2024

ICMAST
Smt. T.R.K.Sarasuwathi,
Managing Trustee
Hindusthan Educational & Charitable Trust
Coimbatore, Tamilnadu

Message

At the outset, it is a great privilege for me to felicitate and acknowledge the

conduct of “Proceedings of International Conference on Multidisciplinary Perspective in
Arts, Social Sciences and Management, November 2024”

We all live in a society which has its own set spoken/unspoken rules and one of
them is education. Education helps us to become an active member of the society and
participate in the ongoing changes and developments.

I am proud to state the devotedness and exemplary efforts of Hindusthan College in

upgrading various uses and its applications in several scientific and management fields
and hence improving the excellence of academic arena in all dimensions in the society
at large.

Your goals are the road maps that guide you and show you what is possible for
your life. I whole heartedly congratulate the team of HICAS for being a source of under-
standing knowledge and wisdom of the student community.
God gave us two ends: one to sit and the other to think with. Success depends on
which end we use the most.

Smt. T.R.K. Sarasuwathi

Dr. K. Priya,
Executive Trustee & Secretary,
Hindusthan Educational & Charitable Trust
Coimbatore, Tamilnadu

Message

Education is what you need if you want an answer to your ‘whats’ and ‘hows’ and
‘wheres’. It helps you understand the world you live in. You get to know more about
your surroundings as well as the whole world through Mathematics.

The purpose of learning multidisciplinary subjects is to encourage the development

of collaborative solutions to contemporary issues, integrating insights from various
academic and practical perspectives. Excellence and Quality are our watchwords
reflected in our highly conducive and sense learning ambience. Our dedicated staff
members of HICAS to transfer totalistic knowledge and make students global citizens.
We nurture individuals to leverage technology and continuously explore all means and
methods for holistic development of our students.

The Research focuses on various particular fields that are important for applications
within and outside of multidisciplinary subjects, with the hope that inside from the ori-
gins of these can give an overall view for the growth and development of society at
large. An educated member certainly has a greater chance to contribute to his commu-
nity.

At this juncture, it gives immense pleasure and privilege for me to appreciate the de-
partment for their untiring efforts to conduct “Proceedings of International Conference
on Multidisciplinary Perspective in Arts, Social Sciences and Management, November
2024”

Dr.K.Priya
Dr.A.Ponnusamy Principal
Hindusthan College of Arts & Science Coimbatore,
Tamilnadu

Message

It gives me immense pleasure and happiness to preside over the conduct of

“Proceedings of International Conference on Multidisciplinary Perspective in Arts,
Social Sciences and Management, November 2024”

I am proud to spectate the efforts of HICAS Team in upgrading both academic and
extra- curricular activities.

I am sure this International Conference would adorn a gem to the crown of

interdisciplinary approaches that bridge the gap between theory and practice in diverse
domains, contributing to societal well-being and innovation over the years that it
continues to guide you and inspire the young minds to innovate the new discoveries
with dedication. This conference aims to promote a deeper understanding of how these
disciplines intersect and influence each other in addressing complex global challenges.
Additionally, the event seeks to highlight the role of interdisciplinary approaches in
shaping sustainable practices, fostering cultural understanding, and enhancing the
development of both local and global communities.

I extend my wishes to all for their involvement and services in the field of
mathematics.

I wish a great success to the TEAM OF HICAS and may they flourish in all its
endeavours.

Dr.A.Ponnusamy
Mr Kanendran a/l T.Arulrajah
Chief Executive Officer, KSTVET

Message

Greetings from KNOWSKILLS TVET COLLEGE!

On behalf of the Organizing Committee of our very first International Conference

2024 jointly organised by KNOWSKILLS TVET COLLEGE and HINDUSTHAN
COLLEGE OF ARTS & SCIENCE ,we would like to extend our warm welcome to
Guest of honour, Professors, lecturers, presenter and participants.

This International Conference is intended to be the first step towards a top-class

international conference focussed on academic and vocational research and ideas. We
believe that this international conference will give opportunities for sharing and
exchanging original research ideas and opinions, gaining inspiration for future
research, and broadening knowledge about various fields. This conference is divided
into 2 main sections, online presentation and Face 2 Face presentation. We have an
approximate total of 200 online presenters and 30 Face 2 Face presenters for this
International Conference 2024. These selected papers will be presented during the
conference from 21 to 23 November 2024 where today will be Face to Face presenters.
We would like to express our sincere appreciation to the members of the Programme
Committee for their critical review of the submitted papers, as well as the Organising
Committee for the time and energy they have devoted to editing the proceedings and
arranging the logistics of holding this conference. We would also like to give
appreciation to the authors who have submitted their excellent works to this
conference.

We look forward towards our next International Conference 2025 with more
practical elements built in to provide an opportunity for the existence of our very first
Vocational Conference
Dr Sherly George
Principal, KNOWSKILLS TVET COLLEGE

Message

Welcome to our first International Conference 2024 jointly organised by

KNOWSKILLS TVET COLLEGE and HINDUSTHAN COLLEGE OF ARTS &
SCIENCE.

This first International Conference is divided into two sections, International

Competition and International Conference. The International Competition is catered for
Vocational students encompassing culinary and hospitality participants where the
participants are required to showcase their talents in cooking, bed-making and napkin
folding. The International Conference tracks include various fields such as Computer
and Information Technology, Management, Social Sciences and many more which
have been carefully chosen to mark such a milestone in our society.

This conference will be one for us to share our thoughts and exchange ideas on how to
chart our journey forward to reach new heights. Here, we bring together researchers
and practitioners from industry, vocational and academia, to exchange their research
ideas and results. We look forward to more International Conference and Competitions
to be held worldwide, to extend our ideas, knowledge and skills, renew friendships,
create and foster new networks, and jointly explore current and future research
directions. Additionally, our future vision is to create a greater value for all corners of
the globe
 HINDUSTHAN COLLEGE OF ARTS & SCIENCE,
COIMBATORE, INDIA
&
KNOWSKILLS TVET COLLEGE - LAXENIA
INTERNATIONAL INSTITUTE SWITZERLAND, MALAYSIA
CAMPUS, KUALA LUMPUR,
MALAYSIA
(21-23, November, 2024)
ICMAST-2024
INTERNATIONAL CONFERENCE ON MULTIDISCIPLINARY PERSPECTIVE
IN
ARTS, SOCIAL SCIENCES AND TECHNOLOGY
INTERNATIONAL CONFERENCE COMMITTEE

PATRONS:

Smt. Sarasuwathi Khannaiyann, Managing Trustee, HECT,Coimbatore.

Dr. Priya K , Executive Trustee and Secretary, HECT, Coimbatore.
ADVISOR:

Dr.A.Ponnusamy, Principal.

ORGANISING CHAIR PERSON:

Dr.B.Sudhakar, Professor & Director, Department of Business Administration (PG).

ORGANISING COMMITTEE

PRESIDENT:

Dr. Jone Antony Raja J, Associate Professor & Head, Department of Visual Communication.

COMMITTEE MEMBERS – OFFLINE:-

1. Dr.Senthilvadivu P, Professor & Head, Department of Computer Application (UG).

2. Dr.Lalitha P, Professor, Department of Computer Applications(UG).

3. Dr.Prabavathi V, Professor, Department of English.

4. Dr.Anitha K, Associate Professor, Department of Business Administration (UG).

5. Dr.Natarajan P, Professor, Department of Social Work.

COMMITTEE MEMBERS - ONLINE:-

1. Dr.Punitha M, Professor & Head, Department of Social Work.

2. Dr.Saravanan V, Professor & Head, Department Information Technology.

3. Dr.Rajalakshmi G, Professor & Head, Department of Biotechnology.

4. Dr.Priya P, Professor & Head Department of Commerce & Commerce PA.

5. Dr.Saradhamani, Professor & Head, Department of Business Administration (UG).

6. Dr.Sangeetha R , Professor, Department of English.

7. Dr. Abdullah Alfazeena, Assistant Professor Department of Visual Communication.

PUBLICATION COMMITTEE:

1. Dr. Priya Sharon Thomas, Professor & Head, Department of English.

2. Dr.Anuradha S, Professor & Head, Department of Mathematics & Data Science &
Analytics.

3. Dr.Sabitha R, Professor & Head, Department of Business Administration (UG-CA) &

Logistics.

4. Dr.Lai Growther, Professor & Head, Department of Microbiology.

5. Dr.Marrynal Eastaff, Associate Professor & Incharge, Department of Cyber Security.

6. Dr.Sathishkumar D, Assistant Professor, Department of Business Administration (PG).

 KNOWSKILLS TVET COLLEGE
LAXENIA INTERNATIONAL INSTITUTE
MALAYSIA CAMPUS
LONDON ACADEMY OF PROFESSIONAL TRAINING
(ACCREDITED CENTRE MALAYSIA)

International Conference Online Organizing Committee – 21.11.2024 & 23.11.2024

Online Presentation - Chief Co-ordinator- Ms Liyana Zupli, Senior Head Academic

Contact
No Track Name of the Co-ordinator Number Email ID
Information Technology Senior Academic
1 & Computer Science Liyana Zupli Head 01161978281 [email protected]
Business, Management,
2 Economics Dr Sherly George Principal 0126569779 [email protected]

Finance, HR & Leader- Mr Kanendran Chief Executive

3 ship TA Officer 0177519622 [email protected]
Head, School of
Culinary Arts and
4 Social Sciences Adlizil Ikram Hotel Management 0173599960 [email protected]
Executive Hotel
5 Hotel Management Cheryl Liau Management 0123578963 [email protected]

Muhamed Azfar Executive Comput-

6 Others Muhamad Farook er Lab 0165109288 [email protected]
 HINDUSTHAN COLLEGE OF ARTS &SCIENCE
An Autonomous Institution – Affiliated to Bharathiar University
Approved by AICTE and Govt. of Tamilnadu
Accredited by NAAC A++
An ISO Certified Institution
Coimbatore – 641 028

ICMAST 2024
ONLINE PRESENTATION COMMITTEE
FINANCE

• DR.S.SARAVANAN- Assistant Professor-Department of Business Administration (PG)

• DR M YAGUMMAI- Professor-Department of Business Administration (PG)

LOGISTICS

• DR.D.SATHISHKUMAR- Assistant Professor-Department of Business Administration (PG)

• DR S RENUKA- Assistant Professor-Department of Business Administration (PG)

HUMAN RESOURCE

• DR P ANUSHA PRABHA- Assistant Professor-Department of Business Administration (PG)

• MR I WALTER VIKAS - Assistant Professor-Department of Business Administration (PG)

HEALTH CARE AND OTHER

• DR D MALLEESWARI- Assistant Professor-Department of Business Administration (PG)

• MRS B SUDHA VENKATALAKSHMI- Assistant Professor-Department of Business Administration (PG)

• DR V SASHIKALA- Assistant Professor-Department of Business Administration (PG)

• DR V SHANTHAMANI- Assistant Professor-Department of Business Administration (PG)

