International Journal of Social Sciences and Management

80-89

Authors: Nitchakarn Noo-urai, Kaedsiri Jaroenwisan

This article was studied sustainability marketing mix strategy for Thai senior tourism. Collecting data through focus group discussion. The semi-structured interview used to collect data. The consequence of this research point out suitable product strategy for Thai senior tourism is the design of restroom with flush toilet with side-handrail and anti-slip floor material. In term of Price Strategy, sufficient accommodation cost is in range between 500 to 1,000 baht and entrance fee should not be over 100 baht. Place strategy is concentrated at accessible channel and attraction places information through internet, telephone, and word of mouth. Television media, used as Promotion Strategy, is most satisfactory media for Thai senior, which could be running period during 5:00 AM to 7:00 AM and 5:00 PM to 8:00 PM. In case of Participant strategy, traveling business is supposed to be emphasis on number of staff for this group of tourists that proper ration is a staff per three tourists. The Physical Evidence strategy is underline about decoration base on local identity and enough parking lot. And the process strategy is considered environmental prevention and protection which is use of clean energy or energy saving mechanic in accommodations. The packaging strategy is mention to package tour for senior tourist that provide conveniences and special services from expert staff. For programming strategy is religious festivals, traditional festivals, agriculture festivals, health festivals, etc. And partnership strategy is considered to highlight on business corporation to support Thai senior tourist services and build information center for senior tourists.

96-109

Authors: Salma Johan, Hajra Sarwar, Iram Majeed

The study is aimed at identifying the causes of stress amongst daily routine of nurses working in the ICU unit of Ittefaq Hospital Lahore. A questionnaire was developed and distributed to gain an insight into factors which may be causing stress to the nurses. The results were analyzed using statistical tools. An overall finding of the study is that all the nurses were suffering from stress however, the reasons of stress are different. Consensus was that three biggest causes of stress are prolonged shifts and extra duties, shortage of staff and excessive workload. The other major causes of stress identified are inappropriate or poor communication between doctors and nurses, lack of support and motivation, unexpected deaths or patients undergoing painful procedures, lack of breaks, lack of cooperation from peers and supervisors/managers. The patients themselves can also be a source of stress for example, problematic patients or their aggressive family members as well as improper work environment also contribute to stress. There is a dire need to develop stress alleviating programs and therapies at the hospitals. Nurses, doctors and managers should be encouraged to participate in such programs towards building stress-free work environment where patients can be served better.

115-119

Authors: I Nyoman Bagiastra

Policy arrangement and a good regulation related to medical tourism at Bali Mandara Hospital that was planned to operate in 2017 are extremely significant to do in order to minimize legal issues after being applied. Bali Mandara Hospital is an international-based health service facility managed by Bali Provincial Government. This international-based hospital’s superiority is medical tourism application. It is known that Bali has a huge comparative aspects to make as tourism destination either in national scale or international scale. Bali has the most-known geographical area by tourists because it has special cultural characteristics. Thus, understanding about Tourism Law philosophically, epistemologically, and axiologically is the main factor, especially for policy maker in determining the success of sustainable tourism development. Collaboration between tourism sector and health sector are the most possible thing to do, but in implementation process, clear regulation is really needed. Therefore, Bali is better to make a local regulation especially for the collaboration.

127-136

Authors: Mohamed Hassan Mahmoud Farg, Faiza Mohamed Hassan Khalil, Hafiz Ibrahim Salih

This study mainly focused on the factors that affect the Itqan or the perfection of any work. The paper depends on a simple random sample of size 211 items. A questionnaire of 26 variables or question was used to collect data from employee and students of the faculty of science and humanities, Shaqra university, KSA during may 2016. In the results, there are 6 factors affecting the Itqan (perfection). These factors are creative and administrative, environmental, The spiritual, incentives, Administrative factor and combined factor respectively.

