HANDBOOK OF MANAGEMENT

AND
BEHAVIOURAL SCIENCE

VOL.-VII
HANDBOOK OF MANAGEMENT
AND
BEHAVIOURAL SCIENCE

VOL.-VII

Edited by

Dr. Sunil Kumar

Dr. Shyam Lata Juyal
Dr. Prashant P. Deshpande
Dr. Rupali Kumar

WISDOM PUBLICATIONS, DELHI

Disclaimer
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reference and must not be taken having authority of or binding in any way on the
author(s) editors, or publisher.

Copyright 2012, Editors

ISBN : 978-93-81505-37-3

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 MASSAGE FROM EXECUTIVE DIRECTOR

Welcome to all the Students, Research Scholars and Academicians who took part in SMBSs
4th International Conference of Management and Behavioral Sciences
Our dedicated team of professionals, staff and student are committed to enrich the quality
of your research articles to ensure the success of the conference. In collaboration with the
Faculty members from Indian and abroad, we have organized 4 innovative and responsive
conferences at SMBS to promote academic research and to support students/researchers
and faculty members in learning through knowledge sharing, transition, Innovation. This
is being reflected through the variety of research papers.
Last year over 600 research scholars and faculty members took advantage of 4 Academic
conferences held in Jodhpur, Haridwar and New Delhi.
I would like to congratulate and say thanks to Mr. D.R. Prajapati, Prof. Shyam Lata Juyal,
Dr. Rupali Kumar, Prof. Prashant P. Deshpanday, Mr. Vijay Singh Rawat, Mr. Atul Garg
and Ms. Sneha Dhanadiya for their efforts to make this event a success. My sincere
thanks go to all our review board members and editors.
Good luck to all with your research, studies, and teaching. I look forward to seeing you
with more research papers in coming conferences of SMBS.

Dr. S. Kumar
Executive Director
SMBS
 PREFACE

The behavioral science approach to management has evolved since its appearanceshortly
after the Second World War, over the intervening sixty years, from the earlywork of B.F.
Skinner, Maslow and McGregor to a myriad of applications, consciousor otherwise, in a
great variety of employment environments. It remains relevantbecause it deals with human
emotions, achievements and satisfaction, and theseelements will always dictate the
productivity and outcome of an organization solong as that organization continues to
employ people. Douglas McGregor andAbraham Maslow dedicated their lives to the
understanding of human behavior andits application in organizational management. A
large number of other psychologists, engagement theorists and sociologists have taken
the behavioral approach.
The behavioural science approach is concerned with the social and psychological aspects
of human behaviour in organisation. Many of the conclusions of the How throne studies
were reaffirmed by the subsequent research studies, but certainideas were extended and
others highlighted by the behavourial scientists. The behavioural scientists have shown
how human beings bring to their task aspects of behaviour, which the effective manager
should profitably understand. After all, it is individuals and groups with which a manager
is concerned and while organisational roles are designed to accomplish group purposes,
people must fill these roles. Thus, the behavioural sciences have provided managers with
a more systematicunderstanding of one of the most critical factors in the process of
managementthe human element. Insights evolving from that understanding have been
used todesign work situations that encourage increased productivity. It has enabled
organisations to formulate programmes to more efficiently train workers andmanagers,
and it has effects in numerous other areas of practical significance.
This book includes current research work in the field of Management and
BehaviouralScience. In present scenario there is a need to look after the behavioral
scienceapproach to management. With this objective in mind 5th International Conferenceon
Management and Behavioural Science (ICMBS-5) was conducted in Haridwar, UK (India)
on 23rdand 24thJune 2012, which was organized by the Society ofManagement and
Behavioural Science(SMBS). The selected papers are publishedin this book. This book
makes an attempt to provide a thorough knowledge of currentresearch in the field of
management and Behavioural sciences.
 CONTANTS

Message from Director .......................................................................................... v

