Effect of Communication Media on Solid Waste Disposal Habit of People of National Capital Region In India
The Influence of Reference Groups on Young Adults' Purchase Decisions
by Ajay Sharma*, Dr. Satyapal Yadav,
- Published in Journal of Advances and Scholarly Researches in Allied Education, E-ISSN: 2230-7540
Volume 3, Issue No. 5, Jan 2012, Pages 0 - 0 (0)
Published by: Ignited Minds Journals
ABSTRACT
There are some people that anindividual keeps in mind when making a purchase. Usually, such peopledisseminate opinions and other individuals are pressured into following theirtrend, becoming associated with them and using them as a standard of theirpurchase decisions. Such people are known as reference groups and they includeentertainment figures, sports heroes, political leaders, parents, co-workers,teachers and peers. This paper seeks to contribute to the existing body of theliterature on reference group influence. Specifically, it focuses on peerinfluence among young adults’ products purchase decisions. A convenience sample of 101 universitystudents participated in this study. The results of Analysis of Variance andt-tests indicated that there is more normative influence for a public luxury(sunglasses) than for a private luxury (cell phone) and private necessity(toothpaste). Informational influence was also more for a public luxury than aprivate necessity.
KEYWORD
communication media, solid waste disposal habit, people, National Capital Region, India, reference groups, purchase decisions, peer influence, young adults' products, convenience sample, Analysis of Variance, t-tests, normative influence, public luxury, private luxury, private necessity, informational influence
INTRODUCTION
The association between habit of reuse and place of residence of the respondent is statistically significant at 1% level of significance. Further percentage analysis show that between 90%–94% of the respondent residing in slum, pucca slum or refugee camp area shows high tendencies to reuse, whereas percentage of respondents residing in colony (58%) and flats (72%), practicing reusing, is comparatively lower. It can be said here that reusing habit falls with increases in residence status because in a metropolitan like Delhi life become very fast and dependency on use-and-throw products increases with increase in pressure.
Figure 123a: Crosstabulation Media exposure & practice of reusing
Exposure of MCD SWD campaign through radio frequentlysometimesneverCount
200 100
0 practice of reusing neversometimes
6% of the respondents who practice reusing had received SWD related information from radio (Figure123a). Percentage analysis shows that 43% (139) of the respondent does not listen to radio on a working day. Among 38% (125) of the respondent who listen to radio up to half an hour daily, 72% (90) of the respondent has also never listened to reuse message from radio. This can be due to reason that there is less possibility of message interception when the respondent is tuned to the radio due to low profile campaign on radio. The above association is statistically insignificant. 9 %( 21) of the respondents who sometimes practice reusing were exposed to the SWD related information through TV (Figure123b). Cross tabulation between time spend on watching television on a working day and reuse habit reveals that 80.8% (261) of the respondent has never seen reuse message on the television whereas 95% (307) of the respondents watches television at least 0-30 minutes or more on working day. No statistical significant relationship is reflected between the two attributes. The message of reuse is not treated as a separate social issue on the TV rather it may be assumed that people are practicing it already. Another reason can be that due to lack of budget for television campaign, television as a medium had been ignored by MC.
Figure123: Crosstabulation Reading np & exposure by np
Time spend on reading newspaper on holiday day 120-180minutes60-120 minutes30-60 minutes0-30 minutesdoes not readCount
100
80 60 40 20 0
exposure by np
never sometimes frequently
5% (17) of the total respondents have frequently received SWD related information through newspaper articles. The association is statistically significant at 1%. Further cross analysis between exposure through newspaper and time spend on reading newspaper on a holiday (figure-123) show that 40.8% (132) of the respondents have received the information through newspaper articles. It can be said here that newspaper articles are providing awareness regarding reuse, and disposal of waste. 88% (275) of the respondents who practice reusing have never been exposed to SWD message through magazines. The association is statistically significant at 1% with Df at 2.19 % (45) of the respondents who sometimes practice reuse had frequently received SWD related information through wall writing. The association is significant at 5% level of significance. Further cross tabulation between SWD related messages exposure through wall writing, and education, gender, place of residence, and income reveals the following: Males are more exposed to SWD related messages than females (figure124). 13% of the respondents residing in the flats are frequently exposed to SWD related message through wall writings. 16% of the respondents earning Rs 1.5 lakhs or above were frequently exposed to SWD related message through wall writings (figure-127). 37% (85) of the respondents who practice reuse, has never been exposed to solid waste related message through hoardings. On the other hand, 45.82% (148) respondents who are exposed to solid waste disposal related message through hoardings, at least sometime, also practice to reuse items purchased by them. The above observations are statistically significant at 1% level of significant. Further cross tabulation between exposure through hoarding and income, education gender and place of residence reveals the followings: Exposure to SWD related messages through hoarding increases with increases in income and education (figure-128&131). Exposure of males to SWD messages through hoarding is more than females (figure-129).16% of the respondents residing in colony were frequently exposed to SWD related information through hoardings (figure-130).12% and 16% of the respondents who practice reusing have frequently receive SWD information through bus panels and bus stops respectively, whereas 15% of the respondents who also practice reusing had received SWD related information through traffic signboards. The association between the reuse habit of the respondents and exposure of SWD related messages through street plays, MC office, films show and workshop has no statistical association. Among this group 80% to 90% of the respondents have not received the message exposure through the above mention channels. Therefore it can be said that these medium of messages has not yielded the desired result. Habit of reusing has statistical significant association with the following messages exposure at 1% level of significant. a. Use less plastic 30%(94) b. Avoid the use of polythene 42%(137) c. Clean Delhi green Delhi 40 %( 128) d. Bhagidari 41 %( 132)
BIBLIOGRAPHY
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