In the complex world of Sales & Marketing across FMCG, Healthcare, NBFC, and Logistics sectors, I have navigated through 22 years of dynamic encounters with customers whose rationality seems as fluid as the markets they inhabit. The unpredictability of consumer whims has been both a challenge and a fascination, prompting me to delve deeper into the intricate realm of consumer behaviour—a discipline where perceptions, beliefs, emotions, and social influences converge to shape purchasing decisions.

Consumer behaviour, rooted in psychology, transcends mere transactions; it unfolds as a tapestry of human desires and motivations. From deciphering elusive wants to decoding the sway of social persuasions, this sub-discipline offers profound insights essential for any strategist in today’s volatile, uncertain, complex, and ambiguous (VUCA) marketplace.

My journey, however, did not end with field experiences alone. For the past 24 years, I have embraced a parallel path as a Professor of Marketing Management, witnessing firsthand the evolution of academia to meet the demands of an ever-changing global landscape. The Indian market, an ’emerging’ force, spurred me to contribute to this evolving narrative through a book that not only connects theoretical frameworks of consumer behaviour but also enriches them with Indian context, examples, and case studies.

This book is a culmination of insights gleaned from interactions with students—each a catalyst for my own learning journey. Their diverse perspectives and probing questions have shaped not only my teachings but also this manuscript, which seeks to bridge academic rigor with practical relevance.

The book has been published by Kabdwal Book International. 

I extend my deepest gratitude to all my students and colleagues, the customers whom I have sold products, competitors, my critics, my supporters all of them. 

As you embark on this exploration of consumer behaviour, may these pages not only inform but also inspire new strategies, innovations, and a deeper appreciation for the intricate dance between consumers and markets. Join me in unravelling the mysteries of consumer behaviour—a journey where understanding leads to innovation and where every interaction offers a new revelation.

HAPPY READING!!!

Logical thinking is most important in our life. It helps to identify the causes of failure and develop a suitable plan of action. Logic helps making decisions based on facts rather than emotions. Logical reasoning improves a person’s position in society. Logic influences all aspects of life.

Syllogism is an important part of Aristotle’s logic. It facilitates inference in which conclusion follows from two premises. We consider two kinds of syllogism: conditional and unconditional. Further, under conditional, there are two divisions: mixed and pure. Syllogism is a form of arguing in which two statements are used to prove that a third statement is true, for example, ‘All humans need to sleep; I am a human, therefore I need to sleep’. A syllogism applies logical reasoning to arrive at a conclusion based on two proportions that are established or assumed to be true. Aristotle defined the syllogism when two specific things have been supposed, something different, a third thing from the two supposed things results as logical reasoning.  

The use of syllogisms as a tool for understanding can be dated back to the logical reasoning proposed by Aristotle. The use of syllogism in real life lies in its ability to facilitate logical thinking to draw sound conclusions from given statements.

For example: i) All mammals are animals. All elephants are mammals. Therefore, all elephants are animals. Another example: ii) No doctors are children. Some immature people are doctors. Therefore, some immature people are not children. Look at this: iii) Some nice people are teachers. Some people with short hair are nice. Therefore, some teachers have short hair.

In everyday life, syllogisms can be applied to various situations where critical thinking and problem-solving are required. Syllogisms can be used to evaluate the validity of arguments: by breaking down an argument into its premises and conclusion, one can assess whether the inference logically follows from the given information.

It helps in making informed decisions: Syllogistic reasoning can help individuals to consider multiple factors, identify causal relationships, and arrive at well-reasoned conclusions when making decisions. For example: All love is wonder. She is wonderful. Therefore, she is lovely.

Syllogism Identifies to resolve logical myths. By recognizing the structure of a syllogism can aid in the identification of logical fallacies, such as the fallacy of ambiguity or the fallacy of affirming the sequent, which can commonly occur in everyday discourse. For example: All books from that store are new. These books are from that store. Therefore, these books are new.

Syllogism improves critical thinking and problem-solving: The systematic approach of syllogistic reasoning can enhance an individual’s ability to analyse information, identify assumptions, and draw logical inferences, which are essential skills in various professional and personal contexts.

Overall, the use of syllogism in real life lies in its ability to promote logical and analytical thinking, enhance decision-making, and foster effective communication and problem-solving skills, which are valuable in both professional and personal domains. Example: Most people get nervous when they tell lies. You appear nervous. You must be lying about something.

