Pravish Rajnam ISSN 2348 -3652

Journal of Studies

(Where endeavour is success)

---------------------------------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------------------------

July 2014

Vol. 2 Issue 2

Address for correspondence:

21, Central Market, Dr. Ambedkar Nagar, Sector – 5, New Delhi – 110062

E -mail ID’s:

;

ISSN 2348 –3652 Pravish Rajnam Journal of studies

Editorial and academic board

(1) Shri Prem Nath Arora, Retired Assistant General Manager, Central Bank of India.

(2) Shri Manohar Lal Khurana, Social Worker.

(3) Shri N. M. Sharma, President, NM Educational and Development Society, Saket, New Delhi.

(4) Shri Pawan Kr. Modi, Corporate Advisor & Social Worker.

(5)Shri R. K. Ghosh, Consultant in the field of Management Education, Kolkata

(6) Sh. Rakesh Satishchandra Pandya, Visiting Faculty to various Business and Management Schools and Institutions, General Manager (Retd.) Reliance Industries Ltd., Author on panel for NCERT text book on Computerised Accounting System.

(7) Dr. Ravindra Kumar, Senior Professor (Academic Excellence), MBA, Phd (Mgmt., IIT/Delhi), Gitarattan International Business School, Rohini, New Delhi.

(8) Prof. (Dr.) Paresh Shah, F.D.P. (IIM-Ahmedabad), Ph. D. (Finance), FCMA, LL.B., A.A.S.M., M.Com., D.B.M, Director, Fenil Institute, Ahmedabad, Gujarat and Visiting Faculty to various renowned Management Institutes.
(9) Dr. Rajesh Arora, Associate Professor, Gitarattan International Business School, Rohini, New Delhi. Chairperson.

(10) Sh. Mukesh Jain, Vice President and Head of Advertising, Reliance Jio Infocomm Ltd., Mumbai.

(11) Dr. V. Raghu Raman, Senior Faculty (Business Studies), Ibra College of Technology, Sultanate of Oman.

(12) Dr. H.K.S. Kumar Chunduri, Faculty Member, Department of Business Studies, Ibra College of Technology, Sultanate of Oman.

(13) Dr. N. K. Dua, Vice Principal, PDM College of Engineering, Bahadurgarh, Haryana.

(14) Sqn. Ldr. (Dr.)J.P. Singh (Retd), Director Periyar Managaement and Computer College, Institutional Area, Jasola, New Delhi-110025.

(15) Dr. Kanak Lata, Head Management Programmes, Lloyd Group of Institutions, Greater Noida, Uttar Pradesh.

(16) Dr. Tarun Kumar Singhal, Professor and Dean (IT), INMANTEC, Ghaziabad, Uttar Pradesh.

(17) Dr. V. Nagajothi, HOD, Department of Business Administration, Rajah Serfoji Government College, Thanjavur, Tamil Nadu.

(18) Dr. Y. Vinodhini, Professor & Principal at AQIBM, Hyderabad, Andhra Pradesh.

(19) Dr. Smita Gupta, Assistant Professor, Discipline of Psychology, School of Social Sciences, Indira Gandhi National Open University, New Delhi.

(20) Dr. Naveen Ahlawat, HOD, Department of computer Applications, SRM University, Delhi NCR Campus, Ghaziabad, Uttar Pradesh.

(21) Dr. Rakesh R., Associate Professor, Department of Information Technology & Management, (GKMCMT), University of Kerala, Thiruvananthapuram, Kerala.

(22) Dr. Avanish Tyagi, Associate Professor, Lloyd Group of Institutions, Greater Noida, Uttar Pradesh.

(23) Dr. Jitendra Kumar Sharma, Associate Professor, Acropolis Faculty of Management & Research, Indore, Madhya Pradesh.

(24) Dr. Nidhi Mishra, HOD, Department of Management Studies, PDM College of Engineering, Bahadurgarh, Haryana.

(25) Dr. Pankaj Agarwal, Dean (Academics), School of Management Sciences, Lucknow, Uttar Pradesh.

(26) Dr. Abhilasha Sharma, Associate Professor, Balaji Institute of Modern Management, Pune, Maharashtra.

(27) Dr. Vipin Pratap Singh, Assistant Professor, PGDAV College (Evening), New Delhi.

(28) Sh. Rajesh Pyngavil, Associate Professor and Academic coordinator (MBA), Gitarattan International Business School, Rohini, New Delhi.

(29) Dr. Nimit Gupta – Accredited Management Teacher (AIMA) Prime Minister Awardee - Assistant Professor, Jaipuria Institute of Management, Noida, Uttar Pradesh.

(30) Sh. Pradeep Kumar Dey, Registrar, Jodhpur National University, Jodhpur, Rajasthan.

(31) Dr.Punit Kumar Dwivedi, Asst. Professor- Finance, Accounting & Entrepreneurship, Prestige Institute of Management and Research (PIMR), Vijaynagar, Indore, Madhya Pradesh.
(32) Sh. K Thangaraj, Managing Partner of M/s.Aashirvaadh Financial Services, Coimbatore, Tamil Nadu. and Visiting faculty to various business schools.

