, Amazon have realized tremendous growth leaving behind and threatening big companies
like GE and Philips who have long dominated the industry with their traditional value propositions.
Consequently, businesses are rethinking their strategies to compete within the digital economy and transpose
themselves as digital leaders (Sebastian et al., 2017). Having said that, it is not merely about the digital
technologies driving digital transformation but business strategies which must be transformed to bring about
digital transformation (Almeida et al., 2020; Sebastian et al., 2017).
In the era of Industry 4.0 & digital economies, digital transformation is the new word play around the block.
Largely synonymized, and used by practitioners (Reis et al., 2016), with the terms digital age, digitization and
digitalization, digital transformation has its own implications. It is essential to understand the concept and
challenges of digitalization and digital transformation in order to devise better strategies of going through with
the process. Inspired by the thought, the present article aimed to (i) to provide clarity on the concepts of digital,
digitalization, and digital transformation, (ii) to provide an integrative outlook of current body of knowledge on
DT, (iii) to highlight persistent issues and highlight opportunities in bringing about DT, and (v) to contribute to
the existing body of knowledge with directions for future research.
2. CONCEPTUAL INFORMATION
2.1 Digitization and Digitalization
Several scholars and researchers used the terms digitization and digitalization interchangeably, especially during
the early stages of considering and describing digital transformation (Gong et al. 2021).According to

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Bloomberg (2018), digitization entails transforming analogue, physical form of data into binary data in the form
of zeros and ones, which computers can easily store and manipulate (Gagre 2018). Lozic (2019) defines
digitization as "the conversion of data from analogue to digital format." Digitization, also known as digital
enablement, is the process of converting analogue data into digital data (Dictionary.com). Digitalization, on the
other hand, is the process of employing digital technologies to reengineer business models and create new
income prospects (www.gartner.com). Digitalization is a term that is used to describe the practice and use of
digital technologies in everyday life (business dictionary). According to Schreckling and Steiger (2017), it is a
process of changing business day-to-day tasks into more technology-based events.
Digitization is, purely, translating analogue data into digital data or in the form zero and ones, and Digitalization
is the process of organizations concentrating heavily on digital technologies to reengineer their business-related
activities.
2.2 Digital Transformation
Stolerman and Fors mentioned in a 2004 article that digital technology has an impact on every element of a
person's life. In comparison to digitalisation and digitation, digital transformation is a much larger notion.
Gaivoronskii et al., 2017, contributed digital transformation as a revolutionary rather than evolutionary shift in
company technology. Westerman et al. (2005) defined digital transformation as the use of digital technology to
improve an organization's overall performance. Martin, 2008, noted that digital transformation is, simply put, IT
technology that empowers the government, business and people societal life and gives them lots of new
opportunities. Digital transformation, according to Mazzone (2014), is a company's development into the
digital age via digitally converting its business model, assets, and revenue model. In another article published in
2016, Hess et al., defined digital transformation as "the change in business process, culture, structure, or product
as a result of changes in digital technology in the organization". Betz et al. 2016, described DT as the increasing
automation of business models, techniques, and procedures for boosting computer technology's opportunities
and influence. Rows, 2017, perceived it as an advantage for people and organizations, allowing them to
develop, learn, and adapt in the future. Sebastian et al., 2017, companies have two options articulated in the
following types of digital strategies: customer engagement and digitized solutions. Customer engagement
strategy aimed to provide customers with augmented, innovative and personalized experiences and easier
navigation in terms of inquiry, ordering, payment and support services while they are utilizing the companies’
product and services, especially in digital form. On the other hand, a digitized solutions strategy aimed at
redeveloping the value proposition by offering integrated products and services. Mainly utilizing data and
customer information in order to anticipate, rather respond to, the customer needs. Digitized solutions, eg:
sensor based equipment, primarily enhances revenues from repeat sales of ongoing products and services. DT,
according to Al-Ruithe, 2018, empowered organizations, improved organizational performance, and integrated
online and offline operations. In similar vein, Gong, 2020, categorizes DT into three components. The first is
based on technological qualities, the second on organisational factors, and the third on social characteristics.
There is requirement of “digital strategy”, defined below, for businesses, in order to adopt DT for survival and
success (Sebastian et al., 2017).
“A business strategy, inspired by the capabilities of powerful, readily accessible technologies (like social,
mobile, analytics, cloud and Internet of things [IoT] or SMACIT), intent on delivering unique, integrated
business capabilities in ways that are responsive to constantly changing market conditions.”
- Sebastian et al., 2017
3. METHODOLOGY
For the completion of the objective, scoping literature review is used as the research methodology. Scoping
literature reviews are descriptive in nature, where boundaries of research are pre- defined. Scoping literature
reviews assist in presenting a descriptive picture within set boundaries (Wang, 2019). The secondary data is
collected from journal articles, magazines, and websites. Google scholar, ResearchGate and Academia were as
databases for amassing the literature.
4. CHALLENGES FOR DIGITAL TRANSFORMATION
Digital innovations, in the last decade, has introduced breakthrough changes in economies, developed or
developing, and transformed products and services, businesses, processes, structures, and relationships (Yoo,
Y., 2012 & Jahangir K. & Walter, Z. 2015). Digital transformation is indispensable and organization,
essentially, need to rethink and restructure in order to survive and excel in the contemporary and digitized
business world (Hartl, E., & Hess, T., 2017). Having said that, the journey of achieving digital transformation,
for an individual, company or economy, has its own issues and challenges. Gong, 2020 &Reis et al., 2016,

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categorizes digital transformation into three distinct namely Technological, Organizational, and Social. The
present paper discussed challenges with respect to each of the above categories.
Technological Challenges
1. Requirement for advanced processes: Almeida et al., 2020suggested that there exists a array of
technologies which have already contributed greatly toward digitalization journey of many big businesses.
Internet of Things (IoT), Big Data, Metaverse, cloud computing are some concepts, to name a few, that aim
to deal with the insane amount of data and information available in any and every context. However, there
still seem to be a challenge and requirement to find new processes that can manage, organize and analyze
the large volumes of heterogenous data.
2. Data privacy and security: With the penetration and widespread use of information and communication
technologies by economies and societies, the vulnerability has also increase multifold. Cybersecurity
incidents such as malicious activities and misuse of information are growing at disturbing rate and fear of
disrupting business activities. Such problems may lead to resistance and difficulty in adopting digitalization
technologies and hinder the process of digital transformation (Martin, 2021).
Organizational Challenges
1. Higher difficulty for big old companies: It is not easy for legacy companies to let go of their systems,
processes and cultures (Sebastian et al., 2017). In similar vein of thought, Kanter, 2001, proposed that the
fundamental problem of change, especially for companies founded before the digital age, would be solved if
they focus more toward changing the attitude and organizational culture. Sanchez, 2017, suggested a
framework for assessment of organization’s change readiness that proposed to define resources,
opportunities and solutions for digital transformation.
2. Dematerialization of existing products: The adoption of digital technologies has brought an enormous
change from point of view of customer and markets as well. It has led to existing products and services
getting obsolete and demand for their up-graded, technically enhanced version has increased. This
phenomenon has been fueled by the global pandemic crisis Covid-19 as well.The demand of a digitalized
economy presents the challenge for highly personalized products & services at affordable costs and
convenience of home for the customers. And all this require huge commitment towards digitalizing
organizational processes that will in turn lead to customer engagement and increased customer loyalty
(Almeida et al., 2020).
3. Commitment to one strategy: Sebastian et al., 2017, found that many times company leaders failed to
stick to any one type of digital strategy primarily because they believed that both the startegies are
important for bringing about digital transformation. Contrarily, it was suggested that “best strtaegies”
integrally guides startegic choices as well as operational decisions and comitting to one option is usually
advantageous.
SOCIAL CHALLENGES
1. Lack of key skills: Commission of the European communities, 2007, established that in order to keep
abreast of the rapid technological advancements, raising and widening the level of e- skills of workforce is
essential, which would also support the foundations of a knowledge- based society. Developing key “digital
skills”, shared values and customer- oriented approaches was highlighted as a major trial zone while driving
digital transformation in companies (Boneva, 2018).
2. Structural Impediments: Jiang, 2015, highlighted political and structural challenges as clear
impediments in the process toward achieving digitalization. Regional asymmetries, for instance, access to
data network, in the process of digitalization has been pointed as another huge challenge (Almeida et al.,
2020).
5. LIMITATION & CONCLUSION
The limitations of this study include a certain amount of selection bias due to the process applied for selection
of studies which was entirely based on the subjective assessment of the researchers. Moreover, journal articles
were highly emphasized to be include in this study. This might have omitted the body of knowledge available
on the topic in dissertations and books. Nevertheless, in the limited scope of the study, it integrated the core
concepts and also highlighted some pressing issues in adoption of DT. As such future researches may find more
suitable formats of literature review to explore the topic and also discuss pathway for smoothening the adoption
of DT on social and organizational level.

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To conclude, the clarity of the concept is itself a big challenge that has been worked upon in the present paper to
some extent. Business is an integrative practice. Every component works in synergy and not isolation. The
journey of DT, which is hugely dependent on process and operation management modifications, choosing an
appropriate strategy and sticking to it will ultimately lead to smoother transition or expansion. It assists leaders
in taking tough decisions and also optimally allocate resources without getting challenged or distracted by
dynamic one- off opportunities. Almeida et al., 2020, suggested that even the most technically advanced
companies are not yet fully equipped to face the challenges posed by the process of DT. It requires,
restructuring, agility, organic structures, standardization and automation in order to optimize customer
processes. Moreover, the impact of the ongoing Covid-19 pandemic has certainly amplified the challenges.
Virtual or remote workplaces, which is an important characteristic of post- Covid-19 world and digitalization
requires new communications skills and knowledge of virtual world. Socially, customers are also acquiring new
competences, to be able to engage with digital organizations, in order to subsist in the Digital Era. People
training becomes another crucial aspect, in order to embrace the challenges.
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15. Correani, A., De Massis, A., Frattini, F., Petruzzelli, A. and Natalicchio, A. (2020). ‘Implementing a digital
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36. Almeida, F., Duarte Santos, J., & Augusto Monteiro, J. (2020). The Challenges and Opportunities in the
Digitalization of Companies in a Post-COVID-19 World. IEEE Engineering Management Review, 48(3),
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CRYPTOCURRENCIES AS THE DRIVERS OF GLOBAL ECONOMY IN FUTURE

1
Dr. Puja Garg and 2Dr. Vinay K Srivastava
1
Researcher, Melbourne, Australia
2
Associate Professor, I.T.S, Mohan Nagar, Ghaziabad, UP, India

ABSTRACT
India is on the thresh hold of introducing its very own digital currency in the financial year 2022-2023 as
announced by the Finance Minister, Ms. Nirmala Sitharaman in the latest budget presented by her. It is indeed
going to join the ranks of some of the world’s largest economies. China has already been working on the digital
version of its yuan since 2014 and would be the pioneer in introducing CBDCs ( Central Bank Digital
Currency). Even Japan and US are looking into it but no concrete announcements have been made so far.
These steps are being taken to control the use of private virtual/ digital currencies such as cryptocurrencies that
are difficult to regulate. The Indian government is planning to introduce a Bill to prohibit the use of private
cryptocurrencies. Another option is to tax these transactions at a very high rate as high as 30%. So what are
these cryptocurrencies and how do they work? Cryptocurrency is a decentralized medium of exchange that
utilizes cryptographic functions to perform financial transactions ( Doran, 2014). It does not rely on banks to
verify transactions. They use Block chain technology to achieve immutability, transparency and
decentralization ( Meunier, 2018). Blockchain is a digital ledger of economic transactions that can be used to
record any object with an intrinsic value ( Tapscott and Tapscott, 2016). We can say that Blockchain is a series
of immutable data records with time stamps that are managed by a cluster of machines that are not owned by
any one person. Each of these data blocks is protected by cryptographic principle and attached to each other in
a chain.
Cryptocurrencies are conducted on a peer-to-peer network structure. Each peer has a complete history of all
transactions, thus recording the balance of each account. Units of cryptocurrency are created through a
process called mining, it involves using computer power to solve complicated mathematical problems that
generate coins. Users can also buy cryptocurrencies from brokers, then store and spend them using
cryptographic wallets. The currency is not tangible, it is in the form of key that allows one to move a record or
a unit of measure from one person to another without any trusted intermediary. Crypto wallets may be physical
electronic devices( Cold wallet storage) or online software (Hot wallet storage) that securely store ones private
keys.
The origin of cryptocurrencies can be traced back to the 1980s, when they were termed as cyber currencies, but
it was in the early 1990s when cryptographic protocols and software began to be developed that made the
introduction of a truly decentralized digital currency possible. In October 2008, a paper by Satoshi Nakamoto (
a pseudonym) titled Bitcoin: A Peer-to-Peer Electronic Cash System outlined a system for creating a digital
currency that did not require trust in any third party. Since then Bitcoin has become very popular with
individuals who need to send money across borders without any interference from banks or governments.
Until 2010, Bitcoin was not traded but only mined, for the first time someone decided to buy two pizzas in
exchange of 10,000 Bitcoins, in this way it was assigned a value. As it became more popular, alternative
currencies emerged referred to as altcoin. They tried to be better in terms of speed, anonymity or on the basis of
some other factor. Namecoin and Litecoin were among the first to be introduced. Currently there are 1000s of
them.

TOP 5 CRYPTOCURRENCIES
According to CoinGecko , on the basis of Market capitalization top 5 cryptocurrencies are:
Bitcoin: Bitcoin is a decentralized digital currency, without a central bank or single administrator, that can be
sent from user to user on the peer-to-peer bitcoin network without the need for intermediaries.
Ethereum: Ethereum is a decentralized, open-source blockchain with smart contract functionality. Ether is the
native cryptocurrency of the platform. Among cryptocurrencies, Ether is second only to Bitcoin in market
capitalization. Ethereum was conceived in 2013 by programmer Vitalik Buterin
Binance coin: It is the cryptocurrency issued by the Binance exchange and trades with the BNB symbol. BNB
was initially based on the Ethereum network but is now the native currency of Binance's own blockchain, the
Binance chain.

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Tether: Tether is a cryptocurrency that is hosted on the Ethereum and Bitcoin blockchains, among others. Its
tokens are issued by the Hong Kong company Tether Limited, which in turn is controlled by the owners of
Bitfinex.
Solana: Solana is a public blockchain platform with smart contract functionality. Its native cryptocurrency is
SOL. Solana claims to offer faster transaction times and lower costs than its main competitor, Ethereum.
Why Cryptocurrencies should be
Easy Transactions: Transactions can be done easily at lower costs and in a more private manner. It just
requires a smart phone app. hardware wallet or exchange wallet. They can be bought with cash too. Some types
can be bought from Bitcoin ATM and the buyer can send these coins to his/her phone.
Incredible Security: As they are based on Cryptography and Blockchain Technology, they are more secure
than any other form of payments. Crypto security depends on hash rate. The higher the hash rate , more
computing power required to compromise the system. Bitcoin has the highest hash rate and hence considered to
be most secured.
Short settlement time and cheap transactions: Payments for most of the cryptocurrencies are settled within a
few seconds of minutes. Compared to that bank transfers take a few days to settle.
Exponential Growth: It is one of the fastest growing markets. The total market cap in 2013 was $1.6 billion
which rose to $ 1.4 trillion by June 2021.
High returns: Bitcoin is one of the best performing asset since its valuation in 2010. It has led to million of
percentage points’ worth of gain. Sometimes altcoins have outperformed it too but later collapsed.
Portfolio Diversification: Cryptocurrency has become one of the best investment avenue as it is not related to
any other market such as stocks, bonds or commodities. One of the major reason for people buying it has been
to reduce market risks.
Cross border payments: Cryptocurrencies don’t have any regard for national borders. Any individual can send
coins to any individual of any other country without any extra charge, time factor or any restrictions.
Transactional freedom: Cryptocurrencies can be used to exchange value between two parties without any
interference from a third party.
Can be traded 24X7: They can be traded 24 hours a day, 7 days a week without any obstruction. Only thing
that can interrupt a transaction is power outage or failure of internet or some issue in the centralized exchange.
Hedge against inflation: cryptocurrencies that are limited in supply like bitcoin are considered to be good
hedge against inflation. If the government prints more money, it might increase monetary inflation but
cryptocurrencies limited supply results in appreciation in value.
Why Cryptocurrencies should not be
In spite of all these reasons to invest in these currencies, some flaws are there that one needs to consider before
investing. They are:
Scalability: Although the number of cryptocurrencies is increasing and more and more people are investing, the
fact remains that the number of transactions daily are much less than processed by payment giant VISA. The
speed is also slower as compared to Mastercard and VISA. There is a need to scale up the infrastructure.
Cyber security issues: As the cryptocurrencies are digital technologies, they are prone to the risk of hacking.
Several ICOs ( Initial Cryptocurrencies Offer) have been hacked in 2021 causing losses of millions of dollars.
Volatility of price and inherent value: Price volatility is a crucial concern and investors like Warren Buffet
call this cryptocurrency ecosystem as a bubble. There is a need to link the value of cryptocurrency directly with
tangible and intangible assets.
Correlation with stock market: It has been found that cryptocurrencies have a more positive correlation with
S&P 500 than gold in term of returns. They failed to provide any diversification benefits when needed.
Lack of regulations: Cryptocurrencies are neither regulated nor under the control of any government. Hence
investment in them are riskier as compared to other assets.
There is no doubt that the cryptocurrency market has shown exponential growth. The entire market is presently
valued at $2,060 trillion ( Source: Coin Gecko). Its valuation has grown by more than 132% over the past year.

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The number of active cryptocurrencies has also grown substantially, by November, 2021, there were 7, 557
unique digital currencies ( Source: Statistica). In order to understand how the market has grown exponentially,
\the market capitalization values of cryptocurrencies on a particular day in April for six years has been taken as
represented in the table below: ( Source: TradingView)
Date Total Market Capitalisation
( in US$)
3/04/2017 22.23 Billion
3/04/ 2018 242.93 Billion
1/04/2019 171.75 Billion
6/04/2020 193.75 Billon
5/04/2021 2009.91 Billion
1/04/2022 2044.77 Billion

From the above graph it can be seen how the market for cryptocurrencies has grown leap and bounds within a
few years especially from April, 2020 to April,2021. The proportion of total market capitalization per coin has
been shown in the below table and figure: ( Source: CoinGecko)
Cryptocoin Proportion in market Cap as Percentage
Bitcoin 40
Ethereum 19
Tether 4
BNB 3.6
USD Coin 2.5
Solana 1.9
XRP 1.8
Other 27

From the above figure it is evident that Bitcoin is the most popular coin followed by Ethereum. Besides the
above shown there are thousands of coins being actively traded. There are more than 300 plus million owners of
cryptocurrencies worldwide. In terms of continents, the distribution is as follows:
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Region Crypto users (In millions)

Asia 160
Europe 38
Africa 32
North America 28
South America 24
Oceania 1
Source: Chainanalysis,2020
In terms of countries, some of the prominent countries are:
Country Crypto users (In millions)
India 100
USA 27
Nigeria 13
Vietnam 5.9
United Kingdom 3.3
Source: Chainanalysis,2020
CONCLUSION
Cryptocurrency market has indeed moved from the early adoption phase. The coins are seeing new innovations
and better technologies are being worked on so as to make them more secure and trust worthy. More and more
investors are using it as a way of portfolio diversification as it can act as a hedge against inflation. The
transactions are also hassle free as they do not involve any third party intervention. But a few reservations are
still there such as risk of hacking and absence of regulations. Bitcoin is the most traded cryptocoin, much ahead
its various competitors. Seeing the increasing popularity of this currency, countries have started working on
their own official digital currencies but still they are far from introducing them. Several companies have also
started accepting cryptocurrencies as a way of payment. Very soon these currencies will become the currencies
of global economy.
REFERENCES
 Fang, F., Ventre, C., Basios, M. et al. Cryptocurrency trading: a comprehensive survey. Finance Innov 8,13
(2022).
 Ahamad S., Nair. M, Varghese, B. A survey on cryptocurrencies. 4 th International Conference on Advances
in Computer Science. AETACS, pp.42-48. (2013)Citeseer
 Doran, MD. A forensic look on bitcoin cryptocurrency. PhD thesis. Utica College ( 2014)
 Meunier,S. Blockchain 101: What is blockchain and how does this revolutionary technology work?
Transforming climate Finance and Green Investment with Blockchains, Elsevier, pp. 23-34 (2018)
 Tapscott, D. Tapscott, A. Blockchain Revolution: How the technology behind Bitcoin is changing Money,
Business and the World. Penguin (2016)
 DeVries, P. An Analysis of Cryptocurrency, Bitcoin, and the Future. International Journal of Business
Management and Commerce (2016)
 Garcia- Corral, F.J., Cordero- Garcia, J.A., dePablo- Valenciano, J. et al. A bibliometric review of
cryptocurrencies: how they have grown? Finance Innov 8, 2 (2022)
Websites referred:
www.finder.com.au
www.triple-a.io
www.money.usnews.com
www.tradingview.com
www.cnbc.com
www.coinGecko.com
www.coinspot.com.au
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THE IMPACT OF AI ON DECISION MAKING PROCESSES IN HR

1
Sweta Bakshi and 2Dr. Sandeep Kumar
1
Assistant Professor, ITS Mohan Nagar, Ghaziabad
2
Professor, Tecnia Institute of Advanced Studies Delhi

ABSTRACT
Information technology are making stress, resulting in organizationsbeing compelled toupdate and restructure
themselves. As digitalization improves day by day, HR processes become less complicated. With AI, HR teams
can use intelligent conversational assistants to interact with employees and applicants seamlessly. AI reduces
human bias in the decision-making process of the HR department. Having to deal with a myriad of queries and
requests is inevitable for the HR department. Thus, using automation is the best solution there is. The benefits of
AI and automation for HR and the workforce don’t come instantly, however. It’s a journey and one can see the
short-term benefits of this journey in automation

INTRODUCTION
Information technology are making stress, resulting in organizationsbeing compelled toupdate and restructure
themselves. Against this backdrop there is an increasing trend to adopt artificial intelligence technologies. This
study aims to explore and investigate the effect of Artificial Intelligence (AI) on Human Resources (HR)
practices
As digitalization improves day by day, HR processes become less complicated. Through artificial intelligence,
the Human Resources department can carry out their responsibilities with ease and make real-time decisions
with the help of pre-built algorithms. With that, the role of AI in HR is crucial. By combining efficient HR
development and AI, you can provide a more seamless workflow and make more effective decisions. You can
transform every aspect of your company using deep learning technology. To know more, here are some of the
impacts of AI on the decision making process in HR.
1. AI BASED RECRUITING
Hiring new employees and talent acquisition are some of the time-consuming responsibilities of HR. However,
companies using AI in HR are already sparing themselves from doing these complex processes.
AI can reduce HR’s time spent in hiring by completing mundane tasks, such as screening the candidates,
scheduling interviews, attending to job seekers’ queries, and the like. Not only that, but it can also help the HR
department to make better assessments. Hence, you can perform a screening process that focuses more on the
candidate’s credentials and relevant job qualifications.
Even more so, AI makes the screening process more effective by gathering the applicants’ data and then
comparing it with other applications. With that, the HR team’s decisions are guaranteed to be free from any
human bias and discrimination.
AI BASED CONVERSATIONAL ASSISTANTS
With AI, HR teams can use intelligent conversational assistants to interact with employees and applicants
seamlessly. Unlike typical communication channels, AI powered conversational assistants can enable improved
and quality interaction through their deployment of Natural Language Processing and Machine Learning –
delivering meaningful responses in seconds.
What’s more, the HR department can use conversational assistants to analyse conversations and identify their
employees’ needs. By identifying your employees’ sentiments and needs, it is easier to take action and show
that you value them. On top of that, the technology can also help you reduce turnovers and boost employee
engagement.
Humley offers conversational AI assistants that are easy to deploy, use and implement. You can quickly
transform your communication with your employees, teams and customers.
3. LEARNING AND TRAINING
One role of artificial intelligence in transforming human resource management is how it is capable of teaching
and training employees. Besides, HR teams can also use AI to assess employees’ skills. After analysing their
activities, the system can recommend appropriate learning programs or videos to help them improve.
In fact, AI can help HR come up with individualized learning plans on interactive e-learning platforms. This is
to provide employees with the right level of personalization that they need.
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4. EFFECTIVE DECISION MAKING

AI reduces human bias in the decision-making process of the HR department. Also, it helps individuals make
quick decisions in their daily lives. By taking over HR’s responsibility to observe and analyse each employee,
gaining more insights about employees can be more manageable.
In line with that, you might want to check out this article to gain greater insights into employees. But, besides
that, using behavioural analytics can also help you understand your employees more. When you know how your
employees behave, you can predict how they are likely to make decisions in the future.
5. ADMINISTRATIVE TASKS
AI use cases in HR can include automation of repetitive administrative tasks. This not only saves HR teams
from completing time-consuming tasks, but it can also improve efficiency. Besides, by automating
administrative tasks, HR employees can focus on more valuable tasks and reduce the workforce.
Furthermore, reducing the workforce helps the company decrease operational costs. According to a survey
from Statista, 30% of respondents said that their company’s revenue increased after adopting AI.
Moreover, here are some of the administrative tasks that the HR department can automate:
HR SUPPORT
Having to deal with a myriad of queries and requests is inevitable for the HR department. Thus, using
automation is the best solution there is. By automating instant message replies to your employees’ concerns,
you can respond to them on time while taking a significant burden of responsibility from the whole HR team.
PAYROLL
Processing employees’ payroll takes time, not to mention the errors you might make when doing it manually.
However, by automating your payroll system, you can get the job done quickly and reduce human errors from
calculations.
RECORDS MANAGEMENT
Automating records management reduces paperwork and makes information accessible anytime you need it.
Additionally, quickly accessing the information you need helps promote transparency and accountability.
Artificial Intelligence: How it affects decision-making processes
To wrap it up, AI is truly a valuable resource when used effectively. The 5 impacts mentioned above show how
greatly it can help with the decision making process of HR. However, before implementing the system within
your HR operations, consider assessing the areas that need it most.
By doing so, AI can bring about a lot of benefits to your company more than just improving the decision-
making process of HR. Before you know it, AI is already helping you improve employees’ overall experience
and increase your company’s revenue.
AI and Automation in HR: Impact, Adoption and Future Workforce
Artificial intelligence (AI) has been changing our lives for decades, but today its presence is bigger than ever
before. Sometimes, we don’t even realize it when a new AI-powered system, tool, or product appears and
outperforms us, humans. In fact, AI is affecting human life on all kinds of levels varying from:
The automation of tedious, time-consuming tasks to;
 The augmentation of human capabilities and;
 The amplification of human functions.
“While most of the use of this AI technology is stifoll elementary at the moment, it is radically transforming our
everyday lives; both professionally and personally.”
The benefits of AI and automation for HR and the workforce don’t come instantly, however. It’s a journey and
one can see the short-term benefits of this journey in automation, the medium-term benefits in augmentation and
finally the long-term benefits in the amplification of human activities or tasks.

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AI and Automation in HR: Impact and Current State

AI is in all places today, and there are many aspects to consider as to how it will influence the future of work.
As per Josh Bersin, principal and founder of Bersin by Deloitte It’s now popping into almost every piece of
software. Based on research by Bersin by Deloitte, nearly 40% of companies are using some form of AI in HR
alone.
According to Personnel Today, 38% of enterprises are already using AI in their workplace with 62% expecting
to start using it as early as this year. According to Bersin by Deloitte, 33% of employees expect that their jobs
will become enhanced by AI in the near future.
Artificial intelligence is present in virtually every foremost industry from healthcare to advertising,
transportation, finance, legal, education, and now also within our workplaces.
Many smart home devices include the ability to learn your behavior patterns and help you save money. Like
the Nest thermostat that helps to increase your daily convenience and save energy.
 Amazon Alexa, Siri, Google Now, and Cortana are all intelligent digital personal assistants on various
platforms. Google’s ‘Waymo’ and Tesla’s ‘Autopilot’ features are two good examples of this.
 Spotify uses deep learning to create the ultimate personalized playlist and suggest new music based on the
user’s prior listening behavior.
 The Hemingway app uses a primitive artificial intelligence that recognizes writing problems through
natural language processing and polishes your writing structure. It helps in saving time and increases
readability.
 Skype’s Translator currently works in 8 languages, and the text translator is available in more than 500
languages for instant messaging.
 Clarke ai is an AI bot that dials into your conference calls and does the entire note-taking work for you.
Then, when the call is over, it emails the notes directly to your inbox.
 Google’s smart reply feature uses machine learning to analyze your emails and suggest quick, bite-sized
responses you may want to send.
 Paradox uses Olivia as an AI assistant that allows you to focus on the entire candidate management.
 VCV is an AI-powered Robot-Recruiter that searches for candidates; it calls them with questions using
voice recognition, and then invites them to record a video interview.
 Glider is another example that can help in putting your hiring efforts on ‘auto-pilot’ when you’re out of the
office.
 SAP SuccessFactors, Cornerstone, Talentsoft, and many others are already providing similar features to
recommend courses based on a person’s career track and performance.
 AI company X AI launched ‘Amy‘, a virtual personal assistant that automates the process of scheduling
meetings.
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 Capitan is the smart shopping list that learns as you use it, to save you time and to avoid those missed
items.
 Netflix recommends series and films based on the interests you’ve expressed and the judgments you’ve
made in the past. No need to spend time searching.
 Amazon’s anticipatory shipping project hopes to send them you before you even need them.
 The North Face is using IBM Watson‘s platform to find a perfect jacket through a more engaging,
personalized and relevant shopping experience.
These are only a few examples. Whether you are aware of it or not, AI has an immense impact on our daily
(working) lives already. For most of us, AI technology is helping us do our jobs more efficiently and it’s
generally making our lives – and jobs – easier.
As such, AI plays a big role today in transforming HR and the workforce; reducing human bias, increasing
efficiency in candidate assessment, improving relationships with employees, improving compliance, increasing
adoption of metrics, and improving workplace learning are some of the benefits organizations are experiencing
today.
Jeanne Meister stated in her article, “The Future of Work: The Intersection of Artificial Intelligence and Human
Resources“, how HR leaders will need to begin experimenting with all facets of AI to deliver value to their
organizations. According to her, HR leaders are beginning to pilot AI to deliver greater value to the organization
by using, for example, chatbots for recruiting, employee services, employee development, and coaching. So far,
recruiting and talent acquisition are the areas where AI solutions are most effective. There is a growing number
of startups and service providers who target HR with artificial intelligence-based solutions for activities such as:
 sourcing (for example, Textio);
 interviewing (myInterview);
 on-boarding (Talla);
 coaching (Saberr) and;
 Employee service centers (ServiceNow).
 When it comes to AI in HR, “The applications of AI basically are analytics applications, where the software
is using history and algorithms and data to be smarter and smarter over time,” as per Bersin. The most
interesting part of people analytics is the interface between AI and human proficiency.
 Investments in AI are growing exponentially. Research firm IDC predicts that the market for AI will grow
from $12.5 billion in 2017 to $46 billion by 2020, impacting all business practices across almost every
industry.
 The McKinsey Research Institute mentioned in its January 2017 report, “A future that works: Automation,
employment, and productivity”, that automation technologies such as advanced robotics and artificial
intelligence are powerful drivers of productivity and economic growth which can help create economic
surpluses and increase overall societal prosperity.
 According to McKinsey, automation could accelerate the productivity of the global economy by between
0.8 and 1.4 percent of the global GDP annually; assuming that the human labor replaced by automation
rejoins the workforce.
 On the other hand, their automation analysis found significant variations among various sectors of the
economy and among the occupations within those sectors. Taking into account the technical, economic and
social factors affecting the pace and extent of automation, McKinsey estimated that up to 30% of current
work activities could be displaced by 2030.
 When the topic of artificial intelligence and its impact on jobs and the economy comes up, the principal
focus of the conversation used to be on blue collar jobs. As per CB Insights and the State of Automation
Report, there are 4.6M retail salespeople jobs at risk in the USA alone due to AI. The same thing goes for
4.3M cooks & waiters, 3.8M cleaners, 2.4M movers and warehouse workers, 1.8 M truck drivers and 1.2M
construction workers.