Various types of Syllogism based logical reasoning is part of competitive exams. Questions are being asked in different government and competitive examinations, which makes them the most important sections under the verbal reasoning section. It helps the examiners to check logical reason capacity of the examinees.  Syllogism consists of some statements, and candidates need to derive conclusions from the given statements. The statements and conclusions may seem to be illogical, but while solving questions related to syllogism in reasoning, candidates must assume the given statements to be 100% true.  In many ways, syllogistic fallacies are the ‘classic’ form of fallacy. Syllogism reasoning questions check the basic aptitude and ability of a candidate to derive reasonings from given statements using step-by-step methods of solving problems.

Words carry lot of weight because they can soothe someone or hurt someone. The words we write or speak to others usually leave a huge impact on them, therefore, choosing the right words to communicate is important. Another point to note is using words wisely because words can make or break a relationship and choice of words can impress or depress listeners. Wisely used words define the person’s attitude and character both.

It is important to choose just the right words to get your point across, but it is not always an easy task. There are two types of meanings for words: denotation and connotation. Denotation of a word is the expression of the word as clear and explicit as possible. It is direct meaning from the dictionary. The word connotation is commonly used in the phrase’s positive connotation and negative connotation. A connotation is a commonly understood cultural or emotional association that any given word or phrase carries. For example, ‘childlike’ is a positive connotation but ‘childish’ is negative connotation. The connotations for the word snake could be evil or dangerous.  Denotation is when you mean what you say, literally snake is a reptile creature. The positive connotation of the word steadfast is unwavering but negative is stubborn. The denotation of the word steadfast is loyal and faithful.  

BP (British Petroleum Company)  caused the legendary oil spill that stretched across the Gulf of Mexico in 2010. Their PR strategy included airing a number of expensive commercials and apologizing at every chance they got–something the public found dishonest. Ultimately, they received criticism from President Obama and others, who said the money they put into the ads should have been put into cleaning up the mess. Tony Hayward – the former Chief Executive of BP also made the fatal mistake of saying he wanted his life back, which showed an obvious lack of respect for those 11 men who had actually lost their lives in the explosion.

Choice of words in communication can change the course of decision making in life. The vocabulary used must express feeling wisely without hurting the opposite person. Often, we see when a person is using an incorrect word, the message delivered is not meant. Unfitting choice of words leads to the misunderstanding among the audience. It sometimes makes a situation awkward and unclear. And, an incorrect word makes no sense.

Shashi Tharoor – a former Indian diplomat whose flawless English needs no introduction. Tharoor wrote ‘innivation’ in a Tweet instead of innovation while referring to his address at the MES College of Engineering, Kerala. Later he corrected it on tweeter stating that should have been “Innovation” or better still, “Indovation”!  The meaning of the word Indovation is the process by which innovations are developed in India to serve a large number of people affordably and sustainably in response to conditions.

Choice of words is affected by the level of constraint imposed on users and is subjected to a number of factors, such as vocabulary or inappropriate use of command, situation, personality of persons presents etc. It attempts to affect how people think, instead of what they think by using subtle, indirect methods.

Human communication is a social interaction process. It is an essential part of our daily life. It is a process of creating, exchanging, sharing ideas, facts, feelings, etc. General Motors made a simple but disastrous mistake when they tried to introduce the Nova in Latin America? They thought they could use the same brand name they used in the United States. They couldn’t figure out why no one wanted it until they learned that it translated in Spanish as ‘No-go.’ 

Sometimes, a word that’s correct isn’t necessarily the right word to use.  Which word would you prefer using ‘I dislike tea’ and ‘I hate tea’ They both communicate the same meaning, but the second sentence uses a much stronger word to communicate that feeling. Whether “dislike” or “hate” is the better word choice depends on the context surrounding the sentence.

I conclude: when it comes to picking the right word, the simplest is often best. Words not only convey information; they also reflect who you are – your values and beliefs. So, be mindful about your words.

The English idiom “don’t judge a book by its cover” is a metaphorical phrase that means one shouldn’t presume the worth or value of someone/something by its outward appearance alone. Well, for ages we have been hearing this popular English phrase. But, in practice we all do the opposite. We turn someone down easily if the person is not properly attired or is unattractive. “I am not handsome but I can give my hand to someone who needs help… Because beauty is required in heart not in face….” this quote of Dr. APJ Abdul Kalam gives such a strong message.

Some of insignificant looking men and women do most significant work in society. The President of Harvard made a mistake by presuming Mr and Mrs. Leland Stanford to be some worthless people and it cost him greatly. A lady in a faded gingham dress and her husband, dressed in a homespun threadbare suit, stepped off the train in Boston, and walked timidly without an appointment into the president’s outer office. His secretary spoke to them rudely considering them as backwoods country hicks and they were made to feel that they had no business at Harvard and probably didn’t even deserve to be in Cambridge.

