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1 Volume 1, Issue 1, June 2014 International Journal of Academic Research Published by Sucharitha Publications Visakhapatnam Andhra Pradesh India website :

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3 EDITORIAL BOARD Editor-in-Chief Dr. T. V. RAMANA Andhra University Campus, Kakinada Andhra Pradesh, India ASSOCIATE EDITORS Dr. K. Victor Babu T.S.E. Rani ADVISORY COUNCIL Prof. M. Sundara Rao, Chairman, Board of Studies, Dept of Economics, Andhra University,VisakhaPatnam Prof. P.Arun Kumar, Special Officer, Andhra University Campus, Kakinada, AP Dr.P.Subba Rao, Director (i/c), Centre for Study of Social Inclusion and Exclusive Policy, Andhra University, VisakhaPatnam Prof.B.Kuberudu, Dept of Management Studies, Andhra University Campus, Kakinada Prof. J.V.K.V. Pandit, Dept. of.political Science &Public Adm, Andhra University Campus, Kakinada Dr.Dr. K. Victor Babu, Guest Faculty, Department of Philosophy, Andhra University Visakhapatnam and Associate Editor of IJAR, AP Dr. Zoran Vu, ISI, Rector, St. Gregory Nazianzen Orthodox Institute Universidad Rural de Guatemala, GT,U.S.A EDITORIAL COUNCIL Prof. M. Sundara Rao, Chairman, Board of Studies, Dept of Economics, Andhra University, VisakhaPatnam Dr. P. Subba Rao, Director (i/c), Centre for Study of Social Inclusion and Exclusive Policy, Andhra University, VisakhaPatnam Prof. J.V.K.V. Pandit, Dept. of.political Science &Public Adnm,

4 Andhra University Campus, Kakinada Prof. B.Kuberudu, Dept of Management Studies, Andhra University Campus, Kakinada Prof. D. Satyanarayana, BVC, Institute of Technology & Science, Amalapuram, AP Dr. A. Srinivas, Rajiv Ganghi Institute of Law & Dept. of Humanities, University College of Engineering, JNTUK Dr. Vidya.H.N, Department of History, Government Arts College, Hassan, Karnataka Dr. C. Jaya Subba Reddy, Department of Mathematics, SVU College of Sciences, Tirupati Dr. E.Ashok Kumar, Department of Education North- Eastern Hill University, Shillong Dr.Merina Islam, Department of Philosophy Cachar College, Assam Dr..B.V.Prasada Rao, Dept. of Management Studies, Wollega University, Ethiopia Dr. Bipasha Sinha, S. S. Jalan Girls College University of Calcutta- Calcutta Dr. K. John Babu, Department of Journalism & Mass Comm. Central University of Kashmir, Kashmir Prof. S.Mahendra Dev, Vice- Chancellor, Indira Gandhi Institute of Development Research Mumbai Prof. (Dr.) Sohan Raj Tater, Former Vice Chancellor, Singhania University, Rajasthan Dr. R. Dhanuja, PSG College of Arts & Science Coimbatore Dr. Bipasha Sinha, S. S. Jalan Girls College University of Calcutta- Calcutta Dr.Merina Islam, Department of Philosophy Cachar College, Assam Mr. K.V.Ramana Murty, Dept of Management Studies, Andhra University Campus, Kakinada Dr.V.V.S.Rama Krishna, Dept. of Economics, Andhra University Campus, Kakinada,AP Dr.B.Charwak, School of management studies, JNTUK, AP Dr V.V.Ratnaji Rao Chowdary, Management Studies, VSM College Ramachandrapuram, AP Prof. Roger Wiemers, Professor of Education Lipscomb University, Nashville, USA

5 Dr.K.Chaitanya,Postdoctoral Research Fellow, Department of Chemistry Nanjing University of Science and Technology People s Republic of China Prof. Josef HOCI-ITL, Department of Political Economy University of Vienna, Vienna & Ex. Member of the Austrian Parliament, Austria Prof. Alexander Chumakov, Chair of Philosophy Department Russian Philosophical Society Prof. Fidel Gutierrez Vivanco, Founder and President Escuela Virtual de Asesoria FilosOfica Prof. Igor Kondrshin, Member of the Russian Philosophical Society, the Russian Humanist Society and Expert of the UNESCO, Moscow, Russia Dr. Zoran Vu, ISI Rector,St. Gregory Nazianzen Orthodox Institute Universidad Rural de Guatemala, GT,U.S.A Swami Maheshwarananda, Founder and President, "Shree Vishwa Deep Gurukul Swami Maheshwarananda Ashram Education & Research Center", Rajasthan, India Dr. Momin Mohamed Naser, Department of Geography Institute of Arab Research and Studies Cairo University, Egypt Mr. I. Ketutdonder, Depasar State Institute of Hindu Dharma, Indonesia IJAR, Journal of Multidisciplinary Academic Research, concentrates on critical and creative research in multi disciplinary traditions. This journal seeks to promote original research and cultivate a fruitful dialogue between old and new thought. Note: Views expressed in the articles is exclusively of the authors, thus, journal is not responsible of it in any case. Editor-in-Chief, IJAR June, 2014 Typeset and Printed (Sucharitha publications) in India IJAR Visit:

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7 C O N T E N T S Volume 1 Issue 1 June 2014 S. No 1. An Overview on the Tribal Development Policy in India : Prof.MSundaraRao, Dr.P.Ramu 2. Employees Satisfaction on the Job Performance: A Case Study of National Bank of Ethiopia: Dr B.V Prasada Rao, Shewayirga Assalf and Wako Geda Obse 3. Performance of Small Scale Industries in India : Prof. T. Uma Maheswara Rao and G.Kavitha Kiran 4. Dynamic Issues in Human Resource Development in India- An Analysis: Dr. D. Satyanarayana 5. The Impact of Marketing Mix on Customer Satisfaction- A Case of MOHA Soft Drinks Industry S.C, Hawassa Millennium Plant: Dereje Alelign, Dr. B.V.Prasada Rao and Wako. Geda obse 6. Career Planning and Development of Tribal Employees - With reference to Visakha Agency Andhra Pradesh: K.V.Ramana Murty 7. Impact of Market Segmentation Practices on the Profitability of SMSEs in Hawassa City: A Case Study: Hailemariam Gebremichael, Yitbarek Seyoum, Dr.B.V.Prasada Rao 8. Environmental Ethics: A Philosophical Analysis: Dr.K.Victor Babu 9. Innovative Approaches in International Relations: Promotion of Economic Diplomacy as an Instrument of Economic Development-An Analysis: Dr. Vidya.H.N 10. Fertility pattern of Tribal women of Srikakulam District, AP, K.Appanna babu 11. Economic and Social Viability of Women under Self Help Groups Scheme- A Case Study of Srikakulam District: Dr. M. Ramesh Page No

8 12. The Evaluation and Performance of Life Insurance Schemes in India: Dr. A.Jagadeesh babu 13. Human Rights Education Need of the Hour: Gunda Vedasri 14. Technology in non-violence Culture: Gandhian Philosophy & Strategy: Dr.M.Ramesh and V.Mallikarjuna Rao 15. Micro Finance through SHGs towards Empowerment of Tribal women-a study of Chintapalli Mandal in Visakhapatnam Dt: Dr.V.Paradesi Naidu 16. Determinants and Indices of Human Development in Guntur District of Andhra Pradesh Dr. D.Thirupathaiah: 17. Mark Cubbon s Initial Endeavors at modernizing Mysore and administrative Strategies: Dr. Putturaju.K 18. Reflections on Defense Structures in South India The Historicity of Fort of Srirangapattana through the Ages: Linga Rau 19. Failure behind Success-An Analytical view of Leadership &Training Programmes: Nandan.P 20. A Time Bound Strategy for Eliminate the Rural Poverty in India : Dr.T.V. Ramana

9 Editorial.. IJAR- A Common Platform of Voice of Intellectuals as Change Agents for better Society - Change is inevitable in any economy for speedy economic development. It is true that the contemporary economies posit a bulk of challenges and changes. Research is frequently a solution for any menial or magnified problem and is deeply rooted in social science, humanities and technology. It is a very natural and a comprehensive key to unlock the way of acquiring knowledge in a real and healthy manner. Research adds to the experience and knowledge of varied practices and environment. Mind of human being is glimpses of knowledge. We can be premeditated them by create a pleasant research platform. To initiate the research movement and nurture the research talent, International Journal of Academic Research (voice of intellectuals) - IJAR is committed to education, training and research and thus committed to enhance quality, change and development in the society. Since its inception, voice of intellectuals strives to add and impart the research knowledge, to cultivate research talent and contribute to the development of mankind. To add to the skills of teachers, researchers, professionals and students, this journal offers a common platform to the researchers conducting their research in sciences, humanities and technology. Whereas the social science and humanities research imparts the experience to cope-up with the challenges, changes, and competitions in society in addition to adding to the vast store house of knowledge and development, the researches in technology re-orients and re-educates the participants by enhancing their capabilities and proves to be a crucial link between theoretical development and practices in the field and thus encourages enquiries and envisages the readers to widen their horizon of knowledge, experience and charm for research. IJAR is to impart understanding about the concepts, theory, types, methodologies, tools, analysis and report writing to the developing researchers, enlighten the current trends and practices in research, suggest the new areas of research, develop the skill and competence in research and research report, create new opportunities for the potential prospects, develop the interest, aptitude and attitude towards research, guide the society to invent and

10 reinvent education and direct the way towards inclusive globalization and inter-connectedness. With contributors from across the country and abroad, IJAR is privileged to spread the voice of intellectuals on Change agents for better society. IJAR for Change and Development is a quarterly journal publishing in multi Language from Kakinada, Andhra Pradesh. This research journal has commenced its journey to reach all the research oriented friends and the readers with its innovative aspects in course of time. The well acknowledged editorial and advisory committee speaks of strong backbone and its conscious action to deliver the best to the society, state, nation and the world by its unique features covering the areas of Social Science, Humanities and Technology. To add to this thought and idea, with the contributors from various university Professors and institutions of national and international importance, IJAR establish its credibility with the continuous effort to deliver the qualitative aspect of International repute. IJAR enriches the world by adding the committed researchers and wish to utmost cooperation from the readers and intellectuals of institutions, universities, colleges etc. in enrich the journal. At the movement, it is great privilege to convey my sincere gratitude and gratefulness to Prof. Dr. G.S.N.Raju garu, Vice Chancellor, Andhra University, Visakhapatnam for his encouragement and delivered valuable message to the journal. I would especially like to thank Dr.K.Victor Babu, Guest Faculty, Department of Philosophy, Andhra University Visakhapatnam; Chief Editor of IJMER and Associate Editor of IJAR for his mentoring in all stages of the journal. Last but not least, I convey my thanks to one and all that who are encouraged me in this regard Editor-in-Chief

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13 An Overview of the Tribal Development Policy of India 1. Prof. M. Sundara Rao, Chairman, Board of Studies, Department of Economics, Andhra University, Visakhapatnam 2. Dr.P. Ramu, Research Associate in Agro Economic Research Centre of Andhra University. Abstract: In the present study an attempt is made to present the different dimensions relating to tribal development policy adopted by the Government of India during the period of economic planning. The analysis broadly presented in four different parts. The first part deals with the tribal Policy adopted by the British Government. The next part is devoted to discuss about the basic features of the Policy of the National Government during the post Independence period. The third part is devoted to analyze the approaches adopted for Tribal Development during different Five Year Plans and the last part is confined to examine in the Implementation aspects of tribal development strategies in the Indian Economy. It is concluded that during the Plans the primitive conditions of the tribe s life, their vulnerability to economic exploitation, and the existing socio psychological barriers due to isolation necessitated a cautious and phased approach for the development of PTGs. A special approach has been formulated by the Indian Government with protection and integration of tribes as its principal objective. Following this approach, developmental institutions were established to look after the allround development of tribes.. Due to the many flaws the Draft National Policy on Tribals should be replaced as soon as possible, by an appropriate National Tribal Policy. While preparing an appropriate National Policy, Tribal Policy based on consultations that have taken place with so many organizations has to be taken care of. Key words: tribal development, British Policy, Zamindars, Money lenders, Five Year Plans 1

14 Introduction: The forest area in the country is million hectares covering 22.7 percent of total geographical area. At present 94 percent of the forest dwellers are tribes and their economy is depending on forest to a great extent. They exploited the forests for fulfilling their basic needs by hunting wild life and collecting roots and fruits. A United Nations report on tribal development pointed out that tribal people in general derived, either directly or indirectly, a substantial amount of their livelihood from the forests. They subsist on edible leaves and roots, honey, wild games and fish. They build their houses with timber and bamboo and practice cottage crafts with the help of local raw materials. They use herbs and medicinal plants available in the forest to cure their diseases. Even their religion and folklore woven round the spirits of the forests. This dependency for their livelihood on the forests creates in the tribes an equally strong attachment to the forests. Tribals residing in or near the forests collect various minor forest produces (MFP) during the seasons of their availability both for their own use as also for sale either to government agencies or to contractors. Tendu leaves are collected during April May when they mature. Sal seeds are collected in pre monsoon period. Harra (chebulic myrabolan) is collected when it ripens in early winter. Gum and lac are collected throughout the year except when it rains. Pine trees are tapped for resin during warm and hot seasons. Various edible products, are collected whenever they become available. Thus the collection of minor forest produce goes on throughout the year, though certain months of the year are busier for the collectors. I. Policy of the British Government: The tribal areas were the last to come under the British rule due to their inaccessibility. To avoid troubles from violent tribes, the British Government adopted a policy of pacification through indirect rule with respect to tribal areas and treated them differently from the rest of the country. Accordingly the following measures were taken. The Schedule Districts Act of 1874 was enacted to keep large tracts of tribal 2

15 areas outside the jurisdiction of normal administration. For these areas the executives were endowed with wide powers. The administrative policy was based on the principles of non interference into the affairs of the tribes and isolation. All these provinces were provided with autonomy to rule the tribal areas under their control following broad guidelines formulated for this purpose. In accordance with the Policy, Agency Rules have been formulated in the year 1924 by the Government of Madras Provinces suppressing all the existing rules. The Agency Rules provided for the Revenue and Judicial administration of the tribal areas acquired linkages with the higher levels as their positions were recognized for administrative purposes. The Excluded and Partially Excluded Areas Act which came into existence in 1935 resulted in the non-applicability of any legislation of the Provincial Government to tribal areas except on the direction of Central Government. The outcome of British administrative policy can be broadly summarized that the administration in tribe s areas during pre independence days was not formalized. The decision making level, both in British India and Indian States, was near enough to the common-man. Maintenance of order and protection from unwanted elements where necessary, were the main objectives of administration. The British Policy of isolating the tribes led to the misery of the tribes as it freely left them to the exploitation of zamindars, money lenders, and local chiefs. The policy of conservation of forests resulted in curbing age old practices of tribes like shifting cultivation, hunting, and others. The entry of merchants and money lenders further affected the tribes who were already facing many odds such as Vagaries of nature, denudation of hills and loss of soil fertility. Under these conditions, the policy of non interference of the British with regard to tribal areas helped only to perpetuate the socio cultural gulf between the tribes and non tribes besides exposing them to the nefarious practices of merchants and money lenders. Even during the British rule, the miserable plight of the tribes and the exploitation to 3

16 which they were subjected was recognized by the Governments. These regulations of the British Government suffered severely with the problems of implementation. Hence they could not do anything to change the plight of tribes. The result is seen in further worsening the situation. The British policy resulted in exploitation and encroachment of tribal lands and thus they have lost command over the natural resources in their own habitat. The British administrators have neglected the tribal areas. II. Policy of the National Government: The founders of the Indian Constitution were deeply conscious of the miserable conditions of the tribes who were segregated from the national main stream. The social scientists of this period also focused their attention towards the conditions of the tribes and began to discuss how best to deal with them. One school of thought led by Elwin argued to protect the aboriginals by completely isolating them from rest of India and later he shifted his stance. A second school of thought led by Ghurye opined assimilation of the tribes into national main - stream as essential. A third school believed that tribes should be integrated into the Indian society but not necessarily assimilated which means that it aims to preserve their identity. Ghurye (1963) made an elaborate discussion on the three solutions suggested for tribals problems; no change and revivalism: Isolationism and preservation; and Assimilation (1963: ). Dube (1968) and Vidyarthi (1968) discussed various approaches from anthropological point of view. The Government of India came to the stand that the tribal population cannot be left to lag behind and isolated. Nor the natural resources in tribal areas can be neglected. Integration of tribes into the national mainstream was considered to be the solution. The policy is to bring the tribes into the main stream in a phased manner. This policy also cautioned that the tribes should not be allowed to get exploited in this process. Late Jawaharlal Nehru spelled out the policy as follows: We cannot allow matters to drift in the tribal areas or lest not take interest in them. At the same time we should avoid over 4

17 administering the areas and in particular sending too many outsiders into the territory. It is between the two extreme positions we shave to function. The Government of India appointed a sub committee in 1947 with Thakkar Bapa as its chairman to study the position of Excluded and Partially Excluded Areas of the erstwhile British Government. The committee made several recommendations. One of the important recommendations was that the state should bear the responsibility of the tribal people. It laid emphasis on the protection of tribal lands and prevention of exploitation by money lenders. It also suggested certain statutory safeguards for the protection of tribes. A. Constitutional Safeguards and Protective Legislation for Tribals: After independence the British Policy of isolation and non interference was replaced by a policy of integration through development. Accordingly several provisions were made in the Indian Constitution. The most important provision of the constitution is the Article 244, which provides for administration of scheduled areas in accordance with the Schedule V to the constitution and the administration of tribal areas (Assam State) under Schedule VI. Articles 5, 16, 19, 46, 244, 275, 330, 332, 335, 339 and 342 of the Indian constitution provided specific provisions for the advancement of Scheduled Castes and Scheduled Tribes. There are reservations in educational institutions, services, political bodies, special relaxations in age, qualifications, etc. Further the provisions are allowed for the necessary funds for Tribal Development Programmes. Many special provisions were made in Schedule V to the constitution in the interests of the Tribal areas. Clause 6 of the Schedule V empowered the President of India to declare any area where there is predominant concentration of tribal people as Scheduled area. The constitution of scheduled areas has two clear objectives: To assist the tribes in enjoying their existing rights unhindered or unobstructed by others; and to develop the areas and promote economic, educational, and social progress among them. The Fifth 5

18 Schedule also gave wide powers to State Governors empowering them even to modify the existing enactments and make regulations for the welfare of the Scheduled Tribes. Article 338 of the Constitution provides for instituting a Commissioner for Scheduled Castes and Scheduled Tribes with an object of submitting reports on the administration of tribal areas in general and in particular about the provision of educational and medical facilities and communications in such areas. The Commissioner s report is to be placed before the Parliament. Under the provisions of the Art. 339 of the Constitution, the Government of India has set up the Scheduled Areas and Scheduled Tribes Commission. The commission in its report submitted in , specified the policies to be followed towards Scheduled Tribes. The commission suggested, that the tribal should be assured that his rights in the land are safe and that the Government and Society are there to protect him; that the tribal should be made confident that no one will tamper with his way of life or his benefits and customs; and that the tribal should be made to realize that change is indispensable without which no development is possible, and the development is intended to secure for him and his family greater opportunities of life along with the rest in the country of which he is an inseparable part. The founding fathers of Indian Constitution laid a firm policy of tribal development by incorporating various provisions on the doctrine of compensatory discrimination. Consequent to the National Policy on Tribal which envisaged for protection and integration of tribes, several protective legislations were passed to provide protection and to safeguard the interests of tribes. These acts and regulations emanate from various constitutional provisions. Some of the Central Acts are: Protection of Civil Rights Act, Bonded Labour System (Abolition) Act, Child Labour (Prohibition and Regulation) Act, Forest conservancy Act, 1980, and SCs and STs (Prevention of Atrocities) Act,