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 According to CB Insights, a growing wave of AI-infused Expert Automation & Augmentation Software
(EAAS) platforms will steer us towards a new era of AI-assisted and/or AI-enhanced productivity. These
EAAS platforms use machine intelligence to replicate and augment human understanding.
 This AI-enhanced productivity is starting to threaten white-collar jobs as well. And it’s going to impact
most of the common professions like lawyers, HR, teachers, traders, sales, marketing, researchers,
accountants, software developers, etc.
History and Shift
Many AI and machine learning algorithms used today have been around for decades. Advanced robots,
autonomous vehicles, and Unmanned Aerial Vehicles (UAVs) have been used by defense agencies for nearly
half a century.
Technology has always triggered fears of mass unemployment. Louis Anslow, a self-described solutionist,
promethean, and designer explains this reaction in his publication “Robots have been about to take all the jobs
for more than 200 years”. In the 1930s, it was vaunted economist John Maynard Keynes, who implicated
technology as one reason for the unemployment of the Great Depression. As such, it has always been a hot
topic.
BBC Capital recently published the history of unfounded fears over the future of work which states that back in
1959, the mathematician I.J. Good predicted that “All the problems of science and technology will be handed
over to machines and it will no longer be necessary for people to work”.
Another recent article by the Mckinsey Research Institute, “What the future of work will mean for jobs, skills,
and wages” states that this kind of skill shift or employment displacement is not new.

The First Industrial Revolution began in England in the 18th century and the economies of Europe, the United
States, and other countries have undergone two intense waves of structural change since. Mechanization
enabled a revolution in agriculture and in industry, encouraging a migration of workers from the countryside to
cities. A second structural shift occurred in the past 60 years as the share of manufacturing employment
declined in some countries while the service sectors grew.
According to research by Mckinsey, the employment shifts accompanying this process of structural
transformation have been very large. Throughout these large shifts of workers across occupations and
industries, overall employment as a share of the population has generally continued to grow.
Global Economies like the US, China, India, Germany, Japan, and Brazil are going to be impacted more than
emerging economies like Indonesia, South Korea, Turkey etc. The impact of AI and automation varies
depending on a country’s income level, demographics and industry structure.
Expectations vs. Reality
Most of our daily jobs are associated with tasks like paperwork, scheduling, timesheets, accounting, expenses
etc. (as shown below with an average percentage). Of course, it is useful to outsource these repetitive tasks to
digital assistants or automated software, freeing up more time for deep thinking and creativity.

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CONCLUSION
It becomes pretty clear from all these analyses that occupations involving physical work in predictable
environments – including production workers and building and grounds cleaners – as well as office support
roles like clerks and administrative assistants, are likely to face a significant impact on their activities as a result
of AI and automation. Doctors and professionals like engineers and business specialists, on the other hand, are
less likely to experience as much of an impact.
The current level of educational requirements for occupations tends to be correlated with the likelihood of these
activities being automated. Occupations requiring some higher education generally include work activities that
are less automatable than those requiring a high school diploma and some experience.
The World Economic Forum report, “The Future of Jobs”, looks at the employment, skills and workforce
strategy for the future. The writers of the report asked chief human resources officers and strategy officers from
leading global employers what the current shift means, specifically for employment, skills, and recruitment
across industries and geographies.
They found that the current developments in AI and automation will transform the way we live and the way we
work. Some jobs will disappear, others will grow and jobs that don’t even exist today will become
commonplace. What’s certain is that the future workforce will need to align its skillset to keep up the pace.

According to Laetitia Vitaud, a researcher on the Future of Work & Consumption, most of the HR divisions or
departments of our modern corporates have become process-driven ‘machines’ that manage people like assets,
rather than unique human beings that require personalized attention.
Instead, HR departments run top-down process-engineered ‘systems’ — to recruit large lumps of resources,
handle payroll, organize annual appraisals, send simultaneous batches of employees to training, etc. — that
leave little room for personalization, flexibility, and creativity.

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REFERENCES
 Arago Consulting. (2019, April 26). HR challenges - Artificial Intelligence, Process Automation and HR
Chatbot. Retrieved from https://www.aragoconsulting.eu/en/tips-best-practices/6-biggest-challenges-
hrfunction-2019-artificial-intelligence-process-automation-hr-chatbot
 Artisan. (2017, September). FINDING AND SOURCING EMPLOYEES IN THE DIGITIZATION ERA.
Retrieved from
https://cdn2.hubspot.net/hubfs/1951043/Content%20Offers/Ai_Whitepaper/Artisan%20Talent%20AI%2
0and%20Bots%20in%20Recruiting%20Paper.pdf
 Davenport, T. (2019, February 11). AI And HR: A Match Made In Many Companies. Retrieved from
https://www.forbes.com/sites/tomdavenport/2019/02/10/ai-and-hr-a-match-made-in-
manycompanies/#71bcdc983cd3.
 Ernst & Young. (2018). The new age: artificial intelligence for human resource opportunities and functions.
Retrieved from https://www.ey.com/Publication/vwLUAssets/EY-the-new-age-artificialintelligence-for-
human-resource-opportunities-and-functions/
 Folick, O. (2016, October 17). AI For Recruiting: A Definitive Guide For HR Professionals. Retrieved from
https://ideal.com/ai-recruiting/
 HR.com. (2017). The State of Artificial Intelligence in HR. Retrieved from
https://harbingersystems.com/wpcontent/uploads/2017/12/WP_StateofArtificialIntelligenceinHR_Harbinger
Systems_112717.pdf
 James Wright, & Dr David Atkinson. (n.d.). The impact of artificial intelligence within the recruitment
industry: Defining a new way of recruiting. Retrieved from
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 Maria Aspan. (2020, January 20). A.I. is transforming the job interview—and everything after. Retrieved
from https://fortune.com/longform/hr-technology-ai-hiring-recruitment/
 Meister, J. (2019,). Ten HR Trends In The Age Of Artificial Intelligence. Retrieved from
https://www.forbes.com/sites/jeannemeister/2019/01/08/ten-hr-trends-in-the-age-of-
artificialintelligence/#3993dcec3219
 PWC. (2017). Artificial Intelligence in HR: A No-brainer. Retrieved from
https://www.pwc.at/de/publikationen/verschiedenes/artificial-intelligence-in-hr-a-no-brainer.pdf 2
 Wright, P. M., & Ulrich, M. D. (2017). A Road Well Traveled: The Past, Present, and Future Journey of
Strategic Human Resource Management. Annual Review of Organizational Psychology and Organizational
Behavior, 4(1), 45-65. doi:10.1146/annurev-orgpsych-032516-113052 Volume XI, Issue XII, 2019 Page
No: 1205

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BUSINESS ANALYTICS VS MARKETING ANALYTICS - UNDERSTANDING THE BASICS

1
Dr. Sandeep Kumar and 2Sweta Bakshi
1
Professor, Tecnia Institute of Advanced Studies Delhi
2
Assistant Professor, ITS Mohan Nagar, Ghaziabad

ABSTRACT
Inward marketing is rapidly changing the way organizations compete. Merriam Webmaster defines analysis as
a separation of a whole into its parts, and analytics is a technique of logical analysis. Marketing is making a
shift from typical outbound, offline marketing to online inbound marketing techniques. Marketing analytics
depends on market feedback. It holds track of subscribers, leaders, and customers ' activities and interests, and
facilitates marketers augment their operations by analyzing market performance. . Business analytics is used to
evaluate operations across organizations and can be implemented in any department,

INTRODUCTION
Inward marketing is rapidly changing the way organizations compete. When prospective customers are seeking
for data, connecting with you via web-based networking media, and reaching your website, they leave an ample
track of information all through their path. Companies acquire all this information in order to better understand
their customers and design markets &products, so they are in sync with the information obtained. The process
does not end there, though. Companies are also looking to combine their sales and marketing teams in order to
realize a more closed-loop approach to marketing analysis. While browsing an e-commerce website, you will
find the pro-active exhibit of relevant products.
Why Analytics?
Merriam Webmaster defines analysis as a separation of a whole into its parts, and analytics is a technique of
logical analysis. Data-driven marketers leverage both analytics and analysis to drive all sorts of decisions, and
each application validates the unique perceptions and challenges inherent in analyzing customer behavior.
Thinking about the past and the future is an alternative way to distinguish between analysis and analysis.
‘Analysis’ looks backward and establishes a historical view for marketers to know what has happened in the
past. ‘Analytics’, on the contrary, looks forward to model the future tin order to predict a result. Regardless of
their individual natures, both are equally vital to marketers. In addition to providing terrific value by creating an
image of their customers, they also help marketers to appraise their marketing efforts. Analysis and analytics
both engage in a substantial role in identifying the specific audience as well as the marketing message. They
help marketers make better business decisions and determine marketing tools performance.
Knowing more about marketing data
Marketing is making a shift from typical outbound, offline marketing to online inbound marketing techniques.
We have identified for a long time that measurability is the power of digital marketing. However, these days,
using the various marketing tools available, one can easily measure every aspect of their marketing efforts, not
just from a promotion perspective, but on a lead-to-lead or account-to-account basis. However, measurement is
only half what we learn — the other half being attribution - understanding how to allocate credit to your
different marketing efforts and rightly realize their impact on the client endeavour.
In order to stay on competitive in business and achieve success, business analytics is crucial. It is used to
determine everything – be it warehouse efficiency, information about manufacturing, sales or income
contribution from marketing. What you measure and how you accumulate information is a case - by - case
decision; however, the objective of business analytics continues the same.

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Generally, business analytics blends data from each department to gain an understanding of how the
organization works as a unit. Today, with most business capabilities moving online, gain access to and
evaluating information from each department is much at ease. And you can find it the marketing department?
While it may appear simple and without any glitches, business analytics comes with its own stake of challenges
. According to John Jordan from Penn State University's appropriately defined, some of the business analytics
challenges include "... a greater potential for privacy invasion, increased financial exposure in fast-moving
markets, increased the potential for mistaking noise for true insight, and a higher risk of spending lots of money
and time chasing poorly defined issues or opportunities ..."
Difference b/w Marketing Analytics and Business Analytics
Marketing analytics depends on market feedback. It holds track of subscribers, leaders, and customers '
activities and interests, and facilitates marketers augment their operations by analyzing market performance.
Rather than resting the obligation of marketing analytics with just a select few, it should be used for better
results by every marketer in the team. This can help them to evaluate and augment their efforts. It can also
inspire one to make data-backed decisions and characterize the future course of action. After all, it's not just
about getting more clicks or driving more traffic to a website- a digital marketer's job is to make revenue growth
as well. Failure to quantify the results of your marketing efforts will make it hard for you to realize the effect
they have had on closing leads. This can also impede the analysis of your lead nurture programs.
Most marketers find their website and analytics of social media as their starting line. While website analytics
measure actions like clicks, page views, and conversions; social media analytics provide you with the right
acumen of your digital media exposure across social media platforms. Marketing analytics actually goes beyond
the rigorous measurement of online performance - it also comprises a means to handle offline marketing efforts.
Marketing analytics shows the direct impact of marketing on pipeline generation and revenue growth by
bringing together all marketing areas, including offline efforts with sales and lead generation results.
In comparison, business analytics offers insights that help in making informed business decisions and can be
used to systematize and optimize business processes. For data-driven businesses, all data captured are in fact
assets that affect the organization's decision - making process. The quality of the data captured is, of course,
important and plays an critical role in the decision-making process.
The benefits of marketing analytics are not confined to the marketing department. They hold value for verticals
such as sales, customer service and senior business management, among others. This is due to their appropriate
market feedback they provide, which in turn helps professionals to augment their investments and priorities in
the relevant verticals.
On the other hand, business analytics enunciates you to contract with real business problems, using fundamental
analytical methods such as optimization, simulation, forecasting and statistics. While marketing analytics is
perfect for work on marketing issues; business analytics helps in organizational decision-making processes.
Marketing and business analytics eventually are the two sides of a coin – business analytics wouldn't tell the
comprehensive story without marketing data and vice versa. In order to provide feedback on the downstream
impact of marketing efforts, marketing analytics depend on on business data from other departments,
predominantly sales.
How marketers use data analytics to reach new and existing customers
Big data and analytics can help a business envisage consumer behavior, improve decision-making across the
board and determine the ROI of its marketing efforts. By addressing these features adequately, the business
would not only be able to shield its market share, but also swell into new territories.
Leveraging big data to grow sales and revenues
Chief marketing officers across the country are increasingly including big data into their decision-making
process. For instance, a recent study has shown that 42 percent of CMOs make marketing decisions based on
customer-acquisition numbers, 40.5 percent based on customer insight, 39.1 percent prioritize digital marketing
when making such decisions, 35 percent place greater importance on customer retention, and 34.5 percent make
marketing decisions based on branding. It is worth noting that 46 percent of the polled marketers said that they
would use various analytics strategies to gain consumer insight. Examples of such strategies include location-
based targeting, personalization, and an increase in mobile and real-time reporting.

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Sources of business data

Internal and external sources generate 54 percent and 25 percent of business data respectively. The remaining
21 percent of data comes from a combination of the first two sources. The top four ways business leaders source
business data are sales and financial transactions (56 percent), leads and sales contacts from customer databases
(21 percent), email correspondence (39 percent), and productivity applications (39 percent). Overall, big data
boosts a business’s performance, improves customer segmentation and enhances the decision-making process.
More specifically, 29 percent of marketers in the US say that marketing analytics has helped them grow their
organization’s sales revenues by as much as 26 percent. Additionally, 54 percent of companies using customer
analytics have seen their profits grow considerably.
The three levels of analytics
The three levels of analytics, according to tech authority Gartner, are descriptive analytics, predictive analytics
and prescriptive analytics. Descriptive analysis entails examining data and content manually with the aim of
understanding what happened. Some of the techniques that a business can employ to do this include business
intelligence and visualizations. Predictive analysis, on the other hand, attempts to predict the outcome by
employing techniques such as regression analysis, forecasting and predictive modeling. Finally, prescriptive
analysis is an advanced form of analytics that aims to find suitable solutions to the problems identified in the
first and second levels of analytics. Some of the techniques employed in predictive analytics include complex
event processing, simulation and recommendation engines.
The pros and cons of utilizing market analytics
One of the main challenges of using market analytics revolves around integrating complex interfaces for
accessing data. In fact, only 26 percent of the polled marketers believe that their systems are properly set up to
work seamlessly together. The second key challenge revolves around a user’s ability to employ analytics data
effectively. On this front, only 28 percent of the polled marketers said they were able to do this. The third key
challenge has to do with data verification and validation. In particularly, outdated, inconsistent and irrelevant
data poses a big problem to 59 percent of the businesses interviewed.
Benefits
According to polled US executives, American companies that invest in big-data initiatives enjoy higher
decision-making, improved collaboration and sharing of information, as well as greater customer satisfaction
and retention. This is mainly significant because 72 percent of the polled executives reported augmented
competition for customers. Market analytics gives businesses an superiority over their competitors that have
failed to invest in big-data initiatives.
Using Big Data to Predict Consumer Behavior and Improve ROI
Relying on data to make more informed decisions has become vital for business owners. Being able to more
accurately predict results and improve upon current decisions based on past experiences is an invaluable tool.
Marketers today place a stronger reliance on the use of big data to predict consumer behavior trends and to
better reach new and existing customers. Eighty-six percent of surveyed executives who were overseeing
predictive analytics campaigns for at least two years reported noticing a resulting increase in their return on
investment (ROI).
The retail industry is astoundingly competitive in the modern world, where millions of comparable options are
presented to customers shopping online. Standing out amongst the competition is extremely important to
succeed in online retail. By making accurate customer predictions based on data, retailers can expect to see a
result of higher sales numbers and increased customer satisfaction levels.
CONCLUSIONS
Marketing analytics measures integrated online and offline marketing effects. Marketing analytics help
organizations make faster, data-driven business decisions that focus on real customer feedback. Business
analytics is used to evaluate operations across organizations and can be implemented in any department, be it
sales, product development or even customer service. Business analytics solutions generally use data, statistical
and quantitative analysis, and fact-based data to measure past performances to guide business planning for an
organization.
The global digital advertising space was worth $154 billion in 2015. By 2020, the industry will be worth over
$250 billion, largely driven by big-data initiatives including mobile internet, display internet, paid-search
internet and classified internet. For this reason, more and more chief marketing officers are allocating more
money to market analytics, with the average American business allocating 6.5 percent of its marketing budget to
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analytics. Additionally, analytics are increasingly driving marketing decisions. When making such decisions,
40.5 percent of CMOs consider consumer insight, 42 percent consider customer acquisition and 35 percent
consider customer retention. Some of the techniques marketers use to gain consumer insight include location-
based targeting, customization, and an increase in mobile and real-time reporting. The sources of business data
include internal, external and a combination of the two sources. There are three levels of data analytics:
descriptive analysis, predictive analysis and prescriptive analysis. The pros of big-data initiatives include better
insight and decision-making, greater customer satisfaction and retention, and enhanced collection and
dissemination of information. The cons of big-data initiatives include technological challenges, data verification
and validation challenges, and the ability of users to interpret and utilize big data effectively.
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DIGITAL PAYMENTS: A CHANGING TREND IN MODE OF PAYMENT DURING PANDEMIC

SITUATION IN INDIA PRE AND POST EFFECT

Mr. Amit Aggarwal

Assistant Professor, Management Department, Institute of Professional Excellence & Management
Ghaziabad

ABSTRACT
In Today’s environment, digital payments work a critical role and offer numerous benefits over cash, including ease
of transaction, security, and transparency. In this pandemic condition, the banking sector plays a critical role in
digital payment by providing digital instruments such as debit cards, mobile banking, and mobile wallets.Payment
systems have shown to be efficient and long-lasting, and the general public continues to have a high level of trust in
them due to security reason. The lock-down and company closures, however, resulted in reduced average
transaction volumes. This research shows the future of digital payment environment which is increasing day by day
and will be helpful even post Covid period also.
Another important reason for increasing the trend in digital payment is access of internet and android Mobile
phone by 70% population of India and during pandemic situation this ratio has increased rapidly because it was
one of the medium to connect to someone for different daily activities of human being. During lockdown few
payments were in routine which cannot be avoid so digital payment was one the mode to arrange all these things
such as mobile bill, electricity bill, education fee ,
TV recharge, Loan Installment payment, house rent etc.
This research paper focuses on the importance of digital payments during pandemics, the various types of digital
payment systems, and the increase of digital payments over the last three years specially. In addition, The Future of
Digital Payments is going be increase due to busy schedule of human being. People nowadays do not have enough
time to queue for several monthly cash payouts. Even our government is also promoting to digital payment to avoid
black money and cash transactions.
Keywords: Digital Payment, Pandemic, Banking sector

INTRODUCTION
As we know Banks play an important role in the life of any Individual, group, Company and institution for any
monetary transaction. In this pandemic, digital payments play a critical role. In light of the current circumstance,
when people are required to maintain a physical distance, all payments such as Groceries, electricity bills, mobile
recharges, Internet recharges, TV recharges, and other critical payments are all made via digital payment methods.
However, in this emergency situation, digital payment solutions are quite comfortable for the human being.
Main Invention of digital payment in India started at the time of Digital India by Our Prime Minister in 2014 and
later demonetization in the year 2016 when there were restriction on the withdraw limit by bank then people were
exploring digital payment through different UPI Apps.People were not well educated in the past, therefore they had
to wait in line to make payments. but now This is the time of technology and people are well educated so they
believe in smart work and the trend of digital payment is increasing day by day since 22 March 2020 at the arrival
of the corona virus, many businesses , Individuals, Companies and even normal human beings were also learning
digital payment through different apps such as Google pay, pay tm, phone pay, Debit card, credit card, net banking
etc due to lockdown all over the world. Now this mode of digital payment has provided a comfortable zone to all
the users and has become the usual habit of 80% population all over of the country. During this lockdown those
people were not aware about the online payment or digital payment; they have also learnt digital payment.
The government is currently actively urging individuals to accept digital payments, which were previously optional
due to social distancing and the COVID-19 problem.
But now people are friendly with these digital payment modes due to time saving, facility from the same point,
quick response, digital record and receipts etc.
Clearly, technology has simplified our lives. One of the technological advancements in banking, finance, and trade
is electronic payments. Electronic Payments (e-payments) are a technological innovation that allows us to execute
financial transactions electronically, reducing long lines and other issues. Electronic payments give customers
additional options when it comes to paying their taxes, licenses, and other fees.

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REVIEW LITERATURE
Dr Nirmala M, Associate Professor, Canara Bank School of Management, Bangalore City University, Bangalore
this paper is about the digital payment in India specially during the pandemic situation that how the users of digital
payments are increasing during pandemic situation. Digital payment helps people to make any payment without
wasting much time to stand in queue and during this pandemic situation It became compulsion for those customers
also who were not aware about this methodology of digital payment due to lack of knowledge and fear factor of
technology. Now this digital payment has become easy and friendly for more than 80% population of the country.
OBJECTIVES
1. To know the significance of digital payment in Banking Sector.
2. To know the different modes of electronic payment by banking sector.
3. To know the number of users/ Population of digital payment in India
DIGITAL PAYMENT METHODS
Banking Sector and Different Methods Of Digital Payment
Types of Digital Payment Methods in India
1. UPI
2. Mobile Wallets
3. Bank pre-paid cards
4. Point of Sale (POS)
5. Internet Banking
6. Mobile Banking
7. Bharat Interface for Money (BHIM) app
1) UPI
UPI is a cross-border payment system that allows anyone with a bank account to send and receive money through a
UPI-enabled app. A user can link numerous bank accounts to a UPI app on their Smartphone, allowing them to
execute money transactions and collect requests smoothly 24 hours a day, 365 days for whole year.
2) Mobile Wallets:
A mobile wallet is a type of virtual wallet that can be accessed via an application. The digital or mobile wallet stores
bank account, debit/credit card information, or bank account information in an encrypted format to allow safe
payments. A mobile wallet can be used to make payments and purchase goods and services after being loaded with
funds. Credit/debit cards were no longer required..
3) Bank pre-paid cards
A prepaid card is a type of payment card that you can load money onto before using it to make purchases. The card
could be linked to the customer's bank account or not. A debit card provided by a bank, on the other hand, is linked
to the customer's account.
4) POS terminals
Traditionally, point-of-sale (POS) terminals were installed in all stores where customers could use credit or debit
cards to make transactions. A credit card reader is usually a compact device. The scope of POS is increasing as a
result of digitization, and it is now available on mobile devices and through web browsers.
5) Internet Banking:
Internet banking is a means of doing banking transactions over the internet. Many services are accessible, such
moving funds, creating a new fixed or regular deposit, cancelling an account, and so on. Internet banking is
sometimes known as e-banking or virtual banking. NEFT, RTGS, and IMPS online fund transfers are commonly
made through internet banking.
6) Mobile Banking:
The method of making financial/banking transactions using a Smartphone is referred to as mobile banking. The
scope of mobile banking is expanding with the advent of various mobile wallets, digital payment apps, and other
services such as UPI. Many banks have their own applications that consumers can use to conduct banking
transactions with the click of a button.

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7) Bharat Interface for Money (BHIM) app:

Users can use the UPI app to pay through the BHIM app. It also works with UPI and you can use VPA to perform
transactions. The BHIM interface makes it easy to link your bank accounts. You can also link multiple bank
accounts. Anyone with the help of a registered mobile number, debit card and bank account can use the BHIM app.
Benefits of Digital Payments
Faster and more convenient: One of the most significant advantages of cashless payments is that it expedites the
payment process and eliminates the need to fill out long information. There is no need to queue for an ATM or
carry cards in your wallet.
 Cost-effective and low transaction fees:
 It's quicker, easier, and more convenient.
 Waivers, discounts, and cash backs are all available.
 Transactions are recorded digitally:
 All-in-one bill-paying solution
 Assists in the control of black money
Digital payments are steadily gaining traction in India, and a slew of new apps are being released in this space. It
has evolved into a simple and secure method of payment.
The Digital India programmed is the government of India's flagship initiative, with the goal of transforming India
into a digitally enabled society and knowledge economy. One of the professional mottos is "Faceless, Paperless a
finally cashless."
RESEARCH METHODOLOGY
 Primary Data
 Secondary Data
In this research I have collected data from secondary sources such as different websites of government, Books and
articles.
Data Analysis
Statistically we can see Digital payments across India from financial year 2018 to 2021(in billions)

Digital payments in India FY 2018-2021

Statistic Research Department, Jul 8, 2021

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Reserve Bank of India has constructed a composite Digital Payment Index (DPI) to capture the extent of
digitization in India.
The Reserve Bank of India –DPI (Digital Payment Index) has been drafted with March 2018 as the base period,
i.e. DPI score for March 2018 is set at 100. The Digital Payments Index is published on a semi-annual basis
with a lag of 4 months. The value of index increased 2.7 times a span of 3 years, from 100 in March 2018 to
270.59 in March 2021. The index has demonstrated significant growth in the index representing the rapid
adoption and deepening of digital payments across the country in recent years.

Period DPI Index

March 2018 (Base) 100
March 2019 153.47
September 2019 173.49
March 2020 207.84
September 2020 217.74
March 2021 270.59

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State wise Digital Payment (Per capita Basis)

(Sources:digipay.gov.in)
(Digidhan Dashboard, 2021)
State Digital Payment Transactions (Per Capita Basis)
Andhra Pradesh 17.683
Arunachal Pradesh 1.041
Assam 1.764
Bihar 1.361
Chhattisgarh 0.419
Daman and Diu 8.311
Delhi 9.313
Goa 5.886
Gujarat 2.389
Haryana 12.420
Himachal Pradesh 2.834
Jammu & Kashmir 0.796
Jharkhand 1.81
Kerala 2.909
Madhya Pradesh 2.184
Maharashtra 6.948
Manipur 0.8
Meghalaya 0.765
Mizoram 0.548
Nagaland 0.584
Punjab 2.041
Rajasthan 2.377
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Sikkim 2.139
Tamil Nadu 3.437
Telangana 2.571
Tripura 1.114
UP 3.911
West Bengal 3.162
digipay.gov.in

(Sources: digipay.gov.in)
(Digidhan Dashboard, 2021)
CONCLUSION
As per above analysis and according to available data from different sources we can conclude this research paper
that the digital payment mode is increasing day by day. As we have compared a data since 2018 to 2021 and found
a positive Change is 170, DPI Index in March 2021 is 270.59 and it was 100 in 2018.
State wise comparison on the basis of Digital Payment Transactions (Per Capita Basis) we come to know that
Andhra Pradesh is on highest level and Chhattisgarh is at the lowest level for using Digital Payment Transaction.
Digital Payment in India Growth rate as per financial year 2018 to financial year 2021 is 66%. (In 2018 it was 14.59
and reach up to 43.71 till 2021.)
We have also focused a Monthly growth rate as main impact of digital payment started from April 2020 due to
Covid-19. In April 2020 Transaction was Rs 9995 lakh and it was found in the month of March 2021Rs 27,356
Lakh. (Increase the way of transaction is 173.69%).
The digitalization of the banking sector with smart phones will surely meet the expectations of a growing
population. It actually reduces human error and increases comfort. With digital banking, mostly Businessmen,
Entrepreneurs, MSME and anyone who are in the need to make payment, don’t need to focus attention on banking
timing. Trading now takes place even at odd times also.
Last but not least the main reason for digital payment in India due to Smartphone’s and another reason is pandemic
situation.
REFERENCES
1) Saha, R. (2021). Digital Payments Usage During Covid19 Pandemic With Special Reference To E-Wallet
Users. International Journal Of Multidisciplinary Educational Research, 10(ISSN:2277-7881), 24–27.
2) Nirmala, M. (2021). The Impact Of Pandemic On Digital Payments In India. Journal of the Maharaja
Sayajirao University of Baroda ISSN : 0025-0422, 55, No.1 (I) 2021, 216–225.
3) https://www.globaltrademay.com
4) https://www.digipay.gov.com
5) https://www.npci.org.in
6) https://www.cashlessindia.gov.in

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HUMAN RESOURCE MANAGEMENT DURING COVID-19: IMPLICATIONS AND CHALLENGES

Tejindra Singh
Assistant Professor, Department of Management, Institute ofProfessional Excellence and Management,
Ghaziabad

ABSTRACT
We all Know that the work environment has been altogether changed by recent pandemic . The rapid and
sudden increase of remote work, shifting roles, competing home and work obligations, and focus on workplace
health and safety have forced businesses to rethink everything.
The COVID-19 has affected to a great extent organizations, creating a complex and challenging environment
for managers and HRM practitioners. To ensure the continuity for their organizations and help employees to
cope with the situation, the Managers need to search for some ingenious solutions. Studies dealing with the
impact of this pandemic on HRM are few. Through general literature review, the aim of this paper is to review
and to explore the Human Resource management during Covid 19.
Keywords: work environment, HRM Practitioners, Covid 19

INTRODUCTION
The whole world has been shocked and shaken severely by the unpredicted Covid-19 pandemic. Economies,
organisations, employees, and societies are affected to a great extent by this pandemic. The Covid pandemic
originated and spread from Wuhan city of China, started in December 2019, which is the severe acute
respiratory syndrome corona virus 2 that has been reported to a very fast infection spread and on March 11,
2020, pandemic has been declared by the World Health Organization (WHO, 2020)
During the rapid spread of the COVID-19 virus, several economies have implemented various non-medical
measures intended to reduce its infection like work from home, social distancing. Lockdown have been
imposed; people were compulsorily quarantined; educational institutions, businesses, and non-government
organizations were been temporarily closed; public transportation were restricted; flights were banned; public
gathering as well as social events have been totally banned. Moreover All the employees globally were ordered
to work from home. Globally, economic activities were witnessed to a significant slowdown, resulting into
layoffs due to COVID 19 outbreak (World Economic Forum, 2020). The increased unemployment rate is
reported in many countries. Companies have started reopening (Major & Machin, 2020), in the middle of this
ongoing pandemic, to recover from this economic crisis, with new working conditions and extraordinary rules
at the workplace like physical distancing. (Shaw, Main, Collie, Kristman, & Gross, 2020).Therefore due to this
pandemic, the emergence of a new and challenging working environment is experienced by managers and
HRM practitioners and it was not easy to find the ingenious solution to carry on their company’s business and
to help their employees to overcome with the challenges of this unpredictable situation.
The studies on the topic Human Resource Management During COVID-19: implications and challenges are
very few. HRM practitioners need more relevant and accurate information relating to issue for to be able to
support employees and maintain their employees and company’s activities. In fact, organizations are not
generally prepared to deal with such crises (Wang, Hutchins, & Garavan, 2009). Therefore, the objective of this
research is to investigate the impact of COVID-19 on HRM and to identify the challenges. Considering the
scarcity of papers on this important topic, this paper aims at widening the scope of management research.
METHODOLOGY
This paper is a general literature review, with an informative purpose. The aim of this paper is to examine the
related and recent available literature in the field of HRM. Very few studies that have been conducted in this
field of HRM which investigated the impact of Covid -19 pandemic on HRM.
The articles which have been examined the impact of Covid -19 on HRM were searched online along with the
articles which further examined the Challenges of Covid-19 on HRM functions like recruitment, training and
compensation. The articles were searched online using the terms HRM during covid pandemic and or Covid-19
a challenge for HR managers
LITERATURE REVIEW
Human Resource management is all about the employing and managing people in organizations which has been
impacted to a great extent

