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EDITOR IN CHIEF 

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KIRORI MAL COLLEGE- DELHI 

DELHI UNIVERSITY (INDIA) 

EDITOR 

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SR. FACULTY AT VVM'S SHREE DAMODAR COLLEGE- Goa 

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www.scholarsworld.net editor@scholarsworld.net Volume. II, Issue III, July 2014

SCHOLARS WORLD-IRMJCR EISSN 2320-3145, ISSN 2319-5789 

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Editor in Chief, 

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KIRORI MAL COLLEGE- DELHI (India) 

Editor, 

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VVM’S SHREE DAMODAR COLLEGE (GOA UNIVERSITY) (India) 

Associate Editor, 

DR. R.S.DEORE, 

VICE PRINCIPAL 

MSG COLLEGE- MALEGAON (CAMP)-INDIA 

PROFESSOR NAWAB ALI KHAN, 

AL- KHARJ SALMAN BIN ABDULAZIZ 

UNIVERSITY (KINGDOM OF SAUDI ARABIA) 

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CONTENTS 

1. 

Psychology 

WORKING MODEL OF WOMEN-TO-WOMEN ENTREPRENEURSHIP MENTORING 

AND UNDERLYING EMOTIONAL AND MOTIVATIONAL FACTORS FOR 

SUSTAINABLE SUCCESS 

EZGI YILDIRIM SAATCI, SELMA C. ARIKAN (Turkey) 

01-10 

2. 

3. 

4. 

5. 

6. 

7. 

8. 

9. 

10 

11. 

Archaeology 

CONTINUATION OF THE IRANIAN GARDENING TRADITION IN INDIAN SUB 

CONTINENT 

DR. HASSAN HASHEMI ZARJABAD, DR. ABED TAGHAVI, DR .SAMAN FARZIN (Iran) 

Equality 

GOD ANSWERED “EQUALITY”, EQUAL RIGHTS, EQUAL RESPECT, EQUAL 

OPPORTUNITY 

BETTY C, DUDNEY M.T. (USA) 

Pharmacy 

IN VITRO SCREENING OF ANTIOXIDANT, ANTIDIABETIC AND ANTIBACTERIAL 

ACTIVITY OF CLAUSENA ANISATA (WILLD) HOOK (RUTACEAE) ROOT EXTRACTS 

ARSIA TARNAM Y, DR. NARGIS BEGUM T, LAMYA N (India) 

Management 

COMPETITION ANALYSIS - A KEY FOR BUSINESS SUCCESS: AN OVERVIEW 

DR. K. SRINIVASAN (Ethiopia) 

Psychology 

PARENTING STYLE AS A MODERATOR OF LOCUS OF CONTROL, SELF ESTEEM 

AND ACADEMIC STRESS AMONG ADOLESCENTS 

UMA, K. MANIKANDAN, K. (India) 

Management 

DISTANCE LEARNING IN CHANGING THE EDUCATION SCENARIO IN INDIA- 

REACHING THE UNREACHED 

DR. NIDHI GUPTA, MS. POOJA KALRA (India) 

Physics 

STUDY OF VOLUME THERMAL EXPANSION INNANOMATERIALS UNDER HIGH 

TEMPERATURE 

NEETU SOROT, BRK GUPTA (India) 

Geography 

DEMOGRAPHIC ASPECTS OF POPULATION OF MALEGAON (NASIK 

MAHARASHTRA) 

DR. CHANDRASHEKAR M. NIKAM, DR. RAVINDRA S. DEORE (India) 

Chemistry 

STUDY OF EFFECT OF STERIOISOMERS ON SEPARATION OFTOXIC METAL IONS 

BY THIN LAYER CHROMATOGRAPHY 

GAYATRI BARABDE (India) 

Industrial Biotechnology 

MULTIDRUG RESISTANT OF CHLORAMPHENICOL ACETYL TRANSFERASE 

PRODUCING MICROBES 

DR. T. THIRUNALASUNDARI, PADMAPRIYA R, JENNY ANNE THARIAN (India) 

11-18 

19-42 

43-52 

53-63 

64-73 

74-80 

81-88 

89-93 

94-100 

101-106 

www.scholarsworld.net editor@scholarsworld.net Volume. II, Issue. III, July 2014

12. 

13. 

14. 

15. 

16. 

17. 

18. 

19. 

20. 

21. 

22. 


Management 

A STUDY ON ENTREPRENEURIAL ATTITUDES AMONG UNEMPLOYED 

GRADUATES IN ETHIOPIA (WITH SPECIAL REFERENCE TO KACABIRA WOREDA, 

SNNPR, ETHIOPIA) 

DR. K. SRINIVASAN (Ethiopia) 

Economics 

AN ANALYSIS OF RECESSION ON REALITY SECTOR AND DEVELOPMENTS IN 

FUTURE 

Ms. OSHMA ROSETTE PINTO (India) 

Marketing 

WHAT IS THERE IN A BRAND? - “A STUDY OF THE PERCEPTION OF WOMEN 

SKINCARE COSMETICS BUYERS REGARDING THE RELATIVE IMPORTANCE OF 

THE MAJOR BRAND COMPONENTS” 

DR. CHITRALEKHA H. DHADHAL (India) 

Marketing 

AN EMPIRICAL ANALYSIS OF MARKETING AS A STRATEGIC TOOL IN INDIAN 

BANKING INDUSTRY 

DR. SHAILENDRA K. CHATURVEDI, MANISH KUMAR SRIVASTAVA (India) 

Linguistics 

THE THEORIES ON THE ORIGIN OF LANGUAGE WITH SPECIAL REFERENCE TO 

DARWINIAN THEORY OF LANGUAGE EVOLUTION: A CRITICAL STUDY 

KOUSIK ADHIKARI (India) 

IS COMMUNISIM SUCCESSFUL IN THE WORLD? 

ROLE OF NGO’S FOR WOMEN EMPOWERMENT IN INDIA 

Communism 

NARESH KANWAR (India) 

Commerce 

DR. S. K. WADEKAR (India) 

History 

TAMIL REVIVALISM AND THE DEVELOPMENT OF LINGUISTIC NATIONALISM IN 

TAMILNADU IN THE 19 & 20 TH CENTURIES 

MRS. K. JAYACHITRA (India) 

Political Philosophy 

SUBALTERN CONCERN OF RECOGNITION IN HEGEMONIC CULTURES: A 

PHILOSOPHICAL EXPLORATION 

DR. SAJI VARGHESE (India) 

Commerce 

A STUDY ON FACTORS INFLUENCING THE CUSTOMERS TO PREFER HYUNDAI I10 

CAR IN COMIBATORE CITY 

MRS. K. VIDHYAKALA (India) 

EFFECT OF GENDER AND DISEASE ON DEATH ANXIETY 

Psychology 

MRS. TANU SHARMA (India) 

107-119 

120-123 

124-131 

132-139 

140-144 

145-149 

150-156 

157-160 

161-165 

166-173 

174-177 

www.scholarsworld.net editor@scholarsworld.net Volume. II, Issue. III, July 2014


WORKING MODEL OF WOMEN-TO-WOMEN 

ENTREPRENEURSHIP MENTORING AND UNDERLYING 

EMOTIONAL AND MOTIVATIONAL FACTORS 

FOR SUSTAINABLE SUCCESS 

EZGI YILDIRIM SAATCI, 

Assistant Professor, 

Social Entrepreneurship and Social Responsibility 

Center and Department of Management Okan 

University, Formula 1 Yolu Tuzla Campus, 

Akfırat Istanbul -Turkey 

SELMA C. ARIKAN, 


Department of Psychology, 

Okan University, 

Formula 1 Yolu Tuzla Campus, Akfırat 

Istanbul-Turkey 

ABSTRACT 

Debates about women’s role in the family and society as well as in professional life 

have been present and ongoing for a long time. Although perceptions about these roles 

have changed significantly over the last decades, still the woman is seen as the familymaker 

and child keeper. In this paper, a qualitative analysis of women who, previously 

had been working very hard in professional businesses and who later on decided to quit 

their jobs to take close care of their kids is taken into account. The sample of analysis 

covering 11 women is obtained through a social entrepreneurship program that supports 

them to work as entrepreneurship mentors for low-income women who want to become 

entrepreneurs but lack the knowledge. Women to women entrepreneurship mentoring 

as a working model and underlying emotional and motivational factors of participating 

women -such as recognition from inner cycle of family, self-recognition, sense of being 

beneficial to society at large…etc are scrutinized with content analysis. 

Keywords: Women’s Role, Family-Maker, Child Keeper, Women Entrepreneurship 

www.scholarsworld.net editor@scholarsworld.net Volume. II, Issue III, July 2014 [1]


I. INTRODUCTION: 

Entrepreneurship - women entrepreneurship is one of the subjects that governments put on social policies for 

firms to invest in as a part of their corporate social responsibility activities, and academicians work on to 

improve the interdisciplinary effect. When it comes to gender studies, perceptions and role attributions of men 

as a bread maker and women as a home keeper contradicts the very nature of entrepreneurship which supports 

risk taking, potential seeking, innovation and hard work. Yet, despite this contradiction, numbers in women 

entrepreneurship have increased significantly in the last decade. The percent of women owning an enterprise is 

23-33% globally (Schindehutte et al 2008) whereas the same figure for Turkey is 7% (Acs and Szerb, 

2012) demonstrating a need for improvement. For the past decade there has been a tendency of increasing 

women’s involvement in the Turkish workforce. Although there is a rapid transition in cultural norms and 

values and we can see the impact of these transitions in work life, the transition in gender roles is slower. While 

professional women and men are trying to adjust to the new forms of gender roles, in the family, traditional 

values of collectivism are maintained and women are seen as the family keeper (Aycan, and Eskin, 2005). 

Hence women are expected to experience work-family interference issues more, especially there is an increased 

possibility of experiencing work –family conflict for the women that are undertaking professional, mother and 

life roles at the same time. For women to take an active role in business life, most of the organizations and 

NGOs pay attention to unregistered women workforce, such as those in agriculture and to stay-home girls and 

women with the means of education and training. Although there are vast studies in those areas, the problem of 

women ceasing their career and being lost from business life are not investigated thoroughly. There is always a 

perception of women having a career would not prefer to choose child keeping over working or they would take 

a brief “break” and would return to work afterwards. 

In this paper, the sample of analysis covering 11 women whose stories challenge this prevailing perception is 

taken into account. These women who, previously had been working very hard in professional businesses and 

who later on decided to quit their jobs to take close care of their kids is taken into account to stress that 

sustaining quality workforce in business life is as important as gaining the new ones either in form of 

entrepreneurship or the mentoring of entrepreneurship. The aim of the study is to propose a working model of 

women to women entrepreneurship and to present emotional and motivational factors of these women who 

choose “entrepreneurship mentoring” for a sustainable success of the model. For that purpose, qualitative 

analysis -where the data about women are obtained through a certificate program of social entrepreneurship - in 

the form of interviews, group sessions and observations is detailed. 

The literature review part covers the notion of “mentoring” followed by the details of the certificate program 

where the working model was applied, and methodology of the analysis are discussed in the upcoming sections. 

Next, the emotional and motivational factors of participants in their choice of mentoring are investigated from 

the context of midlife crisis, work-life interference, and need for achievement perspectives of the literature. Last 

section presents the process of entrepreneurship mentoring program as a solution for a second chance to balance 

work and life and concludes for future remarks. 

II. 

LITERATURE REVIEW: 

Mentorship became a popular concept after the 1970s as a tool for orienting and socializing newcomers, career 

management tool for the young/less experienced employees and method for developing leaders among the big 

corporations in developed countries and spread over to all sizes of organizations and developing countries 

within the last decade. In parallel to practical implications, in the academic sense researchers started to show 

intense interest in mentoring research. 

Kanter (1977) proposes mentoring as “‘intense’ and ‘complex relationship’ where the mentor plays the role of ‘peer 

and parent’, and takes on roles such as teacher, advisor, sponsor and friend” (pp. 97-98) Later studies also add the 

dimensions of “positive role model, motivator, guide, resource, protector and successful leader” to the definition of 

mentor (Levinson et al, 1978; Galvez-Hjornevik, 1986; Gold and Pepin, 1987) On the other part of the relationship 

the “Protégé” is defined as the individual who utilizes and learns from the experiences and coaching of the mentor, 

and as a dictionary definition Nelson Canadian dictionary (1998) defines it as "one whose welfare, training, or career 

is promoted by an influential person" As implied in their definitions, mentor and protégé have their very own roles 

and status where, as stated by Jacobi (1991) ‘relative to their protégés, mentors show greater experience, influence, 

and achievement within a particular organization or environment’ (p.513) 



Mentoring is the relationship between the mentor and the protégé in which mentor is the more experienced 

person that teaches and coaches the less experienced protege (Murphy, 1995). From the perspective of 

mentoring functions, the most recognized roles of mentors are twofold where the first one is career support and 

second one is the psychological-motivational support (Kram, 1983). Therefore, in their relationship “mentor 

acts as a teacher, an advisor and a guide that encourages the protégé and conducts as a trusted friend and 

resource that listens to the protégé and shares his/her experiences to direct and promote the protégé." (Healy and 

Welchert, 1990; Murphy, 1995; and Stevens, 1995) 

On the other hand, the final objective of these two parties can differ in terms of expectations and outcomes. The 

protégé mainly aims to find his/her identity in the working life and become a self directing employee and 

colleague; on the other hand the mentor sees the relationship as a tool for testifying usefullness and generavity 

in the midlife (Healy and Welchert, 1990). From the inner dynamics of mentoring, it can be seen as a win-win 

process where protégés obtain expertise, benchmarking, professionalism and communication related skills / 

behaviors (Bova and Phillips, 1984, Shulman, 1985) and mentors gain self-awareness, personal growth, sense 

of being useful and attachment to a professional life and friendship (Krupp, 1985, Gold and Pepin, 1987). The 

general benefits for the two parties can be seen in the following Table 1: 

TABLE 1: MENTORING BENEFITS FOR TWO CONSTITUENTS 

The stages of mentoring also underline the uniqueness of mentoring relationship. Philips-Jones (1983) 

summarized the mentoring process with six different phases as: invitation, sparkle, development, 

disillusionment, parting and transformation. The first three phases constitute the formation and the productive 

stages of the relationship in which mentor offers mentoring to the protégé and the protégé accepts, they fullfill 

their respective needs and the mentor coaches the protégé. With the disillusionment phase the end of the 

relationship starts as the protégé feels that he/she has gotten enough out of the relationship, and/or redefines 

their relationship with different roles or as equals. 

Similarly, another mentoring phase related suggestion came from Kram (1983) namely initiation, cultivation, 

separation and redefinition. In the initiation phase, the acceptance of the role model status of mentor by the 

protégé is obtained. Next the majority of the mentoring process takes place, in the cultivation phase 

charactarized by long term work of upto five years. In the separation phase contact and the magnitude of the 

mentoring activity decreases that brings the final stage of equalization and friendship-like relation remains. 

In that respect, the working model of women to women entrepreneurship mentoring program - will be depicited 

in regard to the roles and phases outlined in the literature. 

III. WORKING MODEL OF WOMEN TO WOMEN ENTREPRENEURSHIP MENTORING PROGRAM: 

“Entrepreneurship Mentoring Certificate Program” was designed by Social Entrepreneurship Center of Okan 

University, started in 2012 and conducted in 2013 based on the local supply and demand for workforce studies 

conducted in Tuzla, Istanbul where the campus resides. 

Tuzla is at the eastern limit of Istanbul, and the city entrance from the Asian part. The area holds a population of 

200,000 people living in 17 districts with its seafront as well as industrial complexes such as 5 organized 



industrial zones and educational institutions with 9 universities, 18 public schools and 8 colleges. In line with 

the location based characteristics, Tuzla as a residence area holds two socio-economic status groups from the 

perspective of cultural based characteristics. The first group is composed of low-income families with average 

monthly income is less than 1000 $, household members’ of 5 or more, unemployed wife and blue-collar 

husband. The second group, on the other hand, is composed of high-income families with average monthly 

income of more than 5000 $, household members’ of 3-5, previously employed but currently stay at home wife 

and white collar or self-employed husband. Therefore there is a wide gap between these two groups which was 

spotted by Social Entrepreneurship Center members and thought to be integrated for a better whole in an 

entrepreneurial mindset where each groups’ superiority and value added characteristics are enlightened. 

The initial group of women that can be called “Bottom of the Pyramid Women” (BoP)- as coined by Prahaladand 

can be defined as highly motivated and productive (knit wearing, cooking and so on) and eager to get out 

the poverty line. Their distinctiveness lay on their ambitions to produce, earn money and take risks to allow 

them to stay on their feet. (Referans yazılacak) 

The second group of women -who are the subject of this article and can be named as Second Time Career 

Women- can be defined as wealthy, well educated, previously worked professionally, ceased working when 

they gave birth and currently stay at home women taking part in volunteer works or works related to their 

family and not willing to take risks yet to be a part in the professional world. Their distinctiveness lay on their 

knowledge, network, business experience as well as freedom from time and financial pressures. 

For the purpose of combining and creating synergy from these two groups’ distinctiveness, a working model of 

“Entrepreneurship Mentoring Program” was designed with a worklow as shown in Figure-1 within a period of 6 

months (including the idea-generation, content development, stakeholder selection, formal acceptances from 

involving institutions and project staffing). 

FIGURE 1: ENTREPRENURSHIP MENTORING PROGRAM PREPARATION AND APPLICATION WORKFLOW 

In the launch part, project stakeholders were determined and communicated as listed below: 

 

 

 

 

 

 

 

 

 

Okan University Social Entrepreneurship Center, 

Academic units of Okan University 

Psychology Department 

Faculty of Law 

Faculty of Fine Arts 

International Trade Department 

Tuzla Municipality 

District Governance of Tuzla 

Public Training Centers 

In the next phase, a conference call was organized with opinion leaders of social entrepreneurship programs, 

NGOs and different faculties’ dean and members. The outcome of the conference call was the schedule of the 

mentoring program consisting 48 hours of in-class training and 10 hours of field studies. The schedule covers 



 

 

 

 

 

 

 

 

 

 

 

 

 

Social business 

Entrepreneurship 

Motivation theories 

Case studies on social business 

Labor and social security law 

Business law 

Intellectual and industrial property rights 

Fashion design 

History of art and design 

Industrial design 

E-business 

Social business plan (theory and practice) 

Coaching 

In the following phases, brochures, local news paper advertisement, internet coverage were used to attract 

potential candidates. Potential candidates were asked to participate in the interviews where the jury was 

composed of representatives of stakeholders. Qualifications of candidates were evaluated by their. 

 

 

 

 

 

 

Being enthusiastic about start-up 

Being familiar to the business concepts (sales, marketing…) 

Being adaptable to different socio-economic conditions 

Having willingness to make a difference 

Having social consciousness 

Being available 

In the meantime Bottom of the Pyramid women with an effort and intention to become an entrepreneur were 

chosen from the classes of Tuzla Training Center with help of their instructors’ references. The requested 

qualifications for those “protégé” women were: 

 

 

 

 

Being a graduate from Public Training Center courses 

Having references from the teachers of the Public Training Center courses 

Being enthusiastic to become self-dependent 

Being a team player 

In accordance to the workflow, the training subjects were given lectures from 13 instructors of 4 different 

faculties with focus on psychology/motivation, business perspective/trade and business plan, fine arts/design 

concepts and industrial design and law/legal forms and obligations. The pilot project graduated 11 women who 

are still working as entrepreneurship mentors and detailed in the next section with the methodology chapter. 

IV. METHODOLOGY: 

Sample: 

The sample was chosen from the participants of the program which was framed through local PR activities 

conducted in the villa residence areas of Tuzla along with brochures and one-one marketing campaigns. 

Originally 24 applications were collected which was further narrowed down to 11 committed candidates. Their 

background and career selections are presented below with minor alterations to keep their privacy and referring 

to them as “Participant”. 

The backgrounds of the participants: 

 

Participant 1 is 47 years old. Her academic career includes a B.Sc. in industrial engineering. She has a 

graduate degree from the USA. She is an expert in retailing, management organization and coordination 

and worked in one of the Turkey’s largest retail stores/holding for more than 10 years. She quit her job 

after the 1998 economic crisis in Turkey with the excuse of taking care of her children who were 3 and 1 

year old at that time. 



 

 

 

 

 

 

 

 

 

 

Participant 2 is 38 years old. Her academic career includes a B.Sc. in tourism and hotel management. She 

has worked in the automotive industry. She is an expert in international trade, import and export. She has 

two children and she quit her job when the youngest one was 2. She described her situation as a “forced 

exit” to save her marriage, having a husband complaining about her busy schedule with two little kids. 

Participant 3 is 39 years old. Her academic career includes a B.Sc. in chemistry. She worked as an expert 

in factoring in several banks. She is an expert in finance, sales and marketing. She has 3 children aged 9, 

7, 3 respectively. She quit her job after her third child’s birth and since then defines herself as a 

“professional mother”. 

Participant 4 is 37 years old. Her academic career includes a B.Sc. in business administration. She worked 

as a broker and financial portfolio manager at Istanbul Stock Exchange (IMKB) for 6 years. She has an 

11 year old son and she quit her job to take close care of him when was diagnosed as hyperactive at age 3. 

Participant 5 is 39 years old. Her academic career includes a B.Sc. in economics. She worked as a 

professional banker for 8 years. She is an expert in international trade, import, export and marketing. She 

has one daughter at age 11 and she quit her job immediately after her daughter’s birth. 

Participant 6 is 41 Years old. Her academic career includes a B.Sc. in economics. She worked as an 

expert of international trade and logistic in a ceramic producing and marketing firm. She has a son aged 9 

and she quit her job when her son needed more attention at age 3. 

Participant 7 is 40 years old. She graduated from high-school. She got married at an early age and gave 

birth to her two sons. She travelled around foreign countries, learnt different languages and worked in 

voluntary jobs. 

Participant 8 is 43 years old. Her academic career includes a B.Sc. in business administration. She is an 

expert in retail strategic category management and merchandising, Product Sourcing and Development 

(Import, Domestic, and Private Labels). She has also worked as a business director of a retailing group of 

companies. Her career life lasted 21 years and she decided to quit her job to be more active in family and 

social works. 

Participant 9 is 42 years old. Her academic career includes a B.Sc. in communication and has also 

passed a pedagogical formation that allows her to work as an educator. She worked as a human 

resources expert in one of Turkey’s largest group companies in senior management level for 11 

years. She has two sons and she quit her job when her eldest son was 2 to spend more time with him 

and to give birth to her other son. 

Participant 10 is 41 years old. Her academic career includes a B.Sc. in statistics. She worked for 8 years 

at one of the worldwide famous jean companys at senior management level. She is an expert in retail, 

product management and marketing. She has one son aged 11 and she took a break from her career to 

take care of her child after he turned 4. 

Participant 11 is 47 years old. Her academic career includes a B.Sc. in architecture. She has worked as an 

architect and marketing expert and even ran her own business for more than 15 years. She has twins and 

she decided to quit her busy schedule and business life to take care of them as well as to feel more 

socially oriented. 

Data Collection Methods: 

The data about the drive and motivation of the women for attending the program as mentors were gathered through 

in-dept interviewing and observation. First of all for determining the committed candidates, 24 applicants were 

breifly interviewed which lasted for approximately 20 minutes. However after the interviews were conducted and 

before the commencement of the training program 13 candidates were excluded in this study, further data gathered 

by in-depth interviews and observations were not available for these candidates. The details about the interviews 

applied to the 11 participants and observation conducted are further explained in detail below. 

Interviewing: 

In-depth interviews were conducted before the mentor training program to examine and deeply understand their 

backgrounds, drives, needs and objectives for attending this program. In-depth interviews were semistructured, 

the predetermined questions were asked to all of the 11 participants and evolved as the responses of the 

participants’ required further investigation, and the interviewers had the right to ask spontenous questions in 

addition to the standard questions. The semistructured interviews were conducted by the three interviewers that 



were also responsible for coordinating, preparing and evaluating the training program, and that are considerably 

erudite about the flow of the program. At the beginning of the program the interview questions were determined 

mainly by these three interviewers including the authors of the paper. Since the program was an initial attempt 

for training the wealthy women that had career breaks as mentors for mentoring the socially disadvantaged 

women, the interview questions were determined through a brain-storming session. After determining the 

general frame of the interview the interviews were conducted. The in-depth interviews lasted for two days and 

each participant was intervieved for at least 40 minutes, the interview sessions were also audio recorded with 

the permission of the participants inclusive of the notes taken by the interviewers. The predetermined questions 

asked to every participant are listed in Table 1. 

Table 1: The pre-planned key questions asked by the interviewers: 

Observation: 

1. Could you please give information about your previous job experience before you took this break? 

2. Why did you feel the need to quit your job and to take a break? 

3. In which part of your life did you decide to return to work life again? 

4. Why did you feel the need to return back to work life? 

5. Which difficulties were you face with while you were trying to turn back? 

6. Why did’t you accept the positions offered to you? 

7. Why did you decide to apply for our training program? 

8. What are you expecting to get from this program? 

9. How can you be helpful to the socially disadvantaged women in their attempt to become entrepreneurs? 

The participants took 13 different courses from 13 different trainers, and each of the trainers asked participants 

expectancies and reported their observations to the program head who is the first author of this article. In 

addition to that two coordinators of the program attended the courses and noted their observations about the 

participants. With the information derived from the in-depth interviews, the observation notes were also taken 

into consideration during the analyses part of the study. 

Data Analysis: 

Apart from the interview and observations notes taken, the audio recorded interviews were transcribed and 

analyzed. Durind the analyses of the qualitative data for each participant all of the written information was read 

carefully by each of the researchers and main themes were generated from the data as categories with the 

related information derived from the participants as examples. After individually analyzing the data, two 

researchers compared their results and prepared the last form of theme and categories with the matched 

information and examples. 

V. FINDINGS: “EMOTIONAL AND MOTIVATIONAL FACTORS OF PARTICIPANTS IN THEIR 

CHOICE OF MENTORING” 

Participants of the program consisted of women who before having children were in managerial positions at 

large enterprises. When they had their children, they had internalized the family maker role for a while to raise 

them. In time, when their children grew older all of them tried to return back to their former careers without 

success. The reason they couldn’t continue from where they had left off; was mainly due to being unable to find 

a job that was as compelling as before. Turkey has a dynamic work life with its young population and the 

number of educated young adults is increasing: as a result of this, younger employees with similar backgrounds 

and experiences are preferred to older ones, especially over thoses who had taken a break from their work-life. 

Entrepreneurship mentoring program is offering a solution for them to make a smooth transition to work life 

again. They all believe mentoring would be a solution for their career advancement and see this program as a 

second chance for their business life. Those declerations constitute the surface part of the iceberg whereas at the 

hidden part there lays emotional and motivational factors that pushed these women to mentorship such as; 

midlife crisis, work-life interference, need for achievement and need for competence. 



Midlife Crisis (Generativity vs Stagnation): 

The previous research on mentoring has been fed from the theories on career and life stages (e.g. Kram, 1985 

and Allen, 2003). Kram (1985) states that acting as a mentor in that stage of life help the individual to channel 

his/her energy into creative and protective action and it serves as a tool for solving the midlife crisis through 

generativity. Mentoring others can create new challenges and stimulation to the senior adults and give them a 

chance to share their experiences and wisdom to the inexperienced ones. When we look at the participants of 

the program, their average age is 42. They all claimed their need to pass their experiences to others. As 

Participant5 said “I knew I was valuable but I was urged to channel these insights to others, other than my 

kids”. Participant7 stated this as “I was dreaming to share my experiences with university students. Since I have 

no academic background I could not do this. Now, I realize I can make it come true with mentoring women” 

Work -Life Interference/Enrichment: 

Although work-family conflict and family-work conflict are distinct concepts, they are related because both of 

them have their bases on inter-role conflict that the person in charge experiences (Frone et al., 1992; Netemeyer 

et al., 1996). Work-family conflict alludes to “a form of inter-role conflict in which the general demands of, 

time devoted to, and strain created by the job interfere with performing family-related responsibilities” and 

family-work conflict alludes to “a form of inter-role conflict in which the general demands of, time devoted to, 

and strain created by the family interfere with performing work-related responsibilities” (Netemeyer et al., 

1996, p. 401). Previous empirical studies emphasized and showed the negative effects of both forms of WFC on 

job and general life satisfaction (Zhao, Qu and Ghiselli, 2011). One of the main motivators of our participants 

was to create a balance between their work and family life. Most of them mentioned that balancing a life 

between being a mother and a manager was a difficult thing and all of them stated that they had experienced the 

work-family conflict before they quit their jobs. As Participant3 stated “I had to quit my job or I would get a 

divorce back then. Because my husband was complaining all the time how my work had priority over them. I 

felt I was sacrificing at that time. Now, kids are self-sufficient and I feel exactly like the same. My husband is 

still complaining because now my only priority is family but nothing else” 

From the perspective of work family enrichment in their lives, participants are expected to be affected from the 

positive affect that mentoring experience would precipitate. All of the participants mentioned that after the 

growth of their children they started to feel a sense of uselessness and emptiness, and they wanted to be helpful 

and generative. Aiding and mentoring to BoP women that want to set up their own business, using their 

previous work and managerial experience, knowledge and competencies, and working for the wellness of others 

and for the benefits of society would lead to increase in life satisfaction, positive feelings, and sense of self 

worth as stated in literature (Greenhaus and Powell, 2006). 

Need for Achievement and Need for Competence: 

From the beginning of the research on motivation, theories trying to explain human motivation with needs have 

been popular. Especially both McClelland’s (1961) Needs theory and Deci and Ryan’s (2000) Self 

Determination Theory stressed the importance of psychological needs on human motivation. Need for 

achievement stands for the aspiration to accomplish challenging tasks, and willingness to put high levels of 

effort to fulfill their own standards of excellence and personal success; (Deci & Ryan, 2000), the need for 

competence represents the need to feel a sense of mastery and expertise. Previous research shows that both need 

for achievement and need for competence is positively correlated with professional success, appearance, 

performance, job satisfaction, work involvement, planning and striving for excellence (e.g.: Murayama, Elliot, 

and Andrew, 2012; Schuler, Sheldon, and Frohlich, 2010). In addition it is supported that when engaging in 

difficult activities people that have higher need for achievement tend to experience more positive affect and 

show less relinquishment ( Eisenberger, Jones, Stinglhamber, Shanock, and Tenglund, 2005; Zhongzeng and 

Xiting, 2005). Our program participants can be seen exemplary in that case. For instance, Participant10 stated “I 

feel myself as professional mother, but I need to have more to prove myself to my kids and to my husband”. 

Almost all of our participants described themselves as “achievement-oriented”, they want to be successful in 

every responsibility and role they take, that’s why they had reached to managerial positions and successful 

careers previously, and they left their jobs to take care of their children to be good mothers. From now on they 

want to be good mentors and work for the wellness of their protégés. 



VI. 

DISCUSSION AND CONCLUSION: 

Women’s participation in business life can be seen as one of the major solutions for nations’ development. 

Entrepreneurship, on the other hand, can be considered as an alternative form of personal development. When 

combined, the need for women entrepreneurs is inevitable and can be supported either through actual 

involvement or in the form of mentorship. In this paper, the example of entrepreneurship mentoring was briefly 

outlined. The underlying factors of sample of women who were the subject of this study are exemplified with 

emotional and motivational factor. Turkey has the lowest rate of women labor participation in both OECD, 

Europe and Central Asia Regions, although it is trying to boost its economy. According to The World Bank 

reports in 2010; increasing the participation of women work force could help to reduce poverty and fortify 

Turkish Economy. It is estimated that a 6% increase of full time women workers in the Turkish Economy could 

reduce poverty by 15% and can lead to a 6% increase in income. According to The World Bank report one of 

the approaches to increase women work force is by creating second chance programs for women, and our 

Entrepreneurship Mentoring Program creates this second chance for both high and low income women that are 

highly motivated to participate in the work force, further combining the well educated and experienced 

competencies with BoP women’s willingness. Behind regaining the potentials of these experienced women in 

economy, as our interviews showed this kind of program may also help to fulfill the psychological needs of 

women that want to return to the work force. 

Follow up studies related with the effectiveness of the training program on mentors and protégés will be 

conducted in the following year and we believe that these effectiveness analyses will shed light on improving 

the program and encourage similar endeavors to reattain the experienced women in the work life. 

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(1), 46-54. 

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CONTINUATION OF THE IRANIAN GARDENING 

TRADITION IN INDIAN SUB-CONTINENT 

DR. HASSAN HASHEMI ZARJABAD, 

Assistant professor at Archaeology in 

university of Birjand- Iran 

DR .SAMAN FARZIN, 

DR. ABED TAGHAVI, 

Department of Archaeology 

University of Mazandaran-Iran 

Department of Archaeology, University of Mazandaran, Iran 

ABSTRACT 

Gardening and the designing of gardens in the shape of parks (Iranian Bagh), the yards of 

palaces, mansions and the mausoleums is the essential part of the Islamic architectural tradition 

of Iran. The idea and the theme of such tradition had been derived from the heavenly Holy book 

of the Islam ( The Holy Quran) and resulted in beautification of land throughout centuries and 

millenniums. The theme of “Bagh” is rooted in the Iranian Islamic culture and tradition. It is the 

symbol of the heaven and the lost paradise, which artistically shaped and designed by the 

talented Iranian architects. That is the reason whenever the Islamic Ideology spread through the 

regions by the Iranian scholars, mystics, rulers and architects, the tradition of the gardens and 

gardening too found its way in that region and is still in continuation. The most beautiful 

historical gardens and the palaces existing in the region of the Sub continent are infect the 

archetype of the Iranian Islamic tradition and civilization which stand as the grand symbol of 

that everlasting civilization. 

Keywords: Bagh, Iran, Sub- Continent, Civilization, India 



INTRODUCTION: 

The word “garden or bagh” is one of the oldest terms, which existed in the mind of human being since Adam, 

the first man on the earth and maintained a remarkable importance in the human civilizations. The stories about 

Adam and Eve mention that they lived in the garden since their existence. The oldest references about the 

gardens are found in some historical sources about the civilizations of Egypt and China. (1) 

The Muslims derived and practically adopted the theme of garden/bagh from their Holy book, which mentions 

about the Paradise, the heavenly garden with all its aesthetic aspects. Most probably it was the description of the 

Paradise in the Holy book, which infatuated the Muslim designers and engineers to found and design the 

gardens in the east and west of the Islamic world. (2) 

God Almighty repeatedly describes in the Holy Quran: 

“Say: shall I tell you of what is better then these? For those who guard (against 

evil) are gardens with their lord, beneath which rivers flow, to abide in them and 

pure mates and Allah `s pleasure; and Allah sees the servants. (Chap.3“Family of 

Imran” Verse, 15). 

“And hasten to (avail) forgiveness from your lord, and a garden, the extensiveness 

of which is (as) the heaven and the earth; it is prepared for those who guard 

(against evil)” (Chp.3 “Family of Imran” Verse, 133). 

“As for these- their reward is forgiveness from their lord and gardens beneath 

which the rivers flow, to abide in them and excellent is the reward of the 

labrourers.” (Chap.3”Family of Imran”verse, 136) 

The terms “garden/bagh” and “ Paradise” stand as a symbol of calm and happy life with full of material and 

spiritual blessings where there is no sorrow or grief but pleasure and abundant bounties and fulfillment of all the 

wishes and desires. Infect this kind of idea was the effective factor for designing and construction of gardens in 

the Islamic era.(3) The term “ the garden of paradise” has a deep sentimental and religious impact on the 

literature of the countries all over the world and all the folk stories of different nations. 

The culture of gardening was of no significance in the Sub continent before Islamic era. It came to this region 

with the Muslim conquerors and developed there as a tradition since these conquerors started to plant different 

kind of trees and flowers in the yards of buildings and around the palaces and the forts that situated in that 

region. With the establishment of the Muslim states after the eighth century in the provinces of Gujrat, Utter- 

Pardesh Dukken, Junpur, Calcutta started a new era of architectural engineering in the Sub continent and big 

palaces and gardens had been constructed in these provinces. Sultan Mehmood made Muhammadabad, the 

adjoining city to Ahmadabad in Gujrat, his capital. He had hired an expert Iranian gardener especially for 

gardening services. In Bengal there are some historical gardens constructed in Ghaznavi era, which show the 

impact of the cultural tradition of the Iranian gardening.(4) 

The kings and rulers of Iran and some of the eastern countries who adopted the construction of gardens as their 

hobby had developed and made customary the tradition of constructing the gardens as resorts and the picnic points in 

their regions. These gardens were mostly constructed outside the cities at the bank of rivers and springs, on the 

hillside or at the open places where the water canals were already available. Plentiful supply of water is the essential 

condition for gardening. The systematic division of the park into the small gardens, setting of plants and flowers into 

the organized form and arrangement of streams and the fountains in proper shape is the specialty of the Iranian 

gardening tradition. This pattern of art can be seen in Iranian paintings and miniatures. 

The archetype model of the Iranian gardening tradition is “Bagh”. Some of this kind of parks are still existing in 

many places. This type of park is constracted in a compound area, which is devided into four equal parts by the 

two roads vertically crossing through each other. Mostly a building is constracted in the middle or at any other 

good looking site of such parks. The attractive and organized arrangement of plantsand trees with a plentiful 

supply of water and the cascades of low height add to the beauty and charm of the garden. Such kind of gardens 

have been mentioned in the history as existed in the Achaemanian and Sasanian Periods (550B.C.- 626A.D.).(5) 

Water and the headwaters have been regarded as an important resource throughout the human history. Many of 

the holy and religious buildings have been constructed on the riverside or at the places that had plenty of water.(6) 

Bagh had been constructed according to the history in the Timurian period (1369-1509 A.D.). Shahrukh had 

constructed a Bagh and a resort in Meshed on 796 A.H. Whenever he traveled Meshed for pilgrimage he used to 

stay in that bagh.(7) Timur himself built the Iranian type of gardens in Samarkand and Hirat. 



Much Iranian type of gardens had been built in the Babarian Period in the Sub-continent. Most probably the 

idea of the bagh of Tajmahal from the book “ Irshaduz-zaraa” written by Qasim Son of Yosuf Abunasary. 

Transcription of this book was available in the Mughul Emperial Library in Indian sub-continent. 

This transcription is now available at the British Library with the official stamp of the King Orangzaib, 

catalogue No. OR.755.(8). 

The detailed description of the design of bagh has been written in this book. It is said that Syed Muhammad 

Mirak had constructed the tomb of Hamayun in Delhi on 978-979. The enclosure of this tomb is reminiscent of 

the above mentioned Parks Father of Mirak also attached to the court of King Babar; probably he played a 

significant role in designing the Iranian type of gardens in the sub- continent. 

The most beautiful parks of the sub-continent are situated in the northern central and southern parts of this 

region (India, Pakistan and Bangladesh). 

PARKS IN NORTHERN INDIA: 

The most famous Iranian type gardens are situated in the northern parts of India in Kashmir and Hariyana. 

THE ACHHBAL PARK: 

This park is situated in Kashmir, on Jamu- Srinagar high way. It was founded in Jahangirs period on 1043.A.H 

and redecorated in Shahjehans period. A pavilion has been built in the center of the park which has been a resort 

for the Tamurian king during their visits in Summer seasons. The king Aurangzaib handed it over to Zaibun 

nisa on 1083.A.H. Another name of this park is “Sahib-abad” .(9) 

ILAHI PARK: 

This park has been built in Kashmir, near Bat Spora, in Shah Jahans period in Iranian style. A pavilion with a 

water pool and foundation has been built in the center of the park . When Shahjahan visited this park, he 

became fascinated and ordered to build there another pavilion . He included it in royal gardens.(10) 

BAHR-ARA PARK: 

This park is situated in the Sodrah Khan Island, in Kashmir. It was founded by Noor Jehan on 1056.A.H. A 

parition was constructed there in the period of Shah Jahan.(11) 

NASEEM PARK: 

This park has been built in the lahe, dil, in Kashmir in the period of the king Akbar. Azam Khan, Saif Khan and 

Afzal Ilhan had redecorated it. It is encircled by a wall.(12) 

SADIQUE KHAN PARK: 

This park was built by Sadique Khan the governor of Shahjahan on the beach of the , dilcane , The fountains 

made with septured stores are among the specalitgis of this park . A mosque was constructed in this park by 

Fazil Khan, the governors of Aurang zaib. A string of the holy prophets hair has been rept there as a holy gift. 

This is the reason it is also called Hazarat Bal.(13) 

THE ROYAL SPRING PARK (CHASHMA SHAHI): 

This park has been built by Ali mardan Khan on 1053-A.H. or 1063 by the order of Shah Jahan.(14) A mosque 

also has been constructed there. Its water pool has been decorated with marble stone, which has been brought 

there from Lahore. The Queen Jahan-Ara visited this park and she named it after the name of her spiritual guide 

Mulla Shah Badakhshi, Chashma Shahi (shahi fountain). An inscription in Persian has been found from this 

place shows the date of 1029 A.H./1607-8 A.D. for instruction of the monument.(15) 

SHALIMAR GARDEN: 

Shalimar is the name of the two beautiful gardens made in Iranian style in the sub- continent. One is situated in 

Indian occupied Kashmir while the other is in the city of Lahore in Pakistan. Shalimar is the name of place 



situated on 15km distance from Srinagar. Raja Parorseen (an Indian King) had constructed a garden there as a 

memorial of a hindu theologist during the first and 2 nd century A.D. That garden gradually distinguished by last 

of time. When the king Jehangir visited that place, he became fasinated and told the prince Khurram to build 

there a beautiful garden.(16) This park contains the speciality of the Timurian construction style. The main arc 

hitectural characteristics contain a slop yard for tracing, pools, canals, palaces and platforms layed down for 

water and canals.(17) A building with black marble has been constructed in the middle of this park in Shah 

Jahan period. Pillars of the first floor have been made by the stone. The third floor has a small roof with open 

windows in four sides.(18) 

The Shalimar park in Lahore is among the gardens made in Timurians period which has been constructed in the 

style of Tajmahal . A canal has been built about of the river Ravi which goes across the park. Whenever the 

canal was built, Shah Jahan ordered to start the construction Shalimar Bagh. 

First floor of this garden has been built in rectangular shape which has been divided into four equal parts. A 

pavement is attached with each part. The second floor is rectangular shap and contains water pool and the 

fountains made with stone. The third floor contains small gardens with frees and streams of water. The garden 

has been encircled with a wall made of bricks and stones. The first and second floor is called “Faiz Bakhsh”; 

And the third floor is called “Farah Bakhsh” (Pleasant).(19) 

This bagh had 152 fountains but today 100 fountains remain there. The water crossing through the fountains 

and cascades made of marble slabs results in cooling the hot air. Some trees had been brought from Afghanistan 

and planted there by the order of the king Shah Jahan. There are severel kinds of trees including mango, 

pineapple, apricot, peach and almond. A portion of the garden was part of the court of Ladies. The bathrooms 

with hot and cold water also had been constructed there. Halls and resthoudses were also there. The 

construction of this park started on 1043.A.H. by the order of the king Shah Jahan and completed on 1048.A.H, 

according to a Persian quatrain that remained in history.(20) 

THE NISHAT PARK: 

This park had been constructed in Srinagar by Asif Khan the governor of the King Jehangir. It is consisted on 

nine parts and it contains a beautiful palace especially built for ladies. This portion has been separated by 18 

feet high wall. 

A canal with a width of 13 feet is watering this garden. Each portion has been decorated with fountains, 

coscades made of marble stone and water scapes. Two buildings had been constructed with entrances. 

The shape and style is similar to the Timurian kind of construction . Stone is the main materials of the 

structure.(22) It has been built in three floors and a pavilion had been constructed with a water pool. It still 

maintains its beauty. 

Some of the other famous parks in Kashmir are Noor park, Iradat park, Zafar Khan park , Wajor park (= wafa 

park), Chuelabri park, Upper park and Warinag park.(23) The last park of the Timurian period is situated in 

Panjure, 26 kilometers away in the north east of the city of Chundigar. It was constructed in the period of 

Auranzaib. Babar started the tradition of the Iranian gardening in north of India. He mingled it with Mughulion 

style of gardening in park way in Punjor.(24) It is close to the fertile valleys surrounded by hills. The garden is 

encircled by the wall and in each corner there are watch towers . There were five enterances. The main 

enterance is on the castern side surranded by a set of rooms . A water canal that falls from a cascade adds to the 

beauty of the garden . It has several birldings with the names, Shish Mahal, Rang Mahal, the central palace and 

the waterpool. (25) 

PARK OF THE CENTRAL INDIA: 

The most famous parks in Iranian style are situated in Agra, Alahabad, Hariana and the eastern Benal. 

ANGOORI BAGH (GRAPE PARK): 

This park is situated in the historical fort of Agra in front of Jahngirs palace. This park has been designed in the 

shape of Iranian bagh. It has been marginated with red stone. In the center of garden there is a water pool made 

of marble stone that is surronuded by fence. The building adjacement to the pool has been painted with differnt 

design of paintings especially the designs showing the grape . This park was especially built to royal ladies. The 

grapes used to be planted in this bagh and that is why it became known as Grapes Park. We find descriptions 



about this garden in travelogues written by different travelers and the system of watering also had been 

mentioned in these trilogies.(26) 

JAHAN ARA BAIGUM PARK: 

This Park is after the name of Shah Jahans daughter Jahan Ara Baigum. It is also called Zohra bagh. Zohra is 

said to be the name of one of the daughters of the king Babar.(27) This garden also has been built in the Iranian 

style of bagh. Another name of this park is Syed Park, because the tomb of the famous mystic of Indian Syed 

Mohammad the martyred is situated there. 

It is an important print about this garden that a piece of land had been allocated and enclosed in the suburbs of 

Agra to provide the expenses of its maintenance and look after.(28) 

CHUNDAR BAHAN PARK: 

This park has been attributed to Chundar Bahan, one of the royal secretaries in Shah Jahan period, who lived in 

Lahore, known as Roy, died on 1068.AH. He had founded a park in Agra that still exist there.(29) 

QANDHARI BAIGUM PARK: 

This park was founded in Agra and attributed to the first wife of Shahjahan, the daughter of Mirza Muzafar 

Hussain Qandhari. These days it has been destroyed and some remains of its construction can be seen there.(30) 

MOHABAT KHAN PARK: 

This garden is situated at the suburb of Rajpur. It was founded by Syed Zaman Baig Khan Mahabat Jang and 

one of the governors of Jahngir and Shah Jahan. Today this park and some of its constructions including the 

tomb of one of the daughters of Mahabat Khan still remain there.(31) 

TAJMAHAL BAGH: 

Tajmahal bagh was founded during the eleventh century A.H. (1037-1067) by Shajahan, the fifth Timurian 

king in memory of his wife Arjumand Bano whose nick name was Mumtaz mahal. She was the grand daughter 

of Etimadud- dolah Tehrani. 

Ghayasuddin etimadud dolah migrated from Qazvin on 983. A.H. and later became the chief in the court of the 

king Akbar (963-1014.A.H).(32) 

Mumtaz Mahal, after her massiage with the prince Khurram who later become known as Shajehan accompained 

him in all his travels. She died during on of her travels to Borhanpure on 1030 A.H, after giving birth to her 

fourteenth child . Her body was temporarily buried in that place (33), but after six months it was brought to 

Akbar Abad and buried in south of Agra at the river bank of Jamna (Yamuna). The main park has been 

constructed around the building of the tomb.(34) The garden is in rectangular shape . Its design is similar 

to the other gardens situated on the river bank of the Jamna but more magnificent and larger in scale. (35) 

A platform in rectangular shape has been constructed in the middle of the park with a water pool. A water canal with 

a chain of small pools has been constructed on the both side of the platform. There is a footpath on the side of the 

canal that goes through the main entrance to the tomb . It is unique in its beauty and attractive among the gardens in 

India.(36) The covered area is consisted on 30561X580.11 meters . It is archetype of the Iranian modle bagh.(37) 

The park has been divided into four parts by the two road perpendicularly crossing each other. These parts again 

divided into four smaller parts . A water pool has been constructed at the corssing point of the two roads. 

The main park has been divided into seven sub parts by pavements.(38) Two towers had been constructed in the 

southern corners of the garden which are paralled to the northern towers. There is a pavilion in the middle of the 

east west wall . There is a platform on the southern part of the park with the name Jalweh Khaneh. There are 32 

servant quarters both sides of Jalweh Khaneh attached to the wall. Two markets were also situated attateched to 

the east west wall . The market and outer- look of the garden provide a unique scene of worldly beauty while 

the main and the cetral part of the garden, the tomb reminds the visitors of hereafter.(39) 

There are calligraphic epigraphs of Quranic verses about the Day of asking and paradise: the central water pool 

symbolizes the “Kauthar”, the heavenly waterpool in paradise, while the four streams around it, the four stream 

in pasadies.(40) 



The other parks in Agra are known Mehtab Khan bagh, Moti bagh, Wazir Khan bagh, Khawja Zakria bagh, Abdir 

Baigum bagh, Gul Badan Baigum bagh, Asif Khan bagh, Khan Alam bagh, and Feroze Khan bagh, etc.(41) 

GARDENS OF ALLAHABAD: 

At the suburb of Allahabad, there are Iranian type of gardens. Among those the Khusro bagh, is very famous. This 

bagh is situated near the railway station. The epigraphs in Persian Language indicate the Jehngir period.(42) The 

garden has been encircled by a brick wall. And the secrect of resistance and remaining of this bagh, is because of 

this brick walls (43). This garden is watered with the water of a well situated inside the garden. 

The remains of cascades and fountains are still there. The rulers- princes and governers of that period used to 

visit that park. The king Jehngir during his revolt against this father stayed for several time in this garden . His 

mother Salima Sultan Baigum came to this garden to the diate for reconciliation. Nowadays this garden is 

controlled and maintained by the national Heritage Foundation and Agricultural Foundation of India.(44) 

PARKS OF THE EASTERN BENGAL: 

LAL BAGH: 

It is remained an uncomplete monument from Mughul Period in Bangladesh, called “Lal Bagh” or “Aurangabad 

Fort”.(45) 

Lal park is situaited on the river bank of Buriganga in Dhaka, the capital of Bangladesh. This park was founded 

by the prince Muhammad Azam, the third son of Aurangzaib, on 1678A.D. Unfortunately he couldn’t complete 

its construction during the short period of his rule. Shaista Khan, the later governor continued its construction, 

but the sudden death his daughter, Irandukht, he also couldn’t complete it. The remains of this garden include 

the tomb of Irandukht (= Bibi-pari), defence walls, water towers and the beautifully constructed gate. There are 

other remains including a beautiful small mousque with three dames, court hall, water tank and bathrooms.(46) 

This park had been constructed in Safvid style of Iranian bagh. 

THE PARKS IN DECCAN - SOUTH INDIA: 

The most famous parks of this area are situated in Hayderabad, Achal pure, Nagpure and Benglore. In 

Haydeabad there are two kinds known as the general park and the private park. These were constructed in the 

period of Asifjah. 

NAMDAR PARK: 

This park is situated at the suburb of Achal pure in the province of Maharashtra. Muhammad Namdar Khan 

one of the rulers of that region who used to say poems in Persian and Urdu Language, had founded this park. 

The Persian cligraphs indicate that it was founded on 1229 A.H.(47) 

ANBEH JEHRI PARK: 

This park is among the oldest gardens in Nagpure which was founded by the rulers of Bhonsleh daynasty. There 

is a water pool filled with rain water that is supplied to the garden. Anbeh Jehri bagh is situated on the north 

part of the pool.(48) [Anbeh is a Persian word for Mangos]. 

LAL PARK OF MAYSOOR: 

This park was constructed in Banglore by Tippu Sultan, the second Muslim ruler of Maysoor. Tippu Sultan 

ordered to bring several kind of tree from different parts of Indian and out side of India to plant in that park. This 

park is under the control of the local gardening department.(49) It is one of the famous picnic points of Banglore. 

DARYA DOULAT BAGH: 

This park was constructed with the instructions of Tippu Sultan in Saringapatam in the province of Karnatic . 

He used to visit there in summer. The palace situated in the garden is now used as the museum.(50) The tombs 

of Tippu Sultan,Haidar Ali, and the members of the royal family of this region and a mosque named Aqsa 

mosque are situate in the compound of the palace.(51) 



NOW-BAHAR BAGH: 

This park is situated in the city of Shahnoor in the province of Karnatic. It was founded by Dilair Jang Bahador, 

the ruler of Shahnoor on 1266. A.H. It was maintained by Ghaus Khan. Today only the water pool with on 

epigraph remains there. This park has been mentioned in a Persian manuscript, titled: “ The history of Dilair 

Jangi” with its map and design.(52) 

CONCLUSION: 

The theme and design of Iranian Bagh (parks) had been derived from Islamic thought and anicent Iranian 

mythology. This tradition represents the Islamic Iranian Culture and civilization. It is the symbal of the 

paradise, the eternal peace and blessing of God Almighty. The man being a super creation and representative of 

God on earth has tried to create the symbal of the paradise since he lived on earth. He had desired to enjoy the 

beauty and peace that the verses of the Holy Quran picturized for man. Whenever the Iranian thought and 

culture found its way to different regions, it also brought with it the theme of beautiful gardens. The gardens in 

the subcontinent are the manifestation of that heavenly thought. 

REFERENCES: 

ENGLISH: 

1. Annual Report on Indian Epigraphy for the year 1967-68,Calcutta 1979; 

2. Annual Report on Indian Epigraphy for the year 1984-85, Culcutta 1989;Babur, Babur Nama, tr. A.S. 

Beveridge, Delhi1979; 

3. Crowe,Sylvia and Sheila Haywood, The Gardens of Mughal India , Delhi 1973;Desai, Z.A. Epigraphia 

India, Cacutta 1962; 

4. Epigraphia India (Arabic and Persian Supplement- 1975, New Delhi1983; 

5. Maqbul Sayed Ahmad, Tarikh-I Alahabad, Allahabad 1938; Mattoo, Abdul Majid ,Kashmir under the 

Mughuls, serinagar 1988; 

6. Mehta, J.Rustam,Masterpieces of Indo- Muslim Architecture, Bombay 1976; 

7. Munshi Mohammad Azimuddin,Tarikh-I Dilirjangi,1262 AH.;William, Rushbrook, A Hand Book To 

India, Pakistan, Burma and Ceylon, London 1965; 

8. Nazimuddin Ahmed, Discover The Monuments of Bangladesh, Dhaka 1984;weekly, Taj Weekly, 

Kamptee 1970; 

9. Petruccioli Attilio, Gardens in the time of the Great Muslim Empires, Brill 1997; 

10. Sayed Muhammad Latif, Lahore Architectural Remains, Lahore 1981; 

11. The Imperial Gazetteer of India , Vol. 5, New Delhi; Nagpur District Gazetteer, Bombay 1966; Amjad 

Husain Khatib, Tarikh-I Amjadia, Hyderabad 1874. 

) Persian فارسي):‏ 

اورنگ آبادي،‏ عبدالرزاق؛ مآثر الامرا،‏ آلكته ‎1891-1888‎م؛ 

؛ 

رودگر،‏ قنبر علي،“‏ تاج محل”،‏ دانشنامه جهان اسلام،‏ ج 

سلطان زاده ، حسين؛ تداوم طراحي باغ ايراني در تاج محل،‏ تهران ‎1998/1378‎؛ 

سمرقندي،‏ آمال الدين عبدالرزاق؛ مطلع السعدين و مجمع البحرين،‏ به آوشش عبدالحسين نوايي،‏ تهران 

‎1980/1359‎؛ 

قرائتي،‏ محسن؛ تفسير نور،‏ جلدهاي يكم تا دهم،‏ تهران 1380-1370/ ‎2001-1991‎؛ 

آخ،‏ ابا؛ معماري هند در دوره گورآانيان،‏ ترجمه حسين سلطان زاده،‏ تهران ‎1994‎؛ 1373/ 

لاهوري،‏ عبدالحميد؛ بادشاهنامه،‏ چاپ آبيرالدين احمد و عبدالرحيم متعلقين،‏ آلكته ‎1868-1867‎؛ 

ويلبر،‏ دونالد؛ باغهاي ايراني و آوشكهاي آن،‏ ترجمه مهين دخت صبا،‏ تهران ‎1969‎؛ 1348/ 

دانشنامه جهان اسلام،‏ جلد اول،‏ تهران ‎1996‎؛ 1375/ 

قرآن مجيد؛Urdu ‏(اردو):‏ 

مير محمود،‏ حسين؛ رياست ميسور آي فارسي،‏ عربي اردو آتبي،‏ بنگلور ‎1980‎؛ 

اردو اسلاميه دائرة المعارف،‏ دانشگاه پنجاب،‏ لاهور.‏ 

،6 صص ،64-58 تهران 2000/ 1380 



FOOTNOTES: 

1. Isalam World Encyclopedia (IWE), vol.1,p.571 

2. Ibid 

3. IWE,p572 

4. Ibid, p577 

5. Urdo Islamic Encyclopedia, vol3, p.962 

6. Donald, p.2 

7. Samarghndi, p.2 

8. Attilio,p.122 

9. Mattoo,p.201 

10. Ibid, p.197 

11. Ibid 

12. A Hand Book To India, Pakistan, Burma, and Ceylon, p.523 


14. Ibid,p.200; Crowe,p.139 

15. Annual Report on Indian Epigraphy, p.235 


17. Kokh,p.86 

18. Crowe,p.98-99 

19. A Hand Book To India,Pakistan,Burma, and Ceylon,p.492 

20. Ibid 


22. Ibid 

23. Crowe,p.120 

24. Babur-Nameh,p.465 

25. Maghbul Sayed Ahmad,p.40 

26. Ibia,p.78; Crowe,p.165 

27. Babur-Nameh,p.466 


29. Ibid,pp.171-172 

30. Ibid,p.143 

31. Ibia,p.63 

32. Ourang-Abadi,vol.1,pp.128-129 

33. Lahori,pp.385-386 and 393 

34. Ibid,pp.402-403 

35. Kokh,p.99 


37. Sultanzadeh,p.92 

38. Roudgar,p.6 

39. Lahori,p.vol2,p.329 

40. Sultanzadeh,pp.98-100 

41. Roudgar,p.63 

42. Crowe,pp.165-180 


44. A Hand Book To India,Pakistan,Burma and Ceylon,pp.38-39 

45. Annual Report on Indian Epigraphy for the year 1984-85,p.64 


47. Nazimuddin Ahmed,p.170 

48. The Imperial Gazetteer of India vol.5,p757 

49. A Hand Book To India,Pakistan,Burma and Ceylon,p.408 

50. Nazimuddin Ahmed,p.171 

51. Ibid; Rustam,p.42; Epigraphia India( Arabic and Persian Supplement),1984-85. 

52. Azimuddin,p.124 

---- 



GOD ANSWERED “EQUALITY”, EQUAL RIGHTS, 

EQUAL RESPECT, EQUAL OPPORTUNITY 

BETTY C, DUDNEY M.T. 

449 Manley Dr. 

Nashville, TN. 37220 USA 

INTRODUCTION: 

Writing forty years after being given the Prophetic Word of “EQUALITY” by God’s Holy Spirit. Have 

witnessing to the Vatican since 1985. Three times to three Popes, for the ending of discrimination, inequality, 

especially for the female half of God’s Image. Without ending inequality within the largest of our Christian 

institutions, how can we expect it to be ended elsewhere in our world? Till then half of our world must live on 

daily wages of about U.S. $3.00. 

Today 25,000 children will starve to death, while millions more will go to bed hungry tonight! Not to mention 7 

out of 10 children will be unable to go to school, to learn even to read or write, because they must go to work, 

as young as 5-6 years old. 90% OF OUR WORLD’S ECONOMY AND OUR RESOURCES ARE IN THE 

AND CONTROL HANDS OF LESS THAN 2%. 

The worlds resources and our Labor, God meant to be used for the benefit of all. 

DEDICATED TO ALL THOSE WHO LOVE ESPECIALLY THOSE WHO HAVE YET TO KNOW 

TO “LOVE GOD AND ONE ANOTHER” GOLDEN RULE UNIONS: 

First a little note on gods and little tiny Hummingbirds. This morning as I sat behind my back screen door, 

watching house sparrows eating bread crumbs, a silver sliver of a hummingbird also noticed, hovering in midair 

to say “Thank You” as she click, click clicked away in a flash, to the honeysuckle flowers nearby.She must see 

me like a good god, among some who could care less, in my trying to share the goodness that is the best part 

about living. Just as I see my God's goodness, yet in my limited way, as we are all limited in how we see God. 

Few doubts for me, there is a God because of experiencing spiritually as well as literally The Hand of God, both 

in obvious ways beyond this world’s powers. 

Moses saw such a Hand or “The Finger of God”, writing down The Ten Commandments, over 4000 years ago. 

Thousands of years later the prophet Daniel, would interpret the writings of God’s hand again, seen by many at the 

Kings Court on his banquet wall. Over 200 times, I have found the mention of God’s Hand in Biblical Scriptures, 

mostly as a symbolic sign of God reaching out to us. For God is good. Those who want to know God as a Loving 

Being, there is a way for you to know for yourself! 2000 years ago, Jesus said the Laws and the Prophets were 

summed up by: First putting God in your heart. So you will know how to “Love One Another”, and even to “Love 

your enemies”! This is the fullness of the Golden Rule Universally found, also the essence of "Equality". Doing 

good, instead of evil, even to enemies, can make it possible to create friendships, or at least not to increase the 

hatred, and lesson the destruction in our world! If only Enough people could “see” the value of treating each one 

with equal respect and concern, God’s “Equality” what a paradise on earth this could be! 

The Golden Rule of treating others with equal fairness, in the way you would most like to be treated, is found 

also found naturally in the heart of most enlightened or higher forms of life. Yet a few humans are born with out 

such feelings, they may have been damaged before, or after birth. Only concerned with their own self-interest, 

they will seek out positions of power over others, first in their homes, then in jobs, or business, even in 

religion. Their pleasure comes not from real concern or love of others but in controlling, their use of, and 

manipulating others. There are others who have been physically, emotionally or even mentally damaged, who 



will tend to seek revenge, unless they are healed of their hurt and anger. Some can be healed. We need to do 

our best to express love, and try not to be the cause of more harm or misunderstanding. 

It may be that many of the leaders we have had over us, have been damaged in their past or even lack our 

normal human feelings. Many have misused positions of power and will continue to do so, until the 

equal rights of each one is morally respected as well as legally protected. Sometimes they try to set us up 

against each other, using male against female, or one culture against another, even to leading us into one war 

after another, just to feed their greed or gain more power, fame or fortune. 

History is full of Cesar’s, Kings, and even a few Queens, who have without conscience, taken the best from the 

rest. As God warned the Hebrews, long ago, when they insisted on a King, like the other nations had. 

Warned them not to have kings or even rulers over them. For God desires people to allow The Holy Spirit into 

their lives, to lead them to the fullness of truth, so they will know what is right to do. 

To have a conscience by the time most have reached the age of reason, willing to be guided daily by God Holy 

Spirit of Love. We would need to have only Judges, to be able to judge between any disputes. We continue at 

our own peril by ignoring this warning of history. Do we really want rulers, rather than to be free people? Or 

even bother to think of such things? Leaving It up to others to decide for us? 

War, like any negative, is really a battle with our lesser selves, and is against our best and highest nature. 

Against the Golden Rule written naturally in the hearts of most humans. 

We have to look for leaders who will lead us towards and not away from the universal Golden Rule to be able 

to stop them from using us. Sometimes through the media, Controlled by only a few who also control a lot 

of our economy, as well as influencing our minds. What can we do to change so much control by so few in 

charge? Many believe little, for the worlds economic waves are high and mighty at this time. We have no hope 

in a raft alone, except to be swallowed by a Godly whale, or working together. Time after time a small group 

willing to work with other groups of friends have made a great difference, and will again, if God be with us. 

