5th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28398

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Another Tech-Driven Paradigm Shift: The Story of Digital India
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Singh, Rani; Fernando, K Shihan D
The whole world has now experienced digitalization due to technological advancements, and people are also dependent on it. It is a boon for the private, government, and commercial sectors as it is relevant for them to publish their advertisement by different sources through the internet, mobile device, social media, and other channels to reach their customers. Digital India is the outcome of many innovations and technological advancements; these change people's lives in different ways and empower society better. The motive behind the concept is to build a first hand, transparent, and responsive system. The Digital India drive is a dream project of the Indian government to shape India into a knowledgeable economy and digitally entitled society with good governance for citizens by bringing a proper format in public accountability, to mobilize the capability of information technology within government departments for delivering the programs and services by connecting digitally. Various published magazines and journals have been used for this study. Hence, the focus is to know more about the application, concept, and impact on modern India's digital economy. According to the analysis, Digital India could boost the GDP us $1 Trillion by 2025. This helps growth in macroeconomics factors such as GDP growth, employment generation, labor productivity, growth in many businesses, and revenue leakages for the government. India can improve people's social and economic conditions by developing non-agricultural economic activities, except providing access to education, health, and financial services when connected digitally.
Gender Inequality in Indian Police Service: with Special Reference to Gujarat State Police
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pavthawala, Jil Kamlesh bhai; Fernando, K Shihan D
The reality of Gender Inequality is a highly complex situation in India. At the same time, this Situation is visible in every sector across India regardless of the state. Lack of equal educational opportunities, Strong Cultural norms, Lack of legal provisions can be identified as the main reasons for the significantly high level of gender inequality in India. Therefore, India is losing its available human talent, and the ultimate result is that low women contribute towards economic and social development. This study tries to understand the factors affecting Gender Inequality and how to reduce Gender Inequality in Indian Police Service. According to India's policing status (2019), about 7.28% of women represent the Indian Police Service, and 99% are police constable, with only 1% of them holding supervisory positions. The research population will be limited to women members of Gujarat State Police, India. The stratified random sampling technique will be applied to collect the primary data. Moreover, the researcher will be applied a quantitative approach for the analysis. This research study will be significant to identify and change the existing gender barriers in the Indian Police Service.
Significance of Market Segmentation for Business Success: A Literature Review
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Precious, Jude-Akposibruke Chinonso; Fernando, K Shihan D
Market segmentation is the most common tool used to gain the overall efficiency of the marketing function. Market segmentation is essential to design and implement an effective target marketing strategy. Thus, it is important to have sound knowledge about Market segmentation. Moreover, it plays a vital role in identifying high yield segments, identifying growing segments, and identifying potential segments. However, the market segment's ultimate aim is to select and develop customer profiles according to the homogeneous characteristics of the segment. This research is highly significant because it has a deep investigation of different approaches to the market segmentation based on the literature. Moreover, this research tries to understand the theoretical background of market segmentation from the most fundamental stage to the advanced stage. And all the analysis and conclusions are based on the review of the literature. Successfully implementation of a market segmentation strategy is not an accident. It involves the optimum alignment of the organizational primary goal and its marketing strategy. However, in the process of identifying different market segments, it is important to keep in mind that the business will have to implement segment-specific investment plans. Meaning, Market segmentation should be tailored to different products in the product line.