ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING Available Online: www.ajeee.co.in Vol.01 , Issue 02, June 2016 , ISSN -2456-1037
1 Research Paper
e/;izns’k esa d`f"k vk/kkfjr m|ksxksa dsa fodkl esa vkus okyh foRRkh;]foi.ku ,oa Hk.Mkj.k lEca/kh leL;kvksa dh leh{kk
Dr. Seema Badgaiyan1, Dr. Shivnarayan Badgaiyan2, Dr. Pawan Jain3
1. Ojaswini Excellence,Higher Sec.School, Damoh (M.P) IndiaE-mail– seemabadgaiyan [email protected] 2. Ojaswini Institute par Excellence, Damoh (M.P)India E-Mail– shiv.dmh@gmail .com
3. Ojaswini Institute par Excellence, Damoh (M.P)India E-mail– [email protected]
&% lkjka'k %&
e/;izns’k ds fuokfl;ksa dk izeq[k m|e d`f"k djuk gSA izns’k dh tula[;k dk yxHkx 75ls 80 izfr’kr Hkkx xkWaoks esa fuokl djrk gS]ftlesa ls vf/kdka’k yksx d`f"k dk;ksZ ds }kjk viuh vkthfodk vftZr djrs gSA d`f"k vk/kkfjr m|ksx xzkeh.k fodkl dh ;kstukvksa dk ,d egRoiw.kZ vax gS] ijUrq d`f"k vk/kkfjr m|ksxksa ds ekxZ esa vusd foRRkh;]foi.ku rFkk Hk.Mkj.k dh lEkL;k,Wa gSA ftlesa bu m/kksxksa dh izxfr fuckZ/k xfr ls ugha gks ik jgh gSA izLrqr 'kks/k i= dk eq[; m/ks’; bu leL;kvksa dk v/;;u djuk rFkk mudh leh{kk djuk gSA bl dk;Z ds fy;s geus fofHkUUk ljdkjh foHkkxks esa tkdj v/;;u fd;k rFkk xzkeh.k {ks=ks esa tkdj Hkh bu leL;kvksa ds ckjs esa tkukA
izLrkouk %&
d`f"k vk/kkfjr m/kksxksa dh vo/kkj.kk d`f"k ,oa m/kksx ds e/; vkRefuZHkjrk dks n’kkZrh gS A d`f"k vk/kkfjr m/kksx] os m/kksx gksrs gS tks izR;{k vFkok vizR;{k :Ik ls d`f"k ij vk/kkfjr gksrs gSA d`f"k vk/kkfjr m|ksx gh vFkZ ra= dk og {ks= gS ftlesa lefUor fodkl ls izns’k esa [kq’kgkyh yk;h tk ldrh gSA d`"kdksa rFkk d`f"k vk/kkfjr m|ksxksa ds fy, foRRk ,d thou jDr ds leku gS]ftl izdkj ’kjhj fcuk jDr ds ugha py ldrk mlh izdkj ;g m|ksx Hkh fcuk foRRk dksbZ dk;Z ugh dj ldrsA
e/;izns’k esa d`f"k vk/kkfjr m|ksxksa ds fodkl esa vkus okyh leL;k,Wa rFkk bu leL;kvksa dks nwj djus ds lq>ko %&
¼1½ foRrh; leL;k,Wa%&
foRr O;oLFkk ls vk’k; ,slh O;oLFkk ls gS tks d`f"k mRikndrk esa o`f/n dj lds rFkk vYidkyhu]
e/;dkyhu rFkk nh?kZdkyhu foRRkh; vko’;drkvksa dh iwfrZ dj ldsA d`"kdksa ds fy, foRr u dsoy ewyHkwr vko’;drk gS oju~ vifjgk;Z Hkh gSA bls dsoy ,d detksjh ugh ekuk tkuk pkfg,A d`"kdksa ds ikl Ik;kZIr foRRkh; lk/kuksa ds vHkko ds dkj.k og viuh foRRkh; vko’;drkvksa dks iw.kZ djus esa vleFkZ jgrk gS vkSj mlds Åij _.k dk cks> Hkh fujUrj c<rk tkrk gSA blh lanHkZ esa dgk tkrk gS fd
