fo ofo ky; vuqnku vk;ksx

Transcription

1 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 y?kq vuqla/kku ifj;kstuk (MINOR RESEARCH PROJECT) ^^mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu (ekjokm+ {ks= ds mikhkksdrkvksa dk v/;;u)** UPBHOKTA BRAND PASAND VYAVHAR : NAHANE KE SABUN (MARWAR KSHETRA KE UPBHOKTAO KA ADHYAYAN) UGC Vide File No. MH-12 / / / CRO COMMERCE(BUS.ADMN.) eq[; vuos kd (PRINCIPAL INVESTIGATOR) MkW- eukst dqekj kekz O;kolkf;d iz kklu fohkkx,l-ih-;w- ¼ih-th-½ dkwyst Qkyuk ¼ikyh½ jktlfkku [l= 2011&12 rd egf"kz n;kuun ljlorh fo'ofo ky; vtesj ls lec)] [l= 2012&13 ls t;ukjk;.k O;kl fo'ofo ky;] tks/kiqj ls lec)] fo ofo ky; vuqnku vk;ksx Page 1 of 142

2 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu (2014) DECLARATION I declare that the work done in this Project/thesis entitled - UPBHOKTA BRAND PASAND VYAVHAR : NAHANE KE SABUN (MARWAR KSHETRA KE UPBHOKTAO KA ADHYAYAN) is an original work and has not been previously submitted for any other degree in this or any other University I Institution. fnukad % Dr.Manoj Kumar Sharma (PRINCIPAL INVESTIGATOR) Business Administration Deptt. S.P.U. (P.G.) College,Falna Pali(Rajasthan) Page 2 of 142

3 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ;g iqlrd esjs ije~ iwt; xq:oj] MkW- vk kk jkuh xqirk&mkw- dkes oj th,oa esjs ekrk&firk Jherh lhrk kekz&jh vkse çdk k th ds dj deyksa esa lefizr gsaa esjs ekxzn kzd Hkzkrk Jh fnyhi kekz,oa çsj.kkl=ksr Jh çse ;kno] jkts k ;kno] lksuh ;kno] uhyw ;kno] çse esvy odlz] fhkokm+h dk fo ks"k :i ls vkhkkj Page 3 of 142

4 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu ;nk ;nk fg /kezl; XykfuHkZofr HkkjrA vh;qrfkkue/kezl; rnkrekua l`tke;ge~ AA ifj=k.kk; lk/kwuka fouk kk; p nq d`rke~ A /kezlalfkkiukfkkz; lehkokfe ;qxs ;qxs AA Jhen~Hkxor~xhrk (IV. 7/8) Whenever there is Decline of righteousness, And rise of unrighteousness, I incarnate myself To protect the virtuous And to destroy the wicked, From Age to Age. Geeta (IV. 7/8) Page 4 of 142

5 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 izlrkouk ( Preface ) orzeku rhoz izfrli}kzred ;qx esa izr;sd O;olk;h@foi.kudÙkkZ ds fy;s egroiw.kz,oa lokszifj dk;z gksrk gs xzkgdksa ds ckjs esa iw.kz tkudkjh izkir djuk D;ksafd lelr O;kolkf;d fø;kvksa dk dsunz fcunq xzkgd gksrk gsa foi.ku vuqla/kkudùkkz@ vuos kd ds fy;s mihkksdrkvksa ds O;ogkj dk v/;;u foi.ku dh n`f"v ls,oa lkekftd n`f"v ls vr;ur gh egroiw.kz dk;z gsa czkam dh ilun mihkksdrkvksa ds O;ogkj dk,d egroiw.kz vax gs ftlls ge ;g irk yxk ldrs gs fd cktkj esa miyc/k czk.mksa esa ls lokszifj dksu lh gs A orzeku le; esa fuekzrkvksa@mrikndksa ds }kjk fur; ubz fofhkuu olrq,a vusd czk.mksa ds ek/;e ls mihkksdrk rd igaqpkbz tk jgh gs] lkcqu Hkh mugha esa ls,d gs] ftlds lanhkz esa vusd deifu;ksa us Lo;a dks LFkkfir dj fy;k vksj dqn izos'k dj jgh gsa mihkksdrkvksa dk Ø; fu.kz; ges'kk dbz rroksa ls izhkkfor gksrh gs tks fd vu; czkam dh vis{kk,d fo'ks"k czkam dh olrq Ø; djus ds fy, izsfjr djrk gsa vr% foi.kudùkkzvksa ds fy;s ;g,d vpnk fo"k; gs ftlesa fujurj 'kks/k dh vko';drk gsa bugha lhkh igywvksa dks /;ku esa j[kdj ^^mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu (ekjokm+ {ks= ds mihkksdrkvksa dk v/;;u)** fo"k; dk p;u ifj;kstuk ds fy;s fd;k x;k gs] rkfd foi.ku {ks= esa Hkfo"; ds fy, vk/kkj rs;kj dj ldsaaorzeku ifjizs{; esa ;g v/;;u u dsoy lkcqu deiuh ds fuekzrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkdùkkzvksa vksj forjdksa ds fy, Hkh ykhkizn gksxka tgk rd lehko gks ldk ;g iz;kl fd;k x;k fd v/;;u vf/kd izhkko'kkyh,oa lr;rk ds fudv gksa Page 5 of 142

6 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu bl ifj;kstuk dks rs;kj djus eas izr;{k,oa ijks{k :Ik ls vusd fo ofo ky;ksa ds f k{kkfonksa] izksqsllz] dkwyst izk/;kidksa] izcu/kdksa] O;kikfj;ksa,oa okf.kft;d lalfkkuksa ds fopkjksa,oa lq>koksa dks /;ku esa j[kk x;k gsaa Page 6 of 142

7 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 fo"k; lwph v/;k; fooj.k i`"b la[;k I. ifjp; II. vuqla/kku dk;z&fof/k III. mùkjnkrkvksa dh :ijs[kk IV. izr;qùkjks a dk fo'ys"k.k V. ifjdyiuk dh tk p VI. fu"d"kz ifjf'k"v (a) vuqlwph (b) lanfhkzdk *********** Page 7 of 142

8 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu v/;k; & I ifjp; (INTRODUCTION) izlrqr v/;k; esa lkcqu czk.m dh Ik`"BHkwfe] Ø; izfø;k] O;olk;,oa mihkksdrk ojh;rk] Ø; izsj.kk;sa] Ø; O;ogkj dks izhkkfor djus okys?kvd] czk.m ilun,oa mihkksdrk O;ogkj] Øsrk O;ogkj ds fl}kur rfkk Hkkjrh; lanhkz esa mihkksdrk Ø; O;ogkj vkfn dk lekos'k fd;k x;k gs: 1-i`"BHkwfe (THE BACKDROP) mihkksdrk mriknksa dk oxhzdj.k muds iz;ksx,oa thou dky ds vk/kkj ij fd;k tk ldrk gsa bl n`f"v ls olrqvksa dks nks Jsf.k;ksa esa fvdkå,oa vfvdkå olrqvksa ds :i esa fohkdr fd;k tk ldrk gsa ugkus ds lkcqu vfvdkå olrq dh Js.kh esa leefyr fd;s tkrs gs] blds vfrfjdr ge bls lqfo/kk mrikn Hkh dg ldrs gsa lkcqu dh vko';drk orzeku esa vfuok;z gksrh tk jgh gs ftls fueu Js.kh ls ysdj mpp Js.kh rd ds O;fDr;ksa }kjk iz;ksx esa yk;k tk jgk gsa izkphu dky esa O;fDr;ksa dh bpnk,a,oa vko';drk, lhfer Fkh] vr% og dqn gh olrqvksa ls vius vki dks lurq"v dj ysrs Fks] ysfdu /khjs&/khjs le; esa ifjorzu gqvka vk/kqfud ;qx xfr'khy ;qx gs] ftlesa izfr{k.k vusd ifjorzu gks jgs gs] mihkksdrk dh vko';drk,,oa bpnk, ifjofrzr gks jgh gsa ifj.kkelo:ik O;kolkf;d laxbuksaa dks Hkh mlh ds vuq:ik ifjorzu] ubz olrq,a] uokpkj vkfn djus gksrs gsa lkcqu ds foi.ku gsrq O;kid foi.ku uhfr dks viukuk gksrk gs] dher Hkh de j[kuh gksrh gs vksj xzkgdks a dks czk.m tkx:d cukuk vko';d gks tkrk gsa Page 8 of 142

9 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 lkcqu ns k esa fczvh k 'kkludky ds nksjku yhoj cznlz }kjk Hkkjr esa izlrqr fd;k x;k Fkk A rri pkr lkcqu baxys.m+ ls vk;kr fd;k x;k,oa Hkkjr esa foi.ku fd;k x;k Fkk A lcls igys LFkkuh; lkcqu 1918 ds vkl&ikl dksphu] dsjy esa Jh te ksnth VkVk }kjk LFkkfir fd;k x;k FkkA lkcqu ns k ds yksxksa ds thou dk,d egùoiw.kz fgllkk cu x;k gsa A vkt Hkkjr ds lcls fodflr cktkjksa esa lkcqu cktkj Hkh gsa,oa dbz cgqjk"vªh;,oa?kjsyw daifu;ksa dk cksyckyk gsa A Hkkjr ds lcls yksdfiz; lkcqu czkam+ ydl] yk;qckw;] fujek] czht] flufkkwy] fyfjy] jsdlksuk] ih;lz] MsVkWy,oa f kdkdkbz vkfn izeq[k gsaa lozizfke ;g ns k ds dsoy 'kgjh {ks=ksa rd gh lhfer Fkk] ijurq vc ns k ds lhkh nqjlfk LFkkuksa rd igq p cuk;s gq;s gsa ftldk izeq[k dkj.k Hkkjr esa bu mriknksa dh c<+rh ek x] c<+rh tula[;k] LoPNrk,oa vk; Lrj esa o`f) dk gksuk gsa A Hkkjrh; lkcqu cktkj ds izeq[k fnxxt fgunqlrku yhoj fyfevsm] xksnjst,oa fujek gsaa bu rhuksa daifu;ksa dk Hkkjrh; cktkj ij 88 izfr kr fgllsnkjh gsaa fgunqlrku yhoj fyfevsm ds izeq[k lkcqu czkam ydl,oa yk;qckw; gsa bldh izfr;ksxh daiuh fujek Hkkjr esa,d 'kh"kz lkcqu czkam esa ls,d gsaa tks Hkkjr ds lkcqu cktkj esa 15 izfr kr fgllk j[krh gsaa Hkkjr dh 'kh"kz lkcqu czkam daiuh dk izkfkfed mís ; 'kgjh mihkksdrk ds lkfk&lkfk xzkeh.k mihkksdrkvksa dh la[;k esa o`f} djuk gsa tks fd dqy tula[;k dh 70 izfr kr gsa A Hkkjr esa?kjsyw mihkksdrk 98 izfr kr gsaa lekt ds lhkh oxz ds O;fDr;ksa }kjk lkcqu czaakm+ksa dk mi;ksx fd;k tkus yxk gsa tks dh czkam dh yksdfiz;rk ds vk/kkj ij Øec} gsaa dqn czkam daifu;k de vk; okys mihkksdrk rfkk xzkeh.k {ks= ds mihkksdrk ds fy;s fo ks"k NwV uhfr rfkk foi.ku O;wg jpuk dk iz;ksx dj c<+r cuk;s j[kus dk iz;kl dj jgh gsaa lu~ 1981 vksj 1985 ds chp bu mriknksa dh ekax yxkrkj c<+rs jgus ds dkj.k dbz ckj vkiwfrz dh deh gks xbza lu~ 1987 esa lkcqu cukus esa mi;ksx vkus okys rsy vksj nwljs dpps eky esa egroiw.kz ewy; ifjorzu vk;k vksj dhers a Å ph gks xbza bl Page 9 of 142

10 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu rjg rs;kj lkcqu mrikn ds ewy; esa dkqh o`f} gqbza lkcqu fuekzrk bdkbz;ksa dh la[;k fnu&izfrfnu c<+rh gh xbza orzeku esa ;gk dbz lkoztfud {ks=,oa futh {ks= dh deifu;k bl O;olk; esa layxu gs] ftuesa fgunqlrku yhoj fy-] xksnjst] oh-oh-,q-fy- ]fujek fyfevsm br;kfn izeq[k gsa tgk rd ubz deifu;ksa dk loky gs os mihkksdrkvksa dks vkdf"kzr djus,oa ekax esa o`f} djus ds fy, mpp fdle dh lkcquksa dk fuekz.k dj jgh gsa fgunqlrku yhoj fyfevsm 17 vdvwcj 1933 dks eqecbz esa,d deiuh ds :i esa vflrro esa vkbz vksj 27 vdvwcj 1956 dks,d lkoztfud fyfevsm deiuh ds :i esa ifjofrzr gks xbza fgunqlrku yhoj fyfevsm dk iqjkuk mrikn gs ^^ykbqckw;** ugkus dk lkcqua bl deiuh us ^^ykbqckw; xksym** rfkk ^^ykbqckw; ilzuy** czk.m cukdj VsªfMax vi }kjk mrikn J`a[kyk dks cuk fn;ka gky gh esa ^^ih;lz** lkcqu ds dbz o"kz iqjkus jax dks cnydj vc gjk fd;k x;ka dkwyxsv ikevkwfyo deiuh us lu~ 1960 esa vius u;s lkcqu dk ijh{kkred foi.ku fd;ka lu~ 1985 ds nksjku fgunqlrku yhoj fyfevsm us ugkus ds lkcqu ^^SKI** dk cktkj ijh{k.k fd;ka lu~ 1986 ds 'kq:vkr esa ^^ydl** lkcquksa dks cktkj esa mrkjk x;k vksj mls cktkj esa dkqh vpnh izfrfø;k feyh vksj jk"vªh; czk.m cu x;ka lu~ 1987 esa mfpr ewy; okys czk.m ^^czht**,oa ^^ykbqckw;** cktkj esa izlrqr fd, x,a vkt cktkj esa vusdksa lkcqu ns[kus dks feyrs gs ftuesa ydl] fujek] fyjhy] uhe] xksnjst uecj ou] flufkk y br;kfn izeq[k gsa blds vfrfjdr vusd fons'kh lkcqu tsls%& flyd lksan;z lkcqu (nqcbz)] Dew ÝqV lksi (b.mksusf'k;k) vkfn miyc/k gsa lkcqu dh ekax u dsoy 'kgjh {ks=ksa esa cfyd xzkeh.k {ks=ksa esa Hkh ns[kus dks feyrh gsaa,d v/;;u ls irk pyrk gs fd 'kgjh {ks= dh rqyuk esa xzkeh.k {ks= dh ekax ugkus o dim+ s /kksus ds lkcqu ds fy, 50 izfr'kr ls vf/kd gsa izr;sd fuekzrk vius czk.m dks fof'k"v y{k.kksa] u;s&u;s ifjorzuksa] ubz jhfr&i)fr dh lgk;rk ls ifjorzu djus dh dfbu ls dfbu dksf'k'k djrk gs ftlls mugas Page 10 of 142

11 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ljyrk ls igpkuk tk lds vksj Lo;a ds czk.m dk vu; czk.m ls Hksn dj lds] rkfd xzkgdksa ds eflr"d esa,d fof'k"v Nfo,oa igpku dks tue fn;k tk ldsa mihkksdrk ds le{k vusd czk.m miyc/k gksus ds dkj.k og Ø; fu.kz; ds le; czk.m dks ilun djus esa dfbukbz eglwl djrk gsa bl rjg orzeku esa fuekzrkvksa }kjk tks O;wg&uhfr cukbz tk jgh gs] muesa dqn Li"V fø;kred y{k.kks a] ewrz ykhkksa vksj euksoskkfud igyqvksa vkfn ij izdk'k Mkyk tk jgk gsa izr;sd foøsrk mu rroksa esa :fp j[kus okyk gksrk gs ftuls Øsrk mlds czk.m dh vksj vkdf"kzr gksrs gs] ;g czk.m ds xq.k] dher] jax vkfn rroksa ij fuhkzj djrk gsa izr;sd fuekzrk ;g tkuus esa :fp j[krk gs fd mihkksdrk czkam ilun O;ogkj dks izhkkfor djus okys fofhkuu rro ;k dkjd dksuls gsa izlrqr fun'kzu los Z{k.k ;g tkuus ds fy, fd;k x;k gs fd D;k fofhkuu dkjd vfkok rro mihkksdrk czkam ilun O;ogkj dks izhkkfor djrs gsa 2- Ø;&izfØ;k (BUYING PROCESS) Ø; izfø;k }kjk Hkh Øsrk&O;ogkj dks tkuk tk ldrk gs vksj rnuqdwy foi.ku dk;zøeksa esa la'kks/ku fd;s tk ldrs gsa Ø;&izfØ;k esa dbz pj.k lfeefyr gs vksj ;g,d O;fDrxr&euksoSKkfud <k ps (vfhkiszj.k] vocks/ku] KkuktZu] fo'okl vksj eukso`fùk;ksa dk ;ksx) ls izhkkfor gksrh gsa Ø;&izfØ;k ds fofhkuu pj.k fueukuqlkj gs% (i) vko';drk dk Kku (Need Recognition): Ø;&izfØ;k oklrfod Ø; djus ds le; ls cgqr igys gh vkjehk gks tkrh gsa bldk izfke pj.k vko';drk ds Kku ds lkfk 'kq: gksrk gs],slk Kku Øsrk dks Hkhrjh&ckgjh iszj.kk ls izkir gks ldrk gsa Hkw[k] I;kl] uhan vkfn ls lec} vko';drk, Hkhrjh izsj.kkvksa ls isnk gksrh gs vksj euq"; budh lurqf"v gsrq vius iwoz vuqhkoksa ds Page 11 of 142

12 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu vk/kkj ij fuf'pr Js.kh dh olrqvksa ds izfr >qdko izdv djrk gsa dbz ckj O;fDr;ksa dks vko';drk dk Kku ckgjh okrkoj.k ls Hkh izkir gksrk gsa bpnk ;k vko';drk ftruh rhoz gksrh gs] og mruh nh?kkzof/k rd cuh jgrh gs vksj tc rd olrq u [kjhn yh tk, rc rd ruko isnk djrh gsa (ii) lwpukvksa dh [kkst (Search of Information): ;g Ø;&izfØ;k dk f}rh; pj.k gs] tks olrq ds oklrfod Ø; ds fy, olrq ls lacaf/kr vko';d tkudkjh izkir djus ds iz;klksa ds lkfk 'kq: gksrh gsa ;fn Øsrkvksa dh vko';drk cgqr rhoz gs] iwfrz ls lacaf/kr olrq fuf'pr gs vksj iwfrz L=ksr etcwr gs rks Øsrk rrdky gh ogk ig qp dj vko';drk dh lurqf"v gsrq [kjhn djsxka ;fn ge ;g ekudj pys fd vko';drk esa rhozrk gs vksj iwfrz L=ksr Hkh Øsrk dh igq p esa gs] fdurq Øsrk olrq dk fu'p; ugh dj ikrk gs],slh n'kk esa Øsrk olrq fu/kkzj.k gsrq vko';d tkudkjh dh [kkst djsxka (iii) ewy;kadu O;ogkj (Evaluation Transaction): ;g Ø;&izfØ;k dk r`rh; pj.k gsa bl pj.k ij Øsrk mudh vko';drkvksa dh iwfrz dj ldus okyh olrqvksa ls lec} fofhkuu,df=r lwpukvksa dk fo'ys"k.k,oa ewy;kadu djrs gs rkfd Ø; fu.kz; dh flfkfr ij igq p ldsa O;ogkj esa] Øsrkvksa }kjk lwpukvksa ds ewy;kadu dk dk;z fofhkuu rjhdksa,oa :iksa esa fd;k tkrk gsa orzeku esa mihkksdrkvksa }kjk olrqvksa ls lec} lwpukvksa ds ewy;kadu gsrq vusd ekwmyl Hkh dke esa fy;s tkrs gsa ;s ekwmyl olrqvksa dh izkfkfedrk, fuf'pr djrs gsa (iv) Ø; fu.kz; (Buying Purchases Decision): ;g Ø;&izfØ;k dk prqfkz pj.k gsa Øsrk bl pj.k ij ml olrq dks [kjhnus dk bjknk izdv djrk gs ftls mlus viuh Ø;&izkFkfedrkvksa esa izfke LFkku fn;k gsa Øsrk ds Ø; bjkns dks lkekftd?kvd vksj vuqekfur Hkkoh flfkfr;k izhkkfor djrh gsa mrikn Ø; ls xzg.k dh tkus okyh tksf[ke dh ek=k Hkh Ø; bjkns dks izhkkfor djrh Page 12 of 142

13 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 gsa ;fn,slh tksf[ke de gks rks Ø; bjknk vis{kkd`r cgqr de vfkok fcydqy Hkh izhkkfor ugh gksxka (v) Ø;ksijkUr Hkkouk, (Post Purchase Feelings): ;g Ø;&izfØ;k dk vfure pj.k gs tks Øsrk dh n`f"v ls egroiw.kz ekuk x;k gs D;ksa fd [kjhnh xbz czk.m dk izhkko Hkkoh [kjhn ij gksrk gs vfkkzr~ mùkjorhz czk.m izkfkfedrk dks izhkkfor djrk gsa ;fn Øsrk [kjhnh xbz czk.m ls iw.kzr% lurq"v gs rks,slh larqf"v mldh czk.m izkfkfedrk dks lqn`<+rk iznku djrh gsa blds foifjr ;fn Øsrk dk vuqhko lq[kn ugh jgk gs rks og Hkkoh Ø; ds le; czk.m izkfkfedrk ij iqufozpkj dj ldrk gs vfkok vius izkfkfedrk lewg esa ls ml czk.m dks lnk ds fy, fudky ldrk gsa 3- O;olk;,oa mihkksdrk ojh;rk (BUSINESS AND CONSUMER PREFERENCE) vk/kqfud le; esa mihkksdrkvksa dh bpnkvksa vfkok vkdka{kkvksa dh iwfrz gsrq fofhkuu mrikn vusd jaxksa o 'ksyh esa izlrqr fd;s tkrs gsa vk/kqfud foi.kd O;wg&jpuk }kjk mrikn ds ewyhkwr xq.kksa dks cuk, j[krs gq, vius mrikn dks nwljs izfrli/khz mrikn ls fhkuu cukus dk iz;kl djrk gsa bls MCY;w-,yMjlu ^fof'k"v ykhk dh [kkst* dh lakk nsrs gsa 1 vr% O;olk; dh lqyrk gsrq lexz foi.ku ;kstuk,,oa uhfr;k xzkgdksueq[kh gksuh pkfg,a 2 dksbz Hkh nks O;fDr iw.kzr;k leku ugha gksrs gs] O;fDr vk;] is'ks] f'k{kk] vk;q] :fp] vfhk:fp] ilanxh] jgu&lgu vkfn n`f"v ls,d nwljs ls dkqh fhkuu gksrs gsa 3 ;g tkuuk gh i;kzir ugha gs fd vusd mriknksa es ls fdl mrikn dks mihkksdrk lcls vf/kd ilan djrk gs] ;g tkuuk Hkh ije~ vko';d gs fd mihkksdrk mrikn ds fdu xq.kksa dks vf/kd ilan djrk gs vksj fdu xq.kksa dks ukilan djrk gsa 4 O;kolkf;d izfr"bku dh izcu/k O;oLFkk gsrq mrrjnk;h O;fDr dh mihkksdrk O;ogkj dks le>us esa fof'k"v :fp gksrh gsa lalfkk ds mriknd,oa forj.k ;ksx; lalk/kuksa dks Page 13 of 142

14 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu mihkksdrk dh ekax ds vuq:i cukuk izca/kdksa dk dk;z gsa ;fn lalfkk fu/kkzfjr mís';ksa dks izkir djuk pkgrh gs rks mls mihkksdrk vksj O;kikfjd lalfkk ds chp ds vkarfjd leca/kksa dks le>uk pkfg,a mrikndksa dh vk/kqfud ih<+h mihkksdrkvksa dh vko';drkvksa dh tkudkjh djus esa :fp j[krh gs rhkh os mudh vko';drkvksa ds vuq:i mrikn fufezr djrs gsa os ;g eglwl djrs gs fd bl izdkj ds mrikn csps tk, ftlls u dsoy mihkksdrkvksa dks lurqf"v feys cfyd fuekzrkvksa dks Hkh ykhk gksa blds fy, mrikn ds mu fofhkuu xq.kksa dh izkfkfedrkvksa dk oxhzdj.k fuf'pr fd;k tkuk pkfg, tks fd mrikn esa vko';d :i ls gksuh pkfg,] tsls fd mrikn dk yecs le; rd mi;ksxhiu gksuk] fvdkåiu] Hkkjhiu] vpnh fdle vkfn dk gksuka tc bl izdkj ds oxhzdj.k dj fn, tkrs gs rc fefjr y{k.kksa okys mrikn ds vkdkj dk vuqeku yxk;k tk ldrk gsa 5 vk/kqfud vfkzo;olfkk esa foi.ku izfrli/kkz bruh vf/kd vfuf'pr,oa vflfkj fø;k gks xbz gs fd foi.ku j.kuhfr dk fu.kz; djrs le; mihkksdrkvksa dh izkfkfedrkvksa dk ewy;kadu djuk vfuok;zrk cu x;h gsa tsel,q-,xy dk er gs fd mihkksdrk dh izkfkfedrkvksa dk forj.k vksj mihkksdrk&tula[;k ds tukafddh (Deomographic) lkekftd ;k O;kogkfjd y{k.kksa ds lkfk rkjre; gks tkrk gs rc,d,sls lewg dks vyx djuk lahko gks tkrk gs ftlls foi.ku iz;klksa }kjk ykhk lh/ks gh dek;k tk ldsa 6 4- Øsrk bjknksa dk losz{k.k (SURVEY of BUYER S INTENTION) tc fdlh?kjsyw mihkksdrkvksa dh Ø; bpnkvksa ;k bjknksa ds ckjs esa irk yxkus dk iz;kl fd;k tkrk gs rc vusd lel;k;sa lkeus vkrh gsa izfke mudk fo'oluh; lk{kkrdkj vksj fun'kzu,d cgqr gh dfbu vksj [kphzyk dk;z gsa tslk fd v/;;u Li"V djrs gas fd mihkksdrk dh Ø; bpnk esa vflfkjrk vksj cktkj esa miyc/k fofhkuu fodyiksa ds izlrqr gksus ij Ø; ilanxh dh vlefkzrk bl iwokzuqekfur rduhd dh Page 14 of 142

15 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 mi;ksfxrk dks izfrcaf/kr djrh gs vksj mriknksa dh Åaph dherksa o nh?kzdkyhu ;kstukvksa dh mi;ksfxrk dks Hkh lhfer djrh gsa fe'ku fo'ofo ky; ds los Z{k.k 'kks/k dsunz }kjk la?kh; laj{k.k ifj"kn gsrq f}rh; fo'o;q} ds i'pkr ls gh okf"kzd vk/kkj ij fu;fer :i ls mihkksdrkvksa dk foùkh; los Z{k.k fd;k x;ka bl losz{k.k esa mihkksdrk dh Ø; bpnk,oa mudh oklrfod Ø; 'kfdr ds chp lecu/kksa dh tkudkjh ij tk p dh xbza lozs{k.k esa crk;k x;k fd edkuksa] Lopkfyr l;a=ksa vksj midj.kksa dh jk"vªh; ekax esa o"kz ds nksjku dksbz mrlkgtud o`f} fn[kkbz ugha nh ftlls fd iwokzuqeku esa lgk;rk fey ldsa bl v/;;u us 1946&49 esa ;kstukc} vksj oklrfod [kpksza esa fohksn dks cryk;ka blesa iznf'kzr fd;k fd Ø; ;kstukvksa esa lky nj lky le;kuqlkj ifjorzu gksrk vk;k gs] fdurq ;g mihkksdrkvksa dh fvdkå olrqvksa vksj edkuksa dh ekax dks vf/kd ifjorzu ugha dj ik;k gsa bl izfof/k esa izeq[k lel;k ;g Fkh fd bl o"kz esa mihkksdrkvksa dh ;kstukvksa esa dkqh QSyko vk;k] D;ksafd mihkksdrk dh ;kstuk, lkeku;r;k vfkok izk;% detksj,oa dkqh fueu Lrj ij gksrh gs ifj.kkelo:i os vkffkzd ifjorzuksa ls vyx&vyx :i ;s izhkkfor gksrh gsa mrikn vksj mlds ewy; vk'kkvksa ij fuhkzj jgus ls mihkksdrk cqjh rjg ls izhkkfor gksrk gs ifj.kkelo:i mudh Ø; 'kfdr esa f'kffkyrk vk tkrh gs ;k mrikn vfkok eky ds izfr iw.kz :i ls vkkurk lekir gks tkrh gsa nwljh dfbukbz tks lk{kkrdkj rduhdksa esa lkeus vkbz og ;g Fkh fd lk{kkrdkj ds nksjku Øsrk dh ;kstuk, oklrfod gs ;k ugha]dhkh Hkh ekywe ughas pyrk gsaa cgqr de mihkksdrk,sls gs tks mrikn dks Ø; djus leca/kh viuh bpnk rqjur izdv djrs gsaa czk.m pquko dh izo`fùk dks izdv djus okys rjhds ls Hkh lk{kkrdkj rduhd izhkkfor gksrh gsa v/;;u ;s Li"V djrs gs fd de ewy; ds mrikn] mihkksdrk izkfkfedrkvksa,oa,sls czk.m ftugsa os oklro esa Ø; djrs gs] ds vfure?kfu"b lecu/kksa dks iznf'kzr djrs gsa 7 Page 15 of 142

16 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu 5- Ø; & izsj.kk;sa (BUYING MOTIVES) Ø;&iszj.kk;sa os izhkko vfkok fopkj gksrs gs tks Ø; djus ds fy, izo`ùk djrs gs] O;ogkj dks mhkkjrs gsa vfkok olrqvksa ;k lsokvksa ds Ø; esa p;u dks fu/kkzfjr djrs gsa fdlh Hkh ekuo ds Hkkoh O;ogkj ds lecu/k esa dksbz Hkfo";ok.kh djuk lehko ugha gksrk] D;ksafd og fdl ifjflfkfr esa dslk O;ogkj djsxk] ;g dguk dfbu gsa pw fd Øsrk vfkok mihkksdrk Hkh,d euq"; gksrk gs] vr% mlds O;ogkj ds ckjs esa Hkh Hkfo";ok.kh djuk vfkok iwokzuqeku yxkuk vr;ur dfbu gsa oklrfodrk rks ;g gs fd izr;sd xzkgd dk Ø; O;ogkj fhkuu gksrk gsa vr% foø;dùkkz ds fy, O;ogkj esa ;g ekuuk Bhd ugha gs fd lhkh Øsrk fdlh lkeku; iz;kstu ls iszfjr gksdj gh olrq dk Ø; djrs gsa izr;sd lkeku; O;fDr Lofgr esa :fp j[kus okyk gksrk gs vksj cqf} ds vuq:i O;ogkj djrk gsa ;gh dkj.k gs fd foi.ku {ks= esa fofhkuu izdkj dh Ø;&iszj.kk;sa vksj Ø; O;ogkj fn[kkbz nsrs gsa Ø;&iszj.kkvksa dks fueukuqlkj oxhzd`r fd;k tk ldrk gs% (i) HkkSfrd Ø;&iszj.kk;sa (Physical Buying Motives): HkkSfrd Ø;&iszj.kk 'kkjhfjd Ø;&iszj.kk ds uke ls Hkh tkuh tkrh gsa HkkSfrd Ø;&iszj.kk Hkw[k] I;kl] uhan] ;ksu] vkjke],oa thou lapkyu ls lac} iszj.kkvksa dks Lo;a esa lfeefyr djrh gsa tc fdlh O;fDr dk eu HkkSfrd fparkvksa o vko';drkvksa dks larq"v djus ds fy, fdlh mrikn dks Ø; djus gsrq yypkrk gs] rc ;g dgk tk ldrk gs fd og viuh HkkSfrd iszj.kkvksa ls iszfjr gqvk gsa (ii) euksoskkfud Ø;&iszj.kk;sa (Psychological Buying Motives): ;g izd`frnùk fo"k; gs vksj euksoskkfud n'kkvksa dh fparkvksa ;k rukoksa ls mriuu gksrh gsa ;g iszj.kk, fdlh O;fDr dks mldh euksoskkfud vko';drk dh larqf"v ds fy, Ø; gsrq iszfjr djrh gsa euksoskkfud Ø;&iszj.kk;sa O;fDrijd gksrh gs vksj buesa xoz] Hk; vkfn iszj.kkvksa dks lfeefyr fd;k tkrk gsa Page 16 of 142