Preface .............................................................................................................. vii
1. Employee Engagement as a Predictor of OCB: A Study of Indian IT Sector .. 1
Aakanksha Kataria; Dr. Pooja Garg; Dr. Renu Rastogi
2. Drawing Knowledge for Modeling Consumer Churn in E-business:
An Empirical Analysis ............................................................................... 19
Nidhi Joshi; Siddharth Upadhyaya; Nitish Ghune
3. Effect of FIIS on Indian Capital Market (from F.Y.2005-06 to F.Y.2011-12):
A Case Study ............................................................................................ 30
Abhilasha Singh; Rahul Dayal
4. IT Demand Management Scenario in the Market & Derived Model ............ 44
Anand Bajpai
5. An Empirical Study on Motivational Factor to Analyze the Employee
Satisfaction for an Effective Organization in India .................................... 51
Anjali Rai
6. Impact of Leadership and Emotional Intelligence on Performance
Management ............................................................................................. 65
Ms. Ankur Lal
7. Corporate Ethics: Adhering to a Set of Rules or Nurturing Trust as an Intrin-
sic Part of an Organizational Culture ........................................................ 81
Dr. Annu Jai
8. Occupational Stress in Organisations: A Comparative Study between Male
and Female Private Sector Employees in Guwahati City ........................... 90
Arpita Sharma Nath; Bidisha Lahkar Das; Deepjyoti Chakraborty
9. Organisational Learning in Indian Organisations: An Empirical Overview 98
Aruna B. Bhat; Santosh Rangnekar; Mukesh Kumar Barua
10. Conflict and Youth in Kashmir: A Sociological Study Health
Consequences of Conflict with Special focus on Youth in Kashmir .......... 109
11. Impact of Supervisionand Reward Satisfaction on Career Management of
employee: An Empirical Study ................................................................ 120
Bhajan Lal Kardam; Santosh Rangnekar; Umesh Kumar Bamel
(x) Handbook of Management and Behavioural Science [Vol-7]

12. Human Resource Accounting: Measurement of Human Resource

Cost and Value ....................................................................................... 130
Bhawna Chandani; DS Chundawat
13. Awareness of Right to Information Act among the Students of Bachelor in
Business Administration in Gauhati Commerce College .......................... 145
Bidisha Lahkar Das; Arpita Sharma Nath; Deepjyoti Chakraborty
14. Flexible Human Resource Management from the Perspective of
Enterprise Culture .................................................................................. 151
Chandana G Upadhyaya; Smitha G R
15. The Need for Grief Counseling in Organ Donation Network ..................... 158
Mrs. Chandni Srinivasan
16. Foreign Direct Investment and Regional Development in India ............... 165
Mr. Debabrata Sutradhar
17. An Empirical Study on Business Law and Business Education ................ 177
Deepali Rani Sahoo
18. Determinants of Brand Preference of Consumers towards Passenger Cars 185
Dr. K.N. Ushadevi
19. Coping Assessment Phobia for Success in College Education .................. 196
Dr. N. George Mathew; Riyad Mahmoud Mohammad Ehmaid; Amjad Ahmad Abdul
Qayum
20. Role of Tribal Communities in the promotion of Medical Tourism:
A Case study of Uttarakhand .................................................................. 204
Mr. Gaurav Garg; Mr. Dinesh Kumar Karush
21. A Conceptual Study of Total Quality Management .................................. 217
Hari Lal Bhaskar
22. Tracing the Trend and Security Issues of Internet Banking in India ........ 232
Ms. Jyoti Paul; Mr. Kumar Gaurav
23. Interactive Banking-Technology driven Retail Business for
Indian Public Sector Banks ..................................................................... 244
Ms. Mamta Chawla; Ms. Anu Singhal
24. Rural Buyers Behavior and Marketing of FMCG Products .................... 258
Mr. Kush Kr. Patwa; Mr. Love Kumar Patwa
25. Retail Marketing: An Analysis on Indore Market .................................... 272
Dr. Mamta Vyas
26. Impact of Yoga on Adjustment Level in Old Age Male .............................. 287
Meetu Singh
Contents (xi)
27. How Worthy is my Job? A Study of Educational Administrators
Occupational Efficacy and Job Value ...................................................... 294
Mudasir Basu
28. Teaching Competence and Personality Profile: A study of Primary and
Secondary Teachers ................................................................................ 309
Nuzhat Basu
29. Climate Perception and Student Outcome: A Correlational Study ........... 317
Sameena Basu
30. Quality of Primary Education in Assam and the Development of English
Language Proficiency of Underprivileged Children .................................. 328
Pallabi Das; Dr. Gurudas Das
31. Comprehensive Study of Factors Leading to Stress and its Impact on
Employees with Special Reference to 5 Star Hotels ................................ 342
Ms. Preeti Raj; Mr. Kamlesh Harbola
32. Prime Time For Socially Responsible & Sustainable Business Education 350
Pushpa Shetty
33. Impact of Cartoon Programs on Child Psychology ................................... 362
Dr. Rachana Gangwar; Vishal Sharma
34. Innovative Strategies for Attrition Management: A Special Case of Female
Employees HI-Attrition Ratio in the Industry ......................................... 369
Mrs. Rama Goel
35. Work-Life Balance: The Theoretical Framework ...................................... 382
Ms. Reena Shah
36. Intervention of Information Technology in Molecular Marketing:
An Analysis of FMCG Products ................................................................ 392
Mr. Roshan Yadav; Mr. Jatin Dua; Mr. Mohammad Kashif ; Mr. Utkarsh Goel; Dr.
Abhishek Vaish
37. Performance Measurement of Indian E-Commerce Websites ................... 405
Mr. Saurabh Kumar Gupta; Mr. Ankit Kumar; Mr. Achal Kumar Rathore; Mr.
Prakhar Swaroop; Dr. Vijayshree Tiwari; Mr. Saurabh Mishra
38. Women in Slums: A Sociological Study in Jammu City ........................... 421
Ms. Shakun Sharma
39. Basel-III and the Requirement for Capital Inclusion: A Case of India ....... 430
Mr. Shashank Bansal; Ms. Arnima Srivastava; Mr.Anil Kumar; Ms. Manupriya
Raheja; Dr. Vijay Kumar Chaurasiya; Dr. Santanu Das
40. Capital Budgeting in Singareni Colleries Company Limited ..................... 444
Y Shilpa
(xii) Handbook of Management and Behavioural Science [Vol-7]