19 B. Commissions and Committees: The Government of India appointed several commissions and committees from time to time to report on the development of tribes. The foundation for the Tribal Development Policy was laid by the first Prime Minister of India Late Sri. Jawaharlal Nehru, who enunciated the policy of Panch Sheel for tribal development. The essence of this policy is that Tribal Development should be along the lines of the genius of the tribal community and nothing should be imposed upon them. i) Verrier Elwin Committee 1960, (to report on Special Multi Purpose blocks). This committee suggested for the protection of the tribes through enacting of legislations for curbing money lending, scaling down of past debts, and automatic discharge from agreements in the matters of bonded labour and adequate alternative sources of credit. While legislations were made to prevent land alienation and money lending, cooperatives were planned through the Tribal Development Blocks as alternate sources of Credit. Considering inadequacies of the individual co-operatives due to lack of sufficient financial base and operational efficiency the State Government of Andhra Pradesh established a State level Cooperative body, The Girijan Cooperative Corporation (GCC) to combine co-operative credit and marketing in the interests of the tribes. The different Committees constituted by the Government of India conducted specific studies and dealt with selected subject like personnel policies, Land alienation, credit structure etc. III. Five Year Plans Approaches for Tribal Development: After independence, India has launched Five Year Plans for the planned and rapid development of the country. As designed by the leaders, a Five Year Plan is a comprehensive document with specified aims and objectives for achievement within a period of five years. Thus the socio economic goals of the Government are planned to be achieved through the Five Year Plans. As part of the Governments strategy, the various five-year plans have been designed 7

20 to achieve all-round development of tribes and tribal areas. It was during the First Five Year Plan, ( ), that the policy for tackling the tribal problem took a clear shape as it was aimed to assist the Tribal people to develop their natural resources and to evolve a productive economic life where in they enjoy the fruits of labour and will not be exploited by more organized economic forces from outside. It was decided not to bring about changes except at the initiative of the people themselves and their willing consent, as far as their religious and social life were concerned. At the national level during the plan period, out of the total outlay of Rs crores one percent of the total plan outlay was spent for the tribal development. During the Second Five Year Plan Period ( ), the First Five Year Plan approach remained same with new schemes to tackle the tribal problems on a wider canvass. It was once again emphasized welfare programmes for tribal people have to be based on respect and understanding of their culture and traditions and appreciation of their social, psychological and economic problems with which they are faced, For the first time Minor Irrigation was emphasized by allocating special funds. During this period, the Government spent 0.92% of the total plan outlay for the purpose. During the end of Second Five Year Plan, some committees, like Renuka Roy Committee, Elwin Committee and Dhebar Commission were appointed to study the progress of the tribal welfare programmes. The suggestions made by these committees were given due consideration in evolving tribal development programmes in the Third Five Year Plan ( ). While continuing old schemes, special emphasis was laid on Cottage Industries, Agriculture, and Education etc. During this plan period 20 tribal development blocks were established in addition to already existing four multi-purpose blocks. The total outlay spent for tribal development during this period was only Rs crores, constituting 0.6 percent of the total plan outlay. After Third Five Year Plan, three annual plans were formulated for and during 8

21 this period more or less the earlier schemes were continued. The Fourth Five Year Plan ( ) which was some significant, as it initiated important schemes for tribal development. In addition to manifold increase in the budgetary allocations for tribal development, areas of unrest were identified and special projects were started in the country. Girijan Development Agency (GDA), was established in Srikakulam District, is one among them with special assistance of Rs. 1.5 crores from Government of India. The working of the various Protective Regulations was reviewed and it was found necessary to amend them in order to make them more effective and also to remove certain practical difficulties in the way of implementation. The Land Transfer Regulation Act, 1959 was amended placing absolute prohibition on transfer of immovable property in schedule areas to persons other than tribes. Institutional credit facilities were provided on a large scale for the first time by obtaining special credit facilities from Reserve Bank of India. The Fifth Five Year Plan ( ) marked a significant change in the strategy for tribal development. The plurality of occupations, marked variations in the levels of development and varied geo-ethnic milieu of various tribes gave rise to plethora of problems, which are not amenable to uniform approach for their development. Therefore, area, community and problem specific strategies have been evolved to develop tribes as envisaged by the constitution. As 60 percent of the tribal population has inhabited in the scheduled areas, which are endowed with rich natural resources and the development of the people inhabiting in this area is linked with the development of the area. Hence area approach was adopted for the development of the scheduled tribes living in the scheduled areas of the country. The following strategies are evolved for the development of these three different groups. Tribal Sub Plan (TSP) at macro level and ITDAs (or) ITDPs at micro level (or) District level as main nodal centers of development in areas of tribal concentration. Modified Area Development Approach (MADA) 9

22 for development of tribes outside TSP area, and Primitive Tribal Groups (PTGs) for those who are at the Pre-Agricultural stage of economy. The approach after Fifth Five Year Plan remained same. The strategies and schemes formulated during V Five Year Plan were continued with more funds and schemes. Hence the approach for development of tribes remained unchanged during the period of subsequent plans. The strategy of tribal development envisaged during Fifth Plan has been broadly continued during the Sixth Plan ( ). The strategy has, however, been improved upon in some respects. During Sixth Plan, 235 pockets of Tribal Sub-Plan (TSP) are identified. Special programmes were chalked out for those areas and Special Central Assistance (SCA) was provided for development of these pockets. To make the programmes result oriented, much greater emphasis was laid on family oriented programmes in economically benefiting sectors than in earlier plans. The various programmes in the Sixth Plan are mainly intended to achieve the objective of narrowing down the gap between the levels of development of tribal areas and other areas and also to bring more rapidly a qualitative change in the tribal communities. The strategy adopted for tribal development has marginally changed during the Seventh Plan ( ). The approach is a judicious mix of beneficiary oriented programmes, human resource development and infrastructure development. The new strategy is oriented for creation of assets under agriculture, horticulture and sericulture by taking up programmes in an integrated manner. Further focus will be given on universalisation of education and provision of quality education by opening full-fledged residential schools and public schools. In the Eighth Plan ( ) the Government while revising the strategies of tribal development was emphasized the problems of the tribes have to be tackled by suitably strengthening the mechanism of planning and implementation of programmes of Tribal Sub-Plan. In the Ninth Plan ( ) emphasis is laid on a total integrated effort for all round tribal 10

23 development and massive efforts have been made for the socioeconomic development of tribal people by the government through organized economic planning. It can be visualized that in the approaches to tribal development, the emphasis is laid down on increasing the living standards of tribes through strategy of growth of core sectors and area development through investment in infrastructure. The Ninth Plan aimed to empower STs by creating an enabling environment conducive for them to exercise their rights freely, enjoy their privileges and lead a life of self-confidence and dignity, on par with the rest of society. This process essentially encompassed three vital components viz. (i). Social Empowerment, (ii). Economic Empowerment and (iii). Social Justice. To this effect, while ST related line Ministries / Departments implement general development policies and programmes, the nodal Ministry of Tribal Affairs implements certain ST specific innovative programmes related to education and literacy. In the Tenth Plan ( ) an attempt is made towards empowering tribes through continuing the on-going provided strategy of social empowerment; economic empowerment and social justice through taking effective steps to prevent the serious problem of displacement of tribes and ensuring their effective rehabilitation through a laid-down rehabilitation policy. This plan tends to expend an amount of Rs crores (which excludes Rs.2500 crore as SCA to TSP and Rs.1500 crore as GIA. This plan tied to expedite the finalization of the National Policy for Rehabilitation of the displaced persons with a special focus on the displaced tribes, by providing them land for land and item for item, last possessed before displacement. The Tenth Plan accorded high priority to prevent and restore the alienated land to the tribes and, if possible, to put a total ban on the transfer of tribe land to non-tribes. The Tenth Plan endeavored to boost agricultural production in tribal areas through the extension of the irrigation facilities through promotion of micro-irrigation systems, and by creating awareness among the tribes for effective water resource management. This plan tried to adopt an effective strategy 11

24 that takes into account the prospects of the tribes as well as forests together complementing each other. This plan tends to channelize the efforts to ensure that the interests of the tribes protected and linked with the bio-diversity and environment restoration projects. Primary health care services in tribal areas are extended by involving local NGOs to cover all terrains in all seasons with a special focus on women, children and PTGs. Indigenous medicines, traditional knowledge and methods of healing are encouraged in attending to the health needs of the tribes. The Eleventh Plan ( ) is entitled as Towards Faster and Inclusive Growth. The strategy of this plan for the development of the scheduled tribes is based on inclusive growth. Under this approach development and empowerment of socially disadvantaged groups and bringing them at par with the rest of the society is given top priority. In his context this plan considers education is the one of the most effective instruments of social empowerment and is vital for securing horizontal and vertical mobility. Hence schemes for the educational upliftment of the STs have borne fruit although the gap between the general population and STs are still at unacceptable levels. An educational scheme in favour of these sections is going to be continued with redoubled vigour. While bringing the STs to the national level may take time, certain aspects of the backwardness need to be immediately set right. Total eradication of the practice of bonded labour, which especially targets the STs, will be achieved in the 11th Plan. For this, intense efforts will be made to identify and rehabilitate bonded labour and their children. The Special Component Plan (SCP) for Scheduled Castes and the Tribal Sub-Plan (TSP) are two strategic policy initiatives to secure overall development of the STs and to remove all socio-economic and educational disparities between them and the rest of the population. It is disturbing to see that both these schemes have not been implemented with a full sense of commitment and involvement, either by the Central or by the State Governments. 12

25 Approach in the Twelfth Five Year Plan: Towards promoting education the Plan taken in to account various issues like, while teachers appointed in schools located in tribal habitations are unable to understand the dialect of the ST children, the children are also unable to understand the dialect of teachers. Care therefore has to be taken for appointing ST teachers in schools located in tribal areas. Adequate attention also should be paid to regional language so that children are not handicapped in higher classes. Timely distribution of fellowships, scholarships, textbooks, uniforms and school bags to students is reqired. The ICDS/Anganwadi schemes for tribal areas should be evaluated and shortcomings eliminated. Requisite number of primary schools needs to be established in areas that have less number of schools. All schools should have proper school buildings, hostels, water, toilet facilities (particularly for the girls schools). Residential high schools for ST boys and girls will have to be set up at suitable places. At the Gram Panchayat level, wherever feasible girls hostels will have to be attached to existing primary/elementary schools that do not have hostels Intensive efforts should be mounted to restitute, vitalize and expand agricultural sector for making existing tribal livelihoods more productive. Training centers will be opened to improve skills of tribals for diverse occupations. Efforts should be made to promote horticulture, animal husbandry, dairy farming, sericulture and cottage and small industry by extending necessary technology and credit, marketing and entrepreneurial information, and training. TRIFED has to shoulder the task of marketing to ensure remunerative prices to STs. There is a need to encourage traditional arts and culture and protect Tribal Rights in Land and Forests of STs. There is a need for increasing financial Institutions in these areas as the communities are unable to access institutional credit. ST corporations which are intended to provide financial support for these communities does not materialize as funds get diverted to 13

26 other activities not related to these communities, corruption, lack of planning, non-existence of Development Planning, nonorganization of Entrepreneur Training Programmes, unwillingness etc. Hence, they are largely unable to become entrepreneurs, Industrialists or start productive Businesses. iv). ST welfare and National Commissions instituted for the purpose of bringing about improvement in STs were ineffective as they had only recommendatory power and their findings were not mandatory. Available safeguards like Sub-Plans must be leveraged for economic and social empowerment of the underprivileged as this will not only help to alleviate poverty but also generate asset creation of these sections in future. It is found out that budgetary allocations are not in true with the directives of the planning commission. As STs seeking a fair share of the wealth of nation is gaining ground, there is a need for allocating and spending funds in proportion to the population of Scheduled Tribes. The 12th Plan will ensure that they be implemented with further innovations and deeper commitment. Over a period of time a large number of people, particularly tribal groups, have severely suffered from the brunt of mega development projects. In this context, efforts therefore are planned during the 11th Plan to prepare a comprehensive and integrated national policy for land acquisition, compensation, and resettlement. During the plans the primitive conditions of the tribal life, their vulnerability to economic exploitation, the existing socio psychological barriers due to isolation necessitated a cautious and phased approach for the development of tribes. A special approach has been formulated by the Indian Government with protection and integration of tribes as its principal objective. Following this approach, developmental institutions were established to look after the all-round development of tribes. IV. Draft National Policy on Tribals The Draft National Policy on Tribals seeks to bring Scheduled 14

27 Tribes into the mainstream of society through a multi-pronged approach for their all-round development without disturbing their distinct culture. This implies that an attempt is being made, to impose, through such a policy, a Homogenous Way, on all of Indian society. Instead of celebrating and encouraging the diversity that makes up our great Nation, the policy attempts to introduce a new phrase, ie, mainstream of society. As diverse natural resources are being razed to the ground by the demands and excesses of capitalism, even tribals who have managed to protect pockets of the earth so far, are being cornered into do-or-die situations where they are forced to abandon their cultural practices, traditional livelihoods and systems of health. Scheduled V areas are opened up to mining by multinational companies, mass displacement takes place for socalled developmental projects, thousands of livelihoods are lost. In fact, the conditions that tribals have faced in some cases, especially in the state of Orissa, fall short of ensuring the components of the Right to Life that the Constitution guarantees to all citizens. Our Constitution guarantees us the Fundamental Right to Equality. With this, must come the understanding that each individual s opinion and experience is as significant as the other s and can only be judged against the basic structure of our Constitution. The motives of Assimilation and Mainstreaming are offensive, and need to be done away with. The draft policy states that the Nehruvian Panchsheel was long on generalities and short on specifics. The Nehruvian Panchsheel is a set of Principles. The draft policy states that formal education is the key to allround human development. As is commonly known, formal education has, on occasion, involved the saffronization of the syllabus. At a conceptual level, it would be more accurate to perceive formal education as a potential tool for progress, and not as the sole, infallible answer to every aspect of human development. However, formal education and literacy are also two different tools for empowerment. In the draft policy, 15

28 the discussion on formal education is interspersed with statistics pertaining to literacy. The distinction between these aspects of education should be articulated and dealt with separately in the section on education. In addition to this, schemes for non-formal education should not be introduced in lieu of formal education for tribals, as that would deny them the immediate benefits of formal education that are imparted to other sections of society. The draft policy states that the policy will ensure that education will be linked with supplementary nutrition. While this is a positive move for trying to ensure that children attend school, it should not distract from, derail, or act as a substitute for the government s larger responsibility related to providing nutrition which is linked to the agricultural policy, the public distribution system, trade systems, land and water use etc. The draft policy aims at preserving and documenting tribal languages. In addition to this, the option of education in the mother tongue at the primary level should necessarily be made available to students. Tribal languages which are not scheduled so far should be converted into official languages in order to empower tribals in many ways, including in the various stages of democratic decision-making. Even languages without a script should be accommodated in this effort to the extent possible. Officials should be required to acquire a basic knowledge of the local tribal language of the tribal area in which they are posted. The draft policy states that the invaluable knowledge of the tribals (pertaining to medicinal plants and a number of other subjects), should be documented, and that such knowledge should be transferred to non-tribal areas. At present, there exists a Patent Regime that is completely tilted against the interests of tribals and small farmers. The documenting of tribal knowledge under present circumstances will only create easy room for theft, piracy, or abetment of the same. Open access to knowledge, to benefit all of humanity, are the ideals to reach for, at least in the context of indigenous knowledge related to medicinal plants, and the use, documentation, transfer and 16

29 ownership of such knowledge and further value that might be added to such knowledge. Until this is achieved, however, the interests of local communities, including their intellectual property rights, need to be protected. The draft policy does mention that there is no legal and/or institutional framework to safeguard their intellectual property rights, and that the policy will aim at making legal and institutional arrangements to protect their intellectual property rights and curtailing the rights of corporate and other agencies to access and exploit their resource base. Such legal and institutional arrangements will only be meaningful ones if they are prepared after revising policies and existing statutes that deal with these subjects, such as the existing Biological Diversity Act, 2002, and Rules under the said Act which unfortunately seem to create room for biopiracy rather than for protection. The Biological Diversity Act provides for the establishment of a National Biodiversity Authority (NBA), State Biodiversity Boards, and for local Biodiversity Management Committees in order to 'provide for conservation of biological diversity, sustainable use of its components and fair and equitable sharing of the benefits arising out of the use of biological resources, knowledge and for matters connected therewith or incidental thereto' by regulating access to biological diversity. It was hoped that overexploitation of biological resources, especially commercial exploitation by industrial sectors, would be checked by such an Act, and that the survival of tribals, other forest dwellers and small farmers and their symbiotic lifestyles would be ensured. Far from regulating the obtainment and transfer of biological resources in an equitable fashion, the Act, in its present form, succeeds only in creating a legal channel for the industrial sector, including multi-national concerns, especially the pharmaceutical industry, to amass unfair economic gains from exploiting biological resources that traditional forest dwellers, adivasis and small farmers depend on. The Act, in its present form, along with a set of Rules, creates a 'license raaj' under the 17

30 guise of conservation, sustainable use and equitable sharing. It creates situations through which unfair exploitation of resources and traditional intellectual properties are likely to continue, except for the fact that such activities will now be legalized. The draft policy says that Although tribal people live usually close to nature, a majority of them need health care on account of malnutrition, lack of safe drinking water, poor hygiene and environmental sanitation and above all poverty. Here, it must be noted that malnutrition, unsafe drinking water, and poverty are the results of external influences. It is an incorrect understanding to see these ingredients as inherent negative aspects of life close to nature, and the policy should not introduce such propaganda. The free and compulsory provision of high quality healthcare through government hospitals should be a prominent aspect of government policy. The policy should address the issue of allopathic and other medicines becoming out of reach for poor communities including tribals due to the related intellectual property rights and trade regime. Some factors that would have an impact on use, control, ownership, and management of land are dealt with in the draft policy in the contexts of Displacement and Resettlement; Forest Villages; Shifting Cultivation; Land Alienations and Scheduled Areas. However, there are significant problems as well as omissions in these sections of the draft policy. The draft policy fails to mention that there are a number of pockets which have a significant tribal population, but which have not been declared as Scheduled Areas. For example, a list of additional villages to be declared as Scheduled Areas in Andhra Pradesh was said to have been pending with the central government for clearance for a number of years. It has been learnt that the UPA government has asked for an updated version of the said list. Because of the unusual level of detail that the draft policy has gone into, it would be an omission to not deal with the issue of long- pending scheduled area declarations that need to be expedited in the policy 18

31 document. In the context of the evolving economic policy, the protection of scheduled areas needs to be ensured. A number of people, experts and organizations have drawn attention to the negative aspects of the recent opening up of Scheduled Areas to services under the World Trade Organization s General Agreement on Trade in Services (GATS). This situation could have been avoided if there had been a policy-level articulation in place in the form of an appropriate National Tribal Policy. The 73 rd Amendment to the Indian Constitution was brought about in order to strengthen the Panchayati Raj system. These provisions were extended to Scheduled Areas through the Panchayat (Extension to Scheduled Ares) Act, (PESA), Under PESA, there is a list of subjects over which village bodies are supposed to have decision-making powers. However, land under Scheduled Areas is supposed to be protected from being sold or leased out to nontribal people or entities. While there exists a landmark judgement, Samatha Vs. State of A.P. that upholds this view, there have been judicial decisions as well as government actions, thereafter, which have circumvented the Samantha judgment. The PESA itself has been misused, to give out Scheduled Area land even to multinational companies. The PESA represents welcome first steps towards empowering the gram sabha (village community) by recognizing a list of subjects that fall under the purview of local bodies for decision-making. The draft policy talks about the introduction of schools and hospitals in tribals areas. However, it does not talk about government schools and hospitals. Instead, a participatory approach is mentioned, wherein NGOs are accorded a key position. While NGOs should play a role, it is important to note that the gram sabhas should deal with and make decisions on government funds that come into a particular area. To ensure true participation, there is an urgent need for further reforms in the Panchayati Raj set-up. An appropriate National Tribal Policy should articulate the criteria, meaning and purpose, based on which Scheduled Tribes and Primitive Tribal Groups are 19

