Table of Contents

Articles

JUST-IN-TIME (JIT): GROWING ACCEPTANCE ACROSS SECTORS

Bhupesh Kumar Lohar

ROLE OF IT IN BANKING SECTOR

Uthayasuriyan K, Dr. S. KESAVAN

MODERN COMMUNICATION TECHNOLOGY USES & GRATIFICATION WITH SPECIAL REFERENCE TO COMPACT DISC IN PAKISTAN

Dr. Mirza Jan

A STUDY ON EXPORT POTENTIAL OF COTTON FROM INDIA TO USA

Kalpana Agrawal, Sandeep Gupta, Sharon Gill

POTENTIAL OF INDIA-CHINA BILATERAL TRADE RELATIONS: A TREND ANALYSIS

Kalpana Agrawal, Raksha Thakur, Sunil Golani

FEMALE FARMER’S VIEWS TO LEAVE FARMING - A STUDY OF RURAL AREA OF SIKKIM IN NORTH- EASTERN INDIA

Nidhi Dwivedy

IMPORTANCE OF MENTAL HEALTH MANAGEMENT

Vaghela Jignesh Parbhudas, Mukesh Ramjibhai Goyani, Dr.Hemadri ISHWARLAL TIKAWALA

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 1

Just-in-Time (JIT): Growing Acceptance across

Sectors

Bhupesh Lohar, Research Scholar, University College of Commerce and Management Studies

Abstract

In Today’s competitive environment, where the

profit margins are shrinking, most companies in the world

are working on their inventory management techniques.

Companies are working on logistics and supply chain

management, Just-in-time management to cut down

inventory holding costs, and at the same time, are ensuring

that there are no inventory failures or stock outs. One of the

management techniques which are gathering momentum

across different industries and sectors is Just-in-Time

inventory management.

This article, based on reviews of literature, presents

an insight into one of the few but significant drawbacks of

Just-in-Time (JIT). JIT has been widely adopted in Indian

automobile manufacturing Industry. But, the auto

manufacturers have faced problems due to lack of a proper

support system. The article describes how the auto

manufacturers have taken precautionary steps to deal with

the situation to gain maximum returns from the

implementation of JIT.

Learning objectives of the article:

1. Define and explain the concept of just in time

manufacturing and inventory control system?

2. What are the advantages of implementation of JIT?

Introduction:

Traditionally manufacturers have forecasted

demand for their products into the future and then have

attempted to smooth out production to meet that forecasted

demand. At the same time, they have also attempted to keep

everyone as busy as possible producing output so as to

maximize "efficiency" and (hopefully) reduce costs.

Unfortunately, this approach has a number of major

drawbacks including large inventories, long production

times, high defect rates, production obsolescence, inability

to meet delivery schedules, and (ironically) high costs. None

of this is obvious-if it were, companies would long ago have

abandoned this approach.

Managers at Toyota are credited with the insight that an

entirely new approach, called just in time (JIT) was needed.

Definition of Just in time manufacturing

Just-In-Time concept in auto manufacturers

Benefits / Advantages of just in time manufacturing

Implementation system

Limitations / Disadvantages of Just in Time

Manufacturing Implementation.

List of Companies that use Just in Time systems.

Definition and Explanation of Just in Time

Manufacturing:

Just in Time (JIT) is a production and inventory

control system in which materials are purchased and units

are produced only as needed to meet actual customer

demand. When Companies use Just in Time (JIT)

manufacturing and inventory control system, they purchase

materials and produce units only as needed to meet actual

customers demand. In just in time manufacturing system

inventories are reduced to the minimum and in some cases is

zero. JIT approach can be used in both manufacturing and

merchandising companies. It has the most profound effects,

however, on the operations of manufacturing companies

which maintain three class of inventories-raw material,

Work in process, and finished goods. Traditionally,

manufacturing companies have maintained large amounts of

all three types of inventories to act as buffers so that

operations can proceed smoothly even if there are

unanticipated disruptions. Raw materials inventories provide

insurance in case suppliers are late with deliveries. Work in

process inventories are maintained in case a work station is

unable to operate due to a breakdown or other reason.

Finished goods inventories are maintained to accommodate

unanticipated fluctuations in demand. While these

inventories provide buffers against unforeseen events, they

have a cost. In addition to the money tied up in the

inventories, expert argue that the presence of inventories

encourages inefficient and sloppy work, results in too many

defects, and dramatically increase the amount of time

required to complete a product.

Just-in-Time Concept in Auto Manufacturers:

Under ideal conditions a company operating at JIT

manufacturing system would purchase only enough

materials each day to meet that days needs. Moreover, the

company would have no goods still in process at the end of

the day, and all goods completed during the day would have

been shipped immediately to customers. As this sequence

suggests, "just-in-time" means that raw materials are

received just in time to go into production, manufacturing

parts are completed just in time to be assembled into

products, and products are completed just in time to be

shipped to customers

The Indian automobile component manufacturing

industry has over the years grown into a major supplier in

international markets. Indian auto manufacturing companies

have the advantages of low-cost of production, high quality

products, and a good supply chain. This, over a period of

time, led to the rise in their popularity among foreign auto-

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manufacturers. According to SIAM,1 in 2004, the Indian

automobile industry grew by 54%, exports in auto

ancillaries grew by 29%, and exports of auto components

rose 32% to $1 bn compared to 2003.2

Before the mid-1990s, Indian auto manufacturers

focused primarily on exporting auto components to foreign

automobile manufacturers. The focus was on core issues

such as vendors, product quality and marketing. As strong

car manufacturers entered India, following the new

automobiles policy of the government of India, the Indian

automotive industry began to focus and fine-tune

manufacturing and supply chain operations, and adopt new

technologies to improve processes and products. Other

initiatives included the implementation of concepts like Just-

in-Time (JIT) manufacturing, mass customization, zero

error production, and reduced cycle time to meet the export

requirements of global customers.

Although few companies have been able to reach

this ideal, many companies have been able to reduce

inventories only to a fraction of their previous level. The

result has been a substantial reduction in ordering and

warehousing costs, and much more efficient and effective

operations. In a just in time environment, the flow of goods

is controlled by a pull approach. The pull approach can be

explained as follows. At the final assembly stage a signal is

sent to the preceding work station as to the exact amount of

parts and materials that would be needed over the next few

hours to assemble products to fill customer orders, and only

that amount of materials and parts is provided. The same

signal is sent back to each preceding workstation so a

smooth flow of parts and materials is maintained with no

appreciable inventory buildup at any point. Thus all

workstations respond to the pull exerted by the final

assembly stage, which in turn respond to customer orders.

As one worker explained, "Under just in time system you

don't produce anything, anywhere, for anybody unless they

ask for it somewhere downstream. Inventories are evil that

we are taught to avoid".

The pull approach described above can be

contrasted to the push approach used in conventional

manufacturing system. In conventional system, when a

workstation completes its work, the partially completed

goods are pushed forward to the next work station regardless

of whether that workstation is ready to receive them. The

result is an unintentional stockpiling of partially completed

1 Society of Indian Automobile Manufacturers

represents most of the leading vehicle and

vehicular engine manufacturers in India.

2 “RFID in the Automotive Industry: The Road

Ahead”,

http://www.domainb.com/industry/automobiles/ge

neral/20110103_rfid.html, January 03, 2011.

goods that may not be completed for days or even weeks.

This ties up funds and also results in operating

inefficiencies. For one thing, it becomes very difficult to

keep track of where everything is when so much is scattered

all over the factory floor.

Another characteristics of conventional

manufacturing system is an emphasize on "keeping every

one busy" as an end on itself. This inevitably leads to excess

inventories particularly work in process inventories. In Just

in time manufacturing, the traditional emphasize of keeping

everyone busy is abandoned in favor of producing only what

customers actually want. Even if that means some workers

are idle.

Benefits / Advantages of Just-in-Time Manufacturing

Implementation System in Auto Industry:

The main benefits of just in time manufacturing system are

the following:

1. Funds that were tied up in inventories can be used

elsewhere.

2. Areas previously used, to store inventories can be

used for other more productive uses.

3. Throughput time is reduced, resulting in greater

potential output and quicker response to customers.

4. Defect rates are reduced, resulting in less waste and

greater customer satisfaction.

As a result of advantages such as those cited above,

more companies are embracing just in time manufacturing

system each year. Most companies find, however, that

simply reducing inventories is not enough. To remain

competitive in an ever changing and ever competitive

business environment, must strive for continuous

improvement.

Dell Computer Corporation has finally tuned its

Just-in-Time system so that an order for a customized

personal computer that comes in over the internet at 9 A.M.

Can be on a delivery truck to the customer by 9 P.M. In

addition, Dell’s low cost production system allows it to

under price its rivals by 10% to 15%. This combination has

made Dell the envy of the personal computer industry and

has enabled the company to grow at five times the industry

rate. How does the company’s Just-in-Time system deliver

lower costs? “While machines from Compaq and IBM can

languish on dealer shelves for two months Dell does not

start ordering components and assembling computers until

an order is booked. That may sound like no biggie, but the

price of the PC parts can fall rapidly in just a few months.

By ordering right before assembly, Dell figures its parts, on

average, are 60 days newer than those in an IBM or Compaq

machine sold at the same time. That can translate into a 6%

profit advantage in components alone.

American Standards uses cell manufacturing to cut

inventories and reduce manufacturing time. At its plant,

England, it used to take as long as three weeks to

manufacture a vacuum pump and another week to process

the paper work for an order. Therefore customers had to

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place orders in advance.”Today Leeds has switched to

manufacturing cells that do every thing from lathing to

assembly in quick sequence. The result is a breakthrough in

speed. Manufacturing a pump now takes six minutes.”

Limitations / Disadvantages of Just in Time

Manufacturing Implementation:

General Motors Corp. (GM) was one of the many

auto majors operating in India that implemented JIT. In

2004, when Gujarat was hit by floods, though GM’s at

Halol3 was not affected by floods, production was stopped

because the trucks carrying essential supplies for production

could not reach the factory. GM’s 4 production was severely

disrupted. According to General Motors India, President and

MD, Aditya Vij, “Our Just-in-Time (JIT) supplies were

impacted due to the strike and floods in some areas, which

led to production being hit by 15-20%.”5 After this incident,

GM reduced its dependence on just-in-time supplies and

began to keep a buffer inventory for a period of about 15

days to allow some relief during calamities, the company

decided to source its crucial component parts from than one

supplier.

Hyundai Motor Company (Hyundai)6 also had a

Just-in-Time system in place at its manufacturing facilities.

The level of feasibility and dependability on JIT was once

again under question when the transport strike in 2004

forced Hyundai to postpone the launch of Getz.

Maruti Udyog Limited (MUL)7 faced a similar

problem when a transport strike combined with heavy

rainfall and floods, forced it to airlift vital components from

Pune (Maharashtra) to its major production facilities in

order to maintain production.8

3An industrial town in the Indian state of Gujarat.

4 US-based automobile company.

5 http://www.indiacar.net/news/n7127.html

6 It is a leading four-wheeler automobile

manufacturer in South Asia.

7 Maruti Udyog Plant has three fully integrated

production facilities spreading over 297 acres of

land. Its Gurgaon Plant is the most important of

the three.

8 Mahindra & Mahindra Limited (M&M) is the

flagship company of US$2.59 bn Mahindra

Group. It was set up in 1945.

The Mumbai floods in mid-2005 created major

disruptions in the supply of raw materials for auto

companies like M&M,9 Tata Motors

10 and Daimler

Chrysler11

. The nationwide strike called due to the

implementation of Value-Added Tax (VAT) also disrupted

the supply chain in early 2005 and created questions as to

the extent to which Indian manufacturers could reap benefits

from the JIT system.

The strike at the Hero Honda Motors Limited’s

(Hero Honda) factory in April 2006 was another instance

when excess dependence on Just-in-Time came to the fore.

The five-day strike at the Hero Honda’s Gurgaon facility

brought production from 5800 motorcycles per day to a

complete standstill. Since the strike involved irregular

workers, the company was unable to stock the inventory

beforehand. Hero Honda already had an existing Supplier

Relationship Management (SRM) system using SAP for

faster information exchange and more streamlined

operations for JIT deliveries. Despite this, the production

loss could notbe avoided.

Conclusion:

Calamities like floods, labour problems or supply

chain disruptions like strikes have forced auto manufacturers

to re-examine their excessive dependence on JIT. Some auto

analysis and consultants explained that JIT is not meant to

take the blame when an inefficient supply chain develops

snags. Besides, globally auto companies have saved billions

of dollars using JIT supply management. Manish Mathura of

AT Kearney said “JIT is certainly one of the best practices

in any production system but you need to have supply

chains streamlined for it. You need maturity in the supply

chain to make JIT successful because no company can hold

an infinite amount of inventory expecting these one-off

events.”

Auto manufacturers are looking for complementary

techniques and processes that can enable JIT to work more

reliably. As an effort in this direction, auto manufactures

have started relying on information technology to manage

supply chain processes. Radio frequency Identification

(RFID) technology is being introduced in many facilities

and companies realize that JIT cannot be implemented

unilaterally.

List of Companies that use Just in Time (JIT):

Harley Davidson

9 Established in 1945, Tata Motors is India’s

largest automobile company.

10 It is a US-German venture that manufacturers

light commercial vehicles like Mercedes-Benz,

Jeep and Dodge.

11 An indirect tax that is levied at the time of the

sale of goods and services.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 4

Toyota Motor Company

General Motors

Ford Motor Company

Manufacturing Magic

Hawthorne Management Consulting

Strategy Manufacturing Inc.

Maruti Udyog Limited

Hero Honda Motors Limited’s

Hyundai Motor Company

Other References:

1. Meenakshi Verma, “The Demand and Supply

Effect on Motown”, http://auto.indiantimes.com.

2. Grand EFFIE Goe to Dave’s ‘Real Beauty’,

www.mpdailyfix.com, Nov 8, 2010.

3. Dove’s ‘Campaign for Real Beauty’ Wins at PRSA

Awards, www.strategity.com, Nov 12, 2010.

4. Sally Dibb, Dove’s New Beauty, www.open2.net,

Nov 19, 2010.

5. www.adpunch.org

6. www.awrt.org

7. www.campaignforrealbeauty.com

8. www.dove.com

9. www.effie.org

10. www.wikipedia.com

11. www.glossary-of-terms.net

12. www.sourcewatch.com

13. www.thefreedictionary.com

14. www.unilever.com

***

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 5

Role of IT in Banking Sector

Dr.K.Uthayasuriyan,

Professor of Commerce, Alagappa University, Karaikudi, Tamil Nadu, India,

Dr.S.Kesavan,

Associate Professor, SRM B School, SRM University, Vadapalani, Chennai, Tamil Nadu, India

Abstract:

Initiation of Information Technology and

Communications networking system is set to change the

operating environment of banks drastically. Technology has

already enabled some of the banks to introduce innovative

products to their customers in the form of ATM facility,

Telebanking, Home Banking, 'Anytime' and 'Anywhere'

banking, etc. Technology can also be harnessed in

automating and networking the branches that will ensure

timely flow of information and aid decision making process

.The banks that can adopt and absorb the new technology

faster will have a competitive edge over their rivals.

The changes brought about by IT (Information

Technology), new products, more sophisticated customers,

changing cost structures, and enhanced competitive

pressures have all combined to transform the structure of the

banking industry. And with further development of new

technologies, the industry will likely continue to evolve.

Customers of banks have felt the positive impact

of technological solutions implemented by banks. The

customers of banks of today have a virtual menu of options

as far as delivery channels are concerned and all these are

the benefits of technology.

With the most visible benefits happening in the

areas of payments for retail transactions, a variety of cards,

Automated Teller Machines, Electronic based funds

transfers, Internet banking, Mobile banking are all some of

the latest technology based payment solutions, which have

gained large acceptance amongst the Indian banking public.

With technological solutions rapidly evolving, more new

products and services may soon become the order of the

day.

Though infrastructure and communication

advancements remain an area of concern, in the rural areas,

standards are being formulated to make banking a secure

and pleasant experience and banks have bridged the divide

caused by distances by offering ‘Anywhere and Anytime

banking’.

Introduction:

The study focuses mainly on the Internet banking which is

on the growing course as the other technology like ATMs

in Bank has become quite common. The research work also

aims at finding out the reasons for the Customer’s

acceptance of technological innovation like Internet

Banking and the factors that has led the customers to adopt

an emerging technology like the Internet banking and the

reasons which have lead the

customers to perceive Internet banking service as

advantageous especially in Tirunelveli region where the

awareness level and the adoption level of the technology is

poor. The paper seeks to discover the problems experienced

by these customers that maybe the reason for the low

diffusion and acceptance of the technology (like Internet

Banking)..

