International Journal of Business, Management & Allied Sciences

A Peer Reviewed-Indexed Journal

1

Proceedings of Two Day National Conference on
INTERDISCIPLINARY RESEARCH INNOVATIONS IN THE SOCIAL SCIENCES LANDSCAPE
23rd & 24th NOVEMBER, 2018
Organized By
Social Sciences Departments
St. Joseph's College for Women (A)
Visakhapatnam - 530004, Andhra Pradesh, India.
www.stjosephsvizag.com 
&
In collaboration with "Andhra Pradesh Economic Association "

Volume 5, S2:2018 (November Issue)

Article Details Click on Page No
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HEALTH STATUS OF   SUNRISE STATE OF ANDHRA PRADESH-A STUDY
Dr. P.Jayalakshmi
Reader in Economics, St.Joseph’s College for Women (A), Visakhapatnam-4,
Dr. Sr.  Shyji
Principal, Joseph’s College for Women (A), Visakhapatnam-4                   

1

INDIAN GROWTH TRAJECTORY: ISSUES AND CONCERNS
Dr.K.Padma
Reader in Economics, SGA Govt. Degree College, Yellamanchili, Visakhapatnam District

6

E-commerce Business Models

V. Sai Prasanth

Research Scholar, GITAM University, Visakhapatnam. Assistant Professor, Sun International Institute of tourism and Management, Visakhapatnam

Prof M Jyothsna

Professor & Head Dept. of Marketing, GITAM Institute of Management, GITAM (Deemed To Be University), Visakhapatnam

11

A RICH CULTURAL HERITAGE HUB – A STUDY ON VIZIANAGARAM DISTRICT
Dr. P.Jayalakshmi
Reader in Economics, St.Joseph’s College for Women (A), Visakhapatnam-4,

Dr.Ch. Annapurna
Reader in Telugu, St. Joseph’s College for Women (A), Visakhapatnam-4

16

WORKING CONDITIONS OF RETAIL SECTOR WORKERS - A Case Study on Retail Establishments in Visakhapatnam
Dr. N. Jyothi & Ch. Priyanka
Assistant professors, Department of Business Administration, St. Joseph's College for Women, Visakhapatnam

20

PERFORMANCE OF AGRICULTURE
SINCE POST LIBERALISATION IN INDIA
Dr.ANITHA MANNE
Dept. of Economics, Yogi Vemana University, KADAPA

24

ROLE OF COMMUNICATION IN NATIONAL DEVELOPMENT
Dr.G.L.V.Prasada Rao
Asst. Professor, Dept. of Journalism and Mass communication, Dr.B.R.AmbedkarUniversity-Srikakulam,AndhraPradesh

27

DIGITAL ADDICTION: NEGATIVE IMPACT ON THE YOUTH IN THE PRESENT SOCIETY- A REVIEW
Dr.Uma Rani.K
Associate Professor in Psychology, SPW Degree & PG College, Tirupati

30

RURAL DEVELOPMENT PROGRAMMES AND BENEFICIARY GROWTH IN INDIA
Dr.V.Sujatha
Lecturer in Economics
M.Kutumba Rao
Lecturer in Economics, The Hindu College, Machilipatnam, Andhra Pradesh

33

TRENDS IN SCHOOL EDUCATION: A CASE STUDY ON KADAPA DIST
G.Venkata Lakshmi Narayana1, Dr. Anitha. Manne2
1Research Scholar, Dept. of Economics Yogi vemana University, YSR KadapaDist, Andhra Pradesh., 2Assistant Professor, Dept. of Economics, Yogi Vemana University, YSR KadapaDist, Andhra Pradesh

37

A LINKAGE BETWEEN EMPLOYMENT ENGAGEMENT, INNOVATION AND EX-CELLENCE- A THEORETICAL REVIEW
Gudivada Venkat Rao
Department of HRM,MHRM , Prog.,Dr.L.Bullayya P G College,Visakhapatnam,
M Jayanti
Assistant Professor, Department of Management Studies, St.Joseph College of Women, Visakhapatnam

44

A CONCEPTUAL STUDY ON OPPORTUNITIES AND CHALLENGES OF ONLINE FOOD SERVICES MARKET IN INDIA
Dr.G.SyamalaRao
Associate Professor, Dept. Of Management Studies, GVP College for Degree and PG Courses (A),  Visakhapatnam.
Dr. K.V.Nagaraj
Asst.Professor,  Dept. Of Management Studies, GVP College for Degree and PG Courses (A), Visakhapatnam.