32 declared in India today, and alter any aspects which seem to be too steeped in colonial biases. Also, as of now, legislation and policy does not distinguish between members of the same tribe in the same area who display varying levels of development indicators. Economic criteria do not disqualify a person from being a member of a tribe, and being a descendant of the traditional chief or ruler of a tribe also does not disqualify a person from being a member of the tribe. This is the law as it stands today. While it is obviously not logical to de-recognize a person s tribal identity for the reasons mentioned above, criteria for varying degrees or kinds of benefits/entitlements could be formulated. This needs to be debated upon and discussed widely, and reflected in the policy. Conclusion: During the British regime, the Government did not pay much attention on the tribes living in the interior forest areas. The British rulers enforced law and order with an iron hand. Their attitude towards the tribes was otherwise paternalistic and protective. Thus, a money economy was introduced among the tribe communities. After Indian independence, a number of polices and programmes were initiated in the tribal areas, which had far reaching consequences. As a result of the national forest policy of 1952 the government began to discourage shifting cultivation. In 1956 shifting cultivation was restricted on certain gradients of hills in the study area, shaking the basic economic system of a large section of the tribes. The Government on the other hand introduced the special Multi Purpose Project (MPP) in 1956 for developing tribe economy on a special footing. The activities of various other government departments forest, soil and water conservation, roads and buildings, the Girijan Cooperative Corporation, the silk farm etc. have greatly increased employment potential in the tribal areas. The Fifth Plan marked a significant change in the process of tribal development. The plurality of occupations marked variations in 20

33 the levels of development and varied geo-ethnic milieu of various tribes give rise to plethora of problems, which are not amenable to uniform approach for their development. Therefore, area specific strategy has been evolved basing on the recommendations of expert committee set up by the Ministry of Education and Social Welfare in 1972 under the chairmanship of Prof. S.C Dube for the rapid socioeconomic development of tribal people inhabiting the scheduled areas where more than 60 percent tribal population are living. The main objectives of Tribal Sub-Plan (TSP) are: socio-economic development of STs and protection of tribals against exploitation. Similarly, the salient features of TSP are: it falls within the ambit of State Plan meant for the welfare and development of tribals. Such a plan is a part of the overall plan of a State and is therefore called a Sub- Plan. The benefits given to the tribals and tribal areas of a State from the TSP are in addition to what percolates from the overall plan of a State. The Sub-Plan identifies the resources for TSP areas, prepare a broad policy framework for the development and define a suitable administrative strategy for its implementation. After the introduction of Sub-Plan area programme during the successive Plans there is a tremendous decline in the dependency of different tribes on the collection of forest produce and hunting while decline in hunting activity is the direct result of the forest policy. Decline in food gathering activity is mainly due to the fact that several tribes are now wholly engaged in the cultivation of modern crops. However the impact of money wages and modern farm technology is negligible in the remote and interior tribal areas. Enforcement of existing legal/protective measures is resorted to along with the provisions made under the Fifth Schedule to prevent tribe indebtedness, bonded labour and other exploitation. Involving tribes especially those engaged in shifting cultivation, closely and gainfully involved in joint forest management, social forestry, agroforestry etc., are intended to facilitate rightful collection and 21

34 gainful disposal of minor forest produce and other produce. Strengthening the gross root democratic institutions viz., PRIs and Gram Sabhas as per the provisions of 73 rd and 74 th amendments and PESA Act, 1996, resulted in solving the persisting problems through. Providing basic minimum services. The XI Plan giving much focuses on inclusive growth is ultimately focusing upon the tribal communities who have not joined in the process of growth. During the plans the primitive conditions of the tribe s life, their vulnerability to economic exploitation, the existing socio psychological barriers due to isolation necessitated a cautious and phased approach for the development of PTGs. A special approach has been formulated by the Indian Government with protection and integration of tribes as its principal objective. Following this approach, developmental institutions were established to look after the all-round development of tribes. Due to the many flaws the Draft National Policy On Tribals should be replaced as soon as possible, by an appropriate National Tribal Policy. While preparing an appropriate National Policy, Tribal Policy based on consultations that have taken place with so many organizations has to be taken care of. In order to create a situation where such an appropriate National Tribal Policy is meaningful and adhered to, policies of other departments and ministries such as some aspects of the economic policy would necessarily need to be revised. Abbreviations : MFP (Minor Forest Produce); MPPs (Multi Purpose Projects); GCC (Girijan Co-operative Corporation); ITDA (Integrated Tribal Development Agency); MADA (Modified Area Development Approach); PTGs (Primitive Tribal Groups); TSP (Tribal Sub-Plan); SCA (Special Central Assistance); SCP (Special Component Plan); ICDS (Integrated Children Development Scheme) References: 1. Christoph Von Furer Haimendorf: PTGs of India the Struggle for Survival, Oxford University Press, Delhi 1983, P.3\ 2. Vidyarthi, L.P. and Rai K.K., The Tribal Culture of India, 22

35 Concept Publishing Co. Delhi, 1977, p Ranjit Gupta (Ed): Planning for Tribal Development, Ankur Publishing House, New Delhi, 1977, p Buddhadeb Chowdari and Sumitra Chowdari, On Some Tribal Problems, Quoted in Buddhadeb Chowdari (Ed). 5. Ghure, G.S. The Scheduled PTGs, Bombay, Popular Prakesam, 1963, P Dr. Bhupender Singh, Tribal Development in Retrospect, and Prospect, Sixth Plan, Midterm Apprisal, Government of India, Ministry of Home Affairs New Delhi, May, P K.P. Singh, Tribal Development in India, Uppal Publishing House, New Delhi, Sharma A.K., Tribal Development in India, Concept publishing Company, New Delhi, P Varghese, The Scheduled PTGs, Seminar, 212 NIRD, Hyderabad, 1983 P Sharma B.D. Administration of Tribal Development occasional papers on Tribal Development, Ministry of Home Affairs, New Delhi, P Government of India, U.N. Dhebar Commission, Scheduled Area and Scheduled PTGs Commission 1961 vol I, p Government of India, T.Shilu Ao Report of the Study Team on Tribal Development, New Delhi, Government of India, Ministry of Home affairs Tribal Development in the Fifth Plan, some Basic policy Vol , Report of study Group on relief of Indebtedness, Land Alienation and restoration in tribal development agency areas, pp Government of India, Ministry of Home affairs: Tribal development in Fifth Plan, Some Basic Policy vol , Report of Expert Committee, p Government of India, Ministry of Home Affairs Report of the Task Force on Development of Tribal Areas, P

36 16. Government of India, Central Development of Social Welfare, Report of the Expert Committee on Tribal Development headed by S.C. Dube, P Government of India, Planning Commission Eighth Five Year Plan ( ), volume II, New Delhi p Nadeen Hasnain, Tribal India Today, Harman Publications, New Delhi, 1983, p TCRTI: Report on the Andhra Pradesh Scheduled PTGs Cooperative Finance and Development Corporation Limited, Government of Andhra Pradesh, Hyderabad Agro Economic Research Centre: Study of ITDA, Visakhapatnam District, 1978, (Published), Andhra Pradesh), Andhra University, Visakhapatnam. 21. Tripathy R.N. and Others: Development plan for a Block Ibrahimpatnam, Rangareddy district, A.P., 22. Rama Mani V.S. Tribal Economy (Problems & Prospects ), Chugh publications, Allahabad, India, Planning Commission, Report of the Working Group; Eighth Five Year Plan ( ), Government of India, New Delhi. 24. Frances Sinha and Sanjay Sinha: Woolen textile and production and KUIC in hill areas Development, Economic and Political Weekly, vol XIX No. 35 Sept PP 1 and Signgh DV and Bhat J.P.: Labour Force and its Utilization in Himachal Pradesh (Mimeo), 1983, P Michael P.Todaro: Economic Development in the Third World, Longman Group limited England, 1977, p Parthasarathy G. Preface to Anti Poverty Rural Development in India, D.K.Publications, New Delhi 1984 p(vi) 24

37 Employees Satisfaction on the Job Performance: A Case Study of National Bank of Ethiopia 1. Dr B.V Prasada Rao, Associate Professor, Department of Management Studies, Wollega University, Ethiopia, South Africa 2. Shewayirga Assalf, Lecturer, (MB A), Adama University, Ethiopia. 3. Wako Geda Obse, Lecturer, Adama University, Ethiopia, South Africa Abstract: The Objectives of the study is to assess and identify the influence of job satisfaction on the employee performance. This study is a quantitative research, since the researcher used questionnaires collection tools, and test of hypothesis by analyzing the data through correlation analysis, among others. The correlation between job satisfaction and employee performance is analyzed in different contexts. About 573 employees are working in the National bank of Ethiopia. Of which he researcher has taken 172 sample employee of the Bank. The study found that there is a positive association between job satisfaction and job performance. Job satisfaction has positive influence on employee job performance. Highly satisfied employees are highly perform and to achieve this condition high level of good promotion system, reasonable pay system, appropriate work itself and high working condition needed. Key wards: NBE as a Central Bank of Ethiopia, Performance, Ability vs Motivation, Job Satisfaction, Employee performance, Employee Response etc. 25

38 1. Introduction Job satisfaction has been defined in several different ways but the most general way is to define it as an attitudinal variable. It is simply how people feel about their jobs and different aspects of their jobs. It is the extent to which people like (satisfaction) or dislike (dissatisfaction) their jobs (S Schwab). Job satisfaction is widely used in the domain of human resources development. It is the degree to that a person reports satisfaction with intrinsic and extrinsic features of job. In other words Job satisfaction is pleasurable emotional state resulting from appraisal of one s job or job experience (Locke, 1976). Satisfied employees develop job involvement and devote much of the time and give great focus to work for better achievement of his/her objective and organizational goals. Motivation is setting a person into motion or action to achieve needs or goals. Motivation and performance have a strong tie. Every organization tries to achieve its objectives. In this connection they must concentrate in many aspects. As human resource of an organization is considered as an important resource, organizations wish to keep well trained and effective work force. Employees, who satisfy with their job, may exert high effort to organization wish to satisfy their employees for getting effective more work done. To make the best use of people as a valuable resource of the organization attention must be given to the relationship between staff and the nature and content of their jobs. The organization and the design of jobs can have a significant effect on staff. Attention needs to be given to the quality of working life. The manager needs to understand how best to make work more satisfying for staff and to overcome obstacles to effective performance. Nowadays competition is very high. Therefore every organization has to compete with other organization. In this connection in order to achieve competitive advantage the organization has to retain work force for longer period. An organization expects that satisfying employees are more performing. Therefore, there is a need for the organization to satisfy their employees to achieve their objectives. For the employee s point 26

39 of view, job satisfaction leads to several benefits such as, reducing moral stress, create new thinking and innovation which lead them to high level, fresh mind, and good relationship with co-workers, supervisor and employees etc. It is highly important to study the current practices of employee performance and job satisfaction and their degree of correlation and recommend best principles & practices for better commitment, innovation and flexibility for sustainable development in the bank. Recently the institution starts to implement business process reengineering (BPR) concepts to improve the quality and speed of the services in the sector. National bank of Ethiopia is also under process to implement BPR in the organization to satisfy their customer by improving the satisfaction of employee. However, the level of employee performance practiced and employee s job satisfaction is subject to study. Moreover the degree of correlation is unknown. Therefore, the research should be conducted to investigate these issues. It is also paramount importance to study which factors satisfy and which dissatisfy in the organization. 2. Significance of the study The researcher strongly believes that result of this study is primarily benefit the NBE to take an important way of improving employee job satisfaction in order to improve their working performance. The results of this study could also be used by other banking institutions to improve their employee job satisfaction level. Moreover, the findings of this study would also help as a base to other researchers who have intention to study the topic further. The study provides important information to policy makers, managers, employees and communities at large about comprehensive elements and practices of performance and job satisfaction methods to improve economy and social life of the employee through the bank. 3. Objectives of the study The general objective is to assess and identify the influence of job satisfaction on the employee performance. Further, 27

40 To identify the factors of job dissatisfaction for employees at the NBE. To assess the level of employee job satisfaction in the bank To investigate the degree of relationship between job satisfaction and employee performance. To identify work performance of the employees; and To suggest some measures in order to improve employees work performance through job satisfaction in the National Bank of Ethiopia. 4. Methodology Research type: This study is a quantitative research used questionnaires collection tools, and test of hypothesis by analyzing the data through correlation analysis, among others. The correlation between job satisfaction and employee performance is analyzed in different contexts. The sample size of the study determined through statistical formula and then takes them through none probability and simple random sample techniques. Sampling techniques The sampling techniques that are employee in this study both nonprobability and simple random sampling techniques to take the sample from the total population. There are 573 employees in National bank of Ethiopia. The researcher takes 172 sample employee of the Bank. Research setting and Sample The sampling techniques that are employee in this study both nonprobability and simple random sampling techniques to take the sample from the total population. There are 573 employees in National bank of Ethiopia. The researcher takes 172 sample employee of the Bank. The sample size is calculated using the following formula of sample size determination. Where, n desired sample size n= z 2 p(1-p) N e

41 Z-value of standard variation at 95% confidence interval (Z=1.96) P- Estimated proportion of employee. As the exact proportion is not known, so 0.5 used. As P value to obtain the maximum number of the sample size, but since the exact population is known the stated formula will be changed as under. n = z 2 p(1-p) N e 2 (N-1)+z 2 P(1-P) n= (1-0.2) 573 = 172 sample size (573-1) (1-0.2) Data Analysis Tools The present study used a simple correlation analysis. Correlation coefficient analysis was being used to find out the relationship between variables i.e., job satisfaction and employees performance with using SPSS version Theoretical Analysis Factors Determining Job Satisfaction Factors affecting jobs are the main factors of job satisfaction, which may be challenging work, reward systems, working condition, Colleagues, learning, personality, equitable rewards, equal pay for equal work and promotion avenues. These satisfying factors are important for proving satisfaction. Many employees prefer to challenging job as they acquire mental satisfaction. For examples, skill variety, autonomy and significance are challenging tasks which provide maximum satisfaction to employees. Besides, farness in promotion, unbiased attitude of the management, responsibility and social status are factors for providing satisfaction to employees. Job satisfaction has a positive impact on productivity, presence and performance. Satisfied workers like to perform more willingly and 29

42 happily, which increases the productivity. Therefore, job satisfaction induces employees to remain with the organization. The behavior of an employee is improved when he/she works with satisfaction. How to Increasing Employee Satisfaction There are six agreed-upon instructions for support employee satisfaction in business: 1. Guarantee that each employee knows the company s aims, missions, and goals 2. Provide opportunities 3. Empower employees 4. Reward Employees 5. Team-Building Activities 6. Reasonable Compensation Job Performance An evaluation of employee performance is necessary for several reasons such as compensation, promotion and employee training and feedback and personnel research. There are two main criteria used in performance appraisal, namely objective and subjective criteria. Objective criteria include the assessment of quantity of work, quality of work, attendance and safety. On the other hand, subjective criteria include supervisor evaluations by which employees are evaluated individually, employee comparison methods by which employees are compared with one another, peer ratings, self appraisal and customer and subordinate ratings. 7. Results and Discussions Profile Analysis of the Respondent As the table 1 shows that, large number of the respondent are male which are (70.5%), the remaining percent of the respondent were female, which are (24.7% ) of the respondents. In the context of participant age (0.7%) of the respondents are under 20 age, (76.7%) are between age and (19.9%) of the respondent are above 40. It shows that most of the respondents are male and between years old and it indicate that most number of employees of the organization are younger, who have potential to do their job well. 30

43 Table 1. Employee gender and age category Item Frequency Percent Cumulative Percent participants gender Female Male Total participant Under age category Above Total (Source, survey data) Table 2.Employee Educational level and their working experience in the NBE Item Frequency Percent Cumulative p. Educational level Experience of employees Source (survey data) 10 complete Certificate diploma bachelor masters Total years years above Total The tables 2 shows that, the largest numbers of the respondents are bachelor degree holders, which is (71.2%) of the respondent. The next numbers of the respondents are diploma holders. The least number of the respondents are masters degree holders, the remaining are certificate holders. It shows that, most of the respondents are in good shape with higher educational qualification. Item 2 of the same table show that, most of 31

44 the respondents have 1-5 years experience, which is (48.6%) of the respondents, the next number of the respondents (25.3%) above 10 year experience. It seen that most of the respondents were hired in the past 5 years and have few years of experience in the organization. time and work-life balance and it give satisfaction to employees. As the table 3, employees level of job satisfaction on working conditions by nine statements. The percentage of SDA between these nine elements is ranged from 9.6 percent (statement seven) to 17.1 per cent each by statement one and statement four. But about 21.1 percent were strongly agreed that there is open communication throughout the workplace. However, the percentage of acceptance level of the statement is more than the rejection/disagreed. Working conditions Working conditions refers to the working environment and to the non-pay aspects of an employee s terms and conditions of employment. It covers such matters as the organization of work and work activities; training, skills and employability; health, safety and well-being; and working Table 3.Employee response on working condition in the NBE No Item Response 1 I am satisfied with the way that that this institutions managed 2 I believe that my supervisors care deeply for me and for our clients 3 I receive adequate support from my supervisors 4 Problems in the workplace are addressed quickly and adequately 5 There is open communication throughout S.D.A D.A NE A S A. Total % % % % % NO %

45 the workplace 6 I work in a team environment 7 I work in a safe and comfortable environment 8 I receive adequate training to do my job well. 9 Overall this organization is a good place to work Source (survey data) Note: - S.D.A-strongly disagree, D.A- disagree, N- neutral, A agree, S.A strongly agree Payment: Payment, which encourages workers or groups by rewarding them according to their performance; personal or special allowances, or with long service; and fringe benefits such as holidays with pay, pensions, and so on. It is also Table 4.Employee response on the institution payment N O Item 1 Satisfying with my income 2 Work pay is good satisfying with the benefits 4 satisfying with allowance important to ensure that employee satisfaction, in determining the pay structure of their organization has the power to attract, retain, and motivate individuals towards higher performance.( Banjoko 1996) Response SD A D.A NE. A. S.A Total % % % % % NO % As can see from the above table, employee were somewhat satisfied by their income. In general the above table shows that the number of not satisfied respondents is greater than the number of 33

46 satisfied respondents of the institution s payment. Promotion considered a promotion and will be classified as such in all personnel documents. A number of researchers are of the opinion that job satisfaction is strongly related to opportunities for promotion (Pergamit & Veum, 1999; Peterson et al., 2003; Sclafane, 1999). So based on this see employee s satisfaction on promotion Promotion is an appointment to a position requiring higher qualifications such as greater skill or longer experience and involving a higher level of responsibility, a higher rate of pay, and a title change is Table 5.Employee response on promotion system of NBE N O Item 1 Work assignments are delegated fairly 2 I have the opportunity to do a variety of tasks 3 I feel there is fair promotion system in the organization 4 I feel comfortable talking to my supervisor about promotion Source (survey data) Response(%) S.D. A D.A NE. A. S. A Total As the above table shows that, the largest numbers of the respondents said that work assignments are not delegated fairly in the organization, in contrast to this of the respondent said that work assignments are delegated fairly. But more of them were expressed that they have an opportunity to do a variety of tasks next by fair promotion system in the organization Quality of work: It addresses how well knowledge is applied to generate finished products, 34

47 and to what degree quality of performance contributes to obtaining expected results. attractive service for their large number of customer within working hours per day. Regarding employees do the variety of tasks on working time per day seen that, employees (34.9%) said that they can not do the variety of tasks, in contrast to this (30.8%) of the respondent sates that they do the variety of tasks. Item 4 of the same table show that, employees (35.6%) states that they do not goes beyond the requirement of their job,(32%) of the respondent said that they goes beyond the requirement of their job. The above table shows that, more than half of the employees agreed that, they produce the volume work that the position is required, employees (35%) sates that they can not do volume of work that the position is required. Item 2 of the same table can show that, almost the agreed and disagreed percent of the respondents are approximately the same result,it indicate that employees do not give that much an Table 6. Employee response on quantity of their work performance NO Item Response(%) SDA D.A NE A. S.A Total % % % % % NO % 1 I Produce volume of work that the position requires 2 I give service for the number of customer 3 I do a variety of tasks on working time per day I goes beyond the requirements of the job Source (survey data) 35

