students attitude towards self

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Students Attitude towards Self-Employment

Project Report

Submitted to: Prof. Jaishree Desai Submitted by: Amir Malik

Fin 1, MBA (SS10-12)


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Acknowledgement

This project has been a great learning experience about the students

attitude and intensions in life. I am thankful to so many wonderful

people who helped me to complete this project with their valuable

feedback.

I thank my Prof.Jaishree Desaifor the opportunity of

understanding the attitude of students towards self-employment.

This project also made me think what I could do career.

I thank all researcher for publishing their study and all the students

for their valuable input in completing this project.


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Table of content


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IntroductionAn attitude can be defined as a positive or negative evaluation of

people, objects, event, activities, ideas, or just about anything in your

environment. In the opinion of Bain (1927), an attitude is "the

relatively stable overt behavior of a person which affects his status."

"Attitudes which are different to a group are thus social attitudes or

`values' in the Thomasonian sense. The attitude is the status-fixing

behavior. This differentiates it from habit and vegetative processes

as such, and totally ignores the hypothetical 'subjective states' which

have formerly been emphasized. It is how one judges any person,

situation or object.

North (1932) has defined attitude as "the totality of those states that

lead to or point toward some particular activity of the organism. The

attitude is, therefore, the dynamic element in human behavior, the

motive for activity." For Lumley (1928) an attitude is "a susceptibility

to certain kinds of stimuli and readiness to respond repeatedly in a

given waywhich are possible toward our world and the parts of it

which impinge upon us."

They develop on the ABC model (affect, behavior,

and cognition). The affective response is an emotional response that

expresses an individual's degree of preference for an entity.

The behavioralintention is a verbal indication or typical behavioral

tendency of an individual. The cognitive response is a cognitive

evaluation of the entity that constitutes an individual's beliefs about

the object mostattitudes are the result of either direct experience

or observational learning from the environment.
http://en.wikipedia.org/wiki/Cognitionhttp://en.wikipedia.org/wiki/Emotionhttp://en.wikipedia.org/wiki/Observational_learninghttp://en.wikipedia.org/wiki/Observational_learninghttp://en.wikipedia.org/wiki/Emotionhttp://en.wikipedia.org/wiki/Cognition


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Attitude change1.Target Characteristics: These are characteristics that refer to

the person who receives and processes a message. One such

trait is intelligence - it seems that more intelligent people are

less easily persuaded by one-sided messages. Another variable

that has been studied in this category is self-esteem. Although

it is sometimes thought that those higher in self-esteem are

less easily persuaded, there is some evidence that therelationship between self-esteem and persuasibility is actually

curvilinear, with people of moderate self-esteem being more

easily persuaded than both those of high and low self-esteem

levels (Rhodes & Woods, 1992). The mind frame and mood of

the target also plays a role in this process.

2.

Source Characteristics: The major source characteristics are

expertise, trustworthiness and interpersonal attraction or

attractiveness. The credibility of a perceived message has been

found to be a key variable here; if one reads a report about

health and believes it came from a professional medical

journal, one may be more easily persuaded than if one believes

it is from a popular newspaper. Some psychologists have

debated whether this is a long-lasting effect and Holland andWeiss (1951) found the effect of telling people that a message

came from a credible source disappeared after several weeks

(the so-called "sleeper effect"). Whether there is a sleeper

effect is controversial. Perceived wisdom is that if people are

informed of the source of a message before hearing it, there is

less likelihood of a sleeper effect than if they are told a

message and then told its source.
http://en.wikipedia.org/wiki/Interpersonal_attractionhttp://en.wikipedia.org/wiki/Sleeper_effecthttp://en.wikipedia.org/w/index.php?title=Perceived_wisdom&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Perceived_wisdom&action=edit&redlink=1http://en.wikipedia.org/wiki/Sleeper_effecthttp://en.wikipedia.org/wiki/Interpersonal_attraction


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3.

Message Characteristics: The nature of the message plays arole in persuasion. Sometimes presenting both sides of a story

is useful to help change attitudes. When people are not

motivated to process the message, simply the number of

arguments presented in a persuasive message will influence

attitude change, such that a greater number of arguments will

produce greater attitude change.

4.Cognitive Routes: A message can appeal to an individual's

cognitive evaluation to help change an attitude. In the central

route to persuasion the individual is presented with the data

and motivated to evaluate the data and arrive at an attitude

changing conclusion. In the peripheral route to attitude

change, the individual is encouraged to not look at the content

but at the source. This is commonly seen in modernadvertisements that feature celebrities. In some cases,

physician, doctors or experts are used. In other cases film stars

are used for their attractiveness.