 CONTENTS

PAGE
S.NO TITLE OF THE PAPER / AUTHOR NAME(S)
NO.
A Study on the practices and performances of logistics in supply chain
1. management at ABC Logistics India Private Limited 1
Dr.A.Ponnusamy, Ms.K.Abitha
A Study on supply chain management and service quality at a leading
2. Frieght forwarding Company in Tamilnadu 2
Dr.B.Sudhakar, Ms.Manisha
A Comprehensive Study on lossy and lossless image compression
3. techniques 3
Rajaneha.R
Assessing the role of AI and deepfake technology in shaping trust and
4. interaction on social media platforms 4
Dr. J. Jone Antony Raja
Decoding Gopi Prasanna’s Tamil movie posters harnessing semiotic
5. expression 5
Dr. K Manikkam
Factors influencing consumer buying behaviour towards Mobile phone in
6. Coimbatore City, Tamilnadu 6
Dr.M.Ramya
Image quality enhancement using super-resolution convolutional neural
7. networks in underwater imaging 7
Dr.P.Lalitha
8. Eco social work approach for sustainable development
8
P.Srilekha
Enhancing Bioethanol yield through on-site multi-enzyme production
9. from fusarium oxysporum and yeast 9
Dr.Sukirtha.K, Dr.LaliGrowther
Secure and sustainable framework for artificial intelligence data in M2M
10. environment using blockchain technology 10
R.Sri Devi
The role and responsibility of educational institutions in promoting a
11. green environment with special reference to Coimbatore District 11
Dr.P.Natarajan
Perception of Generation X, Millennials, and Generation Z towards the
12. Indian film 12
Dr.S.Ramachandran, Ms.Ishwarya M
Breaking down barriers: effective communication strategies for
13. sustainable growth 13
Sylvia J
Survival study on energy aware routing and secured data aggregation in
14. wireless sensor network 14
D.Mohanapriya, Dr.V.Saravanan
Congestion aware DSR Protocol using multiple node based particle
15. swarm optimization (MNPSO) Algorithm in wireless sensor network 15
J.Saranya
 Redefining the way visuals are generated in the era of GEN AI
16. 16
Mr.T.Senthilkumar, Dr.K.Manikkam
Predicting drug interactions in pregnancy: A Data Mining Approach
17. 17
Dr.P.Senthil Vadivu
Social media influence on consumer behaviour: A focus on the Food and
18. Beverage Industry 18
Dr.K.Anitha
Work life balance of working women professors in select Self financing
19. Colleges in Coimbatore District 19
Dr.A.Priya, Dr.P.Arumugaswamy
Lifeless (AF) to life – emotional turbulence of af in the novel Klara and
20. the Sun 20
Dr.P.Prabavathi
A Comprehensive study on user Engagement, Networking and Career
21. Advancement of Linkedin as a Business Platform 21
Mr.B.Nirmalkumar, Dr.K.Anitha
A Study on Customer Satisfaction of Fintech Application in Banking
22. Sector with Special Reference to Coimbatore City 22
Ms.K.Sindhu Priya, Dr.D.Suganthi
A Study on Factors Influencing Consumer in Buying Eco-Friendly
23. Products 23
Mrs.K.Sathiya Priya, Mr.R.Koushik
A Study on Problems of Women Entrepreneurs in Coimbatore District
24. 24
Mrs Dharshini, Dr.D.Sathish Kumar
A Study on Stress Management Among Employees of Information
25. Technology Sector with Reference to Coimbatore District 25
Dr.M.Ramya, Mrs.Kalaivani.R
An Analytical Study on Nurses Absenteeism with Special Reference to
26. Private Hospitals in Coimbatore City 26
Ms.K.Jennifer, Dr.K.Anitha
An Empirical Analysis of Debt Mutual Fund Performance in The Indian
27. Stock Market: A Five-Year Study, 2018-2023 27
Mr.K.Hareesh, Dr.S.Saravanan
An Empirical Analysis of Supply Chain Risk Management and its Effects
28. on Business Performance 28
Dr.V.Shanthaamani, Dr.V.B.Usha
Bridging The Gap: Key Factors and Situations Shaping the Cross
29. Generational Workforce Dynamics – A Conceptual Framework 29
Mrs.Maheshwari.S, Dr.B.Sudhakar.
Consumer Attitude Towards Eco-Friendly Products: Insights for
30. Sustainable Marketing Approaches 30
Dr.P.Saradhamani, Mrs.V.Vijayalakshmy
Corporate Social Responsibility: Strategic Management for Impact
31. 31
Mrs.Kothai Reshikesh, Ms. M. Vaishanavi
Digital Age Dynamics: Evaluating Financial Literacy Among Bank
32. Customers with Special Reference to SBI and Federal Bank Customers
32
of Palakkad District
Mrs. Dhanya Nair, Dr.B. Sudhakar
 Enhancing Employee Engagement - The Role of Human Resource
33. Management Systems in Shaping Behavioral Outcomes. 33
Mr.I. Walter Vikas, Dr.P.Anushaprabha
Export Performance of Evaluation in Medium Sized Manufacturing
34. Enterprise 34
Ms.K.Radhapriyadharshini
Financial Management Practices and Profitability of Modern Rice Mills
35. in Tamil Nadu 35
Dr.S.Thilak, Mr.P.Shanmugam
Fostering Multidisciplinary Research and Innovation for Sustainable
36. Growth 36
Mr.Anish Augustine Madipara, Dr.Thilak
Green Practices at the Workplace: A Step Towards Sustainable
37. Development 37
Dr.S.Thilak, Mrs.B.Sudha Venkatalakshmi
Human Resource Strategies for Building Sustainable Work Cultures with
38. Special Reference to Coimbatore City 38
Ms.A.Vinisha, Mrs.K.Sheeba
Impact of E-Learning on Employee Skill Acquisition And Retention
39. Among It Professionals With Special Reference To Cochin District 39
Ms.Hafida.P, Karunakaran Maruchamy
Impact of Work-Life Balance on Productivity of Women Employees in
40. Customer Services Industry 40
Dr.V.J.Suryasubam, Mrs. B.Sudhavenkatalakshmi
Job Satisfaction and its Impact on Vitality and Life Satisfaction
41. 41
Mr.Santhosh Raj.R, Dr.D.Sathish Kumar
42. Leveraging Cultural Intelligence in Global Business
42
Dr.S.Renuka, Dr.V.Vishnupriyadharshini,
Managing the Rise of Artificial Intelligence (AI): Strategies for the
43. Modern Workplace 43
Dr.R.Thangamani, Mrs.Smrithi K.S
Measuring Service Quality of A Multi Specialty Hospital in Chennai
44. 44
Dr.D.Malleeswari, Dr.Sashikala.V
Scilab Solution for Unbalanced Pentagonal Fuzzy Transportation
45. Problem by Using Two Stage Max-Min Method 45
Dr.M.Yegammai, Dr.M.Sangeetha
Strategic Co-Creation in New Product Development: Leveraging Shared
46. Suppliers Amidst Competition 46
Mr.M.Balaji, Dr.B.Sudhakar
The Role of Emotional Intelligence on Entrepreneurial Leadership
47. among Management Students in HEI’s 47
T.Kamaladevi, Dr.R.Vijayalakshmi
Work Life Balance and Commitment Analysis among Women
48. Employees at Textile Units with Special Reference to Tiruppur 48
Mr.R.Koushik, Dr.D.Brinda Rubini
A Study on Work Life Balance of IT Sector in Covid – 19 with Special
49. Reference to Coimbatore City. 49
Dr.P.Arumugaswamy, Mr.N.Rajesh Kumar
 The Role of Artificial Intelligence in Recruitment Process, Evaluating the
50. bias and forecasting the future trends of AI in recruitment. 50
Dr.M.Maheswari, Dr.L.Malavizhi
The Electric Revolution: Transforming India’s Automobile Landscape
51. 51
Dr. P. Kamalnath, Dr.M.Uma
52. The impact of Artificial Intelligence in Consumer Buying Behavior
52
Dr.S.JayanthiSobhana, Dr.B.Sheela
Impact of Fin Tech on IOT Modernism in Banking And Insurance
53. Sectors in India 53
Dr.G.Maheswaran, Dr.S.Bhuvaneswari
54. Impact of Artificial Intelligence in Banking Sector
54
Mrs.M.Saranya, Dr.M.Mahalakshmi
Global Supply Chain Management Assessing the Impact of International
55. Trade Policies and Digital Transformation 55
Ms.Sindhu.S, Dr M Ramya
Exploring the Relationship between Disasters and Tourism in India: A
56. Quantitative Approach 56
M.Praveen
Empowering Women Entrepreneurs: Breaking Barriers and Shaping the
57. future 57
Mrs.M.Kanimozhi
A Study on the New Money Matrix Exploring the role of digital and
58. cryptocurrencies in modern economics 58
Mrs.Priyadarsini.K, Dr.A.Maheshwari
Emerging Trends in Social Media for Cosmetic Brands
59. 59
Mrs.P.Indumathy, Dr.Priya.P
A Study on Cutting to Bloom a Timeline of Jasmine Growth and Care -A
60. Special Reference to Erode District. 60
Dr.P.Arumugaswamy, Mrs.P.Suganya
Consumer’s Satisfaction Towards Shopping Malls Culture with reference
61. to Coimbatore City 61
Ms.S.R.Gayathri, Dr.R.Rajesh
AI Powered Fraud Prevention in Online Transactions: A Comprehensive
62. Review 62
Dr. C. Naveena Jasmine, Dr. Matilda Rozario
Work Place Stress and Burnout: Ai Driven Employee Experience
63. Survey with Special Reference To Women Employee in IT Sector in
63
Coimbatore District
DDr.R.Murugeswari, Dr.R.Keerthana
A Study on Female Customer Satisfaction on Cosmetic with Special
64. reference to Himalaya Products in Coimbatore District 64
Dr.C. S Senthil Kumar, Ms.P.Dhanalakshmi
A Study on Factors Affecting Impulsive Buying Behaviour with Special
65. Reference to Coimbatore City 65
Dr.S.Santhini, Dr S.Tamilarasi
Employee's Grieviance Handling in Textile Industry with Reference to
66. Tirupur District. 66
Dr.P.Nithya Devi, Dr.M.Parameswari
67. Analysing The Energy Consumption Factor in a Smart Home 67
 Environment Using Advanced Sensor Models
R. Charles Silvester Joe, K.Thangavel
Bimetallic Copper-Zinc Nanoparticles Using Punica Grantum: A Bio-
68. Inspired Approach Towards Structural Properties And Enhanced Anti-
68
Microbial And Anti-Oxidant Activity
M.Kavipriya, R.Vishalashi
Optical And Structural Characterization Of Manganese-Doped Zinc
69. Oxide Nanoparticles Via Sol-Gel Approach 69
Govind Puthumana, R.Prema
Isolation and Characterization Of Actinomycetes From Soil Samples of
70. Western Ghats 70
Senthilkumar.T, Rajalakshmi.G
Evaluating The Role Of Dgc-Macs Vs. Dgc Sperm Selection on Embryo
71. Development and Quality In Infertility Treatments With Icsi 71
Sahini.C.K, Rajalakshmi.G
Phytopharmacological Evaluation of Tribulus Terrestris L. – A
72. Medicinal Weed 72
Kaviyarasi.S, S.Muthukaruppan
Electrochemical Characterization of Cuo Nanoparticles For Smart
73. Electronic Applications – A Green Way Approached Electrode Material 73
Vennila S, Balaprakash V
Enhancing Bioethanol Yield Through On-Site Multi-Enzyme Production
74. From Fusarium Oxysporum and Yeast 74
Sukirtha.K, Lali Growther
Evaluation Of Different Antibacterial Assay Methods for Ethyl Acetate
75. Extract of Nigella Sativa Seeds 75
Vahitha.V, Lali Growther
Synergistic Effects of Ethnomedicinal Plants on Biofilm-Forming
76. Streptococcus Pyogenes Isolated From Upper Respiratory Tract
76
Infections
K.Manimekalai , G.Brindha
77. Data Reduction for Big Data Application in IOT
77
Isaac Britto S, Balaprakash.V
Green Synthesis of SrO Nanoparticles using Citrus Medica Pulp Extract
78. For Electronic Applications 78
Leelavathi C , Balaprakash V
Gender Bias In Words Representing Women: An Analysis On The Crime
79. News In Tamil Vernacular Newspapers 79
Mr.R.Ariharasuthan, Dr. Jone Antony Raja. J
A Systematic Review of Augmented Reality Applications in Tourism:
80. Current Trends and Future Prospects 80
Ms.Asha Lydia A, Dr.Prasanth Koothoor
A Study Of Foley Sounds In Enhancing Movie Appeal With Reference To
81. Baahubali 81
Mr.M.Augustin Andronicus, Dr.K.Karnamaharajan
Contemporary Cartoons are not for children’s: a content analysis on the
82. violence, profanity and sexual representation of the cartoon characters of
82
the film Sonic the Hedgehog 2
Dr.S.Keerthana
 Exploring the Intersection of Emotional Intelligence and Visual Literacy
83. through Experimental Photo Stimuli 83
Dr.Abdullah Alfazeena, Ms.E.Esther Arulvizhi
Narration From Page To Screen : Exploring The Film Asuran (2019)
84. Adapted From The Novel Vekkai By Poomani 84
Mr.Mohan Babu, Dr.Jone Antony Raja. J
Impact of Advertising Misleading Health and Nutritional Claims on
85. Children's Health 85
Mrs.Bremla.P, Dr.K.Manikkam
Exploring Human-AI Collaboration in Generating Realistic Photographs
86. of Tsunami Provoking the People’s Emotion 86
Mrs.Jothi Keerthana.S, Dr.K.Manikkam
The Study On The Impact Of Social Media Advertising & Publicity On
87. Consumer Purchasing Decisions For Diverse Food Products 87
Mr.Ramesh Kanna, Dr.Jone Antony Raja.J
Studying The Impact Of Global Cinematic Landscape And The Increasing
88. Reflection Of Tamil Cinema 88
Mrs.J.Sudhapriya, Mr.T.J.Raju
A Study on Cybercrime Against Indian Women: Analyzing Real-Life
89. Case Studies and Their Impact 89
Mrs.J.Wincy Revival Evangelin, Dr.Anitha.B
Virtual vs. Real: The Consequences of Comparing Spouse to Online
90. Friends 90
Dr.Anusuah.R
Spiritual Well-being and Life Satisfaction in Pregnant Women with
91. special reference to Coimbatore District 91
Ms. G.Lourds Shammine , Ms.S.Akshaya Shree
Women's Role in Climate Change Adaptation in the Workplace: a Focus
92. on it Employees in Coimbatore District 92
Dr.P.Natarajan, Mrs. Suriyapriya K
Coping Strategies adopted by Healthcare Professionals working with
93. patients nearing their End-of Life 93
X.Agnes Febiola, F.X. Lovelina Little Flower
94. Challenges and Opportunities for Social Work in 21st Century: a Review
94
Dr.M.Punitha, Mr.N.Poonthamizhan
A study on Drug and Substance Abuse among Youngsters with reference
95. to Coimbatore 95
Dr.M.Punitha, Mrs.Merlin Jenefer K
Mental Health in the Workplace among Arts and Science Teaching
96. Faculties: a Focus on Erode District 96
Dr.P.Natarajan, Mrs.Dharani S K
Bridging the Gap: The need of cultural competence in Mental Health
97. Care Profession 97
Ms.Raghavi S L, Ms.Tharani B
The link between social networking addiction, loneliness and
98. examination anxiety in college students 98
Dr.T.Elangovan ,Vidhya E
99. The Correlation between Academic Achievement, Self-compassion and
99
Internet Addiction among Undergraduate College students in Coimbatore
 District
Abinaya.P, Mohamed Azarudeen A
Correlations of Stress, Anxiety, Depression, and Drug Abuse among
100. College students in Coimbatore District 100
Abirami S M, Vivegasre R
Enhanced Biometric Security through Advanced Hash Function
101. Integration 101
S.Sherine Paul Jiglu, Dr.P.Lalitha
Design of a Novel Heart Disease Classification System Using Cascaded
102. XGBOOST Algorithm 102
Rajitha.M, Dr.S.Santhana Megala
Prognosis Prediction for Malignant Cancer Using Novel Feature
103. Engineering in Deep Learning 103
Dr.S.Saranya, Dr.D.Priyadharsini
Machine Learning in Secondary Forward-Thinking Multiple Sclerosis: A
104. Better Prognostic Model for The Progression of Short-Term
104
Deterioration
Ms.E.Kavi Priya, Dr.S.Sasikala
Machine Learning and Deep Learning in Bioinformatics: Applications,
105. Challenges and Future Prospects 105
M.Radha, Dr.N.Tajunisha
IOT Based Fully Automated Irrigation System for Large Area Using
106. Quick Sort Algorithm 106
S.Ajithkumar, Mrs.A.Kiruthika
A Comprehensive Performance Study of The Implementation of Grove -
107. Moisture Sensor to Enhance A Motorcycle Battery 107
Dr.R.Jayakumar, Mrs.R.Sumathi
Revolutionizing Diabetes Detection: A Deep Learning Approach For
108. Enhanced Predictive Accuracy 108
Dr.M.Jayakumar, Mr.S.Muthukumar
109. Energy-Efficient Clustering for Secure MANET Communication
109
Vijayarega, Dr.R.Rangaraj
Survival Study on Energy Aware Routing and Secured Data Aggregation
110. in Wireless Sensor Network 110
D.Mohanapriya, Dr.V.Saravanan
Predicting Drug Interactions in Pregnancy: A Data Mining Approach
111. 111
Dr.P Senthil Vadivu
112. Machine Learning-Based Identification of Rice Leaf Diseases
112
Mr.C.Balaji, Dr.P.Lalitha
Image Quality Enhancement Using Super-Resolution Convolutional
113. Neural Networks in Underwater Imaging 113
Dr.P.Lalitha
Cross-Layer-Based Expedient Protocol and ASFO for Energy-Efficient
114. Wireless Sensor Networks 114
K.Tamilarasi, Dr.M.Hemalath
115. Exploring the Downsides and Upsides of Wireless Body Area Networks
115
M.Dhanasekar, Nibin Mathew
116. Musical Recommendation Using Spotify Dataset
116
Srija, Dr.M.Amalmary
 Air Pollution Prediction Using Enhanced Deep Reinforcement Learning
117. 117
Mrs.P.Umasanthiya, Dr.Marrynal S Eastaff
An Effective Investigation on Ensemble Learning Methods in Wireless
118. Sensor Networks 118
P.R.Sowmiya, Dr.V.Saravanan
Exploring the Potential of A Hybrid Deep Learning Algorithm for
119. Analysing Plant Growth Promoting Bacteria 119
Dr.K.Mythili
Congestion Aware DSR Protocol Using Multiple Node Based Particle
120. Swarm Optimization (MNPSO) Algorithm in Wireless Sensor Network 120
Mrs.J.Saranya
A Comprehensive Study on Lossy and Lossless Image Compression
121. Techniques 121
Rajaneha R
IOT and Wireless Sensor Networks: Bridging The Future of Connected
122. Intelligence 122
Dr.V.Vasanthi, Dr.M.Karthi
Integrating Deep Learning with Blockchain for Enhanced Performance
123. and Security: A Comprehensive Review 123
U.Sinthuja, Dr.Gowri A
Secure and Sustainable Framework for Artiificial Intelligence Data in
124. M2M Envrionment Using Blockchain Technology 124
R.Sri Devi
AI for Disease Management, Medication Management and Rehabilitation
125. Care 125
Mr.S.Premkumar, Ms.K.Sivapriya
AI-Powered Diagnosis of Rice Leaf Diseases Using Convolutional
126. Neural Networks 126
Mrs.B.Sathyabama, Mr.Bharath AD
Agro Based Smart Routing Algorithm for Preventing Unwanted Invasion
127. and Systematic Monitoring Based Farm Automation –Exclusively for
127
Groundnut Fields
Dr.S.Rajeswari, Dr.V.Deepa
A Life of Ashes: Social Injustice Shown to the Forgotten Women in
128. Water by Bapsi Sidhwa 128
Dr.Priya Sharon Thomas, Dr.R.Sangeetha
The Odyssey of Magical Realism in Contemporary Indian Writing in
129. English 129
Dr.V.K. Shanmugapriya
An Overview of the Cultural Impact of the Novel Norwegian Wood by
130. Haruki Murakami 130
S. Arthy, Dr. Priya Sharon Thomas
Representation of Women and Nature in the Select Novels of Anita
131. Desai 131
S. Vasantharani, Dr. R. Sangeetha
Exploring Gender Dynamics and Modern Marriage in Nayantara Sahgal's
132. Select Novels 132
B. Joy Silvea, Dr. Priya Sharon Thomas
133. A Study of Environmental Injustice and Patriarchal Oppression in 133
 Kavery Nambisan’s A Town Like Ours
C.Vennila, Dr.P.Prabavathi
Urban Fragmentation and Disconnection: The Isolation of Individuals in
134. William Gibson's Idoru 134
R.Vijayalakshmi, Dr Prabavathi P
Social Relevance in the Select Plays of Mahesh Dattani: A Study of
135. Contemporary Indian Society 135
Dr.M. Sivasubramanian,T. Nachimuthu
Sustainable Development Goals to Transform Our World in Knut
136. Hamsun’s Novel Hunger 136
Nithya Priya G, S. Lois
Exploring Post humanism, Humanity, Technology and Connections in
137. Margaret Atwood’s Oryx and Crake 137
N. Sakthimalar , Dr. S. Jeyalakshmi
Exploring New Realms: The Transformative Power of Magical Realism
138. in Isabel Allende’s City of the Beasts 138
Maria Shajan R, Punitha V
Roots and Wings: Analyzing Tradition and Modernity in Bharati
139. Mukherjee’s Desirable Daughters 139
Soundharya. M, Dr.R.Sangeetha
Mr. Cavor: An Epitome of Enduring Influence in H.G. Wells' The First
140. Men in the Moon 140
C. Abinaya, Dr.S.Jeyalakshmi
Human Absurdity to Dominate Supernatural Force in the Select Drama,
141. Dr. Faustus by Christopher Marlow 141
Santhi.C.B, Vishranthi.P
A Neo-Slave Narrative of History and Memory in Toni Morrison’s
142. Beloved 142
Harishma V, Archana R
Extemporizing Speaking Skill Through Communicative Language
143. Teaching Method 143
Naveen Bharathi.U, Dr.S.Jeyalakshmi
144. Predicament of Suppressed Women in Sold by Patricia McCormick
144
Akshaya C.U, Indhumathi A
The Diary's Role in The Princess Diaries Series: A Feminist Analysis of
145. Mia's Character Development and Evolution 145
Hemashri V R, Dr.Priya Sharon Thomas
The Paradox of Human Nature: Interplay of Benevolence and
146. Malevolence in Aravind Adiga’s Last Man in Tower 146
Aneesha B, Dr. Priya Sharon Thomas
The Element Of Resistance in the Select Novel, Devil on the Cross by
147. Ngũgĩ Wa Thiong’o 147
Krishna Priya V, Dr.Priya Sharon Thomas
Symbolic and Imaginative Depths in Dante Gabriel Rossetti’s Poetry: An
148. Analysis of Pre-Raphaelite Themes 148
Elakkiya Ravi, Dr.S.Jeyalakshmi
Exploring Advanced Dopants for high performance cathode materials in batteries
149. – a review 149
A.Dhina Infant Maria, K.Thangavel
 Green synthesis of selenium nanoparticle using piper betle leaf extract and
150. its anti-cancer activity against triple negative breast cancer 150
Kavithaa Krishnamoorthy, Senthilkumar Palaniswamy
Integration of Computational Fluid Dynamics and Deep Learning For
151. Optimizing Sio 2 –Graphene Hybrid Nanofluid Heat Transfer In Solar
151
Collectors
J.Radhalakshmi, K.Rohini
Isomorphism Between Intuitionistic Fuzzy Graph Theory and
152. Neutrosophic Fuzzy Graph Theory 152
S.Sheeba, P.Jagadeeshwari
153. Super Clique On Complement Of Splicing System
153
R.Anusha, L.Dhivya Prabha
An Analysis of Queueing Theory and Machine Learning Approaches -
154. Disaster Prediction For Managing Multiclass Service Systems 154
Saranya.N, S.Karunalakshmi
155. Fuzzy Queueing Model Using Machine Learning
155
S.Uma, Dr.M.Rajarajeswari
A Study on Corporate Social Responsibility Practices In Relation To
156. Business Ethics With Reference To Malabar Cements Ltd, Walayar,
156
Palakkad
Reema R, Anushuram V
A Study on Technical Analysis of Steel Sector in BSE
157. 157
T. Abiselvam, C. Balasankar
A Study on Inventory Management in Sri Sivajothi Spinning Mills Pvt
158. Ltd 158
Jana Vishnu S, Harish Sudharsan S
A Study on Technical Analysis on Metal Companies
159. 159
Mr. Krishna P, Mr. Pradeeswaran S
160. A Study on Technical Analysis of Iron and Steel Sector in BSE
160
Leela Krishnan A, Karan S
A Study on the Service Quality of Freight Forwarding at Surface
161. Shipping and TransportSystems Pvt Ltd 161
Mohana Prasad R , Ashik Rahmadheen V
A Study on the Efficiency of Diagnostics Department with Special
162. Reference to Ganga Hospital 162
Shanthini Yasmeen M, Zapnath M
A Study on Banknifty Options using Technical Analysis in NSE
163. 163
Yuvaraja N, Iswarya M
A Study on the Influence of the Gold Price on the Indian and US St
164. Markets 164
Ms. Aashiga R, Ms. Shanmetha P
A Study on Investing Various Candlestick Patterns and their
165. Effectiveness in PredictingPrice Movements sector in NSE 165
Mohamed Sulthan A, Deepan P
A Study on Waiting Time Dealy For Discharge of in Patients and
166. Suggest for Reduction of Waiting Time 166
Mr. K. Elamparithi, Mr. P. Kavin
167. A Study on Custom Clearance and Customer Satisfaction
167
Hariprasath S, Dr. Prabakar K
 A Study on Debt Mutual Fund in Indian Stock Market
168. 168
Janani S, Nishanthini M, Dr. M Yegammai
A Study on Factors Influencing the Service Level of LIGI Logistics
169. 169
Jaswanth A, Rahul Aravind P
170. A Study on Training Need Analysis at E.I.D Parry Ltd Cuddalore
170
Ms. Arthi A, Mr. Gowtham B
A Study on Initiative Taken by the Company to Achieve the Quality
171. Management System at Cyrix Healthcare Pvt Ltd 171
Ms. Stephy Sunil, Ms. Jayasree M
172. A Study on Technical Analysis of Five BSE Companies
172
Suthesh D, Vasanthanathan. U
A Study on Historical Price Volatility in Indian Commodity Market
173. 173
Bhoopalan P, Mathiarasu.K
An Analytical Study on Future of Gold and Silver Commodities Traded
174. in Multi Commodity Exchange 174
Mr. Riyas, Mr. Abdul Wahid
A Study on Opinion on Employee on NABH
175. Accreditation Process 175
Roshan Patrick, Sri Deepankumar, Dr.D.Malleeshwari
A Study on Technology Adaptation and Its Implications for HR Practices
176. at TABP Snacks and Beverages Pvt Ltd 176
Mr. Kavimani.R, Mr.Joshin J Jeeva S
177. A Study on Employee Work Efficiency towards Heritage Foods Limited
177
Ms. S. Deepika, Ms. B. Dharshini
178. A Study on Priority of Gold & Siver in MCX
178
Raghuram. S, Santhosth. S
179. A Study on Business Intelligence on Nippy Payment Gateway
179
Mr. Dharani Dharan. P, Ms. Praveen Muthusankar. P.K
A Study on Technical Analysis of the Nifty Next 50
180. 180
P. Thiraviya Samy, J. Jacob Immanuel
A study on training need analysis at E.I.D parry Ltd
181. Cuddalore 181
Ms. Arthi A, Ms. Arthi C
A Study on Human Resource Development as an Element of
182. Sustainable HRM With Reference to Omega Healthcare 182
Ms. Felicia R, Ms. Brijith Amulya A
A Study on Work Life Balance and Conflict at WIZI Technology
183. Services Private Limited 183
Ms. Giftlin Prebha JP, Mr. Deepak M
Study on Price Analysis Across 20 Different Sectors in the Top 1
184. Company 184
Gunal Jebison, Praveen Kumar.P, Mr. K.Hareesh,
185. A Study on Stock Price Analysis in Different Sectors (LARGE CAP)
185
Abirami A, Abdul Malik S
A Study on a Factors Influencing Patient Satisfaction at Fims
186. Hospital 186
Ms. Harippriya S, Mr. Guruprasanth CPS
187. A Study on Real Estate Investment Trust in Indian Stock Market
187
Nishanthini M, Murugan S
 A Study on Active Fund Allocation Decision of Mutual Funds in India-
188. Different Sectors 188
Karthikeyan.R, Vignesh.S, Dr.S.Thilak
A Study on Technical Analysis of Entertainment Sector in NSE
189. 189
Kavin Kumar.C, Sakthibala.D
A Study on Technical Analysis of Oil and Gas Companies Stock in
190. NSE 190
Mohamed Assif.R, Naveenraj.R
A Study on Factors Affecting the Service Quality in PGS Freight
191. Forwarders 191
Ms.Madhumitha G, Ms.Santhiya S
Study on Employees' Awareness and Perception of NVOCC Operations
192. and Services 192
Mohamed salihu, Mohamed zubair
A Study on Fundamental Factors Affecting Building Material Sector in
193. NSE 193
Nithish Kumar S, Linggesh T
A Study on Customer Satisfaction and Service Quality Assessment of
194. Customs House Agents (CHAS) in Supply chain Management 194
Premchendu
A Study on Warehousing and Customer Satisfaction in MP Exports
195. 195
R. Gopi, B. Ajay Venkatesh
A Study on Warehousing and Distribution Strategies of Golden Vats
196. Pvt Ltd 196
Nandhini. S, Thenmozhi. A
197. A Study on Quality of Service of FreightForwarding
197
Prasanna S, Keerthana J
A Study on the Assessment of Managerial Skills Among the Healthcare
198. Workers – Nurses, Admins and Paramedics, and Its Association with
198
Providing Services to the Local Community
Preethi R, Nagashree S.T
A Study on Explore Classic Chart and their Relevance in Technical
199. Analysis 199
Ramanan M, Prasanth S
A Study on Awareness and Employees Opinion Towards the Work
200. Safety Measures in Hospital 200
Mr. L.Sanjay, Mr. I. Walter Vikas
A study on Relationship between company’s core values and its
201. Performances Attributes towards MN Auto Products (p) Ltd. Coimbatore 201
Ms. P. Shwetha, Ms. U.S. Harshini
A Study on Service Quality in Customer Satisfaction With Special
202. at VGM Hospital 202
Sri Deepankumar S, Roshan Patrick
A Study on Assessment of Health and Safety Practices in Cement
203. Factory Operations at Chettinad Cement Corporation Private Limited 203
Subhiksha.T ,Rajeshwari.R , Dr .V. J. Suryasubam
A Study on Internal Customer Satisfaction of Supply Chain Management
204. Mr. Venkatakrishnan L, Mr. Chandru M 204
 A Study on Organisational Initiatives Towards Creating a Design
205. Thinking Environment for Organizational Innovativeness 205
Ms. S. Swathikannamma, Mr. E. Madhan
A Study on Technical Analysis of the Energy Sector in NSE
206. 206
Brath R, Rutheeshwaran C
An Assessment of Health and Safety Practices In SPB Group of
207. Companies 207
Ms. Shanthi.S, Dr. Suryasubam.V.J
208. A Study on Crude Oil Price in Indian Market
208
Sandhiya B, Soundarya K, Dr. Sashikala V
A Study on Employee Engagement for Optimizing Organizational
209. Performance 209
Ms. Thennarasi M, Dr. P. Anusha Prabha
A Study on Workplace Diversity, Equity And Inclusion Initiatives Taken
210. Among Employees Towards Gilbarco Veeder Root India Pvt Limited 210
Ms. K.R. Raveena, Mr. C. Sanoop
A Study on Problems in Supply Chain of Mango Pulp Industry
211. Mrs. M. Kishore Kumar, Mrs. M. Saravana Kumar, Dr. V. 211
Santhaamani
A Study on HR Audit in Dynamic Selling Technologies Private Limited,
212. Koramangala Bengaluru 212
Mr. Aswajith B, Mr. Fayis T, Dr. V.J. Suryasubam
213. A Study on the Impacts of Google Ads in Digitally Powerful Company
213
Ms. N. Anjana, Ms. M. Darsani
A study on training effectiveness through data Analytics with reference to
214. CRI Pumps 214
Mr Arumuga Choudri M, Mr Bassam S
215. A Study on Technical Analysis of Logistics Sector in NSE.
215
Sabarish S
216. A Study on Talent Development in Hotel Sector at the Carlton
216
Mr. Jeremiah Daniel R, Dr.D. Malleeswari A
217. A Study on Warehouse and Transportation Management System
217
Mr.M.AjayPandian, Mr.S.Keshavram, Dr.S.Renuka
A Study on Port Related Security Procedures in VOC Port Authority,
218. Tuticorin 218
Mr. Mahendran.M, Mr. Hariprasanth.M
A Study on Current Trends in Talent Retention Strategies in the Digital
219. Age with Reference to Fenner Conveyor Belting Pvt. Ltd 219
Mr. Vishnu Vardhan VNS, Mr. I. Walter Vikas
A Study on Technical Analysis of Renewable Energy Sector Listed in
220. BSE 220
Harighesh. K, Gopinath. S
A Study on Talent Management Strategies in J.N Freight Forwarding
221. Company 221
Mithun Mohan. M, Dr.Vishnupriyadharshini
A Study on Supply Chain Optimization Match Box Manufacturing and
222. Wholesaler Satisfaction 222
Elangamani M, Dharanidharan S
223. A study on Technical Analysis of Large Cap Stock in BSE 223
 Megha M R, Kaviya K R, Dr.M Yegammai.
A Study on Technical Analysis of the Non-Financial Banking Companies
224. Sector in NSE 224
Marimuthu G, Munispandi G
A Study on Supply Chain Management Services at Ocean Freight
225. Logistics 225
Soma Sundari
226. A Study on IT Services and Consulting Stocks in NSE Sector
226
Vedhavarshini M J, Swarupa P
227. A Study on Talent Development in Hotel Sector at the Carlton
227
Gurumurthy S
An Analysis of HRD Mechanisms in Aquasub Engineering
228. 228
Mr. Jeremiah Daniel R, Dr.D. Malleeswari
229. A Study on Emotional Intelligence of Employees and Job Performance
229
Mr. Mithun.G, Dr. Suryasubam.V.J
A Study on Evaluating the Performance of Index Mutual Funds in Indian
230. Stock Market 230
Surendhar.K
A Study on the Influence of Organizational Climate on Employee
231. Commitment and Satisfaction 231
Kutrala Shankar D, Manoj Kumar S
A study on Distribution Straegies and Customer Satisfaction in Reshmi
232. Industries
232
Ms. Shibani.J, Mr. Panimaya Balan S, Mrs. B. Sudha
Venkatalakshmi,
233. A Study on Technical Analysis in Blue-Chip Company on NSE
233
Mr. Vijay Raj N, Mr. Leo Perthees J, Mr. Hareesh K
A Study on Effect of Proliferation on Strategic Human Resources in
234. Sundaram Industries Pvt Ltd 234
Ms. Indhumathi R., Mr. Ahamed Atheeb A
235. A Study on Performance of the Index With Reference to BSE Sensex
235
Nanthini NR, Kowshika R
A Study on Automobile Sector in NSE
236. 236
Mr. Jerome Joseph Raj I, Mr. I. Walter Vikas
A Study on Technical Analysis of Entertainment Sector In NSE
237. 237
Aathirai Lakshmi K, Dhineshwaran.J
A Study on Automobile Sector in NSE
238. 238
Puvana S, Rasigapriya R, Dr. Sashikala V
A Study on Technical Analysis Of Entertainment Sector in NSE
239. 239
Kavin Kumar.C, Sakthibala.D
240. Setting Up Culinary Academy In India, Adlizil-ikram bin abdl latif
240

241. AI Tools for Employability: Identifying Impactful Applications and 241

Personalized Learning in Vocational Education, Liyana Bt Zupli
242. Knowledge Gaps and Ethical Boundaries: The Impact of Employee Rights 242
Awareness on Fresh Graduates in the Workplace, Pattrena Marie George
243. HR Role in the enhancement of Staff & Development in Tasik Puteri Golf 243
Club in Rawang, Fauziah Binti Mohd Ariff
244. Startup Transportation Insurance Card in Malaysia, Joy Emeritus Pillai 244

245. Synergising GST rate with Direct Tax Rate in sustaining economic growth 245
in Malaysia: Is There A Laffer Curve?. Dr.Sherly George
 A STUDY ON THE PRACTICES AND PERFORMANCES OF
LOGISTICS IN SUPPLY CHAIN MANAGEMENT AT ABC LOGISTICS
INDIA PRIVATE LIMITED
Dr.A.Ponnusamy
Principal
Hindusthan College of Arts & Science, Coimbatore Tamilnadu, India.

Ms.K.Abitha
MBA student, Hindusthan College of Arts & Science, Coimbatore, Tamilnadu, India.
ABSTRACT

The purpose of the study is to examine the logistics practices and supply chain
performance of ABC Logistics India Private Limited, surveying 200 respondents. The study
evaluated supply chain management practices, including supplier relationships, quality criteria,
and continuous improvement programs. Performance metrics assessed were supply chain
flexibility, resource utilization, and output performance. The results indicated significant
relationships between logistics practices and supply chain performance. The findings provided
insights for logistics optimization, customer satisfaction, and competitiveness in the Indian
logistics industry.

Keywords: Logistics, supply chain practices, supply chain performances, logistics

optimization.

ICMAST 2024 1
 International Conference Proceedings

A STUDY ON SUPPLY CHAIN MANAGEMENT AND

SERVICE QUALITY AT A LEADING FRIEGHT FORWARDING
COMPANY IN TAMILNADU

Dr.B.Sudhakar
Director-MBA, Hindusthan College of Arts & Science, Coimbatore, Tamilnadu, India.
Email: [email protected]

Ms.Manisha
MBA student, Hindusthan College of Arts & Science, Coimbatore, Tamilnadu, India.
Email:[email protected]

ABSTRACT

This study examines supply chain operation( SCM) practices and service quality at a
leading freight forwarding company located in Tamil Nadu. The exploration focuses on
understanding the effectiveness of transportation, warehousing and force operation to meet
client prospects. Data were collected through a structured questionnaire from 140 workers
using a descriptive study. Statistical analysis including regression and correlation were used to
identify crucial factors affecting service quality. The findings punctuate areas similar as
connectivity, technology integration, and supply chain trustability as critical to functional
effectiveness. Grounded on the perceptivity, the study makes recommendations to ameliorate
service quality and client satisfaction, thereby perfecting competitive advantage.

Keywords: Supply Chain Management, Service Quality, client Satisfaction, Inventory

Management.

ICMAST 2024 2
 International Conference Proceedings

A COMPREHENSIVE STUDY ON LOSSY AND LOSSLESS

IMAGE COMPRESSION TECHNIQUES
Rajaneha R
Student, PSG College of Technology
[email protected]

ABSTRACT

This paper provides a comprehensive analysis of lossy and lossless image compression
techniques, focusing specifically on K-Means Clustering and Lempel-Ziv-Welch (LZW)
algorithms. The study explores the trade-offs between compression ratio, image quality, and
computational efficiency in both methods. K-Means Clustering, a lossy technique, achieves
significantly higher compression ratios but at the cost of image quality degradation, making it
suitable for applications where storage efficiency is prioritized over fidelity. Conversely, LZW,
a lossless method, ensures perfect image reconstruction but offers limited compression ratios,
making it ideal for scenarios where data integrity is critical. Through quantitative metrics like
Peak Signal-to-Noise Ratio (PSNR) and Structural Similarity Index (SSIM), the study
evaluates the effectiveness of both methods across different image types. The paper also
discusses the implications of these findings for real-world applications and proposes areas for
future research, including hybrid compression techniques and advanced algorithms like deep
learning-based approaches.

Keywords: Image Compression, Lossy Compression, Lossless Compression, K-Means

Clustering, LZW Compression, Compression Ratio, PSNR, SSIM.

ICMAST 2024 3
 International Conference Proceedings

ASSESSING THE ROLE OF AI AND DEEP FAKE TECHNOLOGY IN

SHAPING TRUST AND INTERACTION ON SOCIAL MEDIA
PLATFORMS

Dr. J. Jone Antony Raja

Professor & Head,Department of Visual Communication
Hindusthan College of Arts & Science
Behind Nava India
Coimbatore – 641 028

ABSTRACT

The rapid growth of artificial intelligence (AI) technology has transformed various
sectors, including social media. One of the most concerning advancements is Deepfake
technology, which leverages deep learning algorithms to generate realistic yet fake images,
audio, and videos. This paper explores the impact of AI and Deepfake s on social media,
addressing the risks they pose to individuals, businesses, and societal trust. The analysis
highlights how Deepfake s can be used to discredit public figures, manipulate public opinion,
and invade personal privacy. Additionally, it discusses methods to identify, control, and
prevent the spread of Deepfake content.

Key words: (AI) Artificial Intelligence, Deepfake, Vulnerable

ICMAST 2024 4
 International Conference Proceedings

DECODING GOPI PRASANNA’S TAMIL MOVIE POSTERS

HARNESSING SEMIOTIC EXPRESSION
Dr. K Manikkam
Assistant Professor
Department of Visual Communication,Hindusthan College of Arts & Science
Coimbatore – 641 028
E-Mail: [email protected]

ABSTRACT

This research conducts a semiotic analysis of movie posters designed by Gopi Prasanna,
a prominent publicity designer in the Tamil film industry. Focusing on ten posters released
between 2010 and 2023, the study explores how visual and verbal elements such as typography,
imagery, color, layout, and text contribute to the overall narrative and thematic representation
of Tamil films. Using Barthes' theory of denotation and connotation and Saussure's theory of
signifier and signified, the analysis decodes the deeper symbolic meanings within Prasanna's
designs. The findings highlight the designer’s ability to use visual language not only as a
marketing tool but also as a medium for storytelling, shaping audience perceptions and
engaging viewers on both conscious and subconscious levels. Through this semiotic approach,
the study emphasizes the significant role movie posters play in the cinematic experience,
particularly in the context of Tamil cinema, where they reflect cultural nuances, enhance film
narratives, and contribute to the films' overall success.

Keywords: Tamil Cinema, Movie Poster, Semiotic Analysis, Publicity Design

ICMAST 2024 5
 International Conference Proceedings

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

TOWARDS MOBILEPHONE IN COIMBATORE CITY, TAMILNADU
Dr.M.RAMYA,
Assistant Professor,Department of Business Administration with CA and Logistics
Hindusthan College of Arts and Science, (Autonomous) Coimbatore.

ABSTRACT

The arrival of new touch technologies and the wide spread of smart mobile telephones
made people grasp Phone more and rely upon it broadly in their lives. With new communication
technologies and smart telephones the world truly turned into a tiny village. In spite of the fact
that these technologies gave numerous positive highlights, we can't neglect the negative
impacts acquired in these technologies. Phone plays a basic and significant job in industrial
and creating nations. Phone has influenced practically all stroll of human life, for example,
education and public activity. It has radically changed the cultural standards and behavior of
people. In this study aims to find the factors that influencing consumer buying behaviour
towards the purchase of mobile Phone in Coimbatore city. The major objective of the research
is to examine the influencing factors towards mobile Phone among the consumers in
Coimbatore city. The study is descriptive in nature and the study limited to 150 samples from
Coimbatore city.

Key words: Mobile, Consumer, Behaviour

ICMAST 2024 6
 International Conference Proceedings

IMAGE QUALITY ENHANCEMENT USING SUPER-RESOLUTION

CONVOLUTIONAL NEURAL NETWORKS IN UNDERWATER
IMAGING

Dr.P.Lalitha,
Professor,Department of BCA,
Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Underwater imaging presents unique challenges due to the absorption and scattering of
light, which degrade image quality and hinder accurate analysis. Utilizing Super-Resolution
Convolutional Neural Networks (SRCNN), this research presents a reliable technique for
enhancing underwater images. This technique tackles the frequent problems of limited
visibility, color distortion, and blurriness that are present in underwater environments. The
technique efficiently reconstructs high-resolution images from low-resolution inputs by
employing an SRCNN architecture based on deep learning, while also improving image
quality, contrast, and color balance. The network learns to map deteriorated photos to their
improved counterparts by means of a collection of underwater photographs. Based on
experimental results, our method performs much better than conventional enhancement
strategies in terms of objective measures like PSNR and SSIM as well as subjective metrics
like visual quality. Sharper features, better visibility, and more realistic colors are present in
the enhanced photos, which makes them appropriate for further tasks like item detection and
maritime exploration. With a workable solution for practical uses in underwater archaeology,
surveillance, and marine biology, this work marks a substantial advancement in underwater
imaging.

Keywords: SRCNN (Super-Resolution Convolutional Neural Network), PSNR (Peak Signal-

to-Noise Ratio), SSIM (Structural Similarity Index)

ICMAST 2024 7
 International Conference Proceedings

ECO SOCIAL WORK APPROACH FOR SUSTAINABLE

DEVELOPMENT
P.Srilekha
Assistant professor, Department of Social Work,
Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

Eco social work takes a comprehensive approach that views human beings as essential
components of the ecosystem. This viewpoint in social work education, practice and research
emphasizes the interconnectedness of individuals and their environments. The goal is to
encourage the equitable and sustainable use of resources, ultimately enhancing the well-being
of everyone on our planet. Sustainable life style in current scenario emphasis the eco – friendly
behaviour. This behaviour insists on life style which causes zero harm to environment or
minimum harm to the environment. Eco social work is an emerging approach which aims for
a harmonious co existence with nature. It promotes human development with a concern for
environmental preservation. Eco social knowledge can promote effective environmental
governance and attainment of ecological welfare.