Background:

Banks which have made inadequate investment in

technology have consequently faced an erosion of their

market shares. Adoption of technology enhances the quality

of risk management systems in banks.

Indian banking has come a long way and is

maturing rapidly to adopt technology. While private sector

banks have been the early adopters, public sector banks have

been doing a fast catch-up. Banks stand to gain by investing

in technologies that integrate all their delivery channels.

In India, the current set of consumers are more

technologically aware. Many Customers today consider

services and facilities such as Internet, ATM, Phone and

Mobile banking as essential part of their banking

experience. However this is true only in the urbanized

metropolitan cities

In India, we find households owning computers

with no Internet access, households owning computers with

Internet access and there are relatively lesser number of

households connected to the internet. Lack of trust

environment is another major problem experienced in India.

These factors impede the growth of Internet banking

In this context it is proposed to undertake a study

on Banking Technology which mainly aims at finding out

the growth level of Internet banking, Psychological Factors

Associated with Banking Channel Adoption and aims to

measure customer satisfaction as a whole.

The study principally aimed at identifying the advancement

of Internet Banking Technology in SBI. With this end in

view, the Study sharply focused to identify the facilities

availed and problems experienced in SBI’s website in the

opinion of the customers, the level of satisfaction and

influential drivers of Internet Banking,

Research Design The population for the study consists of customers of SBI

(State Bank of India )in Tirunelveli region who had

experience in Internet banking and the data were collected

outside the bank branches from those customers and

Stratified Random Sampling method was adopted. . After

stratification the derived sample of 50 customers were

chosen, which consists of business class (12), companies

(7), professionals (16), Govt Employees (8), and pensioners

(7). The profile of the respondents is shown in Table 1.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 6

Table 1: Sample respondent’s distribution:

S.No Personal

variable

categories Sample

respondents

1. Occupation Business 12

Companies 7

Government

Employees

16

Pensioners 8

Professionals 7

*These respondents are exclusively the customers of SBI

who operate internet banking through SBI’s website

**out of these respondents a total of 37 respondents have

availed SBI’s ATM services

*** out of these respondents 34 respondents have made

some enquiries to staffs through telephone

Results of the study :

Assessment of website of SBI

The various motives for which the respondents have

screened the website are for checking the balance in their

accounts, for transacting and for booking railway tickets

Figures 1,2 and 3 exhibits the purpose for which the

respondents have assessed the website of SBI.

Figure 1:Occupation -wise classification of respondents who

seeked out information from SBI’s Website

Figure 2:Occupation -wise classification of respondents who

assessed to transact in SBI’s website.

The above diagram (Figure 1)exhibits occupation wise

classification of Respondents who seeked out information

from SBI’s website. Majority i.e (60%) of pensioners and

(46.15%) of professionals have assessed SBI’s website to

view information.

The above diagram (Figure 2) illustrates

occupation wise classification of Respondents who assessed

to transact in SBI’s website. Majority i.e (38.10%) of

business class have assessed the website for transacting as

the Internet banking eliminates the need to personally visit

the bank which is very time-consuming

Figure 3:Occupation -wise classification of respondents who

viewed SBI’s website for booking railway tickets.

The above diagram (Figure 3)exhibits occupation

wise classification of Respondents who viewed SBI’s

website for booking railway tickets Majority i.e (29.41%) of

Govt. Employees have responded that they viewed SBI’s

website for booking railway tickets . They favored the

railway ticket booking as it relieves them from waiting in

long queues in the booking counters and to add to it the

tickets are delivered at their doorstep in 48 hours which

increases their convenience.

Influential Drivers of Internet Banking

The feedback alluded by the respondents in reference to the

Influential drivers of Internet Banking namely Convenience,

Time –saving and ease to transact has been pinpointed in

Figures 4, 5, 6 illustrated below.

Figure 4:Occupation -wise classification of respondents

who cited SBI’s website is Time –saving

38.1 36.36 32.35 46.15

60

0 10 20 30 40 50 60 70

Occupation wise classification of Respondents (in percentage )

Occupation wise classification of Respondents who seeked out information from SBI's website

9.52 18.18 29.41

15.38 10 0 5

10 15 20 25 30 35

Occupation wise classification of respondents(in percentage)

Occupation wise category of respondents who viewed SBI's website for booking railway tickets

14.29 16.67 17.65 16.67

40

0 5

10 15 20 25 30 35 40 45

Occupation wise Classification of respondents (in percentage )

Occupation wise category of respondents who cited SBI's Internet

banking is Time-saving

38.1 36.36 23.53 30.77 20

0 5 10 15 20 25 30 35 40 45

B

usin

ess (12)

C

om

panie

s (

7)

G

ovt.

Em

plo

yee

(16)

P

rofe

ssio

na

l (8

)

P

ensio

ners

(7)

Occupation wise classification of respondents( in percentage)

Occupation wise classification of respondents who assessed to transact in SBI'S Website

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 7

The above diagram(Figure 4) highlights occupation wise

classification of Respondents who cited SBI’s website is

time-saving . Majority i.e (40%) of pensioners have

mentioned that Internet banking saves time. The essential

banking needs of the pensioners can be sourced without

physically visiting any of the branches and the transactions

can be completed right at their residence without visiting

branches.

Figure 5:Occupation -wise classification of respondents who

cited SBI’s Internet banking is easy to transact

The above diagram ( Figure 5) reveals occupation wise

classification of Respondents who cited SBI’s Internet

banking is easy to transact. Majority i.e (41.18%) of

government employees have mentioned that SBI’s Internet

banking makes it easier to conduct transactions as it helps

them to maintain a greater control of all their banking

activities from a personal computer from their home with

instant access to their account information.

Figure 6:Occupation -wise classification of respondents who

cited SBI’s Internet banking assures convenience.

The above diagram(Figure 6) presents the Occupation wise

categorization of respondents who remarked that SBI’s

Internet banking is convenient. Majority i.e(58.33%) of

companies and (57.14%) of business class have cited

convenience as the important reason for opening an internet

bank account in SBI. These respondents considered Internet

banking service as convenient as there are able conduct or

view their banking transactions out of the traditional bank

working hours and as it offers them around-the-clock

availability of financial services and also because of the

fact that these transactions can be conducted at no cost at

all.

Facilities availed in Internet Banking

Fund transfer facility, Checking balance and booking

Raliway tickets are a few among the various services

procured by the Customers via SBI’s Internet Banking.

Figures 8, 9, 10 indicate the Types of Facilities Availed in

Internet Banking.

Figure 7:Occupation -wise classification of respondents

availed fund transfer facility through SBI’s Internet banking

The above diagram(Figure 7) lime lights

occupation wise classification of Respondents who availed

fund transfer facility through SBI’s Internet banking.

Majority i.e (44.44%) of companies have availed

transaction-services. They transfer funds to an external\own

account.

Figure 8:Occupation -wise classification of respondents who

checked balance through SBI’s website

The above diagram (Figure 8) illustrates occupation wise

classification of Respondents who checked balance through

SBI’s website. Majority i.e (57.14%) of pensioners have

availed non-transaction services. They view Real Time

Account Balance Information on the website. Balance

enquiry process through internet is minimal time consuming

28.57 25 41.18 33.33

13.33 0 5

10 15 20 25 30 35 40 45

B

usin

ess (

12)

G

ovt.

Em

plo

yees (

16)

P

ensio

ners

(7)

Occupation wise classification of respondents (in percentage )

Occupation wise category of respondents who cited SBI's Internet banking is easy to

transact

57.14 58.33 41.18 50 46.67

0 10 20 30 40 50 60 70

Occupation wise category of respondents (in percentage )

Occupation wise category of respondents who cited SBI's Internet banking is convenient

32 44.44

26.67 40

28.57

0 5

10 15 20 25 30 35 40 45 50

Occupation wise category of respondents(in percentage )

Occupation wise category of respondents who availed fund transfer facility through SBI's

Internet banking

48 44.44 43.33 50 57.14 0 10 20 30 40 50 60

Occupation wise category of respondents (in percentage )

Occupation wise classification of respondents who checked balance through SBI's website

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 8

4.48 4.32 4.12 4.2 4.56 4.54 4.36 4.32 3.92

38.82

0 5

10 15 20 25 30 35 40 45

Features of SBI's Website(Mean score)

Satisfaction Level of Website of SBI

and this reduces the necessity for the customers to

personally visit ATM centres or banks.

Figure 9:Occupation -wise classification of respondents who

booked railway tickets through SBI’s website.

The above diagram (Figure 9)exhibits occupation

wise classification of Respondents who booked Raliway

tickets through SBI’s Internet banking.Majority i.e (30%)

of Government employees booked railway tickets via SBI’s

website.

Superiority of SBI’s Internet banking

The respondents were probed if they acknowledged the

superiority of SBI or not. Figure 10 attempts to study the

customers who rated ‘Superiority of SBI’

Figure 10:Occupation -wise Respondents opinion on

superiority of SBI’s Internet banking

The above diagram(Figure 10)portrays occupation wise

Respondent’s opinion on superiority of SBI’s internet

banking. Majority i.e (83.33%) of Business class are of

opinion that SBI is superior to other bankswhile the rest i.e

(16.67%) of Business class are not convinced of the

superiority of SBI as they appraise banks like ICICI and

HDFC for its hi-fi services

Satisfaction level of website of SBI

Figure 11: Respondent’s satisfaction level of the website of

SBI.

Speed of the Website, Multimedia service, Reduced

Downtime, Account upto-day, Instructions, Accessing the

information,Security measures, Regular Updates and User

friendly Interface are the different attributes of the bank’s

website with respect to which the respondent’s satisfaction

level is measured. Figure 11highlights the satisfaction level

of the website of SBI

The above diagram (Figure 11) limelights the

satisfaction level of website of SBI .The respondents are

highly satisfied with regard to the instructions in the website

and the informational content of the website and the

respondents are moderately satisfied with the other features.

In spite of the absence of keyword search function,

in the website of SBI, the respondents have mentioned that

they are able to easily navigate through the site and it meets

their information requirements. The respondents have

expressed that the instructions in the site are easy to

understand (as it does not contain technical jargon).

Important factors for choice of Internet Banking

Figure 12 highlights the Important factors for the choice of

Internet banking such as Public Image, Familiarity, Location

, Ease of conducting transactions, Security, Accuracy,

Speediness, convenience and Personal services

Figure 12:Impoartnt factors for Choice of Internet banking

Different personalized services offered by banks

and Customer’s familiarity with the bank were not the

important factors which influenced the respondents decision

to choose SBI as their internet bank.

The respondents are more concerned about the ease

of use, security and speediness of transactions and they have

expressed that these factors have influenced their preference

to choose a particular bank as their internet bank

83.33 71.43 68.75 75

57.14

0 10 20 30 40 50 60 70 80 90

B

usin

ess (

12)

G

ovt.

Em

plo

yee (

16)

P

ensio

ners

(7)

Occupation wise classification of respondents(in percentage )

Occupation wise Respondents's opinion on superiority of SBI's Internet banking

20 11.11 30

10 14.29 0 5 10 15 20 25 30 35

B

usin

ess (

12

)

C

om

pa

nie

s (

7)

G

ovt. E

mp

loye

e

(16

)

P

rofe

ssio

na

l (8

)

P

en

sio

ne

rs (

7)

Occupation wise classification of respondents (in percentage)

Occupation wise classification of respondents who booked raliway tickets through SBI's

website

Important factors for choice of Internet

Banking

3.9 3.72 3.864.22 4.12 4 4.04 3.8 3.5635.2205

10152025303540

Public Image

LocationSecurity

Speediness

Personal services

Important factors for the choice of Internet Banking(Mean

score)

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 9

Most of branches of SBI are automated and

interlinked, fund transfer to third party is easy and it is cited

as the major reason for SBI choosing the internet bank.

The customers feel easy to conduct the transaction

with the bank and they feel much secured and safer to

bank with SBI and it shows the customers reliability and

trust on the bank. This table indicates that SBI continues to

enjoy the trust of the public. The respondents are more

concerned about the ease of use, security and they are less

bothered about the familiarity of bank and convenience.

The respondents are least concerned about different

personalized services as they prefer very limited services

like fund transfer and savings accounts as these are the

very basic banking services. (Figure 12)

Implications :

Among them a few customers experience the

problems like lack of understanding of how the technology

like Internet Banking operates.Especially it is a

complication with customers who are not Internet –savvy , a

few customers are not able to sucessfully log –in as their

user id gets deactivated and and still others. Due to these

problems Internet bank services has not yet been

enthusiastically used. In short , Internet and its use for

transacting banking business in SBI is currently

minimal.User acceptance rate of Internet banking is very

low.Almost all the respondents still prefer to visit the

branch to conduct their routine banking transactions rather

than adopting self –servicing banking channel like Internet

banking. Only a small percentage of Customers are doing

net banking though the growth potential is immense. The

facility of accessing their accounts by using a home

computer with Internet connection is particularly fascinating

to Non-Resident Indians and high net worth individuals

having multiple bank accounts. Personal-computer (PC)

penetration remains low in Tirunelveli region . The concept

of Internet banking is unfamiliar with most customers of

SBI .Not more than 500 customers in tirunelveli region as a

whole has opted to open Internet bank account in SBI.

Internet banking has not caught the fancy of a majority of

customers as yet. Only a small percentage of customers use

it. Most of the private sector banks cater to the middle

income classes. Banks should target large companies .They

should concentrate on corporate banking.

Conclusion:

A personal touch is required to be added in

its technological service for the banks which will be the key

differentiator which will distinguish a bank from the other

banks. In this competitive world, it is a mandatory for Banks

to equip themselves with effective strategies to attract and

retain customers.

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***

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 11

Modern communication Technology Uses &

Gratification with Special Reference to Compact

Disc in Pakistan

Munawar Fatima, Lecturer, Department of Mass Communication, Gomal University, D. I. Khan, Pakistan

Dr. Mirza Jan, Assistant professor, Department of Mass Communication, Gomal University, D. I. Khan, Pakistan

Dr. Khalid Sultan, Assistant professor, Department of Communication Studies, College of Applied Sciences,

Nizwa Ministry of Higher Education, Sultanate of Oman

ABSTRACT

This empirical and explanatory study examines the

technological advancement in the field of communication.

Today children of various ages have curiously been

involved in using these communication technologies. The

compact disc has become a routine wise exercise of

children. This paper discusses the uses and gratification of

the children with contents and its entertainment level in

Pakistan. Digital technology empowered the growth of

information. Conceptual & operational definitions have

been made of dependent and independent variables. Data

has analyzed through descriptive & inferential statistics.

Key words: communication advancement, Technology,

Users of the Compact Disc and, Gratification of children

1. INTRODUCTION

All form of media whether it is print or electronic are

strongly attached for the entertainment purpose. As the

grownups who are having thirty two hours a week of

freedom time available for hobbies and other activities to

enjoy from the demands of work and duty and they obtain a

ease from the state of being bored and they want to get away

from the pressure of daily life. The mass media which is

affording pleasure commonly known as entertainment will

become more important than it is at the present time. The

digital technology has empowered the growth of

information that serves the specific function to people to

communicate, to get connected and to obtain mental

understanding among them. New media is favorable

condition for the attainment of production and to spread

information from hay to dry. Computer network is the out

come of Internet. It takes e-mal & information from net and

provides you World Wide Web. The usage of

telecommunication has been increased like telephones; Fax

Machine and the price paid to acquire them have dropped.

There is a conception about the computer that it has the

ability to collect, summons, and to restore all information

and entertainment to the people, and other human

communication. From typewriter to modern computers, the

new creations of technical mean have called a contest to

time and distance has warned the growth of new

communication media.

1.1 Modern Communication Technology

The prevailing tendencies of using Computer discs are

available in different contents like cartoons, songs, Games,

films (English Urdu), computer software’s, Wallpapers,

Religious programs etc. Simple and easy usage of CDs with

the quality of easily moveable has become a way of life of

almost every one belonging to different spheres of life. as it

contains the variety of Games, cartoons, English Urdu

movies and songs are the most sufficient carriers providing

colorful entertainment content consist of multiple choices,

and it has properly meets the requirements of people.

Possibly but not actually it has increased much of

importance. As it is of the view the easy availability of CDs

in the market, as CDs are available everywhere in the

market with low prices and meeting all the desires of people

and it serves the people CDs are used to inform, entertain

and to educate individuals.

The compact disc generally knows as CDs need a serious

attention in the increasing trend of new communication

technologies. The CDs no doubt, provide a choice and

handed over control of multidimensional entertainment

content with the notion high school crammed with the rising

number of students. (Watson, 2003:48) (ARC) which are a

leading CD and DVD authoring and Replication Company

now offer a technically advanced and unique “DVD on

demand” solution. Its high profile customer base will be

able to how film on their website hosted by multimedia

Replication. (MMR) this system will use by companies for a

variety of use such as personalized training scheme and

tailored sale presentation. A formula one rating company

has show interest in the technology “DVD on demand” from

Multimedia companies.

