Dr. R.P. Acharya , Director, Department of Atomic Energy, India

Marketing Intervention for Effective Delivery of Labor Welfare Schemes: Study of Unorganized Labourers working in Factories in India Dr. R.P. Acharya, Director, Department of Atomic Energy, India

Introduction • In India, a major chunk of labor force- unorganized sector. • The unorganized labor: casual and contributing family Laborers; self employed persons in un-organized sector, private households; and in organized and unorganized enterprises that are not eligible for any social security benefits • National Survey (1999-2000)- total work force in India as on 1.1.2000 was of the order of 406 million • About 7 % of the total work force was employed in the Organized sector and 93 % in Un-Organized sector Sectoral Emp. pattern.doc • Vast majorities of such work force are unprotected and are victims of the externalities of the prevailing economic system (Esping Andersen. G, 1990) • Results: socio-economic miseries like poverty, migration from their home states to seek casual employment in other states, selling of land and family members

Indicators • HDI indicator- India’s position was 132 • Adult literacy rate - India’s position is 118 • Combined primary, secondary and tertiary enrolment ratio- India’s position was 134 • GDP per capita (PPP US$)- India’s position is 126 • CMP (announced during May 2004) though emphasized sustained economic growth- but realities are different • Present Problem of Service Delivery

Society is not Static:

Objectives of the study • Application of various marketing concepts for making the Labor Welfare Legislation more prominent. • Through application of marketing concept, enhance awareness of laborers engaged in unorganized sector • Devising advertisement tools for propagating Labor Welfare Legislations • Designing appropriate Logistic control mechanism to effectuate creation of further awareness when ever the existing statutes are amended, new legislations comes into force. • Gap analysis between effectiveness of the outcome of existing Labor Welfare Measure and an idealistic outcome of Labor Welfare Measure after application of marketing tool and making suggestion.

Justification and significance of the study • Even after six decades of independence, there is explicit and exhibitable gap between rich and poor • Privileged is becoming more privileged and under Privileged is becoming still worse • Ineffective public service delivery even under welfare state regime and cititizen centric governance • Effective public policy results in futile service delivery due to lack of awareness of the beneficiaries about various policy regimes • How to increase the awareness, is the prime concern of the researcher and his guide which is being explored through this study.

Limitations of the study • The present study while confined to the unorganized laborers working in Chemical and Energy sector, because of paucity of time and also keeping the overall objectives of the study, the entire pool of Chemical and Energy sectors could not be covered for data collection. • Range of data world consists of the perception of the respondents upon whom the questionnaire was administered • Chances of cross cultural differences is not ruled out • Though questionnaire is only used, Schedules as well as observations, as a tool of data collection could also be used • There could be biases associated with self reports generated through in depth discussions/interviews • Researcher was not permitted to audio tape the interviewer while interviewing

Review of Literature • The researcher could not come across any such studies in this field. • However with out reviewing the concepts of labour welfare, marketing and policy formulation, this study may no be possible. • Hence about 143 literatures were reviewed

Research Questions • Whether existing Labor Welfare Policies in India yield the targeted results for the targeted population? • Whether the unorganized laborers engaged in Factories are aware of their welfare oriented public policies? • Whether with the introduction of the marketing approach in delivering labor welfare schemes, the unorganized laborers engaged in factories will become aware of their rights and also enjoy the benefits of welfare policies so that the intents of welfare policies can be achieved?

Hypotheses of the Study • With the aging of the labor class, they become aware of their rights and the welfare policies formulated by the government for the betterment of the labor class. • With out any gender bias, the researcher assumes that male laborers are more conscious of their rights as well as welfare policies of the state than the females. • Place of origin plays an important role in making the laborers more concerned about their rights. • Experience plays an important role in making the laborers more concerned about their rights. • Media plays important role in promoting labor welfare measures.

Hypotheses of the Study (contd..) • Ignorance on the part of labor class keeps them out of reach of the state policies. • Improvement in condition of labor brings happiness for the labor class • Protection of rights brings happiness for the labor class • The welfare oriented state policies are seldom felt by the labor class • Marketing intervention will result in effective delivery of labor welfare measures.

Research Design

Tools of Data collection • Test the reliability and validity of the questionnaire (during pilot study). • Length and the language of the questionnaire • Adopt the item so that the respondents understand the meaning of the item and respond freely. • Use of Lickert type Scale while collecting responses . • The final Questionnaire was prepared in English, Hindi, Telugu and Tamil.

Sample Distribution

Responses • Responses: Plotted in Excel sheet • Response for regression was made using E-View software

Statistical Analysis • Data compilation for Statistical regression with the following factors before proceeding towards “t” test, “F” test • Factors under study • Number of respondents • Mean of the response • Standard Deviation • Statistical significance of the factors from that of the mean and Standard deviation.

Data Analysis Methodology • Weighted average of each independent factor (mean) was resorted to. • Frequency of respondents who gave highest rank to any independent factor was calculated. • Inter rate reliability checks were made to ensure consistency in the ranking pattern. • Least square method was adopted for the purpose of regression analysis. • Results of above three steps were analyzed for drawing conclusion pertaining to each hypothesis testing.