17 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (iii) lkekftd Ø;&iszj.kk;sa (Sociological Buying Motives): tc dksbz O;fDr lkekftd Lrj cuk, j[kus ;k ml rd igq pus gsrq fdlh mrikn dks Ø; djrk gs rc tks iszj.kk Ø; djus ds ihns dk;z djrh gs og lkekftd Ø;&iszj.kk, dgykrh gsa lkekftd Ø;&iszj.kk, orzeku,oa visf{kr lkekftd flfkfr ls lac} iszj.kkvksa dk lewg gksrh gsa (iv) vftzr Ø;&iszj.kk;sa (Acquired Buying Motives): ;g,d lh[kus dh iszj.kk gs tks Øsrkvksa ds vkl&ikl ds okrkoj.k ls lecaf/kr gksrh gs] bugsa xks.k vfkok lgk;d Ø;&iszj.kk, Hkh dgk x;k gsa mihkksdrkvksa dks bu Ø;&iszj.kkvksa dk fodkl djuk gksrk gsa bu Ø;&iszj.kkvksa esa lksun;z] fdle] ykhk o fero;;rk dks lfeefyr fd;k tkrk gsa mihkksdrkvksa dks buesa feyus okyh larqf"v gh bu iszj.kkvksa dk ewy;kadu vk/kkj curh gsa bu Ø;&iszj.kkvksa ij lkekftd&vkffkzd flfkfr;k vksj f'k{kk Lrj egroiw.kz izhkko Mkyrs gsa (v) vurozùkhz Ø;&iszj.kk;sa (Inherent Buying Motives): vurozrhz Ø;&iszj.kk;sa],slh iszj.kk;sa gs ftugsa lh[kuk ugha im+rk gsa blds foijhr ;s iszj.kk;sa gj Øsrk esa tue ls gh fo eku gksrh gsa bu Ø;&iszj.kkvks a dks izkfkfed Ø;&iszj.kk;sa Hkh dgk tkrk gsa bu iszj.kkvksa esa HkkSfrd] euksoskkfud] lkekftd vko';drkvksa dks iwjk djus gsrq vko';d olrqvksa,oa lsokvksa dh [kjhn dks izksrlkfgr djus okyh iszj.kkvksa dks lfeefyr fd;k tkrk gsa lqj{kk] vkjke] iz'kalk] I;kl vkfn ls lac} iszj.kk;sa vurozùkhz Ø;&iszj.kk;sa gsa (vi) mrikn Ø;&iszj.kk;sa (Product Buying Motives): mrikn Ø;&iszj.kk;sa] os iszj.kk;sa gs tks fdlh fof'k"v mrikn dh [kjhn gsrq izksrlkfgr djrh gsa,slk izksrlkgu ml fof'k"v olrq ds HkkSfrd vfkok euksoskkfud vkd"kz.kks a ls mriuu gksrk gsa vr% ;s iszj.kk;sa] mrikn dh fo'ks"krkvksa vksj xq.kksa ls Page 17 of 142

18 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu lecaf/kr gksrh gsa olrq dh fmtkbu] jax] vkdkj] fu"iknu vkfn mrikn Ø;&iszj.kkvksa dk vk/kkj gksrh gsa (vii) laj{k.k Ø;&iszj.kk;sa (Patronage Buying Motives): laj{k.k Ø;&iszj.kk;sa] os iszj.kk;sa gs tks Øsrkvksa dks fdlh fof'k"v foøsrk ls gh olrq, Ø; djus dks izksrlkfgr djrh gsa foøsrkvksa esa fuekzrk] Fkksd O;kikjh] QqVdj O;kikjh vksj QqVdj foøsrk lhkh lfeefyr gksrs gsa izn'kzu] ltkov] m/kkj lqfo/kk;sa] okilh lqfo/kk;sa] x`g lqiqnzxh] [;kfr vkfn os?kvd gs tks laj{k.k Ø;&iszj.kkvksa ds vk/kkj curs gsa (viii) tkx:d Ø;&iszj.kk;sa (Conscious Buying Motives): tkx:d Ø; izsj.kk;sa] os izsj.kk;sa gs ftugsa Øsrk foi.ku fø;kvksa dh lgk;rk ds fcuk gh ljyrkiwozd igpku ysrs gs vksj vfhko;fdr djrs gsa vu; 'kcnksa esa] lpsru /kjkry ij fo eku vko';drkvksa dh iwfrz gsrq Øsrkvksa dh [kjhn dks izkssrlkgu djus okyh Ø;&izsj.kk;sa tkx:d Ø;&izsj.kk;sa dgh tkrh gsa ;s izsj.kk;sa Lor% gh Øsrkvksa ds eflr"d esa mriuu gksrh gsa (ix) lqir Ø;&iszj.kk;sa (Dormant Buying Motives): lqir Ø;&iszj.kk;sa] os iszj.kk;sa gs ftugsa Øsrk ml le; rd ugh igpku ikrs gs tc rd fd foi.ku fø;kvksa }kjk mudk /;ku Ø;&iszj.kkvksa dh vksj vkdf"kzr u fd;k tk;sa ;s iszj.kk;sa mu vko';drkvksa dh iwfrz gsrq Øsrkvksa dk /;ku vkd`"v djrh gs ftuds ckjs esa Øsrkvksa dks Lo;a gh /;ku ugha gksrk gs vksj tks vpsru /kjkry ij fo eku gksrh gsa (x) foosdkred Ø;&iszj.kk;sa (Rational Buying Motives): foosdkred Ø;&iszj.kkvksa dks vkffkzd Ø;&iszj.kk;sa Hkh dgk tkrk gsa bu Ø;&iszj.kkvksa ds ihns eku;rk gs fd O;fDr vkffkzd euq"; gs vksj vius mís';ksa dh iwfrz ds fy;s foosdiw.kz rjhds ls dk;z djrk gsa og tks dqn [kjhnrk gs lksp le>dj Page 18 of 142

19 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 fdqk;r ds lkfk [kjhnrk gsa la{ksi esa] tc dksbz O;fDr olrqvksa vksj lsokvksa dh [kjhn djrs le; foosd] cqf}] rdz&'kfdr,oa miyc/k lwpukvksa dk iwjk&iwjk mi;ksx djrk gs] lkfk gh lkfk [kjhn esa Hkkoukvks a dks dksbz LFkku ugha nsrk gs rc ge ;g dg ldrs gs fd bl Ø; ds ihns foosdkred Ø;&iszj.kkvksa us dk;z fd;k gsa (xi) HkkoukRed Ø;&iszj.kk;sa (Emotional Buying Motives): HkkoukRed Ø;&iszj.kk;sa] os iszj.kk;sa gs tks Øsrkvksa dh Hkkoukvksa dks fof'k"v olrqvksa vfkok lsokvksa dh [kjhn gsrq mdlkrh gsa ;s Ø;&iszj.kk;sa foosd] cqf} ;k rdz ds nk;jksa ij gksrh gs vksj euq";ksa dh Hkkoukvksa ls] mlds laosxksa ls lh/kk leca/k LFkkfir djrh gsa bu Ø;&iszj.kkvksa esa bfunz;ksa dh larqf"v] Hk;] vkjke] xoz] jgl; ds izfr mrlqdrk vkfn iszj.kkvksa dks lfeefyr fd;k tk ldrk gsa 6- Ø;&izsj.kkvksa ds fu/kkzj.k esa dfbukb;k (PROBLEMS IN DETERMINATION OF BUYING MOTIVES) Øsrkvksa dh Ø;&izsj.kkvksa ds fu/kkzj.k esa foi.kudùkkzvksa ds leeq[k vusd dfbukb;k izlrqr gksrh gsa Ø; izsj.kkvksa ds fu/kkzj.k esa lcls cm+h dfbukbz vusd ckj Øsrkvksa dh vufhkkrk ds dkj.k mriuu gksrh gsa O;ogkj esa vusd Øsrk Lo;a }kjk dh xbz [kjhn ds ihns fo eku jgh izsj.kkvksa ds ckjs esa blfy, ugha crk ikrs gs pwafd mugs Lo;a gh Kku ugha gks ikrk gsa foi.ku fo'ks"kkksa dk dguk gs fd Ø; izsj.kkvksa dks Øsrkvksa ds Kku ds vk/kkj ij fohkdr djs rks rhu Jsf.k;ksa esa fohkdr fd;k tk ldrk gsa izfke Js.kh esa] os Ø;&izsj.kk, lfeefyr dh tk ldrh gs ftuds ckjs esa Øsrk tkurs gsa vksj ckrphr djuk ilun djrs gsa f}rh; Js.kh esa] os Ø; izsj.kk, lfeefyr dh tk ldrh gs ftuds ckjs esa Øsrk tkurs gsa fdurq crykuk ugha pkgrsa mnkgj.k ds fy, dksbz L=h 'kk;n gh lksun;z izlk/ku lkexzh dh [kjhn ds ihns jgh oklrfod Ø; izsj.kkvksa dks cryk,xh] r`rh; Js.kh esa mu izsj.kkvksa dks j[kk tk ldrk gs ftldk Kku Øsrkvksa dks ugha gsa Page 19 of 142

20 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu vusd ckj Øsrk Ø;&izsj.kkvksa dks bu euksoskkfud Hk; ds dkj.k ugha crkrs gs fd izsj.kkvksa ds izdvhdj.k ij vu; yksx mls ew[kz le>saxs ;k mldh g lh mm+k;saxsa Ø;&izsj.kkvksa dh vusdrk,oa vfhkuurk ds dkj.k Hkh oklrfod Ø;&izsj.kkvksa dk Kku ugha gks ikrk gsa O;ogkj esa dh tkus okyh dksbz Hkh [kjhn vusd izsj.kkvks a dk ifj.kke gksrh gs vksj muesa ls fdlh,d ;k vf/kd izsj.kkvks a dks izeq[k rfkk vu; dks xks.k dguk dfbu gksrk gsa mnkgj.k ds fy,] dksbz L=h lksun;z izlk/ku midj.kksa dh [kjhn vius ifr dks izluu djus vksj j[kus] Lo;a ds O;fDrRo dks vkd"kzd cukus] vu; yksxks ls iz'kalk ikus] QS'ku dk vuqdj.k djus vkfn dkj.kksa ls izsfjr gksdj dj ldrh gsa oklro esa vusd Ø;&izsj.kk, feydj Øsrkvksa dks izsfjr djrh gsa los Z{k.k crykrs gsa fd lehkkfor Ø;&izsj.kkvksa dh la[;k 600 ls Hkh Åij rd ig qp pqdh gsa blfy, Li"Vr% Ø;&izsj.kkvksa dk fu/kkzj.k djuk dfbu gksrk tk jgk gsa Ø;&izsj.kkvksa dk fu/kkzj.k djuk muds cnyrs jgus ds dkj.k Hkh lehko ugha gks ikrk gsa Ø;&izsj.kk, tfvy] xqir] fofo/k,oa vfhkuu gh ugha gksrh gs] cfyd Øsrk dh vk;q 'ks{kf.kd o lkekftd Lrjksa] rduhdh Kku vksj vkffkzd n'kkvksa ds cnyus ds lkfk&lkfk cnyrh jgrh gsa QyLo:i] Ø; O;ogkj Hkh cnyrk jgrk gs vksj foi.kudùkkzvksa dks FkksMs+&FkksM+s le;kurjksa ls iqu% Ø; O;ogkjksa dk v/;;u djuk im+rk gsa gj Øsrk viuk,d fof'k"v] viwoz,oa vf}rh; O;fDRo j[krk gs tks nwljksa ls iw.kzr% esy ugha [kkrk gsa vr,oa tc rd foi.kudùkkz mlds gj xzkgd dk i`fkd & i`fkd v/;;u u djs rc rd lgh Ø;&izsj.kkvksa dh tkudkjh ugha dh tk ldrh gsa] fdurq O;kogkfjd rfkk vkffkzd n`f"v ls gj Øsrk dh Ø;&izsj.kkvksa dks tkuuk dfbu gh ugha] cfyd vlehko Hkh gsa 7- Ø; O;ogkj dks izhkkfor djus okys?kvd (FACTORS INFLUENCING BUYING BEHAVIOUR) mihkksdrk O;ogkj ls rkri;z mihkksdrk dh Ø; & fu.kz;u izfø;k ls gs] ftlds vurxzr mu dkj.kksa,oa?kvdksa dk v/;;u,oa fo'ys"k.k fd;k tkrk gs tks mlds fdlh olrq ;k lsokvksa ds Ø; fu.kz; dks izhkkfor djrs gsa mihkksdrk ds Ø; fu.kz;ksa dks Page 20 of 142

21 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 izhkkfor djus okys vusd?kvd gksrs gs ftuesa 'kkjhfjd] ekufld] lkekftd,oa vkffkzd lhkh?kvd lfeefyr gksrs gsa bugh?kvdksa ls izhkkfor gksdj ;g fu.kz; djrk gs fd ^^dksbz olrq ;k lsok dc] dagk ls] fdl izdkj] fdruh] fdl fof/k ls] fdl L=ksr ls],oa D;ksa Ø; djuh gsa MCY;w0,yMjlu us mihkksdrk O;ogkj ds v/;;u dks oklro esa igpkuk] ftlesa mugkss aus u dsoy mihkksx dk cfyd mihkksx ;ksx; Ø; olrqvksa dk Hkh v/;;u fd;ka 8 Øsrk O;ogkj fofhkuu rjg ds?kvdksa ls izhkkfor gksrs gs] ftugsa ge fueukuqlkj oxhzd`r dj ldrs gs% (a) O;fDrxr?kVd (Personal Factors) (b) lkekftd?kvd (Social Factors) (c) euksoskkfud?kvd (Psychological Factors) (a) O;fDrxr?kVd (Personal Factors) mihkksdrk ds lhkh O;fDrxr?kVd ;k fo'ks"krk,a tsls% vk;q] fyax] f'k{kk] O;olk;] osokfgd flfkfr] vk;] mldk leiw.kz O;fDrRo,oa /kez vkfn mlds O;ogkj dks izhkkfor djrs gsa izeq[k O;fDrxr?kVd fueu gs% (i) vk;q,oa fyax (Age and Sex): izfke?kvd tks Øsrk ds O;ogkj dks izhkkfor djrs gs og vk;q,oa fyax gsa fofhkuu mriknksa dh vko';drk,a vksj mudh lsok,a vk;q ds vuqlkj cnyrh jgrh gsa foø;'kkykvksa (lqij cktkj) dk v/;;u izdv djrk gs fd cppksa dk Ø; O;ogkj (fo'ks"kr% VksQh,oa febkbz;kssa ds fy,) ;qok iq:"k ds Ø; fu.kz;ksa dks izhkkfor djrk gsa 9 blh izdkj ls iq:"kkssa vksj fl=;ksa ds chp 'kkjhfjd fohksn gksrs gs] ftlds ifj.kkelo:i mudh mihkksx vko';drk, Hkh fhkuu gh lkfk Ø; O;ogkj,d lhek rd fhkuurk fy, gksrs gsa (ii) f'k{kk vksj dk;z (Education and Occupation): Page 21 of 142

22 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu nwljk egroiw.kz O;fDrxr?kVd f'k{kk vksj dk;z gs tks Øsrkvksa ds O;ogkj dks izhkkfor djrs gssa f'k{kk O;fDr;ksa ds Kku mudh :fp;ksa,oa n`f"vdks.kksa dks lkozhkkse cukrh gsa,d f'kf{kr O;fDr] de f'kf{kr O;fDr;ksa dh rqyuk esa vklkuh ls miyc/k 'ks{kf.kd lqfo/kkvksa] fdrkcksa] v[kckjksa] if=dkvksa,oa vu; Kkuo}Zd olrqvksa ds dkj.k vf/kd mihkksx djrk gsa dk;z vfkok mudk is'kk Hkh O;fDr;ksa dh mihkksx vko';drkvksa dks izhkkfor djrk gsa,sls yksx tks fdlh fof'k"v dk;z esa fu;qdr gksrs gs vfkok layxu gksrs gs mugs O;olk; ls lecaf/kr fo'ks"k vkstkjksa,oa lktks&lkekuksa dh vko';drk,a gksrh gsa ysfdu bu fof'k"v vko';drkvksa ds vykok,d O;fDr dh laxbu esa Hkwfedk,oa flfkfr vfkok in Hkh Øsrk O;ogkj dks izhkkfor djrs gsa (iii) osokfgd flfkfr,oa vk; (Marital Status and Income): O;fDr dh osokfgd flfkfr Hkh Øsrk O;ogkj dks izhkkfor djus okys izeq[k?kvd gksrs gsa fofhkuu osokfgd flfkfr okyksa dh vko';drk,a] eukso`fùk;k,oa Ø; O;ogkj esa fhkuurk gksrh gsa 10 vk; Hkh vu; 'kfdr'kkyh?kvd gs tks mihkksdrk O;ogkj dks izhkkfor djrk gsa vk; Ø; djus dh 'kfdr nsrk gs ftlls og Ø;,oa foø; ds ysu&nsuksa ;k O;ogkjksa ds chp fofue; dks iw.kz djrk gsa mihkksdrk viuh vk; dks mihkksx,oa cprksa ds mís';ksa ds fy;s iz;ksx djrk gsa mihkksdrkvksa dh fnyplih bl ekeys esa c<+rh pyh tkrh gs fd os viuh bpnkvksa vfkok vko';drkvksa dks orzeku esa gh larq"v djuk pkgrs gs] Hkfo"; esa ughaa 11 iwoz Ø; ekaxs ljdkjh djksa] lalfkk ds iquhkqzxrku [kpkzsa,oa lalfkkxr lsokvksa ds [kpksza vkfn ls izhkkfor gksrh gsa mihkksdrk bu ekaxksa dks iw.kz djus ds i'pkr~ 'ks"k vk; dks lek;ksftr djus dh bpnk j[krk gsa mihkksdrk dh pkyw leifùk;k Hkh mihkksdrk Ø; O;ogkj dks izhkkfor djrh gsa pkyw leifùk;ksa dk vfkz mu leifùk;ksa ls gs tks udn esa gs ;k ftugas vklkuh ls udnh esa ifjofrzr fd;k tk ldrk gksa ;s leifùk;k csad 'ks"k] va'k] udn 'ks"k] bdkbz vkfn ds :i esa gks ldrh gsa Øsrk O;ogkj izpfyr m/kkj lqfo/kkvksa ls Hkh T;knk izhkkfor gksrk Page 22 of 142

23 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 gsa m/kkj dh lqfo/kk,a mugs fujurj iqu[kzjhn gsrq izsfjr djrh gs] laj{k.k izsj.kk nsrh gs vksj i;kzir ek=k esa [kjhn gsrq izksrlkfgr djrh gsa nwljs 'kcnksa esa] mihkksdrk dks tc m/kkj dh lqfo/kk,a nh tkrh gs rks muds Ø; djus dh lahkkouk, T;knk gksrh gsa (iv) O;fDrRo (Personality): O;fDrRo 'kcn dh vusd rjg ls O;k[;k dh xbz gsa gksccsl dk er gs fd O;fDrRo esa os lhkh fo'ks"krk,a lfeefyr gksrh gs tks O;ogkjksa ds lkeku; rjhdksa vfkok Lo:iksa dks fu/kkzfjr djrs gsa fo'ks"kr% O;fDr dk,d nwljs ds leca/kksa dk ifjpk;d gksrh gsa 12 O;fDrRo lkeku;r% vfhkizsj.k,oa fof'k"v xq.kksa ds ckjs esa crykrk gsa 13 O;fDrRo?kVd mihkksdrk O;ogkj ds :[k dks izhkkfor djrk gs ftlds ifj.kkelo:i O;fDr;ksa dk Ø; O;ogkj nwljksa ls fhkuu gksrk gsa (v) /kez (Religion): /kez oklrfod :i ls mihkksdrkvksa ds n`f"vdks.k] mihkksx rjhdksa vfkok lajpukvksa] eukso`fùk,oa Ø; O;ogkj dks izhkkfor djrs gsa tsls mnkgj.kkfkz% fgunw,oa tsu /kez esa 'kjkc,oa ek l ds mihkksx ij jksd gs] tcfd blyke /kez esa 'kjkc ihus,oa /kqeziku bu nksuksa ij jksd gsa bl rjg ls /kez O;fDr;ksa vfkok mihkksdrkvksa ds Ø; O;ogkj dks izhkkfor djrs gsa (b) lkekftd?kvd (Social Factors) lkekftd?kvd tsls& ifjokj ds eqf[k;k dh jk;] lanhkz leqg] lkekftd oxz] tkfr,oa lald`fr vkfn mihkksdrk ds Ø; O;ogkjksa dks izhkkfor djrs gsa izeq[k lkekftd?kvd fueu gs% (i) ifjokj (Family): mihkksdrk ds O;ogkj ij ifjokj Hkh egroiw.kz izhkko Mkyrk gsa fofhkuu izkfkfedrk,a] :fp] vfhk:fp] O;fDr dh thou 'ksyh] jgu & lgu] ilanxh vkfn ifjokj ds Ø; O;ogkj dks izhkkfor djrs gsa ifjokj mihkksdrk O;ogkj dks nks :iksa esa izhkkfor djrk gs% izfke] ;g fdlh O;fDr ds O;fDrRo fo'k"krkvksa,oa mlds LoHkko vfkok eukso`fùk dks izhkkfor djrk gsa nwljk] ;g Ø; fu.kz;ksa dks Page 23 of 142

24 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu ml le; izhkkfor djrk gs] tc og eky,oa lsokvksa dk Ø; dj jgk gksrk gsa ifjokj ds lnl; Hkh Ø; fu.kz;ksa dks izhkkfor djrs gsa lkeku;r;k bu {ks=ksa ds vusd 'kks/k bl ckr dk lefkzu djrs gs fd,d mrikn ls nwljs mrikn dks Ø; djus ds fu.kz;ksa esa ifjokj ds lnl;ksa dh izfke Hkwfedk gksrh gsa mrikn ds c<+s gq, ewy; Hkh neifùk ds la;qdr Ø; fu.kz;ksa esas,d lhek rd o`f} djrs gsa de dher okys mrikn dks ifr & ifru viuh tkudkjh,oa dks'ky vfkok pkrq;z ds vk/kkj ij Ø; djrs gsa 14 (ii) izeq[k dh jk; (Leaders Opinion): ifjokj ds vykok],d mihkksdrk vius?kfu"v fe=ksa] im+ksfl;ksa] lgdfez;ksa vksj fj'rsnkjksa ls izkir mrikn,oa lsokvksa ds Ø; leca/kh lykgksa@ jk; ls Hkh izhkkfor gksrk gsa lykg vfkok jk; dks izhkkfor djus okyh ;g izfø;k usr`ro izfø;k dgykrh gsa bldk o.kzu,d,slh izfø;k ds :i esa fd;k x;k gs ftlesa,d O;fDr vu; ds dk;ksza,oa LoHkkoksa dks izhkkfor djrs gsa (iii) lanhkz lewg (Reference Group): lanhkz lewg os lewg gksrs gs tks fd O;fDr ds lkfk ijlij fø;k,a djrs gs vksj mlds O;ogkj o izo`fùk;ksa dks izhkkfor djrs gsa lanhkz lewg izk;% NksVs,oa leiw.kz lkekftd oxz ftrus [kqys ugha gksrs gsa lanhkz lewg izo`fùk;ksa esa cnyko ykus] vkdka{kkvksa vfkok ykylkvks a ds fu/kkzj.k esa] vkn'kksz rfkk jpukvksa ds vuqdwy cukus] LoewY;kadu],oa vnhkqr fo"k;ksa dks tkuus esa eq[; :i ls izhkko Mkyrs gsa 15 D;ksa fd O;fDr bl rjg ds lewg dk vax cuuk pkgrk gs tks blds ewy;ksa,oa izo`fùk;ksa ls izhkkfor gksrs gsa nwljs 'kcnksa esa] lanhkz lewg dks nks Hkkxksa esa ck Vk tk ldrk gs & izfke izkfkfed lewg tsls% ifjokj]?kfu"v fe=] im+kslh] lgdehz vkfn,oa f}rh;] xks.k lewg tsls% is'ksoj lalfkk,a] Je la?k vkfna ;s lanhkz lewg rhu izdkj ls Øsrk O;ogkj dks izhkkfor djrs gs & izfke Øsrkvksa dks osdfyid O;ogkjksa ;k thou 'ksyh dks viukus ds fy, foo'k djrs gsa f}rh; Øsrkvksa dks lewg ds lkfk Page 24 of 142

25 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 rkyesy j[kus ds ;ksx; cukus gsrq mudh izo`fùk;ksa vksj LofcEcksa dks izhkkfor djrs gsa r`rh;,oa vfure vuq:irk ds fy, ncko Mkyrs gs ftlls mrikn vksj czk.m ilunxh izhkkfor gksrh gsa cksjsu us vuqla/kku }kjk cryk;k fd lunhkz lewg mihkksx O;ogkj dks izhkkfor djrs gsa lokzf/kd izhkko,slh olrqvksa,oa czk.m&jsf.k;ksa ij gksrk gs tks n`'; gs vksj cgqr Li"V gsa 16 mnkgj.k ds fy, ugkus ds lkcqu tslh olrqvksa dh czk.m ilunxh ij lanhkz lewg dk izhkko vf/kd fdurq mrikn ilunxh ij de gksrk gsa (iv) lkekftd oxz,oa tkfr (Social Class and Caste): lkekftd oxz,oa tkfr Hkh mihkksdrk ds Ø; O;ogkj dks izhkkfor djrs gsa lkekftd oxz LoHkkfod rksj ij LFkk;h gksrs gs,oa lkekftd oxz lkekftd flfkfr ds vk/kkj ij fd;k x;k mihkksdrk lewgksa dk oxhzdj.k gksrk gsa fofhkuu oxksza ds vk/kkj ij fd;k Lrjhdj.k Øsrk O;ogkj ds Li"Vhdj.k gsrq vf/kd mi;ksxh jgrk gsa lekt ds fofhkuu oxksza ds vk/kkj ij,d O;fDr dh rqyuk vu; ifjokj,oa O;fDr ls dj ldrs gsa oxksza dh Jsf.k;k fofhkuu izdkj ds?kvdksa ij vk/kkfjr gksrh gs tsls% vk;] dk;z] vf/kdkj] 'kfdr] leink,oa ekfyd vkfna lkekftd oxksza dk fuekz.k ijeijkxr :i ls tkfr ij vk/kkfjr gsa tkfr;ksa ij vk/kkfjr oxz iqu% vusd mioxksza esa fohkdr gksrs gsa ;s mioxz vkffkzd flfkfr] jhfr&fjokt] O;olk;] /kez] fo'okl vkfn dh fo"kerkvksa dks iznf'kzr djrs gsa bl izdkj O;fDr;ksa dh oxz Jsf.k;k p;u ij vk/kkfjr gksrh gsa tkfr,d lewg ls izkir gksrh gs tks Lo;a fodflr gksrh gsa lkekftd oxz,oa tkfr ds y{k.kksa esa eq[; Hksn ;g gs fd O;fDr;ksa dk oxz p;u ls fu/kkzfjr vfkok vk/kkfjr gksrk gs tcfd tkfr mlds tue ls gh fu/kkzfjr gksrh gsa fohkkxh; LVksj,oa Ø; O;ogkj ds,d v/;;u esa ik;k x;k Page 25 of 142

26 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu gs fd fueu flfkfr dh efgyk, ml le; iwjh rjg ls izhkkfor gksrh gs] tc os mpp flfkfr okys fohkkxh; LVksj esa tkrh gs] tgka ogka dk fyfid,oa vu; mihkksdrk mls dbz izdkj ls izrkfm+r djrs gsa 17 ifj.kkelo:i] fueu flfkfr okys yksx bl fpurk ds dkj.k mpp oxksza okys LVksj(foØ;'kkykvksa) dks frjld`r djrs gsa blh izdkj mpp oxz okys fueu oxksza okys LVksj dks frjld`r djrs gsa (v) lald`fr (Culture): lald`fr ls rkri;z mu usfrd ewy;ksa] fopkjksa] Kku,oa vkn'kz O;ogkj ls gs] tks lekt ds yksxksa ds O;ogkj,oa vkpj.k dks l`ftr,oa iqjld`r djrs gsa izr;sd mihkksdrk dk O;ogkj bu lkald`frd ewy;ksa,oa fopkjksa ls izhkkfor gksrk gsa vfkkzr lald`fr mu fpugksa,oa dykvksa dk tfvy lewg gksrh gs tks ekuo }kjk fufezr gksrs gs,oa ftlesa lkekftd laldkj vksj ekuoh; O;ogkj ih<+h nj ih<+h LFkkukarfjr gksrs jgrs gsa 18 gksokmz,oa lsb ds vuqlkj lald`fr czk.m dh le>] eukso`fùk vfkok LoHkko,oa Ø; bjknksa dks izhkkfor djrh gsa 19 la;qdr ifjokj iz.kkyh esa ifjokj ds Ø; fu.kz; eq[;r;k ifjokj ds eqf[k;k }kjk fy;s tkrs gs] tks ifjokj dh vko';drkvksa dk fp=.k vfkok rkfydk dks fodflr djrk gs,oa vko';drk rfkk ijeijkvksa ds vk/kkj ij viuh izkfkfedrk,a r; djrk gsa (c) euksoskkfud?kvd (Psychological Factors) vf/kdka'k mihkksdrk ds Ø; O;ogkj] lkekftd,oa O;fDrxr?kVdksa ds vykok euksoskkfud?kvdksa tsls% vfhkizsj.k] vocks/ku] KkuktZu] fo'okl,oa vfhko`fùk;k vfkok eukso`fùk;k ls izhkkfor gksrk gsa izeq[k?kvd fueu gs% (i) vfhkizsj.k (Motivation): lelr O;ogkj vfhkizsj.k ds lkfk 'kq: gksrs gsa vfhkizsj.k,d euksoskkfud mùkstuk gs] tks O;fDr;ksa dks dk;z ds izfr izksrlkfgr djrh gs,oa vf/kdre Page 26 of 142

27 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 larq"vh iznku djrh gsa izsj.kk,a,slh mùkstd 'kfdr gs tks Hkhrj ls mbrh gs rfkk dk;z djus dh izsj.kk nsrh gsa euksoskkfud,slh izsj.kkvksa vfkok vko';drkvksa dks nks oxksza esa fohkkftr djrs gs% izfke] vk/kkjhkwr vko';drk, (Hkkstu] ol=] vkokl vkfn) tks 'kkjhfjd fpurkvksa vfkok rukoksa ds QyLo:i mriuu gksrh gsa f}rh;] ekufld vko';drk, (Lusg] I;kj] flfkfr vkfn) tks euksoskkfud fpurkvksa vfkok rukoksa ds QyLo:i mriuu gksrh gsa ;g,slh izsj.kk gs tks Øsrk dks fuf'pr mrikn ds izfr O;ofLFkr,oa izsfjr djrh gs vksj bl izdkj Øsrk dh izsj.kk dk izr;{k lecu/k O;fDr;ksa ds Ø; O;ogkj dks izhkkfor djrs gsa (ii) vocks/ku (Perception): vocks/ku dk rkri;z bfunz; cks/k ;k vuqhko ls gsa izr;sd O;fDr dh ik p bfunz;k gksrh gs ftugsa ge vk [k] dku] ukd] eqag] gkfk ds uke ls tkurs gsa bu ik pksa bfunz;ksa esa ls fdlh,d ;k vf/kd ds lg;ksx ls ge fdlh olrq dk tks cks/k ;k vuqhko djrs gs] mls gh vocks/ku dgrs gsa izr;sd mihkksdrk visf{kr olrq dks ns[kdj] Nwdj] lw a?kdj] lwudj ;k p[kdj vocks/ku dj ldrk gsa mldk ;g vocks/ku mls fdlh olrq ds Ø; djus ;k ugha djus ds fy, izsfjr djrk gsa vr% izr;sd mihkksdrk dk O;ogkj vocks/ku ls izhkkfor gksrk gsa mnkgj.klo:i],d efgyk tc ;g vocks/ku djrh gs fd,d fo'ks"k izdkj dk lkcqu mlds jax & :i esa vfhko`f} dj ldrk gs rhkh og ml lkcqu fo'ks"k dks [kjhnus dk fu.kz; djsxha (iii) lh[kuk vfkok KkuktZu (Learning): KkuktZu iwoz vuqhko esa ifjorzuksa dk ifj.kke gsaa O;fDr dk vf/kdka'k O;ogkj lh[kus ls izhkkfor gksrk gsa KkuktZu ik p vk/kkjhkwr ladyiukvksa ij vk/kkfjr gs% izsj.kk] eukshkko] izr;qùkj] iqu:ùkstuk] /kkj.k&'kfdr A izsj.kk mùkstd 'kfdr gs] tks Hkhrj ls mbrh gs rfkk fdlh dk;z dks djus dh izsj.kk nsrh Page 27 of 142