48

A STUDY ON IMPACT OF DIGITAL MARKETING IN CONSUMER PURCHASE DECISION IN VISAKHAPATNAM
Dr.K.V.Nagaraj
Asst.Professor, Gayatri Vidhya Prashid College for Degree and PG Courses(A),
Rushikonda, Visakhapatnam-45
Mr.B. Mahendra Reddy
Asst.Professor, Gayatri Vidhya Prashid College for Degree and PG Courses (A),
Rushikonda, Visakhapatnam-45

51

EMPOWERMENT OF TRIBAL WOMEN IN SRIKAKULAM DISTRICT
Dr. M. R. Jyothi Frederick
Government Degree Women’s College, Srikakulam.

54

STATUS OF WORKING WOMEN AND THEIR EMPOWERMENT IN INDIA
Dr.V.BALA 
Professor, Department of Management studies,
NSR Institute of Technology, sontyam, Visakhapatnam

59

MODERN TRENDS IN RECRUITMENT PRACTICES
Dr.D.S.B.PALLAVI
Asst.Professor, Dept.of Management Studies, GayatriVidyaParishad College for Degree &P.G.Courses (A),  Rushikonda,Visakhapatnam-45.
Dr.D.Sudhakar
Academic Consultant, School of Commerce and Management Dravidian UniversityKuppam, Chittoor Andhra Pradesh

63

AGRARIAN DISTRESS IN ANDHRA PRADESH
(A Study on Guntur District)
Dr.K.Kishore Babu,
Guest faculty, Dept. of Economics, Acharya Nagarjuna University, Guntur,

65

WOMEN MENTAL HEALTH: INFLUENCE OF EMOTIONAL INTELLIGENCE AMONG VARIOUS SOCIOECONOMIC FACTORS
Dr. B.Vijaya Bhaskararao
Department of Psychology, Andhra University, Visakhapatnam, Andhra Pradesh, India Mrs. G. Kamalanjali
Research Scholar, Nagarajuna Univesity, Guntur, Andhra Pradesh, India – 522508

72

A REALISTIC APPROACH ON WOMEN EMPOWERMENT
Prof. Trinadh Mente
Vice Principal, K.G.R.L. Degree College (Autonomous) Bhimavaram – 534201,

 Lalita Gudimetla
Vice Principal, St’Anns Womens Degree College, Malkapuram, VSP.

77

BEST PRACTICES AND EMERGING TRENDS IN RECRUITMENT AND
SELECTION
R. HIMALINI DEVI
HOD of Commerce, SPMH Degree Kalasala, Machilipatnam

80

SOCIO ECONOMIC ANALYSIS OF AGRICULTURE WOMEN LABOUR: A STUDY FOCUS ON KUPPAM ANDHRA PRADESH
S.V.Hari Krishna
Academic Consultant, School of Commerce and Management/Economics, Dravidian University, Kuppam, Chittoor (Dist), Andhra Pradesh-517426, India.

83

SELF HELP GROUPS - FINANCIAL SECURIRTY FOR WOMEN
Smt. K. Ramalakshmi
Lecturer in History, Dr.V.S.Krishna govt. Degree college, Visakhapatnam.
B. Kumar
 M.A. Economics, Final year student, Department of Economics, Andhra University.Visakhapatnam.