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HRM is about how people are employed and managed in organizations. It has been totally impacted by COVID-
19, resulting into significant challenges for managers and HRM practitioners. This impact and these challenges
are explored in this section, in relation to HRM and working conditions, as well as HRM functions, specifically,
staffing, performance management, training and development, compensation management. Each HRM function
is discussed individually, however, they are interrelated. This suggests that any change in one HRM function
will affect the other function.
WORKING CONDITIONS
Working conditions means ‘the core of paid work and employment relationships’. Working conditions include
various topics and issues, from working time (hours of work, rest periods, and work schedules) to remuneration,
as well as the physical conditions and mental demands that exist in the workplace’(ILO, 2020).
The COVID-19 pandemic has changed working conditions to a great extent. To continue their business
activities, most organizations have moved to remote working, allowing their employees to work from home
(Aitken-Fox et al).The class of employees working from home represents a small percentage of the overall
workforce (Gourinchas, 2020), It is because, remote working is not suitable for manufacturing industries and it
cannot be applied to all job positions (Koirala & Acharya, 2020). In this context, there were two possible ways
for companies whose nature of business does not allow to remote working.
Firstly to allow their employees to be present physically and maintaining physical distancing (i.e. 2 meter
distance between individuals in 360 degree) and wearing personal protective tools like face masks and hand
gloves and secondly to lay them off. Golin, and Rauh in a study emphasized that employees whose job tasks
cannot be performed from home are more likely to lost their jobs. In such circumstances, HR managers need to
mark those jobs which can be performed remotely and those which can only be performed on the physical
workplace, and those also that have to be laid off because of the situation of pandemic. Therefore it is a great
challenge for managers and HRM practitioners to cope up with these sudden and big changes in organizations.
Managers and HRM practitioners face many challenges for remote working. Main challenge is that employees
working from home are not having necessary equipments to perform their job. There are many employees not
having laptop or Desktop and or approach to network to perform their job. The net strength is the main issue in
remote areas. Various technological tools like Laptop, Desktop, Zoom, Team viewer and Microsoft teams etc
required for remote working and for communication are not afforded by all organizations. (Prasad and Vaidya,
2020).
The employees during work from home feel isolation as no regular interaction and peer advice is available.
Lack of one to one interaction with peers results into the stress and employees are under psychological pressure
as they are in multiple roles relating to their job as well as family while working from home. (Prasad and
Vaidya 2020). Working from home undermine the psychological health of employees as they have to use
information and communication technology(ICT) regularly to be in regular contact with their seniors and
organization through emails and this leads to increase in the volume of information and data. Molino et al 2020
refer it as technostress.
STAFFING
Staffing refers to a process of obtaining, utilizing and retaining, qualified and competent personnel to achieve
the organizational goals. This process is highly affected by covid pandemic. Covid effected the business
organisations to a great extent. Some industries were forced to temporarily close their business as they mark
decline in their business, On the other hand some industries flourish their business during Covid crisis (
Giupponi & Landais,2020).
Organisations noted decline were facing financial crisis and forced either to stop their recruitment process or
start hiring person with low skills at low salary to reduce their cost and struggling to mere survival of their
organisation. Many organizations were forced to lay off their employees (Kankanhalli, & Muthukrishnan,
2020). Millions of people become jobless due to this pandemic.
On the other hand, the organizations noted expansion in their business faced new challenge of acquiring the
desired talent. Person with desired skills and qualification are not ready to apply as they are afraid off the
pandemic situation. To handle the situation organizations opted to move to agencies for contract work or contact
freelancers (Spurk & Straub 2020). These organisations found themselves facing the pressure of workforce
shortage. How to recruit efficient man power when people are in fear of getting infection? How to select an
employee when it is not allowed to meet face to face, due to the physical distancing measures? Under such

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circumstances, these organizations had to focus toward virtual recruitment and selection techniques (Carnevale
& Hatak, Maurer 2020).
Performance Management
Performance management is the process of systematic, periodic and an impartial rating of an employee’s
excellence in matters pertaining to his present job and his potential for a better job. Covid pandemic has
altogether changed the performance management in organisations. Appraising employees performance during
this pandemic become challenging, considering the change in the working conditions. There are many issues
related to the pandemic that may influence employee performance. A study by Prasad and Vaidya suggest that
workplace isolation, lack of communication, family distractions, role overload, and occupational stress factors
(role ambiguity, role conflict, career, and job-control), which have clubbed due to COVID-19, mainly among
employees working from home are significant predictors of employees' performance. Performance of
employees during work from home also depend on manager’s understanding of how and what is required to
manage a remote team.
In this context, the study by Prasad and Vaidya reported that workplace isolation, lack of communication,
family distractions, role overload, and occupational stress factors (role ambiguity, role conflict, career, and job-
control), which have emerged due to COVID-19, mainly among employees working from home are significant
predictors of employees' performance.
While remote working, the performance of employees’ also depend on the willingness of the manager, how
managers is understanding a remote team. There are some authors with opinion that some managers do not like
remote working as they think that remote working affects negatively the performance of employees, which
paves a way to untrustworthy of employees towards manager.(Aitken-Fox et al2020), which can create tension
between them and their manager. According to Aguinis and Burgi-Tian, during this health crisis it was very
much crucial for organizations to maintain the performance of their employees. Relevant and proper
information related to the company's strategic direction should be communicated with their employees, to
collect information and important business data, and to give feedback to them, in turn it help these
organizations in retaining their potential employees. To appraising of performance frequently fosters the
employees' learning and maintaining, which in turn helpful to organizations to sustain their business.
Considering the interrelation between HRM functions, the study by Sembiring et al2020 showed that
compensation might have a significant impact on employees' performance in the COVID-19 era. Hence, the
authors suggested that organizations should be more concerned about employees' total compensation (financial
and non-financial), and its fairness to sustain and improve their performance during crises (Sembiring et
al2020). The main challenge, in this context, might be related to the financial capacity of the organization
during this ongoing pandemic.
Training and Career Development
Training plays very important role in crisis period like pandemic, (Devyania, Jewanc, Bansal, & Denge 2020).
Training plays an important role to develop the desired skills for employees (Richardson, & Kraimer, 2020).
Training enhances the awareness about Covid 19 and reduce the risk of contamination of covid virus.
All employees are not having the knowledge and expertise in digital skills particularly in using ICT
(Information and Communication Technology). Use of ICT becomes the necessity of the hour as it helps to
facilitate employees work and communication with their manager and peers while they are away from their
workplace (Greer & Payne, 2014).To cope with these changes generated by pandemic, the necessity to train
employees on the utilization of ICT become the most challenging task for HR managers and HR practitioners.
According to Przytuła, Strzelec, and Krysińska-Kościańska, organizations face the challenge of upskilling and
reskilling their workforce capable to deal with the requirement of situational context of distance economy. How
to design a training programme in this situation of distance economy became the head aching situation for HR
managers. The situation suggests that managers and HRM practitioners need to go beyond the traditional
training methods. Devyania et al. recommended, in this case, changing employee’s training programs in a way
that ensures a long-term transition toward the new working practices. Aitken-Fox et al2020 opines that the
success of remote working depends on managers' understanding of the virtual supervision of employees. How to
manage a virtual team is also a challenge for managers and HR practitioners. HR practitioners need to help
employees to overcome these difficulties and to cope with remote working challenges in order to be able to
support their team members (Hamouche2020).

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COMPENSATION MANAGEMENT
Compensation management is the process of managing, analyzing, and determining the salary, incentives, and
benefits each employee receives. The aim of compensation management is to attract, retain, and engage
employees by offering broad and competitive compensation plans within the company budget. Compensation
management ensures that employees get paid a fair salary based on work performance, position, responsibilities,
experience, and job market and company budget. Compensation influence employee performance, motivation,
and retention (Elsafty & Ragheb, 2020).Covid pandemic pose a very bad picture for many industries. Many
organisations are struggling for mere survival. The financial position of many organisations became worse.
Many organisations are under pressure to lay their employees off. Many of them offered lesser pay to their
employees. Mostly private companies who report decline in their business adopt the policy of reduced payment
and the employees are under pressure of losing job are ready to accept the decreased level of salaries. Many
industrial sectors like service industry, hospitality industry faced worse situation as a result many organisations
opt for temporary closure of the unit and lay off the employees. There are many organisations go with a
decision of opting lesser wages to their employees. In the private education industry there are many institutions
giving reduced salary to their employees. Transport allowance and other allowance deducted in toto. (Sharma
2020a). In case of health care industry, particularly in hospitals the compensation management can be
challenging as the risk of contamination is very high. According to Hecker, individuals use to select jobs based
on their risk tolerance in return for more compensation for higher risks. Generally, the employer's intervention
is oriented toward the necessary control of hazards to be able to recruit individuals for job positions with higher
risks. Hence, in case of a high level of risk associated with the job position without sufficient compensation,
many employees might decide to leave the organization.
Compensation management can be particularly challenging in workplaces where the risk of getting infection is
very high, for example in hospitals. In this context, the level of compensation offered to employees may be
questioned, to know if it is high enough considering the level of risk that these employees encounter. Hecker in
his study emphasized that, individuals select jobs based on the risk and compensation. If compensation is
higher than employees are ready to take higher risky jobs. The employer's orientation is towards the necessary
control of hazards and to recruit individuals for job positions be able to handle higher risks. Therefore, where
high level of risk associated with the job position with less compensation, so many employees decide to leave
the organization.
A survey by law firm Blank Rome, conducted through March 2021, found that among the approximately 150
client respondents, just 49 percent of the employers that had temporarily shut down business operations were
continuing to pay all employees full wages. That finding reflects the tip of the iceberg as businesses begin their
response to the pandemic, the firm said.
CONCLUSION
The contribution of this paper is limited in understanding the impact of covid pandemic on HRM. This paper is
limited to some basic HR functions of managers and HRM practitioners. There is more scope for research in
this field. Though the covid still exists, therefore many organisations still exercising work from home. Every
organization globally is affected by this pandemic, only a few industries like pharmaceutical and healthcare
industries bloomed during this crisis otherwise every industry is adversely effected. Economies through the
globe are negatively impacted and workforce is directly affected. There are millions of employees who have
been adversely affected with this Covid crisis. Managers and HR practitioners are facing new challenges to cope
up with situation of uncertainty. It was very annoying for managers to lay-off employees or to offer less wages
to employees.
REFERENCES
[1.] Aguinis, H., & Burgi-Tian, J. (2020). Measuring performance during crises and beyond: The performance
promoter score. Bus Horiz, 64(1), 149–160.
[2.] Aitken-Fox, E., Coffey, J., Dayaram, K., Fitzgerald, S., Gupta, C., McKenna, S., & Wei Tian, A. (2020a).
COVID-19 and the changing employee experience. LSE Business Review.
[3.] Akkermans, J., Richardson, J., & Kraimer, M. (2020). The Covid-19 crisis as a career shock: Implications
for careers and vocational behavior. Journal of Vocational Behavior, 119, 1–6. doi: 10.1016/j.jvb.2020.
[4.] Campello, M., Kankanhalli, G., & Muthukrishnan, P. (2020). Corporate hiring under Covid-19: Labor
market concentration, downskilling, and income inequality (No. w27208). National Bureau of Economic.

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[5.] Devyania, R. D., Jewanc, S. Y., Bansal, U., & Denge, X. (2020). Strategic impact of artificial intelligence
on the human resource management of the Chinese healthcare industry induced due to COVID-19.
[6.] Elsafty, A. S., & Ragheb, M. (2020). The role of human resource management towards employees
retention during Covid-19 pandemic in medical supplies sector. Business and Management Studies, 6(2),
5059–5059.
[7.] Gourinchas, P. -O. (2020). Flattening the pandemic and recession curves. Mitigating the COVID
Economic Crisis: Act Fast and Do Whatever, 31, 1–227.
[8.] Hamouche, S. (2020). COVID-19 and employees’ mental health: Stressors, moderators and agenda
for organizational actions. Emerald Open Research, 2(15).
[9.] ILO. (2020). Working conditions. Retrieved from http://www.ilo.ch/global/topics/working-
conditions/lang--en/index.htm
[10.] Ismail, H., & Gali, N. (2017). Relationships among performance appraisal satisfaction, work–family
conflict and job stress. Journal of Management & Organization, 23(3), 356–372.
[11.] Koirala, J., & Acharya, S. (2020). Dimensions of human resource management evolved with the outbreak
of COVID-19. Available at SSRN 3584092.
[12.] Liu, Y., Lee, J. M., & Lee, C. (2020). The challenges and opportunities of a global health crisis: The
management and business implications of COVID-19 from an Asian perspective. Asian Business &
Management, 19, 277–297.
[13.] Lund, S., Madgavkar, A., Manyika, J., Smit, S., Ellingrud, K., Meaney, M., & Robinson, O. (2021). The
future of work after COVID-19. Retrieved from https://www.mckinsey.com/featured-insights/future-of-
work/the-future-of-work-after-covid-19
[14.] Martocchio, J. J. (2017). Strategic Compensation: A Human Resource Management Approach. US:
Pearson Education.
[15.] Prasad, K., & Vaidya, R. W. (2020). Association among Covid-19 parameters, occupational stress and
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[16.] Regmi, K., & Lwin, C. M. (2020). Impact of social distancing measures for preventing coronavirus
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10.1101/2020.06.13.20130294Google Scholar

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THE IMPACT OF TECHNOLOGY DISRUPTION AND RELATIONSHIP MARKETING ON

BUSINESS SURVIVAL DURING THE COVID-19 PANDEMIC
1
Mr. Amit Singla and 2Mr. Pankaj Sharma
1
Assistant Professor, Department of Management, Panipat Institute of Enginering & Technology, Panipat,
Haryana (India)
2
Assistant Professor, IPEM, Ghaziabad (U.P)

ABSTRACT
The Covid-19 was disclosed to the world as a true epidemic affecting millions of people throughout the globe.
The disease covid-19 wreaked havoc on India, the world's second-most populous country. India had been
probed for millions of confirmed cases, with thousands of deaths, as of January 31, 2022. India, like other
countries, experienced a time of lockdown and unlocked laws and rules, which harmed human lives and the
economy. Human survival on limited resources was never difficult, but it did have economic ramifications, as
people realised. The goal of this research was to learn about the various tactics and approaches utilised by
local merchants to survive during lockdown and to keep their businesses afloat by satisfying their clients. It is a
preliminary investigation based on personal observation and case study methodology. The cases were
purchased from Panipat's local sellers. The study challenge illustrates how local vendors have dealt with the
covid epidemic by employing cutting-edge digital approaches and relationship marketing. During this research,
I spoke with these vendors in an attempt to find a solution to the problem described here.
Keywords: Panipat, Local Vendor, Digital Payments, GPay, Pandemic

INTRODUCTION
After World War II, mankind can look back on the corona virus epidemic as the century's biggest challenge and
worldwide health catastrophe. The first Corona virus epidemic was detected in Wuhan, Hubei Province, China,
in December 2019. A virus has infected several individuals, and it has been connected to the city's famed
Huanan seafood market (S. Kapoor & Dubey, 2020). In the last week of January 2020, the WHO declared an
outbreak, and corona virus covid-19 was legally named (Co- corona, Vi- virus. D-disease and 19-2019 the year
the epidemic). In February 2020, a Public Health Emergency of International Concern (PHEIC) was
proclaimed, making Covid-19 the sixth PHEIC (A. Ghosh et al., 2020).
The covid crisis impacted India hard, which has the world's second-largest population and a massive rural and
increasing urban economy. The Covid-19 affected tally started at 1,000,000 in July 2020 and ended at 1,000,000
on December 31, 2020. Over hundreds of days of various lockdown phases were imposed on the country from
the 24th of March 2020 to 2021. (WHO Covid-19, India, Dec 2021).
REVIEW OF THE LITERATURE
On Covid-19 for 2020-21, the literature was gathered from numerous publications and reports from various
national and international governments and other news organisations.
The influence of Covid-19 on the Indian economy
The Indian economic growth rate began to deteriorate in 2017, dropping from 8.2% in 2016-2017 to 6.8% in
2018-2019, and the numbers are much worse now, with India's economic growth rate set to 5% in 2019-20 &
2020-21 because to the Covid-19 crisis.
The Indian economy benefited greatly from tourism, healthcare, information technology, and other industries.
Nonetheless, there is a major negative impact on these industries' development (Economic Survey 2019-20,
2020-21). Covid-19 has caused havoc on India's still-weak economy.
When rich economies collapse, India has a long way to go and has turned to the International Monetary Fund
(IMF) for financial assistance.
Economists warned of the harmful consequences of the lockdown and the cost to citizens. Educational
institutions were shuttered, as were many shops, offices, dining joints, retail malls, workshops, warehouses, and
many other companies. Workers and labourers, usually migrants, were the hardest hurt, with online businesses
being impeded. Many people have lost their employment, and some settled for work from home. Educated or
uneducated, worker or farmers, upper/ middle or lower, whichever class one belonged, faced severe impact
(www.ETBFSI.com, n.d.).

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As previously stated, a large portion of our economic society is reliant on their daily paychecks or monthly
salaries. Drivers of rickshaws and autorickshaws, plumbers, carpenters, and electricians, delivery boys,
domestic servants, scrap collectors, and tea/vegetable vendors, among others, were all affected, and their
survival was a major concern. Unaware of the pandemic's termination, every social being is putting out every
attempt to return to their pre-lockdown state of existence (Javadekar & Kannur, 2020).
As previously said, a significant percentage of our economic culture is dependent on daily or monthly income.
The survival of rickshaw and autorickshaw drivers, plumbers, carpenters, and electricians, delivery boys,
household employees, scrap collectors, and tea/vegetable sellers, among others, was a big issue. Unaware that
the epidemic has ended, every social being is attempting to return to their pre-lockdown way of existence
(Javadekar & Kannur, 2020).
RESEARCH GAP
The Covid-19 epidemic was a brand-new form of global catastrophe that had never been seen before. Few
earlier examinations of the Covid-19 problem and its implications have been conducted. Because it was a one-
of-a-kind situation, it was impossible to locate literature on economic lockdowns, business opportunities, or
human survival and sustenance. I don't believe this study is groundbreaking. It has, however, sought to shed
some light on how our country is dealing with the epidemic and its ramifications. During this historical time,
I've included a few examples of local vendors that used their creative business brains to use digital innovation
and relationship marketing to achieve commercial successes, proving the proverb "making opportunities in
adversity."
RESEARCH OBJECTIVES
The research sought to achieve the following goals:
1. To investigate the influence of Covid-19 on the Indian economy today.
2. To look into how local merchants dealt with Covid-19 using digital innovation and relationship marketing as
a strategy.
RESEARCH METHODOLOGY
It is a preliminary investigation based on personal observation and case study methodology. The cases were
purchased from Panipat's local sellers. The study challenge illustrates how local vendors have dealt with the
covid epidemic by employing cutting-edge digital approaches and relationship marketing. During this research,
I spoke with these vendors in an attempt to find a solution to the problem described here. The goal of this
research was to learn about the various ways and approaches employed by local merchants during lockdown in
order to retain their livelihood and market share by satisfying their consumers.
Some Innovative Entrepreneurial Opportunities during Covid-19 Pandemic
As a result of Covid-19, the Indian economy has had a huge and ripple effect. To keep the infection rate flat,
most worldwide economies (Bofinger et al., 2020) implemented the Covid-19 restrictions to safeguard the
healthcare system. As a result, the forced closures had a significant, immediate, and unavoidable impact on
most economic sectors (Verma & Gustafsson, 2020). Insolvency or reduced work productivity hit many small
and medium-sized businesses and companies, resulting in increasing unemployment and underemployment. The
Covid-19 issue has jeopardised nascent firms and, in some cases, cast doubt on novel notions that could have
been viable under normal conditions (Kuckertz et al., 2020). The Covid-19 has radically transformed client
demand patterns for a variety of goods and services, putting local, regional, and global supply chain networks at
risk of fraud and instability. During the shutdown, when Covid-19 sent shivers down most corporate and
commercial spines (car, retail, hotel, aviation), certain firms (technology and health) were seeking for ways to
differentiate themselves from the economic crisis crowd. Drone technology, vending and payment machines,
digital educational platforms, digital healthcare, hygiene products, logistics and transportations, and other
enterprises have all benefited from the new prospects.
Cases of local vendors who adopted digital innovation to sustain their business:
The following are a few examples of Panipat local vendors that have used digital innovation and relationship
marketing to grow their businesses:
Dinesh Provisional Store: In Model Town, it is a well-known temporary shop. Dinesh, the business owner,
informed me about how he uses KHATABOOK to keep track of his creditors. He also concentrated on his
customers' prior orders, and he began to save a page of each order delivered by his customers in an EXCEL
SHEET on his tablet. He gave his WHATSAPP number to his consumers and continued to use it to share fresh
schemes and new arrivals. He got the order through it and delivered it to all of his customers at their homes. He
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also launched the GOOGLE PAY and PAYTM digital payment services. He even credited his clientele for
maintaining relationships during the outbreak. He also assisted his quarantined clients by offering support in
every way they need. This sense of commitment to his consumer aided him in keeping his sales and business
afloat.
Ayush Medical Store:In Patel Nagar, there is a medical shop. The proprietor informed me that he had
partnered with a doctor to help his consumers. Online medical stores did not sell drugs without a prescription,
and it was difficult for anybody to leave their residence to receive a prescription during the lockdown. He
assisted all of his consumers by offering a FREE ONLINE CONSULTANCY with a doctor. Even during a
pandemic, when other medical shop owners were profiting by selling at a premium, the doctor's prescription
drugs were offered at a 10% to 15% discount. This humanity, as well as maintaining positive relationships with
his clientele, assisted him in generating sales and sustaining his firm.He sold both on credit and at a discount.
Home delivery was available. During the epidemic, each purchase included a free MASK. He also took orders
via WHATSAPP and accepted payments using GOOGLE PAY and PAYTM.
Sucesses Coaching Centre is located in Vikas Nagar, and it offers a variety of coaching services. Due to
locdown, the owner, Sachin Gupta, told me that it was difficult to interact with the pupils throughout the
epidemic. He began to make use of technology. His YOUTUBE videos were created by him. On his BLOG, he
also posted his notes and study materials. He also spoke with his students through WHATSAPP video
conference to address their concerns. He began his lessons using the platforms GOOGLE MEET and ZOOM.
He also used Whatsapp to share notes. This is how he remained in touch with his students and did not leave
them alone at home throughout the epidemic, keeping them occupied and motivated.
Vishu Auto Dealer: Vishu Auto Dealer is located on the Delhi-Panipat Road. Mr. Amar, the Sales Manager,
briefed me on how his team handled sales. He used 3D TECHNOLOGY to assist his clientele. With the use of
3D technology, the sales representative gave a thorough virtual tour of the showroom. They used their iPad to
demonstrate the new automobile and its amenities. Customers would be able to experience everything in the
automobile as a result of this. They may use touch technology to unlock doors, listen to music, and view the
interiors. They did this by bringing the show room to the homes of customers who wanted to buy the goods for
a wedding but couldn't make it to the display room.
CONCLUSION
Finally, the study focused on the significance of technology disruption and relationship marketing in keeping
the firm afloat throughout the Covid epidemic. The local instances picked for this research were from a variety
of industries, including retail, medical, education, and automobiles. These case studies demonstrated that using
technology and creating relationships with consumers benefited during a pandemic. Local merchants were able
to retain sales by using digital payment systems, home delivery, and digital communication. They were also
able to create long-term relationships with their clients by giving credit and answering their calls. According to
the report, the role of disruptive technology has grown during the epidemic. It also implies that relationship
marketing always paves the road for future bonding and business sustainability. The study was conducted solely
in Panipat city; however, it might be replicated in other regions of the state to create a larger image of local
sellers across the state and nation.
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X.

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SELF-EFFICACY & WORK READINESS AMONG POST GRADUATE STUDENTS IN NCR

1
Ms. Smita Barik and 2Dr. Sourabh Jain
1
Assistant Professor, Institute of Technology & Science, Mohan Nagar, Ghaziabad
2
Assistant Professor, Global Group of Institution, Jabalpur, Madhya Pradesh

ABSTRACT
Work Readiness of students towards having a good career opportunity is a burning issue these days.
Organizations are welcoming new talents with attractive packages but still our country are facing
unemployment issue. It is a major factor to find out the root cause behind the Gap which is existing between
students not getting their dream jobs and companies are still looking for the best talent and are ready to offer
them handsome pay packages. Our Study is to find out student’s job/work readiness and impact of their ability
or self efficacy behind it. . We have taken believing in one’s own ability, positive sense to self, decision making
ability as dimensions to Self Efficacy and different dimensions of Work readiness are studied against it.
. Purpose- The main objective of the study is to identify the impact of Self-Efficacy on Students’ Work
Readiness. Methodology- A structured questionnaire was designed to collect the data on the dimensions of Self
Efficacy and also for Work Readiness.. The sample size of the study is 189. The cluster random sample
technique was used for data collection. Correlation, Regression and ANOVA technique is used for hypothesis
testing. Findings- It is found that there exists strongly positive relationship between various dimensions of Self-
efficacy with Work Readiness of Students.
Keyword: Self- Efficacy, Work Readiness, Post graduate students, career readiness.

INTRODUCTION
Individual need to have work readiness , or the passion towork hard if he wants to face the challenges the world
gives everytime.[1]. Work readiness is a continous process which need to be improved continuously so that
students can meet the requirements of employer.[2] . Ina study , researchers found that graduates believe to have
personal and communication skills to keep them ready for work [3], but also according toan article in The Hans
India, As the dynamics of education and employment change due to increased integration with the international
world and the increase in the use of artificial intelligence, our 21st-century learners are not ready for industry-
related work and lack relevantskills.[4]
It is need of the hour that individual who are work ready should be highly encouraged to enhance their mobility
& to produce skilled, well qualified and flexible work force according to the requirements of the employers.[5]
by gaining qualities of work readiness, individual will be more intend towards quality production,and
effectively using their skills and other attributes to optimize their work ability. [6]
With the availability of work readiness individuals tend to be more able tooperationalize affective skills, utilize
emotional and social attributes and join job-specific cognitive skills tohelp optimize individualworkability[6].
Work readines are the extent to which individuals are considered to have the knowledge and skills towork
independently [7]. Work readiness can be said as an individual's readiness to adapt to the demands ofculture and
workplace [8]. According to Kwok, Gujral, and Chan [9] work readiness is the extent to whichindividuals have
attitudes, skills, and knowledge that can prepare themselves for success in the workplace.Bandaranaike and
Willison [6] defines work readiness as a bridge that connects work-oriented
learningwiththeskillsneededbytheworldofwork.
Coming to factors that affect Work readiness , one such factor is Self-Efiicacy. Self Efficacy can be
understood as the confidene on oneself’s ability to perform the required task. It is further understood as
one’s belief in his capacity to behave which is necessary to attain desired performance [10][11][12].
LITERATURE REVIEW
SELF EFFICACY
Self- efficacy is the capacity to attain required result. It is hypothesized to control activities, persistence
and energy [13] . Self –efficacy believed to be come form 4 major sources. Again higher self efficacy
increases the chance of individual being more motivated towards job search, increased frequency of job
search and readiness to perform required activity o get a successful job. [14] According toMakki, Salleh,
Memon, and Harun [15] , Individual need to improve Self-efficacy in order to get a better and more confident
career life andin that way he can obtain hi work readiness skill enhanced [16]. Self- efficacy is a major
component of social cognitive theory and it says that behavior is strongly affected by self influence [12]. High
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self efficacy students can be able to solve a complex problem as compared to low self efficacy students[11].
Self efficacy has multiple number of sources and it is a learned process but Bandura and Schunk , the two
famous socio cognitive psychologist believed that self efficacy can have 3 major factors which develops low
and high self- efficacy and they are : 1.Teacher’s message,2. Others performance and 3.student’s own earlier
academic record.[17]
1.Teacher’s Message: When Teacher gives a positive or negative remark on students ongoing performance ,
according students get motivated or demotivated to increase or decrease hi self – efficacy. This may also happen
when teacher tries to boost the student’s confidence to perform a task.
2. Other’s performance :When student sees that his fellow mate can perform in a more better way and gets
success, he can be motivated to perform by his own with little more confidence. Highs self efficacy rises when
students sees that his fellow mate who is a low performer , performs well in a task.
3. Student’s own academic record: Sometimes students past performance helps him to increase or decrease his
self efficacy. If a student is a good performer in class then he has comparatively high self efficacy to start a new
task .
Work Readiness:According to Cabellero, Walker, and FullerTyszkiewicz (2011) [18], work readiness (WK) is
defined as “ a benchmark that graduates have attitudes and attributes that lead them to ready to work and
succeed in the workplace”. Meanwhile, Hersey and Blanchard (1996)[19] suggest that work readiness is a level
of ability and willingness for someone to complete a particular task. The work-readiness (WR) aspects,
according to Cabellero et al. (2011), are: 1) Personal characteristics, in term of individual attitude maturity,
include self-resilience, adaptability, self-direction, self-knowledge, and personal development; 2) organizational
acumen refers to individual attitudes in the organization which includes motivation, maturity, organizational
awareness, professionalism or work ethics, social responsibility, and attitude to work; 3) work competence
refers to attitudes, knowledge, and skills in work which include work motivation, problem solving, critical
thinking, and creative thinking or innovation; 4) social intelligence refers to the attitude of individuals in dealing
with social relationships with others in their environment, which includes teamwork, social skills, adaptability,
and interpersonal communication skills [20]. Many states, including Georgia, have adopted work readiness
credentialing processes that attempt to validate that students and other citizens possess work-ready skills
required by employers (Hyslop, 2008)[21]. These skills include soft skills (people skills needed for everyday
life) and hard skills (technical or administrative procedures related to an organization’s core business) that are
transferable across industries and are considered valuable for any occupation at any level of education
(American College Testing, 2006a)[22][23]
OBJECTIVE OF THE STUDY:
1. To identify the relationship between dimensions of Self- efficacy on Student’s work Readiness.
2. To identify the impact of self efficacy on work readiness of post graduate students.
HYPOTHESES
In this, Author have taken 3 dimensions of Self- Efficacy under study and their hypothesis is being tested with
Work Readiness individually. Likert scale was used to measure the work readiness and self efficacy. Work
readiness aspects are taken as responsibility, skills, work flexibility , speaking ability and self view. Self
efficacy is revealed by taking aspects as believing in one’s own ability, positive sense to self, decision making
ability.
Hypothesis 1 finds the relationship between dimensions of Self- efficacy on Student’s work Readiness.
Hypothesis-2 identifies the impact of self efficacy on work readiness of post graduate students
Hypothesis-1
H0There is no significant relationship between Self- efficacy on Student’s work Readiness.
H01 There is significant relationship between “Believing in one’s own ability” and Student’s work Readiness
H02 There is significant relationship between “Positive sense to self” and Student’s work Readiness
H03 There is significant relationship between “Decision making ability” and Student’s work Readiness
Hypothesis-2
H1 There is no significant impact of Self- Efficacy on Students’ Work Readiness
H11There is significant impact of Self- Efficacy on Students’ Work Readiness
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RESEARCH METHODOLOGY
Likert scale was used to measure the work readiness and self efficacy. Work readiness aspects are taken as
responsibility, skills, work flexibility , speaking ability and self view.. Self efficacy is revealed by taking aspects
as believing in one’s own ability, positive sense to self, decision making ability.
Author have taken 189 (57 Girls, 132 Boys) responses From PG Students of NCR, India to conduct the study.
Researcher has collected the data through questionnaire and online survey method from different social
networking sites including Facebook and LinkedIn and also some Secondary data are collected through
journals, whitepapers and web references etc. The data hence collected is analysed through SPSS tools like
Correlation, Regression and ANOVA techniques are used to draw the conclusion of the analysis.
Table-1 : Research Method
Area of Study Respondents are taken from Post Graduate students of Delhi NCR.
Research Design Causal Research Design is preferred
Sample Size 189 (57 Girls, 132 Boys)
Sampling Technique cluster random sampling .

Data Collection Primary Data is collected through Structured Questionnaire.