1.2 Statement of the Problem

Modern communication technology facilited the users that

provides various contents and certain types of CDs for

entertaiment, information and education purposes. Today is

a digital world and the users concieve it as their needs. The

statement of the problem is “Modern communication

technologies in Pakistan with special reference to Compact

Disc Uses & Gratification”.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 12

1.3 Significance of the Study

This study explored the validity and its impact on the users

of compact disc. The present study is provides avenue for

the coming researchers. It will add new knowledge and

maximize the circle of empirical research. Compact disc

aimed to focus the modern communication technologies

competing VCR, Cable, Internet, Audio and Video

cassettes, etc. CDs containing different Games and vehicles

race, Multidimensional Cartoons and wrestling and Motion

pictures English and Urdu, and poetic Melodic. All these are

characterizing with magnificent entertainment and more

important and highly accelerating with numerous violence

incidents charged. All the above facts compel the researcher

to take initiative for investigation the phenomenon. This

study will explore the amount and purpose of use of CDs as

compared to other medium among the male and female

students of D.I.Khan city belonging to different level of age

groups.

1.4 Limitation of the Study

The limitation of the study is distribution of questionnaire.

The respondents were of low and high ages. Many private

and government schools are included in the survey for face

to face interview. The initial response was low. Therefore, a

new strategy was adopted for collecting responses from 120

children. “This allowed the addition of nine responses to

reach the total of 320 respondents. Today’s target

population is a challenge. This hindered the distribution of

320 questionnaires. As a result, time was lost, and a smaller

overall target audience was exposed to the survey

instrument. U&G approach, this study examined students’

perception for using CD technology. The results of the study

can be easily generalized. This study clearly highlighted the

exposure of the children and their isolation”. The population

has been set at college level teenagers because of low rate of

personal contacts.

1.5 Delimitation of the Study

We always search media economy. Because our knowledge

little. This delimitation of knowledge compels us to get

more and more. This motivates the researcher to explore the

use of particular compact disc. “Due to the increased

popularity of being a communication tool of the modern

technology, it is not surprising that many researchers have

examined why and how teenagers use CDs’ for gratification.

A strong believe is that Uses and Gratifications approach

explains the new media if the technology supports the

student’s desire”. This study can not empirically test

through qualitative approach. The research design is cross-

sectional not longitudinal.

2. Objectives of the Study

1. To explore the children’s using habits of computer

network with special reference to CDs

2. To document the TAM as an optional for children

in regard to children use regarding CDs.

3. LITERATURE REVIEW

The existing literature on the subject matter looks into the

work already done. Many studies have been declared

adolescent and children were affected by video games.

Aggressive behavior and video games have been found

correlated. Some aspect of performance has also been taken

by the children very interestingly. Analytical approaches to

cultivation have been remaining a focal field of

investigation of communication scholars. Video games are

totally new phenomena. It has been considered a tool of

entertainment. “The first Meta analyses (Anderson &

Bushman, 2001; Sherry, 2001) show there is a steadily

growing body of research looking at their impact on

players”. The prominence of violent content in many types

of games (Heintz-Knowles et al., 2001) and its potential

association with aggression has attracted particular attention

(e.g. Griffiths, 1999, 2000). “These researchers were of the

opinion that violent contents play a vital role in shaping the

mind of the children”. “It was noticed that the cultivation

theory of TV effects applied to the impact of video games

on perceptions of the world and attitudes of game players

(Griffiths, 1999, 2000; Sherry, 2001; Subrahmanyam, Kraut,

Greenfield, & Gross, 2001)”. Anderson and Dill (2000)

“looked at measures of crime likelihood and safety feelings

in their study of aggressive thoughts, feelings and behavior”.

“They are the main explorers whom research deeply snap

the idea of feelings and behavior of video gamers”.

Observers are of the opinions that video games format

beliefs and attitudes (Hawkins, Pingree, & Adler, 1987, p.

553; Hawkins & Pingree, 1990, p. 49; Shrum, 1995, p. 404).

TV viewers sees every thing on the screen and offer many

action to do along with many things no to do. “The higher

level of involvement may mean that violence in computer

games has a much bigger impact than violence on television

(Dill & Dill, 1998, p. 411; Griffiths, 1999; Anderson & Dill,

2000, p.772; Sherry, 2001, p. 411)”.

Many studies have shown that there is an association

between video games and their performance in school

(Harris & Wiliams 1985; Lieberman, Chaffee, & Roberts,

1988; van Schie & Wiegman, 1997; Roberts, Foehr,

Rideout, & Brodie, 1999; Anderson & Dill, 2000; Walsh,

2000). Social learning theories of aggression (Anderson &

Bushman, 2002; Huesmann, 1986; Patterson, DeBarysche,

& Ramsey, 1989) “have dominated most of the discussion

of video game violence”.

Japan has a unique characteristic which differentiates it from

others. Japan is more likely to pay attention in a situational

context as compared to West (Masuda & Nisbett, 2001;

Nisbett, Peng, Choi, & Norenzayan, 2001). Cultural

differences were the most important factor in giving

meanings and emotions. “As noted by Mesquita and Leu

(2007), whereas people in independent contexts view

emotional situations mainly from their own perspective . . .

people in interdependent contexts assess the emotional

meaning from the perspective of other people or a

generalized other” (p. 739). The most re cent studies found

that frequent exposure to video games increases crime. On

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 13

the other hand increased exposure may have caused crime

rates to decrease (Dahl and Dellavegna 2009; Ward 2011).

Educational value derives from a much broader variety of

learning opportunities (Nathan & Robinson, 2001). In fact,

every change in the mental organization of a person is

considered development, respectively learning” (Bjorklund,

2000).

Current mood state with the goal of reducing depressed

mood (Zillman, 1988). In particular, media which distracts

individuals from a depressed mood is more likely to be

selected (Dillman-Carpentier et al., 2008). Media is a

particular behavior which shows negative and dark contents

of video that contains the material. This type of situation

may be sought out by individuals with depressed mood

(Chen, Zhou, & Bryant, 2007; Nabi, Finnerty, Domschke, &

Hull, 2006; Strizhakova and Krcmar, 2007). Dillman-

Carpentier et al. (2008) suggest that depressed adolescents

may seek out media which is exciting including media with

violent content and that such media may improve depressed

mood.

People develop their own motives and needs to get their

gratification or find a solution for their problems, which

they meet through media consumption or non-media-based

activity (Lucas & Sherry, 2004). For example: “some people

play video games to meet their need of entertainment and

excitement, while others play video games to meet their

social needs”. The study by Ruggiero (2000) “shows that the

Uses & Gratifications theory has its starting roots in the

1940s where researchers studied why people kept listening

to certain radio shows”. The uses and gratifications theory

is, according to McQuail (1994), a sub tradition of media

effects research.

4. THEORETICAL FRAMEWORK

A set of reason from which hypothesis is deduced. It is a set

of systematic rational statement or content, which can

explain or predict social phenomenon is called theory. My

study is based on the following theories.

4.1 Cultivation Theory

It was presented by George Gerbner and gross (1976) at

amen berg school of communication at the University of

Pennsylvania. The theme of there is to study the effects

being produced by extensive use of TV programs. Gerbner

conducted on comparison of heavy & light viewers to

support his cultivation theory. Gerbner says, TV is creating

reality which is different from social reality. He further says

that average viewers watch TV four hours in a day. The

heavy viewer watches more. For heavy viewers TV

monopolies & replaces other sources of information idea &

communication. Again he said TV heavy viewers are likely

to be influenced by TV reality & by its reality gets

cultivation into the minds of heavy viewers.

The cultivation theory is a relative theory for my study as it

explains how consumers make the extensive use of the

compact Disc contents. It will be on the comparison of

heavy and light viewers of the CD are how the heavy user of

CD’s replaces other source of information idea and

communication.

4.1 Selectivity theory

Selectivity theory was developed by Headly Candril in

1940. The basic purpose of selectivity theory is to know

how people react towards the message and content of mass

media. There is a humbardment of information, education

and entertainment from mass media. So every human defend

him/her self from over flow of information and they are

filtering relevant information’s. The selectivity theory is a

relative theory for my study as it explains how consumers

make voluntary choice to use compact disc in specific

context in the presence of other medium.

4.2 Uses & Gratification theory

Uses and gratification is basically workout in the 1940s.

The revival was made in 1970s and 1980s. This approach is

the creation of social sciences paradigm. Media use and

fulfillment of individual psychological needs is the thrust of

the theory (Blumler and Katz 1974). Uses and Gratification

theorists argue that peoples need influence how they use and

respond to the medium.

Both the theorist argued that audience needs have social and

psychological origins which generate certain expectations

about the mass media. Leading to differential patterns of

media exposure draw both the gratification of needs and in

other consequences.

Compact disc is rapidly grown because this creates

interconnectivity between the users. This theory discusses

the potency of users need on the compact disc. Uses &

gratification of modern technology is more compatible as

compared to traditional media. People use media according

to their own needs and desires. They have received CD

media on their own and are exposing to the nature and

contents also according to required perspective.

4.5 New Media theory

This theory support the present study as the compact disc

was a new technology in the company of video cassettes and

audio cassettes as well as the computer, CD-ROM and

DVD-ROM are the new technology which replaces the VCR

and people like to watch movie on DVD for the improved

quality of picture and sound. And in this the people tended

towards the Compact disc in the presence of the other old

medium, and acquire the objects at faster rate.

4.6 Medium is the Message (1964)

Catchy phrases of Marshal McLuhan are very famous. This

phrase cited above is developed by Marshall McLuhan.

Medium embeds itself in the message, creating a symbiotic

relationship by which the medium influences how the

message is perceived. He emphasizes the notion in his famous

book, understanding media. He said that a medium affects the

society in which it plays a role not only by the contact

delivered over the medium, but also by the characteristics of

the medium itself.

4.6 The diffusion of Information

Through mass media we learn about innovation, discoveries,

accidents, assassinations, revolutions, and natural disasters.

How soon after these events we hear about them and what the

source of our informative where are question that preoccupy

those interested in the diffusion of information. It is noticed

that messages information travels and the communication

channels through which it spreads to a community of

receiver. Everett Rogers (1995) diffusion of Innovations,

defines diffusion as the process by which an innovation is

communicated through certain channels over time among

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 14

members of a social system (1995, p.5). CD’s are available as

different topic a variety of Iran ovations for information,

education of entertainment. People use CDs to expose

themselves to new way of having entertainment information.

5. Theoretical Statements

1. People use media.

2. People use print media.

3. People use electronic media.

4. People use media for information, education,

and entertainment purpose.

5. CDs and DVDs computers are also electronic

media.

6. People use CDs as medium for information

education and entertainment purpose.

7. CDs are used in different content,

entertainment, education information etc.

8. People expose to the various content of the

CD’s for the information purpose.

9. People expose to the various content of the

CD’s for the education purpose.

10. people expose to the various content of the

CD’s for the entertainment purpose.

11. Children use CDs for entertainment purpose.

12. Both use CDs for entertainment purpose.

13. Use of CDs fair influence children behavior

and other activities.

14. Use of CDs fair influence children educational

activity.

15. CD use influence children mental sharpness.

16. CDs use influence children attitude towards

their family members and class mates.

Conceptual explication of independent variable

The mass media use in a broader type which include all type

of electronic and print media with variety of concepts. We

can break these broad concepts down into related

dimensions. The following lower order concept can be

derived from the conceptual explication.

Here CD & DVD viewing is an independent variable which

includes a variety of content. By narrowing down this

concept we have got our desired dimensions. Following

lower order concepts can be derived from the conceptual

explication of CD viewing.

Here entertainment available in CDs is independent variable

which is available in a variety of contents. By narrowing

down the concept we have got our desired dimensions.

Following lower order concept can be derived from the

conceptual explication of entertainment contents of CD

viewing.

4.1 Exposure to CD’s entertainment contents

Conceptually it means the amount of attention an individual

pay while watching the entertainment programs on CD’s.

4.3 Conceptual explication of dependent variable

Under the study of new technology “usage of CD’s” is a

broad concept in view of its actual and real domain in

D.I.Khan society. Researcher explicated this dimension into

further relevant lower order concept of effect of CD’s on the

respondents. This concept is known is dependent variable of

this study. Researcher wants to observe the effects of CD’s

entertainment programs on the viewers.

4.4 Viewers of CD’s entertainment programs

This study will focus on children students studying in

private and government schools and young student’s users

of CD’s

6. ASSUMPTION & HYPOTHESIS

People who frequently use CD’s are socially more

isolated have minimum contacts outside of their

families and have less, outdoor activity

capabilities and opportunities,

People who infrequently use CDs tend to be more

outdoorsy type and are high on formal and

informal social participation.

People who infrequently use CDs tend to involve

more in families and friends where exchange of

views, opinions and information frequently

occurs.

People who paid more attention to the CDs

contents tend to be more aggressive and they

produce tensions and conflicts they became

sluggish. And because of these-unsatisfied needs

they are then intended to mass media

consumptions for "harmonizing, servicing.

Therefore

On the basis of literature review and theoretical

framework I have derived following Hypothesis:

Higher amount of CD’s usage will show

higher amount of exposure to different

contents of CD’s.

Higher amount of Exposure to CD’s contents

will show higher amount of attention paid to

different contents.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 15

Higher amount of attention paid to the CD’s

contents will show higher amount of effects

on their lives.

7. METHODS

Procedure

It is both descriptive and exploratory because the aim of the

study is to investigate the factors that consumption of CD’s

& Technology acceptance model. The data used for the

study is primary collected through structured questionnaire

distributed among the targeted population of D.I.Khan,

Khyber Pakhtun khawa, Pakistan. A survey based

questionnaire was used for data collection on this topic. The

methodology for survey was tested on buying center

members (children from class 5th

to 12th

) to explore different

facets of their buying behaviors. The population of the

research study consists of children studying in different

schools of Dera Ismail Khan City. A random sample of 310

buying center members both male and female who consume

CDs were frequently studied for examining different phases

of children consumption. The target population for the study

comprised of children using CD’s in the district of

D.I.Khan. Convenience method of sampling was used due to

the availability and accessibility of infinite respondents.

DATA ANALYSIS

The data is analyzed through both descriptive and inferential

statistics. Frequency distribution, measure of central

tendency and correlation matrix is used.

Research shows that 73.5% were and 26.4% were female

respondents of CDs Use respectively

Table 2: Age

Age

Frequ

ency

Perce

nt

Valid

Perce

nt

Cumulati

ve

Percent

Vali

d

6 to 7 20 10.4 10.4 10.4

8 to

10

146 75.6 75.6 86

>10 27 14.0 14.0 100.0

Total 193 100.0 100.0

Source: Researcher’s Analysis (2011)

The above table and figure shows that 75.6% users were in

age between 8 to 10 and 14 % were of age greater than 10

years and only 10.4 % were between the ages of 6 to7 years.

Consumption pattern of CDs among Children

Note: Categorization of Mean

1. 0--2.49 =Below

2. 2.50--3.49 = Average

3. 3.50--5.00 = Above average

Table in annexure shows that Mean scores on all the items

in the scale are above the Mean category of average (2.50--

3.49), showing that the consumption of Cds among children

is positive in all aspects of communication

Table and figure reveals that, 40.4 % respondents Use CDs

for entertainment, 30.1% often use CD’s for education and

24.9 % for information. Detail is given above.

The above Table depicts that , 39.9 % respondents are use

cds at their home, 34.7 % respondents at their school and

25.4 % respondents are using cds with friends .

8. CONCLUSIONS & RECOMMENDATIONS

According to the descriptive analysis of the study 73.5%

male and 26.4% female children are using CDs. About

75.6% of users are between the ages of 8 to 10, 14 % of

users are greater the age of 10 and only 10.4 % of the users

have age less than 6 to 7. Study concludes that Trust is the

most influencing factor on user’s adoption of CDs use.

Awareness

Awareness is the second most significant factor effecting

childrens adoption of CDs use Perceived usefulness has

come out to be the significant factor influencing upon

children behavior towards online CD use. The results are in

line with TAM which states that the extent of the adoption

of new technology depends upon its usefulness. Users will

adopt it if they found it useful. Security and Privacy is also

effecting significantly on users adoption of CD usage

Perceived ease of use is the only variable which did not

show a significant result.

Recommendations for further Research

The purpose of the study is to find out factors influencing

the consumption and adoption of CDs use in Pakistan with

special reference to Pakistan but there is still room to

conduct study from different perspective. Below are some

recommendations for future studies.