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Components of emotion appeals

Any discrete emotion can be used in a persuasive appeal; this may

include jealousy, disgust, indignation, and fear, blue, disturbed,

haunted, and anger. Fear is one of the most studied emotional

appeals in communication and social influence research.

Important consequences of fear appeals and other emotion appeals

include the possibility of reactance which may lead to either message

rejections or source rejection and the absence of attitude change. As

the EPPM suggests, there is an optimal emotion level in motivating

attitude change. If there is not enough motivation, an attitude will

not change; if the emotional appeal is overdone, the motivation can

be paralyzed thereby preventing attitude change.

Emotions perceived as negative or containing threat are often

studied more than perceived positive emotions like humor. Though

the inner-workings of humor are not agreed upon, humor appeals

may work by creating incongruities in the mind. Recent research has

looked at the impact of humor on the processing of political

messages. While evidence is inconclusive, there appears to be

potential for targeted attitude change is receivers with low political

message involvement.

Important factors that influence the impact of emotion appeals

include self-efficacy, attitude accessibility, issue involvement, and

message/source features. Self-efficacy is a perception of ones own

human agency; in other words, it is the perception of our own ability

to deal with a situation. It is an important variable in emotion appeal

messages because it dictates a persons ability to deal with both the

emotion and the situation. For example, if a person is not self-


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Efficacious about their ability to impact the global environment, they

are not likely to change their attitude or behavior about global

warming.

Dillard (1994) suggests that message features such as source non-

verbal communication, message content, and receiver differences

can impact the emotion impact of fear appeals. The characteristics of

a message are important because one message can elicit different

levels of emotion for different people. Thus, in terms of emotion

appeals messages, one size does not fit all.

Attitude accessibility refers to the activation of an attitude from

memory in other words, how readily available is an attitude about an

object, issue, or situation. Issue involvement is the relevance and

salience of an issue or situation to an individual. Issue involvement

has been correlated with both attitude access and attitude strength.

Past studies conclude accessible attitudes are more resistant to

change

Implicit and explicit attitude

There is also considerable research on implicit attitudes, which are

generally unacknowledged or outside of awareness, but have effects

that are measurable through sophisticated methods using people's

response times to stimuli. Implicit and explicit attitudes seem to

affect people's behavior, though in different ways. They tend not to

be strongly associated with each other, although in some cases they

are. The relationship between them is poorly understood.
http://en.wikipedia.org/wiki/Implicit_Association_Testhttp://en.wikipedia.org/wiki/Implicit_Association_Test


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ENTREPRENEURSHIP

An entrepreneur is an owner or manager of a business enterprise

who makes money through risk and initiative. The term was

originally a loanword from French and was first defined by the Irish-

French economist Richard Cantillon. Entrepreneur in English is a term

applied to a person who is willing to help launch a new venture or

enterprise and accept full responsibility for the outcome. Jean-

Baptiste Say, a French economist, is believed to have coined the

word "entrepreneur" in the 19th century - he defined an

entrepreneur as "one who undertakes an enterprise, especially a

contractor, acting as intermediary between capital and labor".

The entrepreneur leads the firm or organization and also

demonstrates leadership qualities by selecting managerial staff.

Management skill and strong team building abilities are essential

leadership attributes for successful entrepreneurs. Scholar Robert. B.

Reich considers leadership, management ability, and team-

building as essential qualities of an entrepreneur. This concept has

its origins in the work of Richard Cantillon in his Essai sur la Naturedu Commerce en (1755) and Jean-Baptiste Say in his Treatise on

Political Economy.
http://en.wikipedia.org/wiki/Loanwordhttp://en.wikipedia.org/wiki/French_languagehttp://en.wikipedia.org/wiki/Economisthttp://en.wikipedia.org/wiki/Richard_Cantillonhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Jean-Baptiste_Sayhttp://en.wikipedia.org/wiki/Jean-Baptiste_Sayhttp://en.wikipedia.org/wiki/Robert_Reichhttp://en.wikipedia.org/wiki/Robert_Reichhttp://en.wikipedia.org/wiki/Leadershiphttp://en.wikipedia.org/wiki/Team-buildinghttp://en.wikipedia.org/wiki/Team-buildinghttp://en.wikipedia.org/wiki/Team-buildinghttp://en.wikipedia.org/wiki/Team-buildinghttp://en.wikipedia.org/wiki/Leadershiphttp://en.wikipedia.org/wiki/Robert_Reichhttp://en.wikipedia.org/wiki/Robert_Reichhttp://en.wikipedia.org/wiki/Jean-Baptiste_Sayhttp://en.wikipedia.org/wiki/Jean-Baptiste_Sayhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Richard_Cantillonhttp://en.wikipedia.org/wiki/Economisthttp://en.wikipedia.org/wiki/French_languagehttp://en.wikipedia.org/wiki/Loanword