48 NO Item Table 8. Employee s response on their work knowledge 1 Conveys information and ideas clearly and courteously 2 I try to do the work with the minimum cost 3 I easily adjust my self for the change 4 I have a good understanding of the mission and the goals of this organization Source (survey data) Response(%) SDA D.A NE. A. S A Total The above tables clearly demonstrate that, employees majority of them convey information and idea clearly and courteously, respondents (26.7%) said that they do not convey information and idea clearly and courteously. It clearly show that more employee of the bank convey information and idea clearly and courteously. Most of the respondents agreed on they try to do their work with the minimum cost. Conclusion The aim of this study is to assess the level of job satisfaction in National Bank of Ethiopia and the relationship between job satisfaction and job performance. The study found that there is a positive association between job satisfaction and job performance. In other words, good working condition; reasonable pay system, faire promotion and appropriate work itself affect employee performance that is employee quality of work, quantity of work, time effectiveness and cost effectiveness of employee. Job satisfaction has positive influence on employee job performance. Recommendations The results obtained from study shows that there is a positive relationship between promotion 36

49 and job performance. For an organization to be successful, its managers must ensure that there is faire promotion system in an organization in order to mutually have a high level of job performance. That is promotion should be provided based on the qualification and experience. The study show that working condition has the positive influence on the performance of employee, organization should develop good working condition. This facilitates employees to do their work effectively. The study indicate that, work itself and employee job performance has positive relation ship, that means work itself influence employees work performance, so to ensure this the organization should improve appropriable working condition. Payment and job performance has positive relation ship, even though National bank of Ethiopia paid an attractive salary compared to other civil service institution, but employees need different allowance to initiate them such as house and transportation allowance. That means the organization should provide adequate payment for their employees. Organization should implement business process reengineering to satisfy employees with the way that the institution is managed. That is the organization should be change management system. Organization should provide adequate training facilities to the employees, which enable them to accomplish their task effectively and efficiently. Organization should addressee the problem that rise in the work place quickly and adequately to minimize employees work stress. The manager of the organization assign work assignment fairly in an organization and talk with employees freely as brotherly and sisterly to motivate them. Organization should develop good relationship among employees. Through which, Job satisfaction of employees is enhanced. As a research, employees work performance will be at high level. 37

50 Organization should evaluate employees performance. The feedback about the quality & Organization should design good grievance procedure, disciplinary procedure and separation procedure etc. quantity of performance will be provided to improve their performance. Reference 1. Jahan, R. & Haque, S.M.S. (1993). Effects of Organizational Climate Involvement, Job Satisfaction and Personality of Mid level Managers 2. Locke, E. A. (1970). Job satisfaction and job performance: A theoretical analysis Organizational Behavior and Human Performance 3. Locke, E., (1976), The Nature and Causes of Job Satisfaction in Handbook of Industrial/ Organizational Psychology Edited by M.D. Dunnette (Chicago 4. RandMcNally, 1976): Allan, Louis A, Management and Organization, McGraw Hill International Book Company, Auckland 5. Schwab, D. P., & Cummings, L. L (1970).Theories of performance and satisfaction A review. Industrial Relations 38

51 Performance of Small Scale Industries in India 1. Prof T.Uma Maheswara Rao, Ph.D, Professor KLU Business School, K L University,Vaddeswaram, Guntur. 2. Smt.G.Kavitha Kiran, Research Scholar, Department Commerce and Business Administration, Acharya Nagarjuna University. Abstract Over the past 60 years, Small Scale industries have contributed significantly in the development of national economy. In a developing country like India, the development of as Small-Scale Industries (SSI) and their close relationship with the Large Industrial units are considered very much essential in any scheme of industrialization. The sector has characterized by low investment, operational flexibility, location wise mobility and import substitution. The Sector has been undergone a metamorphic change in the era of globalization. Many changes have taken place both national and international markets. The sector is playing a prominent role in ensuring the inclusive growth and regional balance. The sector is consistently registered a higher growth rate than the rest of industrial sector. There are over 6000 products ranging from traditional to high-tech items manufactured by this sector. Besides, the sector is facing challenge in the form of competition and opened opportunities due to improved technology, collaborations government intervention. In this, view, the present paper has made an attempt to evaluate the performance o f Small Scale Industries in terms of number of units registered, investment in fixed assets, and employment. Key words: Economic development, technology, employment, opportunities 39

52 Introduction Majority of people living in rural areas draw their livelihood from agriculture and allied sectors. However, the growth and balanced development of other sectors such as industry and services is also necessary to sustain the growth of Indian economy in an inclusive manner. The Government of India is striving to improve the economic and social conditions of rural population and non-farm sector through a host of measures including creation of productive employment opportunities based on optimal use of local raw materials and skills as well as undertaking interventions aimed at improving supply chain; enhancing skills; upgrading technology; expanding markets and capacity building of the entrepreneurs/artisans and their groups/collectives. Economic development of a country is directly related to the level of industrial growth. The expansion of industrial sector leads to a greater utilization of natural resources, production of goods and services, creation of employment opportunities and improvement in the general standard of living. India has also been striving to develop the country s industrial base since independence. It has framed various policies aimed at development of industries in the public and private sectors. Special emphasis has been laid on small-scale industries. Small scale industries play a key role in our planned development with its advantages of low investment, high potential for employment generation, diversification of the industrial base and dispersal of industries to rural and semi urban areas. The smallscale industries sector has been appropriately give a strategic position in our planned economy towards the fulfillment of the socio economic objectives particularly in achieving equitable growth. The Small Scale Sector has emerged as a highly vibrant and dynamic sector of the Indian economy over last five decades. It not only play crucial role in providing large employment opportunities at comparatively lower capital cost than large industries but also help in industrialization of rural and backward areas, thereby reducing regional imbalances, assuring more equitable distribution of national income and wealth. 40

53 The Small Sector in India has progressed from the production of consumer goods to the manufacture of many sophisticated and precision products like electronics control system, micro wave components, and electro-medical equipments. The small scale sector is the most important vehicle for inclusive growth with 8.72 percent of the country s GDP, 45 percent of the manufacturing and 40 of its exports.it is providing employment at about 80 million persons through 36 million enterprises spread through the length and breadth of the country. Prior to the MSMED Act 2006 the Sector was defined as per the provisions of Industrial Development Table 1. Classification of enterprises Enterprises Investment in Plant& Equipment of Manufacturing unit(rs) and Regulation Act 1951, as Small Scale Industries and its constituent tiny and auxillary units. The Micro Small and Medium Enterprises Development Act has broadened the definition as well as coverage of the micro and small enterprises. The sector includes Service enterprises.the Act has first time defined medium enterprises. In India the enterprises have been two types those engaged in manufacturing and those engaged in providing or rendering of services. In accordance with the provisions of MSMED (Micro Small and Medium Enterprises Development) Act the enterprises are classified as follows (table1): Investment in equipment of Service unit(rs) Micro > 25 Lakh Rupees >ten lakh Rupees Enterprises Small enterprise 25 lakhs to below five core 10 lakh rupees to less than 2 crores Medium enterprises Five core rupees to less than ten crore rupees 2 crores to less than five crore Source: Micro Small & Medium Enterprises Development (MSMED)Act

54 The performance of the sector is assessed by the periodic All India Census of the sector. The latest census conducted was Fourth All India Census of MSME with reference to for which the data was collected till 2009 and the results was published in The survey has concluded that the number of registered enterprises are estimated to be lakhs annual compound growth rate (CGR) of 28.02% with total employment of Year lakh and CGR 26.42% % of the enterprises were engaged in manufacturing, where as 32.90% were engaged in service activities. The Government is conducting a number of programmes for skill development through National Level Entrepreneurship Development institutes, M SME Development Institutes, MSME Tool Rooms, MSME Technology Development Centers. Table 2: Performance of Small scale industries No of units in lakhs Annual increase %change AVG STD CV CAGR Source: MSME Annual Report and

55 The above table 2 shows the performance of SSI in terms of number of units during From the table the numbers of SSIs have increased from lakhs during to lakhs during which comes to an increase of lakh it indicates that the SSI has made progress during the period of study. The numbers of units registered are at an average of The average increase of units is increasing at The annual growth rate is decreased from to The average annual growth rate is Thus the average growth is greater than average annual increase in the number of units. Standard Deviation of units is less than the mean value of the units registered. The compound annual growth rate is and coefficient of variance is Table 3 shows the investment in Small Scale Industries Rs crores during which is an increase of Rs when compared to The average annual increase is the investment in Small Scale Industry is at an increasing trend. Standard deviation is less than the mean value of investment which shows that there is less volatility of investment in the sector during the period. The compound annual growth rate is which are greater than the compound annual growth rate of number of units registered. The table 4 shows the production of Small Scale Sector during The production is Rs crores in It has increased to 43

56 Rs Crores by Production is at an average of Crore which is less than the average annual growth rate of Rs Crores.On an average the percentage annual growth rate is Standard Deviation is which is less than the mean value. The Compound annual growth rate (CAGR) is Coefficient of variance is Year Table 3 Performance of SSIs by fixed assets investment Investment in crores Annual increase % annual increase ,54, ,62, ,70, ,78, ,88, ,00, ,58, ,21, ,93, ,73, ,76, AVG STD CV CAGR Source: MSME Annual Report and

57 Table 4. Performance of small scale industries with regard to production Year Production in crores Annual increase ,82, ,14, ,64, ,29, ,97, ,09, ,90, ,80, ,82, ,95, ,34, AVG STD CV CAGR Source: MSME Annual Report and % annual increase Table 5 Performance of small scale industries with regard to employment Year Employment No Lakhs Annual growth % increase in annual growth , AVG STD CV CAGR

58 Small Scale Sector is playing a vital role in increasing the employment in the economy. The employment generation of the sector is lakhs during By the employment is increased to lakhs. The average annual growth of the employment is 138.8, where as the percentage annual growth is Average employment in the sector is and Standard Deviation is Compound annual growth rate is The below table 6 shows that the export potential of the Small Scale Sector is increasing from 71,244 crores to 2,02,017 crores by the end of Where as the annual growth rate is decreased during and This is due to the change in the classification of the industries in this Sector. The average annual growth rate in exports is

59 Table 6 Performance of small scale industries with regard to exports Year Exports Rscrores Annual Increase % Increase , , , ,24, ,50, ,82, ,02, NA NA NA NA - - AVG CAGR Source: MSME Annual Report and Conclusion The Small Scale Sector is playing a vital role in the development of the economy with its tremendous performance. In order to encourage this sector government took a number of measures. Liberalization has brought challenges to this sector with intense competition from the global players in marketing their products also opportunities like technology, outsourcing by larger industries etc. During the period of study the average number of units registered is The increase in average investment is The Sector has produced an amount of crores by It average employment provided by this sector is Lakh. The export potential of the Sector is percent by The volatility with respect to the investment, production and investment is less as the mean value is higher than Standard deviation. The risk associated with the sector is less it is suggested that the more concentration to the sector will result 47

60 in more development.thus the performance of the Small Scale Sector is progressive during References: 1. Ram Singh, Dr. OP.Verma &Dr.Bimal Anjum Small Scale Industry: Engine Of Growth, International Journal of Business Economics & Management Research, Vol.2,5 th May 2012,. pp Dr.S.N.Babar, etal, Small Scale Industries and Economic Development: Special Reference To India, ISRJ, April 2012, VolI, Issue III. Performance of Micro, Small And Medium Enterprises In India Asia Pacific Journal of Social Sciences,Vol.III(1),Jan- June2011,pp Mohd.Taqi &Sadaqat Ali Performance of Micro Small and Medium Enterprises (MSMEs) in India: An over view Seminar volume on performance of Micro Finance Sector in India, pp MSME Annual Report & N.Kalyan Kumar & Gugloth Sardar, Competitive 48

61 Dynamic Issues in Human Resource Development in India: An Analysis Dr. D. Satyanarayana, Professor of Management Studies, BVC ITS, Amalapuram, East Godavari District, Andhra Pradesh Abstract Human resource development in India is assessing by four indices viz., health, education, employment and science and technology. This paper gives the facts regarding macro level impact on Human Development. Education plays vital role in HRD by skills development, project designing, improvement in science and technology. Thus, education treated as multidimensional weapon for all round development of the not only the HR but also entire the nation. The state expenditure on education as a proportion of the GNP is 3-4 percent witnessing 75 percent of literacy rate. There is 1522 degree-granting engineering colleges in India with an annual student intake of 582,000 plus 1,244 polytechnics with an annual intake of 265,000. There are 12,760 hospitals having 5, 76,793 beds in the country. The Government of India has decided to increase healthcare expenditure to 2.5 per cent of the gross domestic product (GDP) by the end of the 12th Five Year Plan. Growth in HDI of India is the best evidence of dynamic efforts regarding human resource development in India Key Words: Employment, Education, Employment, HRD and Manpower Planning, Health, Science and Technology. 1. Introduction Human resources refer to the sum total of society's competencies. It refers to all Competencies which contribute to playing an active role in development of a country. Human resource development has become one of the most important issues in recent years to shape development strategies of countries around the world. Human resource development in India assessed by taking four indices viz., health, education, employment 49

62 and science and technology. which is still far below the 6 per cent recommended by the Education Commission. The goal of education for all continues to remain a difficult target. Though India has set up large number of health institutions and personnel, how much of these are actually utilized given the conditions of poverty, ignorance and urban bias is questionable. Qualitative improvement is the need of the hour. In this connection, an attempt is made in this paper to discuss the factors (like education and health) involved in human resource development in India. 2. Education as engine for HR The great Chinese scholar, namely Confucius, being an oldest educationalist wrote a treatise - real development of the society we can attained when the people in order, peace with out violence, no crime, cities with more harmonious, better living conditions, love and affections, moral, valuable human relations but not materialistic. Human science like education has been vitally maintained for the economic development. The Great Learning' around 2500 years ago, in this book, he sets out the human science process in these words'---- Those who wished to make their wills sincere would first extend their knowledge. The extension knowledge consists in the investigation of things. When things are investigated, knowledge is extended; when knowledge is extended, the will becomes sincere. When the will is sincere, the mind is rectified, when the mind is rectified, the personal life is cultivated; when personal life is cultivated, the family will be regulated; when the family is regulated the state will be in order and when the state is in order; there will be peace, and peace is one of the important ingredients which lead to Economic Development". To develop a competitive advantage in the era of globalization, it is fundamental that firms influence their workforce as a competitive weapon by implementing a strategy for improving workforce efficiency to drive higher value for the firms. Firms optimize their workforce through human capital development programmes which achieve business goals and are important for a long term survival and sustainability. To accomplish this, firms need to 50

63 investigate resources to ensure that employees have the knowledge, skills, and competencies they need to work efficiently in the complex environment. With changes globally, firms have embraced the impression of human capital as a good cutthroat advantage that would enhance firm s performance. Human capital development is a method to achieve cost-effective firm s performance. Hence, firms need to understand human capital to enhance employee satisfaction and for improving performance of the organization. Hence, this paper studies the link between human capital and firm s performance in the developing countries. Education is generally viewed as crucial for rapid economic growth, and essential if we wish to increase the productivity of the people and providing with the skills they need to participate fully in the economy and in the society (Fagerlind & Saha, 1989). Education in India is provided by the public sector as well as the private sector, with control and funding coming from three levels: central, state, and local. Education in India falls under the control of both the Union Government and the states, with some responsibilities lying with the Union and the states having autonomy for others. The various articles of the Indian Constitution provide for education as a fundamental right. Most universities in India are controlled by the Union or the State Government. India has made progress in terms of increasing primary education attendance rate and expanding literacy to approximately two thirds of the population India s improved education system is often cited as one of the main contributors to the economic rise of India. Much of the progress, especially in higher education and scientific research, has been credited to various public institutions. The private education market in India is merely 5 per cent although in terms of value is estimated to be worth $40 billion in 2008 and will increase to $ billion by As of 2011, there is 1522 degree-granting engineering colleges in India with an annual student intake of 582,000 plus 1,244 polytechnics with an annual intake of 265,000. However, these institutions face shortage of faculty and concerns have been raised over the quality of 51

64 education. In India education system is not based on pure merit, but its based on caste based reservations. In universities/colleges/institutions affiliated to federal government there is minimum 50 per cent of reservations applicable to various castes. At state level it varies. State of Andhra Pradesh has per cent of reservations as on 2012, which is highest percentage of reservations in India However, India continues to face stern challenges. Despite growing investment in education, 25 per cent of its population is still illiterate; only 15 per cent of Indian students reach high school, and just 7 per cent graduate. The quality of education whether at primary or higher education is significantly poor as compared with major developing nations. As of 2008, India's postsecondary institutions offer only enough seats for 7 per cent of India's college-age population, 25 per cent of teaching positions nationwide are vacant, and 57 per cent of college professors lack either a master's or PhD degree. 3. Health efforts and Human Development Health is defined as a state of complete physical, mental and social well being and just not the non existence of disease or ailment. Health is a primary human right and has been accorded due importance by the Constitution through Article 21.Though Article 21 stresses upon state governments to safeguard the health and nutritional well being of the people, the central government also plays an active role in the sector. Recognizing the critical role played by the Health Industry, the industry has been conferred with the infrastructure status under section 10(23G) of the Income Act. As indicated by the World Development Report 2003 (WDR), the total world health expenditure is 9.0 percent of the Gross world income out of which the share of both public and private sector is 5.3 percent and 3.7 percent respectively. For developing countries as a whole, expenditure on health accounts for about 5 percent of total public expenditure and, on an average, 2 to 4 percent of the GDP (world development report 2003). As against this, the total health expenditure in India is 5.2 percent of the GDP and out of this the public health spending 52

65 account for less than 20 percent and the rest is the contribution by the private sector (WDR 2002). In India, the Per capita total expenditure on health at average exchange rate (US$) though increased from $ 22 in 1998 to $ 30 in 2002, the Per capita government expenditure on health at average exchange rate (US$) was $ 6 through out the period (Word Health Report 2005). The Government of India has decided to increase healthcare expenditure to 2.5 per cent of the gross domestic product (GDP) by the end of the 12th Five Year Plan ( ) Health profile of India There are 12,760 hospitals having 5, 76,793 beds in the country. Under the department of AYUSH there are 24,465 dispensaries and 3,408 hospitals in April There were 148,124 sub-centers, 23,887 PHCs and 4,809 Community Health Centers as per Ministry of Health and Family Welfare, Government of India, There were 2,445 licensed blood banks in the country in January The country currently has 314 medical colleges, 289 colleges for BDS courses and 140 colleges for MDS courses with total admission of 29263, and 2783 students respectively during There were 2,028 institutions for GNM with admission capacity of 80,332 and 608 colleges for pharmacy (diploma) with admission capacity of 36,115, in March The National Health Profile, 2010, compiled by the Central Bureau of Health Intelligence, reveals the following key demographic data: The sex ratio (females per 1,000 males) has shown a slight improvement in the last two decades, it was 926, 933 and 940 during the 1991, 2001 and 2011 census respectively. The birth rate declined from 26.1 in 1999 to 22.5 in 2009, while the death rate declined from 8.7 to 7.3 per 1,000 persons over the same period. Life expectancy at birth has increased from 59.7 years in to 62.6 years in for males and from 60.9 years in to 64.2 years in for females. The increase in life expectancy is leading to an increase in the number of elderly persons in the population creating a demand for specific health facilities. The IMR has declined considerably from 70 in 1999 to 50 per 1,000 live births in 2009 though the difference between rural 53

66 (55) and urban (34) IMR is still high. The TFR has shown no deviation over the last two surveys conducted in India, being at 2.6 both in SRS 2008 and SRS It is 2.9 among the rural population and 2.0 in urban areas. The MMR has declined considerably from 301 in SRS to 254 in SRS and finally to 212 as per SRS This is an indication of better health awareness and medical provision in the rural areas. There are 593 districts, 5,470 sub-districts, 5,161 towns and 6, 38,588 villages (including uninhabited villages) in India Health and HR indicators The human resource indicator provide an overview of the availability of trained and specialized medical, nursing and paramedical personnel in India along with an understanding of the regional distribution and disparities. They provide the details of allopathic doctors, dental surgeons, AYUSH doctors, nursing staff and various paramedical healthcare workers in India. The key facts on human resources include the following: The number of allopathic doctors who possess recognized medical qualifications (under the MCI Act) and are registered with state medical councils for the years 2009 and 2010 were 7, 93,305 and 8, 16,629. respectively. The number of dental surgeons registered with central/state dental councils as on December 31, 2009 were 1, 04,603. The total number of registered AYUSH doctors in India in January 2010 was 7, 52, Science & technology & Human Development India s commitment to the use of science & technology as a key instrument in national development has been clearly articulated time and again in various policy documents right from the early years of independence. And indeed, the progress made by our country since then in attainment of the stated goals in policy and plan documents has been substantial. In the past five decades 200 universities affiliating around 3000 colleges have been established to serve as an incubation ground for producing lakhs of technically qualified professionals. India today is acknowledged as the third largest 54