• This study has tried to find out the adoption

behavior of children users, there is a need to

investigate the intention of non-user toward CDs

use for instance old age people.

• The variables used in the study are adopted from

extensive literature review but it is also possible

that some others important variables were left out

so in future more theoretical proved variables

should be used to predict the adoption behavior

among children. Especially variables related to

culture should be used to predict behavior as there

is a marked difference between the culture of

developing and developed world.

• The study investigate the factors influencing the

adoption from the customers point of view but in

future detailed study should be carried out to

investigate from the producers point of view.

• In future studies larger sample size should be used

to investigate the customer behavior toward the

adoption as larger samples are more attractive to

evaluate the customer’s behavior.

• Since this study is carried out in geographical

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 16

boundary of D.I.Khan, there is a need to conduct

study covering different geographical areas. Also a

comparative analysis should be performed to

examine satisfaction of using traditional and

innovative CD use.

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Annexure

Items Always % Frequently % Occasionally % Seldom % Never % Mean Total

1 72 48.6 47 31.81 27 18.26 2 1.4 - - 4.277 148

2 96 64.9 43 29.1 6 4.1 3 2.61 - - 4.277 148

3 124 83.8 18 12.2 5 3.4 - - 1 0.7 4.783 148

4 108 73 34 23 5 3.4 - - 1 0.7 4.675 148

5 104 70.30 20 13.5 8 5.4 7 4.7 9 6.1 4.371 148

6 100 67.6 38 25.76 6 4.1 2 1.4 2 1.4 4.567 148

7 114 77.6 15 10.1 6 4.1 5 3.4 8 5.4 4.500 148

8 98 66.2 43 29.1 7 4.7 - - - - 4.614 148

9 88 59.5 55 37.2 4 2.7 1 0.7 - - 4.554 148

10 109 73.6 21 14.2 9 6.1 7 4.7 2 1.4 4.540 148

11 110 74.3 30 20.3 1 0.7 2 1.4 5 3.4 4.608 148

12 104 70.3 21 14.2 10 6.8 9 6.1 4 2.7 4.432 148

13 86 58.1 48 32.4 12 8.1 2 1.4 - - 4.473 148

14 122 82.4 25 16.9 1 0.7 - - - - 4.817 148

15 101 68.2 31 20.9 12 8.1 3 2 1 0.7 4.540 148

16 94 63.5 32 21.6 16 10.8 5 3.4 1 0.7 4.439 148

17 135 91.2 10 6.8 1 0.7 1 0.7 1 0.7 4.871 148

18 134 90.5 8 5.4 3 2 1 0.7 2 1.4 4.831 148

19 80 54.1 49 33.1 16 10.8 2 1.4 - - 4.939 148

20 74 50 49 33.1 23 15.5 2 1.4 - - 4.317 148

21 112 75.7 9 6.1 12 8.1 12 8.1 3 2 4.452 148

22 100 67.6 33 20.3 10 6.8 3 2 2 1.4 4.668 148

23 100 67.6 33 20.3 10 6.8 3 2 2 1.4 4.527 148

24 118 78.4 28 18.9 4 2.7 - - - - 4.756 148

25 126 85.1 21 14.2 - - - - 1 0.7 4.831 148

26 128 86.5 6 4.1 4 2.7 4 2.7 4 2.7 4.689 148

27 121 81.8 23 15.5 2 1.4 - - 2 1.4 4.763 148

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 18

A Study on Export Potential of Cotton from India

to USA

Dr. Kalpana Agrawal, Assitant Professor, Prestige Institute of Management and Research, Indore

Sandeep Gupta & Sharon Gill, Students, Prestige Institute of Management and Research Indore

RESEARCH ABSTRACT:

Export of textiles used to occupy commanding heights in

Indian economy. Cotton is an important fiber crop of India

which plays a dominant role in the country’s economy by

meeting the domestic and export demands and supporting

the livelihoods of millions of poor households. India

contributes as much as 8 per cent to total merchandise

exports and more than 2 percent to total GDP. It contributes

significantly to both agriculture and industry in terms of

farm income, employment and export earnings. India,

despite being the second largest producer of cotton in the

world, the present level of exports is not consistent and

exhibits high variations in volume and revenue earnings.

Cotton the most important commercial crop of India, often

referred as the White Gold consumes more than 45% of the

total pesticides used in our country. Exports of cotton have

been restricted by quotas, and the mill industry has been

subject to such regulations as the obligation to supply hank

yarn for Indian handlooms. These interventions have led to

stagnating cotton yields, rent-seeking activities,

manipulation of cotton statistics, and low profitability in

cotton mills offsetting the short-run benefits of inexpensive

cotton in India. If the data of last ten years are seen, lot of

fluctuations can be observed, though export of textile used

to make a formidable presence in Indian economy. In this

context, this paper analyzes the trend of export from 2001

onwards. This paper will help to know the changing patterns

of India’s textiles exports.

INTRODUCTION

Cotton holds a position of pride in the production of various

textile fiber fabrics. Over 70% of the global output of textile

is composing of cotton varieties. Cotton dominates India’s

spinning segments and accounts for more than 60% of the

value of yarn production. The history of cotton is as old as

the history of India. From time immemorial India was the

only country known for its cotton fabrics, the rest of the

world being clad in wood. Cotton in India is the “king of

crops” and is also the “white gold” of India. More than a

thousand years later , the great Greek historian Herodotus

testified than Indians processed “a king of a plant which

instead of fruit, produces wool of a finer and better quality

than that of sheep, of this the Indian make their clothes”.

USA is the world’s single biggest market for import of

cotton from India. USA is the second largest importer of

Indian cotton yarn. India has Negotiated with the US and

promised to increase its cotton exports in the coming years.

India is the 3rd

largest producer of cotton in the world with

production of around 20 million MT (approximately 11% of

the world production). It plays a vital role in the country’s

economy providing substantial employment and making

significant contributions to export earnings. Its contribution

to the Indian economy is manifested in terms of its

contribution to the industrial production, employment

generation and foreign exchange earnings. India is among

the world’s top producer of yarns and fabrics, and the export

quality of its products is ever increasing. The Multi Fiber

Arrangement (MFA) governed the world trade

in textiles and garments from 1974 through 2004,

imposing quotas on the amount developing

countries could export to developed countries. It expired on

1 January 2005. At the General Agreement on Tariffs and

Trade (GATT) Uruguay Round, it was decided to bring the

textile trade under the jurisdiction of the World Trade

Organization. The Agreement on Textiles and Clothing

provided for the gradual dismantling of the quotas that

existed under the MFA. This process was completed on 1

January 2005. However, large tariffs remain in place on

many textile products.

History of Cotton in India

The history of cotton can be traced back to domestication,

possibly as far back as 4500 BCE and cotton is very

complex and is not known exactly. Several isolated

civilizations independently domesticated and converted

cotton into fabric. Indian Cotton Industry was the precise

industry which fostered a humble beginning, attracting

budding Indian industrialists. In 1854 towards making that

dream into a reality, James Landon established the Broach

Cotton Mill, the first successful cotton mill in Bombay. The

first steam-driven cotton mill also went into production in

1856. 79 cotton mills were in operation by 1883, as Bombay

took the industrial lead. Establishment of cotton industry

was thus an initiation of a new history. The first mechanized

jute mill began operations in Bengal in 1855. Government

of India in October 1861 issued a waste lands order for the

purpose of encouraging the growth of cotton.

Hugh Mason, Chairman of the Board of the Manchester

Cotton Company in 1862, sought the impeachment of Sir

Charles Wood (1800-1885), Secretary of State for India.

Mason felt the Government of India was holding to a do-

nothing policy regarding the provision of greater supplies of

raw cotton to Manchester`s manufacturers. The Lancashire

Cotton Industry had emerged sufficient pressure on the

Secretary of State for India to have the Government of India

place a 5% tariff on Indian cotton manufactures in order to

allow British cotton goods to be more marketable in India.

64 jute mills existed in Bengal, with 36,000 looms

employing a total of 225,000 workers in 1913.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 19

At the start of the 2009/10 crop year, the world’s focus is on

India—as the world’s second-largest cotton producer,

consumer, and exporter, India commands special attention.

Cotton and the cotton textile industry have played a

fundamental role in Indian culture and trade throughout

India’s history—cultivation, spinning, weaving, and dyeing

of cotton in India date back at least 5,000 years. India's

cotton industry was finally stimulated towards

mechanization, and it could compete on the world

market once more. There is a still great diversity in

the traditions and methods used to produce cotton.

The first people in Eurasia to grow cotton for clothing and

towels and sheets were the Harappa people in India, about

2500 BC. It is well known because people wrote about

cotton in the Rig Veda, and that was written about 600 BC

in India. Egyptian farmers also grew a little bit of cotton, but

cotton never became very important in Egypt, where people

mostly wore linen clothing.

Government Initiatives

Government has restored DEPB benefits on cotton from

October 1, 2010 and cotton yarn from Cotton exports have

been placed on Open General License (OGL) category

without any export cap with effect from August 2, 2011.

April 1, 2011 to incentivize cotton and yarn exports

addressing the slowdown in the industry. The draft National

Fibre Policy prepared with a decadal perspective projects for

an increase in cotton production in the country from 325

lakh bales in 2010-11 cotton season to 433 lakh bales in

2016-17 with a surplus of 58 lakh bales.

The Technology Mission on Cotton was implemented in the

9th, 10th and 11th Five Year Plan with the vision to increase

cotton production by about 50 percent from an area of 90 lac

hectares by producing globally competitive clean high

quality cotton for domestic consumption and value added

export. During the period of implementation of the

Technology Mission on Cotton, cotton production increased

from 95.24 lac bales in 2000-01 to 325 lac bales in 2010-11

and area under cultivation in 2011-12 is expected to reach

120 lac hectares with India’s cotton exports increasing from

0.84 lac bales in 2000-01 to 80 lac bales in 2010-11. Mini

Mission- I on development of short duration, disease and

pest resistant varieties, improved water and nutrient

practices and development of integrated pest management

technology is implemented through a number of premier

Institutions in the country like Central Institute for cotton

Research (CIRCOT), Mumbai, Central Institute for cotton

Research (CICR), Nagpur and a number of Agricultural

Universities.

LITERATURE REVIEW

Singh (2007) described Indian textile industry has been

growing really well and Indian textile industry stand in the

world market` is stronger than ever with the quantitative

restriction on China. He said that India is in better position.

Many Indian companies have thought western brands which

have made penetration in the EU and the USA fairly easy,

further strengthening Indian exports, but we are facing stiff

competition from countries like Indonesia and Bangladesh.

Ahluwalia said that Apparel export contributes around 8%

to India’s overall exports and 48% to textile exports. It

exports to many countries but due to global recession, sales

are falling and thus, companies are cutting down on

employees.

Mukhopadhyay (2004) contended that in today’s world

which is packed with competition, every company has to

exhibit certain competitive advantage to outperform its

competitor. This can be in terms of cost cutting which is

displayed by Indian textile industry. Indian textile industry

can reduce its cost of non conformance and strengthen its

competitive position by focusing on customer orientation.

Nordas argued that the clothing industry is labor intensive

and it offers entry-level for unskilled labor in developed as

well as developing countries. As even the developed the

countries need this industry to be successful as it provides

jobs to many and finding an alternative job may be a

difficult task, also this is a low waste industry and a

dynamic and innovative sector, depending on which market

segment one focuses open.

RATIONALE OF THE STUDY

As the study is about export prospects of textile from India

to, there seems to be a gap in knowledge in terms of nature

of relationship between some critical important variables.

The prosperity of such variables need to be explored in

order to identify the export prospects of textile and to

highlight the approach of USA towards our country’s export

of textile. This study will help the exporters to identify the

growth of textile (cotton) market and its trade between India

and USA to know the future projections of the textile trade.

It is also helpful for the economist to know the demand and

scope of cotton yarn to USA from India. It would help in

knowing the future growth of this market and evaluating its

contribution to GDP of the country.

OBJECTIVES OF THE STUDY

To study and analyze the past 10 years(2000-2010)

statistical data of Indian cotton exports to USA.

To find the trend of export data of export of cotton

for five years (2011-2015).

RESEARCH METHODOLOGY

THE STUDY:-

The present study is analytical in nature and is based on

secondary statistical data to know about the potential of

export of cotton from India.

THE TOOLS:-

Tools for data collection:

The source for data collection was official websites of

export-import bank of India, texmin.nic

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 20

.in ,Wikipedia.com, research papers, journals, where the

data were compiled for the period of 10 years from 2000-

2010.

Tools for data analysis: The data were analyzed with the help of trend analysis

method.

The formula used was:

Y= a+b(x)

Where,

a=constant

b=variable

X=number of year

Y=result

Where, the year was taken as independent variable.

TREND ANALYSIS

Table -1.1 Showing the Total Export of Cotton Yarn to

USA (in rupees) and its future trend.

Year Values Growth/De cline % Trend

2000-

2001 54,217.07 50,535.86

2001-

2002 39,992.06 -26.24 48,170.30

2002-

2003 51,570.98 28.95 45,804.74

2003-

3004 41,374.99 -19.77 43,439.18

2004-

2005 35,235.75 -14.84 41,073.62

2005-

2006 40,177.30 14.02 38,708.06

2006-

2007 45,794.02 13.98 36,342.51

2007-

2008 34,254.30 -25.20 33,976.95

2008-

2009 30,331.02 -11.45 31,611.39

2009-

2010 25,960.95 -14.41 29,245.83

2010-

2011 26,880.27

2011-

2012 24,514.72

2012-

2013 22,149.16

2013-

2014 19,783.60

2014-

2015 17,418.04

398,908.44

Graph 1.1 Showing the trend of export of Cotton from

India to USA

RESULT

In table 1.1 the year- wise exports in value (rupees) have

been depicted. During 2000-01 India exported cotton of

value 54217.07(rupees). In 2001-2002 India’s export of

cotton decreased in value by 14225.01. But in 2002-2003 a

spurt was observed in India’s export of cotton to U.S.A. in

value by 34834.08 or by 28% because of increased

production and rise in demand for cotton in the

international market particularly in U.S. While in 2003-2004

India export of cotton again declined in value to 10195.99.

In 2004-2005 also India’s export of cotton continued to

decrease in value which remained 6139.24 but in 2005-2006

India’s export was found to go up in value to 4941.55. And

again the increasing trend was observed in respective year (

during 2006- 2007), i.e. India’s export of cotton increased in

value to 5616.72 though it fell deadly before but during two

financial years i.e during 2002-2003 and 2005-2006 it

picked up and a significant growth in the export of cotton

was observed.But again it could not keep it and during

2007-2008 India’s export of cotton registered a negative

growth, decreased in value to 11539.72 or -25%. In 2008-

2009 India’s export of cotton remained stable showing

declining trend, in value 3923.28. In respective period

2009-2010 again India’s export of cotton showed declining

trend,i.e.steady condition prevailed, decreased in value to

4370.07.

FUTURE TREND

The table 1.1 shows the future trend of export of cotton from

India to USA for the period of 2011-15,wchich is a linear

trend.The trend clearly indicated that form 2011 the export

of cotton has continuously went on decreasing. In 2010-11

India’s export of cotton was estimated in value to 26880.27

(rupees). In 2011-12 again India’s exports of cotton

decreased in value 2365.55. Further also during 2012-13

India’s exports of cotton will register negative growth in

value 2365.56. In 2013-14 India export of cotton will be

0

10000

20000

30000

40000

50000

60000

20

00

-20

01

20

02

-20

03

20

04

-20

05

20

06

-20

07

20

08

-20

09

20

10

-20

11

20

12

-20

13

20

14

-20

15

Series1

Linear (Series1)

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 21

decreased in value to 2365.56.Agian it is predicted to show

similar declining trend during 2014-15 also, in value

2365.56.

DISCUSSION

As it is seen in the table , during 2001-02 there was a

decline in the exports of cotton by -26.14%, while in 2002-

03 there was a skyrocket observed in export of cotton by

28.95% which was remarkable, but in 2003-04 it again went

down by -19.77% and during 2004-05 it continued to

decrease but with a little improvement i.e. by -14.84%

respectively. In 2005-06 and 2006-07 there was further a

jump was observed in cotton export by 14.02% and 13.98%

respectively. But it could not keep it rising and again fell

very pathetically during 2007-08 i.e. by -25.20%, and

continued to show declining trend but with little

improvements during 2008-2009 by -11%,i.e. it picked up

from previous period, while during 2009-10 it showed more

negative growth i.e.( -14.41) respectively.

