Vol. 7 Special Issue 3 February, 2019 Impact Factor: 4.118 ISSN: 2320-4168 One Day National Level Seminar on th 20 February, 2019 PG Department of Commerce with Computer Applications ANANDA COLLEGE Devakottai – 630 303 MESSAGE FROM PRINCIPAL I am highly delighted to note that the PG Department of Commerce with Computer Applications has organized a Nation-bound conference on New Frontiers on Business Management, Commerce and Economy. The college class rooms are the temples of learning. They do help shaped the kind of individual along with one’s family, society and surroundings. They are the window to success and the key to unlocking the potential of every student as a stakeholder of education. Though the classrooms help introduce boys and girls to the world around them, help identify their talents & graces, hone it and sculpt it in the best possible manner. History is a testimony to the fact the greatness of any civilization, region, empire, era, epoch or period is essentially based on how well-structured are its classrooms. Though it is not necessary for classes to be the dens of scientific learning only, learning of any kind is applicable so long as it liberates one’s mind and propels individuals to attain their full potential and reach great heights in their respective fields. The Seminars, Symposium, Conferences, or any academic workshop are the wonderful platform for every student to deliver their deliberate thoughts and creative imaginations and eventually analyze critically the pivotal role and primordial importance of economy, commerce, management that our world requires. India as a country is in a flux and the changes being ushered in after liberalization and economic reforms have been far reaching – extending beyond the realm of economy. It is my wish and desire that the PG department of Commerce with Computer Applications is to become a pioneer department providing new and leading edge of amelioration in Business management and technology. With God’s choicest blessings upon all Rev.Dr. S. John Vasantha Kumar Principal MESSAGE FROM SECRETARY It gives immense pleasure to present you the issue of “NEW FRONTIERS IN BUSINESS, MANAGEMENT AND TECHNOLOGY” by the PG department of Commerce with Computer Applications at Ananda College, Devakottai. This Journal focuses on multi facts of business practices, must be known by researchers, professionals, academicians and corporate delegates, to transform education and innovative business environment globally. New frontiers in activities are needed to each and every sector. In business concern, invention, modification and updates are helping to stand the market in the global competition. The globe has been growing in a rapid manner; hence the innovation is essential in present era. We are dedicated to publish peer reviewed significant research work, delivered quality content through information sharing. All of our research papers are peer reviewed to ensure and bring the highest quality research to the widest possible audience. As publishers, we provided to societies, institutes, corporate and individual researchers requirements. Further we will highly appreciable contribution in the form of research papers, articles, case studies, critical review of existing business models and theories etc. from all spheres of academia and industry in business and management. Thank you I extend my sincere appreciations to all those who are involved in conducting this national seminar specially Mr. F. Arockiasamy, the organizing secretary, the convener, executive members, students secretaries and all the participants. I wish that the seminar becomes a Grand success. Rev.Fr. Jesu Raj K. Christy Secretary, Ananda College Devakottai EDITORS IN CHIEF OF SPECIAL ISSUE Mr.F.Arockiasamy Organizing Secretary Head and Assistant Professor Department of Commerce with Computer Applications Ananda College, Devakottai – 630 303, Sivagangai District EDITORS OF SPECIAL ISSUE Mr.M.Arul Xavier Vice Principal (Student Affairs) CONVENER Mr.R.Ramki Assistant Professor Department of Commerce with Computer Applications Ananda College, Devakottai MEMBERS Mr.M.Sivabalaji Mrs.A.Jeneba Mary Mr.SP.Anand Kumar Mr.A.Jose Inigo Ravi Assistant Professors Department of Commerce with Computer Applications Ananda College, Devakottai CONTENT S.No. Title Page No. 1 A Conceptual review of Work Life Balance and Gender and Work 01 Qualitative Literature M.Farhana Fathima & Dr.T.Helan 2 A Study on Consumer Behavior towards Durable Goods- with Special 09 Reference to Theni District Ms.G.Saranya 3 A Study on Challenges and Opportunities in E-Banking Sector in India 14 K.Anitha 4 A Study on the Saving Habits and Investment Behaviour of Employees after 18 Retirement with Special Reference to Velur, Thrissur District, Kerala