GLOBAL Volume 14 Issue 2

Ideas are the stepping stone of success and success has a ripple effect. So during pandemic when world was standing in awe and fear of this horrifying virus Mindshare Yuva decided to conduct a Research Conclave 2021 with various themes .one of those themes was Gender. Conducting a webinar is nothing new but what is commendable is the spirit of movement. When some external force is pushing us to be holed up in our houses it is human spirit which fights back and shows a formidable courage to keep moving. This was such endeavour which is now being converted into edited book.

Trade, technological advancement and Economic diversification have led to the changes in the economic structure of the countries and new term has emerged known as “Emerging Markets” Rapid technological innovation is disrupting traditional business models, allowing emerging markets to leapfrog established development stages and placing increased focus on upskilling the labour force. As part of the so-called Fourth Industrial Revolution.

Structural weaknesses that worsened amid the pandemic also pose risks to emerging markets. Current-account deficits, notably in Colombia and Turkey, mean these countries are vulnerable to a negative shock. Fiscal deficits, especially in Brazil, South Africa and the Philippines, have added to high government debt burdens. The debt burdens in South Africa, Hungary, India, and Brazil are also cause for concern. In this scenario papers which are included in this book, will bring to the light new challenges and opportunities of the changing social. Economic and political picture of the world.

In a world of Meta and changing pattern of survival and new challenges coming in front of humanity it is more urgent than ever to pay attention to the unique problems that are created by these new challenges e.g. inequality ,Poverty, Economic cost of the exploitation of earth resources resulting in climate and environmental changes.

It is my experience from the past thirteen years of teaching in higher education that research is the most wanted part of the students and teacher professional lives. The quality of research that is being conducted at the university level needs serious introspection at the academician’s level. This is where this edited book becomes relevant. Kind of work done by all the authors in the book shows the keen eye of youth who is observant and in the world of virtual reality is stressing and highlighting the realities of the ground and is asking the world to sit up and take notice and change. Change its stereotypes and biases towards women as change is dynamic.

I am very great full to Mindshare for involving me in his endeavour and gave me an opportunity to do my small part in this humongous task of dreaming to change things for good. I wish all the paper presenters best of luck for their bright future.

The shopper behavior is influenced by various factors in the market at the time of purchase which makes the study highly complex and challenging. It becomes imperative for marketers to understand each and every aspect of shopper behavior to reap the full advantage of their marketing efforts. One of the challenges faced by marketing practitioners and scholars is to understand the impulse purchase behavior of the buyers while shopping. The impulse buying connotes the action of purchase in an unplanned manner triggered by an abrupt and powerful desire (immediately before making the purchase) to buy the product. This kind of buying behavior is very different from the obvious rational decisions taken by buyers, as impulse purchases are irrational decisions taken by buyers at the time of purchase to satisfy their psychological needs and desires. These decisions are not backed by cognitive efforts of shoppers but are triggered by the emotional appeals that urge them to take a prompt decision to purchase a product. Since the advent of digital media, buyers make purchases both online as well as offline. So, it is really critical to understand the factors that stimulate the impulse buying behavior in both offline as well as online shopping environments. This study aims to develop a framework to understand the antecedents of impulse buying behavior of shoppers of FMCG product categories in both online and offline shopping environments and also to study the moderators, if any. Further, this study focuses on highlighting the different types of impulse purchases made by shoppers in different situations. In a nutshell, the aim of this research work is to present a detailed view of the impulse buying behavior, by synthesizing past work already done in the field of marketing and retail environment.

Banks are the backbone of the economic growth of India and play a significant role in financial inclusion of the people in the country. From the period of independence to the recent reforms, banks have always acted as an important facilitator in the economic development of India, and this can be attributed to the trust and confidence of the countrymen in the institution, amidst all changing times. The vision of Government of India of achieving five trillion-dollar economy in coming years is only possible with strong and healthy public sector banks with operational efficiency assisting credit growth and development. Thus, it is imperative to ensure the strength of the sector. Consequently, the government had announced the mergers of banks as a policy measure, for creation of ‘next-generation’ banks with better productivity and contribution to nation. With evolving needs of customers and markets and revaluation of performance of banks, mergers have been made on grounds of business expansions, profitability and better services. This reform was accompanied by a recapitalisation package. As per past experiences, financial reforms have strengthened the fundamentals of the Indian economy and mergers and acquisitions have been fruitful. So, it is of paramount importance to analyse the various parameters to evaluate the merits and ill-effects of recent mergers of the banks.

Tax evasion and tax avoidance are often taken to be synonyms of each other. However, both connote different implications in terms of legal provisions. The study aims at determining the impact of tax evasion on the Indian economy. Primary data has been collected based on a questionnaire responded to by 46 undergraduate students at Delhi University. A comparative study of tax to GDP ratios of India in Asian and Western context has been made to determine the relative position of tax evasion in India with respect to other countries. The analysis highlights the need to comply with tax laws and minimise tax evasion to foster economic growth. This calls for coordinated efforts from the administration as well as taxpayers.