(33) Dr. Tarun K Soni, Assistant Professor, Finance & Economics, FMS Wisdom, Banasthali University, Newai, Dist. Tonk, Rajasthan.

(34) Mr. Mahesh Bendigeri, Assistant Professor – Finance, Global Business School, Hubli, Karnataka.

(35) Sh. Ashis Kumar Khanra, Engineering Officer, Central Power Research Institute, Bhopal.

All works appearing in the journal are sole responsibilities of the concerned author(s) or advertisers. The publisher and editors do not accept any responsibilities of liabilities whatsoever for any injury and / or damage to persons or property due to inaccurate or misleading data, information, opinions, contents, etc. that might appear in this journal.

Editorial

This gives me an immense pleasure to announce that ‘Pravish Rajnam - Centre for Management Education’ is coming out with its second issue of second volume of peer reviewed journal named as ‘Pravish Rajnam - Journal of Studies’ (ISSN 2348 -3652).

‘Pravish Rajnam - Journal of Studies’ is a humble effort to come out with an affordable option of a low cost publication journal, at no profit no loss basis, with the objective of helping young and seasoned academicians to show their research and other works to the world at large and also to fulfill their academic aspirations.

The aim of the ‘Pravish Rajnam - Journal of Studies’ is to cover all areas where ever applications of human ingenuity with reference to decision making ability / managerial skills and knowledge are applied to obtain results in order to achieve success. The journal being bi-annual is published twice every year (i.e. in months of January and July every year).

It is matter of great honor and privilege to state that this particular issue is a sole collection of selected research based papers presented by various speakers / researchers at International Conference organized by ‘Pravish Rajnam - Centre for Management Education’on 28th and 29th June 2014 on theme of ‘Transition from past and present to future in science, technology and management'. The above topic had been selected in order to align the today’s working with the previous experiences and what we expect in future from today onwards. All this will enable younger generation of today to appreciate the past initiatives and synchronize the today’s activities with the future expectations. All this will enable everyone to plan their activities with their expectations.

All works appearing in the journal are sole responsibilities of the concerned author(s) or advertisers. The publisher and editors do not accept any responsibilities of liabilities whatsoever for any injury and / or damage to persons or property due to inaccurate or misleading data, information, opinions, contents, etc. that might appear in this journal.

I hope academicians and students will find out the journal to be very useful for enriching their knowledge and meeting their academic aspirations.

Thanks,

Dr.Rajesh Arora,

Chief Editor,

Pravish Rajnam Journal of studies

ISSN 2348 -3652

INDEX

S. No. Contents Page no.

1. Interculturalism and hospitality tourism as promoted by Srimad Valmiki Ramayana 6

2. Career ambitions amongst students of junior college 16

3. Inventory model of deteriorating products with life time 20

4. Comparative analysis between the brand positioning attributes of private and PSU’s

automotive lubricant manufacturer in India with respect to four wheeler segment consumers 32

5. Trading in Derivatives Market: Opportunities and Challenges / threats 41

6. Retailing in India Emergence and Progress 46

7. Impact of e-marketing on the marketing performance in real estate sector in NCR region 54

8. Green finance and its viability in India 60

9. A study on the ‘effects of mergers and acquisitions in Indian banking sector’ – ‘a fad

or a fade’? 70

10. Indian Banking Sector : Establishing an panel data econometric model of advances and

Deposits 78

11. 4 P’s of SMEs: Need for Marketing Paradigm Shift 85

12. Impact of Media and Entertainment Industry on the Lifestyles of the people 91

‘Interculturalism and hospitality tourism as promoted by Srimad Valmiki Ramayana’

Mr. Ramamoorthy Thiyagarajan, Research Unit, IGNOU, New Delhi.

(1) INTRODUCTION

CULTURE, in anthropology, the integrated system of socially acquired values, beliefs, and rules of conduct which delimit the range of accepted behaviors in any given society. Cultural differences distinguish societies from one another. Archaeology, a branch of the broader field of anthropology, studies material culture, the remains of extinct human cultures (e.g., pottery, weaponry) in order to decipher something of the way people lived. Such analysis is particularly useful where no written records exist. One of the first anthropological definitions of the term was given by Sir Edward Burnett Tylor in the late 19th cent. By 1952, Alfred Kroeber and Clyde Kluckhohn had cataloged over 100 different definitions of the word.

(2) THE NATURE OF CULTURE

Culture is based on the uniquely human capacity to classify experiences, encode such classifications symbolically, and teach such abstractions to others. It is usually acquired through enculturation, the process through which an older generation induces and compels a younger generation to reproduce the established lifestyle; consequently, culture is embedded in a person's way of life.

Culture is difficult to quantify, because it frequently exists at an unconscious level, or at least tends to be so pervasive that it escapes everyday thought. This is one reason that anthropologists tend to be skeptical of theorists who attempt to study their own culture. Anthropologists employ fieldwork and comparative, or cross-cultural, methods to study various cultures.