The trend has shown fluctuations in the export of cotton

yarn to USA in the past years as shown in the table and

graph. During 2001 round the year supply,i.e. large volumes

of cotton production, lower prices and reduction in trade

barriers as a result of WTO negotiations had boosted the

export of cotton. Further it has been observed in the graph

that the trend value of the commodity is continuously

decreasing in the respective years but there is a need to take

necessary measures like surplus production,decreasing basic

price, uplifting the quality, keeping a check on domestic

consumption, adaptation of counter trade practice etc.The

probable explanations that can be given for lower exports to

U.S.A.experienced during 2008 could be due to U.S.

government support to their farmers, and U.S. farm

programs operated as designed and supported farmers to

react to market signals and thus U.S. share of import from

India declined,in 2009-10 again the yield of cotton had

dipped so exports too dipped.In coming years again( 2013-

15) there will be a continuous decrease in the value of

cotton which will affect worst the India’s export. This

continuous decline in export of cotton yarn to U.S.A. which

has been depicted in the given table 1.1.will affect India’s

brand image world over.Also the decreasing value has

affected the net inflow considerably to have an adverse

balance of payment throughout the period of 2001 to 2010.

The above analysis states that the cotton yarn exports to US

are tremendously fluctuating. The following are the reasons

for the declining of export of cotton :-

India use poor technology that cannot compete with high

tech international companies for export of cotton yarn.

Indian exporters should reduce the basic price of the

commodity so as to gain a competitive advantage over

other countries.

Quality measures should be taken with great care.

It has limited production capacities because the

investment level in this particular sector is not up to the

mark.

Low yields of cotton due to poor farming operations or

techniques. And its uses old techniques as compared to

the modern mechanism..

There should be proper market segmentation targeting and

positioning.

CONCLUSION

Although India occupied 3rd

position and it was one of the

mainstays of the national economy, but it holds competition

with china which holds number 1 position in cotton

production. The Indian textile industry has a significant

presence in the Indian economy as well as in the

international textile economy. In the world textile scenario it

is 2nd

largest producer of silk and third largest producer of

cotton. The Indian textile industry is currently one of the

largest and most important sector in the economy in terms of

output foreign exchange earnings and employment in India.

India’s presence in global textile industry may grow swiftly

which gives clear indication that in coming years Indian

textile industry will reach US $ 100 Billion by

2015.However, with the Indian government policies it can

once again register the growth in future.

SUGGESTIONS

The cotton policy for export should be cohesive and

revived every year.

Exporters should give more emphasis on upgrading the

quality as per the international standards.

To enhance manufacturing capacity in this sector the

training and education should be provided to labours.

Mansoon failure is a major cause to affect the cotton

production and its prices,so farmers should be given

full support by the Indian government.

The India should boost its R&D for this sector.

The demand for cotton should be explored in the

countries where it is likely to be very high.

India should maintain a competitive edge by focusing

upon the quality of goods, pricing and by meeting the

deadlines for timely export of goods.

Cotton industry should adopt the standards of

ISO9000-14000, so they become easily acceptable in

the international market.

The laws regarding the textile industry and its export

should be improved.

To develop global acceptability of Indian cotton, trade

facilitation centers for Indian image branding should

be setup.

Govt. should be more flexible for development

schemes like loan schemes,storage facility including

rebates like custom duty,excise ,tax incentives,

subsidies etc.

To deal with competition would be a major force to

contribute as during clearing,winding,the yarn for

warping,weaving or kintting,it gets deteriorated may

be in strength,elongation,hairiness and have substantial

influence on the final properties of yarn,so such textile

technologist should be trained well.

To attract FDI in textiles and machinery some policy

should be devised as it can be important drive of

India’s growth. It is bear fact that export lead growth

of economies have proved to be robust, thoughThere

are many schools of thoughts that state that export lead

growth brings unnecessary evils into the economics

system of a country.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 22

IMPLICATIONS OF THE STUDY FOR EXPORTERS FROM INDIA

The study would help the exporters in identifying the

potential of exports in US market, to know about the global

competitors, new improvements in these components etc. It

would help them in knowing the reasons behind the decline

of exports of these components in US markets. It becomes

easier for the exporter to identify the new markets for their

respective variety of product and to prepare for the supply as

future export trends are predicted. At last, it will also help

them in understanding the current scenario of this industry.

FOR RESEARCHERS

The study being exploratory in nature highlights some area

where researchers can carry on further study to understand

the working of components industry. Further research can

be undertaken to identify the factors that play a significant

role in affecting the demand and supply for various

components in the international market. Research can also

be undertaken to determine if the problems in these

components sales are duty poor international marketing

strategies, low quality, inadequate packaging, and

infrastructure problems.

INDIAN COMPANIES

By the result of the report, companies feel the need of

improving the production line with the help of required

modernization. Company, after going through report, would

know, to what extent R&D is required, which type of

marketing, distribution, and pricing strategies to use as per

the demand. The Indian companies can easily decide that

how much investment should be made for the export. By

this research, the Indian cotton yarn companies easily know

the growing product, growing area of export, where should

the company should increase the export amount.

FOR GOVERNMENT

The study will also be beneficial for governmental bodies

like automotive components manufacturers association

(ACMA), Indian components industries etc. It would also

help them in identifying the reasons behind decline in

certain markets and to know the current situation of this

industry. On the basis of this report these governments

organizations will be able to formulate the strategy which

when implemented will help in boosting the export of these

components.

FOR STUDENTS OF FOREIGN TRADE

The student of foreign trade, who are interested in exploring

about industry, export of cotton from India to USA, can

know the current scenario of these components trade, global

competition and potential. The study would act as a guide

for them in further study. Particularly the students who are

interested to know about the export of cotton yarn, this

research paper will be very helpful to them.

REFRENCES:

Webliography

Singh, J.M. (2003).Case study was retrieved from

www.casestudiesonline.com on 12/3/12 at 2.30P.M.

Shah, s (2005) Indian cotton yarn export- case study was

retrieved fromwww.icmrindia.org,

on 12/3/12 at 3.00P.M.

Bailey, S.R. (2001) research paper was retrieved from

www.ageconsearch.umn.edu.com,on

14/3/12 at 10.A.M.

Sharma, gulnar (2010) major research project was retrieved

from www.project.com on 2/4/12 at 12.30P.M.

www.docstoc.com

www.ideas.repec.org.co.in

http://texmin.nic.in

http://en.wikipedia.org/wiki/King_Cotton

www.economywatch.com/world_economy/.../export-

import.htm

r0.unctad.org/infocomm/anglais/cotton/market.htm

http://www.indianmirror.com/indian-industries/cotton.html

http://india.textilenews.org

***

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 23

Potential of India-China Bilateral Trade Relations:

A Trend Analysis

Dr. Kalpana Agrawal, Assistant Professors, PIMR Indore &

Raksha Thakur, Sunil Golani, Students BBA (Foreign Trade), PIMR Indore

Abstract

Many countries create business opportunities for themselves

by integrating their economies to avoid unnecessary

competition among themselves and to avoid competition

from other countries. These arrangements come under

regional economic integrations, popularly known as bilateral

trade relations when it is between two countries. Trade

regionalism, through regional cooperation and integration in

the form of bilateral trade relations, are rising globally, and

have become a very prominent feature of Multilateral

Trading Systems. The overall number of bilateral

relationships between countries in force has been

increasingly steady and many more are under negotiation.

Since India and China are both neighboring countries, two

fastest growing countries in the world and have been a base

for many studies, it will be very interesting to study the

bilateral relations between both the countries. The study will

be analytical in nature, based on secondary data i.e. trends

of exports and imports of both India and China. On the basis

of the trends, the potential of India China Bilateral Relations

has been forecasted in this paper.

Keywords: India, China, Bilateral Trade Agreement

Introduction

Bilateral trade agreements are agreements between

countries where one country gives preference to certain

countries in commercial relationships, facilitating trade and

investment between the home country and the foreign

country by reducing or eliminating tariffs, import quotas,

export restraints and other trade barriers.

Bilateral trade agreement is defined in Business dictionary

as “The exchange of goods between two countries, Bilateral

trade agreements give preference to certain countries in

commercial relationships, facilitating trade and investment

between the home country and the foreign country by

reducing or eliminating tariffs, import quotas, export

restraints and other trade barriers. Bilateral trade agreements

can also help minimize trade deficits”. A bilateral trade

agreement usually includes a broad range of provisions

regulating the conditions of trade between the contracting

parties. These include stipulations governing customs duties

and other levies on imports and exports, commercial and

fiscal regulations, transit arrangements for merchandise,

customs valuation bases, administrative formalities, quotas,

and various legal provisions.

All countries that sign a bilateral trade agreement are

mutually benefitted the economic gains from international

trade are improved when many countries or regions agree to

a mutual reduction in trade barriers. Mutual reductions in

trade barriers may reduce political opposition to free trade in

each of the countries involved. China has Free Trade

Agreement with some other countries like Korea, Japan,

Australia, and New Zealand. India has Free Trade

agreement with some other countries like Indonesia,

Malaysia, Thailand, and Singapore. India china bilateral

trade started in 1950 and reached US$ 61.7 billion in 2010.

History of India-China Economic Relations The contacts between India & China started somewhere

during 2nd

century B.C. as per the official website of Indian

embassy. Such contacts developed because of the

introduction of Buddhism into China from India. The

‘Hindi-Chini Bhai Bhai’ phase of 1950s witnessed a further

strengthening of the commercial ties between India and

china. The governments of the two countries at that point of

time were identifying the common trade interests and efforts

were made to further strengthen the economic relations

between India and China. On entering into an agreement,

China and India were provided with the status of Most

Favored Nation in the year1984, which lead into a matured

trade relation between the both countries in 1992. The year

1994 marked the beginning of a new era in the China-India

economic relations and a Double Taxation Avoidance

Agreement was signed between India and China. The

governments of both the countries also took the necessary

initiative to turn into partners in the Association of

Southeast Asian Nations (ASEAN).

Both India and China hold same positions in the global

economic scenario. This in turn has further improved the

economic relations between the two countries. China has

already been the top trading partner of India in the recent

time. The economic relation between the two countries is

considered to be one of the most significant bilateral

relations in the contemporary global economic scenario and

this trend is expected to continue in the years to come. In

2003, China and India entered into an agreement to initiate

open border trade via the Silk Route. The two countries

have also shown interest to take part in a multilateral trade

system as per the WTO commitments. In 2003, Bangkok

Agreement was signed between the two countries both

China and India offered some trade preferences to each

other in that agreement. India provided concessions on 188

products exported from China. On the other hand, China

provided preferences on tariff for 217 products exported

from India. The economic relations between the two nations

is improving aid by the flourishing IT and ITES sector,

biotechnology industry, health sector, and financial sector.

In 2008, China emerged as the largest trading partner of

India and the two countries have also attempted to extend

their strategic and military relations.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 24

As per the information provided by the Indian embassy,

Beijing India and china have had ancient civilization contact

and in recent times, the process of development and

diversification of bilateral relations has gathered pace. The

focus is on enhancing beneficial cooperation while at the

same time addressing differences. In 2009, the strategic and

cooperative partnership for peace and prosperity between

the People's Republic of China and the Republic of India

maintained the impetus of all-round growth. Bilateral

friendly exchanges and cooperation in various fields were

further expanded. The two countries maintained close high-

level exchanges and enjoyed growing political mutual trust.

Positive trends in the bilateral trade have been particularly

shaped by the economic reforms on both sides and search

for new business partners taking place. Some examples of

China trade with other neighbors’ like Japan and South

Korea has increased respectively from US$16.8 billion and

US$0.7 billion for 1990 to a whopping US$99.6 billion and

US$36.2 billion for 2002, making them each other’s most

valued trade partners. China’s combined trade with Japan

and South Korea reached US$212 billion for 2004. For the

same period, China’s bilateral trade with India grew from

US$0.2 billion for 1990 to US$5 billion for 2002, though it

has increased much faster since then reaching US$7.6

billion for 2003 and US$13.6 billion for 2004.

India-China bilateral trade which was as low as US$ 2.92

billion in 2000 reached US$ 61.7 billion in 2010, Making

China India’s largest goods trading partner. Again as per

Indian embassy in 2008, bilateral trade stood at US$ 51.8

billion and China became India’s largest goods trading

partner and replacing the United States of America. By the

end of 2009, as a result of the world economic downturn,

bilateral trade dropped .However, in 2010 bilateral trade

reached a growth of 43%. In the first 8 months of 2011,

India-China bilateral trade reached US$ 48.17 billion. The

trade deficit for the first 8 months has already reached US$

16.8 billion.

The study is mainly based on India china trade flows and

relations which is carried out to draw a glimpse of trade

between the two countries which will find out potentials of

two world’s biggest trading majors. It is useful for importers

and exporters as well as various government agencies. It

will also help new entrepreneurs who want to join this area

of business. The research work will be of great concern and

important for the importers and exporters to understand

business working between both the countries.

Literature review The Hindus- news- international- Beijing, January 27, 2011,

Ananth Krishnan

Figures released for last year showed that bilateral trade in

2010 reached $61.7 billion, with Chinese exports to India

touching $40.8 billion. This marked a 43 per cent jump in

trade volume from last year, when the recession reduced

two-way trade to $43 billion. In 2008, China became India's

largest trade partner with $51.8 billion in bilateral trade.

M. K. Venu, “Strategic cooperation defines our ties”,

[interview with Chinese Ambassador Sun Yuxi], The

Economic Times (New Delhi), September 22nd 2005, p. 10.

China-India relations starting with an extremely slow pace

with an annual turnover of only a few million dollars, and

then staying on the margins for much of the 1980s, their

trade has gradually come to occupy the centre stage of their

interaction. The target of reaching US$20 billion in bilateral

trade by 2008—set by the two prime ministers in their

meeting in Delhi in April 2005—is now expected to be

reached before end of 2005. Similarly, the target of US$30

billon of bilateral trade set for 2010 is now expected to be

reached by 2008.

“India: the world’s 4th

largest economy: World Bank”, The

Indian Express (New Delhi), June 16th 2004, Citing the

World Bank’s annual report Word Development

Indicators 2004, it shows that the largest five states in terms

of purchasing power parity stood at US$10,414 billon

followed by China at US$5,792 billion and then Japan at

US$3,481, India at US$2,778 billion and finally Germany at

US$2,226 billion.

China and India today represent Asia’s two largest and most

dynamic societies which are emerging as new trend setters

in international relations. Especially, with their annual GDP

growth rates standing respectively at 9.1% and 8.5% for

2003 and at 9.5% and 6.9% for 2004, China and India have

since come to be recognized as the fastest growing

economies, China and India have already become

respectively the second and fourth largest economies of the

world surpassing developed countries

“Indo-China Trade Relations”, Indian Economy

Overview (Internet Edition) at

http://www.economywatch.com/world_economy/china/indo

-china-trade-relations.html.

Apparently, policy-makers from both sides have begun to

increasingly focus on the social and political spin-offs of

their bilateral trade. The last five years have witnessed

China-India trade quadruple and the expectation that it will

reach US$30 billion by 2010 appears increasingly credible

Objectives

1. To find out value of total exports from India to

China

2. To find out value of total imports into India from

China

3. To find out the potential of exports from India to

China

4. To find out the potential of imports into India from

China

5. To suggest policy measures to improve the bilateral

relation between both the countries.

Methodology

It is an analytical bilateral relationship between the countries

and to provide suggestion for improvement. Statically data

of export and import of goods from 1999 to 2008 have been

taken as sample. The data collected for the research is

secondary data. The source for data has been collected from

different websites. The secondary data collection had proved

advantageous with a lot of time money being saved and

better states the problem/study, to suggest improved

methods or further data that should be collected and to

provide comparative data for interpretation. The study

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 25

contains the trend analysis of export and import of both the countries.

Tables and graphs showing trend

Year Export in Billions US$ Trend

2005-06 103.09 103.09

2006-07 126.414 126.414

2007-08 163.132 163.132

2008-09 185.295 185.295

2009-10 178.751 178.751

2010-11 251.135 251.135

2011-12 260.4637

2012-13 286.9698

2013-14 313.4759

2014-15 339.982

2015-16 366.4881

Table1: Exports and Trend in near future.

Fig 1: Trend of existing exports from India to China.

Year Import in Billions US$ Trend

2005-06 149.165 149.165

2006-07 185.735 185.735

2007-08 251.654 251.654

2008-09 303.696 303.696

2009-10 288.372 288.372

2010-11 369.769 369.769

2011-12 401.281

2012-13 441.7596

2013-14 482.2382

2014-15 522.7168

2015-16 563.1954

Table2: Imports and Trend in near future.

0

50

100

150

200

250

300

350

400

450

Export in Billions US$

Export in Billions US$

Linear (Export in Billions US$)

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 26

Fig 2: Trend of existing Imports to India from China.

In the year 2009-2010 both the export and import shows a downward growth because of the economic downfall in that year.

Export and import of both the countries is showing an upward trend. Both import and export will get to a new place in near

future.