The higher education policy in India is looking forward towards augmentation, achieving eminence, and enhancing its calibre. In the present study, an attempt has been made to explore the employment terms of various categories of teachers employed in non- permanent positions in the higher education sector of West Bengal. It also looks into the nuances of government policies that are proscribing or prescribing workplace incivility. Design: The present study is a qualitative research, is based on the findings from semi- structured interviews. Further, the study has also accessed a number of secondary data like government orders and court verdict. The findings depict the way employment policies of casual teachers are paving the way for depersonalised workplace incivility. The terms of employment have far-reaching effect on different facets in the work-life of part time and contractual teachers. The more subtle areas such as workplace incivility have been overlooked by the regulatory bodies. There has been a lack of awareness and enforcing mechanism. In such a situation the association bodies, employer representatives may go for social partnership pathways. The cross sectional nature of the data might limit the extended view of the problem. The extant studies on workplace incivility considered the phenomena mainly from interpersonal dynamics. The present study captured the phenomena from the lens of policy perspectives. It also captures the nuances of a sector where such practices are least expected.

This article begins with idea of ‘housewifization’ borrowed from Maria Mies, to problematize the genealogy of the social construction of ‘non-working’ housewives whose contributions to capitalist development are often invisibilized and rendered as ‘shadow-work’. Parallels have been drawn between the ‘other’ of capitalist structures and housewives, which legitimizes their exploitation. This essay illustrates how the taken for granted ‘natural’ binaries need to be deconstructed and trace its social construction; in order to strive towards a more egalitarian society. The construction of the role of the housewife is also embedded in the interplay between the patriarchal social structures and the economic structures; with male capital owners subordinating women as dispossessed housewives. The social construction of the dialectic of the ‘private’ and the ‘public’ space in the course of the changing labour relations is also crucial to the legitimization of this process. However, this essay also tries to deconstruct the ideas of public and private as well; focusing on instances where such distinction gets blurred. It strives to analyse the parallels between a housewife and a slave, in order to elucidate the deplorable condition of each. These dominant ideologies and patterns of exploitation bear similarities with the structures of colonialism, with women being seen as ‘the last colony’. Discussions have centred on how the transnational migration of care workers is fostered by rising employment of middle-class women. They have varying tasks and responsibilities, which often resemble the traditional role of the housewife, with many of them living inside or close to the house of the employing family. Hence, this essay attempts to analyse how ‘becoming a housewife’ has less to do with one’s gender, but more to do with a range of socially constructed ‘feminine’ activities that both men and women partake.

This paper endeavours to analyse feminist epistemologies and the main ideas propounded by various philosophers and theorists associated with them, delving into the historicity of how subjugated positions of females have been systematically incorporated into the mainstream bodies of knowledge through the process of ‘othering’ and the positing of such knowledge as being universal and objectively neutral and how this rooted bias has been unearthed and ‘deconstructed’ by various feminist epistemologies which strive to arrive at a ‘reconstructed’ frame of knowledge which aims at providing more accommodative spaces for those relegated to the margins and positions of subjugation, in this case- the females. The paper also analyses the tensions between the traditional and classical notions of knowledge production and the new emergent epistemologies, how the latter fill in the lacunae in the former and their quest to arrive at a conciliatory picture between them both through the lens of various positions in feminist epistemologies.

The present paper analysis the voicelessness of the maids through Subaltern Perspective. This paper shows the conditions of the maids in the current scenario. Subaltern is regarded as a controversial subject. It is a powerful tool for molding opinions. In the current society in which we live the lower class are mostly neglected, no one respects them especially those who are working at rich people houses as maids. Subaltern perspective is relevant because it gives immense possibility to analyze the lives of people, institutions and their problems. One of the main objective of Subaltern studies is to retake the history for those whose voices that has not been heard. The term “Subaltern” implies those groups of community whose voices become muted. The main concern of this paper is to analyze the most prevailing practices common among the different communities. This paper shows that discrimination, separateness, social hierarchy and practices of segregation is very much present in our society. This study deals with the prevailing practices of giving food and water in separate utensils to our maids.

This paper discusses the women of 19^th century England. It also explores the different traditional roles of women and the ideologies of patriarchy. While discussing the works of different women writers of 19^th century, the paper also focuses on the political and social issues of the Victorian Period.

The nineteenth century was one of the most controversial periods in history. It was the age of change and revolution. There were many things happening in the society from industrialization to leap of faith. In this period there were many prominent writers who were working on digging out the evils of society, like Jane Austen, Charlotte Bronte, J.S Mill, and Charles Dickens.

Jane Austen was a major woman writer of the 19th century. She portrayed the reality of the women of her times. There was assigned duties for women in those days. Women were not allowed to work outside the house. Either they stayed at home and indulged in the activities like cooking, cleaning and looking after the family, or they worked as governesses or companions to old ladies.