87

IMPACT OF SOCIAL MEDIA ON TEENAGERS
Duvvi Rajesh
Student, M.A 2nd Year, Andhra University, Visakhapatnam, Mobile: 9948812166,

90

ROLE OF FDI & FII IN ECONOMIC GROWTH
N.Pavani
Asst.Professor, Gayathri College for PG courses, Munsabpeta. 532401.
SRIKAKULAM, ANDHRAPRADESH.

92

A STUDY ON THE PURCHASE AND POST PURCHASE STAGE OF CONSUMERS’ BUYING DECISION MAKING PROCESS
Dr. OLY MISHRA
Assistant Professor, School of Management Studies, Gayatri Vidya Parishad College for Degree and PG, Courses, Andhra University, India

96

EMERGING LEADERSHIP
J.Jayanthi
HOD-Management Studies, St.Joseph’s College For Women(A), Visakhapatnam.

Jumnoodoo satyawatee, Management student, St. Joseph’s college for women.
J. Sumitra krishna,
Management student, St. Joseph’s college for women.

99

COMPETITIVE ADVANTAGE OF MERGERS IN BANKING SECTOR-Bank of Baroda-Vijaya bank-Dena bank- THEORITICAL ANALYSIS
ASHOK BOTTA
Assistant professor, CMT-B-School P.M. Palem –Visakhapatnam.

102

INDIA’S ECONOMIC DIPLOMACY IN THE GLOBALISING WORLD:
PRACTICES, PROCEDURES AND SIGNIFICANCE OF
DOUBLE TAXATION AVOIDANCE AGREEMENT WITH MAURITIUS
D Venkata Lakshmi Tejaswi
Lecturer in Political Science, Dr. V S Krishna Government Degree College
Visakhapatnam

108

URBAN TRANSFORMATION - SMART CITIES
Is Smart Cities Mission a solution to the Problems of Urbanization
Smt.C.Gnana Prasuna
Assistant Professor in Economics,   ST. Joseph’s college for women, VSP
K.Grace Vijaya Kumari
III M.E.Cs, ST.Joseph’s College for women, VSP

110

A CONCEPTUAL STUDY ON PROBLEMS AND CHALLENGES OF WOMEN ENTREPRENEURSHIP CHANGING ENVIRONMENT
Surya Deepthi
Asst.Professor, Gayatri Vidhya Prashid College for Degree and PG Courses(A),
Rushikonda, Visakhapatnam-45
G.Alice Karuna
Asst.Professor,  Gayatri Vidhya Prashid College for Degree and PG Courses(A),
Rushikonda, Visakhapatnam-45

114

GREEN MARKETING- PROSPECTS AND CHALLENGES

M.Jyothi

 Assistant Professor in Management, St.Joseph’s college for women(A),Visakhapatnam

K. Pratyusha

Assistant Professor in Commerce, St.Joseph’s college for women(A), Visakhapatnam

117

CARBON FINANCING MODELS TO MITIGATE CLIMATIC CHANGE

A CASE STUDY OF IP-APPML CDM PROJECT RAJAMAHENDRAVARAM

SRINIVASA RAO ARIGELA

Assistant Professor, Department of Management studies

Prof.  Dr.S. Teki

Professor & Dean Academic Affairs, and Chairman BOS and Chairman faculty of management, AdikaviNannaya University, (Autonomous body under Government of Andhra Pradesh, India) Rajahmundry-533296.

120

INTER RELATIONSHIP BETWEEN INSECURITY FEELING AND LIFE SKILLS A STUDY
Dr.  B. Sivasankar Mandal
Department of psychology, St Joshep’s college for Women, Visakhapatnam, Andhra Pradesh, India.
Dr. B.Vijaya Bhaskararao
Department of Psychology, Andhra University, Visakhapatnam, Andhra Pradesh, India

127

Balancing Academics with Work- Challenges and Stress Involved: A Micro Study

Ramani Dhanaraj

Head, Dept of Office Management, St. Joseph’s College for Women (Autonomous), Visakhapatnam

