Marketing orientation of small Firms- a study with reference to Trivandrum district

The small business has attracted very little attention of the historians in the ancient times, or public mind inspite of the fact that its impact on the various civilisations has been phenominal. Even in recent times economists considered the small firms as inappropriate, obselate and anacronistic as it cannot assimilate the full potential of technological change in the production system. But today everybody agrees that the small business has a definite role in shaping the human destiny and enhancing the quality of life in any society. In a developing country like India small firms are necessary to generate employment for millions, high standared of personal choice to consumers, provide competition and act as a check to monopoly power; further the small firms provide an important source of innovation and in turn it paves the way for entrepreneur development in the society. In many countries the small enterprises played a significant role in the growth and development of their economic system. Italy and Japan are quoted as classic examples . In India, too, with the abundance of labour and scarce capital resources small firms have been promoted and protected by the government. But one must say that the small firm owners/managers in India have been shy in developing a market orientation in themeselves. Due to this many firms failed and closed. The alarming rate of sickness among the small firms in India may be attributed to the lack of market driven/customer orientation approach among the owner/managers of small business. So the study on the market oreintation of the small firms has never been in the mind of marketing experts and academicians. Thus, an attempt is made to enquire into them systematically and scientifically. For the study, Trivandrum district in Kerala has been selected. The data for the study has been collected by the help of a schedule which has been prepared after consulting the relevant literature and after consultation with experts in the field, academicians and practising managers.

Hydrogeology and hydrochemistry of the aquifer systems of Kuttanad area, Kerala: Their role in understanding the evolution of groundwaters

This is an attempt to understand the important factors that control the occurrence, development and hydrochemical evolution of groundwater resources in sedimentary multi aquifer systems. The primary objective of this work is an integrated study of the hydrogeology and hydrochemistry with a view to elucidate the hydrochemical evolution of groundwater resources in the aquifer systems. The study is taken up in a typical coastal sedimentary aquifer system evolved under fluvio-marine environment in the coastal area of Kerala, known as the Kuttanad. The present study has been carried out to understand the aquifer systems, their inter relationships and evolution in the Kuttanad area of Kerala. The multi aquifer systems in the Kuttanad basin were formed from the sediments deposited under fluvio-marine and fluvial depositional environments and the marine transgressions and regressions in the geological past and palaeo climatic conditions influenced the hydrochemical environment in these aquifers. The evolution of groundwater and the hydrochemical processes involved in the formation of the present day water quality are elucidated from hydrochemical studies and the information derived from the aquifer geometry and hydraulic properties. Kuttanad area comprises of three types of aquifer systems namely phreatic aquifer underlain by Recent confined aquifer followed by Tertiary confined aquifers. These systems were formed by the deposition of sediments under fluvio-marine and fluvial environment. The study of the hydrochemical and hydraulic properties of the three aquifer systems proved that these three systems are separate entities. The phreatic aquifers in the area have low hydraulic gradients and high rejected recharge. The Recent confined aquifer has very poor hydraulic characteristics and recharge to this aquifer is very low. The Tertiary aquifer system is the most potential fresh water aquifer system in the area and the groundwater flow in the aquifer is converging towards the central part of the study area (Alleppey town) due to large scale pumping of water for water supply from this aquifer system. Mixing of waters and anthropogenic interferences are the dominant processes modifying the hydrochemistry in phreatic aquifers. Whereas, leaching of salts and cation exchange are the dominant processes modifying the hydrochemistry of groundwater in the confined aquifer system of Recent alluvium. Two significant chemical reactions modifying the hydrochemistry in the Recent aquifers are oxidation of iron in ferruginous clays which contributes hydrogen ions and the decomposition of organic matter in the aquifer system which consumes hydrogen ions. The hydrochemical environment is entirely different in the Tertiary aquifers as the groundwater in this aquifer system are palaeo waters evolved during various marine transgressions and regressions and these waters are being modified by processes of leaching of salts, cation exchange and chemical reactions under strong reducing environment. It is proved that the salinity observed in the groundwaters of Tertiary aquifers are not due to seawater mixing or intrusion, but due to dissolution of salts from the clay formations and ion exchange processes. Fluoride contamination in this aquifer system lacks a regional pattern and is more or less site specific in natureThe lowering of piezometric heads in the Tertiary aquifer system has developed as consequence of large scale pumping over a long period. Hence, puping from this aquifer system is to be regulated as a groundwater management strategy. Pumping from the Tertiary aquifers with high capacity pumps leads to well failures and mixing of saline water from the brackish zones. Such mixing zones are noticed from the hydrochemical studies. This is the major aquifer contamination in the Tertiary aquifer system which requires immediate attention. Usage of pumps above 10 HP capacities in wells taping Tertiary aquifers should be discouraged for sustainable development of these aquifers. The recharge areas need to be identified precisely for recharging the aquifer systems throughartificial means.