Women, however, wanted to be self-sufficient.  For this, they needed education and the right to participate in decision making. Many activists came forward to raise these questions. They also struggled for equality on political, social and economic grounds. This paper also highlights the efforts of the women philosophers and novelists who contributed to the struggle of women’s freedom.

This academic paper attempts to explore and expose the constant forces that mold the Indian Muslim widows into weaker, voiceless shadows. A need of pragmatic shift in our perception towards the Muslim Widows of India is heightened by the witness of conspicuous absence of scholarly writings concerning this.  This paper deconstructs and displays the subjugation by hegemonic forces and oppressive patriarchal politics that leads to the  ghettoization, oppression, and exploitation of Mus=6lim widows in India.

This dissertation enquires and examines the social rituals especially that of Muslim culture which exacerbates the lamentable condition of its women. It exposes the grief of widowhood wherein the loss of husband  intensified by financial problems, social exclusion, debts and loan taken by husband, torture by in laws, humiliation, religious obligations, is captured. This paper is based on interviews of different caste and economic class of Muslim widows.

India is home to around 46  million widows but how they are treated in India is not at all homely. India observes 23^rd June as Widow’s day which is symbolically as forgotten as the widows of India. Muslims are a minority in India and widows in the very Muslim community. but, the worst of imaginable conditions will not end on Muslim widows because child Muslim widows is yet another frequently observed creatures in India in the 21^st century who will be considered, at least here.

New economic reforms of 1991 led to the unprecedented growth of satellite television. With it, there was a change in the portrayal of women in television soap operas. A woman’s body was not just the site of violence, abuse, and othering, but it also became a locale for constructing modernity. The processes of globalization and modernization gave women greater opportunities and significantly challenged the existing patriarchal norms. The globalized media offered new role models and altered gender relations in society as women started entering the public sphere. However, it had its negative consequences owing to the increase in structural inequalities in the society and the portrayal of the modern ‘new Indian woman’ which did little to liberate women, fostering patriarchy. This paper aims to analyze the impact of liberalization on the representation of women in Indian TV soaps from 1990-2000 and the ways in which the popular television soaps disposed of the liberated characters of women and brought the traditional patriarchal and cultural values in the framework of global consumerism.

This paper goes to look at the impact of urbanisation on slums women. The phrase “subaltern urbanisation”, at one level, is probably, best seen as a literary device to focus attention on our space of enquiry, to extend the likelihood of discursive engagement, arguably in the tradition of another such phrase, viz, “global city”. This paper deals with the expertise of ladies and women living in slum communities in cities and domestic violence on these women particularly in Aligarh city. This study makes the project work all totally different from alternative as because the woman and girls share their personal struggles and experiences which they long faced, and still facing once they migrated from their native places to the slums of Aligarh, this shows the loopholes within the urban growth. However, this article is concerned with the limits of and alternatives of subaltern urbanism. Here, this analysis talks about the methodology of the work, realities behind the migration of woman and also the harsh realities they face in urban areas slums, which incident of violence against women and what attract women to the cities.” This report based on the research work which shows that how the women are subaltern in their families and the society simultaneously. First, I might wish to give thanks to those women who share their personal life experiences and I would also like to thank my friends who always being there with me during my survey and at the time of interview which helped me a lot in my task.

This paper identifies a peculiar observation that top Google search queries about any famous personality nearly always include a query related to their spouse. The paper uses data (from Google Trends) to highlight findings about this phenomenon Worldwide, and specifically in India. The paper then analyses why people search for these terms using various theoretical frameworks. The paper concludes that the principle of Literary Darwinism, coupled with the theory of role models and anti-role models holds, and leads us to search for people’s partners for an illusion of intimacy.

Risk perception is a primary motive to change a behavior, and the greater the perceived threat, the more likely an individual will change his/her behavior.  Physicians and metabolic experts need to understand the Knowledge, Attitude, and Practices (KAP) of obese and pre-obese individuals so that the factors that support an obesogenic environment can be addressed adequately. Non-Experimental Descriptive Design was taken for this Cross-sectional study. Random Sampling of 45 college-going students in the age group of 19 to 26 years old was done. Pretested and standardized questionnaires were used to collect data from the respondent, which was administered before and after the nutrition counseling session; thereafter the responses were collected and compared for differences. The study resulted in a significant change post nutrition counseling especially in terms of Knowledge and Attitude. It was concluded that more and more nutrition counseling sessions must be held among young people to deter the risk of development of NCD like Obesity.

The malevolent effect of using non-biodegradable sanitary products is either not known or impetuously ignored by all. V-Hug is an initiative to draw more attention to this subject via an informative website used in data collection. The intent of the research being mapping who all intend to switch to moderately lower polluting options, who aren’t aware of it playing a role in befouling or what is restricting them from switching. Scrutinizing all the aspects of all products available in retail, mentioning aspects like cost, efficacy and impact. An analysis of all the factors leading to women choosing unhygienic and dangerous choices.