Golden Rule Unions do not have to be formal or legal groups. Only small groups uniting with larger groups, as 

the need arises. There is plenty on this earth for all to have enough food, housing, economic skills, but not as 

long as we allow so much inequality. Where only a few are in control of so much of our world’s economy. 

Right now primarily in the control of International corporate profits makers and banking practices. 

Top high salaries, perks, along with excessive profits allows excessive political contributions to gain political 

control and even military influence, in areas where they are strong. 

Having the Gold makes it easier for them to make the rules, but we know violence is their ultimate weapon, 

reinforces and increases their greedy nature. 

Any chance to turn the tide must be done by the power of non-violence for they have the political influence and 

weapons behind them. First you must be willing to take mental, spiritual control of your life, by putting it in 

God’s Hands. Prayerfully create with others 12 and/or 12 X 12 networks. 

With those you know who really are interested in a better life, not just for self, but equally for all. 

There will be opposition, so find those who are trustworthy and willing to share the risk with you. 

Knowing our souls, must either grow, or possible even die out, if we knowingly continue in ways of unfairness 

and injustice. We need many to believe in, live in, the Universal Golden Rule of Equal justice, equal fairness. 

FOR ONE FOR All, WHY GO TO ROME? 

November 12 th , 2010 

Your Holiness Pope Benedict XVI Vatican City, Roma, Italia Bon Journo Padre,I have known from the 

beginning it would be difficult to communicate with you. That is the reason the person who reads this letter 

first, should know I have, at least, a good reason to believe our Pope has/will read some of these letters. So 

please do not try to stop this. Even if we are in conflict, Love, with its Godly purpose is the best and primary 

reason for us to change some things for the better, for all of us. Inequality hurts all. What we do here, or fail to 

do, affects us both in the present, as well as in the eternal hereafter. Inequality is still hurting The Church and is 

negatively affecting our world. God has destined equality to flow first from The Church. 

*1God is not just male, or female, but is a combination of both gender qualities. “In Christ, no male or female” 

*2 Our Church must soon reflect this fact or it will be known as having been taken over by the antichrist. 

Every human being, scientifically, mentally, or even more importantly, spiritually, is composed of both the 

sexual components, only in degree. 



We are much more alike than we are different! We would prefer to come to Rome for Your Blessing for our 

Order of Mary, Michael's. In our Golden Rule Family, we are increasing in numbers. We feel time is of the 

essence, for us, Our Church, for our world. If you continue to refuse to give women the right to serve “In hrist” 

at the altar, on the grounds Jesus did not appoint any, then the same logic should be applied that neither were 

Italians, poles, or Germans, only Jews were appointed! Then by spring we must come to Rome fasting and 

praying for the female half of God's Image. In the name of Christ, 

Betty C. Dudney 

*1Pastoral Constitution, Article 29+,Vatican II 1965 

*2 The Apostle St. Paul 

Am here to help create with the prayers and fasting of many, a miracle for people to help end at least reverse the 

terrible curse of inequality we all are under whether we realize it or not. What we do affects the rest at least in 

our own lives to some degree, so in that regard we are all equally important. By what we choose each day to do, 

or refuse, fail to do. Experience has taught me that God works through human hands of good will, with those 

willing to work together for a common cause. During the years when I was physically able to work in hospitals 

and Medical Clinics, only felt I had the time and energy to give a little extra for other causes with my own 

family to help support and care for. 

Did nothing like my hero’s of those days who gave so much, people like Mother Teresa, Gandhi, and so many 

who are not very well known like a young man Marshall Ganz the son of a local Rabbi, brilliant and one of 

many who gave away a promising career to support Civil Rights and to help right our past prejudices. 

Many young people spent their summers then the rest of the year, never to return to college to work in the South 

where I am from and still love to live when I can, from seeing so much progress of people here of treating there 

as equal human beings. 

During the 60’s, the time of Dr. Martin Luther King, some went to help register black voters to vote for the first 

time, and doing sit-downs with blacks at lunch counters where blacks had not been able to eat before. 

Many suffered beatings, or thrown in jail, some even killed both blacks and whites who had agreed they had to 

witness non-violently to prevent even more violence. They appealed to the conscience, to the best in people, to 

be able to have a lasting win for all. Possible only with non-violence! For violence only begets more violence. 

After the struggle for equal rights, and racial equality ended, it has now continued with Women’s Rights, 

needed to stop the much discrimination against them. Women were one of the last to gain the right to vote, in 

the U.S. actually not until 1921. Of more interest to me then, was hearing about farm workers organizing in the 

little town called Delano, California, where I had gone to High School, around the same time as Helen, the now 

wife of Cesar Chavez, Co-founders Delores Huerta, and others, leading a strike for farm workers against their 

low pay, and miserable, as well as dangerous working conditions with pesticides, long grueling hours in the hot 

desert sun. Twice they marched to Sacramento to appeal to the Senate there, 465 miles on foot! 

I wanted to go with them but because of my own work could not until many years later, when they needed to go 

again, for needed laws most other workers already had. Unions are one of the primary ways the workers have a 

non-violent chance against large Corporations and most businesses that are in it for the profit and squeeze as 

much work from the workers as possible. Both marches started out with less than 100 farm workers, yet by the 

time we reached Sacramento a month later walking about 10 miles a day by talking to farm workers on the way 

1000’s had joined with us. As we passed many farms the workers, realizing what we were trying to do, would at 

least wave, many offered food, and in the evenings a place to sleep. 

A small truck followed us with our sleeping bags and extra shoes. We were met with much love and positive 

response and the closer we got to Sacramento more and more joined in with us. At the time my immune system 

was so bad, I was not allowed to work around sick people, discouraged, but when Cesar's Spirit called, it 

became a do or die thing for me and at the end of the pilgrimage there was new life in me too! 

It had taken years for the farm workers to actually form their own Union and then more years to even legally be able 

to strike for a better life that was finally recognized as their own civil rights for the first time, here in America. 

The Vietnam War had also stirred my conscience many years before, where I was then living, a middle sized 

town, of only about 50,000, yet we had no more than 10-15 who would show up on a Sunday in front of our 

court house in town to protest the war. In the major bigger cities they came out to witness to end this War by the 

1000’s and while many things helped to end the war finally public protest for sure played a necessary part. 

Now years later one more time, I know God’s Hand is insisting of this witnessing to Our Pope, against the 

Church’s long time discrimination of women. The largest groups of Christians are Catholics with a Pope who 



has the power to change the inequality now, within The Church, for the many women who feel called to serve 

God at the Altar. For Jesus is equally within them, and they can be a much needed example to others in the 

world of God’s “Equality”. 

Especially to stop the rationalization that it is ok to treat over half of the workers pay grossly unequally, an 

average of about $3.00 a day, because religious organizations sanction inequality and discrimination. Most of 

all that it is morally OK for those to continue their pay inequality for those who have created the current 

economic crisis, and are in control of up to 90% of the worlds wealth and it’s resources. To the point where up 

to 50% of all people are living on a starvation diet of one meal or less a day! 

We need to stand in solidarity with others to help stop this inequality before even more are squeezed into such 

starvation diets. You can help those who pray for a better world, in making your prayers more affective by 

fasting from at least one thing each day, whether it be a whole meal, a piece of candy, or even just a smile to 

someone you wouldn’t have given it to otherwise. One of us can do little, but many joining their prayers and 

fasting together can do much to help create miracles of equal opportunities for all. Blessings there are that come 

from that peace within, through good will, a loss otherwise! 

Holy Father Pope Benedict XVI Vatican City, Rome Italia 

March 21, 2011 

It is the first day of Spring Holy Father, one of the most promising days of the year. 

Days to take lessons from nature that we now will have equal times of both day and night. 

A time for our human male and female natures to be recognized as equals too, especially within The Church, 

from where God’s morality should be flowing. 

We must come out of the winter of inequality that causes so much disparity. Where half of our world is in a 

process of starvation! 

We can no longer ignore that The Church sets the example for the Golden Rule, especially for the female half 

of God’s Image, of God’s nature. 

With the guidance and direction of The Holy Spirit I must give you this message, and to The Church, at St. 

Peter’s Square, beginning In April, 2011. 

I will be there in Rome, pleading for your help, as the only one who can set the moral example for the less than 

5% of those who now control over 90% of our worlds wealth and see nothing wrong with their lack of 

inequality, for The Church is still practicing it. 

Yet you know it is not from God, for God is a God of equity. 

I have read several of your books and one message on “Equality” from the Day of peace for 2004. 

It is now time that we become more Christ like before more are allowed to starve, because of this inequality. 

Your friend in Christ, 


GOD AS BREATHES OF LIFE: 

Boundless and without end, God can be known by infinite, freeing LOVE, PEACE, JOY.The trials of human’s 

experience may be allowed because of free will and for our SPIRITUAL GROWTH .The Bible describes the 

nature of God as:“HOLY LOVE”, EQUITY, AND A GOD WHO IS “not a god of partiality”, THE I AM 

THAT AM. The Disciple John, a long time close friend of Jesus said: 

“GOD IS LOVE, WHEN WE LOVE, WE LIVE IN GOD AND GOD LIVES IN US”* 

*I John 4:16 

All those who live in God's Will, allowing God’s Holy Spirit to guide, are part of God'' s infinite life, and find 

God's Mercy. 

NEGATIVE NATURES: 

My God does not have a negative nature, is not the cause of evil. I once thought that because I found so much 

negative-ness contributed to God in Scriptures, before I realized people, even the great Prophets all are limited 

as to their personal perception of God and God’s Holy Spirit inspires each one of us but we are limited as to 

how we see Divine Inspiration, some more attuned than others, as well as people justifying what has happened 

as being acts of God, such as when a natural disaster happens, but it is our free will and our circumstances of 

where we happen to be in nature or our physical bodies at the time how much we are affected by acts of nature. 



Only for special reasons at special times for the good of all has God miraculously set aside the laws of nature so 

that they apply to all equally. A perfect God, A perfect Spirit of Love has no evil, Injustice. Some causes of evil 

are putting self above an equal concern for others, such as selfishness, racism, sexism, all kinds of inequality. 

There are many numbers of negative things we can experience, as well as even more it is possible to experience 

good things in this worldly physical lifetime of ours, because of living in this natural world, and mostly because 

of the chosen natures of those who have lived or are now living in our world. We are advised by Jesus and all 

good prophets, to stay away from negative actions when possible, especially if there is nothing we are able to 

do to make them more positive, for they can or will try to diminish us, or take us away from God's equal love 

for each one of us, under all our circumstances. 

God is infinite, God is One, but also can live and be in all!. We are infinite, in number while still being one, 

with the One eternally. Unless and only unless we chose not to be. Unlike evil that tries to manipulate and 

control you, God will never take away your free will. Be suspicious of the motives of anyone who does try to 

take away your free will, that is what evil is after. To control you and to make you it’s slave. Don’t ever think 

evil does not have an intelligence, whether it is in a person or as a spirit of evil that will try to even put thoughts 

of evil into your head, can hear what you say, but cannot know what you are thinking. One of the things I 

watched a seminar on the net this morning and shared some of it for a Birthday present for one of my Great 

Grandsons. It was about Intuition, which everybody has but we are mostly trained by school and our culture to 

think only from the left side of our brains which is the logical side. Or everybody thinks we should try to stay 

logical, in our Patriarchal world. Like the world is a jungle and might makes right, or like who owns the gold 

makes the rules! And there is of course some truth to this, but there is our other side of the brain, which most 

99.9% of us have that also says, Love One Another, even your enemies, for it is the only way to make an enemy 

a friend. And better to have friends than enemies.Or the best way is what is best not just for us but for anybody. 

Or what I write about because it is the only thing that God gave me to share very plainly and that is “Equality” 

in fact this book I’m writing on right now is called “God Answered “Equality”. Or also thinking of calling it. 

The Pink Cross. Anyway back to what I learned about Intuition besides everybody has it. It is kind of a way of 

listening to your gut. It is your inner teacher or guidance system that is centered in your heart instead of just 

your left side of your reasoning brain. The heart is like a brain too as it has it’s own kind of intelligence and it 

can inform us or give us information that is not available to our puny left side of the brains grey matter and 

comes from a broader field of energy outside us some call The Cosmic Consciousness. I call it The Holy Spirit, 

but I like both words and both are true. Here of course I am adding some of my own learning and experience, 

along with what I heard this morning. To connect with this is like having an inner compass or some call it a 6 th 

sense, and it is a little different than regular thinking or logical thinking because it is more of a feeling or 

sensing with one of your 5 senses, you see with your eyes, but you can also “See” with an inner eye or some 

call the God Eye. Or you can hear or “hear” or you may just have a over all feeling of danger or of a thing that 

would be a good thing to do. One of the ways to develop this sense of intuition is to listen, instead of just think. 

To be in the present because when we are in logic or talking in our brain, we are going over past information 

and thinking about something we did or didn’t do in the past or should do in the future and we are not living in 

the present, where reality is. People who are willing to balance this head logic or thinking with listening to what 

is happening here and now live in the present and they can see more than those who are living in the past or 

future and are not connecting with the present. We have this inner guidance system that is essential to living our 

lives as we would like. It really isn’t possible if you don’t use it, I have tried and known many who have tried 

and life just gets the better of us, if we don’t listen to that guidance system; as it knows more than we can 

possible know about the past, present and future. So how do you listen to it more? You practice every day just 

listening to where your mind wants to take you, wonder about what ever thought comes to your mind. Like 

practice increasing your intuition by asking some kind of a question 100 times a day “I wonder about this or I 

wonder about that, simple and complex things doesn’t matter what matter is to wonder, than listen to what you 

hear. In other words you are asking question and you will get answers if you do it. Simple things like “Wonder 

who wants to call me? Wonder where that Bird is flying? Wonder what I should do this morning to do 

_______what ever it is you would like to do. Just take one step at a time, and build on it. 

Imagine what it would be like and ask your inner guidance what you need to do 1 st to get there, and when you 

get a response, trust it and do it, and see for yourself if it works. Keep trying till you can connect and get some 

answers that feel right and true for you. 

We never lose our intuition but when we stay too much on the left side of the brain thinking only logically and 

not listening to the Universe, we not only become ridged and close minded, we shut out the light it is trying to 



tell us. Instead of becoming more and more enlightened we fumble around in the dark of our mind but 

like turning on a light bulb one you can turn it on again, just by practicing wondering many times a day and 

listening for answers to what you most need to know to get to where you want to be. Then when you feel 

something act on it, just little steps at a time. Ask and you will receive Jesus said. 

Love, 

Grandma Betty 

FASTING AT THE VATICAN: 

Wednesday, April 6 , 2011 

The fifth day of fasting and prayer for an end to inequality, starting with The Church, here below the Pope’s 

window, at the fountain in St. Peter’s Square. 

For this is where God’s morality should be flowing from. Psalms 126 tells us to “give thanks for all we have”. 

We can give thanks if for if nothing else, for the very air we can breath. 

While each one of us often remains in some form of captivity because of our human limitations, so we need to 

frequently count our blessings, give thanks for what we do have. 

“Those who sow in laughter and song, peace and good deeds, shall reap the richest harvest.” 

Remembering it is always in God’s better time, not always seen in ours! Yet “those given much, much more 

will be expected from them”. God gives us much, most of all the hope of eternal life. Praise God for hope! So 

we can even give thanks for what seems like a burden to us now to go through. For who knows but that which 

we suffer may not turn out to be what will be the means to help us up to another step in our own perfection, 

needed to enter into Heaven in this life, as well as the next! 

So nothing need be wasted, as even the worse can be turned to good, when you seek in faith or trust God’s 

Hand, in the worse of times. I know that should be easier for me to say, you might say, because I have seen 

God’s Hand, and that should be true, but depending on the severity of the trial, it has not been 100% true for me 

and I paid dearly for that lack of faith, so that is why I am emphasizing it, how important just the hope in faith 

alone can be. Hope and trust in God is what faith is and take my word for it hope is better than no hope because 

it helps you make better decisions about what you do or don’t do with your life. Also turned to I Peter chapter 

5.There he tells us older ones (elders) (I still get bothered in a Church who only allows male “elders” to usher or 

take up the collection) St Peter says, “to feed the flock, not feeling forced to, but willingly, and not for filthy 

money but of a ready mind.” Not to be as Lords over what is God’s, but to be the better example. 

To the younger, “Submit yourselves to one another.” “Wearing the cloth of humility, for God rejects and will 

make to stumble the proud and will give grace to the humble.” 

One cannot be here fasting and in prayer, and not feel humbled. 

Strangely enough there is also a sense of being close to Heaven, not in a physically present way but in a 

Spiritual sense that is hard to put into words. Only an inner touch or sight of what Heaven might be like! 

So I wait for The Holy Spirit to give more guidance when it is needed. This past week’s audience with The 

Pope Benedict XVI went best so far as I did manage to get this prayer to one of his aides as they passed. 

FOR EQUAL HUMAN RIGHTS 

FOR EQUAL HUMAN RIGHTS, ESPECIALLY WITHIN THE CHURCH FROM WHERE GOD’S 

MORALITY FLOWS, 

LORD HEAR OUR PRAYER 

FOR EQUAL HUMAN RESPECT THE BALANCING OF UNBALANCE-NESS FROM DISCRIMINATION 

AND OUR PREJUDICE 

OH LORD, HEAR OUR PRAYER 

FOR EQUAL HUMAN CONCERN TO END THE PRESENT INEQUALITY A WAY TO BRING BACK 

MANY TO GOD 

LORD HEAR OUR PRAYER 

FOR MUTUAL Opportunity THE HOLY SPIRIT SPOKE IN VATICAN II SPEAKS NOW TO ALL GOOD 

HEARTS 

OH LORD, HEAR OUR PRAYER 

This is the same poem I gave to Pope John Paul II the first time I witnessed for three months in Rome in 1986, 

before going on to Israel for what I thought God wanted me to do there, a Peace Scroll. His stopped in front of 



me again! At this last Wednesday audience before I had to leave. This time I would be able to overcome my 

shyness to speak of our Church’s need for equality. His response was to have one of his aides hand me a prayer 

card with Jesus as a young child without any clothes! 

A third leg needed to preach? 

I do not feel as shy about speaking now! 

IF JESUS CAME BACK AS A WOMAN 

IF JESUS CAME BACK AS A WOMAN WHERE 

WOULD SHE GO TO PREACH? 

CERTAINLY NOT TO THE MOTHER CHURCH FOR THAT IS CLAIMED BY MALES FOR MALES ONLY. 

PERHAPS TO A CONVENT INSIDE CLOSED DOORS BE HEARD 

THE SAME CLOSED DOORS OF THE TEMPLE 2000 YEARS AGO 

WHERE WOMEN WAITED IN THE OUTER COURT AS PROPERTY 

NO WONDER OUR WORLD IS IN CHAOIS 

WHEN ONLY HALF OF THE WHOLE 

PRESUMES TO RULE OVER THE OTHER HALF! 

DIVINE WISDOM AS FEMININE TOO: 

A quote from Patrice Tuohy writings: 

“At times biblical poetry sets the theological distinctions aside. In some places in Hebrew Scripture for 

example, divine wisdom is feminine and spoken of in a way indistinguishable from GOD.” Those who study 

theology know that the word "Father" when used for God includes the word "Mother” meaning our Spiritual 

Parent or Creator. Not so many others, who have not had the chance to know, There in lies part of the problem, 

that creates so much of the misinformation or false assumptions that God is just a male, because only 

patriarchal masculine terms are used and taught. I was led to go to the Holy Land to learn this, even to the 

finding me just the perfect place to stay, after my first month, within a French Convent on the Via Del Rosa or 

“Way of the Cross”. Right in the middle of the Arab section of the Old City. Which in itself was an education I 

so needed. That first night, around 10 pm, the taxi from the plane, let me off at the Donkey Gate of the Old 

City, the streets not being wide enough for the Taxi. The gate is near the first of the stations of the Cross, the 

Convent was little more than a few blocks away between the Second and Third station but I feared first that 

night, when seeing only a few poorly dressed young men standing around and being the only one left off at the 

gate, with just a suitcase, a back pack, and address! 

Once they knew the address they insisted on carrying everything. I would soon learn these young men were 

some of the best a stranger to their land could want to meet. They made me feel so welcome and carried so 

joyfully all that weight and even waited at the door until someone answered so late at night to let me in. 

Then they even refused to take anything! Being only able to stay at the Convent a short month, found the 

perfect little place next to the Aramaic Monastery, also within the walls of the Old City. The Old City, at least 

at that time, was divided into 3 sections of the three religious offshoots from Abraham’s descendents. Jewish, 

Muslims about equal, here in the Old City with a smaller Christian section In-between for it is very much a 

Holy City for all three of these religions. Outside the walls the city extends on two sides into both Muslim and 

Jewish larger residential sections and just a few Christian groups to be found outside the Old City. 

Most of this Holy Land has been settled for many centuries by Arabs, the area was called Palestine only a very 

small remnant of Jews had stayed to live there in Peace. There is no easy peace now, but a Palestinian State of 

their own would help. You can not just take a large group of people’s land, without there needing to be 

agreement and compensation that is satisfactory to both sides! That is the only way to end, or stop wars instead 

of sowing the seeds for a new one. So we hang now in the balance of a Third World War, that will be almost 

beyond doubt, be more destructive than the other two, something not one person on this planet can be assured 

of benefiting from, and something everyone needs to have as a number One priority in their life to do what they 

might have the power to do, if they value their own life, as well as the life of others they might love. 

People can live with most everything except the nuclear disaster that now faces us, which not just one country (and soon 

terrorist) with quiet a few capable of committing suicide with, murdering as many as a third of the world’s population 

plus making it one big hell for those who would survive for awhile as cavemen, maybe for hundreds of years. 

That is why we are known in Physics as a Zero planet. To get to even a number one planet we must mentally, 

emotionally, spiritually mature and heal or protect ourselves from being war mongers having bigger and more 

weapons is not enough. In a small courtyard in the Old City in a small Armenian section, I felt lucky to find a 



little one room studio I could afford, right on the side street across from the Aramaic Monastery where I would 

soon get to know the librarian. One day after much questioning the librarian brought out and showed me a 

Dictionary of the oldest record of Aramaic words. This was of the language of Jesus, and during the time he 

lived. He seemed to get great pleasure out of my delight to see for myself that the word Jesus used for God, 

“ABBA" meant a name for Heavenly Parent that refers also to the Mother, as well as the Father. The Spirit of 

Parenthood, Two in One. Adding the Child, you get more of the truth what has been labeled the mystery of 

“The Trinity”! It also is one of the few Aramaic words, in the Bible, that is never translated into any other 

language, such as our English, or Greek. The translators knowing perhaps, the effect of our language that is so 

patriarchal or sexist, would have on our culture, by leaving the evidence for the real meaning of the original 

word Jesus used. Calling God a He or Father Changes, even by Webster definition when applied to God, is 

more than just a male god. Yet in so many minds it changes the original meaning of the word of God, as well as 

creates a male Image. With a false male Image of God the mind easily uses it to justify inequality, and sexism, 

and may be one of the reasons the Jews, even today, write the word God as G-D. Considering it a sin to put any 

kind of limits on God. This false Image of God, “Idolatry” is why, we are in such a mess of inequality that we 

are in. Only knowing I was to go to the Holy Land, I had assumed that God wanted me to do a Peace Scroll, as 

there was so much tension and violence even then in 1986. Only later realizing it was more of the original 

meaning of the word “ABBA” that I needed to learn there and see it for myself. 

The actual Word Jesus used for “God” is so important for it is the originals that count, of which we have so few. 

Most everything in Biblical Scriptures is a translation of translations and those of copies with most of the 

originals were accidently or purposely destroyed and no longer exist. One of the first I met in the Holy Land 

was a woman at a Sunday Church service in the olive garden tomb, on the side of the mountain just outside 

Damascus Gate, where you can still see the Skull of Golgotha, about a block away from the pure white crystal 

cave, dug in the mountain side of this ancient olive grove. After the service, while talking, as she had set next to 

me, she told me about a vacancy with an archeological dig where I could work part time. Exactly what I needed 

to find. Praise God how our needs are met when we are walking closely in God’s Hand. Then after only 

working at the archeological dig a few days met another woman from New Zealand, who helped me in the 

gathering of the signatures, after we finished our morning job at the dig, about a mile out of town, until her visa 

ran out, then we turned them in. We used two rolling pins, made with beautifully decorated slim Olive wood 

candlesticks, on the ends using a roll of butcher paper between them to be able to gather the signatures. Over 

5000 we collected over several months of sitting at one or other of The Gates to the Old City. 

We were both hopeful, until it was finished and copies given or sent to all the leading National leaders 

involved, and not even getting one response. The situation of course remains grim. 

There were also during that time at least monthly evening Peace Vigils, of hundreds sometimes even thousands, 

of both Arabs and Jews, plus a few Christians together, who would walk through the Old City of Jerusalem, 

once to the Prime Ministers actual house, to stand, sing, pray. Again no response. I later learned from one of my 

neighbors, a Jewish Black Hatter, because of the black hats and black suits, he and his perpetual Jewish student 

brothers always wear, that those in power now in Israel believe they have their Messiah, who is there with them 

but in secret they say. He has proven to them to be a supernatural being so they know they will not be defeated. 

Of what I was told is true I don’t believe this is a good Messiah but at the most a supernatural imposter! Who is 

attempting to create as much destruction as possible? Gaining the knowledge and evidence learned in The Holy 

Land, especially at the Monastery, that God was not originally known as a male god, has made a great 

difference in my own relationship to God. Even though I had a very loving and good, human Dad, as well as a 

good Mom, and can't imagine what my relationship with God would be like if I hadn’t, for it seems it could go 

either way. For some it would make it very difficult to even want to know or Love God. Realizing God is Our 

Heavenly Parent including the traits of both Mother and Father, makes a lot of difference in how we not only 

“see” God but in how we treat each other, as male or female. It was discouraging after so much effort in doing 

the Peace Scroll, to realize it probably wasn’t going to effect in the least, the intent of those who wanted to drive 

out all Muslims from the land, both had been living on since the time of their mutual ancestor, Abraham! 

One of the Jewish “Black Hatter’s”, who said they had “The Christ”, for he had cured one of their Head 

Rabbi’s, as well as given them other such Supernatural signs and encouraging them to drive the Arabs out. 

The only thing I could counter with, was according to our Christian Scriptures, when Christ returned, it was 

promised it would be for everyone to know and would see, he would not be hidden or just come for one race, 

but for all. For surely the best kind of God is “not a god of partiality”. 

Found in Bible in Jewish as well as Christian passages, as well as a God of Equity or Equal Justice. 



SPRING WITH MOTHER MARY: 

Today I will pray for no more nuclear reactors, or military spending aimed at killing and destroying life, instead 

of solutions such as equality, or equal respect and concern. Dear God, help us to rise up as your people to have 

the courage to live out our beliefs by your better way of Love. One of the goals of my praying is to say the 

complete Rosary each day, thinking it will help keep me centered and a way to focus in prayer for long periods 

of time, as well as help me to be able to fast all day. Am feeling the need to do this so strongly and yet feel so 

inadequate to be doing such a big project as trying to end inequality or discrimination within The Church, so it 

is partly to help me be more comfortable and certain in doing what I sure would prefer not to have to be doing. 

Still wondering why God seems to pick people to do God’s Will that would much rather not, or is it no one 

would want this job. But then why pick one of the weakest? No matter, I have had to learn that God’s ways do 

not always make sense to most of us. Being more comfortable about witnessing, does seem to correspond to my 

being able to say the Rosary, and with greater ease, after each decade from the completion of one mystery after 

another, does seem to build up my courage. From the first “Joyful Mystery”, that tells of the Annunciation to 

Mary, by the Angel Gabriel then to Mary visiting her cousin Elizabeth, who was with child, John The Baptist, 

who Elizabeth said leaped in her womb. He must have been at least four months older than Jesus, to have done 

that and I think he was known to be at least that much older. The remembering of the birth of Jesus in the third 

joyful mystery and then the fourth mystery when Jesus is presented to the Temple to the final joyful mystery of 

finding Jesus teaching in the Temple around the age of 12. The next five luminous mysteries start off with his 

baptism, the second his first miracle at Cana, changing water into wine, when the wine ran out at the wedding 

feast. He seemed to do it just in obedience to his Mother Mary, in spite of his seemingly reluctance to officially 

begin his ministry at that time. The third luminous mystery is about preaching. His calling us to repentance and 

the good news of God’s equal love for each one of us, rich and poor, sinners, as well as the self-righteous. This 

humility is so important in seeking to know God, to see how we all sin daily by what we do as well as what we 

fail to do. Still each one of us is of special value to God and we must see each other that way too or we fall 

away from holiness. Yes we are all sinners, who have no right to think any of us is much better, or that much 

worse than any other, especially if we had had to walk in their shoes, as the saying goes! Humility is 

recognizing the equality of being human we all share. Pride wants us to put ourselves on a pedestal or it rears 

it’s head when we have been put down as not much, and then feel a lack of self worth or self confidence, that 

makes us think others are better than we. Or the opposite, thinking we deserve more than others because we are 

favored, or we have more in some way, such as talents, good looks, money, forgetting that “those given more, 

much more is expected”. We need to see reality from an unselfish or Godly way and not how we would like 

sometimes to Lord it over others, or to shy, stay away from doing what we can where and when needed. Very 

hard to break habits of thinking learned long ago, from the way we have been treated by others, who may or 

may not have been able to love or care about us. Just necessary to grow into mental and spiritual maturity. To 

do that we need to become aware of our own equality. Equal rights that stop at the equal rights of others. 

Selfishness and greed, can make it seem justified to take more than we need or not share fairly, leading later to 

the misery of those wrong decisions and actions. The fourth luminous mystery Jesus is transfigured on the 

Mount of Tabor. The Disciples Peter, John and James found themselves on the mountaintop with Jesus, 

Moses, and Elijah, and then God saying to them from Heaven, “This is my beloved son, listen to him”. 

St. Peter is believed to have established the first Church as Bishop of Rome, the then Capitol of the World. He 

would be one of the first of many Bishop Martyr’s before Christianity would finally become the state religion. 

St. James would become the Bishop to the Church of “The Way” in Jerusalem, until he was beheaded as a 

Martyr. His skull can still be seen in one of the side altars at the Aramaic Monastery there. 

Another disciple of Jesus, St. John also established a following of Disciples, who would carry on a school of 

Christian theology and prophecy that includes the gospel of John, as well as three letters in the New Testament, 

plus the last book of John’s Revelations which include three of his later visions, found respectfully in Chapters 

1-3; 4-11; and the final one in Chapters 12-21. These prophetic writings are sometimes said to have been 

fulfilled at that time or soon after, his writing at the sack of Jerusalem in 73AD. 

Other theologians believe they are still being fulfilled and some are yet to come, like the return of Jesus, to be seen and 

known by all, ending all the world’s miseries. Jesus did not tell us just to wait and hope for this time of perfection of 

humankind, but to do what we could to bring it about. For each will be judged by what they did or failed to do, to even 

the least. For Jesus said it would be the same as done to him! What a God it is who not only creates but loves even the 

least of that Creation, and in a special way humans created in God’s Image. The five sorrowful mysteries tell of Jesus 



sufferings from people much like us. The carrying of the Cross, even unto death. While the Glorious Mysteries remind 

us of Resurrection three days after the death of Jesus, of Jesus meeting with many hundreds of witnesses before 

returning to Heaven in their presence. Promising to send The Holy Spirit into the hearts of those willing to be guided by 

the fullness of Truth, many in Biblical times where not then able to understand! 

The last two Glorious Mysteries are to remind us that only two infallible Papal statements have been officially 

made that Catholics must accept as part of their faith that Mary was born without sin, and was at her death 

assumed directly into heaven. She is to be considered the Mother of all who believe in Jesus and given the Title 

of Queen of Heaven and Earth”. 

Did not feel a calling by Mary to come here to fast and pray for “Equality”, only from God. Yet the Mother of 

Jesus, Mary, did once urge me to make a pilgrimage to her Basilica in Mexico City, several years ago. 

That was an eye opener, not only to be among so many poor, in material goods, but rich in spiritual health, and 

to see for myself the evidence of many miracles done there as evidence of her favor. As the Mother of Jesus, I 

know she is with me here too. 

Used these and similar cards, to give out to people who would stop to talk to me. Not many but a few, more at 

the Wednesday audiences and there did try to pass out as many as possible. 

Twice the Vatican police stopped me and made me leave, for handing them out. Would just come back the next 

day. After that the Vatican guards would try to stay nearby, be sure to often drive in front, or in back, 

sometimes very close, but most of the time left me alone. 

English: Pray for an end to inequality, especially within The Church from where morality from God should flow first! 

Italian: Pregare per la fine di diseguaglianza, in particolare all ‘ internodella Chiesa, da dove la morale 

da Dio dovrebbe fluire primo! Letto in tutte le lingue www.equality4peace.org 

German: Beten Sie für ein Ende Ungleichheit, vor allem innerhalb der Kirche, von wo aus die Moral von Gott 

fließen sollen zuerst! Lesen Sie in allen Sprachen. www.equality4peace.org 

French: Priez pour la fin de l'inégalité, en particulier au sein de l'église d'où la morale de Dieu devrait premier 

flux! Lire dans toutes les langues .www.equality4peace.org 

Japanese: 不平等に終止符のための祈りは、教会、特に内から神からの道徳は、 

最初に流れる必要がありますここで! 

www.equality4peace.orgですべての言語で読 

Roma, Italia 

May 23, 2011 

Dear Holy Father Pope Benedict XVI, 

It always seems incredulous to go from such a miserable day to a Blessed Day, but that is what has happened to 

me on this day! Even though it is beginning to rain again. Had a chance to talk to a woman, who seemed to 

understand what I was doing here in sackcloth with the cross on it that has the = sign as the cross bars, although 

we both had made only a few attempts to communicate very deeply, more than recognize each other as praying 

friends. I have been seeing her at the fountain where I usually go for several hours to say my rosaries, at least a 

few, while looking up at your Windows far above and after first coming out of St. Peters, usually to go to mass. 

Even with her little bit of English and my poquito, or um poi Italian, we have finally managed to understand 

each other enough to know that about 3 years ago, she had a vision from God about The Church needing to 

accept women as equals, and while I had been told by God’s Holy Spirit the one word of “Equality” many years 

ago, in my second encounter with God. My first encounter, over 25 years before that, was when I was shown 

The Hand of God, at only 5 years old. I believe at so young an age, to keep me from ever thinking it was from 

any of my own merit. Kind of like when Eli was called have by God, as a child, many may have been called by 

God in their early years. So Praise God, I see this meeting with this other Witness as not only a confirmation for 

an end to inequality. First in the Church from where God morality is to flow from. Now have something more 

to deal with, to figure out specifically what does it mean, in regards to my witnessing here. You may already 

know this, as she says she is in touch with one of your private Secretaries, a Monsignor, who is the same one I 

had received a response with his signature, as having received the letter, I had written to you from America, 

about a year ago. I first came to Rome to witness about inequality in 1985 and to see The then Pope, John Paul 

II, who did not do what God was sending me there for, to end inequality within The Church. He made it instead 

that much harder, a few years later. I was shown, after asking God why, a vision of him with his hands tied 

behind his back and a knife in midair. A Miracle did happen in 1985 that I will try to explain. Had been visiting 



different Church’s in Rome, looking for evidence of Saints who had been miraculously preserved after death, 

and had found only one, who really looked still fully preserved. Only one who looked perfect in a glass coffin, 

even up very close, still I couldn’t decide if maybe it could be a wax reproduction? This was a former Cardinal 

from about 500 years ago, He was a son of a Prince from Sicily, who had given up a rich worldly life to become 

a Prince within the Church, and when I heard he was going to be canonized, at St. Peter’s, of course I felt I had 

to go and while there asked for one of the numerous miracles that is suppose to happen to one witnessing the 

canonization of a Saint. The miracle I asked for seemed like it could be a simple one for this new Saint, his 

Spiritual name being St. Maria Tomasi, as it was just to see a Priest Friend before I had to leave in about a 

week, to go on to the Holy Land. Knowing he was in Rome on a Sabbatical, but no idea where? I had thought I 

had seen him once walking out of St. Peter's with another Priest but my shyness would not allow me from 

running after him. Surely we would just meet on the way out of this special Mass! Yet would I have believed it 

had been a miracle if that was the way it had happened? Actually I was kind of still thinking it must have been a 

wax representation, and feeling tired and down, as I went home, way on the edge of Rome to take a nap, in the 

only apartment I had found affordable, for the three months I was able to be in Rome. After about 15 min. of 

laying down, I suddenly was wide awake with a feeling I should get up and go to see the beach, at least an 

hours trip by train after I got back into main Roman train station, since I had seen most of Rome but not the 

Mediterranean Sea. Not really having enough extra money to do this but the urging was strong and so I went, 

first taking a bus back into town, where I had just come from and getting on a train to the beach, then after 

arriving there, walking straight to the waters edge only a short distance away, and started walking along the 

water to my right. A little bridge crossed a small stream that ran into the sea and as I got on top of it, here was 

the Priest I had been looking for, standing in from of me, again with another Priest friend. We were a little 

stunned as I tried to explain, as best I could, in the moment we took to say hello, then on down the path I went, 

till I came to a path back to the train, that I decided to take and go back to Rome, for I had had my Miracle. 

When I got on the train here they were again already sitting, having gotten on the stop before in the opposite 

direction. So I was able to explain a little more in detail how my seeing him came about. I think the other Priest 

wasn’t sure to believe it or not. But the two of us knew. I didn't want to cause him any possible trouble by 

reporting about this miraculous happening. So I did not. Since coming here have not put all the pieces together 

yet, how this is suppose to work, or what God has in mind, but it is sure more than just a coincidence and I’m 

elated, for it is another sign to me that God is leading the way. For here is another witness now with me who 

also feels called to witness for equality within The Church. She says that you are in agreement, from her talks 

with your secretary. She has been given a room and told to continue to pray. Surely God has led me to come 

here to witness with her. Raised as a Protestant, I learned much about Scriptures and even more when God led 

me into the Catholic Church, and where I was confirmed as a Catholic in 1975. Have learned to love The 

Church but could not stand the bad that I also saw in it, even tried to leave once by turning away and walking 

back towards where I lived. I was this time to feel God’s Hand, in mine, but not be able to see it this time, only 

feel it, as it spun me back in my tracks, towards the Church. So there is no doubt in my mind God wants me to 

be in the Church to help it be the best it can be. With males only in control, our Church is so unbalanced right 

now. It is hard for them to even see the damage it is doing to our world. It gives a rationalization for the secular 

world or other beliefs to continue, their own discriminating towards the female half, but also more than over 

half of all people, are being economically affected by the gross inequality in the worlds economy. An economy 

90% owned by less than 5%. Controlling the world’s resources that God created to be used for all. At the least, 

NOT to have half our world on a starvation diet because of this belief of inequality. The Church continuing to 

practice inequality makes it hard for others to believe or practice what is preached. 

A friend in Christ, 


CATHOLIC MEANS UNIVERSAL: 

Can’t help but wonder where one’s head and heart is, if claiming to be a Catholic, which means Universal, yet 

not believing in Equal Opportunity, for the female half. Perhaps some believe or were taught it was a male only 

God who created all life plus our vast Universe and females are only the males’ means of reproduction. It is 

easy to have that impression or believe that when you live all your life under the powers of our male run 

organizations and male centered language and culture. I have come to understand God, as a Spirit of Holy Love, 

who transcends sex or race. Christ chose to come to earth as a human male at a time when females were not 

allowed to even go into the Synagogues, let alone preach. In the most conservative Synagogues today, they still 



have an outer room for women. In the Temple in Jerusalem at that time it was an outer Court, also used for the 

slaves and the foreigners. It was Jesus who broke the traditions, of having women among his disciples, and by 

choosing a woman, one of his most loyal and supportive follower, Mary Magdalene, to be the first of his 

Apostles to announce to the other Apostles “The Good News” that is so special to Christianity, the Resurrection 

of Jesus. Our best hope of eternal life, after this short span of life here on earth. Now women, who feel in their 

own life’s work, a Call to preach The Good News and to serve at the Lords Table, are being locked, by a male 

only run hierarchy! Even since the long hard struggle for Civil Rights here In America ended legal slavery; it 

took over100 years to gain the right of females to vote, just since 1921.This after many thousands of years of 

repression of females, as well as Slaves. Many are beginning to see the female half of God’s Image in a 

different light. It is God’s Will at this time, according to our last World Council of Bishops at Vatican II*, way 

back in 1965, that there be “an end to discrimination with in The Church, as not God’s Will* 

*1 Pastoral Constitution, Articles 29, + others, of Vatican II. 

HALF WAY THROUGH: 

Last Day of April, half way through this Prayer and Fasting, just couldn’t put on the sackcloth or fast today, 

and very little prayer. Fighting off a cold, it has been raining again most of the day. Thought earlier about trying 

to go to the Vatican, and even ventured out between rains this morning to see how strong I felt about walking 

but ended up spending most of the day in bed and some at the computer. Trying to rewrite a now realized not 

so good poem did many years ago, called “Idolatry” of which there is much going on here at the Vatican right 

now, with the Image of The late Pope John Paul II much bigger than life, plastered all over this town and 

between every one of the numerous columns that line St. Peter’s Square. As well as in many Church’s 

throughout the City of Rome, huge outdoor movie screens play continuously his Image on the screens telling of 

his many trips world wide and showing him being adored by crowds of thousands where ever he went. I want to 

say for what? For putting women back in their “place” as they were 2000 years ago? After the promise of Pope 

John Paul I, to do what Vatican II said we must, to end discrimination. Pope John Paul II took his name after 

the first John Paul I most untimely death, and promised hundreds of Sisters, religious, who came here in1979, 

that he too would do something about their lack of equality! Then just a few years later he did just the opposite? 

At last weeks Wednesday audience in St. Peter’s Square, Our now Pope Benedict XVI did seem to notice my 

sackcloth outfit with the huge Cross and equal sign as the cross bars, when his Pope Mobile slowly passed by. 

This time his aides refused to take my paper, it was the same one I had mailed to him at the Vatican Post Office 

two days before, thinking they might not this time, so perhaps they do have it all ready. In essence it just said this: 

For Holy Father Pope Benedict XVI, 

“At this time in history, if our moral inequality isn’t obvious to you, the state of the world economics should be. 

All of the systems are obviously on very shaky ground; at least a spiraling downfall by just their printing paper 

money with nothing to back it with but un-repayable debt for the children. 

Can you understand and feel the need to put our prayers and intentions towards ending of all the inequality that 

is responsible for this situation? Inequality, is the unfair belief that perpetuates the greed and elitism, that is 

killing us spiritually, and physically. 

Today with one-half of all people are forced to live on a starvation diet, of one or less meals a day. 25,000 of 

God’s Children will starve to death today, as millions more will go to bed hungry. It was when all had seemed 

lost, many years ago in the Church, after the spiritual battle of Vatican II ended in the death of Pope John Paul 

I, and The Holy Spirit spoke to me the word of “Equality”. Now, for almost a year, I have felt the need again, 

to go to the root of the problem and the solution being the preaching the Golden Rule, to treat others with equal 

fairness, “Equality”, obviously the solution. Our problem remains that The Catholic Church, as the holder of the 

largest number of Christians, world wide continues, against their own Canon law from the Vatican II, 

Constitution, article 29+ others that says plainly there shall be no more discrimination for either sex or race…as 

not the Will of God, within The Church. Yet the practice of inequality for the female half of God’s people, is 

being continued, in essence saying the female Image of God is not in Christ, so cannot be ordained within this 

all male only run Church!".It seems to me a wonder; I don’t have a headache as well as this cold. 

HUNGER: 

Hungry, having a hard time with this fasting even two meals a day. Won’t get my saved noon meal until after 5 

pm. A Couple hours from now! Feels like starving. So talked myself into drinking a cup of Ginger tea right 



now. Had an orange from dinner of couple days ago, earlier this afternoon. It is so much easier to fast when I 

am in a Church or at the fountain, in St. Peter’s praying. To be always hungry is a drag. I never feel that kind of 

hunger except when fasting a lot. My oldest daughter tells me about feeling it frequently as she is often trying to 

curb her appetite by fasting to keep her weight down. Eventually it seems to wear you down, and you have an 

almost uncontrollable need to feast. Yet I am trying to stay in solidarity with those who are literally starving 

with no choice, everyday of their lives. To pray for them, asking God to give them comfort and the strength to 

go on till we can end this terrible needless inequality of some 50%-70% who are now on a starvation diet of one 

or less meal a day. 

Turned to Psalm 130:6 

“My soul waited for The Lord” 

A SNAP COMMENTARY: 

By Peter Isely 

“Almost 20 years ago, A group of some 30 survivors of childhood sexual molestation by priests and I wrote to 

Pope John Paul II in painstakingly and excruciating detail of our harrowing experiences of being raped and 

sexually assaulted as youngsters while attending a boarding school for boys operated by the Capuchin 

Franciscan religious order in rural Wisconsin. 

The school, St. Lawrence Seminary, was one of a vast network of such Catholic seminaries across the United 

States. John Paul was keen to see a massive resurgence of places like St. Lawrence, in which priests raised 

children to become priests like themselves.“ 

“Time magazine at the time dubbed our story "The Sins of Saint Lawrence." It's hard to imagine anymore when 

this kind of headline was novel, but it was. We delivered our letter, along with newspaper clippings, supporting 

legal documents, and videotaped depositions to the papal nuncio in Washington. What we were hoping for from 

Pope John Paul II was justice. What we received instead was a certified letter from the nuncio curtly informing 

us that our letters and documents had been acknowledged. We never heard anything more from either him or 

the pope. Since then, at least two of my seminary classmates, assaulted by the priest who molested me, have 

taken their lives waiting for papal justice. One shot himself on Christmas Eve 2002 in his parked car under a 

desolate freeway underpass. It is likely John Paul, during his long tenure as pope, received hundreds, if not 

thousands of such letters. Not one survivor, in writing or in person, was ever known to have received a direct 

reply from him. According to figures tabulated yearly by the American bishops, the number of priests who have 

sexually assaulted children over the past several decades, the vast majority committing their crimes while 

John Paul was pope, is just shy of a staggering 6,000 clerics. If the figure for the percentage of U.S. priests 

involved in scandal is extrapolated worldwide, one can conservatively estimate that at least 30,000 Catholic clerics 

around the globe have sexually molested children. This weekend with his beatification, the legacy of John Paul II 

will be, literally, sanctified by Pope Benedict as official church history. Part of that legacy, whose vast dimensions 

are still being uncovered, includes thousands of unprosecuted child molesting clerics, hundreds of thousands of 

child victims, and an institutional pattern and practice of concealing and transferring pedophile priests by dioceses 

and religious orders around the world. Yet it was justice, ordinary justice that victims like me and my abused and 

anguished classmates desperately pleaded for in our letter to John Paul so many years ago.” 

Peter Isely is on the national board of SNAP, the Survivors Network of those Abused by Priests, and graduate 

of Harvard Divinity School. Hesitated to put this in as it is so sad but any sadder than the thousands starving to 

death or barely living on starvation wages? 

MEN’S TRADITIONS VS. GOD’S WAYS: 

Men’s traditions cannot ever trump what we know to be true from God’s message in Holy Scriptures that is 

above and higher than the traditions and customs of men. For “God’s Ways are higher than man’s ways”. 

Men’s ways, or traditions have evolved since primitive times, such as slavery, racism and sexism, and other 

forms of unfair inequality. We now understand and can confirm by The Holy Spirit, at least those whose 

conscience is clean, that we are not to belittle or to enslave another human being. The same is true for male and 

female relationships or what equally apples’ to the 90% of the people, who are trying to survive on the less than 

10% of the worlds wealth and resources. Our great and growing economic disparity. The imbalance of 

inequality, is not Godly, and a misuse From men’s traditions of greed and power tripping, not from a Holy or 

Sacred Love. The True Living God is “not a god of partiality”, a “God of equity”. Which Scriptures point out, 



as well as Vatican II reminds us, “to end discrimination within The Church, such as racism and sexism, as not 

the Will of God”. Many have, many are trying, but there is a great need for more, to be done, especially in our 

religious and political systems, for “God will not be mocked”. “THE EARTH IN MINATURE” Given to me by 

an earth angel from an anonymous Columbian Professor, she said she came from and just happened to be in 

Rome and across the hall at the Y, the most reasonable place for privacy and safety I had been able to find in 

Rome.He reduced the population of the earth to the size of a small village of exactly 100 people who said it 

would look very close to something like this. “In this village there would be 57 Asians, 21 Europeans, and only 

4 persons from the Western Hemisphere, and 8 Africans! 52 of these would be female, 48 would be male. 70 

would be non-white, while the other 30 would be white or Caucasian. Only 30 would be Christians, 70 would 

not be Christians. 89 would be Heterosexuals, 11 would be Homosexuals. (This is also known among animals, 

approximately same %, as varying sexual hormones, usually determine sexual preferences) Less than 5 persons 

out of the 100 would own or have control of most of the Villages resources. Most are from or have strong ties to 

North America. Of the total 100 people in the Village 80 would live in sub human conditions, that is 80% of all 

people. 70 would not be able to read. 50 or half would be suffering from malnutrition with 1 person on the 

verge of starvation, while one person would actual starve each day out of those 100! One would be pregnant 

and another would give birth to a child. Only one of the 100, would be educated in a University. By 

understanding and facing this perhaps we will want to educate others? For can this be fully comprehended 

without some measure of moral concern for the well being of the whole, in this village we all must call our 

world? “Yes, to reflect more deeply, if you have risen this morning with good health, have enough to eat, and 

no disease that is in the process of destroying your body, than you are much more fortunate than many who will 

not be able to survive very much longer.” “Even more, if you are not one of those who are caught up in an 

actual war, or in a violent conflict, Are in jail or have the agony of being tortured, or the pain of slow starvation. 

If you have escaped all this, than you are much safer than most of the people in this world”. “If you have food 

in a refrigerator, clothes in a closet, a ceiling over your head and a place where you can sleep tonight, you are 

richer than 75% of the people in your world.” 

“Still more, you are one of the most fortunate ones living, if you who can even read this. So work today as if you 

don’t need the money, Yes, even as if you have been really hurt like most, Dance now as if nobody will be seeing 

you. Sing now as if nobody is listening to you!” My addition If you really want to know what it is to Dance and Sing 

in the most, best possible way, than you must help to see that all those in world village, have enough to eat and a 

place to sleep. This is all of our responsibility, in some way to do what we can, the desire will be found in your heart. 

One of the most compelling reasons may be because you see this inequality as a grave danger and disadvantage to 

yourself, as well as to others, and the need to make this a number one priority today and every day until equal 

opportunity exist for all. Like in a war for Freedom, you must be willing to give. Even sacrifice, especially at this 

point in history for those of us here, the last chance we may have to end this terrible inequality that threatens even our 

very lives and ability to love and to know freedom. It starts in our relationships with each other. One by one, we must 

begin to treat each other with the universally known Golden Rule, with equal fairness. 

For an inner Peace, more precious and lasting in our souls, or spirit, than all the hard cold physical gold we 

might think we could otherwise accumulate, only to find we will lose it all, when God calls for our next breath. 

That great Light of The “I AM” we must all one day see, is summed up in “LOVE ONE ANOTHER”, to care 

for one another, not for God’s sake, that source of Creation needs nothing, but for our own sake! It is the only 

way out of the Hell most of us are caught up in, or at least must now swim out of, to reach the potential eternal 

Heaven Here and Now, before we can have any possibility or hope of in a Heavenly life to come. Let us start 

today to build a better life and world by sharing this message with all we know or whom needs to know, each 

being like a stone in the building of a better world. Join some of us at www.worldwidehumanrights.org 

ECONOMIC EXPLOITATION: 

The poverty of many people in our world does not point only to their personal efforts but to our unequal 

distribution systems, and the misuse or unfair use of most of the world’s resources. Some want to not claim any 

of the blame, or responsibility for the actions of others, or of our ancestors long gone. Yet everyone wants to 

receive as much as their own have passed on to them and do not see this as a moral contradiction. 

Yet how can we love others, unless we love our own selves in a healthy way, by having an equally real love and 

concern for others, based on equal respect and concern, the essence of “Equality” The Holy Spirit said. Just as it 

is our animal nature to be selfish, It is our human better nature to want to be equally or fairly treated. 



When we are willing to follow Holy Love or in my belief, of being for ourselves, as well as for others, we can 

then have or develop what we call a “Christ Consciousness”. For then The Spirit of God, who is Holy Love, 

is able to guide us to the fullness of Truth. We are individual selves, unique, no one exactly like no one other. 

As we recognize ourselves as equally part of the whole. We are then can be in harmony with not only our own 

being, but feel the harmony with the whole! In the beliefs of the East and West, outside the individual cultures 

or traditions can be found the same Golden Rule that God has written into each heart, that has not been too 

severely damaged. To treat each other with equal fairness and concern, and it is the way we also want to be 

treated. Each person, as equally belonging to the human race, has the right to a share of food, to have shelter, a 

chance to become the best each has the talent to be. All that comes from the contributions of those in our past, 

as well as those today. For God is Love, perfect unconditional Love, who Loves each of us equally, with the 

most precious love we can imagine, and an even greater Love and Concern for each one, to the point that Jesus 

would say it is how our lives here will be judged, as what we do to the least. 

CHRISTIAN TEACHING ON LABOR, AND UNIONS: 

Excerpts from Catholic Social Teaching on Labor, Unions, and Workers Rights: 

“In the first place, the worker must be paid a wage sufficient to support him and his family.” 

Quadragesimo Anno (The Fortieth Year) #71 

On Reconstruction of the Social Order 

Pius XI, 1931 

“We consider it our duty to reaffirm that the remuneration of work is not something that can be left to the laws 

of the market place; nor should it be a decision left to the will of the more powerful. 

Pope John XXIII, 1961 

It must be determined in accordance with justice and equity; which means that workers must be paid a wage 

which allows them to live a truly human life and to fulfill their family obligations in a worthy manner.” 

Mater ET Magistra (Mother and Teacher) #71 

Economic Justice for All #303 

Pastoral Letter on Catholic Social Teaching and the U.S. Economy, U. S. Catholic Bishops, 1986 

“The Church fully supports the right of workers to form unions or other associations to secure their rights to fair 

wages and working conditions. This is a specific application of the more general right to associate.” 

“Work is in the first place "for the worker" and not the worker "for work." Work itself can have greater or lesser 

objective value, but all work should be judged by the measure of dignity given to the person who carries it out.” 

Laborem Exercens (On Human Work) #6 John Paul II, 1981 It is right to struggle against an unjust economic 

system that does not uphold the priority of the human being over capital and land. 

Centesimus Annus (The Hundredth Year) #35John Paul II, 1986 “REPETITION AND CHANGE” 

“Repetition and Change”, that is all there is, some say! Repetition comes easy to us. It is the way we best learn 

most things. Change does not. A holy Priest from India taught me this. Change is not easy, especially for those 

who are very self centered. For those who have some control over others they find it easier to mistreat them, 

instead of Treating them as equal human beings. Aloha is used in Hawaii to say Hello and Good by but it 

means much more than that. It is about respect for others, respecting our differences and yet recognizing the 

commonalities we share. God being our Spiritual source, the source of all Matter, as well as a Spirit of Perfect 

Love, who is not male only, but has female qualities as well. All humans, we know from scientific evidence 

have both female as well as male qualities. We each have both female as well as male hormones that vary one 

from the other. Also during different times in each one’s life. Each one of us is unique and unlike no 

other. There is no reason to put others down for their differences, for we are in reality putting ourselves down as 

well when we do that. I found it necessary if I was going to be honest with myself to quit being homophobic 

when I found out animals have about the same amount of gayness as humans do about 7-10%, so it must be 

God created or allowed in our natures. Besides they are of a minority and not enough of them that the rest of us 

should feel threatened. It is too often an excuse for arrogance, or to think we are better than others. Our history 

is written and been interpreted primarily by males, in physical control for the past 5000 years, mostly for the 

male benefit. We have allowed this to continue because both violence and tradition have been used to control 

us. An attempt to treat others more fairly has been going on, at least since Jesus came, who sent Mary of 

Magdalene, after his death and resurrection from the dead, to be the first Apostle to announce "The Good 

News" to the other Apostles. In the early Christian Church most of the gatherings and the Breaking of Bread, 

was done in the homes, where many of the women were able to preside. This changed primarily when 



Christianity became the official Roman Religion of the state and Public Churches run by males became the 

norm. There seems to be overwhelming evidence of so much corruption within our institutions of religion, as 

well as in politics, economics, most everywhere in the world, and has been for so long in our past, where we 

also find the in-balance of inequality, where females are not adequately or equally represented. 

"The Time is here to worship in Spirit and in Truth". I'm wondering how many others are feeling that too? 

AH, THE ROMANTICS OF ROME: 

Awaken today from the noise of two lovers quarreling floors below from my street window. Too much 

Saturday night party? Too much alcohol, it looks like, for both! Her tears flowing and pacing up and down as 

his anger increases, ebbs and starts again. He seems to be saying this is all her fault, over and over; they play a 

duet of back and forth. As the sun chases the shadows away he continues to rant and rave, off and on he checks 

his pockets, then searches her purse, it becomes obvious they must have lost their last euro’s.Maybe they were 

robbed, spent too much, or maybe even a pickpocket; anyway it was somehow all her fault! The money, the 

very last of their money is somehow gone. There is no more, just all gone! Why doesn’t one of them just walk 

away, start anew, at least until another day? Maybe they have nowhere to walk to. 

They must both be in shock to just stay here when there is nothing obviously left of their once strong romance, 

now the dislike is just as strong, with no love left between either of them right now. No respect or concern for 

each other left either. Yet marching back and forth, they both continue to rant or he rants, and she weeps. 

Both caught up in their own unseen web of consternation, frustration, anger, accusations, sad weeping and both 

a continuous wringing of hands, turning to and then away from each other, than turning back again to what 

might have been, then now away from their only seemingly friendship or hope left in their lives. 

I could not watch it anymore. As even a hungry seagull chimed in. Thank Goodness by the time I dressed got 

downstairs and out the door they were gone. At this early time I would now escape the more than normal rush 

to St. Peters that would soon began today, being a day of Blessing for the Pope John Paul II, who had first 

promised the thousands of religious who came to ask for equality, in this Square in 1979. He had promised 

them then, he was going to do what he could, in the memory of John Paul I, and they believed him for a few 

more years, till he announced that Jesus had only males to serve at the altar! He knows it is more. In spite of the 

evidence to the contrary, or the for sure fact that at the time of Jesus women by their laws could be stoned for 

even talking to a male outside their family, and could not even preach or go into the main Temple at that time, 

but had to remain in the outer courts with the foreigners and children. Once when he was on Television I asked 

God to know why he was not putting into practice the canon law of Vatican II, in the Pastoral Constitution that 

said here was to be no more discrimination according to race or sex… as not the Will of God, and I saw in 

vision his hands tied behind his back and a knife held over him. Now they want to make him a Saint, even I felt 

his natural Charisma and he had helped the Unions in Poland to resist the Russian oppression he had known 

during the time he lived there. His solidarity with his words to the workers gives me mixed emotions about him. 

Arriving at St. Peter’s this early so got to share mass with just a few, maybe 12 at the most of the faithful at one 

of the side altars. Knelt on the cold marble floor to be near the altar, as the host was offered in Thanks giving. 

A Heavenly feast and the sharing of Christ peace you could see, in their faces the feast had refreshed and fed us 

for another busy day, except for me, I must still have that couple in my mind. Walking out of St. Peters Basilica 

looking over the huge piazza of St. Peters Square can see the crowds streaming in from all directions. Walking 

through the circular columns and saying the first decade of the Joyful Mysteries the crowds continued to increase 

to almost a roar till I could almost not hear my own inner voice, commenting on Jesus presentation at the temple. 

Knowing I needed to be in a quieter place to contemplate on all these mysteries, so went to the outer side the 

Vatican walls and began to walk all around the outer walls. A very long walk, and up the hill and around one of 

those “seven hills of Rome” in not much more than an hour or little over. After much contemplation only finished 

the joyful and sorrowful mysteries. Coming back into St. Peter’s Square began to start the Rosary with the 

Luminous Mysteries, but could not finish for the light over the square seemed to dim and the crowds seemed so 

dense, it felt more like entering into a commercial carnival grounds than a sacred place. Did not want to be a part 

of this. So by noon I was back in my room wondering why I had not stayed and at least witnessed to the inequality 

of the Church for the female half, at least to some of those who were there. Maybe I should have, if I had had 

more courage today, more belief, that it was not as hopeless, as it seemed right then? 

LAST TIME IN ROME: 



Another general Pope Audience, while witnessing here again In Rome. Hearing a lot of good words, but no 

specific action noted and this is last time possible for me to be able to be here. Did manage again to get close 

enough to the railings, when the Pope passed, to get another letter to one of the guards who walk beside and 

behind the Pope Mobile, he is up too high to be able to give it to him personally. Again The Pope came by the 

section near where I was last week, this time he circled two times around. He did make contact at least once; it 

was just not a very pleasant look, which I would have preferred to see. Oh well, if I were him I probably 

wouldn’t like me either, yet this is not a personality contest, but life and death to so many. Inequality or 

“Equality”. I am feeling so worn out and still sick, with this devilish Shingles and need to go home. Till us both 

meet our Day of Judgment, I will pray for you to be free from The Antichrist. 

One of the few poems I’ve been able to write for years and this on my way back from Rome. Thank Goodness, Praise 

God. May I never have to come here again? At least not to witness. Have learned to love Rome in all it’s specialness, as 

well as the little of the countryside have been able to see. Have been for the day at the hot Springs, way out in the 

country by bus, and in another direction to see the uncorrupted body of St. Clare, who was St. France’s lifelong and 

childhood friend. Hard to tell as so far away the body was kept from where it could be observed. Thankful for having 

been able to be so close to St. Maria Tomasi, with his glass coffin. Still possible it could have been waxed, but with the 

miracle I experienced that day he was made a Saint, now seriously doubt that. 

THE END OR A NEW BEGINING?: 

As a bird yearns for it’s nest, in an evening squall, 

So do I yearn for you! 

As a chicken heads for its coop, as twilight falls , 

So I turn towards you. 

You are there, so shall we soon be. 

Yet what will be? 

As a bird wanders on a free swirling drift, 

I drift towards? 

As a chicken knows it’s no match for the fox, 

I scratch my way, towards home?! 

B. The great thing about poetry is in the writing of it as you feel it is coming from a very special place in your 

thoughts, one not normally experienced. Don’t think the conscious mind has much control of what comes out. 

This to me expresses our desire for this world as well as the next and the tension between. 

FOR PRESENT DANGERS: 

No more Hiroshima’s, no more Japan’s. Before it takes 20 years for statistics to leak out to show how many 

millions of lives will be shorten because of nuclear radiation, lets get it back, deep into the ground where it 

belongs. No more nuclear bombs, no more destructive nuclear reactors. In the meantime, as a Medical 

Technologist, I learned the safest remedy you may have is to take is a small amount of kelp, or seaweed. not 

harvested near Japan! Can be gotten in health food stores, and is sold plain or seasoned, making it more tasty to 

me. This will help to absorb the radiation we all are being exposed to, some more than others. Depending upon 

where what was swept up into the upper atmosphere fell. While much of the radiation has settled in the areas of 

Japan, and nearby oceans, some has been swept up into the upper atmosphere and circled the earth within days, 

falling where it will. In our water supplies, farm land! There is medicine that can be individual prescribed But 

because of the sever potential side effects of it’s Potassium Iodine, it is only for those severely exposed. For 

known radiation burns, can also use 1-teaspoon salt in a liter or quart of water, to be sipped on during the day. 