^Hkkjrh; d`"kd _.k esa tUe ysrk gS] _.k esa gh iyrk gS rFkk _.k dks gh fojklr ds :Ik esa NksMdj ej tkrk gSA* foRr dh leL;k ds dkj.k gh d`"kdksa dks viuk mRikn vuqfpr LFkku ij] vuqfpr le;
esa rFkk vuqfpr ’krksZ ij cspuk iM+rk gS A d`f"k vk/kkfjr m/kksxksa dh foRRkh; leL;k,Wa %&
ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING Available Online: www.ajeee.co.in Vol.01 , Issue 02, June 2016 , ISSN -2456-1037
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¼1½ ljdkjh uhfr;ksa esa tfVyrk%&
ljdkj }kjk iwWath miyC/k djkus dh vusd O;oLFkk,Wa dh xbZ gS fdarq leL;k vHkh Hkh cuh gqbZ gS A izns’k dh ’kh"kZ foRrh; laLFkkvksa }kjk tks foRRkh; lqfo/kk,Wa nh tkrh gS os Hkh nks dkj.kksa ls vi;kZIr gS %&
¼1½ iznRr jkf’k dh deh
¼2½ Hkqxrku lEcU/kh nq"kdj ’krsZA lq>ko%&
ljdkjh laLFkkvksa }kjk tks foRRk iwfrZ gsrq nq"kdj ’krsZ j[kh tkrh gS A mudh vis{kk mnkj ’krksZ rFkk _.k vof/k dks c<kdj fu’p; gh bl {ks= dh lgk;rk dh tk ldrh gSA ’kkldh; Lrj ij Hkh mnkj ’krksZ ds }kjk _.k iznku fd;k tk, vkSj bl izfdz;k dks ljy cuk;k tk, ftlls vkus okysa o"kksZ esa e/;izns’k dh xzkeh.k vFkZO;oLFkk esa vkfFkZd] lkekftd] uSfrd fodkl ds lkFk &lkFk O;fDrxr fodkl lqfuf’pr gks ldsA
¼2½ ekSleh m|ksxksa dh foRRkh; leL;k%&
os m|ksx tks fdlh ekSle fo’ks"k ij vk/kkfjr gksrs gSa] ekSleh m|ksx dgykrs gSA vf/kdka’k d`f"k vk/kkfjr m/kksx ekSleh m/kksx gksrs gS ekSleh m|ksxksa dh foRRkh; leL;kvksa dks nwj djuk vR;ar dfBu gS ,sls m/kksxksa esa foRr dh leL;k fdlh ,d ekSle fo’ks"k esa gksrh gS blfy;s ,d lkFk cgqr lkjs m|fe;ksa dks _.k iznku djuk Hkh foRRkh; laLFkkvksa ds le{k ,d cgqr cMh vkSj tfVy leL;k mRiUUk gks tkrh gSA lq>ko %&
ekSleh m|ksxksa dks _.k iznku djus okyh laLFkkvksa dh la[;k Hkh cgqr vf/kd ugh gS ^ vr% ,slh laLFkkvksa dh Lka[;k esa o`f/n djds ,d lqfu;ksftr rjhds ls bu m|ksxksa dh foRRkh; leL;k esa lq/kkj djds d`f"k vk/kkfjr m|ksxksa esa lq/kkj yk;k tk ldrk gS A
¼3½ _.kxzLrrk dh leL;k %&