For hours, the secretary ignored them, hoping that the couple would finally become dispirited and go away. They didn’t. And the secretary grew frustrated and finally decided to disturb the president, even though it was a chore she always regretted to do. “Maybe if they just see you for a few minutes, they’ll leave,” she told him. And he signed in exasperation and nodded. The President of Harvard looking at their out appearance was rude and disgraceful towards Stanfords.

The lady told him, “We had a son that attended Harvard for one year. He loved Harvard. He was happy here. But about a year ago, he was accidentally killed. And my husband and I would like to erect a memorial to him, somewhere on campus.” The president wasn’t touched; he was shocked. “Madam,” he said gruffly, “We can’t put up a statue for every person who attended Harvard and died. If we did, this place would look like a cemetery.”“Oh, no,” the lady explained quickly, “We don’t want to erect a statue. We thought we would like to give a building to Harvard.”

The president rolled his eyes. He glanced at the gingham dress and homespun suit, and then exclaimed, “A building! Do you have any possible idea how much a building costs? We have over seven and a half million dollars in the physical plant at Harvard.” For a moment the lady was silent. The president was pleased. He could get rid of them now. And the lady turned to her husband and said quietly, “Is that all it costs to start a University? Why don’t we just start our own?” Her husband nodded.

The president’s face drooped in confusion and seemed disorientation. And Mr. and Mrs. Leland Stanford walked away, travelling to Palo Alto, California, where they established the Stanford University that bears their name, a memorial to a son that Harvard did not cared about.

The very premise of the tale was completely incredible. Leland Stanford (1824-93) was one of the most prominent men of his time in America: He was a wealthy railroad magnate who built the Central Pacific Railroad (and drove the gold spike to symbolize the completion of the first transcontinental rail line at Promontory Summit, Utah, in 1869), as well as a Republican Party leader who served as California’s eighth governor (1862-63) and later represented that state in the U.S. Senate (1885-93). He was a striking figure, hardly the type of man to dress in a “homespun threadbare suit,” walk “timidly” into someone’s office without an appointment, and sit cooling his heels “for hours” until someone stooped to see him. Harvard’s president was unaware of Mr. Stanford’s standing in society.

Our society is more fixated on physical appearance; it was not so in past. Few decades ago, people were more graceful and had ethics in treating others with respect. People of great standing and intelligence prefer dressing up simply. Their knowledge, their expertise, their intellect makes them sand out in crowd.

But, these days great care is taken by all celebrities to ensure they look perfect when they are seen and to suppress all pictures of them looking less than ideal. The proliferation of these unreal images is thought to be linked with eating disorders and with many ordinary people’s dissatisfaction with their own appearance. If you see Bill Gates, Mark Zuckerberg, Ratan Tata, Elon Musk they are not flashily dressed, they don’t show off their wealth. These people rose from low to high they know the value of money and showing it won’t proliferate their wealth. They don’t flaunt on Instragram. For that matter even Instagram founder is such a simple gentleman and grounded.  Ever noticed that billionaires lead such a simple life why? Because they don’t need to prove people by materialistic things that they are rich they prove by their remarkable contribution like donations, inventions, for betterment of the society.

Our poor understanding of what constitutes attractiveness as opposed to beauty is creased. We concentrate more on our outer beauty than inner beauty. Warmth, kindness and compassion are some qualities that make a person more attractive. However these qualities are quite impalpable and difficult to define, so there is a natural tendency to overestimate the importance of physical good looks which are more easily quantified and readily visible.

What is XOXO, TMI, SOL, ROFL, LMAO, RBTL or OIC?  Yes, these words sound dribbling and irksome but still they have become part and parcel of the lexicon. Our desktop messaging has shifted to our smart phones and tablets and spelling and grammar have gone for a toss. Hundreds of texting jargons have replaced meaningful information and the bizarre texting has made us lazier mentally as well as physically. They have added new tool of string to our communication; so much so that these days the examination answers sheets also consist of some of the texting language.  So friends, computers, laptops, iPads, iPods, and Kindles have some disastrous effects on today’s written and spoken communication. And lately, the abbreviated messaging has found its way into business communication.