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Self-employment

Self-employment is working for one's self. Self-employed people can

also be referred to as a person who works for himself/herself instead

of an employer, but drawing income from a trade or business that

they operate personally.

To be self-employed is not necessarily the same as being a business

owner: Many self-employed people conduct the day-to-dayoperations of the business, either as managers as line workers or

both. A business owner may or may not work in the business, and is

not required do so.

Policymakers increasingly view self-employment in the form of youth

entrepreneurship as a possible solution to the youth unemploymentcrisis. However, many experts believe only 20% of all people are fit to

run their own businesses, so it shouldn't be relied on as an "easy fix".

A survey reveals that in rural India, more than half of all workers

were self-employed - 57% among males and nearly 62% among

females. The corresponding figures in urban India were 42% for maleand 44% for female.

The percentage of regular wage and salaried employees was

relatively lower among females as compared to males in both rural

and urban India. For males it was 10% while its was 4% for female in

the rural areas, and 42% for male and 40% for female in the urban

areas.
http://en.wikipedia.org/wiki/Employerhttp://en.wikipedia.org/wiki/Tradehttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Business_ownerhttp://en.wikipedia.org/wiki/Business_ownerhttp://en.wikipedia.org/wiki/Business_ownerhttp://en.wikipedia.org/wiki/Business_ownerhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Tradehttp://en.wikipedia.org/wiki/Employer


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Self-employed scheme for educated unemployed youth(SEEUY)

The scheme for providing Self-employment to Educated Unemployed

Youth was started in 1983 with an annual target of 2.5 lakh

beneficiaries. Unemployed Youth in the age group of 19-35 years

who are Matriculates and above are eligible for assistance under this

scheme. ITI passed, women, technically trained persons are given

due weightage training plus two levels are given preference.

A ceiling of income of Rs. 10,000 per annum, per family, has been

fixed for eligibility under the scheme. A minimum of 50% ventures

should be through industry-route and not more than 30% of the

ventures should relate to business sector, except in hilly areas of the

country. A composite loan not exceeding and Rs.15, 000/- for

business sector is provided. 25% subsidy is provided by the Govt. on

the loans. Banks do not require collateral guarantee or margin

money for such loads. 30% of the total beneficiaries are reserved for

SC/ST persons.


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Purpose of the studyThis study is intended to know the attitude of the graduates towards

self-employment and what they are going to do after completing

their graduation.

Given the importance of the new business start-ups to the economyand society this is the area which is required more attention. To

understand more about the students attitude towards self-

employment it is important to know the students career intentions.

The decision by an individual to become an entrepreneur depends on

the opportunities windows and also the college experience.

We know that key attitudes and intentions towards behavior are

driven by perception and that can influence an individual their

entrepreneurial intentions. Which means entrepreneurial education

appears to be of important tool that is available to increase an

individuals central attitudes, perceptions and intentions towards

self-employment.

But now-a-days most of the engineering students are starting upwith their own business than management students.

Sample50 students picked by simple random sampling. Irrespective of their

education background.


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QuestionnaireAttitude towards self-employment

(*Answer only Q2 & Q3 if you are looking for placement)

1) What do you want to do after completing your studies?

a) Study further b) Placement c) Self-employed

2) Which company would you want to work for?

3) What is package you are expecting p.a?

a) 1.5-2lacs b) 2-4lacs c) 4-6lacs d) 6lacs & above

4) Are you sure about the type of business you would like to start?

5) What is the capital you are going to invest?

6) How do you intend to raise the capital?

7)

Would you still like to be self-employed when you are offered a handsome pay in a company?

a) Yes b) No

8) What drives you the most to do your own business?

9) What do you think of the people who are working for the MNCs beside an opportunity to own

profitable business?

Name: Gender: Age:

Contact: Education:


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students attitude towards self

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