Keywords: Eco social Work, sustainable development, holistic approach

ICMAST 2024 8
 International Conference Proceedings

ENHANCING BIOETHANOL YIELD THROUGH ON-SITE MULTI-

ENZYME PRODUCTION FROM FUSARIUM OXYSPORUM AND
YEAST
Dr. Sukirtha. K
Assistant Professor, Department of Microbiology
Hindusthan College of Arts & Science,Coimbatore.
E.mail : [email protected]

Dr. Lali Growther

Professor & Head, Department of Microbiology,
Hindusthan College of Arts & Science, Coimbatore.
E.mail : [email protected]

ABSTRACT

The purpose of this study is to develop a methodology for ethanol production that is
both economically viable and environmentally beneficial. Chemicals and commercial enzymes
were not used in the delignification and fermentation processes in our experiment. Over a
period of 25 days, 8 grams of corn stover were treated with F. oxysporum, resulting in a
substantial 66.52% decrease in lignin content. The morphology and chemical composition of
corn stover were examined using scanning electron microscopy (SEM) and Fourier-transform
infrared spectroscopy (FTIR). Moreover, the levels of glucose, xylose, and reducing sugars
increased to 16.82 g/L, 18.13 g/L, and 35.24 g/L, respectively. Subsequently, the yeasts
Kuluveromyces marxianus and Saccharomyces cerevisiae were used to efficiently convert
sugar hydrolysates into ethanol via fermentation. Saccharification with F. oxysporum and co-
fermentation with S. cerevisiae yielded 0.41 g/g of ethanol and co-fermentation of F.
oxysporum and K. marxianus yielded 0.15 g/g. The HPLC analysis showed the existence of a
functional group comparable to bioethanol in the chromatogram, with retention time of 2.228
and 2.219 min.

Key words: Fungal pretreatment, Corn stover, Saccharification, FTIR, Fermentation, HPLC.

ICMAST 2024 9
 International Conference Proceedings

SECURE AND SUSTAINABLE FRAMEWORK FOR ARTIIFICIAL

INTELLIGENCE DATA IN M2M ENVRIONMENT USING
BLOCKCHAIN TECHNOLOGY
R .Sri Devi
Assistant Professor, Department of Master of Computer Appplications
Hindusthan College of Arts and Science,Coimbatore-04,India
[email protected]

ABSTRACT

As M2M environments become increasingly reliant on artificial intelligence (AI) for

real-time decision-making and automation, ensuring secure and sustainable data handling
becomes paramount. Blockchain technology enables a secure and transparent distributed ledger
system. When integrated with AI in machine-to-machine environments, it can analyze vast
amounts of data to generate valuable insights. Together, these technologies have the potential
to revolutionize industries by enhancing efficiency through automated and reliable processes,
supporting data-driven decision-making, and improving security by reducing vulnerabilities
while upholding the confidentiality, integrity, and availability (CIA) triad. The framework
leverages blockchain's decentralized and tamper-proof features to ensure data integrity,
confidentiality, and secure communication across interconnected devices. It also incorporates
energy-efficient AI models and consensus mechanisms to minimize resource consumption,
addressing sustainability issues associated with AI deployment. Through the use of encryption,
smart contracts, and distributed ledger technology, the proposed framework aims to provide a
resilient and transparent approach to managing AI-driven data exchanges in M2M systems,
enhancing both security and operational efficiency. This proposed framework has three phases
for energy efficiency, light weight protocols and Green AI models provides comprehensive
guidance for participants and contractors to create and implement robust cybersecurity threat
management plans, ensuring sustainability and protecting critical IT infrastructures.

Keywords: Artificial Intelligence, Blockchain, Cryptography, Cybersecurity, Green AI

Models, M2M Environment.

ICMAST 2024 10
 International Conference Proceedings

THE ROLE AND RESPONSIBILITY OF EDUCATIONAL INSTITUTIONS IN

PROMOTING A GREEN ENVIRONMENT WITH SPECIAL REFERENCE TO
COIMBATORE DISTRICT

Dr.P.Natarajan
Associate Professor, PG and Research Department of Social Work,
Hindusthan College of Arts and Science Coimbatore

ABSTRACT

In view of global environmental challenges, educational institutions play a pivotal role in

promoting sustainability and a green environment. This study examines the role and responsibility
of educational institutions in Coimbatore district in promoting environmental sustainability
through green campus initiatives, green governance and curriculum integration. Educational
institutions can significantly reduce their environmental footprint by adopting sustainable practices
such as energy saving, waste management and water conservation. The study shows how
educational institutions in Coimbatore district are implementing environmental policies, engaging
students and faculty in environmental programs and incorporating sustainability into the academic
curriculum. Special attention is paid to student participation in environmental awareness
campaigns and the impact of green infrastructure in reducing carbon emissions. This proactive
approach helps to develop an environmentally conscious mindset among students and prepare them
to be future sustainability leaders. The study concludes that further institutional collaboration and
government support are needed to strengthen environmental initiatives in educational institutions
in Coimbatore and expand their role in combating environmental degradation. The researcher
adopted a descriptive research design; therefore the sampling method selected for this study was
probability sampling. In this study, the researcher used simple random sampling (lottery method)
to collect data from the respondents. An interview schedule was used to determine the sample size
of 120 people. The results showed that 58% of the respondents had a moderate level of green
environment, 20.3% had a good level of green environment, and 16% had a poor level of green
environment.

Keywords: Green Environment, Sustainability & Educational Institutions.

ICMAST 2024 11
 International Conference Proceedings

PERCEPTION OF GENERATION X, MILLENNIALS, AND GENERATION Z

TOWARDS THE INDIAN FILM

Dr.S. Ramachandran
Research Supervisor, Associate Professor
Department of Management Studies and Research
Coimbatore Institute of Management and Technology, Coimbatore

Ms.Ishwarya M
Research Scholar (PT)
Department of Management Studies and Research
Coimbatore Institute of Management and Technology, Coimbatore

ABSTRACT

This research seeks to explore the perspectives and attitudes of Generation X,

Millennials, and Generation Z regarding the Indian film industry. It will analyze their genre
preferences, engagement with film content, and the cultural importance they assign to films.
Additionally, the study will investigate how the film industry has adjusted to the changing
tastes and expectations of these generational cohorts. Utilizing surveys and interviews, this
study aims to provide a comprehensive understanding of each generation's interaction with and
perception of the Indian film landscape.

Keywords: Film content engagement, Film perception, Indian film industry

ICMAST 2024 12
 International Conference Proceedings

BREAKING DOWN BARRIERS: EFFECTIVE COMMUNICATION

STRATEGIES FOR SUSTAINABLE GROWTH
Sylvia J
Assistant Professor, Business Administration (UG),
Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

In an increasingly interconnected world, effective communication is pivotal for

achieving sustainable growth across organizations and sectors. This paper explores the role of
communication strategies in overcoming barriers to growth, emphasizing their impact on
organizational performance and sustainability. It examines various communication challenges,
including cultural differences, technological advancements, and internal versus external
stakeholder engagement.
Key strategies highlighted include fostering a culture of transparency, leveraging
technology for enhanced connectivity, and employing cross-cultural communication
techniques to bridge diverse perspectives. The paper also underscores the importance of two-
way communication channels that facilitate feedback and collaboration, thereby driving
innovation and adaptability.
By analysing case studies from diverse industries, the research demonstrates how
companies that invest in robust communication frameworks experience improved operational
efficiency, enhanced employee satisfaction, and greater market adaptability. The findings
suggest that communication strategies are not just a component of business operations but are
integral to achieving long-term success and resilience in a globalized environment.
The paper concludes by proposing a model for integrating communication strategies
into organizational growth plans, advocating for continuous evaluation and adaptation to align
with evolving business landscapes and stakeholder expectations. This model aims to guide
organizations in breaking down communication barriers and fostering a culture of sustainable
growth.

ICMAST 2024 13
 International Conference Proceedings

SURVIVAL STUDY ON ENERGY AWARE ROUTING AND SECURED

DATA AGGREGATION IN WIRELESS SENSOR NETWORK
D.Mohanapriya
Assistant Professor, Department of Information Technology
Hindusthan College of Arts & Science College, Coimbatore, Tamilnadu, India

Dr V.Saravanan
Professor & HEAD, Department of Information Technology
Hindusthan College of Arts & Science College, Coimbatore, Tamilnadu, India

ABSTRACT

Wireless sensor network (WSN) is used to sense and collect the information in a
specific region and sent to the base station (BS). Energy efficiency is the major issue in WSNs
that addressed through routing methods. However, the routing protocols failed to transmit the
data packets in secured manner. Energy efficient routing is the method of utilizing the less
energy during routing task. Secured data transmission is carried out to preserve the data packets
from the illegal access, damage, or disruption. Data aggregation collects the useful information
with minimum lesser energy consumption. Secured data aggregation process preserves the
collected data packets against different security attacks. Many classification and blockchain
methods were introduced for performing efficient and secured data aggregation in WSN. But,
the energy consumption was not reduced and data confidentiality was not improved by existing
techniques. In order to address these issues, different machine learning and cryptographic
methods are introduced for secured data transmission in WSN.

Keywords: wireless sensor network, energy efficient routing, secured data transmission,
secured data aggregation, data confidentiality

ICMAST 2024 14
 International Conference Proceedings

CONGESTION AWARE DSR PROTOCOL USING MULTIPLE NODE

BASED PARTICLE SWARM OPTIMIZATION (MNPSO) ALGORITHM
IN WIRELESS SENSOR NETWORK
J.Saranya
Assistant professor, Department of Information Technology
Hindusthan College of Arts & Science, Coimbatore, India

ABSTRACT

In order to adapt the emerging modern world, the use of various techniques in the WSN
is to make data transmission faster. In WSN employs a variety of technique to sense and
communicate the surrounding environment. During the data transmission time different type
of optimization and algorithms are used to avoid packet losses and time delay. In this present
Multiple Node based Particle Swarm Optimization (MNPSO) algorithm is select the optimal
rendezvous points and also reduced the energy consumption and packet losses rate. The
MNPSO algorithm is used to determine the area where the cluster head node are located and
how to reduce delay of data transmission between sources to destination. Then the shortest path
routing is ensured by using DSR protocol which is used for fast data collection during data
communication for WSN. DSR discovers the best path between SNs and it denotes the node
contain minimum distance and faster packet transmission in WSN. Also, it avoids congestion
hence packet loss and routing overhead is reduced prominently.

Keywords: Congestion control, Location finding, Energy consumption, Control packets, Data
transmission.

ICMAST 2024 15
 International Conference Proceedings

REDEFINING THE WAY VISUALS ARE GENERATED IN THE ERA

OF GEN AI
Mr.T.Senthilkumar
Research Scholar, Department of Visual Communication,
Hindusthan College of Arts & Science, Coimbatore.

Dr. K. Manikkam
Assistant Professor, Department of Visual Communication,
Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

Generative Artificial Intelligence (GAI) is a new acronym that is becoming popular in

the creative world. It represents the advancement in AI (Dimitrieska, S.2024). Whereas GAI
plays a pivotal role in generating creative content by integrating with specialized AI tools that
are built for creative professionals. In the face of technological change, creativity is often held
up as a uniquely human quality, less vulnerable to the forces of technological disruption, and
critical for the future (De Cremer, et.al., 2023) The use of GAI in various industries is currently
a topic of debate. GAI-based tools, such as Midjourney, Dall-E2 and Adobe Firefly have been
widely used in creative production studios, marketing companies, and academics. The visual
creation process, in particular, has benefitted from GAI tools and has been widely adopted in
the creative industry. This paper aims to investigate the impact of GAI on theory and practice
in different areas of digital advertising, specifically in the visual creation process, and how it
creates opportunities to flourish with as in the GAI realm.

Keywords: AI, Gen.AI, Creative, Visual Marketing, Advertising, Visual Processing

ICMAST 2024 16
 International Conference Proceedings

PREDICTING DRUG INTERACTIONS IN PREGNANCY: A DATA

MINING APPROACH
Dr.P Senthil Vadivu
Professor & Head, Department of Computer Applications(UG)
Hindusthan College of Arts & Science College, Coimbatore, India

ABSTRACT

Adverse drug events, higher healthcare expenditures, and worse patient

outcomes are all consequences of drug-related problems (DRPs), which present a serious
threat to healthcare systems throughout the globe. This abstract provides a comprehensive
summary of drug-related topics, including drug addiction, misuse, safety, effectiveness,
development, and legislation. The study of drug abuse's epidemiology, social effects,
prevention, and treatment, as well as its identification and mitigation of adverse drug
responses and interactions, optimization of the procedures involved in drug development
and approval, and assessment of the efficacy of drug policies, are the main areas of
attention. Through tackling these complex problems, the project hopes to advance
medication safety, effectiveness, and accessibility—thereby improving patient care and
public health in the process. Pregnancy-related diabetes dramatically raises the risk of
problems for both the mother and the fetus. In order to create prediction models for
identifying women at high risk of unfavorable pregnancy outcomes, such as preterm
delivery, preeclampsia, and macrosomia, this project will make use of data mining
techniques. Finding important predictors and create early warning systems, we examine
demographic, clinical, and laboratory data from electronic health records. By improving
risk categorization and enabling targeted therapies, this research may lessen the burden of
pregnancy.

ICMAST 2024 17
 International Conference Proceedings

SOCIAL MEDIA INFLUENCE ON CONSUMER BEHAVIOUR: A

FOCUS ON THE FOOD AND BEVERAGE INDUSTRY

Dr. K Anitha
Associate Professor,Department of Management
Hindusthan College of Arts and Science, Coimbatore
[email protected]

ABSTRACT

Social media has become a driving force in shaping consumer behaviour across various
industries, with the food and beverage sector experiencing significant transformation.
Platforms such as Instagram, TikTok, and Facebook have not only enabled the discovery of
new products but have also influenced consumers’ dietary choices. This study explores the role
of visual appeal, influencer endorsements, and health-conscious content in shaping consumer
preferences within the food and beverage industry. A descriptive research design was
employed, using primary data collected through an online survey distributed across social
media platforms. The findings reveal that visually appealing content on social media
significantly boosts purchase intent, while influencer endorsements enhance consumer trust
and increase the likelihood of purchase. Health-conscious messaging, particularly among
younger consumers, strongly influences their dietary decisions. These results underscore the
need for brands to tailor their social media strategies by leveraging the visual and trust-building
power of influencers, along with aligning with the growing trend of health-consciousness.
Marketers can enhance engagement and consumer loyalty by incorporating these elements into
their campaigns. However, limitations such as sample bias and the rapidly changing nature of
social media trends must be considered in future research.

Keywords: Social Media, Consumer Behaviour, Food and Beverage Industry, User-generated
content (UGC)

ICMAST 2024 18
 International Conference Proceedings

WORK LIFE BALANCE OF WORKING WOMEN PROFESSORS

IN SELECT SELF FINANCING COLLEGES IN COIMBATORE
DISTRICT
Dr. A.Priya,
Associate Professor, PG & Research Department of Commerce (IB), Hindusthan College of
Arts and Science (Autonomous), Coimbatore, Tamil Nadu, India.

Dr. P. Arumugaswamy,
Professor & Head, PG & Research Department of Commerce (IB), Hindusthan College of
Arts and Science (Autonomous), Coimbatore, Tamil Nadu, India.

ABSTRACT
Work Life Balance of working women professors in self financing colleges are gaining
a domain importance in the current scenario. There are various fundamental changes occurring
in the structure of work and family roles to women into workforce and that leads to increase in
the basic roles and responsibilities of a working women. Family work conflict and work family
conflict are most influencing factors in the work and family environment. In spite of extensive
researches in work life policies for women in various colleges. the current study focuses on
the awareness of work life balance, Organizational Effectiveness of Work Life Balance and
Impact of Work Life Balance of women professors in Coimbatore district.

ICMAST 2024 19
 International Conference Proceedings

LIFELESS (AF) TO LIFE – EMOTIONAL TURBULENCE OF AF IN

THE NOVEL KLARA AND THE SUN
Dr.P.Prabavathi
Associate Professor,Department Of English
Hindusthan College of Arts & Science,Coimbatore- 641028

ABSTRACT

AI can’t replace the role of teachers who shows their feelings and emotions. when they
teach. Ishiguro’s questions the depths of love and the moral implications of AI do we lose the
humanity when we delegate our emotions to machines. Loneliness is a real health problem for
old age,.that many seniors experienced during the pandemic. Robots like Klara would be the
next step from that.
Robots that have been displayed in the shop designed as female Robots. AF’s
commitment to Joshi’s showcase the potential for AI to develop empathy. Her innocence and
dedication challenge our assumptions about the limitations of the artificial beings in
comprehending and connecting with the human feelings, the nature of love of both-Human and
Artificial. Humanity is defined not by biological attributes but by the capacity to love and be
loved. Klara and the Sun ,the novel weaves these themes skillfully into narrative that not only
captivates but also provides a profound contemplation through the characters and their
experiences. The author invites the readers to explore intricate tapestry of emotions the
potential of artificial beings and the fundamental question of what truly needs to be human.

Keywords: Turbulence, Nuances, Artificial Intelligence, Human

ICMAST 2024 20
 International Conference Proceedings

A COMPREHENSIVE STUDY ON USER ENGAGEMENT,

NETWORKING AND CAREER ADVANCEMENT OF LINKEDIN AS A
BUSINESS PLATFORM
Mr.B.NIRMALKUMAR
Research Scholar, Department of Business Administration (PG),
Hindustan College of Arts & Science,

Dr.K.ANITHA
Associate Professor, Department of Business Administration (PG), Hindustan College of Arts and Science.

ABSTRACT
Social Media Platforms have revolutionized professional networking towards user engagement,
information exchange and career advancement in today's world. LinkedIn is considered a prominent
platform which enables its user to network with others to enhance their technical skills for their career
advancement. Especially, LinkedIn facilities were managed on short term planning activities in
operation level and decision-making process in strategic level to deal with network information flow to
mitigate the spam and privacy leakage. However strategic level management of LinkedIn fails to
provide effective recommendation and suggestion solutions related to career advancement of the user
which leads to reduced user engagement and operations sustainability. In order to enhance the user
engagement, secure information exchange and effective recommendation solutions to the carrier
enhancement, an adoption of new multi objective big data analytics framework as informed decision
making solutions towards attaining sustainability of LinkedIn operation through its operations and
sourcing information is investigated. Data analysis using data intelligence applications like artificial
intelligence from various data of the LinkedIn User in the manufacturing companies will provide results
to elaborate the empirical illustrations about sustainable LinkedIn Operation and solutions towards user
engagement, networking and career advancement in the project management context. Data is obtained
on the basis of questionnaires from users in the project management department in various
manufacturing industries in the southern part of India. Proposed Analysis was evaluated using ANOVA
and Percentage Analysis in the SPSS Statistical Analysis Tool. Finally findings of the analysis
manifested the solutions to enhance the sustainability of the LinkedIn platform through effective
recommendation and suggestion operations to carrier advancement of its LinkedIn user in technical
perspectives. Furthermore, suggestions have been provided to enhance the platform network
configuration with high personalization towards timely management of user information to proper
coordination towards demand fulfillment and optimal pricing model on content subscription charges
towards increasing the engagement of the user for a long time.

Keywords:LinkedIn, Social Network Platform, User engagement , Carrier Advancement, Professional

Networking , Artificial Intelligence, Data Analytics, ANOVA, Percentage Analysis , SPSS

ICMAST 2024 21
 International Conference Proceedings

A STUDY ON CUSTOMER SATISFACTION OF FINTECH

APPLICATION IN BANKING SECTOR WITH SPECIAL REFERENCE
TO COIMBATORE CITY

K.Sindhu Priya
Assistant Professor, Department of Commerce, Sri Krishna Adithya College of Arts & Science, Coimbatore.

Dr.D.Suganthi,
Professor, Department of Business Administration, Hindusthan college of Arts & Science, Coimbatore

ABSTRACT
Technology is one of the most vital elements in the progress, growth and
advancements of the economy of the developed and developing nations. It is well
known and worldwide recognized phenomenon that in the field of economics,
technology played a very significant role in the development and expansion of
the economic activities of the economy of the nation. Technological innovations
ensure the most efficient and effective use of conversion of inputs into outputs of
more and better goods and services for the society at large. Generally, the term
technology is referred to as an innovation in energy, communication and
manufacturing of goods and services. The evolution of technology has been
successful in creating significant ideas, theories, methods, devices, innovations
and introducing new things in the economy, and because of that has made things
easier for people worldwide.

Keywords: Technological Innovation, Economic Growth, Developed and Developing

Nations,, Efficiency in Production, Economic Expansion.

ICMAST 2024 22
 International Conference Proceedings

A STUDY ON FACTORS INFLUENCING CONSUMER IN BUYING

ECO-FRIENDLY PRODUCTS

Mrs. K. Sathiya Priya

Assistant Professor, PSGR Krishnammal College for Women, Coimbatore

Mr. R. Koushik
Assistant Professor, Nehru College of Management, Coimbatore

ABSTRACT

Environmental friendly products have got more attention during the recent years in the buying
decision of consumers and there are now more products to choose among them. The main
purpose of this research is to study the factors that influence the purchase behavior of eco-
labeled products. Secondly the study also is looking for the possible impact of shelf space on
the purchase behavior of eco- labeled products. A sample design of 107 respondents was
collected using convenience sampling technique. Simple percentage is used to identify the
relationship and chi square are the two important tools used to identify the significant level.
It’s believed that the information from this study provides a point in time reference of
participating customers’ spending decisions and propensity to recycle.

Keywords: environmental friendly products, eco –friendly products, awareness, buying

decision.

ICMAST 2024 23
 International Conference Proceedings

A STUDY ON PROBLEMS OF WOMEN ENTREPRENEURS IN

COIMBATORE DISTRICT

Mrs DHARSHINI
Assistant Professor & Research Scholar, Department of Business Administration (PG),
Hindusthan College of Arts & Science

Dr.D.SATHISH KUMAR
Associate Professor Cum Research Supervisor, Department of Business Administration
(PG), Hindusthan College of Arts & Science, Email: [email protected]

ABSTRACT
The study explores various aspects such as socio-cultural barriers, financial constraints,
and the availability of support systems. It highlights key challenges, including limited access
to credit, lack of mentorship, gender discrimination, and balancing family responsibilities with
business demands. In addition, the study examines how infrastructural limitations, government
policies, and market competition affect the success and sustainability of women-led enterprises.
Using both qualitative and quantitative methods, data was collected from a sample of women
entrepreneurs across different sectors in Coimbatore. The study reveals that despite facing
several obstacles, women entrepreneurs are increasingly making their mark through resilience
and innovation. However, there is a clear need for stronger institutional support, targeted
government policies, and social change to promote women entrepreneurship more effectively.
To undertake this study, samples of 150 respondents were selected. It was found that most of
the respondents are facing the problem of finance and family ties. Hence, it is concluded that
government take some measurements to remove these kinds of problems associated with
women entrepreneurs. Not only the government but the family members and society also
support to help the women entrepreneurs. It will help them develop their business. Women
entrepreneurs also take necessary steps to eradicate these kinds of problem in their business
and family life. It will develop your business as well as our nation’s economy too.

Key Words: Women Entrepreneurs, Problems, Coimbatore

ICMAST 2024 24
 International Conference Proceedings

A STUDY ON STRESS MANAGEMENT AMONG EMPLOYEES OF

INFORMATION TECHNOLOGY SECTOR WITH REFERENCE TO
COIMBATORE DISTRICT
Dr M Ramya.,
Assistant Professor, Hindusthan College of Arts & Science (Autonomous)

Mrs Kalaivani R,
Research Scholar, Hindusthan College of Arts & Science (Autonomous)

ABSTRACT
Stress refers to the strain from the conflict between our external environment and us,
leading to emotional and physical pressure. In our fast-paced world, it is impossible to live
without stress, whether you are a student or a working adult. Modern day stresses can take the
form of monetary needs, or emotional frictions. Competition at work and an increased
workload can also cause greater levels of stress. Psychological symptoms commonly
experienced include insomnia (restlessness), headaches and an inability to focus. Physical
symptoms take the form of heart palpitations, breathlessness, excessive sweating and stomach-
aches. In the workplace, information technology is believed to cause a number of concerns.
The major cause of stress is the rapid change in technology. Each time the employee can either
learn about the new updates or feel like they are falling behind. This leads to pressure on people.
They feel that their ability to do the job may be impacted by the change. This could lead to
feeling that their job security is at risk. The secret to manage stress is twofold. The first is
acceptance that change happens and is rapid in the industry.

Keywords: Psychological symptoms, insomnia, physical pressure

ICMAST 2024 25
 International Conference Proceedings

AN ANALYTICAL STUDY ON NURSES ABSENTEEISM WITH

SPECIAL REFERENCE TO PRIVATE HOSPITALS IN COIMBATORE
CITY
K. JENNIFER
Research Scholar, Department of Business Administration (PG), Hindusthan College of Arts
& Science (Autonomous)

Dr. K. ANITHA
Associate Professor, Department of Business Administration (PG), Hindusthan College of
Arts & Science (Autonomous)

ABSTRACT
For healthcare organizations, nurse absenteeism is a serious problem since it can lead
to lower staffing levels, more work, and lower-quality patient care. A number of variables, such
as workplace stress, job satisfaction, organizational support, workload, and staffing levels, all
have an impact on the complex issue of nurse absenteeism. For healthcare companies, nurse
absenteeism is a major issue that can negatively affect patient care, healthcare expenses, and
employee wellbeing. Many variables, such as job stress, job satisfaction, organizational
support, workload, and staffing levels, have an impact on nurse absenteeism.

Keywords: Absenteeism, Job satisfaction, Employee well being, Health care, Job stress

ICMAST 2024 26
 International Conference Proceedings

AN EMPIRICAL ANALYSIS OF DEBT MUTUAL FUND

PERFORMANCE IN THE INDIAN STOCK MARKET: A FIVE-YEAR
STUDY, 2018-2023

Mr.K.Hareesh
Assistant Professor, Department of Business Administration (PG), Hindusthan College of
Arts & Science, Coimbatore, [email protected],

Dr.S.Saravanan
Assistant Professor, Department of Business Administration (PG), Hindusthan College of
Arts & Science, Coimbatore, [email protected]

ABSTRACT

This is an all-around technical research paper regarding debt mutual fund performance
for the past five years in the Indian stock market. The study deals with various debt mutual
funds, discussing their return, risk factors, and efficiency. It is also an endeavor to find and
elaborate on the macroeconomic factors influencing debt funds in the Indian stock market and
to give an essential verdict on overall influence on the investors' portfolios.

Keywords: Debt Mutual Funds, Indian Stock Market, Risk and Return Analysis,
Macroeconomic Factors, Investor Portfolio Impact.

ICMAST 2024 27
 International Conference Proceedings

AN EMPHIRICAL ANALYSIS OF SUPPLY CHAIN RISK

MANAGEMENT AND ITS EFFECTS ON BUSINESS PERFORMANCE

Dr.V.Shanthaamani,
Professor, Hindusthan College of Arts & Science, Coimbatore, [email protected]

Dr.V.B.Usha
Asst Professor, LRG Government of Arts & Science College, Tirupur

ABSTRACT
The effect of supply chain risk management (SCRM) on business performance is examined in
this study. In order to investigate the connection between SCRM practices and a firm’s
performance criteria like profitability, customer happiness, and supply chain agility, the authors
surveyed 200 manufacturing companies in India. The findings demonstrate the beneficial
effects of SCRM practices on business performance, especially with regard to profitability and
client happiness. The study also shows how crucial risk assessment and mitigation techniques
contribute to improving business performance.

Keywords: Supply chain risk management, business performance, profitability, customer

satisfaction, risk assessment, mitigation

ICMAST 2024 28
 International Conference Proceedings

BRIDGING THE GAP: KEY FACTORS AND SITUATIONS SHAPING

THE CROSS GENERATIONAL WORKFORCE DYNAMICS – A
CONCEPTUAL FRAMEWORK
Maheshwari.S
Research Scholar-Department of Business Administration(PG), Hindusthan College of Arts
& Science, Coimbatore.

Dr.B.Sudhakar,
Director – Department of Business Administration(PG), Hindusthan College of Arts &
Science, Coimbatore.

ABSTRACT

Organizations today face new challenges as they deal with a complex and varied workforce.
Grasping how different generations interact at work has become crucial. This paper looks at
the factors that affect the cross generational workforce dynamics in the organization and
identifies three macro parameters such as organizational culture, diversity, equity & inclusion,
and employee characterization. Currently India's workforce is set to drive major economic
growth. India’s workforce comprises of millennials/Generation Y that makes up about 50, Gen
Z around 30%, Generation X about 15%, and 5% of baby boomers. India also has a bubbling
rate of Generation Alpha's in the form of interns. This mix brings opportunities and
complexities, so organizations need to look into each group's strengths to boost teamwork,
collaboration and new ideas. We did an extensive review of about 50 studies and found three
key parameters: Organizational Culture, Diversity, Equity & Inclusion, and Employee
Characterization. This study backs up the idea that generations are driven by various key
elements that are categorized under the three major parameters. This study reveals that we need
more research into what each generation needs and how they're unique. This study helps build
theory about cross-generational issues. It stresses on the importance of understanding cross
generational workforce diversity in India's fast-evolving job market.

