A survey of the industrial scene of india would

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A survey of the industrial scene of India would reveal that industrial production increased at an average compound rate of six percent per annum. The industrial output today is nearly six times of what it was in 1970. The industrial sector now contributes nearly 30 percent of India GNP. The growth has been particularly striking in sectors like petroleum products, chemicals and chemical products, metal products, electronics, electrical machinery, transport equipment and power generation. There have also been some fundamental Annamalai University
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22 structural changes for the better. The output of basic and capital goods industries now have a share of 55 percent in the index of industrial production whereas it had only a share of 20 percent in 1950. India’s engineering industry can today supply the entire requirements of the country in respect of power generation equipments, equipments for railways, road transport, communications; etc. Indian industry has in recent years also undergone a qualitative change in addition to the quantitative expansion. It has embraced the concept of optimum scales of production, state-of-the-art technology, internationally comparable cost- effectiveness and levels of productivity. Though it has still along way to go in this respect, a good beginning has already been made and it augurs well for the future. 3. Social and Cultural Environment : Social and cultural forces influence the business concern in a significant way. New demands are created and old ones are lost in due course. Marketing management is called upon to make necessary adjustments in marketing plans in order to fulfill new social demands. There are three aspects of social environment: 1. Changes in our life-style and social values, e.g., changing role of women, emphasis on quality of goods instead of quantity of goods, greater preference to recreational activities, etc. 2. Major social problems, e.g., concern for pollution of our environment, socially responsible marketing policies, need for safety in occupations and products etc. 3. Consumerism is becoming increasingly important to marketing decision process. Social marketing concept, demand not only consumer welfare but also citizen welfare is very much emphasized. Marketer’s are now called upon not only to deliver higher material standard of living but also assure quality of life i.e., environment free from pollution. From the marketing point of view, the emergence of a large middle class is perhaps the most significant of all developments that have taken place in India since independence. Many economic ’s now place India’s middle class at over 100 million. Occupation statistics form the basis for such estimates. In India, around 25 million people are at present employed in the government and organized sector, private and public. Around 18 million are estimated to be employed in the unorganized sector.
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