Ethnographies may be produced from intensive study of another culture, usually involving protracted periods of living among a group. Ethnographic fieldwork generally involves the investigator assuming the role of participant-observer: gathering data by conversing and interacting with people in a natural manner and by observing people's behavior un-obtrusively. Ethnologies use specialized monographs in order to draw comparisons among various cultures.

The CULTURE OF INDIA refers to the way of life of the people of India. India's languages, religions, dance, music, architecture, food, and customs differ from place to place within the country. The Indian culture, often labelled as an amalgamation of several cultures, spans across the Indian subcontinent and has been influenced by a history that is several millennia old.

Most of the academics using “cross-cultural” to mean “inter-cultural” and using the term “interchangeably”; but there are several differences between using the terms “Cross-cultural” and “Inter-cultural”.

“CROSS-CULTURAL” means a comparison and contrast between two cultural groups. India is combination of several states. The cultures being followed among South India States are totally different from States existing in North India. Both the regions have geographical, cultural, racial and political differences.

Whereas INTERCULTURAL is what happens when the two (or more) culturally-different groups come together, interact and communicate. Both terms describe important aspects of the study.

(3) TOURISM

Tourism has been defined in various ways but may be thought of as the relationship and phenomena arising out of the journeys and temporary stay of people travelling primarily for leisure and recreational purpose. Tourism is thus a multifaceted activity and geographically complex one as different service are sought and supplied at different stages from the origin to the destination.

India is really a religious land. Indian culture is based on spirituality, morality and synthesis. Culture is the interaction of the various ingredients of philosophy. It is the golden thread which runs through the entire texture of the civilization of a society, establishing the indubitable interdependence of the various components of civilization and at the same time highlighting the importance of the particular factor which society cherishes as the core of its civilization.

(4) CULTURAL TOURISM

Cultural tourism is a Special element of tourism in India. Cultural tourism has been defined as 'the movement of persons to cultural attractions away from their normal place of residence, with the intention to gather new information and experiences to satisfy their cultural needs'. These cultural needs can include the solidification of one's own cultural identity, by observing the exotic "other".

A powerful verse of Rig-Veda tells, “Ano Bhadra Krutavo Yantu Vishwataha” the whole importance of Indian Culture and heritage. India is the only county in the world which holds the great historic and sacred approach towards its culture.

Cultural aspects for travelling India are more important motivating factor in comparison to other aspects. Tourism in India involves quite a large content of cultural background as no any foreigner visiting India can be unaffected with the culture of India. Historical and archeological monuments, lifestyle, religion and diversity found in Indian society continue to be the biggest thing in attracting tourists from each part of the world.

Tourism in Indian mindset is something unique and unexplainable. It was not at all been considered as tour in Indian mindset. It was “yaatra” or “teerthayatra” to us. People use to travel the whole country in the name of “Aasethu Himaachala Yaatra” that means from Kashmir to Kannyakumari to support this point now we have a train called “Himasagar Express” which is the longest distance train of India.

The great poet of India “KALIDASA” said in his book “Raghuvansha” about Himalaya “Astuttarassyam Dishidevataatma, Himalaya Naama Nagaadhiraaja”

He mentioned that the great Himalaya ranges are not only mountain for us its something unique It is the soul (Aatma) and center point of all gods and goddesses of our country it is the natural protection tool for us. This is our culture. We have a mindset that we pray and believe in a small bunch of grass also there for this powerful point attracts tourist to our country.

We have many tourism products like Architectural monuments, sculpture, pilgrim sites like “12 Jyotirlingas” “Panchabhoota lingas” (Shiva lingas which are the symbol of elements of nature), 51 Shaktipeethas, Vishnudhamas, sacred char dhamas, places like Tirupati-Tirumala, Shabarimali, Performing arts and Visual arts like Dances, classical and folk, Indian classical Music Hindustani and Carnatic paintings and many festivals, fairs, handicrafts, trades, travel marts, exhibitions these are many things which come under in cultural aspects and this is the yardstick to attract tourist from many places to India.

And India has a background of great Indus civilization, Vedic literature, epics like Ramayana and Mahabharata, Bhagavad geeta, Upanishads, Puranas (Myths), Sacred Rivers like Ganga, Yamuna, Saraswati, Sindhu, Godavari, Krishna and Kaveri. These are the powerful sources of cultural tourism in India.

So far more than 196 places have been identified as ‘Ramayana Related Sites’. In a bid to enhance its share of domestic tourist traffic in the country, several State Tourism Development Corporations have set up Ramayan Tourism Circuits in their states.

Likewise there many things which have immense background of cultural foundation which is attracting people to India. We believe in the continuity and dynamism of Indian cultural heritage and it is our endeavor to help people from world over get acquainted with same. And there cannot be a better way to understand this than to experience it. Travel to India with our cultural tour packages and understand why this heritage has withstood thousands of years and still going strong.