d`f"k vk/kkfjr m|ksxksa esa dk;Zjr Jfedksa dks etnwjh cgqr de feyrh gS ftlls mudh nSfud vko’;drkvksa dh iwfrZ Hkh Bhd <ax ls ugha gks ldrh rks cpr dk rks iz’u gh ugha mBrkA mUgas viuh nSfud vko’;drkvksa ds lkFk&lkFk vius jhfr fjoktksa tSls fookg]R;kSgkjksa rFkk tUe &e`R;q ij Hkh [kpZ djuk iM+rk gS ftls os _.k ysdj gh dj ikrs gS] ysfdu oks bu _.kkas dks pqdk ikus esa vleFkZ jgrs gaS vkSj thou i;ZUr bu _.kksa ls eqDr ugha gks ikrsA
lq>ko %&
bu m/kksxksa esa ;fn Jfedksa dks nh tkus okyh etnwjh dke ds vuw:Ik nh tk, rks mUgsa dqN gn rd ijs’kkfu;ksa ls yM+us es lgk;rk feysxh lkFk &gh lkFk ;fn mUgsa vU; lqfo/kk,Wa Hkh nh tkrh gS rFkk mUgsa _.k Hkh de C;kt ij miyC/k djok;k tk, rks mudk vkfFkZd Lrj ÅWapk mB ldsaxk vkSj og viuk dk;Z vf/kd :fp ls djszxk ftlls d`f"k vk/kkfjr m/kksxksa ds fodkl essa lg;ksx izkIr gksxkA
foi.ku leL;k%&
d`f"k {ks= esa ftruk egRo mRikn dk gS mruk gh egRo foi.ku dk Hkh gS A e.Mh] cktkj vFkok foi.ku dsUnª ,sls LFkku gSa tgkWa ij d`"kd viuh mit miHkksDrkvksa rFkk O;kikfj;kas ds fy, csprk gSA d`"kdksa ds lEcU/k esa ;g dgkor vf/kd mi;qDr gS fd]^d`"kd vius gkFk dsoy gy ij j[ks vkSj vkWa[ks cktkj ij gh j[ks rHkh d`"kd vf/kd ls vf/kd vius Lrj dks ÅWapk mVk ldrk gSA* d`f"k vk/kkfjr m/kksxksa dk vafre mns~’; cktkj esa mRiknkas dk fodz; djds vf/kd ykHk dekuk gS fdarq ,d mfpr vkSj O;ofLFkr
ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING Available Online: www.ajeee.co.in Vol.01 , Issue 02, June 2016 , ISSN -2456-1037
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foi.ku O;oLFkk ds vHkko esa ;g uhfr vlQy gSA bu m/kksxksa esa oxhZdj.k vkSj izekihdj.k dk ijEijkxr rjhdk viuk;k tkrk gsS A d`f"k foi.ku gsrq nykyksa dks fn;k tkus okyk deh’ku Hkh cgqr cMh leL;k gSA foi.ku lwpukvksa ds lgh izpkj &izlkj dk Hkh vHkko gksus ds dkj.k d`"kdksa dks ewY; lEca/kh tkudkjh izkIr ugha gks ikrh A e/;LFkks dh la[;k Hkh bruh vf/kd gS fd d`"kd fdruk Hkh cpus dh dksf’k’k djsa mldk ’kks"k.k gksrk gh gSA lgdkjh vkSj ljdkjh foi.ku Hkh bu m|ksxksa dh foi.ku leL;kvksa esa o`f/n djrk gS fufeZr eky dh xq.koRRkk cuk;s j[kus dh leL;k Hkh foi.ku dk;Z dks dfBu cuk nsrh gSA bu m|ksxksa ds le{k cktkj izfrLi/nkZ,Wa Hkh vusd dfBukbZ;ka mRiUUk djrh gSA
lq>ko %&