Researcher has used Likert Scale to conduct the survey. Secondary
data is collected through various sources like journals, white papers,
web references and articles.
Tools Used for Analysis Correlation, Regression & ANOVA Analysis
DATA ANALYSIS
Using SPSS reliability , correlation and regression analysis are done with the collected data and the outcome is
depicted in different table and interpreted individually.
Table – 2 Reliability analysis
Croanbach's Alpha
Variable No. of Items Relaibility
R 3 0.968
SK 4 0.991
WF 2 0.988
SA 2 0.97
SV 2 0.991

BEL 3 0.984
PS 5 0.988
DM 5 0.986
Table- 2 depicts the Reliability analysis of the self-Efficacy where 5 variables re taken from dependent variable
and 3 variables are taken from dependent variable. The Variable taken as Responsibility(R ), Skills (S), Work
Flexibility(WF) , Speaking Ability(SA) and Self View (SV) are describing dependent variable Work Readiness.
The Variable taken as Believing in one’s own ability (BEL), positive sense to self (PS), decision making
ability(DM) are describing independent variable Self-Efficacy. Cronbach’s Alpha is used to measure the
strength of consistency of the data. It depicts the extent to which the data under study is reliable. The values of
Cronbach’s Alpha for all the items used in our research are more than 0.700. It depicts the reliability of the data
to be considered good. So we can take the data for study as it is reliable.
TESTING OF HYPOTHESES
Researcher has separately tested both the hypothesis using Correlation and ANOVA. Hypothesis 1 is tested
using correlation and Hypothesis 2 is tested using ANOVA.
Hypothesis-1
H0There is no significant relationship between Self- efficacy on Student’s work Readiness.
H01 There is significant relationship between “Believing in one’s own ability” and Student’s work Readiness
H02 There is significant relationship between “Positive sense to self” and Student’s work Readiness
H03 There is significant relationship between “Decision making ability” and Student’s work Readiness
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Table 3 Correlation Analysis

RES SKIL WF SA SV BEL PS DM
RES Pearson 1 .893** .864** .900** .897** .868** .849** .882**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
SKIL Pearson .893** 1 .913** .960** .978** .932** .924** .966**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
WF Pearson .864** .913** 1 .903** .922** .964** .959** .903**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
SA Pearson .900** .960** .903** 1 .949** .917** .912** .947**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
** **
SV Pearson .897 .978 .922** .949** 1 .946** .936** .962**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
** **
BEL Pearson .868 .932 .964** .917** .946** 1 .983** .924**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
** **
PS Pearson .849 .924 .959** .912** .936** .983** 1 .916**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
** **
DM Pearson .882 .966 .903** .947** .962** .924** .916** 1
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 190 190 190 190 190 190 190 190
**. Correlation is significant at the 0.01 level (2-tailed).
Table -3 gives result of correlation between different constructs with each other and also with the dependent
variable. Dimensions of Work Readiness with “Believing in one’s own self” has a correlation value 0.868,
0.932,0.964,0.917 & 0.946 which signifies that “Believing in one’s own self” has very strong correlation with
dimension of Work Readiness.. Also the p value is 0.000 which says that correlation is significant with Alpha
value at 0.05 and 0.01 levels. Likewise “Positive Sense to Self” and Dimensions of Work Readiness are
strongly positively correlated with 2-tailed p-value at significant level as the p value is 0.00 and correlation
value are 0.849,0.924, 0.959, 0.912 and 0.936 0.782“Decision making ability” is also showing positive
correlation with Dimensions of Work Readiness. This may happen as ,Students who are highly motivated and
have a high sense of self ability and decision making power, they are always active in job search and highly
motivated to crack an interview. Students who have believe in their own capability are always ready to face the
challenges and prove their efforts. As all 3 constructs are giving positive correlation with two tailed Alpha
values, so our null hypothesis is rejected and alternate hypothesis is accepted. Or in other words , all dimensions
of self efficacy have closely/ highly significant relationship with Work readiness.
Hypothesis-02
H1 There is no significant impact of Self- Efficacy on Students’ Work Readiness
H11There is significant impact of Self- Efficacy on Students’ Work Readiness
For testing of hypothesis we can use both parametric and non-parametric method. Here we have used parametric
method to test out Hypothesis-02.

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Regression & ANOVA Analysis

For testing
Table 4 Regression Analysis
Model Summaryb
Std. Change Statistics
Adjusted Error of R
R R the Square F Sig. F
Model R Square Square Estimate Change Change df1 df2 Change
1 .937a .878 .878 .33140 .878 1355.115 1 188 .000
a. Predictors: (Constant), IV : Self- Efficacy
b. Dependent Variable: DV : Students’Work Readiness
Elements of Table-4 ( Multiple Regresion Analysis) relevant for interpreting the results:
R-value represents the correlation between the dependent variable i.e. Students’ Work Readines and
independent variable, Self-Efficacy. A value greater than 0.4 is taken for further analysis. In our case , the value
is .937, which is good.
R-square shows the total variation for the Students’ Work Readines (DV) that could be explained by , Self-
Efficacy ( IDV). A value greater than 0.5 signifies that the model taken is effective enough to determine the
relationship. In this case, the R-Square value is 0.878, which is very good and considerable.
Adjusted R-square signifies the generalization of the results i.e. the variation of the sample results from the
population in multiple regression. Again as Adjusted R-Square value is 0.878, it means Self Efficacy
contributes 87.8 % to the Work Readiness and rest 12.2 % is due to other factors which is not taken in this
study. It is considered if we find the difference between R-square and Adjusted R-square is minimum. In this
case, the value is 0.878 for R-Square and for adjusted R Square. Which is showing nodifference and is
considered very good.
As R-Value, R- square and Adjusted R –Square are giving satisfactory values, so the summary table is
satisfactory to proceed with the next step.
Table- 5 Anova
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 148.826 1 148.826 1355.115 .000b
Residual 20.647 188 .110
Total 169.474 189
a. Predictors: (Constant), IV : Self- Efficacy
b. Dependent Variable: DV : Work Readiness
Table 5 shows the ANOVA model. It signifies whether the model is significant enough to determine the
outcome.
Elements of Table-5 relevant for interpreting the results are:
P-value/ Sig value: IN general, 5% significance level is considered for study . So P – value is expected to have
value less than 0.05. In our study P Value is 0.000 . Therefore result is significant. In other words, Self-
Efficacy has significant impact on Students’ Work Readiness.
F-ratio: F- Ratio shows an improvement in the prediction of the variable . Generally it is considered to be value
greater than1 to yield efficient model. In Table-7, the value is 1355.115, which is strongly supporting the
relationship between 2 variables...
The results estimates that p- value of ANOVA is below the tolerance significant level , which clearly rejects the
null hypothesis and accepting Alternate Hypothesis,i.e. There is significant impact of Self- Efficacy on
Student’s Work Readiness.
FINDINGS & CONCLUSION
As per our study, it can be concluded that without Self- efficacy, Students cannot be claimed that they are work-
Ready. For work ready they need to have self confidence in themselves, they should have very good decision
making power and they have positive approach to themselves. Self Efficacy can come from various sources but
, by identifying one’s self efficacy , judging how much a student is work ready , can be calculated easily. In our
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study, Self- View and Work Flexibility are comparatively more strongly correlated with the dimensions of
Work Readiness. This can be because, students now-a- days are either very over confident about everything or
are very less in confidence, Identifying the true potential and then understanding the job and adjusting according
to the company norms is much more needed in this era. Students of PG Programme under study found to be
either less confident or over confident with their skills. In this way if skills are utilized in a proper direction and
if it can be given a proper guidance then the students can actually get benefitted out of it. Institutions are trying
their hard to to increase the skill set of the student and build the student.
Again from our study it can be concluded that student who have good self efficacy then they have a positive
assessment towards themselves and they can act independently in their tasks assigned. They are highly
responsible, highly flexible towards task and they can take accountability of the task assigned . It is also studied
from the above research that students having high self- efficacy have more belief about their own skill and their
outspokenness increases the chances of getting employed.
This study concludes that students work readiness is highly dependent on his self- efficacy. If self efficacy is
high then the student is believed to be more Work-Ready and student having low self- efficacy is not that much
ready for Work.
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[1] Landrum,RE,Hettich,PI,andWilner,A.,"Alumniperceptionsofworkforcereadiness,"TeachingofPsychology,vo
l.37,no.2,97-106,2010.
[2] Sasmito, AP., "Work readiness of software engineering student in Batu City," Education and Humanities
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[3]Wye,CKandLim,YM,"Perceptiondifferentialbetweenemployersandundergraduatesontheimportanceofemploy
abilityskills,"International Education Studies, vol.2,no.1, pp.95-105, 2009
[4] https://www.thehansindia.com/hans/young-hans/are-students-ready-for-21st-century-jobs-729888 accessed
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[5] Andrews, J and Higson, H,"Graduate employability, ‘soft skills’ versus ‘hard’business knowledge: A
Europeanstudy,"Higher EducationinEurope, vol.33,no.4,pp.411-422,2008.
[6] Bandaranaike, S and Willison, JW, "Building capacity for work-readiness: Bridging the cognitive and
affectivedomains,"Asia-Pacific JournalofCooperativeEducation,vol.16,no.3,pp.223-233,2015.
[7] Levett-Jones, T, Gersbach, J, Arthur, C, and Roche, J., "Implementing a clinical competency assessment
model thatpromotes critical reflection and ensures nursing graduates’ readiness for professional practice,"
Nurse Education inPractice,vol. 11,no.1,pp.64-69, 2011.
[8] Parker,AJ.,"Careerandtechnicaleducationandworkplacereadinessofhighschoolstudents,"DoctoralDissertation,
Universityof Georgia, Athena, 2011.
[9] Kwok, D, Gujral, M, and Chan, J., "Work readiness: A study of student intern’s self-perception and
supervisorevaluation,"International ConferenceonTeaching&LearninginHigherEducation, vol.1-3,2014.
[10] Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review,
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[11] Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs,
NJ: Prentice-Hall.
[12] Bandura, A. (1997). Self-Efficacy: The exercise of control. New York, NY: W. H. Freeman.
[13] Schunk, D. H., & Swartz, C. W. (1993). Goals and progress feedback: Effects on self-efficacy and writing
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[14]Hergenrather,KC,Rhodes,SD,Turner,AP,andBarlow,J.,"Personswithdisabilitiesandemployment:Application
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[15] Feltz, DL and Magyar, TM, "Self-efficacy and adolescents in sport and physical activity," Adolescence
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[16] Tentama, Fatwa & Merdiaty, Netty & Subardjo, Subardjo. (2019). Self-efficacy and work readiness among
vocational high school students. Journal of Education and Learning (EduLearn). 13. 277.

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10.11591/edulearn.v13i2.12677.
[17] Bandura A. Human agency in social cognitive theory. Am Psychol. 1989 Sep;44(9):1175-84. doi:
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[18] Cabellero, C. L., Walker, A., & FullerTyszkiewicz, M. (2011). The Work Readiness Scale (WRS):
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[20] Ridho, A., & Siswanti, A. D. (2020). Future perspective and work readiness on students. Jurnal
Psikologi, 19(2), 202-2011.
[21] Hyslop, A. (2008). CTE’s role in workforce readiness credentialing. Retrieved from http://www
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techniques2008/sept08_workforce_readiness.pdf
[22] American College Testing. (2006a). Ready for college and ready for work: Same or different? Iowa City,
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[23] Hall, V. L. (2010). Work readiness of career and technical education high school students (Doctoral
dissertation, uga).

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INTERNET OF THINGS: OPPOSITIONS AND APPLICATIONS

Abhimanyu Ahluwalia
PhD Scholar, Faculty of Management Science, Amity University

ABSTRACT
As the Internet of Things (IoT) gradually evolves as the later phase in the evolution of the Internet , it becomes
critical to understand the various potential applications of IoT and the research challenges associated with
those applications. From Smart Cities to Healthcare, Smart Agriculture, Logistics and Retailing to Smart Living
and Smart Environments, IoT is expected to invade virtually every aspect of daily life. Although the current IoT
technologies enabling have improved a lot in recent years, there are still numerous issues that require attention.
Since the concept of IoT emerges from heterogeneous technologies, there are inevitably many challenges to
research. The fact that the IoT is so expansive, affecting virtually every area of our lives, makes it a significant
research topic for studies in various related fields, such as information technology and computer science. IoT is
paving the way for new dimensions in research. This document presents the recent development of IoT
technologies and discusses future applications and research challenges.
Keywords: Internet of Things; IoT applications; IoT challenges; future of technologies; smart living; smart
environment; smart agriculture.

The Internet can be described as the communication network that connects people to information, while the
Internet of Things (IoT) is a networked system of differently addressable physical objects with varying degrees
of processing capacity , detection and operation that the ability to interoperate and communicate over the
Internet as a common platform [1]. The main objective of Internet of things is to allow objects to connect to
other objects, people, at any time or anywhere through any network, route or service. The Internet of Things
(IoT) is gradually being viewed as the next phase in the evolution of the Internet. IoT will allow to connect
ordinary devices to the Internet to achieve a myriad of different goals. Currently, it is estimated that are only
0.6% of the devices that can be part of the IoT, so far are connected [2]. However, by 2020, more than 50
billion devices are expected to have an internet connection.
As the Internet continues to evolve, it has become more than a simple computer network, but rather a network
of different devices, while the IoT serves as a network of several "connected" devices, a network of networks
[3], such as shown in Fig. 1. Today, devices such as smartphones, vehicles, industrial systems, cameras, toys,
buildings, appliances, industrial systems and many others can share information over the Internet. Regardless
of their size and functions, these devices can perform intelligent reorganization, tracking, positioning, control,
real-time monitoring, and process control. In recent years, there has been a significant roll-out of Internet-
compatible devices. Although its most significant commercial effect was observed in the field of consumer
electronics ; that is to say, especially the smartphone revolution and the interest in wearable devices ( watches,
headphones, etc.), connecting people has simply become a fragment of a larger movement towards the
association of the digital world and physical world.
With this in mind, the Internet of Things (IoT) is expected to continue to expand its reach in terms of the
devices and functions it can perform. This is shown by the ambiguity in the expression of "things" , which
makes it difficult to delineate the increasing limits of IoT [
]. As business success continues, the IoT consistently offers an almost limitless range of opportunities, not only
in business, but also in research . Consequently, the second study addresses the different potential application
areas of the IoT domains and the research challenges associated with these applications. In this context, the
Internet of Things (IoT) is expected to expand its reach relative to . It continues to expand the number of
devices and functions it can perform. This is shown by the ambiguity in the expression of "things" , which
makes it difficult to delineate the increasing limits of IoT []. As business success continues, the IoT
consistently offers an almost limitless range of opportunities, not only in business, but also in research .
Consequently, the second study addresses the various potential application areas of the IoT domains and the
research challenges associated with these applications.
POSSIBLE AREAS OF APPLICATION OF IOT
The possible applications of the Internet of Things are not only numerous, but also very diverse, since they
permeate practically all aspects of the daily lives of people, institutions and society. According to [5], IoT
applications cover wide areas, including the manufacturing or industrial sectors, health, agriculture, smart
cities, security and emergencies among many others.
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A. Smart cities
According to [6], the IoT plays a crucial role in improving the intelligence of cities and improving the general
infrastructure. Some of the uses of IoT in creating smart cities include; smart traffic systems [7], smart
buildings, traffic jams [7, 8] waste management [9], smart lighting, smart parking lots and city maps. This may
include various functions such as: Monitoring of available parking within the city, monitoring of vibrations
and the physical condition of bridges and buildings, installation of sound monitoring devices at sensitive points
in the city and monitoring of the pedestrian and vehicle level. The IoT enabled with artificial intelligence (AI)
can be used to monitor, control and reduce traffic congestion in smart cities [6]. In addition, the IoT enables
the installation of adaptive intelligent and weather-dependent street lighting and the detection of debris and
garbage cans by monitoring waste collection plans. Intelligent Highways can provide alerts and critical
information such as: traffic jams.
Applying the IoT to make smart cities a reality would require with RFID and sensors. Some of the applications
already developed in this area are the Aware home and Smart Santander functionalities. In the United States,
some major cities like Boston, have plans to implement the Internet of Things in most of their systems,
connected to the Internet. These applications will offer important advances in terms of saving money and
energy.
B. Medical care
Most health systems in many countries are inefficient, slow, and inevitably prone to errors. This can be easily
changed as the healthcare industry relies on numerous activities and devices that can be automated and
expanded through technology . Additional technology that can facilitate multiple operations , such as sharing
reports with multiple people and locations , keeping records and dispensing medicines, would go a long way
towards transforming the health sector in [10]. Many of the benefits that IoT applications offer in healthcare
can best be classified as patient, staff, and object tracking, person identification and authentication and
automatic data and sensor collection. Hospital workflow can be greatly improved once the flow of patients is
tracked. In addition, authentication and identification reduce incidents that can be harmful to patients, maintain
maintenance records and less mismatched baby incidents. In addition, automatic data capture and transfer is
critically important in process automation, shortening forms processing timelines, automated process review
and medical inventory management. Sensor devices enable patient-centric functions, especially when
diagnosing diseases and providing real-time information on the health indicators of patients [6]. application
domains in this sector; be able to monitor patient compliance with a prescription, telemedicine solutions and
patient wellness alerts. The sensors can be used for outpatients and inpatients, dental Bluetooth devices and
toothbrushes, which can provide post-use information and monitor the patient. Other elements of the IoT in this
function are: RFID, Bluetooth and WiFi among others. These will greatly improve the techniques for
measuring and monitoring critical functions such as blood pressure, temperature, heart rate, blood sugar,
cholesterol levels, and many others.
C. Smart agriculture and water management
The IoT has the ability to empower and improve the agricultural sector by studying soil moisture and, in the
case of vineyards, monitoring the diameter of the trunk . IoT would make it possible to control and preserve the
amount of vitamins in agricultural products and regulate the microclimate conditions to make the most of the
production of fruits and vegetables and their quality. In addition, studying weather conditions allows
forecasting information on ice, drought, changes in wind, rain or snow, controlling temperature and humidity
to prevent fungi, and other microbial contaminants. When it comes to livestock, the IoT can help identify
animals that graze in open spaces, detect harmful gases from animal excrement on farms and monitor growth
conditions in offspring to improve health and chances of survival , etc. Furthermore, the application of IoT in
agriculture can avoid a great deal of waste and spoilage through proper monitoring techniques and management
of the entire agricultural area . It also results in better power and control of the water. In water management, the
role of the IoT includes studying the suitability of water in the seas and rivers for both drinking and
agriculture, detecting pressure fluctuations in pipes and the presence of liquids outside the tanks to monitor
variations of water in dams, rivers and reservoirs. These IoT applications use wireless sensor networks.
Examples of existing IoT applications in this area are: SiSviA, GBROOS and SEMAT.
D. Retail and logistics
Implementing IoT in the supply chain or retail management has many advantages. Some include; Compliance
with storage conditions throughout the supply chain, product monitoring to allow traceability , payment
processing according to location or period of activity in public transport, amusement parks, gyms and others.
In stores, IoT can be applied to various applications , such as in-store guidance based on a pre-selection list ,
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fast checkout processes such as automatic check-out using biometrics, detection of potential allergen products
and the control of product rotation in shelves and warehouses to automate replenishment procedures [12].
Some of the most widely used IoT elements in this environment include; wireless sensor networks and radio
frequency identification. The merchant currently uses SAP ( products and system applications) while in
logistics numerous examples include quality shipping conditions, item location, detection of warehouse
incompatibility problems, fleet tracking, among others. In the industrial domain, IoT helps detect gas
concentrations and leaks within and around industry, and tracks toxic gases and oxygen levels within the
boundaries of chemical plants to ensure the safety of goods and workers and oil observation -, gas and water
levels in tanks and storage tanks. The use of IoT also helps with maintenance and repair , as systems can be
configured to predict device failures while automatically scheduling regular maintenance services before
devices fail. This can be achieved by installing sensors in devices or machines to monitor their functionality
and sending reports occasionally.
E. Smart Living
In this domain, IoT can be applied in remote control devices whereby one can remotely switch appliances on
and off hence preventing accidents as well as saving energy [1, 3]. Other smart home appliances include
refrigerators fitted with LCD (Liquid Crystal Display) screens, enabling one to know what is available inside,
what has over stayed and is almost expiring as well as what needs to be restocked. This information can also
be linked to a smartphone application enabling one to access it when outside the house and therefore buy what
is needed. Furthermore, washing machines can allow one to remotely monitor laundry. In addition, a wide
range of kitchen devices can be interfaced through a smartphone, hence making it possible to adjust
temperature, like in the case of an oven. Some ovens which have a self-cleaning feature can be easily
monitored as well. In terms of safety in the home, IoT can be applied through alarm systems and cameras can
be installed to monitor and detect window or door openings hence preventing intruders [3].
F. Intelligent Environment
The environment plays a vital role in all aspects of life, from people to animals, birds and even plants, all are
affected by an unhealthy environment in one way or another. There have been numerous efforts to create a
healthy environment in terms of eliminating pollution and reducing waste of resources , but the existence of
industries, as well as the transport of waste together with reckless and harmful human actions are elements
which constantly damage the environment. Consequently, the environment requires intelligent and innovative
ways to assist in the monitoring and management of waste, providing a significant amount of data that forces
governments to implement systems that will protect the environment. The integration of smart environmental
strategies with IoT technology should be created for the detection, monitoring and evaluation of objects in the
environment that offer potential benefits for achieving sustainable living and a green world. IoT technology
allows you to observe and manage air quality by collecting data from remote sensors in cities and by providing
2/7 geographic coverage to get better ways to manage traffic jams in major cities. Furthermore, IoT technology
can be applied to measure levels of pollution in water and consequently illuminate decisions on water use . In
waste management, which consists of different types of waste, such as chemicals and pollutants that are
harmful to the environment and to people, animals and even plants, IoT can also be applied. This can be
achieved with environmental protection by controlling industrial pollution through instantaneous monitoring
and management systems combined with supervision and decision networks. This serves to reduce waste [13].
In weather forecasting, the IoT can be used to offer significant accuracy and high resolution to monitor time by
exchanging information and exchanging data. Through IoT technology, weather systems can collect
information such as atmospheric pressure, humidity, temperature, light, motion and other, information from
moving vehicles, and transmit information wirelessly to weather stations. The information is obtained by
installing sensors in vehicles and even buildings, after which it is stored and analyzed to aid in weather
forecasts. Radiation is also a threat to the environment, human and animal health, as well as agricultural
productivity. IoT sensor networks can monitor radiation through constant monitoring of its levels, particularly
around nuclear power plants to detect leaks and diffuse deterrence
III. RESEARCH CHALLENGES
For all of the potential IoT applications mentioned above, there must be adequate feasibility across the various
domains to determine the success of some applications and their functionality. As with any other form of
technology or innovation, the IoT has its challenges and implications that must be resolved in order for to be
mass adoption. Although current IoT technologies have improved a lot in recent years, there are still numerous
problems that require attention, thus paving the way for new dimensions of research . Since the concept of IoT
arises from heterogeneous technologies, used in Al Capturing, collecting, trading, processing, deriving,

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transmitting, reporting, managing and storing data, many research challenges inevitably arise. These research
challenges, which require attention, consequently span different research areas [1].
A. Privacy and Security
Owing to the fact that IoT has become a vital element as regards the future of the internet with its increased
usage, it necessitates a need to adequately address security and trust functions. Researchers are aware of the
weaknesses which presently exist in many IoT devices. Furthermore, the foundation of IoT is laid on the
existing wireless sensor networks (WSN), IoT thus architecturally inherits the same privacy and security issues
WSN possesses [3, 15]. Various attacks and weaknesses on IoT systems prove that there is indeed a need for
wide ranging security designs which will protect data and systems from end to end. Many attacks generally
exploit weaknesses in specific devices thereby gaining access into their systems and consequently making
secure devices vulnerable [16, 17] . This security gap further motivates comprehensive security solutions that
consist of research that is efficient in applied cryptography for data and system security, noncryptographic
security techniques as well as frameworks that assist developers to come up with safe systems on devices that
are heterogeneous. There is a need for more research to be conducted on cryptographic security services that
have the capability to operate on resource constrained IoT devices. This would enable different skilled users to
securely use and deploy IoT systems regardless of the inadequate user interfaces that are available with almost
all IoT devices. In addition to the protection and security aspects of the IoT, additional areas like
confidentiality in communication, trustworthiness, and authenticity of communication parties, and message
integrity, and supplementary safety requirements should also be incorporated. These may include features like
being able to prevent communication of various parties. As an example, in business transactions, smart objects
must be prevented from facilitating competitors’ access to confidential information in the devices and thus
using this information maliciously.
B. Data Processing, Analysis and Management
The data processing, analysis and management procedure is a huge challenge due to the heterogeneity of the
IoT and the large volume of data collected , especially in times of big data [18] . Currently, most systems use
centralized systems to download data and perform computationally intensive tasks on an international cloud
platform. However, there is a constant concern that traditional cloud architectures are ineffective, transfer the
huge amounts of data generated and consumed by IoT-enabled devices, and that can continue to support the
associated computing load and meet it at the same time. time constraints [19]. Therefore, most systems rely on
current solutions such as Mobile Cloud Computing and Fog Computing, both based on Edge processing, to
alleviate this IoT challenge. Because these information-centric systems help in retrieving content and accessing
services efficiently, they appear to be of great value not only for accessing but also for transferring and
managing and transferring the content generated. . However, this solution presents several challenges, such as:
how to competently expand the ICN paradigm beyond the edge of the fixed network , how to include mobile
and static IoT devices like and how to divide the functionality of the ICN into devices with limited resources
[19]. Data analysis and its context not only play a crucial role in the success of IoT, it also poses great
challenges. Once collected, the data must be used intelligently to achieve intelligent IoT functions.
Consequently, the development of machine learning methods and artificial intelligence algorithms resulting
from neural work, genetic algorithms, evolutionary algorithms and many other artificial intelligence systems is
essential to achieve automated decision making.
C. Monitoring and Sensing:
While technologies related to monitoring and sensing have made enormous progress, they are constantly
evolving with a particular focus on energy efficiency and the appearance of form. Sensors and tags would
normally have to be constantly active to obtain instant data, this aspect makes it essential for energy efficiency,
especially in extending the useful life of the . At the same time, new advances in nanotechnology /
biotechnology and in miniaturization of the have allowed the development of nano-scale sensors and actuators.
D. Communication protocols M2M (Machine-to-Machine):
While there are already IoT-oriented communication protocols such as Restricted Application Protocol
(CoAP) and Message Queue Telemetry Transport (MQTT), there is still no standard for an open IoT. Although
all objects require connectivity, it is not necessary for every object to be Internet compatible, as they only need
to have some capacity to put their data on a particular gateway. Additionally, there are many options in terms of
suitable wireless technologies such as LoRa, IEEE 802.15., and Bluetooth , although it is unclear whether these
available wireless technologies have the ability to continue to cover the broad range of IoT connectivity. in the
future. . communication protocols for devices are the driving force in updating IoT applications and constitute
the framework of data flow between sensors and physical objects or the outside world. Although different
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MAC protocols have been designed for various domains with frequency division multiple access, time division
multiple access, and carrier detection multiple access (FDMA, TDMA and CSMA) for low efficiency of free
traffic collisions , more circuits at nodes are needed respectively. The main objectives of transport layer
include ensuring end-to-end reliability as well as performing end-to-end congestion control. In this regard, most
protocols are unable to cooperate adequately from one end to the other. Reliability [20].
E. Blockchain of Things (BCoT):
Merger of Blockchain and Internet of Things Similar to IoT, blockchain technologies have also gained
enormous popularity since their introduction in 2018. too, although blockchain has been implemented for first
used as the technology behind the Bitcoin cryptocurrency, it is now used in multi-faceted non-monetary
applications [21]. Miraz argues that both IoT and Blockchain can reinforce each other, by removing their
respective inherent architectural limitations [22]. The technology behind IoT is WSN. Therefore, similar to
WSN, IoT also suffers from security and privacy concerns. Rather, the top reasons for the trend of blockchain
implementation in non-monetary applications are due to its built-in security, immutability, trust and
transparency. These attributes are driven by the blockchain consensus approach and the use of Distributed
Ledger Technologies (DLT) which require a large dependency on participating nodes. Therefore, the merger of
these two Blockchain and Internet of Things (IoT) technologies conceives a new notion, namely the Blockchain
of Things (BCoT) in which blockchain strengthens the IoT by providing additional layers of security while the
IoT "things "can serve as participating nodes for blockchain ecosystems [22]. Thus, blockchain-enabled IoT
ecosystems will provide better overall security [23] and benefit each other.
F. Interoperability:
Traditionally as regards the internet, interoperability has always been and continues to be a basic fundamental
value because the initial prerequisite in Internet connectivity necessitates that “connected” systems have the
ability to “speak a similar language” in terms of encodings and protocols. Currently, various industries use a
variety of standards in supporting their applications. Due to the large quantities and types of data, as well as
heterogeneous devices, using standard interfaces in such diverse entities is very important and even more
significant for applications which support cross organizational, in addition to a wide range of system
limitations. Therefore, the IoT systems are meant towards being designed to handle even higher degrees of
interoperability [2].
REFERENCES
[1] M. H. Miraz, M. Ali, P. S. Excell, and R. Picking, “A Review on Internet of Things (IoT), Internet of
Everything (IoE) and Internet of Nano Things (IoNT)”, in 2015 Internet Technologies and Applications
(ITA), pp. 219– 224, Sep. 2015, DOI: 10.1109/ITechA.2015.7317398.
[2] P. J. Ryan and R. B. Watson, “Research Challenges for the Internet of Things: What Role Can OR Play?,”
Systems, vol. 5, no. 1, pp. 1–34, 2017.
[3] M. Miraz, M. Ali, P. Excell, and R. Picking, “Internet of Nano-Things, Things and Everything: Future
Growth Trends”, Future Internet, vol. 10, no. 8, p. 68, 2018, DOI: 10.3390/fi10080068.
[4] E. Borgia, D. G. Gomes, B. Lagesse, R. Lea, and D. Puccinelli, “Special issue on" Internet of Things:
Research challenges and Solutions".,” Computer Communications, vol. 89, no. 90, pp. 1–4, 2016.
[5] K. K. Patel, S. M. Patel, et al., “Internet of things IOT: definition, characteristics, architecture, enabling
technologies, application future challenges,” International journal of engineering science and computing,
vol. 6, no. 5, pp. 6122–6131, 2016.
[6] S. V. Zanjal and G. R. Talmale, “Medicine reminder and monitoring system for secure health using IOT,”
Procedia Computer Science, vol. 78, pp. 471–476, 2016.
[7] R. Jain, “A Congestion Control System Based on VANET for Small Length Roads”, Annals of Emerging
Technologies in Computing (AETiC), vol. 2, no. 1, pp. 17–21, 2018, DOI: 10.33166/AETiC.2018.01.003.
[8] S. Soomro, M. H. Miraz, A. Prasanth, M. Abdullah, “Artificial Intelligence Enabled IoT: Traffic Congestion
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[9] Mahmud, S. H., Assan, L. and Islam, R. 2018. “Potentials of Internet of Things (IoT) in Malaysian
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[10] Mano, Y., Faical B. S., Nakamura L., Gomes, P. G. Libralon, R. Meneguete, G. Filho, G. Giancristofaro,
G. Pessin, B. Krishnamachari, and Jo Ueyama. 2015. Exploiting IoT technologies for enhancing Health
Smart Homes through patient identification and emotion recognition. Computer Communications, 89.90,
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[11] V. Sundareswaran and M. S. null, “Survey on Smart Agriculture Using IoT,” International Journal of
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[12] P. Tadejko, “Application of Internet of Things in logistics-current challenges,” Ekonomia i Zarz{a˛}dzanie,
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[13] S. Rajguru, S. Kinhekar, and S. Pati, “Analysis of internet of things in a smart environment,” International
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[14] H. U. Rehman, M. Asif, and M. Ahmad, “Future applications and research challenges of IOT,” in 2017
International Conference on Informa-tion and Communication Technologies (ICICT), pp. 68–74, Dec 2017.
[15] Z. Alansari, N. B. Anuar, A. Kamsin, M. R. Belgaum, J. Alshaer, S. Soomro, and M. H. Miraz, “Internet of
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[16] J. A. Chaudhry, K. Saleem, P. S. Haskell-Dowland, and M. H. Miraz, “A Survey of Distributed Certificate
Authorities in MANETs,” Annals of Emerging Technologies in Computing (AETiC), vol. 2, no. 3, pp. 11–
18, 2018, DOI: 10.33166/AETiC.2018.03.002.
[17] A. S. A. Daia, R. A. Ramadan, and M. B. Fayek, “Sensor Networks Attacks Classifications and
Mitigation”, Annals of Emerging Technologies in Computing (AETiC), vol. 2, no. 4, pp. 28–43, 2018, DOI:
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[18] Z. Alansari, N. B. Anuar, A. Kamsin, S. Soomro, M. R. Belgaum, M. H. Miraz, and J. Alshaer,
“Challenges of Internet of Things and Big Data Integration”, in Emerging Technologies in Computing (M.
H. Miraz, P. Ex- cell, A. Ware, S. Soomro, and M. Ali, eds.), (Cham), pp. 47–55, Springer International
Publishing, 2018, DOI: 10.1007/978-3-319- 95450-9_4.
[19] J. Cooper and A. James, “Challenges for database management in the internet of things”IETE Technical
Review,vol.26,no.5,pp.320–329,2009.
[20] D. B. Ansari, A.-U. Rehman, and R. Ali, “Internet of Things (IoT) Proto- cols: A Brief Exploration of
MQTT and CoAP,” International Journal of Computer Applications, vol. 179, pp. 9–14, 03 2018.
[21] M. H. Miraz and M. Ali, “Applications of Blockchain Technology beyond Cryptocurrency”, Annals of
Emerging Technologies in Computing (AETiC), vol. 2, no. 1, pp. 1–6, 2018, DOI:
10.33166/AETiC.2018.01.001.
[22] Miraz, M.H., “Blockchain of Things (BCoT): The Fusion of Blockchain and IoT Technologies”, Advanced
Applications of Blockchain Technology, Studies in Big Data 60, 2019, DOI: 10.1007/978-981-13- 8775-
3_7, https://doi.org/10.1007/978-981-13-8775-3_7.
[23] Miraz, M. H. and Ali, M., 2018. Blockchain Enabled Enhanced IoT Ecosystem Security, Proceedings of
the International Conference on Emerging Technologies in Computing 2018, London Metropolitan
University, UK, Part of the Lecture Notes of the Institute for Computer Sciences, Social Informatics and
Telecommunications Engineering (LNICST), vol. 200, pp. 38-46, Online ISBN: 978-3-319-95450-9, Print
ISBN: 978-3-319-95449-3, Series Print ISSN: 1867-8211, Series Online ISSN: 1867-822X, DOI:
10.1007/978-3-319-95450-9_3, SpringerVerlag, https://link.springer.com/chapter/10.1007/978-3-319-
95450-9_3.
[24] A. Mazayev, J. A. Martins, and N. Correia, “Interoperability in IoT Through the Semantic Profiling of
Objects,” IEEE Access, vol. 6, pp. 19379–19385, 2018.
[25] R. Porkodi and V. Bhuvaneswari, “The Internet of Things (IoT) Applications and Communication
Enabling Technology Standards: An Overview,” in 2014 International Conference on Intelligent Computing
Applications, pp. 324–329, March 2014.