The pen and paper is replaced with computer and mobile key board with an added icing – the smiley.  About 23 years ago on 3^rd Dec 1992, a young British engineer named Neil Papworth sent the world’s first text message from a computer to his boss’s cell phone. It read: “Merry Christmas” this brief and crisp message revolutionized communication globally. Today, more than million text messages are sent every second in the world. The old bulky mobile phones of the 1990s have progressed into multi-tasking smart phones and text messaging has become part of our daily interactions. A recent World Bank study estimated that about three quarters of the world’s population now has access to cell phones. Trillions of text messages are sent around the globe every day. Some experts says that texting may soon become a thing of the past, as more people turn to instant-messaging and voice-messaging apps on their smart phones.

Many studies show that texting and using other types of instant messaging such as Facebook or email actually hurts relationships. Though texting is a practical tool, it lacks tone, sentiment, facial expressions, body language, and eye contact completely.  Many times it causes misinterpretation, confusion, and sometimes even deception. It simply diminishes social skills of people. Words and phrases such as ‘whatever,’  ‘too much information’, ‘as far as I know’ and ‘end of discussion’ is commonly misinterpreted because it has more than one meaning. Texting is a too drab and dry style of communication.  In the world of business and professional writing, the figure 4 does not mean ‘for’ and 2 does not mean the same as to or too. I think because of too much of texting and always glued to their smart phones younger people even in face to face communication look emotionless, less interested and plain. In serious business communication these texting abbreviations and short-cuts have no place.

When you communicate through messages you tend to end your chat very soon. On the contrary, telephone calls and face-to-face conversations take longer time to end.  The reason is that you get tired while typing and talk to the point. Talking to the point is only a surface level communication as we are not aware of the emotional state of the person we are chatting with. Another reason why texting ends in short-cuts is because texting take a lot of time and you get tired while typing words. So you prefer to be crisp and brief while writing.

Shortcuts with spellings, punctuation and using engendered acronyms have spoiled the language skills of today’s generation. Do you know, texting interrupts brain function and takes away concentration? Texting distracts focus on work at hand. It does not allow peace of mind to work.

But, on the other hand, texting may prove beneficial to those who are introvert. They prefer just expressing their emotions in shortcut. But it will not allow them to come out of their shell. They will remain shy and normally, such people are seen with stammering problem as well. For many adults like me, the task of understanding text messages from the younger generation is often bothersome. I think smart phones are reducing productivity of people using it 24X7. It’s better to maintain distance with it little by little by developing some diversion.

Parliaments and legislative bodies in various countries in the world impose certain rules and principles during debates. Conventionally, there are words or phrases that are deemed unsuitable for use in the parliament whilst it is in session. In a Westminster system (democratic parliamentary system) this is called unparliamentary language and there are comparable rules in other kinds of legislative system. It’s considered unparliamentary to accuse another honorable members of lying, even if they are liars. Winston Churchill famously used the phrase “terminological inexactitude” to get around this rule.

In another famous example, according to legend, Benjamin Disraeli was told off by the commons speaker for declaring that half of the cabinet were “asses” – and responded to his censure with perhaps the greatest joke in political history. “Mr. Speaker, I withdraw” he said. “Half the cabinet is not asses.” Benjamin Disraeli was sharp indeed.

Well, what constitutes unparliamentary language is generally left to the discretion of the Speaker of the House. Part of the speaker’s job is to implement the assembly’s debating rules, one of which is that members may not use “unparliamentary” language. Legislatures must not offend the dignity of the assembly. In addition, legislators in some places are protected from prosecution and civil actions by parliamentary immunity which generally stipulates that they cannot be sued or otherwise prosecuted for anything spoken in the legislature. As a result they are expected to avoid using words or phrases that might be seen as abusing that immunity. There is a lot of slashing and thrusting which happens on the floor of Parliament’s Debating Chamber, it’s quite an ugly scene on the floor. Often, the parliamentary sessions are famous for ‘legislative violence’ which broadly refers to any aggressive clashes between members of ruing government and opposition. Inside the legislature often arguments get triggered by discordant issues and tight votes. Such clashes sometimes become so ugly that members even beat up each other. Parliaments of many countries have noted such incidents and they still regularly occur.

There are rules about what can and cannot be said. Members of Parliament (MPs) must not use indecent language, personal reflections and insults. They cannot use offensive body language either. They cannot suggest unacceptable motives nor accuse other members or the government of bribery, corruption or dishonesty; and they must not challenge the truthfulness of another MP. This sounds so phony, that even if some MP is found guilty of dubious fraud, he must not be accused by another MP.

Now, policing these fragile rules can be a tough job for the Speaker. Many MPs have had to withdraw ‘unparliamentary’ words and phrases and apologies. Some have pushed the boundaries of the meaning of bad language by using expressions that conveyed their intent without attracting the Speaker’s attention. Speakers were wise to this, though, and in the 1930s a reference of unparliamentary language was compiled.