41. Stress: An Unavoidable Condition Affecting Work and Behaviour of

Employees .............................................................................................. 454
Mrs. Shilpee Adhikari
42. The Impact of Social Networking Sites on Purchase Behavior: A Case of
Apparel Retailers in India ....................................................................... 462
Mr. Shiv Kumar M. Belli
43. Internet and Phone Banking in India: Its Impacts and Structure ............. 476
Sonali Singh; Minali Deswal
44. Organizational Climate and Organizational Citizenship Behaviour among
Mining Company Employees ................................................................... 489
Ms. Sonam J Gondlekar
45. Regional Variations in Women Autonomy: An India Scenario .................. 502
Ms. Sunil Kumari
46. MBA at the Threshold: Management Education Challenges & Threats in
Future .................................................................................................... 509
Prof. Tilottama Singh
47. Suicide Prevention: An Urgent Need ...................................................... 518
Dr. Sunita Rani
48. Is Micro-credit Really a Catalyst for Women Empowerment? An In-Depth
Study of Women SHGs of Block Bhalwal (J&K, India) .............................. 524
Ms. Varsha Kapoor
49. Problems of the Aged among Goans in Mumbai ....................................... 535
Dr. Vatika Sibal
50. Process Recording is Essential Part of Micro and Macro Level Field Work
Practice & Communication ..................................................................... 551
Dr. Veena Dwivedi
51. Understanding Inflation and the need for Reforms in International
Monetary System: An Indian Perspective ................................................ 558
K J Yasser Arafath
52. An Empirical Study on the Effect of Age and of Gender of Children on the
Pester Power that they Engage in, in Modern Retail Formats .................. 573
Pallavi K. Mhatre
53. Dynamic Promotional Resource Allocation for Multi-Products in a
Segmented Market .................................................................................. 585
Prerna Manik; Anshu Gupta; P. C. Jha
54. Single-Source, Multiple-Destination, Multi-item EOQ Model with Price
Discount Incorporating Partial/Full Truckload Policy ............................. 603
Sandhya Makkar; Nidhi Bhayana; P. C. Jha
Contents (xiii)
55. Optimal Advertisement Planning for a Product incorporating Segment
Specific and Spectrum Effect of Different Medias ................................... 619
Sugandha Aggarwal; Remica Aggarwal; P C Jha
56. Advance Trends and Training Methods ................................................... 635
Mr. Vaibhav Verma; Mr. Sumit Pant; Mr. Manish Malhotra; Mr. Suprabhat Mandal;
Mr. Tom Thomas
57. Shortage of Skilled Professional in Hotel Industry .................................. 649
Mr. Vaibhav Verma; Mr. Sumit Pant; Mr. Manish Malhotra; Mr. Suprabhat Mandal;
Mr. Tom Thomas
58. Business Ethics in Small Organization: An Overview of Key Issues ......... 660
Palvinder Kaur Sidhu
59. Analysis of Rational Behavior of Investors in Haryana ............................ 671
Ms. Parul Mittal
60. Managing Knowledge Workers for Higher Productivity in the
Globalized Era ........................................................................................ 684
Dr. Prashant P. Deshpande
61. Financial Inclusion Initiatives of Private Sector Banks in Palakkad
District of Kerala .................................................................................... 690
Dr. K.M.George
62. Cultural Influence on Consumer Behavior ............................................... 700
Mrs. Kalyani Chaudhary
63. Coca-Cola Indias Corporate Social Responsibility Strategy ..................... 709
Mrs. Kavita Thakur
64. Management of Elementary Education Through Communitisation in
Tseminyu Block of Nagaland ................................................................... 723
Dr. Kaushal Kumar Jha; Samsam Kez Rengma
65. Does Psychological Climate Predict Performance of Professors in
Educational Institutions?A Study on Private Professional Educational
Institutions in India ............................................................................... 732
MansiRastogi; RohitBansal
66. Problems and Prospect of Agriculture Marketing in Assam: A Case Study in
Sivasagar and Dibrugarh District of Assam ............................................. 743
Romen Kalita; Purbashree Hazarika; Bishnupriya Hazarika
67. A Review of Research on Better Marital Adjustment ............................... 754
Mr. G Satya Narayana Goud
68. A Conceptual Framework for Studying Consumer Product
Return Intention .................................................................................... 758
Saumya Dixit; AnurikaVaish; Nikki Shreshtha; Bhuwanesh Man Rajbhandari; Fiza
Khan; Tapas Giri
(xiv) Handbook of Management and Behavioural Science [Vol-7]