For an unknown amount of exposure, a 4X4 thin wafer of seaweed, available in most health food stores, like 

Trader Joe’s in the U.S. or found here in Italy at Health Food and Japanese Grocery stores. Seaweed being one 

of the few plants known to absorb radiation. 

If you know you have been exposed to radiation when returning from outside, wash clothing separately or shake 

off your outer clothing before entering indoors. Wearing a different set inside. Stay inside as much as possible, 

especially for young children and childbearing youth, to minimize birth defects. At least till any present danger 

is over. When outside better to use an umbrella, or wear wide brimmed hats. Pacific and other coastlines are at 

present most in danger of radiation fallout, carried in clouds and upper atmosphere. Tweets meant to but didn’t 

send: Lets us pray for no more nuclear reactors or military spending for research to kill or destroy. Then let us 

rise up as a free people and live our beliefs. 

Before more Hiroshima’s, or nuclear fall outs let us insist 12,000 year radiation destruction be put back in 

ground. Pray, fast, to end the inequality of evil wars. 

INEQUALITY BREEDS WAR: 



Inequality breeds war, mistrust, destruction, starvation, injustice of all kinds. There is no justification for it. It 

can only be stopped though the example and practice of “Equality”. There is no cure for it except to “Love One 

Another”, “even your enemies”. The practice of the universally known Golden Rule. Inequality is the morality 

of dictatorial, as well as some Capitalistic countries, that play without a sense of morality but only by the laws 

of the jungle, where only the strongest meanest survive well. The rest are eventually enslaved in a culture of 

low monthly living wages, high taxes, with many debts or obligations. From the 1-2% top down, those who 

hold degrees or those with ties or influence are put in positions as managers, enforcement, or heads of services. 

Then only a few CEO's can control the vast Majority, for this they are paid extra, bonus’s in the millions, not 

available to all the rest of the workers. This results in low or just month to month wages for most, with 

unseemly gross profits for only a very few at the top. The cause of much economic unfairness, also based on 

competition rather than cooperation. It needs to be stopped for it enslaves not only the worker but the 

voter, making their vote of little account because part of the excessive profits created by the workers and 

buyers, buys off the politicians, and prevents or stops many needed regulations. It also only increases the greed 

and hoarding of those who practice it. Does this world belong to only a small conniving few, or does it belong 

to each one of us? 

ANCIENT WISDOM: 

“Ancient wisdom says that light is the one energy of the universe and forms existence”. 

Our Present day Quantum Theory and Relativity, say that matter originates as light! 

Ancient wisdom teaches that The Spirit projects itself into successive levels of consciousness to form the 

totality of reality. The “String Theory” in physics of today, indicates that parallel dimensions are formed in 

successive levels!” From Peter Canover 30 Year student of esoteric knowledge. Are we coming full circle? If 

we could begin to think of each one of us as part of the whole, and equally deserving of what we have to give, 

going towards the best that we can be. 

LOVE IS A FEELING AS WELL AS A REASONING: 

Love is equally a feeling, as well as our way of thinking, speaking and acting, that comes to us first from a 

feeling we have been loved. In our maturity we hopefully realize we are loved by a God of Holy Love but 

usually only after some other human in our life, a parent or caretaker, has given and shown us their love. 

Children even adults, without that “knowing" of love, seldom thrive and can even die or have little desire 

whether they live or die. The Miracle of "Loving One Another", is repeated because one has known human 

Love, as well as the Creators Love, that comes, at the least though the giving to us of the very breath of life. 

What a Christ like responsibility we have for Loving others, even if we feel we have not been loved very much, 

for we are but reflections of that love. It is a feeling that is equally within our left brain side of reasoning. 

The Yin and the Yang, reason and intuitive natures of our human fullness or divine completeness. Those 

who seem happiest or most accomplished make it their goal or mission to evolve to these higher states of being, 

to reach that holy fullness of Living. 

Most of us are conditioned or taught to only trust our left side or rational part of our brain, and yet the Holy 

Spirit that is beyond our physical limitations within each of our hearts has an intelligence that takes into 

consideration other factors our logic may not be aware of. This comes through our feelings, our intuitive nature 

and through our senses, such as giving us a gut feeling of knowing what is best or what is true. A way of 

“seeing” or “hearing” or any of our senses that is beyond just logic, and must be confirmed within the heart. 

One of the ways of developing this wiser side of each one’s intuitive nature or “Third Eye” is instead of 

thinking, judging, we just listen to what our heart is saying. We listen to what others are saying, what the 

Cosmos is saying, we make it a habit to listen as much as we reason. We speak to our concerns and fears by 

bringing them out first into the consciousness, we can make it a habit to wonder about how that is affecting us, 

affecting others and then we listen to what feels right to do. 

Each day we should make it a habit to get out of the rut our days can be, if we don’t venture out into wonder, 

this opens the mind to new possibilities, new ways of seeing where we are, what we are really doing, what 

would be better to go towards, or to give us the ability to see where we can go to reach our dreams. It gives our 

inner guide a chance to guide us who already knows what is best for us, avenues of where we might not even 

dream we can go, even to point out a new way we might not have been able to think of otherwise, if we had not 



opened our mind to wonder about our present, and not stay in worry about the future or what we should have 

done in the past. 

LIVE THE PRESENT MOMENT LISTENING, SEEING. BLACK PRIEST HOMILY: 

Heard an excellent homily this morning from a Black Priest who had been in Uganda at the time of 9/11, ten 

years ago. He was speaking on today’s Gospel message of Jesus teaching on forgiveness! Peter offers to 

forgive 7x7, thinking from his culture of an “eye for an eye”. Where many of us seem to still be in! But Jesus 

said no matter how good and forgiving we think we are, we need to forgive at least ten times more!* 

*Matthew 18 

This Priest mentioned, how shocked he and his people were, that such a thing as 9/11 could happen. The 

destruction of so many lives, from such an act of violence. Now ten years later, what a difference it would have 

made if we had acted as a Christian nation by giving our enemies and the world a great moral lesson, instead of 

acting in violence. By doing the wiser and better thing of forgiving.How many more lives would have NOT 

been lost in the wars since, and that still continue from our “getting even” that have only made us more like the 

dreaded Empire of Rome in Jesus time. Many now live in fear, because of all this violence and destruction, 

from America reacting negatively to their East/West political policies, which is what they claim and most likely 

did cause their revenge actions in 9/11. Forgiveness and seeking understanding and reconciliation for such 

hatred would have been the Godly way. 

My thoughts we have been outsmarted by the spirit of evil who may have helped steal that election though 

humans, from our then Senator Al Gore, a known Southern belt Christian, who did believe in forgiveness, 

reconciliation and most likely would not have reacted in revenge, or for the profits of oil. What a safer place 

this world would be for us Americans now, who in the past have been even admired and looked up to, in most 

parts of the world, but who now are in danger where ever we go, and even in our own country, because of such 

a war. Who also, because of this widespread retaliation and fear, have lost most of our cherished privacy 

freedoms, through the passage of laws like the Patriot Act, taking away freedoms that once made our country 

envied, by many in other nations? We even now are facing national bankruptcy. Plus the continued control and 

financial drain, by the most military/industrial complex we have ever had, even though we were warned about 

this danger, from our past President Eisenhower, a former general, as he left the office of President. Have we, 

can we, learn the better “Way”, the art of Loving One Another even our enemies? 

That value of forgiveness, to us, as well as others, to have the hope to be able to liveeternally? As well as for 

our present health, safety, and prosperity while in this world? 

As the Angels said at the birth of Jesus “Peace on Earth and Goodwill to All!” 

OUR UNIVERSAL GOLDEN RULE: 

“Do to others whatever you would have them do to you” 

It might help to reflect and pray over what that means? 

Speak to others as you'd have them speak to you... 

Think of others as you'd have them think of you... 

Encourage others as you'd have them encourage you... 

Say of others what you'd have them say of you... 

Respect others as you'd have them respect you... 

Be tolerant of others' opinions 

as you'd have them be tolerant of yours.... 

Forgive others as you'd have them forgive you... 

Be kind to others as you'd have them be kind to you... 

Seek to understand others 

as you've have them seek to understand you... 

Defend others as you'd have others defend you... 

Be honest with others as you'd have them be honest with you... 

Play fair with others as you'd have them play fair with you... 

Reach out to others as you'd have them reach out to you... 

Be just in your dealings with others 

as you'd have them be just with you... 



Be generous in helping others 

as you'd have them be generous in helping you... 

Trust others as you'd have them trust you... 

Make time for others as you'd have them make time for you... 

Rejoice in others' happiness as you'd have them rejoice in yours... 

Listen to others as you'd have them listen to you... 

Grieve with others as you'd have them grieve with you... 

Give others a break as you'd have them give you a break... 

Hang in there with others 

as you'd have them hang in there with you... 

Be patient with others as you'd have them be patient with you... 

Stand up for others as you'd have them stand up for you... 

Anon. thoughts on living The Golden Rule, found in a Catholic Deacon’s old family Bible and shared with 

CatholicCorner2@Yahoo.com 

UNFAIR NATIONALISM: 

Nationalism needs war. Countries that protect people’s equal rights do not. Unfair Nationalism survives by 

looting other country's resources. A free country survives by production and protecting the equal rights of all 

people. If people want to oppose war and looting, they must oppose unfair Nationalism and those who control 

the major interest in International Corporations that profit from Nationalism. 

So long as people hold the tribal notion that the young are sacrificial fodder for war, that a few % of men have 

the right to rule others by force, instead of law by mutual consent, then there will be no peace within a nation 

and no peace among nations. Men with jobs are free to produce, have no incentive to loot, have nothing to gain 

from war and a great deal to lose. The principle of individual rights and mutual help. Peoples economic interests 

are on the side of peace. War is only in the interest of those who make the profits on war machines, often from 

both nations, by selling each the means of war and destruction, that the people will never recovered from, for 

much is lost by destruction. We are all victims of the few. Even the few are victims of their own greed and 

power, with their International Corporate pyramids of concentrated wealth and power. Only the people 

awareness and being willing to use their own non-violent power for good can prevent it from being taken away. 

Join them in sharing and help where you see the need. Start each morning with prayer, asking God’s Holy Spirit 

to guide you, where your help is most needed. What you give with a Loving Heart, will be returned to you 100 

fold, in this life, as well as in the next, in one form or another. This is in my belief system and it has been my 

experience that is true and in the lives of many other giving people I have known. Those who give the ultimate 

sacrifice for others or for what is best, should expect to be helped into a better life by God’s Angels. 

DESMOND TUTU SPEAKS: 

“People of religion have no choice in the matter. Where there is injustice and oppression, where people are treated 

as if they were less than who they are-those created in the image of God- you have no choice but to oppose…that 

injustice and oppression.” “We do our religions scant justice, we put our religions into disrepute, if we do not 

stand up for the truth, if we do not stand up for justice, if we are not the voice of the voiceless ones, if we are not 

those who stand up for those who cannot stand up for themselves.” “Ubuntu” is the African word for the essence 

of being human. It speaks of how my humanity is caught up and bound up inextricably with yours. We are made 

for togetherness, for family, interdependence with our fellow human beings, with the rest of creation.” 

“We inhabit a universe that is characterized by diversity. There is room for everyone; there is room for every 

culture, race, language, and point of view.” 

“Almost everywhere the rulers are out of touch with the people.” 

MESSAGE TO OUR NEW POPE FRANCIS: 

Sent this letter I think the 12 of May 2013, not long after the new Pope’s reign began. 

Your Holiness Pope Francis, 

Others, sometimes acting in The Pope's place, have been part of the problems within The Church, and will 

continue, as where the antichrist prefers best, to try to foil God's plans. Sometimes in miraculous ways, God has 

insisted that I keep trying, for the last 40 years, to convince The Church of it's need, and for our world, to turn 



away from inequality, to end our examples of discrimination. The Holy Spirit also so inspired the Bishops in 

our last World Council, especially in The Pastoral Constitution of Vatican II. There are many passages that 

point to our need to: "end discrimination within Church as to race, sex…as not the Will of God”.* 

*Article 29 + others. Pastoral Constitution, Vatican II. 

Jesus could only have come as a male, at that time, 2000 years ago, to do what he was sent to do. Theologians 

tell us God is neither just male or just female but is A Spirit. The Spirit of Holy Love, living in both of us and 

biologically we share, complement, and balance each other's natures, as both are created in God's Image, 

according to the first as well as the third Creation stories of Genesis. 1:27; 5:1. 

The last 3 years I witnessed with another, at the fountain below your office window, for three months at a time, 

this was the most I was allowed to stay in Italy, fasting daily two meals in sackcloth, and praying the Rosary for 

an end to inequality within The Church, from where God’s morality should be flowing. 

I believe you are close to God's Holy Spirit, and will help to lead our world out of the inequality and the evils of 

discrimination, and not continue them, as the Church has for so long, at such a cost to both males as well as 

females. 

Please keep yourself safe, especially in regards to your food. Perhaps a trustworthy owner or cook from a 

favorite Roman 

Restaurant. 

Stay in God's Peace, and the Joy of our promised Eternal life, 


Second message, as there was no response from the first, with a requested signature this time for whom it was 

delivered to. 

All kind of scary, not only because it might not have been seen by our Holy Father and if this one isn’t either 

that I might have to go there again, to personally deliver one, knowing the other Witness with the same message 

from God, is not there and unknown where she is, for almost a year now. 

July 1, 2013 

Our Holy Father Francis, 

Am Writing forty years after being given the Prophetic Word of “EQUALITY” by God’s Holy Spirit. 

Have witnessing to, as well as at The Vatican, since 1985. Three times to three Popes, for the ending of our 

inequality, discrimination, especially for the female half of God’s Image. 

Without ending inequality within the largest of our Christian institutions, how can we expect it to be ended 

elsewhere in our world? Till then half of our world must live on daily wages of about U.S.$3.00. Today 25,000 

children will continue to starve to death; millions more will go to bed hungry tonight! Not to mention 7 out of 

10 children will be unable to go to school to learn even to read or write because they must go to work, as young 

as 5-6 years old. 90% of our world’s economy and resources are in the hands and control of less than 2%. 

Resources and Labor, God means to be used for the benefit of all. 

A Friend “In Christ”, 

Betty Dudney 

I did get a response this time that it was delivered, but hard to tell from the signature to just who? 

My last letter to Rome in March 2014 

Dear Pope Francis, 

This is to request you to end the discrimination for the female half of God's Image. 

The message of "Equality" was given to me at my Spiritual "Rebirth" over 40 years ago. I have witnessed to the 

last two former Pope's, who took the place of John Paul I, after he promised many religious women to end 

inequality within The Church. 

Have written a book, free to read at www.equality4peace.org 

When you were elected you seemed Holy enough to do the right thing, so tried to retire but after the Mother-In- 

Law jokes, realized you too are caught up in the sexism of Patriarchy, the evil of male 

idolatry in our world. 

Yet, you are the one, God says, who has the religious power to turn our worlds morality towards a more equal 

and righteous one for all. Please confirm for yourself God's Will of “Equality” or inequality? Or must I leave 

again, my home here in beautiful Tennessee, to stand at your fountain fasting and praying for an end to 



discrimination, from where God’s morality flows? Best possible 80 th 

may finally allow me to retire in Peace. 

God’s Peace in Christ, 

Betty C. Dudney M.T. 

(Retired Medical Technologist) 

Birthday present this June, so God 

WHAT NOW? 

Can there be people on other planets more advanced than we? Who may come here to help, or some even to 

take advantage? 

The answer is obviously yes to anyone who can see the uncountable stars and now known billions of planets in 

our universe. The probable potential is undeniable. Nor could Creative Intelligence that we call God be limited, 

as we limit physical matter. 

Within our own creative minds or imaginations we cannot limit, and recognize it is possible as humans, to have 

projections of fears, or demons, as well as visions and dreams, that may or may not be considered valid or real, 

or from God. 

Encounters with the mostly unknown spiritual world, even for the experts, are rare enough, that they are for the 

most part considered abnormal. 

When one has such an encounter with what they consider to be a supernatural being, such encounters must be 

judged primarily, as to whether it is harmful or helpful, and not necessarily to the person receiving the 

encounter, as valid Spiritual encounters from God, are almost always aimed for the common good! 

People who have never experienced a real spiritual encounter will be naturally doubtful of even their possibility, 

perhaps even having asked for such a miraculous sign and never receiving one. While those who have seen or 

experienced one will be just or even more so convinced. Even seemingly whether it was real or not, for both, 

the counterfeit and the real are so extra-ordinary, they are seen as real. 

Why the fruits must be judged to be good or bad for the whole? 

This may or may not be judged in one generation correctly, often in the pas it has not been. There are often 

more questions than there are answers that will satisfy those who have reason not to “see”. 

“No one can see God”, or we are told we see in part, and maybe only according to our own minds spiritual 

limitations. 

Not being able to see the fullness of God is maybe why paintings and other forms of art are almost always set in 

the cultural times they were created in, with clothes and facial features of that artist. 

Because most of the world’s current history has been steeped in Patriarchy, our language speaks of God as 

masculine, so it is much harder to Image the feminine nature of God. 

Down through our knowable history people have seen what they believed to be visitors from “The Skies”, or 

some possibly from other planets. With Paintings and statues resembling space outfits, in our own time are used 

to venture into space. 

There is more we don’t know, than what we know! 

What I have learned over the years, feel so strongly it needs to be shared, like the contact I’ve had with God 

sometimes willingly, sometimes not so much, especially when realizing the potential cost. 

Yet in fairness so much that has been lost has somehow been replaced or made right in some way, most even in 

this life! Advantages and disadvantages to most of the choices we make. 

Hearing and following God’s Holy Spirit is much easier when you can free yourself from unnecessary fears or 

negative influences in your life. Was very fortunate to have had few negative influences in my early life, being 

raised in a loving, safe and secure family, with many God loving relatives. The few who were not so much, 

made only a little impression. 

It sometimes seems difficult to speak meaningful to those who have had little experience of such safe loving 

family, as it seems to make it harder for them to trust the truth of others! Usually we all tend to shy away fro 

people who don’t see things the way we have, yet if we want to grow in wisdom we have to do our best to try. 

One of our biggest dilemmas is that of the head verses the heart. A balance between the left side of the brains 

way of thinking and the other right side of the brain, sometimes less felt consciousness. One seems to be more 

logical as well as self centered; the other from the hearts logic, more often other centered. Both are necessary 

but can be damaging if not in harmony and balance! 

Humans have historically been very slow to consciously change what they have been unconsciously impressed 

with from childhood, yet in our present circumstances that involves life and death decisions for millions, even 



billions of people, who if to survive much longer have a need for a radical change in attitudes in areas such as 

“Equality”, as equal respect and concern for others, in such dire circumstances. 

I really “see” the world’s consciousness trying to make that leap and I want to believe that at least a third at 

least vaguely realize the need, but I also see the Powers that be, like the Pharaohs of old, not wanting to budge. 

In my situation God chose to show me God’s Hand, when I was only five years old, a Birthday present of God’s 

kind, kind of an ironic sense of humor to me that I hope someday to more fully appreciate. 

In Biblical Scriptures over 200 times God’s Hand is mentioned at the point when God has decided to intervene, 

through one of his people. 

Have not actually seen that Hand again, but would physically feel it one more time, it wasn’t scary looking but 

it’s obvious power was and is the most powerful thing I’ve ever experienced, felt, or seen. 

I did feel it one more time about 40 years later, when after about five years of being led to become a Catholic, 

for this is where God wanted me to Witness, I really wanted to leave and walking towards the Church one 

morning I made a decision to turn back in the opposite direction that led to the beach, but only got about half a 

block when I felt God’s Powerful Hand in mine! 

I could see nothing there, but continued to feel it, beyond any question and felt The Hand spin me around in my 

tracks back towards The Church. So there has been no doubt in my mind since then that it was within The 

Church where I was to witness, and it makes perfect sense to me now. For this is where God has chosen the 

fullness of morality to flow from God’s people. 

An earlier major contact I have had with God came at my Spiritual “Rebirth”, being around 29 years old. 

Intellectually I had had doubts since college, of God’s existence or concern with our puny lives, as we are but a 

speck in a huge Milky Way. 

Yet in remembering the seeing of God’s Hand, I felt I had to know for sure, one way or the other, so I asked for 

a “Fleece”, by fasting and praying for two weeks straight, while I continued to work. At the end on a Sunday, I 

sat down In my living room in my favorite easy chair, with my children gone with their Father visiting his 

Parents home. 

I said to myself “Well I cannot fast or pray anymore, I guess there is no God or surely I would have had a sign 

by now”. Immediately through the walls of the room from outside came God’s Spirit, not only filling up the 

room but fully washing over me and I heard clearly the one distinct word of “EQUALITY”. 

Since then realizing this was to be my mission in life, I have studied fully the meaning of this word and it’s 

many analogies, such as “God is not a god of partiality”, and many similar scriptural words such as God’s 

Equity, Equal Justice, Mercy, Grace! 

Also have tried my best to live it, wherever I see inequality. It has nothing to do with everybody being the same, 

each one uniquely made, co-created, yet each special and equally loved by God. Praise God for that equality. 

It does have to do with what Jesus said summed up the Laws and the Prophets, in the Universal Golden Rule, 

even found in the hearts of non-believers, at least those who have not become bitter from life. 

The Universal Golden Rule cannot justify inequality for females, or low unjust wages that now force one half of 

our world’s people on a starvation diet of poverty. 

Nor for the 25,000 children who actually starve to death daily, while millions more go to bed hungry 

every night. 

This is my witnessing and I see it as not just my priority but a most needed priority from God’s Spirit for our 

times, which you can at least confirm for yourself, if you have a true relationship with God. 

The “God who is Love, and when we love we live in God and God lives in us.” * * I John 4:16 

FORMING EVOLUTIONARY RELATIONSHIPS 

Most of our relationships are based on “I’ll comfort you, if you’ll comfort me” or maybe just the opposite, and 

much in-between. 

Rarely do we purposely try to build a relationship with the aim of helping each other to grow evolutionary wise. 

Perhaps Missionary’s do, as the way to create change within the minds of those they wish to convert. 

Why should the rest of us? Maybe because we need that stretching of our minds sight, to see beyond our own 

ego’s, as our world so desperately needs it right now. 

What are some ways we could do that? 

One of the best ways I’ve found is not to take what is said too personally, except as being said to help you grow, 

or from someone else’s ego and sometimes ignorance, ego problems you don’t want to take on too. So not to 

take anything negatively said personally is one way. 



What are some other ways we would need to let go of, ego wise, to be able to enter into such evolutionary 

relationships with others to remain objective, calm and collected? Things you have known as fears, imposed 

Traditions from Past ways, or even limiting beliefs! 

FAST AND PRAY TO END INEQUALITY: 

Join others today in praying and fasting from at least one unneeded or harmful thing that will strengthen your prayers. 

To help us end inequality within our world, especially within our belief system’s, from where God’s morality flows 

from. Believers are the ones who set the example of their God to others. Do you reflect the universal golden rule of 

treating other with equal fairness, and encourage others too, or are you serving a lesser god? 

Peace Be With You 

TIME TO CONSIDER WHY: 

It seems time to seriously consider why? Because of many years of little personal success in my being able to 

convince others that God wants “Equality”, meaning equal respect, equal rights, and equal opportunity. Yet still 

convinced this is the message God is giving us, so opposite to the inequality, now running much of our world. 

Most who seem able to accept our need to end inequality are already for the most part, good people and doing 

their best to treat others with equal fairness. Many recognize this as the Gospels of Jesus, to “Love God and 

Love One Another”, or know the Universal Golden Rule. At the other extreme many seem so cold, brainwashed 

into our present day inequality that they seem incapable of hearing, believing, or wanting to live that message? 

There is no doubt in my mind, and from their actions that there are many such people inpositions of power. 

There are also some who seem incapable of any real empathy or remorse, such as psychopaths, who seek power 

positions to be able to do their worse. There are other who have been brain damaged in their ability to feel for 

others, or have only a reptilian like brain. These often nicely dressed and polished on the surface, and are not 

easy to recognize, being masters of deception, unless you are directly affected by their actions, and personally 

experience their cruelty and selfishness in their words and actions towards those they have power over. Yet 

when you look at our world and the mess it is in, you realize there may be many people in power, with little or 

no compassion, empathy, or love for others, or at the most, those who are like themselves. It may be on an 

unconscious level, if not a conscious level, or where a spirit of evil is really their master, or their god. 

Am also realizing my appealing to their better side is not working because one way or another they have already 

sold out to a spirit that doesn’t want to change or to be any better! Plus in all of us there is this reluctance to 

change! A false Image of God is at the root of justifying many wrong actions and it is for a very good reasons 

against the first of the Biblical Ten Commandments, to not make a “graven Image”, a material or human Image 

of God. God is Spirit, we are too, but we are, while here on earth tied to a material body, God is not. By not 

allowing women to be Ordained, and the using of patriarchal language, the Church has been the biggest 

promoters of a false male Image of God, or “Idolatry”. So while I feel it is right to concentrate on the members 

of my Church, I also know many of those who are left within it are those who are the most indoctrinated and 

any real change has to come from the top down. This seems just as impossible as from the bottom up, at this 

point, (written before our new elected Pope Francis) unless many were supporting the inequality. 

I myself have not been willing to do that, at least not until all avenues of witnessing are exhausted. Now going 

to wait and see what our new Pope does, have such high hopes, for this seems like such a holy man. Just The 

Bishop of Rome, he says he would prefer to be called, but he is the only Pope we have. Only time will tell! The 

imbalance of inequality, is not Godly, and a misuse From men’s traditions of greed and power tripping, not 

from a Holy or Sacred Love. 

The True Living God is “not a god of partiality”, a “God of equity”. Which Scriptures point out, as well as 

Vatican II reminds us, “to end discrimination within The Church, such as racism and sexism, as not the Will of 

God”. 

Many have, many are trying, but there is a great need for more, to be done, especially in our religious and 

political systems, for “God will not be mocked”. 

---- 



IN VITRO SCREENING OF ANTIOXIDANT, ANTIDIABETIC 

AND ANTIBACTERIAL ACTIVITY OF CLAUSENA ANISATA 

(WILLD) HOOK (RUTACEAE) ROOT EXTRACTS 

ARSIA TARNAM Y, 

DR. NARGIS BEGUM T, 



PG & Research Department of Biotechnology, PG & Research Department of Biotechnology, 

Jamal Mohamed College, Tiruchirappalli, Jamal Mohamed College, Tiruchirappalli, 

Tamilnadu, India. 

Tamilnadu, India 

LAMYA N, 

PG & Research Department of Biotechnology, 

Jamal Mohamed College, Tiruchirappalli, Tamilnadu, India. 

ABSTRACT 

Clausena anisata (Willd.) Hook of family Rutaceae, is a deciduous shrub or small tree that 

contains a wide array of compounds exhibiting diverse range of bioactivity. Leaf extracts are 

traditionallly used as effective remedies for worm’s infections, respiratory ailments, 

hypertension, malaria, fever, rheumatism, arthritis and other inflammatory conditions, 

headaches, pains, toothaches, convulsions. It has antimicrobial, fungicidal, insecticidal, and 

antidiabetic activities. The present study has been undertaken to find out the phytochemical, 

antioxidant, antidiabetic, and antibacterial activity of the root extracts of Clausena anisata. Root 

was subjected to successive extraction using aqueous, alcohol, acetone, thylacetate+chloroform 

and hexane to obtain the respective extracts. DPPH free radical Scavenging method was used 

for antioxidant activity test. Qualitative phytochemical analysis of root extracts of Clausena 

anisata showed the presence of alkaloids, flavanoids, carbohydrates, proteins and aminoacids, 

proteins. Highest scavenging was observed with root extracts of water (77.16%), acetone 

(70.58%), alcohol (68.65%), hexane (66.92%), ethylacetate+chloroform (54.41%) at 100 

mg/ml. Antibacterial activity of ethylacetate+chloroform extract was higher for S.epidermis 

43mm zone of inhibition and for S.aureus 34mm zone of inhibition. It was found that the 

percentage increase of the rate of uptake of glucose into yeast cells was linear in different 

glucose concentration used. The alcohol extract and hexane of Clausena anisata (Willd.) Hook 

showed the maximum increase in 25mm glucose concentration that is 93.44% and 93.10% at 

2000 mg/ml. The water, alcohol, acetone extracts of Clausena anisata (Willd) Hook showed 

appreciable (>15%) enzyme inhibitory activity against human urinary alpha amylase followed 

by hexane (13.4%), and ethylacetate+chloroform extracts (7.8%). 

Key words: Clausena Anisata; Antioxidant; Antidiabetic; Antibacterial Activity; Solvents. 



INTRODUCTION: 

Clausena anisata (Willd.) Hook (Family Rutaceae) is a small tree, about 10m in height belonging to the 

Rutaceae family of plant. It is also known as perdepis (Afrikaans, because the curshed leaves has an unpleasant 

smell, characteristic of horse’s urine), isifudu (Zulu), umNukelambiba (Swasi). This plant has been used by 

South African traditional healers to treat variety of aliments including Diabetes mellitus (van Wkyet al., 

2002).It is abundant is forests and forests margins, riverine thickets and bushveld, from Western cape up the 

eastern coast of KwaZulu-Natal, Mpumalanga, eastern Zimbabwe, Mozambique, northwards to Ethiopia and 

the Sudan and Westwards to Sierra Leone where it plays a major role in the ecosystem (Watt and Breyer- 

Brandwijk, 1962; Van Wky et al., 2002).The main stem is smooth, grey to light brown and is without throns, 

the leaves alternate and crowded towards the end of the branches each leaf 4-10 pairs of leaflets. The flowers 

have white petals with numerous yellow stamens.The fruits are berries, initially are green, then reddish-black 

when fully ripe providing a source of nourishments to many bird and insect species.The wood is yellow, hard, 

strong and is used for hut-building and making of knobkerries (Van Wkyet al., 2002).Ethanopharmacological 

studies indicate that more than 1200 plants are used to control Diabetes mellitus in traditional medicinal 

systems of different cultures Worldwide (Marles and Farnsworth, 1995; Grover et al., 2002).The 

hypoglycaemic activity of a large number of these plants/plant product has been evaluated and confirmed in 

animal models(Day and Bailey, 2006; Frode and Medeiros, 2006) as well as in clinical studies (Jayawardena et 

al., 2005; Day and Bailey, 2006)..However, many of the plants extracts with confirmed hypoglycaemia 

activities still need to be characterized in terms of toxity, active principles and hypoglycaemic mechanism of 

action. One such anti-diabetic medicinal plant whose blood glucose lowering effect has been demonstrated in 

animal model of Diabetes (Ojewole, 2002). This South Africa flowering plant has been reported to be an 

effective remedy against epilepsy or convulsions, Diabetes mellitus, arthritis, rheumatism and other 

inflammatory conditions. It has also been reported to treat hypertension, heart failure and cardiovascular 

ailments(Watt and BreyerBrandwijk, 1962; Hutching et al., 1996 and Ojewole, 2002).The roots and leaf 

infusion are effective remedies aginst internal parasites especially flatworms infestations, such as 

schistosomiasis and taeniasis (Ojewole, 2002).Other studies have reported the use of the plant to relive 

constipation and abdominal pains. Research conducted on certain rural communities revealed the use of this 

plant to treat malaria and other febrile conditions (Watt and BreyerBrandwijk, 1962).It was also observed that 

the roots infusion of the plant offer an effective relief against headaches, body pains, eye complaints, influenza 

and respiratory ailmentsSome(Watt and Breyer-Brandwijk, 1962; Hutching et al., 1996). indigenous tribes like 

the Venda people, use that leaf concoction to treat toothches, swollen gums, mental disorders, impotence and 

sterility(Watt and Breyer-Brandwijk, 1962; Hutching et al., 1996 and Ojewole, 2002). 

MATERIALS AND METHODS: 

Collection of Plant Material: 

Whole plants of Clausena anisata was collected in the month of November from Viralimalai (Trichirappalli 

District). The plant was identified by Dr. S. John Britto, Director The rapinat Herbarium and Centre for 

Molecular Systematics, St. Joseph’s College (Campus) Tiruchirappalli-620 002 and authenticated as Clausena 

anisata by Specimen No: LB NSD 001. The collected plant specimen was pressed on newspaper and left for 24 

hours. The paper was changed every day till complete drying. The dried speciment was mounted on the 

standard size of herbarium sheet. The speciment was fixed into herbarium sheet and labeled. The leaves of 

Clausena anisata were shade dried at room temperature. The collected plant materials was powdered and further 

used for solvent extraction. 

Methods of extraction: 

The root was collected and then the material was ground finely in the Pestle and Mortar. The ground material 

was weighed and approximately 5g of root material was extracted successively using solvents of varying 

polarity by maceration method. After extraction the extract was incubated for three days at room temperature. 

The concentrated extracts were evaporated to dryness and weighed. 

Phytochemical Studies on Clausena Anisata (Willd.) Hook: 

The different extract was subjected to different chemical test for the detection of different phytoconstituents 

using standard procedure (Harborna, 1973). 



Antioxidant Activity of Clausena Anisata (Willd.) Hook: 

DPPH Radical Scavenging Activity: 

The antioxidant activity of Clausena anisata aqueous, leaf extract and the standard antioxidant ascorbic acid was 

assessed on the basis of the radical scavenging effect of the stable 2,2-diphenyl-1-picrylhydrazyl (DPPH) free 

radical activity according to the method described by (Brand Williams et al., 1995)C.anisata aqueous extract with 

different concentrations (100,200,300,400,500 mg/ml) were prepared in aqueous. Ascorbic acid was used as 

standard in 1mg/ml concentration. The scavenging activity against DPPH was calculated using the following 

equation: Scavenging activity (%) = [(A-B)/A] X 100, where A was the absorbance of control (DPPH solution 

without the sample), B was the absorbance of DPPH solution in the presence of the sample (extract/ascorbic acid). 

Screening of Root Extracts of C. Anisata (Willd.) Hook For Enzyme Inhibitory Effect: 

Alpha amylase inhibitory assay: 

Inhibition assay for the enzyme α-amylase was performed in accordance with the standard, chromogenic in 

vitro inhibition procedures modified by Benfeld (1955). Porcine pancreatic samylase (Sigma-Aldrich) or urine 

amylase was dissolved in ice-cold 20 mM phosphate buffer (pH 6.7) containing 6.7 mM sodium chloride to 

give a concentration of 5 unit/ml. Seven duplicate test tubes including the blank and control were prepared. In 

each test tube 250 µl of the enzyme preparation was mixed with 100 µl of each of the root extracts of C. anisata 

(Willd.) Hook except the blank (hexane, acetone, alcohol and water, 2 mg/ml). The mixtures were stirred in a 

vortex and pre-incubated in a water bath at 37 °C for 20 minutes. After incubation, 250 µl of the substrate 

preparation (0.5 % w/v starch, in 20 mM phosphate buffer, pH 6.7) was transferred into each test tube to start 

the reaction. The mixture was vortexed and then incubated at 37 °C for 15 minutes. Two millilitres (2 ml) of 

DNS colour reagent was added and the mixture was stirred in a vortex and boiled in a water bath at 100°C for 

10 minutes, thereafter the mixture was cooled down in a running tap water and the absorbance was read at 540 

nm using a spectrophotometer. 

Inhibition rates were calculated as percentage controls using the formula 

% inhibition = 100 – % reaction 

(Where, % reaction = mean product in sample/ mean product in control x 100) 

GLUCOSE UPTAKE IN YEAST CELLS: 

The commercial baker’s yeast in distilled water was susbjected to repeated centrifugation (3000Xg,5min) until 

clear supernant fluids were obtained and a 10% (v/v) of the suspension was prepared in distilled water. Various 

concentrations of plant extracts (50-2000µg/mL) were added to 1mL of glucose solution(5,10,25mM) and 

incubated together for 10 min at 37°C. Reaction was started by adding 100µL of yeast suspension followed by 

vortexing and further incubation at 37°C for 60min. After 60 minutes, the tubes were centrifuged (2,500Xg, 5 

min) and amount of glucose was estimated in the supernatant. Metromidazole was used as standard drug 

(Bacteriol et al., 1994). 

The percentage increase in glucose upake by yeast cells was calculated using the following formula: 

Increase in glucose uptake(%) = A b s sample – A b s control X 100 / Abs sample. 

Where, A b s control is the absorbance of the control reaction. 

A b s sample is the absorbance of the test sample. 

ANTIBACTERIAL ACTIVITY TEST: 

Gram positive: C.perfringens, Cornybacter, E.feacalis, S.aureus. 

Gram negative: E.coli, klebsiella, Pseudomonas, 

These gram positive and gram negative organisms were inoculated into the 2ml nutrient broth tubes separately and 

incubated over night at 37°c. In the next day, the four nutrient plates were prepared for the respective organisms. 

Disc Diffusion Method: 

The antibacterial activity of the root extracts were tested against the selected bacterial strains the 20ml of 

sterilized nutrient agar medium are poured into each sterile Petri plate and allowed to solidify. The test bacterial 



cultures were evenly spread over the appropriate media by using a sterile cork borer 150µL of each ethanol and 

aqueous. Plant extracts were transferred into separate well after these plants were incubated at 37°c for 24- 

48hours. After incubation period the result were observed and measure the diameter of incubation zone around 

the each well. The standard antibiotics (positive) like ciprofloxacin and respective solvent (negative) like 

alcohol was used as control (Bauer et al., 1966). 

RESULTS AND DISCUSSION: 

PLANT COLLECTION: 

The Collected plant was identified by Dr. S. John Britto, Director The Rapinat Herbarium and Centre for 

Molecular Systematics, St. Joseph’s College (Campus) Tiruchirappalli-620 002 and autheniticated as Clausena 

anisata (Willd.) Hook by Specimen No:LB NSD 001. The collected plant specimen was pressed on newspaper 

and left for 24 hours. The paper was changed everyday till complete drying. The dried specimen was mounted 

on the standard size of herbarium sheet. The specimen was fixed into herbarium sheet and labeled (Fig. 1). The 

Roots of Clausena anisata (Willd.) Hook were shade dried at room temperature. 

FIG 1: HERBARIUM OF CLAUSENA ANISATA (WILLD.) HOOK 

PERCENTAGE YIELD OF LEAF EXTRACTS OF C.ANISATA (WILLD.) HOOK: 

Onehundred and fifty grams (150 g) of dried and powdered root of C.anisata (Willd.) Hook was sequentially 

extracted with solvent of decreasing polarity (water, alcohol, acetone, ethylacetate chloroform and hexane). The 

percentage yields of extracts obtained with these solvents are shown in (Fig. 2) 

PERCENTAGE YIELD OF CLAUSENA ANISATA (WILLD.) HOOK ROOT EXTRACTS: 

%% yield 

15 

10 

5 

0 

13.19 

1.77 2.13 1.3 0.21 

extractant 

FIG 2: PERCENTAGE YIELD OF C.ANISATA (WILLD.) HOOK ROOT EXTRACTS 



TABLE 1: MASS AND PERCENTAGE YIELD OF EXTRACTANT 

SR. 

NO 

EXTRACTANT MASS OF EXTRACT C. 

ANISATA ROOT (G) 

PERCENTAGE YIELD 

OF EXTRACTANT (%) 

1 Water 19.79 13.19% 

2 Alcohol 2.66 1.77% 

3 Acetone 3.201 2.13% 

4 Ehylacetate+chloroform 1.96 1.30% 

5 Hexane 0.32 0.21% 

Table 1 indicates the different solvents used in the extraction, namely hexane, ethylacetate+ chloroform, 

acetone, alcohol and water. The mass and the percentage yield of each solvent extract are also shown. The mass 

of each extract was obtained after evaporation of the solvent (extractant).The highest percentage yield in mass 

was observed on the water extracts of C.anisata (Willd.) Hook followed by acetone, alcohol, 

ethylacetate+chloroform and hexane. Extraction with hexane produced the lowest percentage yield. % yield of 

the extract is the total dry mass after evaporation of the Solvent (e.g. hexane) and it was calculated as follows: 

% Yield=mass of dry extract/total mass dry powdered sample x 100 

Water, alcohol, acetone, ethylacetate+chloroform and hexane extracts ofC.anisata (Willd.) Hookobtained by 

sequential extraction were screened for further studies. 

PHYTOCHEMICAL SCREENING: 

The Phytochemical screening of the aqueous, alcohol, acetone, ethylacetate +chloroform and hexane extract of 

Clausena anisata (Willd.) Hookwere carried out. The results were tabulated in Table 2. The phytochemical 

character of the root of Clausena anisata (Willd.) Hookwere investigated qualitativelyThe phytochemical 

screening revealed the presence of Alkaloids, Flavanoids, and Coumarins, in the water extracts of Clausena 

anisata (Willd.) Hook.The phytochemical screening revealed the presence of Alkaloids, Flavanoids, and 

Carbohydrates, in the alcohol extracts of Clausena anisata (Willd.) Hook.The phytochemical screening revealed 

the presence of Alkaloids, and Proteins Carbohydrates, and aminoacids in the acetone extracts of Clausena 

anisata (Willd.) Hook.The phytochemical screening revealed the presence of Alkaloids, Flavanoids, 

Carbohydrates, and Coumarinsin the ethylacetate+chloroform extracts of Clausena anisata (Willd.) Hook.The 

phytochemical screening revealed the presence of Alkaloids, Flavanoids, Carbohydrates, and Proteins and 

aminoacids, Coumarins in the hexane extracts of Clausena anisata (Willd.) Hook. 

TABLE 2: PHYTOCHEMICAL SCREENING OF ROOT OF CLAUSENA ANISATA 

S.NO Name of the test Alcohol 

extract 

Acetone 

extract 

Aqueous 

extract 

Hexane 

extract 

Ethylacetate 

chloroform extract 

1. Alkaloid + + + + + 

2. Flavonoids + _ + + + 

3. CHO and glycosides + + + + + 

4. Saponification _ _ _ _ _ 

5. Protein and aminoacid _ + _ _ _ 

6. Tannins + _ _ _ _ 

7. Gum and mucilage _ _ _ _ _ 

8. Anthocyanin _ _ _ _ _ 

9. Leucoanthocyanin _ _ _ _ _ 

10. Coumarin + _ + + + 

Positive- presence; Negative- Absence 

TOTAL ANTIOXIDANT ASSAY: 

Total antioxidant capacity of the aqueous, alcohol, acetone, ethylacetate + chloroform and hexane extract of 

Clausena anisata(Willd.) Hook was evaluated by the DPPH method. The absorbance value at 517nm and % 

inhibition was represented in Table 3 and Table 4. The comparative analysis of Total antioxidant activity 



between the aqueous, alcohol, acetone ethylacetate chloroform and hexane extract of Clausena anisata(Willd.) 

Hook were represented in the (Fig. 3) 

S.No 

TABLE 3: UV ABSORBANCE OF CLAUSENA ANISATA (WILLD.) HOOK IN 

DIFFERENT EXTRACT AND ASCORBIC ACID FOR ANTIOXIDANT ACTIVITY 

Concentration(mg/ml) 

of extracts / Ascorbic 

acid 

Absorbance of extracts/Ascorbic acid at 517 nm 

Aqueous Alcohol Acetone Ethylacetate 

Chloroform 

Hexane 

1. 100 0.29 0.21 0.20 0.31 0.42 0.31 

2. 200 0.37 0.34 0.25 0.35 0.45 0.40 

3. 300 0.42 0.44 0.33 0.39 0.50 0.51 

4. 400 0.49 0.58 0.35 0.42 0.57 0.73 

5. 500 0.53 0.61 0.39 0.47 0.68 0.92 

Ascorbic 

acid (Std) 

TABLE 4: PERCENTAGE INHIBITION OF DPPH FREE RADICAL BY CLAUSENA 

ANISATA (WILLD.) HOOK EXTRACTS/ASCORBIC ACID AT 517NM 

S.No Concentration (mg/ml) % inhibition of DPPH free radical by extract/Ascorbic acid at 517 nm 

of extracts/ Ascorbic 

acid 

Aqueous Alcohol Acetone Ethylacetate 

Chloroform 

Hexane Ascorbic 

acid (Std) 

1. 100 77.16 68.65 70.58 54.41 66.92 72.3 

2. 200 70.86 49.25 63.23 48.52 64.56 64.2 

3. 300 66.92 34.32 51.47 42.64 60.62 54.4 

4. 400 61.41 13.43 48.52 38.23 55.11 34.8 

5. 500 58.26 8.95 42.64 30.88 46.45 17.8 

FIG 3: DPPH RADICAL SCAVENGING ACTIVITY OF 

CLAUSENA ANISATA (WILLD.) HOOK ROOT EXTRACTS 

SCREENING OF ROOT EXTRACTS OF CLAUSENA ANISATA(WILLD.) HOOKFOR ENZYME 

INHIBITORY EFFECT: 

ALPHA AMYLASE INHIBITORY ASSAY: 

Alpha amylase is an enzyme that hydrolases alpha-bonds of large alpha linked polysaccharide such as glycogen 

and starch to yield glucose and maltose.Alpha amylase inhibitors bind to Alpha-bonds of polysaccharides and 

prevent break down of polysaccharide in mono and disaccharide. As the result shows (Table 5 and Fig.4).The 

aqueous, alcohol, acetone extracts of Clausena anisata(Willd.) Hook showed appreciable (> 15%) enzyme 



inhibitory activity against human urinary Alpha-amylase followed by hexane (10%) and ethylacetate + 

chloroform extracts (7.8%). 

TABLE 5: SCREENING OF CLAUSENA ANISATA (WILLD.) HOOK 

ROOT EXTRACTS.FOR ENZYMES INHIBITORY ACTIVITIES 

S. Extractant Standard Extractant 

NO 

Abs % inhibition Abs % inhibition 

1 Aqueous 1.41 21.2 1.61 15.6 

2 Alcohol 1.74 2.8 1.56 12.8 

3 Acetone 1.65 1.8 1.59 11.1 

4 Ethylacetate+chloroform 1.68 6.1 1.65 7.8 

5 Hexane 1.53 14.5 1.63 10 

FIG 4: ENZYME INHIBITORY EFFECTS OF CLAUSENA ANISATA(WILLD.) HOOK ROOT EXTRACTS 

GLUCOSE UPTAKE IN YEAST CELL: 

The In vitroantidiabeticactivity of the leaves of Clausena anisata (Willd.) Hook possess good anti diabetic activity. In 

Yeast (sacccharomycescerevisiae) glucose transport takes place through facilitated diffusion (Table 6 – Table 

8).After the treatment of the yeast cells with the extract of Clausena anisata(Willd.) Hook the glucose uptake was 

found to increase in a dose dependent manner.The rate of glucose transport across cell membrane in yeast cells 

system is presented in (Fig. 5 and Fig. 7).The amount of glucose remaining in the medium after a specific time serves 

as an indicator of the glucose into yeast cells was linear in all the 3 glucose concentration. The aqueous extract 

exhibited significantly higher activity than ofter extracts in all concentrations. However the highest uptake of glucose 

was seen in 25mM glucose concentration.The mechanism of glucose transport across the yeast cell mechanism has 

been receiving attention as In vitro screening method for hyperglycaemia effect of various compounds. 

Table 6: Glucose uptake by yeast cells at 5mM Glucose Concentration 

Blank 

0.04 

Glucose 5Mm 

Aqueous Alcohol Acetone Hexane 

Conc 

µg/ml 

Standard 

(Metromidazole) 

Abs % Abs % Abs % Abs % 

inhibition inhibition inhibition inhibition 

50 0.10 60 0.07 42.8 0.07 57.1 0.08 37.5 0.08 37.5 

500 0.24 83.33 0.18 77.7 0.14 78.5 0.16 68.7 0.12 58.3 

1000 0.40 90 0.34 88.2 0.31 90.3 0.42 88 0.24 79.1 

1500 0.54 92 0.50 92 0.45 93.3 0.60 91.6 0.39 87.1 

2000 0.59 94.9 0.64 93.7 0.65 95.3 0.86 94.1 0.59 91.5 

Abs % 

inhibition 



FIG 5: ABSORBANCE OF CLAUSENA ANISATA (WILLD.) HOOK 

ROOT EXTRACTS IN 5MM GLUCOSE CONCENTRATION 

TABLE 7: GLUCOSE UPTAKE BY YEAST CELLS AT 10MM GLUCOSE CONCENTRATION 

Glucose 10Mm 

Conc Standard (Metromidazole) Aqueous Alcohol Acetone Hexane 

µg/ml Abs % inhibition Abs % 

inhibition 

Abs % 

inhibition 

Abs % 

inhibition 

Abs % 

inhibition 

50 0.09 66.6 0.16 75 0.14 71.42 0.11 63.63 0.15 73.33 

500 0.22 86.3 0.31 87.09 0.19 78.94 0.15 73.33 0.19 78.94 

1000 0.45 93.3 0.53 92.45 0.25 84 0.17 76.47 0.27 85.18 

1500 0.55 94.5 0.66 93.93 0.43 90.69 0.23 82.60 0.43 90.69 

2000 0.59 94.9 0.69 94.20 0.51 92.15 0.38 89.47 0.49 91.93 



TABLE 8: GLUCOSE UPTAKE BY YEAST CELLS AT 25MM GLUCOSE CONCENTRATION 

Glucose 25Mm 

Conc Standard Aqueous Alcohol Acetone Hexane 

µg/ml (Metromidazole) 

Abs % 

inhibition 

Abs % 

inhibition 

Abs % 

inhibition 

Abs % 

inhibition 

Abs % 

inhibition 

50 0.07 57.1 0.12 66.66 0.15 73.33 0.13 69.23 0.11 63.33 

500 0.18 83.3 0.13 69.23 0.19 78.94 0.19 78.94 0.12 66.66 

1000 0.39 92.3 0.24 83.33 0.42 90.47 0.28 85.71 0.27 85.18 

1500 0.51 94.1 0.37 89.18 0.57 92.98 0.40 90 0.49 991.83 

2000 0.58 94.8 0.45 91.11 0.61 93.44 0.47 91.48 0.58 93.10 





IN VITRO ANTIBACTERIAL ACTIVITY: 

Antibacterial activity of root extract of Clausena anisata(Willd.) Hook was evaluated In vitro against Gram +ve 

and Gram -ve organism which are known to cause infection in human. All extract. Studied in this work showed 

antibacterial activity against the test microorganism. Result of antibacterial test shows that 

ethylacetate+chloroform extract have the greater zone of inhibition S.epidermis (43mm) followed by S.aureus 

(34mm).Acetone extract of Clausena anisata have the zone of inhibition proteus(20mm), C.perfingers(18mm), 

klebsilla(16mm), for followed by S.aureus(14mm).Alcohol extract of Clausena anisata(Willd.) Hook have the 

zone of inhibition (16mm) S.aureus,klebsiella(10mm), proteus(8mm), where as hexane extract of Clausena 

anisata haven’t shown any zone of inhibition for the Clausena anisata the organismC.perfingers, 

Cornybacterium, E.feacalis, klebsiella, proteus, S.aureus, E.epidermis, has antibacterial activity (Table 9). 

CONCLUSION: 

TABLE 9: EFFECT OF ANTIBACTERIAL ACTIVITY ON 

CLAUSENA ANISATA (WILLD.) HOOK ROOT EXTRACTS 

S.No Test Organism Alcohol Acetone Hexane Ethylacetate 

+ Chloroform 

1. C.Perfingers + + - - 

2. Cornybacterium - - - + 

3. E.feacalis - - - + 

4. Klebsiella + + - 

5. Proteus + + - + 

6. S.aureus + + - + 

7. S.Epidermis - - - + 

(+) Presence of zone of inhibition; (–) Absence of zone of inhibition 

Several plants are currently being investigate d to know their medicinal properties. The above conducted In 

vitro studies depict that the presence of the phytochemicals in these plant might be the reason for antioxidants, 

antidiabetic and antibacterial activity. The plant Clausena anisata (Willd.) Hook may essentially contain herbal 

bioactive compounds which require further structured elucidation and characterization methodologies to 

identify the bioactive constituents. Further research is underway to evaluate the effect of the root extracts in In 

vivo, to purify and to characterize the compounds from the plants. These plant will be explored further for their 

biopharmaceutical and industrial uses. 

REFERENCES: 

1. Adesinan SK and Ette EI. 1982. The isolation and identification of anticonvulsant agents from Clausena 

anisata and Afraeglepaniculata. Fitoterapia 53: 63-66. 



2. Day C and Bailey CJ. 2006. Preclinical and clinical methods for evaluating antidiabetic activity of plants. 

In: Soumyanath, A., (Ed), Traditional Medicines for Modern Times. AntidiabeticPlants.Taylor and 

Francis Group, New York, 83-98. 

3. Frode TS, Madeiros YS. 2007. Animal models to test drugs with potential anti-diabetic activity. Journal 

of Ethnopharmacology115: 173-183. 

4. Grover JK, Yadav S and Vats V. 2002. Medicinal plants of India with anti-diabetic potential. Journal of 

Ethnopharmacology81: 81-100. 

5. Harborne JB. Phytochemical Methods. Chapman and Hall Ltd., London; 1973; 49-188. 

6. Hutchings A,Scott AH, Lewis G and Cunningham AB. 1996. Zulu Medicinal Plants, Natal 

University Press, Pietermaritzburg. 

7. Jayawardena MHS, De Alwis, NMW, Hettigoda V and Fernando DJS. 2005. A double blind randomized 

placebo controlled cross over study of a herbal preparation containing Salaciareticulata in the 

treatment of Type 2 Diabetes. J. Ethnopharmacol. 96: 215–218. 

8. Lakshmi V, Prakash D, Kapil RS,and Popli SP. 1984. Monoterpenoid and furanocoumarins lactones 

from Clausena anisata.Phytochemistry23: 2629-2631. 

9. Marles RJ and Farnsworth NR. 1995. Antidiabetic plants and their bioactive components. 

Phytomedicine 2: 137-189. 

10. Mester K and Reisch J. 1997. Constituents of Clausena anisata (Willd) Oliv. (Rutaceae) II. Isolation and 

Structure of Mupamine, a new carbazole alkaloid, Justus Liebigs. Annals of Chemistry 10: 1725-1729. 

11. Ojewole JAO. 2002. The hypoglycaemic effect of Clausena anisata (Willd) Hook methanolic root 

extracts in rats, Journal of Ethnopharmacology 81: 231-237. 

12. Van Wyk BE, Oudtshoorn B and Gericke N. 2002. Medicinal plants of South Africa, 2nd Edition, 

Briza Publications, Pretoria, 156-157. 

13. Watt and Breyer-Brandwijk. 1962. The medicinal and Poisonous Plants of Southern and Eastern Africa 

2 nd Edition, Livingstone, London. 

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COMPETITION ANALYSIS - A KEY FOR 

BUSINESS SUCCESS: AN OVERVIEW 

DR. K. SRINIVASAN, 

Asst. Professor, 

Dept of Management, 

College of Business and Economics, Arba Minch University, Ethiopia 

ABSTRACT 

Competition is inevitable one in every business field and it is also an important for any business 

development and success. In today’s dynamic market environment, very usual thing is that 

everyday new entrants got entry in and old one got out from the market and it could not be 

prevented. To overcome such an intensive competition, business firms are designing novel 

marketing strategies as a continuing scenario in the business field. The objective of this study is 

to understand how to identify the competitors, gathering and analyzing essential information 

about them through various sources to develop appropriate strategy to gain competitive edge 

from theoretical facet. This paper discusses the objectives of competitor analysis and processes 

involved in identifying competitors from several sources by gathering necessary information, 

and interpreting this information. The result of the study, competitive marketing strategy is very 

essential to a firm for getting strategist position in its offerings such as reduce direct 

competition either by choosing weak competitors or by make strength against weakness. The 

goal of competitor analysis is to provide the strategist with the means needed to achieve the 

desired competitive results. 

Keywords: Competition, Competitor Analysis, Competitive Strategies, Dynamic Market, 

Strategy Development. 



INTRODUCTION: 

Every company and every firm has competition. The competition may be direct or indirect, but there is a certain 

competition. If a firm thinks that it does not have competition then it becomes weaker in competition. Once the 

firm understands about the competitive advantage and the bases for competing clearly then it becomes very 

easy to assess like who is the competitors, and what they are going to do, but before undertaking such 

assessments a firm essentially requires a careful identification and evaluation of competitors. First of all, a firm 

should have clear picture to understand about its competitors and the competitive environment. A SWOT 

analysis is used as a constructive tool for such analysis and it has to be reviewed and compared with its 

competitors SWOT from time to time. Most of the market leader firms are doing SWOT analysis at regular 

intervals basis and the input of SWOT analysis is generally gathered from many areas of the organization and 

customers. Once the firm understands its internal strengths and own weakness, it is very easy to sense its 

external threats and opportunities. 

Competitor assessment is not only giving more insight into strategy formulation and goals of the competition 

and it also cautioned about the presents and future trends of the firm and its operation in respective industries 

environment. To assess the background of the competition, it is extremely important to list out of the direct and 

indirect competitors compete with the firm in terms of offering a similar type of product or service to the same 

customer groups. This competition analysis will provide a good scope about the current market trend and helps 

the firm to device plans to approach the customers more attractively than its competitors. Competition opens up 

the way for envision the future and all necessary information gathered about the competitors enable the firm to 

think and decide carefully its next strategic moves against the competitors. If market environment supports, the 

firm can follow the same strategies and or else, then has to take detour to deal with the competition. 

THE OBJECTIVES OF COMPETITOR ANALYSIS: 

The core intention of competitor analysis is to understand clearly about a competitor and formulate competitive 

strategies effectively to respond properly to their every movement. Essentially, competitive strategy is a 

complete and unbeatable plan designed specifically to achieve competitive advantage over competitors. It is 

based on competitors’ strategies and it should be prepared and analyze from competitors point of view to 

understand their actions that maximize competitive effects and strategic choices. 

A firm can understand a competition situation obviously from the following criteria, they are, 

1. Estimation of impacts when the competitors’ change their potential strategies and its nature and success 

probability, 

2. Evaluates a competitor’s expected reactions through other competitors’ most significant strategic moves, 

3. Recognize the potential reactions of a competitor when significant changes occurred in key industry and 

environmental constraint. 

A firm can easily understand and expects the competition situation profoundly by this competition analysis. In 

addition, a firm could realize certain key aspects of competitors from the aforementioned competitive analysis, 

they are; 

It is used to recognize the weakest positioned competitor in the market and devise strategy to move on 

their customers. 

It provides better thinking to a firm regarding competitor that whether all their transparent moves are 

believable and what will be result if accept all those moves as it seems? 

It helps to find out the kind of aggressive moves accepted by competitor and for which moves they 

responded frequently. 

BASES FOR COMPETITION: 

Primarily competitor analysis is instigating with bases of competition. Identifying and analyzing Competitor is 

not a simple task and it could not be seen obviously. 

There are two approaches used to classify the competition in practice in the market, they are; 

(a) Demand based competition 

(b) Supply based competition 



a. Demand based competition: 

The demand based competition is a firm deals with satisfying the needs of same target group customers of the 

competitors. In this competition a firm requires to understand exactly the wants and desires of the competitors 

target customer groups and focus fully to satisfy them. Therefore, this kind of competition is mainly based on 

the customers demand. 

b. Supply based competitors: 

A firm is competing completely based on its all available resources with competitors. In this type of 

competition the firm has to identify the competitors who are competing with the similar things in the same 

market in terms of resources, technology and size. Therefore, the competition is mainly taking place between 

firms in supplying products and services by using similar resources. Nevertheless, the firm must pay constant 

attention towards not only its present competitors and also potential competitors in future. 

SOURCES OF COMPETITION: 

Essentially, there are two types of competitors coexisting in a market they are direct and indirect competitors. A 

firm must concentrate on both the competitors and these competitors could be recognized in the market by 

different sources. The major sources for identifying both the competitors (Direct and Indirect) are 

a. Area of influence 

b. Immediate contiguous areas, and 

c. Areas of interest 

(a) Area of influence: 

A firm can take direct competition with other competing firms by satisfying the needs and wants of same 

customer groups with similar resources in a specific region, market, business or industry. For example, Indian 

Auto mobile industry in which several car manufacturing companies directly competing with each other. In this 

arena Maruthi Suzuki competes directly with diverse brand and model cars with Mahindra and Marinara, Ford, 

Toyota, Renault and Honda cars. 

(b) Immediate contiguous areas: 

There is a close but indirect competition will take place between the firms which are in similar nature and 

products. In this type of competition, the firms are competing with each other to serve the same customer 

groups but satisfy the customers’ needs and wants with different resources. For example, in soft drink market, 

the mango frooty and mazza mango juices serve the same customers needs with different packaging (Paper 

container versus Bottles), many food products firms fit into this categories such as biscuits (Britannia versus 

sun feast versus Parle), several Dairy companies serve the same need but through differing brands and 

categories and distribution channels such as (Avin milk versus Arokiya milk). 

(c) Areas of interest: 

A firm does not serve presently to the same customer category of competitive firms but it has potential ability to 

satisfy the similar customer group needs with the same resource base and capability equivalence. In this type of 

competition, a firm will have potential threat at any time from competitors. For example, several firms have 

possessed the necessary capabilities to product a wide range of digital electronic devices whether cell phones, 

Personal Digital Assistant, Digital Cameras or Lap tops, Tablets. 

BUSINESS DEFINITION: 

The business has been defined that competition will not take place between companies in market instead of that 

their individual businesses compete with each other. The strategic marketing literature refers to the business that 

“A business as a division, product line, or other profit center with a company that produces and markets a welldefined 

set of related products and/or services, serves a clearly defined set of customers, and competes with a 

distinct set of competitors.” In addition, a business is also defined from several perspectives, which reflects the 

ways and places to choose competition. Primary factors of business are products offer and types of customer 



chosen to sell those products. Based on this a firm can recognize its competitors in the market and it is also 

considered as one of the best source. 

Further a firm’s products offer could be mostly revolving around with three important dimensions, they are; 

(i) Functions, (ii) Technology (iii) Materials, 

1. Functions: Basic objective of marketing concept is to offering suitable products and rendering valuable 

services to satisfy the customers’ needs and wants. According to this the customer functions is mainly 

considering not only for customer satisfaction and also for planning a product. In this aspect normally 

most of the home appliance products are conveniently designing to satisfy the customers in terms of size, 

set of functions ranging from narrow to very wide. For example, washing machines are manufacturing 

with single function feature (manual), dual function (semi-automated) and multifunctional (fully 

automated). 

2. Technology: Generally, technology is greatly supports to satisfy the customers and it explains that how to 

customer function is being satisfied. A product which used for same purpose can be designed in more 

than one technology and this choice of technology depends on the customers convenient and purpose. For 

example, kitchen stoves are used for cooking food and it may be used to function in two sources of 

thermal energy (gas or electric) or alternatively microwave energy. 

3. Material: The different grading of materials can be used for manufacturing a product. These grade 

variations in the same material will make minor quality differences in products otherwise they are very 

identical. For example, glass products, plastic products and steel safety lockers and mattresses. 

The main objective of business is to serve customer group successfully and profitably. One competitor may 

focus on serving rural market while another serves urban markets. Hotel Saravana Bhavan, chain of hotels all 

over Tamilnadu, India and several foreign countries came initially from small town only. This success came 

from its focus on serving small markets in which traditional hotels had not concentrate and serve properly. 

From the above factors, the firm needs to understand the exact extent of competition among the products 

available in the market. At this stage, a firm can identify its competitors through customers and it also identified 

best one based on demand side rather than supply characteristics. 