It’s really sad that we elect MPs for doing good work and help us grow; and what do they do? After election they become larger than life, and forget their promises. These thick skinned, discourteous bunches of politicians use foul language in shoddier and shameful manner and sadly they are the ones who run the nation on behalf of us. Sorry, but we hardly find legislatures with stately image these days. A parliament floor is like any other workplace; the MPs are prone to stress and anger. The confrontational nature of politics and the high stakes often add to the fizzy tensions. There are umpteen examples legislative violence; right from assassination of Julius Caesar by Brutus in ancient Rome.

In Bolivia in 2007, an ugly fight which broke out in the lower chamber of the national legislature; the fight erupted during a debate over whether or not to try four judges on corruption charges.

In 2010, in Nigeria a fight broke out in the National Assembly after a group of members were suspended for accusing the speaker of corruption.

In Peru in 2006, Congresswomen Nancy and Elsa did not approve the free trade agreement with the United States. For that reason, they tried to escape punching and kicking the Congress security. They were suspended for 120 days from the legislature for the violent acts.

In May 2004, in Taiwan Lawmakers Chu Hsing-Yu and Lai Ching got into a brawl over legislative procedures. TV stations showed Chu grabbing Lai and trying to wrestle him onto a desk. He then tried to head butt his colleague before jabbing him in the stomach. The brawl resulted in having a traffic policeman called into the chamber to test Chu’s alcohol level, after he was accused of being drunk. The tests showed no sign of alcohol influence.

And in India recently, the controversy over the sexist remarks of Janata Dal-United leader Sharad Yadav refused to die down as he remains unapologetic in the Rajya Sabha that witnessed uproar over his insubordinate attitude. With Human Resource Development Minister Smriti Irani appealing to him not to bring in issues like colour of women, the JD-U leader retorted in a tone of scorn, “Who are you? Why should I apologize? I raised a very important issue of discrimination on colour.” So Yadav thinks of himself as a ‘Hero’.  These and many such incidents lead us to feel sorry about state of affairs.

It’s worth noting that in Australian Senate the words “liar” and “dumbo” were ordered to be withdrawn and deemed unparliamentary during a session in 1997.

In Canada, these are some of the words and phrases that Speakers through the years have ruled “unparliamentary.” parliamentary pugilist (1875), a bag of wind (1878), inspired by forty-rod whiskey (1881), coming into the world by accident (1886), blatherskite (1890), the political sewer pipe from (1917), lacking in intelligence (1934), a dim-witted saboteur (1956), liar (consistently from 1959 to the present) and hypocrisy, hypocrite. Isn’t it amusing?

The President of the Legislative Council of Hong Kong in 1996 ordered out for using some of phrases such as ‘Foul grass grows out of a foul ditch, when referring to some of the members.

In 2012, the Indian Parliament published a book of words and phrases that were considered to be unparliamentary: Bad Man, Badmashi, and Bag of shit, Bandicoot, Communist, Double-minded, Goonda, Rat, Ringmaster, Scumbag and Chutzpah – hilarious indeed.

In Ireland, the lower house of the Parliament has ruled that it is disorderly for one legislature to use words such brat, buffoon, chancer, communist, corner boy, coward, fascist and rat etc against another legislature.

And, do you know in Belgium there is no such thing as unparliamentary language. A member of parliament is allowed to say anything he or she wishes when inside parliament. This is considered necessary in Belgium to be able to speak of a democratic state and is a constitutional right.

Shekar Kapur, the famous film director twitted recently that the blame game in Parliament is making mockery of democracy as it consumes minds of people that are supposed to lead nation.

Mark Twain’s famous quote “Politicians and diapers should be changed often, and for the same reason.”  This was slightly altered by California Libertarian candidate John Wallner used the line often in 1992. “Politicians and diapers should both be changed regularly, and for the same reason” is a saying that has appeared on bumper stickers, but is of unknown origin. The popular saying (implying that both politicians and diapers start clean, but quickly become full of stuff) has been cited in print from at least 1992.

]]> https://drvidyahattangadi.com/fiascos-of-unparlimentary-language/feed/ 0 https://drvidyahattangadi.com/why-do-we-review-literature/ https://drvidyahattangadi.com/why-do-we-review-literature/#respond Tue, 09 Dec 2014 11:30:24 +0000 http://drvidyahattangadi.com/?p=1884 Why do we review literature?