Year Import growth in % Export growth in %

2005-06 33.76 23.41

2006-07 24.52 22.62

2007-08 35.49 29.05

2008-09 20.68 13.59

2009-10 -5.05 -3.53

2010-11 28.23 40.49

Table3: Export Import Growth Rate from 2005-06 to 2010-11

Fig 3: Export Import Growth Rate from 2005-06 to 2010-11

Suggestions

1. High level commitment and involvement with

government is necessary. Government should

simplify the policies according to the convenience

of the exporter.

2. Assistance to exporters should be increased and

simplfied to help exporter get more export orders

from an overseas client.

3. Export development programs should be organized

at different levels for identification of the industries

and services where china offers sustainable

competitive advantage for Indian Investments.

4. Strategies and plans of action should be made by

Government of both countries for promotion of

trade and for improvement of economic

cooperation between the two countries.

0

100

200

300

400

500

600

700

Import in billions US$

import in billions us$

Linear (import in billions us$)

-10

0

10

20

30

40

50

2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Import growth in %

Export growth in %

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 27

5. New and Emerging potential areas should be

identified where India has a competitive Edge over

China so that we can Increase our Exports to china.

6. Trade constitutes a considerable share in the

national exports. Keeping in view the importance

of business relationship in the international export

items, concerted efforts are required to be made to

further promote the trade relations.

7. There is a good scope for India to take advantages

of the new trade opportunities for promoting the

trade. This can be achieved if the policy is made as

per the requirement of international markets by

increased investment in research and developments

coupled with market friendly trade policies.

Conclusion

India’s import from china has accelerated significantly in

the past decades. Imports has been increasing at a very fast

pace while exports have increased but at a slow pace. India

is growing from a developing country to a developed

country. So its import requirement are growing at a very fast

pace. As a trading partner China is the 2nd

largest trading

partner of India after USA.

At this growth rate China will be India’s largest trading

partner in the next few years overtaking USA. Major items

of exports from India to China are Iron Ore, Cotton raw

including waste, Non-ferrous metals, etc. Major items of

India’s imports from China are Electronic goods, Non-

electrical machinery, Iron and steel, Organic chemicals, etc.

The policy suggestions should be implemented so that the

trade and trade relation between both countries strengthen

further and in future India and China, two fastest growing

economies emerge as the most powerful and developed

countries of the world.

Reference

www.google.co.in dated 2/3/2012

www.commerce.nic.in dated 2/3/2012

www.dgft.gov.in dated 2/3/2012

www.investopidia.com dated 2/3/2012

www.indianembassy.org.cn dated 2/3/2012

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 28

Female Farmer’s Views to Leave Farming - A

Study of Rural Area of Sikkim in North- Eastern

India

Nidhi Dwivedy (A Research Scholar), Niranjan Upadhyay (Professor), Ajeya Jha(Professor, H.O.D.) at

Sikkim Manipal Institute of Technology (SMIT), Management Department Majitar, Sikkim, India

ABSTRACT

The present study has analyzed the existing information about

female farmer’s views to leave farming in the rural area of Sikkim

in North- Eastern India and made an endeavor to find out the

reason behind that feeling. The paper has been concluded with

some points of suggestion so that food security can be increased by

making the farming sector more income generating with the aim to

retain female farmers. It will also help in improving the

stakeholder’s efficiency in discharging their activities. In the

region despite majority of the population is dependent on

agriculture sector, still it is in the evolving shape and poses a

variety of challenges. The contribution of women in this noble

sector is although enormous yet invisible and does not get counted

for much. Social science research in the state of Sikkim is

inadequate despite several incentives provided by the state

government. Nowadays, with voluminous amount of public

expenditure on women empowerment schemes, we cannot ignore

this issue thus making it unavoidable to empower them also with

the intention to fully utilize their caliber in this field. Keeping this

in mind, data was collected from 230 female farmers through

interviews using a pre-designed schedule from 24 circles from all

the four districts of Sikkim State. Based on their subjective

judgments, female farmer’s views have been measured and

analyzed using the Statistical Package for the Social Science

(SPSS). Some descriptive statistics, such as percentage, mean,

standard deviation as well as one sample t-test of inferential

statistics is used to interpret the data. The findings of the study

revealed that significantly more number of sample female farmers

on an average feel proud of their contribution in farming but hold

the view of leaving farming. Results pertaining to these findings

have been discussed in this paper.

KEYWORDS: Female Farmers, Views to Leave Farming,

Rural Area, Sikkim.

INTRODUCTION

Women play a distinctive role in shaping the rural economic

activities and earning a livelihood. India is agriculture

dominated country and most of manual operations like

sowing, weeding, transplanting, harvesting, threshing and

winnowing and even marketing of agricultural produce are

being done by women. Their contribution to the rural

economy is enormous. In rural India, agriculture and allied

industrial sectors employ as much as 89.5% of the total

female labour (Asia's women,2006). In overall farm

production, women's average contribution is estimated at

55% to 66% of the total labour. According to a 1991 World

Bank report, women accounted for 94% of total

employment in dairy production in India. Women constitute

51% of the total employed in forest-based small-scale

enterprises (Asia's women, 2006).

Actuality, the social, economic and cultural conditions of

the area determine women’s participation in home and farm

activities. The nature and extent of women’s involvement in

agriculture, no doubt, varies greatly from region to region

and within a region, their involvement varies among

different farming systems, castes, classes and socio-

economic status. But regardless of these variations, there is

hardly any activity in agricultural production, except

ploughing in which women are not actively involved

(Swaminathan, 1985). In some of the farm activities like

processing and storage, women predominate so strongly that

men workers are numerically insignificant.

However, the Indian Himalayan region (IHR) displays a

different picture in land use pattern and its dependency on

agricultural land. The Himalayan people have traditionally

practiced integrated agriculture, balancing cultivation, agro-

forestry, animal husbandry and forestry. The dependency on

its limited arable land is marginally higher in the IHR as

cultivators and agricultural labourers together comprise

about 59% of total workforce in the region (Nandy and

Samal, 2005).

Agriculture not only in India, but world over especially in

developing countries, depends on monsoon because in these

countries irrigation facilities are not fully developed. For the

sake of industrialization and urbanization, more and more

trees have been cut, leading to global warming and causing

imbalance in climatic conditions thereby making farming

occupation even harder. Himalayan glaciers are also

receding at the fastest rates in the world due to global

warming, threatening water shortage for millions of people

particularly in India, China and Nepal. Indian agriculture is

prone to all possible hazards which often end up in disasters

thereby making rural life miserable and forcing people

(especially male population) to shift to the urban areas in

search of earning a livelihood thereby leaving female

population behind. India's population is currently in excess

of 1.1 billion people and predictions state that by 2050, the

population will have grown by another 500 million (UN

2008). This increase in population will undoubtedly lead to

increase in demand for food and also put further strain on

resources which are already overstrained, especially when

coupled with the impacts of climate change. The widespread

affect that climate change is expected to have on agriculture

and rural livelihoods will lead to even greater migration

from rural areas to urban, further straining resources in these

urban centres also (Liggins 2008).

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 29

Climate change will lead to increased hardship for India's

poorest women. Women in India, especially in rural areas,

are often responsible for providing daily essentials such as

food and water. When climate change related disasters

strike, researches have shown that the workload of women

and girls increases, thus leading to their exclusion from

opportunities like education and a diminishment in their

equal participation in development. For example,

deforestation increases the time women need to spend

looking for fuel. Researches have also shown that women

have fewer means to adapt and prepare for extreme weather

conditions. Many poor women are also actively engaged

in agricultural activities, including paddy cultivation and

fishing, that will be affected by changing weather patterns in

India; loss of livelihood will increase their vulnerability and

marginalization (UNDP 2007/8).

Resources are the key considerations for rural livelihoods.

Rural households negotiate their livelihoods by obtaining

access to land, labour, capital, knowledge and market, which

leads to enhanced family well-being and sustainable use of

resources (Valdivia and Gilles, 2001).

But, in most developing countries, there is a patriarchal

system of social setting. In this tradition, men hold the

sovereign power to control households and society as a whole

while women are ascribed to a lower hierarchy compared to

men (Balk, 1997). The historical deprivation of women

socially, legally, politically and technologically aggravates

their positions and they are subordinated as a production unit

for bearing and rearing children (Ahmad, 2001). Here, lower

hierarchy is seen as inequality & practices adopted against

them in their rights as compared to men. It is very important

to remove them from the society to get the complete result of

the policies & also to make all the members of the society to

contribute equally in the development process. Tamale (2004)

argues that the non-recognition of women’s labour for

domestic chores is reinforced by the unequal allocation of

resources. Thus, the lack of access to and control over

productive resources is the main factor limiting women’s

equal participation in economic activities, thereby hampering

the human development process (Acharya, 2003).

Generally, the access of women to productive resources and

education is very low in developing countries as properties

are owned by men. Babangida (1986) noted that, a nation

cannot truly develop if her women remain illiterate,

unskilled and unable to harness resources in their

environment and actually operating below their potential. It

is the ability to harness the resources in the environment and

improve on such environment that is the hallmark of

development and most women cannot contribute effectively

to development with the limited or basic education they

acquire. Of course, high-powered education is available for

the women but in poor families a very few of them have

access to it. The resultant effect is what has been

called”genderization of poverty” (Suara, 1996). It hinders

their contributions in the dimensions required for

sustainable development. Researches have shown that when

women are supported and empowered, it helps in improving

the health of their families, improving the education of the

children, increasing the agricultural productivity and

ultimately increasing their income. In short, communities

become more resilient.

Torado (1981) is of the opinion that, development should be

comprehended as multidimensional that would involve

institutional, social and attitudinal change. In view of these

perceptions of development, to be able to make a significant

impact, the women must understand the dynamics of the

existing structures and appreciate the need for change and

the direction and special technical skills that are necessary

tools of action.

Some historians believe that it was woman who first

domesticated crop plants and thereby initiated the art and

science of farming. While men went out hunting in search of

food, women started gathering seeds from the native flora

and began cultivating those of interest from the point of

view of food, feed, fodder, fiber and fuel (Prasad and Singh

1992).Women have protected the health of the soil through

organic recycling and promoted crop security through the

maintenance of varietal diversity and genetic resistance.

Therefore, without the total intellectual and physical

participation of women, it will not be possible to popularize

alternative systems of land management to shifting

cultivation, arrest gene and soil erosion, and promote the

care of the soil and the health of economic plants and farm

animals.

Social science research in the state of Sikkim is

inadequate The place researcher selected for study is particularly

important because social science research in the state of

Sikkim is inadequate despite several incentives provided by

the state. There are many reasons for this - including the fact

that English education started off late and there are no

secondary and senior secondary boards in Sikkim and the State

is fully dependent on Central Boards. Very few scholars from

North Bengal University and other universities have

undertaken research on the socio-political and economic

aspects of Sikkimese women. Published materials available in

the market are based on visits to Gangtok but are not based on

field-work analysis. This study will help in filling this gap.

FARMING STRATEGIES ADOPTED BY THE AGRICULTURE

DEPARTMENT IN THE STATE

The state has a target of converting it into a fully organic

state by 2015. In this regard, the Department has started a

lot of measures to replace the chemical fertilizers by using

bio fertilizers and organic manures. Effective

Microorganism (EM) technology in production of compost

and bokashi and bio-pesticide is being propagated among

the farmers in technical collaboration with MAPLE

ORTECH, Dehradun to give boost to organic farming in

Sikkim. Integrated Pest Management (IPM) technology is

being practiced to control the pests. Predators are produced

in Sikkim State IPM Lab and are released in the farmers’

field as and when required. The Government has set up a

livelihood school also on organic farming at Tadong,

Gangtok .This is first of its’ type in the country. Participants

will be given 3 months training on organic farming

processes. Trained youths will go to villages and assist

farmers at village level. Popularization of HYV seeds,

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production of quality seeds, mixed cropping, pest

management through Farmers Field Schools (FFS),

recycling of farm waste for compost production, soil

reclamation by liming, seed treatment campaign and

integrated farming through watershed approach are some of

the strategies adopted by the Department in the state.

Mechanization has varied connotations. While in the

developed world it tends to be synonymous to automation

but in developing countries, like India especially in hilly

areas, mechanization means any improved tool, implement,

machinery or structure that assists in enhancement of

workers’ output, multiplies the human effort, supplements

or substitutes human labour, avoids drudgery or stresses that

adversely affect human mental activities leading to errors,

imprecision and hazards and eventually loss of efficiency. It

also means automation and controls that assure quality,

hygiene. Agricultural mechanization in a limited sense

relates to production agriculture.

Farming with machinery in Sikkim is almost nonexistent.

However Power operated Thresher, Hand Winnower, Hand

Maize Sheller, Iron Plough and other gender friendly

machineries have been introduced on experimental basis.

Sprinkler and drip irrigation has been taken up on

demonstration basis. Agriculture in the state is mainly rain

fed. Farm mechanization here in Sikkim is meant for

increasing the production and productivity, comfort and

safety, return and profitability to farmer.

DEMOGRAPHIC FEATURES

According to (Census 2011), Sikkim has a total population

of 607 688 persons (which is 0.05 percent of total

population of India) of which 321661are males and 286 027

are females. From the year 1991-01 to 2001-11, decadal

population variation recorded was 33.07 to 12.36

percentages, while India’s figure for the same is 17.64. In

2011 rural population consists of 480,981 people while

urban population consists of 59,870 people. Sex ratio

(females per 1000 males) also known as Gender Ratio, in

the same decade has shown a little improvement i.e. from

875 to 889 but still lags behind India’s, which is 940.

Though population density per sq. km. has increased in the

same decade from 76 to 86 but is much less than national

population density per sq. km. which is equal to 382.

Literacy rate in 2001 was 68.81 which rose to 82.20 in 2011

which is above national average of 74.04 percent. This

decade has seen an increase in male literacy rate from 76.04

to 87.30 as against all India’s rate which is 82.14 and

female literacy rate also shows increased figures i.e. from

60.41 to 76.43 as against all India’s rate of 65.46.

Workers Profile

According to (Census 2001), there are 37,936 cultivators

(About 26,000 of them are small/medium farmers) out of

which 19,725 are males and 18,211 are females in East

district. Of them 37,889 live in rural and only 47 live in

urban area. In rural area 19,701 are males and 18,188 are

females. Total no. of agricultural labourers 8,143 out of

which 4,076 are males and 4,067 are females. Of them 8,110

live in rural and only 33 live in urban area. In rural area

4,056 are males and 4,054 are females.

There are 35,764 cultivators (About 16,000 of them are

small/medium farmers) out of which 20,634 are males and

15,130 are females in West district. Of them 35,762 live in

rural and only 02 live in urban area. In rural area 20,632 are

males and 15,130 are females. Total no. of agricultural

labourers in the district are 4,112 out of which 2,389 are

males and 1,723 are females. Of them 4,110 live in rural and

only 02 live in urban area. In rural area 2,389 are males and

1,721 are females.

There are 9,180 cultivators (About 6,000 of them are

small/medium farmers) out of which 4,831are males and

4,349 are females in North district. Of them 9,173 live in

rural and only 07 live in urban area. In rural area 4,824 are

males and 4,349 are females. Total no. of agricultural

labourers in the district are 2,051out of which 1,045 are

males and 1,006 are females. Of them 2,038 live in rural and

only 13 live in urban area. In rural area 1,033 are males and

1,005 are females.

There are 48,378 cultivators (About 20,000 of them are

small/medium farmers) out of which 24,917are males and

23,461 are females in South district. Of them 48,377 live in

rural and only 01 live in urban area. In rural area 24,917 are

males and 23,460 are females. Total no. of agricultural

labourers in the district are 2,694 out of which 1,252 are

males and 1,442 are females. All of them live in rural and no

one live in urban area. In rural area 1,252 are males and

1,442 are females.

The above data of workers profile for Census 2001 shows

that in all the districts more than half of the cultivators are

small/medium farmers. It has also been observed that almost

all of them live in rural areas and equal number of female

participants has been noticed as that of men. Data of

workers profile for Census 2011 is not yet available.

RESEARCH METHODOLOGY

Universe or population

The universe or population for the study consisted of total

number of married females in rural areas who are employed

in farming in the state of Sikkim. This formed the pivotal

point of the present research.