DIFFERENT WAYS TO IDENTIFYING COMPETITORS: 

There are several sources to identify the existence of competitors in the business industries and it is very 

essential for every business firm to study about other competitors to understand their diverse of behaviour in the 

market. They are as follows, 

(A) COMPETITIVE INTELLIGENCE: 

The primary and common source available for all organizations to study the competitor in their respective 

business industry is competitive intelligence. Competitive intelligence is also called business intelligence and it 

is a systematic and ethical program used to gathering, analyzing, and managing external information which can 

affect the firm’s plans, decisions, and operations. Specifically, Competitive intelligence (CI) is the process of 

legally collecting and analyzing of information regarding the capabilities, vulnerabilities, and intentions of 

business competitors, by using information databases and other open sources and through ethical inquiry. 

Firms can use the CI for different reasons, such as assessing a competitor’s strategies, defining the competitive 

background, discovering and evaluating trends in the industry or identifying emerging new opportunities in the 

market and which may not have outlined earlier in the competitive analysis process. The CI is neither market 

research nor industrial surveillance and just it is more forward looking because it is legal, but rather a 

systematic and timely process for understanding the current competitive environment. When combined with 

internal firm analysis, CI can provide a more complete picture of the decisions that need to be made to retain the 

firm’s competitive advantage. 

CI is considered as more valuable for many reasons. It can help in both decreases the possibility for risk and 

help the firm avoid unnecessary or additional costs. In terms of savings, it can increase revenues and save time, 

which translates into cost savings. CI is also provide vital information for innovation, product development, and 

targeted marketing by validating trends, clarifying events, and providing discovery and insightful information. 

To design any effective strategic marketing plan a firm requires keeping close track on the competitors’ plans 



and actions regularly and it will be done based on information gathered about the competition. CI includes 

Annual reports, Press releases, Trade magazines, Vendors/partners/customers, Salespeople, Networking, Local 

news outlets, External research or professional organizations, and Internet. 

1. Annual reports: One of the major sources for obvious and easy access of public firms’ information is 

annual reports. Essential information will be contained in the annual reports regarding the activities and 

measures taken by the firm and for its shareholders benefits. 

2. Press releases: The firms’ public relations will be created and strengthen in a better way through its public 

releases. Subsequently, the firm will place these public releases on its own websites and it is advisable to 

review the other firms press releases from time to time to get a clear vision and idea about where the 

competitor’s strategy is heading. 

3. Trade Magazines: Trade magazines provide an up-to-date and in-depth analysis of the industry and where that 

industry appears to be headed. 

4. Vendors/partners/customers: The patterns of vendors, partners, and customers are another source of 

concrete competitor information 

5. Salespeople: Sales people are the direct source for talking and providing necessary information about 

their companies and it gives an insight into the direction of competition is heading. 

6. Networking: In the process of creating a network for generating business for the firm, information 

gathered about competition by take notice of competitors’ activity through observing the activities or 

events the key management leaders attends. 

7. Local news outlets: Often local, regional, and national news sources track the activities of local private 

companies. 

8. External research or professional organizations: Often the best source to find information about a 

company is speech made by a company’s key person at important events. This may be at any professional 

organization’s monthly meetings or annual conference. In addition, there are plenty of online resources, 

including organizations such as economic forums, the capital and other entrepreneurial conferences, 

which help if time or money is a limitation. 

9. Internet: Search engines can be an invaluable source of information. For example, many search engines 

are supplying the needed information just as a reference to understand the past as well current trend to a 

firm. It is possible to get updated news for various competitors’ actions achievements and other things. 

(Search engines may include sources such as www.google.com or www.boardreader.com and even 

www.cnet.com). 

Once the firm understands the existence of competition against it in the market then has to take a firm action 

because the competition signals need swift actions and often increases sales for all competitors particularly who 

are willing to put up a fight. The moment when a firm comes to know well and understand competition, it has to 

take intensive move according to the information already gathered from various CI sources as its next step. 

(B) COMPETITION BY PRODUCT / MARKET LEVEL: 

It is another source to recognize the competitor in the market place through product/market competition. 

Generally, a direct competition will take place between the firms in the product-market level competition. A 

firm will compete with its competitors in all aspects such as serving the same customer group in similar ways, 

identical product offering, same technology and similar marketing channels. In case, the firm is not able to gain 

the customer support by this identical strategy then it has to try to do any other better competing strategy to 

overcome its indirect competition or potential competition. If the firm succeeded in its strategy through its 

corresponding items or counterpart leads to win the direct competition, then the same competitors should also 

win more against the less direct competition. 

(C) COMPETITION BY USE OF SUBSTITUTION: 

Competitive structure can be identified clearly for any given products based on the idea of substitution-in- use 

in the market. There are three baseline underlie to this idea, 

1. The products that satisfy the customer seeking benefits rather than products for each. 



2. The customer needs to be satisfied and the benefits which are being required by the customers are 

dictated by the usage situation or application being considered. 

3. Products and technologies are considered a part of the set of substitutes if they are understood that they 

provide functions which satisfy the needs determined by the anticipated usage. 

(D) COMPETITION BY BUYING BEHAVIOR: 

Sometimes, the competitor can be identified through purchase behavior of the customers. Although analyzed 

competitors in more logical sense with earlier products is immaterial and it is purely based on what is the 

opinion of customers and not on what they are doing actually. Several research studies have been conducted 

based on the purchase behavior of customers from actual purchase data. For example, all toothpastes are not 

similar in terms of taste, ingredients, and applications for use. Customers who preferring toothpaste from tasty 

aspect over anti-cavity application are more likely to buy Close-up than any other anti-cavity formula toothpaste 

like Colgate, people who look for solution to tooth gem problems over anti-cavity and taste may prefer 

Sensodyne. Furthermore, Close-up and Colgate are close competitors than Sensodyne. 

(E) POTENTIAL COMPETITORS: 

According to the purposes of the competitive analysis, it is also quite necessary to identity the potential 

competitors rather than the direct competitors. The identification process starts with spot out the firms entry 

barriers to the industry whether they are very low or easily overcome. The entry barriers could be analyzed in 

various aspects such as Technology, Market access, Reputation and image, and operating knowledge and skill. 

1. Technology: In modern marketing era, mostly the competition will take place based on the technology 

between the firms to gain competitive edge and successful survival. A firm which possesses the technology, 

it is necessary to operate in a particular industry then it will signify a source of potential competitors. 

Therefore, firms have to continuously analyze its patent activity to deal with indirect competition. A firm 

can understand clearly the intension of competitors to enter into the industry well in advance with the help 

of indirect signals getting from them. 

2. Market access: Easy market access is one of the key factors for business success, if a firm gets chance 

for access the market easily and very frequently, it will lead to create an opportunity to obtain additional 

product lines to be sold in the same channel or to the same customers. 

3. Reputation and image: A firm’s reputation of one product may be used as a base for its brand extensions 

strategy and it will be influenced to enter into another product. This reputation works itself a great entry 

barrier to the indirect competition in the market. Garnear shampoo products used its reputation in hair 

problems solution to enter into the hair colouring products business. 

4. Operating knowledge and skills: Regional competitors can often expand their business geographically. 

Reliance Mart and Big bazaar chain of super markets moved from their original North India base. 

(F) FIRM LEVEL: 

The inter-firm rivalry concept enlarged beyond the product /market level competition. According to this 

competition will take place in terms of use of firms’ related resources to stand on their individual 

product/market level rivalry. There are different strategic groups in every industry and their different strategies 

will help to identify them in the market. There is an approach to identify the different strategic groups and it is 

based on the differences in firms’ strategies for competing in the same industry. Commonly an industry 

composed of three strategic groups they are; 

1. Cost leadership strategy: A low cost of production strategy will be followed by one set of large firms 

for its whole range of standardized products through large scale market outlets. 

2. Differentiation strategy: Another set of firms will give more attention towards high quality, 

differentiating products features and attributes in a well manner from its competitor, and produce branded 

products and sold through specialty shops, 

3. Focus Strategy: A set of smaller firms will focus on narrow markets gain competitive advantages by 

either serving a specific customer groups or producing a limited and very narrow range of products. 



When focusing on a particular market segment help to get in depth knowledge about each segment and 

create self barrier to entry by others through building reputation. 

Therefore, this strategic group approach notion is very useful in identifying and analyzing firm level competitors 

because the firms of strategic group are not only resemble each other but also affected similarly by any change in 

environment. Almost all the firms are playing the same game in a same way and the cohesion in their strategies is 

best means that they will likely respond in a similar manner when any competitive threats or moves occur. 

Further, the competition between and among groups is not equal the various pairs of groups may compete more 

or less intensely. By observing the successes of the different strategic groups, one can better understand the 

potential for multimarket competition. 

(G) COMPETITIVE BLIND SPOTS: 

A firm must do a hard work to identify its competitors by gathering a huge amount of information and this 

competitive information is surrounded by many assumptions in their respective industry. These assumptions 

often may mislead in identifying the competitors and it makes a blind spot about the competition. The impact of 

such blind spots may cause serious drawback in recognizing the significance of competitive events, 

misinterpretation of competitive information or notice them very lately. 

The competitive blind spot will have serious consequences in competitive analysis and they could be 

categorized into six groups. These are as follows: 

1. Misjudging Industry Boundaries: normally, all firms are confined their industry based on their current 

products, customer groups, and geographical areas indirectly to competitor and this will subsequently 

lead to encourage and attempt adjacent competitors to enter into the firm’s current space. 

2. Poor Recognition of Competitors: most of the firms frequently focusing only on their largest and most wellknown 

companies and on the other hand they completely ignore the other viable competitors near them. 

3. Over importance to Visible Competence: sometimes, in competitor analysis, a firm is mainly focuses 

on competitor’s resources, assets and technology skills and some other obvious factors to compete but 

their powerful and equally important capabilities are completely ignored such as logistics, product design, 

or human resources. 

4. Essence of competition: many firms give much emphasizes on where to compete instead of how to 

compete effectively. Therefore, the strategies should shift incrementally to the exclusion of radical 

repositioning in how they could compete. 

5. Imperfect Assumptions: faulty assumptions about competitors and the overly concentrate on stereo 

types assumption, leads to misjudge the competitors competencies and competitive edge. 

6. Palsies in Analysis: preconception with the task of data collection may results in information overload 

and it will lead to spoil the competitors’ analysis and its insight. 

(H) COMPETITOR INFORMATION NEEDS: 

Information is a vital resource for all competitive game and the main objective of competitor analysis is to 

forecast the competitor’s probable future actions responses. 

Especially competitor made significant actions in response to their main business arenas and this requires sound 

and adequate information background. The quantitative and factual as well as qualitative and intentional 

information are needed and that can be gathered from four key knowledge areas, they are, 

1. The information from competitor’s marketplace strategy such as scope, posture, and goals. 

2. The information from sources of competitive advantage. 

3. The information from interpretation of the competitor signals both by actions and communications. 

4. The information from competitive response profile which analyzes the competitor’s possible future moves. 

1. MARKETPLACE STRATEGY: 

Market place strategy is the way in which the competitors currently competing in the market place. It is a 

strategic choices have the competitors to made plan about where, how and why and it seeks to attract, succeed 

and retain the customers. The market place strategy includes three essential elements, they are, 

1. Scope – the product and customer segments that the organization is presently serving or wanted to be in future, 



2. Posture – how should it competes or wanted to be compete in respective market segments, 

3. Goals –the purpose for which it exists in those market segments, 

1. Scope: Scope in the market place is the products and services offered by a firm to the market and its 

customers to purchase. It requires both “static” and “dynamic” analyses they should be integrated 

properly to get meaningful competition analysis. Static analysis helps the firm to identify where the 

competitor is now and what they are doing at present. Dynamic analysis used to assess every move of the 

competitors and how will they make move over the period of time in their choice of products or 

customers or both. Target customer groups of segments may be identified based on their needs or the 

demographic factors tied up with those needs. 

2. Posture: Posture refers to how a competitor performs in the market place to gain customers satisfaction 

and confident. A most important thing is how a firm differentiates its products and services from 

competitors in the view of the customers. More common way to differentiating products and services 

from competitor is product line, width, product features, models, colours and other tangible and intangible 

attributes so on. Generally a number of interrelated modes are employed together by a successful 

competitor to compete with other competitors in the market. It is very rare to depend on any one 

particular dominant method to succeed in the competition for example, low price strategy rather than 

colors, features and models. 

3. Goals: Goals are generally define why these scope and posture strategies are used by a competitor. Goals 

are the end destination of a firm and these scopes and postures are the medium to reach those end 

destination. An ultimate motto of every goal is to generate reasonable returns out of competition and that 

is the end result of several steps apart from the scope and posture objectives. Goals may be set based on 

the business firm’s intention and corporate vision. Sometimes, goals may be set for either penetrating 

each major channel of distribution or achievement of specific gross margin objective and these will be 

achieved by lower level focusing on the short to medium term objectives. On the other hand goals may 

set for gaining market share, cost effectiveness or cash flow targets through more short term objectives. If 

goals are not expressive to competitors or market place then it can be understood by interpreting the goals 

of competitors from the course of action taken by them through proper analysis. 

(I) SOURCE(S) OF COMPETITIVE ADVANTAGE: 

A competitor’s above said marketplace strategy can be positioned under the organization’s functional 

operations and processes that make the strategy possible. If competitor acts rationally, the marketplace strategy 

will be built around those functions and activities to gain competitive advantage over competitors. The ability 

to assess the financial soundness of a competitor is a key to competitive analysis and also put together the 

knowledge about competitor’s advantages is a key to understand their strength and weakness and likely moves 

in the marketplace. The information could be gathered from main competitive variables such as; 

(i) Input (ii) Technology and (iii) Operations. 

(J) INTERPRETING COMPETITIVE SIGNALS: 

Competitor signals can be interpreted in a right way to get better insight about the competition. These signals are 

interpreting usually through their messages and it is very useful to formulate effective competitive strategy. The form of 

message related to their probable function, the communication media, and the level of authenticity of the messages. 

1. Message Form: The most commonly used method of message form is the past proclamations of 

competitors’ signals because of their absolute resourcefulness and uncertainty. One can announce a 

complete message containing with genuineness of their intention to increase the capacity in the distant 

future and the ideas will be changed completely after sometimes. Past announcements are acknowledged as 

wide range of opportunities and purposes. On the other hand, declaration of accomplished facts or results, 

conceivably it will be admitted as a smaller range of purpose but gain the willingness of the receiver to 

believe that what has been announced has actually happened. This belief does not necessarily extend to 

swallowing whole the exact numbers, market shares, and so forth that are offered in the announcement. 

Open public discussions of the state of industry or competition within it rival the prior announcements in 



their frequency and breadth of purpose. Messages should be carefully designed and convey to the 

participants and just as carefully divided by rivals in speeches made at industry conferences, 

2. Message Function: Competitors signal serves in a wide range of functions and attempts to prevent other 

competitors are the major goal. Sometimes, industry publications are filling up with messages stating that 

a firm’s new capacity including its adding capacity, therefore, it announcing the firm’s own capacity and 

through this they will try to prevent other competitors. Informing customers well in advance to postpone 

their purchase of competitors’ products by announcing the availability of major product developments 

near future and this is another way they can take preventive measures against competitors. Defensive 

announcements are also used to gain strategic competitive edge occasionally and it will achieve the 

purpose to some extent. This type of message function will discourage the less advantaged competitors by 

confusing the playing field. Some messages are aimed at to minimize competitive provocation by 

explaining the justification in their projected actions courteously or else it will make competition more 

aggressively. Some external signals are gain internal support within the firm, for example, a company 

announces in the public press that they are going to provide the highest quality of products and it gives more 

credible to its employees than any other internal communication programs. A benefit derived from this 

external announcement is to stops further internal discussion of a given strategy or specific action. In the 

same way some announcements are primarily made indirect signals to the financial community and such 

messages may be carried very little important for competitors. 

3. Message Content: The actual message content structure is very important. Communication about the 

firm’s goals and objectives will have a potential impact to remove the wavering when a company is not in 

clear motivations. The signals which communicating information about the internal situation of the firm 

such as its success, feelings and its outcomes, it gives others that knowledge necessary to infer its payoff 

matrix. A firm’s signals give good source of information to competitors to plan their own actions. It will occur if 

the information reveals the firm’s commitment as well. This type of information is very important if the goal is 

plan without any overlapping strategies to competitors. The signals which state the expectation of competitor’s 

behavior will be helpful to decide the firm either to compete or cooperate and it makes unclear to others that how 

firm should act. The reality in strategic communication is sometimes, a communication may be true as per 

its statement but before designing any strategy based on those statements the firm should ask question 

itself that in what way the communication give benefit to the sender if the signals accepted as if true by 

the receiver. Some signals are bluffs which cannot be implemented but if the bluff is successful in 

preventing competitive action and it probably would not have been implemented anyway. More often, the 

content of communications comprising of some aspects that are misleading or simply over or understated. 

These aspects need to cross-check and analyze every statement for possible alternative interpretations. 

Sometimes ambiguity in statements is intentional to allow deliberately reading a possible worst-case 

scenario into otherwise innocuous message. Some signals carry as much contradictory and hidden 

meaning as the strategy and device to make believe as the best one. 

(K)INTERPRETING COMPETITIVE ACTIONS: 

The competitors may react in different ways and interpreting a competitor’s actions follows a similar analysis. 

There are different type of actions characterized based on the competitor’s offensive and defensive strategies, 

such as market challengers, market followers. Sometimes, market challengers will take frontal attack where the 

attacks will be direct on other competitors in terms of identical or similar products, and some other times flank 

attack, encirclement attack, by pass attack like. 

(L)THE COMPETITOR'S RESPONSE PROFILE: 

The possible chances of competitive reactions will come out based on nature of competition. 

1. The nature of the firm, for example, the size, reputation and power of competitiveness of the firm. 

2. The nature of the action. It could be a new market entry or price change. 

3. The nature of the competitor, its size, performance, or desired reputation. 

4. Environmental nature such as dynamic changes in market condition and, growth. 

The aforementioned analysis help to take still more concrete steps and it is a constructive framework for 

analyzing present and potential customers and their moves and responses. 

A firm can get a better estimation about the competitors’ response profiles by analysis of their goals and 

assumption together with current strategies and capabilities. 



This response profile will let the firm know what types of actions possibly competitors is going to take. This 

competitor’s response profile could be a sound and basic but most powerful indicators of a competitor’s future 

actions and it is a set of economic outcomes that would result from each different competitive response. A firm 

can calculate the financial results that requires for different actions. An approach is to estimate the competitor’s 

immediate response to competitive moves towards a particular product in a given geographical area and the 

relative influence it has with which to respond to competitive moves. 

Reaction is the better motivational factor for respond to the competitor’s competitive moves. This reactivates 

can be measured by estimating the contribution such as revenues, and profit from the product delivers in that 

market and the business units which delivers the products is part of the strategic importance of the product and 

market to the competitor. 

Relative powerful influence indicates that which of the competitors is in a better position to make a strategic 

move in that specific product/market arena. It is the ability to fight or to fight back. As with reactivates, 

relative bang can be estimated from the competitors’ relative sizes, cash positions, distribution coverage, and 

the relative number of salespeople. 

Hypothetically, this matter goes beyond reactivates and influence and it is more complex. Economists use the 

term conjectural variation to refer to what is known about the probability and the intensity of competitors' 

responses. Specifically, a conjectural variation is believed that the relationship between a firm's own behavior 

and the corresponding return-maximizing action that will be taken by the competitor. 

The interesting aspect of estimating a competitor’s actions require to recognizing of their decision making that 

involves more than simply selecting the action and it yields the highest relative financial result from among the 

set of actions available to it and those financial results themselves are simultaneously affected by the 

competitor’s own inferences concerning the acting firm’s response profile to its response. 

In more practical terms for the strategist, this means working two moves ahead—estimating whether the 

competitor would see its action choices as leading to more or less effective counter moves. The main point, 

however, is to attempt to calculate the relative financial implications of the competitor's possible responses. A 

second approach suggests that one analyze the past effectiveness of the competitor's marketing mix elements. 

As theory would suggest, a competitor's response to, say, the market entry of a new product will be to adopt the 

approach that has shown the greatest response elasticity in the past. 

SUMMARY AND CONCLUSION: 

Since marketing environment is very dynamic, the competition analysis is getting more imperative in the 

modern marketing arena. Companies getting failures in their marketing endeavor because of improper analysis 

of competition in the respective markets. Firm’s strategic goals are based on both internal and external 

knowledge, insight, and in-depth analysis. Without a strategic plan, if resources are spent on marketing events, 

activities, and functions that may not generate revenue. 

Generally Competition analysis will be undertaken based on a full understanding of the market, firms, and the 

customer needs, and they combined together directly with the strategic plan to provide a road map for the firm. 

This road map is the ultimate tool for guiding the firm to analyze competitors and making appropriate decisions 

that will provide sustainable growth to the company. Therefore, competition analysis provides good scope for 

firm’s development that is why it is considered as key for business success. 

Finally, competitive marketing strategy is very essential to a firm for getting strategist position in its offerings 

such as reduce direct competition either by choosing weak competitors or by make strength against weakness. 

The goal of competitor analysis is to provide the strategist with the means needed to achieve that result. 

REFERENCES: 

1. William L. Sammon, Mark A. Kurland, and Robert Spitalnic, “Business Competitor Intelligence,” John 

Wiley and Sons, 1984 

2. Bruce H. Clark and David B. Montgomery, “Managerial Identification of Competitors,” Journal of 

Marketing, (July 1999), 67-83. 

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---- 



PARENTING STYLE AS A MODERATOR OF LOCUS 

OF CONTROL, SELF ESTEEM AND ACADEMIC 

STRESS AMONG ADOLESCENTS 

UMA, K. 

Research Scholar in Psychology 

Bharathiar University 

Coimbatore, Tamil Nadu-India 

MANIKANDAN, K. 

Associate Professor 

Department of Psychology 

University of Calicut, Kerala-India 

ABSTRACT 

Parenting styles and its impact on adolescents’ psychosocial development has been an 

area of interest in the field of psychology. The aim of this study is to explore the 

moderating effect of parenting styles on the relationship of locus of control, self esteem 

and academic stress among adolescents. The participants of this study consist of 300 

degree college students age ranging from 18- 21. The instruments used are parenting 

style inventory, brief self esteem inventory, locus of control scale and academic stress 

scale. The data were analyzed using moderate regression analysis and the results shows 

that authoritarian and authoritative parenting styles did not show any interaction with 

locus of control and self esteem in relation to academic stress. Permissive parenting 

style is interacting with locus of control and academic stress. Parenting styles and other 

variable has a direct relation with academic stress among adolescents. 

Keywords: Parenting Styles, Self Esteem, Locus of control, Academic stress, 

Adolescents. 



INTRODUCTION: 

Family has an important role in the development of an adolescent. Individuals learn everything from family and 

makes parents as a role model. The experiences parents acquire from the demands of the children they tend to 

change (Malhas & Abdouni, 1997; Weiss & Schwarz, 1996); some parents shape their child according to their 

way of upbringing. As a result parents realize about the different styles of parenting. Consequently, they show 

different upbringing styles (Baumrind, 1991; John, 1989). Researchers have identified different types of 

parenting styles. These parenting styles can influence in molding children’s personality and traits. Baumrind 

(1971) has conceptualized three different types of parenting styles: authoritative, authoritarian and permissive. 

Authoritative reflects parenting with a balance in discipline and affection, reasoning with children and being 

responsive to children’s demand. Authoritarian parenting values obedience and favor power assertion. It is way 

of traditional parenting were the child has given no autonomy but has to accept the disciple without question. In 

permissive parenting, parents give children high level of freedom and do not restraint from their behavior unless 

physical harm involved (Seguin & d’Entremont, 2006; Rossman & Rea, 2005). The individuals behavior and 

personality development affected by what parenting style he/she receives from the parents and this in turn 

affects different areas of life of the person. 

For adolescent, home and college has equal importance in their life. Parents have an important role in molding 

their attitude towards academics. Parents’ educational involvement has been linked to children’s academic 

outcomes in a variety of ways, including higher academic achievement (Bogenschneider,1997) and more 

positive attitudes toward school (Gonzalez-DeHass, Willems, & Holbein, 2005). One way that parents can 

influence children’s academic outcomes is through active participation in and management of learning in the 

home. This typically involves activities such as engaging in cognitively stimulating tasks, like reading together 

(Evans, 1998), and managing children’s school-related behaviors, such as organizing and monitoring children’s 

time (Finn, 1998). Such active management from parents in the home environment can support children’s 

educational endeavors and provide motivation to learn (Seginer, 2006). 

Researchers have focused on the style or emotional tone of parent–child interactions regarding school issues. 

When parents use a supportive and encouraging style of involvement, they provide their children with a sense 

of initiative and confidence in relations to learning. Supportive and encouraging parental involvement, such as 

rewarding learning-related behaviors with encouragement and praise, is typically associated with higher school 

achievement in children (Callahan, Rademacher, & Hildreth, 1998; Martinez-Pons, 1996; Simpkins, Weiss, 

McCartney, Kreider, & Dearing, 2006). By contrast, pressure from parents through the use of commands, 

punishment, or coercive interactions is negatively associated with children’s school outcomes. Parental 

punishment, intrusion, and criticism in reaction to children’s grades and homework are in relation to lower 

academic performance (Ginsburg & Bronstein, 1993; Niggli, Trautwein, Schnyder, Ludtke, & Neumann, 2007; 

Pomerantz & Eaton, 2001). 

Along with parental involvement in handling the stress in academics other personality factors like locus of 

control and self esteem are also involved in individual’s ability to manage stressful situation. Parenting style 

can influence the development of these personality patterns of adolescents. Parental upbringing influences the 

way they look the external world and how he/she act in stressful situations. 

Locus of control plays a major role in many aspects of human behavior such as achievement motivation 

success-orientation, self-control, socially adjustment, independence and expectancy. Students with an internal 

locus of control may be more likely to do well in independent learning situations. Students with an external 

locus of control will need more encouragement and guidance from the instructor (Beck, 1979). Locus of control 

may also determine one's perceptions and expectances of success (Wise, 2005). 

Locus of control can be related to some other factors such as family upbringing and education. It would be thought 

that it is possible to incite a type of locus of control. Literature suggests that it is possible to assist students to 

become into internals and thus enhance their efforts to achieve better (Beck, 1979; Findley & Cooper, 1983; 

Mandy, 2005). To develop an internal locus of control, students must be able to attribute success to their own 

efforts. For example, to become internals, students develop an individualized learning plan that lists their goals, 

how they plan to achieve those goals, a timeline, and the outcome. This may make one believe that changing 

people's beliefs to control, make efforts and determine the cause they attribute their behavior to can be somehow 

influenced by socialization. Anderman and Midgley (1997) noted that “students who believe that their poor 

performance is caused by factors out of their control are unlikely to see any reason to hope for improvement. In 

contrast, if students attribute their poor performance to a lack of important skills or to poor study habits, they are 



more likely to persist in the future”. Noel, Forsyth and Kelley (1987) have shown that if students are taught to 

have a more hopeful attitude (develop an internal locus of control), their grades tend to rise. 

Few studies concerning locus of control have examined its relation to parenting styles, and of them, many have 

had methodological problems concerning the definitions and measurements of parenting style and have 

predominately involved children (Krampen, 1989). These studies indicate that the parenting style under which 

children were raised affect their locus of control (McClun & Merrill, 1998). An internal locus of control tends to 

result from consistency of discipline, reinforcement of positive behaviors, and balanced autonomy: characteristics 

of authoritative parenting (Krampen, 1989). Additionally, positive parental involvement has been implicated in the 

development of an internal locus of control in academic contexts (Grolnick & Ryan, 1989). Internal locus of 

control, high levels of internal personal trust, and an active coping style were positively related to the parents who 

exhibit high levels of warmth, acceptance, helpfulness and low levels of disapproval when interacting with their 

children (Mondell & Tyler, 1981). It was found that positive parental involvement has been implicated in the 

development of an internal locus of control in academic contexts (Grolnick & Ryan, 1989). External locus of 

control has been associated with higher levels of stress, frequent illness, psychological distress, and relationship 

dissatisfaction (Morry, 2003; Muhonen & Torkelson, 2004; Wu, Tang, & Kwok, 2004). 

Parenting style has been found to be a significant antecedent variable for the development of self esteem among 

adolescent. Studies shows significant positive impact with authoritative parenting and positive child 

development and negative impact with authoritarian and permissive parenting and negative child functioning 

(Cohen, Richardson, & LaBree, 1994; Epstein, 2001; Lamborn, Mounts, Steinberg, & Dornbusch,1992; 

Steinberg, Lamborn, Darling, Mounts, & Dornbusch,1994), i.e., self- esteem (Robin & Foster, 1989), academic 

performance (Dornbusch, et al.,1987; Paulson,1994). 

One of the classic measures of adolescent adjustment in parenting studies is the self esteem (Rudy & Grusec, 

2006). Several studies have explored the relationship between parenting styles and self-esteem. Martinez and 

Garcia (2007) found that adolescents of indulgent parents show highest scores in self esteem whereas 

adolescents from authoritarian parents obtain the worst results. Several other researchers have stressed the 

importance of parenting styles in children’s internalization of social values (Grusec, Goodnow, & Kuczynski, 

2000; Martínez, García, & Yubero, 2007). The environment in which the child develops has deeply associated 

with the child’s development of self esteem (Hosogi, Okada, Fuji, Noguchi, & Watanabe, 2012) and supportive 

parenting style can improves the individual’s self esteem (Yang & Liang, 2008). The individual’s perception of 

supportiveness predicted higher level of implicit self esteem (Antonopoulou, Alexopoulos, & Maridaki- 

Kassotaki, 2012). 

Martinez and Garcia (2007) found that children of indulgent parents had the highest levels of self-esteem while 

children of authoritarian parents had the lowest. Another study done by Martínez and García (2008) found that 

adolescents with indulgent parents had equal or higher levels of self-esteem than adolescents with authoritative 

parents. The research additionally showed that adolescents with authoritarian and neglectful parents had the 

lowest levels of self-esteem. Alternatively, Garcia and Gracia (2009) found that both the children of indulgent 

parenting style as well as the authoritative parenting styles had the highest levels of self-esteem. It was also 

concluded in 2007 that the authoritative and indulgent parents’ children scored highest on levels of self-esteem 

(Martínez, Garcia, & Yubero, 2007). 

When looking at the adolescent stage, there is a general increase in self-esteem throughout adolescence (Orth, 

Robins, & Widaman, 2012). Similarly, it is essential to look at possible confounding variables affecting this 

increase in self esteem during adolescence. One variable that was found to have an important effect is education 

level. It was found that as education level increases there is higher level of self-esteem (Hallsten, Rudman, & 

Gustavsson, 2012). While discussing factors that affect self-esteem levels and the ways that self-esteem can 

change over time, it is relevant to acknowledge that parenting styles could change over time as well. This is 

important to recognize because different parenting styles could have positive or negative effects on the child’s 

self-esteem levels through time and development. 

Previous research done on the subject of parenting styles has investigated a wide variety of elements. A large 

body of research has explored the influence of parental participation in children’s homework (Cooper, Lindsay, 

& Nye, 2000; Xu & Corno, 2006) but with inconsistent results (Hoover-Dempsey, et al., 2001). Some studies 

have found parental involvement in homework to be positively associated with achievement (Callahan, 

Rademacher, & Hildreth, 1998), whereas others have found it to be negatively associated (Muller, 1995). It is 

noteworthy that the majority of published studies on parental involvement have investigated primarily parents’ 

self-reported behaviors, whereas few studies have examined parental involvement from the children’s 



perspective. Current study focuses on the moderating role of parenting style on the relationship of self esteem, 

locus of control and academic stress among adolescent. 

OBJECTIVE: 

1. To understand the moderating effect of parenting style on the relationship of locus of control, self esteem 

and academic stress among adolescence. 

METHOD: 

Participants: 

The present study consists of 300 degree college students from different colleges in Bangalore, aged between 

18- 21. Respondents were selected by using random sampling method. The participants were from different 

disciplines like BA, BCom and Engineering and they were from first to final year. 

Instruments: 

1. The Parenting Style Inventory: The Parenting Style Inventory developed by Divya and Manikandan 

(2013) measure about perception of the children about their parent’s behaviour. Here the perception of the 

child is important. It asses perceived parenting style of the subjects with regard to three dimensions such 

as authoritarian, authoritative and permissive. It consists of 30 items in which responses were elicited in a 

five point likert scale. The participants could mark his or her response in the response sheet. Scoring of 

each parenting style was done independently. The reliability of the scale was calculated by Cronbach 

Alpha which is .86 and the scale was found to be reasonably valid. 

2. Brief Self Esteem Inventory: Brief Self Esteem Inventory originally developed by Williams (2000), and 

re-standardized by Uma and Manikandan (2013) in Indian population is used to measure the self esteem 

of the subjects, which consists of 20 items that measures 10 areas of self esteem. Participants asked to 

gone through the statements and respond in given 4 options, viz, “if you feel definitely yes or almost 

always, if you feel probably yes or often, if you feel probably not or seldom, if you feel definitely not or 

almost never”. The reliability coefficient Cronbach Alpha of the inventory was found to be .78. 

3. Locus of Control Scale: This scale was developed by Uma and Manikandan (2013) to measure locus of 

control of students, which consists of 22 items indicating external and internal locus of control. This scale 

was developed based on the theoretical frame work proposed by Rotter. Here the respondents were 

asked to make yes or no options to the given statements. Since it is based on pure theory, this scale can 

said to be valid and the reliability coefficient Cronbach alpha was found to be .67. 

4. Academic Stress Inventory: Academic Stress Inventory by Uma and Manikandan (2013) in Indian 

context to measure the stress experienced by the students in their academic endower. This inventory was 

based on the theoretical background of original scale by Lin and Chen (2009). The response categories 

are viz, strongly agree, agree, neither agree nor disagree, disagree, strongly disagree. The higher the 

score, the higher is the degree of stress experienced. The reliability coefficient Cronbach alpha was found 

to be .89. 

5. Personal Informational Schedule: To measure the personal data like sex, age, class of study, college etc., 

personal information schedule was used. 

PROCEDURE: 

Written approval to conduct the study in the colleges were collected from the head of the institutions. Participants 

were informed about the aim and the procedure of the study prior to data collection and were asked to sign a 

consent form, agreeing to participate in the study. The research instruments were distributed among the subjects 

and asked them to go through it carefully and mark their responses. Then the instruments were scored according 

the scoring scheme. The responses were fed in to a spread sheet then processed using appropriate statistics. 


The current study focuses on the moderating effect of parenting style on the relationship of self 

esteem and locus of control with academic stress. This study tried to find out the relationship 

between parenting style with other psychological variables and academic stress among adolescents. 



Statistical analysis like, moderate regression analysis was used for consolidating and verifying the 

hypothesis formulated for this study. 

Moderated regression model often used to examine when an independent variable influences the dependent 

variable. Researchers may look for moderating effect, an attempt to improve the fit of their model, given the 

main effect alone may not provide sufficient accuracy in prediction. In these situations, the ideal outcome is the 

finding that there is strong moderated relationship. Regardless of the outcome, the study of moderated variable 

has implication for both theory and practice because it provides information on the boundary condition for the 

relationship of interest. 

In statistics and regression analysis, moderation occurs when the relationship between two variables depends on 

a third variable. The third variable is referred to as the moderator variable or simply the moderator. The effect 

of a moderating variable is characterized statistically as an interaction; that is, a qualitative or quantitative 

variable that affects the direction and/or strength of the relation between dependent and independent variables. 

The Moderate variable is also known as intervening or process variable, because they explain the relationship 

between two variables. They explain the changes in the nature of the X variable to Y. (Baron & Kenny, 1986). 

Specifically within a correlational analysis framework, a moderator is a third variable that affects the zero-order 

correlation between two other variables. In analysis of variance (ANOVA) terms, a basic moderator effect can 

be represented as an interaction between a focal independent variable and a factor that specifies the appropriate 

conditions for its operation. 

To have general idea of data and its distribution basic statistics were calculated and the results are 

presented in table 1. 

TABLE 1DESCRIPTIVE STATISTICS OF THE VARIABLES UNDER STUDY 

Variables Mean Median Mode SD Kurtosis Skewness 

Self Esteem 61.25 62.00 62 8.116 -.823 1.062 

Locus of Control 12.34 13.00 11 3.314 -.386 -.315 

Authoritative 23.38 22.00 19 6.889 .609 .007 

Authoritarian 32.78 33.00 33 7.042 -.523 .008 

Permissive 35.07 35.00 31 7.996 -.219 -.345 

Academic Stress 106.38 105.00 113 13.482 .678 .186 

From table 1, it can be seen that the values of the major central tendencies, viz arithmetic mean, median and 

mode of the variables under study. Regarding the variable self esteem the mean, median and mode are 61.25, 62 

and 62 respectively. The standard deviation is 8.116, kurtosis -.823 and skewness 1.062. in the case of locus of 

control the mean, median and mode are 12.34, 13 and 11 respectively. The calculated standard deviation is 

3.314, Kurtosis and skewness are -.386 and -.315, and revealed a slight negatively skewed distribution. The 

distribution of authoritative parenting style: mean, median and mode are 23.28, 22 and 19 respectively. 

Standard deviation is 6.889. The kurtosis and skewness are .609 and .007, which shows positive distribution. 

Arithmetic mean, median and mode of authoritarian parenting style are 32.78, 33 and 33, standard deviation is 

7.042. The value for kurtosis and skewness are -.523 and .008, shows positively skewed distribution. The mean, 

median and mode of permissive parenting style are 35.07, 35 and 31. The standard deviation is 7.996. The 

kurtosis and skewness are -.219 and -.345, shows negatively skewed distribution. The mean, median and mode 

of academic stress are 106.38, 105 and 113 respectively. The standard deviation is 13.482. Kurtosis and 

skewness are .678 and .186 respectively. This shows a positively skewed distribution. These statistics of 

variables under study suggests that the variables are more or less normally distributed. Thus preliminary 

analysis of the variables under study satisfied the assumption of normality and can be viable for further 

parametric statistical analysis. 

To know how the variables under study viz., Self Esteem Locus of Control, Authoritarian, Authoritative and 

Permissive Parenting Style and Academic Stress were related each other, Pearson product moment correlation 

was calculated and the results are presented in table 2. 



TABLE 2CORRELATION OF SELF ESTEEM LOCUS OF CONTROL, AUTHORITARIAN, 

AUTHORITATIVE AND PERMISSIVE PARENTING STYLE AND ACADEMIC STRESS 

Variables 

Self 

Esteem 

Self Esteem - 

Locus of 

Control 

Locus of 

Control 

.106 - 

Authoritative -.049 .347 ** - 

Authoritative Authoritarian Permissive 

Authoritarian .231 ** -.238 ** -.420 ** - 

Permissive -.029 -.310 ** -.360 ** .415 ** - 

Academic 

Stress 

Academic 

Stress 

.071 .293 ** .290 ** -.307 ** -.287 ** - 

*p< .05, **p< .01 

From table 2, it can be seen that, authoritative parenting has significant positive correlation (r=.347, p< .01) 

with locus of control. This indicates authoritative parenting increases the externality in locus of control. 

Authoritarian parenting shows significant positive correlation with self esteem (r=.231, p


Table 3 shows the result of moderated regression analysis of authoritative parenting style as moderating variable in 

the relationship of self esteem, locus control on academic stress among adolescents. The results revealed that 

authoritative parenting style has no interaction with self esteem and locus of control. But there is a significant main 

effect on academic stress by locus of control (b=.882, sd error=.239, β= .217, t=3.684, p< .01) and similarly by 

authoritative parenting style (b=.412, sd error=.115, β=.211, t=3.571, p< .01). There is an increase in academic stress 

when the external locus of control is high. Adolescents who had authoritative parenting style show an increase in 

academic stress. This is not in line with earlier research that authoritative parenting decreases the academic stress in 

turn high academic achievement (Dehyadegary, Yaccob, Juhari, & Talib, 2012). 

TABLE 4 MODERATED REGRESSION ANALYSIS – 

AUTHORITARIAN PARENTING STYLE AS MODERATOR 

Models 

Unstandardized 

Coefficients 

Standardized 

Coefficients 

b Std. Error Beta 

(Constant) 99.674 6.756 14.753** 

Self Esteem .192 .094 .116 2.037* 

Locus of Control .888 .227 .218 3.920** 

Authoritarian Parenting Style -.500 .111 -.261 -4.507** 

Self Esteem x Authoritarian 

Parenting Style 

Locus of Control x Authoritarian 


*p< .05, **p< .01 

.005 .012 .022 0.401 

-.057 .031 -.099 -1.821 

Table 4 shows that the variable self esteem (b=.192, sd.error=.094, β= .118, t= 2.037, p< .05) and locus of 

control (b= .888, sd. Error= .227, β= .218, t= 3.920, p< .01) has significant main effect on academic stress of 

the participants. Regarding the effect of authoritarian parenting style, the results revealed that authoritarian 

parenting style negatively influencing the academic stress of the participants (b= -.500, sd. Error= .111, β= - 

.261, t= -.4.507, p< .01). Individuals with high self esteem will try to increase their performance for that they 

may evaluate and relate to their academic performance time to time. This causes increase of academic stress in 

students with high self esteem. To keep the self esteem in high level they need to work hard, which in turn 

causes more stress on students. Students with high self esteem will have a positive aspect related to study and 

will be working more towards academic achievement and higher grades (Michie, Glachan, & Bray, 2001). The 

more students try to attribute their success or failure to external factors the more will be the stress. The more 

internal attribution increases the academic achievements (Maureen & Harris, 1977). 

TABLE 5 MODERATED REGRESSION ANALYSIS – 

PERMISSIVE PARENTING STYLE AS MODERATOR 

Model 

Unstandardized 

Coefficients 

Standardized 

Coefficients 

b Std. Error Beta 

(Constant) 101.950 7.223 14.115** 

Self Esteem .076 .090 .046 0.849 

Locus of Control .991 .231 .243 4.286** 

Permissive Parenting Style -.378 .095 -.224 -3.989** 

Self Esteem x Permissive 


Locus of Control x Permissive 


*p< .05, **p< .01 

.005 .011 .026 0.492 

-.098 .029 -.185 -3.433** 

www.scholarsworld.net editor@scholarsworld.net Volume. II, Issue III, July 2014 [70] 

t 

t


Results of Moderated regression analysis of academic by Permissive Parenting Style as moderator, reveled 

(table 5) a significant moderating effect of permissive parenting style with locus of control (b= -.098, sd. Error= 

.029, β= -.185, t= -3.433, p< .01) on academic stress. This indicates that the effect of locus of control on 

academic stress depended on the level of permissiveness perceived by the student. The results revealed a 

significant negative effect of permissive parenting style in the relationship of locus of control and academic 

stress. From the table it can be also seen that the permissive parenting style has a significant main effect (b= - 

.378, sd. Error= .095, β= -.224, t= 3.989, p< .01) on academic stress of the participants. Permissive parenting 

allows the adolescents to have a free control over their actions and decisions. This helps them to have their own 

rules in their academics, which in turn reduce their stress. 

CONCLUSIONS: 

This study aims to understand the moderating effect of parenting style in the relationship of locus of control, 

self esteem and academic stress among adolescents. Authoritarian and authoritative parenting styles did not 

showed any interaction effect with self esteem and locus of control. Permissive parenting has shown an 

interaction with locus of control on adolescent academic stress. Even though there is less interaction effect, 

there is significant influence of parenting style on academic stress among adolescents. The finding of this study 

implies that parents play a significant role in determining the level of academic stress among adolescents. Thus, 

it is essential that parents should be equipped with appropriate knowledge and skills so that they can provide 

better guidance for their adolescents’ positive development especially in academic aspects. 

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DISTANCE LEARNING IN CHANGING THE EDUCATION 

SCENARIO IN INDIA-REACHING THE UNREACHED 

DR. NIDHI GUPTA, 

Professor 

Management Department, 

Rukmini Devi Institute Of advanced 

Studies, New Delhi-India 

MS. POOJA KALRA, 

Assistant Professor 

Management Department, 

Rukmini Devi Institute Of advanced 

Studies, New Delhi-India 

ABSTRACT 

With the passing years the education system in India has shown lot of progress especially after 

independence it has shown a lot of improvements both quantitatively and qualitatively, although the 

improvement is mainly on the quantitative front. The number of institutes and universities has 

increased manifold. The reason behind this was the tremendous pressure being faced by the centre and 

state government. The effect of the excessive political considerations was clearly reflected in the 

number of colleges and the universities. In order to ensure that everyone is getting equal access to the 

education system the concept of distance learning was evolved. For that sake there is a need to develop 

an alternative educational system to meet the diverse needs of the different stratus of the society. 

The distance education mode was adopted by many universities to meet the ever-growing demand 

of those students who lacked means to pursue higher education through the regular stream. Also, 

there were economic constraints. Consequently, many universities in India in various regions started 

correspondence courses or programs by providing notes, developing a system of evaluation of 

response sheets. The success of these courses led to the establishment of Indira Gandhi National 

Open University, which is now rated as one of the best distance courses university in the world. 

Majority times many who are interested in gaining the knowledge are not able to get it because of 

the physical barriers. Distance learning offers an excellent solution for these kinds of people. The 

biggest advantage of distance learning is that it bridges the physical gap between the faculty and the 

students and also offers the benefits for common masses to reap the benefits from the vast 

knowledge and expertise of the teachers and experts that are otherwise not available. 

It links students from different social, economic, cultural, caste, region, and religion background. 

The learners can work at their own pace at their places of employment and home. It is effective for 

people having constraints of time and economic resources, distantly located and who have physical 

disability. This system gives educational opportunities for higher learning to a large segment of 

woman population whether in employment or housewives who want to upgrade their education or 

acquire knowledge. It focuses on education of urban poor today. If as Drucker (1998, p. 551) 

claimed, “Knowledge has become the key resource,” ways need to be found to develop and share 

knowledge. This is the challenge for higher education transformational leaders. A transformation is 

taking place in higher education regarding technology, the Internet and education. 

This paper investigates some of the leadership aspects of that transformation in context with 

distance education. The writers will address and discuss critical issues relating to leadership in 

higher education with a distance learning focus, current and future distance education 

modalities, and future leadership trends. This paper will focus on transformational leadership 

qualities that are necessary for current and future successful distance education programs. 

Keywords: Education, COL (College For Open Learning), Transformation, Leadership, 

Knowledge. 



INTRODUCTION: 

Due to limitations of the traditional conventional system the alternative to that was developed by the policy 

makers. In this mode the physical presence of the students is not necessary. However some of the occasional 

meetings were arranged and they were given the name of Personal Contact Programmes(PCP’S). In this mode 

the study material is being sent to the students and the home assignments and projects are being given to them 

under the guidance of the concerned faculty members which are then evaluated. Distance education system is 

also known by some other common names like Correspondence Courses, Correspondence Education, Distance 

Education and External or Private Appearance etc. Such distance courses proved a boon for the service persons 

as well as others desirous of pursuing higher education. As a result, a large number of in-service persons, 

professionals, entrepreneurs, job-less youth, school teachers, housewives and old aged free persons made a 

beeline for admission to distance education study programs. 

The term Distance Education received a formal recognition in 1982 when the four decades old International 

Council for Correspondence Education was renamed as the International Council for Distance Education. The 

old concept of distance education was exclusively associated with print material, while the new concept of 

distance education include supplementary material being used through non-print media, also such as radio, 

television, computers, laptops, CD's, through projectors, video lessons and satellites. These institutions may be 

called the dual mode institutions. 

As it is been discussed in the introduction that the biggest advantage of distance learning education is that it 

caters to the needs of all those people who are interested in attaining the knowledge but are not able to do it due 

to work commitments, family pressure etc The majority of population that is going for this mode of education is 

belonging to the age group 20’s to 30’s. This mode of imparting education also provides the ease of choosing 

the course, medium of instruction, time of examination etc. In addition to it this method has a vast reach to 

those areas who are still untapped by the conventional formal system. There is value of book knowledge that 

needs to be substantiating the learning from the field or real life experiences. Education is inherently a 

developmental process. In terms of development, the worth of distance education must not only be measured 

simply from what a given individual can contribute towards community and national development. It must be 

measured in terms of the changes or improvement such an individual enjoys as a result of the skills and 

knowledge they have learned and acquired. 

It is learner centered and the learner completes the course at his or her own pace. It does not strictly limit the 

time a learner can spend on completion of the course. It concentrates on the needs and conveniences of the 

learners. The open and distance learning assumes that learning does not depend on teaching. 

People learn from the time they are born until they die. Learners in this system learn at their own place and 

pace. Teaching through the open and distance learning is more individualistic and personal. 

Distance education gets overwhelming response in India, the universities introduced many new distanceeducation 

job oriented courses according to the changing times and students requirements. However, in this 

process, the actual motive of providing quality education to all took the backseat as the main focus of 

universities slowly shifted to making more and more money. Currently in India, the Distance Education 

departments are generating the maximum revenue for their universities, in many cases more than even the 

professional and self financing courses. 

So universities and distance institutions higher authorities keep ensure that only quality education should be 

provided through distance learning programs. In case of research based higher studies or some other 

professional courses being run through distance education, provisions should be made for the proper library, 

laboratory and required study related essential equipments and materials for the students in coordination with 

other related universities running similar programs or located in the same region. It would rather be more 

appropriate if an inter-university body is set up by the UGC or The International Council for Distance 

Education of India coordinated by government educational related authorities to monitor and review the 

distance education programs run by different universities and to ensure smooth progress of distance education. 

THE ROLE OF DISTANCE LEARNING IN HIGHER EDUCATION TODAY: 

Higher education used to be delivered through traditional face to face routes and required student commitment 

of many years study either part time (for example up to 6 years for a degree) or full time (for example three 

years for a degree). 



Our society is completely changing and evolving. The mindsets and thought process of the people is 

continuously undergoing a change and so is the case with their needs. To cater to the changing needs of the 

people the universities have to continuosly evolve its provisions and introduce new modules in order to remain 

dynamic and flexible. Universities and institutes are doing their part and it is pretty much evident from their 

websites. Many of the modules are designed asthetically to be covered through the distance learning mode to 

suit the convenience of the working people and the part time students. 

The correspondence courses institutions are offering more than 400 programs in India, about 50 percent of 

which are professional in nature. The enrollment in these institutions is of the order of 9, 00,000 in year 1999, 

which forms 11.64 percent of the total enrollment in higher education in the country. An important point to be 

noted here is that the growth rate of enrollment in correspondence and distance education mode has been higher 

than that of higher education in general (Period,1990-2000,Source-UGC Reports). 

RESEARCH METHODOLOGY: 

Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, 

it is impossible to complete the project and reach to any conclusion. Therefore, research methodology is the 

way to systematically solve the research problem. Research methodology not only talks of the methods but also 

logic behind the methods used in the context of a research study and it explains why a particular method has 

been used in the preference of the other methods. 

There are two ways of collection of data for any research. 

1. Primary data: Primary data is the data that you collect yourself using direct observation, surveys, 

interviews etc. It is the data that has been collected from first-hand-experience. 

2. Secondary data: It will be collected with the help of books, research papers, magazines, news papers, 

journals, Internet, etc. In other words, it is data collected by someone other than the user. 

The source of the data is secondary data. 

HISTORY: 

In India DE has passed through the three stages given below:- 

1. Correspondence education phase 

2. Open and Distance Education phase 

3. Online education phase. 

In 1947, India inherited a system with great educational disparities. Education was categorically denied to 

women and to the lower castes. The national government, since the time of independence, has undertaken the 

development and expansion of education as the key to development and as a vehicle for the transmission of the 

new value system: new ways of life, thought and work. 

Tremendous expansion, has taken place since independence during the last 55 years. The details are given in Table-1. 

TABLE-1 GROWTH OF THE INDIAN EDUCATIONAL SYSTEM 

Source: Ministry of Education, Government of India (http:www.education.nic.in/html.web/edusta.htm) 

NB :The number of students is in millions and other figures in thousands. 



Since the formal system was unable to meet the demand for higher education in India, the Planning Commission 

in its third five year plan (1961-66) recommended the introduction of Correspondence Education at the University 

level. Hence, distance education was adopted as an alternative mode at the University stage in 1962. 

Today in India there are four types of institutions offering programs through distance mode: National Open 

University, State Open Universities, Directorates of DE functioning under conventional universities i.e. Dual 

Mode Universities (DMUs) and private professional institutes. However, only the National Open University 

namely, IGNOU uses third generation tools and has made a modest beginning with Internet based education, by 

offering few online courses, thereby claiming to have graduated into the fourth generation, i.e., the flexible 

learning model. The Directorates attached to conventional universities are still at the first generation level i.e., 

correspondence model. However, some of the private contenders too are functioning in the fourth generation, 

but majority are at the first generation only. 

OBJECTIVES OF STUDY: 

1. To understand the concept of Distance learning. 

2. To study the importance of distance learning education in today’s parlance. 

3. To study the evolution of the mechanism of Distance Learning. 

4. To study how far distance learning goes in catering the needs of different stratas of the society 

5. To study the approach to be followed in incorporating different mechanisms to make the concept of 

distance education successful in a developing nation like India. 

6. To study how distance learning is helping in changing the education scenario in India. 

7. To study the new concepts in Distance education. 

DISTANCE LEARNING IS CHANGING THE EDUCATION SCENARIO IN INDIA: 

The world of technology is being reshaped by global trends such as convergence, increased bandwidth, 

enhanced multimedia capabilities, miniaturization, environmental variations, increase mobility, enhanced 

processing power, more powerful cognitive tools and reduced cost. These trends support transition across four 

generations in distance education models and associated delivery technologies: Correspondence Model (Print), 

Multimedia Model (Print; Audio-Video, Counseling sessions and continuous Evaluation Methods, TV / Radio 

Broadcast); Teleconferencing Model (One way video and Two way Audio teleconferencing, Interactive Phonein-Radio 

Counseling) and Computer Aided Learning (Interactive Multimedia, Internet-Based Access better 

known as community Access Device to www resources) and new techniques of making of Video Lessons and 

provide and avail these to students in the form of Cd's. 

If we look into the concept of distance learning with a greater depth and to all those who are availing the 

benefits of it we will get to know that not only the younger brigade of our country but also the adults are 

making a use of it to continuously enhance their knowledge and skills and to give their career a boost. 

LEADERSHIP AND DISTANCE EDUCATION IN HIGHER EDUCATION: AN INDIAN PERSPECTIVE: 

Leadership is necessary to bring cohesion to the distance education arena within higher education. Drucker 

(1998) maintained that in the latter part of the last century, technology resulted in a transformation of the social 

structure. We saw the “rise and fall of the blue-collar worker” (p. 539), the rise of the industrial worker who 

gave way to the rise of the knowledge worker, a term unknown prior to 1959 (p. 542). 

INFLUENCE OF TECHNOLOGY ON HIGHER EDUCATION: 

A number of committees and agencies have investigated distance education for twenty-first century learning, 

including the Council for Higher Education. 

The new concept we are having is EduSat. This is the first exclusive satellite for serving the educational sector. 

It is specially configured for audio-visual medium, employing digital interactive classroom and multimedia 

system. The satellite will have multiple regional beams covering different parts of India — five Ku-band 

transponders with spot beams covering northern, north-eastern, eastern, southern and western regions of the 

country, a Ku-band transponder with its footprint covering the Indian mainland region and six C-band 

transponders with their footprints covering the entire country. This EduSat network provides satellite-based 

tele-education facilities to students and teachers across the country. 



This shows that technology and distance education are influencing higher education in a way that may not be 

controlled by previous structures, providers of services, or traditional policies. These sources acknowledged that 

the present and future are going to be different from traditional classroom-based education: “...the Internet and 

WWW profoundly influence society in general and colleges and universities in particular. Recent statistics 

show that Internet-based distance education programs are growing exponentially in the India, primarily because 

of the availability of the Internet (National Center for Education Statistics, 1999). 

LEADERSHIP IN HIGHER EDUCATION: 

The concept of distance learning will serve its purpose and will be a huge success only if it will be properly 

implemented. The responsibility of this lies on the shoulders of the visionary dignitaries and leaders along with 

the savvy administrators. These people are expected to design a system suiting the requirements of all the ages 

and future learners. The goal is to have a shift in the paradigm and that can be achieved by the foresightedness 

of our leaders and the learners both. The basic approach is to have a shift in the approach from “convocational” 

to “convergence model” 

The essence of successful distance learning is to divide the education or training process into its constituent 

parts, specialise in doing each one of them as well as you possibly can, and then put it all back together again in 

a way that achieves economies of scale. 

The learner in this system controls their learning situation. The open and distance learning gives instructions, 

skills and knowledge, transmits secular view of man, advances learning and builds a cultivated society. It 

provides for intellectual stimulation of the learner, provides specialized courses for in-service learners and 

provides flexible learning arrangement for those learners who earn and learn simultaneously. It helps to evolve 

a life-long learning society. 

Education plays an important role to further social inclusion in the society. Despite international 

and national level recognition of the importance of social inclusion both for developmental purposes and as a 

basic human right, its achievement still remains a big challenge. Social inclusion is far from reality. Social 

biases prevent certain social groups from getting equal opportunities and outcomes in education. The society is 

changing rapidly, and as educators we 

need to be sensitive to these changes and respond to them in a measured and thoughtful manner. 

Education plays an important element in national reconstruction and development. The popularity and demand 

of the open and distance learning has lately increased with the change in 

lifestyle and aspirations of the people. In today’s parlance the youngsters are showing a lot of inclination in 

joining jobs immediately after completing their schooling. But to excel in different fields they need to do 

continuous up gradation of their knowledge in relation to the changing needs of the workplace environment. 

This element of dynamism can be inculcated in them by following the mode of distance learning. Discretions to 

who is given admission in the said programme is not based on the social status, geographic proximity to the 

open and distance education institute and physical abilities of the learners. 

Many things are needed to make development happen, but one common need is learning - learning on a massive 

scale. The challenge of learning is so huge that traditional methods of teaching are not enough to address it. 

India has taken this lesson to heart. The Indian government has set up a Special Initiative on Distance Learning 

which sets priorities for action, such as an open school for technical and vocational education. It also invents 

what infrastructure and materials are available to achieve this. The Special Initiative on Distance Learning 

provides an excellent point of reference for COL's work here. 

The second outcome we seek is better systems for technology-mediated learning. There are examples in India 

where you are developing distance learning systems in a very dynamic way. The University of Education, 

Winneba, was the first Indian university to become a dual-mode system, teaching both on campus and at a 

distance. Use of ICT Technology has helped the human civilization to improve the quantity and quality of 

services in human life while Information and Communication Technology (ICT) has revolutionized the flow in 

information and meeting the challenge of learning. 

Keeping the quality of education up to date is also a challenge on its own. The quality should be maintained at a 

higher level in online education as there is no face to face contact between the faculty and the student in the 

distance learning mode. The Distance education learner here has to assume the task of finding qualified and 

competent qualified faculty, instructional designers, graphics specialists, production specialists, and technical 

typists are in high demand in corporate, business, and commercial industry enterprises. Not only the task of the 

education leader ends up here but he has to maintain a close liaison with the faculty and also monitor their 



progress, success, rewards, compensation and training. The power struggles between the competent faculties 

can offer the advantage of new creating new leadership styles and paradigms to manage the pool of qualified 

people. A leader will have to be well versed with the different facets involved herein like power, control, 

intellectual property, workload, ownership, copyright law, academic freedom, and faculty/student 

relationship. In order to observe the technological changes in its true sense the faculties need to imbibe new 

dimensions of behaviours, skills and values in themselves. In a nutshell it can be said that the success can be 

achieved only if the change will be perceived as journey that has to be carried on a continuous basis and not as a 

blue print and the new skills, behaviours and values should embrace the process of change. 

Distance education challenges higher education partly because its successful deployment can require an 

attention to business plans, budgets and strategies in a way to which higher education is not accustomed. More 

importantly, however, it challenges higher education professionals to reach beyond their comfort zones and to 

question how and why they teach. Distance education also challenges higher education administrators to 

question how and why they reward faculty. 

CONCLUSION: 

As technology-enhanced distance education gains greater acceptance, it will gain stature as a distinct entity that 

represents high quality education, providing opportunities to students no matter where they are located. Tichy 

(1986, p. 4) wrote: “Transforming an organization also requires a new vision, new frames for thinking about 

strategy, structure, and people. While some... can start with a clean slate, transformational leaders must begin 

with what is already in place.” 

The higher education is changing its spectrum and therefore it calls for an intimidating and dynamic approach 

on the part of the deans, leaders, program directors and faculty to demonstrate transformational leadership. 

They are required to exercise leadership in discussing, planning and controlling the required changes while at 

the same time focusing on the quality of education and content delivery to make distance learning a promising 

option for the common masses. In a country like India where economic resources are still scarce, the open and 

distance learning is complementing the conventional educational system. Education through the open and 

distance learning is not only cheap in terms of monetary expenses on the learner but also provides the learner a 

chance to earn and learn together. Indira Gandhi National Open University (IGNOU) at New Delhi in India, in 

the recent past has grown up as a national university of international recognition. It is a non-conformist, 

innovative and non-traditional approach to education and learning. 

Open and distance learning introduces major innovations and recent upcoming technologies to make their 

courses academically effective and socially relevant. It provides for innovations in the curriculum, course 

content relevance to real-life situations, teaching strategies and caters to different learning styles of the learners. 

India is a land of diverse cultures. It has different cultures and sub cultures in it. Different languages. It 

comprises of Rural, Urban and semi urban area. Though the quality of facilities and basic necessities has 

undergone a sea change in the last few decades but still the condition is very miserable in many parts of the 

states. Many of the rural areas are still very backward and the mentality of the people is very conservative and 

orthodox. This has led to the social exclusion of this strata of the society. Females, in India, have long been 

excluded from the education. Many a times, even today, parents hesitate to send their daughters to distant 

colleges and thereby, their education is neglected and stopped. Girls belonging to the rural background are 

married earlier than their urban counterpart, which also affects their higher education. Women workers are less 

paid for the same work as compared to male counterparts. At times, she is the single parent head of the family. 

To progress in their careers women need to have access to same range of jobs as men and so, be educationally 

and economically be at par with them. The open and distance education provides an opportunity to study and, as 

well as play the other social roles expected of the women. The open and distance education is more accessible 

to them than the traditional education system. 

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17. IMPORTANCE OF DISTANCE EDUCATION FOR INDIA By : ASIF AHMED, TEACHER, 

PUNJABI UNIVERSITY- SGTB COLLEGE 

18. Aderinoye, R and Ojokheta, K (2004): Open-Distance Education as a Mechanism for Sustainable 

Development: Reflection on the Nigerian Experience; 

19. Folkers , D. A. (2005, January/March). Competing in the marketspace: Incorporating online education 

into higher education - An organizational perspective [Electronic version]. Information Resources 

Management Journal , 18 (1), 61-78. Retrieved October 27, 2005 from ProQuest database. 

20. Fullan, M., (1993). Change Forces. Bristol, PA, the Falmer Press. 

---- 



STUDY OF VOLUME THERMAL EXPANSION 

INNANOMATERIALS UNDER HIGH TEMPERATURE 

NEETU SOROT, 

Department of Physics, 

IAH GLA University, 

Mathura-281406(UP), India 

BRK GUPTA, 

Department of Physics, 

IAH GLA University, 

Mathura-281406(UP), India 

ABSTRACT 

In the present study, a theoretical formulation is obtained to analyse the validity of temperature 

dependent equation of state in nanomaterials under the effect of high temperature. It has been 

studied using various relationships between volume thermal expansivity and temperature. The 

numerical values of volume expansion and thermal expansivity for nanomaterials considered in 

the present investigation have been determined in both low and high temperature ranges. We 

have considered different nanomaterials, viz. Zirconia, ZnO(wurtize), ZnO(rocksalt), TiO 2 , 

NiO, 11% AlN/Al and 39% AlN/Al, to test and verify the applicability of equation of state 

employed in the present study. The results obtained are compared with the experimental data 

and also with those calculated using Murnaghan equation of state. A good agreement between 

theoretical and experimental data demonstrates the validity of the equation of state used in the 

present investigation. 