28 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu gs] bls dhkh&dhkh vko';drk ;k izsj.kk Hkh dgrs gsa eukshkko Hkh mùkstd iszj.kk, gksrh gs] fdurq izsj.kkvksa dh rqyuk esa detksj gksrh gsaa eukshkko dc] dgka] dsls tsls iz'uksa dk mùkj nsrk gsa eukshkkoksa ds izfr ekuo dh izfrfø;k gh izr;qùkj gs] fdurq izr;sd eukshkko :i,d gh izr;qùkj mriuu djs] ;g vko';d ugha gsa izr;qùkj dh fn'kk izr;sd O;fDr ds finys vuqhkoksa ij fuhkzj djrh gsa fdlh O;fDr dk finyk vuqhko mlesa izr;qùkj mriuu djrk gsaa vr% ;fn fdlh O;fDr dk finyk vuqhko ykhknk;h jgk gs rks izr;qùkj,d fo'ks"k izcyrk ls mriuu gskrk gsa] rri'pkr~ mlesa,sls eukshkko Ckkj&ckj vkrs gsa D;k lh[kuk gs bldk Lej.k j[kuk gh /kkj.k 'kfdr gsa,d mihkksdrk,d gh czk.m dh olrq rc rd [kjhnrk gs] tc rd mldk finyk vuqhko ykhkdkjh jgrk gsa tc Hkh og fdlh lqij cktkj esa tk,xk rks mlds eukshkko mlh czk.m ds fy, mhkjsaxs vksj mlh czk.m dh olrq [kjhnsaxsa fdurq ;fn vftzr izr;qùkj ;k vknr izcy ugha gksrh gs rks og izr;qùkj ;k vknr /khjs& /khjs lekir gks tk;sxh vksj mihkksdrk Ø; czk.m dks Hkwy tk;sxka /kkj.k 'kfdr dk blesa egroiw.kz ;ksxnku gksrk gsa (iv) fo'okl rfkk eukso`fùk;k (Belief and Attitudes): fo'okl,d,slk Kku] fu"bk vfkok /kkj.kk gs tks tk ph & ij[kh ;ksx;rk ij fuhkzj djrk gsa 20 fo'okl,d fooj.kkred fopkj gs ftls,d O;fDr fdlh ds lecu/k esa cuk, j[krk gsa ;g fooj.kkred fopkj fdlh Hkh vu; O;fDr ;k olrq ds leca/k esa gks ldrk gsa fo'okl,d,sls Kku ls iznf'kzr gksrk gs] tks ckgjh L=ksrksa ds vuqla/kku,oa O;fDrxr vuqhkoksa dh lr;rk ij vk/kkfjr gksrs gsa ekukso`fùk fdlh Hkh O;fDr dh og Hkkouk ;k fopkj gs tks fdlh olrq] O;fDr] lalfkk ds izfr j[krk gs rfkk mlh ds vuq:i dksbz ekufld,oa HkkSfrd O;ogkj djus dks rrij jgrk gsa 21 izr;sd mihkksdrk viuh eukso`fùk ls izhkkfor gksrk gs] og mlh ds vuq:i ns[krk] lqurk,oa dk;z djrk gsa tc dksbz Page 28 of 142

29 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 mihkksdrk fdlh czk.m ;k deiuh dh olrq dks ilun djrk gs rfkk fdlh vu; olrq dks ukilun djrk gs rks ;g mldh eukso`fùk dk ifj.kke gsa eukso`fùk fo'okl dks,oa fo'okl] eukso`fùk dks izhkkfor djrk gsa eukso`fùk,oa fo'okl czk.m ;k mrikn ds izfr ldkjkrekd vksj udkjkred izkfkfedrkvksa dks iznf'kzr djrs gs] tks fd bl rf; dks izekf.kr djrk gs fd fo'okl,oa eukso`fùk Ø; O;ogkj dks izhkkfor djrs gsa (v) laosx ;k euksosx (Emotion): laosx fdlh O;fDr dh mùksftr ;k mdlh gqbz n'kk gs] laosx dks vkos'k Hkh dgk tkrk gsa vr% vkos'k,oa Hkkokos'k dh n'kk dks gh laosx dgrs gsaa,slh n'kk esa O;fDr viuk foosd [kks nsrk gs rfkk Hkkoukvks a ds o'khhkwr gksdj O;ogkj djus yxrk gsa,slh flfkfr ds ifj.kkelo:i ekuo lq[k] nq%[k] izse]?k`.kk] vk'kk] fujk'kk] xoz] bz";kz] lgkuqhkwfr vkfn izdv djus yxrk gsa,d mihkksdrk dk O;ogkj mlds euksosx ls izhkkfor gksrk gs ifj.kkelo:i dhkh dhkh {kf.kd :i ls fdlh olrq dks ilun djrk gs rks dhkh ukilun djus yxrk gsa dhkh fdlh olrq dks [kjhnus ds izfr ykykf;r gks tkrk gs rks dhkh og mls Nwuk Hkh ilun ugha djrk gsa vr%,d mihkksdrk Hkkokos'k esa tslk vuqhko djrk gs oslk gh vkpj.k djus yxrk gsa (vi) Nfo rfkk izrhdkredrk (Image and Symbolizm): izr;sd O;fDr dh vius eflr"d esa Lo;a dh,d fo'ks"k Nfo gksrh gs vksj og mls cuk;s j[kuk pkgrk gs] blls mls vkre lurqf"v gksrh gsa izr;sd mihkksdrk Hkh viuh Nfo ds vuq:i gh O;ogkj djrk gsa,d mihkksdrk ml Nfo dks cuk;s j[kus rfkk mhkkjus nksuksa gh mns';ksa ls mfpr olrqvksa dk pquko djrk gsa blds vfrfjdr] Nfo dks cuk;s j[kus ds fy, izrhd ds :i esa olrqvksa dks Ø; djrk gsa vpnh Nfo dh blh pkgr esa ca/kdj vkneh reke rjg ds dke vksj dksf'k'ksa djrk gsa euksoskkfud :i ls Nfo ds izfr dka'kl gksuk vpnk gs] ysfdu tc bldh vf/kdrk gks tkrh gs] rks ;g?kkrd fl} gksrk gsa Page 29 of 142

30 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu 8-Ø; vojks/k (BUYING BARRIERS) Ø; vojks/k og vojks/k gs tks fdlh Øsrk dks Ø; djus ls jksdrk gs ;k grksrlkfgr djrk gsa Ø; djrs le; eq[; :i ls rhu vojks/k izlrqr gksrs gsa% (1) ewy; (11) lwpuk ;k fo'okl dh deh (111) mrikn ;k lsokvksa dh vuqiyc/krk izk;% ewy; fdlh Øsrk dks Ø; djus ls ml le; jksdrk gs tc ewy; Øsrk dh leink ls T;knk gksrk gsa nwljk vojks/k lwpuk ;k fo'okl dh deh dk gksuk gsa mrikn ds ykhkksa dh tkudkjh dk vhkko ;k mrikn ds izfr nh xbz xkj.vh esa vfo'okl lkeku;r% fdlh mihkksdrk dks Ø; djus ls jksdrk gsa rhljk vksj vafre vojks/k mrikn ;k lsokvksa dh vuqiyc/krk gs tks fd fofhkuu vdk;zdq'ky forj.k iz.kkyh ;k nwjxkeh LFkkuksa ds dkj.kksa ls isnk gksrh gsa vr% rhljk vojks/k Hkh Øsrk dks Ø; djus ls jksdrk gsa 9- Ø; rjhdk (BUYING PATTERNS) mihkksdrk olrqvksa ;k lsokvksa dk Ø; D;ksa] dc] dgak rfkk fdl izdkj djrk gs] ;s lc Ø; vknrs ^^Ø; O;ogkj dk rjhdk vfkok izk:i** dgykrk gsa izr;sd mihkksdrk dk Ø; O;ogkj,d leku ugha gksrk gs] og viuh {kerk ds vuq:i Ø; djrk gsa mihkksdrk ctv v/;;u ds vuqlkj vf/kdrj mihkksdrk viuh vk; ifjokj ds lnl;ksa vfkok?kj ds dk;ksza ij [kpz djrs gsa ikfjokfjd lnl; viuh vk; dks ml le; ds fy, cpk dj j[krs gs tc mugsa Hkfo"; ds fy, ifjokj Ø; fu;kstu djuk gksrk gsa vr% ;g le>uk egroiw.kz gksxk fd ifjokj ds lnl; fdl rjg viuh vk; dks [kpz djrs gsa fofhkuu olrqvksa dks Ø; djus esa tks jkf'k [kpz dh tkrh gs og cnyrs le; ds lkfk c<+rh ;k?kvrh pyh tkrh gsa Page 30 of 142

31 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 nks tukafddh vk;ke vk;q vksj cppksa dh la[;k] Ø; rjhds vfkok izk:i dks izhkkfor djrh gsa ;qok yksx u, mrikn ds izfr [kqyk n`f"vdks.k j[krs gs ij os lpsr gksrs gsa ;qok oxz ds yksxksa fd vkslr vk; of}` yksxksa ls de gksrh gs] os viuh vk; dk,d cm+k Hkkx fopkj'khy vfkok le>nkjh dh olrqvksa ij [kpz djrs gsa ;qok oxz vkokl] f'k{kk vksj c<+s gq, ifjokj ds fy, cm+ s [kpz ugha djrs gsa ;qok ifjokj ;k neifùk dh etcwr Ø; vo/kkj.kk fvdkå olrqvksa dks [kjhnus esa T;knk gksrh gsa v/;;uksa ls Li"V gqvk gs fd iwathxr olrqvksa ds mriknua xsj fvdkå mihkksdrk olrqvksa ds mriknu esa o`f) jgha iwoz ds chrs n'kd esa xzkeh.k {ks= dh izfr O;fDr iwath mihkksx [kpksa Z ij vk/kkfjr v/;;uksa ls ;g fu"d"kz fudkyk x;k gs fd xzkeh.k mihkksdrkvksa dh [kpz djus dh bzpnk /khjs&/khjs c<+rh tk jgh gs] fqj Hkh fofhkuu ewy;ksa ds fofhkuu czk.mksa okys mihkksdrk olrqvksa ds miyc/k gksus ij ;g Hkfo";ok.kh djuk dfbu gks tkrk gs fd D;k orzeku Ø; rjhdk vfkok uewuk vkus okys o"kksa Z esa leku jgsxk ;k ughaa 10- czk.m ilun,oa mihkksdrk O;ogkj (BRAND CHOICE AND CONSUMER BEHAVIOUR) czk.m ds izhkkodkjh foi.ku ds fy, ;g vko';d gs fd czk.m vksj mrikn Kku ds izfr Øsrk D;k tkudkjh j[krk gsa vuqhko crykrs gs fd fofhkuu izdkj ds czk.m izki; gsa czk.m mudh dherksa rfkk mrikn fo'ks"krkvksa ds vk/kkj ij fhkuu&fhkuu gksrs gs] blfy, mihkksdrkvksa ds n`f"vdks.k vksj mldh vko';drk dks /;ku esa j[kdj czk.m dk fu/kkzj.k djuk pkfg, fd mihkksdrk czk.m dks dsls ilun djrk gsa vktdy fofhkuu rjg ds xf.krh; ekwmy gs tks mihkksdrk ds czk.m ilaunxh ds O;ogkj ds ckjs esa O;k[;k djrs gsa czk.m fu"bk ekwmy ;g fo'okl djrk gs fd Øsrk fdlh fo'ks"k czk.m ds izfr bl rjg dh izkfkfedrk ;k vknr cuk ysrk gs fd og mlh fo'ks"k czk.m dks ckj&ckj Ø; djrk gs vksj nwljs czk.m dks yxhkx udkj gh nsrk gsa bl ekwmy ds vurxzr ;g ekuk x;k gs fd mihkksdrk cgqr gh FkksM+k le; fdlh czk.m ilanxh ds fu/kkzj.k esa yxkrk gsa Page 31 of 142

32 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu tc rd mihkksdrk dks mudk czk.m visf{kr larq"vh nsrk gs] rc rd os nwljs czk.mksa ds izfr :fp ugha fn[kkrs gs vksj mudk iz;ksx djuk ilun ugha djrs gsa leku :i ls flfkj czk.m izkf;drk ekwmy mu fofhkuu rjg ds NwVksa vksj flfkj izkf;drkvksa dk fu/kkzj.k djrk gs ftuls izhkkfor gksdj mihkksdrk fofhkuu czk.mksa dk Ø; djrk gsa ;g ekwmy fo'okl djrk gs fd mihkksdrk dh vxyh ilun ds ckjs esa Hkfo";ok.kh djuk lahko ugha gs] ij ;g Hkfo";ok.kh vo'; dj ldrs gs fd mihkksdrk fdlh czk.m dks Ø; djus esa le; dk fdruk vuqikr dke esa ysxka vafre czk.m Ø; ekwmy] vfure czk.m Ø; ds vk/kkj ij fuhkzj fofhkuu flfkj izkf;drkvksa dk lewg rs;kj djus esa layxu jgrk gsa KkuktZu ekwmy mu dkj.kksa dh izkf;drk dks crykrk gs ftuls izhkkfor gksdj mihkksdrk viuh Ø; izkfkfedrkvksa dks le; ij cnyrk jgrk gsa ;g bl ckr ij fuhkzj djrk gs fd mijksdr czk.m vfure ckj [kjhnk x;k Fkk vfkok vlohdkj fd;k x;k FkkaA nwljs 'kcnksa esa bl ekwmy ds }kjk czk.m ilunxh vksj mùkjorhz czk.m izkfkfedrk ds chp ds izhkko & lecu/k dks tkuk tk ldrk gsa py?kvd ekdzo ekwmy ;g fo'okl djrk gs fd czk.m Ø; izkf;drk] vfure Ø; vksj lecaf/kr izfr;ksxh czk.m ds O;kikfjd vkd"kz.k ls izhkkfor gksrh gsa izfr;ksxh foi.ku fej.k ekwmy] mihkksdrk dh czk.m Ø; izkf;drk tks fofhkuu foi.ku py rroksa ds izfr Li"V gksrh gs vksj muls lecaf/kr inkfkksza ;k Hkkjksa dh O;k[;k djrh gs] tks fof'k"v mihkksdrk }kjk Mkys tkrs gsa vur esa dqy O;kogkfjd ekwmy fofhkuu izhkkoksa ds lunhkz esa czk.m ilunxh dh O;k[;k djrs gs tks fueu izdkj ls gs % (i) iwoz izo`fùk dk izhkko (czk.m ilunxh ij mihkksdrk dh orzeku izo`fùk dk izhkko) (ii) vkarfjd lafpr vuqhko dk izhkko (vkarfjd lafpr mùkstukvksa dk czk.m ilunxh ij izhkko) (iii) miyc/krk dk izhkko (LVkd de gksus dh ifjflfkfr;ksa dk czk.m ilunxh ij izhkko) (iv) mi;ksfxrk izhkko (czk.m ds mi;ksx djus dk czk.m ilunxh ij izhkko) Page 32 of 142

33 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (v) e/;dkyhu vuqhko dk izhkko (czk.m ilunxh ij e/;dkyhu vuqhko dk izhkko) bl izdkj ls Øsrk O;ogkj dh lgh O;k[;k ds fy, ;g tkuuk vko';d gs fd Øsrk fdl izdkj czk.m dks ilun djrk gs vksj czk.m fu.kz;u izfø;k dks le>rk gsa 11- fu.kz;ksaijkur fookn (POST DECISION DISSONANCE) fu.kz;ksijkur fookn xslvkyv fopkj/kkjk ij vk/kkfjr gs] ftls fyvks QsfLVUtj }kjk izfrikfnr fd;k x;ka 22 bl fl}kur ds vuqlkj izr;sd O;fDr lakku&jpukvksa ds vuq:i iz;ru djrk gs,oa vius thou dks vkjkenk;d cukus ds fy, fparkvksa esa deh ykus dk iz;ru djrk gsa tc dksbz O;fDr fu.kz; ysrk gs rc lnso mlds lkeus dqn fookn ;k folojrk mriuu gks tkrs gsa,sls fookn ;k folojrk dk dkj.k fu.kz;drkz dk ;g Kku gksrk gs fd veqd fu.kz; ls dqn ykhk Hkh gs vksj uqdlku Hkh gsa vu; 'kcnksa esa fookn ;k folojrk ml le; mriuu gksrk gs tcfd mihkksdrk ds ikl fdlh fof'k"v olrq ds ckjs esa nksuksa izdkj dh vfkkzr~ fojks/kh lwpuk, miyc/k gksaa fu.kz;ksaijkur fookn,d,slk euksoskkfud fookn gs tks fdlh mrikn ds Ø; fu.kz; ds ifj.kkelo:i mriuu gksrs gs] blfy, bls fu.kz;ksijkur dh fpark vfkok O;xzrk Hkh dgk tkrk gsa izr;sd mihkksdrk tc,d mrikn dks Ø; djrk gs rks mls miyc/k fofhkuu fodyiksa esa ls p;u djuk gksrk gs] ifj.kkelo:i og,d dks rks ilan,oa vu; mrikn dks vlohd`r djrk gsa fdlh mrikn dks Ø; djus ds i'pkr~ mlds eu esa dqn fpark, fodflr gks tkrh gs] tks mlds }kjk p;fur fodyiksa esa O;kIr dfe;ksa vfkok fojks/kh lwpukvksa ds dkj.k gks ldrs gsa mihkksdrk }kjk vlohd`r mrikn lakku&fookn mriuu dj nsrs gsa fy;ks QsfLVUtj dk ;g fopkj ^^fu.kz;ksijkur fookn** ds uke ls tkuk tkrk gsa vr% Øsrk dks vlohd`r fodyiksa dk vkd"kz.k] pqus gq, fodyiksa ds udkjkred igyw] vusd fodyiksa dh miyc/krk] ilanxh dh lekurk, ] foxr vuqhko rfkk mrikn ds ckjs esa KkukHkko vkfn Page 33 of 142

34 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu?kvdksa dh tkudkjh gksrh gs tks fd mldh fpark dk dkj.k curh gs] 23 ifj.kkelo:i fparkvksa dh ;g n'kk, fu.kz;ksaijkur fookn dk funsz'ku djrh gsa bu ifjflfkfr;ksa ds vurxzr mihkksdrk fueufyf[kr izfrfø;k djrk gs% (i) mlds Lo;a ds }kjk izkir dh xbz lwpuk, fo'okl fnykus dk iz;ru djsxh] tks mrikn Ø; esa lgk;d gksxha (ii) og mu lwpukvksa ds L=ksr ls vyx jgsxk tks fd mlds Ø; fo'okl dks de djrs gsa (iii) vlohd`r mriknksa ds ifj.kkred xq.k vksj mrikn Ø; ds /kukred xq.k ds ckjs esa og tkudkjh izkir djus dk iz;ru djsxka vusd O;fDr;ksa dk fopkj gs fd bl fl}kur dks fu.kz; iwoz O;ogkjksa ds Li"Vhdj.k gsrq iz;qdr fd;k tk ldrk gs] blds foijhr dqn yksxksa dk ;g ekuuk gs fd vusd n'kkvksa esa iwoz&fu.kz; O;ogkjksa dk i;kzir Kku djkus esa lakku fopkj/kkjk fl}kur vf/kd lg;ksx ugha djrk gsa 24 gksyksos tsls fo}ku }kjk fd, x, izk;ksfxd los Z{k.kksa us tks fu"d"kz izlrqr fd;s gsa os crykrs gs fd,slk fookn mu olrqvksa ds Ø; esa de isnk gksrk gs tks vfr izykshku ds lkfk [kjhnh tkrh gsa blh izdkj ftu Øsrkvksa ds ikl i;kzir tkudkjh vksj lwpuk, gksrh gs] os Hkh bl vleatl dh flfkfr ls dkqh cps jgrs gsa lokzf/kd fookn ;k vlatlerk mu olrqvksa ds Ø; fu.kz; dh ifjflfkfr;ksa esa mriuu gksrh gs ftuds vf/kdka'k xq.k leku gksa vr% Hkkjr esa mihkksdrk O;ogkj v/;;u izdv djrs gs fd tc ^^mihkksdrk fofhkuu fodyiksa ds vusd xq.kksa vfkok rroksa dk lkeuk djrs gs rc og lahkor% fu;fer czk.m ilan ds Ø; dk fu.kz;u djrs gs ysfdu og viuh oklrfod ilan ds ckjs esa ges'kk vfu'fprrk eglwl djrs gsa** Hkkjrh; lanhkz esa mihkksdrk Ø; O;ogkj (CONSUMER BUYING BEHAVIOUR IN INDIAN CONTEXT) Page 34 of 142

35 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 tula[;k dh n`f"v ls Hkkjr fo'o esa nwljs LFkku ij gsa ;agk xk o,oa yxhkx 5000 dlcs rfkk 'kgj gsa bu dlcksa vksj 'kgjksa esa fofhkuu vkb dsunz 'kkflr izns'k gs tgka dqy ns'k dh turk dk 20 izfr'kr fgllk fuokl djrk gsa bl ns'k esa 17 fofhkuu Hkk"kkvks a dk lewg gs vksj ;agk dksbz jk"vªh; iz/kku iks'kkd] vknrsa ;k izkfkfedrk ds rjhds ugha gs tslk fd fodflr ns'kksa esa izk;% gksrk gsaa mihkksdrk,oa Øsrk O;ogkj dk cnyrk rjhdk] HkkSxksfyd] lkald`frd] /kkfezd] vksj {ks=h; fohksn Hkkjrh; foi.ku iz.kkyh dks izhkkfor djrk gsaa lkeku; Hkkjrh;,d fuf'pr czk.m ds izfr dbksj fu"bkoku gksrk gs vksj vkku o'k nwljs czk.m dks viukus esa fgpfdpkrk gsa Hkkjrh; mihkksdrkvksa esa vpnh fdle ds mriknksa] mfpr dher vkfn ds izfr tkx`fr nsjh ls 'kq: gqbz gs vksj vc ;g fujurj c<+ jgh gsa izk;% Hkkjrh; mihkksdrk ds ckjs esa ;g dgk tkrk gs fd og ykxr ds izfr vfkkzr dher ds izfr vf/kd tkx:d gs vksj fdle dks vf/kd egro ugha nsrk gsa olrqr% vc ;g ckr izkekf.kd ugha ekuh tk ldrh gsa Ø;&'kfDr,oa 'ks{kf.kd Lrjksa ds Åapk gksus ds lkfk&lkfk Hkkjrh; mihkksdrk esa fdle psruk dk lapkj rsth ls gqvk gs vksj gksrk tk jgk gsa Hkkjrh; mihkksdrk fons'kh olrqvksa dks Åaps ewy;ksa ij Hkh [kjhnus dks ykykf;r jgrs gsa fons'kh olrqvksa ds izfr tks yyd vksj ykylk rsth ls c<+h gs] og mpp oxz vksj e/;e oxz ds mihkksdrkvksa dh [kjhn lajpukvksa dks izhkkfor djrh gsa lkeku; mihkksdrk fdle okyh olrq dks dher dh rqyuk esa rhkh izkfkfedrk nsrk gs tcfd fdle,oa dher ds chp mfpr vkuqikfrd leca/k gksa ;fn dher dkqh vf/kd gs rks og fdle dh mis{kk dj ldrk gsaa olrqvksa dh dkqh uhph dhers a Hkh mihkksdrk dks izhkkfor djrh gsa Hkkjrh; mihkksdrk ds Ø; O;ogkj lksnsckth dh izo`fùk,oa bjkns dks vfhko;dr djrs gsa xzkeh.k mihkksdrk izk;% lksnsckth }kjk gh [kjhn djrs gsa i<+s fy[ks izxfr'khy n`f"vdks.k okys mihkksdrk lksnsckth rks ugha djrs gs fdurq bjknk vo'; izdv djrs gs] os izk;% ;g dgdj bjknk izdv djrs gs fd vc rks dhers a fxj x;h gs vfkok ;g LVkWd rks iqjkuh dherksa okyk gksxk] fdurq dherksa esa deh gsrq vr;f/kd ncko ugha Mkyrs gsa Hkkjrh; mihkksdrk vf/kd i<+s fy[ks ugha gs vksj iw.kzr% lwfpr ugha gsa Page 35 of 142

36 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu Hkkjrh; mihkksdrk oxz czk.m ds izfr vf/kd tkx:d gksrk tk jgk gs] czk.m okyh olrqvksa dks vf/kd fo'oluh;] fdle okyh vksj izkekf.kd ekurk gsaa czk.m okyh olrqvksa ds fy, vf/kd Åaph dher Hkh nsus dks rs;kj jgrk gsa ; fi vu; lkekftd] euksoskkfud,oa vkffkzd Ø;&izsj.kk,a vksj O;kolkf;d lqfo/kk, Hkkjrh; mihkksdrkvksa ds [kjhn fu.kz;ksa dks izhkkfor djrh gs] fqj Hkh lokzf/kd :i ls m/kkj,oa xkj.vh lqfo/kk, mugsa fujurj iqu[kzjhn gsrq izsfjr djrh gs] laj{k.k izsj.kk nsrh gs vksj i;kzir ek=k esa [kjhn gsrq izksrlkfgr djrh gsa olrqr% Hkkjrh; mihkksdrk dh fueu Lrjh; vkffkzd flfkfr us m/kkj ds egro dks c<+kok fn;k gsa blds vykok lhfer Ø;&'kfDr ds vr;qùke lnqi;ksx dks lehko cukus dh rhoz bpnk us Hkh mugsa xkj.vh 'krksza ds izfr leeku izdv djus dks foo'k fd;k gsa Hkkjrh; mihkksdrk vius fgrksa] :fp;ksa] vf/kdkjksa rfkk dfbukb;ksa ds izfr tkx:d rks gs] fdurq os muds ckjs esa lecaf/kr i{kksa dks f'kdk;r ugha djrs gsa cgqr de i<+s&fy[ks yksx xyr olrq dh [kjhn dks viuh ew[kzrk ekudj /khjt dj ysrs gsa i<+s&fy[ks yksx Hkh fuekzrkvksa dks nks"kiw.kz olrqvksa ds ckjs esa izk;% f'kdk;r ugha djrs gsa L=h Øsrk & oxz olrqvksa ds mi;qdr u gksus ij nqdkunkjksa ds lkeus >qa>ykgv izdv djds vksj olrq cnyok dj lurks"k dj ysrk gsa orzeku esa f'kdk;rh izo`fùk dks c<+kok feyus yxk gsa ljdkj Lo;a gh mihkksdrkvksa ds fgrksa dh j{kk ds fy,] fdle] dher] yscfyax] czkafmax vkfn fø;kvksa vksj O;ogkjksa ij fu;a=.k j[krh gsa Hkkjrh; mihkksdrkvksa dk mpp o e/;e oxz,d lkfk vr;f/kd ek=k esa [kjhn djus dh izo`fùk dks c<+kok ns jgk gsa uksdjh is'ks okyk oxz Hkh iwjs eghus ds izfke lirkg esa gh lelr [kjhn djuk vf/kd ilun djrk gsa m/kkj dh lqfo/kkvksa us iquøz; rfkk Hkkjh ek=k esa Ø; dks izksrlkfgr fd;k gsa Hkkjrh; mihkksdrkvksa dh mihkksx lajpuk;sa rsth ls cnyrh tk jgh gsa e/;eoxhz; mihkksdrk Hkh vkjke,oa lqfo/kk dh olrq, rfkk x`gf.k;ksa ds le;&je dks cpkus okys?kjsyw midj.kksa dh [kjhn djus yxs gsa mùke isdsftax,oa yscfyax okyh olrqvksa dks mihkksdrk vf/kd ek=k esa [kjhnus yxk gsa Hkkjrh; mihkksdrk oxz olrq ds jax,oa [kq'kcw dks Hkh viuh ilun dh izkfkfedrkvksa esa lfeefyr djus yxk gsa Page 36 of 142

37 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98?kjsyw mihkksdrkvksa dh vk; dk,d cgqr cm+k Hkkx] vlaxfbr {ks= ds fcuk fdlh xkj.vh okys] fcuk czk.m ds [kqys,oa LFkkuh; mriknksa dks Ø; djus esa [kpz gksrk gsa,d Hkkjrh; mihkksdrk eq[; :i ls vius ikfjokfjd lewg ls izhkkfor gksrk gsa vkslru Hkkjrh; xzkgd u, mrikn dks Lohdkj djus esa le; yxkrk gs vksj og lwpukvksa ds fy, foøsrkvksa ij fuhkzj jgrk gsa vr% Hkkjrh; mihkksdrk oxz dk O;kikfj;ksa esa vf/kd fo'okl ugha gksrk gs vksj os izk;% larq"vh dks ysdj vlarq"v jgrs gsa fqj Hkh Hkkjrh; xzkgd ds O;ogkj esa Vsyhfotu usvodz vksj if=dkvksa] esxthu vkfn ds izpkj QyLo:i FkksM+k ifjorzu gqvk gsa 14- ewy;kadu ds fy, vko';drk (NEED FOR FURTHER EVALUATION) Hkkjrh; lekt fokku vuqla/kku ifj"kn~ (vkbz- lh-,l-,l- vkj-) us izca/k vuqla/kku ij,d losz{k.k izfrosnu izlrqr fd;k] 26 ftlesa ;g izdv fd;k x;k gs fd mihkksdrk O;ogkj dk v/;;u foi.ku {ks= esa,d vnwrk fgllk gs ftl ij T;knk [kkst ugha dh xbz gsa mihkksdrk O;ogkj ds ckjs esa orzeku nksj esa tks Kku miyc/k gs og mihkksdrk ds O;ogkfjd izfreku ds v/;;u rd lhfer gsa vuq'kkflr mihkksdrk O;ogkj vhkh rd cky;kolfkk vfkok izfke volfkk esa gs ysfdu ;g rsth ls c<+ jgk gsa mihkksdrk O;ogkj ij vuqla/kku lhfer gksus ds dkj.k bl ij vhkh vuqla/kku dh vko';drk gs] bl voyksdu us eq>s orzeku v/;;u ds fy, vkxs c<+k;k gsa izlrqr v/;;u ;g tkuus ds fy, fd;k x;k gs fd D;k fofhkuu rro vfkok dkjd mihkksdrk czkam ilun O;ogkj dks izhkkfor djrs gsa REFERENCES- I 1. Wroe. Alderson, Dynamic Marketing Behaviour (Home wood, Illinois: Richard D.Irwin. Inc,1965), P Page 37 of 142

38 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu 2. D.R. Saini, Marketing A Behavioural Approach (Jaipur: Printwell Publishers,1986),P.2 3. D.R. Saini,op.Cit. P.3 4. James F. Engle etal., Consumer Behaviour (New York: Holt, Rinehart and Winston,1968), P Purnell H. Benson, Fitting and Analyzing Distribution Curves of Consumer Choice, Journal of Advertising Research, March 1965, P Philip Kotler, Marketing Management (Engle Wood Cliffs, N.J.: Prentice Hall, Inc.,1966), P William J. Stanton, Fundamentals of Marketing Management (New York: Mc Graw Hill, Inc., 1981), P Wroe Alderson, op.cit. P William D. Wells and Leonard A. Losciuto, Direct observation of Purchasing Behaviour, ``Journal of Marketing Research, August 1966, P J.C. Gandhi, Marketing-A Managerial Introduction (New Delhi: Tata McGraw-Hill Publishing, Co. Ltd.,1985),P Phillip E. Jacob``Social Change and student values Educational Record, Vol.41 (1960),P Do. Hebb, A Text Book of Psychology (Philadelphia: Sounders,1966) 13. James F. Engle etal, op.cit.,p Elizabeth H. Wolgast, Do Husbands or wifes Makes Purchasing, Decision Journal of Marketing, vol. 23(october,1958), P Page 38 of 142