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NEGATIVE IMPACT OF CELEBRITY ENDORSEMENT: AN EMPIRICAL STUDY

1
Dr. Satish Kumar and 2Dr. Ashish K. Jha
1 2
Professor and Assistant Professor, Institute of Technology & Science, Ghaziabad

ABSTRACT
Celebrities have always been a source of revenue and image of the companies for a long time. Over the years
not only Indian companies but also companies across the globe used to en-cash the celebrity power. The super
flush image and concept of celebrity endorsement always seems to be shining but the nature and magnitude of
impact of celebrity endorsements on the mind set of consumers as well as brands have always been a question
that remains under the purview of gray spectacles, the paper establishes reasoning to the impact of celebrity
endorsements on consumers and their purchase decision making.
This paper is an effort to understand the concept of celebrity endorsement and provides insights on what it is?
How and whether the increasing numbers of endorsement throw a valid question to the consumers? Whether
they represent a credible source of information and is there any logic behind the choice of these endorsers or is
it just the result of the ongoing popularity of the celebrity? Hence, it becomes a key issue to investigate whether
advertisements that endorse celebrities have any positive impact on people or do they really leave consumers in
a misleading and confusing state of mind. The study uses a descriptive research approach and non-probability
sampling design (convenience method) for the collection of data. Data were collected from 530 respondents
covering the areas of NCR (National Capital Region) including Delhi, Ghaziabad, Noida and Greater Noida.
Keywords: NCR, Celebrity, Endorsement, Dark side

INTRODUCTION
The evolution of celebrity endorsement in India can be traced way back during 1950s. In pioneer phase the
market was demand driven and companies could find it difficult to meet it with limited supply. Also there used
to be very limited number of channels of communication that too with limited developments and coverage.
Government used to be the major deciding element in various aspects of the business. Hindustan Lever Ltd.
(HLL) during fifties started the concept of celebrity endorsement by featuring Hindi film actress to endorse their
beauty soap ‘Lux’ in India. 1980-90s can be seen as the growth phase of celebrity endorsement in India.
Television emerged as one of the most effective and powerful medium of communication. Lux, Vimal, Thums-
Up, Gwalior, and Dinesh are some of the other brands that used star-appeal in the early days of mass
advertising. The ads include classics like Vicks ki goli, Inhaler, Ha Bhai Ha Vick action 500, VIP undies,
Raymonds, Bajaj Bulb and a few more. There was a proliferation of advertisements, featuring stars like
Tabassum (Prestige Pressure-cooker), Riya Sen - Dabur Vatika Shampoo, Jalal Agha (Pan Parag Pan-masaala),
Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Now competition and global
realities have set the new rules of the game. Companies are continuously building up their brands on the
shoulders of celebrities. (Tandon & et.al.,2015)
In this age of celebrity obsession, every public activity of the celebrity is news. What they say, talk, wear, eat,
drink and how they behave is always great copy. Signing up is news, advertisements is news, ground activity is
news, breaking up is news. Like the mind, celebrity endorsements are a “powerful tool” — the important factor
is how it’s utilised. The road to celebrity endorsement is not without pitfalls. Consistency of the performance of
the celebrity is in question here — remember the hurried removal of the Thums Up campaign and how certain
cricket stars vanished from hoardings after the match-fixing scandals?
Another issue is celebrity exposure and fatigue. The same personality endorsing a range of suit material, a bank,
a soft drink, a polio-pulse programme, a paint company and an ayurvedic health potion, leads to sheer confusion
in consumers’ minds. In a country that has always been enamoured by personalities and clans, it may be a good
strategy to use brand personalities to build rapid recognition, but it’s not always a sustainable model.
(Debate: Do celebrity endorsements work? Strategist Team/ New Delhi. June 15, 2014. Ravi Krishnan,
Managing Director IMG/TWI, South Asia, and Senior International V P, IMG & Vijay Chandorikar,
Automotive Consultant, Only Solutnz (former Commercial Director, Fiat India))
Celebrity Defined
Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas
attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common

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characteristics cannot be observed, it can be said that within a corresponding social group, celebrities generally
differ from the social norm and enjoy a high degree of public awareness.
 A celebrity is highly visible-well known.
 A celebrity is usually recognized for some form of talent, beauty, or material quality.
 A celebrity is usually recognized for a performance.
 A celebrity's image or recognition in the media may change
Globalization and power that modern media hold over the consumers societies have contributed to the
popularity of various celebrities. Celebrities act as spokes-people in advertising to promote products and
services, which is referred to celebrity endorsement. (Neha Taleja)
Negative impacts/ dark side of endorsements in advertising:
Following are some of the negative aspects of endorsement advertising:
Overshadowing
A common risk for the advertisers is that consumers may focus their attention on the celebrity and fail to notice
the brand being promoted. The celebrity overshadowing suggests that the celebrity endorser is most likely to
build a link with the predominate stimulus, which might not be the featured brand, in the ad execution. It is
therefore important that the execution is single-minded in communicating the brand-celebrity pairing.
Overexposure of endorser
Another risk that needs to be considered when using celebrities as endorser is overexposure. Some celebrities
endorse many diverse products. If a celebrity’s image is associated with many brands, impact and identity with
each product may decrease since the relationship between the celebrity and a particular brand is not distinctive.
An overexposed celebrity can make consumers aware of the real reasons, why celebrities endorse, which has
less to do with the brand / product attributes, and more to do with generous compensations. The outcome of this
can be that consumers are skeptical of endorsements because they know the celebrities are getting paid.
Target Audiences’ Receptivity
Consumers who are particularly knowledgeable about a product or service or have strongly established attitudes
may be less influenced by a celebrity than those with little knowledge or neutral attitudes. For example one
study found that college-age students were more likely to have positive feelings toward a product endorsed by a
celebrity than were older consumers. 2
Negative publicity
A celebrity’s behavior can be a big risk to a company. Several entertainers and athletes have been involved in
activities that could embarrass the companies whose products they endorsed. 2 Negative information about
celebrity endorsers can have a negative impact on the consumers’ perception of the celebrity as well as the
endorsed product. If a celebrity who is strongly associated with a brand gets negative publicity then the
occurrence of the negative information about the celebrity will also activate in memory, to some degree, the
endorsed brand. The association between brand and celebrity generates the possibility that ones evaluation of
the celebrity may be transferred to the brand. Therefore, it is always a risk that negative publicity about a
celebrity can tarnish the endorsed brand.
To protect themselves against these kinds of problems companies often research a celebrity’s personal life and
background. Often companies put a moral clause in the endorsement contracts that allows the company to break
the contract if controversy arises. However, the marketers should remember that adding moral clauses to their
endorsement contracts only gets them out of trouble; it does not prevent them.
Financial risk
Johnson (2018) discussed financial risks as a risk associated with celebrity endorsements. Celebrity
endorsements have become a part of many advertisers’ promotional strategy and companies pay millions of
dollars each year for the endorsements of their products by athletes. It is important for advertisers to consider if
the celebrity endorser is worth the investment. For example, the costs associated with using celebrities as
endorsers are rising. Some celebrities endorse several products, sometimes even switching their endorsements to
rival brands; the negative publicity generated by some celebrities has added the potential risk of negative impact
which can result in decreased sales.

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CONFUSION
Some advertisers use many different celebrities to endorse a particular product or brand. Using a mix of
celebrity endorsers for one product can be valuable for appealing to various audiences which the product is
aimed at. It has been indicated that a product / brand might have wide range of consumers and that multiple
endorsements can help to cover the whole target audience. However, it is also cautioned that using several
different celebrities can cause confusion amongst consumers about the brand’s identity. Advertisers should
make sure that every celebrity possesses compatible meanings that are sought for the brand.
EXTINCTION
The positive association that has occurred between the celebrity endorser and the brand may weaken over time,
particularly if the brand receives a lot of attention without association with the celebrity. Although it is not
expected that every time a consumer encounters a brand that the celebrity endorser image has to be present,
marketers should integrate the celebrity into the brand’s marketing mix. When it comes to athlete endorser it is
not unusual that the athletes is more successful in the beginning of the contractual term, but then become less
successful or lose his or her fame. The athlete could for example get injured or just not perform as well as he or
she used to. This could result in the fact that the athlete might not be the endorser, the company is looking for.
Celebrities can be very effective in the endorsements of products; however, they can also be dangerous. The
advantages of using a celebrity are that they can increase attention to and memorability of an advertisement and
product, enhance credibility of the message, and imbue a product with positive characteristics. The disadvantage
or danger is that if a celebrity suffers a negative image at some later stage, it can be passed on to the product
being endorsed.
LITERATURE REVIEW
Gomber and Gogia (2017)in their research on “The impact of celebrity endorsement contracts on firm
profitability” found that the economic worth of celebrity endorsers justifies the large costs they incur. The
findings of the research suggest that the impact of these endorsements on stock returns is positive, which
suggests that celebrity endorsement contracts are generally viewed as a fruitful investment. They further stated
that endorsers make advertisements more believable, enhance the recognition of a brand name, create a positive
attitude towards the brand name and create a unique and distinct personality for the brand
The findings of research done byBandyopadhyay, Kindra and Sharp (2011) proves that children feel validated
in their choice of product when a celebrity endorses it and the impact on children becomes even more if the
endorsement is done by their favorite characters.
According to Kambitsis et al. (2012), today the use of celebrity in advertising strategies is becoming more and
more sophisticated and complicated. As a large numbers of short-lived celebrities are emerging on a daily basis.
Hence, it becomes very important to investigate whether such endorsement advertisements have any socio-
ethical implications.
The present study has been build upon the issues emerged from the above studies carried out at different point
of time by the above mentioned researchers. In subsequent sections of this study an empirical investigation has
been done to meet the purpose.
Arturan, Ulun (2017) in his article published in Management Research Review, on “Celebrity advertising in the
case of negative associations: discourse analysis of weblogs” found that when a celebrity becomes involved in
an undesirable event, the consumers' perceptions of the celebrity may or may not change. This study argues that
this situation is influenced by "the level of negativity", "the level of blameworthiness", "admiration" and the
"message content". In addition, it was found that the admiration affects the perceived image of the celebrity and
it is also affected by "the level of negativity" and "the level of blameworthiness". Furthermore, the message
given is directly associated with the "negativity", "blameworthiness", "perception of the celebrity", and "the
perception of the brand".
Nelson, Okorie, Tunil, Oyedepo and Gloria, Akhidenor (April, 2012) in their paper on “The Dysfunctional and
Functional Effect of Celebrity Endorsement on Brand Patronage” said that the use of celebrity endorsement has
become a prime brand communication strategy in organizational management that aids the sale and promotion
of brands across the globe. It is a popular approach in marketing communication for all brand management. This
paper examines celebrity endorsement as a brand communication tool that serves as an aid to expedite brand
image and purchase. However, it can also become horrific unless accompanied by a powerful idea, effective and
impeccable positioning.

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Abhishek and Sahay Arvind (July 2018) in their working paper on “Role of culture in celebrity endorsement:
Brand endorsement by celebrities in Indian context” used culture to develop propositions on how customer
attitude towards celebrity endorsements is a function of cultural parameters in emerging countries like India.
Sabunwala Zohra (Nov., 2013) in the research paper “Impact of Celebrity Brand Endorsement on Brand Image
and Product Purchases- A study for Pune region of India” concluded that Celebrity Endorsements significantly
impacts Brand Differentiation. Most of the beverage user associate themselves with the brand and establishes
congruence between their personality and that of brand’s. They establish a linkage between their lifestyle and
that of brand which prompts them to go for a particular brand irrespective of price, availability or any other
factor. Various industry researches have also endorsed the findings that celebrities do create brand
differentiation. Another major conclusion that was drawn from the study is that Celebrity Endorsement
significantly impact Brand Image.
Kasana Jyoti and Chaudhary Naveen ((2014), in their research paper on Impact of Celebrity Endorsement on
Consumer Buying Behaviour: A Descriptive Study concluded that despite the potential benefits derived from
celebrity endorsements, they increase a marketer‘s risk manifolds and should be treated with full attention and
aptitude. They suggested that brand should be cautious when employing celebrities to ensure promise
believability and delivery of the intended effect. They also pointed out the growing importance of mythical
characters as celebrities.
Randhawa Anmol and Khan Javed Ahmed (2014) in their research paper on “Impact of Celebrity Endorsement
on Consumer Buying Behaviour” found that Celebrity endorsement enhances product information and creates
awareness among consumers. It helps them to recall the brands of the endorsed products. Celebrity Endorsed
Ads persuade customers to purchase products rather than non celebrity endorsed Ads, Comic character Ads,
Executive Ads and Fiction Ads. He also concluded that a good number of respondents believe that celebrities
are not using those products which they themselves endorse and most of the respondents believe that frequent
changes in celebrity for advertising the product reduce the purchasing decision of customers.
Kaur Supreet (May, 2014) in her research paper Impact of Celebrity Endorsement on Consumer’s Buying
Behaviour concluded that marketers use celebrity endorsers to influence the purchase decision of consumers in
order to increase their sales and extend their market shares. It has become a trend and perceived as a winning
formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a
strong association between the product and the endorser.
OBJECTIVES OF THE STUDY
1. To study if celebrity endorsements have negative impacts on consumer decision making.
2. To study the dark (negative) side of celebrity endorsement across gender (male and female).
3. To study whether or not brands benefit from celebrity endorsement.
RESEARCH METHODOLOGY
The present research is descriptive in nature as it aims at describing if celebrity endorsements have any positive
impact on the consumers and their decision making process.
Hypotheses
In order to ensure effective analysis and understanding of data collected for the purpose of this study, the
following null hypotheses have been formulated:
Ho 1. Celebrity endorsements have no specific negative impacts on consumer buying decision making
Ho 2. There is no significant difference between male and female consumers with respect to dark side of
endorsement advertising.
Sampling Design:
Sampling Unit- The sample unit of the study is entire national capital region (NCR), Ghaziabad, Noida and
Greater Noida. Both rural and urban areas are being covered for the purpose.
Sample size – Because of the time and financial constraints a sample has been drawn as a representative of the
universe. Sample size is 530.The sample consist of both male and female (365 male and 165 female) from the
rural as well as its urban counterpart of the selected areas of NCR, Ghaziabad, Noida and Greater Noida.
Data Collection Instrument – A well structured questionnaire consisting five point Likert’s scale ranging from
“Strongly agree” to “Strongly disagree” has been used to measure the response to each statement (items).

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Tools of Data Analysis - T-test has been used to study the association between various variables as well as to
study the association between quantitative and qualitative variables. SPSS has been used for analysis purpose.
Data Analysis and interpretation:
1. Gender Distribution of Respondents (Male/ Female)

Gender Distribution of
Respondents (Male/ Female)

165
Male
Female
365

\The above illustration represents the gender distribution status of respondents in terms of their belongingness to
male or female groups. 68.83% respondents fall under male group whereas only 31.13% respondents are the
representative of female counterpart. In this, male representatives are roughly more than double than that of
female representatives.
ANALYSIS
In this section, the data obtained through questionnaire have been analyzed. The questionnaire consists of 19
statements pertaining to dark side of endorsement advertising. Following tables present analysis of data
pertaining to these 19 statements. The table 1 presents mean scores of all statements across male and female
respondents and overall mean score. The table 2 shows comparison of means with the help of t-test. For each of
these dimensions, t-test has been used to assess whether there exists significant difference in the mean value of
opinions between male and female respondents.
Table – I: Gender wise as well as overall mean score
S.No Statements Mean Mean
Overall Mean
Score Score
Score
Male Female
1 Celebrities are endorsing products; which they to not
3.84 3.62 3.73
use themselves
2 Celebrity claims are confusing and misleading 3.66 3.23 3.445
3 Endorsers are advertising harmful product also e.g
4.07 3.93 4
Cigarette. Alcohol
4 Consumers are being seduced through star attraction
3.75 3.6 3.675
of celebrities
5 Sex is dominating factor in today’s culture and
3.89 3.54 3.715
therefore cannot be eliminated from endorsement
6 It is ultimately the consumers who pay for hefty
4.37 4.26 4.315
amount charged by endorsers.
7 When marketers do not have anything positive to say
3.58 3.55 3.565
about their brands, they start using endorsers in
Money spent on celebrity endorsers should be used
8 for improving the products 3.93 4.08 4.005
Consumers tend to ignore the facts about the product
9 when, it is endorsed by an endorser. 3.59 3.48 3.535
Adolescents and younger adults are more susceptible
10 to celebrity endorser influence. 4.04 4.18 4.11

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It is ethical to use celebrities to influence consumers

11 into buying a particular brand. 3.41 3.37 3.39
12 It is ethical for celebrities to endorse political parties 2.64 2.72 2.68
Celebrity endorser should also be held responsible if
13 3.96 3.58 3.77
the quality of the product is not as promised
The body image of endorsers is artificially created
14 3.84 3.85 3.845
which is almost impossible to achieve in real life and
Celebrity endorsers promote lust for materialistic
15 4.05 3.86 3.955
pleasures.
It is ethical for the endorsers to endorse brand and
16 3.55 3.45 3.5
make money, even when he or she dose not use that
Celebrity endorses products for which they do not
17 3.65 3.71 3.68
possess requisite expertise.
The fact that the endorser is being paid must be
18 3.51 3.22 3.365
disclosed in the ad.
Celebrities should practice in their personal life what
19 4.01 3.99 4
they preach while endorsing social issues.
Table-II: Independent Samples Test
Independent Samples Test
Levene's Test
for Equality of t-test for Equality of Means
Variances

Diffe
Mea
taile

renc
S No.

Sig.
(2-

d)
Statements F Sig. t df

e
1 Celebrities are endorsing products, 5.240 0.022 2.565 528 0.011 0.217
which they to not use themselves. 2.683 353.699 0.008 0.217
2 Celebrity claims are confusing and 0.104 0.747 4.318 528 0.000 0.427
misleading. 4.225 300.775 0.000 0.427
3 Endorsers are advertising harmful 4.396 0.037 1.697 528 0.090 0.138
products also e.g. Cigarette. Alcohol 1.808 371.015 0.071 0.138
4 Consumers are being seduced through 2.727 0.099 1.481 528 0.139 0.145
star attraction of celebrities 1.580 371.833 0.115 0.145
5 Sex is dominating factor in today's 6.308 0.012 3.435 528 0.001 0.351
culture and therefore cannot be
eliminated from endorsement 3.331 294.720 0.001 0.351
advertisements.
6 It is ultimately the consumers who 1.956 0.162 1.402 528 0.162 0.112
pay for hefty amount charged by
endorsers. 1.432 333.804 0.153 0.112
7 When marketers do not have anything 7.318 0.007 0.333 528 0.739 0.035
positive to say about their brands,
they start using endorsers in 0.354 367.128 0.724 0.035
advertisement.
8 Money spent on celebrity endorsers -
0.340 0.560 528 0.137 -0.147
should be used for improving the 1.491
products. -
355.720 0.119 -0.147
1.563
9 Consumers tend to ignore the facts 2.299 0.130 1.254 528 0.211 0.110
about the product when, it is endorsed
by an endorser. 1.233 304.668 0.218 0.110
10 Adolescents and younger adults are -
0.315 0.575 528 0.076 -0.146
more susceptible to celebrity endorser 1.779
influence -
361.499 0.061 -0.146
1.877
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11 It is ethical to use celebrities to 0.585 0.445 0.433 528 0.665 0.044

influence consumers into buying a
particular brand. 0.421 296.457 0.674 0.044
12 It is ethical for celebrities to endorse 4.377 0.037 -0.717 528 0.474 -0.083
political parties. -0.684 284.293 0.494 -0.083
13 Celebrity endorser should also be 8.745 0.003 3.831 528 0.000 0.380
held responsible if the quality of the
product is not 'as promised'. 3.708 293.371 0.000 0.380
14 The body image of endorsers is 0.070 0.791 -0.077 528 0.939 -0.007
artificially created which is almost
impossible to achieve in real life and
this may create complex in the -0.078 321.896 0.938 -0.007
common man.
15 Celebrity endorsers promote lust for 2.149 0.143 2.266 528 0.024 0.186
materialistic pleasures. 2.208 297.688 0.028 0.186
16 It is ethical for the endorsers to 3.734 0.054 0.805 528 0.421 0.096
endorse brand and make money, even
when he or she dose not use that 0.834 345.028 0.405 0.096
brand.
17 Celebrity endorses products for which 1.037 0.309 -0.748 528 0.455 -0.063
they do not possess requisite
expertise. -0.736 304.791 0.462 -0.063
18 The fact that the endorser is being 0.335 0.563 2.482 528 0.013 0.289
paid must be disclosed in the ad. 2.461 310.080 0.014 0.289
19 Celebrities should practice in their 0.214 0.644 0.198 528 0.843 0.020
personal life what they preach while
endorsing social issues. 0.197 310.158 0.844 0.020

INTERPRETATION
In the present paper, efforts has been put to analyse the dark shades of endorsement advertising from customers’
perspective. The opinion of respondents with respect to 19 statements pertaining to dark shades of endorsement
advertising have been cross analyzed with gender as major independent variable.
Overall conclusions of cross tabulation: The overall conclusion based on t-test has been presented in the
following table:
S.No Statements Acceptance/Rejection
of null hypothesis
1 Celebrities are endorsing products; which they do not use
Rejected
themselves
2 Celebrity claims are confusing and misleading Rejected
3 Endorsers are advertising harmful product also e.g Cigarette,
Accepted
Alcohol
4 Consumers are being seduced through star attraction of
Accepted
celebrities
5 Sex is dominating factor in today’s culture and therefore
Rejected
cannot be eliminated from endorsement
6 It is ultimately the consumers who pay for hefty amount
Accepted
charged by endorsers.
7 When marketers do not have anything positive to say about
Accepted
their brands, they start using endorsers in
Money spent on celebrity endorsers should be used for
Accepted
8 improving the products
Consumers tend to ignore the facts about the product when,
Accepted
9 it is endorsed by an endorser.
Adolescents and younger adults are more susceptible to
Accepted
10 celebrity endorser influence.
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It is ethical to use celebrities to influence consumers into

Accepted
11 buying a particular brand.
12 It is ethical for celebrities to endorse political parties Accepted
Celebrity endorser should also be held responsible if the
Rejected
13 quality of the product is not as promised
The body image of endorsers is artificially created which is
Accepted
14 almost impossible to achieve in real life and
15 Celebrity endorsers promote lust for materialistic pleasures. Rejected
It is ethical for the endorsers to endorse brand and make
Accepted
16 money, even when he or she dose not use that
Celebrity endorses products for which they do not possess
Accepted
17 requisite expertise.
The fact that the endorser is being paid must be disclosed in
Rejected
18 the ad.
Celebrities should practice in their personal life what they
Accepted
19 preach while endorsing social issues.
Rejected: 06
Accepted: 13
The analysis presented in the above table shows 13 approvals and 6 disapprovals of null hypotheses which
reflects that there is no significant difference between male and female respondents with respect to negative
impacts of endorsement advertising in decision making. It can be concluded that respondents do not exhibit
significant variations when the data is analysed on the basis of gender. It can be suggested that gender does not
constitute an important factor while determining the difference among respondents with respect to their opinion
towards the negative impacts of endorsement advertising.
RECOMMENDATIONS
In the light of the above analysis and findings, researcher seeks to make the following observations and
recommendations:-
1. Surrogate advertising has become the by-pass route for the companies to advertise the products which are
harmful for the society (Cigarettes, liquor, Beer etc.), and with the celebrity power companies do target the
younger population easily to fill their deep pockets. Promoting harmful products in any form at any media
by the celebrity should be discouraged.
2. Undue use of sex appeal in advertising leads to nudity and vulgarity. Promotion themes of the products
exclusively used by male are woven around female celebrities. This distracts the mindset of younger
generation from the core product to some thing else. Companies should use sex appeal in their promotions
very carefully so as to remain focused.
3. No doubt celebrity endorsement leads to a better awareness, recall and results in better sales in general, but
in this process and hefty payments to the celebrity, actual price of the product gets inflated significantly.
And ultimately customers pay more for the core benefits they are seriously interested.
4. Companies should avoid to attract customers by creating superficial image of their products and services
through undue use of glamour and superficiality in advertisement.
5. Younger generation, specially teenagers have greater influence of their role model celebrity. They follow
what their so called role models exhibit in their reel life in real life. Companies and celebrity need to be
very much sensitive in leaving a message which can turn the minds of youths around.
6. For last few years, celebrities; endorsing political parties have become a trend which brings very
encouraging results in the form of their win in key elections for the parties by affecting the individual
rationale thinking in democratic society like ours. Celebrities should be wise enough in choosing such offers
and should leave public to use their own wisdom in casting their vote to make a better society and country.
7. The glamorized look of celebrity specially film stars; featured in advertisement leads to the arousal of
unnecessary complex among youths leading to the stress among them to fulfill their dreams about becoming
similar to their reel life hero/ heroine in real life.
8. Companies and celebrity both because of their mass reach and influencing ability have got the responsibility
to keep social, ethical and morale values of the society up in the society they exist. So as a responsible unit
and individual, both should be very much alert and sensitive.
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CONCLUSION
In a nut shell, it can be concluded that approval of a brand by a star fosters a sense of trust for that brand and
generates the feeling of belongingness among the target audience. The research concludes that there is a
significant negative impact of dark side Celebrities endorsement on consumer decision making. However there
is no such significant difference in the opinion of males and females in majority of the cases with respect to
dark shades of celebrity endorsement. This holds even truer in case of the BRAND- CONSUMER -
ENDORSER triad has a perfect fit. In all, the endorsement advertising has been accepted as a force by the
respondents, which affects their purchase decisions, moulds their behaviour.
REFERENCES
1. Kaur Supreet (May, 2014) International Journal of Research in Commerce, IT & Management Vol. 4 Issue
5, p42-45. 4p
2. Randhawa Anmol and Khan Javed Ahmed (2014), International Journal of Business Management Vol.
1(2), 2014
3. Kasana Jyoti and Chaudhary Naveen ((2014), CASIRJ, Vol. 5 Issue.2
4. Sabunwala Zohra (Nov., 2013), IMPACT: International Journal of Research in Business Management
(IMPACT: IJRBM) ISSN(E): 2321-886X; ISSN(P): 2347-4572 Vol. 1, Issue 6, Nov 2013, 37-42
5. Abhishek and Sahay Arvind (July 2013), working paper, IIMA, Research & Publication, W.P. No. 2013-07-
01
6. Nelson, Okorie, Tunil, Oyedepo and Gloria, Akhidenor (April, 2012), Online Journal of Communication &
Media Technologies, Vol. 2 Issue 2, p141-152. 12p
7. Dubey, (2012). Global Research Analysis, Vol.1, Issue 7.
8. Giridhar, (2012). Zenith International Journal of Business Economics & Management Research, Vol.2
Issue7.
9. Kumar Satish, Bajpai V N, Tiwari Surendra (2011), “Celebrity Endorsement: A Gimmick or Reality”,
VSBM Journal- Wisdom, Volume 3, Issue No.1, Dec 2011
10. Dr Anna Murdoch (2006), “Creativity in Advertising”, Website: http://www.e-
sgh.p1/cia/celebrityendorsement.pdf
11. Zimmerman, John and Ayoob, Ellen (2005), “The Role of products in Consumer-Celebrity Relationships”,
Proceedings of Conference: design and Memory, Product as a promise of Experience.
12. Endorsement Defined (2000) – http://www.Sticky Marketing.com
13. http://www.chillibreeze.com/articles/Celebrity-endorsement.asp
14. http://www.merinews.com/catFull.jsp?articleID=183

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3DS (DATA ANALYTICS, DIGITALIZATION AND DISRUPTION) IN BUSINESS & SOCIETY)

Dr. Manoranjan Sharma

Chief Economist, Infomerics Ratings

ABSTRACT
The present era is an era of change and transformation, an era in which all elements are critically in ferment.
This world is characterized by turbulence and rapidity and volatility of events. Considered in a proper
historical and comparative perspective, data analytics, digitalization and disruption have altered the rules of
the game and brought about a new normal in this VUCA (volatility, uncertainty, complexity and ambiguity)
world.
The World Economic Forum (WEF) stressed that the fourth industrial revolution is striking because of velocity
of change, scope of change and systems impact, e.g., telecom companies took 20 years to reach 20 billion
messages a day, Whatsapp reached 34 billion messages a day in less than 7 years-changes in competitive
landscape and customer segments.
The issues of disruptive innovations, regulatory compliances, and domain knowledge together with big-picture
issues facing industries and organizations have become commonplace. These competitive realities have blurred
industry boundaries, transformed standard practice and rendered conventional blueprint of development
obsolete. This makes it necessary to leverage the power of the digital by extrapolating the unknown.
In this evolving socio-economic order, there have been game changing changes in data analytics, digitalization
and disruption because of the confluence of innovation, big data, artificial intelligence (AI), machine
learning(ML), deep learning (DL), robotics, analytics, internet and entrepreneurship.
Progressive digitalization is reflected in Direct Benefit Transfers (DBTs), the JAM Trinity (Jan Dhan, Aadhaar,
Mobile- Rupay Cards) and Unified Payment Interface, Digital India initiative and literacy programmes.