Keywords: Cross Generational Workforce Dynamics, Organizational Culture, Diversity,

Equity & Inclusion, Employee Characterization.

ICMAST 2024 29
 International Conference Proceedings

CONSUMER ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS:

INSIGHTS FOR SUSTAINABLE MARKETING APPROACHES

Dr.P.Saradhamani
Professor & Head, Department of Business Administration (UG), Hindusthan College of
Arts & Science (Autonomous), Email: [email protected]

Mrs.V.Vijayalakshmy
Assistant Professor, Department of Business Administration (UG) Hindusthan College of
Arts & Science (Autonomous), Email: [email protected]

ABSTRACT
This study investigates consumer attitudes towards eco-friendly products and explores insights
for sustainable marketing strategies. As environmental concerns rise globally, understanding
consumer perceptions is crucial for brands aiming to enhance their sustainability initiatives.
The research reveals that a significant majority of consumers are aware of eco-friendly products
and express a willingness to adopt them, particularly among younger, educated, and higher-
income demographics. However, barriers such as price sensitivity, skepticism towards green
marketing claims, and confusion over eco-labeling remain prominent. Findings suggest that
effective marketing strategies should focus on educating consumers, building trust through
transparency, and emphasizing authentic environmental commitments. By aligning product
offerings with consumer values, brands can foster loyalty and promote a more sustainable
marketplace.

Keywords: Consumer Attitudes, Eco-Friendly Products, Sustainable Marketing,

Environmental Concerns, Green Marketing, Trust in Marketing Brand Loyalty.

ICMAST 2024 30
 International Conference Proceedings

CORPORATE SOCIAL RESPONSIBILITY: STRATEGIC

MANAGEMENT FOR IMPACT

Mrs.KOTHAI RESHIKESH
Assistant Professor, Department of Business Administration (UG), Hindusthan College of
Arts & Science, Coimbatore.

Ms. M. VAISHANAVI
Assistant Professor, Department of Business Administration (UG), Hindusthan College of
Arts & Science, Coimbatore

ABSTRACT

Corporate Social Responsibility (CSR) has shifted from an ancillary activity to a fundamental
feature of modern business strategy. This paper examines how integrating CSR within
corporate actions can initiative both societal headway and sustainable business achievements.
By aligning CSR determinations with strategic significances, companies can generate mutual
value, stimulate innovation, mitigate potential risks, and secure long-term success. Key themes
contain stakeholder collaboration, sustainable practices, and quantifiable outcomes. Case
studies of organizations such as Unilever and Patagonia demonstrate how addressing
environmental, social, and governance (ESG) issues can strengthen brand equity and unlock
emerging market scenarios. Furthermore, the paper explores frameworks for assessing and
disclosing CSR performance, ensuring openness and responsibility, and reinforcing CSR's role
as both an ethical pledge and a source of competitive edge in the global marketplace.

Keywords: Corporate Social Responsibility, Strategic Management, Sustainability, Shared

Value, Stakeholder Engagement, Competitive Advantage

ICMAST 2024 31
 International Conference Proceedings

DIGITAL AGE DYNAMICS: EVALUATING FINANCIAL LITERACY

AMONG BANK CUSTOMERS WITH SPECIAL REFERENCE TO SBI
AND FEDERAL BANK CUSTOMERS OF PALAKKAD DISTRICT

Mrs. Dhanya Nair

Research Scholar, Department of Business Administration (PG), Hindusthan College of Arts
& Science, Coimbatore.

Dr.B. Sudhakar
Director - Department of Business Administration (PG), Hindusthan College of Arts &
Science

ABSTRACT
In today's digital age, financial literacy has become increasingly essential for effective personal
finance management, particularly among bank customers who navigate a complex array of
financial products and services. This article explores the current state of financial literacy in
the context of digital banking, examining the impact of technology on consumer knowledge
and engagement. We analyze demographic variables in financial literacy; assess the role of
financial educational programmes in facilitating access to financial education.
The present study is undertaken to highlight the importance of financial literacy in the digital
era of private and public sector banks. The data is being collected from the customers of SBI
and Federal bank customers of Palakkad district. The study will benefit the bank to find out the
awareness level, usage and whether they are digitally skilled for using the bank’s applications.

Keywords: Financial Literacy, Digital Age, Awareness, Usage, Digital Applications

ICMAST 2024 32
 International Conference Proceedings

ENHANCING EMPLOYEE ENGAGEMENT - THE ROLE OF HUMAN

RESOURCE MANAGEMENT SYSTEMS IN SHAPING BEHAVIORAL
OUTCOMES

Mr.I. Walter Vikas, Assistant Professor, Department of Business administration

(PG),Hindusthan College of Arts & Science (Autonomous)Email: [email protected]

Dr.P.Anushaprabha, Assistant Professor, Department of Business administration (PG),

Hindusthan College of Arts & Science (Autonomous), Email: [email protected]

ABSTRACT
In today's competitive business environment, organizations must prioritize
employee engagement to drive productivity and retain top talent. This paper
explores the integral role of Human Resource Management Systems (HRMS) in
shaping employee behavior and enhancing engagement. HRMS serve as a critical
interface between management and employees, facilitating communication,
performance tracking, and feedback mechanisms. Through a comprehensive
review of existing literature and case studies, we examine how various HRMS
functionalities—such as data analytics, performance management, and training
modules impact employee motivation, satisfaction, and overall behavior in the
workplace. The findings suggest that strategically implemented HRMS not only
streamline HR processes but also foster a culture of engagement by aligning
organizational goals with individual aspirations. Furthermore, this presentation
will address practical recommendations for HR professionals seeking to leverage
technology in enhancing employee behavior and promoting a more engaged
workforce.

Keywords: Human resources management, employee engagement, performance

management, productivity among employees, strategic organizational goals.

ICMAST 2024 33
 International Conference Proceedings

EXPORT PERFORMANCE OF EVALUATION IN MEDIUM SIZED

MANUFACTURING ENTERPRISE
K.Radhapriyadharshini
Research Scholar, Vellalar College For Womens, Erode.

ABSTRACT

The export performance of medium-sized manufacturing enterprises is a critical indicator of

their competitiveness and ability to expand into global markets. This study focuses on
evaluating the key factors influencing export performance in such enterprises, emphasizing the
role of export intensity, export growth rate, market diversification, and financial stability. By
analyzing metrics such as the ratio of export to total sales, year-on-year export growth, and
profitability derived from export activities, the evaluation offers insights into how these firms
navigate international trade challenges. Additionally, external factors like exchange rate
fluctuations, trade policies, and competitive market pressures are considered in assessing the
overall export success. The findings highlight the significance of innovation, strategic market
selection, and operational efficiency in driving export performance, providing a comprehensive
framework for medium-sized enterprises aiming to enhance their global market presence. This
evaluation serves as a valuable tool for policymakers and business leaders seeking to improve
the export capabilities of medium-sized manufacturing enterprises.

Keywords: Export performance, Trade Policies, Manufacturing enterprises

ICMAST 2024 34
 International Conference Proceedings

FINANCIAL MANAGEMENT PRACTICES AND PROFITABILITY OF

MODERN RICE MILLS IN TAMIL NADU

Dr. S. Thilak
Research Co-ordinator & Assistant Professor, Department of Business Administration(PG),
Hindusthan College of Arts & Science.

Mr.P. Shanmugam
Research Scholar, Department of Business Administration (PG), Hindusthan College of Arts
& Science.

ABSTRACT

The study analyses the financial management practices adopted by modern rice mills in Tamil
Nadu. For analysis, 40 firms were selected using a simple random sampling method and data
were collected through personal interviews with the owner/managers of the firm using a pre-
tested interview schedule. The data about the financial performance were obtained from the
records maintained by the rice mill. The factor analysis was carried out. Significant differences
among the fully and partially modernized rice mills have been observed in preparing cash
budgets, setting up credit policies, preparing inventory budgets.

Keywords: Financial Management Practices, Rice Mills, Factor Analysis, Modernization

ICMAST 2024 35
 International Conference Proceedings

FOSTERING MULTIDISCIPLINARY RESEARCH AND INNOVATION

FOR SUSTAINABLE GROWTH

Mr.Anish Augustine Madipara

Research Scholar, Department of Business Administration (PG) Hindusthan College of Arts and Science,
Coimbatore

Dr.Thilak, Research Co-ordinator & Assistant Professor, Department of Business Administration(PG),

Hindusthan College of Arts & Science.

ABSTRACT
In an era defined by rapid social, technological, and environmental change, the pursuit of
sustainable growth requires a transformation in the way we approach complex issues. As
challenges like climate change, resource scarcity, and social inequality become more
interwoven, no single field can address these in isolation. Instead, sustainable solutions call for
multidisciplinary research that unites diverse perspectives and methods from fields like the arts,
social sciences, technology, human resources, and philosophy. By fostering this collaboration,
multidisciplinary research enables a deeper understanding of global challenges and fosters
innovation, ultimately paving the way for sustainable growth.

Keywords: Sustainable growth, multidisciplinary research, global challenges, innovative

solutions.

ICMAST 2024 36
 International Conference Proceedings

GREEN PRACTICES AT THE WORKPLACE: A STEP TOWARDS

SUSTAINABLE DEVELOPMENT

Dr.S.Thilak
Assistant professor, Hindusthan College of Arts & Science, Coimbatore

Mrs.B.Sudha venkatalakshmi
Assistant professor, Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

This paper explores green practices in the workplace, emphasizing sustainable business
strategies that address climate change and environmental impacts. Key initiatives include
reducing waste through the 3 R's (Reduce, Reuse, Recycle), promoting green commuting,
utilizing renewable resources, virtualizing workplace operations, and minimizing carbon
footprints. Notable case studies of Indian corporations, such as Dabur, Wipro, and Suzlon
Energy, demonstrate the impact of adopting eco-friendly practices on corporate image,
organizational culture, and stakeholder engagement, advocating for Green Human Resource
Management (Green HRM) as a core element in environmental responsibility.

Keywords: Green Practices, Sustainable Development, Environmental Responsibility, Green

HRM, Indian Corporate

ICMAST 2024 37
 International Conference Proceedings

HUMAN RESOURCE STRATEGIES FOR BUILDING SUSTAINABLE

WORK CULTURES WITH SPECIAL REFERENCE TO COIMBATORE
CITY

Ms.A.VINISHA
Assistant Professor, Department Of Business Administration (UG), Hindusthan College of
Arts & Science

Mrs.K.SHEEBA
Assistant Professor, Department Of Business Administration (UG), Hindusthan College of
Arts & Science

ABSTRACT
In an era marked by rapid change and increasing environmental concerns,
organizations must prioritize the development of sustainable work cultures to
ensure long-term success. This paper explores effective human resource
strategies that facilitate the establishment of such cultures, focusing on the
integration of sustainability into HR practices. Utilizing primary data collected
from 52 participants across diverse industries, the study identifies key HR
strategies that promote employee engagement, well-being, and environmental
responsibility. Findings reveal that fostering a culture of inclusivity,
implementing comprehensive training programs, and encouraging collaborative
decision-making are pivotal in cultivating sustainable work environments.
Additionally, the paper discusses the role of leadership in driving these initiatives
and highlights the importance of aligning organizational values with sustainable
practices. Ultimately, this research provides actionable insights for HR
professionals seeking to build resilient organizations that thrive in the face of
contemporary challenges.

Keywords: Work-Life Balance, Employee Satisfaction, Sustainable Work Cultures, Human

Resource Strategies.

ICMAST 2024 38
 International Conference Proceedings

IMPACT OF E-LEARNING ON EMPLOYEE SKILL ACQUISITION

AND RETENTION AMONG IT PROFESSIONALS WITH SPECIAL
REFERENCE TO COCHIN DISTRICT

Hafida P
Research Scholar, Department of Business Administration (PG), Hindusthan College of Arts & Science,
Coimbatore

Karunakaran maruchamy
Research Scholar, Department of Business Administration (PG), Hindusthan College of Arts & Science,
Coimbatore.

ABSTRACT
In today's rapidly evolving technological landscape, the ability of organizations to adapt and
innovate is crucial for their survival and success. A key factor in this competitive environment
is the development and retention of a skilled workforce. The advent of e-learning has presented
a new paradigm for skill development, offering flexibility, accessibility, and personalized
learning experiences. In this investigation, IT professionals in Kerala's Cochin District known
for its thriving IT industry, provides a unique context to examine the effectiveness of e-learning
in enhancing the competencies of IT professionals. A mixed-method approach is used in this
study to collect data on the opinions and experiences of IT workers with relation to e-learning
efforts. Quantitative surveys and qualitative interviews are combined. Finding the efficacy of
e-learning platforms, evaluating implementation hurdles and obstacles, and investigating the
variables affecting skill acquisition and retention are the main objectives of this research. By
focusing on Cochin District, the research provides localized insights into the dynamics of
mobile learning within the IT sector, The results of this study help to clarify how e-learning
may enhance employee competencies and boost retention rates for IT professionals. This
understanding can then be applied to improve organizational talent development and
management strategies and practices.

Keywords: e-learning, Employee skill acquisition, Skill retention and IT professionals.

ICMAST 2024 39
 International Conference Proceedings

IMPACT OF WORK-LIFE BALANCE ON PRODUCTIVITY OF WOMEN

EMPLOYEES IN CUSTOMER SERVICES INDUSTRY

Dr.V.J.Suryasubam
Assistant Professor, Dept of Business Administration (PG), Hindusthan college of Arts
&Science, Coimbatore

Mrs. B.Sudhavenkatalakshmi
Assistant Professor, Dept of Business Administration (PG), Hindusthan college of Arts
&Science, Coimbatore

ABSTRACT
This study examines the impact of work-life balance on the productivity of women
employees in the customer service sector, particularly focusing on challenges
associated with balancing professional responsibilities and family duties. Through
quantitative and qualitative data collected from women employees in Thrissur,
Kerala, the study highlights factors affecting productivity and provides
recommendations for creating a supportive work environment that fosters work-life
balance and reduces stress, ultimately enhancing organizational outcomes.

Keywords: Work-Life Balance, Productivity, Women Employees, Customer

Service Industry, Human Resource Policy

ICMAST 2024 40
 International Conference Proceedings

JOB SATISFACTION AND ITS IMPACT ON VITALITY AND

LIFE SATISFACTION

Mr. Santhosh Raj R

Research Scholar, Department of Business Administration (PG), Hindusthan College of Arts
& Science (Autonomous), Email:[email protected]

Dr.D.Sathish kumar
Associate Professor Cum Research Supervisor, Department of Business Administration
(PG), Hindusthan College of Arts & Science (Autonomous),
Email: [email protected]

ABSTRACT
This empirical research aims to explore the impact of Job Satisfaction of employees on
Personal Outcomes such as Vitality and Life Satisfaction. This research study attempts to
explain the various theories associated to satisfaction level of the employees. This paper has
employed a cross-sectional research design. The collected data was analyzed using various
statistical softwares like SPSS 21 version and AMOS 20 version. The present investigation has
employed Structural equation modeling (SEM) to assess the model fit. Analysis of primary
data supports that Job Satisfaction impacts Vitality and Life Satisfaction. Results have proved
that if employees are satisfied in the organization it has a positive influence on the vitality and
Life Satisfaction of the employees.
Keywords: Job satisfaction, Vitality, Life Satisfaction, Performance, Organization

ICMAST 2024 41
 International Conference Proceedings

LEVERAGING CULTURAL INTELLIGENCE IN GLOBAL BUSINESS

Dr.S.Renuka
Assistant Professor, Department of Business Administration (PG), Hindusthan College of Arts & Science,
Coimbatore

Dr V.Vishnupriyadharshini
Assistant Professor, Department of Business Administration (PG), Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT

In today’s interconnected global economy, the ability to navigate cultural diversity has become
essential for business success. Cultural Intelligence (CQ) empowers individuals and
organizations to effectively interact, communicate, and build relationships across diverse
cultural settings. This article explores CQ as a multifaceted skill that enhances understanding,
adaptability, and informed decision-making in multicultural environments. Drawing on case
studies, such as IBM’s CQ training and Nestlé’s Global Competence Framework, we illustrate
the tangible benefits of CQ in fostering cross-cultural collaboration, strengthening brand
reputation, and driving market expansion. Key strategies to cultivate CQ include tailored
cultural training, immersive international assignments, and diversity initiatives, all of which
equip professionals with the empathy and awareness needed for effective cross-cultural
engagement. By embedding CQ into business practices, organizations can minimize
misunderstandings, build trust, and leverage cultural diversity as a competitive advantage.
Embracing CQ is not merely an operational strategy but a strategic imperative for sustainable
growth and leadership in a globalized marketplace. Cultural Intelligence (CQ) is the ability to
understand, interpret, and effectively interact with people from diverse cultural backgrounds.
Unlike general intelligence (IQ) or emotional intelligence (EQ), CQ specifically measures
one’s capability to function across cultural boundaries. It combines cultural knowledge,
empathy, adaptability, and appropriate communication skills to navigate complex intercultural
interactions effectively.

Keywords: Cultural Intelligence, Global Business, Cross- Cultural Management,

Intercultural Competence, Business Performance, Cultural Awareness, Effective
Communication, Relationship Building, Trust, Cultural Adaptation.

ICMAST 2024 42
 International Conference Proceedings

MANAGING THE RISE OF ARTIFICIAL INTELLIGENCE (AI):

STRATEGIES FOR THE MODERN WORKPLACE
Dr.R.Thangamani
Associate Professor, Department of Business Administration with CA and Logistics,
Hindusthan College of Arts & Science, Email : [email protected]

Mrs. Smrithi K.S

Assistant Professor, Department of Business Administration with CA and Logistics,
Hindusthan College of Arts & Science, Email : [email protected]

ABSTRACT

Artificial intelligence (AI) is transforming the way work is performed in organizations,

impacting a wide range of industries and jobs. AI technologies, such as machine learning,
natural language processing, and robotics, are being used to automate tasks, improve
efficiency, and reduce costs. However, the implementation of AI also presents new challenges
for organizations, including the need for new competencies and skills, the potential for job
displacement, and the ethical implications of automation. In order to effectively harness the
benefits of AI in the workplace, organizations must balance the need for efficiency and cost
savings with the importance of creating a supportive work environment that fosters creativity,
problem-solving, and collaboration. A comprehensive analysis of the workplace dynamics and
AI, can help organizations better understand the impact of AI and develop strategies for its
effective integration into the workplace. Workplace Artificial Intelligence (AI) helps
organisations increase operational efficiency, enable faster-informed decisions, and innovate
products and services. Artificial Intelligence (AI) has been increasingly adopted by
organizations in recent years, with the aim of automating processes, improving decision
making, and enhancing customer experience. AI at the workplace has the potential to
revolutionize the way we work, leading to greater efficiency, cost savings, and improved job
satisfaction. This article explores the impact of AI on the workplace and its potential
implications.

Key Words: Artificial Intelligence, Automation Process, Machine Learning, Modern

ICMAST 2024 43
 International Conference Proceedings

MEASURING SERVICE QUALITY OF A MULTI SPECIALTY

HOSPITAL IN CHENNAI
Dr.D.Malleeswari
Assistant Professor, Department of Business Administration (PG),
Hindusthan College of Arts & Science (Autonomous)

Dr.Sashikala V
Associate Professor, Department of Business Administration (PG),
Hindusthan College of Arts & Science (Autonomous)

ABSTRACT

To sustain in the competitive market, hospital managers have to understand and

measure consumer perspectives, so that any perceived gap in delivery of service is identified
and suitably addressed. Several models exist to evaluate service quality, but the SERVQUAL
model has been utilized in various health institutions. The objective of the study is to measure
the service quality and to identify the service gap. Data for this study was collected using a
questionnaire that was distributed to 375 patients (both inpatients and outpatients) in a 180
bedded Multi Specialty Hospital, Chennai. By using the SERVQUAL instrument, expectation
(E) and perception (P) of each respondent was assessed across each of the 22 items of the
instrument and the service quality gap evaluated by measuring the gap score (P–E) across the
same 22 items. Quality gap across various items, particularly those under the dimensions of
‘tangibles’ and ‘reliability’ were significant at a gap score of < 1.00 and < 0.90 respectively.
Service Quality Gap score was more in tangible dimension (-1.025) and less in Empathy
dimension (-0.705). Gap score range from -0 .60 (for the item “Doctor‘s are expertise and
skilled”) to -1.43 (for the item “Cleanliness of toilets/bathrooms”). Overall Service quality gap
score was -0.829. If the hospital management takes necessary efforts to concentrate in low
score areas, the service quality and satisfaction of the patients will be even better.

Key words: SERVQUAL, Service Quality, Patient Satisfaction, Health Care, Service
excellence.

ICMAST 2024 44
 International Conference Proceedings

SCILAB SOLUTION FOR UNBALANCED PENTAGONAL FUZZY

TRANSPORTATION PROBLEM BY USING TWO STAGE MAX-MIN
METHOD
Dr M.YEGAMMAI
Department of Business Administration (PG), Hindusthan College of Arts & Science, E-Mail ID:
[email protected]

Dr. M. SANGEETHA
Department of Mathematics, Dr N.G.P. Arts & Science College, E-Mail ID:
[email protected]

Mr.T.MUMMOORTHY
Research Scholar, Dr.NGP College of Arts & Science.

ABSTRACT

Because of inherent ambiguity, fuzzy numbers and fuzzy values are commonly utilised in domains
such as experimental sciences, artificial intelligence, and so on. This work uses pentagonal fuzzy
numbers to discover the best solution to a special kind of optimization problem called a fuzzy
transportation problem in a fuzzy environment. For fuzzy transportation problems, the values of
cost, availability, and requirement are considered as pentagonal fuzzy numbers. In this two-stage
cost-minimizing transportation problem both balanced and unbalanced, fuzzy pentagonal numbers
are turned into crisp values using the range technique and then solved by the max-min method using
the software Scilab.

Keywords: Pentagonal Fuzzy Number, Two Stage Fuzzy Transportation, Range Technique – max-
min Method, -optimal solution.

ICMAST 2024 45
 International Conference Proceedings

STRATEGIC CO-CREATION IN NEW PRODUCT DEVELOPMENT:

LEVERAGING SHARED SUPPLIERS AMIDST COMPETITION
Mr.M. Balaji,
Research Scholar , Department of Business Administration (PG), Hindusthan College of Arts
& Science (Autonomous), Email Id: [email protected]

Dr.B.Sudhakar,
Director-MBA & Research Guide, Department of Business Administration (PG), Hindusthan
College of Arts & Science (Autonomous), Email Id: [email protected]

ABSTRACT

Firms are increasingly involving their suppliers in co-creating new products and services
through collaborative alliances. In many industries, such suppliers are shared by competing
manufacturers, who may benefit from forming alliances and co-creating new products jointly
with their shared suppliers. Existing research on collaborative new product development
involving a shared supplier has focused on mitigating the spillover of supplier development to
rival buyers, or on reducing the cost of production for the supplier. However, such spillover
cannot always be restricted, and recently manufacturers have opened up their innovation to
competitors. Using a game-theoretic model, we analyze the strategic interactions in such a
collaborative alliance and examine the strategic trade-offs that arise when competing buyers
decide to co-create a common component with the supplier, instead of relying on the supplier
to independently develop the component. We show that whether co-creation will benefit the
firms and the consumers depends on how highly the consumers value the quality of the
common component. We further demonstrate that competing buyers may sometimes benefit
from collaborating jointly with the shared supplier in co-creating common components, instead
of shirking away from the collaboration or letting the supplier be the sole developer of the
component. The benefit of co-creation is driven by high consumer valuation, which is reflected
in firms’ decisions to open up their innovation when it has great potential to enhance consumer
demand, such as with electric vehicle technology.

Keywords: Collaborative Alliances, Shared Suppliers, New Product Development, Co-

creation, Consumer Valuation.

ICMAST 2024 46
 International Conference Proceedings

THE ROLE OF EMOTIONAL INTELLIGENCE ON

ENTREPRENEURIAL LEADERSHIP AMONG MANAGEMENT
STUDENTS IN HEI’S

T.Kamaladevi,
Research Scholar & Assistant Professor, Department of Business Administration (UG)
Hindusthan College of Arts & Science (Autonomous), Email: [email protected]

Dr.R.Vijayalakshmi,
Professor, Department of Management, Hindusthan College of Arts & Science
(Autonomous), Email: [email protected]

ABSTRACT
Emotional intelligence (EI) plays a vital role in enhancing entrepreneurial leadership, driving
business sustainability and growth in dynamic markets. Key EI components—self-awareness,
self-regulation, motivation, empathy, and social skills—enable entrepreneurs to manage their
emotions, make informed decisions, and inspire teams. High EI fosters strong interpersonal
relationships, critical for trust, collaboration, and innovation. It also aids in conflict resolution
and change management, allowing leaders to adapt quickly and turn challenges into growth
opportunities. The paper highlights the importance of cultivating EI as a fundamental skill for
entrepreneurs to build resilient, adaptable, and innovative organizations, contributing to long-
term success.

Keywords: Emotional Intelligence, Leadership, Entrepreneurship

ICMAST 2024 47
 International Conference Proceedings

WORK LIFE BALANCE AND COMMITMENT ANALYSIS AMONG

WOMEN EMPLOYEES AT TEXTILE UNITS WITH SPECIAL
REFERENCE TO TIRUPPUR
Mr.R.Koushik,
Assistant Professor, Department of Management Studies, Nehru College of Management
Thirumalayampalayam, Coimbatore

Dr.D.Brinda Rubini,
Assistant Professor, Department of Management Studies, Nehru College of Management,
Thirumalayampalayam, Coimbatore

ABSTRACT

An employee has attained work-life balance (WLB) when their major employment
obligations are balanced with their personal commitments. Under the current circumstances, it
is difficult for both employees and employers to effectively manage their time in order to
balance their personal lives with their professional responsibilities. Inequality in time
management frequently results in low output, unsatisfied workers, and subpar performance,
and vice versa. The goal of this study was to determine whether women employees manage
their work-life balance and to identify the traits and parameters that contribute to it. The
primary data is gathered using a research questionnaire and personal interviews. To determine
the distinguishing characteristics of the respondents, descriptive research was employed. The
relationships between coworkers, the pay policy, job satisfaction, the welfare facility, and the
organizational atmosphere all played a role in framing the hypothesis. The study's conclusions
show that the following factors will have a big impact on work-life balance. A positive work
environment is created when supervisors and coworkers offer flexibility, such as adjustable
work schedules and a convenient transportation hub to reduce commute time. Tailoring policies
to meet individual employee needs also helps foster a supportive, productive atmosphere.

Key Words: Work-life balance, job satisfaction, employee welfare measures, Gender equality,
Industrial relations.

ICMAST 2024 48
 International Conference Proceedings

A STUDY ON WORK LIFE BALANCE OF IT SECTOR IN COVID – 19

WITH SPECIAL REFERENCE TO COIMBATORE CITY

Dr. P. Arumugaswamy
(Research Guide)Professor & Head, Department of Commerce with International Business,Hindusthan College
of Arts & Science (Autonomous), Coimbatore.

Mr. N. Rajesh Kumar

(Research Scholar) Assistant Professor, Department of Commerce with International Business, Hindusthan
College of Arts & Science (Autonomous), Coimbatore.

ABSTRACT

The IT employees can be a Peoples working for the companies in the working basics
of 24/7. It simplifies the peoples work could be as on the structural balance for the official /with
it could be useful for the personal life for the growth of their life strategy. Nowadays, The
Employees can be facing the work pressure from their companies to fulfill the target of the
assumed by the higher / Senior staff of the department (or) the companies’ employees. The
employees have to make a easy format of no work forcing in the (Official: Personal). The work
will be acceptances of all the sides from the company to employees in the entire sector but
initial of Information Technology sector can be mainly practical usage for the all working
peoples in the Coimbatore district.

Keywords: Work – Life Balance, IT Company, Primary Data, Chi – Square Test.

ICMAST 2024 49
 International Conference Proceedings

THE ROLE OF ARTIFICIAL INTELLIGENCE IN RECRUITMENT

PROCESS, EVALUATING THE BIAS AND FORECASTING THE
FUTURE TRENDS OF AI IN RECRUITMENT

Dr.M.Maheswari,
Professor, Department of Commerce,Hindusthan College of Arts & Science (Autonomous), Coimbatore.

Dr.L.Malavizhi,
Assistant Professor, Department of Commerce, Hindusthan College of Arts & Science (Autonomous), Coimbatore.