148-153

Authors: Shewa Basizew

This study aimed to assess, identify and analyze factors affecting student-teachers’ inferential understanding in the reading comprehension practices in the English department of GilgelBeles College of teachers Education in BenishangulGumuz Regional State. It attempted to answer the following basic questions: - what factors influence inferential understanding,and how they influence inferential understanding. In order to achieve the objectives, a sample population is taken from the student-teachers and all three English language teachers in the department. Data collection instruments included questionnaire, interview and classroom observation. The collected data was analyzed quantitatively for close ended questions and qualitatively for open-ended questions, interviews and classroom observations. The study reveals that the main impediments that hinder student-teachers’ inferential understanding while practicing for reading comprehension are lack of regular practice, poor high school background knowledge , the physical environment ( high temperature) , lack of motivation, large class size and lack of teacher commitment in supporting students, loss of attention towards implied meanings and problem of using reading strategies effectively. The studies also indicate that, student –teachers need to develop their motivation and to practice reading activities more frequently. Furthermore, teachers need to commit to providing their students with more practice making use of authentic materials. In addition, installing fans in college classrooms would improve learning conditions and building more classrooms would help limit the number of students in a class.

5-8

Authors: S.M. Alfarid Hussain, Neelatphal Chanda

This ancient language, considered to be the mother language of a majority of Indian languages, today appears to be fighting a losing battle with only about 14,000 people in India claiming Sanskrit as their mother tongue in a country of over 1.2 billion people, as the 2011 census data reveal. In an era increasingly engulfed by the forces of globalization amidst the debates surrounding linguistic homogenization and cultural neo-imperialism, mass media as well as various digital media platforms, including social media can contribute towards restoring the rich literary tradition of the Sanskrit language that defines the very essence of what we understand as ‘Indian culture.’ This paper argues that state-run public service broadcasters like Doordarshan and All India Radio, are obligated to create and transmit content that generate awareness about Sanskrit and its significance to modern Indian knowledge like Ayurveda, yoga, music, grammar, philosophy, Vedic mathematics etc. Yet, this paper argues that the public broadcasters should be careful not to create an arcane and pedantic programming structure meant exclusively for a select oligarchy of Sanskrit specialists, but should rather embark on creative programming formats that would actually attract the young people towards learning the language and understanding its relevance. The social media ecosystem reflects the continued dominance of English as a mode of communication, which implies the complex hegemonic processes that are at work. Yet, there is a growing population of people engaging in social media in their own respective languages. This paper argues that the egalitarian nature of social media coupled with the horizontal type of user-generated content flow architecture provides the perfect spawning ground for the preservation and promotion of Sanskrit in the 21st century society.

12-21

Authors: Ismaila Amadu, Ngoe Fritz Eseokwea, Marcel Ngambi

The goal of this paper is to determine the contribution of public health investments to the economic growth of Cameroon. The study used the human capital model of Lucas (1988) within the framework of endogenous growth theories. The Vector Error Correction Model (VECM) was employed in the estimations procedure using the World Development Indicators (WDI, 2013) data from the World Bank over the period spanning from 1988 to 2013.The findings show that government health expenditures contribute to economic growth only in the long run. From our results, we recommend that: first, the government should increase health spending to 10 or 15 percent of its GDP as initially suggested by the African Union and the World Health Organization respectively; second, government should enhance the provision of health care services by the private sector by putting in place incitation measures; third, competitive awards should be granted to those health units that render quality health care services.

32-37

Authors: R. N. Pati

A very Poor attention is given to reproductive health issues of pregnant women in rural regions of African countries. Ethiopia is one of the countries in horn of Africa representing highest maternal mortality rate in the continent. The Government of Ethiopia has reformed health policy and program to promote community involvement in maternal health, promotion of emergency obstetric health care, health seeking behavior for optimal utilization of maternal health services by women during pregnancies. The women living in pastoralist and small land holders’ communities are exposed to high risks of reproductive health hazards. Material delays comprising of delay in making the decision for referral, delay in arriving at hospital and delay in receiving appropriate maternal health services are major contributing factors for growing maternal deaths in Ethiopia. The illiteracy of woman, exposure to frequent pregnancies at adolescent age, poor decision making power of women in patriarchal society, poor employment status of women are main predicators of low utilization of maternal services and high ,maternal death in rural regions of the country. This article is based on synthesis of research projects completed by different authors on multiple dimensions of maternal mortality in Ethiopia. The promotion of referral support service and bridging up the referral gaps would address issues of maternal mortality and growing unsafe abortions among young mothers in rural regions of the country. This paper examines critically different socio – cultural barriers that prevent women living in rural area for accessing appropriate utilization of maternal and health services and infrastructure available.