39 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: John W. Thibaut and Harold H, Kelly, The Social Psychology of Groups (new york John wiley & sons, 1957) chap Philip Kotler op.cit. P Pierre Martineau, Social class and Spending Behaviour Journal of Marketing, vol, 23 (October, 1958) P William J. Stanton, op.cit., P J.A. Howard and J.N. Sheth, The Theory of Buyer Behaviour (New york: John Wiley & Sons, 1968), P Harold H, KassarJian and thomas S. Robertson (ed.) Perspectives In Consumer Behaviour (Gienview, illinois Scott, Foresman and Company 1968); P David Krech etal Individual In Society (New york: Mc Graw Hill Book Co.,1962), chap Leon Festinger, A Theory of Cognitive Dissonance illinois : Raw, Peterson, 957 ) 23. Ibid. 24. Sadani Oshikawa Can Cognitive Dissonance Theory Explain Consumer Behaviour Journal of Marketing, oct P.49 Quoted in Lazer P S.C. Mehta and A. Pandya, Predicting New Product Success: Role Product Categary Related Variables (Ahmedabad Indian Institute of Management, 1978.) 26. I.C.S.S.R.: A Survey of Research In Management vol. 2. (New Delhi : Vikas Publishing House Pvt. Ltd.,1977.),P *********** Page 39 of 142

40 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu v/;k; & II vuqla/kku dk;z&fof/k (RESEARCH METHODOLOGY) Lkkekftd fokku esa vuqla/kku,d lrr~ izfø;k gs],d 'kk'or fopkj gs tcfd Hkksfrd fokku esa 'kks/k dh fo"k; olrq inkfkz gsa vr% ogk 'kks/k izfø;k dqn fuf'pr fu;e vksj vuq'kklu esa ca/kh jgrh gs] ij O;kogkfjd fokkuksa esa 'kks/k izfø;k esa yksp dh O;kid lahkkouk;sa jgrh gsa vuqla/kku ;kstuk dk fuekz.k] fo'oluh;rk vksj lkfkzdrk dh tk p] izlkeku;rk ls fopyu vksj fo"kerk] izk;ksfxd dyiukvksa dk fuekz.k vksj ijh{k.k] 'kks/k ;kstuk dk folrkj gsa lel;k dk fu/kkzj.k,oa fu/kkzfjr lel;k ds vuqdwy fo'ys"k.k] fuozpu vksj iwokzuqeku ds fy, 'kks/k ;kstuk dk Øfed pj.kksa esa fohkktu fd;k tkrk gs] 'kks/k ifj;kstuk dk {ks= fu/kkzfjr fd;k tkrk gs] Li"V lhek, le>h tkrh gs,oa vurr% 'kks/k izfø;k dk vk/kkj fu/kkzfjr fd;k tkrk gsaa izlrqr v/;;u ds lanhkz esa vuqla/kku lel;kvksa vksj bldh mi;qdrrk dks fu/kkzfjr djus ds fy, ;g vko';d le>k x;k fd lel;kvksa dk vkuqhkfod v/;;u fd;k tk,] blfy, dk;zfof/k dk <kapk bl rjg ls r; fd;k x;k tks bl leiw.kz iz;kl dks lgh fn'kk ns ldsa bl vfhkxe dks eksvs&rksj ij fueu Hkkxksa esa ck Vk x;k gs% (a) (b) leiw.kz vuqla/kku ifj;kstuk ds fy, izkjfehkd vuqla/kku (PRELIMINARY RESEARCH FOR THE ENTIRE RESEARCH PROJECT) ifj;kstuk dk vfure fu;kstu vksj dk;kzuo;u (FINAL PLANNING AND EXECUTION) (a) leiw.kz vuqla/kku ifj;kstuk ds fy, izkjfehkd vuqla/kku (PRELIMINARY RESEARCH FOR THE ENTIRE RESEARCH PROJECT): Page 40 of 142

41 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (1) lkeku; vuos"k.kkred dk;z (General Exploratory Work): vuos"k.k,d yecs le; ls ekuo izk.kh dk :fpiw.kz fo"k; jgk gsa izr;sd O;fDr lgt gh vu; vuqla/kkudùkkz }kjk igys ls fd, tkus okys dk;ksza dks ns[kdj [kkst dh Hkkouk tkxzr djrk gsa og igys ls fd, tkus okys vuqla/kku lel;kvksa dh iqu% vkykspukred leh{kk djrs gsa vuqla/kku miyc/k gksus ls u dsoy vur}zf"v fodflr gqbz cfyd vuqla/kku ds fy, lanhkz <kapk Hkh rs;kj gqvka vuos"k.kkred vuqla/kku dks le>krs gq, Dys;j lsfyt us lq>ko fn;k fd vuos"k.kkred vuqla/kku esa ifjdyiukvksa ds izfriknu vksj vur}zf"v ij Hkh tksj fn;k tkuk pkfg,a vuos"k.kkred dk;z vuqla/kkudùkkz esa vuos"k.k lel;kvksa ls lecaf/kr fopkjksa ij tksj nsrh gsa 1 bl pj.k ij 'kks/kkfkhz us funsz'kkuqlkj dk;z fd;k vksj ;g dk;z djrs gq, fofhkuu lkfgr;ksa dks Nk Vus dk iz;kl fd;k] rri'pkr~ mudk iqujkoyksdu fd;k x;ka blds vfrfjdr izdkf'kr o vizdkf'kr if=dkvks a] lekpkj i=ksa rfkk fofhkuu L=ksrksa tsls%& 'ks{kf.kd if=dkvksa o iqflrdkvksa vkfn dk Hkh lgkjk fy;k x;ka ifjdyiukvksa ds izfriknu vksj izk;ksfxd lehkkoukvksa dk irk yxkus ds fy, vuqhko los Z{k.k fd;k x;ka vuqhko los Z{k.k ds fy, v/;;u esa fofhkuu iz'uksa dh lgk;rk yh xbza bu iz'uksa ls v/;;u fo"k; vfkok lel;k ls lecaf/kr ftu O;fDr;ksa dks vuqhko vksj Kku gs] dk los Z{k.k dj muls fopkjksa dks tkuus dk iz;kl fd;k x;ka bl rjg vuos"k.k vuqla/kku ds nksjku lkfgr; losz{k.k] vuqhkoh O;fDr;ksa dk los Z{k.k ;k vuqhko los Z{k.k rfkk vur}zf"v dks mdlkus okyh?kvukvksa dk fo'ys"k.k vfkkzr~ fof'k"v mrikn ls lecaf/kr p;fur?kvukvksa dk fo'ys"k.k vuqla/kku vuqhko esa lgk;d fl} gq, gsa 2 (2) v/;;u {ks= ls lecaf/kr O;fDr;ksa ds lkfk izkjfehkd lk{kkrdkj (Preliminary Interviews with Related Persons): lkfgr;ksa dks Nk Vusa vksj iqujkoyksdu ds i'pkr~ 'kks/kkfkhz us fofhkuu oxz leqnk; okys mùkjnkrkvksa dk vkeus&lkeus dh flfkfr esa O;fDrxr lk{kkrdkj fd;k tks iw.kz :i ls vizfrcaf/kr vksj vuksipkfjd FkkA lk{kkrdkj ysus dk 'kks/kkfkhz dk mís'; ;g Page 41 of 142

42 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu tkuuk Fkk fd os lkcqu (ugkus ds) dk Ø; fu.kz; djrs le; fdu rroksa vfkok dkjdksa ij fopkj djrs gsa bl rjg mùkjnkrkvksa ls vuksipkfjd fopkj foe'kz djus ds i'pkr~ gh ;g eglwl fd;k x;k fd vuqla/kku ds fy, dksulh ifjdyiuk mi;qdr jgsxha ;g vko';d le>k x;k fd,slh ifjdyiukvksa dk irk yxk;k tk, ftldk vc rd dsoy lhfer fodkl gh lehko gks ik;k gs rfkk ftlesa tfvy ifjdyiukvksa ds ijh{k.k ds fy, vko';d folr`r iz;ksx ugha fd;s tk ldrs gsa O;fDr;ksa ds vius vuqhko dk iqujkoyksdu rfkk mudh izfrfø;k tkuus ds i'pkr~ gh 'kks/kkfkhz ds fopkj esa vk;k fd vuos"k.kkred vuqla/kku dks izk;ksfxd lehkkoukvksa ds :i esa fodkl djus ij tksj fn;k tkuk pkfg, vksj yksxksa dk izfrn'kz dslk eglwl djrs gs] blds fu/kkzj.k ds fy, lehkkoukvks a dk dsoy ekxzizn'kzu ugha gksuk pkfg,a fqj Hkh] 'kks/kkfkhz ds fy, ;g dfbu le; Fkk tc mùkjnkrkvksa }kjk bl ckjs esa jk; tkuus dk iz;ru fd;k x;k fd lkcqu ds Ø; fu.kz; djrs le; os fdu rroksa vfkok dkjdksa ij fopkj djrs gsa? mùkjnkrkvksa ds fy, Hkh ;g,d dfbu le; Fkk] D;ksafd os lkeku;r% bu fofhkuu rroksa vfkok dkjdksa ij rhkh fopkj djrs gs tc fd og lkcqu Ø; dj jgs gksrs gsa bu lhkh ds i'pkr~ Hkh 'kks/kkfkhz }kjk mùkjnkrkvksa dh jk; tkuus dk vfkd iz;kl fd;k x;ka (b) ifj;kstuk dk vfure fu;kstu vksj dk;kzuo;u (FINAL PLANNING AND EXECUTION) vfure fu;kstu ds dk;ksaz esa ifjdyiukvksa dk fuekz.k] leadksa ds ladyu ds fy, rkfydk dh rs;kjh vksj iwoz&ijh{k.k] dkyifud lkj.kh dh rs;kjh vksj fun'kzu] izjpuk dh ;kstuk vkfn 'kkfey gsa ;kstuk ds dk;kzuo;u esa leadkas dk ladyu] leadksa dh lkj.kh;u] ekiøe] ifjdyiuk dh tk p] fo'ys"k.k,oa fuozpu] vuqla/kku izfrosnu dh rs;kjh rfkk lanfhkzdk 'kkfey gsa (1) ifjdyiuk dk fuekz.k (Formulation Of Hypothesis): Page 42 of 142

43 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ifjdyiuk,d,slk fopkj vfkok fl}kur gs ftls vuqla/kkudùkkz v/;;u ds y{; ds :i esa j[krk gs] mldh tk p djrk gs] rfkk v/;;u ds fu"d"kz esa izkddyiuk ds lr; fl} gksus ij,d fl}kur ds :i esa LFkkfir djrk gs] vlr; fl} gksus ij R;kx nsrk gsa bl izdkj ls izkddyiuk,d dppk fl}kur gs ftls vuqla/kku esa ijh{k.k ds fy, j[kk tkrk gsa,q-,u-dfyztj us Li"V fd;k fd,d izkddyiuk nks ;k nks ls vf/kd ifjor;ksz ds chp leca/k iznf'kzr djus okyk,d vuqekukred dfku gsa 3 xqms vksj gk V ds dfkukuqlkj] vuqla/kku dk ewy igyw vuqla/kku dks bl rjg ls LFkkfir djuk gs ftlls rkfdzd vfkok rdzlaxr fu"d"kz dks fudkyk tk ldsa 4 ih-oh-;ax ds vuqlkj,d vlfkkbz ysfdu dsunzh; egro dk fopkj tks mi;ksxh vuqla/kku dk vk/kkj cu tkrk gs] mls ge dk;zdkjh izkddyiuk dgrs gsa 5,d ifjdyiuk dk dk;z?kvukvksa ds chp fof'k"v leca/kksa dks bl izdkj O;Dr djuk gs fd bl leca/k dk vkuqhkfod ijh{k.k fd;k tk ldsa vr% ifjdyiukvksa dks rs;kj djus esa dyiuk ds lhkh Lohsd``r fu;eksa dks /;ku esa j[kk x;k] rri'pkr~ ifjdyiukvksa dk fu/kkzj.k fd;k x;ka ifjdyiuk dk Lrjhdj.k fd;k tkuk Hkh vko';d FkkA bl rjg] ifjdyiuk nks Lrjksa ij cukbz xbz gs% izfke,d dsunzh; ifjdyiuk cukbz xbz fd] lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; mihkksdrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa f}rh; Lrj dh ifjdyiuk dk fu:i.k oxhzd`r?kvdksa ds vk/kkj ij fd;k x;k] tks fueu gs% (i) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gsa ftl le; 18 ls 45 o"kz ds vk;q lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsaa (ii) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; 46 ls 70 o"kz ds vk;q lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa Page 43 of 142

44 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu (iii) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; iq:"k mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (iv) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gss ftl le; L=h mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (v) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; vfookfgr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gssaa (vi) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; fookfgr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (vii) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gsa ftl le; mpp lsd.mjh ds uhps f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsaa (viii) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gsa ftl le; mpp lsd.mjh vksj Lukrd ds uhps chp f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (ix) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; Lukrd vksj Åij f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (x) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gsa ftl le; lsok dk;z esa layxu mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (xi) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; O;kikj dk;ksaz esa layxu mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (xii) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; is'ksoj@ vu; ;k lsokfuo`r mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa Page 44 of 142

45 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (xiii) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; :- ls :- izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (xiv) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; :- ls :- izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (xv) lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; :- vksj Åij izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa (2) iz'uksa dh Øec}rk dk fooj.k (Statement Of Question Hierarchy): fofy;e lh- beksjh us viuh iqlrd ^O;olk; vuqla/kku fof/k* (Business Research Method) esa myys[k fd;k fd vuqla/kku esa iz'uksa dh Øec}rk gksrh gs ftlesa iz'uksa ds pkj Lrj 'kkfey gksrs gs% izcu/k leca/kh iz'u] vuqla/kku iz'u] vuos"k.kkred iz'u vksj orzeku v/;;u ds lanhkz esa ifjekiu lel;kvksa ds fy, iz'ua 6 izlrqr v/;;u ds lanhkz esa izcu/k lel;k gs fd mihkksdrk vu; czk.m dh vis{kk,d fo'ks"k czk.m dk gh p;u D;kas djrk gs? vuqla/kku iz'u gs fd D;k mihkksdrk czkam ilun O;ogkj dks fofhkuu rro vfkok dkjd izhkkfor djrs gs? vuos"k.kkred iz'u gs% (i) D;k lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu vk;q lewg okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs? (ii) D;k lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu fyax lewg okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs? (iii) D;k lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu osokfgd&flfkfr okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs? Page 45 of 142

46 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu (iv) D;k lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu 'ks{kf.kd&i`"bhkwfe okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs? (v) D;k lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu O;olk; okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs? (vi) D;k lhkh dkjd vfkok rro leku :i ls egroiw.kz gksrs ftl le; fofhkuu vk; lewg okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs? (3) leadkas dk ladyu djus ds fy, rkfydk dh rs;kjh vksj iwoz&ijh{k.k (Preparation and Pre-Testing Of The Schedule For Collecting Data): lead izkfkfed,oa f}rh;d nksuks gh gks ldrs gsa izkfkfed lead vuqla/kkudùkkz dks eksfyd :i ls ladfyr djus gksrs gs tcfd f}rh;d lead iwoz esa fdlh vu; }kjk ladfyr gksrs gs ftugs vuqla/kkudùkkz mi;ksx esa ys ldrk gsa izkfkfed leadkas dks ladfyr djus ds fy, vf/kd le;] Je],oa /ku dh vko';drk gksrh gs ysfdu bl rjg ds lead vr;f/kd fo'oluh; gksrs gsa izlrqr v/;;u izkfkfed leadkas ds vk/kkj ij fd;k x;k gsa izkfkfed leadksa dks izkir djus ds ewy lk/ku gs] vkilh laokna vkilh laokn esa mùkjnkrkvksa ls iwns x, fufnz"v iz'u 'kkfey fd, tkrs gsa los Z{k.k midj.k }kjk mùkjnkrkvksa ls leidz LFkkfir fd;k tkrk gs vksj leadkas dks,df=r djus dk iz;kl fd;k tkrk gsa vr% losz{k.k Hkh izkfkfed leadkas dks izkir djus dk,d izeq[k midj.k gsa rkfydk] vuqla/kku lel;k lek/kku ds fy, vko';d leadksaa ds laxzg gsrq iz;ksx es yk;k tkus okyk,d vuqla/kku midj.k gs ftlds vurxzr lko/kkuhiwozd pqus gq, iz'uksa dh,d,slh lwph gksrh gs ftuds mùkj lk{kkrdkjdùkkz }kjk mùkjnkrk ls vko';d lwpuk izkir djrs gq, Hkjk tkrk gsa rkfydk ds fofhkuu igyqvksa ls lecaf/kr rf; iz'ukoyh midj.k ls lecaf/kr rf;ksa tsls gh gsa ekjokm +ftys dk los Z{k.k djus ds fy, rkfydk dh vko';drk eglwl dh xbzabl rkfydk esa mu lhkh iz'uksa dks 'kkfey fd;k x;k tks v/;;u dh n`f"v ls vko';d gsa rkfydk dks izcu/k leca/kh Page 46 of 142

47 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 iz'uksa ds mùkj izkir djus ds fy, rs;kj dh xbza bl rkfydk esa vuqla/kku iz'u vksj vuos"k.kkred iz'uksa dk Li"V myys[k fd;k x;k] lkfk gh rkfydk ds iz'uksa dh Øec}rk esa izlrqr v/;;u ds lanhkz esa ifjekiu lel;kvksa ls lecaf/kr iz'uksa dks Hkh 'kkfey fd;k x;k gsa tslk fd iz'uksa dh Øec}rk dk igys myys[k fd;k tk pqdk gs] og vuqla/kku dh n`f"v ls dkqh rkfdzd gsa iz'uksa dh Øec}rk esa lcls igys ifjp; leca/kh iz'u vfkkzr oxhzd`r?kvdksa dh tkudkjh vksj rri'pkr izlrqr v/;;u ds lanhkz esa laf{kir leadksa dks izkir djus leca/kh iz'uksa dh rdzlaxrk ds lkfk lelr iz'uksa dk Øec} :i ls Li"V myys[k rkfydk esa fd;k x;ka rkfydk dk <+k pk rs;kj djus esa pkylz,qdsuy vksj jkcvz,y- dkug }kjk fn, lq>koksa ls mfpr ekxzn'kzu feyka vr% muds vuqlkj rkfydk es nks mís';ksa dks eq[;r;k /;ku esa j[kk tkuk pkfg, % (i) izfke] blesa vuqla/kku ds mís';ksa dk fof'k"v iz'uksa esa vuqokn gksuk pkfg,a (ii) f}rh;] ;g lk{kkrdkjdùkkz dks mùkjnkrkvksa ls vko';d lwpuk, izkir djus esa (laokn) izsj.kkfkzd lgk;rk djsa vu; 'kcnksa esa ;g mùkjnkrkvkas dks izsfjr djus okyh gks ftlls ;g vko';d lwpuk, lk{kkrdkjdùkkz dks ns ldsa 7 izlrqr v/;;u esa iz'ukoyh ds LFkku ij rkfydk ;k vuqlwph (Schedule) ds mi;ksx dks izkfkfedrk nh xbz gs D;ksa fd % (b) izfrp;u esa vyx&vyx lk{kj dksfv vksj oxksz ds mùkjnkrkvksa dh fo'kky la[;k Fkh tks fd fofhkuu {ks=ksa esa QSys gq, Fks] blfy, izr;sd mùkjnkrkvksa }kjk Hkjh xbz iz'ukoyh dks lgh ugha ekuk tk ldrk FkkA (b) blds vykok] iz'ukoyh ls mùkj izkir djus dh lehkkfork Hkh izk;% Å ph gksxha vr% ^^mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu (ekjokm {ks= ds mihkksdrkvksa dk v/;;u)** fo"k; dk v/;;u iz'ukoyh ds vk/kkj ij ugh fd;k x;k] D;ksa fd blesa fo'oluh;rk dk vhkko gksrk gsa iz'ukoyh ds LFkku ij rkfydk }kjk mihkksdrk czkam ilun O;ogkj dk v/;;u fd;k x;k gsa viuk;h xbz rkfydk esa ekud iz'u,oa mùkj FksA bldk ekudhdj.k djus dk dkj.k ;g lqfuf'pr djuk Fkk fd lhkh Page 47 of 142

48 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu mùkj nsus okys leku iz'uksa dk mùkj nsaa iz'uksa ds fn;s tkus okys mùkjksa dks nks Jsf.k;ks esa oxhzd`r fd;k tk ldrk gs tsls% [kqyk iz'u,oa cun iz'ua 8 [kqyk iz'u og gs ftlesa mùkj nsus okys dks fo"k; fn;k tkrk gs ijurq mls vius 'kcnksa esa mùkj nsus dk dk;z fn;k tkrk gs tcfd cun iz'uksa esa lehkkfor mùkj iz'u esa gh fn;s gksrs gsa,oa mùkj nsus okys dks dsoy viuh flfkfr ds vuqlkj lcls vf/kd lehkkfor (fudvre) mùkj dks pquuk gksrk gsa fopkj.kh; rkfydk esa cun iz'uksa dk iz;ksx fd;k x;k D;ksa fd budk iz;ksx foi.ku ds {ks= esa 'kks/k dk;z esa fd;k tkrk gsa vuqla/kkudùkkz dh vurz}f"v fdruh rdzlaxr vksj cqf}erkiq.kz gs] bruk vf/kd egroiw.kz ugh gs ftruk fd mls vius iz'uksa dk iwoz ijh{k.k djuk gksrk gsa oklrfod {ks=kuqlkj dk;z dks 'kq: djus ls igys rkfydk dh izjpuk dk fu/kkzj.k vksj iwoz ijh{k.k Hkh fd;k tkuk vko';d gksrk gsa iwoz ijh{k.k iz'uksa dks vafre :i ls lfeefyr djus dk fu.kz; ysus ds fy, dh xbz vko';d tk p gsabl tk p ls gesa iz'u iwnus ds ekxz esa vkus okyh vn`'; lel;kvkas rfkk buds lek/kku ds mik;ksa dh tkudkjh izkir gksrh gsa iwoz ijh{k.k iz'uksa ds lkfk fd;k x;k,d iwoz iz;kl gs tks ;g ns[kus ds mís'; ls fd;k tkrk gs fd iz'uksa dh oklrfod fø;kfof/k D;k gs rfkk D;k bldh i`"bhkwfe esa iz'ukoyh dh yeckbz] fo"k;olrq] Hkk"kk] 'ksyh es fdlh izdkj ds la'kks/ku dh vko';drk gsa iwoz ijh{k.k mùkjks esa Øe dh deh dks Li"V djrk gs] iz'uksa ds Øe esa ifjorzu fd, tkus ij izr;qùkjks esa vr;f/kd vurj iznf'kzr djus okys iz'uksa ds Øe dks Li"V djrk gsa rkfydk dk iwoz ifj{k.k vuqla/kkudùkkz dks mùkjnkrkvksa ls mi;qdr lecu/k cukus esa lefkz cukrh gsa iwoz ijh{k.k ds }kjk iz'uksa dh O;k[;k djus vksj muesa la'kks/ku djus dh vko';drk dks tkuk tkrk gsa rkfydk esa 'kkfey xyr iz'uksa dks vyx djus esa iwoz ijh{k.k ykhknk;d gsa vr% rkfydk dh lekykspuk vksj iqu% ijh{k.k vr;f/kd ijeko';d gsa ftl rjg ge u, mrikn ds fy, iwoz ijh{k.k djrs gs] mlh leku rkfydk ds izjpuk ds fy, rkfydk dk iwoz ijh{k.k fd;k tkrk gsa fxycvz,- pfpzy tktz us blds lanhkz esa crk;k fd tks vuqla/kkudùkkz iz'ukoyh ds iwoz ijh{k.k vksj lkj.kh;u ij /;ku ugha nsrs gs og Page 48 of 142

49 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 lh/ks&lkns vfkok ew[kz gksrs gsa iwoz ijh{k.k lcls vf/kd llrk chek gsa vuqla/kku izfrosnu vksj iz'ukoyh dh lqyrk dks vuqla/kkudùkkz blls fo'olr dj ldrk gsa 9 vuqla/kku mís';ksa ds fy, rkfydk dks mi;ksx esa ykus ls igys bls izfrn'kzu ds 40 mùkjnkrkvksa ij iwoz ijh{k.k fd;k x;k A iwoz ijh{k.k ds i'pkr~ Hkk"kk esa ifjorzu] Øe esa O;ofLFkr vkfn dk;z fd;k x;k o iwoz ijh{k.k dh lgk;rk ls rkfydk] dkyifud lkj.kh dks rs;kj dh xbz ysfdu muesa lead ugha FksA (4) izfrn'kz izjpuk (Sample Design): izfrn'kzu lexz ls mlds,d,s'ks va'k dk pquko gs ftlds vk/kkj ij leiw.kz lexz ds fo"k; esa ifj.kke fudkys tkus gsa bls izkphu dky ls gh vuqla/kku dk;z jhfr ds,d os/k,oa 'kh?kzrk ds lkfk dk;z djus ds <ax ds :i esa iz;ksx yk;k tkrk jgk gsa lexz leiw.kz fo"k; olrq vfkok en dk,d lewg gs ftuds ckjs esa dbz ;kstuk, cukbz tkrh gsa bu lexz fo'ks"krkvksa ds ckjs esa Hkfo";ok.kh izfrn'kzu ds vk/kkj ij gh lahko gsa izfrn'kzu bl lexz dk,d NksVk lk va'k gsa lexz ls pqus x, O;fDr;ksa ds fdlh,d lewg dks ftlesa lhkh O;fDr lfeefyr ugha gksrs gsa lexz dk,d izfrn'kz dgk tkrk gsa 10 izfrn'kzu lexz ds fdlh,d v'ak dks ml lexz ds izfrfuf/k ds :i esa ysuk gsa 11 fdlh Hkh izfrn'kzu iz.kkyh dks viukrs gq, pqus x, izfrn'kz dks vko';d :i ls nks 'krksa Z dh iwfrz djuh pkfg,% (i) rkfrod ifjdyiukvksa dk ijh{k.k lehko gksuk pkfg,a rkfrod ifjdyiuk izfrn'kz fo"k; esa iwozdyiuk, gsa (ii) lkeku;hdj.k ifjdyiukvksa dk ijh{k.k lehko gksuk pkfg, vfkkzr~ izfrn'kz ds fy, LFkkfir dh xbz ifjdyiuk dk lexz ij ykxw gksus dh tk p lehko gksuh pkfg;sa vuqla/kku dks Øec},oa izhkkoiw.kz <ax ls U;wure iz;klksa] le;,oa ykxr ds lkfk lapkfyr djus gsrq izjpuk dk fuekz.k fd;k tkuk vko';d gsa bl rjg v/;;u ls lecfu/kr lwpukvksa dk ladyu djus ds fy,] lajpuk esa fufnz"v lel;kvksa vksj vuqla/kku izjpuk ds dk;ksza dks fodflr djus rfkk lead ladyu ds fy, mu rroksa dk Page 49 of 142

50 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu p;u fd;k x;k tks v/;;u ls lecfu/kr lwpukvksa ds ladyu esa lgk;d gksxha vr% le; vksj ykxr nksuksa ij fopkj djus ds i'pkr~ 'kks/kkfkhz us lkspk fd v/;;u esa izfrn'kzu dk;zjhfr dks izk;ksfxd mís';ksa ds vk/kkj ij rs;kj fd;k tk, tks fd vkffkzd :i ;s n{k vfkok dk;zdq'ky gksa bl rjg] 'kks/kkfkhz dks izfrn'kz ds pquko ds fo"k; esa ekxzn'kzu lakf[;dh&fon~ vfkkzr la[;kfon~ ekxzjsv ds lq>koksa ls feyka vr% izk;ksfxd izfrn'kzu dk;zjhfr;ksa ds fodkl ls lecaf/kr izeq[k lq>ko fueu gs% (i) izfrn'kz dks ml lexz dk iwozxzg jfgr fp= izlrqr djuk pkfg, ftldk ;g izfrfuf/kro djrk gsa (vfkkzr ;g iwokzxzg jfgr gksuk pkfg,a) (ii) izfrn'kz fo'oluh; ifj.kke izkir djus dh n`f"v ls dkqh cm+ s vkdkj ds gksus pkfg,a (vfkkzr ;g =qfv dk fufnz"v Øeksa esa ekiu djus ;ksx; gksa) (iii) izfrn'kzu dh izjpuk dk fuekz.k bl izdkj fd;k tk, fd og dk;zdq'kyrk dh n`f"v ls mfpr gksa(vfkkzr osdfyid izjpuk ds lkfk rqyuk djus okys gksa) 12 jktlfkku xksjoiq.kz bfrgkl,oa ijeijkvks dh og ohj Hkqfe gs] tgkw dh jktiqrkuh vku&'kku vksj 'kks;z dh dhfrz fo'o es cstksm gsa igkm& igkfm;kas ij fufezr nqxze nqxksz] lqje; >hyks] xgu oukas] ibkjkas rfkk folr`r e:hkwfe vkfn çd`fr ds fofhkuu :ikas ls J`axkfjr ;gka dh Hkwfe lnso fo'o ds yksxkas dk /;ku viuh vksj vkdf"kzr djrh jgh gsaa Hkkjr ds mùkjh&if'peh Hkkx es 23 3* mùkjh v{kka'k ls 30 12* mùkjh v{kka'k rd rfkk 67 30* iwohz ns'kkurj ls 78 17* iwohz ns'kkurj ds chp jktlfkku jkt; flfkr gsaa jkt; ds mùkj&if'pe Hkkx es flfkr mùkj es itkac] mùkj&iwoz es gfj;k.kk] iwoz es mùkj çns'k] nf{k.k iwoz es e/; çns'k] nf{k.k vksj nf{k.k&if'pe es xqtjkr rfkk if'pe es ikfdlrku lhekorhz jkt; gsaa jktlfkku dh tyok;q 'kq"d e:lfkyh; gsaa xfez;ksa es vf/kdrj rkieku 40 ls 50 lsuvhxzsm ;k vf/kd rfkk lfnz;ksa es rkieku 'kqu; rd igaqp tkrk gsaa jktlfkku jkt; dh yeckbz iwoz ls if'pe 869 fdeh rfkk pksmkbz mùkj ls nf{k.k 826 fdeh gsaa {ks=qy dh n`f"v ls ns'k es çfke LFkku gsa rfkk bldk {ks=qy 3]42]239 oxz fdeh gsaa ;gkw ds xkwoks esa çns'k ds yxhkx 77% yksx jgrs gsaa jktlfkku Page 50 of 142

51 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 jkt; dh dqy tul[;k 68]621]012 O;fDr gsa ftuesa iq:"k 35]620]086,oa fl=;kw 33]000]926 gsaa jktlfkku es dqy 33 ftys gsa rfkk ;gka dh jkthkk"kk fgunh gsaa jktlfkku jkt; dh lk{kjrk nj 67-06% gs]a ftues iq:"k 80-81% rfkk efgyk,a 52-66% lk{kj nj gsaa ^^ mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu^^ ifj;kstuk dks djus ds fy;s ekjokm+ {ks= dk p;u fd;k x;k gsa A mùkj Hkkjr dk,sfrgkfld {ks= ekjokm jktlfkku izkur ds if'pe esa Fkkj ds e#lfky esa vkaf kd :Ik ls flfkr gsaa ekjokm+ lald`r ds e:okv 'kcn ls cuk gsa A ftldk vfkz gsa eksr dk Hkw&HkkxA izkphu dky esa bl Hkw&Hkkx dks e: ns k Hkh dgrs Fks A ;gk dh {kss=h; Hkk"kk ekjokm+h gsa A ekjokm+ {ks= dh tyok;q 'kq"d e:lfkyh; gsa A xfez;ks a esa vf/kdrj rkieku 48 la s- ls 150 ls a- ;k vf/kd rfkk lfnz;ksaz es rkieku 'kwu; rd igq p tkrk gsa A ;gk ds xk oksa esa vf/kdrkj yksx fuokl djrs gsa rfkk ftudh vk; dk L=ksr Lo;a dk O;olk;,oa uksdjh&is kk gsa A ekjokm {ks= esa ckm+esj] tkyksj] tks/kiqj] ukxksj,oa ikyh ftys vkrs gsa A ckm+esj ftys ds izeq[k dlcs ckyksrjk] xqm+kekykuh] ck;rq] flokuk] tlksy,oa pksgvu ; tkyksj ftys ds izeq[k dlcs vkgksj] Hkhueky] jkuhokm+k] lk;yk] lkapksj,oa ckxksmk ; tks/kiqj ftys ds izeq[k dlcs 'ksjx<+] Hkksikyx<+] vkslhu] yw.kh] QykSnh] fcykm+k,oa ihikm+ flvh ; ukxksj ftys ds izeq[k dlcs MhMokuk ] ykmuwa] ijcrlj] dqpkeu flvh] esmrk] Msxkuk,oa edjkuk rfkk ikyh ftys ds izeq[k dlcs lkstr] tsrkj.k,oa jk;iqj izeq[k :Ik ls lfeefyr gsa A vr% buesa ls esus lhfer lexz dks mi;ksx esa fy;ka orzeku v/;;u [kam+ vfkok lqfo/kkiw.kz izfrn'kzu ds vk/kkj ij fd;k x;k gsas A ;gk ij ifj;kstkdùkkz ljyrkiwozd mldh igq p ds vanj rfkk mls vf/kd lg;ksx iznku djus okys mùkjnkrkvksa dks lfeefyr djrk gsa A lhkh 400 mùkjnkrk ftuls leidz LFkkfir fd;k x;k og ekjokm+ {ks= esa jgus okys 18 ls 70 o"kz dh vk;q lewg okys mùkjnkrk Fks A lhkh mùkjnkrk fofhkuu vk;] fyax] O;olk; vkfn ls lecfu/kr FksA izfrn kz dk vkdkj le;] ykxr,oa fofhkuu iz;klksa dh lhferrk dks /;ku esa j[krs gq;s r; fd;k x;k gsa A pquko dh ilanxh vksj Page 51 of 142