d`f"k vk/kkfjr m|ksxkas ds fodkl gsrq ;g vfrvko’;d gS fd foi.ku O;oLFkk esa vko’;drkuqlkj lq/kkj fd;k tk,A foi.ku esa lq/kkj ds fy, nwjLFk o fiNMs+ {ks=ksa esa fu;fer ef.M;ksa dk foLrkj gksuk pkfg, ftlls fdlkuksa rFkk d`f"k vk/kkfjr m|ksxksa ds m|fe;ksa dks ykHk izkIr gks ldsaA bu m|ksxksa ds fodkl gsrq mUUkr foi.ku lqfo/kk,Wa miyC/k djkuk vfr vko’;d gSA mRikfnr eky dh fcdzh ds fy, foi.ku O;oLFkk dks lqn`<+ fd;k tkuk pkfg;s A ,d mfpr ;kstuk cukdj mfpr ewY;ksa ij mRikn dsUnªksa ds ek/;e ls gh mRikn dks dz; fd, tkus dh O;oLFkk gksuh pkfg,A foi.ku lwpukvksa dk izlkj ,oa izdk’ku fd;k tk, rkfd fdlkuksa dks muds mRiknkas ls lEcaf/kr lgh tkudkjh izkIr gks lds A e/;LFkksa dh la[;k Hkh de djds mUgas ’kks"k.k ls cpkus gsrq lgdkjh foi.ku lfefr;kWa vf/kd ls vf/kd cukbZ tkuh pkfg,A
Hk.Mkj.k leL;k,Wa %&
d`f"k mitsa nSfud mi;ksx dh oLrq,sa gksrh gsS mudh ekax iwjs o"kZ Hkj cuh jgrh gS blfy;s oLrqvksa dk miHkksx yEcs le; rd djus ,oa d`f"k mRikn dksa lqjf{kr j[kus ds fy, vPNh Hk.Mkj.k ,oa laxzg.k O;oLFkk dk gksuk furkar vko’;d gSA dq’ky vkSj oSKkfud Hk.Mkj.k mit dks u"V rFkk [kjkc gksus ls cpkrk gS A fdlh Hkh m|ksx dh mUUkfr ds fy, ;g vR;ar vko’;d gS fd dPPks eky rFkk fufeZr eky ds fy, i;kZIr Hk.Mkj.k lqfo/kk miyC/k gksA d`f"k vk/kkfjr m|ksxksa ds n`f"Vdks.k ls Hk.Mkj.k lqfo/kk,Wa vR;ar vko’;d gSA e/;izns’k esa bu m|ksxksa esa rks Hk.Mkj.k lqfo/kkvksa esa dqN gn rd o`f/n dh xbZ gS fdUrq vHkh Hkh dk;Z fd;k tkuk ckdh gSA Hk.Mkj.k lqfo/kkvksa dh U;wurk ds dkj.k ;s m|ksx cqjh rjg izHkkfor gksrsa gSA bu m|ksxksa dks m|ksx ds ekSle esa dPPks eky dk LVkWd djuk cgqr gh t:jh gksrk gS D;ksafd ekSle ds le; mit dk ewY; de gksrk gS rFkk ckn eas mlesa o`f/n gksrh gS ifj.kkeLo:Ik fufeZr eky dh xq.koRRkk Hkh izHkkfor gq, fcuk ugha jgrh A Hk.Mkj.k lqfo/kkvkas dh deh ls bu m|ksxksa }kjk fufeZr eky dks lqjf{kr j[kus dh leL;k Hkh mRiUUk gksrh gS ftl dkj.k bu m|fe;ksa dk ;g iz;kl jgrk gS fd mRikfnr eky ’kh?kz fcd tk, pkgs ykHk de izkIr gks] ,slh fLFkfr esa bu m|ksxksa dh vkfFkZd fLFkfr Hkh lqn~<+ ugha gks ikrhA
lq>ko %&
