Role of social pressure as a key contributor of materialism and related status consumption

“At resale stores I have seen brand new clothes with original price tag still hanging from the sleeve. Some children have so many toys that they stay frustrated, not knowing which one to pick up for their next amusement. Presumably sensible adults trade in perfectly good cars just to have something shinier and newer. Didn’t us once live productive normal lives, without all these gadgets” [Cunningham (2005)]. During late eighties, nearly forty four percent of the participants, who took part in a consumer survey conducted in the US, responded positively to the question “My closets are filled with still 2 unopened items” [Faber and O’Guinn (1988)]. Reading such excerpts does not greatly surprise us anymore; as such reports have become common now. For many people shopping has moved beyond something that caters to their needs and wants and has become a hobby [Cunningham (2005)], an activity that they engage in to satisfy their hedonistic or pleasure-seeking goals [Ramnathan and Menon(2006), O’Cass and McEween (2004), Faber and O’Guinn (1989)]. Others look at their new possession as something that fills a void in their lives [Belk (1985), Diener et al. (1993)].

An agroclimatic assessment of the crop growth potential of south india

Usually, under rainfed conditions the growing period exists in the humid months. Hence, for agricultural planning knowledge about the variabilities of the duration of the humid seasons are very much needed. The crucial problem affecting agriculture is the persistency in receiving a specific amount of rainfall during a short period. Agricultural operations and decision making are highly dependent on the probability of receiving given amounts of rainfall; such periods should match the water requirements of different phenological phases of the crops. While prolonged dry periods during sensitive phases are detrimental to their growth and lower the yields, excess of rainfall causes soil erosion and loss of soil nutrients. These factors point to the importance of evaluation of wet and dry spells. In this study the weekly rainfall data have been analysed to estimate the probability of wet and dry periods at all selected stations of each agroclimatic zone and the crop growth potentials of the growing seasons have been analysed. The thesis consists of six Chapters.