ABSTRACT

Artificial Intelligence (AI) is transforming the recruitment landscape by enhancing

efficiency, reducing biases, and enabling data-driven hiring decisions. This study explores the
role of AI in modern recruitment processes, examining how AI tools streamline candidate
screening, interviewing, and on boarding, while improving fairness and inclusivity. By
automating repetitive tasks and introducing predictive analytics, AI allows recruiters to focus
on strategic aspects, such as relationship building and candidate experience. Additionally, AI-
driven assessments and chatbots enhance candidate engagement and provide a personalized
experience, contributing to stronger employer branding. Despite these advantages, challenges
such as algorithmic bias, data privacy, and transparency remain critical considerations for AI
adoption in recruitment. This study seeks to provide insights into the benefits, limitations, and
future trends of AI in recruitment, offering recommendations for ethical and effective AI
implementation.

Keywords: Artificial Intelligence (AI), Recruitment Process, Inclusivity in Hiring

ICMAST 2024 50
 International Conference Proceedings

THE ELECTRIC REVOLUTION: TRANSFORMING INDIA’S

AUTOMOBILE LANDSCAPE

Dr. P. Kamalnath,
Associate Professor, Department of Commerce, Hindusthan College of Arts & Science
(Autonomous), Coimbatore.

Dr. M. Uma,
Assistant Professor, Department of Commerce, Hindusthan College of Arts & Science
(Autonomous), Coimbatore.

ABSTRACT

India's electric vehicle (EV) revolution is significantly reshaping the automotive sector,
guiding the country towards a more sustainable future. A key element of this transformation is
the substantial support from the government, particularly through initiatives such as the Faster
Adoption and Manufacturing of Hybrid and Electric Vehicles (FAME) scheme. This program
offers financial incentives to both consumers and manufacturers, encourages the development
of charging infrastructure, and seeks to lower the initial costs associated with EVs. In addition
to federal efforts, state governments are also playing an essential role by enacting customised
policies that address local requirements. These regional initiatives encompass subsidies, tax
breaks, and the establishment of charging stations, all aimed at promoting the uptake of electric
mobility. By creating a favourable environment for innovation, these measures not only raise
consumer awareness but also boost local manufacturing and investment in EV technology.
Collectively, the support from both the central and state governments establishes a strong
foundation for expediting the shift to electric vehicles throughout India.

Keywords:Government support, State support, Market growth, Global impact, Sustainable,

Transportation., etc.

ICMAST 2024 51
 International Conference Proceedings

THE IMPACT OF ARTIFICIAL INTELLIGENCE IN CONSUMER

BUYING BEHAVIOR

Dr.S.JayanthiSobhana,
Assistant Professor, Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.
Dr.B.Sheela,
Associate Professor, Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

This article studies the impact of artificial intelligence on consumer purchasing

behavior. The rise of artificial intelligence is improving the ability of online platforms to predict
customer preferences. The results can benefit users, who may find value in personalized
advertising and targeted product recommendations. The objective of this article is to understand
how the application of artificial intelligence has brought a change in consumer purchasing
behavior. Artificial intelligence (AI) is a growing field in the business world. It has already
been applied in many areas such as commerce and in our everyday life. With the application
of AI in businesses, the industry will rely on faster and more accurate marketing techniques.
The study prepares on secondary data to analyze articles, journals and various project sources.
With the application of AI in businesses, the industry will rely on faster and more accurate
marketing techniques.

Keywords:Consumer buying behavior, Artificial Intelligence.

ICMAST 2024 52
 International Conference Proceedings

IMPACT OF FIN TECH ON IoT MODERNISM IN BANKING AND

INSURANCE SECTORS IN INDIA

Dr G Maheswaran
Associate Professor, Department of Commerce with Corporate secretaryship, Hindusthan College of Arts &
Science (Autonomous), Coimbatore.

Dr.S Bhuvaneswari
Associate Professor, Department of Commerce with Corporate secretaryship, Hindusthan College of Arts &
Science (Autonomous), Coimbatore.

ABSTRACT

The Indian banking and insurance services sectors are undergoing a significant
transformation propelled by the convergence of Financial Technology (FinTech) and IoT
applications. This paper explores the prospects and challenges arising from this integration,
focusing on its impact on decision-making, client experiences, and operational efficiency in
banking and insurance sectors. The management of sensitive consumer data, regulatory
compliance, and cyber security concerns are critical issues addressed with in this context.
The paper delves in to the growth of IoT applications in India over the past decade, showcasing
a substantial increase in adoption rates and revenue generation. Additionally, it investigates the
evolving landscape of the Fin Tech sector, emphasizing its role in providing personalized and
efficient financial services. The interplay of IoT and FinTech is examined, highlighting their
contributions to risk management, fraud detection, cost reduction, and improved decision-
making processes. Despite the promising prospects, the paper acknowledges challenges such
as data privacy, security risks, regulatory compliance, and the scarcity of qualified talent. It
also explores the role of these technologies in promoting financial inclusion and transforming
the customer experience. The study concludes by emphasizing the need for a balanced
regulatory framework, addressing skill gaps, and ensuring accessibility to fully unlock the
potential of IoT and FinTech in the Indian banking and insurance sector.

Keywords:Fin Tech, IoT, Finance, India, Banking and Insurance Services.

ICMAST 2024 53
 International Conference Proceedings

IMPACT OF ARTIFICIAL INTELLIGENCE IN BANKING SECTOR

Mrs.M.Saranya,
Assistant Professor, Department of Commerce, Sankara College of Science and Commerce (Autonomous),
Coimbatore.

Dr.M. Mahalakshmi,
Professor, Department of Commerce with CA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

The banking industry is undergoing seismic shifts, the most visible of which is a shift
towards greater consumer focus. Customers that are tech-savvy and regularly interact with
sophisticated technologies anticipate frictionless banking services. To meet these expectations,
banks have moved into retail, IT, and telecom to provide services such as mobile banking, e-
banking, and real-time money transfers. While these improvements have allowed customers to
access the majority of banking services at any time and from any location, they have also come
at a cost to the banking sector. This study also sheds light on the advantages and disadvantages
of artificial intelligence use in India's banking sector. Because this study is descriptive in
nature, all necessary and pertinent data have been gathered from a variety of websites, journals,
and magazines.

Keywords: Customer, Mobile Banking, E- Banking, Banking Sector, Artificial intelligence.

ICMAST 2024 54
 International Conference Proceedings

GLOBAL SUPPLY CHAIN MANAGEMENT ASSESSING THE IMPACT

OF INTERNATIONAL TRADE POLICIES AND
DIGITAL TRANSFORMATION
Ms. Sindhu.S
PG & Research Department of Commerce , Hindusthan College of Arts & Science (Autonomous), Coimbatore.

Dr M Ramya
PG & Research Department of Commerce , Hindusthan College of Arts & Science (Autonomous), Coimbatore.

ABSTRACT

This study explores the impact of international trade policies and digital transformation
on global supply chain management. It examines how fluctuations in trade policies, such as
tariffs and protectionism, affect supply chain efficiency and business strategies. Additionally,
the study highlights the role of digital technologies like AI, IoT, and blockchain in mitigating
trade risks and enhancing operational flexibility. By reviewing secondary data from national
and international sources, the research identifies key trends and challenges in modern supply
chain management. It concludes that integrating digital solutions with adaptive strategies
enables businesses to navigate the complexities of international trade, ensuring resilience and
competitiveness in a globalized market.

Keywords: Global Supply Chain Management, International Trade Policies, Digital

Transformation

& AI in Supply Chains.

ICMAST 2024 55
 International Conference Proceedings

EXPLORING THE RELATIONSHIP BETWEEN DISASTERS AND

TOURISM IN INDIA: A QUANTITATIVE APPROACH
M.Praveen,
Part Time Ph.D scholar, Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

This study examines the impact of natural disasters on India's tourism industry,
leveraging secondary data from Indian Tourism Statistics 2022, National Disaster
Management, and other reputable sources covering 2020-2021. Utilizing growth analysis, Karl
Pearson's Correlation Coefficient, and regression analysis, the research reveals a significant
relationship between disasters and tourism. Notably, domestic tourist growth increased by 10%
from 2020 to 2021, while foreign tourist arrivals declined by 5%. Meghalaya and Jammu &
Kashmir emerged as exceptions, with 85% and 74% increases in domestic tourist arrivals,
respectively, indicating minimal disaster impact . The findings underscore the vulnerability of
tourism to natural disasters, emphasizing the need for resilient and sustainable tourism
strategies.

Keywords: Natural Disaster, Tourism Industries,India, Disaster resilience, Domestic &

International Tourism.

ICMAST 2024 56
 International Conference Proceedings

EMPOWERING WOMEN ENTREPRENEURS: BREAKING BARRIERS

AND SHAPING THE FUTURE

Mrs.M.Kanimozhi
Research Scholar, Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

Women entrepreneurs are revolutionizing the worldwide business scene by propelling

innovation, economic expansion, and social advancement. Despite their growing numbers and
contributions, they continue to face significant challenges, including gender bias, unequal
access to capital, limited mentorship opportunities, and the pressures of balancing professional
and personal responsibilities. This article explores the rise of women entrepreneurs,
emphasizing their impact across various sectors and the strategies they employ to overcome
barriers. Key themes include the importance of education, mentorship, leveraging technology,
and building supportive networks. It highlights success stories of women who have navigated
male-dominated industries, demonstrating resilience and adaptability. Additionally, the article
examines how women-led businesses contribute to job creation, community development, and
sustainable business practices, often addressing social issues through their ventures. The article
calls for enhanced support from policymakers, financial institutions, and corporate entities to
foster an inclusive business environment that empowers women entrepreneurs. By addressing
systemic barriers and creating pathways for equal opportunities, we can amplify the impact of
women in entrepreneurship, leading to a more diverse and dynamic economic future. This
paper concludes by underscoring the critical role of collective efforts in supporting and
celebrating women entrepreneurs, as they continue to break barriers and shape the future.

Keywords:Women Entrepreneurs, Economic Growth, Access to Capital, Technology,

Resilience, Sustainable Business.

ICMAST 2024 57
 International Conference Proceedings

A STUDY ON THE NEW MONEY MATRIX EXPLORING THE ROLE

OF DIGITAL AND CRYPTOCURRENCIES IN MODERN
ECONOMICS
Mrs.Priyadarsini.K
Assistant Professor, Department of Commerce with PA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

Dr.A.Maheshwari
Assistant Professor, Department of Commerce with PA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.
.

ABSTRACT

Crypto currencies and digital technology have become disruptive forces in the financial
industry in recent years, upending conventional notions of money and altering business
dealings. This essay investigates the "New Money Matrix" produced by crypto currencies and
digital currencies, looking at how they have affected contemporary economics.
Cryptocurrencies and digital currency, in contrast to traditional cash, provide decentralized,
transparent, and borderless transactions that are transforming everything from investment
portfolios to cross-border payments. The emergence of decentralized finance (DeFi), in which
block chain technology facilitates lending, borrowing, and asset management without the need
for middlemen, and the increasing popularity of stable coins, which close the gap between the
stability of traditional fiat currencies and the innovation of crypto currencies, are important
trends. Furthermore, the growing use of digital currency in institutional and retail settings
demonstrates how flexible money is in a changing digital environment.

Keywords: Cryptocurrency, Defi, Trends.

ICMAST 2024 58
 International Conference Proceedings

EMERGING TRENDS IN SOCIAL MEDIA FOR COSMETIC BRANDS

Mrs.P.Indumathy
Assistant Professor,Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

Dr.Priya.P
Head & Professor,Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

The swift advancement of social media platforms has significantly altered the
marketing approaches employed by cosmetic brands, presenting unique opportunities for
engagement, brand development, and consumer interaction. This research investigates the
emerging trends in social media marketing within the cosmetic sector, emphasizing critical
developments such as collaborations with influencers, user-generated content, interactive
features (including polls and augmented reality try-ons), and precision advertising through
sophisticated algorithms. Furthermore, the paper analyzes how platforms such as Instagram
and YouTube are utilized for visual storytelling and product showcases that foster brand loyalty
and consumer confidence. The study underscores the movement towards authenticity and
inclusivity, highlighting brands' partnerships with micro-influencers and their commitment to
diverse representation to connect with contemporary audiences. Lastly, the research addresses
the challenges posed by a crowded market, the necessity for transparency, and the management
of consumer expectations in the digital marketing landscape. The findings aim to offer insights
into how cosmetic brands can effectively leverage these trends to strengthen their market
presence and cultivate enduring relationships with their target consumers.

Keywords :Social Media Marketing, Cosmetic Brands, Influencer Marketing.

ICMAST 2024 59
 International Conference Proceedings

A STUDY ON CUTTING TO BLOOM A TIMELINE OF JASMINE

GROWTH AND CARE -A SPECIAL REFERENCE TO ERODE
DISTRICT

Dr. P. Arumugaswamy
(Research Guide) Professor & Head, Department of Commerce with International Business, Hindusthan
College of Arts & Science (Autonomous), Coimbatore.

Mrs.P.Suganya,
Research Scholar, Department of Commerce , Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

Despite having a feminine name, jasmine is referred to as a king flower. In addition to

being the most fragrant flower, jasmine is a highly valuable plant from a business standpoint.
It is mostly utilized for scent in aromatherapy, as an ingredient in aroma oils, and in the
production of perfumes. A climbing shrub, jasmine can reach a height of eight meters. Some
jasmine spreads out and has a pleasant scent. The jasmine leaves are composed of seven to
nine long, oval-shaped, pointy "leaflets." The flowers have five petals, are white or extremely
pale pink, and have a distinctive perfume. They're little black berries. Due of its perishable
nature, this jasmine bloom needs to be marketed right away. Jasmine is essential to the growth
of the economy of the country and the farmers in the area of Erode. Because the jasmine
blossom is the primary crop grown by many farmers in the Erode District. The farmer stopped
growing jasmine because of several issues and changes in the environment. This research
study primarily examines and evaluates the many kinds of issues and solutions to address
them, allowing farmers to continue growing jasmine as their primary crop.

Keywords: Jasmine, Cultivation, Farmers, Marketing

ICMAST 2024 60
 International Conference Proceedings

CONSUMER’S SATISFACTION TOWARDS SHOPPING MALLS

CULTURE WITH REFERENCE TO COIMBATORE CITY
Ms. S.R.Gayathri,
Research scholar, PG & Research, Department of Commerce(Information Technology) and (Banking &
Insurance), Hindusthan College of Arts & Science (Autonomous), Coimbatore.

Dr. R.Rajesh,
Research Supervisor, Head of Department, Department of Commerce, (Information technology) and (banking
and insurance), Hindusthan College of Arts & Science (Autonomous), Coimbatore.

ABSTRACT

In and around Coimbatore, stores are being replaced with shopping complex now days.
The retail infrastructure in Coimbatore city is slowly changing, and gaining more high-end
supermalls. Consumers are gradually changing their purchasing habits in terms of personality,
Purchasing intentions, passions, attitudes, convictions and values as customers move from
physical stores to retail centers. So it acknowledges the shifting retail landscape in India as well
as the purchasing habits of customers in Coimbatore city. The elements influencing consumer’s
decisions. To evaluate the customer happiness towards shopping in malls. The researcher aim
is to evaluate respondents' comfort level with shopping in Coimbatore's shopping malls as well
as their overall level of satisfaction with the quality and availability of goods and services
provided by the malls. The study aims to determine which store characteristics affect consumers'
purchasing decisions. The retail markets chosen for this investigation were groceries and food,
clothing, jewelry, consumer durables, and household appliances. The research data were
analyzed by employing questionnaire on convenient sampling approach. Chi-square analysis
was utilized to determine whether there is no significant correlation between customer
satisfaction and buying behavior. Determine whether the consumer's level of satisfaction and
their purchase decision are not significantly different. The study concluded that consumer based
on buying decision depends on their level of satisfaction.

Keywords: Customers, Retailing, Satisfaction, Store Attributes, Shopping Behaviour

ICMAST 2024 61
 International Conference Proceedings

AI POWERED FRAUD PREVENTION IN ONLINE TRANSACTIONS:

A COMPREHENSIVE REVIEW

Dr. C. Naveena
Jasmine, Associate Professor, Department of Commerce, Hindusthan College of Arts & Science
(Autonomous), Coimbatore
.
Dr. Matilda Rozario,
Assistant Professor, Department of Commerce, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

The rise of online transactions has led to an increase in cyber fraud, threatening
businesses and customers globally. Traditional rule based fraud detection systems have
struggled to keep pace with the evolving tactics of cybercriminals. Artificial Intelligence (AI)
offers an innovative solution, enhancing fraud prevention through machine learning models,
behavioral analytics, and real time anomaly detection. This paper reviews the current use of AI
in fraud prevention, examining how AI technologies outperform traditional methods by
identifying fraudulent activities faster and with greater accuracy. It discusses different AI
techniques, such as supervised and unsupervised learning, neural networks, and graph based
detection methods. Additionally, it explores challenges, including data privacy, ethical
concerns, and adversarial attacks. Finally, we address future trends, such as explainable AI,
block chain integration, and quantum computing, that promise to further revolutionize fraud
detection. Through this comprehensive analysis, this paper emphasizes the pivotal role of AI
in safeguarding the future of online financial transactions.

Keywords:Fraud Detection, Block Chain, Quantum Computing, Financial Transactions.

ICMAST 2024 62
 International Conference Proceedings

WORK PLACE STRESS AND BURNOUT: AI DRIVEN EMPLOYEE

EXPERIENCE SURVEY WITH SPECIAL REFERENCE TO WOMEN
EMPLOYEE IN IT SECTOR IN COIMBATORE DISTRICT

Dr.R.Murugeswari
Assistant Professor, Department of Commerce (IB), Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

Dr.R.Keerthana
Assistant Professor, Department of Commerce (IB), Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

This study examines burnout and job stress among female IT workers, using AI-driven
analytics to learn more about the variables influencing their health. Due to the demanding
nature of their jobs, the speed at which technology is developing, and the additional difficulty
of juggling work and personal obligations, women in IT frequently experience particular
pressures. This survey-based study identifies the main drivers of stress, analyses how flexible
work schedules and work-life balance affect burnout, and determines how well organizational
support systems might lessen these difficulties. Additionally, it looks into how comfortable and
confident workers are with AI-based stress management solutions, such as AI-driven
suggestions for modifying workloads and tailored wellness initiatives. The study aims to offer
practical insights for companies looking to establish a more encouraging, inclusive, and
productive work environment for women in technology by tackling these topics. The results of
this study will direct the creation of focused plans to support wellbeing and lessen burnout,
which will increase worker satisfaction and organizational success.

Keywords: Work-Life Balance, Stress Management, Worker Satisfaction.

ICMAST 2024 63
 International Conference Proceedings

A STUDY ON THE NEW MONEY MATRIX EXPLORING THE ROLE

OF DIGITAL AND CRYPTOCURRENCIES IN MODERN ECONOMICS

Mrs.Priyadarsini, K
Assistant Professor, Department of Commerce with PA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

Dr.A.Maheshwari,
Assistant Professor, Department of Commerce with PA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT

Crypto currencies and digital technology have become disruptive forces in the financial
industry in recent years, upending conventional notions of money and altering business
dealings. This essay investigates the "New Money Matrix" produced by crypto currencies and
digital currencies, looking at how they have affected contemporary economics.
Cryptocurrencies and digital currency, in contrast to traditional cash, provide decentralized,
transparent, and borderless transactions that are transforming everything from investment
portfolios to cross-border payments.The emergence of decentralized finance (DeFi), in which
block chain technology facilitates lending, borrowing, and asset management without the need
for middlemen, and the increasing popularity of stable coins, which close the gap between the
stability of traditional fiat currencies and the innovation of crypto currencies, are important
trends. Furthermore, the growing use of digital currency in institutional and retail settings
demonstrates how flexible money is in a changing digital environment.

Keywords: Cryptocurrency, Defi, Trends

ICMAST 2024 64
 International Conference Proceedings

STUDY ON FEMALE CUSTOMER SATISFACTION ON COSMETIC

WITH SPECIALREFERENCE TO HIMALAYA PRODUCTS IN
COIMBATORE DISTRICT

Dr.C. S Senthil Kumar

Associate Professor in Commerce with IB, Hindusthan College of Arts &Science, (Autonomous)Coimbatore.

Ms.P.Dhanalakshmi
Asst. Professor in Commerce with IB, Hindusthan College of Arts &Science, (Autonomous)Coimbatore

ABSTRACT

Customer satisfaction is a measure of how an organization’s total product performs in

relation to a set of customer requirements. Organizations have invested heavily in improving
performance in areas that make a strong contribution to customer satisfaction, such as quality
and customer service. A highly satisfied customer generally stays loyal longer, buys more as
the company introduces new products and upgrades existing products. Marketing concepts
that encompass a customer's impression, awareness and consciousness about company
offerings. Customer perception is typically affected by advertising, reviews, public relations,
social media, personal experiences and other channels. Customer satisfaction is derived when
he compares the actual performance of the product with the performance he expected out of
the usage. The primary objective of this study is to understand the customer perception and
satisfaction studying the awareness of the products within the customers and the number of
customers who consumes the cosmetics.

Keywords: Himalaya Products, Customer Behaviour, Customer Behaviour of Women

Customer
satisfaction.

ICMAST 2024 65
 International Conference Proceedings

A STUDY ON FACTORS AFFECTING IMPULSIVE BUYING BEHAVIOUR

WITH SPECIAL REFERENCE TO COIMBATORE CITY

Dr.S.Santhini,
Assistant Professor, Department of Commerce CA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

Dr S.Tamilarasi
Associate Professor, Department of Commerce CA, Hindusthan College of Arts & Science (Autonomous),
Coimbatore.

ABSTRACT
Impulsive buying behavior, characterized by spontaneous and unplanned purchases, is
a significant aspect of consumer decision-making that has attracted the attention of both
researchers and marketers. As businesses strive to optimize their marketing strategies and
enhance consumer engagement, understanding the factors that influence impulsive buying
behavior becomes crucial. This research project aims to explore the diverse and multifaceted
nature of impulsive buying behavior, with a specific focus on identifying the determinants that
drive consumers to make impulsive purchases.

Key words: Psychological, Personal, Environmental, and Cultural factors.

ICMAST 2024 66
 International Conference Proceedings

ANALYZING THE ENERGY CONSUMPTION FACTOR IN A

SMARTHOME ENVIRONMENT USING ADVANCED SENSOR
MODELS

R. Charles Silvester Joe

Research Scholar, Department of Electronics, Hindusthan College of Arts & Science, Coimbatore.

K.Thangavel
Professor,Department of Electronics, HindusthanCollegeofArts&Science,Coimbatore.

ABSTRACT

This work utilized an Arduino board to automate tasks where the integration of relay and a PIR
motion sensor can increase the system's accuracy and efficiency. The electricity consumption
of the appliances used in the day-to-day life in the whole world are significantly increasing
higher and higher day by day. The primary goal is to preserve the mother planet Earth by
reducing the effects of global warming and conserving energy. Automation is the main process
that drivers all electric and electronic gadgets for betterment in handling that is generally
unaware of. This kind of ignorance poses a severe threat to all living things and will aggravate
the problems associated with global warming. To minimize the use of electrical energy to the
least possible, we must utilization control system more intelligently. Furthermore, this can
enhance durability of electric and electronic appliances. This work utilizes the Passive Infrared
sensors for finding the presence or absence of a person in a specific location of experimentation
by sensing a person's body temperature. It uses a relay and Arduino microcontroller to
immediately trigger the action to be executed as of the command in the program. The work was
experimented the various conditions and optimized parameters for better output involved in the
smart home environment. The suggested methodology reduces the amount of electrical energy
consumed by the devices as well as the response time of the appliances are 5% quicker than
the other advanced techniques involved in the smart home environment.

Keywords:Energy saving; global warming issues; electronic appliances; PIR sensor.

ICMAST 2024 67
 International Conference Proceedings

BIMETALLIC COPPER-ZINC NANOPARTICLES USING PUNICA

GRANTUM: A BIO-INSPIRED APPROACH
TOWARDS STRUCTURAL PROPERTIES AND ENHANCED ANTI-
MICROBIAL AND ANTI-OXIDANT ACTIVITY
M. Kavipriya, R.Vishalashi
Department of Physics, Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

Combining metallic nanoparticles with natural extracts has gained attention for its potential
to enhance antimicrobial properties. This study explores the synergistic effects of copper (Cu)
and zinc (Zn) nanoparticles when mixed with Punicagranatumpeel extract (PPE). The
synthesis of Cu and Zn nanoparticles was achieved using a green synthesis approach, ensuring
environmental sustainability and biocompatibility. The PPE, rich in polyphenolic compounds,
was utilized for its inherent antimicrobial activity and potential synergistic effects when
combined with metal nanoparticles. The synthesized Cu-Zn with PPE nanoparticles were
characterized through various spectral analyses such as Ultraviolet (UV), Fourier Transform-
Infrared (FT-IR), X-ray diffraction (XRD), Energy-dispersive X-ray spectroscopy (EDX),
Field emission scanning microscopy (FESEM) and Photoluminescence (PL). The results
demonstrate a remarkable synergistic effect between Cu and Zn nanoparticles in combination
with PPE. The XRD result shows a Hexagonal crystalline structure. In addition to having
antibacterial, anticancer, and antifungal properties, the nanoparticles were also efficient as
semi-conductor.
.
Keywords:Nanocomposite, Punicagranatum, Fourier Transform-Infrared (FT-IR),
Punicagranatum peel (PPE).
.

ICMAST 2024 68
 International Conference Proceedings

OPTICAL AND STRUCTURAL CHARACTERIZATION OF

MANGANESE-DOPED ZINC OXIDE NANOPARTICLES VIA SOL-
GEL APPROACH
Govind Puthumana
Research Scholar, Department of Physics, Hindusthan College of Arts & Science, Coimbatore.

R.Prema
Assistant Professor, Department of Physics, Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

The optical and structural features of semiconductor nanoparticles have sparked a rising
interest in their creation and characterization in recent years. Optoelectronic devices and solar
cells are only two of the sectors in which these nanoparticles, like manganese-doped zinc
oxide (ZnO: Mn), may find use. To fully comprehend the characteristics of ZnO: Mn
nanoparticles made using a sol-gel method and to maximize their performance, optical and
structural analysis is crucial. Along with keeping the nanoparticles outstanding optical
qualities, the produced composite material also greatly increases their stability. The ZnO
nanoparticles doped with Mn also exhibited red fluorescence, which suggests that they might
be used as a red fluorescent material in conjunction with other nanoparticles. In the new time,
nanotechnology and nanoscience have emerged as the key areas for a technological
revolution. Research in the fields of medicine, biology, chemistry, engineering, physics, and
so on is included in nanotechnology. The nanosizedMn-doped ZnO nanoparticles employed
in the proposed work were made using the sol-gel process. The optical and structural
characteristics of ZnO nanoparticles doped with Mn have been investigated in this work using
XRD and UV/VI Spectrophotometer. The Mn-doped ZnO crystallizes in a single stage
polycrystalline nature with a wurtzite structure, according to X-ray diffraction analysis. With
all percent of doping, the peaks change seldom, indicating that Mn doping is achievable. The
band gap energy of the nanoparticles decreases from 2.90, 2.86, 2.75, 2.67, and 2.62 eV,
respectively, at doping concentrations of 2%, 4%, 6%, 8%, and 10%, according to their
UV/Vis spectra.
.
Keywords:Mn-doped ZnO, nanoparticles, optical, structural, and energy.
.

ICMAST 2024 69
 International Conference Proceedings

ISOLATION AND CHARACTERIZATION OF

ACTINOMYCETES FROM SOIL SAMPLES OF WESTERN
GHATS

Senthilkumar T
Research Scholar, Department of Biotechnology, Hindusthan College of Arts & Science,
Coimbatore.

Rajalakshmi G
Professor and Head, Department of Biotechnology, Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT

Actinomycetes are a biologically diverse group of unicellular, Gram-positive bacteria

found in both terrestrial and aquatic environments. Unlike most bacteria, Actinomycetes
display a distinctive mycelial structure. They are particularly recognized for their capacity to
produce a broad array of bioactive compounds and diverse enzymatic products. The Western
Ghats' geographic diversity provides an ideal habitat for various microbial species, especially
Actinomycetes. To explore this, six soil samples were collected from different regions of the
Western Ghats, with an analysis revealing that the soil is alkaline. Actinomycetes were
initially isolated using Starch Casein Agar (SCA) and then purified on International
Streptomycin Project medium (ISP-2). These isolates grew well on SCA, with optimal growth
observed at temperatures between 20°C and 33°C and a pH range of 6.8 to 7.4. Physiological
and biochemical analyses identified four active isolates, some of which also displayed
pigmentation on the culture medium.
Antimicrobial testing of the isolated strains was conducted on Mueller Hinton Agar
(MHA) using the well diffusion method, revealing strong inhibitory effects against six test
pathogens. Screening was carried out using a crude ethyl acetate extract obtained from
secondary metabolite extraction. Notably, three isolates (RSS1, FSS1, and FSS2)
demonstrated antibacterial activity against both Gram-negative and Gram-positive bacteria.
This study focuses on optimizing physiological conditions to exploit and characterize various
Actinomycetes species, aiming to develop novel bio-products with potential applications in
pathogen control. Further research could enable molecular-level identification and practical
use of these Actinomycetes in benefiting humankind.