d`f"k vk/kkfjr m|ksxksa dks fodflr djus ds fy, vko’;d gS fd Hk.Mkj.k lqfo/kkvksa dk rhoz fodkl djuk gksxk vkSj xksnkeksa dh la[;k esa Hkh i;kZIr o`f/n djuh gksxh A mfpr Hk.Mkj.k O;oLFkk gksus ij miHkksDrk dks Hkh iwjs o"kZ mit izkIr gksrh gSA vkSj mls vius Lrj ij laxzg.k ugha djuk iM+rk A Hk.Mkj.k dh ykxr Hkh cgqr vf/kd ugha gksuk pkfg, D;kasfd ;fn Hk.Mkj.k ykxr Hkh cgqr vf/kd bqbZ rks mit ds ewY;ksa esa Hkh o`f/n gksrh gS A xksnke] d`f"k mRiknksa dks j[kus dh leL;k ls cpkrs gSa rFkk mRiknu dks ’kh?kz cspdj gksus okyh gkfu ls Hkh cpkrs gSa ftlls le; ij dPPkk eky miyC/k gks ikrk gS] ;g lc rHkh laHko gS tc xksnkeksa dh la[;k vf/kd gks A vr% mfpr Hk.Mkj.k O;oLFkk d`"kd vkSj d`f"k vk/kkfjr m|eh nksuksa ds fy, ykHknk;d gksrh gSA
milagkj %&
izLrqr ’kks/ki= esa e/;izns’k esa d`f"k vk/kkfjr m|ksxksa ds le{k tks foRrh; foi.ku ,oa Hk.Mkj.k lEcU/kh tks leL;k,Wa vkrh gS mudk rFkk mUgsa nwj djus gsrq dqN lq>koksa ds ckjs esa tkudkjh nh xbZ gS A ;g
ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING Available Online: www.ajeee.co.in Vol.01 , Issue 02, June 2016 , ISSN -2456-1037
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’kks/k i= d`"kdks ljdkj rFkk d`"kd dY;k.k gsrq dk;Z djus okys lHkh oxksZ rFkk lacaf/kr m|ksxkas ds fy;s ykHkdkjh fl/n gksxk A
lkFk gh Hkkoh fodkl ds fy, ;g vfr vko’;d gS fd fodkl ls laEcf/kr ;kstuk,W fupys Lrj ls rS;kj gks muesa leqfpr leUo; gks vkSj muds fdz;kUo;u esa vke turk dh lgHkkfxrk gksA bu ;kstukvksa dk iwjh bZekunkjh ls ikyu Hkh gks ftlls e/;izns’k ds lkFk ns’k dk Hkh fodkl gks vkSj fo’o leqnk; ds ikl ,d lqn``<+ vFkZO;oLFkk ds :Ik esa Hkkjr dh izfr"Bk gksA
fufoZokn :Ik ls dgk tk ldrk gS fd tcrd d`f"k vk/kkfjr m|ksxksa dh leL;kvksa dk lek/kku ugha fudysxk rc rd ljdkjh ra= bu m|ksxksa ds fodkl dh [kkst esa Bhd mlh izdkj HkVdrk jgsxk]ftl izdkj e:LFky esa I;klk e`x fpyfpykrh jsr dks ikuh le>dj mlds ihNs nkSMrk jgrk gSA
lanHkZ%&
¼1½ m|ksx O;kikj if=dk] ekpZ] 1989
¼2½ DykdZ ,.M DykdZ %& foi.ku izca/k ds fl/nkar]i`-4
¼3½ HkkxZo ]?ku’;ke ’kj.k& e/;izns’k d`f"k mit e.Mh fof/k lafgrk] e/;izns’k
¼4½ Mamoria, L.B. and Joshi, R.L. Principles of Practices of Marketing in India”Kitab Mahal, Allahabad 1968, P.90
¼5½ pwgksa ls vukt dks {kfr &uohu nqfu;k] fgUnh ] tcyiqj 22&07&1978
¼6½ tuZy vkWQ ,xzhdYpj &vizsy &twu 1999 esa izdkf’kr ys[k A
¼7½ d``"kd nwr] d`f"k ,oa xzkeh.k {ks= dh ekfld if=dkA
¼8½ ’kkg] izks- ds- ,u- flag ^d`f"k vFkZ’kkL= ds fl/nkar]1970&71
¼9½ e/;izns’k &vkfFkZd fodkl ]vkfFkZd ,oa lkf[;dh lapkyuky;] HkksikyA