Sampling method for selected area of study

Multi-stage stratified random sampling technique of

probability method is used to distribute the population into

circles, revenue blocks and villages, then a combination of

Judgment and Convenience sampling techniques of non-

District/

State

Total

area

(sq.km)

%of

total

area

Population

Concentration

% 0f total

Population

Total

no.

of circle

Total

no. of

circles sampled

No.of

female

sample farmers

East 954 13.5 2,45,040 45.3 21 06 80

West 1166 16.5 1,23,256 22.8 21 06 60

North 4226 59.5 41,030 7.6 07 04 30

South 750 10.5 1,31,525 24.3 23 08 60

Sikkim 7096 100 5,40,851 100 72 24 230

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probability methods is decided upon for this study. Non-

probability methods are of three types, namely Judgment

sampling, Convenience sampling and Quota sampling. The

state has only four districts; so, all of them have been taken

for the study. Initially, under the multistage stratified

random sampling technique- a selection of a tentative list of

circles and revenue blocks from all the four districts was

made followed by a selection of villages to be visited at the

second and a selection of respondents at the final stage. A

final list of the respondents from different farm households

was prepared based on convenience and their accessibility to

the researcher by stratified random sampling.

Sample size

Rural areas from all 4 districts of Sikkim were selected. As

is clear from the table 1 below, though North district

contains maximum area of the State i.e. almost 60%, but it

holds only 7-8% of the population. On the contrary East

district contains only 13% area of the State, but it holds

maximum i.e. 45% of the population. So, for this study,

maximum no. of females for data collection is from East &

minimum are from North. Here, the size of the sampling

female farmers from each district is neither proportional to

the minimum size of the sampling female farmers of the

district nor in the same ratio as is the percentage ratio of

each district to the total population of the state. But the

sample size of each district is just an indicative of the reason

of taking maximum/minimum sampling units from that area.

A data collected from a total of 24 circles from all the four

districts in Sikkim has been analyzed. The district wise i.e.

(East, West, North & South) distribution of circles selected

is 6, 6, 4 & 8 respectively. A total of 80 females of farming

community from East, 30 from North and 60 each from

West & South districts have been interviewed. Data for 115

samples (50% of 230), was collected by the researcher

herself, while for rest of 115 samples (40, 30, 15 & 30 from

East, West, North & South respectively), was collected with

the active help and participation of all the village heads.

Data thus collected from 230 married females in rural areas

in the state of Sikkim, employed in farming sector has

become the basis of the Primary Data analysis in this Study.

Data collection and analysis

In order to collect qualitative data, three group discussion

sessions were arranged separately in three villages (Syari,

Sichey and Rawtey rumtek); each group contained 10

participants. During these group sessions, several open-

ended questions were asked from the respondents in order to

collect deeper information about their accessibility to

resources and their participation in different farms and the

related activities along with many hidden facts and factors.

Based on this information, the research instrument i.e.

questionnaire containing dichotomous, multiple choice and

open end questions was designed and a pre-test was

conducted with 18 respondents for its necessary

modification. It was then translated into Nepali also for the

convenience of the farm population. Primary data was

collected by researcher by visiting the farming females of

rural area in Sikkim, using questionnaires. The primary data

was collected between March to September 2011 from all

districts of Sikkim.

Books, journals, reports and internet documents were used

as secondary sources of data supporting or supplementing

the empirical findings of the study.

Data analysis

Data has been analyzed using the Statistical Package for the

Social Science (SPSS) and some descriptive statistics, such

as percentage, mean, standard deviation (SD) were used

to interpret the data.

There is only one sample in the study. Ordinal and nominal

level data can be analyzed using parametric statistics;

therefore One-Sample t-test for inferential interpretation of

the data has been run to understand the nature of relation

between the variables. For the inferences of the hypotheses,

Information from literature survey is taken to support some

assumptions. Below are given the few hypotheses.

For feeling about their contribution in farming

Hypothesis Statement – More farming females of rural area

feel proud of their contribution in farming.

Ho – no more number of sample female farmers feel proud of

their contribution in farming. Ha –more number of sample female farmers feel proud of their

contribution in farming.

For views for moving towards urban area

Hypothesis Statement – More farming females of rural area

would like to move towards urban area.

Ho – no more number of sample female farmers would like to

move towards urban area.

Ha - more number of sample female farmers would like to

move towards urban area.

For views regarding accompanying their husbands in case they

move towards urban area

Hypothesis Statement – More farming females of rural area

would like to accompany their husbands in case they move

towards urban area.

Ho – no more number of sample female farmers would like to

accompany their husbands in case they move towards urban

area.

Ha - more number of sample female farmers would like to

accompany their husbands in case they move towards urban

area.

For the feeling to leave farming

Hypothesis Statement – More farming females of rural area

would feel happy leaving farming.

Ho – no more number of sample female farmers will feel

happy leaving farming. Ha – more number of sample female farmers will feel happy

leaving farming.

To test these hypotheses, one-sample t-test has been

conducted. The t column displays the observed t statistic for

each sample, calculated as the ratio of the mean difference

divided by the standard error of the sample mean.

The column labeled Sig. (2-tailed) displays a probability from

the t distribution with 229 degrees of freedom df, calculated as

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(n-1). The value listed is the probability of obtaining an

absolute value greater than or equal to the observed t statistic,

if the difference between the sample mean and the test value is

purely random. The Mean Difference is obtained by

subtracting the test value, from each sample mean.

The 95% Confidence Interval of the Difference provides an

estimate of the boundaries between which the true mean

difference lies in 95% of all possible random samples of 230

females. At this level if value of ‘t’ is less than 1.96 and is also

negative, then our null hypothesis is accepted else alternate

hypothesis is accepted.

RESULTS AND DISCUSSION

Assessment of female farmer’s views:

Representation for the Parameter:

A, B, C, D in the table represents - Feeling for their

contribution in farming (A), Views for moving towards urban

area (B), Views regarding accompanying their husbands in

case they move towards urban area (C) and Feeling for leaving

farming (D). Degree of answers for A, B,C and D in tables-IV,

V, VII and IX below, ranges from 1 to 10. 1 indicates strongly

negative and 10 indicate strongly positive feeling. Whereas,

degree level 5 indicates moderate feeling for the question.

More than 5 means their views are more inclined towards

positive side and less than 5 means, their views are more

inclined towards negative side.

Table-II-One-Sample Statistics

N Mean Std. deviation Std. Error

Mean

Q. (A) 230 7.16 2.465 .163

Q. (B) 230 4.07 2.137 .141

Q. (C) 230 4.91 3.121 .206

Q. (D) 230 5.63 2.982 .197

One sample‘t’-test is conducted to test our hypothesis

Table-III-One-Sample Test

Test Value = 2

95% Confidence Interval

of the Difference

t df Sig. (2-tailed)

Mean Difference

Lower Upper

Q.(A) 13.297 229 .000 2.161 1.84 2.48

Q.(B) -6.633 229 .000 -.935 -1.21 -.66

Q.(C) -.444 229 .658 -.091 -.50 .31

Q.(D) 3.185 229 .002 .626 .24 1.01

FEELING FOR THEIR CONTRIBUTION IN FARMING

Parameter Details:

Statistics for Feeling for their contribution in farming (A), of

Females Farmers is shown in the Table-II above. From the

table we find that there are 230 valid scores and value of mean

for it is 7.16. Standard deviation is 2.465 and standard error of

mean is 0.163.

Extent of proud feeling for their contribution in farming

Tables- IV shows that 03% of the respondents strongly feel

negative for proud feeling for their contribution in farming.

About 13% of them rated 5 for their view and 06% rated it 4.

09% rated their view for this question as 6. 22% of them

strongly feel positive about proud feeling for their contribution

in farming. Since only 28% of the respondents rated their view

for this question up to 5. This shows the inclination of the

view towards positive side. So, we can say that most of the

female farmers feel proud for their contribution in farming.

Table -IV -DEGREE OF ANSWER FOR THEIR FEELING ABOUT CONTRIBUTING IN FARMING- (A)

Frequency Percent Valid

Percent

Cumulative

Percent

Valid Strong Negative 1

7 3.0 3.0 3.0

2 6 2.6 2.6 5.7

3 6 2.6 2.6 8.3

4 14 6.1 6.1 14.3

5 31 13.5 13.5 27.8

6 21 9.1 9.1 37.0

7 21 9.1 9.1 46.1

8 41 17.8 17.8 63.9

9 32 13.9 13.9 77.8

Strong positive 10

51 22.2 22.2 100.0

Total 230 100.0 100.0

Inferential analysis for the view

From the table III we find that confidence intervals lie entirely

above 0.0 and also it is positive. The value of ‘t’ for the

Females Farmers view about Feeling for their contribution in

farming (A) is 13.297 which is higher than 1.96, mean

difference column for it also shows positive values. This is

further confirmed by significance levels which are 0.00 and

also by confidence intervals, both limits of which lie entirely

above 0.0 for it. We can safely say that null hypothesis for this

view is rejected and thus alternate hypothesis for it is accepted,

which says that more number of sample female farmers feel

proud of their contribution in farming. Further, we conclude it

by saying that significantly more number of sample female

farmers on an average feels proud of their contribution in

farming.

VIEWS FOR MOVING TOWARDS URBAN AREA

Parameter Details:

Statistics for Views for moving towards urban area (B), of

Females Farmers is shown in the Table- II above. From the

table we find that there are 230 valid scores and value of mean

for it is 4.07. Standard deviation is 2.137 and standard error of

mean is 0.141.

Extent of views for moving towards urban area (B)

Tables- V shows that 20% of the respondents strongly feel

negative for moving towards urban area. About 20% of them

rated 5 for their view and 22% rated it 4. 09% rated their view

for this question as 6. 22% of them strongly feel positive for

moving towards urban area. Since 77% of the respondents

rated their view for this question up to 5. This shows the

inclination of the view towards negative side. So, we can say

that most of the female farmers do not feel for moving towards

urban area. Table -V-DEGREE OF ANSWER FOR VIEWS FOR MOVING

TOWARDS URBAN AREA-(B)

Frequency Percent Valid

Percent

Cumulative

Percent

Valid Strong

Negative

1

46 20.0 20.0 20.0

2 17 7.4 7.4 27.4

3 16 7.0 7.0 34.3

4 51 22.2 22.2 56.5

5 47 20.4 20.4 77.0

6 20 8.7 8.7 85.7

7 19 8.3 8.3 93.9

8 11 4.8 4.8 98.7

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9 3 1.3 1.3 100.0

Total 230 100.0 100.0

Inferential analysis for the view

From the table III we find that value of ‘t’ for views about

moving towards urban area is -6.633, which is negative and

also less than 1.96. This is further confirmed by confidence

intervals, both limits of which lie entirely below 0.0 for it.

Mean difference column for it also shows negative values.

Thus there are valid reasons for null hypothesis to be accepted

for it, which says that no more number of sample female

farmers would like to move towards urban area. Further, we

conclude it by saying that no more number of sample female

farmers on an average would like to move towards urban area.

VIEWS REGARDING ACCOMPANYING THEIR HUSBANDS IN CASE THEY MOVE TOWARDS URBAN AREA

Parameter Details:

Statistics for Views regarding accompanying the husbands in

case they move towards urban area (C), of Female Farmers is

shown in the Table-II above. From the table we find that there

are 230 valid scores and value of mean for it is 4.91. Standard

deviation is 3.121 and standard error of mean is 0.206.

Table -VI shows the frequency of sample female farmers for

the views of female farmers regarding accompanying the

husbands in case they move towards urban area. 67% of them

reported that they will not accompany and 33% reported for

accompanying the husbands in case they move towards urban

area. Table -VI- FREQUENCY OF SAMPLE FEMALE FARMERS FOR THE

VIEWS (C)

Frequency Percent Valid Percent

Cumulative Percent

Valid NOT

ACCOMPANY

154 67.0 67.0 67.0

ACCOMPANY 76 33.0 33.0 100.0

Total 230 100.0 100.0

Extent of their views regarding accompanying the

husbands in case they move towards urban area

Table - VII shows that 20% of the respondents strongly feel

negative for accompanying the husbands in case they move

towards urban area. About 12% of them rated 5 for their view

and 10% rated it 4. 10% rated their view for this question as 6.

14% of them strongly feel positive for accompanying the

husbands in case they move towards urban area. Since 61% of

the respondents rated their view for this question up to 5. This

shows the inclination of the view towards negative side. So,

we can say that most of the female farmers do not feel for

accompanying the husbands in case they move towards urban

area. Table -VII-DEGREE OF VIEWS FOR ACCOMPANYING THE

HUSBANDS IN CASE THEY MOVE TOWARDS URBAN AREA- (C)

Frequency Percent Valid

Percent

Cumulative

Percent

Valid Strong

Negative 1

45 19.6 19.6 19.6

2 22 9.6 9.6 29.1

3 24 10.4 10.4 39.6

4 22 9.6 9.6 49.1

5 27 11.7 11.7 60.9

6 22 9.6 9.6 70.4

7 7 3.0 3.0 73.5

8 18 7.8 7.8 81.3

9 10 4.3 4.3 85.7

Strong 33 14.3 14.3 100.0

positive

10

Total 230 100.0 100.0

Inferential analysis for the activity

From the table III we find that confidence intervals do not lie

entirely either above or below 0.0. Its value is positive for one

limit and negative for the other limit. For this view, value of

‘t’ is -0.444, which is lower than 1.96 but significance level is

0.658. But then again if we look at the mean difference, it is

negative. The upper limit of the confidence interval lies

entirely above 0 but then again the magnitude of lower limit

(negative value) is more than the magnitude of the upper limit

(positive value). Since their views are more inclined towards

negative side, consequently, we can safely conclude that null

hypothesis for it to be accepted, which says that no more

number of sample female farmers would like to accompany

their husbands in case they move towards urban area. Table-VIII-ONE-SAMPLE TEST FOR FREQUENCY OF SAMPLE

FEMALE FARMERS FOR THE FEELING (C)

Test Value = 1.5

t df Sig. (2-

tailed)

Mean

Difference

95% Confidence

Interval

of the Difference

Lower Upper

-5.455 229 .000 -.170 -.23 -.11

The above mentioned result of inferential statistics for views

regarding accompanying the husbands in case they move

towards urban area (C) of female farmers further gets fortified

by the findings of the table-VIII. For this question 1 represents

not accompany. The researcher has tested it against the value

2, which represents accompany.

From the table VIII we find that value of ‘t’ for it is -5.455,

which is negative and also less than 1.96. This is further

confirmed by confidence intervals, both limits of which lie

entirely below 0.0 for it. Mean difference column for it also

shows negative values. This shows that most of them are not

interested in accompanying the husband. This proves to be the

valid support for this view to show more inclination towards

negative side above.

FEELING FOR LEAVING FARMING

Parameter Details:

Statistics for Feeling for leaving farming (D), of female

farmers is shown in the Table-II above. From the table we find

that there are 230 valid scores and a value of mean for it is

5.63. Standard deviation is 2.982 and standard error of mean is

0.197.

Extent of Feeling for Leaving Farming

Table-IX shows that 13% of the respondents strongly feel

negative for Feeling for leaving farming. About 14% of them

rated 5 for their view and 09% rated it 4. 06% rated their view

for this question as 6. 13% of them strongly feel positive for

Feeling for leaving farming. Since 50% of the respondents

rated their view for this question up to 5. This shows equal

inclination of the view towards positive as well as negative

side. So, we can say that for feeling of the female farmers for

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leaving farming is equally divided towards positive as well as

negative side.

Table -IX-DEGREE OF ANSWER FOR LEAVING FARMING- (D)

Frequency Percent Valid

Percent

Cumulative

Percent

Valid Strong

Negative 1

30 13.0 13.0 13.0

2 19 8.3 8.3 21.3

3 14 6.1 6.1 27.4

4 20 8.7 8.7 36.1

5 33 14.3 14.3 50.4

6 14 6.1 6.1 56.5

7 20 8.7 8.7 65.2

8 35 15.2 15.2 80.4

9 15 6.5 6.5 87.0

Strong positive 10

30 13.0 13.0 100.0

Total 230 100.0 100.0

Inferential analysis for the activity

From the table III we find that confidence intervals lie entirely

above 0.0 and also it is positive. The value of ‘t’ for the

Females Farmers view about thinking of leaving farming is

3.185 which is higher than 1.96, mean difference column for it

also shows positive values. This is further confirmed by

significance levels which are 0.00 and also by confidence

intervals, both limits of which lie entirely above 0.0 for it. We

can safely say that null hypothesis for this view is rejected and

thus alternate hypothesis for it is accepted, which says that

more number of sample female farmers would feel happy

leaving farming. Further, we conclude it by saying that

significantly more number of sample female farmers on an

average are interested in and hold the view of leaving farming.

CONCLUSION, DISCUSSION AND RECOMMENDATIONS

Data in section 3.1 about workers profile reveals that a

majority of women in Sikkim are small/medium farmers.