44-54

Authors: Muhammad Ali, Maria Jahangir, Asaf Khan, . Faridullah, Firdous Hameed

Background: Smoking is the major health problem all over the world and now it’s become trend in university students to have smoking behavior because they believed that due to smoking they will be more acceptable in friends group. The most prevalence of smoking among university students is due to the attitude of students that it could enhance their personal attributes and make a positive change in their personality. The most provoking factor in the students to start smoking was the lack of knowledge regarding the harmful effect of smoking and also the students believed that smoking can reduce stress. Objective: To assess knowledge and attitude of university students towards smoking. Methodology: A cross sectional descriptive study design was used to assess the knowledge and attitude of university students towards smoking. Sample size of 222 students were taken from three departments of The University of Lahore, in which 80 students were from Nursing, 82 from Biotechnology(IMBB) and 60 physiotherapy students were included in this study. Results: Out of 222 students 32% were current smokers while 68% were nonsmokers, 70% students believed that Nicotine in Cigarette is not addictive to human, 83% of the respondents believed that smoking is a disgusting behavior and 85% of the respondents believed that smoking should be banned in Universities significant amount of students. Conclusion: there is strong link between the students’ attitude and smoking behavior and it is important for parents and teachers to supervise their student’s behavior.

60-67

Authors: Saida Zainurossalamia Za, Irsan Tricahyadinata

The development of information and communication technology affected many aspects of life, including economical state. E-commerce is an activity of selling or buying goods and services through the internet by using electronic media. The optimization of e-commerce could be carried out by advertising. Google AdWords is one of online advertising technologies that provides benefits in the business of e-commerce. This research was aimed to analyze and describe the improvement of the e-commerce sales by using Google AdWords. The research design was qualitative research design by utilizing secondary data from Google, Inc. Based on the result of the research, the e-commerce sites received increasing visits to the websites, increasing numbers of the new customers, increasing sales, and even business expansion. It could be concluded that Google AdWords was highly useful to enhance e-commerce. The researcher suggested to utilize Google AdWords online-advertising system in the e-commerce activities. Future researchers are suggested to use the revealed data as the basis of further research in relevant field.

239-245

Authors: Anju T. Bisht, Vallari T. Kukreti

The increase in the stress generated psychophysiological disorders promotes a probe into the influence of lifestyle modification factors and food consumption on stress .Hence, the present study aims to study, firstly, the impact of lifestyle modification factors on stress in reference to sex and secondly, the frequency of the consumption of major food groups by individuals experiencing various levels of stress in reference to sex. An exploratory study comprising a sample of 117 individuals (62females and 55 males) of age range 22-55years was conducted in Uttarakhand, India. PSSI was administered for assessing the levels of stress. Questionnaires were developed for identifying lifestyle modification factors and food consumption pattern. Mean scores and percentages were employed to describe the data. t-test and χ² were deployed for the assessment of significant difference. Non vegetarian females, male smokers and alcoholics of both the sexes revealed higher stress than their counterparts. Females consuming junk and market food had lower stress than those females who were not consuming the same. Contrary to the females, males consuming junk and market food had higher stress levels than the males who were not consuming junk and market food. Significant differences were found in the stress levels of males who consumed roots and tubers, milk based products and saturated fats. Further studies with larger sample size are required.

256-266

Authors: J.N. Taiwo, M.E. Agwu, A.I. Aregan, O.A. Ikpefan

In order to alleviate poverty and improve the living standard of the people of South-West Nigeria, it is imperative that micro/small financial services such as credit, insurance, money transfer, etc. are provided in order to engage them actively in productive activities. Globally, there are several failed policies by governments, particularly in Nigeria over the years aimed at poverty alleviation. This study examines microfinance scheme towards the dispersion of credit amongst the working poor; draws from the data collected from field survey and these were reported using tables, frequency counts and cross-tabulations to draw inferences and a loan demand model was specified and estimated using the Ordinary Least Squares (OLS) econometric technique.The study used cross-sectional data collected from selected respondents in selected areas of both the Lagos and Ogun States of Nigeria respectively. The study found that majority of the Microfinance banks in Nigeria are model after the Grameen Bank which is aimed at the poor and people with basic, little or no education and that loan demand is interest rate insensitive. Therefore, MFIs should design appropriate products that are flexible enough to meet the different needs of the poor for both production and consumption purposes. Besides, governments (local, state and Federal) should urgently tackle the infrastructural gaps such as electricity, water and efficient transportation system which impact greatly on the standard of living of the people.