Indian Context
India is surging to a digital-first economy to meet the “revolution of rising expectations”. This inexorable
process has significantly influenced employee empowerment, customer engagement, operational efficiency and
business models. All four dimensions of technology- revenue, expense, experience and accuracy or compliance-
impacting a company-have improved remarkably. Aadhar has become a unifying platform with performance
transcending ‘reach’ and ‘legacy’.
Fintech in India, as indeed globally, will be increasingly important in banking, blockchains, alternate lending
and advisory. Rapidly increasing fintech across channels and segments has been a game-changer with Paytm,
Mobikwik, Freecharge, Bankbazar, etc. leading in payments, credit, investment, insurance, wealth management
and financial inclusion. Zomato, swiggy are dominant food aggregators, and Ola and Uber are leading Cab
players.
Gary Hamel stressed “industry revolutionaries don't tinker at the margins; they blow up old business models
and create new ones”. In the ultimate analysis, there has to be a movefrom product innovation to lowering costs
and finally to creating unique value.
Banking Digitisation
Digitization has transformed the entire financial sector because of reduced costs and unimaginably higher scale.
Factors driving banking digitisation include digitally evolved consumers; smartphone penetration and low
cost internet connectivity; cheaper products / services using M-banking and Wallet; government and RBI
initiatives like Digital India, UPI , Bharat QR, Aadhaar, PoS and equipped market Players.
Electronic payments lead to convenience, discounts, tracking spends, lower risk and enhance gains. Further,
macro-economically, it enhances efficiency and transparency by reducing transaction costs, identify borrowers
by CIBIL, credit scores. Electronic economic transactions by track-able and taxable digital financing
instruments, like debit cards and e-wallets drastically reduces tax evasion and avoidance, improves tax
compliance and government revenue and checks counterfeit currency.
The adoption and adaptation of new technology and digital payments have transformed conventional
banking and significantly enhanced banking outreach. This overarching process has been greatly aided by
policy, frameworks and guidelines together with 1 billion-plus phones, 700 million internet connections, 650
million smartphones and all 5.5 lakh ration shops Aadhaar enabled.
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Rapid digitization requires banks to re-imagine their business continuously. This requires an accent on API
Banking; banking on the cloud;chat bot, virtual robots, artificial intelligence, social media and bring the bank to
app strategy.
While infrastructure related issues like telco’s poor network, connectivity, financial institutions and the
availability of robust payment and settlement system have largely been resolved, there continue to be
persisting challenges. Such challenges include on-boarding of customers and merchants into the digital
payment landscape; cyber security threat; lack of consumer & data protection law framework for digital
payment; co existence of various policies; uncertain return on investment; poor digital literacy; and age-
old cash habits.
Real time data on turnover, customer profile, lifestyle, spend, customers customer’s instantaneous data can
transform Indian fintech’s rapidly expanding space. This is doable with convergence of data, technology and
money to transform lives of borrowers, investors and businesses. But cyber security emerges as a key concern,
particularly with data moving data offline to the cloud.
Revamped digital ecosystem and the winds of change sweeping India provide an enabling environment to
revolutionise India’s socio-economic landscape, similar in its range and sweep perhaps only to the mobile or the
internet revolution. This onward march would thus positively influence both growth and distributive equity.
Data Analytics
Several new technologies simplify data-sharing across and between organizations without compromising
privacy, e.g., by pooling clinical data on shared platforms in the early days of the COVID-19 pandemic,
researchers, medical authorities, and drug makers were able to accelerate the development of treatments and
vaccines. Moreover, these data-sharing protocols have helped drug makers, government agencies, hospitals, and
pharmacies coordinate and execute expansive vaccination programs to prioritize efficiency and safety, and
preserve intellectual property.
Criticality of Cloud
Digitization has shifted from meeting the IT needs of an industry-agnostic organization to meeting the unique
strategic and operational needs of each sector and even subsector. Hyperscalers and SaaS vendors are working
with global system integrators and clients to provide modularized, vertical-specific business services and
accelerators for easy adoption and unique differentiation, business processes becoming strategic commodities to
be purchased, freeing organizations to focus on strategy and competitive differentiation.
Blockchain technology
Crypto-currencies, non-fungible tokens (NFTs), blockchain and distributed ledger technologies (DLTs) have
now acquired center-stage. Blockchain and DLT platforms are fundamentally changing the nature of doing
business across organizations and helping companies reimagine how they make and manage identity, data,
brand, provenance, professional certifications, copyrights, and other tangible and digital assets.
Emerging technical advancements and regulatory standards, especially in non-public networks and platforms,
are helping drive enterprise adoption beyond financial services organizations. With enterprises using blockchain
and DLT on a large scale, creative use cases are happening across industries, with established industry leaders
expanding their portfolios and creating new value streams, while start-ups are exploring innovative business
models.
Cyber AI
Security teams may soon be overwhelmed by the sheer volume. Cyber AI can be a force multiplier that enables
organizations not only to respond faster than their attackers but also to anticipate these moves and act in
advance to reduce risks not just to individual companies and their customers but also to financial stability.
CONCLUSION
In this explosion of information and data, I sometimes wonder-as T.S. Eliot did about a century ago, “Where is
the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?” This progression
from information to knowledge and then from knowledge to wisdom is sorely missing today. Hence, there is a
manifest need to balance culture, process and people for India to play a leading role, not only at home, but also
consolidate its position in the comity of nations. This is all the more important today because Financial Service
is one of the top 5 industries likely to be digitally disrupted most in this decade (Source:Digital Vortex How
Digital Disruption Is Redefining Industries by Global Centre for Business Transformation-June 2015). Major
industries likely to be digitally disrupted are 1. Technology Products & Services. 2. Media & Entertainment. 3.

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Retail. 4. Financial Services. 5. Telecommunications. 6. Education. 7. Hospitality & Travel. 8. CPG &
Manufacturing. 9. Healthcare. 10. Utilities. 11. Oil & Gas. 12. Pharmaceuticals.
While change is constant and ubiquitous, the pace of change and structural transformation has increased
manifold over the years. Staying ahead of the curve in terms of systems, products and processes requires
companies to be ‘agile sprinting’- agile in sales and products, sprinting in technology, agile on architecture.
We have today reached a tipping point necessitating a focus on providing services, engaging with customers and
creating a different customer experience. This is, however, still work in process and requires coordinated and
concerted measures to meet the challenges of today and the expectations of tomorrow.
Of late, there has been an accent on hyper-automation, which stems from the philosophy ‘today’s disruptive is
tomorrow’s stable’. Post crisis, digital maturity and hyper-automation, which coalesce several components of
process automation, integrating tools and technologies to amplify the ability to automate work, will determine
the strategy of banking players and emerge as the key differentiator. 

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PROBABILISTIC STUDY OF ELECTRIC VEHICLES USING SPSS

Dr. Manoj Kr. Jha1 and Shailesh Dhyani2

1
Department of Business Administration, ITS College, Ghaziabad
2
Research Scholar, Mewar University, Chittorgarh

ABSTRACT
There is a huge consumption of natural resources in and across the country. The foremost consumption is of
oil, which is primarily used for transportation in every part of the world. Increasing population and increase in
living standard of the middle class people has led to the increase in demand of vehicles and in return oil.
This increasing demand lead to the innovation of a new technology vehicle, which emerges as an opportunity
for economic development benefits. After oil, there is an alternate source of energy- electricity –which seems to
be a beneficial investment. Not only in terms of energy (oil)conservation, use of electric vehicles proves/ will
prove to be a beneficial step in terms of pollution control and interdependency of one country on oil imports.
This paper discuses types of electric vehicles, their differences and their working in brief. Later the paper
demonstrates and analyses reliability of Electric vehicles. With the invent of Electric Vehicle, a milestone has
been set. Different data has been taken into account in order to identify the sales of the Electric Vehicle and
calculate its safety and reliability. This calculation has been done with the help of SPSS.
Keywords: BEVs, Electric Vehicle (EV), Energy Conservation, EREVs, HEVs, s, PHEVs

INTRODUCTION
Electric vehicles can be classified on the basis of the degree of electricity they are using as their energy source.
Based on the above said classification, EVs are of three types, namely Battery Electric Vehicles (BEVs), Plug-
in Hybrid Electric Vehicles (PHEVs) and Hybrid Electric Vehicles (HEVs). The basic difference between the
three are discussed as under:
Difference between various types of Electric Vehicles (Source:(Un-Noor et al. 2017)
Ev Driving Energy Source And Key Features Examples
Type Component Infrastructure
BEV Electric motor Battery and • Zero emissions • Tesla Model 3
ultracapacitor • Short range • BMW i3
• Crude oil • Toyota Rav4
independent
• Commercially
available
HEV Electric motor and ICE Battery, ultracapacitor, • Very low emissions • Toyota Prius
and ICE • Long driving range Hybrid
• Oil-dependent • Honda Civic
• Commercially Hybrid
available • Toyota Camry
Hybrid
PHEV Electric motor Plug ins • Ultra-low emission • Ford Fusion
• High energy Energi
efficiency • BMW i8
• Currently at a high • Toyota Prius
cost
• Under development
LITERATURE REVIEW
K.W.E Cheng (2009), mentions the major developments in the field of Electric vehicles and its major
components. The paper also gives brief description about different charging technologies involved in different
Electric Vehicles. Zhao Xian, Wang Siqi and Wang Xiaoyue (2018), explains intheir paper that in order to get a
High performance Electric vehicle, the reliability of the electric vehicle must be ensured.The paper precisely
describes the reliability 0f the charging system of Electric vehicles.
ADVANTAGES
• EVs are much cheaper to manage than conventional vehicles.
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• EVs Can Reduce Reliance on Foreign Oil

• EVs Infrastructure Improves Quality of Life
• EVs can decrease Utility Prices.
DISADVANTAGES
• EV’s have engines with very limited mileage range.
• EV’s have less power with top speed not more than 70mph (therefore, not good for
highway driving).
• EVs cannot be considered as 100% green vehicles, there is toxicity of batteries also.
• EVs are more costlier than the same rage gasoline vehicles.
• Very few electric charging stations are available.
SURVEY RESEARCH
The graph below shows the sales and % growth of EVs in the year 2017-2018. Considering the given data, we
will calculate how successful the EVs proved to be depending in its increase/decrease in sales from 2017 to
2018 and thus its reliability.
Graph showing EV sales and % growth 2010-2018 (Source:EVVolumes)

Countries/ Years China Japan Europe Usa Other

2017 663 56 306 200 52
2018 1182 53 409 358 97
Difference +78 -6 +34 +79 +86

Summary Mean StandardDeviation Sample Size

2017 x’2017= 255.4 SD2017 =251.44 5
2018 x’2018= 419.8 SD2018 =453.76 5
Difference x’diff= 54.2 SDdiff =39.44 5
Here, we can see there is certain increase/decrease in the sales of EVM during the years 2017- 2018.

Now we will find Confidence Interval using Standard Deviation. Usually 95% of CI is considered as CI above
95% i.e, 98,99 or 100% would be too high to get and Ci below 95% are not considered as good results. As the
graph shows:

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Step 1:Calculate degrees of freedom as Df = sample size – 1

Step 2: Calculate α = 1- 0.95 = 0.05
Divide (α) / 2 = 0.05/2 = 0.025
Step 3: Look up the t-distribution table, and find out as 2.776
Step 4: Calculate Standatrd Error i.e.,
SE = SD/√Sample Size
Step 5: Multiply t value * SE
For (2017), For (2018) , For (diff) ,
2.776 * 112.44 = 312.13 2.776 * 202.92 = 563.30 2.776 * 17.63 = 48.94
SE(2017) = 251.44/√5 =112.44 SE(2018) = 453.76/√5 =202.92 SE(diff) = 39.44/√5 =17.63
Step 6: Lower Range=Sample mean – Step 5
For (2017) , =255.4 - 312.13 = -56.73
For (2018) , = 419.8 - 563.30 = -143.5
For (diff) , = 54.2 - 48.94 = 5.26 Step 7: Upper Range=Sample mean + Step 5
For (2017) , = 255.4 + 312.13 = 567.53 For (2018) , = 419.8 + 563.30 = 983.1 For (diff) , = 54.2 + 48.94 =
103.14
Now, Calculating Probability as
P= 1-P(at least 1 car sold/ Total No. of Car sold in a particular year)
(Since Probability is something to be related with at least once and has to be equal to 1) Therefore, P(2017)=1-
(1/1277)
= 0.9992
=99% Similarly,
P(2018)= 0.9995 = 99% And,
P(diff)= 0.9963 = 99%
Now,
Since Probability is =~ 99%, therefore reliability reaches to 1.
CONCLUSION
From the above calculations, we can conclude that there is a huge potential of Electric vehicles in future for
transport communication. This indicates that since the probability of buying an EV is more as its reliability
reaches to 1, therefore there would be increase in EV’s sale in the upcoming years, In order to make it a
success, The Government started Faster Adoption and Manufacturing of Hybrid and Electric vehicles (FAME)
scheme, which provides incentives for purchasing electric vehicles. Some state governments like the Delhi
government are playing a major role to increase the use of EV’s in India. The Delhi Government recently
approved 1000
Electric buses to be used in Delhi’s public transport system. In 2018, the Uttrakhand Government introduced a
new scheme to help the manufacturing and promote the use of EV’s as well.
REFERENCES
1. Todd Jennifer, Chen Jess, Clogston Frankie “Analysis of the Electric Vehicle Industry”, International
Economic Development Council, 2013
2. Basu Kumar Aviru, Tatiya Shreyansh and Bhattacharya Shantanu, “ Overview of Electric Vehicles (EVs) and
EV Sensors”, 10.1007/978-981-13-3290-6_7.
3. Berry Irene, Khusid Mike, Kasseris Manolis, Mak Arthur “What’s the Deal with Hybrid and Electric Cars?
“,January 20, 2009.

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4. Kumar Ankit, Choudhary S K, Chethan K N, “ Commercial Viability of Electric Vehicles in India”, IJMET,
Volume 9, Issue 6, June 2018, pp. 730- 745.
5. Cheng K.W.E, “Recent Development on Electric Vehicles”, 2009 3rd International Conference on Power
Electronics Systems and Applications .
6. Dhyani Divya, Sharna Viresh, “Use of Software Reliability Growth Model to Estimate the Reliability of
Electric Vehicle”, IJAST.
7. Zhao Xian, Wang Siqi and Wang Xiaoyue, “Characteristics and Trends of
8. J. Restrepo, J. Rosero, S. Tellez, “Performance Testing of Electric Vehicles on operating conditions in
Bogota D́ C , Colombia” Conference Paper· September 2014.
9. Aggarwal Gaurav, Gupta V.K., ”Software Reliability Growth Model” International Journal of Advanced
Research in Computer Science and Software Engineering, Volume 4, Issue 1, January 2014 ISSN: 2277
128X.
10. Tamak Jyoti, “Use of Software Reliability Growth model to Estimate the Reliability of Web Applications”,
International Journal of Advanced Research in Computer Science and Software Engineering, Volume 3, Issue
6, June 2013 ISSN: 2277 128X.

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IDENTIFYING THE IMPACT OF RELATIONSHIP MARKETING ON E-LOYALTY WITH

SPECIAL REFERENCE TO ONLINE TRAVEL AGENCIES (OTAS) IN INDIA
1
Dr. Sanjeev Tandon and 2Dr. Rajnish Ratna
1
Associate Professor (Marketing & Retail Mgt.), I.T.S School of Management, Ghaziabad, U.P
2
Associate Professor, Gedu College of Business Studies, Royal University of Bhutan

ABSTRACT
The e-commerce sector in India is on a consistent rise. Sophisticated information technology (IT measures) and
accessibility of internet has forced businesses to move towards e-commerce. Tourism industry has evolved
because of the outburst of information technology. The rapid growth of travel industry during pre-covid phase
has become a normal business practice throughout the globe. The growth of tourism traffic has initiated a rapid
shift in the traditional travel operator’s business. Online travel agencies (OTAs) gradually swept the traditional
travel business. The key indicators of performance in online travel booking market has induced relationship
quality and customer loyalty. Relationship marketing (RM) is adding a new dimension to this modern e-
commerce process. RM has evolved with time and has focussed on loyalty and customer lifetime value (CLV).
CRM process has shifted the spotlight from transactional approach to a market-oriented business. The online
travel aggregators gradually have become highly popular and are facilitating the booking of flight (air) tickets,
train, bus and hotel reservations in India. These aggregators are extending various services to variety of
segments of travel and tourism. During COVID-19 scenario, the dependency of online buying has also
increased multi-folds. Companies are adopting and accepting omni-channel commerce (retail) to attract
customers, but the online portals are more in picture to facilitate the buying process.
Keywords: Relationship marketing, CRM, Flight aggregators, Airline Reservation System, Flight Booking,
OTAs.

1. INTRODUCTION
India is one of the growing economies with world’s second fastest growing GDP. The pool of high income
people is largest. Indian travel and tourism market here is 42 billion US$. Indian travel and hospitality sector
have evolved with time. Information Technology has revolutionized tourism industry in due course of the
growth phase. The up-gradation of internet facilities has led to the automation of tourism industry. The launch
of online booking had given companies a new way to engage with customers and also had opened the door to
new business models such as online travel aggregators (OTAs, Martin, C.J. (2016). This transformation has led
to the creation of website / webpages of airline companies (& online travel aggregators) that highlight
competitive rates and offers directly to the customers. Earlier the websites of airline companies have been used
for information gathering, but in the contemporary business it’s being used for direct purchase of travel services
from suppliers without middleman (Stangl, Inversini & Schegg, 2016). In the digital distribution system online
travel aggregators (OTA’s) are being considered as a significant player. Online travel agencies which aggregate
the facilities provided by many travel and tourism related companies (Reigo, 2019). These OTA’s source travel
inventories from global distribution system or procure directly from suppliers. OTA’s further sell travel
inventories to customers (Benckendoff, Sheldon & Fesenmaier, 2014). During this selling process OTA’s
provides services to satisfy customers with reference to comfort, accessibility and a great user experience
(Buhalis, 1998). However, during 2000’s most travel suppliers, aggregators and service providers focused on
managing transaction costs rather than improving the customer experience, with serious implications (Leung,
X.Y., Xue, L. and Wen, H. (2019).
The industry usually referred as smokeless industry has boosted the global economy significantly during pre-
COVID phase. Various online travel aggregators (OTA’s) have evolved subsequently to address the growing
demand of air travel & related services. In India OTA’s such as, Make My Trip, Yatra, Cleartrip, Ease My Trip,
Goibibo, Expedia, Thomas Cook, Cox & Kings etc. have been fiercefully trying to excel and grow in the travel
and tourism bin unimaginable ways. usiness. The union of smartphones and mobile applications has taken all
the industries by storm. These technologies have accelerated growth of customer base of all industries, which
consequently has boosted the businesses (Brochado, A., Troilo, M. and Aditya, S. (2017). Expedia reports that
40- 60 percent of its leisure-travel- brand traffic is through mobile devices and about half of bookings on some
brands come from mobile phone (https://www.mckinsey.com/industries/travel-logistics). Plethora of hot deals
and rebates has been extended by these OTA’s. The incidences of deceiving customers are very commonly
reported on social media by aggrieved customers (Stangl, Inversini & Schegg, 2016). OTA’s are also being
found dictating the choice of product and price available to customers (Buhalis & Law 2008).
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According to experts, the major share (85%) of OTAs’ business comes from flight and hotel booking
(www.financialexpress.com). In the travel booking market in India, OTA’s have been enjoying 40- 45 % market
share. It has been growing at a CAGR of 10- 12% for the past eight years (pre-COVID phase: Allied Market
Research, 2019). The market share by OTA’s has been consistently on a rise and is estimated to be worth $ 45-
50 Billion by 2021 (Allied Market Research, 2019). Customers look for air travel as a first choice among
variety of the available modes of transportation because of its time saving parameters (Jones 2004). The online
air reservation system has become more common because of the likelihood of reduced errors using manual
system of reservation (Milde, 2008). An improved airline reservation system has succeeded manual systems
which were requiring centralized reservation centres to represent inventory (seats on airplanes) (Desmond,
2000). The literature review of online air travel aggregators have investigated consumption values (Lei et al.,
2019; Talwar et al., 2020), customer feedback and satisfaction level (Lee et al., 2017), and quality services
extended by OTA’s (Kustiwi, 2018). Variety of researches on the website technical failures and the negative
feedbacks of the customers related to services rendered by OTA’s. The refund process of air tickets booking
amount to the customers by OTA’s has been widely available as social media negative feedback (Rianthong et
al., 2016). The extensive review of literature on consumers’ expectations from online travel booking agencies
has exhibited variety of dimensions of consumer online buying behaviour and their experiences (Nel and
Boshoff, 2019).
E-complaints for Online Travel Aggregators during COVID-19 Lockdown Period:
OTA’s provide variety of offers for travel related products / services to customers (Kim et al., 2007). Globally
they have exhaustive role in the working and growth of tourism sector (Buhalis & Law, 2008). During
lockdown days of COVID pandemic, the refund requests and customer complaints to refunds. Airline
companies and OTA’s have been enormous. Customers were caught in a limbo because of blaming exercise
between airlines and OTA’s. The estimate from the travel industry and airline sources said that the travel
industry in India experienced a cancellations of air tickets booking worth 180 crore across all private airlines
(Allied Market Research, 2020). Indian government had instructed various airlines to refund tickets booked
only during lockdown. Aggrieved customers had blamed both airlines and OTA’s for not processing refunds.
Passengers expected OTA’s to refund tickets, because they had booked the tickets on their websites. The
blaming exercise between OTA’s and airlines had worsened the service scenario.
Based on online customer complaints, the service contracts and fairness criteria for customers are taken as
standards to evaluate harm caused by integrity issues (Gong et al., 2015). The website quality plays a
detrimental role in customer services for online air ticket booking. The website quality of OTAs affects
customer trust and hedonic values. This in turn influences the satisfaction level of the customers leading to high
loyalty factor (Albayrak et al, 2019). E- Complaints for the tour guides from a website emphasised on five
significant categories: unethical behaviour, the legal requirements of the tour guides, social skills, occupational
adequacy and the fulfilment of responsibilities towards the group (Avci and Dogan, 2018). Online customers’
evaluation of overall satisfaction and their repurchase intentions are dependent on OTAs’ website functionality,
information quality and CRM parameters (Fu Tsang et al., 2010). After a decade of technological up gradation
(online ticketing) and usage of internet to sell airlines tickets, hotels etc, the travel & tourism sector’s ecosystem
if fracturing. Companies are in the mode of abandoning the systems to provide customers with one-stop shops
to book flights, accommodations, and other services (Cheng and Edwards, 2019). Customers are these days
filing lawsuits and a situation of being caught in the cross fire is evident
(https://www.mckinsey.com/industries/travel-logistics). This has given a chance to the new comer to venture
into the sector with annual online sales of almost $ 100 billion, around a third of all global e-commerce activity
(https://www.mckinsey.com/ industries/ travel-logistics). The travel sector has now reached the next phase in its
evolution. OTAs are rigorously changing the technology infrastructure by investing billions of dollars in the
next wave of travel e-commerce. A big question here is that whether the travel sectors’ players can build a
sustainable path before new rivals’ blaze the trail for them. To name a few the major IT wizards Google had
paid $700 million during Feb 2012 for ITA Software, whose algorithms form the backbone of 65 percent of
flight sales by carriers. Apple has been filing a series of patents for a mobile- device application called iTravel
(Carey Robert, Kang David, and Michael Zea, 2012).
2. OBJECTIVES AND CONTEXT OF RESEARCH:
The OTAs competitive environment has gone similar to pure competition. The major challenges faced by OTAs
are because of having low margins and high operating costs. Although in the present marketing scenario
customers are more empowered, but the online travel (& tourism) booking services have gone highly sensitive.
Customers are actually unclear about the business practices and tactics being used by online travel aggregators

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(OTAs). The consumer preferences and loyalty factors have been investigated with reference to the online travel
aggregators (agencies). The research encircles the following objectives:
i. To study the related literature on Online Travel Aggregators & the services extended by various OTA’s.
ii. To investigate the marketing communication-mix strategies adopted by various OTA’s and the impact of
relationship marketing on e-loyalties of customers.
iii. To verify the response of customers on various e-loyalty marketing strategies and their online behavior
towards OTA’s.
3. RESEARCH METHODOLOGY
Problem Definition: During this research the shift of customers in adopting the online travel (& tourism)
services from traditional travel booking agents, has been the focal point of investigation. Various OTA’s
operating in India make use of advanced technology (online travel & tourism reservation system) which has
variety of technical glitches. The customers seeking travel services are quite often confused in thes website
glitches, such as non-processing of refunds, rescheduling of flights, website glitch of money deduction of the
booking with no tickets sent to customers, ticket booking issues, ticket price issues etc.
Research Design: From the customer perspective an online travel aggregator is more like an online ticket
booking resource. For identifying travel at one spot these customers can visit any OTAs (websites) to undergo
travel arrangements. Most of the time options like, flight tickets, hotel booking, car rentals, vacation packages,
cruises, deals and destinations, maps, business travels etc. The current study is a descriptive research design
(cross-sectional survey) of customers in Delhi-NCR using these online travel aggregators (OTAs) to book
online air tickets. The methodology of this study adopts a scoping review of literatures related to online travel
aggregators (OTAs) in India. The descriptions and reviews are carried out by analyzing the studies related to
OTAs and the challenges experienced by customers to book air tickets. Data involves a review of secondary
researches on OTAs in India, the technical glitches and the services rendered by these companies with reference
to the failures. The primary data has been derived by the survey method using structured and non-disguised
questionnaire.
4. DATA ANALYSIS AND INTERPRETATION
The section begins with sample description, reliability, descriptive statistics and regression analyses and its
implications.
Sample description
Table 1. Sample description
S.N. Demographics Dimensions Frequencies Percentage
1 Gender Male 154 68
Female 73 32
Age 18-30 111 49
31-50 82 36
Above 50 34 15
3 Marital Status Single 118 52
Married 109 48
4 Education Undergraduate 18 8
Qualification Graduate 86 38
Post Graduate 123 54
5 Profession Student 43 19
Salaried 152 67
Self-employed 32 14
Total 227
Sample profile result presented in table 4.1 revealed that 154 males and 73 females are there. Majority of
respondents are in the age group of 18-30 followed by age group 31-50 then above 50.
Reliability Results
Table 2. Cronbach’s Alpha Value
S.N. Dimension/ Variable No. of Items Cronbach alpha
1. Relationship Marketing 18 .750
2. Customer Loyalty 6 .780

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Cronbach (1951) recommended that the Cronbach’s alpha in range of 0.7 - 0.8 is considered as good scale with
high internal consistency. Results of mentioned in table 2 revealed that scales for all variables used in present
study are good scale of high internal consistency.
Descriptive Analysis
This is conducted to study the overall mean and standard deviation of sample with respect to variables taken
under study.
Table 3. Descriptive Statistics of Variables
Descriptive Statistics
Variables N Mean Std. Deviation
Customer Loyalty 227 3.33 0.842
Relationship Marketing 227 3.53 0.697
The mean values for customer loyalty and relationship marketing are 3.33 and 3.53 (table 3).
Regression Analysis
In this regression analysis, relationship marketing is taken as independent variables and customer loyalty is
taken as dependent variable.
Table 4. Model Summary of Relationship marketing and Customer loyalty
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .764a .584 .583 .50663
a. Predictors: (Constant), customer loyalty
As the above table shows, the value of R= 0.764 indicates a strong relationship between relationship marketing
and customer loyalty. The value of R2 = 0.58.2 explains that 58.2 % of the variation in customer loyalty is
explained by loyalty, while 41.8 % remain unexplained. Thus, the predictive ability of the model is strong.
Table 5. ANOVA of Relationship marketing and Customer loyalty
Model Sum of Squares df Mean Square F Sig.
Regression 160.450 1 160.450 625.119 .000b
1 Residual 114.219 445 .257
Total 274.669 446
a. Dependent Variable: Customer loyalty
b. Predictors: (Constant), Relationship marketing
The ANOVA output table describes the overall variance accounted for in the model. The F value (617.797) and
the small significance value level (0.000) indicate that the regression model predicts the dependent variable
significantly well.
Table 6. Standardized Coefficients of relationship marketing and customer loyalty
Model Unstandardized Standardized T Sig.
Coefficients Coefficients
B Std. Error Beta
(Constant) 1.309 .098 13.378 .000
1
L .712 .028 .764 25.002 .000
a. Dependent Variable: Customer loyalty
The result on the above table 6. shows that relationship marketing is found significantly related to customer
loyalty.
The standardized coefficient beta value indicated shown above indicates the unit change in independent variable
would change dependent variable by that amount. The value of ‘Beta” result revealed that unit change in
relationship marketing has 0.764 changes in customer loyalty.
5. CONCLUSION AND RECOMMENDATIONS
This study has met the challenge to advance knowledge about OTA. A number of studies had appealed the
importance of OTA in the era of information technology. Relationship marketing works on financial, social and
structural aspects. Financial factor describes variety of discounts offered, better deals, coupons and presents for
first purchase then additional rebates, discounts and cumulative points programs on additional purchase; and
discounts and rebates for being member of OTA service. Social factor covers greetings or gifts on special
occasion, paying attention to individual needs and problems, due consideration on opinions, providing
personalized information to regular customers, serving as virtual friend; and special treatment for being member
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of OTA. This gives more input and direction in making social bond with service provider. Third is structural
factor which talks about providing accurate travel information as well as full knowledge about the services,
more convenient and user-friendly web interface and online booking system, secure and different payment
options, confirmation and prompt after sale services, immediate responses and explanations for complain and
problem; and integrating product or service with allied services.
Customer loyalty is defined as continued intention to purchase in future, strong relation with service provider,
being first choice in the purchase decision, continuing the purchase with same service provider even if it is
expensive as compared to others and if better product is available; and inclined to maintain long term
relationship.
It is concluded that sustainable relationship marketing will increase customer loyalty in online travels. For
survival in a competitive business environment, the relationship marketing is essential marketing strategy for
success and getting right perception of customers towards product of the company. Company can introduce
strategies and practices in order to serve in a structured and effective way for of providing better customer
loyalty.
RECOMMENDATIONS
The findings reinforce the notion that managers responsible for relationship marketing are crucial for
organizations to be effective in getting customer loyalty and spreading of positivity which can be harnessed by
organization in long run. Managers are recommended to offer variety of discounts, better deals, coupons and
presents for first purchase then additional rebates, discounts and cumulative points programs on additional
purchase for better financial bond with customers.
Managers are advised to serve themselves as virtual friend to the customer by sending greetings or gifts on
special occasion, paying attention to individual needs and problems, due consideration on opinions, providing
personalized information to regular customers, and special treatment for being member of OTA. This will
improve social bond of customer towards service provider.
It is suggested that managers must provide accurate travel information as well as full knowledge about the
services, more convenient and user-friendly web interface and online booking system, secure and different
payment options, confirmation and prompt after sale services, immediate responses and explanations for
complain and problem; and integrating product or service with allied services.
Industry should focus on customer relationship management because attributes of customer relationship
management lead to better customer satisfaction and loyalty.
6. FUTURE SCOPE OF STUDY
It is suggested to conduct a combined quantitative and qualitative study might provide further insight to the
understanding of the relationships marketing with other possible variables. The present study could be
duplicated with larger sample from different locations across industry, which would improve the generality of
the findings. This opens up a future scope of testing causality with longitudinal data.
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FA CTORS AFFECTING THE EMPOWER MENT OF WOMEN EMPLOYEES IN NON

INDUSTRIAL SECTOR AND ROLE OF HRD

Dr. D. K. Pandey
Pr of ess or , I.T .S School of Mana gement, Gha ziaba d

ABSTRACT
Without the participation of women in national activities, the social, economic or political progress of a country
will be stagnated.However, the ground realities are very different. The patriarchal mind-sets continue to
exclude women from most decision-making positions and the gender disparities further manifest in socio-
economic status. Non- industrial workers are divided by profession into several major groups: administrative
and managerial personnel, engineering and technical workers, other groups of specialists with higher degrees
(scientific workers, teachers in higher and secondary schools, and doctors), and trade and office employees.
After very rigorous research it was found that women empowerment is a very critical issue which is an urgent
need to look upon with reference to various strategies. After making a critical analysis with various research
tools and techniques various hidden aspects emerged which could be concluded that HRD programme initiated
by the government have made women self-reliant.