Keywords: Thermal Expansivity, Temperature Dependent Equation of State, Nanomaterials 



INTRODUCTION: 

Nanomaterials are expected to play an important and central role in all fields of science and technology. 

Therefore, the study of nanomaterials is of current interest in the field of nanoscience. During past years, 

several properties of nanomaterials have been studied including the electrical, magnetic and optical. However, 

the thermophysical properties have been seen slower progress, which are very important to understand the 

phase transition and structural characteristics of nanomaterials. The thermal properties of nanomaterials have 

also attracted the attention of researchers because of their importance in nanoscience and technology [1-7]. 

Recently, Liu et al [8] have studied the thermal conductivity and the thermal expansion coefficient of Al 

composites at room and elevated temperature to explore the potential applications of nanocomposites for 

microelectronic engineering. Nanocrystaline Zirconia powder is synthesized with a fairly narrow particle size 

distribution using amorphous citrate route by Bhagwat and Ramaswamy [9]. It is found that the crystalline size 

of Zirconia increases with temperature sharply which indicates that zirconium nanocrystal is not as rigid as 

other nanocrystals. However, the rigidity of zirconium nanoparticle is larger than that of its counter bulk 

crystal. Similarly, zinc oxide (ZnO) being the semiconductor with strong ionic character shows the rapid change 

in volume thermal expansion with temperature at high rate [10]. It has been noted that the results on 

temperature dependent thermophysical properties of solids upgrade, if the Anderson- Gruneisen parameter (δ T ) 

is assumed to be temperature dependent function [11]. Assuming δ T as temperature dependent parameter, it is 

legitimate to present a simple and straightforward theoretical method to determine the temperature dependent 

properties of nanomaterials with more accuracy. The theoretical formulation to analyse the thermoelastic 

properties of nanomaterials is given in section 2. The results obtained in the present study are discussed in 

section 3. 

THEORETICAL FORMULATION: 

Akaogi and Navrotsky [12] have made an attempt to estimate the volume of materials at an elevated 

temperature by incorporating the thermal effects. The materials generally expand on heating and their 

dimensions are usually linear related to the change in temperature. The variation of volume with temperature is 

written as; 

V/V 0 = 1+ α 0 (T-T 0 ) + α 0 

1 

(T-T 0 ) 2 (1) 

and α = (V/V 0 ) -1 [α 0 + 2α 0 

1 

(T-T 0 )] (2) 

Where α 0 is the thermal expansion coefficient, V 0 is the initial volume and α 0 

1 

is the temperature derivative of α 0 

at T =T 0 and P=0. It should be mentioned that equation (1) and (2) are consistent with each other, and based on 

the standard definition of α given as; 

α = 1/V*(dV/dT) P (3) 

Plymate and Stout [13] have presented in more detail the temperature dependence of V/V 0 by taking into 

account the variation of isothermal bulk modulus (K) with the temperature and pressure. The expression 

obtained by Plymate and Stout is given as; 

1 

V = [1 + (dK T /dT)(T- T 0 )] -1/K 0 * exp [{α 0 + (dK T /dT) 1 }( T- T 0 ) 

V 0 K 0 

1 

K 0 K 0 

+ {α 1 0 - (dK T /dT) 2 1 } (T- T 0 ) 2 ] (4) 

1 

K 0 K 0 2 

The expression of α corresponding to Eq. (4) is obtained as follows: 

α = α 0 + 1 

1 

(dK/dT) – 1/ K 0 (dK/dT) [K 0 + (dK/dT) (T- T 0 )] -1 + 

1 

K 0 K 0 

[α 0 + 1 (dK/dT) 2 ] (T- T 0 ). (5) 

K 2 1 

0 K 0 



In deriving Eqs. (4) and (5), the bulk modulus (K) has been assumed to vary linearly with temperature. This 

implies that (dK/dT) is constant and its value is taken at room temperature. The expression for the temperature 

dependence of α has also been obtained by Anderson et al. [14-15] which can be expressed as follows: 

α = α 0 [1- α 0 δ T (T-T 0 )] -1 (6) 

Where δ T is the Anderson-Gruneisen parameter and is assumed to be a temperature independent parameter. It is 

defined as 

δ T = -1/ αK T (dK T /dT) P (7) 

Eq. (6) has been derived by integrating the following relationship: 

1/ α 2 (dα/dT) T = δ T (8) 

In view of Eqs. (3) & (7), δ T can also be expressed as 

δ T = -V/K T (dK T /dV) P (9) 

or 

dK T /K T = - δ T (dV/V) (10) 

By integrating Eq. (10) at constant pressure and assuming δ T to be constant, we get 

K T /K T 0 = (V/V 0 ) - δT (11) 

Or 

(K T /K T 0 ) -1/ δT = (V/V 0 ) (12) 

If the empirical temperature independent of δ T and the product of αK T [15] are assumed, then Eq. (7) can also be 

written as: 

dK T /dT = - αK T δ T (13) 

which gives on integration 

K T = K T 0 [1- δ T α 0 (T-T 0 )] (14) 

By substituting Eq. (14) in Eq. (12), we get the following expression for V/V 0 

V/V 0 = [1- δ T α 0 (T-T 0 )] -1/δT (15) 

Anderson et al. [14 ] have pointed out that Eq. (6) is a high- temperature approximation. It only works above 

the Debye temperature θ D. Moreover, the Eqs. (14) and (15) are derived assuming the fact that δ T and the 

product αK T to be the temperature independent and therefore the limitation of these expression are that these 

equations are applicable only at the temperature range higher than that of the Debye temperature. Motivated 

with this situation we have made an attempt to modify the expressions (Eqs. (6), (14) and (15)) assuming that δ T 

is not the temperature independent parameter. It has been recently noted that the value of δ T changes with the 

temperature and hence cannot be considered to be temperature independent parameter. The empirical 

temperature dependence of δ T is considered in the present work as 

δ T = δ T 0 (X) k (16) 



Where δ 0 

T is the value of Anderson- Gruneisen parameter at T= T 0 , and X = T/T 0 , T 0 is the reference 

temperature. k is the new dimensionless parameter which can be calculated from the slope of the graph plotted 

between log δ T and log(T/T 0 ). If we substitute the value of δ T from Eq. (16) in Eq. (8), we can obtain the 

modified expression for thermal expansion coefficient as follows: 

δ T 0 (X) k = 1/ α 2 (dα T /dT) P (17) 

or 

δ T 

0 

(T k /T 0 k ) = 1/ α 2 (dα T /dT) P (18) 

By integrating Eq. (18) 

δ T 

0 

T k+1 = - 1 + C (19) 

T 0 

k 

(k+1) α T 

Here C is an integration constant evaluated from initial conditions at T = T 0 and α T = α 0. 

(T k+1 – T k+1 0 ) = 1/ α 0 – 1/α T (20) 

k 

T 0 (k+1) 

δ T 

0 

The final expression for thermal expansivity is thus obtained as 

α T / α 0 = [ 1 - α 0 δ 0 T (T k+1 – T k+1 0 )] -1 (21) 

k 

T 0 (k+1) 

To obtain the expression for bulk modulus as a function of temperature, we consider the Eq. (7) 

assuming that the product αK T remains constant at P = 0 and δ T to be the temperature dependent as 

shown by Eq. (16). In view of the Eq.(16), the Eq. (7) can be written as follows: 

δ T 

0 

T k = -1/α 0 K 0 (dK T /dT) P (22) 

T 0 

k 

Integrating Eq. (22), i.e., 

K T 

T 

= - α 0 δ T 0 K 0 ∫(T/T 0 ) k dT (23) 

K 0 T 0 

K T - K 0 = α 0 δ T 0 K 0 [T k+1 – T 0 k+1 ] (24) 

T 0 

k 

(k+1) 

Or 

K T = 1 - α 0 δ 0 T K 0 [T k+1 – T k+1 0 ] (25) 

K 0 

k 

T 0 (k+1) 

The expression for thermal expansion (V/V 0 ) can similarly be obtained by making use of Eq. (10) as follows: 

dK T = - K T δ T dV 

V 

(26a) 

Differentiating the Eq. (25) with respect to temperature, we get 



dK T = α 0 K 0 δ T 

0 

T 0 

k 

T K dT 

(26b) 

Substituting Eq. (26b) into Eq. (26a), we get the following relation: 

dV = α 0 dT 

V [1 – (α 0 δ T 0 )/( T 0 

k 

(k+1))( T k+1 – T 0 k+1 )] (27) 

The integration of Eq. (27) gives us the final expression for V/V 0 as follows: 

T 

V = exp[ 

dT 

V T 0 [1 – A (T k+1 – T k+1 0 )] (28) 

Where A = α 0 δ T 0 / [T 0 

k 

(k+1)]. 

The values of thermal expansion as a function of temperature for nanomaterials under study are compared from 

equation (28). The value of dimensionless parameter k can be calculated from the graph plotted between log δ T 

and log T/T 0 . 


In present paper, we have reported the temperature dependence of volume thermal expansion and expansivity 

for different nanomaterials, viz. zirconia, ZnO (wurtise), ZnO (rocksalt), TiO 2 , NiO, 11% AlN/Al and 39% 

AlN/Al and the compared results are shown in figures 1-14 respectively. Input data used in the present work are 

given in table 1 along with appropriate references. The results obtained for these nanomaterials have also seen 

compared with their available experimental values [8, 9, 16]. There is a good agreement between theory and 

experiments for most of the nanomaterials considered in the present investigation. The values of thermal 

expansion coefficient (α T /α 0 ) and volume thermal expansion (V/V 0 ) have been determined using equation (21) 

and equation (28) respectively. The value of dimensionless parameter (k) appearing in equation (21, 28) is 

calculated from graph plotted between log δ T and log T/T 0 . The Gruneisen parameter (δ T ) is related with 

parameter (k) through equation (16). The value of δ T 0 has been considered between 3-4 which is supported by 

Birch Murnaghan equation of state [17] and Anderson book [15]. It may be mentioned here that Hu et al [18] 

discussed a relation for the study of the volume dependence of thermal expansion using the following relation 

which shows as: 

α/α 0 = (V/V 0 ) δ T (29) 

The equation (29) is not an independent equation for determining the thermal expansivity and thermal 

expansion as the function of temperature separately. Moreover, in the present work, we have developed two 

independent equations for calculating the values of (α/α 0 ) and (V/V 0 ) which have only two variable parameters 

purely dependent upon the temperature (T). The disadvantage of using equation (29) is that if someone does not 

obtain the correct value of (V/V 0 ), then of (α/α 0 ) cannot be produced accurately or vice-versa. Therefore, it may 

be emphasized here that the use of two independent equations are advantages to predict the correct and 

physically realistic values of thermal expansion coefficient and thermal expansion (V/V 0 ) separately. Thus, the 

present formulation is a significant advancement for the study of thermophysical properties of nanomaterials. 

Further, we have also selected a group of mixed aluminum nitrate, viz. 11%AlN/Al and 39% AlN/Al 

nanomaterials and extended the use of same equations of state i.e., eq.(21) and eq. (28) to compute the effects of 

temperature on volume thermal expansion. The results reported in figures along with the experimental data [8]. 

A good agreement is found between theoretically calculated and experimental values on the basis of overall 

achievement in the present study, it may thus be concluded that the our model theory is a simple and 

straightforward and can be extended to study the temperature effects on the other nanomaterial satisfactorily. 

This is because of the fact that eq. (21) and eq. (28) are reproduced using thermodynamic analysis. Due to 

simplicity and applicability it may be of the current interest to the researchers engaged in the field of 

nanoscience and nanotechnology. 



TABLE1. VALUES OF INPUT PARAMETER [1], [2], [3], [16] AND [18] 

Nanomaterials 

δ 

T 

0 

α 0 *(10 -5 ) K -1 

Zirconia 4 3.46 -3.5 

ZnO(wurtize) 5.5 1.57 -0.29 

ZnO(rocksalt) 5.5 4.7 -0.29 

TiO 2 5.2 1.52 -1.78 

NiO 3.5 3.77 -1.34 

11% AlN/Al 4 5.88 -0.67 

39% AlN/Al 4 4.2 -0.85 

Figure 1 Figure 2 

k 

Figure 1. Temperature dependence of V/V 0 in TiO 2 l 

Figure 2. Temperature dependence of α T (10 -5 ) K -1 in Tio 2 l 


Figure 3 . Temperature dependence of V/V 0 in NiO 

Figure 4 .Temperature dependence of α T (10 -5 ) K -1 in NiO 




Figure 5.Temperature dependence of V/V 0 in 11% AlN/Al 

Figure 6. Temperature dependence of α T (10 -5 ) K -1 in 11% AlN/Al 

Figure7. 

Figure8. 

Figure 7. Temperature dependence of V/V 0 in Zirconia l 

Figure 8. Temperature dependence of α T (10 -5 ) K -1 in Zirconia l 

Figure 9 

Figure10 

Figure 9. Temperature dependence of V/V 0 in 39% AlN/Al l 

Figure 10 .Temperature dependence of α T (10 -5 ) K -1 in 39% AlN/Al 1 



Figure11. 

Figure12. 

Figure 11 .Temperature dependence of V/V 0 in ZnO(wurtize) 

Figure 12. Temperature dependence of α T (10 -5 ) K -1 in ZnO (wurtize ) l 

Figure13. 

Figure14. 

Figure 13. Temperature dependence of V/V 0 in ZnO (rocksalt) 

Figure 14 .Temperature dependence of α T (10 -5 ) K -1 in ZnO (rocksalt) 

REFERENCES: 

1. Jeewan Chandra, Deepika Kandpal and BRK Gupta, High Temp-High Pressure, 37 p 325 (2008). 

2. P.H. Borse, C S Kankate, F. Dassenoy and W. Vogel, Journal of material science, 13, p 553 (2002). 

3. S C Kim and T.H.Kwon, J.Phys.chem. Solids, 53, p 106 (1992). 

4. Jeewan Chandra, Deepika Kandpal and BRK Gupta, High Temp-High Pressure, 38 p 13-24 (2008). 

5. Y. K. Kwon, S. Berber, D.Tomanek, Phy. Rev. Lett, 92, p 015901 (2004) 

6. T. Turi & V. Erb, material science,(England) A204, p34 (1995). 

7. Jeewan Chandra, Deepika Kandpal and BRK Gupta, Physica B, 404 p 1087 (2009). 

8. Y.Q. Liu, H.T. Cong, H.M.Cheng, J. Mater. Res. 24, p1 (2009). 

9. M. Bhagwat and V. Ramaswamy, Mater. Res. Bull. 39, pp.1627-1640, 2004. 

10. V.L. Solozhenko, G.O. Karaksvich, P.S. Sokolov and A.N. Baranov, J.Phys. chem. A1, p4 354 (2011). 

11. A. Prasad, M. Singh, B.R.K. Gupta, Indian J Phys., 76A, p291 (2002). 

12. M. Akaogi and A. navrotsky, Phy. Earth Planet intr, 36, p 24 (1984). 

13. T.G. Plymate and J.H.Stout,Geophys. Rev. B94, p9477 (1989). 

14. O.L.Anderson,Equation of state for solids for Geophysics and ceramic sciences (Oxford University press, 

Oxford,1995). 

15. O.L.Anderson, D.G.Isaak, A Hand book of physical constant, Vol.3, The American Geophysical Union (1995). 

16. R. Seelaboyina, N. Phatak, R. P. Gulve, H. P. Leirmann, and S. K. Saxena, Thermal Conductivity, vol. 

27, pp. 647–666 (2005). 

17. R. Kumar, U. D. Sharma and M. Kumar, Mod. Phys. Lett. B 26, pp. 2647(2010). 

18. Y.Hu, H.L.Tsai and C.L.Huang,Mater.Sci.,Eng. A344,p.209 (2003). 

---- 



DEMOGRAPHIC ASPECTS OF POPULATION 

OF MALEGAON (NASIK-MAHARASHTRA) 

DR. CHANDRASHEKAR M. NIKAM, 

Asst. Professor, PG Deptt. of Geography 

M.S.G College Malegaon-Camp, 

Dist-Nasik (Maharashtra)-India 

DR. RAVINDRA S. DEORE, 

Asst. Professor, PG Deptt. Of Geography 

M.S.G College Malegaon-Camp, 

Dist-Nasik (Maharashtra)-India 

ABSTRACT 

The study of population has gained importance in recent years because of the increasing 

realization that an understanding of the processes underlying population changes. One important 

area of the population study covers the components of population change or the factors 

responsible for change in the size of population. It must be understood that the population of any 

place at a specific time is a function of three types of events – births, deaths and migration. There 

are four ways in which the number of people in any area can undergo change; these are births, 

deaths, immigration and emigration. A study of any population is made through a study of these 

four demographic variables. Population Geography is the study of reality in population and their 

relations with the physical, cultural and economic phenomena. Hence, more stress is given on 

spatial and temporal aspects of population in Population Geography. 

Each urban centre has its own characteristics form and identity. Malegaon, the urban centre 

under study is also not exception to this. Malegaon, ‘The Manchester of Maharashtra’ is the 

city of power loom and hand loom, famous for its power loom industries. Malegaon is also the 

second largest city in respect of population in Nashik District (Maharashtra) as per 2001 

census, the population is 4, 55,849. Around three fourth of the total population is comprises 

Muslims. The city has 129 slums with 1, 59,953 populations, accounting 35% of the total 

population of Malegaon city. 

Population of Malegaon is growing rapidly because of natural growth on one side and 

immigration on other. There are surges of migrating population, which has promoted the 

growth of city and has given its characteristics. An attempt has been made in the present paper 

to study demographic aspects of population and different problems associated with population 

growth in the study area. 

Keywords: Population, Malegaon, Spatial and temporal analysis, Migration and Population 

Geography 



INTRODUCTION: 

The rapid growth of population in the early 19 th century stimulated economic growth of England and other 

European countries by providing much needed labour supply for industrialization .However, population growth 

adversely affects economic development. 

Population growth puts heavy pressure on the limited supply of land, lowers the standard of living, 

necessitates larger investments in social and public welfare housing, transport, health and other social 

infrastructures leads to food scarcity, unemployment reduces capital formation, increasing investment in social 

infrastructure like housing, medical care, education and higher man-land ratio. 

Malegaon, the well-known city of handloom and powerloom is illfamous for communal riots prone urban 

centre. The city covers 12.95km area next to Nasik city. The city has 80% Muslim population; from 1961 to 

2001 vigorous population growth is noticed. 

The population (131800 – 455849) growth rate is about 3.5 times. However, the death rate has gone down 

rapidly, and the birth rate is slowly declining, which has stimulate population growth of Malegaon. The 

population has raised by 28.45%upto 2001. If the population will increase with same rate the economic 

development of Malegaon will be adversely affected. There will also be a severe impact on basic needs of 

people of Malegaon. The present study has been carried out to study the different problems associated with 

population growth. Hence, the present study is certainly significant due to the following facts: 

Population growth rate of the city is 3.5 times (1961- 1,31,800 -- 2001 - 4, 55,849) 

80% of the total population is Muslim 

Population of the city has been raised by 28.45% up to 2001 

35% of the total population lives in 129 slums with 1,59,953 

High growth rate will affect economic development of Malegaon adversely 

Severe impact observed on basic needs of the people 

Natural growth and immigration promoted growth of city 

Population growth has increased demand for food stuffs and other resources 

STUDYAREA: 

Malegaon is the second largest city in respect of population in Nasik district of Maharashtra., the population of 

the city as per 2001 census was 455849, at present it is Tahsil head quarter..The city is situated on the 20°32’ 

North latitude & 74°35’ East longitude .The average height of the city area is 429.4 mts. above the mean sea 

level. Malegaon city has an area of 12.95 sq. km. The city of Malegaon is on the left bank of the river Mosam, 

which joins the Girna River further to the south (Tapi Basin). It is a part of Western ghat. Naturally the city lies 

on the the lee-ward side & therefore this area suffers from low rainfall. Malegaon recorded 436.7 mm. average 

Annual Rainfall and most of it comes during the monsoon period from June to Sept. Similarly Malegaon 

experiences a very high temperature during the pre-monsoon period that is April and May (max. 44.06 °C min. 

35° C). As well as in rainy season it experiences 30°C maximum Temperature and 23°C minimum 

temperature. 

OBJECTIVES: 

The present study has been carried out for the following objectives: 

 

 

 

To evaluate the Social status of population of the study area. 

To study the population characteristics of the study area. 

To analyze economic features of population of the study area. 

DATA SOURCE AND METHODOLOGY: 

The present study is based on primary and secondary data; 

 

 

 

Statistical data, Census hand book and Socio- economic reviews 

Local Govt. offices and Malegaon Municipal Corporation 

Statistical techniques have been used to analyze the data and get proper results. 



AREA AND POPULATION DENSITY IN MALEGAON CITY: 

The concept of distribution and density of population though not identical yet are so intimately related with 

each other that there is a genuine reason to discuss them simultaneously under the same heading. 

Regional contrasts in the population distribution and density are governed or controlled by a variety of factors, 

which may broadly be classified into three major categories of physical, socio-cultural and demographic factors. 

Socio-cultural and Demographic factors mainly governed the distribution and density of population of 

Malegaon. The density of population in Malegaon was 4826/km 2 in 1951. In the next decade it doubled by 

reaching 10,178/km 2 . In span of 50 years from 1951 to 2001, population density increased by seven times. In 

2001, density of the city was 35,201/km 2 . This indicates the rapid growth of population of the city. 

SEX RATIO: 

Sex ratio determines the proportion of male-female in total population. It is an important element in socioeconomic 

study. It also affects on marriage rate, birth rate and labor. If the male population is more there will 

be more supply of man power. If female population is more, proportion of unmarried women will increase, 

giving rise to multi-wives, decrease female marriage age, increase birth rate increase differences in age between 

husband and wife, which will increase more number of widows. If female ratio is less number of social 

problems, Social status of women, involvement of women in work power, etc. will also be decided from 

percentage of women in total population by sex ratio. 

In Malegaon city, the proportion of female per thousand male in 1951 was 947, which declined to 896 in 1961. 

But from 1971 to 1991 in two decades, it reached a high mark of 961. In 2001, it is declined slightly by 3 

reaching to 958. Average female ratio is about 940 to 990 per thousand in Malegaon city. The high female sexratio 

is obvious, as Muslims do not discourage the female child birth. 

BIRTH RATE, DEATH RATE AND INFANT MORTALITY RATE: 

The concept of population change or growth of population is often used to connote the change in the number of 

inhabitants of a territory during a specific period of time, irrespective of the fact whether the change is negative 

or positive. Such a change can be measured both in terms of absolute numbers and in terms of percentage. 



Birth rate and death rate are important elements to measure population growth. Difference between the two 

denotes increase or decrease in population. Various measures of fertility have been coined; these include Crude 

Birth Rate, General Fertility Rate, Child Women Ratio, Fertility Ratio, Age Specific Birth Rate, Standard Birth 

Rate, Total Fertility Rate, Reproduction or Replacement Rate, etc. 

Climate, diet, health, education, social status, Government policies, population structure, and other aspects 

influence birth rate. It is always high in warm climatic region and also in regions with poverty and 

malnourishment. Muslims and Christians never accepted the concept of family planning, naturally birth rate is 

high in regions with this population group. Malegaon is also not exception to this. Different traditions and 

customs of marriage also have impact on birth rate. 

To measure the death rate incidence of mortality, various indices like Crude Death Rate, Age Specific Death Rate, 

Infant Mortality Rate, Maternal Mortality Rate etc. have been used. The ending of 19 th century and beginning of 

20 th century revolutionized the health and medical facilities, medical research, which has dropped death rate 

tremendously. Remedial measures to control communicable diseases, life saving guards or equipments to save 

disaster affected people also responsible to decrease death rate and motivated population explosion. 

In 1971’s the Birth rate of Malegaon was recorded 47.45 per thousand, as per Table No. 4, which has come 

down to 30 per thousand in 1981. But in the next two decades it has increased upto 38.84 and 38.32 per 

thousand respectively. It means that it has lowered by 9.43 per thousand from the year 1971. It shows that the 

Birth Rate has slightly declined in Malegaon. 

As compared to this, Death Rate has declined tremendously. In 2001, in comparison with 1971 Death Rate has gone 

down three times. This vast difference in Birth Rate and Death Rate has triggered population growth of Malegaon. 

CONCLUSION: 

A tremendous growth in population has been noticed during 1961-2001.Population growth rate increased 3.5 

fold during 1961-2001.Decreasing DR and slowly declining BR stimulated population growth. Population 

projection in this proportion will inversely affect development of Malegaon. Social and economic status of the 

city is not to the satisfactory level, due to which population density is also high. Impact of religious and cultural 

aspect is noticed on extension of the city. Handlooms and power looms are installed in residential houses by 

many families due to lack of space. Number of houses does not match with number of families, in one small 

house no. of families live together in congestion. Muslim population (70%) has been increasing in comparison 

with other population.Malegaon is the only city of Maharashtra where four languages have been effectively 

used and education is also given in these four languages, which is its unique phenomena. Ill famous for 

communal riots, there were 42 riots during1921 to 2001 ruined the name and fame of the city, but. Still it 

maintains the National integration. Unani education has been provided. Impact of religious and cultural aspects 

is noticed on extension of the city. The land use in the city is not perfect as per environmental issue or town 

planning. The socio-economic status of Muslim women is not up to the mark 

OBSERVATIONS: 

Population density is 35,201 sq.km.. Population growth rate is tremendous, decadal population growth is 

28.45% i.e. 3.5 times. Birth rate is 38.32/1000, whereas Death rate is 6.36/1000. Working population is 44.3% 

of the total, out of which 22.7% are Male and 21.6% are female..90-95% is household working women, as 



dependency ratio is less..Literacy level is increasing (1961-36.58%, 2001-79.91%) (1961-Male-49.06%, 

Female-22.99%) (2001-Male- 85.44%, Female-74.14%). .No.of powerloom and handloom workers have been 

increasing..70% population depends on handloom and powerloom,which is main source of economy of 

population..Male- female ratio is 958/1000..In 1961 of the total population 56.14% were the Muslim 

population, which has increased by 13.86 % accounting 70% of the total. Hindu population was 26.52% in 

1961, however 2001 it has decrease by 8.52% and reached up to 18%..Religious places like mosques, temple, 

and church are increasing in numbers. Malegaon is an ideal example of National Integration where no. of 

festivals and functions are celebrated in friendly manner 

REFERENCES: 

1. AlamManzoor (1980): India Metropolitan Systems and their structure, technical Bulletin no.1 center for 

urban research, Osmania University 1980 

2. AlamManzoor (1986): Distortions in settlement system of India, Urban Geography Heritage 

publications, New Delhi,pp 176-196. 

3. Bapat M. (1991): The Allocation of Urban Space in Maharashtra: Habitat international, 15 (1-2) 1991, pp7-259. 

4. Battacharya K.P. (1987): Metropolitan Cities and Towns Centre for Human Settlement. 

5. Bose Ashish (1974): Studies in India’s Urbanization 1961-1971, Tata Mc-Graw Hill New Delhi. pp 373-374. 

6. B.S.Patil (1994): Characteristics of Population in Malegaon City ‘M.Phil’ thesis. 

7. Buch,M.N. (1986); India’s Urban Future; the Role of Secondary Cities, Negarlok vol.18,(4) (Oct-Dec) pp 1-4. 

8. Census Report (2001) Director of Economic and Statistics, Maharashtra. 

9. Dr. R. C. Chandna (2000) Geography of Population,Kalyani Publishers 

10. Edmundson, W.C, Sukhatme, P.V. and Edmundson, Stella. A (1992): Diet, Disease and Development, 

Mac-Millan, India Company Ltd., Delhi. 

11. Environmental Report Malegaon Municipal Corporation (2010) 

12. Nasik District Socio-economic Abstract March 2001, 2010. 

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STUDY OF EFFECT OF STERIOISOMERS ON SEPARATION OF 

TOXIC METAL IONS BY THIN LAYER CHROMATOGRAPHY 

GAYATRI BARABDE, 

Department of Chemistry 

Institute of Science Mumbai (India) 

ABSTRACT 

Different stationary phases were used to obtain effective separation of Cr (VI), 

r(III),W(VI),V(V),Zn(II),NI(II) and Fe(III) from their three, four, five and six component 

mixtures by Thin layer Chromatography. The separations were carried out on Silica gel G, 

Kiselger G, cellulose, Mixture of Silica gel G and cellulose using aqueous solution of Maleic 

acid and Fumaric Acid ,the sterioisomers as Mobile phase. Of all above adsorbants, silica gel G 

was found to be most suitable adsorbant. The effect of concentration and pH of mobile phase 

on the Rf values of individual metal ions were studied and the optimum conditions for 

separation of metal ions from their mixture were established. Upto mixtures with six 

components could be effectively separated by Maleic acid as solvent while only ternary 

mixtures could be separated by Fumaric acid as solvent. 

Keywords: Maleic Acid, Fumaric Acid, Thin Layer Chromatography 



INTRODUCTION: 

Due to industrialization; there is an increased usage of metallic substances. Industrial waste is the major source 

of different kinds of metal pollution in aquatic systems. The major sources of pollution of Chromium are 

electroplating stainless steel industries,metal finishing industrial effluents, sewage and waste-water treatment 

plants discharge and chromates from cooling water 1) Of all the oxidation states of Chromium only Cr (III) and 

Cr (VI) are important. A lot of organic and inorganic solvents have been used by different researchers. Even 

amino acid like Valine, L- IsoLeucine etc have been used for separation of toxic metal ions. 1,2 . Some workers 

have tried to study difference in migration of ions using impregnated and non impregnated silica gel G using 

Formic acid 2. Aq. Solution of Oxalic acid as a solvent was used with silica gel Gto develop rapid method of 

separation 3 . There was need to study effect of two solvents whose molecular formula, fungtional groups is same 

but difference is in their structure. Also to develop method to separate mixtures of toxic metal ions. 

The present study involves use of stereioisomers as solvent and to observe their variation in result on separation 

of ions also its effective use in separation of Cr(III) and Cr(VI) .Maleic and Fumaric acid i.e. cis butendioic acid 

and trans butendioic acid were used. 


APPARATUS: 

1. Glass plates of 4 x 20 cm size. Glass jars with lid for the development of glass plates. 

2. Glass sprayer for spraying reagents 

3. pH meter. 

CHEMICALS AND REAGENTS: 

Silica Gel G, Kiselger G, Cellulose, Hydrochloric acid, Sodium hydroxide, Fumaric acid and Maleic acid (AR grade) 

STOCK SOLUTIONS: 

The stock solutions were prepared of following salts. 

1. Potassium salt of Cr(VI) 

2. Chloride of Cr(III), Zn(II), Ni(II) 

3. Oxides of V (V) 

4. Sulphate of Fe(III) 

5. W (VI) 

DETECTION REAGENTS: 

To detect the above cations following reagents were used 

1. 1% Aq. Potassium thiocynate 

2. 1% Alc. Di methyl glyoxime 

3. 1% tannic acid in Acetic acid 

4. 0.02% dithiozone in carbon tetrachloride 

5. 30%Hydrogen peroxide 

PROCEDURE: 

1. Preparation of plates: 

Since different coating matereials were to be used , the plates were prepared in laboratory. Slurry of Silica 

gel G, Kiselger G, Cellulose and 1:1 mixture of Silica gel and cellulose were prepared using double 

distilled water. Each slurry was kept in Sonecater for smooth and uniform slurry formation. It was then 

immediately applied to the glass plates by the dipping method and dried overnight at room temperature. 



2. Application of Sample and Running the plate: 

The test solutions were spotted on overnight dried plates using fine capillary. The spots were dried using a 

drier. The Maleic and Fumaric acids were adjusted at require pH using sodium hydroxide and Hydrochloric 

acid. The plates were run for 5,10,15 and 20 min to conclude the best plate development time. 

3. Development of plate: 

4. The plates were removed from jar dried and spots were located by using different spraying reagents. All 

experiments were carried out at room temperature. The Rf values were measured in triplicate for each 

measurement. 

RESULT AND DISCUSSION: 

The various experiments were carried out in triplicate to study the change in Rf value using Maleic acid and 

Fumaric acid/. To decide upon the best suitable stationary phase and experimental conditions the different 

concentrations of both acids were prepared from 0.01M to 0.2 M . Plates with stationary phase such as Silica 

gel G, Kiselger G, Cellulose and 1:1 mixture of Silica gel and cellulose were used. Also to fix the time the 

chromatogram was run from 5 min to 20 min.) 

CHOICE OF PROPER ADSORBANT: 

The chromatogram of individual metal ions using different adsorbents i.e. Silica gel G, Kiselger G, Cellulose 

and 1:1 mixture of Silica gel and cellulose were run. The conditions for running these chromatograms were 

arbitrarily fixed. The results obtained are tabulated in table no.1 and 2. 

TABLE 1 

Variation in Rf values with different adsorbents 

Solvent : MALEIC ACID pH : 2 Development time : 10 min 

METAL IONS 

ADSORBANTS 

Rf values 

Silica gel G Kiselger G Cellulose Silica gel and 

cellulose 

Cr(VI) 0.92 0.94 0.83 0.99 

Cr(III) 0.25 0.22 0.72 0.31 

Mo(VI) 0.93 0.95 0.21 T 

W(VI) 0.29 0.41 - 0.67 

V(VI) 0.15 0.42 0.75 0.85 

Zn(II) 0.70 0.57 0.90 0.83 

Fe(II) 0.42 0.42 0.87 0.69T 

Ni(II) 0.87 0.89 0.93 0.87 

TABLE 2 

Variation in Rf values with different adsorbants 

Solvent : FUMARIC ACID pH : 2 Development time : 10 min 

METAL IONS 

ADSORBANTS 

Rf values 

Silica gel G Kiselger G Cellulose Silica gel and 

cellulose 

Cr(VI) 0.99 0.96 0.83 0.99 

Cr(III) 0.56 0.40 0.72 0.31 

Mo(VI) 0.86 0.90 0.22 T 

W(VI) 0.79 0.53 - 0.85 

V(VI) 0.51 0.41 0.75 0.67 

Zn(II) 0.74 0.65 0.90 0.83 

Fe(II) 0.52 0.70T 0.89 0.69T 

Ni(II) 0.84 0.88 0.90 0.87 



Table 1 and 2 revels that Cr(VI)and Cr(III)can be separated effectively on silica gel g and Kiselger G using 

both acids. With silics gel g as an adsorbant separation of Cr(VI)from other metal ions in ternary and quaternary 

mixtures can be achived in 10 min. When mixed adsorbants was used it was observed that most of the metal 

ions travel near solvent front. While W(VI) could not be detected on cellulose and Mo(VI) tailed on mixed 

adsorbent. With Kiselger G as an adsorbant many ternary and quaternary mixtures can be separated using both 

solvents. From the results obtained from Table 1 and 2 it was concluded that silica gel G is the best adsorbent 

for separation of metal ions in Maleic acid and Fumaric acid media because many ternary and quaternary 

mixtures can be separated on silica gel G and the spots obtained are quite compact and sharp. 

EFFECT OF DEVELOPMENT TIME: 

To study the effect of development time on Rf values number of experiments performed and the results 

obtained are given in table number 3 and 4. The Rf values were measured at pH 2 and concentration 0.1 M. 

When the mirgarion time was restricted to 5 min in the case of both acids only binary mixtures could be 

effectively separated. As the time is increased to 10 min up to quaternary mixtures could be separated. Further 

increase in time did not show much effect on Rf values. Hence migration time was fixed at 10 min. 

TABLE 3 

Variation in Rf values with development time 

Solvent : MALEIC ACID pH : 2 Adsorbant : Silics gel G 

METAL IONS 

Development time in min 

Rf values 

5 10 15 20 

Cr(VI) 0.92 0.92 0.91 0.91 

Cr(III) 0.22 0.25 0.24 0.22 

Mo(VI) 0.90 0.93 0.90 0.91 

W(VI) 0.28 0.29 0.27 0.25 

V(VI) 0.14 0.15 0.18 0.17 

Zn(II) 0.51 0.70 0.52 0.50 

Fe(II) 0.50 0.42 0.43 0.44 

Ni(II) 0.90 0.87 0.88 0.88 

TABLE 4 

Variation in Rf values with development time 

Solvent :Fumaric acid pH : 2 Adsorbant : Silics gel G 

METAL IONS 

Development time in min 

Rf values 

5 10 15 20 

Cr(VI) 0.97 0.99 0.98 0.99 

Cr(III) 0.53 0.56 0.54 0.54 

Mo(VI) 0.86 0.86 0.90 0.89 

W(VI) 0.49 0.51 0.48 0.50 

V(VI) 0.77 0.79 0.80 0.81 

Zn(II) 0.72 0.74 0.75 0.75 

Fe(II) 0.48 0.52 0.50 0.49 

Ni(II) 0.82 0.84 0.86 0.88 



EFFECT OF PH OF FUMARIC and MALEIC ACID ON MIGRATION OF IONS: 

Chromatograms were run using solutions of Maleic and Fumaric acid solution of different pH. The graphs were 

plotted to clerly show the effect of ph of solvent on migration of Metal ions. 

FIGURE1 

FIGURE 2 

FIGURE 3 



FIGURE 4 

The above graphs clearly indicate when individual metal ions were developed using silica gel as adsorbant and 

development time was maintained as 10 min. at pH 2 with Maleic acid nearly all the six metal ions can be 

separated qualitatively. While with Fumaric acid only tertiary to quaternary mixtures can be separated. 

CONCLUSION: 

The entire data represented above clearly indicate that even though maleic and fumaric acid have same 

molecular formula behaves entirely different. Of all the stationary phases used silica gel G was found to be most 

suitable. The efforts were taken to minimize the development time and 10 min development time was found to 

be sufficient to develop chromatogram. Finally Maleic acid i.e. cis butendioic acid shows better separations 

than Fumaric acid i.e. trans butendioic acid. But both solvents could effectively separate Cr(III) and Cr(VI).Few 

representative mixtures are that were separated are shown below’ 

Mixtures that were separated with 0.1 M Maleic acid at pH 2 and development time 10 min with silica gel G as 

stationary Phase. 

1. Cr +6 (0.98) Ni +2 (0.86)Zn +2 (0.52)Fe+3(0.44)Cr +3 (0.25)V +5 (0.12) 

2. Mo+6(0.99) Ni +2 (0.88)Zn +2 (0.57)Fe+3(0.41)Cr +3 (0.29)V +5 (0.12) 

3. Cr +6 (0.92) Zn +2 (0.51)Fe +3 (0.39) W +6 (0.27)V +5 (0.17) 

4. Cr +6 (0.92) Zn +2 (0.50)Fe +3 (0.43) Cr +3 (0.24)V +5 (0.16) 

5. Mo+6(0.99))Zn +2 (0.53)Fe +3 (0.42)Cr +3 (0.24) 

6. Mo+6(0.99))Zn +2 (0.51)Fe +3 (0.40) W +6 (0.29) 

Mixtures that were separated with 0.1 M Fumaric acid at pH 2 and development time 10 min with silica gel G 

as stationary Phase. 

1. Cr +6 (0.98) Zn +2 (0.73)Cr +3 (0.53) 

2. Ni +2 (0.84)Zn +2 (0.73) Cr +3 (0.56) 

3. Cr +6 (0.98) V +5 (0.0.70)Cr +3 (0.56) 

4. Cr +6 (0.98) V +5 (0.0.70)W +6 (0.57) 

5. Cr +6 (0.98) Ni +2 (0.83)Cr +3 (0.53) 

6. Ni +2 (0.84) V +5 (0.0.74) Cr +3 (0.56) 

Mixtures that were separated with 0.1 M Maleic acid at pH 2 and development time 10 min with Keiselguhr G 

as stationary Phase. 

1. Ni +2 (0.88)Zn +2 (0.57) W +6 (0.41)Cr +3 (0.26) 

2. Ni +2 (0.89)Zn +2 (0.57) Fe +3 (0.39) Cr +3 (0.26) 

3. Ni +2 (0.88)Zn +2 (0.57) V +5 (0.0.74) Cr +3 (0.25) 



4. Mo+6(0.96))Zn +2 (0.56)Fe +3 (0.42) W +6 (0.41) 

5. Cr +6 (0.92) Zn +2 (0.50)W +6 (0.41)Cr +3 (0.24) 

6. Cr +6 (0.92) Zn +2 (0.50) V +5 (0.74) Cr +3 (0.24) 

Many more combination of mixtures can be separated. 

Acknowledgement: Dr. R. B.Kharat Former Director Institute of Science Nagpur for his guidance and support. 

REFERENCES: 

1. S. M. Wanjari et al Arch. Appl. Sci. Res., 2011, 3 (5):604-612 

2. Wanjari S.M. et al Pelagia Reasearch Library Der chemical sinta 2011,2(6)222-227 

3. J.paliwal et.al. Rasayan j. chem. Vol.4 no.3 (2011), 630-635. 

4. Naim Fatima a & Ali Mohammad a Separation Science and Technology Volume, issue 6-7 1984 

5. Ali Mohammad and Mohd abdul Majid Khan, JOURNAL OF CHROMATOGRAPHY. Accepted 

November 28, 1994 

6. Ali Mohammad a* , Eram Iraqi a & Yasir Hamid Sirwal a Separation Science and Technology volume 38, 

Issue 10, 2003 

7. Sarang Dhote, l.Deshmukh, L.Paliwal Journal of chromatography & separation technique.May 23,2012 

8. Wanjari et. Al.urnal of Chemistry 2012, 9(4), 2446-2452 

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MULTIDRUG RESISTANT OF CHLORAMPHENICOL 

ACETYL TRANSFERASE PRODUCING MICROBES 

DR. T. THIRUNALASUNDARI, 

Department of Industrial Biotechnology, 

Bharathidasan University, 

Tiruchirappalli. Tamil Nadu, India 

PADMAPRIYA R, 

Department of Industrial Biotechnology, 

Bharathidasan University, 


JENNY ANNE THARIAN, 

Department of Industrial Biotechnology, Bharathidasan University, 


ABSTRACT 

Multidrug resistance is a condition enabling disease causing microorganisms to resist 

distinct antimicrobials i.e. antibiotics, antifungal drugs, antiviral medications, anti parasitic 

drugs and chemicals of a wide variety of structure & function targeted at eradicating the 

organism. The mechanism of antibiotic resistance among bacterial genera is enzymatic 

inactivation. Bacterial resistance to chloramphenicol is associated with the presence of the 

enzyme chloramphenicol acetyltransferase (CAT), which catalyzes a transfer of the acetyl 

group from the acetyl-CoA to the C3 hydroxyl group of chloramphenicol. CAT is encoded by 

plasmids. Genes cat specifying the enzyme CAT occur in a wide range of unrelated bacteria, 

where resistance is conferred by them to the antibiotic chloramphenicol. Hence the aim of the 

study is to check the multidrug resistance of CAT producing soil microbes. The soil microbes 

grown in nutrient agar enriched with chloramphenicol produce high quantity of CAT enzyme 

which was checked spectrophotometrically. Out of 44 isolates examined, four produced 

maximum CAT enzyme and showed multidrug resistance to several antibiotics. These isolates 

are the ones that were chosen for further studies. Of the 4 shortlisted isolates CAT activity was 

high in BDU 4 than the other 3 isolates studied. Multidrug resistances of the isolates were also 

checked for 8 commercial antibiotics by standard methods. The results revealed that all the 4 

isolates were resistant to maximum number of antibiotics. Further studies may result in 

isolation of novel CAT producing bacteria which in turn may be a good source for CAT 

enzyme in molecular biology. 

Keywords: Chloramphenicol Acetyl Transferase, Chloramphenicol, Multi Drug Resistance. 



INTRODUCTION: 

Multidrug resistance in bacteria occurs by the accumulation of genes, in plasmids or transposons coding for 

resistance to a specific agent, and /or by the action of multidrug efflux pumps, each of which can pump out 

more than one drug type. Large amounts of antibiotics used for human therapy, as well as for farm animals and 

even for fish in aquaculture, resulted in the selection of pathogenic bacteria resistant to multiple drugs. 

Multidrug resistance in bacteria may be generated by one of two mechanisms. First, these bacteria may 

accumulate multiple genes, each coding for resistance to a single drug, within a single cell. This accumulation 

occurs typically on resistance (R) plasmids; Second, multidrug resistance may also occur by the increased 

expression of genes that code for multidrug efflux pumps, extruding a wide range of drugs (Nikaido, 2009). 

Many different bacteria now exhibit multidrug resistance, including Staphylococci, 

Enterococci, Gonococci, Streptococci, Salmonella, as well as numerous other gram negative bacteria 

and Mycobacterium tuberculosis. Chloramphenicol acetyl transferase (CAT) is an enzyme, (EC 2.3.1.28). It 

commonly serves as the effector of chloramphenicol resistance in bacteria by catalyzing the acetyl - CoA 

dependent acetylation and inactivation of the antibiotic. CAT is encoded by plasmids. Literature showed that 

CAT is responsible for chloramphenicol acetylation, and is widespread among bacterial genera (Zaidenzaig et 

al., 1979). Various cat determinants may found on plasmids in both gram positive and gram negative bacteria. 

CAT is used to inactivate chloramphenicol where the antibiotic has been added as a potentially reversible 

inhibitor of protein synthesis. Bacterial resistance to antibiotic may be due to the presence of plasmids. 

Multidrug resistant isolates carrying the chloramphenicol resistant gene may also have genes responsible for 

other antibiotics. Hence an attempt was made to look for multidrug resistance of CAT producing microbes. 


A total of 44 isolates were isolated from five different locations i.e hospital waste dumped soil, petrol bunk, 

Trichy distilleries effluent, soil containing laboratory waste and garden soil. The isolates were characterized by 

macroscopy followed by microscopy and biochemistry. All the 44 isolates were initially checked for their 

multidrug resistance against various commercial antibiotics like azithromycin, vancomycin, kanamycin, 

streptomycin, penicillin, amoxicillin and oxytetracyclin by standard laboratory methods (Yoo et al., 2003). 

Based on the quantity of CAT production and drug resistance 4 isolates were shortlisted and their multidrug 

resistance was checked by spectrophotometric method. 

RESULT: 

TABLE 1 DRUG RESISTANCE OF THE 44 ISOLATES AGAINST VARIOUS ANTIBIOTICS 

S.No. Code No. Genus Antibiotics used and Resistance shown by the isolates 

C V K A S AM P O 

1 BDU 1 Streptococcus + ++ + + + ++ + + 

2 BDU 2 Bacillus ++ ++ +++ +++ ++ +++ +++ + 

3 BDU3 Staphylococcus +++ +++ +++ ++ + ++ +++ + 

4 BDU 4 Ochrobactrum ++ ++ +++ +++ +++ +++ +++ + 

5 BDU5 Enterobactor +++ ++ +++ ++ ++ ++ +++ + 

6 BDU 6 Proteus +++ +++ +++ +++ +++ +++ +++ + 

7 BDU7 Listeria ++ ++ ++ ++ ++ ++ ++ + 

8 BDU 8 Cornebacterium +++ +++ +++ +++ +++ +++ +++ ++ 

9 BDU9 Lactobacillus ++ +++ +++ +++ +++ +++ +++ + 

10 BDU 10 Pseudomonas +++ ++ ++ ++ ++ ++ -- ++ 

11 BDU 11 Bacillus ++ +++ +++ +++ -- +++ +++ -- 

12 BDU 12 Clostridium +++ +++ +++ +++ + + +++ -- 

13 BDU 13 Acidobacterium ++ ++ ++ ++ ++ ++ ++ ++ 

14 BDU 14 Streptococcus +++ ++ ++ + ++ ++ ++ ++ 

15 BDU 15 Clostridium +++ +++ +++ +++ +++ +++ +++ ++ 

16 BDU 16 Klebsiella ++ ++ ++ ++ ++ ++ ++ ++ 

17 BDU 17 Cornebacterium ++ ++ + +++ +++ +++ +++ ++ 

18 BDU 18 Bacteroides ++ ++ ++ ++ ++ ++ ++ ++ 



19 BDU 19 Bacillus + + + + ++ + + + 

20 BDU 20 Enterococci ++ + ++ ++ ++ ++ ++ ++ 

21 BDU 21 Proteus + + + + -- ++ + ++ 

22 BDU 22 Corynebacterium ++ ++ ++ ++ ++ ++ ++ ++ 

23 BDU 23 E. coli +++ +++ +++ +++ -- + -- + 

24 BDU 24 Staphylococcus ++ ++ ++ ++ ++ ++ ++ ++ 

25 BDU 25 Arcanobacterium +++ +++ +++ -- +++ +++ +++ ++ 

26 BDU 26 Actinobacter ++ ++ -- ++ ++ ++ ++ ++ 

27 BDU 27 Staphylococcus +++ +++ -- +++ +++ +++ +++ ++ 

28 BDU 28 Salmollea ++ ++ ++ ++ ++ ++ ++ ++ 

29 BDU 29 Shigella +++ +++ +++ +++ +++ -- +++ + 

30 BDU 30 Eubacterium ++ ++ ++ ++ ++ ++ ++ ++ 

31 BDU 31 E. coli +++ +++ +++ +++ -- + -- + 

32 BDU 32 Bacillus ++ ++ ++ ++ ++ ++ ++ ++ 

33 BDU 33 Haemophillus +++ +++ +++ +++ +++ +++ +++ ++ 

34 BDU 34 Cornebacterium ++ ++ ++ ++ ++ ++ ++ + 

35 BDU 35 Bacillus +++ +++ +++ +++ +++ +++ +++ + 

36 BDU 36 Helicobacter ++ ++ -- -- ++ ++ ++ ++ 

37 BDU 37 Streptococcus +++ +++ +++ +++ +++ +++ +++ + 

38 BDU 38 Pasturella -- -- -- -- -- -- -- -- 

39 BDU 39 Haemophillus -- -- -- -- -- -- -- -- 

40 BDU 40 Brucella -- -- -- -- -- -- -- -- 

41 BDU 41 Cariobacter -- -- -- -- -- -- -- -- 

42 BDU 42 Cornebacterium -- -- -- -- -- -- -- -- 

43 BDU 43 Staphylococcus +++ +++ +++ +++ +++ +++ +++ + 

44 BDU 44 Streptococcus ++ ++ -- -- ++ ++ ++ ++ 

+++: Maximum resistant, ++: Medium resistant, +: Less resistant, --: less sensitive 

Chloramphenicol – C, Vancomycin – V, Kanamycin – K, Azithromycin – A, Streptomycin – S, Amoxicillin – 

AM, Penicillin – P, Oxytetracyclin - O 

The study revealed that all the 44 isolates were resistant to various antibiotics like azithromycin, vancomycin, 

kanamycin, streptomycin, penicillin, amoxicillin and oxytetracyclin. Most of the isolates (39/44) were 

multidrug resistant. 5 (BDU 38, 39, 40, 41 & 42) of them were inhibited by all the antibiotics tested. BDU 10 

was inhibited by penicillin, BDU 11 & 12 were inhibited by oxytetracyclin. BDU 11 and 21 were inhibited by 

streptomycin. BDU 26 and 27 were sensitive to kanamycin, BDU 29 was sensitive to amoxicillin. BDU23 and 

31 were sensitive to streptomycin and penicillin. BDU 36 & 44 were inhibited by kanamycin and azithromycin 

(Table 1). The genus level identification of the isolates by colony morphology followed by microscopic 

observation and biochemical testing revealed that both gram positive (25/44) and gram negative (19/44) 

organisms were there and they represents gram positive genus like Streptococcus, Bacillus, Staphylococcus, 

Listeria, Cornebacterium, Lactobacillus, Clostridium, Cornebacterium, Enterococci, Arcanobacterium & 

Actinobacter and gram negative genus like Ochrobactrum, Enterobactor, Proteus, Pseudomonas, Klebsiella, 

Bacteroides, E. coli, Salmollea, Shigella, Eubacterium, Cornebacterium, Helicobacter, Pasturella, 

Haemophillus, Brucella and Cariobacter. 

TABLE 2 QUANTITY OF CAT PRODUCED BY BACTERIAL ISOLATES 

S.No. Isolate No. Name of the organism Quantity of CAT 

produced U/ml 

1. BDU2 Bacillus cereus 36.451 

2. BDU 3 Staphylococcus hominis 32.423 

3. BDU 4 Ochrobactrum intermedium 38.294 

4. BDU 5 Enterobactor sp. 30.371 



CAT production results revealed that BDU 4 (Ochrobactrum intermedium) produces maximum quantity of 

CAT enzyme (38.294 U/ml). Other 3 shortlisted isolates also produced considerable quantity of CAT (BDU 2 - 

Bacillus cereus 36.451; BDU 3 - Staphylococcus hominis 32.423 U/ml) respectively. BDU 5 - Enterobactor sp. 

is the one which produced least quantity of CAT 30.371U/ml (Table 2) among the 4 shortlisted strains. 

FIG. 1 MULTIDRUG RESISTANCE OF BACILLUS CEREUS (BDU 2) 

FIG. 2 MULTIDRUG RESISTANCE OF STAPHYLOCOCCUS HOMINIS (BDU 3) 

FIG. 3 MULTIDRUG RESISTANCE OF OCHROBACTRUM INTERMEDIUM (BDU 4) 

FIG. 4 MULTIDRUG RESISTANCE OF ENTEROBACTER SP. (BDU 5) 



Spectrophotometrically multidrug resistance shown by Bacillus cereus (BDU 2) was shown in Fig.1. As the 

concentration of antibiotic goes higher resistance was also goes higher. Maximum resistance was shown against 

chloramphenicol followed by vancomycin and penicillin. Azithromycin was the one which was less inhibitory 

to Bacillus cereus. 

Staphylococcus hominis (BDU 3) showed little deviation. In the sense oxytetracyclin, streptomycin and azithromycin 

were resistant to BDU3 upto a concentration of 160µg (Fig.2). After that increase in concentration in antibiotic was 

detrimental to the organism. There was a direct correlation between concentrations and growth. 

Except streptomycin all the 7 antibiotics tried were resistant to BDU4 (Fig.3). There was a direct correlation 

between concentration and growth. Here again chloramphenicol was maximum resistant antibiotic to the 

organism followed by vancomycin and penicillin. On the other hand these 3 antibiotic showed a bit difference 

in its action against Enterobactor sp. (BDU5) i.e. upto 320 µg (Fig. 4) there was a steady hike in growth and 

after that the concentration was inhibitory to BDU 5 i.e. these 3 antibiotics were resistant and after that it was 

not so. There was a direct correlation between concentration and growth & there by resistance. 

DISCUSSION: 

Multidrug resistance is defined as resistance to three or more different classes of antibiotics. All the 44 isolates 

were initially checked for their multidrug resistance against different commercial antibiotics like azithromycin, 

vancomycin, kanamycin, streptomycin, penicillin, amoxicillin and oxytetracyclin. Most of the isolates were 

multidrug resistant and 5 of them were sensitive. According to Putrykus and Wegrzyn (2001), Escherichia coli 

(strain CM2555) bearing the chloramphenicol acetyltransferase (cat) gene was found to be sensitive to 

chloramphenicol (Potrykus and Wegrzyn, 2001). Walsh and Duffy (2013), isolated 412 antibiotic resistant 

bacteria from agricultural, urban and pristine soils. All isolates were multi-drug resistant, of which greater than 

80% were resistant to 16–23 antibiotics, comprising almost all classes of antibiotic. (Walsh and Duffy, 2013). 

Of the 44 isolates, 4 isolates viz. BDU2, BDU3, BDU4 and BDU5 were shortlisted based on the production of 

CAT enzyme. The results showed that BDU 4 produced maximum amount of CAT enzyme when compared to 

other 3 isolates. This indicates that this isolate has the tendency to produce maximum CAT. Britz and 

Wilkinson (1978) reported that the enzyme responsible for resistance to chloramphenicol was produced 

constitutively by B. fragilis. The specific activity of CAT produced by B. fragilis was 10 fold lower than that of 

the E. coli strains. But they could not see similar activity in susceptible B. fragilis strains (Britz and Wilkinson, 

1978). In another study Shaw and Brodsky (1968) revealed that CAT activity was found in all Bacillus fragilis 

strains screened and the levels observed for strains F47 and F48 often represented 60 to > 90% of the total 

activity assayed. The specific activity of CAT produced by strains F47 and F48 Bacillus fragilis were more than 

10 fold lower than that of E. coli strains. In strain F48 CAT was constitutively produced throughout growth. It 

was due to maximum CAT activity that was found to occur during stationary phase (Shaw and Brodsky, 1968). 

The shortlisted isolates of this study were not only resistant to chloramphenicol but also resistant to different 

antibiotics tested alone and / or in combination with chloramphenicol (Jenny et al., 2014). Hence these 4 

isolates were chosen for multi drug resistance. Among the antibiotics tested penicillin, vancomycin and 

chloramphenicol showed maximum resistance to all 4 shortlisted isolates. As the concentration of antibiotic 

goes higher resistance was also higher. The resistant of the organism showed direct correlation between 

concentrations and growth. The other 4 antibiotics like amoxicillin, streptomycin, kanamycin and azithromycin 

show moderate resistance and less sensitive. Whereas oxytetracyclin showed least resistance to 4 shortlisted 

isolates. The results showed the presence of multidrug resistance in the 4 shortlisted isolates and the reason may 

be due to the inactivation of the antibiotic by enzymic acetylation. Robert et al. (1982) reported that 

Haemophilus influenzae has become resistant to a number of antibiotics including ampicillin, kanamycin, 

tetracycline and chloramphenicol. The mechanisms for resistance to ampicillin and tetracycline in H. influenzae 

appear to be very similar to those mediated by R factors in the Enterobacteriaceae (Roberts et al., 1982). 

Penicillin, ampicillin and vancomycin are among the few antibiotics that show consistent inhibitory, but not 

bactericidal, activity against E. faecalis, E. faecium are less susceptible to β lactam antibiotics than E. faecalis 

because the penicillin binding proteins of the former have markedly lower affinities for the antibiotics 

(Williamson R et al., 1985). CAT is encoded by plasmids. The 4 isolates that were resistant to maximum 

number of antibiotics chosen for this study had plasmid which had cat gene (Jenny et al., 2014). Yoo et. al. in 

(2003) revealed that the multidrug resistant isolates carrying the chloramphenicol resistance gene were obtained 

from aquatic farms in various locations to determine the distribution and origin of cat gene. This result 

suggested that the type of cat gene in the multidrug resistant bacteria originated from a very limited 



environmental source and was not dependent on the location where it was found. Some isolates were resistant to 

single or combined drugs other than chloramphenicol (Yoo et al., 2003). According to Walsh and Duffy (2013) 

multidrug resistance was most frequently mediated by the efflux resistance mechanism and was identified in 

non antibiotic producing bacteria. Resistance to colistin and tetracycline in particular was frequently mediated 

by efflux. Resistance to colistin in clinically relevant Pseudomonas species is most frequently associated with 

alterations in the outer membrane lipopolysaccharide (Walsh and Duffy, 2013). 

Overall results of this study indicate that the multidrug resistant organism could be made use of as a source for 

CAT production which in turn could be of use for molecular biology. Also this multidrug resistance could be 

used to develop a genetically modified organism (bacteria) for CAT production as the production of this 

enzyme is costly and rarely found in India. This study opens an easy method of producing this enzyme in India 

at a lower cost and the availability also can be made sure as it can be produced in India itself. 

ACKNOWLEDGEMENT: 

The authors express their thanks for supporting Ms. Jenny Anne Tharian with the 

DST – PURSE fellowship. 

REFERENCES: 

1. Britz, M. and R. Wilkinson (1978), "Chloramphenicol acetyltransferase of Bacteroides fragilis", 

Antimicrobial agents and chemotherapy, 14(1) pp 105-111. 

2. Jenny, A. T., R. Padmapriya and T. Thirunalasundari. (2014), "A novel bacterial source for chloramphenicol 

acetyl transferase production", International Journal of Biotechnology, 112 pp 302 - 310. 

3. Nikaido, H. (2009),"Multidrug resistance in bacteria", Annual review of biochemistry, 78 pp 119. 

4. Potrykus, J. and G. Wegrzyn (2001), "Chloramphenicol-sensitive Escherichia coli strain expressing the 

chloramphenicol acetyltransferase (cat) gene", Antimicrobial agents and chemotherapy, 45(12) pp3610-3612. 

5. Roberts, M., A. Corney and W. Shaw (1982), "Molecular characterization of three chloramphenicol 

acetyltransferases isolated from Haemophilus influenzae", Journal of bacteriology, 151(2) pp 737-741. 

6. Shaw, W. and R. Brodsky (1968), "Characterization of chloramphenicol acetyltransferase from 

chloramphenicol-resistant Staphylococcus aureus", Journal of bacteriology, 95(1) pp28-36. 

7. Walsh, F. and B. Duffy. (2013)", The culturable soil antibiotic resistome: a community of multi-drug 

resistant bacteria", PloS one 8(6): e65567. 

8. Williamson R, Le Bougu‚nec C, Gutmann L and H. T. (1985), "One or two low affinity penicillin-binding 

proteins may be responsible for the range of susceptibility of Enterococcus faecium to benzylpenicillin", J 

Gen Microbiol, 131 pp1933 - 1940. 

9. Yoo, M. H., M.-D. Huh, E.-h. Kim, H.-H. Lee and H. D. Jeong (2003), "Characterization of 

chloramphenicol acetyltransferase gene by multiplex polymerase chain reaction in multidrug-resistant 

strains isolated from aquatic environments", Aquaculture, 217(1) pp 11-21. 

10. Zaidenzaig, Y., J. E. FITTON, L. C. PACKMAN and W. V. SHAW (1979), "Characterization and 

comparison of chloramphenicol acetyltransferase variants", European Journal of Biochemistry, 100(2)pp 

609-618. 

---- 



A STUDY ON ENTREPRENEURIAL ATTITUDES AMONG 

UNEMPLOYED GRADUATES IN ETHIOPIA (WITH SPECIAL 

REFERENCE TO KACABIRA WOREDA, SNNPR, ETHIOPIA) 

DR. K. SRINIVASAN, 

Assistant Professor, Department of Management 

College of Business and Economics, Arba Minch University, Ethiopia 

ABSTRACT 

Entrepreneurship is an important element in the dynamics of national economies and it is seen 

as the driving engine in economic growth and job creation. Therefore, entrepreneurial attitudes 

must be motivated for solving the seriously emerging unemployment problem by encouraging 

and creating new business opportunities to the young unemployed graduates. This study has 

attempted to investigate the attitude of unemployed graduates towards entrepreneurial 

activities. The main goal was to identify the factors which really attract the unemployed 

graduates and have positive attitude towards entrepreneurship with self-employment goal. A 

sample of 52 unemployed graduates was selected through a stratified sampling from kacabira 

Woreda, in SNNPR (Southern Nation Nationalities People Region), Ethiopia. A questionnaire 

tagged General Enterprise Tendency Test (GETT) was used for data collection. Descriptive 

statistics and results have been made by Average Mean, Standard Deviation, Mean variation 

and Pearson’s correlation were the major statistical tools employed in data analysis. The 

findings revealed that the majority of the respondents are having low level attitude and have no 

positive view towards entrepreneurial activity. The environmental challenges & demographic 

factors are playing the biggest role. The possible suggestions have been made in this study. 

Keywords: Entrepreneurship, Attitude, Unemployed Graduates, Self-Employment, 

Demographic, Environmental Factor, Risk Taking 



1. INTRODUCTION: 

One strategy that has helped many developed and developing countries to overcome the problem of 

unemployment, has been the development of entrepreneurship. Oversupply of graduate manpower, 

unemployment growth in their community, lack of response or positive feedbacks to the efforts made in recent 

decade to find a solution for unemployment problem of graduates on one side and on the other hand the 

necessity to move to competitive market based economy created an important ground for paying more attention 

to entrepreneurship. 