Hannah Ruth Irani & Venkata Akhila Sri B

132

E COMMERCE SERVICES
Mrs. SANTHI BODDEDA
Lecturer, Commerce Department, St.Ann’s College Malkapuram, Visakhapatnam

137

A CONCEPTUAL STUDY ON GREEN BANKING INITIATIVES AND CHALLENGES IN INDIA
N.V.S. ANIL KUMAR
Asst. Professor, Department of Management Studies, GVP College for Degree and PG Courses(A), Rushikonda, Visakhapatnam-45

140

PARTICIPATION OF WOMEN IN PANCHAYAT RAJ INSTITUTIONS
Dr.B.Nagamani,
Dr.V.S.K.G.D.C. V.S.P.

143

MARKETING STRATEGIES OF MOBILE NETWORKING SERVICE OPERATORS (A STUDY ON VISAKHAPATNAM DISTRICT, ANDHRA PRADESH)
Dr. Jada Jayendra
Assistant Professor, St. Joseph College for Women (A), Visakhapatnam.

146

Unleashing Rural Women’s Potential – The Role of Panchayat Raj 
Dr. (Smt.) B.V.L.A. MANGA,
Retd. Associate Professor, Department of Political Science,  Maharajah's (Autonomous) College, VIZIANAGARAM – 535002,

151

THE ROLE OF TOURISM DEVELOPMENT IN PROSPERITY OF THE NATION
B. Peera Kumar 
Research Scholar Department of Economics
V.S.U PG Centre, KAVALI SPSR Nellore Dist. A.P.

153

DEMOGRAPHIC DIVIDEND IN INDIA DEMOGRAPHIC DIVIDEND IS A MYTH OR REALITY    
Chitturi Gnana Prasuna
Asst. Professor in Economics S.J.College for women,  Visakhapatnam.              

157

ECONOMICS OF CULTIVATION AMONG THE SMALL AND MARGINAL  FARMERS IN GUNTUR DISTRICT OF ANDHRA PRADESH
D.Gangaiah
Research Scholar, Dept.of.Economics, Acharya Nagarjuna University, PG Center Ongole, Andhra Pradesh
Dr.N.Sanjeeva Rao
Assistant Professor, Dept.of Economics, Acharya Nagarjuna University, PG Center Ongole, Andhra Pradesh

160

MEDIA AND ITS IMPACT ON SOCIETY: A SELF PERSPECTIVE ON MEDIA AND ITS NEGATIVE IMPACT ON SOCIETY
D.Narayana Rao
Incharge of Journalism and Mass Communication Department, St.Joseph’s College for Women (Autonomous), Visakhapatnam
R. Sailaja
Final Year Degree, Bachelors of English, Psychology and Journalism and Mass Communication, St. Joseph’s College for Women (Autonomous), Visakhapatnam

166

MEDIA ETHICS: A SELF PERSPECTIVE ON THE MEDIA ETHICS OF JOURNAISM IN INDIA
D.Narayana Rao
In-charge of Journalism and Mass Communication Department
St.Joseph’s College for Women (Autonomous)  Visakhapatnam

169

A SURVEY ON DEMOGRAPHIC DIVIDEND IN INDIA
Dr. Capt. K.Sujatha
Associate Professor & Head, Department of Mathematics, St. Joseph’s College for Women(A) Visakhapatnam-530 004, India
Mrs. J. Pallavi Priyanka Reddy
Asst. Professor, Department of Statistics, St. Joseph’s College for Women(A) Visakhapatnam-530 004, India

172

WOMEN REPRESENTATION IN INDIAN PARLIAMENT – A  CASE  STUDY
 Dr.V. RAMESH BABU
Lecturer  in Political Science, Dr.V.S.Krishna Govt. Degree &P.G. College,(A),Visakhapatnam, Andhra Pradesh, India. 530013.