69. An Analytical Study to Determine the Demographic, Cultural and Seasonal

Effect on the Consumption Behaviors of Vegetables and Fruits in India .. 766
Avanish Vaish; Soumajit Ghosh; Pratima Tripathi; Manish Singh; Monark Bag;
Vrijendra Singh
70. Socio-economic Profile of Rural Women in the Path of Rural Development:
A Survey Based Study ............................................................................. 777
Kauranga Borgohain
71. Transformative Learning Theory and Web-Based Learning Environments:
A Review of Research and Discussion of Implications ............................. 792
Laxmi Jaiswal
72. Need for Integrated Program for At-risk Early Adolescents from
Marginalized Families ............................................................................. 800
Dr. Ravneet Chawla
73. Achievement Test of Social Sciences of Class-VII .................................... 812
Dr. Sarika Sharma
74. Equity Derivatives in India ..................................................................... 826
CMA A.D. Jha; CMA R.K. Singhal
75. Impact of Cognitive-behavioural Intervention in Controlling Conduct
Disorder: A Case Study ........................................................................... 835
Dr. Pubalin Dash
76. IT Enabled Services in Transfer of Technology ........................................ 846
Dr. Kiran Yadav
77. Beneath the Iceberg: A Study of the Consumer S-R Model to Marketing
Stimuli The Neuro Marketing Perspective ............................................ 853
Dr. Sabyasachi Rath; Ms.Mousumi Singha Mahapatra
78. Social-emotional Competence: A Powerful Silent Tool of Well-being and
Success .................................................................................................. 859
Dr. Rekha Sapra
79. Re-engineering of Higher Eucation: UGC Role in Employing Knowledge
Management ........................................................................................... 874
Mrs. JVR Geetanjali
80. Autonomy Debate in Jammu & Kashmir: A Historical-Political Analysis . 888
Dr. Mohd. Shafi Bhat
81. Rural Buyer Behaviour towards Gold: A Case Study of Vazhoor Panjayath . 902
Mrs. Preethi K. N.
82. Job Satisfaction and Organizational Commitment of Air Force Technical
and Non Technical Personnel .................................................................. 911
Dr. L.N. Bunker
Contents (xv)
83. Managing Attrition: With Special Reference to BPOs .............................. 925
Deepak Singh Rawat; Richa Srivastava; Preeti Raj
84. Student Movement as a form of Popular Protest: An Analysis of AASU led
Anti-foreigners Movement in Assam, India .............................................. 932
Protim Sharma
85. A Study of the Relationship between Personality Types and
Career Choice ......................................................................................... 941
Dr. Shyamlata Juyal; Ms Chinu Agrawal
86. Social Capital and its Relationship with Quality of Life: An Exploratory
Study among Households in India ........................................................... 947
Ms. Manu Gupta; Dr. Vinod Kumar
87. Creating a Talent Organisation ............................................................... 955
Swati Chaudhry; Sneha Chaudhry
88. Beyond Pathology: A Cultural Interpretation of Normal and
Abnormal Behavior ................................................................................. 962
Ravindra Kumar Koshal
89. Brand Failures-an Empirical Study of Consumer Evaluations in Emerging
Markets: A Case Study of Classic Example of Brand Failure: Black Cherry
Vanilla Coke ........................................................................................... 972
Farzana Gulzar
90. Role of Education in Agricultural Development in India: An Overview . 990
Debodatta Bhattacharjee
91. Achieving Sustainable Corporate Growth with Enterprise
Resource Planning ............................................................................... 1001
Mrs. G.S.Vijaya
92. Gender and Status of Widows: A Sociological Study in Sedam Taluka ... 1006
Dr. Shantha B Astige
93. Sustainable Tourism and Management: A Rapid Change and
Critical Review ..................................................................................... 1008
V. Rama Krishna
94. Role of Private Players in Rural Agriculture Marketing: An Analysis ..... 1021
R. Shashidhar; V. Rama Krishna
95. Analysis of IT Industry Leadership Teams Presence and Commitment in
Driving their Organizations Social Media Strategy ............................... 1032
Dhurva Kr. Roy; Priya Joshi; Swapnil Singh Thakur
96. Eating Attitudes and Health Anxiety among Type-2 Diabetics .............. 1047
Nandita Chaube; Roomana N. Siddiqui; Abha Sharma; Iram Feroz
(xvi) Handbook of Management and Behavioural Science [Vol-7]