67 storehouse in the world for technically qualified workforce. The pioneering Indian spirit has manifested itself in many fields; many frontiers have been won over. These are obtained due to the development of human skills. 5. Pattern of Human Development Index in India The Human Development Index (HDI) combines three main components of development, viz., longevity, knowledge and income. Longevity is represented by life expectancy at birth. Educational attainment is a weighted average of two educational stock variables, adult literacy and combined enrolment ratio, the weights being two-third and one third respectively. The principal objective of development planning is human development and the attainment of higher standard of living for the people. This requires a more equitable distribution of development benefits and opportunities, better living environment and empowerment of the poor and marginalized. According to HDR 2011, the HDI for India was in 2011 with an overall global ranking of 134(out of the 187 countries) compared to 119 (out of 169 countries) as per HDR 2010 (figure 1). However, a comparable analysis of the trends during shows that although lower in HDI ranking, India has performed better than most (including high and very high human development) countries in terms of average annual HDI growth rate. 55

68 Figure -1. Pattern of Human Development in India Source: Human Development Indices: A statistical update 2011 United Nations Development Programme The improvement is not enough because, China has fastly growing than India. It is also worried by UNDP. Of the policy makers and administrators ignored the issues people may be reject the ruling of the present parties in future 6. Employment and human resource development Innovations should avoid two traps. One is transforming the new educational programmes into a kind of a vast dustbin, filled with everything from sex to the history of religion. The second is overlooking the need for maintaining the educational standards. The new enthusiasm of the younger generation for business and enterprise should not affect their moral code or encourage indifference and egoism. Some worrying signs, pointing out such negative trends, have already appeared. A widespread involvement of the child population in the service sector as newspaper salesmen, car washers, errand-boys for the "rich" fellows, has already driven a significant number of pupils away from school. Emphasis on mercantilism deforms motivation of children, alienates them from the world in which cultural and moral values do matter. It is potentially dangerous, because it may lead to a 56

69 moral degradation of their personality. There has been a drastic changes happening in Indian economy especially in placement to the human resources during the last two decades of new economic reforms era. The pattern of employment generation rate has sharply declined from 2.01 percent per annum during 1983 to 94 to 0.98 percent per annum during the period to Conclusion Elaborating specific strategies for planning the development of education and manpower training and matching these strategies with new employment opportunities in the private and public sectors is a vital step in human resource area. In keeping with the changing needs of a developing economy and a dynamic society, there have been changes in the economic, employment and educational policies of India. In the economy, now there are fewer controls. The Government is moving away from those areas where private enterprises have a comparative advantage and is focusing on human development areas like employment and education. Over the years, India has also reoriented its education system to make it more employment oriented. With the current thrust on education coupled with the new economic policies under which a GDP growth rate of 5.6 per cent per annum is anticipated, near full employment by the turn of the century is envisage. References 1. Ambumani Das : Minister for Health and Family Welfare, Government of India. An Interview with India Today on National Rural Health Mission, Vol. 32, No. 30, July Fagerlind, I., & Saha, L.J. (1989). Education and national development: A comparative perspective.oxford, UK: 2. Gumber, A. and V, Kulkarnl. (2000). Health insurance for Workers in the Informal Sector, Detailed Results from a Pilot Study, National Council of Applied Economic Research. New Delhi 3. Jamison D. T. (1993). Investing In Health Finance and Development 30:

70 4. K.V. Narayana : Size and Nature of Health Care System. Andhra Pradesh Development Economic Reforms and Challenges Ahead, Centre for Economic and Social Sciences, Hyderabad, Mahal, A, J. Singh, F. Afridi, V. Lamba, and V. Selvaraju42000); who benefits from public health spending in India? National Council of Applied Economic Research, New Delhi. 6. Murray CJL, Lopez AD (1996) The Global Burden of Disease, Geneva, World Health Organization, Harvard School of Public Health, World Bank Administration, July-September, Sundar, R. (1992). Household survey of medical care. Margin. January- March. Sujatha Rao (2004). Health Insurance: Concepts, Issues and Challenges, Economic and Political Weekly. 39. August World Development Report (2003), Moving towards Sustainable Development, the World Bank, Washington DC. 7. Rambrahmam and S. Sudhakar Babu : Public Private Partnership and Evolving National Health Policy for a Cautious Approach. Indian Journal of Public 58

71 The Impact of Marketing Mix on Customer Satisfaction -A Case of MOHA Soft Drinks Industry S.C, Hawassa Millennium Plant Dereje Alelign, Lecturer, HawassaUniversity, Ethiopia. Dr.B.V.Prasada Rao, Associate Professor, Wollega University, Ethiopia. Wako. Geda obse. Lecturer, Adama University, Ethiopia Abstract This study is aimed to explore the impact of marketing mix elements (product, price, promotion, and place) on customer satisfaction, by focusing on MOHA Soft Drinks Industry S.C, Hawassa Millennium Plant. The findings show that marketing mix elements have impact on customer satisfaction. All the independent variables are positively and directly related to customer satisfaction. The relationship between marketing mix and customer satisfaction is significant. Therefore, the company should revisit the controllable marketing mix elements to satisfy the customer. And also they are expected to invest more on attracting new customers and retaining the existed ones with regard to marketing mix to increase customer satisfaction. Key words: Marketing Mix, Product, Price, Promotion, Place, and Customer Satisfaction. 1. Introduction The ultimate goal of any business establishment is to remain in business profitably through production and sales of products or services. But without customer satisfaction, a business firm cannot survive. Companies can win the competition by doing a better job in order to satisfy the customers needs and wants and one of the core 59

72 activities in a business company to stay in business is adopt at building customers not just building a product (Johansson J, 2000:12). The survival of organizations depends on its customers. Customers are the source of profits to be earned by a profit making organization and the primary reason for being in the operation for not for- profit organizations. Thus, customers are the backbone and lifeline of organizations. Often it is said that without customers there is no business (Dwyer, F.R., (1987:23). Customer satisfaction is a person s feeling of pleasure or disappointment resulting from comparing a product s perceived performance or outcome in relation to his or her expectations (Harker,2009:pp,21). Marketing opportunities are based on identification of customer wants and needs, an understanding of how customers make buying decisions, how they use the goods and services they buy, and their level of commitment to current brands (Anderson and Vince, 2004:85). Marketing managers must think 3. Objectives of the study The specific objectives of the study are: about the methods of winning, retaining, in general, satisfying customers from various ways which will lead to organizational success. 2 Significance of the study The study is crucial for the company, others and researcher on the aspects such as- the company can able to know its customer satisfaction level with regard to the product quality, setting price, promotional and distribution aspects of the factory that will move in parallel with the changing customers need and wants.; besides, the findings of the study will be used for other similar studies in the future. So, it is expected that this research can contribute a lot to the efforts made by the factory for the fulfillment of customer satisfaction through provision of appropriate product and service to the respected customers. And furthermore, the researcher may acquire knowledge about the way of conducting a research with identified problems, and contributed further explanations for studies on the subject matter. To investigate the influence of product on customer satisfaction. 60

73 To determine the influence of price on customer satisfaction. To explore the influence of promotion on customer satisfaction. To find out the influence of place on customer satisfaction. 4. Research Methodology Research design This study employed more of quantitative case study method to answer the research questions and used some qualitative information to know the current conditions of the company with regard to marketing mix and customer satisfaction. This quantitative approach was applied to identify the impact of marketing mix on customer satisfaction. Some qualitative information was gathered from the organization by using semistructured interview. The related data with questionnaire were collected and analyzed. In this research project a quantitative approach by using the customers of the company as respondents of the questionnaires. The study was undertaken to examine the impact of marketing mix on customer satisfaction by the customers of the company. The company has 5 types of customers in Hawassa city with total population of 542 customers, in which 118(Hotels), 148(Groceries), 116(Restaurants), 92(Cafeteria) and 68(Kebeb). Sample size The total population of the study is 542, which ranges between 501 and Based on the above method of sample size determination a sample size of medium which is 80 respondents will be taken a representative to answer the schedules that will be distributed with the help of enumerators. Customers were selected based on simple random sampling and efforts have been made to have representative sample and the results are considered as representative of the population. Sampling Technique Stratified sampling technique is applied in order to obtain a representative sample. The reason is the population from which a sample is to be drawn does not constitute a homogeneous group. Under stratified sampling the population is divided into several sub-populations that are individually more homogeneous than 61

74 the total population. Since each stratum is more homogeneous than the total population, the researcher is able to get more precise estimates for each stratum. Under which the sizes of the samples from the different strata are kept proportional to the sizes of the strata. That is, if Pi represents the proportion of population included in stratum i, and n represents the total sample size, the number of elements selected from stratum i is n. A sample of size n = 80 to be drawn from a population of size N = 542 which is divided into five strata of size N1 = 118, N2 = 148, N3 = 116, N4 =92 and N5 =68. Adopting proportional allocation, we shall get the sample sizes as under for the different strata: For strata with N1 = 118, we have n1 = n. P1 = 80 (118/542) = 17 For strata with N2 = 148, we have n2 = n. P2 = 80 (148/542) = 22 For strata with N3 = 116, we have n3 = n. P3 = 80 (116/542) = 17 For strata with N4 = 92, we have n4 = n. P4 = 80 (92/542) = 14 For strata with N5 = 68, we have n5 = n. P5 = 80 (68/542) = 10 Thus, using proportional allocation, the sample sizes for different strata are 17, 22,17,14,and 10 respectively which is in proportion to the sizes of the strata 118 : 148 : 116: 92: 68 and then the researcher were selected sample items from each stratum using simple random sampling to constitute a representative sample. Questions in part two were assessed by using a five point Lickert scale. Each question of the questionnaire is assigned a number indicating strongly disagree measured as 1, disagree measured as 2, undecided measured as 3, agree measured as 4, and strongly agree measured as 5. The independent variable is marketing mix and measured by four dimensions such as product, price, promotion, and place/distribution. The dependent variable is customer satisfaction and measured by the feelings of customers towards the company. Regression and correlation models were the other inferential statistical tools used to analyze the collected data. Regression analysis was used to know by how much the independent variable i.e. marketing mix explains or influences the dependent variable 62

75 which is customer satisfaction. Correlation analysis also conducted to measure the strength of the association between marketing mix dimensions and customer satisfaction. The results of semi structured interview questions was analyzed qualitatively. Data analysis was performed by using SPSS software version Data Analysis and Discussion The questionnaire were developed in five scales ranging from one to five; where 1 represents strongly disagree,2 disagree,3 undecided,4 agree and 5 strongly agree. 6. Descriptive analysis This descriptive analysis is used to look at the data collected and to describe that information. It is used to describe the demographic factors for more clarification. From the below table 1 information it can be seen clearly about demographic features of the respondents. Majority was under the age group of 36 to 50 years and has Diploma qualification and designated by managers. Majority have monthly income by birr 5000 & above. Descriptive analysis of product The mean scale was calculated by dividing, the sum of the products of each scale with the relative frequency, to the total number of respondents. The mean scale has a minimum value of 1 and a maximum value of 5. The found that the greatest numbers of respondents were 44(55.0%) for ratings agree and recorded mean value bu 3.52 respectively. As per the above table, most of the customers of the company were dissatisfied with the price of the product they paid. About 31(38.8%) of the respondents disagreed with the price of the product they paid and 25(31.2%) even strongly disagreed. This constitutes 70.0% were dissatisfied with this aspect. On the other hand, 15(18.8%) of the respondents were agreed and 8(10.0%) indifferent. And only 1(1.2%) respondents rated strongly agree. Moreover, the mean of the distribution of responses was found to be 2.20, which was closer to the value of Disagree. In this regard, it is clear that the customers of the company were dissatisfied with the price of the product they paid. 63

76 Descriptive Analysis of Demographic characteristics of respondents Table 1: Demographic characteristics of respondents 64

77 Descriptive analysis of product Table 2: The factory offer high quality products and Price of product is reasonable Scale strongly disagree Factory offer high quality products Price of product is reasonable Percent Mean scale Percent Mean scale Disagree Undecided Agree strongly agree Total(80) Source: field survey 2013: Correlation between marketing mix and customer satisfaction Pearson correlation test was conducted to know the degree of relationship between the independent variable i.e. marketing mix and the dependent variable i.e. customer satisfaction. The results of the correlation between these variables are shown in table 3. As it is indicated in the table there is significant correlation between marketing mix and customer satisfaction. In other words marketing mix and customer satisfaction have high relationship (r=0.769 with p<0.01). 65

78 Table 3 Correlation analysis between marketing mix and customer satisfaction marketing mix Pearson Correlation Customer satisfaction Pearson Correlation marketing mix Customer satisfaction ** Sig. (2-tailed).000 N Sig. (2-tailed) ** 1 N **. Correlation is significant at the 0.01 level (2-tailed). Source: field survey 2013 Correlation analyses between product and customer satisfaction Table 4 shows that Pearson correlation test was also conducted to know the degree of relationship between the independent variable i.e. product and the dependent variable i.e. customer satisfaction. The results of the correlation between these variables are shown in table As it is indicated in the table there is significant correlation between product and customers satisfaction. In other words product and customers satisfaction have high relationship (r=0.547 with p<0.01). 66

79 Table 4 Correlation analysis between product variable and customer satisfaction product Customer satisfaction product Pearson Correlation ** Sig. (2-tailed).000 N Customer satisfaction Pearson Correlation.547 ** 1 Sig. (2-tailed).000 N **. Correlation is significant at the 0.01 level (2tailed). Correlation analyses between price and customers satisfaction Pearson correlation test was again conducted for these variables and the results are shown in table 5. As it is indicated in the table, there is significant positive correlation between price dimension and customer satisfaction. In other words price dimension and customer satisfaction are correlated in a high relationship (r=0.546 Table 5 Correlation analysis between price and customers satisfaction price Customer satisfaction price Pearson Correlation ** Customer satisfaction Sig. (2-tailed).000 N Pearson Correlation.546 ** 1 Sig. (2-tailed).000 N **. Correlation is significant at the 0.01 level (2tailed). Source: field survey

80 Regression analysis This regression analysis was conducted to know by how much the independent variable explains the dependent variable. It is also used to understand by how much each independent variable (product, price, promotion and place) explains the dependent variable that is customer satisfaction. The results of the regression are the following (table 6 and table 7). Table 6 Regression Analysis results Marketing Mix and customer satisfaction Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), marketing mix Regression analysis of product and customer satisfaction Table 7 Regression Analysis results product and customer satisfaction Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), product Findings, Conclusions and Recommendations Based on the Pearson correlation test of correlation results, product dimension positively correlated with customer satisfaction (r = 0.547). Therefore, product has power to determine the customer satisfaction. The regression analysis of product dimension and customer satisfaction indicates that 29.90% of the variance R square in customer satisfaction has been significantly explained by product. Price is another element of marketing mix that is taken into 68

81 account to explain customer satisfaction. Based on the correlation result as it is shown by Pearson correlation test, price dimension is positively correlated with customer satisfaction. The correlation coefficient between price and customer satisfaction is the third of all correlation results of marketing mix dimensions which is As a result, price has power to determine the customer satisfaction. With regard to the regression analysis of price dimension and customer satisfaction, 29.8% of the variance R square in customer satisfaction is significantly explained by price. As it is indicated in the correlation analysis, promotion dimension has positive and high relationship with customer satisfaction. The correlation coefficient between promotion and customer satisfaction is It is the second highest of all correlation results of marketing mix elements. The regression analysis result for promotion and customer satisfaction shows that 34.8% of the variance R square in customer satisfaction has been significantly explained by promotion. It is the second highest of all the independent variables in explaining customer satisfaction. The last but not the least factor included in the marketing mix underpinnings is place. Based on the correlation result as it is shown by Pearson correlation test, place dimension is positively and highly correlated with customer satisfaction. The correlation coefficient between place and customer satisfaction is the highest of all correlation results of marketing mix dimensions which is This shows that place dimension is a major determinant of customer satisfaction and customers will critically evaluate the distribution systems gained from the company. The commitment of the bank will help to retain customers by improving the services of the bank. By having committed and good distribution systems the company can continue retaining existed customers and attracting new customers to generate more profit. To this extent the place dimension of marketing plays great role. Therefore, the company is expected to have product availability and offer the products as they want. 69

82 With regard to the regression analysis of place dimension and customer satisfaction, 45.0% of the variance R square in customer satisfaction is significantly explained by place. It is the highest of all the independent variables in explaining customer satisfaction. The relationship looks like the following. Marketing mix and customer satisfaction have high relationship. Product dimension and customer satisfaction have high relationship. Price dimension and customer satisfaction have high relationship. Promotion dimension and customer satisfaction have high relationship. Place dimension and customer satisfaction have moderate relationship. Age of respondents and monthly incomes of the respondents are in some way positively correlated. The other demographic factors have negative relationship with customer satisfaction (See Appendix C). Although the other marketing mixes have potential for affecting customer s satisfaction, dimensions like place and promotion are more sensitive than others in this research. On the regression analysis part, it is clearly shown that marketing mix explains customer satisfaction. The regression analysis indicated that 59.2% customer satisfaction is explained by marketing mix. Each independent variable is also regressed against customer satisfaction and the result shows that all the independent variables can explain the dependent variable i.e. customer satisfaction. The regression analysis result looks like the following. 59.2% of customer satisfaction is significantly explained by marketing mix. 29.9% of customer satisfaction is significantly explained by product. 29.8% of customer satisfaction is significantly explained by price. 70

83 34.8% of customer satisfaction is significantly explained by promotion. 45.0% of customer satisfaction is significantly explained by place. Conclusion The main purpose of the study was to examine the impact of marketing mix on customer satisfaction in MOHA Soft Drinks Industry S.C, Hawassa Millennium Plant. The marketing mix dimensions that were included in this research are product, price, promotion and place/ distribution. Product, price, promotion and place are not the only the desired outcomes of marketing mix but also the antecedents of customer satisfaction. With regard to the Pearson correlation analysis, it can be clearly seen as that the four marketing mix dimensions namely product, price, promotion and place are positively related to customer satisfaction in company. Recommendations In light of the findings and conclusions made above, the following possible recommendations are suggested as being valuable to the company for improving controllable marketing mix elements to assure customer satisfaction. To succeed in business the company has to focus on satisfying its customers and gradually increase the level of its customer s satisfaction through having a clear cut marketing strategies and integrating its various marketing activities. The factory must assure the quality of its products in order to win customers satisfaction and consequently achieve a competitive advantage and long run survival. By having quality of products it is possible to keep customer from switching to other competitor. Therefore, the company must be well aware of the want and needs of the customers. Once they are satisfied with the products that were provided by the company, they will communicate about products of the company to the other customers. The factory should continue by providing credit on sales in order to encourage customers by satisfying more. During holidays, 71