The Literature review is a vital part of the research process.  You will gain important insights by reviewing assortment of literature available on your topic of research. By reviewing literature you will gain an approach, knowledge, and more awareness on your chosen topic for research. An in-depth literature evaluation will help you in setting the stage for a better-designed study and will help improve your chances in obtaining significant results.  Therefore, it is worth the time and effort to analyze it in right fashion.

Reviewing the literature involves finding the sources, analyzing, amalgamating, and interpreting. You might find incompatible and contrasting views expressed by different authors on your topic. These conflicting points of view might be the indicators of swerving theories within the same topic. To shape up a genuine research, you need to be aware of these conflicting theories as well. Remember, verity of arguments and your views add flavor to your thesis. Being aware of those theories will help you later in your life; you will be able to talk and apply your knowledge in your work from different perspectives.

The literature review is science as well as art. You can have it as chapter at the beginning of your thesis or it can even be involved as veiled literature review throughout the thesis. The literature review should be balanced with your thought process on the topic, your ideas are most important. Some researchers stuff half of their thesis with literature review. Keep in mind that the literature (secondary data) is somebody else’s idea and not yours. It is not new information either. Therefore, try to give something new by taking support of existing literature.

One common way to approach literature review is to start out broad and then become more specific by narrowing down the focus. This style of writing is called ‘An Inverted Triangle’. Usually, when researchers get a hang of their topic, they recognize that the readers/referees will skim the thesis to find points of relevance. The inverted pyramid style of writing presents the essential facts in the first paragraph, with a hope of drawing the reader into the narrative. This style is used in the majority of thesis/research papers.

This type of writing fashion enhances your writing: all the facts are presented in order of importance, with the most important information leading the narrative. This style of writing is quite creative and functional. The first paragraph usually answers who, what, when, where and why. The rest of the narration provides detailed descriptions, quotations from witnesses or experts, and background information that relates to the opening paragraph.

You will find literature from variety of sources such as previous research thesis, newspapers, periodicals, books, journals, abstracts, Internet, Wikipedia, news bulletins, television, radio etc.

A careful and exhaustive review of the literature helps you in following manner:

• Enables you to focus on the purpose of your study more precisely.
• It develops a conceptual or theoretical framework that might be useful to touch upon your research objectives.
• It also helps to identify key variables for easing your methodology.
• You can find inter relationships among the chosen variables to quantify the study.
• If you find a previous research on similar topic of yours, you can meaningfully extend it.
• A literature review helps you conclude relationship on current and past scenario.
• And, most importantly it helps you prepare validated questionnaires for collecting primary data.

Four of the most common formats of literature review are:

Historical Format: Here the review is organized chronologically.  This is preferred when focus is on the progression of research methods or theories, or a change in practice over time.

Conceptual Format: Review is organized according to relevant concepts and theories.

Methodological Format:  Where literature review organizes and shapes the format that of an empirical paper. This is used most often used in meta-analytic reports.

Hypothetical Format: The role of this form is to examine the quantity of theory that has accumulated in regard to an issue. The hypothetical literature review helps to establish rationale based upon what theories already exist, the relationships between them, to what extent the existing theories have been examined, and to develop new hypotheses to be tested.

Lastly, this might sound a bit obscure but you will find that by reviewing other’s thesis, you will learn about the ways other people have constructed their own research work. Seeing what others have done, type of approach adopted by them, logic in organizing chapters might help you understand your own assignment. You might be able to see the methods that other, more experienced researchers have used and it might give you a fair idea to follow your own research methodology. As a researcher, you are required to write the literature review to summarize and discuss the major documents published in that topic in the past and present. The narration will take into account the methods and the results or findings of the most relevant tips. Your referees will assess whether the methodology is appropriate and whether the results seem valid. Don’t merely list books, documents, periodical, journals, and websites do read relevant points and discuss them. If your merely list unread references, your examiner might search for those references in your thesis and might raise objections.

In the words of Lawrence Clark Powell – “To achieve lasting literature, fictional or factual, a writer needs perceptive vision, absorptive capacity, and creative strength”

According to one of the greatest thinker and philosopher of the nineteenth century E.B.Huey of MIT ‘Reading is the means by which the world does a large part of its work………. The slightest improvement either in the page or in the method of reading means a great service to the human race.   Most of us accumulate knowledge by reading.  Reading is an opportunity not only to gather information – to examine facts, to refurnish our knowledge, and to broaden our vocabulary.  Reading is an art, which improves with practice. Books can really be the best friends of a human.

Reading – is it a lost art?