Proposing new ideas based on the role of entrepreneurship in increasing job opportunities, competitiveness, 

improvement in manpower productivity, technology development, wealth generating and social welfare level 

and also existence of strong relation between entrepreneurial development and economic growth of the 

countries have all resulted in a serious consideration of entrepreneurship in new economic theories and have 

been regarded as a provocative engine in economical, social growth and development of countries. 

The transition of young generation from the educational system to the labor market is one of the most pressing issues 

in Ethiopian society. Young graduates have been particularly hurt by the current declining trend in job creation in the 

Ethiopian economy. Addressing this problem is mainly depending on the correct perceptive of attitudes of 

unemployed graduates towards entrepreneurship in relation to current education, training and economic policies. 

Entrepreneurship plays an important role in economic prosperity and social stability in many developed countries. 

Developing countries like Ethiopia faces enormous challenge with its high levels of unemployment problem among 

the young segments especially university and college graduates due to lack of large companies. 

Attitudes play a vital role in the life of a successful entrepreneur. One of the key findings of the Global 

Entrepreneurship Monitor Report (2009) is how attitudes vary from each individual on attractiveness of 

entrepreneurship as a career. The understanding of these attitudes would greatly help to encourage entrepreneurship 

and enables to evaluate, reinforce and to change strategy in order to enhance entrepreneurial behavior in the country 

contributing to economic development, wealth creation for all and the alleviation of poverty. 

1.1 Problem statement: 

Essentially, high level of unemployment and a low skill base is a continuing scenario in Ethiopia. Besides 

Government is taking numerous initiates to encourage entrepreneurial activities along with the collaboration of 

private organizations there is no significant progress has been witnessed. Kecabira Woreda is well known for 

number of graduates in different disciplines from different universities, colleges and vocational schools every 

year. Even though there is a high potential for starting new businesses in Kecabira Woreda, mostly young 

graduates are looking for job opportunities either in government or private organizations. Due to negligence of 

entrepreneurial attitudes among graduates is the main cause for rapidly rising unemployment rate in District 

since 2002 E.C. One hand the graduate unemployment force is increasing and on the other hand they do not 

have positive attitude towards the entrepreneurial activities, in result the unemployment problem got intense. 

Based on the above stated problems the researcher has attempted to study the entrepreneurial attitude among the 

unemployed graduates in Kecabira Woreda. 

1.2 Objectives of the study: 

 

 

 

To examine the demographic and environmental factors in kecabira Woreda. 

To study the entrepreneurial attitudes among unemployment graduates. 

To analyze the relationship between entrepreneurial attitude and demographic and environmental factors. 

1.3 Research design: 

The study has been designed as descriptive and explanatory research. This study describes and critically 

assesses the factors affecting entrepreneurial attitude of unemployed graduates in kecabira Woreda. The 

explanatory study has used to explain the relationship between variables and estimating the integrated 

relationship of the factors with attitude of unemployed graduates. 

1.4 Method of study: 

The researcher used both of quantitative and qualitative methods. Under the quantitative method the data 

gathered through distributed questionnaires to the sample respondents and interviews were conducting with 



enterprise department officers of Micro and Small Enterprises office Woreda. The qualitative information was 

used to support the quantitative research findings. 

1.5 Method of data collection: 

The data were collected through primary and secondary sources. The primary data was collected through 

questionnaire and interviews in and around of the kecabira Woreda. The secondary data was gathered from 

published and unpublished theoretical literatures and empirical studies, books, research journals. 

1.6 Sample size and sampling techniques: 

The sample size has been designed for this study that 52 samples were randomly selected from the total 

population of 148 samples, which includes 86 graduates, 51 Diploma holders and 11 certificate holders. To 

represent all these three strata of unemployed graduates the sample size was determined by using the 

proportionate sampling technique. The sample size selected from each stratum randomly was presented in the 

table below. 

SAMPLE SIZE OF POPULATION 

Item Total population Sample size 

Certificate holders 11 4 

Diploma holders 51 18 

Degree holders 86 30 

Total 148 52 

Source: Primary Data 

2. LITERATURE REVIEW: 

The researcher has made an attempt to survey various studies which are of immediate relevance to the topic of 

the study, they are as follows, 

Entrepreneur is defined as one who undertakes to accomplish, to make things happen, and does so. He acts as a 

change agent for bringing new things in an organizational environment (Kirby, 2002). 

Mostly Entrepreneur is an individual with the potential to create a vision from virtually nothing and the 

entrepreneurship is the process of creating and building something of value from practically nothing; a human 

creative act. Timmons and (1994), Antonito, (2003) 

Entrepreneurial qualities are essential and it has elucidating that as personal traits, values, future anticipation, 

identifying business opportunities, managerial and technical knowledge and above all risk taking, Fayolle (2002). 

There is a basic difference between “Entrepreneurs and Managers” in terms of personality traits, business 

competence and risk taking. Manager’s decision making style is based on conceptual, behavioral, directive and 

analytical. The entrepreneurial style is found to be a combination of conceptual and directive (Martz et al.,2005). 

Entrepreneurs are basically viewed as leaders and they have a sense of imagination, commitment, passion, tenacity, 

integrity, teamwork and vision into their companies. They are capable of make decisions under uncertainty and 

driving force for value creation, economic growth and society benefits (Timmons and Spin Elli ,2009). 

Entrepreneurs are regarded as individuals who carry out new combinations such as new goods or new quality 

products, new methods of production, new markets, and new sources of supply or a new way of organization and 

pursue opportunities without consideration of the resources they currently possess (Nybakk & Hansen, 2008). 

Entrepreneurial decision making is done under uncertainty; there is no clear market for business judgment, and 

it is further complicated by the potential opportunism and moral hazard issues. Mahoney and Michael (2007) 

Entrepreneurs are categorizing into diverse subsets such as independent innovators, economies of scale 

exploiters, value manipulators, successor in family business, independent, started from scratch, acquirer, 

creators, inheritors, and operators. Martz et al. (2005) 

An entrepreneur may have strong convictions in taking any risk and others may not and all ventures are risky, 

therefore the entrepreneurship as a process includes both potentiality and intent. Kouriloff (2000). 

Entrepreneurs do not act in response to changes and economic environment, but they stimulate demand through 

innovation by creating new products and services, advertising, and personal charisma. Mahoney, J.T. & 

Michael, S.G. (2007) 



Entrepreneurs take calculated risks with fewer resources in order to grab and utilize the opportunity. In 

addition, entrepreneurs should creatively devise stingy ways to marshal and gain control of resources to gain a 

competitive edge. Timmons & Spinelli (2009), 

Entrepreneurial competencies can gain through formal training which helps to acquire concepts, skills and 

mental awareness applied during the process of starting and developing their ventures Isaacs, Visser, Friedrich 

& Brijlal,(2007). 

A key rationale for supporting the development of young entrepreneur’s is its potential to generate output, 

employment and income. Mac Isaac (1996) 

The underlying principle of entrepreneurship is the belief that self-employment and entrepreneurship increase 

the self-esteem and confidence of the youth, leading to greater control over their lives in social and economic 

spheres. Kantor (2001) 

Entrepreneur intention is to start an enterprise because of they would like to take a chance in the market, belief 

that their managerial skills are more efficient than those of other people, confident that their specialty could be 

developed into an enterprise, they have strong will that already developed a product or service could find a 

niche in the market and this is the only way to start an enterprise and their other options are limited. 

Greenberger & Sexton (1988) 

The pull factors for starting enterprises are; 

1. The individual wants personal growth. 

2. They like the challenge. 

3. There is more freedom in being a business owner. 

4. The chance to use one's own knowledge and experience. 

5. Do not like working for others. 

6. They are affected by family or friends. 

7. Family tradition. Ghosh & Kwan (1996) 

The demographical and personality traits are essential for measuring the entrepreneurial tendencies. 

Demographical factors include sex, age and education, family background, marital status and personality traits 

comprise of achievement motive, risk taking, and locus of control. (Robinson1987), (Shaver and Scott 1991). 

3. RESULTS AND DISCUSSION: 

As far as entrepreneurial activities concern, a favorable entrepreneurial environments and demographic 

conditions are necessary to facilitate the entrepreneurs’ to start business. In this paper, the relationships between 

personal traits (attitude scale self-esteem/confidence to business, achievement, innovation and risk taking) for 

entrepreneurial activity and demographic and environmental factors have been examined. 

The study was conducted in the kecabira Woreda with 52 unemployed graduates through the structured 

questionnaire and the results obtained in this study was analyzed and discussed in the form of bar diagrams and 

pie charts and tables. The general demographic profiles of respondents such as Age, gender, family occupation 

family income level, marital status graduate discipline demographic factors were presented and analyzed below. 

DEMOGRAPHIC PROFILE OF RESPONDENTS: 

FIGURE 1: GENDER CLASSIFICATION OF RESPONDENTS 




The figure1 shows that gender classification composed of (88.5%) percentage are male respondents and 

(11.5%) females. From this can concludes that most of the graduates are male in the kacabira Woreda. 

FIGURE 2: AGE CLASSIFICATION OF RESPONDENTS 

6% 2% 

35% 

57% 

18- 

25 

26- 

30 

31- 

36 


The above Figure 2 indicates that majority of sample respondents are falling in between 18 -25, (57.6%) age 

group. From this figure can conclude that most of the graduates are young age segment. 

FIGURE 3: FAMILY OCCUPATION CLASSIFICATIONS OF RESPONDENTS 


The Figure 3 denotes that most of the respondents (55.7%) family occupations are agricultural background. 

From the above figure concludes that most of the young graduates are coming from poor agricultural family 

background. 

FIGURE.4 MONTHLY FAMILY INCOME CLASSIFICATIONS OF RESPONDENTS 




Figure 4 indicates that majority of the sample respondents (80.77%) monthly family income level are from 0 to 

1500 Ethiopian Birr (ETB). From this figure can understand that majorities of the respondents’ family monthly 

income level is very low. 

FIGURE 5 GRADUATED DISCIPLINE CLASSIFICATIONS OF RESPONDENTS 


From the above figure 5, most of sample respondents (53.8%) are graduated in Social & Natural Science 

discipline. Therefore, from the figure concludes that the majority of the unemployed graduates are from Applied 

Social & Natural Science and Agriculture disciplines. 

FIGURE 6 MARITAL STATUS CLASSIFICATIONS OF RESPONDENTS 


As figure 6 indicates above that the majority of respondents (96.3%) are unmarried. From this researcher can 

conclude that almost all the respondent is young and unmarried. 

FIGURE 7: EDUCATIONAL QUALIFICATION CLASSIFICATIONS OF RESPONDENTS 




The figure 7 shows the educational qualifications of sample respondents. In the total respondents (57.69%) are 

degree holders. It concludes clearly that most of the young graduates are .unemployed. 

FIGURE 8 PERSONAL FEELINGS AND ATTITUDES ABOUT ENTREPRENEURSHIP 


The above figure 8 clearly depicts that sample respondents personal feelings and attitudes towards the 

entrepreneurship, according to that (55.77%) are not accept the fact that they need self-esteem/confidence in 

business. Following which (59.62%) respondents is disagreed with the fact that need to innovation, (50%) are 

replied that they have disagreement with self-achievement idea, and (28.85%) respondents are negative attitude 

towards risk taking in business. 

ANALYSIS OF ENTREPRENEURIAL ENVIRONMENT: 

The environmental factors are very imperative for influencing entrepreneurs to start their own enterprises. This 

includes economic, social, culture and policy factors. The environmental factors which affects individual 

entrepreneurial will and ability and subsequently they affect the individual entrepreneurs’ behavior and it was 

analyzed and discussed below through pie-chart. 

FIGURE 9 SUMMARY OF RESPONSE ON THE ENTREPRENEURIAL ENVIRONMENT 

19 

9 

6 

14 

9 

strongly disagree 

disagree 

neutral 

agree 

strongly agree 


Figure 9 shows that the respondents’ responses in relation to entrepreneurial environmental questions to 

measure the respondents view about the environmental factors. In the total sample respondents, (36.54%) 

respondents reflect strong agreement whereas (26.92%) respondents show strong disagreement and (17.31%) 

respondents equally show their disagreement and agreement to the idea. When we generalize over all 

respondents from the total 28 (53.85%) of them are interested while 23 (44.23%) are not interested and 6 

(11.54%) of them uncertain to the idea. 

STATISTICAL INFERENCES OF ENTREPRENEURIAL ATTITUDES: 

From the structured questionnaire the respondents’ entrepreneurial attitudes such as self-esteem/ confidence in 

business, innovation, goal achievement and risk taking have been analyzed statistically and presented in the 

below tables by using average mean, standard Deviation and variance. 



The Likert scale methods is used (where 1 = “Strongly disagree” and 5 = “Strongly agree) to assess the 

entrepreneurial attitudes through statements. The Results obtained from the statements were interpreted 

accordingly: - The average or mean (X¯ ), standard deviation (s) and (variation around the mean). The results 

have been analysis and interpreted based on the mean value in the following manner, generally for all attitude 

statements (self-esteem / confidence in business, innovation, achievement and risk taking in business). 

Form the respondents statements the results have been presented in the mean value “¯ x”; 

(¯ x) Mean value falling between 1- 1.5 indicates that “Strongly Disagree” 

(¯ x) Mean value falling between 1.6 -2.5 indicates that “Disagree” 

(¯ x) Mean value falling between 2.6- 3.5 indicates that “Neutral” 

(¯ x) Mean value falling between 3.6 -4.5 indicates that “Agree” 

(¯ x) Mean value falling between 4.5-5.00 indicates that “Strongly agree” 

TABLE 1: STATISTICAL INFERENCE OF SELF-ESTEEM/CONFIDENCE NEED FOR ENTREPRENEURS 

S. No Item N valid Missing Mean S.D Variance 

1. It is very difficult to adopt any 

changes from the routine 

52 0 4.1346 1.06695 1.138 

2. It is very difficult to develop a new 

business ideas 

52 0 3.8077 1.23730 1.531 

3. It is not possible to start a new 

2.9615 

52 0 

business 

* 

1.41368 1.998 

4. Very confident to succeed when to 

do something new 

52 0 2.3846 1.33069 1.771 

5. Have the capacity to do anything 

new 

52 0 2.3846 .99319 . .986 

6. Have naturally talented or not or 

indifference 

52 0 2.1923 1.04859 1.100 

7. Do according to own wish without 

considering others opinions 

52 0 2.1346 1.17204 1.374 

8. Able to control all formation 

process of a new business 

52 0 2.0962 1.10719 1.226 

9. Considering more about the result 

of success than the failure factors 

52 0 1.9615 1.13693 1.293 

10. Starting a new firm and 

maintaining in feasible way is easy 

52 0 1.8269 1.09761 1.205 


* Shows neutral response does not have effect 

From the above table high means score values indicates respectively (4.1346, 3.8077) that most of the 

respondents agreed with the statements such as difficult in adopting new changes from the usual practice and 

unable to develop a new business ideas. It shows the less self confidence in following new changes and interest 

in developing new business ideas. 

The low mean score values (2.3846, 2.3846, 2.1923, 2.1346, 2.0962, 1.9615 and 1.8269 ) form the above table 

indicates that the disagreement of respondents with the statements such as self confident in succeeding the new 

things, sure about their capability in doing new things, belief about their talents, carrying out the things 

according to their own wish before doing anything, confidence and capacity to take over the control on new 

business formation process, self reliance about the success factors of the business results and finally, starting 

and carrying on the new business in a feasible manner. From the above interpretation can conclude that 

unemployed graduates have less self-esteem/confidence towards entrepreneurial activities. 



TABLE 2: STATISTICAL INFERENCE OF INNOVATION NEED FOR ENTREPRENEURS 


1 Among several options not sure about 52 0 3.9038 1.10719 1.226 

to choose one 

2 Do want to become an entrepreneur 52 0 2.1154 1.16575 1.359 

3 Would like to start own business if 52 0 1.9038 1.12476 1.265 

have an opportunity and resources 

4 Whether entrepreneur career 52 0 1.7500 .83725 .701 

attractive 


From the table the high mean score values (3.9038) show the agreement of respondents with the statement of 

lack of capacity to choose the best one among various options. This shows that the unemployed graduates are 

very much confused and unable to choosing the best option. 

The low mean score values (2.1154, 1.9038, 1.7500) indicate that the disagreement of respondents with the 

statements such as willing to become entrepreneur, hesitation to start own business even if opportunity and 

adequate resources available and attractive factor of entrepreneurship. From this can conclude that most of the 

unemployed graduates have very low tendency in entrepreneurial attitudes towards innovation. 

TABLE 3: STATISTICAL INFERENCE OF ACHIEVEMENT NEED FOR ENTREPRENEURS 


1 Prefer to work at big companies in 52 0 4.1346 1.06695 1.138 

better career positions 

2 Become an entrepreneur gives more 52 0 2.0385 1.13693 1.293 

satisfaction 

3 There is more chances for success if 52 0 2.0385 1.10190 1.214 

tried to start a business 


From the table the high mean score value (4.1346) indicates the agreement of respondents with the statement 

that mostly prefer to join in big companies in a better position rather than becoming an entrepreneur. 

The low mean score values respectively (2.0385, 2.0385) indicate that disagreement of respondents with the 

statements such as satisfaction in entrepreneurial career and chances for succeeded in new business starting endeavor. 

From this can conclude that most of the unemployed graduates have the low tendency towards the achievements. 

TABLE 4: STATISTICAL INFERENCE OF RISK TAKING NEED FOR ENTREPRENEURS 

S.No Item N valid Missing Mean S.D Variance 

1 Could not accept the new things than 52 0 4.1923 .97092 .943 

existing ones 

2 Consider all the factors before making 52 0 4.1346 1.06695 1.138 

decisions even if it takes long time 

3 Will not take risk if there is more 52 0 3.9231 1.15209 1.327 

probability of failures 

4 Too much risk to start own business 52 0 3.8462 1.19451 1.427 

5 To make profit in business must know the 52 0 3.7692 1.26205 1.593 

right people guidance 

6 Getting desired jobs mostly on luck 52 0 3.7500 1.23471 1.525 

7 Have the freedom to work with desired people 52 0 3.2115* 1.78596 3.190 

8 The bad experiences encountered due to bad luck 52 0 3.0577* 1.41993 2.016 

9 Making money primarily is purely on luck 52 0 3.0577* 1.63795 2.683 

10 hard work yield grand success rather than fortune 52 0 2..1923 1.330 1.769 


* Shows neutral response does not have effect 



From the above table the high mean score values respectively (4.1923, 4.1346, 3.9231, 3.8462, 3.7692, 3.7500 ) 

indicating the agreement of respondents with the statements such as instead of accepting the new things existing 

one is better, to avert the risk the decision making process will be delayed by consider all factors, not ready to 

take risk, mostly voluntarily there is more failure chances, starting own business is considered as very risky, to 

make profit in the business others guidance is essential rather than own idea, mostly believed in fortunate for 

getting desired jobs than knowledge. 

The low mean score value (2.1923) shows the disagreement of respondents with the statement that 

fortunate is essential for grand success in business rather than the hard work. From the above can come to a 

conclusion that the risk taking tendency among the unemployed graduates are generally very low and poor 

in the kecabira Woreda 

TABLE 5: GENERAL ENTREPRENEURIAL ENVIRONMENTS 

PREVAILING IN KACHABIRA WOREDA 

S.No Item N valid Missing Mean S.D Variance 

1 Generally the entrepreneurship role 

under validated in the Woreda 

52 0 3.4808* 1.42100 2.019 

2 Woreda people mostly unaccepted the 

facts which supporting the 52 0 3.3269* 1.42418 2.028 

entrepreneurial activities 

3 The culture of the Woreda very 

conducive for entrepreneurial 52 0 2.6731* 1.53036 2.342 

activities 

4 The Woreda most worthy for 

entrepreneurial activities despite 52 0 2.1731 1.41034 1.989 

there are risks 


* Shows neutral response 

From the above table the mean score values shows the ambivalence attitude of respondents regarding the 

statements of entrepreneurial environments of their own place. 

The low mean score value (2.1731) indicates the disagreement of respondents with the statement that there 

are risks in kachabira Woreda but it is worthy for entrepreneurial activities. From this can understand that 

unemployed graduates are afraid of the kacabira Woreda environmental factors to undertake 

entrepreneurial activity. 

PEARSON’S CORRELATION ANALYSIS OF THE ENTREPRENEURIAL AND DEMOGRAPHIC 

VARIABLES: 

Pearson correlation was used to determine the nature of the relationships between the variables. It can help to 

measure some patterns of relationships between different kinds of variables and the entrepreneurial attitudes in 

the present study. These results from Pearson correlation has been presented in the below table. 



TABLE 1: THE RELATIONSHIPS BETWEEN DEMOGRAPHIC 

FACTORS AND ENTREPRENEURIAL ATTITUDE SCALE 

Need to selfesteem/ 

business 

confidence 

need to 

innovation 

Need to 

achievement 

Need to 

take risk 

Age Pearson Correlation 0.910 * 0.986 ** 0.967 ** -0.635 

Sig. (2-tailed) 0.032 0.002 0.007 0.250 

N 5 5 5 5 

Gender Pearson Correlation -1.000 ** 1.000 ** 1.000 ** . a 

Sig. (2-tailed) . . . . 

N 2 2 2 2 

family 

occupation 

monthly 

income of 

family 

Graduated 

discipline 

Pearson Correlation -.895 -.812 -.698 .953 * 

Sig. (2-tailed) .105 .188 .302 .047 

N 4 4 4 4 

Pearson Correlation .628 .885 * .952 * -.461 

Sig. (2-tailed) .256 .046 .013 .434 

N 5 5 5 5 

Pearson Correlation -.621 -.383 -.432 .090 

Sig. (2-tailed) .264 .524 .468 .886 

N 5 5 5 5 

marital status Pearson Correlation 1.000 ** -1.000 ** -1.000 ** . a 

Sig. (2-tailed) . . . . 

N 2 2 2 2 

Educational 

qualification 

Pearson Correlation .088 -.591 -.688 .044 

Sig. (2-tailed) .944 .598 .517 .972 

N 3 3 3 3 


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

*. Correlation is significant at the 0.05 level (2-tailed). 

a. cannot be computed because at least one of the variables is constant 

From the above table the correlation coefficient has been explained to understand the relationship between the 

demographic variables and entrepreneurial attitude scale. 

1. Age variable is having strong positive relationship with innovation and achievement need respectively 

(0.986), (0.967), significant relationship with self- esteem / business confident need (0.910) and risk 

taking attitude is having negative relationship. 

2. Gender variable is having strong positive relationship with innovation and need achievement respectively 

(1.000), (1.000) and negative relationship with self-esteem/business confidence. 

3. Family occupation is only strong positive relationship with risk taking attitude (.953) and negative 

relationship with all other entrepreneurial attitude such as need to achievement, innovation and selfesteem/business 

confidence respectively (-.698), (-.812) and (-.895). 

4. Monthly income of family is strong positive relationship with need to achievement (.952), and not 

significant relationship with innovation and self-esteem respectively (.885), (.628) whereas it has negative 

relationship (-.461) with risk taking attitude. 

5. Graduate discipline is not significant relationship (.090) and it has negative relationship with selfesteem/confidence, 

innovation and achievement respectively (-.621), (-.383) and (-.432). 

6. Marital status is strong positive relationship with self-esteem/business confidence (.1000) and strong 

negative relationship with innovation and achievement respectively (- .1000), (- .1000). 

7. Educational qualification is not significant relationship with self-esteem/business confidence and risk 

taking (.088), (.044) whereas negative relationship with innovation and achievement(-.591) and (-.688). 



THE RELATIONSHIPS OF ENTREPRENEURIAL ATTITUDE SCALES AND ENVIRONMENTAL 

FACTORS: 

To determine the nature of the relationships amongst the variable, Pearson correlation was used. The Pearson 

correlation results of the entrepreneurial attitude scale and kecabira Woreda entrepreneurial environment is 

presented in table 4.7 below 

entrepreneuria 

l environment 

TABLE 2: THE RELATIONSHIPS BETWEEN ENVIRONMENTAL 

FACTORS AND ENTREPRENEURIAL ATTITUDE SCALE 

self-esteem/ 

confidence 

innovation self-achievement risk taking 

Pearson Correlation .155 .281 .516 .466 

Sig. (2-tailed) .804 .647 .374 .429 

N 5 5 5 5 


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

*. Correlation is significant at the 0.05 level (2-tailed) 

The entrepreneurial intention has a positive relationship with kecabira Woreda for entrepreneurial activities. 

Entrepreneurial environment has also confirming from the finding that entrepreneurial environment has been 

recognized as one of the critical factors that help the unemployed graduates to understand and encourage an 

entrepreneurial attitude. 

4. CONCLUSION: 

Based on the above data analysis, conclusions are made: 

The majority of the unemployed graduates in Kacabira Woreda are male in between the age group of 18 to 25 

years old; they graduated from applied natural & social science. Most of the unemployed graduates are from 

agricultural family background with low monthly income ranging from 1 -1500 birr. The majority of the 

respondents are unmarried and with degree qualification. Hence, it is concluded that the majority of the 

respondents are predominately young male from lower income families and parents engaged on agrarian 

economy and most of the parents are not involved in businesses. 

The majority of the respondents disagreed with the statements in each attitude scale: that owning positive 

tendency to entrepreneurial activity indicated by low mean value ranging from 1.00 to 2.5 and agree with the 

statement in each attitude scale that has negative tendency to activity indicated by high mean value ranging 

from 3.6 to 5.00 .It can be concluded that the respondents didn’t believe and understand entrepreneurship as 

career alternative and it implies that they are not mostly from entrepreneurial families. They are also not 

familiar with the risk factor in venture creation. 

The results from Pearson correlation shows that the demographic variables and entrepreneurial attitudes scale 

relation thus, Entrepreneurial attitude have relationship with both demographic and environmental factor with 

the exception of the need to take risk that has no relation with gender and marital status. Therefore, from this 

can come to a conclusion that the unemployed graduates in Kecabira Woreda have no good view towards 

entrepreneurial activity that is pushed by the biggest environmental challenge and demographic factors. 

4.1. Recommendations: 

Based on the analysis and conclusion of the study, the researcher forwards the following recommendations for 

administrative bodies, unemployed graduates, colleges and universities. 

The unemployed graduates must be encouraged to start own businesses and make known them the 

entrepreneurial activity is the solution for prevailing unemployment problem. 

 

The unemployed graduates should be encouraged in terms of offering financial and necessarily 

infrastructure supports by kecabira Woreda administration. 



 

 

 

 

Visibility of activities of government initiatives towards strongest motivation will create positive images 

and remove fear factors among unemployed graduates to become entrepreneurs through conducting 

District and National level competitions for young graduates. 

Since there is lack of effective and organized communication among entrepreneurs, financial institutions, 

government and poor marketing intelligence, it requires guidance and training support for small business 

establishments. 

The government should intervene and initiate to make awareness creation and guidance activities to help 

to attain the self employment goals among young unemployed graduates. 

Especially the kacabira Woreda has good potential, the administration has to take vehement efforts by 

conducting training and entrepreneurial workshop programs to develop positive and risk taking attitudes 

towards entrepreneurial endeavor and make them to realize the importance of self employment to reduce 

unemployment problem in the district and national levels. 

REFERENCES: 

1. Antonites.A.J, “An action learning approach to entrepreneurial creativity, innovation and opportunity 

finding,” unpublished document business management thesis, Pretoria, university of Pretoria, 2003. 

2. Ghosh, B. C., & Kwan W., “An analysis of key success factors of SMEs” A comparative study of 

Singapore/Malaysia and Australia/New Zealand” unpublished, 1996 

3. Greenberg D.B. & Sexton D. L., “An Interactive model of new venture initiation,” Journal of Small 

Business Management, 26(3), 1-7, 1988. 

4. Isaacs E., Visser, K., Friedrich, C. & Brijlal P., “Entrepreneurship education and training at the further 

education and training (FET) level in South Africa,” South African journal of education, 27(4) -613 – 

629, 2007. 

5. Kantor P. “Promoting women’s entrepreneurship development based on good practice programmers: 

some experiences from the north to the south.” Seed working paper no. 9 (Geneva, ILO). 2000. 

6. Kirby, D, A. “Entrepreneurship education: can business schools meet the challenge?” International 

council for small business, P 47, 2002. 

7. Kouriloff M., “exploring perceptions of a priori barriers to entrepreneurship: a multidisciplinary 

approach,” Entrepreneurship Theory and Practice, 25(2)-60-61, 2000. 

8. Martz W.M.B., Biscaccianti A., Meil I.C. & Williams, R.J., “A Multicultural Perception of the 

Entrepreneurial Lifestyle, “Journal of enterprising culture, 13-04-360, 2005. 

9. Mahoney, J.T. & Michael, S.G. (2007), Resources, capabilities and entrepreneurial perceptions, Journal 

of management studies, 44(7): 1191-1196. 

10. Nybakk. E& Hansen, E., “Entrepreneurial attitude, innovation and performance among Norwegian 

nature-based tourism enterprise,” Forestry policy and economics, 10(7/8) - 473-479. 2008, 

11. Robinson, P. B. “Prediction of entrepreneurship based on attitude consistency model”, unpublished 

doctoral dissertation, Brigham Young University, Dissertation Abstracts International, 48, 2807B, (1987). 

12. Robinson, P. B., Stimpson, D. V., Huefner, J. C. and Hunt, H. K. “An attitude approach to the prediction 

of entrepreneurship.” Entrepreneurship Theory & Practice, 15 (4), 13-31, 1991. 

13. Shaver, K. G., & Scott, L. R. “Person, process, choice: The psychology of new venture creation.” 

Entrepreneurship: Theory and Practice, 16 (4), 23-44, 1991. 

14. Timmons J. A. new venture creation: entrepreneurship for the 21 st century, McGraw-hill, Cambridge, 

1994. 

15. Timmons, & Spin Elli, S., “New venture creation: entrepreneurship for the 21st century, 8 th edition, 

Boston, McGraw-hill, 2009. 

---- 



AN ANALYSIS OF RECESSION ON REALITY 

SECTOR AND DEVELOPMENTS IN FUTURE 

Ms. OSHMA ROSETTE PINTO, 

Research Scholar JJTU, 

Jhunjhunu, Rajasthan-India 

ABSTRACT 

Around 2008 the United States underwent a major economy shut down that spread to each 

individual country which gave rise to fiscal loss in the world. The start of new project and 

business starts had been held up because of the uncertainty which definitely struck the Realty 

sector of India. 

The government of India in order to encourage the demand for Realty sector, it has provided 

eduction in the interest and granted funds in rural fund scheme. 

For the purpose of data analysis, major ten Realty companies are selected. This paper attempts 

to examine and recognize the shock of recession on Realty sector and tries to examine the 

impact of Government Policies during recession on Realty sector of India. 

Keywords: Lucrativeness, Government Policies, Realty sector, Overall Economy. 



INTRODUCTION: 

Due to downturn in the economy most of the companies are barbed with rubble which includes kings of beasts 

of financial world Lehman Brothers, Bear Sterns, AIG, Merill Lynch . Lots of banks have crashed. The 

transmission has got across from the financial to the realty sector and the recession has been thicker and the 

recuperation appears to be lengthier than originally predicted. The main Realty companies are confronting the 

slowdown in terms of requirement. The cost of real estate has declined. This has left to the wearing a way of 

capital stock of real estate owners. 

REVIEW OF LITERATURE: 

The authors Arvind and Prasdun impart that the Great Recession which started in December two thousand even 

in United States had a negative impact The Recession had tumbled the BSE (SENSEX) from 20,000 points in 

Dec 2007 to 8,000 in March 2009. The study conducted by Charles and James depicts on the short term 

measures that can be taken to overcome the recession that provides a long-term strength in terms of economy 

and society. The development of the sectors needs to have a mixture of innovative and green ideas. As per the 

author Fahir, the role of marketing during the economic recession becomes more significant than usual times. It 

is necessary to understand how firms should adjust their marketing strategies to handle with recessions. 

Although recessions have been studied primarily in finance and economics, there is a void in marketing 

literature about it. Recessions have significant effects on consumer behaviors and substantial impacts on firms, 

and these affect particular socio-demographic strata and business segments in different ways. The effects of 

recessions need to be examined both to cope with the ensuing problems and to get ready for prospective 

recessions. 

OBJECTIVES: 

1. To examine and recognize the shock of recession on Realty sector of India 

2. To examine the impact of Government Policies during recession on Realty sector of India 


The sources of data are Primary and secondary. The primary data is collected through questionnaire and 

interview method. The secondary data is through research articles and authenticate websites. It is analyzed by 

using line graphs. The sample size is ten major Realty companies. 

DATA ANALYSIS AND INTERPRETATIONS: 

TABLE: 1 - OVERALL ECONOMY OF THE REALTY SECTOR WITH RESPECT 

TO THE RECOGNIZING OF SHOCK OF RECESSION ON REALTY COMPANIES 

YEAR-WISE 

PARAMETERS 

2006 2007 2008 2009 2010 2011 2012 2013 

Budget 15.09 12.14 13.08 17.69 20 24 30 42 

Net profit 60 54 65 68 70 85.2 92.66 101.63 

Taxes 15 8 11 12 16 14 12.8 16.3 

Changes in number of employees 58 52 57 86 61 98 26 42 

Total Assets 22 15 25 29 39 33 36 41 

Total Liabilities 25 35 43 47 43 34 40 43 

Equity 50 45 67 96 97 101 117 120 

Source: Collected through Questionnaires and Interview method 



FIGURE: 1- OVERALL ECONOMY OF THE REALTY SECTOR WITH RESPECT 

TO THE RECOGNIZING OF SHOCK OF RECESSION ON REALTY COMPANIES 

TABLE 2 -OVERALL ECONOMY OF THE REALITY SECTOR WITH RESPECT TOWARDS 

THE GROWTH WITH THE INFLUENCE OF POLICIES OF INDIAN GOVERNMENT 

Parameters Impact Impact Impact of Impact Impact of Impact of Risk of 

Parameters of On rates on of rates rates on rates on second 

Budget future Housing on raw raw recessio 

on projects loan on Housing materials materials n on 

Reality of Reality loan on on Realty of Reality Reality 

Sector Reality 

Sector 

sector 

before 

recession 

2005-2009 

Reality 

Sector 

after 

recession 

sector 

before 

recession 

2005-2009 

Sector 

after 

recession 

Sector 

Yes 0.7 0.9 0.1 

No 0.5 0.3 0.2 

15% 0.4 0.3 0.4 0.2 

20% 0.3 0.3 

25% 0.3 0.3 

30% 0.2 0.2 

7% 0.6 

9% 0.3 

18% 0.1 

10% 0.5 0.4 

5% 0.3 

12% 0.3 

17% 0.2 

Source: Collected through Questionnaires and Interview method 



FIGURE: 2- OVERALL ECONOMY OF THE REALITY SECTOR WITH RESPECT TOWARDS 

THE GROWTH WITH THE INFLUENCE OF POLICIES OF INDIAN GOVERNMENT 

INTERPRETATION: 

 

 

 

 

 

 

 

 

The reduction of budget of the Reality sector was due to the varying circumstances of the market which 

had a major impact in the forecast of budgetary actions of the Company. 

The production, sales, net profit earned and the taxes paid by the Reality sector was affected because the 

rates of the required materials were increased and procuring of the raw material became difficult. 

There were changes in the employee turnover due to laying off employees. 

The Assets and Liabilities of the Reality sector were declined. 

The impact of budgetary policies has provided relief to the reality sector as the new policies were declared. 

The development of future projects was put off due to the slowing of the economy. 

Though the rates on raw materials before recession was moderate and the suppliers were in a position to 

provide commissions and discounts to their regualr retailers and customers. But after recession the rates 

on raw materials had drastically changed as most of the suppliers had to close down their units as they 

could not afford to bear huge loss. 

There runs a risk of having repeated recession which might clean out most of the real estate business. 

SUGGESTIONS: 

 

 

 

The Reality sector should recommend Promotions and marketing during the recession which will help 

them to strengthen demand for their products. 

The Reality sector should focus on those schemes which will help them to survive the contingencies well 

in advance. 

The Reality sector need recreate itself and work hard through new business framework. 

CONCLUSIONS: 

The slacking in the World economy has directly affected the reality sector in terms of selling of the projects and 

reduction in the price of properties. The Indian government brought measures like reduction in interest rates as 

well excise duties which resulted in restructuring of loans. 

REFERENCES: 

1. Attacking the Recession How innovation can fight the Downturn, Discussion Paper, 1-24. 

2. The Indian Stock Market and The Great Recession, Theoretical And Applied Economics Journal, Vol. 

3(568), 59-76 

3. Changes in Marketing Strategies, Global Economic Recession, International Business Research Journal, Vol. 4. 1-4. 

4. Mr.Sandeep Krishnat Raval and Dr.P.S.Kamble,Global Recession & It’s Impact On Indian Economy, 

Indian Streams Research Journal Vol - I , ISSUE - VII [ August 2011 ] : Economics ISSN:-2230-7850 

---- 



WHAT IS THERE IN A BRAND? - “A STUDY 

OF THE PERCEPTION OF WOMEN SKINCARE 

COSMETICS BUYERS REGARDING THE RELATIVE 

IMPORTANCE OF THE MAJOR BRAND COMPONENTS” 

DR. CHITRALEKHA H. DHADHAL, 


Department of Commerce and Business Administration, 

Saurashtra University, Rajkot. Gujarat- India 

ABSTRACT 

The success of most businesses depends on their ability to create and maintain customer 

loyalty. Companies have realized that selling to brand loyal customers is less costly than 

converting new customers. Brand Loyalty provides companies with strong, competitive 

weapons. It provides predictability and security of demand for the firm and it creates barriers 

to entry that make it difficult for other firms to enter the market. Loyalty can also translate into 

customer willingness to pay a higher price – often 20-25% more than competing brands. 

Perhaps the most distinctive skill of professional marketers is the ability to create, maintain, 

enhance and protect brands. Thus the key lies in devising an effective Brand Management 

System including well thought of Branding Strategies that ensure Enduring Brand Loyalty. The 

present paper aims to find out the perception of women skincare cosmetics users regarding the 

importance of the sub-components of a Brand-Related Factors Influencing the Purchase of 

Skincare Cosmetics Products namely, Well-known Reputation of the Brand, Brand Name, 

Brand Symbol, Brand Colour & Characters and Ease of Pronunciation of Brand Name. The 

Findings indicate that Well-known Reputation of the Brand is the most important of the Five 

Brand Related Factors According to the Perception of All the Women Respondents of the 

Sample, followed by Brand Name, Brand Colors and Characters, Brand Symbol and Ease of 

Pronunciation of Brand Name respectively. Based on the findings, the paper also suggests 

various marketing strategies to marketers of skincare cosmetics to ensure a strong loyalty base. 

Keywords: Well-known Reputation of the Brand, Brand Name, Brand Symbol, Brand Colour 

& Characters, Ease of Pronunciation of Brand Name 



1. INTRODUCTION: 

In the modern marketing environment consumers are becoming more and more demanding since the market is 

glutted with endless products and countless brands and offering them rich choices. In pursuit of achieving the 

best possible value for their money, modern day consumers are gradually becoming quite choosy about 

products/services on the basis of their intrinsic value. Gone are the days of the marketers with the placid 

assumption that a market once won is theirs'. In view of the same, marketers of today frantically search 

strategies to maintain a set of consumers who are loyal to the products/services that they are offering for sale. 

This phenomenon is particularly significant for the low priced, daily use, non durable products which are 

purchased repeatedly by the consumers at frequent intervals popularly termed as fast moving consumer goods 

(FMCGs). The purchase behaviour of the consumers for such products is of special interest to the marketer 

since these items are purchased repeatedly and it is this purchase that results in generating volumes and profits. 

A number of research studies are, indicative to the fact consumers in general are found to be quite loyal to the 

brands of frequently purchased items. Brand loyal consumers as a matter of fact, provide the basis for a stable 

and growing market share of a company. Therefore, interest of marketers hover around the ways and means to 

develop and sustain brand allegiance for their products and services. However, retaining customers in a highly 

competitive and volatile market place is indeed a difficult proposition. 

The consumer generally becomes loyal to a brand, which is closest to his/ her thoughts and beliefs. They are 

bound to change over time (especially from generation to generation) and the brand which is flexible enough to 

adapt their changes with an add on to its personality lives the longest. 

From the consumer point of view, once the consumer feels satisfied at the post purchase level, they cling on to 

those particular brands of products and services. In other words, if the experience with a product or services at 

the post purchase level is found rewarding, the consumer response is most likely to result in a testimonial to 

others as well as a possible repurchase in case the need arises for the same, as a part of positive confirmation at 

the post purchase level of consumer decision process, such a behaviour is termed as brand loyalty. Basically, 

brand loyalty symbolises the positive attitude created in the minds of the consumers towards a particular brand 

of product/service leading to the repeated purchase and recommending the same brand to others. Brand loyalty 

is undoubtedly one of the most important and interesting aspects of consumer behaviour. This also is a crucial 

area of exploration for the marketers for their survival and growth in a competitive environment. Almost all 

marketing strategy decisions are inextricably related directly or indirectly with the level of brand loyalty. 

Marketers are therefore, increasingly interested to probe deep into the inner world of consumers by examining 

the most plausible factors leading to brand loyalty so as to develop successful marketing strategies in highly 

competitive environment. 

2. THE BACKDROP: 

2.1. Brand Loyalty: 

The most cited definition of brand loyalty is probably the one given by Jacoby and Olson (1970): “The biased, 

behavioral response expressed over time, by some decision-making unit, with respect to one or more alternative 

brands out of a set of such brands, and is a function of psychological processes”. Selling to brand loyal 

customers is less costly than converting new customers. Loyalty reduces the sensitivity of consumers to 

marketplace offerings, which gives the company time to respond to competitive moves (Aaker,1991). In 

addition, brand loyal customers are less price sensitive). Due to all of these factors, managers must realize the 

importance of brand loyalty and give it sufficient consideration in their decisions. 

Brand Loyalty is in fact recognized as an asset and consumers are willing to pay more for a brand. Well 

established brand names continue to contribute investment and time in upholding Brand Identity, preserving Brand 

Loyalty and developing new product lines so as to occupy more market share. Marketing managers realize the 

rising trends of Brand Switching and recognize Customer Retention as an easier and more reliable source of 

superior performance. Therefore it is important for marketers to acquire more knowledge in Brand Loyalty. 

2.2. Cosmetics: 

Any of the several preparations (excluding soap) applied to the human body for beautifying, preserving or 

altering one’s appearance or for cleansing, colouring, conditioning or protecting the skin, hair, nails, lips, eyes 

or teeth are included in Cosmetics and are commonly termed as `Cosmetics and Toiletries.’ 



2.3. Rationale of the Study: 

Favorable Demographics for growth of Cosmetics sector vis- a vis increasing competition due to Globalization 

– the underlying reasons for companies to consider Brand Loyalty as a valuable asset in retaining existing 

consumers and attracting Brand Switchers. 

 

 

Demography of India -The population of India as per the 2001 census stood at over One Billion comprising 

of 531 million males and 496 million females. Also 3/4 th s of India’s male population and a little more than 

half of the female population are now literate. During 1991- 2001 , Literacy rates improved drastically from 

52.01% in 1991 to 65.38% in 2001; thus showing an improvement of more than 13 % points The more 

glaring aspect of improving literacy rate is the significant rise of 14.87% in the female literacy rate which is 

more than the increase of the male literacy rate, which has increased by 11.72%. 

Women and the Cosmetics Connection- Increasing women workforce - the reason behind the Cosmetics 

Boom in India. Again the growing number of women in white –collar jobs and their growing taste for 

sophistication has propelled India to become one of the fastest growing markets for cosmetics & toiletries 

in the world according to a study released by the global consulting and research firm Kline and Company. 

The Indian women entering the workforce are placing greater emphasis on personal appearance and 

spending more to look their best. 

Thus on the one hand, the favourable demographics of India as a whole including her various states pose a 

unique opportunity for global cosmetics giants as well as domestic companies to generate additional revenues 

through sales in India , on the other hand, the increasing competition in the Indian Cosmetics Industry due to 

the entry of foreign multinationals post 2005, has posed a tremendous threat to the players in the Cosmetics & 

Toiletries industry by making the Indian market an extremely challenging and a dynamic one. 

It is in this backdrop that the researcher has tried to underline the significance of the concept of `Brand 

Loyalty’ as a valuable asset at to disposal of various companies in the field and to analyse its role of helping to 

retain existing customers, as selling to brand loyal consumers is far less costly than attracting new consumers. 

Thus, Brand Loyalty is a reflection of Brand Equity, which, for many businesses is the largest single asset. 

In this paper, an attempt has been made to analyse the perception of women skincare cosmetics users regarding 

the importance of the sub-components of a Brand-Related Factor Influencing the Purchase of Skincare 

Cosmetics Products namely, Well-known Reputation of the Brand, Brand Name, Brand Symbol, Brand Colour 

& Characters and Ease of Pronunciation of Brand Name. 

3. RESEARCH METHODOLOGY: 

3.1 Objectives of the Study: 

The objective of the study is to find out the perception of women skincare cosmetics users regarding the 

importance of the sub-components of a Brand-Related Factor Influencing the Purchase of Skincare Cosmetics 

Products namely, Well-known Reputation of the Brand, Brand Name, Brand Symbol, Brand Colour & 

Characters and Ease of Pronunciation of Brand Name. 

3.2. Nature of Study and Type of Data: 

Exploratory Primary as well as Secondary data is collected. 

3.3. Data Collection Method: 

Self Administered Structured Questionnaire containing Ranking type, Multiple Choice and Dichotomous 

Questions and Interview. 

3.4. Sample Design: 

The Population of the study was Women Skincare Cosmetics Users above the age of 18 yrs. in the Four Major 

Cities of the State of Gujarat, namely, Ahmedabad, Surat, Vadodara and Rajkot . The Sample size was 800 

respondents, 200 each from the four major cities stated earlier. Non Probability based Convenience 

Sampling Method was used. 

3.5. Statistical Tools Used: 

Simple Percentage and Average ranking methods were calculated with the help of SPSS 

3.6. Survey Period: 

Dec 2010 to June 2011 



4. ANALYSIS AND INTERPRETATION OF DATA: 

4.1 Important Factors That Influence the Purchase Skincare Products by Women: 

The Researcher tried to find out the perception of women skincare cosmetics consumers regarding the Factors 

that Influence the Purchase of Skincare Cosmetics Products in earlier researches, wherein, first, the Brand 

Loyals and Switchers were identified from amongst the total respondents through a dichotomous question: 

whether they are loyal to any particular or a set of brands and thereafter, Six Factors that are likely to influence 

the Purchase of Skincare Cosmetics Products by the respondents based on literature review, namely, Brand 

Name, Product Quality, Price of the Products offered by the Brand, Brand Promotion, Brand Distribution and 

Packaging and Labeling of the Brand were put forth before the respondents with a request to rank then from 1to 

6 in order of their importance in Questionnaire. The findings indicate that Among the Important Factors that 

Influence the purchase of Skin care Cosmetics, Product Quality was considered by all the Women Respondents 

(Both Brand Loyals and Switchers) as the Most Important Factor, followed by Brand Name and Price of the 

Branded Products as the Second and Third Most Important Factors affecting the purchase of skincare cosmetics 

respectively. The Sample provided the highest ranking to these three factors. Other Factors namely, Distribution 

of the Brand, Brand Promotion and Packaging and Labeling of the Branded Products played only a Secondary 

role in enticing the brand choice behavior of the sample. 

4.2 Analysis of the Relative Importance of Brand –Related Factors Affecting the Purchase of Skin 

Care Cosmetics: 

In this paper, the Researcher has tried to find out the perception of women skincare cosmetics consumers 

regarding the importance of the sub-components of each of the Major Factors Affecting the purchase of 

skincare cosmetics namely, Brand Name, Product Quality, Price, Promotion, Distribution and Packaging and 

Labeling of the Brand. 

For the said purpose, The Most important factor Product Quality was sub-divided into two namely: The Match 

between Product and Consumer Skin-Type and The Availability of a Wide Selection of Products under the 

Same Umbrella Brand and termed as ‘Quality Related Factors’. 

The second major factor Brand Name was sub divided into five factors like Well known Reputation of the 

Brand, Brand Name, Brand Symbol, Brand Colour and Characters and Ease of Pronunciation of Brand Name 

and titled ‘Brand Related Factors’. 

The third major factor Price of the Branded Products was sub-categorized into two Factors namely, Reasonable 

Price of the Brand and Availability of Special Discounts on the Brand and labeled as ‘Price Related Factors’. 

The fourth major factor was sub categorized into two factors namely, Wide Availability of the Brand in Stores 

and Sufficient Number of Brand Outlets and termed as ‘Distribution Related Factors’ and finally, 

The fifth major factor affecting the purchase of skincare cosmetics by women Brand Promotion was subdivided 

into three sub-factors viz. Brand Advertisements, Specific Promotions of the Brand and Knowledge and 

Training of the Store’s Sales Staff about the Brand and termed as ‘Promotion Related Factors’. 

The Sixth and final factor Packaging and Labeling of the Brand was divided into four sub-factors viz. 

Promotion on Packaging, Options of Various Types of Packaging offered by the Brand, Clear Instructions on 

the Brand Packages regarding Product Application and Specific Promotions of the Brand and titled: ‘Packaging 

Related Factors’. 

The researcher tried to analyse the relative significance of each of these sub-factors as compared to the others in 

the same category in order to find out which of these sub-factors are the most important and which ones the 

least important according the perception of women skincare cosmetics buyers. The results of the analysis will 

be instrumental in providing important clues to the Marketers in formulating their Brand Management Plans 

and Strategies. 

In this paper, only the Brand Related factors have been analyzed for their relative significance For the said 

purpose, Five Brand Related Factors, namely, Well-known Reputation of the Brand, Brand Name, Brand 

Symbol, Brand Colour & Characters and Ease of Pronunciation of Brand Name were put forth before the 

respondents with a request to rank them from 1 to 5 in order of Importance. The responses received from the 

subjects in this connection are shown in table below. 



Sr. no of 

Factors 

TABLE1. RANKINGS OF BRAND RELATED FACTORS AFFECTING THE 

PURCHASE OF SKINCARE PRODUCTS BY WOMEN RESPONDENTS 

No. of Respondents giving ranks 1 to 5 

Loyals Switchers Total 

Q.5.2 .a 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 

1 331 292 180 80 70 134 116 60 60 10 465 408 240 140 96 

2 170 520 267 148 75 74 216 111 24 20 244 736 378 172 95 

3 15 158 522 948 330 10 76 252 332 70 25 234 774 1280 400 

4 39 136 606 864 230 8 44 228 412 100 47 180 834 1276 330 

5 16 40 144 236 2140 3 12 39 80 935 19 52 183 316 3075 

Source: Primary Data from Survey 

On the basis of the responses received another table 2 was prepared for analysis and inferences. For this 

purpose, average rank values were calculated for each of Five Factor included in category of Brand Related 

Factors in the questionnaire by dividing the total rank values of the Factor by the number of Women 

respondents giving the ranks to arrive at the Final ranks. These final ranks were calculated for All the women 

respondents as also for Brand Loyals and Brand Switchers separately for every Factor affecting the purchase of 

Skincare Cosmetics. 

TABLE2. TOTAL VALUES AND AVERAGE VALUES OF THE RANKS AND THE FINAL 

RANKS OF THE BRAND RELATED FACTORS AFFECTING THE PURCHASE OF 

SKINCARE PRODUCTS OF WOMEN AND THE DIFFERENCES THEREIN 

Sr. No. BRAND LOYALS BRAND SWITCHERS ALL RESPONDENTS 

of 

Factors 

Total Average 

Value 

Final 

Rank 

Total Average 

Value 

Final 

Rank 

Total Average 

Value 

Final 

Rank 

1 953 1.67 1 380 1.66 1 1349 1.69 1 

2 1180 2.07 2 445 1.94 2 1625 2.03 2 

3 1973 3.46 4 740 3.23 3 2713 3.39 4 

4 1875 3.28 3 792 3.46 4 2667 3.33 3 

5 2576 4.51 5 1069 4.67 5 3645 4.57 5 

Source: Primary Data from Survey 

5. FINDINGS: 

The Table 2 above shows that the order of importance of the Five Brand Related Factors According to the 

Perception of All the Women Respondents of the Sample is as follows: 

 

 

 

 

 

Rank 1. Well-known Reputation of the Brand 

Rank 2. Brand Name, 

Rank 3. Brand Colors and Characters 

Rank 4. Brand Symbol and 

Rank 5. Ease of Pronunciation of Brand Name 

As far as the Brand Loyals and the Brand Switchers are concerned, The Ranks given by the Brand Loyals are 

the same as those of All the Respondents taken together. And The Brand Switchers differ from the rest of the 

categories only in case of Ranks 3 and 4. Thus whereas Total Respondents’ and Brand Loyals’ Perceptions 

regarding the order of importance of the Brand Related Factors are the same, The Brand Switchers differ from 

them in that they believe ‘Brand Symbol’ to be a more important factor as compared to Brand Colors and 

Characters whereas the other two categories perceive ‘Brand Colours and Characters’ as more important as 

compared to Brand Symbol. 



6. LIMITATIONS OF THE STUDY: 

The researcher is very much aware of the following limitations of the study: 

1. The specific Limitation of this study has been the non-inclusion of Rural Respondents and respondents of 

cities other than the four most populous ones, due to time constraints. 

2. Again this study is limited to the State of Gujarat so the generalization of conclusions of the study may 

therefore not have universal applicability. 

3. Admittedly, consumer behavior is product and very often situation specific. It may vary from one product 

to another or even differ for the same product from one user to another. Therefore, general applicability 

of the inferences and conclusions of a consumer behavior study like the present one cannot be claimed. 


The success of most businesses depends on their ability to create and maintain customer loyalty. Companies 

have realized that selling to brand loyal customers is less costly than converting new customers. Brand Loyalty 

provides companies with strong, competitive weapons. It provides predictability and security of demand for the 

firm and it creates barriers to entry that make it difficult for other firms to enter the market. Loyalty can also 

translate into customer willingness to pay a higher price – often 20-25%more than competing brands. Perhaps 

the most distinctive skill of professional marketers is the ability to create, maintain, enhance and protect brands. 

Thus the key lies in devising an effective Brand Management System including well thought of Branding 

Strategies that ensure Enduring Brand Loyalty. The study aimed to find out the perception of women skincare 

cosmetics users regarding the importance of the sub-components of a Brand-Related Factors Influencing the 

Purchase of Skincare Cosmetics Products namely, Well-known Reputation of the Brand, Brand Name, Brand 

Symbol, Brand Colour & Characters and Ease of Pronunciation of Brand Name. The Findings indicate that 

Well-known Reputation of the Brand is the most important of the Five Brand Related Factors According to the 

Perception of All the Women Respondents of the Sample, followed by Brand Name, Brand Colors and 

Characters, Brand Symbol and Ease of Pronunciation of Brand Name in that order of importance. 

As far as the Brand Loyals and the Brand Switchers are concerned, The Ranks given by the Brand Loyals are 

the same as those of All the Respondents taken together. And The Brand Switchers differ from the rest of the 

categories only in case of Ranks 3 and 4 . Thus whereas Total Respondents’ and Brand Loyals’ Perceptions 

regarding the order of importance of the Brand Related Factors are the same, The Brand Switchers differ from 

them in that they believe ‘Brand Symbol’ to be a more important factor as compared to Brand Colors and 

Characters whereas the other two categories perceive ‘Brand Colours and Characters’ as more important as 

compared to Brand Symbol. 

8. STRATEGY SUGGESTIONS: 

The present study elucidates the following suggestions for the marketers: Companies should pursue the 

following product oriented strategies to ensure a loyal customer base since there is significant relationship of all 

these with a woman’s brand loyalty for her favorite brand, according to other research studies. 

Concerning Brand Name related factors- Build Brand Equity by creating the right brand knowledge 

structures with the right customers: 

Since Brand Loyals value Brand Name, Product Quality, Effective Distribution and Packaging and Labeling of 

the Brand more as compared to Switchers, as per similar studies done in the area, Companies aiming at 

securing greater brand loyalties of their customers should focus on building brand equity by creating the right 

brand knowledge structures with the right customers. This process depends on all brand related contacts – 

namely, the initial choices of the brand elements or identities making up the brand (brand names, logos, 

symbols, characters, spokespeople, slogans, jingles, packages, and signage), the product and all accompanying 

marketing and supporting marketing programs i.e. the Brand which customers can relate to, supported by inhouse 

research and development efforts, a wide manufacturing base to ensure adequate output as per demand, 

extensive distribution reach with a sufficiently large number of sales outlets, an effective brand logo with 

functionally and aesthetically designed packaging and effective promotion through mass media. All these 



factors together contribute to the development of a strong brand and thereby enhance the brand image so that 

customers can rely on them all the time for the best, the newest and the most price effective, etc. 

Companies should focus their energies on building a Strong Reputation in the market place so that the brand 

image can be enhanced in the customer’s mind and the Brand Name should be Easy to Pronounce as well. 

The successes of most businesses depend on their ability to create and maintain customer loyalty. Companies 

have realized that selling to brand loyal customers is less costly than attracting new customers. Brand Loyalty 

provides companies strong and competitive weapons to fight with competitors in the market place. The concept 

of brand loyalty is so important that managers must give it sufficient consideration before they plan and 

implement their marketing strategies. 

The Cosmetics sector is a very dynamic sector in India. Indian women are introduced to all of the new and 

existing products of well-known brands in the market just like other consumers elsewhere in the world. However, 

the Indian market has a special significance. Compared to other countries in the region except China, India has a 

huge population, nearly half of which is made up of women. The availability of such a big target market and the 

increasing demand for cosmetics products make India an interesting potential market for global and multinational 

as well as domestic companies. Companies invest a lot of money in the Indian market to find out as much as they 

can about the characteristics of their consumers. A major goal of the marketing function is to be able to satisfy the 

needs and wants of their target markets more effectively and efficiently than competitors. Hence the researcher 

hopes that the information provided in this study will assist companies already existing in or planning to enter the 

Indian market, in shaping their marketing strategies and serving their customers better. 

9. RESEARCH ASPECTS: 

This is an exploratory study of Buying Behaviour in the Skincare Cosmetics sector in the state of Gujarat. The 

researcher feels that since this particular study was restricted only to the Urban population of Gujarat, further 

work is need to be undertaken in the Rural areas of the state to find out the differences if any, in the results. 

Even other states can be explored for Buying Behavioral studies. 

10. REFERENCES: 

BOOKS: 

1. Darren George and Mallery Paul. (2009) SPSS for Windows 8 th Ed., Pearson Education, 

2. East Robert, Wright Malcom, Vanhuele Marc. (2009) Consumer Behaviour, Applications In Marketing, 

Sage Publications India Pvt. Ltd, New Delhi, 

3. Exter Thomas. (1986) "Looking for Brand Loyalty". American Demographics, April, 1986 pp 33 

4. Jacoby Jacob and Chestnut Robert .W.(1978) “Brand Loyalty Measurement and Management”, New 

York, John Wiley Sons .pp1-5 

5. Kothari C.R. (2000 ) “Research Methodology”, Wishwa Prakashan, New Delhi,. p 163. 

6. Kotler Philip, Keller Kevin, Koshy Abraham and Jha Mithiliweshwar. (2009.) Marketing Management, A 

South Asian Perspective, Pearson Education 

7. Mc. Ewen, William.J.(2005) Married to a Brand, A23+A21 Gallup Press 

8. Nair Suja R.( 2008)Consumer Behaviour and Marketing Research, Himalaya Publishing House 

9. Passikoff Robert. (2006) Perdicting Market Success. Jhon Wiley & Sona, Inc. 

10. Ramaswamy, V.S., and Namakumari. (1995) S., Marketing Management, McMillan India Ltd., 

NewDelhi, p 220 

11. Reichheld Frederick F.( 2001.) The Loyalty Effect, Harvard Business School Press, Boston 

12. Stanton, W.J. (1994) Etzel, M.J., Walker, B.J., Fundamentals of Marketing, McGraw Hill Inc., Tenth 

Edition, Singapore , p 262 

13. Zikmud, W. and D' Amico.(1984) M., Marketing, John Wiley and Sons, New York, p 243 

ARTICLES: 

1. Cunnigham, R.M.( 1961) "Consumer Loyalty to Store and Brand", Harvard Business Review, Vol. 

39.November/December. 1961 

2. Elif Akagun, Handan Ozdemir and Neruettin Parilti. (2005) “Brand Loyalty in the Cosmetics Industry: 

Afield study on Turkish women’s Brand Loyalty among Cosmetics Products”, Journal of Business and 

Economics Research 



3. Gilmore, F.(2000.) (Ed.) Brand Warriors, as cited in The Economic Times, December 19 

JOURNALS AND MAGAZINES: 

1. Harvard Business Review on Brand Management (1999)Harvard Business School Press, Boston, 

2. Loudon, D.L., and Bitta, A.J.D.(1985)Consumer Behaviour Concepts and Applications, McGrawHill 

Book Co, Singapore 

3. Mandell, M.I., and Rosenberg, L.J.(1983) Marketing, Prentice Hall of India Pvt., Ltd., New Delhi p151 

4. Mei-mei Lau, Man-tsum Chang, Ka-leung –Moon and Wing-sun Liu, The Brand/ Loyalty of Sportswear 

in Hong Kong. 

5. Mehta, S., Brand Valuation: A Perspective, Brand Power, The Economic Times, 17th August, 1984 

6. Mitterstaedt, R. (1959) "A Dissonance Approach to Repeat Purchasing Behaviour", Journal of Marketing 

Research, Vol. VI, November, pp 444-446 

7. Nabi. M.K., and Raut, K.C.(1998) "Brand Loyalty Behaviour of Colour TV Owners", Indian 

Management, Vol. 37, September, pp 51-55 

8. Nair Vinith Kumar and Pillai Prakash R.(2007) “A Study on Purchase Pattern of Cosmetics among 

Consumers in Kerala’, International Marketing Conference on Marketing & Society, 8-10 April, p 582 

9. Newman, J.W., and Webal, R.A.(1973) "Multivariate Analysis of Brand loyalty for Major House Hold 

Appliances", Journal of Marketing Research, Vol. X, November 

10. Norstorm, R.D., and Swan, J.E. (1976) "Does a Change in Customer Loyalty Occur when a New Car 

Agency is Sold", Journal of Marketing Research, Vol.XXII, May, , pp 173-177 

11. Panigrahi Rajeshwari and Raut Kishore Chandra. (2006) “Consumer and Brand Loyalty”, Sonali 

Publications, New Delhi. pp 26-28 

12. Pessenier, E.A. (1959) "A New way to Determine Buying Decisions", Journal of Marketing Vol. 

24,October, pp 41-46 

13. Raj S.P. (1985) "Striking a Balance Between Brand 'Popularity' and Brand Loyalty", Journal of 

Marketing .49, Winter, pp 53-59 

E-RESOURSES: 

1. http://www.cosmeticsandtoiletries.com 

2. http://www.datamonitor.com 

3. http://www.euromonitor.com 

4. http://www.gcimagazine.com 

5. http://www.censusofindia.gov/2001 

---- 



AN EMPIRICAL ANALYSIS OF MARKETING AS A 

STRATEGIC TOOL IN INDIAN BANKING INDUSTRY 

DR. SHAILENDRA K. CHATURVEDI, 

Professor and Director, 

Naraina Group of Institutions, 

Kanpur,India 

MANISH KUMAR SRIVASTAVA, 


Sri R.M. College of Engineering and Management, 

Lucknow- India 

ABSTRACT 

Marketing has lately entered the banking industry not in the form of marketing concept, but in 

the forms of advertising and promotion concept .It has been realized that marketing transcends 

advertising and friendliness. Gradually, bankers have come out of the ivory towers and reached 

out to the masses. Now banking has become a personalized service oriented industry. The 

marketing concept involves identifying the customer’s needs and wants, reciprocating through 

designing and delivering customer oriented service and satisfying them effectively and 

efficiently. To bring about the change, many public sector banks have improved their service 

quality to keep their old customers and attract more new ones. The major objective of this paper 

is to determine the marketing strategies adopted by the banks, to examine how selected banks 

used marketing strategies as a tool to survive in the current financial market and also to 

determine the effectiveness of their service quality with respect to customer satisfaction. The 

study was based on primary and secondary data collected from selected banks, customers and 

other sources. Also a statistical analysis is done to analyze the satisfaction level of bank 

customers with respect to service quality. The study is conducted in Lucknow where almost all 

known banks have their branches. The finding of the study suggests that marketing is a major 

tool which is applied by banks to achieve the success and it plays dominant role in formulating 

strategies. It is also concluded that through effective marketing innovation and creativity, banks 

can improve their businesses. 