175

Prof. AMARTYASEN AND HUMAN RESOURCE CAPABILITY
S.Sitaramamurty
Retired Lecturer in Economics, House No.5-8, Munisif Street
Payakaraopeta-531126, Visakhapatnam District

179

RETAILING – A CASE STUDY OF THE KIRANA STORE KEEPER’S PERCEPTION IN KRISHNA DISTRICT, A.P
Mrs. T. Deena Elizabeth,
HOD Commerce, Noble College (A) Machilipatnam, Krishna District, A.P.

181

TOURISM AND ECONOMIC DEVELOPMENT IN ANDHRA PRADESH
T. Radha Krishna
Lecturer in Economics, Government Degree College, V Madugula, Visakhapatnam District.

184

SARVA SIKSHA ABHIYAN – A MULTI DIMENSIONAL PROGRAM FOR RURAL DEVELOPMENT
K. PRANITHA
Assistant Professor in Economics, St Joseph’s College for Women (A) VSP.
A. DEDEEPYAA
IV Year-CSE, B Tech, GITAM, VSP

187

GREAT INDIAN HERITAGE AND TOURISM DEVELOPMENT IN ANDHRA            PRADESH
Pushadapu Subba Rao
J.L. in Telugu, Govt. Junior College,
Avanigadda, Krishna District.

191

IMPACT OF ISLAMIC CULTURE ON INDIAN ARCHITECHTURE

B. ANITA

Assistant professor in History, St Joseph’s College for Women (A) Visakhapatnam.

194

MAHATMA GANDHI NATOIONAL RURAL EMPLOYMENT GUARANTEE ACT – A BOON TO RURAL INDIA 
Dr. M. Ramana
Reader in Economics, Maharajah's College (Autonomous), VIZIANAGARAM

197

Women Empowerment through Self Help Groups
(A micro level study of Lam Village in Guntur District)
Jyothi Sampurna
Research Scholar, Dept of Economics, Acharya Nagarjuna University, Guntur,
Andhra Pradesh
Ch. Thandava Krishna
Assistant professor, Dept of Economics, Acharya Nagarjuna University, Ongole Campus, Prakasam District, Andhra pradesh

200

A STUDY ON LEADERSHIP FOR START-Ups IN INDIA
J. Jayanthi, Assistant professor
N. Vinuthna, Student
G. Pramoditha, Student
St. Joseph’s college for Women [A], Vishakhapatnam-04.

205

AN EMPERICAL STUDY OF YELLOW JOURNALISM AND ITS AFFECT ON THE OPINION OF THE PUBLIC
J.Jayanti
Assistant Professor, St.Joseph’s College for Women
B.Blessy Christina
Student- EPJ, St.Joseph’s College for Women

208

INDIAN AND BATSWANA CULTURE- A COMPARATIVE STUDY   
Mrs. K. Pranitha
Assistant Professor in Economics, St. Joseph’s College for Women (A), Visakhapatnam
Gaone Phillimon
I Degree CEM student, St Joseph’s College For Women(A) Visakhapatnam

210

A STUDY ON WORLD CULTURAL HERITAGE SITES IN INDIA
B. ANITHA
Assistant Professor in History, St Joseph’s College for Women (A)

212

AN EMPIRICAL STUDY ON WORK LIFE BALANCE OF TEACHING PROFES-SIONALS IN VISAKHAPATNAM CITY
J.Jayanti
In-charge, Management Studies, St.Joseph’s College For Women(A), Visakhapatnam

217

CAUSES OF LOW PRODUCTIVITY IN INDIAN AGRICULTURAL SECTOR AND REMEDIAL MEASURES    
P. Durga Prasad
Head of the Department of Economics, Maharajah's College (Autonomous), VIZIANAGARAM - 535 002.

220

AGRICULTURE FINANCING — AN OVER VIEW
Sri. T.Tirtipati Naidu,
Assistant Professor of Economics,M.R.College Aided & Autonomous,Vizianagaram.

