Browse Items (558 total)
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A study on impact of celebrity endorsement on customer attitude towards the brand and purchase intention
Today celebrity endorsement has become a trend and been used as a winning formula and celebrities in India are the role models; people in the country are so influenced that they are attracted & follow the trends, styles also, consume the product they endorse and they associate the brand with the celebrity therefore the companies and the marketers believe that celebrity changes the purchase intention of the buyer. So this has been conducted to find out the impact of celebrity endorsement on customer attitude towards the brand and intention to purchase. To achieve the objective a questionnaire has been formed to collect the primary data of minimum of 200 respondents that will help to come to a conclusion about the impact if celebrity endorsement. The study also tries out to find out the various factors that affect a buyer purchase intention. For this study attributes of a celebrity and the brand have been studied also the attitude towards the brand. To acquire the required results the questionnaire was distributed to the target group aged 15-50 and the data collected was studied , analyzed to come to the conclusion whether celebrity influence the target group of consumers. -
Exploring the attitudes of employees & strategies adopted towards managing diversity in the information technology context /
Diversity Management is a process intended to create and maintain a positive work environment where the similarities and differences of individuals are valued. Successfully managing diversity can lead to more committed, better satisfied, better performing employees. Literature review on diversity management has mostly emphasised on organization culture, its impact on diversity openness Patrick (2010), human resource management practices in German and Indian companies Paelmke (2007), institutional environments and organizational contexts to diversity-related pressures, expectations, requirements, and incentives Siegel (2006), managing employee diversity: perceived practices and organizational outcomes {Fink, Pastore & Riemer (2003)}, perception of staff and student in relation to equal opportunities / managing diversity in the university Kandola (2001), diversity dimensions in India and its unique features of diversity factors in indian context {Patrickson and OBrien (2001)} strategies for managing human resource diversity, {Dass & Parker (1993)}, -
A study on the family environment of persons with thalassemia major
The objective of the study was to assess the family environment of persons with thalassemia major disorder. The clinical profile of the persons with thalassemia, the family awareness about the disorder and the social, financial, emotional and the couple relationship aspects due to thalassemia were also studied. The parents of the persons with thalassemia major were included in the study. Interviews were carried out with each of the subjects using a standard questionnaire to assess the family environment. The other aspects were studied using a semi structured questionnaire. The results show that 42 percent has a family income of less than 5000 Rupees per month. There is no mutual emotional support among 54 percent of the couples. 66 percent of the parents are not involved in any social activities. 14 percent of the parents feel burden and another 14 percent feel burnout and 38 percent are anxious about the sick child. The relationship with the non thalassemic child in the family is affected among 55 percent of the parents. 86 percent of the parents are aware about the need of iron chelation and the genetic nature of thalassemia. Family environment is significantly affected by the duration of the illness, treatment cost, number of thalassemia persons in the family, lack of awareness on the genetic nature on thalassemia. Hospital admissions restrict the recreational activities and also lead to lose of control in the family. Organization in the family is significantly affected where there is more number of persons with thalassemia. The subjects assessed expressed varying concerns about the family relationships, life long illness of the child and other psycho social issues. They feel that their competitiveness, career development, financial needs and relationships with their spouse and with their normal child are hampered by the illness of the child. It establishes that various psycho social interventions are imperative for such families. -
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EFFECT OF MAGNETIC FIELD ON THE ONSET OF RAYLEIGH-B??NARD CONVECTION IN A MICROPOLAR FLUID WITH INTERNAL HEAT GENERATION
The effects of through flow, internal heat generation and magnetic field on the onset of Rayleigh-B??nard convection in electrically conducting Micropolar fluid are studied using the Galerkin technique. The eigenvalue is obtained for rigid-free velocity boundary combinations with isothermal and adiabatic on the spin-vanishing boundaries. A linear stability analysis is performed. The influence of various parameters on the onset of convection has been analyzed. The microrotation is assumed to vanish at the boundaries. A linear stability analysis is performed. The influence of various parameters on the onset of convection has been analyzed and their comparative influence on onset is discussed. The problem suggests an elegant method of external control of internal convection. -
Optimized Handoff Strategy for Vehicular Ad-hoc Network based Communication
The dissertation titled ???Optimized Handoff Strategy for Vehicular Ad-hoc Network based Communication??? is the compilation of all efforts taken and tasks completed in order to implement an optimal handoff method in Vehicular Ad-hoc Network communication.Wireless communication technologies have been improving exponentially. Ad-hoc networks can form a network of wireless nodes anywhere and they are not bound by the limitations of a static infrastructure. This enhances the ability of mobile nodes to communicate with each other even in situations where a defined architecture is absent. Vehicular Ad-hoc Networks (VANETs) has its applications in dynamic environments that involve nodes with high mobility. The nodes frequently move between the coverage areas of different access points. This increases the chance of link breakage and new link formation in communication network. Handoff is a process that helps in transferring the session details between one access point to another whenever the node is about to move away from a currently serving access point. Many handoff methods have been proposed but a majority of them