Statistical Indices • t- stat= Estimated value/S.E (smaller t- value is significant parameter) • F test= To test if the SD of two population are equal, hence same variance and thus robust • ANOVA (Analysis of variance) F test- the assessment of treatment vs. null hypothesis whether superior? • Adjusted r2= conservative estimate of variance when sample size is small vis-à-vis parameters • Durbin-watson--To identify Multicollinier and auto correlation

Statistical analysis of Hy.1 • Regression results were analysed • t – stat value is significant • Probability factor is good enough • The adjusted r2 value 0.1348 which is 13.48% • S.E of regression is positive predictor • Durbin Watson stat is minimum • the graphs shows a pattern • These strengthen the significance level • Hence the correlation between aging and awareness is proved.

Statistical analysis of Hy.2 • Regression results were analysed • t – stat value is insignificant • Probability factor is not good enough to prove the significance and degree of freedom level. • The adjusted r2 value -0.005235 which is -0.52% and thus it does not strengthen the significance level though the SE of regression is positive predictor. • The graphs does not show any pattern. • Hence no correlation exists between gender and awareness.

Statistical analysis of Hy.3 • Regression results were analysed • t – stat value is significant • Probability factor is good enough • The adjusted r2 value 0.1341 which is 13.41% • S.E of regression is positive predictor • Durbin Watson stat is minimum • The graphs shows a pattern • These strengthen the significance level • Hence the correlation between place of origin and awareness is proved.

Statistical analysis of Hy.4 • Regression results were analysed • t – stat value is significant • Probability factor is good enough • The adjusted r2 value 0.18514 which is 18.51% • S.E of regression is positive predictor • Durbin Watson stat is minimum • The graphs shows a pattern • These strengthen the significance level • Hence the correlation between experience and awareness is proved.

Statistical analysis of Hy.5 • Regression results were analysed • t – stat value is significant • Probability factor is good enough • The adjusted r2 value 0.274045 which is 27.4% • S.E of regression is positive predictor • Durbin Watson stat is minimum • The graphs shows a pattern • These strengthen the significance level • Hence the correlation between role of media and awareness is proved.

Statistical analysis of Hy.6 • Regression results were analysed • t – stat value is significant • Probability factor is good enough • The adjusted r2 value 0.295451 which is 29.54% • S.E of regression is positive predictor • Durbin Watson stat is minimum • The graphs shows a pattern • These strengthen the significance level • Hence the correlation between ignorance/ unawareness and losing benefits of welfare schemes is proved.

Statistical analysis of Hy.7 • All the respondents under the sample agreed with this version unanimously and as such the data was not made susceptible to regression. • Hence the correlation between improvement of conditions of labor and happiness is proved.

Statistical analysis of Hy.8 • All the respondents under the sample agreed with this version unanimously and as such the data was not made susceptible to regression. • Hence the correlation between protection of rights and happiness is proved.

Statistical analysis of Hy.9 • Regression results were analysed • t – stat value is insignificant • Probability factor is not good enough to prove the significance and degree of freedom level. • The adjusted r2 value -0.00954 which is -00.95% and thus it does not strengthen the significance level though the SE of regression is positive predictor. • The graphs does not show any pattern • No correlation exists between welfare oriented policies of the state and realization of those by the labor class

Statistical analysis of Hy.10 • All the respondents under the sample agreed with this version unanimously and as such the data was not made susceptible to regression. • Hence the correlation between marketing intervention and effective delivery of welfare measures is proved.

Results of the statistical analyses

Conclusion • Hypothesis of the study are statistically verified and their significance levels are tested through regression analysis • Objectives of the study are achieved.

Future scope of study • A pool of Chemical and Energy sectors in India could be studied instead of limiting the industries • A similar research could also be conducted by taking members from all the states so that different views due to cross cultural differences can be taken care • A detailed study across the country can be undertaken taking a varied range of respondents from different cultural back ground, age, different experience, multi- skill personnel, gender, and laborers with demographic differences to get detailed observation • Instead of resorting to a questionnaire, Schedules as well as observations, as a tool of data collection could also be used in the future studies • Studies in other sectors can be undertaken

Implications of the study on Public Policy Perspectives • Academic Contribution: • Identification of the gap resulting poor implication of welfare oriented policy • Root cause analysis of the gap • Effective Policy formulations abridging such gaps • Practicable orientation of the applicability of the welfare oriented policies • Gateway for future studies.

Implications of the study on Public Policy Perspectives (contd..) B. Social Contribution • Erecting hoarding in the language understood by the majority near the entrance of the factory gate, place of assembly of the working class. • Welfare policies can be brought to the notice of the labour class through policy discourses. • Welfare policies can be brought to the notice of the labour class through media both print as well as audio visual in the language understood by the majority. • Welfare policies can be brought to the notice of the labour class through media in form of talks by eminent personalities.

Implications of the study on Public Policy Perspectives (contd..) • Welfare policies can be brought to the notice of the labour class through nookad (role plays) and street level plays. • Welfare policies can be brought to the notice of the labour class through advertisements to be put in prominent places, buses, trains etc. • The job/ employment card issued in favor of laborers may contain a gist of the welfare oriented policies of the state. • Periodical appraisal trainings may add advantage for the unorganized working mass

Acknowledgement • My esteemed Prof. (Dr.) Avinash Kapoor, MDI, Gurgaon • Authors of the literatures I reviewed • Senior dignitaries of DAE for their encouragement • My wife, sons, parents and other family members

Thanks

Dr. R.P. Acharya , Director, Department of Atomic Energy, India