84 purchase of huge (many) products, when there is and cash payment the factory should provide such type of discounts in order to minimize the risk of their customers. In order to alleviate the problems in the pricing of the products, the factory should set its pricing technique based on the analysis of the customer s perception of the product value. Moreover, the prices has to be set to attract more customers and to increase their level of satisfaction by developing good relationship with suppliers of raw materials to maintain the lowest possible price structure throughout the whole process. The factory must choose distributors that reach its customers most effectively and other intermediaries that add value to the distributive process. The factory has to do more to expand its local market coverage and increase its market share by selling the products even in rural areas. Thus effective management of the distributive systems delivers the most customer value and satisfaction. Finally the more customers are satisfied with regard to the 4p s of marketing mix, the higher the rewards for the business. Highly satisfied customers buy additional products overtime as the factory introduces related products or improvements. Thus, MOHA Soft Drinks Industry S.C, Hawassa Millennium Plant should effectively manipulate these marketing mix elements for they strongly determine the long run survival of the factories. References Anderson, E. and Vince. (2004). Principles of Marketing, 1st Ed: New York: Oxford University Press. Anderson, E. and Fornell, C. (1994). A Customer Satisfaction Research Prospectus, in the Book of Service Quality: New Directions in Theory and Practice. Dwyer, F.R., (1987). Developing buyer-seller Relationships. Journal of Marketing. 51(2), Harker, M. (2009). Marketing An Introductory: Business and Economics: Prentice Hall. 72

85 Career Planning and Development of Tribal Employees -With reference to Visakha Agency Andhra Pradesh K.V.Ramana Murty, Asst. Professor, Dept of MBA, Andhra University Campus, Kkainada, AP Abstract The present paper concentrated on Career planning and development of tribal employees of Visakha tribal agency. It intended to identify the various issues in career planning and development and their relationship construct in the tribal employees scenario. It is found that the geographical location of the tribal employees is the under current and affected the overall development of the employees and which motivated them taking a particular job in those regions as a social image. The socio-economic conditions also forced the tribal employees to choose the job that support in the form of satisfying physiological needs and job security. Key words: Career planning, Development, job satisfaction, organizational commitment Introduction In India, planned development at the national level started for downtrodden like Scheduled Caste and Scheduled Tribes in true sense only after Independence. The tribals are the poorest of the entire Indian Population. Out of its total population, 52.6 percent of tribals are below the poverty line as compared to 44.7 percent of the Scheduled Castes and 33.4 percent of the general population. Most of the tribals (92.60 percent) live in rural areas. It is overwhelming to discern that only percent of them are literate which is about half of the national average (52.21 percent). Hence, in order to combat such a situation, there is a need to evolve development approach where people are the 73

86 subject and not the object of development. Employment opportunities of the tribes are the matter of constitution. Besides, the process of identifying and implementing career activities causes change in the direction of individual development and also the growth in every organization. Career development activities are usually derived from the career planning process (e.g., self assessment). The career development process breaks down each of the planning steps into more detail (e.g., what kind of self-assessment should be conducted; how are the results interpreted; how are the results applied to exploring career options; etc.). Career Development requires a concerted effort on the part of everyone to be successful. Career planning and development Career planning and development constitutes a model depicting the relationships of the variables. It demonstrates that career planning, career management, career development are the three primary independent variables that lead to career commitment and organizational commitment Job satisfaction in turn links with the two outcome variables such as career commitment and organizational commitment. career planning as a deliberate process of becoming aware of opportunities, constraints, choices and consequences identifying career related goals and programming work, education and related development experiences to provide the direction, timing and sequence of steps to attain a specific career goal. Career planning and development is a dynamic process that adapts to the changes one s experience as they build their professional knowledge, experience, and identity. Fundamental to the career planning and development process is self-discovery. A career can be described as a developmental concept comprising of a combination and sequence of an individual s worklife experiences and how the individual perceives these in relation to what they do. Primarily, career development is considered individuals responsibility because largely the benefits of the process overtly seemed to serve the purpose of the individuals as it ultimately leads to career success. 74

87 Statement of the Problem Today organizations from all around the world strive to motivate its employees in order to survive and compete in dynamic corporate environment successfully as motivation puts human resources into action, improves level of efficiency of employees, enables the organizations to attain sustainable competitive advantage over the rivals and ultimately leads to the achievement of organizational goals. Top performing organizations strongly believe in the concept of employee commitment as committed employees display better job performances in terms of facilitating the work, production or service delivery, willingness to welcome new challenges, desire to stay with the organization for longer periods and make significant contributions in gaining sustainable competitive advantage for the organization in today s dynamic industry. In work life the individual s interest is most of the times associated with their career development. When individuals see a long term benefit associated with the organization of their work, then they possibility of foregoing the short time benefits offered to them in the form of salary raises or other financial incentives also increases. In order to upgrade organizational competencies and to retain that competency level the development of individuals competencies becomes a prerequisite. This means that a strong relationship exists between organizational development and employee s career development. Looking at the facts from this perspective we can say that career development is not only an individual employee s responsibility but it is as much an organizational responsibility. The options of choosing a career path may be exercised by the individuals but providing those options must be catered for by the organization. Hence the study is intended to identify the various issues in career planning and development and their relationship construct in the tribal employees scenario Objectives of the Study The primary objective of the present study has been to enquire into the intricacies and dimensions of career planning and development of tribal employees. In addition, the other objectives of the study are- 75

88 To study the socio-economic profile and cultural facets of tribals in India. To focus on the socio-cultural aspects of the tribals in Andhra Pradesh. To understand the antecedents, implications and the intricacies of career planning and development and also the outcomes. To study the perceptions of tribal employees about the antecedents and outcomes of career planning and development and To suggest feasible ways and means to enhance the commitment of employees towards their career and the organization 1.7. Research Design Methodology and sample of the Research This is a qualitative research study on the topic of Career Planning and Development - study on Tribal employees with reference to Employees in Visakhapatnam. Based on the present literature review, this research is following the pattern of quantitative research as the study is employees perceptions on career planning and development aspects and satisfaction and using a questionnaire to collect data. Population Sample The respondent population for focus research is employees working in Government, quasi-government offices and local bodies. This study applied the qualitative research method for gathering data by using primary data collected through interviews through personal interaction by canvassing the structured questionnaire among the random sample of 650 employees in different cadres with at least one year experience in the concerned position. The data gathering in this research had conducted during November, 2012 and February, Data Analysis and Tools For the purpose of analysis and to facilitate interpretation simple statistical tools like percentages, averages, simple growth rate and compound annual growth rates are used. Statistical tools such as Reliability test, ANOVA (Analysis of Variance), cluster analysis, canonical correlation analysis and discriminant 76

89 analysis are used for testing the hypothesis on SPSS for Windows Version 20.0 are used. For the purpose of extensive analysis, for the construct included in the study, unidimensionality was asserted using Confirmatory factor analysis (CFA) using Statistica 9.0 edition. The χ 2, goodness of fit indices (GFI) and RMSEA measures were employed to examine the integrity of the construct. Analysis of the study Scheduled caste population in the study area The scheduled caste population in the state of Andhra Pradesh account for 6.6 per cent of the total population of the state. The scheduled tribe workers in the state are recorded by 21, 46,002 main workers and 5, 59,634 marginal workers. In Visakhapatnam district there are 2, 50, 838 scheduled tribe main workers and 57,007 marginal workers and respectively constitute 11.7 per cent of the total schedule tribe main workers and 10.2 per cent of the total scheduled tribe marginal workers in the state. Moreover the Visakhapatnam district accounts for the total schedule tribe workers in the state of Andhra Pradesh. The composition of the total schedule tribe workers in the Visakhapatnam district consists of cultivators, 53,396 agricultural labourers, 3676 manufacturing households, total main workers and 57,007 total marginal workers. Employment status of the employees It is observed that majority of respondents i.e per cent of respondents are working in Schools (180) while 26.5 per cent of respondents are working in Forestry, Social Forestry and Tribal welfare. While 24.9 per cent of respondents are working in Irrigation & Agriculture departments, 16.9 per cent of respondents are working in R & B departments. A minimal number of respondents i.e. 4.0 per cent of respondents are from rural development and Panchayatraj. Factors effecting job opportunities It is reported by a majority of 77.8 percent of respondents that job opportunities in the desired geographical locations influenced them to take up the profession percent of respondents expressed that 77

90 social image and lack of awareness about other job opportunities followed by the demand for the age limitation on the job front and lack of guidance and counseling (62.8 percent). As opined by 62.5 percent of respondents language problem to achieve the professional jobs are compelled to fulfillment of psychological needs are the factors that influence them to take up the profession. Career advancement opportunities availability of jobs across various organizations, and the selected professional does not demand physical work also reflected as dominant reasons for taking a job as reported by 58.2 percent of respondents. It can thus be noted that the geographical location of the tribal employees is the under current and affected the overall development of the employees and which motivated them taking a particular job in those regions as a social image. The socioeconomic conditions also forced the tribal employees to choose the job that support in the form of satisfying physiological needs and job security. Career planning factors Career Planning involves identification of the career-related goals and establishing plans for achieving these goals. Individuals have to make self-assessment of their abilities, interests and values to analyze the career options and decide on their development objectives and needs. It is observed that 52.3 percent of respondents spend time to review their career plans as against to this 47.7 percent of respondents could not spend time to review their career plans. It is also observed that 68.5 percent of respondent are aware about the external trends whereas, only 54.6 percent of respondent are unable to understand themselves. Obviously, 45.4 per cent of employees do not possess the knowledge of assessing themselves to plan their careers. In the process of designing the career management prospective in the organizations, the processes and programs in work place would really boost up, which is as opined by 66.6 percent of respondents percent of respondents also opined that the organizations consider and plan the career paths of all the employees while they are engaged in the developmental activities related to the profession/job percent of respondents agree that their participation in development activities reflected in the job enrichment by way job rotation and 78

91 assignments. It could also be observed that the organization provides process for evaluation of performance to provide an understanding of promotion as opined by 74.2 percent of respondents, whereas, 63.5 percent of respondents perceived that the employees in the organization are cooperative in understanding and rendering assistance for their career management. Thus it is observed that the environment in the organizations is found to be prospective for the employees for their management of career. Perceptions on career planning tools As observed a majority of 74.0 percent of respondents reported that the career planning tools are essential to support the career development and 70.8 per cent opined that the career management programs are needed to support the career development (70.8 percent). It is known fact that, by offering career development opportunities, employers help employees to develop their own personal competitive advantage and ensure their long-term employability. Many employees seek out employers who provide training and development activities that facilitate career advancement. When they receive such opportunities, employees are likely to commit to the organization. Moreover, 67.2 percent of respondents are able to understand the need for continuous career development whereas, 66.6 percent of respondents opined, there is a need to have a formal process to attain career development. Thus the tribal employees reveal that the employees tended to be more assertive and vocal about their needs, and they desire control over their professional careers. Satisfaction level on job performance A majority of 76.2 percent of the tribal employees felt satisfied and happy when they discover that they have performed well on the job front followed by the things they do on the job is very useful and important to them (72.0 percent). It is also evident from the table 69.4 percent of respondents felt sense of achievement in their career as they felt satisfied and happy when they discovered that they have performed well on the job (64.6 percent). Finally, 70.0 percent of the respondents agree that they are very satisfied with the job they have been taking up. The analysis drives to home the observations that the sense of achievement by way of 79

92 conducting a useful and important work towards the organization induced the respondents to feel satisfied with the job. Correlation between Career planning and organizational commitment As shown in table 1, Career planning is positively correlated with the organizational commitment. It is identified that the respondents know about their general economic and societal trends that affect career (CP7) occupied the top priority followed by possessing the strategy to achieve their career goals (CP10), using information about how well they do at work and formulate plans to achieve specific career goals (CP9) and having an accurate view of their strengths, weaknesses and career direction helps them to have realistic expectations for career outcomes (CP 8). It is also observed that when there is one standard deviation increase in the latent variable career planning, there will be 0.33 standard deviation increase in the indicator CP7, followed by It is further observed that the standard deviation increase in the indicator CP10, 0.31, standard deviation increase in the CP9, and 0.29 level of standard deviation increase in the CP 8 and vice versa. The results of the T- statistic reveal that the path coefficients for the indicators are significant at 1 per cent level of significance. Hence it could be inferred that in the latent variable career planning in CP7 followed by CP10 and CP9 are more relevant among the determinants of career planning Suggestions The following are the suggestions emanating from the study for policy reorientation and for improving career planning and development among the tribal employees. 1. The organizations are advised to allocate the dedicated Human Resources for career planning of the employees to drive process and monitor its execution and give guidance to line managers. 2. The organizations are suggested to provide the line managers with support in the form of training on the skills and knowledge required in identifying and managing talent employees and how to nurture and stretch these talented high potential employees within their departments. 3. It is suggested to develop rewards and compensation structures to gear 80

93 up and incentivizing line managers to spot and develop talented employees. 4. It is also advised to offer line managers with training, skills, knowledge and encourage them to engage and conduct regular conversation with the employees, S. No Statement Label especially around their career aspirations and developmental needs so as to ensure the right allocation of work assignments are assigned to the high potential employees to increase their retention within the organization. Table-1: Career Planning and the level of agreement Statements pertaining to Career Planning 1 CP1 I have a plan for my career. 2 CP9 Using information about how well I am doing at work, I formulate plans to achieve specific career goals. Level Agreement No Yes of Total % 58.2% 100.0% % 63.1% 100.0% 3 CP10 I have a strategy for achieving my career goals. 34.9% 65.1% 100.0% 4 CP2 I know my career goals and objectives % 56.5% 100.0% 5 CP3 I know my career interests and how to apply these to my job. 42.8% 57.2% 100.0% CP4 I spend time reviewing my career plan. 47.7% 52.3% 100.0% I am able to analyze and assess my CP5 abilities, interests and values to 41.8% determine my career options. 58.2% 100.0% 8 CP6 I have identified areas where I need to improve my skill and knowledge level. 54.9% 45.1% 100.0% 9 CP7 I know about general economic and societal trends that affect my career. 31.5% 68.5% 100.0% Having an accurate view of my CP8 strengths, weaknesses and career direction helps me to have realistic 45.4% 54.6% 100.0% expectations for career outcomes. Total % 57.8% 100.0% Source: Survey 81

94 5. It is suggested for the best employers to have a serious, resolute mind-set about talent that begins with a fundamental belief that the organization s future depends on getting and keeping the right people in the right jobs, and they leave little to chance when it comes to recruiting and interviewing. 6. Some jobs are more easily enriched than others, but it can be surprisingly easy to make a significant impact with employees and increase retention. Therefore, It is advised to design the job tasks that enrich the career prospects of employees. 7. Employees might not have the patience to pay their dues, but the organizations can enrich their jobs and provide for them a more meaningful role in the future by delegating tasks that might not have been considered before 8. Offer career coaching tools and training for all managers. Provide company-sponsored training and tools to help managers to be better equipped to fulfill their responsibilities as coaches. Some organizations even request managers to use the same self-assessment tools available to employees, enabling them to benefit from them as well. 9. Provide readily accessible information on career paths and competency requirements. Give employees access to job descriptions, listings of competencies, and educational requirements they will need to qualify for other positions within the company. 10. Create alternatives to traditional career ladders. Do not penalize top performers by forcing them to pursue management positions as their only route to higher pay. Create higher-level technical positions with increasing responsibility and commensurate pay. 11. Keep employees informed about the company s strategy, 82

95 direction and talent need forecasts. The best people need to be kept informed about the company s evolving marketing and growth strategies, and the career opportunities that will accompany them. 12. Build and maintain a fair and efficient internal job-posting process. Do not rely on jobposting systems to let people know about new positions. Get the word out through career workshops and other, less formal ways. 13. Keep the career development and performance appraisal processes separate.many companies have directed managers to have discussions with employees about career opportunities at the six-month interval between annual performance reviews, separate from discussions of performance. This enables all involved to focus on career development, as opposed to job appraisal. 14. Build an effective talent review and succession management process. Organizations must address the difficulties in preparing leaders and talented professionals for organizational opportunities that might not yet exist. This includes even the players who form the backbone of the organization but are not necessarily on the leadership career track. 15. Offer competitive base pay linked to value creation. The need to provide increased value to customers has led many companies to link base pay more to value creation and less to rank or years of service. This results in some companies paying lower-ranked employees more than their managers, if they are crucial to providing value. 16. Reward employees at a high enough level to motivate higher performance. Variable pay awards to employees should be higher when the bottom-line impact of their results is 83

96 significant, when that result is difficult to achieve, when it takes longer to achieve, and when base pay is more at risk. 17. Involve employees and encourage two-way communication when designing new pay systems. Let employees in on the process behind your pay system. Surveys indicate that those who understand how their pay is determined are more likely to be satisfied in their work. 18. Give employees the right tools and resources. An organization might look to save money on software, hard-ware, furniture and equipment, but thinking of these things as only costs is shortsighted. The right tools at the right time are investments not only in productivity, but in sending a message to employees that they are worth it. 19. Initiate a culture of giving before getting. Make the first move in maintaining employee loyalty. If the organizations demonstrate an initial willingness to trust your employees by giving valued services, they are likely to reciprocate in kind. 20. Build social connectedness and harmony among employees. Part of the glue that binds people to workplaces comes from the relationships they form with other employees. Actively encourage these relationships by assigning team projects, creating crossfunctional teams, organizing group outings and allowing employees reasonable time for personal hallway or water cooler conversations. 21. Inspire confidence in a clear vision, a workable plan and the competence to achieve it. One of the first requirements of trust is competence. People will only follow leaders they deem to be capable. Employees want to know that the organization will be successful, and that they can be assured of their place in it, going forward. The 84

97 organizational environment must be able to inspire that confidence, and make decisions and directives that reinforce that confidence. 22. Although many Career Development programmes exist, few seem to have been effectively integrated into existing HR planning system and fewer still into the organization as a whole. To minimize such mismatch it has been suggested to the HR managers to use action research model to: Diagnose, Develop, Implement and Evaluate the CD program that fit the organization s needs and goals. 23. It is recommended that organizations be restructured by its management. This move calls for a more flexible structure with widened opportunities for career advancement to replace the current one that is saturated. The closed organization structure should be addressed. Promotion should not be based on boxes and length of service. 24. The organization should put in place clear and transparent policies on training, promotion and advancement. There should be improvement in promotion and retirement procedures; they have been described as poor. Competition for promotion should be free and fair. Promotion should indicate real achievement and retirement should be made more attractive. Attractive exit options should be explored and put in place. 25. The administrative bodies should discourage incidences of irrelevant training. Irrelevant training wastes money and time both for the individual concerned and the organization. Career advancement would only be facilitated if employees go for courses that address training needs as identified in staff 85

98 appraisals according to the performance improvement plan. 26. Lack of recognition for selfdevelopment should be stopped. Self development and initiative that matches organizational goals be recognized and rewarded adequately by the organization. 27. Lack of adequate planning and management should be discouraged. The organizations should be put in place formal career planning and guidance.this would facilitate effective planning of career goals and paths. 28. To avoid stagnation at some levels, the administrative bodies should facilitate steady career progression by widening promotion opportunities and creating new openings for trained and competent staff. Options include restructuring the organization, job enlargement or developing alternative career paths and making retirement much more attractive. 29. The management should appreciate the role or impact of career advancement on employees motivation to work hard. There should be effective planning of career goals and paths. Staff should be trained and developed for strategies and higher responsibilities. 30. The organisations need to create an environment for the employees to spend the time to review their career plans. Understanding the general economic and societal trends that affect the career followed by formulating an accurate view on one s own strengths and weakness is the need of the hour to prepare their career plans. It is pertinent to bring a platform for the employees for a collaborative environment to assess their individual strengths and weaknesses through an interaction process. 86

99 References A.F.Martin, Romario et.al., Corporate Business strategy, Career Management and Recruitment: Do Spanish firms adhere to contingency model?, Career Development International,vol.6,No.3 Blau, G.J. (1986). Job involvement and organizational commitment as interactive predictors of tardiness and absenteeism, journal of Management, 12, Chandramouli, A New deal for Tribals of Andhra Pradesh. ST co-operative finance and development Corporation. Dr. T.V. Ramana (2007) Expansion of education in tribal area, Proceedings of seminar on tribal development in Andhra Pradesh issues and challenges AP Economic Assiciation, P