52 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu fofhkuu bdkbz;ksa ds izfrn'kzu ds fy;s xsj&lahkkfork fof/k dks dke esa fy;k x;k A vr% lqfo/kkiw.kz fun kzu ds vk/kkj ij lexz ls izfrn'kzu esa miflfkr LkHkh 400 mùkjnkrkvksa esa ls 70 mùkjnkrk ckm+esaj ftys ls lecfu/kr gsa] ftuesa ckmesj 'kgj] ckyksrjk] xq<k ekykuh] ck;rq] flokuk] tlksy] pksgvu izr;sd esa ls 10&10 mùkjnkrk lfeefyr gsa A 'ks"k 330 mùkjnkrkvksa esa ls 70 mùkjnkrk tkyksj ftys ls lecfu/kr gs] ftuesa tkyksj 'kgj] vkgksj] Hkhueky] jkuhokm+k] lk;yk] lkapksj rfkk ckxksmk izr;sd esa ls 10&10 mùkjnkrk lfeefyr gsa A 'ks"k 260 mùkjnkrkvksa es ls 120 mùkjnkrk tks/kiqj ftys ls lacaf/kr gs] ftuesa tks/kiqj 'kgj] 'ksjx<+] Hkksikyx<+] vkslhu] yw.kh] QykSnh] fcykm+k,oa ihikm flvh izr;sd esa ls 15&15 mùkjnkrk lfeefyr gsa A 'ks"k 140 mùkjnkrkvks esa ls 80 mùkjnkrk ukxksj ftys ls lacaf/kr gs] ftues ukxksj 'kgj] MhMokuk] ykmuwa ] ijcrlj] dqpkeu flvh] esm+rk] Msxkuk,oa edjkuk izr;sd esa ls 10&10 mùkjnkrk lfeefyr gsa A 'ks"k 60 mùkjnkrk ikyh ftys ls lacaf/kr gs] ftuesa ikyh 'kgj] lkstr] tsrkj.k] jk;iqj,oa jksgv izr;sd esa ls 12&12 mùkjnkrk lfeefyr gsa A (5) leadksa dk ladyu (Collection Of Data): izlrqr v/;;u izkfkfed leadkas ds vk/kkj ij fd;k x;k gsa izkfkfed leadkas ds laxzg gsrq los Z{k.k fof/k dks 'kkfey fd;k x;ka los Z{k.k fof/k esa ifj;kstukdùkkz us mùkjnkrkvksa ls leidz LFkkfir djds mudk lk{kkrdkj fy;k o leadkas dks,df=r djus dk iz;kl fd;k A fofhkuu lwpukvksa vksj leadksa dks,df=r djus ds fy,,d rkfydk ;k vuqlwph (Schedule) dh lgk;rk yh xbza bl rkfydk esa mu lhkh iz'uksa dks 'kkfey fd;k x;k tks v/;;u dh n`f"v ls vko';d gsa bldh lgk;rk ls oxhzd`r?kvdksa dh tkudkjh vksj lkcqu ds,d fo'ks"k czk.m dh ilanxh ds le; fofhkuu rro vfkok dkjd (xq.koùkk] czk.m Nfo] dher] jax] [kq'kcw) dks fn, tkus okys egro ds Lrj ls lecaf/kr leadkas dks,df=r fd;k x;k gsa (6) leadkas dk lkj.kh;u (Tabulation Of Data): lkj.kh;u rf;ksa dks Øec} vksj lqo;oflfkr <ax ls drkjksa vksj LrEHkksa esa bl izdkj izlrqr djrk gs fd os fo'ys"k.k ;ksx; gks tkosa lkj.kh;u dk dk;z oxhzdj.k ds Page 52 of 142

53 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 i'pkr~ fd;k tkrk gsa oxhzdj.k dk mís'; vad&lkexzh dh tfvyrk dks nwj djuk vksj vko';d vadkas dks vuko';d vadksa ls i`fkd~ dj mugsa rqyuk ;ksx; cukuk gsa oxhzdj.k ds }kjk leadkas dks muds xq.kksa,oa fo'ks"krkvksa ds vk/kkj ij ck V fn;k tkrk gsa ih-oh- ;ax ds erkuqlkj lkaf[;dh; leadkas dh lkj.kh;u esa izfke pj.k ;g gs fd oxhzdj.k dk lqo;oflfkr folr`r fooj.k izlrqr djus dk dk;z fd;k tk,a 13 lhkh izeq[k lkj.kh dks rs;kj djus ds i'pkr~ lkeku; vksj ikjxkeh lkj.kh rs;kj dh xbza leiw.kz lkj.khdj.k dk dk;z 'kks/kkfkhz }kjk glrfufezr FkhA bu nksuksa,dekxhz; lkj.kh;u vksj ikjxkeh lkj.kh;u esa la[;kvksa ds mfpr leizs"k.k,oa laokn ds fy, izfr'kr esa ifjorzu dj muesa izfof"v dh xbza izr;sd lkj.kh ds Åij,d mfpr 'kh"kzd Mkyk x;k rfkk mugsa vklkuh ls igpkuuas dh n`f"v ls vadksa dk lanhkz fn;k x;ka lkj.kh esa vuq'kh"kzd o mi'kh"kzd Hkh Mkys x,a vuq'kh"kzd cka;h vksj o mi'kh"kzd nka;h vksj Mkys x;sa leadksa dk lkj.kh;u djrs le; lhkh lkeku; fl}kurksa dks /;ku esa j[kk x;ka lkj.kh;u ds i'pkr~ gh vad lwpuk dk fo'ys"k.k o fuozpu lehko gqvka (7) ekiøe (Scaling): ekiøe ladsrksa vfkok vadkas }kjk fufezr fd;k x;k fofhkuu Jsf.k;ksa dk,d,slk lewg gs ftlds vurxzr v/;;u fd, tkus okys lhkh mùkjnkrkvksa vfkok muds lhkh xq.kksa,oa fo'ks"krkvksa dks LFkku fn;k tkrk gsa,q-,u- dfyztj ds er esa],d izeki izrhdksa vfkok vadkas dk,d lewg gs] ftls bl izdkj ls fufezr fd;k tkrk gs fd bu izrhdksa ;k vadksa dks fu;ekuqlkj mu O;fDr;ksa ds fy, fu/kkzfjr fd;k tk lds] ftu ij ;g izeki iz;ksx fd;k tk jgk gsa 14 'kks/kkfkhz us rhu fcunq vadu ekiøe dks mi;ksx esa ysrs gq, dk;z fd;ka ^^vr;f/kd egroiw.kz** vksj ^^vr;f/kd egroghu** bu nksuksa dks Nksj ij ysus ds lkfk gh,d dsunzh; ^^u rks egroiw.kz@ u gh egroghu** dks chp esa fy;k x;ka (8) ifjdyiuk dh tk p (Testing Of Hypothesis): Page 53 of 142

54 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu rf; dsoy xqpns vksj lkef;d dyiuk, gsa] tc rd rf;ksa dh izkekf.kdrk dk ijh{k.k u fd;k tk, rc rd ;g ckr egroghu gksrh gs fd mudk fdruk Øec} :i ls oxhzdj.k vksj lkj.kh;u fd;k x;k gsa tslk fd iwoz esa ifjdyiuk ds fu:i.k dk myys[k fd;k tk pqdk gs fd fujkdj.kh; ('kwu;) ifjdyiuk dk <k pk fdl rjg dk gsa ifjdyiuk dh tk p ds vurzxr bl lr;rk dks tk pk tkrk gs fd geus ftl ifjdyiuk dks vk/kkj ekudj vuqla/kku fd;k gs og lgh gs vfkok ugha vr% izr;k'kk,oa voyksfdr vko`fùk;ksa ds vurj dh tk p djuk gh ifjdyiuk ijh{k.k dgykrk gsa bl pj.k esa ifjdyiuk dh tk p ds fy, dkbz&oxz (Chi-Square) ijh{k.k ds mi;ksx ls lkeku; 9-5 izfr'kr fo'okl;rk Lrj ij tk p dh xbza rri'pkr~ ifjdyiuk Lohd`r,oa vlohd`r dh xbz gsa (9) fo'ys"k.k,oa fuozpu (Analysis and InterPretation): ladfyr rf;ksa ds fo'ys"k.k vksj fuozpu }kjk fu"d"kz fudkyus ls iwoz mudk Bhd <ax ls izlrqr fd;k tkuk vko';d gksrk gsa iz'ukoyh esa Hkjs gq,s iz'uksùkj rfkk vu; lwpukvksa dks leiknu] oxhzdj.k vksj mugsa lkadsfrd 'kcnksa esa lec} djus dh vko';drk gksrh gs] D;ksafd lk{kkrdkjdùkkz le;khkko ds dkj.k iz'ukoyh esa lwpuk dks rdziw.kz,oa Øec} :i ls ugha fy[k ikrk gsa tslk fd rkfydkvks a dks Hkjokus dk dk;z ifj;kstukdùkkz }kjk fd;k x;k gs] vr% blesa la'kks/ku dh cgqr de lahkkouk gs] fqj Hkh lkj.khdj.k ls iwoz lwpuk leiknu }kjk rkfydk esa ladfyr lwpuk dks vqula/kku mís';ksa ds vuqdwy cukus gsrq vko';d lq/kkj o la'kks/ku fd;k x;ka leiknu dk;z esa iz'uksa ds mùkjksa esa,d:irk ykdj muesa =qfv rfkk vfu;ferrkvksa dks nwj fd;k x;k gs] rri'pkr~ leadksa dk oxhzdj.k fd;k x;k gsa 'kks/kkfkhz }kjk iw.kz:i ls glrfufezr lkjf.k;ksa esa lkeku; vksj ikjxkeh nksuksa gh lkj.kh 'kkfey dh xbza fo'ys"k.k djus ds fy, izeq[k lkj.kh rs;kj djus dk iz;kl fd;k] ftugsa vuqlwph ls izr;{k ;k lh/kk fpafgr fd;k x;k gsa voyksfdr?kvukvksa dh la[;k esa izr;sd dks"b ds vuq:i izr;kf'kr la[;k ds fu/kkzj.k gsrq ifj;kstukdùkkz }kjk dkbz&oxz (Chi-Square) ijh{k.k dk pquko fd;k x;k Page 54 of 142

55 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 gsa nks ukfed ekiøe pjksa ds chp Lora= ifjdyiuk dh tk p ds fy, bl ijh{k.k dk mi;ksx fd;k x;ka 9-5 izfr'kr fo'ol;rk Lrj ij LokrU«; dksfv;ksa dh x.kuk lw= (,u&1) ds vk/kkj ij lkaf[;dh; dh xbza lkaf[;dh; fopyu ds vk/kkj ij leadksa dh O;k[;k dh xbz gs] rri'pkr~ Lora= vfkok fuhkzj pjksa dk irk yxk;k x;k gsa (10) vuqla/kku izfrosnu dh rs;kjh (Preparation Of Research Report ): vur esa] vuqla/kku izfrosnu rs;kj fd;k x;k] ftlesa rduhdh izfrosnu] n`'; QkeZ tsls% js[kkfp=ksa] fp=ksa vkfn ij /;ku ugha fn;k x;k gsavesfjdu ekdszfvax lkslk;vh ds dfkukuqlkj izfrosnu dks rs;kj djuk vuqla/kku dk vafre pj.k gs rfkk bldk mís'; :fp j[kus okys yksxksa dks v/;;u ds lelr ifj.kkeksa dks i;kzir folrkj ls crkuk gs,oa mugsa bl izdkj ls O;ofLFkr djuk gs fd ftlls izr;sd ikbd lkexzh dks le>us esa lefkz gks lds] voxr djkuk gs,oa Lo;a vius fy;s ifj.kkeksa dh izkekf.kdrk dks fu/kkzfjr djuk gsa 15 xqms,oa gkwv ds vuqlkj izfrosnu rs;kj djuk 'kks/k dk vfure pj.k gksrk gsa bldk mís'; lecaf/kr O;fDr;ksa rd v/;;u dk leiw.kz ifj.kke igq pkuk gksrk gs tks brus folrkj ds lkfk bl izdkj O;ofLFkr gksrk gs fd og ikbdksa dks lkexzh ds le>us,ao ifj.kkeksa dh vius fy, os rk fu/kkzfjr djus dk volj ns ldsa 16 vr% izfrosnu esa vuqla/kku dh lel;k ;k izkddyiuk dk ifjp;] 'kks/k esa iz;qdr dh xbz izfof/k;ksa] midj.kksa dk o.kzu,oa mi;ksfxrk] lkexzh laxzg.k dh izfof/k;k,oa L=ksr] lkexzh dk ladsrhdj.k] oxhzdj.k] lkj.kh;u vkfn dk fooj.k] 'kks/k ds vk/kkj ij fudkys x, fu"d"kz] izkddyiuk dh lr;rk dh tk p vkfn dk Øec}] O;ofLFkr,oa cks/kxe; fooj.k ljy Hkk"kk esa izlrqr djus dk iz;kl fd;k x;k gs] ftlls fd v/;;u :fpiw.kz gksa (11) v/;;u dh lhek, (Limitation Of The Study): vuqla/kku }kjk lgh] i;kzir vksj lkef;d lwpuk, izkir gqbz gs vfkok ugha] ;g vuqla/kku ds fy, le; dh miyc/krk] /ku dh izkfir] vuqla/kkudùkkz dh n{krk vksj mlds n`f"vdks.k dh lhek vkfn ij fuhkzj djrk gsa izr;sd vuqla/kkudùkkz ds le{k dqn,sls rro gksrs gsa tks fd mls ck/; djrs gs] ftuls izr;sd vuqla/kkudùkkz vdlj cpus Page 55 of 142

56 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu dk iz;kl djrk gsa 'kks/kkfkhz dks Hkh le;] /ku vksj iz;klksa tsls rroksa us ck/; fd;ka vr% v/;;u dh lhekvksa esa izfke gs%& fun'kzu rduhd vfkok lqfo/kkuqlkj fun'kzua le;] /ku rfkk iz;klksa dks /;ku esa j[krsa gq, lqfo/kkuqlkj fun'kzu dk p;u fd;k x;k A ;gk ij ifj;kstukdùkkz ljyrkiwozd viuh igq p ds vunj mls vf/kd lg;ksx iznku djus okys mùkjnkrkvksa dks vius lexz esa 'kkfey djrk gsa v/;;u esa izeq[k uxjksa dks lfeefyr fd;k x;k ysfdu vusd lewg tsls%& /kez] tkfr tsls U;wu dks 'kkfey ugha fd;k tk ldka lel;kvksa dh izd`fr dks igpkuus ds i'pkr~ mudh lkfkzdrk dks /;ku esa j[krs gq, lqfo/kkuqlkj fun'kzu izk;% foi.ku vuqla/kku dh n`f"v ls mi;qdr le>k tk ldrk gsa los Z{k.k ds vurxzr f}rh; lhek ;g Fkh fd mu mùkjnkrkvksa dk lk{kkrdkj ysuk 'kks/kkfkhz ds fy, lahko ugha Fkk tks fd rkfdzd iz'uksa ds mrrj nsus esa lefkz ugha FksA vr% bl lhek dks /;ku esa j[krs gq, ;ksx;,oa lefkz mùkjnkrkvksa dk gh p;u fd;k x;ka 'kks/kkfkhz dk ;g fu'p; gs] izlrqr vuos"k.kkred v/;;u vius fu/kkzfjr mís';ksa dks iw.kz djus esa lqy jgsxka (12) vuqla/kkudùkkz ds lkeus dfbukb;k (Difficulties Faced By The Research): izlrqr vuqla/kku }kjk ^^mihkksdrk czkam ilun O;ogkj% ugkus ds lkcqu (ekjokm {ks= ds mihkksdrkvksa dk v/;;u)** fo"k; dks tkuus dk iz;kl fd;k x;k gsa vuqla/kku ds nksjku vusd dfbukbz;ksa dk vkuk LoHkkfod gs ftlds vius dqn dkj.k lnso gksrs gs] ysfdu fqj Hkh vuqla/kkudùkkz us futh Lrj ij iz;kl djds lppkbz dks tkuus dk gj lahko iz;kl fd;ka ifj;kstukdùkkz us losz{k.k mùkjnkrkvksa ds lkeus miflfkr gksdj fd;ka vr% losz{k.k djrs le; vusd mrrjnkrk vius fuokl LFkku ls ckgj x, gq, Fks ;k vlolfkrk ds dkj.k lwpuk nsus esa vlefkz Fks vfkok dqn ckgjh O;fDr;ksa ds miflfkr gksus ds dkj.k mùkj ugha ns ldsa losz{k.k ds nksjku mùkjnkrkvksa dk?kj ij u feyuk Hkh ifj;kstukdùkkz ds le{k,d izeq[k dfbukbz gsa vuqla/kku ds nksjku f}rh; dfbukbz tks lkeus vkbz og ;g Fkh fd vusd mrrjnkrk 'kadk;qdr vksj lafnx/k FksA vr%,sls mrrjnkrk iz'uksa ds mùkj nsrs le; fgpfdpkgv eglwl djrs FksA ifj;kstukdùkkz us Page 56 of 142

57 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98,slh izo`fùk n'kkzus okys mùkjnkrkvksa ls cpus dk gj lahko iz;kl fd;ka mi;qdr ifj.kkeksa dks izkir djus dh n`f"v ls ;ksx; vksj lefkz mùkjnkrkvksa dk gh p;u fd;k x;k] D;ksa fd vusd mrrjnkrk,sls Fks tks fd iz'uksa ds lgh mùkj nsus esa lefkz ugha Fks tsls% cpps] ean cqf} okys O;fDr vkfna ifj;kstukdùkkz us bu lhkh dfbukb;ksa ls cpus ds fy, dsoy lefkz,oa ;ksx; mùkjnkrkvksa ls gh lwpukvksa dks izkir djus rfkk vuqla/kku dks izkjehk djus ls iwoz gh le;] /ku rfkk Je dh lhferrk dks /;ku esa j[kus dk iz;kl fd;k gsa REFERENCES II 1. Claire Sellitz etal, Research Methods In Social Relations, Rev. ed. New york: Holt, Rinehart and Winston, 1959), P Claire Sellitz etal. op. cit., P Fred. N. Kerlinger, Foundation of Behavioral Research, 2nd ed. (New york,holt, Rinehart and Winston, 1978), P William J. Goode and paul K. Hatt, Methods of Social Research (New york :Mc Graw Hill Inc, Student edition 1952), P Pauline V. young, Scientific Social Surveys and Research :4 th ed. (New Delhi : Prentice Hall of India Private Limited, 1968), P C. William Emory, Business Research Methods (Home Wood, Illinois: Richard D. Irwin, Inc, 1976) P.P Charles F. Cannell and Robert L. Kanh, The Collection of Data by Interviewing, In Leon Festinger and Daniel Katz ed.,research Method In The Behavioral Sciences (New Delhi, Bombay,Calcutta, New York; Amerind Publishing, Co. (P) Ltd, 1970), P C. William Emory, op. cit.p Page 57 of 142

58 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu 9. Gilbert A. Churchill Jr. Marketing Research (Hinsdale, illlinois:the Dryden Press, 1976),P J.A. John, Some Principals and Methods of Sampling, (Narman A. Polanski, (No), Social Work Research, 1960). P F.N. Kerlinger, Foundation of Behavioral Research, (New york: Holt,Rinehart and Winston, 1966). P Margaret Hagood, Statistics or Sociologists (New york : Hold, Rinehart and Winston, ) P Pauline V. young, op. cit., F.N. Kerlingar, Foundation of Behavioral Research (New york : Holt, Rinehart and Winston, 1978), P American Marketing Society, Technique of Marketing Research, Mc Grow-Hill Book Co., New york, P Quoted From Goode and Hatt, Methods In Social Research, 1952,P lbid. *********** Page 58 of 142

59 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 v/;k; - III mùkjnkrkvksa dh :ijs[kk (RESPONDENTS PROFILE) (a) czk.m dh :ijs[kk (BRAND PROFILE): foxr dqn o"kksa Z ls ekjokm {ks= esa ugkus ds lkcqu cktkj esa o`f} ns[kh tk ldrh gsa ftldh otg ls dbz lkcqu czk.m cktkj esa mrjs gsa bu czk.m esa ls dqn dks cktkj esa vf/kd izkfkfedrk gsa mihkksdrk pqus gq, dqn czk.m dks vf/kd izkfkfedrk nsrs gsa ;g 'kk;n dqn dkj.kksa dh otg ls gsa ekjokm ftys esa f'k{kk dk i;kzir fodkl gksus ds dkj.k QS'ku esa vko';d :i ls ifjorzu gqvk gsa tgk efgyk, bl nksj esa vkxs gs ogh vfookfgr iq:"kksa us Hkh QS'ku esa :fp ysuk izkjehk dj fn;k gsa dkj.k pkgs tks Hkh gks] ysfdu bruk vo'; Li"V gs fd budk mís'; fdlh dks vkd`f"kzr djuk vfkok lksan;z cuk, j[kuk gks ldrk gsa ekjokm {ks= esa miyc/k czk.m ydl] czht] fujek] ykbqckw;] flufkky] xksnjst uecj ou] geke] fyjhy] ikevksfyo] jsdlksuk] MsVky] esfmfedl] tksulu csch lksi] f'kdkdkbz] ih;lz] Mo,oa fons'kh lkcqu vkfn ns[ks tk ldrs gsa ekjokm {ks= ds dqn Js"B foøsrkvksa ij fd, x, losz{k.k ds vuqlkj lcls T;knk fcdus okyh lkcqu ydl] czht] fujek] ykbqckw; izeq[k gsa los Z{k.k ls izkir lwpukvksa ds vuqlkj lkcqu cktkj ds 57 izfr'kr Hkkx ij ydl] czht] fujek] ykbqckw; Nk, gq, gsa budk i;kzir izpkj&izlkj ykxr esa deh vksj le; ij fdle esa lq/kkj dj ;g Loa; dks vkxs cuk, gq, gsa muds mriknu dk rhu izfr'kr ls pkj izfr'kr fgllk izpkj&izlkj ds ctv ds fy, gksrk gsa ;gh dkj.k gs fd ;g cktkj esa c<+r cuk, gq, gsa nwljh deifu;k Hkh i;kzir izpkj&izlkj dj bl izfrli/kkzred ;qx esa Lo;a dks LFkkfir djus esa lqy jgh gsa pwafd Hkkjr esa dbz fons'kh lkcqu deifu;ksa us Page 59 of 142

60 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu dne j[kk gs ftlds pyrs ekjokm {ks= esa Hkh fons'kh lkcqu dh Hkjekj ns[kh tk ldrh gsa fons'kh lkcqu vu; lkcqu dh rqyuk esa de dher ij rks feyrh gh gs ysfdu lkfk&lkfk fdle Hkh vpnh gksrh gsa vr% de dher ij ;fn vpnh fdle okys lkcqu feys rks mihkksdrk dk mldh vksj vkd`f"kzr gksuk LokHkkfod gsa v/;;u ls lacaf/kr pqus gq;s 400 mùkjnkrkvksa esa ls 90 mùkjnkrkvksa ds ikl ydl lkcqu gsa A ;g lkcqu vu; lkcqu ls vf/kd yksdfiz; gsa A 138 mùkjnkrkvksa esa ls izr;sd 46&46 mùkjnkrkvksa ds ikl czht] yk;qckw;,oa fujek lkcqu gsa A 92 mùkjnkrkvksa es ls izr;sd 23&23 mùkjnkrkvksa ds ikl xksnjst ua- 1] jsdlksuk] flafkkwy,oa fyfjy lkcqu gsa A buds vfrfjdr 30 mùkjnkrkvksa es ls izr;sd 15&15 mùkjnkrkvksa ds ikl ih;lz,oa Mo lkcqu gsa A 40 mùkjnkrkvksa es ls izzr;sd 8&8 mùkjnkrkvksa ds ikl MsVkWy] tkwulu csch lksi] esmhfedl] f kdkdkbz,oa uhe lkcqu gsa A dqy 400 mùkjnkrkvksa esa 4 mùkjnkrkvksa ds ikl fons kh lkcqu gsa A 400 mùkjnkrkvksa esa ls 6 mùkjnkrk,sls Hkh tks vu; czkam+,oa LFkkuh; lkcqu dks mi;ksx esa yk jgs gsa A losz{k.k ds nksjku Kku gqvk dh mihkksdrk us xqykch] gjk] ukjaxh] yky o lqsn jax dks lokzf/kd ilan fd;k gs A (b mùkjnkrkvksa a dh :ijs[kk (RESPONDENTS PROFILE): mùkjnkrkvksa a dh :ijs[kk esa ftu mihkksdrkvksa dk lk{kkrdkj fd;k x;k Fkk] mudks vk;q] fyax] osokfgd flfkfr] f'k{kk] O;olk; rfkk vk; ds vk/kkj ij oxhzd`r fd;k x;k gsa mùkjnkrkvksa a dh leiw.kz :ijs[kk bl rjg ls gs% Page 60 of 142

61 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (I) vk;q ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF AGE): rkfydk 111&1 vk;q ds vuqlkj oxhzdj.k vk;q lewg mùkjnkrkvksa a dh la[;k 18 ls 45 o"kz 240 (60 %) 46 ls 70 o"kz 160 (40 %) ;ksx 400 ( 100 %) rjg ls gs% tslk fd rkfydk 111&1 es a iznf'kzr gs] vk;q ds vk/kkj ij mùkjnkrkvksaa dh :ijs[kk bl 400 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 240 (60%) mùkjnkrk 18 ls 45 o"kz ds vk;q lewg rfkk 160 (40%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg esa FksA (II) vk;q vksj fyax ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF AGE AND SEX): vk;q lewg rkfydk 111&2 vk;q vksj fyax ds vuqlkj oxhzdj.k iq:"k fyax L=h ;ksx 18 ls 45 o"kz 140 (58.33%) 100 (41.67%) 240 (100 %) 46 ls 70 o"kz 80 (50 %) 80 (50%) 160 (100 %) Page 61 of 142

62 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu tslk dh rkfydk 111&2 es a iznf'kzr gs] vk;q vksj fyax ds vk/kkj ij mùkjnkrkvksaa dh :ijs[kk bl rjg ls gs% 18 ls 45 o"kz vk;q lewg ds 240 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 140 (58.33 %) mùkjnkrk L=h rfkk 'ks"k 100 (41.67 %) mùkjnkrk iq:"k FksA blh izdkj 46 ls 70 o"kz vk;q lewg ds 160 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 80 (50 %) mùkjnkrk L=h rfkk 'ks"k 80 (50 %) mùkjnkrk iq:"k FksA (III) vk;q vksj osokfgd&flfkfr ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF AGE AND MARITAL STATUS): rkfydk 111&3 vk;q vksj osokfgd&flfkfr ds vuqlkj oxhzdj.k vk;q lewg vfookfgr osokfgd&flfkfr fookfgr ;ksx 18 ls 45 o"kz 56 (23.33 %) 184 (76.67 %) 240 (100 %) 46 ls 70 o"kz 36 (22.50 %) 124 (77.50 %) 160 (100 % ;ksx 92 (23 %) 308 (77 %) 400 (100 %) tslk fd rkfydk 111&3 es a iznf'kzr gs] vk;q vksj osokfgd&flfkfr ds vk/kkj ij mùkjnkrkvksaa dh :ijs[kk bl rjg ls gs% 18 ls 45 o"kz vk;q lewg ds 240 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 56 (23.33 %) mùkjnkrk vfookfgr rfkk 'ks"k 184 (76.67 %) mùkjnkrk fookfgr FksA Page 62 of 142

63 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 blh izdkj 46 ls 70 o"kz vk;q lewg ds 160 (100 %) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 36 (22.50 %) vfookfgr rfkk 'ks"k 124 (77.50 %) mùkjnkrk fookfgr FksA (IV) vk;q vksj f'k{kk ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF AGE AND EDUCATION): vk;q lewg 18 ls 45 o"kz 46 ls 70 o"kz mpp lsd.mjh ds uhp 16 (6.67%) 28 (17.5%) rkfydk 111&4 vk;q vksj f'k{kk ds vuqlkj oxhzdj.k f'k{kk mpp lsd.mjh vksj Lukrd ds uhps 68 (28.33%) 72 (45%) Lukrd vksj Åij 156 (65%) 60 (37.5%) ;ksx 240 (100%) 160 (100%) ;ksx 44 (11%) 140 (35%) 216 (54%) 400 (100%) tslk fd rkfydk 111&4 es a iznf'kzr gs] vk;q vksj f'k{kk ds vk/kkj ij mùkjnkrkvksaa dh :i js[kk bl rjg ls gs% 18 ls 45 o"kz vk;q lewg ds 240 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 16 (6.67 %) mùkjnkrk mpp lsds.mjh ds uhps rfkk 68 (28.33 %) mùkjnkrk mpp lsds.mjh vksj Lukrd ds uhps] 'ks"k 156 (65 %) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA Page 63 of 142

64 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu blh izdkj 46 ls 70 o"kz vk;q lewg ds 160 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 28 (17.5 %) mùkjnkrk mpp lsds.mjh ds uhps rfkk 72 (45 %) mùkjnkrk mpp lsds.mjh vksj Lukrd ds uhps] 'ks"k 60 (37.5 %) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA (V) vk;q vksj O;olk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF AGE AND OCCUPATION): vk;q lewg 18 ls 45 o"kz 46 ls 70 o"kz rkfydk 111&5 vk;q vksj O;olk; ds vuqlkj oxhzdj.k lsok dk;z 140 (58.33%) O;olk; O;kikj dk;z 36 (15%) is'ksoj vu; ;k lsokfuo`r O;fDr 64 (26.67%) 64 (40%) 40 (25%) 56 (35%) ;ksx 240 (100%) 160 (100%) ;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%) tslk fd rkfydk 111&5 es a iznf'kzr gs] vk;q vksj O;olk; ds vk/kkj ij mùkjnkrkvksaa dh :i js[kk bl rjg ls gs% 18 ls 45 o"kz vk;q lewg ds 240 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 140 (58.33 %) mùkjnkrk lsok dk;z esa] 36 (15 %) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 64 (26.67 %) mùkjnkrk is'ksoj@vu; ;k lsokfuo`r O;fDr FksA Page 64 of 142

65 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 blh izdkj 46 ls 70 o"kz vk;q lewg ds 160 (100 %) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 64 (40%) mùkjnkrk lsok dk;z esa] 40 (25%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 56 (35%) mùkjnkrk ;k lsokfuo`r O;fDr FksA (VI) vk;q vksj vk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF AGE AND INCOME): rkfydk 111&6 vk;q vksj vk; ds vuqlkj oxhzdj.k vk; vk;q lewg : 600@& ls :-2600@& izfr eghuk :- 2600@& :- 4600@& izfr eghuk 4600@& vksj Åij izfr eghuk ;ksx 18 ls 45 o"kz (21.67%) (38.33%) (40%) 46 ls 70 o"kz 24 (15%) 68 (42.5%) 68 (42.5%) ;ksx 76 (19%) 160 (40%) 164 (41%) 40 (100%) 160 (100%) 400 (100%) tslk fd rkfydk 111&6 es a iznf'kzr gs] vk;q vksj vk; ds vk/kkj ij mùkjnkrkvksaa dh :i js[kk bl rjg ls gs% 18 ls 45 o"kz vk;q lewg ds 240 (100 %) mùkjnkrkvksaa dk lk{kkrdkj fy;k x;k muesa ls] 52 (21.67 %) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 92 (38.33 %) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 96 (40 %) mùkjnkrk 4600@& vksj Åij izfr eghuk vk; okys FksA blh izdkj 46 ls 70 o"kz vk;q lewg ds 160 (100 %) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 24 (15 %) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk Page 65 of 142