Keywords: Service Quality, Customer Satisfaction, Marketing Mix of Services, Competitive 

Advantage, Management and Customer Perception 



INTRODUCTION: 

Indian Banking System has observed a great change after financial sector reform of 1991. In addition to various 

nationalized bank, many private bank was newly founded or created by previously extant financial institution. 

Country has also observed the entry of over two dozen foreign banks since beginning of financial reforms. 

Because of the increased competition, banks have started not only operating more effectively and efficiently, 

but also adopting many innovative and creative marketing to survive in the market. These can be easily 

observed in the case of Indian Nationalized Banks during the last decade. 

In response to new technology oriented and customer oriented global market the banks have increased the use 

of advance technology as well as there innovative effects (Zahra & Cobin,1993). Innovation leads to 

competitive advantage and it can change the competitive balance in mature markets (Brown, 1992). The most 

recent and changed delivery channel in the banking sector is electronic banking. It is the described as the 

provision of the information or services by a bank to its customer via Internet, computer or television. Now a 

days in a more developed way on line banking provides the customer with the opportunity to gain access to 

their accounts and execute transactions or buy product online (Daniel 1999). 

Indian commercial banks are now dealing with extreme challenges in the current competitive environment 

because the changes and new services have become the basis of marketing and, to face those challenges, banks 

started to adopt the concept of marketing. Marketing views business as a customer satisfying process. It 

emphasizes on identification of customer need and market opportunity. Its main aim is to convert customer needs 

into products or services (Drucker and Levitt, 1980). In banking sector marketing involves in creating new 

services, delivering quality services to the customer and promoting those services and also, delivering services in 

such a manner so that there is no difference between customer’s expectation of services and customer’s perception 

of delivered services. This difference or gap is the reason for customer dissatisfaction (Parasuraman, Zethimyl, 

Berry, 1998). Zero gaps help to create customer satisfaction and loyalty. Hence marketing has become a key 

concept adopted by Indian Banking Sector to survive in the current market scenario and to become excel. It also 

helps to analyze the satisfaction level of banking customers with respect to service quality. 

LITERATURE REVIEW: 

Competitive advantage is an organization’s ability to perform in the way that competitors can not match (Kotler 

2000) and it is the strategy developed by marketing concept. The marketing mix incorporates namely product, 

price, place and promotion (Mc Carthy, 1978). In the case of service three more elements that is people, process 

and physical evidence are added in the above list. The seller’s 4 Ps correspond to the customer’s 4 Cs, product 

corresponds with customer needs and wants, price responds with cost to the customer, place responds with 

convenience and promotion corresponds with communication (Lauterborn, 1990). 

According to Service quality gap model by Parasuraman et al (1988), the customer evaluation of overall 

excellence of any service sector is termed as perceived service quality. Customer satisfaction based on the 

difference that what a customer expects from his services provider and what the actual service he receives from 

it. SERVQUAL is a well known model of questionnaire (Parasuraman et al, 1990) which deals with five service 

quality dimension; 

1. Tangibles 

2. Reliability 

3. Responsiveness 

4. Assurance 

5. Empathy 

The tangibles deal with availability of physical facilities equipments and personnel. Reliability is the ability of 

service provider to perform a service dependably and accurately. Responsiveness is to assist customers. 

Assurance means customer can put their trust in service provider’s employees, and empathy is individualized 

care and attention. 

The applicability of SERVQUAL in banking sector has provided various results. SERVQUAL application in 

Cyprus Banking Industry has identified three dimensions influencing the service quality (Arasli et al, 2005). 

Use of SERVQUAL in Chinese Banking Sector have revealed six dimension of service quality that is tangibles, 

reliability, responsiveness, assurance, empathy – 1 (needs understanding) and empathy – 2 (Convenient 

Operating Hours), (Lam, 2002). The quality of service plays a dominant role in satisfying a customer. Previous 



studies also found that perceived service quality has positive effect on satisfaction of customers in four service 

sector i.e. dry-cleaning, fast food, pest control and banking (Cronin & Taylor, 1992). 

OBJECTIVES: 

 

 

 

The major objective of this paper is to determine the marketing strategies adopted by the banks, to 

examine how selected banks used marketing strategies as a tool to survive in the current financial market. 

(Different banks are using different marketing strategies to sustain the competition. It has changed the 

way the consumers are served in the present era. Now, the bank products are more consumer-oriented. 

Private Banks, foreign banks and public sector banks have realized that now consumers have become 

more aware and some of them are actually aware of what they actually need.) 

To determine the effectiveness of their service quality with respect to customer satisfaction. (Service 

quality and customer satisfaction are interrelated term because service providers are themselves services 

in many cases and it is only service quality which leads to customer retention.) 

To find out gap between actual and perceived services rendered by banks in dimensions of service quality 

[RATER] based on SERVQUAL model analysis. 


This research is a kind of descriptive marketing research. Marketing research is "the process or set of 

processes that links the consumers, customers, and end users to the marketer through information — 

information used to identify and define marketing opportunities and problems; generate, refine, and evaluate 

marketing actions; monitor marketing performance; and improve understanding of marketing as a process. 

Marketing research specifies the information required to address these issues, designs the method for collecting 

information, manages and implements the data collection process, analyzes the results, and communicates the 

findings and their implications."(American Marketing Association, 2007) 

The primary data is collected through developing and administering a well-structured questionnaire which 

contains the questions to check customers’ satisfaction level apart from original SERVQUAL. It is based on the 

7-point Likert scale. 

The survey is confined to Lucknow, U.P. as Lucknow is one of the fastest growing state capital city having 

approximately 500 branches of different public sector, private sector and foreign banks. 

The sample size is of 120 customers and it comprises existing customers of selected banks namely State Bank 

Of India, Punjab National Bank, Bank Of India, Allahabad Bank, HDFC Bank, Axis Bank, ICICI Bank, IDBI 

Bank, HSBC Bank, City Bank. The questionnaire was distributed to 120 customers, out of which 10 were found 

invalid so 110 were found fit for research so the effective sample size is 110. 

The in-depth interviews of senior employees (10) of different banks are conducted to know about their 

marketing strategies and how they are different from other banks. 

The non-probability sampling is used and convenience sampling is adopted to select the sample from the entire 

population of customers of different banks. 

The pilot survey has been conducted on the sample size of 20 customers of different banks to check the 

effectiveness of questionnaire after which the questionnaire has been modified and administered on the actual 

sample. The Cronbach’s Alpha test has been administered on the questionnaire to check its reliability. 

The secondary data is gleaned through different sources like RBI report on banking, internet, journals, 

magazines, research papers (mentioned in the bibliography part later on). 

FINDINGS AND ANALYSIS: 

Exhibit 1 shows the financial position of banks operating in India as given in the report of Reserve Bank of 

India on trend and progress of banking (2012) 

Exhibit 2 shows the various numbers of complaints recorded in the year 2011 – 12 at different banks in India. 

As we know that satisfaction leads to customer loyalty so addressing these complaints effectively and 

efficiently is very important. 

Exhibit 3 shows the gap model given by Parasuraman et al. It is the basis for the present research. The figure in 

the exhibit 3 shows that there are gaps between customer expectation of services and perception of service 

received. Gap 1 is the difference between expectation and understanding of the company. Gap 2 is difference 

between understanding and setting quality standard of service. Gap 3 is difference between quality standard and 



delivery. Gap 4 is difference between delivery and customer’s perception. In the figure gap 5 is shown which 

the combination of all the above mentioned gaps is. 

Exhibit 4 shows the respondent details. Out of 110 respondents 80 (72.72%) were males and 30 (27.28%) females. 

Exhibit 5 shows the values of reliability test on the questionnaire based on SERVQUAL. Almost all the values 

in both categories are more the 0.7. It indicates that our questionnaire is reliable. 

Exhibit 6 shows perceived service quality and the gap between customer’s expectation and customer’s perception 

of received service. The mean score was calculated which showed that “Assurance” had the highest value in 

expectation with 4.9045 followed by “Empathy” and “Responsiveness” and similarly on the perception side 

“Empathy” had highest value with 4.8741 followed by “Responsiveness” and “Assurance”. A complete score is 

shown in exhibit 7. From the mean score the gap analysis was done which showed that “Assurance Gap” has 

the negative value with -0.1143 and second negative gap was “Responsiveness Gap” with -0.0197. The third 

negative gap was “Empathy gap”. All other gaps have positive values with highest being “Tangibles Gap” of 

0.0197, followed by “Reliability Gap”. The negative gap showed that customers are dissatisfied in particular 

dimensions and positive gap shows that the banking organizations are exceeding customer expectations. 

MARKETING STRATEGIES ADOPTED BY BANKS: 

Major marketing strategies which are recently adopted by banks are given as 

 

 

 

 

 

 

 

 

 

 

 

 

 

Mobile Banking: With the increase of mobile phone users banks have started providing their services on cell 

phones in collaboration with various telecom services. For examples money transfer, information services. 

Technology in Banking: They are now applying modern technology in their working procedure to make 

customer services fast and accurate. 

Marketing schemes and benefits for credit card users, i.e. benefits of fuel purchasers or super market purchasers. 

Banks have made national electronic fund transfer more secure and speedy. 

Collaborations with different bodies to pursue various loans schemes. For example nationalized banks 

with housing development organizations for home loans. 

Twenty four hours banking: Some of the public and private sector banks offer 24 hour banking at their 

branches located at strategic places like airport. 

ICICI has gone a step further. It has started on localizing the cards. it provides big bazaar cards to the 

customer staying in the area where big bazaar situated. 

Wealth management : It include all financial services (banking, investment, tax management, legal 

solutions and transmission of wealth to the next generation) 

Banks have become one – stop – shop for selling products such as mutual funds, insurance, RBI bonds 

payments of utility bills, equity trading. City bank has developed a help line that offers support services. 

Quasi Banks: ATMs are behaving as quasi banks as they offer value added services. Increase in the 

number of ATM in India can be easily observed through a report of RBI on Trends and Progress of 

Banking in India, 2012.(Exhibit 8) According to the report total number of ATMs in India is given as: 

Public sector banks- 58,193 

Private sector banks- 36079 

Foreign banks – 1414 

Mobile ATM: Any ATM card of any bank can be used in any ATM which enables easy accessibility and 

convenience. Any where banking has been materialized through mobile ATM. 

For showing social faces City Bank made tie up with CRY and WWF (world wide fund). SBI with cancer 

patient aids association and national association for the blinds. 

Banking sectors have become more customers oriented. They believe that every customer is different 

hence should be treated differently in a specialized and customized way. They have adopted the concept 

of niche marketing. They create different financial products and services for different segments of 

customers. Thus, in a way, they are applying the concept of relationship marketing. 

CONCLUSION: 

Indian commercial banks are becoming more customer oriented and for that, they are applying various 

marketing strategies to become market leader and to develop competitive advantage and ultimately to maintain 



the permanent relationship with the customers. Public sector banks are facing tough competition from private 

banks as for as service quality is concerned. Banking industries are having high growth in India as compare to 

any other service industry. 

The study shows that Indian banks are exceeding customer expectation in two dimension i.e. tangibles and 

reliability. On the other hand, they are lagging behind in other three aspects i.e. responsiveness, assurance and 

empathy. So this area should be taken care of. It is mainly, because of, strong backbone of Indian economy 

system in the form of Reserve Bank of India who has a greater control over the activities of banks in India. 

LIMITATION AND FURTHER RESEARCH: 

This research has some limitations as the results shows the perceived service quality of customer of one city only. 

Both expectation and perception can be different for different population so the results cannot be generalized. The 

data can be collected from different cities to find the perceived service quality of the banking institutions. The 

data can also be collected from villages to find and improve the perceived service quality of banks. 

REFERENCES: 

1. Report on trends and progress of banks in India ,2011-2012, Reserve bank of India 

2. Prabhakar A.K.,Feroze,Nagadevera, IIMB(2012),Relative Efficiency of banks in India, AIMS 

nternational Journal of management, 6(2), Page 119-136 

3. Ashok, Rajesh(2009), Whether today’s customers are satisfied- a study with banks, Indian journal of 

marketing, page 56- 62 

4. Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality 

and Services Sciences, 1,172-98 

5. Arasli, H., Mehtap-Smadi, S. & Katircioglu, S.T. (2005). Customer service quality in the Greek Cypriot 

banking industry. Managing Service Quality,15, 41-56 

6. Cronin, J.J. and Taylor, S.A. (1992). Measuring service quality: a re-examination and extension. Journal 

of Marketing, 56, 55-68. 

7. Asad Ilyas,Hammad Nasir(2013), Assessing service quality of banks using Servqual Model, 

Interdisciplinary Journal OF Contemporary Research in Business VOL 4, NO 11, page 390-400 

8. Tooraj Sadeghi and Atefeh bemani,(2011), Assessing the Quality of Bank Services by Using the Gap 

Analysis Model, Asian Journal of Business Management Studies 2 (1): 14-23, 2011 

9. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring 

consumer perceptions of service quality. Journal of Retailing, 64, 12-40 

10. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual model of service quality and its 

implications for future research. Journal of Marketing, 49, 41-50. 

11. Nam, S. (2008). Service quality in retail banking. The Journal of American Academy of Business, 13, 

223-30 

12. Zhou, L. (2004. A dimension-specific analysis of performance-only measurement of service quality and 

satisfaction in China’s retail banking. Journal of Services Marketing, 18, 534-46 

13. Philip Kotler, Kevin keller(2007), Marketing management, Printice-hall India Private Ltd,New Delhi 

14. Borugadda Subaiah,(2012), Marketing strategies in Bank Products, International journal of 

multidisciplinary educational research,1(4), page 268-272 

15. Muslim, A., et al., 2008. Assessing the quality of bank services and determining the priorities and 

strategies for promoting them by using the gap analysis model International J. Islamic and Middel Eastern 

Finance and Management 1(3), page191-209. 

16. Tareq Quporsi, (2010),The role of marketing creativity and innovationin achieving competitive advantage 

for banks, International business management,4(2), page 53-56 

17. Dr Panchnatham N., Uma Rani TS,(2009), Creativity and innovation in marketing strategies of banks, 

Indian journal of marketing, Nov., page 57-62. 

18. Dr R K Uppal,(2010), Marketing of bank products: emerging challenge and new strategies, JMIJMR, 

page 35-42 



ANNEXURE: EXHIBIT 1: POSITION OF BANKS IN INDIA (AMOUNT IN BILLIONS) 

Banks Deposit Assets Advances Investment 

2010- 11 2011-12 2010- 11 2011-12 2010- 11 2011-12 2010- 11 2011-12 

Pub. Banks 18.4 14.4 19.2 14.1 22.3 17.4 9.0 12.6 

Pvt. Banks 21.9 17.1 21.1 20.0 26.1 21.2 19.2 24.6 

Old pvt. 14.9 19.6 41.9 21.4 19.8 24.6 11.0 18.0 

New pvt. 24.6 16.3 23.5 19.6 28.1 20.1 21.7 26.5` 

Foreign bank 3.7 5.1 12.8 18.8 19.8 17.6 3.9 21.1 

Source – RBI report on trends analysis of banking sector in India 2012 

EXHIBIT2: STATEMENT OF COMPLAINTS RECEIVED AT 

BANKING OMBUDSMANOFFICE (FOR THE PERIOD 2011-12) 

Number of Complaints in Major Categories 

Sr. 

No. 

Name of the bank 

Deposit 

Account 

Loans/ 

Advances 

General & 

Housing 

ATM/ 

Credit/ 

Pension 

Debit 

Cards 

Failure on 

Commitments 

made- 

BCSBI Code 

Non 

Observance 

of Fair 

Practices 

Code 

Non- 

Adherence 

to 

Instructions 

on DSA 

& Recovery 

Agents 

Total No. of 

Complaints 

Received 

Scheduled Commercial 

Banks 8,142 5,594 14,237 5,845 6,960 10,188 451 68,332 

Public Sector Banks 5,742 3,937 9,221 5,793 4,408 7,539 145 48,180 

Nationalised Banks** 3,135 2,086 3,223 1,975 2,443 3,379 58 22,326 

Allahabad Bank 95 62 75 104 121 181 2 964 

. Bank of Baroda 275 160 260 123 222 414 3 2,063 

. Bank of India 193 124 288 129 205 384 6 1,808 

Punjab National Bank 430 222 752 486 191 395 4 3,535 

IDBI Bank Limited 132 106 96 1 112 223 4 920 

State Bank Group 2,607 1,851 5,998 3,818 1,965 4,160 87 25,854 

State Bank of India 2,109 1,386 5,198 3,466 1,664 3,877 80 22,418 

Axis Bank Ltd. 316 170 549 8 197 350 15 2,404 

HDFC Bank Ltd. 531 336 1,153 8 804 603 77 4,976 

ICICI Bank Ltd. 571 376 1,211 22 559 762 105 4,771 

Indus Ind Bank Ltd. 69 13 62 – 48 80 10 440 

Source: RBI report on trends and progress of banking in India, 2011-12 

EXHIBIT 3: GAP RESEARCH MODEL OF PARASURAMAN ET AL 

Tangibles 

Reliability 

Responsiveness 

, 

Assurance 

Expectation 

Gap 5 

Perception 

Perceived 

Quality 

Services 

Empathy 



EXHIBIT 4: GENDER WISE DISTRIBUTION OF QUESTIONNAIRE ADMINISTERED 

(SOURCE: QUESTIONNAIRE) 

Valid 

Respondents 

Frequency 

Percent Valid Percent 

male 80 72.72 72.72 72.72 

female 30 27.28 27.28 100.0 

Total 110 100.0 100.0 

Cumulative 

Percent 

EXHIBIT 5: RELIABILITY TEST OF SERVQUAL DIMENSIONS 


Value of Cronbach’s alpha (α) 

Dimensions Expectation Perception 

Tangibles 0.786 0.790 

Reliability 0.791 0.802 

Responsiveness 0.809 0.802 

Assurance 0.824 0.814 

Empathy 0.876 0.872 

EXHIBIT 6: SERVICE GAP (SERVQUAL) RESEARCH ANALYSIS FOR QUALITY 


5 

4 

3 

2 

1 

0 

-1 

expectations 

perceptions 

gap 

EXHIBIT 7: MEAN SCORE AND QUALITY DIMENSIONS GAP SCORE 


Dimensions N Mean Score Gap score(P- E) 

Tangibles exp(E) 110 4.7552 

0.0157 

Per(P) 

4.7709 

Reliability exp(E) 110 4.6890 

0.0061 

Per(P) 

4.6951 

Responsiveness 

Exp(E) 

110 

4.8344 

-0.0197 

Per(P) 

4.8157 

Assurance exp(E) 110 4.9045 

-0.1143 

Per(P) 

4.7902 

Empathy exp(E) 

Per(P) 

110 4.8862 

4.8741 

-0.0121 



EXHIBIT 8: BRANCHES AND ATMS OF SCHEDULED COMMERCIAL BANKS 

(AS AT END-MARCH 2012) 

Branches 

ATMs 

Name of the Bank Rural Semi- Urban Metro- Total On-site Off-site Total 

2 

urban 

politan 

3 4 5 6 7 8 9 10 

Scheduled Commercial Banks 23,776 22,468 17,878 17,118 81,240 47,545 48,141 95,686 

Public Sector Banks 22,188 17,773 14,248 13,257 67,466 34,012 24,181 58,193 

Nationalised Banks 15,606 12,154 10,744 10,132 48,636 18,277 12,773 31,050 

Allahabad Bank 1,016 491 510 461 2,478 209 107 316 

Bank of India 1,466 1,040 676 724 3,906 860 820 1,680 

Punjab National Bank 2,176 1,281 1,039 844 5,340 3,059 2,950 6,009 

IDBI Bank Ltd. 91 239 358 274 962 795 747 1,542 

State Bank Group 6,582 5,619 3,504 3,125 18,830 15,735 11,408 27,143 

State Bank of India 5,250 3,956 2,442 2,214 13,862 12,198 9,943 22,141 

Branches 

ATMs 

Name of the Bank 

Rural Semi- Urban Metro- Total On-site Off-site Total 

urban 

Politian 

2 3 4 5 6 7 8 9 10 

Private Sector Banks 1,581 4,687 3,569 3,615 13,452 13,249 22,830 36,079 

Old Private Sector Banks 881 2,025 1,395 1,085 5,386 3,342 2,429 5,771 

New Private Sector Banks 700 2,662 2,174 2,530 8,066 9,907 20,401 30,308 

Axis Bank Ltd. 133 520 480 473 1,606 2,058 7,866 9,924 

HDFC Bank Ltd. 177 913 654 768 2,512 3,823 5,090 8,913 

ICICI Bank Ltd. 285 913 721 827 2,746 3,032 5,974 9,006 

IndusInd Bank Ltd. 36 97 139 131 403 347 345 692 

Foreign Banks 7 8 61 246 322 284 1130 1414 

Source: RBI report on trends and progress of banking in India, 2011-12 

EXHIBIT 9: THE RELATIONSHIP BETWEEN CUSTOMERS' EXPECTATIONS, 

SATISFACTION AND UNDERSTANDING FROM SERVICES QUALITY 

Customer’s Understanding of Ideal Services 

Services Quality Scales 

Expected Services 

Desired Services 

Services Quality Scales Appropriate Services Predicted Services 

Customer’s Understanding of Proper Services Service Understanding Satisfaction 

---- 



THE THEORIES ON THE ORIGIN OF LANGUAGE WITH 

SPECIAL REFERENCE TO DARWINIAN THEORY OF 

LANGUAGE EVOLUTION: A CRITICAL STUDY 

KOUSIK ADHIKARI, 

Research Scholar, 

NIT-India. 

ABSTRACT 

Language, the grandest epitome of human achievement, civilization and identity is an 

acknowledged subject matter itself throughout centuries across different cultures. In the recent 

years, it is being integrated and is being seen in newer lights of interdisciplinary studies 

background, revealing various newer precepts that were hitherto unknown or unrevealed. 

Philosophers, linguists, sociologists and scientists on the other hand have also tried to 

understand the very origin of language as different culture attest to various theories and there 

are numerous folk beliefs, conjectures and speculations regarding the origination of language. 

Modern studies in Linguistics also theorize these with several important dimensions, cultivating 

studies with the help of various subjects ranging from anthropology to computer science. The 

present study aims at a critical study in the nature of these theories with special reference to 

Darwinian Theory of language evolution as revealed in his On the Origin of Species and The 

Descent of Man, regarding the origin of language. 

Keywords: Language, Theory, Origin, Linguistics, Darwin. 



INTRODUCTION: 

Language as a matter of fact always has been and is still one of the most-pursuit and hotly-debated and also 

wildly-conjectured subjects for critical studies throughout ages. Language is also the most acknowledged 

feature of what makes human a human, a separate identity from the other species of the world. Homo sapiens 

sapiens or the human being is the only species who has a systematized communication system based on all the 

complexities and richness of a language. Of course it is true that some non-human can be taught some of the 

aspects of human language but it cannot be compared with even a child regarding the performance or enactment 

of it. Thus the faculty of human language is often regarded as the noblest gift of God, because none of the other 

species are endowed with this gift. By the sheer exercise of this gift, man has carved a specific niche of its own 

far above the other creatures of this earth. The exercise of it can make the air loaded with deep thoughts or even 

pricking words. Thus language can be veritably defined as a combination of the articulated sounds that are 

delivered by the aid of the faculty of speech and that produce the signs and symbols of all the phenomena of the 

existing world. These sounds, making sense is called the words. The importance of language will be very much 

clear if we just attempt to exclude it from the very arena of human civilization and the present daily existence, 

from its all marvelous epitomes, sciences, artifacts, knowledge etc. The language makes the mere clown a 

consummate artist in speech, nations immortal, writers, poets, philosophers divine in their thoughts and 

expressions, very much akin to the gods, only by the sheer exercise of the power of language. Actually no study 

can be credited with more rich results than this study of language and it is the most perfect study to unravel the 

history of human civilization than any others. Renan in his De L’ Origine du Langage aptly points it as an 

admirable poem on the history of all ages which is all the more true, regarding truth of the human existence. 

Likewise from the earliest ages of human civilization, language and the its origin has been one of the most hotly 

debated topic with so many discussions on the subject, resulting into a vast number of books, articles and 

treatises upon it. But only in the modern times, with the unprecedented advance of science and technology and 

vast number of accumulated data, it becomes easier to formularize a specific theoretical pattern on the subject. 

There have been mainly three patterns of theories regarding the origination of language and they are: 

1. That language is innate and organic. 

2. That language was the result of imitation and convention. 

3. That language was reveled or delivered. 

The belief that language is innate and organic is not a recent one. Actually it was also believed by the ancient 

people. They believe that language and the words have a kind of objective reality. The words are not only a sign 

of the thing intended by them, but it simultaneously express and symbolize something of its idea. The belief that 

language is innate led to this idea that if a child was completely secluded from any human contact, he would 

take the most primitive language of mankind. Actually this specific idea led to various kinds of experiments in 

the ancient ages. According to Herodotus, the famous Greek historian such one experiment was conducted some 

2500 years back by Psammetichus, the king of Egypt, who actually entrusted two new born babies to a shepherd 

with the specific order to let them suck a goat’s milk and to speak no words in their presence and to observe 

what word they would utter first. It was after two years, the shepherd reported the king that the first world that 

they utter is bekos. It was found that this word is from Phrygian language and this means bread and likewise it 

was inferred that Phrygian is the most primitive or original language and they were the most ancient people. 

King James the fourth of Scotland also carried out a similar experiment around the year 1500 AD and the 

children were reported to have started speaking Hebrew, the language of Jews. 

The second theory has its believers in the epicurean philosophy that was concerned with the human 

development from a bestial condition as Epicures thought that man speaks as the dog barks. It found its best 

expression in Lucretius (1027-1089 AD) and the poet accounts for the appearance of language as merely a 

gradual endeavor based on instinct to supply a want. Words originate as because it is required, much in the 

same way that according to the theory of Lamarck, organic peculiarities are the result of habit formations and 

instinct. As for example we can say that the crane acquires it long neck and long legs because of its preserved 

attempt to capture fish or the giraffe, having long neck because it makes it capable of taking or snatching leaves 

from the upper branches of trees which is otherwise impossible. Like most other theories this one also has its 

germ of truth that requires discussion. It originated from the onomatopoeic character that all languages have in 

their fold. It may be a fact that man acquired a large number of sounds that gradually represents into various 

human speech sounds, but whether the primitive man was inspired by the sounds of different animals in having 



or acquiring a language or whether the very idea of language occurred to him from the animal sounds is still a 

matter of debate and that is perhaps beyond a definite conclusion. 

However this theory had a special acceptance among the eighteenth century philosophers. The academics like 

Maupertuis, Condillac, Rousseau, Volney, Nodier, Herder, Monboddo and Dr. Smith all believe that in the 

primitive past a few intonations, joined with expressions of face and some gestures make the language that 

would adequately supply the demand of language as a tool of expression in specific contexts. Monboddo refers 

to the steps of the various process of language like this: 1. Inarticulate cries. 2. Gestures. 3. Intuitive sounds, 

and 4. An artificial language, created from the conventions and which is formed because of the necessities of 

the specific race. With the advent of civilization this defective and primitive language gradually turns into rich 

and complex as small huts of ancient people became multistoried building with all the necessary articles of 

comfort or the canoe becomes ship, the floating city built under the auspices of modern science. 

The third influential theory having supporters across the cultures and ages is that language is directly revealed. 

In Vedic doctrine the goddess Saraswati who is also called bakdevi or the goddess of speech is credited as the 

holder and supervising deity of language and speech. In Greek and Roman mythology there are several muses 

for different arts, originated from the first principle–language. This theory is later adopted by M. de Bonald, de 

Maistre, and many others and it is in one sense a step forward for it also recognizes that divine spark glows in 

all, however the idioms are the most imperfect and uncultivated may be as Wilhelm von Humboldt says in one 

of his letters. Different critics rejected this idea as this theory virtually raises the human being to the level of 

gods as much the previous theory of imitation negates the human species to the most abject bestial condition as 

Grimm observes. The critics argue that from one sense it is obscure and difficult to comprehend but as M. 

Renan observes that if we take the view metaphorically then this is the only theory that perhaps catches 

adequately the apt words for the marvelous human faculty of speech and language. Critics argue that language 

which is the immediate product of human power can be more perfectly attributed to the universal cause rather to 

the particular action of human liberty. If by revelation we mean a spontaneous exercise of all the human 

faculties then in this sense god who has endowed human all the adequate prerequisites for the invention of 

language is certainly the author or endower of human speech, apart from negotiating the biological origin theory 

in actuality. But in that case god would have not created a language that is also capable of so indirect expression 

and so utterly ingrained with falsehood that the human exercises for deceiving. Actually the people in the favor 

of this theory are the direct successors of those theologians who have defended the beliefs than the facts and are 

opposed to scientific understanding and knowledge. 

Now we have to try to understand what it basically means by the term as revelation of language. If one says that 

it means a voice from heaven directing to the men, the explanation would be so utterly beyond the natural laws 

that it becomes a kind of wild surmise at least according to the modern age of science and technology. The Bible 

is distinctly silent on the very subject of revelation of language. In Genesis (II, 19-20) we have a description of 

god’s talking with Adam, the first human. St. Gregory of Nyssa has dealt with this subject with quite an 

astonishing free thought as he opines that it is not to surmise from this point that deity is the fabricator of 

language and he rather calls it as ridiculous vanity of the Jews to form a conclusion like that. Rather he argues 

that the confusion of the tongue must be necessarily attributed to the will of god according to the logical point 

of view but according to the truth of history it is the work of man. Because language is far from being only a 

shadow of divine glory but rather it shows different phases of growth which bears the mark of distinctive 

identity according to the rules of nature like the human being, having stages of formation like infancy, youth, 

maturity and manhood. If we conclude upon the spiritual theory then simultaneously we have to conclude that 

the spiritual and abstract signification of root is also the original one. But the history of language veritably 

denies this claim. On the other hand the human faculty is quite competent enough to form the language. Thus it 

denies god’s role for the context. Grimm observes that it seems contrary to the wisdom of God to impose the 

restraint of a created form on that which was destined to a free historic development. The comment is apt and 

significant for the present study. The fact is that we can trace the development of a language historically from a 

small nucleus and this negates the claim of any revealed language. In short language is only divine in 

proportion to the divinity or our nature and our soul, it is only a gift of god in the sense that the faculty naturally 

is resulted from the physical and spiritual union which god had created for us. This could be a more natural 

proposition that the language being revealed by god himself. 

The name of Charles Darwin is not only important in the field of life science but incidentally he has remarkable 

contribution in the field of language study, especially in the field of origin of language. When his epoch making 

book the On the Origin of Species (1859) was published there was already a growing interest in the field of 



studying origin of language. Different ideas, speculation and conjectures flourished but few of them limited 

their study according to the strict discipline of science and its objective rules and methodology. By the year 

1866, the situation become so worse that the influential Societe de Linguistique de Paris virtually imposed a ban 

on all types of discussions regarding the topic and takes steps to exclude the theorizing of language evolution 

study from the domain of scientific study for more than a century. The London Philological Society followed 

the same example in 1872, prompted by such theories like John Webb’s 1669 conjecture that Chinese was the 

primitive language of mankind and it was happily preserved by Noah and his family in the ark. Darwin’s 

thought on language and language evolution was mainly expressed in his two books, On the Origin of Species 

(1859) and The Descent of Man (1871). The second chapter of his The Descent of Man (Part 1), entitled, 

‘Comparison of The Mental Powers of Man And The Lower Animals’, is very important in this context where 

he justly considers the language faculty as one of the chief distinctions between man and the lower animals. He 

further says that man is not the only animal that can make use of language to express “what is passing on his 

mind, and can understand, more or less, what is so expressed by another” (Darwin, The Descent of Man Part 1, 

53). To illustrate the point, he gives some example like in Paraguay the Cebus azarae, a type of monkey, when 

excited utters at least six distinct sounds, which excite in other monkeys similar emotions. It is also a 

remarkable fact that the domesticated dog can at least bark in four or five distinct tones. But, he asserts that 

articulate language is only peculiar to man. He considers the first stage of language evolution involved a general 

increase in the intelligence and mental abilities and the second stage involves a sexually selected attainment of 

the specific capacity for complex vocal control, singing. The third stage according to Darwin was the addition 

of meaning to the songs of the second stage which was both driven and fuelled and increased in intelligence. 

Darwin’s theory is important for number of observations, first he was capable to recognize the very crucial and 

somewhat unrecognized distinction between the language faculty (the biological capacity that enables the 

human being to acquire language) and particular languages (like Latin, English, French, and Spanish etc.). The 

first capacity which Darwin figures as an instinctive tendency to acquire an art is characteristically shared by all 

the members of human race. He excludes the nature theory and clearly declares that language is not a true 

instinct as every language has to be learnt. However he asserts that it is different from all other arts as human 

being has an instinct to speak as can be seen in the babbles of our young children. He asserts further, “It is not 

the mere power of articulation that distinguishes man from other animals, for as everyone knows, parrots can 

talk; but it is his large power of connecting definite sounds with definite ideas; and this capacity obviously 

depends on the development of the mental faculties” (Darwin, The Descent of Man 54). Darwin rather locates 

the language capacity in the human brain and again in this respect his view point is thoroughly modern. Finally 

Darwin recognized the relevance of language evolution to birdsong that he deems as the nearest analogy to 

language. It is evident as he says that like the human, birds have also fully instinctive calls and an instinct to 

sing. Darwin also perceives the parallel and comparison between infant babbling and a songbird’s song. Having 

pointed out several similarities with bird’s song, he further argues that the evolution of a key aspect of spoken 

language, vocal imitation is driven by sexual selection and used largely in producing different true musical 

notes that is in the form of singing. He suggests that this musical protolanguage was used both in courtship as 

well as a challenge to rivals and also as expression of different emotions like love, hatred, jealousy and triumph. 

Darwin asserts that sexual selection has a crucial role in this stage of language evolution as the capacity to 

imitate vocally evolved analogously in human and the song birds. Thus the basic premise of Darwin is that as 

he says, “I cannot doubt that language owes its origin in the imitation and modification, aided by signs and 

gestures, of various natural sounds, the voices of other animals and man’s own instinctive cries” (Darwin 56). 

However Darwin’s theory which was quite modern in his time and even today was not unchallenged and one of 

the most honored foes on the linguistic front was Friederich Max Muller, professor of linguistics at Oxford 

University, a well respected scholar. In his Lectures on the Science of Language, delivered at the Royal Institution 

of Great Britain in 1861, he launched a full attack on Darwin and his theory. He says that language is the Rubicon 

which separates man from beast and no animal ever crosses it. The science of language thus enables us to 

withstand the extreme theories of Darwin and help us to draw a steady line between man and brute. For Muller, 

the basic point is that, language is the key characteristic that distinguishes human from animal. 

W. Tecumesh Fitch in the introduction of his book The Evolution of Language (2010) cites a tale from Persian 

poet Rumi’s Masnavi, translated from Persian by A.J. Arberry: 

“Some Hindus had brought an elephant for exhibition and placed it in a dark house. Crowds of people were 

going into that dark house to see it. Finding that ocular inspection was impossible, each visitor felt it with his 

palm in the darkness. The palm of one fell on the trunk. ‘This creature is like a water-spout’, he said. The hand 



of another lighted on the elephant’s ear. To him the beast was evidently like a fan. Another rubbed against its 

leg. ‘I found the elephant shape is like a pillar’, he said. 

The sensual eye is just like the palm of the hand. The palm has not the means of covering the whole of the 

beast” (Fitch, 2010, 1). 

Fitch further argues that language is so hugely complex and so central to humanity that it enters into all features 

of human cognition, behavior, culture etc. Though many different scholars have reached into valid propagations 

and insights about the origin of human language but there is not perhaps any comprehensive conclusion reached 

in the subject so far and it is yet to be reached as Fitch concludes, “All of us are still exploring the elephant of 

language in the darkness, all of us with only partial understanding, and each discipline will have its place in the 

richer description an understanding that all are seeking” (Fitch 2010, 2). 

Traditionally the study of the origin of language was considered too speculative and insufficiently anchored in 

empirically based studies to merit serious scientific attention, however new data have been collected in several 

disciplines which led to various interpretations, yielding new insight into the field and also in the related issues 

of language origin. New perspectives were first opened by genetics, but also evolutionary anthropology, 

neurophysiology and cognitive sciences were expected to converge on offering a solid ground for a fresh 

approach to the old problem of origin of language. Following the pioneering intuition of L. Cavalli-sforza, 

comparative maps of genetic and linguistic human families were produced which shows similarities between 

the distributions of genetic diversities and that of the linguistic groups. Similarly, the development of linguistic 

skills is foreseen to be linked to the evolution of the brain and of its cognitive strategies. Around the end of the 

twentieth century the study of the origin of language and of languages were emerging as a promising field of 

multidisciplinary research where prehistoric archeology, paleo-anthropology, genetics, linguistics, 

neurophysiology, cognitive sciences as well as computer science and robotics can profitably collaborate to form 

new vistas in this field. 

REFERENCES: 

1. Darwin, Charles. The Descent of Man and Selection in Relation to Sex Part 1 London: John Murray, 

1871. 

2. ---. The Origin of Species, New York: P.F. Collier and Son. 1909. 

3. Dawkins, R. The Selfish Gene, Oxford: Oxford University Press, 1976. 

4. Deutscher, G. The Unfolding of Language; The Evolution of Mankind’s Greatest Invention, London: 

William Heinemann, 2005. 

5. Fitch, W. Tecumesh, The Evolution of Language. New York: Cambridge University Press. 2010. 

6. Roitblat, H. Introduction to Comparative Cognition, New York: W. H. Freeman and Company, 1982. 

---- 



IS COMMUNISIM SUCCESSFUL IN THE WORLD? 

NARESH KANWAR, 

Research Scholar , 

Barkatullah University , Bhopal, India 

ABSTRACT 

Chinese economy is the second largest economy in the world, much of credit of this 

economy goes to the communist government prevailing in the country, in the same way 

there are other countries in the world which had adopted communist government, and 

are they successful or not in this research paper we are going to take a look that whether 

communism is successful in the world or not and will further find out the answer of 

why it is successful and why it is not successful. 

Keywords: Communism, Marxist Theory, Communal Ownership, Authoritarian 

Government 



INTRODUCTION: 

The term communism is derived from Latin word communism which means common, universal or “shared” or 

“belongs to all”. A system of government in which the state plans and controls the economy and a single often 

authoritarian party holds power , claiming to make progress towards a higher social order in which all goods are 

equally shared by the people. 

stateless social order structured upon common ownership of the means of production, as well as 

a social, political and economic ideology and movement that aims at the establishment of this social order. The 

movement to develop communism, in its Marxist–Leninist interpretations, significantly influenced the history 

of the 20th century, which saw intense rivalry between the Communist states in the Socialist world and the most 

developed capitalist states of the Western world. According to Marxist philosophy, higher-phase communism is 

a specific stage of historical development that inevitably emerges from the development of the productive that 

leads to abundant access to final goods, allowing for distribution based on need and social relations based 

on free association. Marxist theory holds that the lower-phase of communism, colloquially referred to 

as socialism, being the new society established after the overthrow of capitalism, is a transitional stage in 

human social evolution and will give rise to a fully communist society, in which remuneration and the division 

of labour are no longer present. Leninism adds to Marxism the organizational principle of the vanguard party to 

lead the proletarian revolution and to secure all political power after the revolution for the working class, for the 

development of universal class consciousness and worker participation, in the transitional stage 

between capitalism and communism 

MEANING OF COMMUNISM: 

A political and economic ideology based on communal ownership and the absence of class. Communism, 

which can be thought of as capitalism's opposite, says that in a capitalist society, the working class (the 

proletariat) is exploited by the ruling class (the bourgeoisie). 

While based on a Utopian ideal of equality and abundance, as expressed by the popular slogan, "From each 

according to his ability, to each according to his need," communism in practice has only existed under 

authoritarian government and has been the source of millions of human rights violations and deaths 

A theory or system of social organisation in which all property is owned by the community and each person 

contributes and receives according to their ability and needs. 

Importance of communism: Communism is a possible solution for equality in the world. Only in a perfect world 

we can achieve it, in this type of world everyone would have food and shelter and will be free of oppression 

communism is one possible solution to these problems. 

Karl Marx is known as the father of communism. Communist beliefs are also known as Marxist belief. 

Communism is an ideal society in which everything is shared throughout a community the country. Resources 

are split up evenly among the community so that the community is equal. There are no rich no poor. The 

communist Manifesto was published in 1848, written in many different languages. The manifesto is mainly an 

outline of communism .He wrote the manifesto because he believed that it would help mankind. 

Communism introduced a new phenomenon of in-dependency throughout the world. 

It is opposed in confrontation through each epoch in history to reduce the gap between the capitalist who own 

the resources for productivity and the workers in conflict towards a proletariat state. 

OBJECTIVE OF THE STUDY: 

Is communism successful? 

History, as we have seen, assigns classes special and specific roles. Capitalist society is the latest and most 

developed form of class society, of a society based on the exploitation of working men and women – wagelaborers. 

The capitalist class took power to consolidate its own power which had been established within feudalism; by 

contrast, workers have to abolish their own status as an exploited class in order to take society forward. In this 

way, the socialist revolution creates a class-less society. 

Of course, Marx and Engels did not think that the working class, simply by the conditions of its existence, 

would become conscious of its historic role and think in terms of modern, scientific socialism. 

To grasp the capitalist system as a whole it is necessary to bring together and go beyond all previous 

achievements in history, philosophy and economics. A party is needed, and the Manifesto explains its role: 



"The Communists, therefore, are on the one hand, practically, the most advanced and 

resolute section of the working-class parties of every country, that section which 

pushes forward all others; on the other hand, theoretically, they have over the great 

mass of the proletariat the advantage of clearly understanding the line of march, the 

conditions, and the ultimate general results of the proletarian movement." 

Communists, they add later in the Manifesto, "bring to the front, as the leading question in each [revolutionary 

movement] the property question, no matter what its degree of development at the time". 

Cynics and sceptics argue that because capitalism still exists 150 years after the publication of the Communist 

Manifesto, its ideas have been "proved wrong". Such people accept what the Manifesto calls "the selfish 

misconception" that the social forms of capitalism are "eternal laws of nature and of reason". 

Marx and Engels deal at length with those who in the name of socialism actually accept capitalism and merely 

want to eliminate its worst excesses. This struggle against the influence of reformism in the socialist movement 

has gone on unabated since 1848. 

A break-through was achieved in 1917 when the Bolsheviks led the first workers’ revolution in history in 

Russia, proving in practice the correctness of the Communist Manifesto’s analysis of historical progress. 

But the eventual isolation of the Russian Revolution, combined with the backwardness of the country, created 

conditions in which Stalinism through bloody oppression was to triumph over the principles of the world 

socialist revolution. 

Today we live under unique political conditions. Reformism cannot offer even the smallest concessions to 

workers and has turned into its opposite. Millions in Britain, for example, are experiencing a profound shock 

from the capitalist New Labour government of Tony Blair. 

Stalinism as a political force no longer exists either. The terrible distortion of Marxism, its conversion into a 

form of state dogma, has lost its grip with the ending of bureaucratic rule in the former Soviet Union. 

These changes provide Marxists with a real opportunity to raise the challenge of the overthrow of globalised 

capitalism, which is hated by the vast majority of humanity. There is no better conclusion than the one which ends 

the Communist Manifesto: "The proletarians have nothing to lose but their chains. They have a world to win." 

Why was communism successful For America’s capitalists, it is the 800 pound, unacknowledged gorilla in the 

room. China has the most successful economy in the world today. Despite the current worldwide economic 

meltdown that has caused the worst recession in America since the Great Depression, China has not had a 

recession. The great engine of the Chinese economy has chugged along, continually churning out the goods 

that we have all come to rely on for our everyday needs – now that, it seems, almost nothing is made in 

America anymore. So, does this mean that Communism is superior to Capitalism? 

The question, however, is a valid one. What is going on here? If capitalism is such a great economic system 

and communism is such a vile system why is China on top and not the U.S.? 

If that isn’t enough, consider this: China is the world leader in Green technology. Even as President Obama is 

talking about starting a green tech initiative, and even while he is hoping to recharge our economy by major 

investments in green tech, China is the world’s largest producer of wind turbines, and it is also the world’s 

largest market for generating power from the wind. It has 10 gigawatts of newly installed wind power 

generation capacity. 

China is what the U.S. was. China is the merchant to the world these days. China is the banker to the world 

too. China has demonstrated capabilities in space that rival the U.S. Apollo program. China recently hosted the 

Olympic games and put on a show that amazed the world. So – do all of these accomplishments mean that 

communism is a superior economic system compared to capitalism? Not necessarily. Consider for a moment a 

much smaller country that also made major economic advances in the past – a country that is primarily Chinese, 

yet is far from being a communist country. I am referring to Singapore. As small as China is large, Singapore 

was once a part of Malaysia. An island state and now an island nation, Singapore was not much more than a 

port city – a stopover for merchant ships plying the Far East trade routes. However, that all changed with the 

election of former Prime Minister Lee Kuan Yew. Lee took control of Singapore and its economy. Far from 

being a communist, Lee was a capitalist – except that he believed in planning. For Lee, uncontrolled capitalism 

made no sense. Under his guidance, Singapore’s economy flourished. Singapore is now a major hub for 

international finance, technology, and tourism. Lee Kuan Yew implemented a carefully drawn plan for 

economic growth – a plan that included strict controls on business practices (as well as lifestyles). 



The lesson that can be drawn from Singapore and China then is not that communism is superior to capitalism, or 

that capitalism is superior to communism when we are talking about economic systems. Both can produce good 

results and both can produce disasters. The key to success for both China and Singapore has been intelligent, 

responsible government. It doesn’t take a lot of thought to realize that intelligent design will always succeed over 

random chaos. Darwinian economics of the sort advocated by the most right-wing of politicians – every man for 

himself and let the government just stay out of the way – is a recipe for economic disaster and chaos. 

We are not out of the woods yet. Just one look at Congress shows the problem we face. Obstructionist 

Republicans in Congress use every trick that can think of to stymie legislation on almost any topic – except war 

– they like war. Health care reform that might bring America into the civilized world of the 21st Century is 

held up so that the Republican cronies in the insurance industry can continue to feed off the people. Never mind 

that so many people suffer and die without health insurance. Anything for a buck. Obstructionist Republicans 

create a situation where almost nothing can get done in Congress and the country is unable to move forward on 

any major initiatives whether they are related to health or the economy. That is the principle difference between 

China and America. 

Once upon a time we had people in Congress that honestly worked for the “good of the country”. Today, the 

“good of the country” is a joke. It’s not about the country, it’s about power and control and money in your 

pocket from whichever lobbyist has the most. China is our largest creditor. China is our major supplier of 

consumer goods. China is growing while we are stagnant. The reason for this is not the “isms” of economic 

systems; the reason is intelligence and integrity in government – both of which have been in short supply in 

government for far too long. 

It is not entirely finished as the inescapable example of unpretent China reminds us . A billion people one sixth 

of humanity still live under Communism. But China‘s attachment to communism can now be seen as 

reactionary. China has fallen back upon stubborn that are no longer conceivable as the leading edge of historical 

movement . China stands in isolation , deprived of any pretensions to the international communism. 

Communism will likely make its reappearance in Latin America, Africa and other places attracted by sudden 

change, for every political theory is tried afresh by visionary leaders. Thinkers and activists will always be 

found to assert that communism could have been right after all . But we have learned the lesson that 

communism is not right at all. Rarely in world history has such a clear cut demonstration occurred while at the 

mid of the twentieth century communism looked like it might well prevail to govern humanity in the twenty 

first century it seems that communism has no future. 

Communism failed because it took itself at the intellectual level to be science, the science of Dialectical 

Materialism, rather than a philosophy. Hence, it used to see itself as a theory about the truth, but insisted that it 

was the whole truth and nothing but the truth. While the discovery of the truth was historically determined and 

had to wait for Marx to articulate it, that truth, according to Marx was the geniue science of history. Marxist 

science was not science among others , subject to intellectual presuppositions and cultural values as 

philosophers have learned to understand the science but it was nothing less than the absolute truth brought 

down to earth. 

The truth is that history does not in excitably follow a necessary pattern predictable with certainty by science. 

Too many patterns attract our action and understanding for any one of them to long holds way in shaping of the 

world .Chance and freedom repeatedly puncture patterns. While human beings often do respond to one another 

in dialectical opposition and greet ideas dialectically this is not ourprimaru way of interaction and thought. 

Dialectic is rich in resource and power, but human beings are richer. 

Communism ‘s most unforgivable and yet fatal error was to overrule the value of the individual by insensitive 

and impersonal forces the masses the class interest, the stage of history the process of revolution , the goal s of 

the party the dictatorship of the autocrat. Person don’t count according to communism because they do not 

really exist. Authentic human beings will only be produced when all the world has gone Communist , all the 

states those instruments of oppression have withered away and every individual has been socialized to live in 

harmony with all others. 

ANALYSIS OF THE STUDY: 

Communism was not successful because of human nature. Communism expects you to act against our own best 

interest by toiling for the common good and being happy with whatever scraps and mediocre subsitence they 

allow you. Instead of opportunity where you have the chance to pursue a dream or private life you got to spend 

your life slaving away with no opportunity. Usually under communism whatever they dole out to the citizen is 



vastly inadequate and of low quality. Supply chain, hunger, shortage are worse and are common in communism. 

The people in a communist scheme who line enjoying are the power brokers at the top of the government 

structure. 

CONCLUSION: 

Neither modern China nor North Korea is communism. In fact they are both Communism despite the fact that 

they restrict your belief .No true communism has ever existed. Communism holds religion to be false and say 

that people should believe in science and facts. Capitalism is not hated by the communist belief instead seem as 

a stepping stone in to a greater form of economy. 

WEBSITE REFERENCE: 

www.thefreedictionary.com 

www.en.wikipedia.com 

www.business dictationary.com 

www.ask.com 

www.importanceof philosophy.com 

www.aworldtowin.com 

www.catholiceducation.org 

www.therichest.com 

www.historylearningsite.co.uk 

www.debate.org 

www.richmesheehy.wordpress.com 

www.hubpages.com 

---- 



ROLE OF NGO’S FOR WOMEN EMPOWERMENT IN INDIA 

DR. S. K. WADEKAR, 

M.Com, M.Phil, M.B.A, Ph.D 

Associate Professor & HOD in Insurance & Transport 

Department of Commerce, 

M.S.G. College, Malegaon Camp. Maharashtra- India 

ABSTRACT 

‘Educate a woman, educate a generation.’ Non-Government Organizations in India have had a 

rich and vibrant history. Over the last 150years, Indian Government, both colonial and non 

colonial have played a key role in shaping the Indian NGO both in terms of how they function 

and their often fraught relationship with the State. In this paper five major NGOs that are 

actively involved in empowering women and improving their social conditions, namely Lupin 

Human Welfare and Human Research Foundation, Sevadham Trust and Smile Foundation, 

Gramin Mahila VA Balakvikas Mandal, Mahila Shakti Pratisthan, are briefly discussed. All of 

the above mentioned NGO are fully functional and completely active, especially in the rural as 

well as urban areas of Pune, Maharashtra. These NGO are an inspiration to other NGO that 

strive to achieve the objective of Woman Empowerment. In a country like India, where on onehand 

women are worshipped with respect and on the other hand are treated as inferior to men 

and rendered as an unwanted responsibility, NGOs that strive for women empowerment is the 

only ray of sunshine in the storm of dark clouds. Cases of Female infanticide and deaths due to 

dowry, in India are increasing at an alarming rate. 

Keywords: Woman Empowerment; Self-development; Independence; Awareness; Welfare; 

Education 



INTRODUCTION: 

Lupin Human Welfare and Research Foundation, Sevadham, Gramin Mahila VA Balak vikas Foundation, Mahila 

Shakti Pratisthan are the NGOs discussed briefly in this paper. Lupin Limited India is a transnational 

pharmaceutical company with its products available in close to 10 countries. Shri Desh Bandhu Gupta- chairman 

and founder of Lupin group of companies promoted Lupin Human Welfare and Research foundation.Lupin 

Human Welfare and research foundation {LHWRF} is an independent entity of Lupin Limited. This organization 

is registered under the Societies Act/ Trust Act and exempted under section 35AC and 80G. Lupin Rural support 

Programme {LRSP} was initiated as a corporate social responsibity {CSR} for rural development at Lupin LTD. 

LRSP was renamed as Lupin Human Welfare and Research Foundation [LHWRF]. 

Sevadham means house of selfless service. This is a registered public charitable trust E617 registered in 1978. 

Sevadham Trust is one of the first few leading NGO’s in the country, who took up AIDS control activity way 

back in 1989, when most of the NGO’s were reluctant to take up this activity. Sevadham started working in 

stigmatized diseases like leprosy, T.B., AIDS in rural and tribal areas and urban slums, offering care and 

support, reducing stigma and discrimination. Presently Sevadham is working in 250 villages. The trust also 

served as NODAL agency for whole Maharashtra State. Sevadham trust worked with and is supported by 

various national and international development agencies like, USALD, NORAD, SLDA, GTZ, TCI corporate 

houses as well as government of India and government of Maharashtra. 

The Pune headquartered Bank of Maharashtra has embarked on a major plan to get into micro finance to assist 

women. The bank has established the Gramin Mahila VA Balak Vikas Mandal, a trust formed by the bank and 

National Institute of Bank Management Pune, to empower the otherwise male shy rural women. The Bank has 

already disbursed Rs.130 crore in the present year and plans to make a sustainable additional allocation for this 

microfinance segment. The money is to finance non-traditional income generating activities of self-help group. 

Micro finance is the area of focus and the bank has given financial assistance to the turnover.. This trust is 

actively involved in forming, nurturing, training and linking self help group to bank credit. 

Mahila Shakti Pratisthan deals only with women. It is an NGO that is formed Women, in order to improve the 

lives of Indian Women. To ensure girls have a safe and secure future by making them self-dependent i.e. 

making them capable of living their life independently. MSP engages women and girls in various vocational 

activities and programs that help them in self-development. 

OBJECTIVES OF THE STUDY: 

 

 

 

 

 

 

 

To develop human potential and sustainability for poor women. 

To create awareness among street children and women regarding good health, education and nutrition. 

To arrange vocational and technical training courses for poor and distressed women. 

To generate income through micro-credit and develop self-help groups. 

To improve existing skills and develop independent ways of living. 

To encourage the trainees to plan their own projects. 

Establishment of welfare centers for women, destitute under privileged and socio economically weak and 

backward community, maintain medical and health centers for rendering medical services and to 

challenge humanitarian aid through all kinds of medical treatment- exclusively for women and children 

below 12 years of age. 

SCOPE OF THE STUDY: 

Sevadham established a hospital Talegaon in 1978. Some of the activities and achievements of the Sevadham 

trust and Foundation; 

2004: 

Started intervention project for truckers with financial assistance from TCI foundation. 

2005: 

Home-based care for HIV+ people. 

RCH camps in slum areas. 

2006: 

Programme for stigmatized diseases at Pune and Solapur by GLRA funding. 

Started Surva Shiksha Abhiyan progamme funded by Pune Municipal Corporation. 

Started various programs with Smile Foundation, Balwadi. Mobile clinics in slums of Pune. 



2007: 

Started Sure Start Project for ANC and PNC care in Pune. 

Started care for HIV/AIDS children supported by Clinton Foundation. 

2008: 

Self help group formation project for additional 5000 groups in Khed and Marel Tahasils by NABARD. 

Started adolescent programmes- ASMAE. 

2009: 

Sevadham started migrants HIV/AIDS Intervention Project for Solapur founded by AVERT society. 

Started TB/HIV Project for Solapur funded by MSACS Mumbai. 

Started ADOBE Youth Voice project for Ashram Shala funded by IEARN- India. 


Loan Products: 

LHWRF follows group and individual lending model. Group lending model i.e. Self Help Group {SHG} 

approach wherein 10 to 20 women members come together to form a group. Joint Liability Group {JLG} 

approach wherein 5 women members of the group come together to form group. The loans are provided for new 

business or expansion or house repair. The loan amount ranges from 10,000 to 25,000 rupees on an interest of 

20% P.A on reducing balance basis. 

Insurance: 

Lupin Human Welfare and Research Foundation through the oriental Insurance Company Ltd provide 

insurance. It provides insurance facility to the clients against accidental deaths only. Clients have to contribute 

Rs.60/- per annum as a premium. 

Highlight of Operations: 

Micro Finance: 

31 st March 2012 31 st December 2013 

No. of states for micro finance operations 3 3 

No. of districts covered. 

Total number of employees for micro finance 

operations. 

16 

28 

16 

30 

No. of active individual borrowers. 4221 4534 

No. of SHGS formed. 3748 4042 

Portfolio outstanding. 48638 5594 

Small loans to women to develop own income generation activity at very low rates of interest. Micro credit is a 

part of micro finance, which is the provision of a wider range of financial services to the very poor women. 

Micro credit is a financial innovation, which originated in developing countries where it has successfully 

enabled extremely poor people to engage in self-employment projects that allow them to generate income and 

exit poverty. These micro credit borrowers should be categorized as pre bankable for their future growth. This 

raises the socio-economic status of poor women. 

Observation: 

Lupin Ltd predictably well yet in its chairman Shri Desh Bandhu Gupta’s subconscious, there always was a 

strange stirring within, “WHATEVER YOU ARE, YOU OWE IT YOUR MOTHER LAND AND ITS 

PEOPLE. TAKE IT UPON YOURSELFTO REPAY THIS DEBT IN ALL HUMILITY AND GRATITUDE.” I 

have a feeling that only by doing selfless service to the needy and the poorer of the poor, one can achieve a true 

sense of satisfaction and happiness the highest purpose of life –DR. Desh Bandh Gupta. 



FINDINGS: 

 

 

 

 

KAUSHAL INSTITUTES of LHWRF are currently operational in six districts of the state of Rajasthan 

namely Bharatpur, Karauli, Sawai, Madhopur, Alwar and Dholpur for more than 12,000 youngsters. 

The Lupin Foundation Bhopal has implemented watershed development programs in 33 remote villages 

of Obdullagany and Begamgany blocks in Raisen districts. Fewer than 380 rainwater-harvesting 

structures have been implemented and constructed in these 33 villages. 

The Lupin Foundation is implementing the watershed development programs in the villages of Pune 

district. Under it suitable land programs are initiated in order to control as well as prevent soil erosion and 

runoff along with soil and water consumption. 

The Lupin Foundation has proved that horticulture is the best option for agricultural land use because of 

assured and remunerative returns to farmers. 


Methodology is the systematic, theoretical analysis of the methods applied to a field of study, or the theoretical 

analysis of the body of methods and principles associated with a branch of knowledge. It, typically, 

encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques. 

A Methodology does not set out to provide solutions but offers the theoretical underpinning for understanding 

which method, set of methods or so called “best practices” can be applied to a specific case. This meaning of 

research methodology is added through secondary data. 

It has been defined also as follows: 

1. "The analysis of the principles of methods, rules, and postulates employed by a discipline." 

2. "The systematic study of methods that are, can be, or have been applied within a discipline." 

3. "The study or description of methods". 

CONTENTS: 

The children and mother’s education, health care support, empowerment project aims to identify and cover at 

risk children and enabling them to lead a healthy and productive life. 

The project beneficiaries are: 

 

 

 

 

Children between 6 to 36mnths. 

Children between 6 to 14years. 

Adolescent girls and boys {12 to 19yrs} 

Mothers and children. 

MAJOR COMPONENTS OF THE PROJECT: 

 

 

 

 

Non formal education for children {NFE}: 

The children then appearing examination of Maharashtra education Board, further motivated for further education. 

Schemes for children between 6 to 36mnths: 

The project provides a basic preschool education and engages them in various creative activities. 

Remedial Education 

The project provides remedial education to weak students so that they do not drop out and do well in 

further studies. 

Vocational training: 

1. Trades. 

2. Tailoring. 

3. Beauty cultures. 

4. Painting. 

5. Computer training. 

6. Family life education. 



Development of hobbies: 

Development of hobbies by conducting classes during vacations in craft, music, story telling, painting. 

State clinic in slums: 

Health case for mothers and children, project suppliers, vaccines, propylene, contraceptives and other needs 

1. ACTIVITIES TAKEN BY WOMEN SHGS: 

1. Manufacture of pickles, papads, vermicelli. 

2. Making of potteries, clay idols, and cane articles, embroidery works, incense sticks etc. 

3. Packing and selling agricultural produce and vermicomposting. 

4. Making of candles, hand-made paper articles and cloth bags. 

5. Garment manufacture with market tie up. 

ACTIVITIES OF MAHILA SHAKTI PRATISHAN: 

Alongside ample amounts of encouragement and motivation, the activities listed below are provided to women 

and girls in a desperate need of change in their life. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Health: 

Mobile dispensary. 

Medical camps. 

Cancer detection camps. 

HIV AIDS awareness programs. 

Education: 

Non-formal education especially for girls in rural areas who are deprived of education, literacy programs 

for women in slums and rural areas. Personality programs for young and poor village girls. 

Vocational Training: 

Integrated vocational training cum income generator programme for underprivileged women. The unit 

was set up in February 2004 to give employment opportunities to adolescent girls through means of 

livelihood. This is the age of self-discovery and self-development. The main trades taught are knitting, 

tailoring, fabrics, tie and dye, embroidery, bakery and catering and toy making. 

Courses in Pratisthan: 

Journalism 

Spoken English 

Book keeping and accounting 

Fashion designing 

Beauty parlor 

Soft toys 

Painting and weaving 

Handicrafts 

Jewelry making 

Photography 

Embroidery 

Candle making 

Agarbatti making 

Light and classical music 

Programs in rural areas: 

Animal management 

Tailoring 

Beautician 



 

 

 

 

 

Handicraft 

Removal of blind beliefs 

Free medical check-up camps 

Personality development 

Money management. 

2. CURRENT STATUS OF NON-GOVERNMENT ORGANISATIONS FOR WOMEN IN INDIA: 

According to the Indian Constitution, women are legal citizens of the country and have equal rights with men 

(Indian Parliament). Owing to the lack of acceptance from the male dominant society, Indian women suffer 

tremendously. Women are responsible and expected to give birth to healthy children yet they themselves are 

malnourished and in poor health. Women are also overworked because of working in the field and also carrying 

out all of the domestic work all by themselves with no help from the male members in their household. Most 

Indian women are uneducated. All the Indian constitution states firmly that women are equal to and have equal 

rights with men, women are considered powerless and are mistreated inside and outside the home. This why the 

need for NGOs working towards women empowerment and development is so vital in India. 

