HOW TO STOPGENDER SELECTION? Presented By- Sana Khan Nahid Anjum Shruti Bagchi Ashwin Agarwal Rajan Kumar Singh
Agenda• Management decision problem• Marketing research problem• Research design• Recommendation
Management Decision Problem Why does the social malice of sex selection of foetus exist in India?
Marketing Research ProblemTo determine the preference of a male or female child in a family• Component 1: Psychographic profile of families: – Income group – Educational background – Cultural background• Component 2: What are the motivational factors for selecting a male child. – Economical factors – Social factors • Family legacy • Role in the family • Security – Legal rights• Component 3: Why are the government efforts not effective in convincing the families?
Research DesignInformation needed: How male/female child better fulfill the expectation of parents? What is their economic status? Influence of the family members Influence of the society Pattern observed with respect to the number of male or female children in a family. The number of educated family members. The educational qualification of the family members. Is a female child looked upon as an economic liability. Awareness about the legal rights of a male and female child
Research Design Is a male child looked upon as source of income Do families with male child feel socially superior Is a male child seen as a support for parents in their old age. Awareness about the steps taken by the government and how effective are they.
Research DesignTarget population for this case is defined asfollows: Element : a) Fathers and mothers b) Male or female head of the family involved in decision making process of the family Sampling Units : Families with children below the age of 10 years and newly married couples. Sample Size: 28 families Extent : Kolkata Time : 2011
Research Design Research design Exploratory – Secondary data and qualitative research Descriptive – Quantitative research
Research DesignMeasurement and Scaling:• Rank Order• Likert scale• Dichotomous Questions
Recommendation Government should initiate programs for the employment of women, especially in the lower income groups, so that they are not looked upon as economic liability. The Government should provide financial support to families in the lower income groups who send their girl child to school.