Owing to this, the sample female farmers reported that

subsistence farming is prevalent here and production is

mainly done for consumption purpose. In the absence of

good marketing facility the farmers grow a little bit of

everything that they require. Low scale of operation does

not generate much surplus to be taken to the market. In spite

of the State being declared an Organic one, yet, the females

have complained about not getting timely and in sufficient

quantity the inputs like organic seeds/saplings. This forces

farmers to use HYV seeds which are not organic. There is

scarcity of good post harvesting processing and storage

facilities. However, most of them reported have been selling

vegetables in local vicinity. Post-harvest activity like storage

etc. has not been recorded much in the area and confined

mainly to household level.

Multiple factors have contributed to women’s

impoverishment; however, a major impediment to the

advancement of women has been the discriminatory laws

and traditions prohibiting women’s land ownership and

inheritance rights—leaving women without adequate

collateral to obtain credit to support either on- or off-farm

income-generating activities. In spite of the fact that

population density in the State is not very high yet, the size

of the land holdings are extremely small for everyone

(males and females), with most of the farmers are having up

to 2 hectares. Since operational holdings in the area are very

small and also the terrain is steep, mechanization of

agriculture is still a distant reality. Due to this, agriculture

practices require very high human energy inputs and are full

of drudgery. Nonetheless, agriculture is the main economic

activity of all the districts in the state, but, the initiation of

off-farm income- generating activities is deemed an

essential shift for rural folk for the reason that i) the small

land holdings in the State does not generate much income ii)

hardship faced by the people due to hilly terrain and iii)

most importantly tertiary as well as the industrial sector is

developing providing more gainful employment at these

places facing less hardship than the farming sector. Future

generation and the male population do not want to adopt the

ancestral occupation of farming thus leaving behind the

female population in the farming. Women, who are the

mainstays of the agricultural food sector and labour force,

are continually prone to various constraints like insufficient

production inputs, credit and educational access which

hinder the advancement of women. This scenario thwarts

the income earning capacity of the stakeholders thereby

making them feel dissatisfied with the income they earn

from the farms. Hence, it causes the female farmers to have

the feeling to leave farming in spite of feeling proud of their

contribution in farming. Analysis of data of the study area

depicts the very same thing. (Abiola and Omoabugan,

2001) studied this issue for Nigeria and hold the view that

one of the major factors responsible for the declining

agricultural productivity in Nigeria is the relegation to the

background of the contributions of women in the issues of

food crop production.

Besides, the some socio-economic condition of the female

food crop farmers in the study area also demands attention

which impedes the technical efficiency of the female farmers.

(ERIE, 2011) is also in agreement with this view who carried

out similar study in Edo State, which is one of the 36 States in

Nigeria and it revealed the significant differences in the

socioeconomic attributes of male and female food crop

farmers, resulting in differences in their technical efficiencies

in the study area.

At the same time, there is no denying the fact that women

possess a strong innate quality of conservation. With a proper

technical guidance and training this can be harnessed more

efficiently. Deficiency of it causes many small farmers not to

exploit fully this limited natural resource (land) because they

lack the necessary small farm and livestock best-management

practices/skills to successfully manage or operate it. In

addition, these small owners are often unaware of available

training and counseling support provided by agriculture

extension organizations. As a result, many farmers fail to take

advantage of resources that are designed to help them

succeed. Researches have shown that participation in relevant

and effective training can reduce the failure rate and help

owners make better management decisions and avoid costly

mistakes (Muske and Stanforth, 2000).

Douglas William Jerrold has very rightly said "If you tickle

the earth with a hoe she laughs with a harvest."

Thus, by enabling the female farmers to have credit and

education access will assist them in converting their role from

passive recipients to active own managers and will also

support them in efficiently fulfilling their responsibility

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 35

towards home as well as in agriculture. It will lend a hand in

making farming sector sustainable by making them

understand the dynamics of the existing structures. Female

farmer’s retention in farming eventually will help in refuting

the food security crisis. Because many studies have proved

that empowering women has helped them in improving their

socio-economic condition. Ultimately it helps the

communities in becoming more resilient. For example, in

Zimbabwe, a major portion of GDP of which, comes from the

agriculture sector, decision to allow women to sell produce

directly to the Grain marketing Board, without the

involvement of their husbands, has given them more control

over their produce (Muchena 1994).

The time to act is now. Combinations of adaptive and

preventive measures are urgently required to ensure

sustainable agriculture development, so that food security

does not suffer. Failure to respond to this growing crisis at

both a national and global level will result in catastrophe

consequences that will affect us all.

REFERENCES

"Asia's women in agriculture, environment and rural

production: India". Retrieved 2006-12-24. Sikkim

Population Totals of 2001 Census.

"Women of India: Frequently Asked Questions". 2006-12-

19. Retrieved 2006-12-24.

Abiola, R.O. and O. B. Omoabugan. (2001). Women

involvement in food crop production. Processing and

marketing in Nigeria. Industrialization in Nigeria. Bullion

publication of Central Bank of Nigeria. 25 (3), 39-43.

Acharya, M. (2003) Efforts at Promotion of Women in

Nepal. Kathmandu: Tanka Prasad Acharya

Foundation.Babangida (1986

Balk, D. (1997) Change Comes Slowly for Women in Rural

Bangladesh. Asia-Pacific Population & Policy, 41:

4.Ahmad, F. (2001) Gender Division of Labour: Bangladesh

Context. Steps towards Development, 6 (1): 7-26.Tamale

(2004

Census (2011), available at http://censusindia.gov.in/2011-

prov-results/prov_data_products_sikkim.html

ERIE, G. O., D.I. OSASOGIE , AND A.A. OSIFO, Journal

of Agriculture and Social Research (JASR) Vol. 11, No. 1,

2011

Liggins, F. 2008. Impacts of Climate Change India. Met

Office Report.

Muchena, O.N. 1994. The changing perceptions of women

in agriculture. In M.R. Eicher and C.K. Eicher (eds.),

Zimbabwe’s Agricultural Revolution. Harare, Zimbabwe:

University of Zimbabwe Press.

Muske, G., & Stanforth, N. (2000). The education needs of

small business owners: A look into the future. Journal of

Extension [On-line], (38)6 Article 6FEA4. Available at:

http://www.joe.org/joe/2000december/a4.html

Nandy, S.N. and Samal, P.K. 2005. An outlook of

agricultural dependency in the IHR. ENVIS Newsletter :

Himalayan Ecology, 2 : 4-5.

Prasad C. and Singh R.P., 1992 .Farm Women : A precious

Resource. in Women in Agriculture, Vol. 2, Education,

Training and Development edited by R.K. Punia, 1992,

Northern Book Centre, Ansari Road, New Delhi.

Suara, J.S.O. (1996). Gender Issues: Towards a philosophy

of women Education for Nigeria. In Lassa, P.N.; Anikweze,

C. C.; and Mauyang, B. (Eds.), Teacher Education: An

Imperative for National Development.Torado (1981

Swaminathan M S (1985) Imparting rural women

perspective to agricultural research and development .

Report of the Project Design Workshop on Women in Rice

Farming Systems, held at the International Rice Research

Institute, Los Banos, Philippines, April

UN 2008. United Nations Expert Group Meeting on

Population Distribution, Urbanization, Internal Migration

and Development, United Nations Population Division,

UN/POP/EGM-URB/2008/01

UNDP 2007/8. Fighting Climate Change: Human Solidarity

in a Divided World. Human Development Report.

Valdivia, C. and Gilles, J. (2001) Gender and Resource

Management: Households and Groups, Strategies and

Transitions. Agriculture and Human Value, 18 (1): 5-9.

***

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 36

Importance of Mental Health Management

Jignesh Vaghela, Mukesh R. Goyani & Dr. Hemadri I. Tikawala,

R.V. Patel & V.L. Shah College of Commerce, Amroli, Surat Abstract— All human being has a fundamental right of

access to activity, which are important for the development

of their personality. The freedom to develop physical,

intellectual and moral power through activity must be

guaranteed both within the educational system and in other

aspects of social life.

Participation in activity on daily or regular basis

can be helpful in promoting positive mental health. The

Bangkok Character for Health promotion in a globalized

world states that “The Unitated Nations recognizes that the

enjoyment of the highest attainable standard of health is one

of the fundamental rights of every of human being

without discrimination.”

Introduction

All human being has a fundamental right of access

to activity, which are important for the development of their

personality. The freedom to develop physical, intellectual

and moral power through activity must be guaranteed both

within the educational system and in other aspects of social

life.

Participation in activity on daily or regular basis

can be helpful in promoting positive mental health. The

Bangkok Character for Health promotion in a globalized

world states that “The Unitated Nations recognizes that the

enjoyment of the highest attainable standard of health is one

of the fundamental rights of every of human being without

discrimination.”

WHO(2001) has proposed that mental health is

state of well-being in which the individual realizes his or her

own abilities, can cope up with the normal stresses of life,

can work productively and fruitfully and is able to make a

contribute to his or her community.

Health promotion is based on this critical human

right and offers a positive and inclusive concept of health as

a determinant of the quality of life and encompassing mental

and spiritual well being. Health promotion is process of

enabling people to increase control over their health and its

determinants and thereby improve control their health.

Neither mental nor physical health can exist alone. Mental

health is an integral part of health, mental health is more

than the absence of mental illness and mental health is

intimately connected with physical health & behaviour.

In this positive sense, mental health is the

foundation for well-being and effective functioning for an

individual and for a community. WHO and other

international organizations identify the improvement of

mental health as a priority concern for people.

No Health without Mental Health

Mental health with physical activity cannot be

ignored. Maintenance of good physical health and recovery

from physical illness depends on the emotional status and

willingness of an individual. As poor mental health leads to

decrease in physical health in the same way physical illness

also determine mental health.

Strong evidence establishes depression as a risk

factor for many diseases. The nation that hypertension may

arise through psychological stress, in turn related to factors

in the environment, remains contentious, will leads to poor

mental health. So, we can say that mental health

fundamentally linked to physical health outcomes. Mental

health status is a key consideration in changing the health

status of a people. Health & behaviour are affected by

factors at multiple levels, including psychological, social

and biological.

What Research Says?

There are number of studies that indicated that

participation in activity can prevent mental health problems

such as anxiety and depression and those people who are

physically active were likely to suffer from common mental

health problems.

There are some evidence that likeable activity can

promote some aspects of cognitive functioning such as

memory, reasoning, problem solving and spatial awareness.

This work has particularly emphasized the potential for

likeable activity to contribute to educational attainment

within young people and to maintain good cognitive

functioning in people.

Advantages of Activity Participation for Development

Mental Health

[1] Anxiety Reduction:

There have been six meta analyses examining the

relationship between exercise and anxiety reduction. All six

of these meta analyses found that across all studies

examined, exercise was significantly related to a reduction

in anxiety. These effects ranged from “Small” to

“Moderate” in size and were consistent for trait, state and

psycho-physiological measures of anxiety.

The exercise can produce an anxiety reduction

similar in magnitude to other commonly employed anxiety

treatment is noteworthy since exercise can be considered at

least as good as other techniques, in addition it has many

other physical benefits.

[2] Depression:

Depression is a prevalent problem in today’s

society. That exercise is effective traditional therapy to

encourage, especially considering the time and cost involved

with treatments like psychotherapy. Exercise may be a

positive adjunct for the treatment of depression since

exercise provides additional health benefits {Ex. Increase in

muscle tone and decreased incidence of heart disease and

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 37

obesity} that behavioural interventions do not. Thus, since

exercise is cost effective, has positive health benefits and is

effective all alleviating depression, it is a viable adjunct or

alternative to many of the more traditional therapies. Future

research also needs to examine the possibility of

systematically lowering antidepressant medication dosages

while concurrently supplementing treatment with exercise.

[3] Positive mood:

A mood is defined as a feeling, state or prolonged

emotion that influences the whole of one’s psychic life. It

can also relate to passion or feeling. Mood can and does

affect perceived health, personal confidence, one’s

perceptions of the world around us and our actions based on

those perceptions. Moods may signify happiness, anger,

tension, or anxiety.

Numerous studies have reported positive mood

benefits from exercise. Mood enhancing effects have been

evidenced in many different physical activities, involving

yoga, swimming, skecating, dancing, jogging, singing,

sports, yoga and weight lifting (Berger & Owen 1988).

[4] Self-esteem:

Self esteem is considered as an important

component of emotional health. It is the way individuals

perceive himself and his self-value. Self-esteem is the way

individuals think and feel about him and how well he does

things.

Through knowledge, we can enhance our self-

esteem by having a positive image of our attitudes and skills

and abilities that we develop. We feel positive self-worth

through the recognition that we receive from family and

friends and the social relationships that develop as a result

of our involvement in likeable activities. Yet, we may be

vulnerable to low self-esteem in likeable activity if we

perceive our knowledge or effort to be our selected activity.

We might feel that our self-worth is judged on our loser and

wins versus our abilities and intensions.

[5] Restful sleep:

Sleep is a complex physiological process. There is

an alteration in the activity of the brain when we are at

sleep. There are also changes in the levels of some

hormones for ex, growth hormone is released during the

deeper stage of sleep. Sleep is described as a highly

restorative process.

Exercise and work has a profound impact on sleep.

The more we exert our body in a day, the more sleep is

required to recover. This is why endurance athletes

generally need more sleep. Those who are active tend to fall

asleep faster and sleep longer and deeper than those who are

inactive.

Program for Mental Health

Generally physical education helps youth develop

respect for the body, their own and others; contributes to the

integrated development of mind and body...... positively

enhances self-confidence and self-esteem; enhance social

and cognitive development and academic achievement.

Youth who participate in likeable activity an

organized recreational activity enjoy better mental health,

are more alert and more resilient against the stresses of

modern living. Exercise brings about both short-term and

long-term psychological enhancement and mental well-

being. Likable activity has been found to have a positive

causal effect on self-esteem changes in adults. Aerobic

activity can reduce anxiety, depression, tension and stress

and it can increase vigor and promote clear thinking. From

the clinical perspective, evidence suggests that exercise can

beneficially affect hypertension, osteoporosis, adult onset

diabetes and some psychiatric disorders.

Physical activity in the natural environment can be

a promising aid for people, as unlikeable activity may be

associated with symptoms of depression. Thus, there is a

need to develop some likeable program and other program

(sport) for every individual according to his interest, age and

sex.

To receive the most benefit from exercise, adults

should get a minimum of 21/2 hours a week of moderate

intensity physical activity, such as brisk walking, water

acrobics, dancing, ballroom dancing, gardening or 11/4

hours of a vigorous intensity activity, such as jogging or

swimming laps.

Adults should include muscle strengthening

activities at a moderate or high intensity level for all major

muscle groups two or more day a week, including exercises

for the chest, back, shoulders, upper legs, hips, abdomen and

lower legs.

Adults with disabilities and those with chronic

conditions also should follow the guideline if they are able.

When unable to meet the guidelines, engage in likable

activity according to their abilities; avoid inactivity.

Type of Physical Activity

At one level, there was again a belief that all kinds of

activity have the potential to enhance mental well being and

that much will depend on individual preference.

Running, walking, circuit training show indications

that they can be effective

Weight and resistance is superior to endurance.

Exercise in improving body image and self esteem.

Rhythmic aerobic forms of activity {walking, gentle

jogging, cycling, swimming, dancing appear to be

most appropriate and effective in those who have

previously been inactive.

Group recreational sports and activities are also likely

to bring social and mood benefits.

Co-operative more democratic exercise setting

produces particularly strong effects.

Resistance exercise may have relatively immediate

effect of body perception and can therefore promote

self concept, efficacy and perception.

Sport and vigorous activity can promote mental well

being only for those who already prefer this type of

activity.

www.theinternationaljournal.org > RJCBS: Volume: 01, Number: 10, August-2012 Page 38

Conclusion

More work is required, particularly that of a more

sophisticated nature; for example more prospective cohort

studies, attempts to achieve more rigour and consistency in

measuring physical activity and mental health and designs

that precisely manipulate variables which in turn world

provide insights into optimal types of activity for mental

health promotion and prevention.

Sport is said to be a microcosm of society. Sports program

should be first-line method for improving mental health

among the youth. Access to sports programs can also be a

primary method to improve the lives of people who may still

be experiencing poor mental health.

Exercise benefits every part of the body, including the mind.

Exercising causes the body to produce endorphins, chemical

that can help a person to feel more peaceful and happy.

Exercise can help people sleep better. It can also help people

who have mild depression and low self-esteem.

Bibliography

1. Physical Fitness A Wellness Approach.

- Greenberg Jerrold S. & Pargram David (1986)

- Prentice Hall Inc. Englewood Clifts, New Jersey

2. Freedom From The Self Punishing Thoughts

- Finley, Guy, (1998), Postal Mahal, Delhi

3. Fit & Well

- Fahey, Thomas D., Insel, Paul M. & Roth, Walton T

(1994)

- Mayfield Publishing Company, California.

4. The United Nations Educational,

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UNESCO (1978)

***