66 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu rfkk 68 (42.5 %) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 68 (42.5%) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA (VII) fyax ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF SEX): rkfydk 111&7 fyax fyax ds vuqlkj oxhzdj.k mùkjnkrkvksa a dh la[;k L=h 220 (55%) iq:"k 180 (45%) ;ksx 400 (100%) rjg ls gs% tslk fd rkfydk 111&7 es a iznf'kzr gs] fyax ds vk/kkj ij mùkjnkrkvksa a dh :i js[kk bl 400 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 220 (55%) mùkjnkrk L=h rfkk 180 (45%) mùkjnkrk iq:"k fyax lewg esa FksA (VIII) fyax vksj osokfgd&flfkfr ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF SEX AND MARITAL - STATUS): rkfydk 111&8 fyax vksj osokfgd&flfkfr ds vuqlkj oxhzdj.k fyax osokfgd&flfkfr ;ksx vfookfgr fookfgr L=h 36 (16.36%) 184 (83.64%) 220 (100%) iq:"k 56 (31.11%) 124 (68.89%) 180 (100%) ;ksx 92 (23%) 308 (77%) 400 (100%) Page 66 of 142

67 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 tslk fd rkfydk 111&8 es a iznf'kzr gs] fyax vksj osokfgd flfkfr ds vk/kkj ij mùkjnkrkvksaa dh :i js[kk bl rjg ls gs% L=h fyax lewg ds 220 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 36 (16.36 %) mùkjnkrk vfookfgr rfkk 'ks"k 184 (83.64 %) mùkjnkrk fookfgr FksA blh izdkj iq:"k fyax lewg ds 180 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 56 (31.11 %) mùkjnkrk vfookfgr rfkk 124 (68.89 %) mùkjnkrk fookfgr FksA (IX) fyax vksj f'k{kk ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF SEX AND EDUCATION): fyax L=h iq:"k mpp lsd.mjh ds uhps 24 (10.91%) 20 (11.11%) rkfydk 111&9 fyax vksj f'k{kk ds vuqlkj oxhzdj.k f'k{kk mpp lsd.mjh vksj Lukrd ds 80 (36.36%) 60 (33.33%) Lukrd vksj Åij 116 (52.73%) 100 (55.56%) ;ksx 220 (100%) 180 (100%) ;ksx 44 (11%) 140 (35%) 216 (54%) 400 (100%) tslk fd rkfydk 111&9 es a iznf'kzr gs] fyax vksj f'k{kk ds vk/kkj ij mùkjnkrkvksaa dh :i js[kk bl rjg ls gs% L=h fyax lewg ds 220 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 24 (10.91 %) mùkjnkrk mpp lsds.mjh ds uhps rfkk 80 (36.36 %) mùkjnkrk mpp Page 67 of 142

68 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu lsds.mjh vksj Lukrd ds uhps] 'ks"k 116 (52.73%) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA blh izdkj] iq:"k fyax lewg ds 180 (100 %) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 20 (11.11%) mùkjnkrk mpp lsds.mjh ds uhps rfkk 60 (33.33 %) mùkjnkrk mpp lsds.mjh vksj Lukrd ds uhps] 'ks"k 100 (55.56 %) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA (X) fyax vksj O;olk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF SEX AND OCCUPATION): fyax rkfydk 111&10 fyax vksj O;olk; ds vuqlkj oxhzdj.k lsok dk;z O;olk; O;kikj dk;z is'ksoj vu; ;k lsokfuo`r O;fDr ;ksx L=h 120 (54.55%) 56 (25.45%) 44 (20%) %) iq:"k 84 (46.67%) 20 (11.11%) 76 (42.22%) 180 (100%) ;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%) tslk fd rkfydk 111&10 es a iznf'kzr gs] fyax vksj O;olk; ds vk/kkj ij mùkjnkrkvksaa dh :i js[kk bl rjg ls gs% L=h fyax lewg ds 220 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 120 (54.55 %) mùkjnkrk lsok dk;z esa rfkk 56 (25.45 %) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 44 (20 %) mùkjnkrk is'ksoj@vu; ;k lsokfuo`r O;fDr FksA Page 68 of 142

69 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 blh izdkj iq:"k fyax lewg ds 180 (100 %) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 84 (46.67 %) mùkjnkrk lsok dk;z esa rfkk 20 (11.11%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 76 (42.22 %) mùkjnkrk ;k lsokfuo`r O;fDr FksA (XI) fyax vksj vk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF SEX AND INCOME): fyax 18 ls 45 o"kz : 600@& ls :- 2600@& izfr eghuk 44 (20%) rkfydk 111&11 fyax vksj vk; ds vuqlkj oxhzdj.k vk; :- 2600@& :- 4600@& izfr eghuk 72 (32.72%) 4600@& vksj Åij izfr eghuk 104 (47.28%) ;ksx 220 (100%) 46 ls o"kz (17.78%) (48.89%) (33.33%) (100%) ;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%) tslk fd rkfydk 111&12 esa iznf'kzr gs] fyax vksj vk; ds vk/kkj ij mùkjnkrkvksa a dh :i js[kk bl rjg ls gs % L=h fyax lewg ds 220 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 44 (20 %) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 72 (32.72 %) Page 69 of 142

70 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 100 (47.28 %) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA blh izdkj iq:"k fyax lewg ds 180 (100 %) mùkjknkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 32 (17.78 %) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 88 (48.89 %) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 60 (33.33 %) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA (XII) osokfgd&flfkfr ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF MARITAL - STATUS): rkfydk 111&12 osokfgd&flfkfr ds vuqlkj oxhzdj.k osofgd flfkfr mùkjnkrkvksa a dh la[;k vfookfgr 92 (23%) fookfgr 308 (77%) ;ksx 400 (100%) tslk fd rkfydk 111&12 esa iznf'kzr gs] osokfgd&flfkfr ds vk/kkj ij mùkjnkrkvksa a dh :ijs[kk bl rjg ls gs% 400 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 92 (23%) mùkjnkrk vfookfgr rfkk 308 (77%) mùkjnkrk fookfgr FksA (XIII) osokfgd&flfkfr vksj f'k{kk ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF MARITAL STATUS AND EDUCATION): rkfydk 111&13 osokfgd&flfkfr vksj f'k{kk ds vuqlkj oxhzdj.k Page 70 of 142

71 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 osokfgd flfkfr vfookfgr mpp lsd.mjh 16 (17.40%) fookfgr 28 (9.09%) f'k{kk mpp lsd.mjh vksj Lukrd ds uhps 24 (26.08%) 116 (37.66%) Lukrd vksj Åij 52 (56.52%) 164 (53.25%) ;ksx 44 (11%) 140 (35%) 216 (54%) ;ksx 92 (100%) 308 (100%) 400 (100%) tslk fd rkfydk 111&13 esa iznf'kzr gs] osokfgd&flfkfr vksj f'k{kk ds vk/kkj ij mùkjnkrkvksa a dh :i js[kk bl rjg ls gs% vfookfgr lewg ds 92 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 16 (17.40 %) mùkjnkrk mpp lsds.mjh ds uhps rfkk 24 (26.08%) mùkjnkrk mpp lsds.mjh vksj Lukrd ds uhps o 'ks"k 52 (56.52%) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA blh izdkj fookfgr lewg ds 308 (100 %) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 28 (9.09%) mùkjnkrk mpp lsds.mjh ds uhps rfkk 116 (37.66%) mùkjnkrk mpp lsds.mjh vksj Lukrd ds uhps o 'ks"k 164 (53.25%) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA (XIV) osokfgd&flfkfr vksj O;olk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF MARITAL STATUS AND OCCUPATION): rkfydk 111&14 osokfgd&flfkfr vksj O;olk; ds vuqlkj oxhzdj.k Page 71 of 142

72 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu osokfgd flfkfr vfookfgr lsok dk;z 64 (69.57%) O;olk; O;kikj dk;z 12 (13.04%) is'ksoj@vu; ;k lsokfuo`r O;fDr 16 (17.39%) ;ksx 92 (100%) fookfgr 40 (45.46%) 64 (20.77%) 104 (33.77%) 308 (100%) ;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%) tslk fd rkfydk 111&14 esa iznf'kzr gs] osokfgd&flfkfr vksj O;olk; ds vk/kkj ij mùkjnkrkvksa a dh :i js[kk bl rjg ls gs % vfookfgr lewg ds 92 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 64 (69.57%) mùkjnkrk lsok dk;z esa rfkk 12 (13.04%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 16 (17.39%) mùkjnkrk is'ksoj@vu; ;k lsokfuo`r O;fDr FksA blh izdkj fookfgr Lrj ds 308 (100%) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 140 (45.46%) mùkjnkrk lsok dk;z esa rfkk 64 (20.77%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 104 (33.77%) mùkjnkrk is'ksoj@vu; ;k lsokfuo`r O;fDr FksA (XV) osokfgd&flfkfr vksj vk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF MARITAL STATUS AND INCOME): rkfydk 111&15 osokfgd&flfkfr vksj vk; ds vuqlkj oxhzdj.k Page 72 of 142

73 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 vk; osokfgd flfkfr : 600@& ls :- 2600@& izfr eghuk :- 2600@& :- 4600@& izfr eghuk 4600@& vksj Åij izfr eghuk ;ksx vfookfgr 32 (34.78%) 32 (34.78%) 28 (30.44%) 92 (100%) fookfgr 44 (14.29%) 128 (41.56%) 136 (44.15%) 308 (100%) ;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%) tslk fd rkfydk 111&15 esa iznf'kzr gs] osokfgd&flfkfr vksj vk; ds vk/kkj ij mùkjnkrkvksa a dh :i js[kk bl rjg ls gs % vfookfgr Lrj ds 92 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 32 (34.78%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 32 (34.78%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 28 (30.44%) mùkjnkrk 4600@& vksj Åij izfr eghuk vk; okys FksA blh izdkj fookfgr Lrj ds 308 (100%) mùkjnkrkvksa dk lk{kkrdkj fy;k x;k muesa ls] 44 (14.29%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 128 (41.56%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 136 (44.15%) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA (XVI) f'k{kk ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF EDUCATION): rkfydk 111&16 f'k{kk ds vuqlkj oxhzdj.k Page 73 of 142

74 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu f'k{kk mùkjnkrkvksa a dh la[;k mpp lsds.mjh ds uhps 44 (11%) mpp lsds.mjh vksj Lukrd ds uhps 140 (35%) Lukrd vksj Åij 216 (54%) ;ksx 400 (100%) tslk fd rkfydk 111&16 esa iznf'kzr gs] f'k{kk ds vk/kkj ij mùkjnkrkvksa a dh :i js[kk bl rjg ls gs% 400 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 44 (11 %) mùkjnkrk mpp lsds.mjh ds uhps rfkk 140 (35 %) mùkjnkrk mpp lsds.mjh vksj Lukrd ds uhps rfkk 'ks"k 216 (54%) mùkjnkrk Lukrd vksj Åij f'k{kk j[kus okys FksA (XVII) f'k{kk vksj O;olk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF EDUCATION AND OCCUPATION): rkfydk 111&17 f'k{kk vksj O;olk; ds vuqlkj oxhzdj.k O;olk; f'k{kk lsok dk;z O;kikj dk;z is'ksoj@vu; ;k lsokfuo`r O;fDr ;ksx mpp lsds.mjh ds uhps 16 (36.36%) 20 (45.46%) 8 (18.18%) 44 (100%) mpp lsds.mjh vksj Lukrd ds uhps 80 (57.14%) 28 (20%) 32 (22.86%) 140 (100%) Page 74 of 142

75 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 Lukrd vksj Åij 108 (50%) 28 (12.96%) 80 (37.04%) 216 (100%) ;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%) tslk fd rkfydk 111&17 esa iznf'kzr gs] f'k{kk vksj O;olk; ds vk/kkj ij mùkjnkrkvksa a dh :ijs[kk bl rjg ls gs % mpp lsds.mjh ds uhps f'k{kk j[kus okys 44 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 16 (36.36%) mùkjnkrk lsok dk;z esa rfkk 20 (45.46%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 8 (18.18%) mùkjnkrk is'ksoj@ vu; ;k lsokfuo`r O;fDr FksA mpp lsds.mjh vksj Lukrd dss uhps f'k{kk j[kus okys 140 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 80 (57.14%) mùkjnkrk lsok dk;z esa rfkk 28 (20%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 32 (22.86%) mùkjnkrk is'ksoj@ vu; ;k lsokfuo`r O;fDr FksA blh izdkj Lukrd vksj Åij f'k{kk j[kus okys 216 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 108 (50%) mùkjnkrk lsok dk;z esa rfkk 28 (12.96%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 80 (37.04%) mùkjnkrk is'ksoj@ vu; ;k lsokfuo`r O;fDr FksA (XVIII) f'k{kk vksj vk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF EDUCATION AND INCOME): rkfydk 111&18 f'k{kk vksj vk; ds vuqlkj oxhzdj.k Page 75 of 142

76 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu vk; f'k{kk mpp lsds.mjh ds uhps : 600@& ls :- 2600@& izfr eghuk 24 (54.55%) :- 2600@& :- 4600@& izfr eghuk 8 (18.18%) 4600@& vksj Åij izfr eghuk 12 (27.27%) ;ksx 44 (100%) mpp lsds.mjh vksj Lukrd ds uhps 32 (22.86%) 84 (60%) 24 (17.14%) 140 (100%) Lukrd vksj Åij 20 (9.26%) 68 (31.48%) 128 (59.26%) 216 (100%) ;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%) tslk fd rkfydk 111&18 esa iznf'kzr gs] f'k{kk vksj vk; ds vk/kkj ij mùkjnkrkvksa a dh :ijs[kk bl rjg ls gs % mpp lsds.mjh ds uhps f'k{kk j[kus okys 44 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 24 (54.55%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 8 (18.18%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 12 (27.27%) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA mpp lsds.mjh vksj Lukrd ds uhps f'k{kk j[kus okys 140 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 32 (22.86%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 84 (60%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 24 (17.14 %) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA Page 76 of 142

77 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 blh izdkj Lukrd vksj Åij f'k{kk j[kus okys 216 (100 %) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 20 (9.26 %) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 68 (31.48%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 128 (59.26%) mùkjnkrk :i;s 4600@& vksj Åij vk; okys FksA (XIX) O;olk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF OCCUPATION ): O;olk; rkfydk 111&19 O;olk; ds vuqlkj oxhzdj.k mùkjnkrkvksa a dh la[;k lsok dk;z 204 (51%) O;kikj 76 (19%) is'ksoj@vu; ;k lsokfuo`r O;fDr 120 (30%) ;ksx 400 (100%) tslk fd rkfydk 111&19 esa iznf'kzr gs] O;olk; ds vk/kkj ij mùkjnkrkvksa a dh :ijs[kk bl rjg ls gs% 400 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 204 (51%) mùkjnkrk lsok dk;z esa rfkk 76 (19%) mùkjnkrk O;kikj dk;z esa rfkk 'ks"k 120 (30%) mùkjnkrk is'ksoj@ vu; ;k lsokfuo`r O;fDr FksA (XX) O;olk; vksj vk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF OCCUPATION AND INCOME): rkfydk&20 O;olk; vksj vk; ds vuqlkj oxhzdj.k Page 77 of 142

78 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu vk; O;olk; : 600@& ls :- 2600@& izfr eghuk :- 2600@& :- 4600@& izfr eghuk 4600@& vksj Åij izfr eghuk ;ksx lsok dk;z 60 (29.41%) 88 (43.14%) 56 (27.45%) 204 (100%) O;kikj 12 (15.79%) 24 (31-58%) 40 (52.63%) 76 (100%) is'ksoj vu; ;k lsokfuo`r O;fDr 4 (3.33%) 48 (40%) 68 (56.67%) 120 (100%) ;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%) tslk fd rkfydk 111&20 esa iznf'kzr gs] O;olk; vksj vk; ds vk/kkj ij mùkjnkrkvksa a dh :ijs[kk bl rjg ls gs% lsok dk;z esa layxu 204 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 60 (29.41%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 88 (43.14%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 56 (27.45%) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA O;kikj dk;z esa layxu 76 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 12 (15.79%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 24 (31.58%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 40 (52.63%) mùkjnkrk :i;s 4600@& vksj Åij vk; okys FksA Page 78 of 142

79 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 blh izdkj vu; ;k lsokfuo`r O;fDr okys 120(100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 4 (3.33%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 48 (40%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 68 (56.67%) mùkjnkrk :i;s 4600@& vksj Åij vk; okys FksA (XXI) vk; ds vk/kkj ij oxhzdj.k (CLASSIFICATION ON THE BASIS OF INCOME ): vk; :i;s 600@& ls :i;s 2600@& izfr eghuk :i;s 2600@& ls :i;s 4600@& rjg ls gs% izfr eghuk :i;s 4600@& vksj Åij izfr eghuk rkfydk 111&21 vk; ds vuqlkj oxhzdj.k mùkjnkrkvksa a dh la[;k 76 (19%) 160 (40%) 164 (41%) ;ksx 400 (100%) tslk fd rkfydk 111&21 es a iznf'kzr gs] vk; ds vk/kkj ij mùkjnkrkvksa a dh :ijs[kk bl 400 (100%) mùkjnkrkvksa a dk lk{kkrdkj fy;k x;k muesa ls] 76 (19%) mùkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rfkk 160 (40%) mùkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rfkk 'ks"k 164 (41%) mùkjnkrk :i;s 4600@& vksj Åij izfr eghuk vk; okys FksA *********** Page 79 of 142

80 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu v/;k; & IV izr;qùkjksa dk fo'ys"k.k (RESPONSE ANALYSIS) ^^izr;qùkjksa dk fo'ys"k.k** uked bl v/;k; esa izr;qùkjksa dk fo'ys"k.k fd;k x;k gsa mùkjnkrkvksa }kjk tks mùkj izkir gq, mudk fo'ys"k.k dj mugsa izfr'kr ds vk/kkj ij O;Dr fd;k x;ka mijksdr izr;qùkj r`rh; v/;k; esa 'kkfey fd, tkus okys mihkksdrkvksa ls lacaf/kr gsa ;g izr;qùkj lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj ls lacaf/kr gsa vr% izr;qùkjksa dk fo'ys"k.k fueu gs%& Page 80 of 142

81 vr;f/kd egroghu 4 ¼100½ % 28 ¼77-78½ % 64¼57-14½ % 112 ¼58-33½ % 32 ¼57-14½ % & 8 ¼22-22½ % 48 ¼42-86½ % 80 ¼41-67½ % 24 ¼42-86½ % 4 ¼100½ % 36 ¼100½ % 112 ¼100½ % 192 ¼100½ % 56 ¼100½ % u rks egroiw.kz u gh egroghu & 24 ¼75½ % 100 ¼67-57½ % 76 ¼54-29½ % 40 ¼50½ % & 8 ¼25½ % 48 ¼32-43½ % 64 ¼45-71½ % 40 ¼50½ % & 32 ¼100½ % 148¼100½ % 140 ¼100½ % 80 ¼100½ % vr;f/kd egroiw.kz 120¼63-83½% 72 ¼54-55½ % 32 ¼64-54½ % 4¼50% 12 ¼60½ % 68 ¼36-17½ % 60 ¼45-45½ % 20 ¼39-46½ % 4 ¼50½ % 8¼40½ % 188¼100½ % 132 ¼100½ % 52 ¼100½ % 8 ¼100½ % 20 ¼100½ % egro ds Lrj xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ¼v½ vk;q ds vuqlkj fo ys k.k ¼Age wise analysis½ % lkj.kh IV & 45 o kzz 46 & 70 o kz ;ksx vk;q ds vuqlkj fo ys k.k Page 81 of 142

82 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu lkj.kh IV-1 esa vk;q ds vk/kkj ij lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj dks iznf'kzr fd;k x;k gs ftls mugksaus izr;sd rro dks LFkku fn;k gs: bu lc] 188 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k] bues ls 120 (63.83%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 68 (36.17%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds Fks mlh rjg 132 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 72 (54.55%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 60 (45.45%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA 52 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; ewy; dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 32 (61.54%) mùkjnkrk 18 ls 45 o"kz ds vk;q lewg ds Fks vksj 'ks"k 20 (38.46%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA bu lhkh 8 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 4 (50%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 4 (50%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA mlh rjg 20 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 12 (60%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 8 (40%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA 32 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks u rks u gh egroghu LFkku fn;k] buesa ls 24 (75%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 8 (25%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA mlh rjg 148 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks u gh egroghu LFkku fn;k] buesa ls 100 (67.57%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 48 (32.43%) mùkjnkrk 46 ls 70 o"kz ds vk;q Page 82 of 142

83 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 lewg ds FksA ftu 140 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks u gh egroghu LFkku fn;k] buesa ls 76 (54.29%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 64 (45.71%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA bl izdkj 80 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks u gh egroghu LFkku fn;k] buesa ls 40 (50%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 40 (50%) mùkjnkrk 46 ls 70 o"kz ds vk;q lewg ds FksA mlh rjg 4 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroghu LFkku fn;k] buesa ls 46 ls 70 o"kz vk;q lewg dk,d Hkh ugha FkkA 36 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 28 (77.78%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 8 (22.22%) mùkjnkrk 46 ls 70 o"kz vk;q lewg ds FksA blh izdkj 112 (100%) mùkjnkrk us lkcqu Ø; djrs le; dher dks vr;f/kd egriw.kz LFkku fn;k] buesa ls 64 (57.14%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 46 ls 70 o"kz ds FksA 192 (100%) mùkjnkrk us lkcqu Ø; djrs le; jax dks vr;f/kd egroghu LFkku fn;k] buesa ls 112 (58.33%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 80 (41.67%) mùkjnkrk 46 ls 70 o"kz vk;q lewg ds FksA blh rjg 56 (100%) mùkjnkrkvksa us [kq'kcw dks vr;f/kd egroghu LFkku fn;k buesa ls] 32 (57.14%) mùkjnkrk 18 ls 45 o"kz ds vksj 'ks"k 24 (42.86%) mùkjnkrk 46 ls 70 o"kz vk;q lewg ds FksA Page 83 of 142

84 vr;f/kd egroghu 4 ¼100½ % 8 ¼22-22½ % 44 ¼39-29½ % 104 ¼54-17½ % 20 ¼35-71½ % & 28 ¼77-28½ % 68 ¼60-71½ % 88 ¼45-83½ % 36 ¼64-29½ % 4 ¼100½ % 36 ¼100½ % 112 ¼100½ % 192 ¼100½ % 56 ¼100½ % u rks egroiw.kz u gh egroghu & 12 ¼37-5½ % 68 ¼45-95½ % 48 ¼34-29½ % 52 ¼56½ % & 20 ¼62-2½ % 80 ¼54-05½ % 92 ¼65-71½ % 28 ¼35½ % & 32 ¼100½ % 148 ¼100½ % 140 ¼100½ % 80 ¼100½ % vr;f/kd egroiw.kz 60 ¼31-91½% 80 ¼60-60½ % 20 ¼38-46½ % 4 ¼50½ % 16 ¼80½ % 128 ¼86-09½ % 52 ¼39-40½ % 32 ¼61-54½ % 4 ¼50½ % 4 ¼20½ % 188 ¼100½ % 132 ¼100½ % 52 ¼100½ % 8¼100½ % 20 ¼100½ % egro ds Lrj xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu ¼c½ fyax ds vuqlkj fo ys k.k ¼Sex wise analysis½ % lkj.kh IV 2 fyax ds vuqlkj fo ys k.k iq: k L=h ;ksx Page 84 of 142

85 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 lkj.kh IV-2 esa fyax ds vk/kkj ij lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj dks iznf'kzr fd;k x;k gs tks fd mugksaus izr;sd rro dks LFkku fn;k gs: ftu 188 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k] mues ls 60 (31.91%) mùkjnkrk iq:"k vksj 'ks"k 128 (68.09%) mùkjnkrk L=h fyax lewg ds FksA 132 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 80 (60.60%) mùkjnkrk iq:"k vksj 'ks"k 52 (39.40%) mùkjnkrk L=h fyax lewg ds FksA blh rjg 52 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 20 (38.46%) mùkjnkrk] 'ks"k 32 (61.56%) mùkjnkrk L=h fyax lewg ds FksA 8 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 4 (50%) mùkjnkrk iq:"k vksj 'ks"k 4 (50%) mùkjnkrk L=h fyax lewg ds FksA mlh rjg 20 (100%) mùkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 16 (80%) mùkjnkrk iq:"k vksj 'ks"k 4 (20%) mùkjnkrk L=h fyax lewg ds FksA ftu 32 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks u rks u gh egroghu LFkku fn;k] buesa ls 12 (37.5%) mùkjnkrk iq:"k vksj 'ks"k 20 (62.2%) mùkjnkrk L=h fyax lewg ds FksA 148 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks u gh egroghu LFkku fn;k] buesa ls 68 (45.95%) mùkjnkrk iq:"k vksj 'ks"k 80 (54.05%) mùkjnkrk L=h fyax lewg ds FksA blh rjg 140 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks u gh egroghu LFkku fn;k] buesa ls 48 (34.29%) mùkjnkrk iq:"k vksj 'ks"k 92 (65.71%) Page 85 of 142

86 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu mùkjnkrk L=h fyax lewg ds FksA mlh rjg 80 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egroiw.kz@u gh egroghu LFkku fn;k] buesa ls 52 (65%) mùkjnkrk iq:"k vksj 'ks"k 28 (35%) mùkjnkrk L=h fyax lewg ds FksA ftu 4 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (100%) mùkjnkrk iq:"k fyax lewg ds FksA blh rjg ls 36 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroghu LFkku fn;k] buesa ls 8 (22.22%) mùkjnkrk iq:"k vksj 'ks"k 28 (77.28%) mùkjnkrk L=h fyax lewg ds FksA 112 (100%) mùkjnkrk us lkcqu Ø; djrs le; dher dks vr;f/kd egroghu LFkku fn;k] buesa ls 44 (39.29%) iq:"k 'ks"k 68 (60.71%) mùkjnkrk L=h fyax lewg ds FksA blh izdkj 192 (100%) mùkjnkrk us lkcqu Ø; djrs le; jax dks vr;f/kd egroghu LFkku fn;k] buesa ls 104 (54.17%) mùkjnkrk iq:"k vksj 'ks"k 88 (45.83%) mùkjnkrk L=h fyax lewg ds FksA ftu 56 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroghu LFkku fn;k muesa ls] 20 (35.71%) mùkjnkrk iq:"k vksj 'ks"k 36 (64.29%) mùkjnkrk L=h fyax lewg ds FksA Page 86 of 142

87 vr;f/kd egroghu & 12 ¼33-33½ % 12 ¼10-71½ % 48 ¼25½ % 20 ¼35-71½ % 4 ¼100½ % 24 ¼66-67½ % 100 ¼89-29½ % 144 ¼75½ % 36 ¼64-29½ % 4 ¼100½ % 36 ¼100½ % 112 ¼100½ % 192 ¼100½ % 56 ¼100½ % u rks egroiw.kz u gh egroghu & 8 ¼25½ % 28 ¼18-92½ % 36 ¼25-71½ % 20 ¼25½ % & 24 ¼75½ % 120 ¼81-08½ % 104 ¼74-29½ % 60 ¼75½ % & 32 ¼100½ % 148 ¼100½ % 140 ¼100½ % 80 ¼100½ % vr;f/kd egroiw.kz 24 ¼12-77½ % 36 ¼27-27½ % 24 ¼46-15½ % & 8 ¼40½ % 164 ¼87-23½ % 96 ¼72-73½ % 28 ¼53-85½ % 8 ¼100½ % 12 ¼60½ % 188 ¼100½ % 132 ¼100½ % 52 ¼100½ % 8 ¼100½ % 20 ¼100½ % egro ds Lrj xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ¼l½ osokfgd flfkfr ds vuqlkj fo ys k.k ¼Marital Status-wise analysis½ % lkj.kh IV - 3 osokfgd flfkfr ds vuqlkj fo ys k.k vfookfgr osokfgd ;ksx Page 87 of 142

88 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu lkj.kh IV-3 esa osokfgd flfkfr ds vk/kkj ij lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj dks iznf'kzr fd;k x;k gs ftlss fd mugksaus izr;sd rro dks LFkku fn;k gs: ftu 188 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k bues ls 24 (12.77%) mùkjnkrk vfookfgr vksj 'ks"k 164 (87.23%) mùkjnkrk fookfgr FksA 132 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 36 (27.27%) mùkjnkrk vfookfgr vksj 'ks"k 96 (72.73%) mùkjnkrk fookfgr FksA blh rjg 52 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; ewy; dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 24 (46.15%) mùkjnkrk vfookfgr Fks vksj 'ks"k 28 (53.85%) mùkjnkrk fookfgr FksA ftu 8 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 8 (100%) mùkjnkrk fookfgr FksA 20 (100%) mùkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 8 (40%) mùkjnkrk vfookfgr] 'ks"k 12 (60%) mùkjnkrk fookfgr FksA blh izdkj 32 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks u rks u gh egroghu LFkku fn;k] buesa ls 8 (25%) mùkjnkrk vfookfgr] 'ks"k 24 (75%) mùkjnkrk fookfgr FksA ftu 148 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dfer dks u rks u gh egroghu LFkku fn;k] buesa ls 28 (18.92%) mùkjnkrk vfookfgr] 'ks"k 120 (81.08%) mùkjnkrk fookfgr FksA 140 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks u gh egroghu LFkku fn;k] buesa ls 36 (25.71%) mùkjnkrk vfookfgr] 'ks"k 104 (74.29%) mùkjnkrk fookfgr FksA mlh rjg 80 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks Page 88 of 142

89 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 u gh egroghu LFkku fn;k] buesa ls 20 (25%) mùkjnkrk vfookfgr] 'ks"k 60 (75%) mùkjnkrk fookfgr FksA ftu 4 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (100%) mùkjnkrk fookfgr FksA blh rjg ls 36 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroghu LFkku fn;k] buesa ls 12 (33.33%) mùkjnkrk vfookfgr 'ks"k 24 (66.67%) mùkjnkrk fookfgr FksA 112 (100%) mùkjnkrk us lkcqu Ø; djrs le; dher dks vr;f/kd egroghu LFkku fn;k] buesa ls 12 (10.71%) mùkjnkrk vfookfgr 'ks"k 100 (89.29) mùkjnkrk fookfgr FksA blh izdkj 192 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroghu LFkku fn;k] buesa ls 48 (25%) mùkjnkrk vfookfgr 'ks"k 144 (75%) mùkjnkrk fookfgr FksA ftu 56 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroghu LFkku fn;k muesa ls] 20 (35.71%) mùkjnkrk vfookfgr] 'ks"k 36 (64.29%) mùkjnkrk fookfgr FksA Page 89 of 142

90 vr;f/kd egroghu & 16 ¼44-44½ % 4 ¼3-57½ % 20 ¼10-42½ % 4 ¼7-14½ % 4 ¼100½ 12 ¼33-34½ % 60 ¼53-57½ % 44 ¼22-92½ % 20 ¼35-72½ % & 8 ¼22-22½ % 48 ¼42-86½ % 128 ¼66-66½ % 32 ¼57-14½ % 4 ¼100½ % 36 ¼100½ % 112 ¼100½ % 56 ¼100½ % u rks egroiw.kz u gh egroghu & 8 ¼25½ % 8 ¼5-40½ % 16 ¼44-43½ % 12 ¼15½ % & 12 ¼37-5½ % 28 ¼18-92½ % 68 ¼48-57½ % 32 ¼40½ % & 12 ¼37-5½ % 112 ¼75-68½ % 56 ¼40½ % 36 ¼45½ % & 32 ¼100½ % 148 ¼100½ % 140 ¼100½ % 80 ¼100½ % vr;f/kd egroiw.kz 12 ¼6-38½ % 8 ¼6-06½ % 20 ¼38-46½ % & 4 ¼20½ % 56 ¼29-79½ % 52 ¼39-39½ % 20 ¼38-46½ % 4 ¼50½ % 8 ¼40½ % 120 ¼63-83½ % 72 ¼54-55½ % 12 ¼23-08½ % 4 ¼50½ % 8 ¼40½ % 188¼100½ % 132¼100½ % 52 ¼100½ % 8 ¼100½ % 20 ¼100½ % egro ds Lrj xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu ¼n½ f k{kk ds vuqlkj fo ys k.k ¼Education wise analysis½ % lkj.kh IV - 4 f k{kk ds vuqlkj fo ys k.k mpp lsd.mjh ds uhps mpp lsd.mjh vksj Lukrd ds uhps Lukrd vksj Åij ;ksx Page 90 of 142