277-280

Authors: Veena Tripathi

Online Marketing is quickly evolving in front of our eyes and it is almost impossible to reject and hide from this new form of media. “This shift in consumer influence indicates a need and an opportunity for companies to reprioritize the mix of communication channels they use to reach their consumers”. The study discusses the attitude of teens towards brand selection due to Online Marketing comprising apparel market in India. This research is divided in three parts to understand The Impact of Online Marketing on Brand Selection by Teenagers. 1) Strategy behind Online Marketing to Teenagers. 2) Power of Online Marketing on Teens in Brand Selection. 3) Benefits and worries of Online Marketing on Teens.

287-293

Authors: Muhammad Afzal, Ali Waqas, Amina Farooq, Muhammad Hussain

Efficient health services require the self-confident and capable medical staff. This milestone cannot be achieved without the flexible and supportive leadership. In the developing countries, health sector has been facing the critical issues like lack of staff, management focus, health facilities and other challenges. Therefore, it is the need of time that supportive and flexible environment should be provided to the nurses so that the self-esteem can be increased and efficient health services can be ensured. Moreover, leaders play a vital role to create the flexible environment that increases the nurse’s self-esteem. Thus, the current study investigates the influence of transformational leadership style on the nurse’s self-esteem of public hospitals of Lahore, Pakistan. The self-administered questionnaire was distributed to 200 nurses of two major public hospitals (Mayo hospital and Jinnah hospital) of Lahore, Pakistan through simple random sampling. The results of the current study reveal that transformational leadership style has significant and positive relationship with nurse’s self-esteem. Therefore, health care sector authorities should adopt the transformational leadership style to enhance the nurse’s self-esteem in their sector to ensure the efficient health care services. Furthermore, limitations and recommendations are given in the last chapter.

300-304

Authors: M. Rudin, Djayani Nurdin, Vita Yanti Fattah

The objectives of this research were to know and analyze the effect of leverage and liquidity simultaneously and partially on profitability at go public real estate and property company in Indonesian stock exchange within the period of 2005 until 2010. In detail, this research aims were: 1) to know the effect of liquidity and leverage on profitability of property and real estate company in Indonesian stock exchange, 2) to know the effect of liquidity on profitability of property and real estate company in Indonesian stock exchange, and 3) to know the effect of leverage on profitability of property and real estate company in Indonesian stock exchange. Based on purposive sampling technique, this research determined 43 companies as research population, since 16 companies provide a comprehensive and complete financial report within the period of research. The data was analyzed using SPSS version 16 with multiple linear regression test. The result showed that: 1) leverage and liquidity simultaneously have significant effect on profitability, 2) liquidity have an effect partially on profitability, but the effect was not significant, 3) leverage have a significant effect on profitability partially.

146-152

Authors: Veena Tripathi, Dhriti Bhattacharjee

The advent of the internet changed the way we communicate forever. It became such a potent force that it was recommended as a nominee for Time Magazine’s “Man of the Year.” The world became euphoric about how this technology was changing the way we think. The changes were being brought about by people and that they were the change agents. It is required to understand the key concepts behind the emergence of social change through social media and their support in creating sustainability. This paper will report a study of five Indian social campaigns, right from their birth to the phase where they were no longer within the control of their parent organization but became a movement in their own rights. It is an exploratory study aimed at understanding the way social media works and how private organizations can also bring about a public change. The study will cover social networking sites like Facebook, Twitter and organizational blogs. The variables will be drawn from the corporate sustainability reports, social media venues, working papers and other research studies. These factors and variables can be correlated to sustainability through which the objective to analyse the impact of social change through social media can be achieved. With sustainability becoming a mandate for big companies in India, this study will help in understanding how social media can play a decisive role in their sustainability policies.