INTRODUCTION
In the history of human development, woman has been as important as man. In fact, the status, employment and
work performed by women in society is the indicator of a nation’s overall progress. Without the participation of
women in national activities, the social, economical or political progress of a country will be stagnated.
The status of women in a society is a significant reflection of the level of social justice in that society. Women’s
status is often described in terms of their level of income, employment, education, health and fertility as well as
their roles within the family, the community and society.
For the accelerated socio-economic development of any community, the active participation of women is
essential. In a social set up like India’s, their participation has to be ensured through tangible measures, taken at
various levels, which result in their Empowerment in the real sense. Empowerment of women is one of the
concepts that have developed in connection with improving their status. Empowerment includes higher literacy
levels, education, better healthcare, equal ownership of productive resources, increased participation in
economic and commercial sectors, awareness of rights and responsibilities, improved standards of living, self-
reliance, self-esteem and self-confidence.
Raising the status of women is not just a moral imperative but also a strategic one. Within the framework of a
democratic policy, our laws, development policies, plans and programs have aimed at women’s advancement in
different spheres. In recent years, the Empowerment of women has been recognized as a central issue in
determining their status.
India has given a constitutional mandate providing equality to men and women in all walks of life. However the
ground realities are very different. The patriarchal mind-sets continue to exclude women from most decision-
making positions and the gender disparities further manifest in socio-economic status. This is seen clearly
through various discriminatory indicators. Often women’s concerns and issues do not receive the attention they
deserve due to their lack of access to positions of power. In certain areas such as education and employment
there has been some headway, though ingrained societal and gender norms continue to hamper development.
In nutshell, women empowermentis:
Self-decision regarding education, participation, mobility, economic independency, public speaking, awareness
and exercise of rights, political participation and many more factors ensure women Empowerment. In short
women empowerment is the breaking of personal limitation.
The success of any strategy of women empowerment depends upon the following factors:
 Level of education, hard work
 Social custom
 Family planning, small family
 Health, medical services, cleanliness
 Environment, tree growing, kitchen gardening etc.
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Goals and Objectives of Government

The goal of government is to bring about the advancement, development and Empowerment of women.The
Plans and policies made by government will be widely disseminated so as to encourage active participation of
all stakeholders for achieving its goals. Specifically, the objectives of this Policy include
(i) Creating an environment through positive economic and social policies for full development of women to
enable them to realize their full potential
(ii) The de-jure and de-facto enjoyment of all human rights and fundamental freedom by women on equal basis
with men in all spheres – political, economic, social, cultural and civil
(iii) Equal access to participation and decision making of women in social, political and economic life of the
nation
(iv) Equal access to women to healthcare, qualityeducation at all levels, career and vocational guidance,
employment, equal remuneration, occupational health and safety, social security and public office etc.
(v) Strengthening legal systems aimed at elimination of all forms of discriminationagainst women
(vi) Changing societal attitudes and community practices by active participation and involvement of both men
and women.
(vii) Mainstreaming a gender perspective in the development process.
(viii) Elimination of discrimination and all forms of violence against women and the girl child; and
(ix) Building and strengthening partnerships with civil society, particularly women’s organizations.
Women Empowerment: Issues and Challenges
 Participation in decision making
 Sexual harassment
 Dowry
 Family planning
 Education
 Social evils
 Physical needs
Non- industrial workers are divided by profession into several major groups: administrative and managerial
personnel, engineering and technical workers, other groups of specialists with higher degrees (scientific
workers, teachers in higher and secondary schools, and doctors), and trade and office employees.
A significant proportion of the intelligentsia belongs to the category of nonindustrial workers. As a result of the
increased division of social labor and the gradual transfer of managerial functions from the capitalists to hired
employees, the non-manual professions have assumed mass proportions since the last third of the 19th century,
during the stage of mature industrial capitalism. The factors contributing to the increase in nonindustrial
workers include the growth of transportation, communications, commerce, and credit; the expansion of the
educational system and health services; and the growth of the service sector in general. The most important
factor in the increase has been the growth of the bureaucracy in the bourgeois state and the
development of state-monopoly capitalism.
LITERATURE REVIEW
Dr. Sunil Deshpande and Ms. Sunita Sethi conducted a research and found that women Empowerment is
most vital system to strengthen the future of women in India. It is a systematic approach which needs to develop
more seriously in India. The Government of India came up in the new millennium by declaring the year 2001 as
‘Women’s Empowerment Year’ to focus on a vision ‘where women are equal partners like men’.
Swete Mishra (2003)studied in land reforms and women's empowerment in the most parts of the country. And
particularly among marginal and landless agriculturists earning a livelihood is still a family endeavours. Various
studies conducted have clearly pointed out that there are larger numbers of women who primarily derive their
livelihood, for working sometimes on a regular basic and often on a seasonal basis or attached labours

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Srilekha Basu (2000) status that the developing countries are characterized by low income, illiteracy,
unemployment and low standard of living. In these counties extra income eared by women is vital to cross the
poverty line.
Pretty Sigh and Saran Kasha (1999) discussed the role of rural women in decision making for credit
procurement rural women are an important segment of our society because of their active participation in home
and farm affairs. The participation in the decision making reflects the status of any individual which increase
with the growing participation unto final decision.
Deepti Agarwal (1998)discussed from developing countries as well as western development planners look
upon education as one of the most important instruments for social and economic development and
modernization.
Girija khanna and Mariamma A. Varghese (1997) in their study found that when women were more
educated and employed. They were allowed to play a greater part in decision making in the family.
OBJECTIVE OF STUDY
1. To study the factors affecting the empowerment of women employees in non industrial sector of Sultanpur
district
2. To study the role of HRD in empowering the women employees
RESEARCH METHODOLOGY:
T he r es ear ch des ign a dopt ed in this stu dy is expost-facto design. T he r es ear cher has us ed b ot h
the pr imar y as well as secondar y data. T he pr imar y data was collect ed us ing a str uctur ed
qu estionna ir e and s econdar y data fr om f inancia l webs it es, bus iness ma gazines, newspap er s
and jour na ls.T he data was ana lyzed us ing P er centa ge a nalys is, weigh t ed aver a ge a nd C hi
squar e t est.T he sa mp le s ize was 300 and the sa mp ling t echniqu es adopt ed wer e s imp l e
pur pos ive sa mp ling.
RESULT AND DISCUSSION:
The following hypothesis has been formulated to conduct this study:
Hypothesis1: Various HRD approaches/strategies are helpful / effective in Empowerment of Women
employees in Sultanpur District.
H01: Women Empowerment is independent of Women Involvement.
H11: Women Empowerment is dependent on Women Involvement.
Level of women involvement * Level of Women empowerment Crosstabulation
Level of Women empowerment Total
Low Medium High
Count 21 22 3 46
Low % within Level of women
45.7% 47.8% 6.5% 100.0%
involvement
Count 0 38 0 38
Level of women
Medium % within Level of women
involvement 0.0% 100.0% 0.0% 100.0%
involvement
Count 0 27 39 66
High % within Level of women
0.0% 40.9% 59.1% 100.0%
involvement
Count 21 87 42 150
Total % within Level of women
14.0% 58.0% 28.0% 100.0%
involvement
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 104.184a 4 .000
Likelihood Ratio 113.219 4 .000

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Linear-by-Linear
66.657 1 .000
Association
N of Valid Cases 150

To test H02, we calculated Pearson chi-square value which is 104.184 for which p value is .000 (table-11) which
is less than 0.05(level of significance). So, we can reject null hypothesis H 02 in favour of alternate hypothesis
H12 and can conclude that Women Empowerment is dependent on his involvement. Further, the analysis shows
that the Empowerment of Women is significant (59.1%) in case of women whose levels of involvement are high
as compared with women employees whose involvement is low (45.7%). Thus we can say that Empowerment
of Women employees are dependent on their involvement.
H02: Women Empowerment is independent of Training imparted to Women.
H12: Women Empowerment is dependent on Training imparted to Women.
Level of women training * Level of Women empowerment Crosstabulation
Level of Women empowerment Total
Low Medium High
Count 21 9 0 30
Low % within Level of women
70.0% 30.0% 0.0% 100.0%
training
Count 0 45 1 46
Level of women training Medium % within Level of women
0.0% 97.8% 2.2% 100.0%
training
Count 0 33 41 74
High % within Level of women
0.0% 44.6% 55.4% 100.0%
training
Count 21 87 42 150
Total % within Level of women
14.0% 58.0% 28.0% 100.0%
training
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 142.134a 4 .000
Likelihood Ratio 136.282 4 .000
Linear-by-Linear
84.919 1 .000
Association
N of Valid Cases 150

To test H03, we calculated Pearson chi-square value which is 142.134 for which p value is .000 (table-12) which
is less than 0.05(level of significance). So, we can reject null hypothesis H 03 in favour of alternate hypothesis
H13 and can conclude that Women Empowerment is dependent on trainings imparted to women employees.
Further, the analysis shows that the empowerment of women is low (70.0%) in case of women who have
received low level of training as compared to women who have received high level of training where level of
empowerment is significant (55.4%). Thus we can say that Empowerment of Women employees are dependent
on training imparted to them.
H03: Women Empowerment is independent of Decision Making power of Women.
H13: Women Empowerment is dependent on Decision Making power of Women.
Level of women decision making * Level of Women empowerment Crosstabulation
Level of Women empowerment Total
Low Medium High
Count 7 19 21 47
Level of women decision
Low % within Level of women
making 14.9% 40.4% 44.7% 100.0%
decision making
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Count 0 68 0 68
Medium % within Level of women
0.0% 100.0% 0.0% 100.0%
decision making
Count 14 0 21 35
High % within Level of women
40.0% 0.0% 60.0% 100.0%
decision making
Count 21 87 42 150
Total % within Level of women
14.0% 58.0% 28.0% 100.0%
decision making
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 106.442a 4 .000
Likelihood Ratio 142.265 4 .000
Linear-by-Linear
.866 1 .352
Association
N of Valid Cases 150
Table-13
To test H04, we calculated Pearson chi-square value which is 106.442 for which p value is .001 (table-13) which
is less than 0.05(level of significance). So, we can reject null hypothesis H 04 in favour of alternate hypothesis
H14 and can conclude that Women Empowerment is dependent Decision Making power of Women. Further, the
analysis shows that the empowerment of women is low (44.7%) in case of women having low level of decision
making power as compared to women who have high level of decision making power whose empowerment
level is significant (60.0%). Thus we can say that Empowerment of Women employees are dependent on
decision making power.
The researcher compared the independent variables; marital status, women involvement, training imparted and
decision making with the dependent variable; women empowerment and found that women empowerment is
dependent on these variables. Thus researcher concluded that HRD strategies are effective in empowerment of
women employees in Sultanpur district except in case of unmarried women.
Hypothesis: 2 HRD programmes initiated by the government have made the women’s self reliant.
H01: Women’s Self Reliance is independent of women control over income.
H11: Women’s Self Reliance is dependent on women control over income.
Level of women control over income * Level of women self reliant Crosstabulation
Level of women self reliant Total
Low Medium High
Count 18 3 3 24
Low % within Level of women
75.0% 12.5% 12.5% 100.0%
control over income
Count 10 91 0 101
Level of women control
Medium % within Level of women
over income 9.9% 90.1% 0.0% 100.0%
control over income
Count 0 0 25 25
High % within Level of women
0.0% 0.0% 100.0% 100.0%
control over income
Count 28 94 28 150
Total % within Level of women
18.7% 62.7% 18.7% 100.0%
control over income

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 194.997a 4 .000
Likelihood Ratio 175.308 4 .000
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Linear-by-Linear
86.892 1 .000
Association
N of Valid Cases 150
Table-16
To test H01, we calculated Pearson chi-square value which is 194.997 for which p value is .000 (table-16) which
is less than 0.05(level of significance). So, we can reject null hypothesis H 01 in favour of alternate hypothesis
H11 and can conclude that Women’s Self Reliance is dependent on women control over income. Further, the
analysis shows that the women with high level of control over income have high level of self reliant (100.0%)
compared women who have low level of control over income have low of self reliant (75.0%). Thus we can say
that Self Reliance of Women employees are dependent on women control over income.
H02: Women’s Self Reliance is independent of Women Ownership.
H12: Women’s Self Reliance is dependent on Women Ownership.
Level of women ownership * Level of women self reliant Crosstabulation
Level of women self reliant Total
Low Medium High
Count 24 51 0 75
Low % within Level of women
32.0% 68.0% 0.0% 100.0%
ownership
Count 4 22 4 30
Level of women ownership Medium % within Level of women
13.3% 73.3% 13.3% 100.0%
ownership
Count 0 21 24 45
High % within Level of women
0.0% 46.7% 53.3% 100.0%
ownership
Count 28 94 28 150
Total % within Level of women
18.7% 62.7% 18.7% 100.0%
ownership
Chi-Square Tests
Value Df Asymp. Sig. (2-
sided)
Pearson Chi-Square 62.152a 4 .000
Likelihood Ratio 73.745 4 .000
Linear-by-Linear
53.774 1 .000
Association
N of Valid Cases 150
Table-18
To test H03, we calculated Pearson chi-square value which is 62.152 for which p value is .000 (table-18) which
is less than 0.05(level of significance). So, we can reject null hypothesis H 03 in favour of alternate hypothesis
H13 and can conclude that Women’s Self Reliance is dependent on women ownership. Further, the analysis
shows that the Self Reliance of women is high (53.3%) in case of women who have high level of ownership as
compared to women who have low level of ownership. Thus we can say that Self Reliance of Women
employees are dependent on their ownership.
The researcher compared the independent variables; women control over income, material possession over
householding and women ownership with the dependent variable; women self reliance and found that women
self reliance is dependent on these variables. Thus researcher concluded that HRD programmes initiated by the
government have made women self reliant.

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CONCLUSION
After very rigorous research it was found that women empowerment is a very critical issue which is an urgent
need to look upon with reference to various strategies. After making a critical analysis with various research
tools and techniques various hidden aspects emerged which could be concluded as:
 HRD strategies are effective in empowerment of women employees in industrial and non industrial sector
of Sultanpur district.
 The fact that women have held the most senior positions in government, including that of Prime Minister
and Chief Minister, has no direct impact on women in India apart from the realization that women can reach
certain heights and do certain things.
 Studies of various female leaders in Sultanpur show that generally, they were not particularly gender-
sensitive. They were more bound by political affiliations and party policies.
 In the some of the areas of Sultanpur District, there is a lot of dependence on government with
unemployment being a particular problem.
 Most women surveyed were aware of new economic policies, but awareness of political developments was
lower. This was particularly so in urban areas of District where education rates are high, but other adverse
indicators such as female infanticide are also high.
 Just sensitizing women and building up their capacity through training was not enough to promote women
empowerment in the district. The bureaucracy also needs to be sensitized.
 Most of the women in the study considered the state to be synonymous with government. Their aggregated
vision of what the state should be was that of a gender-sensitive, secular, participatory, democratic body.
They thought that it should be an efficient provider of services; work for the empowerment of weaker
sections of the community: promote a society free from exploitation; and move to a system of governance
that was ‘transformed and transformational’. The experience of the state is that of a large, complex,
contradictory entity, unfriendly and even hostile at times.
 HRD programmes initiated by the government have made women self reliant in non industrial sector of
Sultanpur district.
BIBLOGRAPHY
Anderson, S., and M. Eswaran. 2009. \What Determines Female Autonomy? Evidence from Bangladesh."
Journal of Development Economics, 90(2): 179 - 191.
Arunachalam, Ramesh ,1999, Alternative Technologies in the Indian Micro-Finance Industry - A Study for
Action Aid, Bangalore.
Batliwala, Srilatha (1993) Empowerment of Women in South Asia: Concepts and Practices. New Delhi: FAO-
FFHC/AD
Batliwala, Srilatha (1994) `The Meaning of Women’s Empowerment: New Concepts from Action,’ in G. Sen,
A. Germain and L.C. Chen (eds) Population Policies
Bhavnani, Kum Kum, J. Foran, and P. Kurian (eds) (2006) Feminist Futures: Reimagining Women, Culture and
Development, New Delhi, Zubaan
Batliwala Srilata. 2007. ‘Walk Beside Us’, Intervention at the High Level Thematic Debate on Gender Equality
and Women’s Empowerment held by United Nations General Assembly, NYC, March 6, 2007.
Cain, M., 1984, Women’s Status and Fertility in Developing Countries: Some Preference and Economic
Security. Centre for Policy Studies Working Papers No.110 New York:Population Council.
Dyson, T., and M. Moore, 1983. \On Kinship Structure, Female Autonomy, and Demographic Behavior in
India." Population and Development Review, 9(1): 35-60.
Malhotra, A., R. Pande, and C. Grown. 2003. \Impacts of Investments in Female Education on Gender
Equality." International Center for Research on Women.

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E- BANKING: A TRANSFORMATION & FINANCIAL STABILITY IN INDIAN BANKS AND

FINANCIAL INSTITUTIONS

Ms. Chandni Bisht

Assistant Professor, Department of Management and Commerce, Delhi School of Professional Studies and
Research

ABSTRACT
Internet technology can transform banks and the banking industry as a whole. Indian banks
andfinancialinstitutions have found success by using the Internet in their whole business plans.Indian banks and
financial institutions are usually good at making enough money on investmentsto cover costs like interest on
loans through electronic banking (Sullivan, 2000). By generatinghypotheses, this study investigates the impact
of several indices of financial stability, financialperformance,andtechnologicalinnovationontheexpansionof
Indianbanksandfinancialinstitutions. To begin with, excessive borrowing is a source of concern for Indian
banks andfinancial institutions, because better financial planning aids in boosting the value of net profitswhile
also maintaining financial stability, which helps in overcoming the crisis problem. Second,every Indian bank
and financial institution must adopt technological innovation and invest in it toimprove their financial
performance year after year. The overall goal of this research is to seehowe-
bankingmayhelpIndianbanksboosttheirefficiencyintheworkplacewhilealsosatisfyingcustomersandachievingfinan
cialstability(Aduda&Kingoo,2012).
Researchers should evaluate the generality of their empirical findings, as with any research in thefield of
management and IT adoption. Future studies on the Indian banking sector and financialinstitutions, such as
Indiabulls Housing Finance Limited, Muthoot Finance Limited,
HousingDevelopmentFinanceCorporationLimited,andICICIBankLimited,couldimprovegeneralization. As the
last step, the results of statistical methods like ANOVA and MultipleRegressionAnalysisare
usedtobackupthefindingsofthe currentstudy(Nupur,2010).
Keywords: Net Profit, Financial Stability, E-Banking, Long-Term Borrowings and TotalInvestment.

INTRODUCTION
Financeis themostcrucial part of any corporation or financial institution. Finance decisionshave an impact on the
operations of every organization, whether they are made for short-term orlong-term goals. As their major job,
banks and financial institutions deal with the financial needsof various individuals and organizations on a
regular basis. As a result, financial decisions inbanksandfinancialinstitutionsarecrucial(A.Shuklaetal.,2018).
Anyorganization'sprimarygoalistomakemoneyandpleaseitsconsumers;inordertoaccomplish this, modifications
must be made in response to the needs of the moment or changesin the environment. Finance is the most basic
need of every organization in order to survive for alonger length of time. Previous year's profits are one of the
sources of finance for banks andfinancial institutions, but if profits are insufficient, banks and financial
institutions might uselong-term borrowings, which lower net profits through regular interest payments. The
objectivesofthesuggestedresearchareasfollows:1.Toinvestigaterisingprofittrendsandtheir
implications for the Indian banking system and financial institutions' financial stability, 2. Tolook intohow
technology investmentaffects India's banking and financial sectors and howimportantitis, 3. Investigatinghow an
increase in long-term borrowings at a specificlevelaffects the profit margins of Indian banks and financial
institutions, 4. To assess the criticalcomponentsofe-bankingthatwouldpropelthe Indianbankingsystemforward.
NetProfit
Profit is the main goal of an organization, and it can be affected by a lot of things, like how muchmoney an
organization invests, how many opportunities it has, how big it is, how much capital ithas, and so on. Electronic
banking advancements have given rise to new ways of managing dailybanking transactions, particularly through
the online banking channel. The adoption of onlinebanking services has been rapid in many areas of the world,
with the number of e-bankingcontracts exceeding 50% in the leading e-banking countries which helps in
sustaining profits(Pikkarainen et al., 2004). Financial planning, regarding them, needs to be made, in order
toincreaseorsustainprofits.Netprofitisthedependentvariableoftheproposed study.
Long-TermBorrowings
An organization can raise funds in a variety of ways, including equity share capital, debentures,preference share
capital, and so on, but one of the variables is total debt, which is the leastexpensive form of capital. Debentures

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increase earnings since they are a tax-deductible source ofcapital. Whether it's a decision on cash raised through
debentures or not, all financial decisionsmustbemadewithextremecaution.Every
firmisconcernedabouthowmuchlong-
termborrowingshouldbeincludedinitscapitalstructure.Theproposedresearchisbasedondetermining the level of
long-term borrowing that would result in increased profits, but keep inmind that too much debt will put a strain
on the company's finances. One of our independentvariablesislong-termborrowing(Rixteletal.,2017).
TotalInvestments
In order to make a profit, a company must invest its cash in profitable prospects, much like banksand financial
institutions do by offering loans to their customers and purchasing governmentsecurities, among other things.
They engage in both short-term and long-term investments toretain liquidity in the company. Another
independent variable is the total investment (Ahmed etal.,2021).
Financial Stability's primary goal is to absorb shocks and protect banks from financial crises byimplementing
self-correcting systems. Furthermore, financial stability fosters the habit of savingfrom earnings by maintaining
provisions, creating a monthly budget by evaluating all
expenses,obtainingcreditwhilekeepingyourrepaymentcapacityinmind,purchasingassetsthatgenerate
income, and focusing on investment at attractive prices, among other things. To emphasize theimportance of the
concept, the Indian government established the Financial Stability Committeein 2010, which is chaired by the
country's successive Finance Ministers. Its main goal is to helppeople learn more about money and the
economy, as well as improve efficiency and
coordinationbetweendifferentpartsoftheeconomy(Uhde&Heimeshoff,2009).
E-banking
We are in the era of the internet, and its use has grown over time. Technological advancementshave also aided
us in completing tasks on time and with less effort. The internet has aided a largesegment of society, from
individuals to organizations. Banking and financial institutions are oneof the industries thathave benefitedfrom
the use of ICT tools.Banks andotherfinancialinstitutions have helped both the banks and the people who use
them. People can transfer moneyfrom one account to another, check their account information, apply for an
ATM card, invest inFDsand RDs,and so on,allwithouthavingtogotoabankbranch(Kumbhar,2011).
The remainder of this work is arranged in the following manner: The first section explains howthe independent
factors affect e-banking financial stability and objectives, while the secondsection covers the associated
literature on e-banking transformation contributions. Section threepresents the findings of our regression,which
explains the study'simportance.Section fourbrings the essay toa close by synthesizingthefindings of the
quantitative andqualitativeanalyses and outlining future research directions. The study's limitations are
discussed in sectionfive
REVIEWOFSELECTEDLITERATURE
To assess the study's certainty, I researched and observed literatures with the goal of determiningthe current
study's reliability. The Reserve Bank of India examined the various indicators offinancial stability of the various
banks operating in India and conducted a comparative analysis.The first basis for differentiation is asset quality;
Housing Development Finance CorporationLimited bank has the bestassetquality of any bank in India; second,
IDBI Bank, ICICI Bank,and Housing Development Finance Corporation Limited bank have more stable
earnings thanothers; third, ICICI Bank Limited and Housing Development Finance Corporation Limited
bankhavebetter managementquality than any other bankin India; andfourth, ICICI Bank Limitedhas a better
liquidity ratio than any other bank in India; and finally, ICICI Bank Limited has abetter liquidity ratio than
Every year, a ranking from top to bottom is determined based onvarious financial stability indicators so that
banks operating in India can keep their operatingtechnological systems up-to-date while maintaining a sound
financial structure. According toJolly 2016, internet banking is advantageous to customers because it is cost-
effective, financiallyfeasible, and available at all times. Furthermore, e-banking lowers costs and saves time for
bothcustomersandbanks.Eventhoughtherewasalwaysasecurityconcernwhenpeopleusedtheinternet to do their
banking, the RBI took a lot of steps to address these concerns quickly (S. S.Shukla,2015).
Regular returns are the mostimportantfactor for any bank tosurvive in the long run andmaintainfinancial
stability. Furthermore, banks musthave a stable capital base tostrengthentheir operations and generate higher
returns. In the last four years, Kotak Mahindra Bank
Limitedhashadstrongfinancialperformance,anditappearsthatthebankwasmorefocusedonunderstanding and
following the concept of financial stability. But, just like Kotak MahindraBank Limited, there has always been
room for improvement in some financial indicators, such asreturns per employee, business efficiency, debt-
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equity ratio, current assets, and annual incomemargin. Meanwhile, Kotak Mahindra Bank Limited requires
improvement as a result of itsmerger with ING Vysya, which resulted in the bank incurring higher costs than
before. KotakMahindra Bank Limited must understand economies of scale, which allows them to earn at
thelowestpossiblecost whilestillkeeping theirfinancessafe(Varghese&Thaha,2017).
In the past, banks followed a competition-decreasing model because major banks wanted toreduce market
competition so that they could increase profits by taking high risks. Meanwhile,
inthecaseofastablecompetitionpolicy,bankshavemorecapacitytoprovideloanstocustomersat high-interest rates,
causing their customers to be unable to repay their loans and creatingunfavorable loan market conditions. Both
policies have opposing viewpoints since one may getan advantage while the other may assume a greater risk. To
get to a point where the loan marketisn't burdened by higher-risk portfolios and accepts competition through
franchising or else,banks should apply risk-mitigation techniques, a compactportfolio, and greater equity
capital.By taking into account all of the important factors, we can say that the banks in our countries
canavoidallrisksandkeeptheeconomystable(Bergeretal.,2017).
In the previous few years, ICICI Bank Limited and HDFC Bank Limited, which have exhibitedefficient and
effective performance. ICICI Bank Limited and Housing Development FinanceCorporation Limited have been
able to continue their good performance because they havegraspedtheconceptoffinancialstabilitythroughayear-
on-yearprofitincrease.However,Housing Development Finance Corporation Limited bank is performing better
than ICICI BankLimitedbankbecauseHousingDevelopmentFinanceCorporationLimitedbankhasmorebranches
than ICICI Bank Limited bank, but ICICI Bank Limited bank appears to be much
betteratmanagingAutomatedTellerMachinesthanHousingDevelopmentFinanceCorporationLimited bank. So,
both banks need to break through their own rules and keep up with the rate ofgrowth by making sure they have
strong financial performance and financial stability (PranabKumarBhattacharya,2017).
The banking sector has struggled to stay afloat in the long run, with less growth due to physicallaborand
dissatisfied clients.Because technological innovation benefits every sector of
theeconomy,thebankingindustryisimprovingitsworkingsystembyproviding servicesonlineandproviding the best
deals to its consumers, ensuring that the banking sector's future is secure. Theutilization of technology
innovation in the working structure while dealing with customers woulddeliver differentservices to clients
instantaneously with simpleinstructions, satisfying theirneeds and increasing the bank's efficiency. Timely
technological reforms will enable the bankingsystem to improve services such as trading systems, internet
transactions, and so on, resulting inthe Indian banking system being superior to that of other nations' banks.
Meanwhile, the Indianbanking sector will flourish with the help of technology by offering the greatest services
to thepublic andcontributingtothe country'seconomicprogress(Anbalagan,2017).
Technology advancement is the reason for every economy's success in this century, and thehistory of ICICI
Bank Limited shows that they have always tried to adopt every positive changein their banking system, such as
Finacle, which makes their operating system faster and allowsthe bank to carry out large transactions in a day
because ICICI Bank Limited has a long chain ofcustomers. As a result of technological advancements, ICICI
Bank Limited has adopted an e-banking system, which facilitates banking transactions using mobile
applications or the ICICIBank Limited website, and clients are benefiting from this online banking system as
opposed tothe prior manual approach. Meanwhile, Indian banks accept and adopt all technological changes,such
as ICICI Bank's restricted updating of their operating system by accepting technologyupgrades on a regular
basis, which helps them remain competitive. Furthermore, ICICI BankLimited's principal goal is to meet the
needs of its customers and to make their services asconvenientas possible(Cooperetal.,2007).
E-banking will have a bright future in India in the coming years, because Indian citizens arebecoming more
cognizant of technology innovation. As the country adopts digitalization in everysector of the economy, citizens
are becoming more interested in cashless transactions, e-banking,and other low-cost services that save time and
increase efficiency in the Indian banking system,such as Housing Development Finance Corporation Limited,
ICICI, and others. Meanwhile,Indian bank clients are increasingly interested in e-banking as a result of
demonetization in
2016,whichsparkedanxietiesincustomers'mindsthathavingmoremoneyintheirhandsisdangerous. The majority of
the country's youth have already accepted this virtual shift in thebankingindustry(Kaur,2017).
The Banking Structure has altered as a result of the use of technology into their overall workingsystem. Banks
look after their clients by offering the best services possible via flexible
processesandproductdevelopments.Becausebanksrecognisethat
theirclientsembracechangeandinnovationintheirdailylives,theyhaveadjustedtheirworkingsystemstoreflectthis.Cus
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tomers of the Housing Development Finance Corporation Limited bank can now accessservices from
theirhomes by using the bank's mobile applications, ATM banking, and NetBanking. Instant Solution is
available to consumers so that they can simply transact while payinga little fee to the bank. For example,
electronic payments can be made quickly using
adaptedsystemssuchasNEFT,RTGS,andothers.HousingDevelopmentFinanceCorporationLimitedBank is
implementing and marketing an e-banking system in order to provide their customerswithahassle-
freebankingexperience(Katoch,2017).
The financial crisis teaches the economy important lessons, such as how to maintain financialstability at the
micro and macroeconomic levels, because bearing the cost of financial instabilityis difficult for any economy,
and if this cost continues to rise day after day, it will lead to afinancial crisis. As we all know, monetary policy
is the most important policy for every country,and elements such asmarketinterestrate risk, credit, and liquidity
have a good or negativeimpact on the economy. Financial stability and unambiguous articles of monetary policy
are alsoaffected by other factors like as asset purchases, reserve requirements, and so on. Furthermore,bank
financial performance is influenced by credibility, and it is one of the characteristics offinancial stability since
the more credible you are, the more credit you will receive. In otherwords, if banks are able to pay their bills on
time and preserve financial stability, they will keeptheir credibility in the Reserve Bank of India's list as well as
with their clients. Monetary policy,on the other hand, plays a significant role in preserving price stability, which
decreases varioussortsofcreditmarketrisksand helpstomaintainfinancialstability(Smets,2014).
The Housing DevelopmentFinance Corporation Limited,one of India'slargestcommercialbanks, has switched
from a manual to a digital operating system. Because Indian banks are awareof technological innovation and e-
banking norms, they have abandoned the traditional system infavor of the digital world in order to satisfy their
customers. For example, Housing DevelopmentFinance Corporation Limited provides a variety of digital
product services to their
customers.However,Indianresidentsstilltrustgovernmentbanksmorethanprivatebanksandotherfinancial
institutions, and India's government banks have now implemented digitization in theiroperations. However, not
everyone of any age group understands the necessity for and usefulnessof e-banking. Furthermore, in India,
young people generally readily accept and grasp the e-bankingsystem,mobiletransaction,e-
wallets,andothersimilartechnologies,whichhelpscustomers and saves them time. Meanwhile, the Housing
Development Finance CorporationLimited bank released various other smart payment mobile applications for
consumers, such aschillr, smart purchase, and others, although the majority of the population is unaware of
them.Banksshouldpromotetheirideasandproductstoclientsusingdirecte-mail,pop-
upcommercials,televisionadvertisements,andothermethodstoincreasepublicawareness.Customersnolongerneedto
visitabankbranchtoviewtheiraccountdetailsormaketransactionsbecausetheycandosousingthebank'smobileapplicat
ions,whicharealsoavailable on the bank's website. The only barrier standing in the way of customers adopting e-
banking is security concerns when conducting transactions over the internet or through mobileapplications.
However, banks now provide clear instructions, knowledge, and guidelines to bankcustomers so that they can
understand the benefits and drawbacks of e-banking, allowing
Indianbankstoprotecttheircustomersfromfraud(JINDAL&JASPAL,2019).
Maintaining robust competition is one of the components of the idea of financial stability
inIndia'sbanks,accordingtoastudyconductedin2019-20.However,recenttrendsinseveralindexes reveal that
competition among Indian banks is dwindling, which is a cause for concern,and the Reserve Bank of India must
keep this in mind. The Reserve Bank of India shouldprioritize this issue and develop policies that promote
competition among Indian banks and awell-organized banking system. According to the findings of the study,
credit risk and solvencyrisk may affect competition among various Indian private and nationalised banks.
Furthermore,some characteristics, such as market size, interest rate, and so on, have a favourable impact
oncredit risk and solvency risk, while others, such as GDP, WPI inflation, and so on, have asubstantial impact.
As a result, it is critical to maintain robust competition within the
Indianbankingsysteminordertomaintainfinancialstability (Parida &Padhi,2019).
The banks are no longer limited to providing credit to their customers; instead, with the help oftechnology
innovations such as Artificial Intelligence and private companies that deal in it, banksare now providing a
variety of services to their customers for their start-ups, credit ratings, andotherpurposes.Artificial
Intelligenceprovidesbanks' customerswith comprehensivecreditinformation, allowing them to make informed
decisions and improve their creditworthiness.Artificial Intelligence is one of the most significant pieces of
software for every company sectorin the country today in order to improve financial assistance, particularly for
banks and financialinstitutions. Furthermore, we may argue thatArtificial Intelligenceis the presentandfuture
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ofthebankingandfinancialindustrybecauseitaidsinthecollectionanddisseminationofinformationaboutacustomer'scr
editworthinessandrequirements,whichbothbanksandcustomersareawareof.However,technicaladvancementssucha
sArtificialIntelligencenecessitatehugeinvestments,whicharecarriedbymanybusinessesinordertoboosttheefficiency
of eachareaof
theeconomy'soperation.Companiesobtaininformationthroughtechnologicalinnovation,whichsavesmoney,time,an
drecruitmentcostsbyreducingthehuman workforce, which decreases errors and ensures that clients are satisfied
with banking andfinancialinstitutionservices(S.S.Shukla,2015).
The idea of financial stability isn't clear, and researchers and policymakers are looking throughtheliterature
fordifferentwaysto explainwhythefinancialstructure haschanged.
RESEARCHHYPOTHESISANDMETHODOLOGY
Thestudy examinestheprimary aspectsthatinfluencefinancial performanceandstability,including the company's
net profit, total investment, and long-term borrowings, which are criticalfor the growth of Indian banks andthe
performance of financial institutions.As we have seen,the study's independent variables can affect a company's
net profit, and the current paper isdiscussing the positive possibilities. Itis possible thatlong-term borrowings are
rising atacertain limit (as debt is a cheaper source of finance), resulting in an increase in total investmentby
Indian banks and financial institutions' performance. People who read this research articlemightwant to
dothiskind ofresearch.Itwouldlookintothefollowing hypothesis:
H-1:Atsomepoint,anincreaseinlong-
termborrowingswillbenefittheIndianbankingsectorandfinancialinstitutions.
H-2:IncreasedinvestmentintechnologyinnovationwillbenefittheIndianbankingsectorandfinancialinstitutions.
To prove the study's validity, I gathered data from top Indian banks andfinancial institutionssuch as Indiabulls
Housing Finance Limited, Muthoot Finance Limited, Housing DevelopmentFinance Corporation Limited, Life
Insurance Company Housing Finance Limited, ICICI BankLimited, AXIS Bank Limited, Shriram City Union
Finance Limited, Indusind Bank Limited, andKotak Mahindra Bank Limited, as well as their financial
performances in monetary terms of netprofits, long-term borrowings, and return on investment. To test study
objectives, a sample
ofleadingIndianbanksandfinancialinstitutionsfunctioningacrossthecountry(viavariousbranches operating in
India) was evaluated. According to their financial performance, the topIndian banks and financial institutions
were chosen at random from several internet sources suchas IndianCompanies.IN, Dion Global Solutions
Limited, and the Economic Times list issued bythe Economic Times Group in 2020. It was only those Indian
banks and businesses that met thefollowingcriteria thatwere chosenforthefinalsample:
 Long-TermBorrowingsand TotalInvestment
 NetProfits
 Theaccountingyearruns fromApril1sttoMarch31st,asiscustomary.
DATAANDINTERPRETATION
DATAFROM2016-2020
CRORE(‘000’)
Years Profit/LossForThePeriod TotalInvestment Long TermBorrowings
2016 10.39 53.94 51.51
2017 11.86 60.06 54.82
2018 13.41 72.83 76.11
2019 15.13 83.45 73.43
2020 17.42 95.79 76.25
As you can see in the table above, data has been provided for the years 2016 to 2020 for a groupof Indian banks
and financial institutions that were chosen atrandom. This group includesIndiabulls Housing Finance, Muthoot
Finance, Housing Development Finance Corporation, andICICIBank.
REGRESSIONANALYSIS
R² 0.995
AdjustedR² 0.991
R 0.998
Std.Error 0.264
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N 5
K 2
Dep.Var. Profit/LossForThePeriod
The coefficient of correlation (R) between variablesis 0.905, or 90.5 percent, accordingto the table above,
indicating that there is a strong link between variables.The
analysis'coefficientofdetermination(R2)is0.995,or99.5percent,whichisgoodandsufficientto indicate the
impact of changes in equity share capital and long-term borrowings onIndian industries' net profits. The
study's adjusted R square is 0.991, or 99.1%, whichshowsthatitiswell-
foundedandhasagoodchanceofworking(Uyanık &Güler,2013).
ANOVATABLE
Source SS Df MS F p-value
Regression 30.1529 2 15.0765 216.38 .0046
Residual 0.1394 2 0.0697
Total 2,381.9086 9
As per the above mentioned table, Calculated value of F is 216.38 and the table value or critical value of the
study is 4.737 (F(2,7,0.05)). As it is visible that the calculated value of F is excessive than that of the critical
value, so the alternate hypothesis will be accepted andwe will reject the null hypothesis of the study. The P-
value of the study is 0.0046,
whichismuchlowerthanthelevelofsignificance(0.05or5%)andisinfavorofourdecisionof rejecting the null
hypothesis and accepting the alternative hypothesis (Cuevas et al.,2004).
REGRESSIONOUTPUT
Variables Coefficients Std.Error T (Df=2) P-Value
Intercept 2.3089 0.7391 3.124 .0890
TotalInvestment 0.1754 0.0162 10.838 .0084
Long TermBorrowings -0.0227 0.0226 -1.007 .4200
RegressionModelofthestudy:
Y=2.3089+0.1754*TI -0.0227*L
Where,
Y=NetProfit,
TI-TotalInvestment
And L=Long-TermBorrowings
Secondary data was gathered from multiple web sources as part of the study, and both of thestudy's hypotheses
were tested. The study found that the analysis had a positive effect on theprofitabilityofthe
Indianbanksandfinancialinstitutionsitlookedat.
Various stochastic and statistical tools are used in the methodology. Data tabulation, frequencydistribution,
simple percentages, correlation, and cross tabulation were used to examine thefrequency and trends of profit
decisions. As a result, MegaStat tools such as multiple regressionand ANOVA were used to examine net profit,
total investment in technology innovation, andlong-term borrowings of randomly selected Indian banks and
financial institutions during a six-yearperiod(2016–2021).
CONCLUSION
The study has revealed the importance of the concept of Financial Stability for Indian banks andfinancial
institutions, as well as the concept of E- Banking, as a key revolution in the Indianbanking system that has
entirely transformed its functioning structure. Previously, Indian banksand financial institutions operated
manually, causing sluggishness and a lack of trust in bankingandfinancialservices,butE-
Bankinghasalteredeverything.On adailybasis,banksandfinancial institutionsacceptdepositsandlendmoney;
asaresult,they requireasufficientquantity of capital to live and continue to work. Long-Term borrowings were
chosen as anindependent variable of the study since they are the cheapest form of credit due to their
taxdeductibility (Karimzadeh et al., 2013). Banks and financial institutions invest their funds to earnprofits, so I
included Total Investment as another study variable. Muthoot Finance
Limited,HousingDevelopmentFinanceCorporation Limited,andLifeInsuranceCompany
HousingFinanceLimited,ICICIBankLimited,AXISBankLimited,ShriramCityUnionFinanceLimited, and other
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prominent Indian banks and financial institutions were studied. Long-TermBorrowings and Total Investments
are very important and have a considerable impact on theprofitability of Indianbanksandfinancialinstitutions,
accordingtoANOVA and Multiple Regression Analysis.
Furthermore, financial stability is the most important concept for every sector of an economybecause it ensures
that your financial portfolio is balanced with the best asset allocation approachthat suits your financial
objectives, aids in the maintenance of a good credit score, eliminates relative price movements of real or
financial assets that will affect monetary stability or employment levels, and so on. Maintaining financial
stability in Indian banks is difficult due tochallenges such as increased competition as Fin Tech and other
financial institutions have begunto provide instant solutions to customers, regulatory compliance as policies
related to credit ratesand inflation control are constantly changing, threatening banking financial stability,
customerretention through round-the-clock solutions, security breaches, and others. As a result, Indian banks
can maintain good profits by adhering to the Financial Stability and Development Council of India's financial
stability norms, and banks should have a good understanding of the technology innovation required in the
operational structure so that they can invest in technologyupgrades thatbenefit their customers for a longer
period of time (Uhde & Heimeshoff, 2009).The above-mentioned paragraphs have been finalized by referencing
all of the reviews cited inthisoverview.
LIMITATIONSANDFUTUREDIRECTIONS
It should be highlighted that the study has limitations in the proposed publication. To begin, thestudy examined
facts related to e-banking in Indian banks and financial institution performance (i.e.,increasing net profit,
increasing Long- Term borrowings at a certain level,andtotalinvestment), but there are a few other factors to
consider that are also related to e-banking inIndian banks and financial institution performance. Second, in
addition to interest payments onlong-term borrowings and investments in technical innovation, maintaining
financial stabilityacross different banks poses a number of challenges. Finally, while preserving profits year
after year is ahazy idea, understanding the concept of financial stability can help reduce this constraint to a
greater extent, owing to the fact that it is a broad fieldofstudy.
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SocialandBehavioralSciences,106, 234–240.https://doi.org/10.1016/j.sbspro.2013.12.027
Varghese, T., & Thaha, A. (2017). Impact of Merger on Acquiring Bank Performance: A Case
ofKotakMahindraBank.JournalofCommerceandAccountingResearch,6(3),34–
43.https://search.proquest.com/docview/2024049436?accountid=38885
OTHERRELEVANTDATA
S. Banking And 2016 (‘000’)(CRORE)
No. FinancialInstitution Profit/Loss TotalInvestment Long TermBorrowings
ForThePeriod
Indiabulls
1 HousingFinance 2294 9791 35138
Muthoot
2 Finance 809 98 5276
RelianceHome
3 Finance 87 80 4619
LicHousing
4 Finance 1661 358 90658
ShriramCity
5 UnionFinance 529 335 9267
6 Icici Bank 26987 160411 174807
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Volume 9, Issue 2 (IX) April – June 2022