Keywords:Actinomycetes, Isolation, Cultivation, Characteristics, Antimicrobial activity,

western ghats

ICMAST 2024 70
 International Conference Proceedings

EVALUATING THE ROLE OF DGC-MACS VS. DGC SPERM

SELECTION ON EMBRYO DEVELOPMENT AND QUALITY IN
INFERTILITY TREATMENTS WITH ICSI
Sahini C.K
Research Scholar, Department of Biotechnology, Hindusthan College of Arts & Science,
Coimbatore.

Rajalakshmi G
Professor and Head, Department of Biotechnology, Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT

In ART, male factor is one of the elements that involved in fertilization failure, disordered
embryonic development, miscarriage and repeated ART failure. In male factor, the defective
sperm function is the defined cause of infertility. One of the essential components for
successful fertilization and embryonic development is the intact sperm DNA. The present study
was to determine whether the selection of non-apoptotic spermatozoa using DGC-MACS
(Magnetic Activated Cell Sorting) have the potential to improve fertilization rate, cleavage and
embryo quality rate after the ICSI procedure when compared to DGC (Density Gradient
Centrifugation). A total of 213 couples underwent ICSI cycles in ARMC from 2021 to 2023.
The spermatozoa prepared by DGC alone (control group) were injected into oocytes and for
the study group, the same couple spermatozoa were prepared by the combination of DGC-
MACS were injected into sibling oocytes. In this study we analyzed the impact of two groups
on fertilization, cleavage, and embryo quality rates. In study group, a significant difference was
found in fertilization and cleavage rate of age group 26-30, but there is no impact in embryo
quality by this sperm selection method. No other age group showed significant results
indicating the non-relevance of sperm selection method that used in this study. Increasing the
sample size would contribute to more significant results which in turn can pave the way for
promising outcome in the field since there are different reports proving the significance of
sperm selection methods.

Keywords:Magnetic Activated Cell Sorting, Density Gradient Centrifugation, Apoptosis,

Phosphatidylserine, Intra Cytoplasmic Sperm Injection

ICMAST 2024 71
 International Conference Proceedings

PHYTOPHARMACOLOGICAL EVALUATION OF TRIBULUS

TERRESTRIS L. – A MEDICINAL WEED
Kaviyarasi S
Research Scholar, Department of Biotechnology, Hindusthan College of Arts & Science, Coimbatore

S. Muthukaruppan
Research Scholar, Department of Biotechnology, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Tribulusterrestris L. (Zygophyllaceae) is a common plant in grown in dry lawn, open

plantation and weedy thickets. The fruits of T. terrestrishave been used in Chinese medicine
for the treatment of eye trouble, edema and the roots are useful in piles, renal and premature
ejaculation, general weakness. The fruits, leaves, and roots of T. terrestrisare very potent
diuretic and tonic drug. T. terrestrisis `a natural stimulant of luteinzing hormone [LH] which
signals the body to produce more its own testosterone. The aim of the present study is to
evaluate the phytochemical analysis and antimicrobial properties of various plant extract of
Tribulusterrestris. The phytochemical analysis showed that the Tribulusterrestrisplant extract
contains a mixture of phytochemicals. The highest inhibitory zone was obtained against
bacterium Streptococcus (10mm inhibitory zone). The inhibitory activity plant extract of study
plant revealed similar result and effect compare to the control. The petroleum ether extract of
the study plant registered highest zone of inhibition (11mm inhibitory zone) against
Klebsiellasp.

It was noted that in methanolic extract of Tribulusterrestris reports intermediate

inhibitory effect against the tested pathogens. LC-MS analysis of Chloroform extracts of
Tribulusterrestrisindicating that there are substance of phlorizin and astilbin with the retention
time of 1.90 and 2.80, respectively. These results were confirmed by each of the fragmentation
pattern.

Keywords:Phytochemical analysis, Antimicrobial, LC-MS analysis, Chloroform,

Tribulusterrestris

ICMAST 2024 72
 International Conference Proceedings

ELECTROCHEMICAL CHARACTERIZATION OF CUO

NANOPARTICLES FOR SMART ELECTRONIC APPLICATIONS – A
GREEN WAY APPROACHED ELECTRODE MATERIAL

Vennila S,
Department of Electronics, Government Arts College, Dharmapuri

Balaprakash V
Professor and Head, Department of Physics, Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT
In electrochemical energy storage systems, the green nanotechnology has reported the
smart attention owing to their low-cost, simple preparation steps, and environmentally-
friendly. In this work, we have prepared the CuO nanoparticles using through Kaffir Lime
(Citrus hystrix) peel extract adapting the coprecipitation method for supercapacitor
applications. Further, the obtained green synthesised CuO/KL nanoparticles were characterised
through the X-ray diffraction, Scanning Electron Microscopy, EDAX and UV-Visible
spectroscopy, FTIR to confirm the structural, optical, and electronic properties. The CuO/KL
nanoparticles have a monoclinic crystal structure that complies with the XRD analysis. Further,
the surface structure and morphologies of the CuO/KL nanoparticles were studied from SEM
analysis. From the UV-Visible spectroscopy was used to confirm the optical properties of as-
synthesised CuO/KL nanoparticles. The CuO/KL was prepared electrode, and various
electrochemical tests, including cyclic voltammetry, galvanostatic charge-discharge, and
electrochemical impedance spectroscopy, were carefully examined. From the results of the
Cyclic Voltammetry and Charge-Discharge analysis we confirmed as CuO electrode has a
pseudocapacitive nature. The prepared material shows the better electronic and optical
properties due to their green synthesis approach. In conclusion, green way of approach to
synthesised CuO/KL nanoparticles will be highly suitable for the various electronic
applications.

Keywords: Cuppor oxide, Green synthesis, Kaffir Lime, Supercapacitor

ICMAST 2024 73
 International Conference Proceedings

ENHANCING BIOETHANOL YIELD THROUGH ON-SITE MULTI-

ENZYME PRODUCTION FROM FUSARIUM OXYSPORUM AND
YEAST
Sukirtha. K
Assistant Professor, Department of Microbiology, Hindusthan College of Arts &
Science, Coimbatore.

Lali Growther
Professor and Head, Department of Microbiology, Hindusthan College of Arts &
Science, Coimbatore.

ABSTRACT
The purpose of this study is to develop a methodology for ethanol production that is
both economically viable and environmentally beneficial. Chemicals and commercial enzymes
were not used in the delignification and fermentation processes in our experiment. Over a
period of 25 days, 8 grams of corn stover were treated with F. oxysporum, resulting in a
substantial 66.52% decrease in lignin content. The morphology and chemical composition of
corn stover were examined using scanning electron microscopy (SEM) and Fourier-transform
infrared spectroscopy (FTIR). Moreover, the levels of glucose, xylose, and reducing sugars
increased to 16.82 g/L, 18.13 g/L, and 35.24 g/L, respectively. Subsequently, the yeasts
Kuluveromycesmarxianus and Saccharomyces cerevisiae were used to efficiently convert
sugar hydrolysates into ethanol via fermentation. Saccharification with F.oxysporum and co-
fermentation with S. cerevisiae yielded 0.41 g/g of ethanol and co-fermentation of F.
oxysporumandK. marxianusyielded 0.15 g/g. The HPLC analysis showed the existence of a
functional group comparable to bioethanol in the chromatogram, with retention time of 2.228
and 2.219 min.

Key words: Fungal pretreatment, Corn stover, Saccharification, FTIR, Fermentation, HPLC

ICMAST 2024 74
 International Conference Proceedings

EVALUATION OF DIFFERENT ANTIBACTERIAL ASSAY

METHODS FOR ETHYL ACETATE EXTRACT OF NIGELLA
SATIVA SEEDS
Vahitha V
Research Scholar, Department of Microbiology, Hindusthan College of Arts & Science, Coimbatore

Lali Growther
Professor& Head, Department of Microbiology, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT
Four protocols, viz., the broth dilution assay (BDA), the 3-[4,5-dimethylthiazol-2-
yl]-2,5 diphenyl tetrazolium bromide assay (MTT), the neutral red assay (NRA), and the
kenacid blue assay (KBA), were evaluated with zone of inhibition for ethyl acetate extract
of Nigella sativa seeds. The present investigation of antibacterial activities was evaluated
against Klebsiellapneumoniae, Vibrio cholerae, Micrococcus luteus, and Staphylococcus
aureus from different concentrations of ethyl acetate extract like100 µg, 200 µg, 300 µg,
400 µg, 500 µg, 600 µg, 700 µg, 800 µg, 900 µg, and 1000 µg. In the study, results
showed the maximum percentage of zone of inhibition was present in 100 µg of ethyl
acetate compared with other concentrations, and it was a decrease in zone level from the
increase in ethyl acetate extract concentration, but at the same time, the highest
percentage of zone of inhibition was present in 1000 µg of ethyl acetate extract against
bacterial pathogens. However, this study focused on the best assay methods for
antibacterial activities against bacterial pathogens. The bacterial pathogens of Vibrio
cholera were in the maximum percentage zone of inhibition as 27.75% were present in
thekenacid blue assay and 11.32% in the neutral red assay, as followed by 22.62%
Staphylococcus aureus and 12.83%Klebsiellapneumoniaein the MTT assay andbroth
dilution assay in the 100 µg of ethyl acetate extract with compared other concentrations.
Overall, this result revealed significant antibacterial activities showed in a minimum
inhibitory concentration of 100 µg to 1000 µg efficient activities recorded in ethyl extract
of Nigella sativa seeds are effectively worked against bacterial pathogens, and these
efficient assays of antibacterial methods were recorded as neutral red assay, MTT assay,
broth dilution assay, and kenacid blue assay, respectively. In spite of this, the results are
documented for future crucial studies of screening antibacterial activities against bacterial
pathogens.

Keywords:Antibacterial Activity, Nigella sativa, Zone of Inhibition

ICMAST 2024 75
 International Conference Proceedings

SYNERGISTIC EFFECTS OF ETHNOMEDICINAL PLANTS ON

BIOFILM-FORMING STREPTOCOCCUS PYOGENES ISOLATED
FROM UPPER RESPIRATORY TRACT INFECTIONS

Dr. K. Manimekalai
Assistant Professor, Department of Biotechnology, Hindusthan College of Arts & Science, Coimbatore,

Dr. G. Brindha
Assistant Professor, Department of Biotechnology, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

This study investigates the combined anti-biofilm effectiveness of three Indian medicinal
plants—Ocimumtenuiflorum, Plectranthusamboinicus, and Tylophoraindica (OPT)—against
biofilm-producing Streptococcus pyogenes isolated from upper respiratory tract infections.
Leaves of these plants were collected and subjected to methanol extraction, and the combined
extract (OPT) was analysed using preliminary phytochemical screening and GC-MS. Ten S.
pyogenes isolates obtained from throat swabs were tested for biofilm-forming capabilities, with
the strongest biofilm producers further assessed through Minimal Inhibitory Concentration
(MIC), Biofilm Inhibitory Concentration (BIC) assays, and light microscopy to evaluate
biofilm inhibition. GC-MS analysis identified 39 bioactive phytocompounds contributing to
the plants' medicinal properties. The MIC and BIC results demonstrated OPT extract’s anti-
biofilm activity at concentrations ranging from 0.0156 mg/ml to 1.0 mg/ml, with microscopic
observations confirming changes in biofilm structure in OPT-treated S. pyogenes. These
findings underscore the potent synergistic anti-biofilm efficacy of OPT against S. pyogenes
biofilms.

Keywords: S. pyogenes, synergistic effect, anti-biofilm activity, medicinal plants

ICMAST 2024 76
 International Conference Proceedings

DATA REDUCTION FOR BIG DATA APPLICATION IN IOT

Isaac Britto S
Research Scholar, Department of Physics, Hindusthan College of Arts & Science, Coimbatore

,V Bala Prakash
Professor& Head, Department of Microbiology, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT
Internet of Things (IoT) is the most well-known platform for connecting physical and virtual
components that are layered on top of one another to create a functioning system. This comes
under a broad category of technologies that are related to sensors, artificial intelligence, the
cloud, RFID, big data, and more. These technological functionality based on data instructions
provided in the form of programming or machine languages. The collection and cloud storage
of the data set. Every set of instructions results in an increase in the amount of data collected;
this "n" number of data constitutes the big data. Here, the majority of the data has been
consumed or is still unused. As a result, the storage portion is filled to zero. Python can be used
in conjunction with principal component analysis (PCA) and the t-SNE t-distributed stochastic
neighbour embedding algorithm to map, embed and minimize redundant or wasted data. This
work has no bearing on the actual task. Better data reduction is brought about by this analysis's
outcome. The accuracy comparison relies on ranking (Rank_1 to Rank_32) and data reduction
percentage is increased by 5%. The accuracy in data reduction is gradually increased for the
proposed model. The PCA based data reduction for rank 1 to rank 32 is 450 to 14, 500 which
is substantially lesser than the original size, i.e. 145, 800.

Keywords – IoT, Big data, PCA, t-SNE, python, data reduction, python

ICMAST 2024 77
 International Conference Proceedings

GREEN SYNTHESIS OF SRO NANOPARTICLES USING CITRUS

MEDICA PULP EXTRACT FOR ELECTRONIC APPLICATIONS
Leelavathi C
Department of Electronics, Government Arts & Science College, Bargur

Balaprakash V
Professor and Head, Department of Physics, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

The present work unveils the reusable electronic application of Strontium oxide (SrO)
nanoparticles synthesized using citrus medica pulp extract via co-precipitation. The material
and its synthesis reveal an eco-friendly approach that provides new insight into synthesizing
the electronic application. The Fruit pulp extract controls the parameters such as particle size,
morphology, structure, and other characteristic features of the synthesized material. The
chemical process of extracting pulp from citrus fruits, namely citrus medica pulp, is a simple,
effective, and eco-friendly way to synthesize strontium oxide nanoparticles. The synthesized
materials are initially characterized by using scanning electron microscopy (SEM) and X-ray
diffraction (XRD). The electrochemical performance of the nanoparticles is evaluated for
energy storage applications. The results demonstrated that the citrus medica pulp extract
included samples yield a maximum specific capacity. The prepared material shows better
electronic and optical properties due to its green synthesis approach. Finally, the article
summarises citrus medica pulp extract incorporated nanoparticles prepared by the green
synthesis approach as electrode material for various electronic applications.

Keywords – IoT, Big data, PCA, t-SNE, python, data reduction, python

ICMAST 2024 78
 International Conference Proceedings

GENDER BIAS IN WORDS REPRESENTING WOMEN: AN ANALYSIS

ON THE CRIME NEWS IN TAMIL VERNACULAR NEWSPAPERS
R. Ariharasuthan
1
Assistant Professor, DJ Academy of Design, Coimbatore, Tamil Nadu.
ORCID ID: https://orcid.org/0000-0002-7183-2707, [email protected]

Dr. Jone Antony Raja

2
Associate Professor, Department of Visual Communication, Hindusthan College of Arts and
Science, Coimbatore, Tamil Nadu. [email protected]

ABSTRACT

Crime and violence occupy a prominent position in news reporting, particularly in

India's vernacular newspapers. In many cases, the news is solely concerned with reaching and
attracting a larger audience by trying to cover sensational stories, leading to violations of ethics
in journalism and the code of media. One such breach of journalistic ethics is the use of gender-
biased words to represent women. The use of gender-biased words or the unnecessary portrayal
of feminine characteristics and features is more prevalent in vernacular newspapers than in
English newspapers. The study focuses on analysing the gender bias exhibited through words
while representing women in Tamil Vernacular newspapers. One method of upholding media
ethics and codes is through neutral, unbiased news reporting. This study employs a mixed
methodology, where Content analysis is carried out in both quantitative and qualitative
aspects.

Keywords: Crime news, Gender, Gender Bias, Tamil Newspapers, News Value

ICMAST 2024 79
 International Conference Proceedings

A SYSTEMATIC REVIEW OF AUGMENTED REALITY

APPLICATIONS IN TOURISM: CURRENT TRENDS AND FUTURE
PROSPECTS
Asha Lydia A
Assistant Professor, Department of Visual Communication
Hindusthan College of Arts and Science, Coimbatore

Dr. Prasanth Koothoor

Assistant Professor, Division of Media
Karunya Institute of Technology and Sciences, Coimbatore

ABSTRACT

Augmented Reality (AR) is rapidly transforming the tourism industry, offering

innovative ways to enhance visitor experiences and create new business opportunities. This
paper explores five key areas where AR is making significant impacts: navigation and
wayfinding, interactive and immersive experiences, museum and cultural heritage site
enhancement, language translation and communication, and personalized recommendations
and trip planning. By analysing current implementations, benefits, challenges, and future
prospects, we demonstrate how AR is revolutionizing the way travellers interact with
destinations and how tourism professionals can leverage this technology to improve
engagement, increase revenue, and gain valuable customer insights. The integration of AR with
emerging technologies like 5G, IoT, and mixed reality promises even more immersive and
personalized experiences in the future. However, the industry must address technological
barriers, privacy concerns, and the balance between digital enhancement and authentic
experiences to fully realize AR's potential in tourism.

Keywords: Augmented Reality, Tourism, Digital Innovation, Customer Experience,

Technology Integration.

ICMAST 2024 80
 International Conference Proceedings

A STUDY OF FOLEY SOUNDS IN ENHANCING MOVIE APPEAL

WITH REFERENCE TO BAAHUBALI
M.Augustin Andronicus,
Assistant Professor, Hindusthan College of Arts & Science, Coimbatore

Dr. K. Karnamaharajan,
Professor & Head, Centre for Film & Electronic Media Studies, Madurai Kamaraj University,
Madurai

ABSTRACT

Foley sound design plays an essential role in crafting the auditory landscape of films,
offering layers of depth and realism that elevate audience engagement. Originating from the
pioneering work of Jack Donovan Foley, this technique replicates everyday sounds to
complement and enhance the visual narrative. In epic films like Baahubali, Foley sound design
is crucial in magnifying the grandeur of key sequences, from intense battle scenes to quieter
emotional moments. This paper delves into the intricate processes employed by Foley artists
to enrich the auditory experience in Baahubali, focusing on sound reproduction, the unique
challenges posed by large-scale productions, and the growing importance of Foley in modern
cinematic storytelling.

Keywords: Sound Design, Foley Sound, Baahubali, Music Production

ICMAST 2024 81
 International Conference Proceedings

CONTEMPORARY CARTOONS ARE NOT FOR CHILDREN’S: A

CONTENT ANALYSIS ON THE VIOLENCE, PROFANITY AND
SEXUAL REPRESENTATION OF THE CARTOON CHARACTERS OF
THE FILM SONIC THE HEDGEHOG 2

Dr.S.KEERTHANA
Assistant Professor, Department of Visual Communication,
Hindusthan College of Arts and Science,
Coimbatore

ABSTRACT

Cartoons serve as a significant form of entertainment for children and are in high
demand within the film industry. Nevertheless, contemporary animators often incorporate
substantial amounts of violent, obscene languages, and sexual portrayals, along with special
effects, to appeal the audiences and maximize distribution for the purpose of financial gain.
Consequently, the portrayal of violence in these animated characters can lead to confusion
among children and societal values. This study examines the contemporary challenges posed
by animated film Sonic the Hedgehog 2, by exploring their origins and the representation of
the cartoon characters. The content analysis method was proposed and analyses was done by
the variables such as violence, disturbing content, sexual activity, obscene language based on
IMDb (an initialism for Internet Movie Database). simultaneously the study reveals the effect
and causes of contemporary cartoon which is more diverted to sexual and violent content where
there are more chance for the young children audience to get impact. Therefore, the study
advises parents to monitor their children's cartoon viewing habit and suggest to aware of the
cartoon films or series content before they present to their kids. Finally, the researcher
accomplishes the study with open ended conclusion, which motivates the further researchers
to explore and work out with the issues and problem related to the study.

Keywords: Children, YouTube kids, Cartoon series, Violence, Sexual profanity, Mental
Health.

ICMAST 2024 82
 International Conference Proceedings

EXPLORING THE INTERSECTION OF EMOTIONAL

INTELLIGENCE AND VISUAL LITERACY THROUGH
EXPERIMENTAL PHOTO STIMULI
1Dr.Abdullah Alfazeena.,
M.A., Ph.D., Net., Assistant Professor, Department of Visual Communication, Hindusthan
College of Arts & Science, Coimbatore
2Ms.
E. Esther Arulvizhi.,
M.Sc., Assistant Professor, Department of Visual Communication, J.J College of Arts and
Science, Pudukottai

ABSTRACT

Emotional Intelligence (EI) and Visual Literacy (VL) are entangled domains
recognized for their competencies in understanding and measuring the emotions through visual
mediums. Both of these terms can be used to trace the intersection of personal fulfilment and
professional effectiveness (Mayer, 2004; Mayer & Salovey, 1997; Goleman, 2021). Emotional
Intelligence (EI) involves the assessment of various components; self-awareness, self-
regulation, empathy and social awareness.. Visual Literacy (VL) is the ability to interpret and
communicate through visual media (Ausburn & Ausburn, 1978). The intersection between EI
and VL remains less explored due to their experimental limitations. This research explores this
existing research gap between Emotional Intelligence (EI) and Visual Literacy (VL) within
educational settings using photographs as experimental components (visual stimuli) among
post-graduate students.
The art of photography itself requires the intersection of both technical and emotional
interpretation encouraging both visual analysis and emotional responsiveness in capturing life
through lens, fostering social awareness and responsible decision-making (Gielgun-Katz &
Rusu, 2023). This study utilises 20 postgraduate students of Visual Communication
background, Coimbatore, Tamil Nadu to participate in photography based experiments and
assessments, comparing the effect of gender across their Emotional Intelligence (EI) and Visual
Literacy (VL). Bar-On-EQi (Bar-On, 1997), The Genos Emotional Intelligence Inventory
(Genos, 2019) and The Big Five Personality Trait (McCrae & Costa, 1987) had been utilised
as measuring scales along with the theoretical framework of Goleman’s Emotional Intelligence
Theory (1995) and Mayer & Salovey Emotional Intelligence Model (1997).

Keywords: Emotional Intelligence (EI), Visual Literacy (VL), Photography for EI and VL,

ICMAST 2024 83
 International Conference Proceedings

NARRATION FROM PAGE TO SCREEN: EXPLORING THE FILM

ASURAN (2019) ADAPTED FROM THE NOVEL VEKKAI BY
POOMANI

Mr. Mohan Babu,

Assistant Professor/Ph.D Research Scholar (Part Time), Department of Visual
Communication, Hindusthan College of Arts & Science, Coimbatore, Tamil Nadu, India.

Dr. J. Jone Antony Raja

Professor & Head, Department of Visual Communication, Hindusthan College of Arts &
Science, Coimbatore, Tamil Nadu, India.
Email Id: [email protected] Corresponding Author: [email protected]

ABSTRACT

Turning a novel into a film involves a complex process of adaptation, where the essence
of the narrative must be distilled into visual storytelling. This abstract explores the challenges
and strategies involved in this transformation, focusing on how filmmakers navigate the
transition from text to screen while retaining the thematic integrity and emotional resonance of
the original work. Key aspects include the selection of pivotal scenes, characterization, and the
treatment of narrative voice. The abstract also delves into the impact of audience expectations
and the creative liberties taken by filmmakers, emphasizing the collaborative nature of
adaptation between writers, directors, and audiences.’If the original is well known, then for
most spectators the question of whether these adaptations are true to the spirit of the original is
central ‘(MacCabe, Murray,Warner, 2011).Ultimately, the adaptation process illuminates the
dynamic interplay between literature and cinema, showcasing how stories evolve across
different mediums to captivate and inspire audiences worldwide.The creative decisions are also
involved in preserving the essence of the novel while creating a compelling visual narrative in
the film.

Key words: Adaptation, pivotal scenes, visual storytelling, characterization, emphasizing and
literature.

ICMAST 2024 84
 International Conference Proceedings

IMPACT OF ADVERTISING MISLEADING HEALTH AND

NUTRITIONAL CLAIMS ON CHILDREN'S HEALTH
Mrs. P. Bremla
Ph.D Research Scholar (Full Time), Department of Visual Communication, Hindusthan
College of Arts & Science, Coimbatore.
Email Id: [email protected]

Dr. K. Manikkam
Assistant Professor, Department of Visual Communication, Hindusthan College of Arts &
Science, Coimbatore.
Corresponding Author: [email protected]

ABSTRACT

This study examines the impact of advertising misleading health and nutritional claims
on children’s health, focusing on how these claims shape dietary habits and influence long-
term well-being. Marketing strategies often use terms like “low fat,” “whole grain,” and
“natural” to attract parents and children, creating a perception of healthiness even when
products are high in sugar, fat, or sodium. Children, drawn to colorful packaging and familiar
mascots, develop preferences for foods that lack essential nutrients. The cumulative effect of
these choices can lead to health issues, including obesity, diabetes, and dental problems. This
paper explores the impact of misleading advertising claims on children’s health, providing
examples of common practices in the food industry and greater awareness among parents to
counteract misleading advertising.

Keywords: Commercial, Misleading claims, Children’s health, Advertisement.

ICMAST 2024 85
 International Conference Proceedings

EXPLORING HUMAN-AI COLLABORATION IN GENERATING

REALISTIC PHOTOGRAPHS OF TSUNAMI PROVOKING THE
PEOPLE’S EMOTION
Mrs. S. Jothi Keerthana
Assistant Professor/Ph.D Research Scholar (Part Time), Department of Visual
Communication, Hindusthan College of Arts & Science, Coimbatore
Email Id: [email protected]

Dr. K. Manikkam
Assistant Professor, Department of Visual Communication, Hindusthan College of Arts &
Science, Coimbatore
Corresponding Author: [email protected]

ABSTRACT

The collaboration between humans and AI to create emotionally evocative photographs

involves combining human intuition and AI’s ability to analyze and generate unique visual
concepts. This research tries to examine the role of AI in manipulating colour grading, light
intensity and contrast in evoking the emotions in collaborative photographic representation of
Tsunamis on the basis of how slightly minor differences in humanly given prompts could lead
to drastic changes in the effect of emotion conveyed by those image - a concept inspired by the
“Butterfly effect”. Through the analysis of different tsunami images, produced by AI on the
basis of slightly difference in wordings, emotional emphasis, or other forms of descriptive
detail, by the different participants, it depicts how minor differences may result in dramatic
outputs in the form of visual expressions and emotions towards fear, empathy, etc.
AI generated artwork can visually represent emotions based on various criteria,
including creativity, aesthetic appeal, novelty, amusement and depth (Lee, et al., 2023). This
Human-AI interaction is marked by unpredictability and emergent nature, as a little difference
in prompts creates different effects in the imagery and emotional depth of images. Eventually,
this study digs deeper into how human creativity helps AI in their ability to create emotively
charged visuals in regards to the ethical dilemmas posed by AI generated imagery of disaster
and the scope within which they can be employed in raising awareness and empathy to enhance
humanitarian communication. This paper explores the role of AI in adjusting the colour
grading, light intensity and contrast to evoke specific emotional responses in Tsunami
photographs using qualitative research methodology for analysing the different contents
presented in the photographs.

Keywords: Tsunami, Butterfly Effect, Real Photograph, colour grading, light intensity,
contrast, Emotion.

ICMAST 2024 86
 International Conference Proceedings

THE STUDY ON THE IMPACT OF SOCIAL MEDIA ADVERTISING &

PUBLICITY ON CONSUMER PURCHASING DECISIONS FOR
DIVERSE FOOD PRODUCTS
Mr. Ramesh Kanna
Ph.D Research Scholar (Part Time), Department of Visual Communication, Hindusthan
College of Arts & Science, Coimbatore, Tamil Nadu, India.
Email Id: [email protected]

Dr. J. Jone Antony Raja

Professor & Head, Department of Visual Communication, Hindusthan College of Arts &
Science, Coimbatore, Tamil Nadu, India.
Corresponding Author: [email protected]

ABSTRACT

In today’s digital landscape, social media platforms have emerged as powerful channels
for advertising and publicity, significantly influencing consumer behavior. This research
examines the impact of social media advertising on consumer purchasing decisions,
particularly focusing on a range of food products, including processed foods, beverages, dietary
supplements, and nutraceuticals. The study explores how targeted ads, influencer
endorsements, user-generated content, and interactive brand experiences shape consumers'
perceptions and purchasing intent.