97. The Sociological Fallouts of the Displacement of people in Conflict Zones in

India: An Overview of Kashmir and North East Regions ........................ 1057
Dr. Pirzada M. Amin
98. Towards a Contextual Understanding of Kashmiri Youth: A Sociological
Perspective ........................................................................................... 1068
Adfar Rashid Shah
99. Determinants of Channel-Principal Relationship: A Study of Indian Water
Purifier Industry ................................................................................... 1086
Dr. Kaushik Mandal; Saurav Das; Koushick Roy
100. Relationship between Faculty Motivation, Faculty Satisfaction, Students
Satisfaction, and Service quality gaps in professional Education:
An Empirical Study .............................................................................. 1097
Kaustav Mukherjee; Sushmit Mukherjee; Chandan Kumar Banerjee; Dr. Kaushik
Mandal
101. Cloud Computing: Business Value, Concerns and Challenges for
Small Businesses .................................................................................. 1113
Devesh Kumar
102. Preparing the Crisis-Ready Organization ............................................... 1125
Saibal K.Pal; Priyanka; Anjali Arora
103. An Psychiatry of Poignant Acumen Pertaining to Feminine Recruits in
Toil Life symmetry: With Reference to IT/BPO Sectors ......................... 1139
Ms. P. Kanchana; Dr. R.Ganesan
104. Crafting Competitive Customer-value Conclave: An Epistemology of
Innovative Strategic Management with reference to Automobile
Tyre Industry ....................................................................................... 1158
Isita Lahiri; Soumitra Karan
105. Management Education and Corporate Expectations: A Gap Analysis ... 1169
Prof. Krishna Kishore; Dr. Mousumi Majumdar
106. On Role of Marketing in Corporate Strategies ....................................... 1180
Prof. Marek Prymon
107. The Case Study of two Microfinance Institutions in Kerala ................... 1194
Jayashree S.; Dr. Dilip Kumar M.C.
108. Adolescence: Chaos to Capable and Compassionate Adult ..................... 1206
Parul Tripathi; Professor Indu Bansal

109. Small Business Enterprises in Botswana: A Management Perspective ... 1216

Dr. Gangappa Kuruba

110. Gender and Status of Widows: A Sociological Study in

Sedam Taluka ...................................................................................... 1226
Dr. Shantha B Astige