91 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 lkj.kh IV- 4 esa f'k{kk ds vk/kkj ij lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj dks iznf'kzr fd;k x;k gs ftls fd mugksaus izr;sd rro dks LFkku fn;k gs: ftu 188 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k bues ls 12 (6.38%) mùkjnkrk mpp lsds.mjh ls uhps vksj 56 (29.79%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp] 'ks"k 120 (63.83%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA 132 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 8 (6.06%) mùkjnkrk mpp lsds.mjh ls uhps vksj 'ks"k 52 (39.39%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp] 'ks"k 72 (54.55) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA blh rjg 52 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; ewy; dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 20 (38.46%) mùkjnkrk mpp lsds.mjh ls uhps Fks vksj 20 (38.46%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 12 (23.08%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA 8 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 4 (100%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp] 'ks"k 4 (100%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA 20 (100%) mùkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (20%) mùkjnkrk mpp lsds.mjh ls uhps] 8 (40%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 8 (40%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA ftu 32 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks u rks u gh egroghu LFkku fn;k] buesa ls 8 (25%) mùkjnkrk mpp lsds.mjh ls uhps] 'ks"k 12 (37.5%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 12 (37.5%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA blh Page 91 of 142

92 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu rjg 148 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks u gh egroghu LFkku fn;k] buesa ls 8 (5.40%) mùkjnkrk mpp lsds.mjh ls uhps] 28(18.92%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 112 (75-68%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA mlh rjg 140 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks u gh egroghu LFkku fn;k] buesa ls 16 (11.43%) mùkjnkrk mpp lsds.mjh ls uhps] 68 (48.57%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 56 (40%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA ftu 80 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks u gh egroghu LFkku fn;k] buesa ls 12 (15%) mùkjnkrk mpp lsds.mjh ls uhps] 32 (40%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 36 (45%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA blh rjg ls 4 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (100%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp f'kf{kr FksA 36 (100%) mùkjnkrk us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroghu LFkku fn;k] buesa ls 16 (44.44%) mùkjnkrk mpp lsds.mjh ls uhps 12 (33.34%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 8 (22.22%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA blh izdkj 112 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (3.57%) mùkjnkrk mpp lsds.mjh ls uhps 60 (53.57%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 48 (42.86%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA ftu 192 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroghu LFkku fn;k muesa ls] 20 (10.42%) mùkjnkrk mpp lsds.mjh ls uhps] 44 (22.92%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 128 (66.66%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA ftu 56 (100%) Page 92 of 142

93 u rks egroiw.kz u gh egroghu & 20 ¼62-50½ % 68 ¼45-95½ % 80 ¼57-14½ % 36 ¼45½ % & 4 ¼12-50½ % 20 ¼13-51½ % 28 ¼20½ % 24¼30½ % & 8 ¼25½ % 60 ¼40-54½ % 32 ¼22-86½ % 20 ¼25½ % & 32 ¼100½ % 148 ¼100½ % 140 ¼100½ % 80 ¼100½ % vr;f/kd egroiw.kz 108 ¼57-45½ % 52 ¼39-40½ % 32 ¼61-54½ % & 8 ¼40½ % 32 ¼17-02½ % 28 ¼21-21½ % 16 ¼30-77½ % 4 ¼50½ % 12 ¼60½ % 48 ¼25-53½ % 52 ¼39-39½ % 4 ¼7-69½ % 4 ¼50½ % & 188 ¼100½ % 132 ¼100½ % 52 ¼100½ % 8 ¼100½ % 20¼100½ % egro ds Lrj xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroghu LFkku fn;k muesa ls] 4 (7.14%) mùkjnkrk mpp lsds.mjh ls uhps] 20 (35.72%) mùkjnkrk mpp lsds.mjh vksj Lukrd ls uhps ds chp 'ks"k 32 (57.14%) mùkjnkrk Lukrd vksj Åij f'kf{kr FksA ¼;½ O;olk; ds vuqlkj fo ys k.k ¼Occupation wise analysis½ % lkj.kh IV - 5 O;olk; ds vuqlkj fo ys k.k lsok dk;z O;kikj is ksoj@vu; ;k lsokfuo`r O;fDr ;ksx Page 93 of 142

94 vr;f/kd egroghu & 32 ¼88-89½ % 52 ¼46-43½ % 84 ¼43-75½ % 32 ¼57-14½ % 4 ¼100½ % 4 ¼11-11½ % 24 ¼21-43½ % 32 ¼16-67½ % 16 ¼28-57½ % & & 36 ¼32-14½ % 76 ¼39-28½ % 8 ¼14-29½ % 4 ¼100½ % 36 ¼100½ % 112 ¼100½ % 192 ¼100½ % 56 ¼100½ % MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu lkj.kh IV- 5 esa O;olk; ds vk/kkj ij lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj dks iznf'kzr fd;k x;k gs tks fd mugksaus izr;sd rro ds lkfk 'kkfey dh gs: ftu 188 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k bues ls 108 (57.45%) mùkjnkrk lsok dk;z esa lyaxu] 32 (17.02%) mùkjnkrk O;kikj esa lyaxu] 'ks"k 48 (25.53) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA 132 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 52 (39.40%) mùkjnkrk lsok dk;z esa layxu] 28 (21.21%) mrrjnkrk O;kikj esa layxu] 'ks"k 52 (39.39%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA blh rjg 52 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 32 (61.54%) mùkjnkrk lsok dk;z esa] 16 (30.77%) mùkjnkrk O;kikj esa lyaxu 'ks"k] 4 (7.69%) mùkjnkrk is'ksoj@vu; ;k lsok fuo`r O;fDr FksA 8 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 4 (50%) mùkjnkrk O;kikj esa lyaxu] 4 (50%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA ftu 20 (100%) mùkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 8 (40%) mùkjnkrk lsok dk;z esa layxu] 12 (60%) mùkjnkrk O;kikj esa lyaxu O;fDr FksA Page 94 of 142

95 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 bl izdkj ls ftu 32 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks u rks u gh egroghu LFkku fn;k] muesa ls 20 (62.5%) mùkjnkrk lsok dk;z esa layxu] 4 (12.5%) mùkjnkrk O;kikj esa lyaxu] 'ks"k 8 (25%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA 148 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks u gh egroghu LFkku fn;k] buesa ls 68 (45.95%) mùkjnkrk lsok dk;z esa layxu] 20 (13.51%) mùkjnkrk O;kikj esa lyaxu 'ks"k 60 (40.54%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA mlh rjg 140 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks u gh egroghu LFkku fn;k] buesa ls 80 (57.14%) mùkjnkrk lsok dk;z esa layxu] 28 (20%) mùkjnkrk O;kikj esa lyaxu 'ks"k 32 (22.86%) mùkjnkrk is'ksoj@vu; ;k lsok fuo`r O;fDr FksA ftu 80 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egroiw.kz@u gh egroghu LFkku fn;k] muesa ls 36 (45%) mùkjnkrk lsok dk;z esa layxu] 24 (30%) mùkjnkrk O;kikj esa lyaxu 'ks"k 20 (25%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA blh rjg ls] ftu 4 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (100%) mùkjnkrk O;kikj esa lyaxu 'ks"k FksA 36 (100%) mùkjnkrk us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroghu LFkku fn;k] buesa ls 32 (88.89%) mùkjnkrk lsok dk;z esa layxu] 4 (11.11%) mùkjnkrk O;kikj esa lyaxu FksA blh izdkj 112 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks Page 95 of 142

96 vr;f/kd egroiw.kz 24 ¼12-77½ % 12 ¼9-09½ % 36 ¼23-68½ % & 4 ¼20½ % 68 ¼36-17½ % 60 ¼45-45½ % 12 ¼7-89½ % 4 ¼50½ % 10 ¼50½ % 96 ¼51-06½ % 60 ¼45-46½ % 4 ¼2-63½ % 4 ¼50½ % 6 ¼30½ % 188 ¼100½ % 132 ¼100½ % 52 ¼100½ % 8 ¼100½ % 20 ¼100½ % egro ds Lrj xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw xq.koùkk czk.m Nfo dher jax [kq kcw MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu vr;f/kd egroghu LFkku fn;k] buesa ls 52 (46.43%) mùkjnkrk lsok dk;z esa layxu] 24 (21.43%) mùkjnkrk O;kikj esa lyaxu] 'ks"k 36 (32.14%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA ftu 192 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroghu LFkku fn;k muesa ls] 84 (43.75%) mùkjnkrk lsok dk;z esa layxu] 32 (16.67%) mùkjnkrk O;kikj esa lyaxu] 'ks"k 76 (39.28%) mrrjnkrk is'ksoj@vu; ;k lqokfuo`r FksA 56 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroghu LFkku fn;k muesa ls 32 (57.14%) mùkjnkrk lsok dk;z esa layxu] 16 (28.57%) mùkjnkrk O;kikj esa lyaxu] 'ks"k 8 (14.29%) mùkjnkrk vu; ;k lsok fuo`r O;fDr FksA :i;s 600@& ls :- 2600@& izfr eghuk ¼j½ vk; ds vk/kkj ij fo ys k.k ¼Income-wise analysis½ % lkj.kh IV - 6 vk; ds vuqlkj fo ys k.k :i;s 2600@& ls :- 4600@& izfr eghuk :i;s 4600@& vksj Åij izfr eghuk ;ksx Page 96 of 142

97 vr;f/kd egroghu 4 ¼100½ % 16 ¼44-44½ % 4 ¼3-57½ % 40 ¼20-83½ % 12 ¼21-43½ % & 12 ¼33-33½ % 52 ¼46-43½ % 68 ¼35-42½ % 28 ¼50½ % & 8 ¼22-23½ % 56 ¼50½ % 84 ¼43-75½ % 16 ¼28-57½ % 4 ¼100½ % 36 ¼100½ % 112 ¼100½ % 192 ¼100½ % 56 ¼100½ % u rks egroiw.kz u gh egroghu & 12 ¼37-5½ % 24 ¼16-22½ % 16 ¼11-43½ % 24 ¼30½ % & 8 ¼25½ % 48 ¼32-43½ % 80 ¼57-14½ % 24 ¼30½ % & 12 ¼37-5½ % 76 ¼51-35½ % 44 ¼31-33½ % 32 ¼40½ % & 32 ¼100½ % 148 ¼100½ % 140 ¼100½ % 80 ¼100½ % International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 lkj.kh IV- 6 esa vk; ds vk/kkj ij lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj dks iznf'kzr fd;k x;k gs tks fd mugksaus izr;sd rro ds lkfk 'kkfey dh gs: ftu 188 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k mues ls] 24 (12.77%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 68 (36.17%) mùkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k 96 (51.06) mùkjnkrk :Ik;s 4600@& vksj mij izfr eghuk vk; okys gsa 132 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 12 (9.09%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 60 (45.45%) mrrjnkrk :Ik;s 2600@& vksj 4600@& izfr eghuk] 'ks"k 60 (45.45%) mùkjnkrk :Ik;s 4600@& vksj mij izfr eghuk vk; okys FksA blh Page 97 of 142

98 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu rjg 152 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 36 (23.68%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 12 (7.89%) mùkjnkrk :Ik;s 2600@& vksj 4600@& izfr eghuk 'ks"k] 4 (2.63%) mùkjnkrk :Ik;s 4600@& vksj mij izfr eghuk vk; okys Fks A 8 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroiw.kz LFkku fn;k] buesa ls 4 (50%) mùkjnkrk 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k 4 (50%) mùkjnkrk 4600@& vksj mij izfr eghuk vk; okys Fks A ftu 20 (100%) mùkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroiw.kz LFkku fn;k] muesa ls 4 (20%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 10 (50%) mùkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk vk; okys FksA bl izdkj ls ftu 32 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; czk.m Nfo dks u rks u gh egroghu LFkku fn;k] muesa ls 12 (37.5%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 8 (25%) mùkjnkrk :Ik;s 2600@& vksj 4600@& izfr eghuk] 'ks"k 12 (37.50%) mùkjnkrk :Ik;s 4600@& vksj mij vk; okys FksA FksA 148 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks u gh egroghu LFkku fn;k] buesa ls 24 (16.22%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 48 (32.43%) mùkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 76 (51.35%) mùkjnkrk :Ik;s 4600@& vksj mij vk; okys FksA blh rjg 140 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks u gh egroghu LFkku fn;k] buesa ls 16 (11.43%) :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 80 (57.14%) mùkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 44 (31.33%) Page 98 of 142

99 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 mùkjnkrk :Ik;s vksj mij vk; okys FksA ftu 80 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks u gh egroghu LFkku fn;k] muesa ls 24 (30%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 24 (30%) mùkjnkrk :Ik;s 2600@& vksj 4600@& izfr eghuk] 'ks"k 32 (56%) :Ik;s 4600@& vksj mij vk; okys FksA blh rjg ls] ftu 4 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; xq.koùkk dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (100%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk okys FksA 36 (100%) mùkjnkrk us lkcqu Ø; djrs le; czk.m Nfo dks vr;f/kd egroghu LFkku fn;k] buesa ls 16 (44.44%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 12 (33.33%) mùkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 8 (22.23%) :Ik;s 4600@& vksj mij izfr eghuk vk; okys FksA A blh izdkj 112 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; dher dks vr;f/kd egroghu LFkku fn;k] buesa ls 4 (3.57%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 52 (46.43%) mùkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 56 (50%) mùkjnkrk :Ik;s 4600@& vksj mij izfr eghuk vk; okys Fks A ftu 192 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; jax dks vr;f/kd egroghu LFkku fn;k muesa ls] 40 (20.83%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 68 (35.42%) mùkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 84 (43.75%) mrrjnkrk :Ik;s 4600@& vksj mij izfr eghuk vk; okys FksA 56 (100%) mùkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vr;f/kd egroghu LFkku fn;k muesa ls 12 (21.43%) mùkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 28 Page 99 of 142

100 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu (50%) mùkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 16 (28.57%) mùkjnkrk :Ik;s 4600@& vksj mij izfr eghuk vk; okys FksA mijksdr ls Li"V gs fd lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rroksa dks fn, tkus okys egro ds Lrj ls lecaf/kr izr;qùkjksa dk fo'ys"k.k dj mugsa izfr'kr ds vk/kkj ij O;Dr fd;k x;k gs tks fd oxhzd`r mihkksdrkvksa ls lecaf/kr gsa *********** Page 100 of 142

101 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 v/;k; & V ifjdyiuk dh tk p (TESTING OF HYPOTHESES) ifjdyiuk ijh{k.k ds vurxzr bl ckr dh tk p dh tkrh gs fd voyksfdr lkaf[;dh eki vksj ifjdfyir lkaf[;dh eki (izkpy) esa D;k dksbz lekurk gs vfkok ugh\ ;fn muesa dksbz vurj gs rks ;g vurj lkfkzd gs ;k ugha\ bl ckr dh tk p djuk gh ifjdyiuk ijh{k.k gsa vr% izr;k'kk o voyksfdr vko`fùk;ksa ds varj dh tk p djuk gh ifjdyiuk ijh{k.k dgykrk gsa iwoz Li"V gs fd ifjdyiuk dk xbu nks Lrjksa ij fd;k x;k gs% ifjdyiuk dk izfke Lrj dsunzh;,ao f}rh; Lrj oxhzdj.k?kvdksa ij vk/kkfjr gsa bl izdkj dqy lksyg ifjdyiukvksa dk fu/kkzj.k fd;k x;ka fun'kzu dh i}fr lfopkj ;k mís';iw.kz FkhA dkbz oxz ijh{k.k dk p;u pjksa esa lkgp;z dk ijh{k.k djus ds fy, dh xbza lhkh lksyg ifjdyiukvksa esa ls dsunzh; ifjdyiuk crkrh gs fd ^^lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; mihkksdrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa** bu ifjdyiuk dks 'kqu; vfkok fujkdj.kh; ifjdyiuk ds uke ls tkuk tkrk gsa X 2 dh lkaf[;dh x.kuk ds Øe esa izr;kf'kr vko`fùk dh x.kuk] lehkkouk ds fl}kur ds vk/kkj ij fd;k x;k gsa ;fn nks?kvuk, lkaf[;dh :i ls Lora= gs rks mudh la;qdr izkf;drk mrikn ds nks lhekur izkf;drk dk xq.kuqy gksrh gsa izr;kf'kr vko`fùk;ksa dks izkir djus ds fy, fueufyf[kr lw= dk iz;ksx fd;k x;k gs% IJ = [(Total of I st row) (Total of J th Column)] G.T. (Grand Total) Page 101 of 142

102 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu bl rjg ls izr;kf'kr vko`fùk dks izkir djus ds fy, izr;sd iafdr dh lhekur vko`fùk dks izr;sd LrEHk dh lhekur vko`fùk ls xq.kk fd;k tkrk gs vksj bl xq.kuqy dks mlds leiw.kz ;ksx ls Hkkx fd;k tkrk gsa rri'pkr~ vxzlw= ds iz;ksx ls dkbz&oxz (Chi Square) ewy; (X 2 ) dh x.kuk dh xbz% (fo - fe) 2 X 2 = fe tgk f 0 = izr;sd dks"b ds fy, voyksfdr vko`fùk gsa fe = izr;sd dks"b ds fy, izr;kf'kr vko`fùk gsa LokrU«; dksfv] ftls la{ksi esa d.f. fy[kk tkrk gs]bldk rkri;z,d lead Js.kh ds,sls oxksz ls gs ftldh vo`fùk;k Lora= :i ls fu/kkzfjr dh tk ldrh gsa Lora= vko`fùk;k dh la[;k gh oklro esa LokrU«; la[;k ;k LokrU«;ka'k dgykrh gs] ftldk lw= bl izdkj gs% d.f. = ( r-1) ( c-1) tgk r = iafdr;ksa dh la[;k gsa c = LrEHkksa dh la[;k gsa vr% lhkh lkjf.k;ksa esa ik p iafdr,ao rhu LrEHk gksus dh otg ls LokrU«; dksfv dh x.kuk fueu izdkj ls dh xbz% d.f. = ( 5-1) ( 3-1) = 8 dkbz oxz vksj LokrU«;ka'k (d.f.) dks Kkr djus ds ckn X 2 rkfydk esa ls,d fuf'pr fo'okl;rk Lrj 0-95 ij rfkk 8 LokrU=; la[;k ls lecaf/kr dkbz oxz ewy; dks ns[k fy;k x;ka rri'pkr~ ifjxf.kr ewy; vksj lkj.kh ewy; dh rqyuk dj fuhkzj vksj LorU= pjksa dk fu.kz; fy;k x;ka vr% lkj.kh ewy;] ifjxf.kr ewy; ls de gksus dh flfkfr esa ifjdyiuk vlohd`r dh xbza Page 102 of 142

103 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ifjdyiuk dk ijh{k.k leiw.kz (Over All) egro ds Lrj rro vr;f/kd egroiw.kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu ;ksx f 0 fe f 0 fe f 0 fe xq.koùkk && czk.m dher jax [kq'kcw ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 103 of 142

104 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k vk;q lewg 18 ls 45 o"kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && czk.m dher jax [kq'kcw ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; 18 ls 45 o"kz ds vk;q lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 104 of 142

105 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k: ---vk;q lewg 46 ls 70 o"kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 32 && czk.m dher jax [kq'kcw ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; 46 ls 70 o"kz ds vk;q lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 105 of 142

106 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu ifjdyiuk dk ijh{k.k fyax % iq:"k egro ds Lrj rro vr;f/kd egroiw.kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu ;ksx f 0 Fe f 0 fe f 0 fe xq.koùkk && czk.m dher jax [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; iq:"k mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 106 of 142

107 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ifjdyiuk dk ijh{k.k fyax % L=h egro ds Lrj rro vr;f/kd egroiw.kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 44 && czk.m dher jax [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; L=h mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 107 of 142

108 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k osokfgd flfkfr % vfookfgr vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 18.4 && czk.m dher jax && [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; vfookfgr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (44.50 > 2.733) Page 108 of 142

109 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k osokfgd flfkfr % fookfgr vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && czk.m dher jax [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; fookfgr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 109 of 142

110 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k f'k{kk % mpp lsds.mjh ds uhps vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 8.8 && czk.m dher jax && [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; mpp lsds.mjh ds uhps f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (26.89 > 2.733) Page 110 of 142

111 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k f'k{kk % mpp lsds.mjh vksj Lukrd ds uhps ds chp vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && czk.m dher jax [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; mpp lsds.mjh vksj Lukrd ds uhps ds chp f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (85.70 > 2.733) Page 111 of 142

112 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k f'k{kk % Lukrd vksj Åij vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 43.2 && czk.m dher jax [kq'kcw ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; Lukrd vksj Åij f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 112 of 142

113 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k O;olk; % lsok dk;z vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && czk.m dher jax [kq'kcw ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; lsok dk;z esa lyaxu mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 113 of 142

114 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k O;olk; % O;kikj vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 15.2 && czk.m dher jax && [kq'kcw && ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; O;kikj esa lyaxu mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (59.77 > 2.733) Page 114 of 142

115 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k O;olk; % is'ksoj@vu; ;k lsokfuo`r O;fDr vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 24 && czk.m && dher jax [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; is'ksoj@vu; ;k lsokfuo`r mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (95.98 > 2.733) Page 115 of 142

116 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k vk; % :i;s 600@& ls :i;s 2600@& izfr eghuk vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && czk.m dher jax && [kq'kcw ;ksx f 0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H0) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; :i;s 600@& ls :i;s 2600@& izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (57.67 > 2.733) Page 116 of 142

117 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 egro ds Lrj rro ifjdyiuk dk ijh{k.k vk; % :i;s 2600@& ls :i;s 4600@& izfr eghuk vr;f/kd egroiw.kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 32 && czk.m dher jax [kq'kcw ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; :i;s 2600@& ls :i;s 4600@& izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r (110 > 2.733) Page 117 of 142

118 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu egro ds Lrj rro vr;f/kd egroiw.kz ifjdyiuk dk ijh{k.k vk; % :i;s 4600@& vksj Åij izfr eghuk vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu f 0 Fe f 0 fe f 0 fe ;ksx xq.koùkk && 32.8 && czk.m dher jax [kq'kcw && ;ksx f0 = observed Frequency (voyksfdr vko`fùk) fe = expected Frequency (izr;kf'kr vko`fùk) 1- 'kwu; ifjdyiuk (H 0 ) : lhkh rro leku :i ls egroiw.kz gksrs gs ftl le; :i;s 4600@& vksj Åij izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 2- LokrU«; dksfv (Degree of Freedom) : 8 3- fo'okl;rk Lrj (Level of confidence) : ifjxf.kr ewy; (Calculated Value) : lkj.kh ewy; (Table Value) : ifj.kke (Result) : ifjdyiuk vlohd`r ( > 2.733) Page 118 of 142

119 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 bl rjg] ;g fu.kz; fudkyk x;k fd voyksfdr vksj izr;kf'kr vko`fùk;ksa ds chp varj vf/kd lkfkzd FkkA blds vykok ifjxf.kr dkbz oxz ewy;] lkj.kh ewy; ls vf/kd FkkA iwoz Li"V gs fd lhkh lksyg ifjdyiukvksa ds fy, 8 LokrU«;ka'k ls lecaf/kr lkj.kh ewy; X 2 dks ns[kk x;ka vr% lhkh lksyg ifjdyiukvksa dks vlohd`r fd;k x;ka ;g vkuqhkfod izek.k bl fo'okl dk lefkzu djrk gs fd lhkh rro vfkok dkjd leku :i ls egroiw.kz ugha gksrs gs ftl le; mihkksdrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa *********** Page 119 of 142

120 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu v/;k; & VI fu"d"kz (CONCLUSIONS) vkt ds izfrli/kkzred ;qx esa lkcqu dk Ø; fu.kz; ysuk Hkh,d dfbu dk;z gs D;kas fd orzeku esa cgqr ls ugkus ds lkcqu fuekz.k deifu;kas us Lo;a dks LFkkfir dj fy;k gsa vksj dbz cktkj esa vk jgh gsa mihkksdrk nsfud thou esa lkcqu dk Ø; dbz ckj vfkok ckjeckj djrk jgrk gs D;ksa fd ;g nsfud mihkksx esa dke vkus okyh olrq gsa mihkksdrk lkcqu ds fdlh czk.m ilanxh dk fu.kz; ysus ls igys vr;f/kd fopkj djrk gsa ;g fu.kz; ml le; vf/kd tfvy gks tkrk gs tc fd jk"vªh; izfr"bk okys vusd rjg ds lkcqu czk.m cktkj esa miyc/k gksa izr;sd fuekzrk ;g tkuus dh dksf'k'k djrk gs fd,d mihkksdrk czk.m ilanxh dk fu.kz; dsls ysrk g]s vfkkzr tc mihkksdrk czk.m ilanxh dk fu.kz; ysrk gs rks dksu&dksu ls rro vfkok dkjd egroiw.kz gksrs gsa izlrqr v/;;u bl fn'kk esa iz;kl gs fd mihkksdrkvksa }kjk czk.m ilanxh dk fu.kz; ysrs le; dksu&dksu ls fofhkuu rro vfkok dkjd egroiw.kz gksrs gsa izlrqr v/;;u fueu iz'uksa ds mùkj tkuus ds fy, fd;k x;k gs% (1) D;k lhkh rro vfkok dkjd leku :Ik ls egroiw.kz gksrs gs ftl le; mihkksdrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gs\ (2) D;k mihkksdrk czkam ilun O;ogkj dks fofhkuu rro vfkok dkjd izhkkfor djrs gs\ (3) D;k lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu vk;q lewg okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs\ (4) D;k lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu fyax lewg okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs\ Page 120 of 142

121 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (5) D;k lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu osokfgd&flfkfr okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs\ (6) D;k lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu 'ks{kf.kd&i`"bhkwfe okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs\ (7) D;k lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu O;olk; okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs\ (8) D;k lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fofhkuu vk; lewg okys mùkjnkrk lkcqu Ø; djus ds fu.kz; ij fopkj djrs gs\ ifj;kstukdùkkz us ekjokm {ks= ds fofhkuu thou Lrj okys 400 mùkjnkrkvksa ls laidz fd;k vksj mudk lk{kkrdkj fy;ka muls oxhzdj.k?kvdksa (vk;q] fyax] osokfgd flfkfr vkfn) dh lwpuk, izkir dh xbz rfkk rkfydk ds iz;ksx ls ik p pqus x, rro vfkok dkjd (xq.koùkk] czk.m Nfo] dher] jax] [kq'kcw) dks muds }kjk fn, x, egro ds Lrj dks 'kkfey fd;k x;k A ifj;kstukdùkkz uss izfrp;u dh xsj&lehkkfor fof/k dks iz;ksx esa fy;k rfkk fu;a=.k izfrn'kzu ds fy, lqfo/kkuqlkj fun'kzu dk p;u fd;ka leadksa ds laxzg ds fy, rhu fcanq vadu ekiøe dks mi;ksx es ysrs gq, dk;z fd;ka ^^vr;f/kd egroiw.kz vksj vr;f/kd egroghu** bu nksuksa dks Nksj ij ysus ds lkfk&lkfk,d dsunzh; ^^u rks egroiw.kz vfkok u gh egroghu** dks chp esa fy;k x;ka leadkas dks rkfydk ds iz;ksx }kjk izkir fd;k x;k gsa leadkas ds laxzzg ds i'pkr~ izr;qùkjksa ls izeq[k lkj.kh rs;kj dh xbz] ftls la{ksi esa lkj.kh VI-1 esa iznf'kzr fd;k x;k gs% lkj.kh VI-1 egro ds leiw.kz Lrj (Overall Level Of Importance) Page 121 of 142

122 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu rro egro ds Lrj vr;f/kd egroiw.kz vr;f/kd egroghu u rks egroiw.kz@ u gh egroghu xq.koùkk czk.m Nfo 188 (47%) 4 (1%) && 132 (33%) 36 (9%) 32 (8%) dher jax [kq'kcw ;ksx 52 (13%) 112 (28%) 148 (37%) 8 (2%) 192 (48%) 140 (35%) 20 (5%) 56 (14%) 80 (20%) 400 (100%) 400 (100%) 400 (100%) mijksdr lkj.kh ls Li"V gs fd mùkjnkrkvksa dh vf/kd la[;k us lkcqu dks Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;k gsa ;g bl fo'okl dk lefkzu djrk gs fd lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; lhkh rro vfkok dkjd (xq.koùkk] czk.m Nfo] dher] jax [kq'kcw) leku :i ls egroiw.kz ugha gksrs gsa ;agk dqn vu; rro Hkh gsa tks fd vr;f/kd egroiw.kz ekus x;s gsa blds vfrfjdr] bl v/;;u ls ftu fu"d"kksza dks [kkstk x;k og fueufyf[kr gs% (1) mùkjnkrkvksa dh vf/kd la[;k (47%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (2) mùkjnkrkvksa dh vf/kd la[;k (50%) tks fd 18 ls 45 o"kz vk;q lewg ds Fks] us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (3) 46 ls 70 o"kz vk;q lewg ds mùkjnkrkvksa dh vf/kd la[;k (42.5%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (4) :fpiw.kz iq:"k mùkjnkrkvksa dh vf/kd la[;k (44.44%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; czk.m best dks vr;f/kd egroiw.kz LFkku fn;ka (5) L=h mùkjnkrkvksa dh vf/kd la[;k (58.18%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka Page 122 of 142

123 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (6) vfookfgr mùkjnkrkvksa dh vf/kd la[;k (39.13%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; czk.m Nfo dks vr;f/kd egroiw.kz LFkku fn;ka (7) fookfgr mùkjnkrkvksa dh vf/kd la[;k (53.24%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (8) fnypli mpp lsds.mjh ds uhps f'kf{kr mùkjnkrkvksa dh vf/kd la[;k (45.45%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; dher dks vr;f/kd egroiw.kz LFkku fn;ka (9) mpp lsds.mjh vksj Lukrd ls uhps ds chp f'kf{kr mùkjnkrkvksa dh vf/kd la[;k (40%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (10) Lukrd vksj Åij f'kf{kr mùkjnkrkvksa dh vf/kd la[;k (55.55%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (11) lsok esa layxu mùkjnkrkvksa dh vf/kd la[;k (52.94%) tks fd 18 ls 45 o"kz vk;q lewg ds Fks] us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (12) O;kikj esa lyaxu mùkjnkrkvksa dh vf/kd la[;k (42.10%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (13) is'ksoj mùkjnkrkvksa dh vf/kd la[;k (43.33%) tks fd 18 ls 45 o"kz vk;q lewg ds Fks] us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (14) fnypli :i;s ls :i;s izfr eghuk ds chp vk; okys mùkjnkrkvksa dh vf/kd la[;k (47.36%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; dher dks vr;f/kd egroiw.kz LFkku fn;ka Page 123 of 142

124 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu (15) :i;s 2600@& ls :i;s 4600@& izfr eghuk okys mùkjnkrkvksa dh vf/kd la[;k (42.5%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (16) :i;s 4600@& vksj Åij izfr eghuk vk; okys mùkjnkrkvksa dh vf/kd la[;k (58.53%) us lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; xq.koùkk dks vr;f/kd egroiw.kz LFkku fn;ka (17) vk'p;ztud] lhkh mùkjnkrk tks fd fofhkuu vk;q] fyax osokfgd&flfkfr] f'k{kk] O;olk; vksj vk; okys Fks] mugksus,der ls lkcqu Ø; djus ls igys czk.m ilan fu.kz; ds le; jax dks vr;f/kd egroghu LFkku fn;ka Ro ekuka leiw.kz fu"d"kksz dh vfhkiqf"v ifjdyiukvksa ds ijh{k.k }kjk izkir dh xbz gsa dsunzh; ifjdyiuk ^^lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; mihkksdrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gs** ds lkfk&lkfk vusd ifjdyiukvksa dk ijh{k.k lkaf[;dh; :i ls fd;k x;ka ifjdyiukvksa dh tk p ds fy, dkbz&oxz (Chi-Square) ijh{k.k dk iz;ksx fd;k x;k gsa izfrp;u dh i}fr ; fi mís';iw.kz ;k lfopkj Fkh] tcfd vu; yksdfiz; ijh{k.k tsls% izlj.k fo'ys"k.k (ANOVA),oa LVwMsUV dk t ijh{k.k dks mi;ksx esa ugha yk;k tk ldka dkbz&oxz (Chi-Square) ewy; dh x.kuk vxzz lw= ds iz;ksx ls dh xbz gs% x 2 = (fo-fe) 2 fe izr;kf'kr vko`fùk dh x.kuk djus ds i'pkr~ vksj voyksfdr o izr;kf'kr vko`fùk ds chp vurj izkir djus ds ckn dkbz&oxz (Chi-Square) ewy; dh x.kuk 95 izfr'kr fo'okl;rk Lrj ij 8 LokrU«; la[;k ds fy, dh xbz] rri'pkr~ x 2 dk lkj.kh ewy; ds lkfk vurj dks ns[kk x;k rfkk fueufyf[kr vuqeku fudkys x,% Page 124 of 142