According to the National Endowment for Arts (NEA) in USA, less than 50% of adults are reading literature.  The decline in reading has been termed as a “national crisis” in USA.  This most progressive and developed nation in the world is so concerned about the reading habits of its citizens. The decline in reading is across the board. From 1982 to 2002 the USA has lost 20 million potential readers due to their lost interest in reading and this interest they have lost due to television, the NEA reports. It further reports that men are reading less than women.  The worst hit reading group is those of younger ages, the loss is 28% among the younger generation.  It is really appreciable that this powerful country in the world keeps a check on such a less concerned factor of life for rest of the world.  By showing the concern about the reading of their nationals America has just proved the importance of reading to the rest of the world.

Course like management call for extensive reading habits; both faculty and students require reading up for knowledge up gradation.  As per the norms of AICTE, the management institutes need to have the required number of books, journals and titles in their libraries.  The AICTE strongly believes in developing reading habits in the students of technical education programs.  Besides the text books a management students is required to read journals, business magazines, reference books, and most important the daily news paper.  Management is an ongoing process in the environment in all walks of life, which is covered only by the newspapers.  While the concepts are discussed in the classroom, a student is expected to correlate it to the happening in the corporate and the world at large.  By reading the newspapers a student can acquire vast knowledge pool.

People who love reading hold a special kind of magic – they have a large knowledge bank and therefore they are confident while talking, they have rich examples to quote, good vocabulary, such people are welcome everywhere. Reading enhances imagination – endless curiosity that causes the mind to grow in a healthy way.   The more one reads, the more efficiently one can write.  Different authors have different styles of writing.  While writing reports, assignments, and communications we can follow different styles, which have appealed to us.    Reading broadens our insight on various matters; it establishes our thinking and encourages us to get involved in our community and environment.  One research in USA suggests that staying intellectually active – particularly in linguistically complex ways can help to stave off Alzheimer’s.

The learning resource center – libraries

In the higher education institutions library is the most important factor of the infrastructure.  Information provision is an ongoing feature of the management institutions. The AICTE norms for the library in a management institute is: minimum reading space for 20% of the total strength of the students, issue desk, receiving desk, work space for library staff, computer for online information, printer, duplicating machine, copier, typewriter, cutting, binding and stitching machine, micro film reader and telephones are a must in the library.   Stacking of minimum 3,000 books with at least 10 periodicals is a minimum requirement; besides every year minimum 120 books and 10 periodicals should be added to the total strength of books.  The libraries need to be well-lit, comfortable temperature monitoring and good seating arrangements are supposed to be provided for the users. The library atmosphere is should be reader-friendly.  The readers should be made comfortable to sit and read in the library. The atmosphere in the library should be serene and intellectually motivating.

A good institute always makes decent monitory provisions for buying relevant titles, magazines, journals and newspapers for its library.  Besides the textbooks, reference books, general reading, autobiographies and business histories are kept at library.  The traditional view of library as the sole repository and supplier of information needed to support teaching, learning and research is no longer considered adequate.

The emphasis of library as place or a location of storing information is lost in recent times as most of the people going for higher education can gather information from various sources, but certainly the books, periodicals and journals it holds gathers importance.  Of course the information to which it provides access matters.  Information management center – that’s how libraries are looked up to.  Purely stacking books and journals is not the aim.  These libraries require information management, instead of just stacking books and periodicals how access is given to information and in how many novel ways is what matters.  Novelty and Innovation are the two key words for library management.  There are many libraries that have heap of substance on various subjects but due to laxity and slackness the essence of books are lost completely.  With emergence of the new technologies/software for storing/classifying/accessing and transmitting information the library management is becoming more challenging.  The operating styles of the information resource have undergone many changes in the last decade. Each institute needs to fundamentally reassess the way it plans and provides for information needs of those working within it; and place the library in meeting these needs.

An ideal librarian

I recall my interaction with a librarian, her name was Parvathy Iyer. I have never seen another librarian like
her again. Parvathy’s world was her library. She had knowledge on each subject. Her library was well stacked, books neatly kept, properly covered with plastic sheet, numbered, indexed and most importantly no dust accumulated on the books. Her library was spick and span. Parvathy read books; she would make small notes. When students would go during their exams to read in the library, Parvathy would tell them to refer particular books. She would go a step ahead and ask faculties also to refer at least three books for a subject. Parvathy used to interact with faculty members, other librarians and subject experts to gather more information on the assortment of books. Above all, she was very kind, polite and pleasing to interact with. She was an ideal librarian. If a librarian lacks reading habits, he/she is unfit for the job.         