100 Impact of Market Segmentation Practices on the Profitability of Small and Medium Scale Enterprises in Hawassa City: A Case Study * Hailemariam Gebremichael, Lecturer, Wolaita Sodo University, Ethiopia. ** Yitbarek Seyoum, Lecturer, Wolaita Sodo University, Ethiopia. *** Dr.B.V.Prasada Rao, Associate Professor, Department of Management, Wollega University, Ethiopia. Abstract This study is designed to assess the impact of market segmentation practices on the profitability of small and medium scale furniture manufacturing enterprises in Hawassa city. The findings of this study also revealed the levels and bases of market segmentation used in the enterprises as well as their relationship with profitability as its major findings. Almost all the enterprises gained moderate and substantial profits by implementing market segmentation practices in their enterprises. However, they were also found with a problem of selecting appropriate levels and bases of segmentation. Moreover, they were facing difficulties in evaluating the effectiveness of their segmentation practices which prohibited them from generating high profits from their segments. Based on the findings of the study, the researcher has forwarded some recommendations to the owners and managers of small and medium scale furniture manufacturing enterprises which are found in Hawassa city. Key words: Market segmentation, Profitability, Small and Medium Scale Enterprises 88

101 1. Introduction Market segmentation involves the grouping of customers with similar needs and buying behavior into segments, each of which can be reached by a distinct marketing program. The concept attempts to reconcile differing customer needs with limited company resources, and allows product and marketing offerings to be adjusted to suit different customer groups. Subdividing customers into groups with similar needs and wants leads to effective customer service, profitability and also puts a company at a competitive edge against competitors. The main aim of the paper will be to assess the impacts of market segmentation practices on the profitability of small and medium scale manufacturing enterprises, particularly in furniture manufacturing companies. 2. Small and Medium Scale Enterprises Small and medium scale business is a business which is independently owned and operated, not dominant in its field of operation and meets certain standard of number of employee and capital. A small and medium business has at least two of the following features (US Congress, Small Business Act 2003): - Management is independent, since the manager usually owns the business. - Capital is supplied and ownership is held by an individual or a few individuals - The area of operations is primarily local, although the market is not necessarily local. The business is small in comparison with the larger competitors in its industry. 3. Objectives of the study:- The general objective of this study was to assess the impacts of market segmentation practices on the profitability of small and medium scale manufacturing enterprises. To identify which level of market segmentation such as segment marketing, niche marketing, local marketing and individual marketing lead to profitability To Identify which base of market segmentation such as 89

102 demographic, geographic, behavioral and psychographic contribute to the SMEs profitability To Identify how the enterprises segments effectiveness influence their profitability To Determine how the implementation of market segmentation practices affect the profitability of the SMEs To Present possible suggestions and recommendations to marketing managers of Small and medium scale enterprises to aid in their decisions. 4. Research Methodology It covers the data sources, the sampling technique, measuring instrument, data processing and analysis. Data sources In order to attain the objective of the study, the researcher has used both primary and secondary data sources. The primary data was collected directly from the sample respondents through a questionnaire. Secondary data including different relevant books, manuals, reports, journals, internet which are relevant to the topic under study were also used. Sampling Technique Probability random sampling technique is followed in the study. This technique was used in order to ensure every item of population has an equal or non-zero chance of being selected. Before conducting the study information was gathered from Hawassa city Trade and Investment bureau regarding the total number and type of small and medium scale enterprises available in the city. Market Questionnaire Segmentation Market segmentation questionnaire and Profitability questionnaire was developed to assess the level of market segmentation used in the sample SMEs, segmentation bases used in the sample SMEs and the effectiveness of market segments in the enterprises. Each of the questions consists of five response choices weighted in the following manner. 90

103 Response choices Scoring weight Very low 1 Low 2 Medium 3 High 4 Very high 5 A percentile score of 75 or higher indicate a high degree of using the mentioned market segmentation practice ; a percentile score of 25 or lower would indicate a low level; and, the scores in the middle range that is from 26 to 74 of percentiles indicate average usage. Profitability questionnaire was developed to measure the effects of using market segmentation practices on the profitability of the enterprises based on the level, base and effectiveness of the sample SMEs s segmentation practices. A percentile score of 75 or higher indicate a high degree of profitability; a percentile score of 25 or lower would indicate a low level of profitability; and, the scores in the middle range that is from 26 to 74 of percentiles indicate average profitability. Data Processing and Analysis The data processing method for the study will be manual and aided by computer software packages. Editing, coding, classification and tabulation of data was used to detect errors and to summarize bulky data into manageable one. Descriptive analysis was used to summarize the data by tabulation, measure of central tendency and charts. Tabulation was used to arrange the data in a table format. Measure of central tendency was employed to see the minimum and maximum values, the mean and the standard deviation for the sake of explaining level of market segmentation and bases of market segmentation used in the sample SMEs, and also the effectiveness of market segmentation implemented in the enterprises. Moreover, charts like bar charts, pie charts and histograms 91

104 were used to describe the demographic characteristics of the respondents. Statistical techniques The equation of multiple regression on this study is formed based on two sets of variables, namely dependent variable (profitability) and independent variables (level of segmentation, bases of segmentation and effectiveness of segmentation). The basic objective of using regression equation on this study is to make the researcher more effective at describing, understanding, predicting and controlling the stated variables. Statistical package for the social sciences (SPSS) version 20 statistical program is used for the analysis and presentation of the data for this study. Sixty questionnaires were distributed to the respondents and out of the 60 questionnaires 51 of them were collected. Among the 51 collected questionnaires 3 of them were incomplete which does not provide relevant data for the study. Accordingly the analysis of this study was done based on the number of questionnaires collected. Total Population is 120 (100%) and sample size is 48 (40%). 92

105 5. Analysis of the study Demographic variables: A profile of 48 sample respondents consisting of marketing managers and owners of small and medium scale enterprises Gender distribution of respondents Fig 4.1 Gender distribution of respondents who participated in this study are summarized in the form of frequencies and percentages and presented graphically for each of the variables. Source: developed for this research Fig 4.1 above presents a graphical representation of the gender distribution of the selected sample. There are a large number of male respondents (n=40), which is 83.3% of the sample. The female respondents (n=8) comprise 26.5% of the target sample respondents. Age distribution of respondents The age distribution of the sample respondents is depicted in the following graph. Fig 2 Age distribution of respondents Source: developed for this research 93

106 Fig 2 above describes how the age of sample respondents were distributed among three age categories. The majority of the respondents (62.5% or n=30) were between 18 and 30 years old. n=13 or 27.1% of the respondents were between the age of 31 and 40 years old. The remaining respondents i.e. n=5 or 10.4% lies between 41 and 50 years of age. Educational level of respondents Fig 3 Educational level of respondents Source: developed for this research Figure 3 above shows that the educational level of the majority of respondents (25% or n=12) are first degree holders followed by 12 complete and certificate graduates each comprising n=10 or 20% of the 4. Current job position of respondents Fig 4 Current job position of respondents sample respondents. Diploma holders and 10 th complete respondents constitute n=6 or 12.5% of the respondents each. The remaining n=4 or 8.3% are second degree graduates. Source: developed for this research 94

107 Figure 4 above shows the current job position of respondents indicating that most of the respondents are managers and owner and managers of the enterprises comprising 50% or Table 1 Results of profitability segment marketing profitability with segment marketing profitability with niche marketing n=24 and 29% or n=14 respectively. 17% or n=8 of the respondents are vice managers and the remaining 4% or n=2 respondents are engaged in other activities of the enterprises. profitability with local marketing profitability with individual marketing Mean Std. Deviation Minimum Maximum Source: developed for this research Profitability of the enterprises within the level of market segmentation used was assessed by profitability questionnaire; table 1 above indicates the calculated arithmetic means and standard deviations for the profitability of the enterprises under segment marketing, niche marketing, local marketing and individual marketing segmentation levels. Therefore, it is possible to say that most of the enterprises are profitable under niche marketing segmentation level with a mean and standard deviation of and respectively. Table 4.2 also shows that local marketing segmentation level is the less profitable segmentation level for the sample SMEs with a mean of The least profitability of the enterprises was found under Segment marketing and individual marketing segmentation level with a mean of each. 95

108 Table 2 Results of the profitability of market segmentation bases used in the sample SMEs profitability using demographic segmentation base profitability using geographic segmentatio n base profitability using behavioral segmentatio n base profitability using psychographi c segmentation base Mean Std. Deviation Minimum Maximum Source: developed for this research The profitability of the segmentation bases used in the SMEs as indicated on table 2 above, shows that demographic and behavioral segmentation bases are the most profitable bases for the sample SMEs with arithmetic mean of and respectively. The geographic and psychographic segmentation bases are found less profitable in the sample SMEs with a mean score of and respectively. Table 3 Results of profitability with current Effectiveness of Segments in the sample SMEs Average Effectiveness of segments Mean Std. Deviation Minimum Maximum Source: developed for this research Profitability with current effectiveness 96

109 Regarding with the profitability of the sample SMEs with current effectiveness of their segments, as it is clearly shown on table 3 above, it can be said that they are less profitable with a mean score of On the other hand, table 4 above, indicates that there is a very low positive, but not statistically significant relationship between individual marketing segmentation level and profitability (r=0.189, p>0.05) and segment marketing segmentation level and profitability (r=0.189, p>0.05). As it is clearly depicted on table 4.5 below, the correlation coefficient results for the relationship between segment effectiveness and profitability, there is low positive relationship between segment effectiveness and profitability (r= 0.240, p<0.01) at 99% level of confidence. Table 4 the relationship between levels of market segmentation and profitability Segmentation Levels used in the sample SMEs Level profitability Pearson Correlation.189 Segment Marketing Sig. (2-tailed).197 segmentation level Niche Marketing segmentation level Local Marketing segmentation level Individual Marketing segmentation level Pearson Correlation.689 ** Sig. (2-tailed).000 Pearson Correlation.338 * Sig. (2-tailed).019 Pearson Correlation.189 Sig. (2-tailed).197 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). Source: Developed for this Research 97

110 Table5: The relationship between effectiveness of market segments and profitability Effectiveness of segments in the sample SMEs Profitability Segments Effectiveness Pearson Correlation Sig. (2-tailed).240 **.000 ** Correlation is significant at 0.01(2- tailed). Source: developed for this research 5. Conclusion and Recommendations This study was conducted to investigate the impact of market segmentation practices on the profitability of small and medium scale enterprises in Hawassa town. The following conclusions are drawn based on the findings of the study. The results of the study showed that most of the small and medium scale enterprises are operating under Niche marketing and individual marketing segmentation levels. In contrast segment marketing and local marketing segmentation levels are used and implemented by few of the sample enterprises. The findings of the study also revealed that niche marketing segmentation level used in the sample SMEs results high mean score and substantial relationship with profitability. Regarding with local marketing moderate relationship was found with profitability. But, the profitability of segment marketing and individual marketing segmentation levels resulted in very low mean score as well as very low relationship with profitability. Recommendations Based on the results and findings of the study, the researcher would like to forward the following recommendations to the owners and managers of small and medium scale enterprises found in Hawassa town. Most of the sample Small and medium scale enterprises were found 98

111 operating under niche marketing and individual marketing segmentation levels. Thus, SMEs should leave those segmentation levels which require high level of capital and resources and concentrate only in niche marketing and local marketing segmentation levels which are more feasible for small and medium scale businesses. Therefore, by allocating and efficiently utilizing their limited resources in niche and local marketing, the enterprises could their moderate level of profitability to higher level of profit. The sample SMEs were also found less profitable in relation with their segments effectiveness. One way to increase their profitability in terms of their segments effectiveness is evaluating their segments effectiveness in terms of the extent to which their segments are measurable, accessible, substantial, differentiable and actionable by conducting market segmentation research. Regarding with the overall implementation of market segmentation and profitability of the enterprises, the substantial contribution of market segmentation can be further increased to higher level of profitability through customer data base driven market segmentation. Each enterprise must research on the tastes and preferences of the target segment if they have to offer satisfying products to their customers and get high return. In addition, enhancing prospect identification, matching of customer needs, improving target communications, enhancing customization and customer service, improving innovation and creativity is also recommended to the enterprises to achieve higher profitability. References Angela Stewart and Renata Bradley. (2010). market segmentation: A fresh look at a familiar topic, first resource. Armstrong G and Kotler P. (2003). Marketing and introduction, 6th Edition, prentice Hall, printed in upper saddle, River, New Jersey. Baker. M. (2000). Marketing Strategy and Management, 3rd Edition, Macmillan Business. 99

112 Declan, P Bannon. (1997). Marketing Segmentation and Political Marketing, Paisley Business School, University of Paisley, Paisley. Geoffrey M eredith and Charles Schewe. (1994). The Power of Cohorts, American Demographics, Hailemariam G/ Michael, (2011) Job satisfaction and organizational commitment, A comparative study of academic and support staff at Wolaita sodo university

113 Environmental Ethics: A Philosophical Analysis Dr.K.Victor Babu, Guest Faculty, Department of Philosophy, Andhra University Visakhapatnam. Abstract The present paper highlights the importance of environment and problems involved due to the human efforts such as technology upgration etc and stressed the Environmental ethics as a branch of applied ethics which examines the moral basis of environmental responsibilities. In the conclusion it is viewed that everybody has to make every effort to preserve our environment for human welfare. The scientific and technological progress by itself is not an evil but its improper use or inaccurate application is an evil. Human must learn how to use scientific and technological knowledge judicially to serve human need and purpose without causing harm to the natural world. Key words: Environment, technology. Human beings, ethics, emotional disturbance, Man vs. Nature 1. Introduction: The Environmental issues and crises have been recognized as one of the most contagious and dreadful diseases before the humanity. Every part of the world is suffering from stress, emotional disturbance, respiratory problems and extinction of some plants and so on. These issues are not only mind-boggling for environmentalists, botanists, medical practitioners but also for philosophers. Environmental ethics is a branch of applied ethics which examines the moral basis of environmental responsibilities. It studies the moral relationship among human beings, environment and nonhuman counterparts. Humans are not alone living on the planet earth. We 101

114 live among a multitude of plants, animals and inanimate natural objects. The more use of technology has changed the natural environment, while medicinetechnology, transportation and information technology and so on can help us to prosper. There is also no doubt that the use of technology can have a negative impact on the environment and therefore, on us. Thus, our interaction with the nonhuman and with the environment as a whole raises a variety of moral questions; such as: 1. What moral obligation do human have with regard to the environment? 2. Is it morally wrong to pollute the soil, water and air? 3. What kind of moral obligation do human have to the non-human form of life? 4. Do being and things of the human world have intrinsic value or worth? The concept of environment is of course as old our life on the earth. We are more or less concern with one fundamental question in our moral sphere; whether our moral universe should be content to human being only or it should be extended to nonhuman too. Here, we find three alternative views; i. Anthropocentrism, which states that everything is meant for human being. ii. Bio-centrism, which simply argued that environment, has its own value. iii. Cosmo-centrism, which states that everything is created by God, so nothing, is superior in this Universe. 2. Man vs. Nature The concept of Man-nature relation constitutes the basis for any philosophy of life. In primitive age man identified himself as a part of nature; depended on nature for his survival; lived like a slave of nature. Gradually man evolved his attitude along with the rapid growth in man s knowledge of science and technology, he conceived nature as something to be conquered and exploited for his benefit. As a result, man is no longer regarded himself as a slave of nature rather a master of nature. Man-with- Nature attitude has evolved as reaction to the disastrous 102

115 consequences of the exploitation of nature in its previous stage where by man realized himself to be an integral part of nature, that is a member of biotic community which includes all animates and in animates thing of the ecological system including water, air and earth. Man becomes aware of the fact that human beings are not alone living on this planet but they are living among a multitude of animals, plants and inanimate objects on the earth. Hence, he felt that any responsible damage done to biotic community has its disastrous consequences on the survival of human existence. 3. The Impact of Man over Nature A thing is right when it tends to preserves the integrity, stability and beauty of public community; it wrong when it tends to otherwise. No doubt the world would be not in a position of endangered if human being is not born in this planet. Man develops science and technology but over the years since the Industrial Revolution (1870); he continue to plunder natural resources thereby polluted natural environment. He degraded lands, destroys forests, and threw toxic wastes into rivers and seas and also harmful gas into the atmosphere. This continuous loaded of man-made pollutant into the environment brought adverse changes which ultimately backfire into series of disaster from time to time. Some typical examples of man-made (anthropogenic) disaster are: London Smog, Minamata Disease (Japan), Nuclear exploitation, Bhopal Gas Tragedy etc. 4. Critical Evolution Environmental contamination posses a great threat to human survival. The protection of natural environment is an essential condition for the very survival and existence of humanity. Environmental interest very often clashed with economic interest such as strong economy that will produce goods, jobs and tax revenue; we like air conditioning, we like high ways to drive our car on them, we need projects and disposable goods. We weigh the collective human interest in a non polluted environment against interest of humans. The following example illustrates some of the complexities involved in the problem

116 An industrial plant with large financial investment to produce a product essential to the society and providing large number of jobs but pollutes the environment to large extent. How far is the continued operation of the plant morally acceptable? In such situation the general public interest in the quality of the environment must be recognized. But what about the economic interest of the owner, the employees and consumers? Many of us with a utilitarian conception and thing are inclined to appeal for better cost benefit analysis. The critics of utilitarian thinking and approach argue that a costbenefit analysis is an inadequate system because it calculates only economic costs and benefits. In fact certain objects or goods can t be measured in terms of economic value. for example, how much is a human life worth? How much does an ornamental art effect like Taj Mahal cost? How much money does it cost for a hundred dying prematurely each year because of pollution? How much is it worth to swim or fish in a river? It is not possible to identify all the relevant cost and benefits to assign economic value to such goods. These issues of human world involve question of risk rather than cost. 5. Conclusion Ecology teaches us that human life is crucially intertwined with the eco system as a whole. The destruction of one part of ecosystem may lead to a chain of events that ultimately culminates in disastrous consequence to human wellbeing. Hence, we have to make every effort to preserve our environment for human welfare. The scientific and technological progress by itself is not an evil but its improper use or inaccurate application is an evil. Human must learn how to use scientific and technological knowledge judicially to serve human need and purpose without causing harm to the natural world. The planet earth is just like a huge ship with a definite capacity to accommodate people. It can t accommodate more and more people beyond its capacity. A journey in an overcrowded ship is always risk and it may sink at any time. So, just bee extract honey from a flower without causing harm to the fragrance or beauty of the flower so also human must learn to use nature without inflicting damage or causing harm to 104

117 the natural world. And this noble goal can be achieved only through the internal change of our mindset, allegiance, inclination and convictions. References 1. Peter, Singer. Practical Ethics, Second Edition, New York: Cambridge University Press, De, A. K. Environmental Chemistry, Fifth Edition, New Delhi: New Age International publisher, Don Mannison, Michael McRobbie, and Richard Routley, eds. EnvironmentalPhilosophy. Canberra: Australian National University, Ian G. Barbour. Technology, Environment, and Human Values.New York: Praeger Publishers, Max Oelschlaeger. The Environmental Imperative: A Socio-EconomicPerspective. Washington: University Press of America, Donald Scherer and Thomas Attig, eds. Ethics and the Environment.Englewood Prentice-Hall, Cliffs: 7. Robin Attfield. The Ethics of Environmental Concern. New York:Columbia University Press, Das, T. P. Issues in Practical Ethics, Utkal University, Bhubaneswar 9. Holmes Rolston, III. Environmental Ethics. Philadelphia: TempleUniversity Press, 10. Robin Attfield. The Ethics of Environmental Concern. rev. ed.athens, Georgia, and London: University of Georgia Press, Joseph R. Des Jardins. Environmental Ethics: An Introductionto Environmental Philosophy. Bemont, Calif.: Wadsworth Publishing, Andrew McLaughlin. Regarding Nature: Industrialism and DeepEcology. Albany: SUNY Press, Joseph R. Des Jardins. Environmental Ethics: An Introductionto Environmental Philosophy. Bemont, Calif.: Wadsworth Publishing,

118 14. Andrew McLaughlin. Regarding Nature: Industrialism and DeepEcology. Albany: SUNY Press, Arran Gare. Beyond European Civilization: Marxism, ProcessPhilosophy and the Environment. Sydney: Eco- Logical Press, Lisa H. Newton and Catherine K. Dillingham. Watersheds: ClassicCases in Environmental Ethics. Belmont, Calif.: Wadsworth, Max Oelschlaeger. Caring for Creation: An Ecumenical Approachto the Environmental Crisis. New Haven: Yale University Press,