125 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 ifjdyiuk 1- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa 2- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; 18 ls 45 o"kz ds vk;q lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 3- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; 46 ls 70 o"kz ds vk;q lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 4- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; iq:"k mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 5- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; L=h mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 6- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; vfookfgr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa ifjxf.kr ewy; x 2 lkj.kh ewy; tkp ifj.kke ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r Page 125 of 142

126 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu 7- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fookfgr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 8- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; mpp lsds.mjh ds uhps f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 9- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; mpp lsds.mjh vksj Lukrd ls uhps ds chp f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 10- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; Lukrd vksj vf/kd f'kf{kr mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 11- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; lsok dk;z esa lyaxu mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 12- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; O;kikj esa lyaxu mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r Page 126 of 142

127 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; ;k lsok fuo`r mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 14- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; :i;s ls :i;s izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 15- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; :i;s ls :i;s izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa 16- lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; :i;s vksj Åij izfr eghuk vk; lewg okys mùkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kz; ij fopkj fd;k tkrk gsa ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r ifjdyiuk vlohd`r mijksdr ls Li"V gs fd mihkksdrkvksa ds fy, czk.m ilan fu.kz; ds le; lhkh rro vfkok dkjd leku :i ls egroiw.kz ugha gksrs gsa ;gk dqn rro vfkok dkjd,sls Hkh gs tks fd vr;f/kd egroghu ekus x, gsa vr% lkcqu fuekzrkvks a }kjk mrikn dk fuekz.k vksj foø; djrs le; bu ij Hkh fopkj fd;k tkuk pkfg,a Page 127 of 142

128 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu {ks= (SCOPE FOR FURTHER RESEARCH): oskkfud vuqla/kku,d tu&lk/kkj.k }kjk lksps x, dk;z gs ; fi,dy v/;;u O;fDrxr vuqla/kkudùkkz }kjk ckjeckj fd;k tkrk gsa izr;sd v/;;u Hkwrdky ds vuqhkoksa ij vk/kkfjr gksrk gs vksj Hkfo"; esa v/;;u ds fy, vk/kkj rs;kj djrk gsa fn, x, v/;;u vksj vu; v/;;u ds chp vr;f/kd leca/k LFkkfir fd, tk ldrs gsa izr;sd vuqla/kku v/;;u fdlh fo'ks"k ifjflfkfr;ksa dks /;ku esa j[kdj fd;k tkrk gs blfy, v/;;u ds [kkstksa dk lkeku;hdj.k lahko ugh gs] fqj Hkh bldk vfkz ;g ugha gs fd O;fDrxr vuos"k.k de egroiw.kz vfkok de lkfkzd gksrs gsa ifjdyiuk cks/k c<+kus ds mís'; dh izkfir ds fy, rf;ksa,ao vuqhko ls ijs iz{ksi.k djus okys oklrfod,ao vo/kkj.kkred rroksa rfkk muds ikjlifjd leca/kksa ds fo"k; esa iwozdyiuk gsa ifjdyiuk dhkh Hkh fujk/kkj ugha gksrh gs] ;g Li"Vhdj.k dh vko';drk j[kus okys rf;ksa ij vk/kkfjr gksrh gsa ;fn Li"Vhdj.k ds fy, fd, x, iz;klksa ds nksjku,df=r fd, x, rf; ifjdyiuk esa mfyyf[kr leca/k dh iqf"v ugha djrs gs rks bldk vfkz ;g ugha le>k tkuk pkfg, fd ls}kfurd ekwmy xyr gs ftlls ifjdyiuk dk fodkl fd;k x;k Fkk rfkk blh izdkj ;s rf; ifjdyiuk esa mfyyf[kr leca/k dh iqf"v djrs gs rks Hkh bldk vfkz ;g ugha le>k tkuk pkfg, fd ml ekwmy dh iqf"v gks jgh gs ftlls ifjdyiuk fodflr dh xbz FkhA ifjdyiuk dk ijh{k.k vuqla/kku dk;zfof/k ds ekwmy dk yecs le; rd izfrfuf/kro djrk gs D;ksa fd ifjdyiuk fl}kur ds {ks= esa ik, tkus okys dfku gksrs gs ftugsa ijh{k.k dh dlksvh ij dlk tk ldrk gsa ifjdyiuk ls}kfurd fopkjksa }kjk lr; eku ysus ;ksx; gksrs gs vksj ftugsa vkuqhkfod leadksa }kjk jí fd;k tk ldrk gsa los Z{k.k vuqla/kku esa ifjdyiuk dk ijh{k.k,ao Js"B ewy;ksa dks ekywe fd;k x;ka ;g vko';d ugha fd,d ek= dk;zfof/k dks gh iz;ksx esa yk;k tkos] ftlds cgqr ls dkj.k gs izfke] ; fi ifjdyiukvksa dks fl}kurksa ds vk/kkj ij fy;k x;k gs vksj mudk leadkas }kjk lefkzu fd;k x;k gs fqj Hkh lead bl fl}kur dks fl} ugha djrs gs os dsoy Page 128 of 142

129 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 bldk lefkzu djrs gs] tcfd [kkst dh fl}kurksa ds lkfk,d:irk cuh jgrh gs ftuls dh ifjdyiukvksa dks izksrlkgu feyrk gsa f}rh;] ifjdyiukvksa dk ijh{k.k,dek= oskkfud dk;zfof/k ugh gks ldrh] D;ksa fd ;/kfi ifjdyiukvksa dk iz;ksx lkfcr gks tkrk gss] rks Hkh dk;z ;gh lekir ugha gks tkrk gsa ;gk ckgjh vfrfjdr pjksa dh miflfkfr ds dkj.k nks"kiw.kz leca/kksa dh vhkh rd lahkkouk gsa izlrqr v/;;u mihkksdrk czkam ilun O;ogkj ds {ks= esa,d egroiw.kz L=ksr miyc/k djkrk gs tks bl fn'kk esa iz;kl gs fd D;k fofhkuu rro vfkok dkjd mihkksdrk czkam ilun O;ogkj dks izhkkfor djrs gsa izlrqr v/;;u mihkksdrk O;ogkj ds {ks= esa vkxs vuqla/kku v/;;u ds fy, i`"bhkwfe rs;kj djrk gs tks fueufyf[kr igyqvks a ij vk/kkfjr gs% (1) D;k mihkksdrk u, mrikn ds ewy;kadu ds le; izr;qùkj ds Øec} volfkk ls xqtjrk gs\ (2) mihkksdrk dh ilan izkfkfedrkvksa esa NksVs&NksVs erhksn fdrus egroiw.kz gksrs gs\ (3) D;k O;fDrRo erhksn dk czk.m ilan ds lkfk ijlij leca/k gksrk gs\ (4) D;k fokkiu ls oklro esa eukso`fùk esa ifjorzu vkrk gs\ (5) D;k vuqdwy eukso`fùk ds fodkl ls Lo;a gh foø; ek=k c<+ tkrh gs\ (6) D;k czk.m vksj mrikn izkfkfedrk, cky;kolfkk ls gh etcwr gks tkrh gs\ (7) D;k,d gh czk.m gksuk pkfg, tks fd lhkh lkekftd oxks Z ds fy, gks ;k fofhkuu rjg ds czk.m fo'ks"k lkekftd oxksa Z ds fy, cuk;s tkus pkfg,\ (8) D;k foi.ku iz;klksa }kjk vuksipkfjd okrkzyki dks c<+kok ns ldrs gs] ftlls fd fo'ks"k mriknksa dh vfrfjdr fcøh gks lds\ (9) D;k,sls foø;dùkkzvksa dks fu;qdr fd;k tkuk pkfg, ftldh O;fDrRo fo'ks"krk, muds mihkksdrkvksa ds leku gks ;k mihkksdrkvksa ls O;fDrRo fhkuurk, gks\ (10) fdl izdkj ls izhkko'kkyh Ø; iszj.kk, mùksftr dh tk ldrh gs\ Page 129 of 142

130 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu (11) dksu ls rro] n'kk, vksj dkj.k mihkksdrkvksa esa fdlh fo'ks"k czk.m ds izfr fu"bk mriuu djrs gs\ (12) mrikn ds izfr mihkksdrk dk jos;k dslk gs\ (13) orzeku esa czk.m dh fu"bk dk oklrfod vfkz D;k gs vksj bls dsls ekik tk ldrk gs\ (14) mihkksdrkvksa ds }kjk fdlh czk.m ds mihkksx izkjehk djus ds D;k dkj.k yxrs gs\ (15) olrq Ø; ds dksu&dksu ls vfhkizsjd gs\ bl rjg] tks fof/k viukbz xbz og mu le; vksj lk/kuksa ij fuhkzj gs tks,d ifj;kstukdùkkz ls nwljs ifj;kstukdùkkz ds fy, fhkuu&fhkuu gks ldrh gsa izlrqr v/;;u egroiw.kz lr; dh [kkst ds fy,,d L=ksr miyc/k djkrk gsa orzeku ifjizs{; esa ;g v/;;u u dsoy lkcqu fuekzrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkudùkkzvksa ds fy, Hkh ykhkizn gksxka cktkj vuqla/kkudùkkzvksa dks czkam ilun ds ckjs esa irk py ldsxk ftlls og vko';d foi.ku fu.kz; ys ldsxsaa *********** lkjka'k (SUMMARY) orzeku rhoz izfrli}kzred ;qx es a izr;sd O;olk;h@ foi.kudùkkz ds fy;s egroiw.kz,oa lokszifj dk;z gksrk gs xzkgdksa ds ckjs es a iw.kz tkudkjh izkir djuk] D;ksafd lelr O;kolkf;d fø;kvksa dk dsunz fcunq xzkgd gksrk gsa foi.ku vuqla/kkudùkkz@ 'kks/kkfkhz ds fy;s mihkksdrkvksa ds O;ogkj dk v/;;u foi.ku dh n`f"v ls,oa lkekftd n`f"v ls vr;ur gh egroiw.kz dk;z gsa czkam dh ilun mihkksdrkvksa ds O;ogkj dk,d egroiw.kz vax gs ftlls ge ;g irk yxk ldrs gs fd cktkj esa miyc/k czk.mksa es a ls lokszifj dksu lh gs,oa D;ks a gs? orzeku le; es a fuekzrkvksa@ mrikndksa ds }kjk fur; ubz fofhkuu olrq,a vusd czk.mksa ds ek/;e ls mihkksdrk rd iga qpk;h tk jgh gs] lkcqu Hkh mugha es a ls,d gs] ftlds lanhkz esa vusd deifu;ksa us Lo;a dks LFkkfir dj fy;k Page 130 of 142

131 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 vksj dqn izos'k dj jgh gsa vr% 'kks/kkffkz;ksa,oa foi.kudùkkzvksa ds fy;s ;g,d vpnk fo"k; gs ftles a fujurj 'kks/k dh vko';drk gsa bugha lhkh igywvksa dks /;ku esa j[kdj ^^mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu (ekjokm+ {ks= ds mihkksdrkvksa dk v/;;u)** fo"k; dk p;u 'kks/k ds fy;s fd;k x;k gsa vuqla/kku ds fy;s izlrqr v/;;u ;g tkuus ds fy;s fd;k x;k gs fd D;k fofhkuu rro vfkok dkjd mihkksdrk czkam ilun O;ogkj dks izhkkfor djrs gsa vfkkzr~ mihkksdrkvksa }kjk czkam ilunxh dk fu.kz; ysrs le; dksu&dksu ls fofhkuu rro egro ds gksrs gsa ^^mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu (ekjokm+ {ks= ds mihkksdrkvksa dk v/;;u)** fo"k; ij vuqla/kku & dk;z djus ds fy, leiw.kz v/;;u dks N% v/;k;ksa es a fohkkftr fd;k x;k gs] ftles a ifjp;] vuqla/kku dk;z & fof/k] mùkjnkrkvksa dh :ijs[kk] izr;qùkjksa dk fo'ys"k.k] ifjdyiuk dh tk p rfkk fu"d"kz dks lfeefyr fd;k x;k gsa blds vfrfjdr vur es a ifjf'k"v dks 'kkfey fd;k x;k gs ftlesa vuqlwph,oa lanfhkzdk layxu gsa izfke v/;k;% ifjp; ls lecaf/kr gs ftlesa lkcqu czkam dh i`"bhkwfe] Ø;&izfØ;k] O;olk;,oa mihkksdrk ojh;rk] Ø;&izsj.kk;sa] Ø; O;ogkj dks izhkkfor djus okys?kvd] Ø; rjhdk] czkam ilun,oa mihkksdrk O;ogkj] Øsrk O;ogkj ds fl}kur] fu.kz;ksaijkur fookn rfkk Hkkjrh; lanhkz es a mihkksdrk Ø; O;ogkj vkfn dk lekos'k fd;k x;k gsa v/;k; ds vur es a ewy;kadu ds fy, vko';drk dks crk;k x;k gsa vur esa lanhkz lwph izlrqr dh xbz gsa f}rh; v/;k;% vuqla/kku dk;z&fof/k ls lecaf/kr gs] ftles a leiw.kz vuqla/kku dk;z&fof/k dks eksvs&rksj ij nks Hkkxksa esa ckavk x;k gs% izfke] leiw.kz vuqla/kku ifj;kstuk ds fy, izkjfehkd vuqla/kku] ftlds vurxzr lkeku; vuos"k.kkred dk;z,oa v/;;u {ks= ls lecaf/kr O;fDr;ksa ds lkfk izkjfehkd lk{kkrdkj dk lekos'k fd;k x;k gsa f}rh;] ifj;kstuk dk vfure fu;kstu vksj dk;kzuo;u ls lecaf/kr gs ftlds vurxzr ifjdyiuk dk fuekz.k] iz'uksa dh Øec}rk dk fooj.k] leadkas dk ladyu djus ds fy, rkfydk dh rs;kjh vksj iwoz&ijh{k.k] izfrn'kz izjpuk] leadksa dk ladyu] leadksa dk lkj.kh;u] ekiøe] ifjdyiuk dh tk p] vuqla/kku izfrosnu dh rs;kjh rfkk v/;;u dh lhek, vkfn dk lekos'k fd;k x;k gsa v/;k; ds vur esa lanhkz lwph izlrqr dh xbz gsa Page 131 of 142

132 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu r`rh; v/;k;% mùkjnkrkvksa dh :ijs[kk ls lecaf/kr gs ftlesa fofhkuu lewg okys mihkksdrkvksa dks 'kkfey djrs gq, mugsa vk;q] fyax] osokfgd &flfkfr] f'k{kk] O;olk; rfkk vk; ds vk/kkj ij oxhzd`r fd;k x;k gsa bl v/;k; es a mu mihkksdrkvksa dh :ijs[kk izlrqr dh xbz gs ftudk lk{kkrdkj fd;k x;k gsa izlrqr v/;k; esa czkam dh :ijs[kk dk Hkh lekos'k fd;k x;k gs ftlds vurxzr v/;;u ls lecaf/kr pqus x, mùkjnkrkvksa ds ikl tks lkcqu czkam miyc/k gs mldks izlrqr fd;k x;k gsa prqfkz v/;k;% izr;qùkjksa dk fo'ys"k.k ls lecaf/kr gs ftlds vurxzr v/;;u {ks= es a lfeefyr ekjokm+ {ks= ds mihkksdrkvksa }kjk tks mùkj izkir gq, mudk fo'ys"k.k dj mugsa izfr'kr ds vk/kkj ij O;Dr fd;k x;k gs] tks r`rh; v/;k; es a 'kkfey fd, tkus okys oxhzd`r mihkkssdrkvksa ls lecaf/kr gsa mijksdr izr;qùkj lkcqu Ø; djrs le; mùkjnkrkvksa }kjk fofhkuu rro@ dkjd dks fn, tkus okys egro ds Lrj ls lecaf/kr gsa iape v/;k;% ifjdyiuk dh tk p ls lecaf/kr gs ftlesa bl lr;rk dks tk pk x;k gs fd ftl ifjdyiuk dks vk/kkj ekudj vuqla/kku dk;z fd;k x;k gs og lgh gs vfkok ughaa bl gsrq lkaf[;dh; ijh{k.k fy, x, gsa lhkh lksyg ifjdyiukvksa ftles a dsunzh;,oa oxhzd`r?kvdksa ij vk/kkfjr ifjdyiuk lfeefyr gs] dks dkbz&oxz (Chi-Square) ijh{k.k }kjk vlohd`r fd;k x;k gsa "k"be v/;k;% v/;;u ds fu"d"kz ls lecaf/kr gs ftlesa iape v/;k; es a lkaf[;dh ijh{k.k }kjk ftu ifjdyiukvksa dks vlohd`r fd;k x;k gs] muls lecaf/kr fu"d"kz dks izlrqr fd;k x;k gsa v/;k; ds vur es a vuqla/kku ds fy, {ks= dk lekos'k fd;k x;k gs tks Hkfo"; ds fy, vk/kkj rs;kj djus es a egroiw.kz Hkwfedk fuhkk;sxka leiw.kz v/;k; ds vur es a ifjf'k"v dks lfeefyr fd;k x;k gs ftlds vurxzr lkjka'k, vuqlwph,oa lanfhkzdk lfeefyr gsa ^^mihkksdrk czkam ilun O;ogkj % ugkus ds lkcqu (ekjokm+ {ks= ds mihkksdrkvksa dk v/;;u)** fo"k; ds vuqla/kku gsrq izkfkfed leadksa dks lfeefyr fd;k x;k gsa izkfkfed leadksa@lwpukvksa ds laxzg.k gsrq fofhkuu jhfr;ksa tsls losz{k.k fof/k] voyksdu fof/k] iz;ksxkred fof/k rfkk isuy fof/k;ks a vkfn es a ls losz{k.k fof/k dks 'kkfey fd;k x;k gsa losz{k.k i}fr es a leadksa dk ladyu lk{kkrdkj Page 132 of 142

133 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 i}fr ls fd;k x;k gsa vr% mihkksdrkvksa ds lk{kkrdkj ds fy, rkfydk (Schedule) dk iz;ksx fd;k x;k gsa izfrp;u dh xsj lehkkfor fof/k dks iz;ksx es a ysrs gq, fu;a=.k izfrn'kzu ds fy, lqfo/kkuqlkj fun'kzu dk p;u fd;k x;k gsa izr;sd v/;;u vfkok vuqla/kku ifjdyiukvksa ij vk/kkfjr gksrk gsa fcuk ifjdyiuk ds vuqla/kku dk;z O;FkZ gksrk gsa izlrqr vuqla/kku v/;;u ds fy, ifjdyiukvksa dks nks Lrjksa ij cuk;k x;k gs% izfke,d dsunzh; ifjdyiuk cukbz xbz fd lhkh dkjd vfkok rro (xq.koùkk] czk.m Nfo] dher vkfn)leku :i ls egroiw.kz gksrs gs] ftl le; mihkksdrkvksa }kjk lkcqu Ø; djus dk fu.kz; fd;k tkrk gsa f}rh; Lrj dh ifjdyiuk dk fu:i.k oxhzd`r?kvdksa ds vk/kkj ij fd;k x;k gs fd lhkh rro vfkok dkjd leku :i ls egroiw.kz gksrs gs ftl le; fhkuu & fhkuu lewg okys mihkksdrk (vk;q] fyax] osokfgd & flfkfr] f'k{kk] O;olk; rfkk vk; ds vk/kkj ij oxhzd`r) lkcqu Ø; djus ds fu.kz; ij fopkj djrs gsaa lkaf[;dh ijh{k.k }kjk ifdyiukvksa dks Lohd`r vfkok vlohd`r fd;k x;k gs] bl gsrq dkbz&oxz (Chi-Square) ijh{k.k dks iz;ksx es a fy;k x;k gsa vuqla/kku ds nksjku vusd dfbukbz;ksa dk vkuk LokHkkfod gs] ftuds vius dqn dkj.k lnso gksrs gs fqj Hkh iz;kl,oa ifjdyiuk vk/kkfjr rf;ksa dh tk p dj mugs izlrqr fd;k x;k gsa bl rjg ls tks izfø;k viukbz xbz og ml le; vksj lk/kuksa ij fuhkzj djsxh tks,d vuqla/kkudùkkz ls nwljs vuqla/kkudùkkz ds fy, vyx&vyx gks ldrh gsa orzeku ifjizs{; es a ;g v/;;u u dsoy lkcqu deiuh ds fuekzrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkdùkkzvksa vksj forjdksa ds fy, Hkh ykhkizn gksxka cktkj vuqla/kkudùkkzvksa dks mihkksdrk dh czkam ilun ds ckjs es a irk py ldsxk] ftlls og vko';d] foi.ku fu.kz; ys lds axsa mihkksdrkvksa dh ilanxh fu.kz; dks izhkkfor djus okys rro vfkok dkjd ds ckjs es a irk py ldsxka vr% vuqla/kku ds fy, izlrqr v/;;u foi.ku ds {ks= es a egroiw.kz lr; dh [kkst ds fy, L=ksr miyc/k djok;sxka *********** Page 133 of 142

134 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu vuqlwph (SCHEDULE) (1) d`ik;k laxr [kkus esa ( ) fu'kku yxk,a% (1) vk;q% (i) 18 o"kz ls 45 o"kz ( ) (ii) 46 o"kz ls 70 o"kz ( ) (2) fyax% (i) iq:"k ( ) (ii) L=h ( ) (3) osokfgd flfkfr% (i) vfookfgr ( ) (ii) fookfgr ( ) (4) f'k{kk% (i) mpp lsds.mjh ds uhps ( ) (ii) mpp lsds.mjh ls Lukrd ds uhp ( ) (iii) Lukrd vksj Åij ( ) (5) O;olk; (i) lsok dk;z ( ) (ii) O;kikj ( ) (iii) is'ksoj@vu; ;k lsokfuo`r O;fDr ( ) (6) vk; (i) :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk ( ) (ii):ik;s 2600@& ls :Ik;s 4600@& izfr eghuk ( ) (iii) :Ik;s 4600@& vksj Åij izfr eghuk ( ) Page 134 of 142

135 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 (2) uhps fn;s x;s fofhkuu rroksa esa dksu&ls rro dks vki ^^vr;f/kd egroiw.kz** vksj ^^vr;f/kd egroghu** vksj ^^u rks u gh egroghu** LFkku nsrs gs] ftl le; vki ugkus dh lkcqu dks ilan dj jgs gksrs gs? (i) xq.koùkk (ii) czk.m Nfo (iii) dher (iv) jax (v) [kq'kcw (3) D;k vkids ikl ugkus dk lkcqu gs? ugha dksu & lk czk.m? dksu & lk jax? *********** Page 135 of 142

136 BOOKS MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu BIBLIOGRAPHY 1. Aaker, D.A.Ed. : Multivariate Analysis in Marketing Theory and Application, Belmont California: Wadsworth Publishing Co., Anderson, T.W. : Introduction to Multivariate Statistical Analysis, New york: John Wiley & Sons., Baker, J.Michael : The Marketing Book, London: Heinemann Professional Publishing Ltd., Barker, Raymonds : Marketing Research Text with Cases, Reston Virginia: Reston Publishing Co., Bennet, P.D. AND : Consumer Behaviour, New Delhi: H.H. Kassar Jain Hall of India, Prentice- 6. Britt, S.H. : Consumer Behaviour and the Behavioural Science, New York: John wiley & Sons, Brown, L. : Effective Business Report Writing,Englewood cliff, N.J.: Prentice Hall, Inc., Chhunawala, S.A. : Marketing Research Overview, Bombay: Himalaya Publishing House, Cocharn, William G. : Sampling Techniques, New york: John Wiley & Sons Inc, Cravens, W.David, : Marketing Management, Home Gerald, E. Hills and wood Illinois: Richard D. Irwin Inc, 1988 Robert, B. Woodruff 11. Deming, W.E. : Sampling Design in Business Page 136 of 142

137 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 Research, New york: John Wiley & Sons Inc, Duesenberry, J.S. : Income saving and Theory of consumer Behaviour, Cambridge Harvard University Press, Edward, Allen L. : Techniques of Attitude Scale construction, New york: Appleton century gofts, Edward, G Sampson : Social Psychology and contemporary Society {2 nd ed}, canada: John wiley and sons., Emory, William C. : Business Research Methods, Home wood Illionois: Richard D. Irwin Inc., Engel, F. James, : Consumer Behaviour, New David, T. Kollat and York: Holt Rinehart & winston Roger, D. Blackwell Inc, Ferber, Robert and : Research Method in Economics and Business, New york: Macmillan, 1962 P.J.Verdourn 18. Festinger, Leon and : Research Method in Daniel Katz (eds) Behavioural Science, New York: Holt Rinehart & Winston Inc, Foxall, Gordon, R. : Consumer Behaviour A Practical Guide, London: Groom Helm, Francesco, Nicosia : Consumer Decision Process, Englewood cliffs, N.J.: Prentice Hall Inc., Gallagher, William J. : Report writing for Management Reading, massachussests; Addition Wesley Publishing Company, 1969 Page 137 of 142

138 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu 22. Gandhi, J.C. : Marketing - A Managerial Introduction, New Delhi: Tata McGraw Hill Publishing Co. Ltd., Gilbert, A. Churchill : Marketing Research Methodological Foundation, Hinsdale, Illionis: The Dryden Press, Goode, W.J. and : Methods In Social Research, P.F. Hatt New York: McGraw Hill Book Co., Gupta, Anil : Consumption Behaviour in India: A study of All India consumption Estimates, New Delhi: Anmol, Hansen, L. Harry : Marketing Test Techniques and Cases, Bombay: D.B. Taraporwalla Sons & Co. Pvt. Ltd Harper, W. Boyd And : Marketing Research and Text Jr. West Fall, Staniey and Cases, Home Wood, F.Stasch Illinois Richard D. Irwin Inc, Howard, John A. : Consumer Behaviour- Application of Theory, New york: Mc Graw Hill Book Co., James H. Myers : Consumer Behaviour and And William, H. Marketing Management, Raynolds Boston: Houghten Miffin Co., A. Howard and JOHN : The Theory of Buyer Jagdish, N. Seth Behaviour, New York: John wiley & Sons Inc., Kerby, J.K. : Consumer Behaviour, New York Dun Donnelley Publishing Co., Kothari, C.R. : Quantative Techniques,New Delhi: Vikas Publishing House Pvt. Ltd.,1982 Kothari, C.R. : Research Methodology, New Delhi, Wiley Eastern Limited Co., 1985 Page 138 of 142

139 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: Kotler, Philip : Marketing Management: Analysis planning and control, England Cliffs, N.J.Prentice Hall Inc., Larry, J. Rosenberg : Marketing, New Jersey: prentice Hall, Inc, Levin, Richard I. : Statistics for Management New Delhi; Prentice Hall of India Pvt. Ltd., Lindzey, Barner : Assessment of Human Motives,New York; Geon Press, Inc, Mahajan, B.M. : Consumer Behaviour in India, New Delhi, Concept Publishing Co., Markinl, Rom, J : Consumer Behaviour A cognitive orientation, New York; Macmillan, Martineau, Pierre : Motivation in Advertising, New York: McGraw Hill Book Co., Mathur, Navin : Advertising and Consumer Reaction in India; A case study Jaipur: Printwell Publishers, Mcneal, J.C. : Dimension of Consumer Behaviour Behavior, New york: Appleton Century Crafts, Mehta, S.C. : Indian consumer studies and cases for Marketing Decision, New Delhi: Tata MC Graw Hill, Michael, V.P : Research Methodology In Management, Bombay: Himalaya Publishing House, Mishra, M.N. : Marketing Management in India perspective, Bombay : Himalaya Publishing House, Nair, K.C. Jose : Modern Marketing Page 139 of 142

140 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu Paul, C.J.George Management, Delhi: Himalaya Publishing House, Neelamegham, S. : Marketing Management and The Indian Economy, New Delhi: Vikas Publishing House, Peterson, A. Robert : Marketing Research, Taxas: Business Publication Inc., Ramaswami, V.S, And : Marketing Management, NamaKumari, S. Delhi: Macmillian India Ltd., Reddy, C.R. : Research methodology in Social Sciences, Delhi: Daya Publishing House, Schiffman, Leon G. : Consumer Behaviour New Delhi: Prentice Hall of India Ltd., Sethna, Beheruz N. and : Research Methods in Leonard, Groeneveld Marketing, New Delhi: Tata MC Graw Hill Publishing Co. Ltd., Sherlekar, S.A. : Marketing Management, Bombay: Himalaya Publishing House, Singh, Raghbir : Marketing and Consumer Behaviour, New Delhi: Deep & Deep Publication, Smeth, G.H. : Motivation Research in Advertising and Marketing, New York; McGraw Hill Book Co., Stantan, William J. : Fundamentals of Marketing, New York: McGraw Hill Book Co., Tondon, B.C. : Research Methodology in Social Sciences, New Delhi: Chaitanya Publishing House, Tucker, W.T. : Foundation for a Theory of consumer Behaviour, New York: Holt Rinehart & Winston, William, Keith, C. : Behavioural Aspects of Page 140 of 142

141 International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp , ISSN: (Online) ISSN: (Print), Impact factor: 0.98 Marketing, London: Heinemann, Wilkinson, T.S. and : Methodology and Techniques Bhandarker, P.L. of Social Research, Bombay: Himalaya Publishing House, Young, V. Pauiline : Scientific Social Survey, Engle Wood cliffs, N.J.: Prentice Hall Inc., 1968 JOURNALS 1. Journal of Marketing 2. Indian Journal of Marketing 3. Journal of Advertising Research 4. Journal of Consumer Studies and Home Economics 5. Journal of Consumer Affairs 6. Journal of Consumer Research EWSPAPERS & MAGAZINES 1. Rajasthan Patrika, Jaipur 2. Dainik Bhaskar, Jaipur 3. Dainik NavJyoti, Jaipur 4. The Economic Times, New Delhi 5. The statesman, New Delhi 6. The Hindustan Times, New Delhi 7. Advertising & Marketing, Bombay *********** Page 141 of 142

142 MkW- eukst dqekj kekz I^^miHkksDrk czkam ilun O;ogkj % ugkus ds lkcqu Dr.Manoj Kumar Sharma ASSISTANT PROFESSOR S.P.U.[PG]COLLEGE FALNA [PALI] Name Date of birth & Place : Edu. Qualification Teaching College Achievement Other Published Books : Dr.Manoj Kumar Sharma 03-oct. & Ajmer : M.Com.(Bus. Admn.), (EAFM), (ABST), M.Phil., Ph.D.(Bus.Admn.), PG Diploma in HRM, M.A.(Sociology), (Philosophy), (Pub.Admn.), B.Ed Doing D.Lit. (Commerce) From South Affrica :* Sri Dungargarh College (Bikaner). * S.S.B. PG College (Jaipur). * Smt. S.D.M. PG Girl s College, Bhilwara. * B.M.K. PG College, Bhiwadi (Alwar). * S.P.U. PG College, Falna (Pali). :* University Gold Medalist Award by Persident of India (Smt. Partibha Patil). * Paper Presented in the International & National Conference Sponsored by UGC,New Delhi. * Article Published in the International & National Journals & Books. * Membership of ICA (Reg. No.-206) * Membership of Research Journal of Management (REG.NO:6433XVI ENG) * Research Supervisor & Guide (Ph.D.&.M.Phil.) in Many University :* BUS. REG. FRAME WORK *BUS. LAW *PRINCIPLES OF MODERN MANAGEMENT *CONSUMER BEHAVIOUR * CONSUMER RESEARCH *MANAGEMENT CONCEPTS *VYAVSHAYIK VINIYMAN KI ROOPREKHA *MODERN BUSINESS LAW * CONSUMER SURVEY *********** Page 142 of 142