 Make reading essential for them: Most of the academic programs are assessed on assignments that call for lots of information gathering.  The curriculum is project based. With advent of Internet, the students by logging on sites get loads of information, which can easily be cut, copied and pasted.  The students merely present the same without taking any other efforts.  Therefore, it is the task of the faculty to inculcate reading habits in the students.  The faculty can design assignments and projects based on particular books or journals; they can design the assignments in such fashion that the students will compulsorily have to read the text before making presentations.  There is a vast ocean of knowledge – the more we read, the more we discuss and the more we get ready to serve better in jobs. Getting organized and using time to read a lot are keys to succeeding academically.

What does it take to be an effective reader? 

There is a big difference between reading effectively and merely browsing through pages. A good reader establishes a relationship with the book.

How many of the following good reading habits do you have?

• You are aware of what you are reading.
• Adjust you reading strategy for different tasks.
• Can identify key points in different textbooks, journals, periodicals and magazines.
• Are continuously carrying a dictionary; making note of unfamiliar words and checking meaning of them.
• Look for key words that indicate relationship between ideas? Have read widely in your professional area for broad knowledge and current thinking.
• Can take effective notes while reading.
• Question yourself as to what you have grasped from the book and its significance to your existing knowledge base.
• Know when to stop while reading, understand when you are tired, when your mind is not absorbing further information.

Discuss your reading: it is fun to share your knowledge. The more you’re spreading your knowledge the more you receive.  Make this your regular habit.  Discuss your reading with your tutors, mentors, parents, siblings and friends.  You will realize that while discussing your reading with others some points become clearer and meaningful.  Secondly, these people can also give few more tips on your subject and suggest you some more reading tips.  Of course, one caution – discuss your reading with like minded people else all that you will get is bored looks. Explore on line resources by using effective browsers. Use on-line catalogue and literature database.  These have advantages of knowing fresh and current research going on in your subject areas and they give you meaningful insight too. While discussing your points with others, you also learn the art of explaining – thus improving your oratory.  While discussing, you learn to discuss point by point to make others understand the flow of the logical order. A recent research on this subject establishes that people who discuss their reading with others rarely forget what they have read. After you discuss your reading the text is difficult to forget.

 Strategies for developing reading skills:

• Adapt reading habit for various purposes: Start reading not just for the sake of your examinations but also on various occasions. Start reading material for various reasons e.g if you are going to participate in a singing competition, act in a dram, if you planning to for a dance party, for cooking new dishes, for remedy of a disease, for decorating your room, for gardening, if your dating somebody for many such various activities filled in your life start reading relevant text.  This will enrich your activities plus develop a habit of reading in you.
• Start keeping a reading list handy: whenever you are browsing through Internet, books, journal, magazines etc keep a notebook along side and keep making list of various reading which you would like to read later.  This habit also helps you in future when you need to make presentations, report on specific topics.
• Read selectively: start reading the introduction, author’s view, content pages, summaries etc regularly.  This gives you the key point for reading the text. Also, this develops a habit of grasping quickly whether the book or magazine is of relevance for you.    It also helps you for detailed reading.
• Read critically: question yourself many times. Who is the author, what is his/her background, what is the authors experience on the subject, how has the author presented his/her viewpoints, whether you agree with the author’s viewpoints, whether you can relate to the viewpoint presented by the author, what cultural assumptions are made in the text, you must have read something contradictory to what you are reading – evaluate it patiently. You might face some unfamiliar situation in the text again evaluate it. Take your time.
• Seek additional sources: read something extra. Read some more titles on the subject.  Additional sources will widen your knowledge on the subject.
• Analyze the main and subordinate matter: keep a notebook, dictionary, and a pen handy while reading.  Keep writing the explanations, which you find, on your questions and queries. Analyze the book with main, secondary and tertiary ideas. This gives you a practice of analyzing the main and the subordinate matter explained in the books.
• Familiarize yourself with the cultural codes: different cultures have different writing styles. A lot of social and cultural norms go into the writing by the authors as per their national standards.  Get accustomed to the cultural tactics and codes; it is fun to read various authors once you start getting used to these codes.
• Improve you reading speed: start keeping a good pace of your reading. You will develop good speed as you go about reading more and more complex and variety of text.  Read at least 10-15 words a minute. Stop in between recall what you have read.  If you don’t remember read once again and try recalling.  Do justice to your reading, in sense while you are reading – just do that, don’t receive or dial phone calls, don’t attend to the door bell, don’t keep your book aside till you feel satisfied.

 “Don’t buy books for your shelf, buy them for yourself.” Saji Ijiyemi

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