119 Innovative Approaches in International Relations: Promotion of Economic Diplomacy as an Instrument of Economic Development: An Analysis Dr. Vidya.H.N, Associate Professor in History, Government Arts College Karnataka, Hassan Abstract An attempt is made in this paper to analyze the innovative approaches in international relations promotion of economic diplomacy as an instrument of economic development. This paper covered various diplomacy aspects and found that India has engaged in economic diplomacy primarily through the use of trade and aid. Further it explained various promotions by the international relations and concluded that Economic diplomacy can be used to generate and increase economic security has become a tested method and several countries all over the globe are initiating drives towards adoption of this policy Key words: Economic Diplomacy, innovation, promotions, liberalization, globalization, development 1. Introduction Diplomacy is a technique to uphold excellent affiliation among different states, to negotiate divergence & conflict or to facilitate additional good commodore relationship. We come across several instances of use of diplomacy to preserve & protect divergent economic situations. Use of diplomats to achieve mutual interest started from ancient India. Various forms of diplomacy in ancient India were used as a tool of achieving good economic relationship. Previously a group of negotiators recognized as diplomats were sent to a particular Nation or region with a specific task 107

120 of negotiating. They used to discus & parley about a particular issue with their counterpart in several rounds. This was called as informal diplomacy. But today use of diplomatic mission is more acknowledged around the world Diplomats are appointed in embassy offices & embassies are a highly grown up bureaucracy. They reside in the country with which they have to maintain good relations along with their paraphernalia. They will attend all issues connected with mutual cooperation & assistance. This is called as formal diplomacy. But these days with the rise of global economic liberalization the international relations has taken up a modified role acting as an economic promoter as well. The political aspects of international relations have taken a back seat & economic advocacy has come to the fore front. Priorities have changed; Nations have adopted Economic diplomacy as a device of promoting international relations. Economic diplomacy is the use of the full spectrum economic tools of the state to achieve its national interest (Balachandran, 2005). Economic diplomacy includes all the economic activities, including export, import, investment, lending, aid, free trade agreements, tourism, Marketing, currency etc (Moons, 2009). 2. Classification of diplomacy We can classify diplomacy based on these objectives and nature of tasks like Conciliatory & pacifying moves Peace Keeping & peace maintenance Negotiating for monetary & fiscal gains Avoiding Hostilities Envisaging Partnership In Economic Development, Cultural Exchange, Environment & Eco management, Human Rights Issues. Tours & Travel Export & Import Policy From other aspect we are observing aggressors / allies to boycott aggressors, soft power diplomacy based of relationship and respect, gun board / military power 108

121 diplomacy, public diplomacy and nuclear diplomacy in practice Srinivasan, T.N. (2002). From all the above types and forms of diplomacy we would like to discuss with the economic diplomacy and how it can be used as a tool of economic development. Several under developed countries around the world are suffering from scarcity of resources, over pressure from population growth, unemployment, extreme poverty etc (Van Bergeij, Peter A. G 2009). Existing internal resources are not enough for developing these nations by themselves Datt, Sundharam, K.P.M. (2009). But without further economic development it is impossible to ensure basic needs of human life such as food, cloths, shelter, education and health care Srinivasan, T.N. (2002). The objective of foreign policy may be shifted from existing is to develop and maintain friendly relations with other States and foster cooperation with developed, developing and least developed countries, and various regional, subregional, political and economic groups is to develop and maintain friendly economic / trade relations with other States and foster cooperation with trade, commerce and manpower placement to developed, developing and least developed countries, and various regional, sub-regional, political and economic groups India has engaged in economic diplomacy primarily through the use of trade and aid Achs, D(2002). For example, in order to build a stronger, more stable relationship with Bangladesh, India granted it an $800 million soft loan, and provided $200 million in aid. India set up a development wing in its government in January 2012 (Panagariya, Arvind (2008). The Development Partners Administration (DPA) is a primary way India uses economic diplomacy, in this case development aid, as a way to engage diplomatically. The DPA is building 50,000 housing units in Sri Lanka, a large transmission line in Puli Khumri, Afghanistan, and extends Lines of Credit projects globally, particularly in Africa. Economic diplomacy and the DPA are very important to Indian foreign policy. As the former Indian foreign secretary Lalit Mansingh stated: "The fact that the DPA division is located in the ministry of external affairs shows it is 109

122 in sync with our foreign policy objectives of transforming India into a global player Roche, Elizabeth (2012).That means the goal would be developing and maintaining friendly economic / trade relations with other states Panagariya, Arvind (2008). It is necessary to deploy trade and business related professionals for better achievement in economic diplomacy. Usually LDC countries use same set of negotiators in every platform. As a result they become hub of everything but master in none Sankaran, S. Indian Economy (1994). Time have to develop different set of negotiators specialized in different field like (1) bilateral trade negotiators, (2) regional trade negotiators, (3) multilateral trade negotiators master in different WTO agreements, (4) separate set of negotiators for negotiating with development partners / donors, (5) trade promoters in the missions in aboard, and (6) supreme council of negotiators for coordinating all these platforms and harmonizing and directing uniformity with the national foreign policy Roche, Elizabeth(2012). To get a strategic platform to exploit the coming multilateral regime countries has to priorities country Srinivasan, T.N. (2002). 1. Promotion & branding & trade marking 2. Trade sponsorship, 3. Investment appeals & Investment magnetism, 4. Acquiring Innovative Technology 5. Employing New Technology, 6. Managing enhanced External Economic Assistance 3. Promotion of Foreign Investment For attracting foreign investment countries needs to project a positive image in abroad ( Achs,D) Country Branding would be essential, because without a brand image it would not be easy to get foreign investment(sankaran). The government should promote the country at abroad, which is a primary action of economic diplomacy. The image of a country affects its trade, global politics, and international relations

123 4. Economic Diplomacy 1. To promote to mobilize investment, 2. Promote tourism and better management of national image. Promotion of Investment Mobilization Investment mobilization would call for a global presence of the competent companies or internationalization of the local companies. 1. Developing panoramic tourist destinations and improving their infrastructure especially communication & transport amenities to attract foreign tourists would boost the economy. It also generates recurring & enduring employment. 2. For projecting a positive national image abroad, the political leaders have to be responsible about what they say regarding their country.they should know that the world media report what they say. Their statements can and do damage the image of the country. Structuring a fine representation & image building about the country will act as promotional activity in the world media. 3. The ministry of foreign affairs, the embassies and diplomats of the country will be accountable for the projection of a correct image of the country overseas. This will automatically balance the financial arrangements (Achs, D). But their capacity to project a positive country image or change the undue negative perception may be limited. The diplomats abroad have to be proactive rather than reactive. The foreign ministry has to give importance to promote trade and development by organizing trade fairs, participating foreign exhibitions, organizing investors conferences and holding up B2B dialogues etc. mission abroad should act as facilitators of joint business councils, joint chambers, joint trade facilitator taskforce etc. between the countries (Srinivasan, T.N ). 5. Promotion of a National Image Through a constructive national image, a better promotion of products and services abroad consequently is boosted up and this ameliorates to create a brand image of the products in the consumers mind Panagariya, 111

124 Arvind (2008). This would facilitate better market access, salesmanship, networking and regulatory (customs & procedural) management would facilitate the export of commodities, services and projects. Value creation of products is essential (Sankaran). The missions abroad have to identify the demand for his country products in the host market and facilitate B2B interactions to promote export to that country. Opting for economic diplomacy to magnetize foreign investment would thus become a great political strategy these days (Roche, Elizabeth). 6. Promotion Of Employability Large unemployed population is a major problem in most of the LDCs. But this burden may be transform into resources if proper arrangement can be done through manpower export. Remittance is one of the main sources of foreign currency in many countries. Population growth of many developed countries is negative (Panagariya, Arvind ). Over populated countries could bargain with those countries to send professionals and semi-skilled workers to those markets (Datt, Ruddar; Sundharam ). Diplomatic missions in the respective country has a great job to collect demands for professional / workers and making arrangement of proper placement of native people there. Thus economic diplomacy could increase manpower export as well as foreign remittance earnings of a country. 7. Promotion of Ensuring Proper Education Ensuring proper education and training up people on latest technical knowhow is also important for proper growth of a country. providing scholarship in higher education short training diploma facilities Orientation programs Organizing international seminars international Short stay programs Cultural exchange programs Inter university study programs Organizing international Entertainment & Cultural study tours Coherent image building articulations 112

125 Increasing foreign visits Incorporating global language & media devices international Campaigning for best practices submission for hi-tech media coverage of the country s customs A genuine diplomatic mission can facilitate more representatives in affording these options Panagariya, Arvind (2008). Thus it can play a vital role in technology transfer and up gradation and transfer of latest knowledge.the economy soon after will pick up as it naturally attract technicians globally. 8. Promotion of Technology Economic diplomacy needs technology for rapid development and industrialization. When TRIPS agreement will come into force on LDCs, then absorbing foreign technology will be costly and difficult to achieve. Before mandatory enforcement the Agreement on Trade Related Aspects of Intellectual Property Rights (TRIPS) LDCs should concentrate on obtaining it (technology) for industrialization. 1. The Business & the Global Economy Directorate 2. Increased Mobilization of the Network Abroad 3. Ministerial Visits With an Economic Dimension 4. Promotion Of country s new Innovation 5. Attracting Foreign Investment to country 6. Mobilizing Soft Power Tools 7. Support For transportation 8. Better Communication With Businesses 9. Promotion of up gradation of Technology A major problem of LDCs country s product quality is inferior; as a result they failed to compete with superior qualitative products in local or export market. This is because they do not have upgraded technology. So facilitating technology up-gradation may boost up production. There are several international bodies working to facilitate technology transitions and technology up-gradation. Diplomatic assignments to those countries can play a vital role to secure local bodies with those international technology transfer organizations (Panagariya, 113

126 Arvind (2008). Stable Supply Of Resources, 1. Energy & Food To Country, 2. Exportation Of Infrastructure Abroad, 3. Inbound Tourism Promotion & 4. Promotion Of "Country s Brand" 10. Promotion Of Industrial Infrastructure Industrialization would need infrastructure development, better value services and other logistics support. All these require money which has to be generated through following methods. 1. Improving Logistic Sustenance 2. Developing Infrastructure 3. Deployment Of Optimum Transport Facilities 4. Expansion Of Communication Amenities 5. Bridging Inter Connectivity With Rails & Roads 6. Deep Sea Port, Sea Port, 7. Extension Of Highways, Sub Ways, National Highways, Express Highways, Corridors, 8. Expansion Of Industrial Parks 9. Eco Tourism 10. Opening Out Of Amusement Parks 11. Creating Under Water Amusement & Water Sports 12. Organizing A Mega Sporting Event 13. Kicking of Musical Concert 14. Film Award Ceremony 15. Organizing Cricketing Event 16. Hosting Beauty Pageants 17. Hospitality Services 18. Therapeutic & Medicinal Symposia 19. Beginning Pleasure Trips 20. Initiating Cruise Tours 21. Promotion of Pilgrimage destination 22. Encircling with Educational Hub activities 23. Advertizing Musical Operas / Concerts/ live shows 114

127 24. Endorsing Musical Nights/ events 25. Installation Of awards such as Best Tourist Award, best citizen award/ best traveler 26. Sponsoring International Film Festivals 27. Sponsoring gallantry / bravery awards 28. Hosting Foreign Investment Drives 29. Pioneering Hosting Job Fairs 30. Accommodating International Business Deals 31. Introducing innovative contests like motto cross, formula car race, mud bike race, skiing, Para jumping, para gliding fencing,sailing,karaoke,taekwondo etc 32. Organizing Science exhibitions, 33. Venturing Adventure sports 34. Reinventing traditional sports 35. Massage centers spa facilities,herbal health products 36. Introducing new contests like spelling bee, young scientist, young achiever,young Brain, etc 37. Co -hosting new entertainment activities such as launch o f new cars. Electronic items, mobile phones, I pods, tablets etc. 38. Conduct of Consumer friendly events on Nutrition & edibles 39. Wide range of Incentives for Shopper friendly customers 40. Encompassing festivities & celebrations & partying 41. Show casing best practices 42. Promotional activities through brochures & handbook 43. Hosting jeweler exhibitions 44. Initiating Aqua sporting events The government has to mobilize resources from domestic as well as foreign sources The World Trade Organization s (WTO) Aid for Trade to the developing countries could be a good source. Besides appealing for foreign investment in major local infrastructure project may be another approach to build industrial infrastructure like. 1. Maintaining good relations with the donor agencies / countries is a major task on the negotiators in this regard

128 2. Gathering Concurrence of issues of common interest 3. Creating consensus on universal topics 4. Debating for propelling positive approach towards resource management 5. Accommodating good will gesture 6. Signaling strategic economic prudence through political diplomacy 7. Gesticulation of thematic approaches 8. Promotion of best Practices Replicating best practices could be a good means for economic development for any country. It is quite easy to duplicate any development models rather than inventing the same. Collecting best practices from different regions would assist in addressing serious economic problems. Ambassadors particularly to the countries developed with similar backdrop could be vigilant to know preeminent practices there and facilitate replication in back home. A country can argue to adopt best practices on par with other countries through innovative thinking combining culture & convention together. The ethnicity, evolution of civilization, historicity, and customary practices of a country will guide in formulation of a vision statement which can be its best practice. 9. Conclusion Thus Globalization has expanded and accelerated economic interdependence among Nations. Economic diplomacy thus is rooted in the vision, efficacy, organization and motivation of its people and institutions, including the leaders, the officials, and civil society at large. The diplomatic missions of a country have so many important roles to play for quick sustainable economic development of the country. Economic diplomacy could be a very effective tool to foster all round development of a nation. Various under developed countries can handle this tool for quick access to economic resources & promotion of financial benevolence. Thus Economic diplomacy and economic security have risen to the top of international policy agenda these days.that Economic diplomacy can be used to generate and increase economic security has become a tested method & several countries all over the globe 116

129 are initiating drives towards adoption of this policy. References Achs, D. Jeffrey; Bajpai, Nirupam and Ramiah, Ananthi (2002). "Understanding Regional Economic Growth in India" Agreement on Trade Related Investment Measures (TRIMS) & Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS) addresses many of these issues. Balachandran, G., ed. India and the World Economy, Oxford University Press, Datt, Ruddar; Sundharam, K.P.M. (2009). Indian Economy. New Delhi: S. Chand Group. p. 976 Fergusson, Ian F. (18 January 2008)."World Trade Organization Negotiations: The Doha Development Agenda" Moons, Selwyn and Van Bergeijk, Peter A. G., Economic Diplomacy and Economic Security, New Frontiers for Economic Diplomacy, pp , Carla Guapo Costa, ed., Instituto Superior de Ciéncias Sociais e Politicas, 2009 Panagariya, Arvind (2008). India: The Emerging Giant. Oxford University Press. Panagariya, Arvind (2004). India in the 1980s and 1990s: A Triumph of Reforms Roche, Elizabeth, "India goes from aid beneficiary to donor", Ministry of External Affairs, Government of India, July 1, 2012 Srinivasan, T.N. (2002). Economic Reforms and Global Integration (PDF). 17 January Sankaran, S. Indian Economy: Problems, Policies and Development (Margham Publications, 7th ed. 1994). Van Bergeij, Peter A. G., "Economic Diplomacy and the Geography of International Trade", Edward Elgar Publishing, North Hampton,

130 Fertility pattern of Tribal Women of Srikakulam District of AP K. Appanna Babu, Research Scholar (Junior Research Fellow), Department of Economics, Andhra University, Visakhapatnam. A.P Abstract : The presented study is carried out to understand the total health status of selected Konda Savara tribe women located in Srikakulam district, North Coastal districts of Andhra Pradesh to understand the total health status of selected Konda Savara tribe women. The general implication that can be derived from the regression result is that demographic and social variables (like educational status, family size and male to female ratio in the household) are the most important determinant of fertility. Hence, there should be a serious work on social and demographic conditions of tribal especially in family planning. This ultimately necessitates an extensive provision of health care services to the Konda Savara tribe community The general implication that has derived from the fertility model is that demographic and social variables are the most important determinant of fertility. It is suggested that there should be a serious work on social and demographic conditions of tribal especially in family planning. This ultimately necessitates an extensive provision of health care services to these tribal communities. Key words: Primitive tribe, Fertility, health status, uterine wastage, birth rate Introduction: Health status of a woman is a function not only of medical care but of the overall integrated development of socio-cultural, economic, education, nutritional status etc. Each of these aspects has a deep impact on the health status which in turn influences the health performance of the women. Efforts have been made to make a holistic view of all the dimensions of health status of the Selected Primitive tribe women community which would generate new impetus for some appropriate interventions with regard to tribal health. Studies found that the health status of the tribal people of India, especially in the state of Andhra 118

131 Pradesh is relatively a neglected area of research. The Primitive Tribal Groups (PTGs) are mostly residing in the North Coastal Districts of Andhra Pradesh. As per the literature work on health status of PTGs women, regulation has not been reported so far on the selected Konda Savara tribe. Objectives and methodology of the study The presented study is carried out to understand the total health status of selected Konda Savara tribe women located in Srikakulam district, North Coastal districts of Andhra Pradesh. Multi stage stratified random sampling method is used in the present study. The selection process is carried out in four stages; i.e., relating to districts, mandals, villages and households. Srikakulam district of North Coastal district is selected for the study due to the fact that these districts have larger extent of Tribe Sub-Plan area and higher proportion of PTG population, supposed to be located at far end of the district and with much interior hill tracts where the hill and Primitive Tribal Groups (PTGs) reside. Two villages namely Kondalogam Puttulogam village are selected based on the random sampling procedure for the study. To examine the health status a sample of 100 women households are selected. Information is collected through a pre designed and structured household schedule in the selected villages during the year in different visits. In analyzing the data, averages and percentages, multiple regression analysis is used in appropriate places. In determining the fertility performance of the women, the average rate of conceptions, uterine wastage, live births, children survived were being calculated. Live births per women = No. of live births/no. ever married women Uterine wastage = No. of Abortions+ No. of still births/ No. of live births Post natal loss = No. of child dead/ No. of live births Index of survival = No. of surviving off spring/ No. of conception

132 Crude Birth Rate (CBR) = Total no. of live births /total population 1000 General Fertility Rate (GFR) = Total no. of live births in a year/ Total no. of women aged years 1000 Age Specific Fertility Rate (ASFR) = Total no. of live births to mothers by specified age/ Total no. of women of same age group 1000 Fertility Rate (TFR) = General Fertility Rate (GFR) = Total no. of live births in a year/ (1 X w 1 ) + (7 X w 2) + (7 X w 3 ) + (6 X w 4 ) + (4 X w 5 ) + (1 X w 6 ) Analysis of the study Fertility Performance of the selected Tribe Women Various studies indicate that menarcheal age is influenced by food habit, nutrition, occupation, education, family size, living condition, birth rank, environmental, genetical, socio-economic factors, etc. The sum of ASFR is multiplied by 5 because each age group (e.g ) consists of women of five different ages. Table: 1 Distribution of the ever married women by age at menarche Age at menarche (in years) Percentage (=100.0) Source: Data collected through Field Survey In general, it starts about the 13 th to 14 th year of age, but it may vary according to different environmental, economic conditions 120

133 and nutrition. With earlier onset of menarche, a woman gets a longer reproductive life. According to table 1, it has been observed that the age at menarche of the tribal women (respondents) varies from 11 years to 18 years. The maximum percentage of the Tribal women menstruated at the age of 14 years (36.33 percent) and 13years (28.67 percent) whereas some women achieved menstruation cycle at the age of 15 years (15.33 percent) and respectively. 12 years (10.33 percent) few women menstruated late. Among all the women, the Mean±SD age at menarche has been found to be 13.65±1.17 years. Fertility history of the ever married women: Fertility, the actual reproductive performance, the actual occurrence of birth, especially live births are a time dependant genetic concept. Table 2 presents the fertility performance of the ever married women. The total number of conceptions, uterine wastage, live births and children survived are some of the major findings of this study. Table: 2. Fertility history of the ever married women Source: Data collected through Field Survey As per the table 2 the study reveals that both the uterine and the postnatal loss are very low among the tribal respondents. Due to this the index of survivality becomes high (78.65)

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