utilize just a particular attribute of a network to employ the channel selection process. This process of network selection would be skewed as other attributes of a network play important roles in improving its overall efficiency. Multiple Attributes Decision Making (MADM) methods make use of different attributes in order to perform the network selection process. Use of MADM methods help in selecting optimal access points that can provide services to the nodes for a longer duration. In the proposed system, MADM methods have been utilized to modify existing protocols in order to optimize their approach for handoff operations. Various scenarios involving vehicular nodes and different access points have been considered in order to improve the efficiency of the proposed system across applications. The proposed handoff mechanism follows a proactive approach where the target access points are selected before the mobile node reaches the edge of its coverage area. This leads to a seamless transition of the communication channels. Based on the client/access point information stored in the data log, optimal access points which are situated along the direction of the node???s movement can be selected. NS2 and SUMO have been implemented to simulate mobile environments that accommodate handoff operations. -
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EDUCATION AND SKILL REQUIREMENTS: A STUDY OF INFORMATION TECHNOLOGY INDUSTRY IN BANGALORE
India is passing through the crucial phase of demographic transition wherein a majority of its population is in the working age, giving India a never before opportunity to cash in on a huge demographic dividend. This brings spotlight on the human capital benefits that can accrue as a result of this phase with 54% of Indias 1.2 billion population under the age of 25. It is highly imperative for India to cash in on this critical phase through the creation and capitalization of knowledge, competency and the skill base of its people or the Human Capital and pave the way for faster economic growth and development of its economy. The study takes in to consideration the Information Technology industry, wherein Indias prowess has been widely celebrated with Indian software engineers doing exceedingly well and there has been an apparent unstoppable outflow of jobs to India from U.S and Europe. India has become the undisputed global hub for outsourcing and technology mediated work. This has been possible primarily because of the rich pool of technically proficient English speaking workforce with superior logical and reasoning skills. One of the prime reasons for this has been the vast network of academic infrastructure in India churning out more than 500,000 technical graduates annually (NASSCOM, 2012). But multiple surveys by NASSCOM and CII have shown severe gap between employment and employability of technical graduates with only 25% of technical graduates suitable for employment, the rest lacking in skills which the industry wants. In order to solve this paradox, the study was initiated to examine the skill requirements of new recruits in the IT sector. It aims at bringing about the differences, if any between the perception of academia and the industry on the importance of specific skill sets for new IT recruits. The study also explores if there is any disconnect between what the industry perceives to be the available skill sets among the new IT recruits and what the academia perceives to have imparted in terms of those skill sets to their students. In order to capture the perception of the academia and the industry, the study takes in to account their responses on a five-point likert scale on the desired level and actual level of proficiency of new IT recruits on technical, business, interpersonal and management skills. The study found that there were significant differences in the perception of IT Managers and Academicians on the desired level of proficiency of new IT recruits in 4 out of 7 skill sets analyzed, which were Interpersonal and Management Skills, Emerging Technologies Skills, IT Infrastructure Skills and Critical Thinking and Problem Solving Skills. IT Managers and Academicians differed in their views on the actual level of proficiency of new IT recruits too, as significant differences were found in their responses to 5 out of the 7 skill sets which were Interpersonal and Management Skills, Emerging Technologies Skills, Technical Management Skills, IT Infrastructure Skills and Critical Thinking and Problem Solving Skills. It surely does call for an active and productive partnership between the industry and the academia through meaningful communication, coordination and rigorous steps to bridge the gap and eventually to sustain and strengthen the inherent advantage that India has in the field of Information Technology. -
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Development and validation of analytical methods for the determination of anti-fungal drug in active pharmaceutical ingredient and other dosage forms
A simple and sensitive extractive spectrophotometric method is proposed for the determination of fluconazole drug, in pure form and in the available dosage forms. The method (A) is based on ion-pair formation between the fluconazole and Mo(V)-thiocyanate inorganic complex in the acidic medium and method (B) is based on ion-pair formation between the fluconazole and Co(II)-tetrathiocyanate inorganic complex in the acidic medium. For method (A), the formed coloured ion-pair is extracted with dichloromethane and absorbance is measured quantitatively with maximum absorption at 470nm. The molar absorptivity and Sandells sensitivity of the coloured species are 0.38x104 L mol-1 cm-1 and 0.8 ng cm-2 respectively. Beers law is obeyed between 4.0 -50.0 ?g mL-1 of fluconazole concentration. For method (B) the formed coloured ion-pair is extracted by using a mixture of (3.5:6.5) n-butanol : dichloromethane and the absorbance is measured quantitatively with maximum absorption at 620nm. The molar absorptivity and Sandells sensitivity of the coloured species are 0.268x104 L mol-1 cm-1 and 0.114 ng cm-2 respectively. Beers law is obeyed between 5.5.0-80 ?g mL-1 of fluconazole concentration. The first order derivative spectrophotometric method is also proposed for the determination of fluconazole in pharmaceutical formulations. The proposed methods are successfully applied for the assay of the fluconazole drug in different dosage forms without any interference from common excipients. The results are in good agreement with those obtained by the official pharmacopeial method. Keywords: Spectrophotometry, fluconazole, ion-pair complex, pharmaceutical preparation, molybdenum thiocyanate, cobalt thiocyanate. -