159-162

Authors: Gopalakrishnan Tharani, Mohamed Sameem Roshan Akther, Nanthakumaran Ananthini

An attempt was made to assess the women contribution towards agriculture in Vavuniya district, Sri Lanka. 60 farm family households' women were randomly selected from rural and urban area of Kovilkulam AI region of Vavuniya district in Sri Lanka and the data were collected by constructed questionnaire. The objectives of this study are to identify the factors contributing women participation in agriculture, to identify the constraints faced by the women in participating agriculture and to evaluate the women participation in decision making activity in agriculture. Minitab 15 and MS excel were used for data analysis. The level of women participation in agricultural activities was found out using chi-square test and the factors contributing for women participation in agricultural activities were identified using multiple regression analysis in urban and rural areas separately (α=0.05). The results revealed that 90% of the rural women respondents and 50% of the urban respondents participated in the agricultural activities which is a significant difference. The mean values of women participation in agricultural activities in urban and rural areas were 77 hours and 836 hours per annum respectively. The multiple regression model for women participation in urban area found that the participation of women negatively correlated with status of employment, age and education level (p=0.000). In rural area, age and educational level were negatively influencing on women participation in agricultural activities (p=0.000). R-square values of fitted regression models were 72 % and 91% in urban and rural area respectively 72% and 91% variation in respective women participation were explained by these models. The obstacles for the women in participation in agricultural activities were reported as lack of knowledge and training in agriculture field, family burden, cultural and social barriers and physical constraints. 60% of women from rural areas and 90% of women from urban areas were involved in decision making especially in the selection of crops and varieties for planting and livestock rearing. Enhancing the awareness and the technical knowledge to the women in the field of agriculture would contribute to increase income from agriculture at household level, district level and finally at national level.

171-187

Authors: Taha Siddiqui

Valentine’s Day celebration in India has been much debated and covered by the media in the last couple of years. In the year 2009, far right Hindu activist from Sri Ram Sena to Bajrang Dal were involved in beating up unmarried couples and blackening their faces, as mark of shame for celebrating Valentine’s Day. They claimed that the festival was a “western practice” and promotes “lust not love”. Following this other Anti- Valentine’s Day groups also expressed their views and this led to public debate about moral policing and Indian culture. However what is interesting to note is the fact how media covered. At one side media has played a big role in promoting it (for many reasons) and on the other hand it has also criticized it for cultural and religious concerns. This research tries to explore in depth how media covers the festival with commercialization, culture, religion and politics in the backdrop. The research studies 9 newspapers of in 3 different languages, namely English, Hindi and Urdu. The study tries to find out whether media is biased in covering the festival or is it propagating an idea to its readers. The idea of taking 3 different languages is to draw a sharp comparison and contrast among the national and vernacular newspapers. In order to find it, both quantitative and qualitative methods have been applied to the articles. Content analysis and Textual analysis are the important methods used to find out the statistics and underlying meanings behind these articles.

193-202

Authors: M. Krishnamoorthi

To satisfy the daily needs of an industrial unit, management should think seriously about Liquidity. Working Capital is such of capital that with the help of which a business remains in working condition. It remains live for any business units, Working Capital can be said to be its life. The role of working capital in business is akin to that o heart in the human body. Funds are the life blood of business body. Just as the hart circulates the blood to various organs of body, funds are rotated to various business activities through proper working capital management and any obstruction in the smooth rotation of funds, may causes serious problem in business operations. The generating of income from assets is a very good position in the majority of large and mid-cap companies, but VISA and KALYANI fail to increase its return on assets due to inefficient and ineffective uses of assets, so these companies should take necessary step to increase income by effective utilization of assets.

214-221

Authors: Chaiya Kesarat, Idsaratt Rinthaisong

The purposes of the study were: 1) to study situation of conflict between the state and the people on the power plant project; 2) to seek causes of conflict between the state and the people; and 3) to offer guidelines to conflict management between the state and the people. A qualitative methodology was used in this study. Key informants were residents living around the project, and a semi-structured interview instrument was used to conduct in-depth interviews with 12 key informants. Results of the study revealed that the current conflicts resulted from the irrationality of the benefits that people obtained from the project, and the environmental, societal and cultural issues. Besides, the conflict in the community is caused by interference of third parties/actors. The causes of the conflict are rooted in three aspects: firstly, the structural bureaucracy; secondly, the attitude and performance of government officials; and finally, the lack of participation of the people. The guidelines to conflict management are divided into two groups: the first group is guideline for the management of within the bureaucracy; the second group is guidelines for the management of relationships between the state and the people in the area.