Keywords: Consumer Decision, Food Products, Advertising, Consumer Perceptions

ICMAST 2024 87
 International Conference Proceedings

STUDYING THE IMPACT OF GLOBAL CINEMATIC LANDSCAPE

AND THE INCREASING REFLECTION OF TAMIL CINEMA
J Sudhapriya,
Assistant professor, Department of Visual Communication, Hindusthan College of Arts and
Science, Coimbatore

T. J. Raju,
Assistant professor, Department of Visual communication, Rathinam College of Arts and
Science, Coimbatore

ABSTRACT

In fact, cinema studies necessitate extensive movie viewing to fully understand a film's
complexities. A lot of film schools incorporate film screenings and appreciation programs into
their class schedules. Film festivals, film groups, and internet resources allow industry
professionals to view and learn about foreign films. In terms of genre research, narrative
strategies, or technical advancements, this study seeks to show how international filmmaking
trends have had a greater impact on Tamil cinema. While maintaining the distinctive cultural
touches of Tamil cinema, filmmakers have embraced a wider global perspective. Here are some
examples of Tamil films that show how international cinema has influenced the genre; by
watching these, you can help students organise and present their own films. In this study, a few
iconic foreign films are compared to Tamil films. It highlights the parallels and discrepancies
among the two films. The results of the study demonstrate that Tamil filmmakers have been
influenced by a large number of outstanding international films, even if they wish to avoid
copying.

Keywords: Film studies, world cinema, Tamil cinema

ICMAST 2024 88
 International Conference Proceedings

A STUDY ON CYBERCRIME AGAINST INDIAN WOMEN:

ANALYZING REAL-LIFE CASE STUDIES AND THEIR IMPACT
1Mrs J. Wincy Revival Evangelin,
PhD Research Scholar,
2Dr. Anitha. B
Professor, Hindusthan College of Arts and Science,
Department of Visual Communication,
Avinashi Rd, behind Nava India
Coimbatore, Tamil Nadu, India.
[email protected], [email protected]

ABSTRACT

The rise of the internet and social networks in the Indian context has contributed to a
rise in the number of crimes committed against women through cyberspace. This study seeks
to explore women’s experiences in cyberspace by specifically looking at issues of media ethics,
privacy, and existing laws against online abuse. The emphasis is on empirical evaluation of
how women understand cybercrimes and existing legal protection measures for women.
By concentrating on various types of cybercrimes and victim types, this study aims to
offer a more comprehensive picture of the difficulties Indian women encounter online. This
research addresses the widespread problem of internet crime directed towards women in India,
using actual instances to evaluate patterns of victimization, psychological effects, and issues
with reporting. Qualitative information was gathered through telephonic interviews with ten
female victims regarding faces of incidents that include blackmail, abusive messages and
hacking. Results show that most victims endured emotional turmoil and refused to report
incidents due to stigma and family, as well as the perceived failure of the authorities. This
study based on the Protection Motivation Theory, focuses on the increasing support systems,
legal and progressive educational policies to keep women safe from online abuse. Main
suggestions include making reporting systems more effective, teaching women about
cybercrime and its prevention, and expanding mental health assistance to those who have
experienced trauma.

Keywords: Women victims, Online Privacy, cybercrime, cyber safety.

ICMAST 2024 89
 International Conference Proceedings

VIRTUAL VS. REAL: THE CONSEQUENCES OF COMPARING

SPOUSE TO ONLINE FRIENDS
Dr. Anusuah. R
Assistant Professor, Department of Visual Communication
Mother Teresa Women’s University, Kodaikanal, Tamilnadu.
Email: [email protected]

ABSTRACT

The study explores the impact of Facebook on marital relationships and the
consequences of spouses interacting and comparing their marital life with online
friends/friendships. The issues focussed are self-esteem, privacy concerns, jealousy and
conflicts due to online activity and interactions on Facebook. The method involved is an in-
depth interview using a purposive sampling method, 20 participants from diverse educational
and professional backgrounds in the age group of 30-50 years. The results reveal that excessive
Facebook usage can mess up marital harmony by fostering jealousy, reducing face-to-face
communication, and increasing online surveillance among marital partners. It is also found
evident that continuous online interactions make partners feel jealous of each other, idealize
online friendships by comparing their lives, reduce emotional bonds and increase conflicts.

Keywords: Facebook usage, Marital relationship, Conflicts, Online friendship, Online

Surveillance

ICMAST 2024 90
 International Conference Proceedings

SPIRITUAL WELL-BEING AND LIFE SATISFACTION IN PREGNANT

WOMEN WITH SPECIAL REFERENCE TO COIMBATORE
DISTRICT

Ms. G.Lourds Shammine

Assistant Professor,

Ms.S.Akshaya Shree
Student - II MSW, Department of Social Work,
Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Life satisfaction is considered as one of the basic concepts related to health, which is
influenced by various factors including spiritual well-being. The purpose of this study is to
investigate the relationship between spiritual well-being and life satisfaction in pregnant
women. Life satisfaction is believed to be associated with social, economic, family and
personal factors. Any discrepancy between goals, desires and needs are often due to certain
issues and problems that lead to dissatisfaction. Nowadays, more than ever, tensions endanger
mental health and life satisfaction. In such a situation, some factors can prevent such injuries
to the human being. One of the basic concepts associated with health, quality of life and
satisfaction is spirituality, which has been studied by researchers as spiritual well-being.
Spiritual well-being is a reflection of three dimensions of emotion, behavior and perception of
being related to oneself, others, nature and to a superior being. It includes two aspects of
religious spirituality (religious expression of sacred existence or ultimate reality) and
spirituality of existence (psychological experiences without communication with the sacred or
the ultimate reality). These two dimensions interact in both ways with spiritual well-being, life
satisfaction, purposefulness, happiness, respect, positive attitude, inner peace and integrated
identity in one's own.

Keywords: Spiritual Well-Being, Life Satisfaction, Pregnant Women.

ICMAST 2024 91
 International Conference Proceedings

WOMEN'S ROLE IN CLIMATE CHANGE ADAPTATION IN THE

WORKPLACE: A FOCUS ON IT EMPLOYEES IN COIMBATORE
DISTRICT
Dr.P.Natarajan
Associate Professor

Mrs. Suriyapriya K
Ph.D, Research Scholar, PG and Research Department of Social Work,
Hindusthan College of Arts & Science Coimbatore

ABSTRACT

This study explores the role of women in climate change adaptation in the Information
Technology (IT) sector in Coimbatore district. As climate change increasingly impacts
business operations and sustainability, active participation of women in adaptation strategies
at the workplace becomes crucial. The study focuses on the thriving IT industry in Coimbatore
and highlights women's contribution in implementing environmentally sustainable practices
such as reducing carbon footprint, optimizing energy consumption, and integrating green
technology into daily operations. The study also explores how women in the IT sector drive
corporate environmental responsibility, advance green innovation, and influence
organizational policies towards climate resilience. Through qualitative interviews and case
studies, the study identifies the challenges women face in leading climate change efforts and
evaluates the support provided by organizations to advance women's role in climate adaptation.
The findings of this study highlight the importance of a gender-sensitive approach in tackling
climate change and highlight the key role women plays in building a sustainable future for the
IT sector in Coimbatore district. Research Methodology: This study adopts descriptive research
design and non-probability sampling method. To obtain data from parents the researcher used
basic purposive sampling technique. An interview schedule was used to achieve a sample size
of 120 employees.

Keywords: Climate Change, Workplace and IT Employees.

ICMAST 2024 92
 International Conference Proceedings

COPING STRATEGIES ADOPTED BY HEALTHCARE

PROFESSIONALS WORKING WITH PATIENTS NEARING THEIR
END-OF LIFE
X. Agnes Febiola,
Associate Professor, Department of Social Work, Hindusthan College of Arts & Science,
Coimbatore

F.X. Lovelina Little Flower

Professor & Head, Department of Social Work, Bharathiar University, Coimbatore

ABSTRACT

INTRODUCTION: End of life care is support for people who are approaching death. This
can include people who are facing death within a few days or hours, those who
have advanced incurable diseases and those whose age, frailty and medical
conditions due to which, they are expected to die within a year. Constant stress
of caring for patients nearing the end-of life, may lead to professional burnout
syndrome. The study is an effort to find out the coping strategies adopted by the
healthcare professionals.
AIM: To assess the coping strategies adopted by health care professionals who
were providing care for patients nearing their end of life.
MATERIALS & METHODS: The study was descriptive in nature and the
universe included health care professionals who were Doctors, Nurses and Social
Workers at hospitals. The samples were taken from two hospitals that consented
to undertake the proposed study. Sample comprises of 227 respondents,
consisting of male and female health care professionals, who met the inclusion
and exclusion criteria of the study. Sampling Technique: Census Method was
adopted. Inclusion criteria: Health Care Professionals involved in End of Life
care. The respondents who have six months experience of working with patients
towards their end of life. Both genders were included. Exclusion criteria: The
respondents with less than six months experience of working with patients
towards their end of life. Tools used: Coping Scale (Susan Folkman, et al, 1986)
that attempted to identify the coping processes that professionals used to manage
demands of stressful events in their profession. RESULTS: Majority of the
respondents was Nurses and Nearing 40% of them were between 26 to 33 years
of age. Negative coping method was adopted by 52.4 per cent of the respondents
and the rest (47.6%) adopted positive coping, while providing end of life care.

Keywords: Coping Strategies, Healthcare Professionals, End of Life Care

ICMAST 2024 93
 International Conference Proceedings

CHALLENGES AND OPPORTUNITIES FOR SOCIAL WORK IN 21ST

CENTURY: A REVIEW

Dr.M.Punitha,
Professor & Head,

Mr.N.Poonthamizhan,
Ph.D Research Scholar, Department of Social Work,
Hindusthan College of Arts & Science

ABSTRACT

The 21st century has introduced a range of challenges and opportunities for the social
work profession. This paper provides a review of key trends affecting social work practice
globally. The increasing complexity of social issues, driven by factors such as globalization,
technological advancements, demographic shifts, and climate change, calls for innovative and
adaptive approaches. Social workers are uniquely positioned to address these evolving needs,
but they also face significant obstacles, including resource limitations, ethical dilemmas, and
systemic inequalities. This review highlights both the challenges and the new opportunities for
social work, emphasizing the role of education, policy development, and interdisciplinary
collaboration in shaping the future of the profession. The field of social work is always
changing, that brings a unique set of challenges and opportunities. As social workers tackle
pressing issues such as inequality, mental health, climate change, and the impact of technology,
their importance in society continues to grow.

Keywords: Social Work, Challenges, Opportunities

ICMAST 2024 94
 International Conference Proceedings

A STUDY ON DRUG AND SUBSTANCE ABUSE AMONG

YOUNGSTERS WITH REFERENCE TO COIMBATORE
Dr. M. Punitha
Head & Professor

Mrs. Merlin Jenefer K

Ph.D, Research Scholar
PG and Research Department of Social Work
Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Drug abuse continues to emerge as a strategy among youth to cope with the problems
of unemployment, neglect, violence and sexual abuse. Drug and substance abuse amongst
teenagers is a global menace. Millions of youths are seriously engaging in drug and substance
abuse posing a threat to the future generation. At the same time, there is a considerable abuse
of drugs among socially integrated young people, particularly in the urbanized world. This may
be attributed in part to the fact that significant portions of India’s youth population are being
exposed to a culture that appears to be more tolerant towards drug abuse. The available data
presents a situation of concern in terms of the abuse of drugs among young people in almost
every region in the country. The National Drug Dependence Treatment Centre (NDDTC) at
All India Institute of Medical Sciences (AIIMS) reports that around 32,000 drug abusers turn
up every year and 21,000 of them get adequate community care. Their data shows that the drug
users have increased from 22 per cent to 42 per cent between 1000 and 1009, with a large
portion of the cases reported as youngsters aged 15-27 years. This study recommends that a
database of Youth, abusing substances can be developed and such adolescents will be referred
to social workers for intervention in future. Most of the participants reported that they bought
cigarettes,drugs and alcohol from the shops in their locality. This evidence shows that even
though law strictness is employed, some of the tavern owners do not comply with it. And the
present study examined only the intimacy of the relationship of social networks, its conclusion
would have been similar to that of prior research. This research suggests that users have more
intimate or supportive relationships with their friendship network than do nonusers. It also
found that user networks are generally as dense as nonuser networks. In addition, it is found
that although relationships within user networks appear to be more intimate, they are also less
stable over time.

Keywords: Drug, abuse, physical and psychological impact

ICMAST 2024 95
 International Conference Proceedings

MENTAL HEALTH IN THE WORKPLACE AMONG ARTS AND

SCIENCE TEACHING FACULTIES: A FOCUS ON ERODE DISTRICT
Dr.P.Natarajan
Associate Professor,

Mrs. Dharani S K
Ph.D, Research Scholar, PG and Research Department of Social Work,
Hindusthan College of Arts & Science Coimbatore

ABSTRACT

Mental health in the workplace has emerged as a critical issue, particularly in the
education sector, where faculty members face unique challenges. This study explores the
mental health status of arts and science teaching faculties in the Erode district, highlighting the
key factors that contribute to their psychological well-being. Teaching professionals in these
disciplines often experience significant stress due to heavy workloads, academic pressures and
insufficient institutional support, which can lead to issues such as burnout, anxiety and
emotional exhaustion. This study examines the impact of the mental health challenges on their
teaching performance, job satisfaction and student academic outcomes. It also analyzes the
current support systems available in educational institutions and identifies the gap that need to
be addressed to improve mental health among faculty members. Recommendations for
proactive mental health interventions such as stress management programs, counseling
services, and promotion of work-life balance are proposed to improve the overall well-being
of educators. This study focuses on the Faculty of Humanities and Faculty of Science in Erode
district and aims to highlight the urgent need for mental health awareness and institutional
reforms in academic settings. This study adopts descriptive research design and non-probability
sampling method. Purposive sampling technique and interview schedule was used by the
researcher to narrow down the sample size of faculty to 60 in number.

Keywords: Mental Health, Workplace and Faculty.

ICMAST 2024 96
 International Conference Proceedings

BRIDGING THE GAP: THE NEED OF CULTURAL COMPETENCE IN

MENTAL HEALTH CARE PROFESSION
Ms. Raghavi S L
Assistant Professor, Dept of Social Work, Hindusthan College of Arts & Science,
Coimbatore

Ms. Tharani B
Assistant Professor, Dept of Social Work, Hindusthan College of Arts & Science,
Coimbatore
1
[email protected] , [email protected],

ABSTRACT

Cultural competency for mental health care professionals is crucial for providing
effective and equitable care to diverse populations. One of the most important Sustainable
Development Goals is mental health. When therapists demonstrate multicultural competence
and align with the culture of the client, mental health treatment is more effective, leading to
better treatment outcomes. Because India is a diverse nation with distinct mental health
perspectives and values, the purpose of this study is to investigate the requirement for cultural
competence in mental health care. Cultural competence is related to mental health professionals
should be aware of so they can deal with it better. The researcher adopted descriptive research
design and since universe is not known non-probability sampling method is used. . In this study,
the researcher used purpose sampling to collect data from the respondents.

Keywords: Cultural competence, SDG, Mental health.

ICMAST 2024 97
 International Conference Proceedings

THE LINK BETWEEN SOCIAL NETWORKING ADDICTION,

LONELINESS AND EXAMINATION ANXIETY IN COLLEGE
STUDENTS
Dr. T. Elangovan
Asst. Professor & Head, Department of Psychology, Hindusthan College of Arts & Science,
Coimbatore – 641028. [email protected]

Vidhya. E
Student, Ist M.Sc., Applied Psychology, Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

Recent developments in computer technology not only uplifted human life but also
brought with increased psychological challenges and issues. These challenges include an
excessive reliance on social media, feelings of loneliness, social anxiety, and symptoms of
depression. In this quantitative study, we looked at how social network addiction, loneliness,
and exam anxiety are related among college students. A 21-item questionnaire was utilized to
collect data on social network addiction, while a 20-item UCLA Loneliness Scale and a 21-
item examination anxiety scale were used to collect data from undergraduate students at a
private institution in Coimbatore, Tamil Nadu. The study included a sample of 434
undergraduate students (270 men and 164 women). The results demonstrated a substantial
positive association between social network addiction and loneliness (r =.29), examination
anxiety and loneliness (r = .52). Further investigation is needed to determine the underlying
mechanisms of these relationships and assess the efficacy of therapies aimed at reducing
loneliness and examination anxiety in this age group.

Key words: Social Network Addiction, Examination Anxiety, Loneliness, College students.

ICMAST 2024 98
 International Conference Proceedings

THE CORRELATION BETWEEN ACADEMIC ACHIEVEMENT,

SELF-COMPASSION AND INTERNET ADDICTION AMONG
UNDERGRADUATE COLLEGE STUDENTS IN COIMBATORE
DISTRICT

Abinaya, P
Assistant Professor, Department of Psychology, Hindusthan College of Arts & Science,
Coimbatore – 641028. [email protected]

Mohamed Azarudeen A
Assistant Professor, Department of Psychology, Hindusthan College of Arts & Science,
Coimbatore – 641028. [email protected]

ABSTRACT

Over 58% of the world's population uses social media, with an estimated 210 million
people suffering from internet related addiction. Teens and young adults are particularly
vulnerable, with some spending more than 7 hours daily on social media. By exploring these
connections, stakeholders in academia can promote healthier internet use and self-
compassionate practices, potentially improving academic outcomes and overall student well-
being. Method: A sample of 384 (Female = 106 and Male = 278) college students participated
in this study. The data was collected using standardized measures to assess the academic
performance, Internet addiction and self-compassion. Results: Analysis of the data revealed
that academic performance significantly and negatively correlated with internet addiction. Self-
compassion and internet addiction were negatively correlated. Discussion: These findings
suggest that students struggling with internet addiction may experience lower academic
achievement, this finding aligns with previous research highlighting the potential detrimental
effects of excessive internet use on factors crucial for academic success, such as attention,
focus, and time management.

Keywords: Academic performance, Internet Addiction, Self-Compassion, Undergraduates.

ICMAST 2024 99
 International Conference Proceedings

CORRELATIONS OF STRESS, ANXIETY, DEPRESSION, AND DRUG

ABUSE AMONG COLLEGE STUDENTS IN COIMBATORE DISTRICT
Abirami S M
Assistant Professor, Department of Psychology, Hindusthan College of Arts & Science,
Coimbatore – 641028. [email protected]

Vivegasre R
Assistant Professor, Department of Psychology, Hindusthan College of Arts & Science,
Coimbatore – 641028. [email protected]

ABSTRACT

Stress, anxiety, depression and drug abuse among adolescents are multifaceted and can
vary based on individual and contextual factors. Research in this domain recurrently aims to
understand the relationships between these variables and how they might influence each other.
The present study aims at finding the relationship between drug abuse and emotional states of
depression, anxiety and stress among adolescent college students. Depression Anxiety Stress
Scale (DASS-21) and Drug Abuse Screening Test (DAST) was used as a measure to collect
data from 409 students from a private college in Coimbatore using a simple random sampling
method. The data was analysed by using descriptive statistics and Pearson correlation
coefficient (PCC), the results indicated that out of 287 male students 160 male students reported
to have never taken any drugs or substance, 127 male students reported have used substance.
Whereas out of 122 female students 89 reported to have never used any drug or substance, 33
female students reported to have used substance or drug. The Pearson corelation analysis
revealed that there is a positive correlation between Drug abuse screening test score and
emotional states of depression, anxiety and stress. The further results of the study are discussed
and implications are suggested.

Keywords: Stress, Anxiety, Depression, and Drug abuse.

ICMAST 2024 100

 International Conference Proceedings

ENHANCED BIOMETRIC SECURITY THROUGH ADVANCED HASH

FUNCTION INTEGRATION

S.Sherine Paul Jiglu

Research Scholar, Department of Computer Applications, Hindusthan College of Arts & Science,
Coimbatore.

Dr.P.Lalitha
Professor, Department of Computer Science, Hindusthan College of Arts & Science, Coimbatore.

ABSTRACT

Biometric systems, which use unique traits like fingerprints and facial features for
authentication, face challenges such as privacy concerns, spoofing, and data breaches. Once
compromised, biometric data cannot be changed like passwords. To address this, we propose
securing biometric data with cryptographic hash functions. Key features from biometric data
are hashed using algorithms like SHA-256, with added cryptographic salt to prevent pre-
computed attacks. This ensures that raw biometric data is never stored or transmitted. This
research work compares the hash of new biometric data with stored values, supporting
accuracy and security even with slight variations. This approach enhances protection against
breaches while maintaining authentication reliability.

Keywords: Biometric Security, Hash Functions, Cryptographic Hashing, Template

Protection, Secure Authentication.

ICMAST 2024 101

 International Conference Proceedings

DESIGN OF A NOVEL HEART DISEASE CLASSIFICATION SYSTEM

USING CASCADED XGBOOST ALGORITHM

Rajitha.M
Research Scholar, School of Computer Studies, RVS College of Arts and Science, Sulur,Coimbatore,India
Assistant Professor, Artificial Intelligence and Data Science, SNS College of Engineering, Coimbatore, India

Dr.S.Santhana Megala
Assistant Professor, Department of Computer Technology, Hindustan College of Arts & Science, Coimbatore, India
[email protected]

ABSTRACT

Heart disease is the leading cause of death worldwide, which justifies the need to develop
fast and accurate diagnostic tools. In this paper, we developed a new approach based on the
cascaded XGBoost algorithm for the classification of heart diseases. The fast acting and high
performing gradient boosting formulation, XGBoost, is widely used for solving
classification problems. The model is enhanced to tackle different interactions in clinical
data sets in a cascaded way increasing its prediction accuracy and robustness. The proposed
model was tested using standard heart disease dataset with elementary machine learning
techniques such as logistic regression, support vector machines, decision trees and cascaded
XGBoost techniques. The result of the experiment was able compute the accuracy, precision,
recall and other measures where the cascaded XGBoost algorithm dominated the traditional
techniques. Additionally, we also looked at the ability of the model to highlight risk factors
for heart disease that can aid in the clinical process. Furthermore, this research demonstrates
the utility of advanced gradient-boosting methods in improving heart disease classification
and consequently health-related outcomes.

Keywords: Classification, Cascaded XGBoost, Gradient boosting, Heart disease, Predictive

modeling.

ICMAST 2024 102

 International Conference Proceedings

PROGNOSIS PREDICTION FOR MALIGNANT CANCER USING

NOVEL FEATURE ENGINEERING IN DEEP LEARNING
Dr.S.SARANYA
Assistant Professor, Department of CS with Cognitive Systems & AIML, Hindusthan College of Arts &
Science, Coimbatore
.
Dr.D.PRIYADHARSINI
Assistant Professor, Department of CS with Cognitive Systems & AIML, Hindusthan College of Arts &
Science, Coimbatore

ABSTRACT
Breast Cancer is the most common cancer in the world for women’s. The cancer that grows
in the breast. This cancer growth in the Abnormal cells in the body the Pre-existing cells.
These cells will forms as a tumour. The breast cancer can be treated at the early stage to save
life expenditure but most of the women’s were diagnosed at the last stage of the tumour
levels because of lack of awareness. The machine learning algorithm will helps to analysis
and predicts the disease at the first stage and save the life of the patience. The machine
learning algorithm will aid the medical supervisor in analysis and facilitate early treatment
for cancer. In this scenario, the algorithmic technology is employed to swiftly provide
doctors with a high probability reference result, significantly enhancing diagnosis efficiency
and alleviating the burden on medical professionals. In this study of the research the breast
cancer cell prediction of malignant cancer by using the proposed XGBMLP algorithm and
significant features are selected with feature selection by proposed OPFF Algorithm. This
study utilizes the Wisconsin Breast Cancer Original and Wisconsin Breast Cancer Diagnostic
from the UCI database for conducting the performance proof experiments and concluded the
proposed classification algorithm have higher accuracy when compared to the various
existing algorithm.

Keywords: Breast Cancer, feature Selection, proposed classification algorithm, Prediction

ICMAST 2024 103

 International Conference Proceedings

MACHINE LEARNING IN SECONDARY FORWARD-THINKING

MULTIPLE SCLEROSIS: A BETTER PROGNOSTIC MODEL FOR
THE PROGRESSION OF SHORT-TERM DETERIORATION

Ms.E. Kavi Priya

Research Scholar & Assistant Professor, Department of CS with Cognitive Systems & AIML,
Hindusthan College of Arts & Science.

Dr.S.Sasikala
Professor and Head, Department of CS with Cognitive Systems & AIML, Hindusthan College of Arts &
Science.

ABSTRACT

Clinical trial design may be enhanced by improved prediction of progression in secondary

progressive multiple sclerosis (SPMS). Algorithms for machine learning (ML) can be used
to train prediction models with little to no human involvement. To assess how well decision
tree (DT)-based algorithms perform individually and in groups when forecasting the
evolution of SPMS disability as opposed to logistic regression (LR) and support vector
machines (SVMs). In a 2-year placebo-controlled (negative) trial evaluating the
effectiveness of MBP8298, 485 SPMS participants were identified as progressors if they saw
a sustained 6-month increase in the Expanded Disability Status Scale (EDSS) of >=1.0 or
>=0.5 for a baseline of =<5.5 or >=6.0, respectively [1]. The Multiple Sclerosis Functional
Composite component scores, T2 lesion volume, brain parenchymal percentage, age, sex,
and disease duration were among the variables. AUC, or area under the receiver operating
characteristic curve, served as the main performance indicator for the model. Compared to
independent and ensemble SVM (52.4% and 51.0%) and LR (49.5% and 51.1%), three DT-
based models achieved higher AUCs (61.8%, 60.7%, and 60.2%).Non-parametric ML was
the most effective in predicting the evolution of SPMS impairment. If verified, ML could
select the patients most likely to progress for enrolment in SPMS trial cohorts, hence
lowering the proportion of low-risk patients exposed to experimental treatments.

Keywords: Secondary progressive multiple sclerosis (SPMS), Decision tree (DT)-based

algorithms, Expanded Disability Status Scale (EDSS), Functional Composite component
scores.

ICMAST 2024 104

 International Conference Proceedings

MACHINE LEARNING AND DEEP LEARNING IN

BIOINFORMATICS: APPLICATIONS, CHALLENGES, AND FUTURE
PROSPECTS

M.Radha
Assistant Professor, Department of Computer Science with Cognitive Systems & AIML, Hindusthan College of
Arts & Science, Coimbatore

Dr.N.Tajunisha,
Associate Professor & Head, Department of Computer Science, Sri Ramakrishna College of Arts and Science
for Women, Coimbatore

ABSTRACT

The integration of machine learning (ML) and deep learning (DL) techniques in
bioinformatics has revolutionized the analysis and interpretation of complex biological data.
These approaches have become essential for addressing the challenges posed by the vast
amounts of high-dimensional data generated in genomics, proteomics, transcriptomics, and
systems biology. Machine learning algorithms, such as support vector machines (SVM),
random forests, and clustering methods, have facilitated advancements in gene expression
analysis, protein structure prediction, and biomarker discovery. Meanwhile, deep learning
architectures, including convolutional neural networks (CNNs) and recurrent neural
networks (RNNs), have demonstrated remarkable performance in tasks like drug discovery,
protein-ligand interactions, and disease classification. The ability of these methods to
uncover intricate patterns, model biological processes, and make accurate predictions has
accelerated the pace of personalized medicine, enabling precision healthcare. This abstract
surveys the transformative role of ML and DL in bioinformatics, highlighting their
applications, challenges, and future directions in improving biological research and
healthcare outcomes.

Keywords: Recurrent Neural Networks (RNNs), Auto encoders and Generative Adversarial

ICMAST 2024 105

 International Conference Proceedings

IOT BASED FULLY AUTOMATED IRRIGATION SYSTEM FOR

LARGE AREA USING QUICK SORT ALGORITHM

S. Ajithkumar,
Assistant Professor, Department of Computer Science with Cognitive Systems & AIML, Hindusthan College of
Arts & Science, Coimbatore

Mrs.A.Kiruthika
Assistant Professor, Department of Computer Science with Cognitive Systems & AIML, Hindusthan College of
Arts & Science, Coimbatore

ABSTRACT

Smart irrigation system is the existing system used to watering the planting area
automatically with the use of IoT, based on the moisture level of the land which is detected
by moisture sensor. Here, IoT based Fully Automated Irrigation System for large Area using
Quick sort algorithm is a new technology that can be used for large area automatic irrigation
instead of previous technologies. The Arduino Uno is Directly connected with Moisture
sensors, Electrically Operatable servo motor based Gate valves , Water Pump and power
supply. In the large area farming the sensors which are connected with Arduino uno will
detect the moisture level and send the data to the Arduino Uno. Arduino Uno will Receive
the data and stores in the Array data structure. Here quick sort algorithm is implemented to
sort the data in ascending order based on moisture level. Every Moisture sensor is parallelly
connected with water pipes that pipes are electrically operatable by Servo motors. These
pipes are connected with one water pump. After the sensor values sorted , the least moisture
levelled area will be watering by the use of pipes which are attached with Electrically
operatable Servo motor based gate valves after the particular area watered, the very next area
which has less moisture level value will be watered. In this system we used GSM for make
the call or Send the message to the farmer, when the moisture level is too low. This system
will rectify the problems which were occurred in all the existing irrigation systems.