During the past two decades, non-governmental organizations (NGOs) working in development have increased 

their profiles at local, national and international levels. NGOs have come to be recognized as important actors 

on the landscape of development, from the reconstruction efforts in India. 

A Thomas Reuters Foundation survey says that India is fourth most dangerous countries for women in the world. 

The Statistics of crime against women in India provided on the internet freely accessible to everyone is 

horrifying. India received Independence 65 years ago, sure, but the Women in India, did they? No, Indian 

Women are slaves to all the fake customs laid down by male chauvinist society that think that women are 

inferior to them. 

Voluntary sector has always played an important role in society from time immemorial. The concept and 

approach in voluntary work have undergone many changes from time to time. From pure charity, relief and 

welfare oriented approach this sector has in recent times suitably moulded and equipped itself to meet the 

development needs of the society. There is hardly any field which is not now touched by voluntary / NGO 

sector. The NGOs have acquired strong position in various fields at the national and international level. 

Voluntary sector has always played an important role in society from time immemorial. The concept and 

approach in voluntary work have undergone many changes from time to time. From pure charity, relief and 

welfare oriented approach this sector has in recent times suitably moulded and equipped itself to meet the 

development needs of the society. There is hardly any field which is not now touched by voluntary / NGO 

sector. The NGOs have acquired strong position in various fields at the national and international level. 

In our country, the role of NGOs in various fields has been increasingly recognized and the Government policy 

framework on paper encourages the participation of NGOs, but in reality it is not smooth sailing for NGO sector 

to participate in the women development activities. In the same policy framework, one individual officer may 

encourage the participation of NGOs, whereas another officer may out rightly discourage such participation. 

Similarly, some States give prominence to NGOs role, whereas some States reject such role. Therefore, the first 

and foremost need is to institutionalize the role of NGOs for women in India, strong policy directives and the 

implementation of such directives must be ensured by the Government of India and various State Governments. 

It must also be recognized by the Government of India and various State Governments that gone are the days 

when role of NGOs was conceived to be confined to the capacity building, conscientisation, awareness raising 

and mobilization of community. Also the present day NGOs are no longer confined to their traditional domain 

of development of women health, education and welfare. Large numbers of Indian NGOs are now manned by 

professionals and technocrats of high caliber. These professionals are infact, in no way inferior to their 

counterparts in the Government. Under this changing scenario, the competent NGOs need to be involved in all 

the women developmental fields. 

The Government has also to be consistent in their policy in respect of the NGOs that are working for the 

empowerment and development of women. While in general, Government of India favours the involvement of 

NGOs, in some important programmes, NGOs are virtually debarred. 

Particularly, for the tribal regions, which are the most backward region in our country, there should be special 

policy, backed by adequate funding provisions to implement various programmes that would further help in the 

empowerment of the status of women in India, through proven NGOs. Both at the Government and State level 



such provision should be made, which would enable major development of the social status and empowerment 

of women in every walk of life. In the Government development programmes, particularly, for the rural women, 

the criteria for the selection of help to be given should be the merit alone and not any other consideration. 

Although our tribal regions and tribal people are the poorest by all indicators and also illiterate, it isn’t only the 

rural areas where women are ill-treated and abused, the urban cities too have educated people who are clearly 

guilty of abusing the women in their household. NGOs therefore should not only focus on development and 

empowerment of women in the rural areas but also in the urban areas. 

NGOs operating in more than one State at significant scale should be duly recognized under some procedure by 

the Government of India and they may be supported directly by the Government of India for various 

programmes. While advocating effective and enlarged role of NGOs, it must be admitted that there has been 

mushrooming of NGOs in recent years. Many of such NGOs lack dedication, commitment, transparency and 

track record. Many of them have been promoted under the political patronage and also by unscrupulous 

elements. It is necessary to curb such undesirable NGOs. One way is to strictly screen the NGOs at some level 

and categorize them into different categories so that really good NGOs are encouraged and undeserving NGOs 

are discouraged and weeded out, if necessary. There could be a special policy for highly competent NGOs with 

good track record to assign the work through simplified procedures. Gujarat Government has adopted such 

simplified procedures for “A” Category of NGOs. Such simplified procedure could be formulated by GOI and 

various State Governments for proven and fast track NGOs, with strict conditions of performance, integrity and 

transparency on the part of the NGOs. It is neither rational nor in the interest of the society that because of some 

bad NGOs, good NGOs are not allowed to play their role. The Government should have the will and rules to 

weed out wrong doers and encourage good ones. 

In this age of globalization and liberalization when every field is being opened up for the industries, private 

sector and multi-nationals, our own NGOs who have proven their worth by hard work and commitment cannot 

be denied their legitimate role in all the women empowerment and development activities. 


All of the above discussed organizations and establishments are non-government organization actively 

supported by a corporate sector company namely Lupin Laboratories Ltd Bombay etc. The main goal of 

promoting a process of sustainable development in selected villages through an approach of participatory 

planning and management. The objectives that these foundations try to meet in order to reach the above goals 

are as follows: 

To promote economic development of village communities. 

To strengthen the process of human resource development. 

To restore ecological balance in the village environment. 

4. REFERENCE: 

www.sevadham.info 

www.lupinfoundation.in 

www.mahilashakti.org. 

---- 



TAMIL REVIVALISM AND THE DEVELOPMENT OF LINGUISTIC 

NATIONALISM IN TAMILNADU IN THE 19 & 20 TH CENTURIES 

MRS. K. JAYACHITRA, 

Research Scholar, 

AVC College (Autonomous), 

Mannampandal, Mayiladuthurai, Tamil Nadu, South India. 

ABSTRACT 

The Renaissance of the language of any people would remind a people of their identity and 

transform their goal from cherishing a cultural tradition into a political demand of National 

independence. The English education and the literary, philological and intellectual 

contributions of Christian missionaries like Constantine Beschi, Caldwell and G.U Pope and the 

contribution of a few Tamil poets and spiritualists caused awakening among the Tamil 

intellectuals. Their contributions supplied the energy needed for the Tamil revivalism which led 

to Tamil Linguistic Nationalism in the 20 th century. A tradition of ideology continued to flow 

from Vallalar to Sundaram Pillai and Dandapani Swamigal. 

Keywords: Renaissance, Cultural Tradition, Political Demand, Tamil Poets, Spiritualists 



INTRODUCTION: 

The Nineteenth Century Tamilnadu was characterized by a literary revival, spearheaded by Tamil writers of two 

different factions. One preferred an increased mixture of Sanskrit words with Tamil, believing that such a 

fusion raised the quality of Tamil language. The other faction favored reducing Sanskrit words to the barest 

minimum, in the belief that Sanskrit-origin words made the Tamil language lose its individuality. Rapid 

propagation of Western ideas and formulation of the Dravidian Civilization Theory during the second half of 

the 19th century inculcated a sense of pride in educated Tamils, eventually leading to Tamil Revivalism which 

resulted in the birth of Tamil nationalism. 

The Renaissance of the language of any people would remind a people of their identity and transform their goal 

from cherishing a cultural tradition into a political demand of National independence. The Renaissance in the 

West was accompanied by the emergence of Nation-states. But the Tamil people, who had been cherishing a 

linguistic and cultural tradition of age-long glorious past, became conscious of their ethnic identity and the 

greatness of their political past. The English education and the literary, philological and intellectual 

contributions of Christian missionaries like Constantine, Beschi, Caldwell and G.U Pope and the contribution of 

a few Tamil poets and spiritualists caused awakening among the Tamil intellectuals. Their contributions 

supplied the energy needed for the Tamil revivalism which led to Tamil Linguistic Nationalism. The antiquity 

and greatness of Tamil civilization was further revealed by the archaeological excavations by Robert Bruce 

Foote and the rediscovery and reproduction of ancient Tamil classics by C.W.Thamodharam Pillai, U. Ve. 

Swaminatha Iyer and others. The second half of the 19th century also witnessed the birth of Tamil pride, based 

on a distinct non-Aryan Dravidian identity. 

Robert Caldwell, Ramalinga Adikal, Mayuram Vedanayakam Pillai, Prof. Sundaram Pillai and Dhandapani 

Swamigal may be identified as prime contributors to Tamil social and National awakening in the 19 th Century. 

Bishop Robert Caldwell was an Evangelist missionary and linguist, who academically established 

the Dravidian family of languages. He served as Assistant Bishop of Tirunelveli from 1877. The contribution 

made by the Scottish missionary, Rev. Robert Caldwell (1819 - 1891) i , who belonged to the Society for the 

Propagation of the Gospel, is significant and unsurpassed by any other European and Indian intellectual, in 

rediscovering Tamils’ glory and establishing its antiquity. His work meant a new beginning and setting up a 

rebellious mental attitude among the Tamil scholars against Sanskrit, 

Brahmin – domination and vedic religion. His work, ‘A Comparative Grammar of the Dravidian or South 

Indian Family of Languages’, published in 1856, was a philological analysis made for the first time about the 

Dravidian languages and their inter-relation. 

The work of Caldwell is significant, because for the first time. It ascribed a non-Sanskritic origin to Tamil. His 

work made an elaborate analysis of the Dravidian languages and it spoke of the origin and antiquity of the 

“Tamil Dravidian culture” ii . In the introduction he describes the characteristics of the Dravidian culture. Eugene 

F.Irschick says, “It was this outline later provided valuable ammunition for those who sought to prove the 

antiquity and purity of Tamil” iii . 

His work supplied ammunition for arguments against Sanskrit, Hinduism and the Aryans. He contended that the 

Aryan Brahmins were Colonists in South India and they brought with them Sanskrit and Hinduism. Caldwell 

not only glorified Tamil but also spoke high of the indigenous culture behind it. 

Caldwell’s view was supplemented by G.U.Pope (1820-1907), who also belonged to the Society for the 

Propagation of the Gospel. His contribution is to the Tamil studies and Tamil religion. He translated 

Tiruvasakam which forms part of the canonical product of the work of Saivism. He described Saiva Siddanta as 

“the choicest product of the Dravidian intellect” iv This again encouraged the Saiva Siddhanta Movement as a 

rebellion against Sanskrit Brahmins and Hinduism. The Tamil intellectuals described Sivaniyam and Maliyam 

(workship of Lord Siva and Lord Tirumal) as the religions of the Tamils different from Hinduism of the North. 

J.H.Nelson, a British official wrote the Government Manual for Madura district, the Madura country in 1868. 

He opined in that work that the word ‘sudra’ was forced upon the Non-Brahmins by the Brahmins who came 

from the North v . 

Thus, the contribution of the Europeans had provided the intellectual background for social, religious and 

linguistic battles against the Brahmins, Hinduism and Sanskrit. The movement forth coming lacked in political 

element, which was supplied later by the Non-Brahmin movement and the Pure Tamil movement. 

The Tamil intellectuals of the 19th century also contributed to the Tamil Revivalistic movement. Ramalinga 

Swamigal (1823-1874), born at Marudur near Chidamabaram in Tamilnadu, was one of those who raised a 

revolt against the established customs. He was proficient in Tamil and Sanskrit and was against casteism, non- 



violence and love for all lives. He condemned the “blind customs to be buried under earth” vi . He ridiculed the 

four-fold varna system as child’s play vii . 

Apart from opposing the rituals and caste differences, he exhibited a pro-Tamil fervor also. He is credited to have 

argued with Sankaracharya to make him understand how Tamil is valuable than Sanskrit in attaining the religious 

goal viii . He views that Tamil is ‘the father language’ or patriarch of all other languages and it has masculine 

character ix . He revealed extensive love for the Tamil language, though Tamil nationalism was not revealed in his 

work. The effort Ramalinga Swamigal took in treating Tamil as superior to Sanskrit is a notable thing. 

Mayuram Vedanayakam Pillai(1821-1889), with enormous Tamil fervor, took arms against both Sanskrit and 

English. He was the author of the first novel in Tamil. “Partapa Mudaliar Carittiram”. In this work, he 

condemns the practice of giving importance to English Language and setting aside the mother tongue, Tamil. 

He observed that all people in Tamilnadu should learn Tamil language. If not, they should be sent out of 

Tamilnadu. Those who want to study only English should be sent to England. His contempt for Latin and 

Sanskrit was exhibited when he stated that those who study these two languages should be sent to distantly 

located unnamed island, as these languages have no places. He calls Latin and Sanskrit dead languages as they 

have no “owners” He calls the language, Tamil “living language” x 

He says, ‘the Tamil should be the language of the country as well as that of every home. xi He also refers to the 

controversy of Tamil vs. Sanskrit. He says that Tamil was not destroyed by Aryan (Sanskrit) and Tamil had its 

sway over the whole of Dravidanadu. xii 

What is to be noted is that the combined the state and language. He says that Tamil is the language of the 

Dravidanadu. He wants Tamil to continue as the language of his country. 

“What our mother and father fed us with milk was Tamil; What our 

forefathers, right from the beginning of the age, spoke was Tamil and wrote 

was also in Tamil language and presently, the language spoken by our 

mother, father, relatives, friends and others is also Tamil. The language of our 

house is Tamil and the language of the country is also Tamil.” xiii 

In his writings the seeds of the concept of linguistic Nationalism could be found. 

Professor Sundaram Pillai (1855-1897) wrote a drama Manonmaniam, which was published in 1891. It shows a 

definite Tamil nationalistic spirit. He starts his work with a prayer to Tamilttai (Mother Tamil). He has 

depicted Tamil as a mother or Goddess. 

There are some new ideas embedded in his work. He depicts the earth as a woman, the Bharata Kandam (the 

continent of Bhjarata) as her face, Deccan or South India as her forhead, Dravidanau as the ‘tilaka’ (the red 

mark Indian women have on their forhead), its fame as the fragrance spreading in all directions and the Tamil 

language, the goddess, who has her seat in the Dravidanadu. In this song, Sundaram Pillai recognises 

“Bharatam” or India as a continent which includes the South, the “Dravidanal Tirunadu” the noble and 

honourable country of the Dravidas. In this work the beginning of the concept of Dravidanadu could be found. 

His book. Milestones in the History of Tamil Literature contains his theories on Tamil antiquity. After his 

death, T.Ponnemballam Pillai wrote an article in Malabar Quarterly Review which summarised the views of 

Sudaram Pillai. In this article Ponnambalam Pillai says that Sundaram Pillai called Ramayana a biased literary 

work which was written only to “proclaim the prowess of the Aryans and to paint the Dravidians who had 

attained a high degree of civilization at that period, in the worst possible colour xiv . It is believed that Sundaram 

Pillai was influenced by the writing of Robert Caldwell. 

With the materials supplied by Caldwell Sundaram Pillai laid a rebellious foundation for building the Dravidian 

nationalism in the future. Sundaram Pillai compared Sanskrit (Aryan) with Tamil and said that it had lost its 

usage in the world. He compared Tirukkural in Tamil with Manuniti (Manava Dharmasastra in Sanskrit) and 

praised Tirukkural. He asked, “will anyone respect Manusastra which prescribed one kind of justice to one 

caste. xv 

Dandapani Swamigal (1838-1898) in his Tamilmalai presents a Tamilttai Vanakkam (Statute to the Mother 

Tamil) In this work, the exploits of God are presented along with a profuse praise to Tamil. His Tamil 

Alankaram contains 100 verses and it glorifies Tamil language. This work reveals his Tamil fervour. In this he 

compares the Northern language with Tamil, elevating the latter xvi . 



A tradition of ideology continued to flow from Vallalar to Sundaram Pillai and Dandapani Swamigal. It is 

worth noting that Ramalinga Swamigal and Dadapani have called Tamil ‘Father Language’ Both of them 

glorified Tamil as superior to Sanskrit. 

Tamil Nationalism in Tamil Nadu had its genesis not in the Dravidian movement, as many understand it, but in 

the Thani Thamizh Iyakkam (Pure Tamil movement). But the Dravidian Movement also contributed to the rise 

of Tamil Nationalisnm as it preached against Indian Nationalism, which upholds inherent Aryan and Sanskritic 

elements . The Pure Tamil movement contributed Tamil Nationalism directly and the Dravidian Movement 

indirectly. Thus, the European and Indian Intellectuals of the 19 th Century contributed to Tamil Revivalism 

which led to the rise of Tamil Nationalism in the first half of the 20 th Century. 

REFERENCES: 

i Ra. Pi.Setuppillai, ‘Kaltuvel Aiyar caritam, (Biography of Caldwell), Tirunelveli,1936. 

ii Eugene F.Irschick, Politics and Social Conflict in South India: The Non-Brahmin movement and 

Tamil separatism 1916-1929,Bombay, 1969, p.278. 

iii Ibid. 

iv Quoted in , Eugene F. Irschick, p.280 

v Ibid. 

vi Ramalinga swamy, Tiruvarutpa, Sixth Tirumurai, Annamalai University, Annamalai Nagar,1988, 

No.3768. 

vii Ramalinga swamy , Arulmalaivilakkam, Song.85. 

viii Ma.Po.Sivagnanam, Vallalar Kanda Orumaippadu,(The Integration visualized by Vallalar ), 

Chennai,1974,p.279. 

ix Ramalinga Adigal, Tiruvarutpa, Sixth Tirumurai, Samarasa Sudha Sanmarka Sangam , 

Chennai,1932,pp.104-106 

x Vedanayakam Pillai, Pratapa Mudaliar Carittiram( The History of Pratapa Mudaliar) , Chennai,1966,pp.303- 

305. 

xi Ibid., p.299. 

xii Ibid., p.298. 

xiii Ibid., p.299. 

xiv P.Ponnemballam Pillai, “The Morality of Ramayana”, Malabar Quarterly Review,VIII,No.2,June 

1909,P.83. 

xv P.Sundaram Pillai, Manonmaniam,Madras, 1933, p.41. 

xvi For more details see,T.Jayaraman,The Question of Tamil National iedentity : A Study in Historical and 

Political Perspective(1938-1991),Unpublished Ph.D. Thesis submitted to the University of Madras, 

Chennai, 1997 

---- 



SUBALTERN CONCERN OF RECOGNITION IN HEGEMONIC 

CULTURES: A PHILOSOPHICAL EXPLORATION 

DR. SAJI VARGHESE, 

Associate Professor, 

Lady Keane College, Shillong, India, 

ABSTRACT 

The matter of recognition and identity is a concern of the marginalised communities in any 

hegemonic cultures. “It is clear that relations among cultures that dominate and those that are 

dominated within one society do not only include diverse realities and expressions of the 

position and struggle that exists between both cultures”. The domination is felt not just in 

decision making or governance but even in cultural and moral spheres which cause an impact 

on the identity of such small communities (comparatively small in population) . The cry for 

recognition is, thus, not uncalled for. The notion of the subaltern was first referred to by the 

Italian Marxist political activist Antonio Gramsci in his article “Notes on Italian History” which 

appeared later on as part of his most widely known book Prison Notebooks written between 

1929 and 1935. Gramsci‟s standpoint is fundamentally instrumental to any student who reaches 

an understanding of the origin of the notion of the subaltern because it tends to detach itself 

from the mechanistic and economistic form that narrowly characterizes most of the Marxist 

traditional studies. The subaltern classes refer fundamentally in Gramsci‟s words to any “low 

rank” person or group of people in a particular society suffering under hegemonic domination 

of a ruling elite class that denies them the basic rights of participation in the making of local 

history and culture as active individuals of the same nation. The present paper is an attempt to 

understand such an issue of recognition of the marginalised communities, at length. 

Keywords: Subaltern, Hegemony, Antonio Gramsci, Prison Notebooks 



INTRODUCTION: 

This paper, I wish to develop along the following lines (a) what characterises a marginalised (subalterns) 

community (b) the existing disparity between the subalterns and the dominant (c) the need of recognition (d) the 

ways of building communication (dialogues). 

The notion of the subaltern was first referred to by the Italian Marxist political activist Antonio Gramsci in his 

article “Notes on Italian History” which appeared as a part of his most widely known book Prison Notebooks 

written between 1929 and 1935. Gramsci’s standpoint is fundamentally instrumental to any student who reaches 

an understanding of the origin of the notion of the subaltern because it tends to detach itself from the 

mechanistic and economist form that narrowly characterizes most of the Marxist traditional studies. The 

subaltern classes refer fundamentally in Gramsci’s words to any “low rank” person or group of people in a 

particular society suffering under hegemonic domination of a ruling elite class that denies them the basic 

rights of participation in the making of local history and culture as active individuals of the same nation. 

Gramsci’s intentions when he first used the concept of the subaltern are clear enough to be given any other farfetched 

interpretations. The only groups Gramsci had in mind at that time were the workers and peasants who 

were oppressed and discriminated by the leader of the National Fascist Party, Benito Mussolini and his agents. 

The Subalterns are therefore, not unified groups. The lack of unity among them is not intended but is a 

prevalent condition. “The subaltern classes by definition, are not unified and cannot unite until they are able 

to become a "State”: their history, therefore, is intertwined with that of civil society, and thereby with the 

history of States and groups of States. i No matter how heterogeneous the subaltern groups may be, there is a 

constantly unchanging character which defines them: that is, the notion of resistance to the imposed 

domination of the elite class. In the “Preface” to the first volume of Subaltern Studies, Guha explained that the 

term “subaltern” would be used by the authors in the series as a “general attribute of subordination in South 

Asian society”. ii However, Guha was not simply interested in examining questions of subordination in a 

classical Marxist framework defined by the logic of capital. Instead, he argued that the subaltern condition 

could be based on caste, age, gender, office, or any other way, but not limited to class. Guha further stated that 

he was centrally interested in interpreting the culture that informed subalternity, while also addressing concerns 

about history, politics, economics, and sociology. Needless to say, this was a departure from Gramsci’s own 

writings on the subaltern classes in his “Notes on Italian History”, which, according to Guha, had directly 

influenced the founding of his project. Gramsci had used “subaltern” in his writings as a substitute for 

“proletariat” while in prison in the 1930s to avoid government censors who wanted to prevent Gramsci’s 

political writings from entering the public sphere. Subalterns today have attained a connotation which is more 

or less like being indigenous as they have become unorganised and marginalised in their own homeland. 

The indigenous peoples of Asia do not have the same recognition as Indigenous peoples in North America, 

Australia, or New Zealand, even though 70% of the world’s indigenous peoples live in Asia (IFAD, 2000/01), 

while some 80 million (almost twice the number that live in the entire Americas) or more Adivasis are currently 

located in India (as per the 2001census). As Barnes, Gray, and Kingsbury acknowledged in their book on 

Indigenous peoples of Asia (1995, p. 2), “Indigenous peoples, a category that first came into existence as a 

reaction to the legacy of Western European colonialism, has proven especially problematic in postcolonial Asia, 

where many governments refuse to recognize the distinction sometimes advanced by dissident ethnic groups 

between indigenous and non-indigenous populations.” The dominant class consists of the wealthy and powerful 

in whose hand is the wheel of the state. The rule, in fact is to make congenial atmosphere prevalent for the 

attainment of the interest of the rich. Though, it is unjustifiable and against the fundamental principles of 

morality, it becomes hegemonic. 

Hegemony is defined by Gramsci as intellectual and moral leadership whose principal constituting elements 

are consent and persuasion. A social group or class can be said to assume a hegemonic role to the extent that it 

articulates and proliferates throughout society cultural and ideological belief systems whose teachings are 

accepted as universally valid by the general population. Ideology, culture, philosophy, and their "organizers"— 

the intellectuals—are thus intrinsic to the notion of hegemony. Since, to Gramsci, reality is perceived, and 

knowledge is acquired, through moral, cultural, and ideological "prisms" or "filters" by means of which society 

acquires form and meaning, hegemony necessarily implies the creation of a particular structure of knowledge 

and a particular system of values. The social group or class that is capable of forming its own particular 

knowledge and value systems, and of transforming them into general and universally applicable conceptions 



of the world, is the group that exercises intellectual and moral leadership. The intellectuals, therefore, are the 

organizers and educators of society. They are the intermediaries through which the dominant class and the 

subordinate classes are "organically" linked. As "experts in legitimation," they resolve the contradiction that 

Gramsci believes to exist between the culture of the ruling groups and the culture of the subaltern masses. By so 

doing they render the existing power structure acceptable to allied and subordinate groups. Society is a stable, 

functioning organism precisely because the "organization of culture" elaborated by the intellectuals 

universalizes the values and ideas of the ruling social group. In other words, the function of intellectuals is not 

only to create a particular way of life and a particular conception of the world, but also to translate the interests 

and values of a specific social group into general, "common" values and interests. 

Hegemony is thus conceived as the vehicle whereby the dominant social groups establish a system of 

"permanent consent" that legitimates a prevailing social order by encompassing a complex network of mutually 

reinforcing and interwoven ideas affirmed and articulated by intellectuals. iii 

Diametrically opposed to rule through intellectual and moral leadership is rule through pure domination or 

coercion. Gramsci asserts: The supremacy of a social group is manifested in two ways: as "domination" and as 

"intellectual and moral leadership." A social group is dominant over those antagonistic groups it wants to 

"liquidate" or to subdue even with armed force, and it is leading with respect to those groups that are associated 

and allied with it. iv 

Thus a socio political order what Gramsci calls the "integral State"—is characterized by a hegemonic 

equilibrium based on a "combination of force and consent, which are balanced in varying proportions, without 

force prevailing too greatly over consent." v 

It should be noted that Gramsci uses the terms "alliance" and "association" when he refers to a system of 

reciprocal links and relations whose common elements are consent and persuasion. Leadership is exercised over 

allies and associates, that is, precisely over those groups who consent to be led. In other words, the "alliance" is 

based on a mutuality of interests and an affinity of values. This is seen most clearly when Gramsci writes: 

Among the many meanings ascribed to democracy, the more concrete and realistic is the one which may be 

related to the concept of hegemony. In the hegemonic system, there exists democracy between the leading 

group and the groups which are led, to the extent that the development of the economy, and thus the legislation 

which expresses such development, favour the molecular passage from the led to the leading group. In the 

Roman Empire, there was an imperial-territorial democracy in the concession of citizenship to the conquered 

peoples, etc. Democracy could not exist under feudalism, because of the constitution of the closed groups, etc. 

Thus, here, two apparently contradictory elements, namely, ‘direction’ and ‘dominance’ seem to exist together. 

It demands (necessitates) something more than force or coercion, as coercion enables us to have a domination 

exercised over the enemies, but direction requires a positive attitude of an ally. Hegemony thus is a paradigm 

where different elements cohere, one of the obvious elements being ‘consent’ of the ‘subalterns’ to be part of 

the process. A question at this level can be raised⎯ what exactly is ‘consent’ and what constitutes it? Consent 

like many other terms of political theory, is beset with a multitude of ambiguities and meanings. Historically, 

the idea has functioned within the theory of political obligation. Since its inception, the concept of consent has 

been proposed as a ground or foundation of the right to exercise political authority and as a moral limit on the 

extent and nature of that authority. Some thinkers treat it in such a way that the authority of the ruler somehow 

flows, at least in part, from the fact that his subjects acknowledge it. Such a view of consent is appropriate to 

an organic conception of society infused with the idea that every man has his appointed status and functions in a 

natural hierarchy and that problems of political ethics are problems not of rights but rather of duties a man owes 

to his community, his people, his king by virtue of his role in the universal order. 

However, there are others who understand consent as (a) a deliberate and voluntary act on the part of the 

individuals, (b) as the only ground of political authority. Nothing could make a man a subject of a 

commonwealth, wrote Locke, “but his actually entering into it by positive engagement and express promise and 

compact. vi 

This view takes into consideration the fact of an engagement in the governmental process, political process or 

being a part of it. There is no reference to the mental activity of agreement. However, when Gramsci speaks of 

consent, he obviously refers to a psychological state, involving some kind of acceptance of the socio political 

order. Unlike the earlier theories, his concept of consent is purely descriptive, referring to an empirical, if not 

directly, observable fact. Traditionally there have been many moral, prescriptive connotations attached to the 



concept. But they have no relevance in Gramscian theory. Every mental disposition has some explicit 

expression in the form of external behaviour. So also ‘consent’ must have some corresponding, conforming 

behaviour. Any mental disposition may have certain amount of degrees attached to it, meaning there are 

weaker, stronger, more active, passive, senses and forms of it. 

There can be three different types of conforming behaviors. 

(a) One may conform because of the fear of consequences. The recent example of developing nations of 

Asia and Africa (at least through external means of communication) conforming to the unilateral attitude 

of USA due to fear of punitive deprivations or inflictions, including the loss of honour or self-esteem is a 

vivid example of conformity through coercion. Imposition of disarmament and war on Iraq is another 

recent case in point. 

(b) One may conform because one habitually pursues certain goals in certain ways in response to external 

stimuli. It is in the habit of one to be a part of the order; he/she has seldom entered situations in which the 

possibility of their rejection or modification has arisen. 

(c) Gramsci, however, understands conforming behaviour in a sense arising from some degree of conscious 

attachment to or agreement with certain core elements of the society. These core elements are such vital 

elements that without them socio-political order cannot be understood. Thus, within a social order an 

agreement has to be presupposed. His concept of hegemony, thus, embodied a hypothesis that within a 

stable social order there must be a substratum of agreement so powerful that it could counteract the 

division and disruptive forces arising from conflicting interests. And this agreement must be in relation 

to specific objects– persons, beliefs, values, institutions etc. 

Hegemony presupposes a kind of consent or conformity of the people to the governance. The sense of 

legitimacy is attained from this consent of the masses. Gramsci characterizes hegemony as “spontaneous 

consent given by the great masses of the population to the general direction imposed on social life by the 

dominant fundamental group, consent “historically” caused by the prestige (and therefore by the trust) accruing 

to the dominant group because of its position and function in the world of production . vii 

The consent, here, seems to have arisen out of two reasons: (a) prestige, name and position of the dominant 

group (historically), and (b) more importantly, ‘trust’, a kind of faith that their interests will not be neglected, 

their aspirations will be represented and a sense of hope for a better future. It is not out of context to mention 

the comment made on this point by widely read commentator of Gramsci, Giuseppe Tamburrano, that consent, 

as understood by Gramsci, is an expression……of intellectual and moral direction through which the masses 

feel permanently tied to the ideology and political leadership of the state as the expression of their beliefs and 

aspirations” viii 

When we make an analysis of the two earlier passages, the consent of the subalterns appears active and 

committed. However, it captures only a part of Gramscian meaning, in the chapter of the Prison Notebooks, 

‘Relation between Science, Religion, and Common Sense.’ Here, Gramsci focuses on the superficiality of 

consent within the capitalist system by drawing attention to the incompatibility between a man’s conscious 

thoughts and the unconscious values implicit in his action. Consent is only an apparent one, in fact a deceptive 

one, so that the advantages are not lost. Whatever be the kind of consent or degree of consent, it has to be won 

and organized. As Roger Simons writes: “Hegemony is a relation, not of political and, ideological leadership. 

It is the organization of consent.” ix 

THROUGH DIALOGUES: 

However, its not just only differences but there is also a complex and many sided relationship that as a matter 

of fact, get established between hegemonic and subaltern cultures. This relationship is not only one of the most 

important expressions of the central social conflict that has marked human societies, but it is also one of the 

essential clues that allows us to understand the important defining elements of that which we encompass under 

the complex term of "culture." It is clear that relations among cultures that dominate and those that are 

dominated within one society do not only include diverse realities and expressions of the opposition and 

struggle that exists between both cultures, but rather, a vast range of interrelationships. These interrelationships 



include exchanges, borrowing, and mutual cooperation together with situations of commitment and confluence 

that also include ‘dialogue’ as one of the many forms of connection between both subaltern and hegemonic 

cultural universes. It is not a formal process of sitting across the table to discuss and decide on action, rather day 

to day life situations where the members of the society constantly engage in exchange of ideas and material 

goods which cannot be avoided. 

These exchanges lead to constant negotiations among the members of the society which form new meaning and 

draw significance to the existing order. 

END NOTES: 

i 

Antonio Gramsci, Selections from the Prison Notebooks, edited and translated by Quintin Hoare and Geoffrey 

Nowell Smith. London: Lawrence and Wishart, 1971. 

ii 

Ranajit Guha, ed., Subaltern Studies I: Writings on South Asian History and Society (Delhi: Oxford 

University Press,, 1982), 

iii . Antonio Gramsci, Quaderni del carcere, critical edition, ed. Valentino Gerrantana 

(Turin: Einaudi, 1975, henceforth cited as QC, 1:5, p. 658, 3:13, p. 1676. 

iv Gramsci, QC3:19, p. 2010. 

v Gramsci, QC3:I3, p. 1638 

vi 

As quoted in Joseph V. Femia, Gramsci’s Political Thought: Hegemony, Consciousness and Revolutionary 

Process (Oxford: Oxford University Press, 1981) p.36 from John Locke’s Second Treatise of civil 

Government) 

vii 

As quoted in Joseph V. Femia, Gramsci’s Political Thought: Hegemony, Consciousness and Revolutionary 

Process, p.42. 

viii 

Ibid p.42. 

ix Simon R., Gramsci’s Political Thought (London: Lawrence and Wishart, 1982, p.21) 

---- 



A STUDY ON FACTORS INFLUENCING THE CUSTOMERS 

TO PREFER HYUNDAI I10 CAR IN COMIBATORE CITY 

MRS. K. VIDHYAKALA, 

Assistant Professor 

Avinashilingam Institute for Home Science and Higher 

Education for Women,Coimbatore, Tamil Nadu, India 

ABSTRACT 

The study entitled “Consumer perception of Hyundai i20 cars in Coimbatore City” was 

conducted in Coimbatore City with special reference to Hyundai Motors India Limited. The 

study was undertaken to know the perception level of the i20 car users in relation to perception 

on various aspects. The survey was conducted by collection of data from various consumers. 

The respondents who are using i20 cars are mostly satisfied. The expectations of the consumers 

are quite high. Many expect high design, comfort, and mileage in lower cost involvement. The 

perception of individual consumers depends mainly on annual income, expected and actual 

performance of the product as well as external influencing factors like society and etc., 

Consumers prefer to advice of others also. Consistency in performance, level of satisfaction 

also has a major impact. Several measures have been taken to keep the study on course without 

any deviations. There are certain limitations to the study that involved two primary factors – 

cost and time. Yet the study has been done reaching close to the greatest possible extent of its 

primary objective. 

Keywords: Hyundai motors, Factors, Customer satisfaction and after sales service 



INTRODUCTION: 

The far-reaching economic reforms undertaken since 1991 have unleashed the growth potential of the Indian 

economy. A series of “Second Generation Reforms” aimed at deregulating the country and stimulating foreign 

investment have moved India firmly into the front ranks of the rapidly growing Asia Pacific region. 

The automotive Industry in India is now working in terms of the dynamics of an open market. Many joint 

ventures have been set up in India with foreign collaboration, both technical and financial with leading global 

manufacturers. The Government of India is keen to provide a suitable economic and business environment 

conducive to the success of the established and prospective foreign partnership ventures. 

The joint venture list indicates a wide variation ranging from 10% to 100%, i.e., wholly owned foreign 

subsidiaries. The equity participation is not regulated by Government but is market driven. It depends upon the 

market perceptions of the joint venture partners and their business perceptions primarily in terms of 

technological, financial and market strengths of the partners. The setting up of joint ventures has also led to 

enhanced capacity creation in the vehicle sector, particularly in the passenger car sector and the additional 

capacity is expected to mount by one million passenger cars in the next 4-5 years. 

Concentrated efforts are going on in India for inducting and absorbing the latest technology and upgrading the 

quality of products to an international level and a partner search mission is on. Indian firms are on the look out 

for Joint Ventures and Technology Transfers specializing in niche technology and to complement their range of 

products as well as bench marking with the world’s latest and the best. 

India's potential in both economic and population terms and the effect it will have on the auto industry in the 

years to come. With a well-developed components industry and a production level of one million four-wheeled 

vehicles a year, plus a further five million two- and three-wheelers, India came to be recognized as a potential 

emerging auto market a few years back. 

But now, it is also the fastest growing auto market globally. And judging by the growth rate of auto sales 

recorded in 2004, and the slew of new launches poised for this year, it seems that India has finally arrived in the 

big league of the Asian car markets. 

With almost 24 percent growth in car sales in 2004, India has emerged as the fastest-growing car market in the 

world, outstripping China's estimated 13.7 percent growth last year. 

Sales of passenger vehicles crossed the million-figure mark (1,044,597 units) in 2004, making India the fastest 

growing in this segment. The growth rate of other segments was equally impressive. Sales of commercial vehicles 

grew at 28 percent, two-wheelers at 17 percent, three-wheelers at 13 percent and exports went up by 36 percent. 

According to the Society of Indian Automobile Manufacturer's projections, domestic sales of passenger vehicles 

(cars and utility vehicles) are set to grow at 20 percent over the next two years, given the current GDP growth, 

and exports at 40 percent. 

OBJECTIVES OF THE STUDY: 

 

 

 

To find out the consumer satisfaction level on service provided by the dealers and also towards their product. 

To understand the buying behavior of consumers related to i10cars. 

To understand the customer requirement from the Hyundai i10 cars. 

HYPOTHESIS: 

In order to find out the satisfaction of Hyundai i10 car about the services, the hypothesis framed is that there is 

no significant relationship between the personal variables of the respondents such as Gender, Martial Status and 

level of satisfaction. 

ABOUT HYUNDAI MOTORS INDIA LIMITED: 

The parent company of HMIL is the Korean Car giant Hyundai Motor Company (HMC), a part of the Hyundai 

Motor Group comprising Hyundai Motor Company, Kia Motors, Hyundai Mobis and other affiliated 

companies, with a combined turnover of over US$ 50 Billion. The Hyundai Motor Group with a presence in 

over 185 countries and combined annual sales of over 3 million units is one of the fastest growing auto 

manufacturers in the world. 

Hyundai Motor and its sister concern Kia Motor achieved global sales of over 3.16 million cars worldwide in 

2004. The target for 2005 is an ambitious 3.7 million vehicles. 



Hyundai is expanding its globalisation efforts with fresh investments in China, the United States and Turkey, 

apart from India. It has emerged as one of the largest car manufacturers in the world and is currently positioned 

at seventh rank globally. The goal is to surge into the global top 5 by 2010. 

HYUNDAI i10: 

The new Hyundai i10 hatch back is equipped with six airbags. It is also installed with a special feature of rain 

sensing wipers which automatically starts the wipers in case of sudden heavy rain. Hyundai i10 is also equipped 

with clutch lock system to prevent its accidental start. Mated with the 6 speed manual gear transmission this car 

gives a person smooth and sound ride. 


Dr. Sarika R.Lohan & Dr. Oprakash Sharma (2012) identified the customer satisfaction and evaluating the 

opinion of the customers preferences and parameter the improve the same. The company will get clear cut the idea 

about the customer purchasing models and patterns of the customer expectations. Kotler & Armstrong (2011) 

“Principles of Marketing” There are various methods for finding customers satisfaction. The satisfaction of the 

customers is reflected if the customers come for the repurchase, also in one method the customers are interviewed 

directly, the other method is preparation of questionnaire and with the help of the filled up questionnaire the 

customers satisfaction is measured. Enderwick, Peter, Ritter & Larissa (2010) “Marketing with special 

reference to Korean car manufacturers”. With the recent ascend of Korean car manufacturers to major 

competitors in the global automobile market in less than three decades, questions arise how these car producers 

succeeded to rise in such a mature industry and what competitive strategies they follow. It furthermore shows a 

change in direction from late entrants impelled to catch-up with established firms in terms of technology, design 

and other inalienable business skills, to threatening innovative rivals. Aboobakar, Siddique &.Arvindhraj 

(2010) “A Project Report On Customer Preference For DSC Hyundai Motor Pvt Ltd. Chennai”. The idea 

that customers prefer one product or one service over another is not new. The ability to identify and measure the 

elements of such preference decisions with any accuracy and reliability has only recently become available. 

Donnelly, Mellahi & Morris (2002) examined how European car companies have responded to global challenges 

both at home and abroad. The main responses of the European producers in the home market. albeit late, have 

been to reduce costs, shed labour, rationalize plants, raise productivity and improve their relationships with 

suppliers in attempts to boost efficiency. Joseph and Kamble (2011) evaluated the behavioral pattern shown by 

passenger car customers in Dakshina Kannada district of Karnataka state. They found that one of the most 

important factors that influence purchase of passenger cars in India is the availability of auto finance or consumer 

credit. Purohit (2009) identified that consumers are mainly satisfied by the company, durability, driving comfort, 

brand popularity, spare parts availability, travel convenience and overall look. Good product features led the 

consumers to purchase Maruti product than the others. 


RESEARCH DESIGN: 

The research design adopted in this study is descriptive in nature. It describes a situation and involves a fact finding 

investigation with adequate interpretation. It is a conceptual structure within which research should be conducted. Thus 

the preparation of such a design facilitates research to be as efficient as possible and will yield maximum information. 

SAMPLING DESIGN AND SAMPLE SIZE: 

In order to make this study more effective, a sample size of 100 respondents was selected in such a way that it is 

representative of the population. The sample respondents were selected by using convenient sampling method 

form the total population of Coimbatore Town. The study was based on the primary data. Primary data was 

collected by using a structured interview schedule. 

TOOLS FOR ANALYSIS: 

The collected data were analyzed and presented in the form of table to suit the study and also to interpret the 

result. The following tools were used to analyze the data Percentage Analysis, Ranking Technique and Chisquare 

have been used. 



ANALYSIS AND INTERPRETATION: 

TABLE-1 TABLE SHOWING THE OCCUPATION OF RESPONDENTS 

OCCUPATION NO.OF RESPONENTS PERCENTAGE 

Professional 20 20 

Business 30 30 

Government Employee 20 20 

Private Employee 30 30 

Total 100 100 

Sources: Primary data 

TABLE-2 TABLE SHOWING THE AGE OF THE RESPONDENTS 

AGE NO.OF RESPONENTS PERCENTAGE 

Up to 30 Years 60 60 

31-40 20 20 

Above 40 20 20 

TOTAL 100 100 


TABLE-3 TABLE SHOWING THE GENDER OF RESPONDENTS 

GENDER NO.OF RESPONENTS PERCENTAGE 

MALE 60 60 

FEMALE 40 40 

TOTAL 100 100 


TABLE-4 EDUCATION OF THE RESPONDENT 

OCCUPATION NO.OF .RESPONENTS PERCENTAGE 

High School 10 10 

Graduate 30 30 

Post Graduate 50 50 

Others 10 10 

TOTAL 100 100 


TABLE-5 ANNUAL INCOME OF THE RESPONDENT 

INCOME (in Rs) NO.OF RESPONENTS PERCENTAGE 

Less than 3,00,000 10 10 

3,00,000-5,00,000 20 20 

Above 5,00,000 60 60 

TOTAL 100 100 


TABLE-6 MARITAL STATUS OF THE RESPONDENT 

MARITAL STATUS NO.OF RESPONENTS PERCENTAGE 

MARRIED 80 80 

UNMARRIED 20 20 

TOTAL 100 100 




TABLE-7 TABLE SHOWING THE USAGE OF CAR IN YEARS 

YEARS NO.OF RESPONENTS PERCENTAGE 

Upto 3 Years 60 60 

4-5 years 30 30 

Above 5 years 10 10 

TOTAL 100 100 


TABLE-8 TABLE SHOWING THE KILOMETERS ON AN AVERAGE DRIVE PER DAY 

KILOMETERS NO.OF RESPONENTS PERCENTAGE 

Less than 10 Km 20 20 

10-25 Km 40 40 

25-50 Km 30 30 

50-80 Km 10 10 

TOTAL 100 100 


TABLE-9 TABLE SHOWING THE PERSONS WHO INFLUENCED TO PREFER THIS CAR 

INFLUENCED PERSONS NO.OF RESPONENTS PERCENTAGE 

Dealers 10 10 

Family Friends 30 30 

Friends& Relatives 50 50 

Others 10 10 

TOTAL 100 100 


TABLE-10 TABLE SHOWING DEALERS ADVERTISEMENT OF THE I10 CAR 

OPINION NO.OF RESPONENTS PERCENTAGE 

Yes 40 40 

No 60 60 

Total 100 100 


TABLE-11 TABLE SHOWING THE FACTORS INFLUENED TO PREFER THIS CAR 

VH H M LOW VL TOTAL 

ATTRIBUTES 

% % % 

% % 

Price 30 30 40 40 10 10 10 10 10 10 100 

Quality 60 60 10 10 10 10 10 10 10 10 100 

Safety 60 60 10 10 10 10 10 10 10 10 100 

Interiors 50 50 20 20 10 10 10 10 10 10 100 

Exteriors 20 20 50 50 10 10 10 10 10 10 100 

Performance 30 30 40 40 10 10 10 10 10 10 100 

Mileage 60 60 10 10 10 10 10 10 10 10 100 

Comfort 50 50 20 20 10 10 10 10 10 10 100 

Maintenance Cost 20 20 50 50 10 10 10 10 20 20 100 

Service 40 40 30 30 10 10 10 10 10 10 100 

Advertisement 20 20 20 20 30 30 20 20 10 10 100 


H: Very High; H: High; M: Moderate; VL: Very Low 



TABLE-12 TABLE SHOWING AFTER SALES SERVICE OFFERED BY THE DEALERS 

SALES SERVICE NO.OF RESPONENTS PERCENTAGE 

Excellent 30 30 

Very Good 50 50 

Average 20 10 

Below Average 10 10 

TOTAL 100 100 


TABLE-13 TABLE SHOWING THE SATISFACTION OF CAR 


Highly Satisfied 50 50 

Satisfied 30 30 

Dissatisfied 10 10 

Highly Dissatisfied 10 10 

TOTAL 100 100 


TABLE-14 TABLE SHOWING RECOMMENDATION TO YOUR FRIENDS AND RELATIVES 


Certainly 50 50 

Uncertainly 30 30 

Will Not Recommend 20 20 

TOTAL 100 100 


TABLE-15 RANKING ANALYSIS FOR THE FACTORS INFLUENED TO PURCHASE i10 CAR 

CAR PREFERENCE SCORE RANK 

Price 350 7 

Brand name 740 3 

Comfort 640 4 

Safety 920 1 

Design 480 6 

Size 590 5 

Mileage 860 2 

Performance 140 9 

Maintenance Cost 270 8 

Others 90 10 


SATISFACTION OF CUSTOMERS ABOUT THE SERVICES OF HYUNDAI i10 CAR GENDER AND 

LEVEL OF SATISFACTION: 

TABLE-16 DISTRIBUTION OF SAMPLE RESPONDENTS 

BY THEIR GENDER AND LEVEL OF SATISFACTION 

Gender 

Level of Satisfaction 

High Low 

Total 

Male 42(70) 18(30) 60(100) 

Female 28(70) 12(30) 40(100) 

TOTAL 70(70) 30(30) 100(100) 

Figures in Parentheses represent percentage χ2 value = 12.696 



FINDINGS, SUGGESTIONS AND CONCLUSION: 

FINDINGS: 

30 % of the sample respondents are belongs to the private employee and business, 20% of the sample 

respondents are belonging to the group of professional and government employee. 

60 % of the sample respondents are belongs to the age group of upto 30 years, 20% of the sample 

respondents are belongs to the age group of 31-40 years and 20% of the sample respondents are 

belonging to the age group of above 40 years. 

50% respondents are Post Graduates, 30% of respondents are Graduates, 10% of respondents are High 

School and 10% belongs to other category 

60% respondents are above the income category of Rs. 5,00,000 , 20% of the sample respondents are 

belonging the category of 3,00,000-5,00,000 and 10% of the sample respondents are belonging the 

category of less than 3,00,000. 

80% respondents are belongs to the category of married and 20% of the sample respondents are belonging 

the category of unmarried. 

60% of respondents are using the car upto 3 years, 30% of respondents are using the car from 4-5 years 

and 10% of respondents are using the car above 5 years. 

40% respondents are driving 10-25 km per day , 30% respondents are driving 25-50 km per day,20% 

respondents are driving less than 10 km per day and 10% respondents are driving 50-80 km per day 

50% respondents are preferred the car through friends & relatives,30% of respondents preferred the car 

through family friends and 10% of the respondents preferred the car through dealers and others 

70% respondents have seen the dealer’s advertisement and 30% of the respondents have not seen the 

dealer’s advertisement 

40% of respondents of the price factor influenced to prefer this brand is high and 10% of respondents are very low. 

50% of respondents have opined that service is very good, 30% of respondents have opined that service is 

excellent and 10% of respondents have opined that service is average and below average. 

50% of respondents are very satisfied, 30% of respondents are satisfied and 10% of respondents are 

dissatisfied and highly dissatisfied. 

50% respondents are certainly recommended the product to their friends and relatives , 30% respondents 

are uncertainly recommended the product to their friends and relatives, 20% respondents are will not 

recommended the product to their friends and relatives. 

Ranking analysis for the factors influenced to purchase i10 car the safety was ranked first with maximum score of 920. 

The sample respondents belonging to the category of male are having high level of satisfaction about the 

services offered by the dealers and it is proposed to test the null hypothesis that there is no significant 

relationship between gender and level of Satisfaction. It is found from the above analysis that calculated 

chi-square value of χ2 (12.696) is less than the table value of χ2(3.841) at 5 per cent level of significance. 

Therefore, the above hypothesis is rejected. 

The sample respondents belonging to the category of married are having high level of Satisfaction about 

the services offered by the dealers and it is proposed to test the null hypothesis that there is no significant 

relationship between marital status and level of Satisfaction. It is found from the above analysis that 

calculated chi-square value of χ2 (9.522) is higher than the table value of χ2 (3.841) at 5 per cent level of 

significance. Therefore, the framed null hypothesis is rejected. 

SUGGESTIONS: 

 

 

 

 

Most of the respondents are not aware of the price level of Hyundai i10 cars. Because of that they 

(especially upper middle class customers) perceive i10 car is too costly to afford. This reason mainly 

influences some customers to go for competitor’s brand. So proper communication can be given to the 

public and proper positioning (price) can be done in order to remove the constraint. 

Customers were satisfied in i20 car but here after can improve extra ordinary quality in next immediate model. 

Though i10 cars are giving moderate mileage in long distance travelling, the mileage within the city limit 

travelling is less. So the company can try to improve the mileage level, so that the sales can be improved. 

The company can open more service outlets at various places apart from dealers point by giving franchise 

to outsiders. So that the service network can be expanded rapidly, this aids the company to increase the 

market share quickly. 



 

The company can help the dealers in their dealership where it plays a major role in pushing the product in 

the market at their restricted zones and avoids dealership failure. Equal importance to be given in 

highlighting the dealership brand as well as the product brand. 

CONCLUSIONS: 

In this competitive world, every company has to make valuable decision for profit maximisation through sales 

maximisation. Every organisation should strive to make consumer satisfaction its work culture. In order to 

ensure development of such a culture, the initiative has to come from the top management who, by their 

thinking, direction and action, should convey clear message down the line without any ambiguity. It should not 

happen that the organisation keeps this lofty objective only for publicity and lip service and actual actions are 

oriented in some other directions. The management should ensure that the staffs are trained to service the 

customer in a way that leaves a lasting impression on him. 

REFERENCES: 

1. Kotler Philip, Principles of Marketing, Sultan Chand and Company Ltd., New Delhi, 2002. 

2. Kothari C.R., Research Methodology, Wishwa Prakashan, New Delhi, 1985(Reprint 2003). 

3. D. Aaker, V. Kumar, and G. Day - Marketing Research, Singapore, John Wiley & Sons (ASIA) Pte Ltd, 

Seventh Edition, 2003. 

4. Gilbert A. Churchill, Jr., Marketing Research Methodological Foundations, USA, the Dryden Press, Fifth 

Edition, 1991. 

5. Richard .I. Levin, David S. Rubin, Statistics for Management, USA, Prentice-Hall, Inc, Seventh Edition, 

2002. 

6. Enderwick, Peter, Ritter & Larissa (2010) “Marketing with special reference to Korean car 

manufacturers”. 

7. Aboobakar, Siddique &.Arvindhraj (2010) “A Project Report On Customer Preference For DSC Hyundai 

Motor Pvt Ltd. Chennai”. 

8. Kaur and Sandhu (2006) “A study on Factors Influencing Buying Behaviour of Passenger Car Market” 

9. Vredenburg & Wee(1986)”The Role of Customer Service in Determining Customer Satisfaction”. 

10. Mittal & Lassar(1998)” Why Do Customer Switch? The Dynamics of Satisfaction Versus Loyalty” 

11. Dr. Sarika R.Lohan & Dr. Oprakash Sharma(2012) “A Study on Consumer Satisfaction Towards Hyundai Cars”. 

12. John Andy Wood (2008). The Effect of Buyers’ Perception of Environmental Uncertainty on Satisfaction 

and Loyalty. Journal of Marketing Theory and Practice 16 (4) pp 309-320. 

13. Balakrishnan Menon, Jagathy Raj V.P [2008], Model Development and Validation for Studying 

Consumer Preferences of Car Owners, IJMT Vol.2, Issue 5, pp. 148-173. 

14. Nikhil Monga, Bhuvender Chaudhary (2012), Car Market and Buying behavior-A study on Consumer 

Perception, IJRMEC Vol.2, Issue-2, pp. 44-63 

15. Bernt Krohn Solvang (2007). Satisfaction, Loyalty, and Repurchase: A study of Norwegian Customers of 

Furniture and Grocery Stores. Journal of Customer Satisfaction, Dissatisfaction and Complaining 

Behavior 20 pp 110-122. 

16. www.hyundai.co.in 

17. www.broadwaycarsonline.com 

18. www.google.com 

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EFFECT OF GENDER AND DISEASE ON DEATH ANXIETY 

MRS. TANU SHARMA, 

Research Scholar 

J.J.T.U. Rajasthan, India 

ABSTRACT 

Death is reality, not a single individual is free from death. Previous research suggest that 

there is a gender difference in death anxiety but this research suggest that critical illness and 

death anxiety has some relation. In this research 200 patients of critical illness patients are 

selected randomly. ANOVA statistical analysis is used. It is found that there is no 

significance difference in gender in terms of death anxiety but the significant result is 

obtained in critical illness patients. Scheffe test reveal that HIV patients have more anxiety 

about their death then Cancer and CHD patients feels moderate death anxiety and diabetes 

patient experiences less death anxiety. 

Keywords: Gender, Diseases, Death Anxiety 



INTRODUCTION: 

Death anxiety refers to the fear and apprehension of one’s own death. It is the neurotic fear of the self which in 

intense state parallels feelings of helplessness and depression. Man’s awareness of his own death produces 

anxiety that can only be dealt with by recognizing one’s individuality. According to form and the existential 

analysts, man‘s awareness of death gives him the responsibility for finding meaning in life. Death is a 

biological, personal, and socio-cultural and process of aging and the ending called death. Yet when the actual 

time comes, and the individual faces death alone, the psychological reactions appear to be remarkably similar 

Kublor (1969) had found that in the majority of persons, almost regardless of age, the personal reactions to 

imminent death pass through five phases-Denial, bargaining, Depression and Acceptance (although not every 

individual achieves the final phase). Dying and death laid other major aspects of human life are also very 

important cultural and social phenomena. 

Even less than a century ago, death was a common and familiar event in everyday life. There was no 

widespread technology to control infection and medicine could not do much for most diseases. Among the 

poorer classes the young died at an appalling rate, and the old died in their time. And they all died at home. The 

average person had been in the immediate presence of dead bodies at least half a dozen times before reaching 

adulthood. Against this background, death was in former years much more a part of life than it is today. lt was 

not a matter to be shunned of a taboo to be mentioned by means of euphemisms such as passed on’ but was 

dealt with directly and was even elaborated at the wake it was not unusual in small European towns of a few 

centuries ago, for someone who was dying to pass to pass their death bed hours in the public square, greeting 

friends, saying goodbye, and glorying, for at least brief time in a position of respect. Under such circumstances, 

death was an occasion for sadness but not for shame. No one would have dreamed of hiding away the dying as 

we do, in the wards of in old age homes. 

Carpenito -Moyet (2008), in the Handbook of Nursing Diagnosis, defines death anxiety as “the state in which 

an individual experiences apprehension, worry, or fear related to death and dying” (p. 39). In the Nursing 

Outcomes Classification guide, death anxiety is defined as “vague uneasy feeling of discomfort or dread 

generated by perceptions of a real or imagined threat to one’s existence” (Moorhead et al., 2008). “Death 

anxiety” is a term used to conceptualize the apprehension generated by death awareness (Abdel-Khalek, 2005). 


In a study of death anxiety, no sex differences were found for death anxiety Schumaker (1982), compared 

reported death anxiety in Malaysian and Australian University students. Australian subjects had significantly 

higher death anxiety scores than Malaysian subjects and in contradiction to the findings of Hyamset. al., (1982), 

females had significantly higher death anxiety scores than males in both the samples. Findings were explained 

in terms of factors in eastern cultures that more effectively control fear of death. Khalek and Omar (1988) too 

have reported that women had higher mean scores than men on death and trait anxiety but anxiety score for 

kuwaitians was very close to that of Egyptians. There was similarity in death anxiety between kuwaitian and 

United States men, but not women significant differences appeared on trait anxiety, showing the order from low 

to high mean scores: United States, kuwaitian and Egyptian university students. 

Khannaet. al., (1988) had reported that schizophrenics had the highest death anxiety followed by manic 

depressives and nm normal subjects. Patient groups had a significantly higher “fear of personal death” 

compared to normal’s. Schizophrenics also had a significantly higher “concern about suffering and lingering 

death”. There were significantly positive correlations between most of the components of death anxiety for 

schizophrenics and manic depressives but for normal subjects. 

Age and death anxiety was studies by Baum et. al., (1984) in elderly persons who were divided into three 

groups: community residents who were actively involved in a group membership club (affiliated subjects), 

community residents who were inactive group members (community subjects) and institutionalized subjects. 

While studying death anxiety among early and advanced malignancy cancer patients, Ferozet. al., (1987) had 

indicated that youngest subjects (below 30 years of age). Early malignancy subjects too, scored significantly 

higher on death anxiety than advanced malignancy patients. Death anxiety was least affected by financial status. 

In a study of heart attack patients, kumaret. al., (1987) found that female heart attack patients possess higher 

death anxiety than male patients. Heart attack patients aged 46-50 years indicated somewhat greater death 

anxiety than other patient age groups. Patients consistently indicated greater death anxiety than normal. 



In an attempt to cross validate the results with cancer survivors and to test its sensitivity to illness related 

variables, Cella and Dross (1987) administered death anxiety questionnaire with measures of general anxiety. 

Depression somatization and global psychological distress to Hodking’s disease survivor and testicular cancer 

surivos.There were no differences between groups on any of the dependent measures. Singificant but weak to 

moderate inter correlation confirmed that death anxiety is separate but related to general anxiety depression, 

somatic distress, and global psychological distress. Death anxiety highly correlated with time elapsed since 

diagnosis but no other variable was Significant associated with extent of the disease at diagnosis. 


Objective: 

 

To assess the death anxiety among male and female critical illness patients. 

HYPOTHESES: 

1. There would be gender difference in terms of death anxiety. 

2. There would be significant difference in death anxiety according to critical illness. 

Sample: 

There are 200 samples selected randomly in Vapi, Gujrath. In 200 samples, 50 samples are diabetes patients, 50 

cancer patients, 50 coronary heart disease patients and 50 HIV/AIDS patients. These samples are divided 

according to gender as 25-25. 

Research Design: 

2x4 factorial design is used for this research. 

Gender Diabetes Cancer CHD HIV/AIDS Total 

Male 25 25 25 25 100 

Female 25 25 25 25 100 

Total 50 50 50 50 200 

Research Tool: 

1. Death Anxiety scale constructed by Upinder Dhar, Savita Mehta and Santosh Dhar (1998). This test 

contains only 10 statements. 

Reliability: 

The split-half reliability coefficient was =o.87 

Validity: 

Besides face Validity, as all items of the scale are concerned with the variable under focus the scale has high 

content Validity it is evident from the assessment and rating of the contact of the judges experts that items of 

the scale are related of the concept of death anxiety. 

Norms: 

Norms for the scale are available on a sample of subjects belonging to the age range of 25-55 years. 

Scoring: 

An individual with a very high score i.e. above (M+10) may be considered to have very high level of death anxiety. 

Statistical analysis: 

According to assumptions of ANOVA and factorial design the following analysis is calculated. 

TABLE 1: INDICATES SUMMARY OF ANOVA 

Source 

Sum of 

Partial Eta 

df Mean Square F Sig. 

Squares 

Squared 

Gender 1.445 1 1.445 1.317 NS ---- 

Disease 38.935 3 12.978 11.83 .001 .156 

Gender Disease 1.855 3 .618 .563 NS ---- 

Error 210.720 192 1.097 

Total 5283.000 200 

Corrected Total 252.955 199 



In above table the F value for gender (1,192) = 1.317 is not significant. This means that there is no significant 

difference between male and female patients in terms of their death anxiety. 

The second main variable is disease (types of disease, diabetes, cancer, CHD and HIV). The F value of this 

variable F (3,192) = 11.83 is significant on 0.01 level and reveal that there is significant difference between 

type of disease in terms of their death anxiety. Diabetes, Cancer, CHD and HIV patients experiences death 

anxiety differently. This difference is analysed with the help of Scheffe’s test. 

TABLE 2: SCHEFFE TEST 

Disease N 

Subset 

1 2 3 

Diabetes 50 4.3600 

CHD 50 5.0000 

Cancer 50 5.1000 5.1000 

HIV 50 5.6000 

Above table reveals that diabetes patient experiences low level anxiety but the pattern is increasing according to 

illnesses. Maximum death anxiety is found in HIV patients. Therefore our second hypothesis is proved. 

LIMITATIONS: 

1. Data and number of patients are small. 

2. Demographical area also very limited. 

3. Paper and Pencil test has certain limitations. 

SUGGESTIONS: 

1. Child rearing patterns should be modified because most of the parents are responsible for their ward’s 

anxiety. 

2. Self recognitions and awareness programme should be arranged because these programmes will be 

beneficial for beat anxiety of patients. 

REFERENCES: 

1. Abdel-Khalek, A. M. (2005). Death anxiety in clinical and non-clinical groups. Death Studies, 29, 251–259. 

2. Baum et. al., (1984). Age denial: death denial in elderly, death education, 8: 419-423 

3. Becker, E. (1973). The denial of death. New York: Free Press 

4. Carpenito-Moyet, L. J. (2008). Handbook of nursing diagnosis. Philadelphia: Lippincott, Williams and Wilkins. 

5. Cella, D. F., & Tross, S. (1987). Death anxiety in cancer survival: A preliminary cross-validation study. 

Journal of Personality Assessment. 51, 451–461. 

6. Dhar Upinder, Mehta Savita and Dhar Santosh (1998). Death Anxiety scale Manual. National 

Psychological Corporation, Agra (India) 

7. Abdel-Khalek, A. M., & Omar, M. M. (1988). Death anxiety, state and trait anxiety in Kuwaitian 

samples. Psychological Reports, 63, 715–722. 

8. Kübler-Ross, E. (1969, 2002). On death and dying; Questions and answers on death and dying; on life 

after death. New York: Quality Paper Book Club. 

9. Moorhead, S., Johnson, M., Maas, M. L., & Swanson, E. (2008). Nursing outcomes classification (NOC). 

St. Louis, MO: Mosby Elsevier. 

10. Schumaker, J. F., Barraclough, R. A., & Vagg, L. M. (1988). Death anxiety in Malaysian and Australian 

university students. Journal of Social Psychology, 128, 41–47 

11. Zeyrek, E. Y. (2006). Death anxiety and a Taoist orientation in two cultures. Perceptual and Motor Skills, 

103, 70–78. 

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IRMJCR

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