222

E-GOVERNANCE PROSPECTS AND PROBLEMS
Dr. G RAMALAKSHMI
Head of the Department - Department of Political Sciences, St Joseph’s College for Women [A], Visakhapatnam

224

TRIBE CULTURE FOR SUSTAINABLE DEVELOPMENT
 Mrs.K. Prameela Rani
Asst.Prof. in English, St.Joseph’s College for Women(A),Visakhapatnam

227

THE POTENTIAL DEVELOPMENT LANDSCAPE: AN EMERGING DIMENSION TO UTILIZE YOUTH AS CATALYSTS OF REAL CHANGE
 Dr. M.K. Mohan
Lecturer in Economics, Dr. V.S.K. Govt. Degree College (A), Maddilapalem, Visakhapatnam

230

AN OVERVIEW OF SOCIAL MEDIA MARKETING
Mrs. PAVANI RAVADA
Asst. Professor in Commerce, St.Joseph’s College for Women(A), Visakhapatnam.

234

LEADER SHIP FOR STARTUPS

 LAVANYA.P

Commerce Department, St.Anns College For Women

Malkapuram, Visakhapatnam

237

SOCIAL MEDIA, PRIVACY IS AT RISK: A CRITICAL ANALYSIS

Dr Reddy.Tirupathi Rao

Coordinator, Department of Journalism and Mass Communication

Dr. B R Ambedkar University, Srikakulam

241

SOCIAL ANXIETY DISORDERS

GMR Josephine

Lecturer of Psychology, St.Joseph Women’s College Visakhapatnam

2G.Vineela Rao, 3A.Krishnaveni, 4Neha Yadav

244

POLITICAL PARTICIPATION OF WOMEN IN PANCHAYATHI RAJGOVERNANCE: A STUDY IN SRIKAKULAM DISTRICT, ANDHRA PRADESH

BONU MANJULA1 & SANAPALA V L N UDAY KUMAR2 

1Individual Scholar, MA in Political Science and Public Administration, Visakhapatnam, Andhra Pradesh, India        

2Research Scholar, Department of Political Science and Public Administration, Andhra University, Visakhapatnam, Andhra Pradesh, India

246

Tourism and Hospitality                                  

Dr.J.Nirmala.

 Lecturer in Telugu, St.Josephs College for Women,Visakhapatnam - 4.

255

FDI and FII role in the Economic Growth of the country – Analytical Study

Prof. K.V. Satya Prakash1 and J. Sowmya2

1HOD- MBA, Avanthi Institute of Engineering and Technology, Tagarapuvalasa. He can be reached or contacted on

2Faculty- MBA, Avanthi Institute of Engineering and Technology, Tagarapuvalasa

257

GREEN MARKETING

Dr RAJA TALLURI

DIRECTOR, AIMS B SCHOOL

VISAKHAPATNAM

260

PARTICIPATORY RESEARCH TOOLS FOR PARTICIPATORY COMMUNITY ASSESSMENT

Dr. Mutluri Abraham1, Prof. A.B.S.V. Ranga Rao2

1Post Doctoral Fellow, Department of Social Work, Andhra University, Visakhapatnam, Andhra Pradesh.  

2Professor, Department of Social Work, Andhra University, Visakhapatnam, Andhra Pradesh.

264

IMPACT OF BRAND MANAGEMENT
(With special reference to brand Britannia)
Dr. N. Jyothi
Assistant professor, Department of Business Administration St. Joseph's College for Women , Visakhapatnam
Ch. Chihnitha & Mithali Saha
Students, Department of Business Administration
St. Joseph's College for Women , Visakhapatnam
273
SELF-HELPSGROUPS-FINANCIAL SECURITY FOR WOMEN
G.NIRMALA JYOTHI
HOD OF ECONOMICS,
SPMH DEGREE KALASALA, MACHILIPATNAM
276
NON-WORK TO WORK STRESS SPILL-OVER: EFFECT ON ORGANIZATIONAL BEHAVIOUR (A Case Study of Rashtriya Ispat Nigam Limited, Visakhapatnam)
Dr. Divya Joseph
Research Scholar, DCMS, Andhra University
278
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