Jency Baby 5 Micro Finance as a Boon for Rural Poor 27 Dr.H.Bhuvaneswari & M.Sivabalaji 6 Micro Finance - Current Status and Growing Concerns in India 31 A.Rajalakshmi 7 Sugarcane Marketing and Production in Tamil Nadu-A Case Study 38 Mrs.M.Pitchaimuthu 8 Financial Institution Support to Small Scale Industries by Commercial Bankat 43 Madurai City Mr.Revanth 9 A Study on Perception of Customers towards Modern Banking Services of 49 Public Sector Banks with Special Reference to Kanyakumari District Dr.D.Andrews Scott 10 Analysis of Marketing Vs Online Marketing 56 S.R.Deepika 11 Awareness on Employment Registration in Coimbatore City-A Study 61 Dr.M.Kalimuthu 12 “Effects on Indian Economy after Demonetization” 72 Mr.F.Arockiasamy 13 “The Era of Mobile Applications in Digital Marketing Innovation” 75 Dr.S.Sitrarasu 14 Systematic Investment Plan – Mutual Fund 85 Ms.Suganthi Priya 15 A Study on Security Issues in E-Mail Communication 90 G.Gopu & Dr.K.Thangadurai 16 “Theoretical Study on Growth of International Business after GST” 95 Dr.L.Prakash & Dr.S.Sivaraman 17 A Study of Mobile Commerce (M-Commerce) in New Generation Private 99 Banks in Madurai City (South) Ms.G.Vinotha SHANLAX International Journal of Commerce A Conceptual Review of Work Life Balance and Gender and Work Qualitative Literature OPEN ACCESS M.Farhana Fathima Volume : 7 Doctoral Research Scholar, Department of Management Studies Manonmaniam Sundaranar University, Abishekapatti Tirunelveli, Tamil Nadu, India Special Issue : 3 Dr.T.Helan Month : February Assistant Professor, Department of Management Studies Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli Year: 2019 Tamil Nadu, India ISSN: 2320-4168 Abstract Work-life balance is about how we combine work with other areas of our life, such Impact Factor: 4.118 as children, care for the elderly and friends. Poor work-life balance can lead to poor work performance, which further leads to a lack of fulfillment in the job. Work- life balance is basically the positive relationship between work and other equally Citation: important activities in life which include family, leisure, personal development and Farhana Fathima, community development issues. The relationship cannot be clearly defined and M., and T. Helan. “A varies from person to person according to their life demands. Work life balance Conceptual Review is intended to allow employees greater flexibility in their working patterns so that of Work Life Balance they can balance what they do at work with the responsibilities and interests they have outside work. So the researcher attempts to know about the work life conflict, and Gender and Work gender and work health in qualitative literature, barriers of work life employees and Qualitative Literature.” organizational practices managing issues of work life balance. Shanlax International Keywords: work life conflict, gender, work, organization. Journal of Commerce, vol. 7, no. S3, 2019, Introduction pp. 1–8. The term “Work Life Balance” was coined in 1956. Work-Life balance is a broad concept which includes proper prioritizing between career and ambition on one hand, compared with pleasure, leisure, DOI: family and spiritual development on the other. It is a key factor https://doi.org/ 10.5281/ which determines employee satisfaction, loyalty and productivity. zenodo.2572401 The current work force scenario is marked by the fast pace of change, intense pressure, constant deadlines, changing demographics, increased use of technology and the work from home concept. Also with the increase in the proportion of dual earner families and the kind of life style finance people are having work life conflicts are inevitable. Work life Balance has important consequences for employee – attitude towards their organizations. A balance between work and life is supposed to exist when is proper functioning at work and also at home. http://www.shanlaxjournals.in 1 One Day National Level Seminar on New Frontiers in Business, Management and Technology Work life balance is an area of increasing importance to both employees and employers. Employees need it to balance work and non-work roles and employers require it to increase productively and reduce cost (Abbott & De Cieri, 2008). The drivers for work life balance can be attributed to changes in the demographic distribution of the labour force, technological advancement and the 24/7 opening hour’s culture in Morden society (Beauregard & Henry, 2009; Kalliath & Brough, 2008). While there is no consistent definition of work-life balance, there are some consistent themes which have emerged these include: employees achieving an acceptable balance between their work and personal lives, employers work initiative which would aid improve employees productivity providing a