7 HdfcBank 30924 163885 53018

8 AxisBank 25847 122006 99226
9 Kotak
MahindraBank 8859 51260 20975
10 IndusindBank 5950 31214 22155
Total 103947 539438 515139

S. Banking 2017 (‘000’)(CRORE)

No. AndFinancialInstitution Profit/LossForThe TotalInvestment Long TermBorrowings
Period
Indiabulls
1 HousingFinance 2842 12634 52988
Muthoot
2 Finance 1179 209 4231
RelianceHome
3 Finance 173 507 7277
LicHousing
4 Finance 1931 527 103738
ShriramCity
5 UnionFinance 556 229 9814
6 Icici Bank 26933 161506 147556
7 HdfcBank 38077 214463 74028
8 AxisBank 27445 128793 105030
9 Kotak
MahindraBank 11625 45074 21095
10 IndusindBank 7881 36702 22453
Total 118642 600644 548210

S.No. Banking AndFinancial 2018 (‘000’)(CRORE)

Institution Profit/LossForThe TotalInvestment Long TermBorrowings
Period
Indiabulls
1 HousingFinance 3566 11485 65357
Muthoot
2 Finance 1777 395 21167
RelianceHome
3 Finance 167 54 6979
LicHousing
4 Finance 2002 1972 128792
ShriramCity
5 UnionFinance 711 735 21401
6 Icici Bank 25522 202994 182858
7 HdfcBank 50155 242200 123105
8 AxisBank 24724 153876 148016
9 Kotak
MahindraBank 14840 64562 25154
10 IndusindBank 10724 50076 38289
Total 134188 728349 761118

S. Banking And 2019 (‘000’)(CRORE)

No. FinancialInstitution Profit/Loss TotalInvestment Long TermBorrowings
ForThePeriod
Indiabulls
1 HousingFinance 3729 25296 52517
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Volume 9, Issue 2 (IX) April – June 2022

2 Muthoot 1972 982 8416

Finance
RelianceHome
3 Finance 67 93 6879
LicHousing
4 Finance 2431 3595 144283
ShriramCity
5 UnionFinance 989 870 7460
6 Icici Bank 21858 207733 165319
7 HdfcBank 61531 290588 117085
8 AxisBank 27719 174969 152775
9 Kotak
MahindraBank 18469 71189 32248
10 Indusind Bank 12612 59266 47321
Total 151377 834581 734303

S.No. 2020 (‘000’)(CRORE)

Banking Profit/LossForThe TotalInvestment Long TermBorrowings
AndFinancialInstitutio Period
n
Indiabulls
1 HousingFinance 2160 16167 36430
Muthoot
2 Finance 3018 1438 10259
RelianceHome
3 Finance -375 951 6713
LicHousing
4 Finance 2401 5496 146191
ShriramCity
5 UnionFinance 1000 734 8719
6 Icici Bank 25810 249531 162896
7 HdfcBank 75480 391826 144628
8 AxisBank 25950 156734 147954
9 Kotak
MahindraBank 22866 75051 37993
10 IndusindBank 15968 59979 60753
Total 174278 957907 762536

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A THEORETICAL FRAMEWORK FOR ACCEPTANCE OF AUGMENTED AND VIRTUAL

REALITY BY USER EXPERIENCE

Dr. Surendra Tiwari1, Dr. Puneet Kumar2 and Dr. Kavita Tiwari3
1,2
Associate Professor, Institute of Technology and Science, Ghaziabad
3
Associate Professor, Institute of Appplied Management and Research, Ghaziabad

ABSTRACT
This article explores the present day and achievable impact Augmented Reality and Virtual Reality have on
consumer markets by way of inspecting adoption patterns, distinctive makes use of and unique purposes in the
commercial field.
The authors endorse a conceptual framework from which the business implications linked to the introduction of
high-impact applied sciences into the market will be analyzed. In growing this conceptual framework, it will
cite and classify the key gamers by figuring out the client industries in which a foremost disruption in patron
habits can also be caused. The authors additionally assessment the relevance of technology-based marketing,
emphasizing the important factors to be taken into consideration to consider its growth conceivable from the
viewpoint of each the employer and users.
Augmented Reality and Virtual Reality can enrich consumers’ perceptions of brands and transform commercial
enterprise processes. Using these technologies makes it feasible to convey the consumer trip to a new stage of
convergence and immersion via close interplay between the real and the virtual world. When combined with
different technological traits like IoT, Social mediaetc, it is possible to take buyers to a new sensory dimension
(Immersive Media) and open a new era for creativity and innovation in strengthening the consumer-brand
relationship.
This lookup mission hopes to stimulate reflection on adoption patterns and technological elements to be taken
into account in designing enterprise strategies and in managing patron experiences based on Augmented and
Virtual Reality.

INTRODUCTION
Augmented fact (AR) and Virtual Reality (VR) are the spearhead of a revolution in the digital verbal exchange
ecosystem in the direction of a virtually immersive media. They can enrich consumers’ perceptions of
brands and have the conceivable to seriously change customer experiences and commercial enterprise
processes.
Many brands in exceptional sectors are scrambling to discern out how they would possibly strive AR/VR in the
market, as the technological know-how is still in the early days. However, there are adoption barriers to take
into consideration from the viewpoint of customers and the company. Having a better appreciation of the scope
of these immersive systems will be of resource in making the most out of these rising conversation channels.
This article explores the modern and conceivable influence AR and VR have on purchaser markets via
inspecting the adoption patterns, different uses and specific applications in the industrial field.
In this first stage of this research, we will evaluate the relevance of technology- primarily based marketing,
emphasizing the principal elements to evaluate its increase manageable from the viewpoint of stop consumers
and companies.
EVOLUTION REVIEW
The origins of virtual and augmented actuality can be found in the 1960s when images director Morton Heilig
created the first motorbike simulator referred to as the Sensorama. This simulator allowed users to trip a
whole sensory immersion with images, sounds, smells, and vibrations (1962). Later computer scientist Ivan
Sutherland, who advised that “A display connected to a digital PC gives us a risk to obtain familiarity with
standards now not realizable in the bodily world. It is a searching glass into a mathematical wonderland.”
David C. Evans from Utha created the virtual fact machine called the Head Mounted Display (1966). This
helmet-shaped device used to be the first to permit 3-dimensional immersive visualization. Computers at that
time being too archaic to produce applicable results but in following years, drastic reduction in the size of
computers and an increase in their calculating potential sparked the growth of interesting projects

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The two key tendencies that sparked the revival:

On VR aspect the Oculus Rift developed by Palmer Luckey in 2014, the Oculus Rift tested that the technical
barrier that had before frustrated creators had in the end been overcome. Multiple businesses have accompanied
and created a thriving ecosystem.
On other hand Google Glass at AR side Augmented fact glasses that have produced perhaps the biggest
enterprise milestone to date. Although this product did now not have all the predicted Use of AR technology
with the GPS and digital camera features of various clever devices provided the huge success to gaming and AR
industry. These games characters appear in augmented actuality superimposed on the device’s map, allowing
users to capture them. Unexpected success of Pokémon Go illustrates the achievable for Augmented Reality to
become a sport changing technology, with its potential to appeal to mass pastime and engagement.
On the other hand, “Henry,” – an animated virtual reality ride available for the Oculus Rift platform and
developed by using Oculus VR’s film division, Story Studio – received an Emmy award in the Outstanding
Original Interactive Program category.
In this article, we have focused on a literature evaluate of articles, case studies, blogs and books related to
virtual, augmented and diminished realities. We have also conducted few interviews with executives, who are
already making use of these technologies. This article targets to contribute with Challenge assessment and
developing a conceptual framework to make clear constructs on adoption framework and future research.
THEORETICAL FRAMEWORK
This conceptual framework encompasses three principal blocks. The first phase defines and compares three
sorts of realities: Virtual, Augmented and Diminished. The second part clarifies the variations and interrelation
between Mixed Reality and Immersive Media. Finally, the 1/3 and ultimate section of this framework explores
adoption limitations from two perspectives: The Consumer and the Company.
VIRTUAL REALITY (VR)
Virtual Reality is a technology that permits for the advent of a new dimension in which it is feasible to interact
with any different man or woman or object. This computer-generated surroundings makes the user experience
as if they are bodily in this digital world by means of supplying actual time simulations and interactions the use
of distinct auditory, visual, tactile, and olfactory sensory channels (Burdea, 1993).
Large industries, including healthcare, media and entertainment, are displaying exquisite interest in VR, which
in flip has driven the layout of severa structures to assemble virtual landscapes that recreate normal situations.
Currently, there are varieties of digital reality:
i) Immersive Virtual Reality (IVR): The customer enters this virtual, three- dimensional, stereoscopic,
interactive environment through ultra-modern hardware. This form of device is usually connected to the
user’s body, giving her or him feeling that he/she is in a actual environment wherein he/she will walk
around, fight, or attain objectives
ii) Non-Immersive Virtual Reality (NIVR): This is a artificial surroundings imparting computer-generated
images with the cappotential to create three-dimensional digital spaces. The novelty is withinside the
opportunity of including interactive objectives, videos, sounds, or even hyperlinks with exclusive digital
worlds. This is much like what's furnished through manner of immersive digital reality, but proper right
here the area is limited to a screen, which offers an ride of limited immersion.
AUGMENTED REALITY (AR)
AR is a aggregate of physical and intangible, giving users the capability to create beings, images, objects, or
texts through a computer. In augmented reality, users can superimpose digital elements onto the actual world by
providing extra applicable statistics to the surroundings he or she is genuinely seeing. To date, AR has already
verified useful to large no. of industries like Medical, entertainment, engineering, defense, (Azuma et al., 2001;
Bimber &amp; Raskar, 2004).
There are extensive differences between Virtual and Augmented Reality. One critical distinction is the diploma
of immersion experienced via the user. VR surrounds the consumer totally in a virtual world, whilst augmented
reality lets in users to stay in the “real world.” In sum, if virtual truth seeks to exchange reality, augmented truth
seeks to complement it.

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DIMINISHED REALITY (DR)

In essence, diminished fact consists of the utilization of methods taken from augmented reality, but with the
opposite goal: where one adds factors to the real world, the different lets in users to subtract or remove actual
objects (Azuma, 1997).
Steve Mann (University of Toronto’s, 2001) proposed the concept of diminished reality. Scientists Jan Herling
and Wolfgang Broll (Ilmenau Technical University in Germany) took up this line of research and became their
focal point to identifying and choosing objects in order to eliminate them. Some examples are: Hearing aids,
Touch-screen, Security cameras etc.
IMMERSION ASPECT & MIXED REALITY
Augmented Reality and Virtual Reality are distinct constructs, but are deeply interrelated: similar imaging
strategies of 3D are applied, many of the technical and storytelling challenges are common, and each overlap in
terms of the kinds of problem they can help to solve. When VR headsets are equipped with cameras to “pass-
through” actual world snap shots and overlay objects on them, they create experiences bordering those of an AR
experience. Similarly, an AR trip shows a virtual object and it lets in its exploration, it comes very close to
being a VR experience. Milgram and colleagues (1994) highlighted the interrelation of these constructs and
proposed the thought of a continuum between AR and VR called ‘Mixed Reality.’
It is interesting to notice that what seemed like separate worlds and techniques are indeed converging, and this
convergence starts to be used in content material creation under the thought of Immersive Media (Rose, 2015).
Our proposed framework is consequently an enlargement on the Mixed Reality notion, highlighting the reality
that AR and VR are no longer alone in this mix anymore. Several new traits and methods ought to be mixed in
order to reap the phenomenon of immersive media. This kind of media lets in the user to immerse him/ her in a
story from each feasible standpoint and sensorial dimension, interacting with each digital and actual planes
simultaneously. This interplay affects the inner trip sphere and the external surroundings elements.
Figure1: AR/VR Continuum

New developments like IoT, Wearables and social media expands into the continuum and adds the possibility of
attractive, real and digital environments. The developing capability to combine these techniques is what permits
the development of alternate worlds that are so appealing to consumers and brands.
FEW APPLICATIONS OF AR AND VR
AR applications: Examples
Marketing: Use AR to simulate what an item will look like in an existing environment.
Auto industry: AR / holographic showing navigation, warnings, traffic safety highlights and more.
Medicine: Enhances the sight of doctors / nurses by overlaying relevant body parts to assist in performing
certain medical procedures.
Operation: Overlaid instructions sent to workers to complete complex construction / assembly work.
VR applications: Examples
Entertainment: Studio-quality content with narratives carefully created for VR viewing. Procedure /
Training: Combine visualization and gesture interface to simulate a real working environment.
Education: Educational content that leverages new visualizations and experiences in VR and AR.
Analysis: Applies to both general information visualization and VR-specific analysis (interaction / visualization
heatmaps, etc.).
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Figure 2: AR/VR Mixed reality Continum

VR AND AR ACCEPTANCE CHALLENGES

It is important to observe that AR/VR can also now not fit every business. A well-considered AR/ VR trip can
be a transformative ride for customers, and may additionally set organizations on the way to income from this
platform as it continues to develop (Riley, 2016). A case-by-case evaluation reveals diverse purpose-driven
situations. Let us seem to be at some of the primary barriers stopping a greater significant proliferation.
AR/VR ACCEPTANCE CHALLENGES FOR CONSUMERS
Experience: Preventing nausea is vital for each kind of experiences, but represents a higher undertaking in the
VR side. For VR experiences even the most advanced gadgets nonetheless require wired tethering, which
impacts the exceptional of the exploration journey. This can also reason discomfort. Development of un-
tethered or wireless-tethered experiences will indicate significant growth in making experiences better.
Many User Interface (UI) and User Experience (UX) elements nevertheless want to be optimized, with most of
the experiences taking inherited elements from preceding structures (PC, Smartphone). However, this new
medium can considerably benefit from new UI/ UX paradigms supported with the aid of novel consumer input
interfaces such as: gaze-tracking and specifically, hand gestures. The growing maturity of these methods will
enlarge the immersion gap with other kinds of media.
Esthetical perspective: One undesired effect of one of the pioneers in the new wave, Google Glass, was the
rejection of the gadget among sure segments due to the way its users seemed and behaved. This is called the
“Glass hole effect”, and the danger of rejection is nonetheless something that need to be addressed to see
growth, mainly for AR applications. Currently, units have very restricted aesthetics customizations (if at all).
Improvements in this route will make it viable to mix AR/VR gear with private style.
Price: The whole expenditure needed to attain a respectable trip should be within attained for average
consumer. A key component supporting to destroy this barrier is that “entry-level” experiences can be achieved
with an already current device: smart phones. This skill that for those customers who own a high-end phone, the
only barrier is obtaining the headset.The sharing financial system has demonstrated to be an fantastic way to
decrease what in any other case would be giant spend/investment boundaries for day-to-day users.
Gadget Comfort: The Device have to no longer be cumbersome, painful or in any other case uncomfortable to
put on for lengthy periods of time. In the case of VR, the important variable nevertheless affecting this is the
weight of gadget, which can purpose fatigue and injury if no longer used properly.
In the case of AR, the discipline of view (FOV) is the major limiting factor, technology need to evolve to obtain
FOV values shut to their VR counterparts.
Content Availability: Any platform is vain without content. In the case of AR/VR, grant of this content
remains a challenge. In general, when companies each in leisure and non- amusement industries enforce VR/AR
experiences as section of their enterprise models, this barrier will begin to come to be much less relevant. In
VR, one factor helping to alleviate this is the growing availability of consumer-grade 360° cameras to feed
User-Generated Content (UGC) communities.
Monetization of this Content is an open question in this regard as well. Currently, there is a divide between
wondering of AR/ VR as extraordinarily premium content material (and as a result problem to sturdy
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monetization) and making the buy of AR/VR tools something eye-catching (which asks for substantial free
content to revel in the experience).
AR/VR ADOPTION CHALLENGES FOR ORGANIZATIONS
Tactical coalition: Many groups in several consumer and industrial sectors are experimenting with AR/ VR
simply for the sake of experimenting. This could lead to abandonment until agencies actively work on
discovering purposes that match and improve their standard commercial enterprise and marketing strategy. A
way of doing this is to assume of paradigm-breaking use instances the place AR/VR cans speed-up processes or
do away with boundaries in each and every day work.
Profitable/ sizeable Market: Depending on the form of purchaser perspective, businesses that are aware of the
developments in AR/ VR ought to also develop their grasp of rising person segments. These segments, and their
relationship with the company’s personal purchaser segmentation strategy, should be understood to exhibit a
clear photograph of which will be the most applicable platforms/media. It is in these platforms the place
relevant customers should be reached.
Key Performance Indicators (KPIs): As applied sciences mature, some aspects are in all likelihood to attain
lower fee points throughout the entire value chain. Being capable to set up concrete KPIs linking AR/VR
activities with productiveness gains, conversation improvements, Sales increase and other business goals will
help in justifying providing funding for extra bold AR/VR projects. This will help in decreasing the funding
barrier and shortening the payback intervals of undertaking involving AR/VR content.
Market disintegration: In the contemporary boom section of AR/VR, the trend is for non-stop emergence of
new platforms. This creates a sizable trouble for content material creators, as incompatibility between these
structures is a barrier to reap cost- wonderful reach. Being capable to attain a preferred number of users besides
having to re-develop content will make content material in AR/VR less difficult to turn out to be financially
viable. This should be finished both by creating or adopting open requirements to secure interoperability
between the platforms.
Human Resource: The skill set wished to produce AR/VR content material is unique: 3-D, video, interaction
design, mobile, storytelling, etc. This mixture of technical and non-technical abilities is proving challenging to
acquire. On the other hand, it is additionally a skill set that would possibly not fit well with the average
company’s profile (depending heavily on industry), which would in turn out to be a retention problem.
ENVIRONMENT ANALYSIS OF OPPORTUNITIES & CHALLENGES
Virtual, augmented, and diminished reality sciences have attracted interest from massive tech gamers. in the
destiny, diverse of those businesses may additionally have a conflict of hobby of their quest to grow this new
environment.
The use of transportable (wearable) technological know-how incorporating digital, augmented, and faded fact
will extensively improve our each day lives. Tasks like reading a product’s commands, or issues associated with
language boundaries will give up to exist or at least, to be diminished.
The various sectors that will get hold of a brilliant raise will truely be lecturers. these carried out sciences also
have the capacity to revolutionize advertising, hospitality, and entertainment by means of taking sensory reports
to a brand new degree of immersion. There are additionally exquisite possibilities for the proliferation of those
innovations in the Healthcare quarter.
The most important boundaries or limitations for the adoption and diffusion of those gadget are related with
purchaser training, cultural change, and innovation recognition. Technical / Technological problems and
adoption barriers related to rate are transient (Grossmann, 2015).
Desk two summarizes the AR and VR adoption boundaries for purchasers and groups analyzed in the
conceptual framework. removing these barriers will require modifications to foster their adoption and diffusion
worldwide.
We are expecting that enhancements in altered realities might be all of sudden adopted because of the truth they
have got the potential to purpose disruption in various categories. understanding, big-scale implementation will
require robust funding at the phase of women and men and institutions. this means the threat of creating an get
proper of entry to hole among different socio-not pricey segments and nations.

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FUTURE
Our goal through this study used to be to stimulate reflection on adoption patterns and technological factors to
be regarded in the graph of enterprise and branding strategies, as nicely as the administration of client
experiences based on virtual, augmented and diminished realities in exceptional sectors and categories.
This paper affords a conceptual framework constructed from an massive literature review, case study analysis
and intended to clarify concepts and challenges associated with choice client realities (VR/AR/DR). Through
this we can be sure of bright future and problem eradications through VR/AR/DR.
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EXAMPLES OF REFERENCES
All references must be arranged first alphabetically and then it may be further sorted
chronologically also.
 Single author journal article:
Fox, S. (1984). Empowerment as a catalyst for change: an example for the food industry.
Supply Chain Management, 2(3), 29–33.
Bateson, C. D.,(2006), ‘Doing Business after the Fall: The Virtue of Moral Hypocrisy’,
Journal of Business Ethics, 66: 321 – 335
 Multiple author journal article:
Khan, M. R., Islam, A. F. M. M., & Das, D. (1886). A Factor Analytic Study on the Validity
of a Union Commitment Scale. Journal of Applied Psychology, 12(1), 129-136.
Liu, W.B, Wongcha A, & Peng, K.C. (2012), “Adopting Super-Efficiency And Tobit Model
On Analyzing the Efficiency of Teacher’s Colleges In Thailand”, International Journal on
New Trends In Education and Their Implications, Vol.3.3, 108 – 114.
 Text Book:
Simchi-Levi, D., Kaminsky, P., & Simchi-Levi, E. (2007). Designing and Managing the
Supply Chain: Concepts, Strategies and Case Studies (3rd ed.). New York: McGraw-Hill.
S. Neelamegham," Marketing in India, Cases and Reading, Vikas Publishing House Pvt. Ltd,
III Edition, 2000.
 Edited book having one editor:
Raine, A. (Ed.). (2006). Crime and schizophrenia: Causes and cures. New York: Nova
Science.
 Edited book having more than one editor:
Greenspan, E. L., & Rosenberg, M. (Eds.). (2009). Martin’s annual criminal code:Student
edition 2010. Aurora, ON: Canada Law Book.

 Chapter in edited book having one editor:

Bessley, M., & Wilson, P. (1984). Public policy and small firms in Britain. In Levicki, C.
(Ed.), Small Business Theory and Policy (pp. 111–126). London: Croom Helm.

 Chapter in edited book having more than one editor:

Young, M. E., & Wasserman, E. A. (2005). Theories of learning. In K. Lamberts, & R. L.
Goldstone (Eds.), Handbook of cognition (pp. 161-182). Thousand Oaks, CA: Sage.

 Electronic sources should include the URL of the website at which they may be found,
as shown:
Sillick, T. J., & Schutte, N. S. (2006). Emotional intelligence and self-esteem mediate between
perceived early parental love and adult happiness. E-Journal of Applied Psychology, 2(2), 38-
48. Retrieved from http://ojs.lib.swin.edu.au/index.php/ejap

 Unpublished dissertation/ paper:

Uddin, K. (2000). A Study of Corporate Governance in a Developing Country: A Case of
Bangladesh (Unpublished Dissertation). Lingnan University, Hong Kong.

 Article in newspaper:
Yunus, M. (2005, March 23). Micro Credit and Poverty Alleviation in Bangladesh. The
Bangladesh Observer, p. 9.

 Article in magazine:
Holloway, M. (2005, August 6). When extinct isn't. Scientific American, 293, 22-23.

 Website of any institution:

Central Bank of India (2005). Income Recognition Norms Definition of NPA. Retrieved
August 10, 2005, from http://www.centralbankofindia.co.in/ home/index1.htm, viewed on

7. The submission implies that the work has not been published earlier elsewhere and is not
under consideration to be published anywhere else if selected for publication in the journal
of Indian Academicians and Researchers Association.

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Indian Academicians and
Academicians and Researchers
ResearchersAssociation
Association
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www.iaraedu.com