87-92

Authors: Daksh Seth, B. Sai Giridhar, Sundara Krishnaswami

The study quantifies the impact of crude oil price changes on the production, sales turnover and raw material cost of select industries in India where crude oil is a major direct or indirect raw material. The results show that there exists a relationship between crude oil price changes and production of chemicals, coke, and refined petroleum products, a significant impact is observed on the sales turnover of plastic, oil refinery, and automobiles industries. The raw material cost of fertilizers, food processing, and paints industries show a high correlation with crude oil. Energy is the undercurrent that drives economic activity in the world. Fortunes of countries have changed because of crude oil. Its importance to the global economy is unmatched, proven by the fact that oil is responsible for 2.5% of the world GDP. If provided a conducive business environment, companies around the world would like to tap opportunities a billion plus people in India present. India is heavily dependent on crude oil imports thus volatility in crude oil prices is a cause for concern.

102-107

Authors: SM Khan

In this article 80 Loco Pilots of Indian Railways participated and screened for deployment on EMUs in Mumbai sub-urban as Motorman. Their mental chronometry and cognitive efficiency through discrimination reaction test (DRT) for acquired reflexes measured. Psycho motor performance of left, right hand and foot was studied while responding associated color signals. The mean reaction time was lowest in case of yellow color associated to left hand comparing to green and red color associated to right hand and foot respectively. The correlation coefficient of age and experience with DRT of participants was found positive but not statistically significant. The positive correlation coefficient in case of working experience and DRT is indeed a good sign of inert aptitude of train driving staff of the Indian Railways. Further, based on ‘t’ values, it can be concluded that the difference between DRT means for yellow, green and red color associated to hands and foot is significant at (p<0.01) level of significance. Results discussed at length and intervention to improve the DRT suggested.

115-118

Authors: K. Anuradha

Adolescence is a transitional stage of physical and psychological human development that generally begins with the onset of physiologically normal puberty to the age of legal adulthood. This period of development corresponds roughly to the period between the ages of 10 and 19 years, which is consistent with the World Health Organization’s definition of ‘adolescence’. During this period adolescents need life skills to face the realities of life. Life skills help the young people to take positive actions to protect themselves and to promote health and meaningful social relationship. Social media like internet is playing a major role in maintaining social relations by becoming an integral part of many adolescents’ lives. The Internet can be known as a kind of global meeting place where people from all parts of the world can come together. The present study was conducted to assess the life skills of adolescents according to the usage of internet. The sample were adolescent students studying 7th, 8th and 9th standards in Chittoor district. Multi-stage stratified random sampling technique was used to collect the data. In the first stage, one private and one Govt. school were identified randomly from four towns of Chittoor district Viz., Chittoor, Madanapalle, Srikalahasti and Tirupati. In the next stage 7th, 8th and 9th standard students were selected from each school giving equal choice to girls and boys using systematic random sampling technique. Thus, 90 students from each school, 180 students from each town and 720 from four towns constituted the sample of data collection. The tools used were Internet Usage Questionnaire and Life Skills Self Rating Scale. Adolescents differed significantly in their life skills score based on their internet usage. Comparatively low internet users have more life skills score than heavy internet users. Results also revealed that there was significant negative correlation between amount of time spent in internet usage and life skills scores of adolescents.

125-128

Authors: Priyanka Girdhar

The present paper seeks to explore variations caused by individual variables categorized in two broad categories i.e. age and dispositional- locus of control. In the present study a sample of 180 employees were selected from different industries. Employees belonging to age group of below 25 years’ experience maximum organizational role stress. Second most age group is belonging to age category of 26-35. Employees in age group of above 45 years are reported to be least stressed among employees of all category. Stress level is defined to increase with higher rating on locus scale. Locus of control are somewhat related with internal belief and self-confidence of the individual employees. HR practitioners are advised to consider personality related differences to counter stressors. Psychologists have suggested various practices to build up higher levels of internal locus of control. Practices like ABC theory of emotions, Unconditional Self-Acceptance (USA), Unconditional Others Acceptance (UOA) etc. can prove beneficial in this regards.

135-140

Authors: Neelam Kalla

For a marketing professional both promotion and communications are essential. In fact, without effective marketing communications the consumer stay uninformed of products and services they need, which can be satisfying their needs and necessities competently. Past researches show that the key factor behind the failure to implement the schemes effectively is lack of awareness among the potential beneficiaries. In the present study research has undertaken an endeavor to analyze the prevailing means and channels of communication and investigate their effectiveness. The paper discusses the effectiveness of various communication channels, and agents operating in rural areas of western Rajasthan for government healthcare and welfare schemes. The paper also discusses the strategic interventions and the necessary changes based on results of study which need to be incorporated to enhance the effectiveness of communication mix of Government programs.