Keywords: IoT, Fully Automated Irrigation System, Servo Based gate valve, Quick sort
Algorithm, GSM,

ICMAST 2024 106

 International Conference Proceedings

A COMPREHENSIVE PERFORMANCE STUDY OF THE

IMPLEMENTATION OF GROVE - MOISTURE SENSOR TO
ENHANCE A MOTORCYCLE BATTERY
Dr. R. Jayakumar
Assistant Professor, Department of Computer Science with Cognitive Systems & AIML, Hindusthan College of
Arts & Science, Coimbatore

Mrs. R. Sumathi
Assistant Professor, Department of Computer Science with Cognitive Systems & AIML, Hindusthan College of
Arts & Science, Coimbatore

ABSTRACT

Implement an Arduino - Grove Humidity Sensor on a Bicycle to monitor battery humidity

and monitor the proper battery management system to extend battery life. Basically, this type
of moisture sensor can be used to detect soil moisture, but the innovation of the proposed
system is to find a way to analyze how the Arduino sensor works. to two-wheeled units.
Practices such as visual inspection, periodic cleaning of the terminals and keeping the battery
free of dirt can help drivers extend battery life. There should be an interface to monitor the
battery. Connect the positive terminal of the battery to the Arduino's Vin bar and the negative
terminal to the Arduino's Ground bar. It contains a toggle switch that works with batteries to
turn the Arduino on and off. Use voltage divider to adjust battery voltage, use voltage divider
to control low current and avoid Arduino damage. Duplicate the results and compare the
results of the analog stick probe to recover the voltage lost by the resistor. Arduino boards
with built-in battery connectors can use 3V7 Li-ion and Li-polymer single cell batteries.
Arduino boards can learn input - a light on a sensor, a finger on a button or a Twitter message
- and turn it into an output - turn on a machine, turn on a drive, distribute anything online. It
is highly recommended to continuously monitor the performance of the two wheeler units
using the latest IoT sensors to meet the needs of the customers.

Keywords: Grove - Moisture Sensor, voltage divider, Li-Ion and Li-polymer batteries

ICMAST 2024 107

 International Conference Proceedings

REVOLUTIONIZING DIABETES DETECTION: A DEEP LEARNING

APPROACH FOR ENHANCED PREDICTIVE ACCURACY
Dr. M. Jayakumar
Assistant Professor, Department of Computer Science with Cognitive Systems & AIML, Hindusthan College of
Arts & Science, Coimbatore

Mr.S.Muthukumar
Research Scholar, Dept of Computer Science, SNMV College of Arts and Science, Coimbatore

ABSTRACT

Diabetes mellitus has been regarded as a very common metabolic disorder characterized by
chronic hyperglycemia. It has been viewed as a major health problem and requires immediate
concern with regard to its diagnosis at an early stage. This work proposes a deep learning
framework that is proposed to advance the detection of diabetes, thereby proposing
optimized predictive modeling using the Gated Attention Diabetes Model (GADM) with
Chaos Game Optimization (CGO) for weight estimation. Our main aim in proposing this
paper is a sound and robust prediction model that can estimate the onset of diabetes with
high accuracy by proposing employment of advanced computational algorithms. That could
enhance the model's ability to find some key attributes related to diabetes risk. This focused
attention with feature selection not only enhances predictive accuracy but also secures
interpretability of the model for use in clinical settings. Therein, the CGO optimizes the
weight parameters within GADM based on chaotic dynamics for efficiently searching in the
solution space for better convergence, improving thereby the classification performance. We
design a classification system that will be able to effectively distinguish between diabetic
and non-diabetic persons based on risk factors identified. We carry out an extensive
performance analysis which involves a comparative study of the proposed model with state-
of-the-art methods. Indeed, these results point to significant enhancements in predictive
performance-as evidenced in sensitivity, specificity, and accuracy rates. We also conduct an
extensive interpretability investigation into the same and provide insights into key
characteristics and mechanisms underlying the model's predictions.

Keywords: Diabetes Detection, Healthcare Systems, Deep Learning, Classification, Feature

Analysis, and Optimization.

ICMAST 2024 108

 International Conference Proceedings

ENERGY-EFFICIENT CLUSTERING FOR SECURE MANET

COMMUNICATION

Vijayarega
Research Scholar, Department of Computer Science, Hindusthan College of Arts & Science, Coimbatore

Dr.R.Rangaraj
Professor & Head, Department of Computer Science, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

The Secure Energy- Optimized Clustering (SEOC) protocol is proposed to enhance energy
efficiency and security in Mobile Ad Hoc Networks (MANETs) through an integrated
clustering and cryptographic approach. SEOC optimizes network organization by forming
clusters based on node energy, proximity, and mobility, with Cluster Heads (CHs) selected
to minimize energy consumption. Data aggregation at the CH level and dual-layer
encryption—combining symmetric and asymmetric techniques—ensures both energy
efficiency and secure communication. The protocol includes dynamic CH rotation to balance
energy consumption and an Intrusion Detection System (IDS) to safeguard against malicious
activities. SEOC offers a robust solution for managing energy and security in dynamic,
resource-constrained MANET environments.

Keywords: Mobile Ad Hoc Networks (MANETs), Cluster Heads (CHs), Data Aggregation,
Dual-Layer Encryption.

ICMAST 2024 109

 International Conference Proceedings

SURVIVAL STUDY ON ENERGY AWARE ROUTING AND SECURED

DATA AGGREGATION IN WIRELESS SENSOR NETWORK

D.Mohanapriya
Assistant Professor, Department of Information Technology, Hindusthan College of Arts & Science College,
Coimbatore

Dr V.Saravanan
Professor & Head, Department of Information Technology, Hindusthan College of Arts & Science College,
Coimbatore

ABSTRACT

Wireless sensor network (WSN) is used to sense and collect the information in a specific
region and sent to the base station (BS). Energy efficiency is the major issue in WSNs that
addressed through routing methods. However, the routing protocols failed to transmit the
data packets in secured manner. Energy efficient routing is the method of utilizing the less
energy during routing task. Secured data transmission is carried out to preserve the data
packets from the illegal access, damage, or disruption. Data aggregation collects the useful
information with minimum lesser energy consumption. Secured data aggregation process
preserves the collected data packets against different security attacks. Many classification
and blockchain methods were introduced for performing efficient and secured data
aggregation in WSN. But, the energy consumption was not reduced and data confidentiality
was not improved by existing techniques. In order to address these issues, different machine
learning and cryptographic methods are introduced for secured data transmission in WSN.

Keywords: Wireless Sensor Network, Energy Efficient Routing, Secured Data Transmission,
Secured Data Aggregation, Data Confidentiality

ICMAST 2024 110

 International Conference Proceedings

PREDICTING DRUG INTERACTIONS IN PREGNANCY: A DATA

MINING APPROACH
Dr.P Senthil Vadivu
Professor & Head, Department of Computer Applications(UG), Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT

Adverse drug events, higher healthcare expenditures, and worse patient outcomes are all
consequences of drug-related problems (DRPs), which present a serious threat to ealthcare
systems throughout the globe. This abstract provides a comprehensive summary of drug-
related topics, including drug addiction, misuse, safety, effectiveness, development, and
legislation. The study of drug abuse’s epidemiology, social effects, prevention, and
treatment, as well as its identification and mitigation of adverse drug responses and
interactions, optimization of the procedures involved in drug development and approval, and
assessment of the efficacy of drug policies, are the main areas of attention. Through tackling
these complex problems, the project hopes to advance medication safety, effectiveness, and
accessibility—thereby improving patient care and public health in the process. Pregnancy-
related diabetes dramatically raises the risk of problems for both the
mother and the foetus. In order to create prediction models for identifying women at high
risk of unfavourable pregnancy outcomes, such as preterm delivery, preeclampsia, and
macrosomia, this project will make use of data mining techniques. Finding important
predictors and create early warning systems, we examine demographic, clinical, and
laboratory data from electronic health records. By improving risk categorisation and enabling
targeted therapies, this research may lessen the burden of pregnancy.

Keywords: Drug, Pregnancy, Epidemiology, Medication

ICMAST 2024 111

 International Conference Proceedings

MACHINE LEARNING-BASED IDENTIFICATION OF RICE LEAF

DISEASES

Mr.C.Balaji
Research Scholar, Department of Computer Science, Dr.NGP Arts and Science College, Coimbatore

Dr.P.Lalitha
Professor, Department of BCA, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Rice, one of the most extensively cultivated crops in India, is prone to a variety of diseases
while it is growing. When diagnosing these illnesses manually, farmers struggle to make
accurate diagnosis due to a lack of training and experience. To ensure the healthy and regular
development of rice plants, it is essential to identify diseases early on and treat affected plants
with the appropriate remedies. The identification of leaf diseases is critical in today&#39;s
farming settings. As a result, we might utilize image processing and machine learning to
detect illnesses in rice leaves. We desperately need a system in the agriculture industry that
can automatically identify problems with rice plants. We introduce a new model of
convolutional neural network (CNN) for the categorization of common illnesses of rice
leaves. Our system is able to detect illnesses in rice leaves from a range of image
backgrounds and capture scenarios. Our objective is to classify disease images in rice leaves
with complex backgrounds and different illumination. Our accuracy using the CNN-based
model is 95% The results for rice disease identification show how effective the suggested
strategy is.

Keywords: Machine Learning, CNN Algorithm, Rice Leaf, Disease Detection,

Convolutional Neural Network (CNN).

ICMAST 2024 112

 International Conference Proceedings

IMAGE QUALITY ENHANCEMENT USING SUPER-RESOLUTION

CONVOLUTIONAL NEURAL NETWORKS IN UNDERWATER
IMAGING

Dr.P.Lalitha
Professor, Department of Computer Applications (UG-BCA), Hindusthan College of Arts & Science,
Coimbatore

Mr.C.Balaji
Research Scholar, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Underwater imaging presents unique challenges due to the absorption and scattering of light,
which degrade image quality and hinder accurate analysis. Utilizing Super-Resolution
Convolutional Neural Networks (SRCNN), this research presents a reliable technique for
enhancing underwater images. This technique tackles the frequent problems of limited
visibility, color distortion, and blurriness that are present in underwater environments. The
technique efficiently reconstructs high-resolution images from low-resolution inputs by
employing an SRCNN architecture based on deep learning, while also improving image
quality, contrast, and color balance. The network learns to map deteriorated photos to their
improved counterparts by means of a collection of underwater photographs. Based on
experimental results, our method performs much better than conventional enhancement
strategies in terms of objective measures like PSNR and SSIM as well as subjective metrics
like visual quality. Sharper features, better visibility, and more realistic colors are present in
the enhanced photos, which makes them appropriate for further tasks like item detection and
maritime exploration. With a workable solution for practical uses in underwater archaeology,
surveillance, and marine biology, this work marks a substantial advancement in underwater
imaging.

Keywords: SRCNN (Super-Resolution Convolutional Neural Network), PSNR (Peak Signal-

to-Noise Ratio), SSIM (Structural Similarity Index)

ICMAST 2024 113

 International Conference Proceedings

CROSS-LAYER-BASED EXPEDIENT PROTOCOL AND ASFO FOR

ENERGY-EFFICIENT WIRELESS SENSOR NETWORKS

K.Tamilarasi,
Research Scholar, Assistant Professor, Department of Computer Technology, Hindusthan College of Arts &
Science, Coimbatore

Dr.M.Hemalath
Professor, Department of Information Technology, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Reducing power consumption and prolonging the lifetime of wireless sensor networks
(WSNs) are now important objectives in sensor network research. Energy-efficient
communication networks are a must for a WSN. Other energy-related restrictions on WSNs
include clustering, storage, communication capacity, high configuration complexity, slow
communication speed, and limited computing. Furthermore, choosing a cluster head for
WSN energy minimization still presents challenges. In this work, the Adaptive Sailfish
Optimization (ASFO) algorithm using K-medoids is used to cluster sensor nodes (SNs).
Optimizing cluster head selection through energy stabilization, distance reduction, and
latency minimization between nodes is the main goal of study. Achieving effective energy
resource usage is a crucial issue in WSNs due to these limits. An expedient routing system
based on cross-layer technology that uses less energy (E-CERP)

Keywords: Wireless Sensor Network; Sensor Nodes; Clustering; Cross-Layer Routing;

Adaptive Sailfish Optimization

ICMAST 2024 114

 International Conference Proceedings

EXPLORING THE DOWNSIDES AND UPSIDES OF WIRELESS

BODY AREA NETWORKS

M.Dhanasekar
Research Scholar, Department of Computer Science, Hindusthan College of Arts and Science, Coimbatore

Nibin Mathew
Research Scholar, Department of Computer Science, Hindusthan College of Arts and Science, Coimbatore

ABSTRACT

A Wireless Body Area Network (WBAN) is a specialized sensor network designed to

connect a variety of medical devices and sensors, both on and inside the body. This network
enables seamless communication between wearable and implantable devices, providing real-
time data collection and monitoring for healthcare applications. Health care monitoring is a
critical field of research in today&#39;s climate. Wireless sensor networks (WSNs) can be
employed in a variety of medical applications. WBANs (Wireless Body Area Networks) are
gaining popularity due to their suitability for a wide range of therapeutic and non-therapeutic
applications. The use of WBAN innovation to screen wellbeing metrics reduces patient
consumption in the medical industry dramatically. Patients are followed at home for longer
periods of time because to WBAN innovation. Sensors continuously collect data and send it
to the medical server. In this paper, we discussed several wireless body area network
applications, QoS, Privacy and Security Challenges in real- time execution.

Keywords: Network Security, Wireless Sensor Network, Cryptography, RSA, DSA, BF, ECC.

ICMAST 2024 115

 International Conference Proceedings

MUSICAL RECOMMENDATION USING SPOTIFY DATASET

Srija
Assistant Professor, Department of Information Technology, Hindusthan College of Arts & Science College,
Coimbatore
Dr M AmalMary
Assistant Professor, Department of Computer Technology, Hindusthan College of Arts & Science College,
Coimbatore

ABSTRACT
This project is titled “music recommendation using the Spotify dataset” and employs various
techniques in Python, including exploratory data analysis (EDA), word cloud generation,
and clustering algorithms. The Spotify dataset contains a rich collection of information about
songs, including attributes such as dance ability, energy, loudness, and more. Leveraging
this dataset, aim to provide personalized music recommendations based on user preferences
by utilizing clustering algorithms. The EDA process begins by loading and Preprocessing
the Spotify dataset. Data cleaning and feature engineering steps are performed to ensure the
dataset's quality and extract relevant information. Exploratory analysis techniques are then
applied to gain insights into the dataset's structure, identify patterns, and examine feature
correlations. This analysis helps in understanding the characteristics and distribution of the
music data. To generate a word cloud, the textual information associated with each song,
such as titles, artist names, album names, and genres, is utilized. This text data is extracted
and processed to create a word cloud that visually represents the most frequent words or
phrases found in the music metadata. The resulting word cloud provides a high-level
overview of the dominant themes or genres present in the dataset, aiding in music genre
analysis. In addition to EDA and word cloud generation, clustering algorithms are utilized
to group similar songs based on their audio features. These algorithms help in identifying
patterns and similarities within the dataset, enabling the creation of music clusters or genres.
By clustering songs, the recommendation system can suggest songs or artists that belong to
the same clusters as the user's preferred songs, ensuring a more personalized music
recommendation experience. By combining EDA, word cloud visualization, and clustering
algorithms, this project presents a comprehensive approach to music recommendation using
the Spotify dataset in Python. The application of clustering algorithms enhances the
recommendation system by identifying and grouping similar songs based on their audio
features, resulting in more accurate and targeted recommendations for users' musical
preferences.
Keywords: Component, Formatting, Style, Styling, Insert (key words)

ICMAST 2024 116

 International Conference Proceedings

AIR POLLUTION PREDICTION USING ENHANCED DEEP

REINFORCEMENT LEARNING
Mrs.P.Umasanthiya (Ph.D. Scholar)
Assistant Professor, Department of Computer Technology, Hindusthan College of Arts & Science, Coimbatore

Dr. Marrynal S Eastaff

Associate Professor, Department of Computer Science with Cyber Security Hindusthan College of Arts &
Science, Coimbatore

ABSTRACT

Still a major worldwide problem, air pollution undermines environmental sustainability as

well as human health. Correct forecasts of air quality will help to reduce the negative
consequences of pollution and use reasonable control techniques. This paper provides an
EDRL-based contemporary approach to air pollution prediction. Combining deep neural
networks with reinforcement learning allows the model to learn complicated patterns in its
surroundings and change its behaviour to deliver better predictions with increasing time.
Along with meteorological factors, the EDRL model is taught on data on air quality,
temperature, and city pollution levels. By efficiently handling non-linear correlations and
fluctuations in variables, the model is able to optimise prediction performance within a
reward-driven framework, hence transcending the constraints of traditional models.
Comparative study shows that in terms of accuracy, durability, and adaptability to real-time
data streams, the Enhanced Deep Reinforcement Learning approach surpasses standard
machine learning models like Random Forest and Support Vector Machines. The results
suggest that the EDRL model might be added into air quality monitoring systems, therefore
generating more accurate predictions and facilitating quick responsiveness to pollution
spikes. Based on previous studies, this study employs machine learning to improve
environmental monitoring, therefore creating the route for improved, data-driven solutions
to air pollution all around.

Keywords: Air Pollution Prediction, Air Quality Forecasting, Enhanced Deep Reinforcement
Learning, Deep Neural Networks, Reinforcement Learning

ICMAST 2024 117

 International Conference Proceedings

AN EFFECTIVE INVESTIGATION ON ENSEMBLE LEARNING

METHODS IN WIRELESS SENSOR NETWORKS

P.R Sowmiya
Research Scholar, Department of Computer Science, Hindusthan College of Arts & Science. Coimbatore

Dr.V.Saravanan
Head Department of Information Technology, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Ensemble learning techniques have achieved cutting-edge performance in a wide range of

machine learning applications by mixing predictions from two or more base models. This
paper provides a comprehensive review of ensemble learning, focusing on the three primary
ensemble methods: bagging, boosting, and stacking, from their early origins to the most
recent cutting-edge algorithms. The research focuses on commonly used ensemble
techniques, such as random forest, adaptive boosting (AdaBoost), gradient boosting, extreme
gradient boosting (XGBoost), light gradient boosting machine (LightGBM), and categorical
boosting (CatBoost). An attempt is made to briefly cover their mathematical and algorithmic
representations, which is lacking in the existing literature and would be useful to machine
learning researchers and practitioners.

Keywords: Algorithms, Classification, Ensemble Learning, Machine Learning.

ICMAST 2024 118

 International Conference Proceedings

EXPLORING THE POTENTIAL OF A HYBRID DEEP LEARNING

ALGORITHM FOR ANALYSING PLANT GROWTH PROMOTING
BACTERIA

Dr. K.Mythili
Professor & Head, Department of Computer Technology, Hindusthan College of Arts and Science, Coimbatore.

ABSTRACT

The increasing demand for sustainable agricultural practices has prompted a renewed interest
in Plant Growth Promoting Bacteria (PGPB) and their potential to enhance crop productivity.
This study explores the application of deep learning techniques to analyze the interactions
between PGPB and plants, focusing on their effects on growth and development. This work
employed Convolutional Neural Networks (CNNs) for image-based phenotypic analysis and
Recurrent Neural Networks (RNNs) to assess genomic data from various PGPB strains. By
integrating environmental parameters with growth metrics, our models predict the growth
responses of different crops to specific PGPB treatments. Results indicate that deep learning
can effectively identify key bacterial strains associated with improved plant growth and
yield, outperforming traditional statistical methods. Furthermore, this work utilizes SHAP
(SHapley Additive exPlanations) to enhance model interpretability, providing insights into
the mechanisms by which PGPB influence plant health. This research highlights the potential
of deep learning to optimize the use of beneficial microorganisms in agriculture, paving the
way for datadriven strategies in crop management and sustainable farming practices.

Keywords: Rhizobacteria, Induced Resistance, Deep Learning, CNN, RNN.

ICMAST 2024 119

 International Conference Proceedings

CONGESTION AWARE DSR PROTOCOL USING MULTIPLE NODE

BASED PARTICLE SWARM OPTIMIZATION (MNPSO)
ALGORITHM IN WIRELESS SENSOR NETWORK
J.Saranya
Assistant Professor, Department of Information Technology, Hindusthan College of Arts & Science,
Coimbatore, India

ABSTRACT

In order to adapt to the emerging modern world, the use of various techniques in the WSN
is to make data transmission faster. WSN employs a variety of techniques to sense and
communicate the surrounding environment. During the data transmission time different
types of optimization and algorithms are used to avoid packet losses and time delay. In this
present Multiple Node based Particle Swarm Optimization (MNPSO) algorithm is selected
the optimal rendezvous points and also reduces the energy consumption and packet losses
rate. The MNPSO algorithm is used to determine the area where the cluster head nodes are
located and how to reduce delay of data transmission between sources to destination. Then
the shortest path routing is ensured by using DSR protocol which is used for fast data
collection during data communication for WSN. DSR discovers the best path between SNs
and it denotes the node containing minimum distance and faster packet transmission in WSN.
Also, it avoids congestion hence packet loss and routing overhead is reduced prominently.

Keywords: Congestion control, Location finding, Energy consumption, Control packets, Data
transmission.

ICMAST 2024 120

 International Conference Proceedings

A COMPREHENSIVE STUDY ON LOSSY AND LOSSLESS

IMAGE COMPRESSION TECHNIQUES
Rajaneha R
Student, PSG College of Technology, Coimbatore

ABSTRACT

This paper provides a comprehensive analysis of lossy and lossless image compression
techniques, focusing specifically on K-Means Clustering and Lempel-Ziv-Welch (LZW)
algorithms. The study explores the trade-offs between compression ratio, image quality, and
computational efficiency in both methods. K-Means Clustering, a lossy technique, achieves
significantly higher compression ratios but at the cost of image quality degradation, making
it suitable for applications where storage efficiency is prioritized over fidelity. Conversely,
LZW, a lossless method, ensures perfect image reconstruction but offers limited compression
ratios, making it ideal for scenarios where data integrity is critical. Through quantitative
metrics like Peak Signal-to-Noise Ratio (PSNR) and Structural Similarity Index (SSIM), the
study evaluates the effectiveness of both methods across different image types. The paper
also discusses the implications of these findings for real-world applications and proposes
areas for future research, including hybrid compression techniques and advanced algorithms
like deep learning-based approaches.

Keywords: Image Compression, Lossy Compression, Lossless Compression, K-Means

Clustering, LZW Compression, Compression Ratio, PSNR, SSIM.

ICMAST 2024 121

 International Conference Proceedings

IOT AND WIRELESS SENSOR NETWORKS: BRIDGING THE

FUTURE OF CONNECTED INTELLIGENCE
Dr.V.Vasanthi
Assistant Professor, Department of Information Technology, Hindusthan College of Arts & Science,
Coimbatore

Dr.M.Karthi
Associate Professor, Department of Information Technology, Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT

The Convergence of Internet of Things (IoT) with Wireless Sensor Networks (WSNs)
represents a significant advancement in the realm of networked systems. IoT extends the
capabilities of WSNs by enabling seamless communication between sensor nodes and other
devices or systems over the internet. IoT expands the reach of WSNs by enabling sensor
nodes to connect to broader networks, facilitating real-time data access and remote
management. This connectivity allows for enhanced interoperability between different
sensor systems and IoT devices, promoting more cohesive and integrated networked
environments. This integration allows for the aggregation of data from multiple sensors,
enabling more sophisticated data analysis, pattern recognition, and decision-making
processes. Real-time insights derived from IoT-enhanced WSNs can lead to improved
operational efficiencies and smarter responses to environmental conditions. This review
explores how IoT enhances WSN functionality, its implications for various applications, and
the challenges associated with this integration. By extending the connectivity and
functionality of WSNs through IoT, this integration facilitates real-time data access,
advanced analytics, and smarter decision-making processes in an efficient manner.

Keywords: Internet of Things, WSN review, WSN-IOT approaches, WSN_IOT review and
directions, Applications with scenarios.

ICMAST 2024 122

 International Conference Proceedings

INTEGRATING DEEP LEARNING WITH BLOCKCHAIN FOR

ENHANCED PERFORMANCE AND SECURITY: A
COMPREHENSIVE REVIEW
U. Sinthuja
Assistant Professor, Department of Information Technology, Hindusthan College of Arts & Science,
Coimbatore
Dr.Gowri
Assistant Professor, Department of Information Technology, Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT
Blockchain technology is a revolutionary concept designed to make online data management
and financial transactions easier and more secure. The primary objective is to do away with
the necessity for middlemen in transactions involving the exchange of money and
information. Due to synchronization issues, conventional databases may need the help of a
third party to facilitate transactions between individuals. Blockchain acts as a reliable stand-
in, providing data that is unchangeable, dependable, secure, and readily accessible. Aspects
of blockchain technology that are significant include open source, anonymity, transparency,
identity and access control, immutability, consensus models, autonomy, and
decentralization. The synchronization problem is solved by integrating peer-to-peer
networks, distributed consensus methods, economic models and algorithms, mathematics,
and cryptography. Applications for blockchain technology may be found in a wide range of
industries, including as supply chain management, banking, insurance, healthcare, smart
contracts, and medical payments. Cryptocurrency, a digital asset without a physical form, is
powered by blockchain technology. Ownership is recorded in a decentralized ledger kept up
to date by a global network of computer nodes. The public ledger's accessibility to every
computer user provides transparency. Owners of cryptocurrencies use wallets with private
keys inside of them to protect their money. Random numbers are used by nodes to create
new blocks and verify transactions. Blockchain purposefully limits capacity to prioritize the
efficiency of payments above scalability. Every node needs to update its local copy whenever
a new block is added, or disagreements on the blockchain's current status might occur. Since
they provide fresh blocks to the network, miners are crucial to the bitcoin ecosystem. They
select which transactions from the mempool to include in the block, and the blockchain's
architecture ensures that capacity limitations are adhered to. By providing insights into its
numerous processes and applications, the in-depth examination emphasizes the
revolutionary potential of bitcoin and blockchain technology across a variety of sectors.

Keywords: Blockchain Technology, Cryptocurrency, Deep Learning.

ICMAST 2024 123

 International Conference Proceedings

SECURE AND SUSTAINABLE FRAMEWORK FOR ARTIIFICIAL

INTELLIGENCE DATA IN M2M ENVRIONMENT USING
BLOCKCHAIN TECHNOLOGY
R .Sri Devi
Assistant Professor, Department of Computer Applications(PG), Hindusthan College of Arts & Science,
Coimbatore

ABSTRACT

As M2M environments become increasingly reliant on artificial intelligence (AI) for real-
time decision-making and automation, ensuring secure and sustainable data handling
becomes paramount. Blockchain technology enables a secure and transparent distributed
ledger system. When integrated with AI in machine-to-machine environments, it can analyze
vast amounts of data to generate valuable insights. Together, these technologies have the
potential to revolutionize industries by enhancing efficiency through automated and reliable
processes, supporting data-driven decision-making, and improving security by reducing
vulnerabilities while upholding the confidentiality, integrity, and availability (CIA) triad.
The framework leverages blockchain's decentralized and tamper-proof features to ensure
data integrity, confidentiality, and secure communication across interconnected devices. It
also incorporates energy-efficient AI models and consensus mechanisms to minimize
resource consumption, addressing sustainability issues associated with AI deployment.
Through the use of encryption, smart contracts, and distributed ledger technology, the
proposed framework aims to provide a resilient and transparent approach to managing AI-
driven data exchanges in M2M systems, enhancing both security and operational efficiency.
This proposed framework has three phases for energy efficiency, light weight protocols and
Green AI models provides comprehensive guidance for participants and contractors to create
and implement robust cybersecurity threat management plans, ensuring sustainability and
protecting critical IT infrastructures.

Keywords: Artificial Intelligence,, Blockchain, Cryptography, Cybersecurity, Green AI

Models, M2M Environment

ICMAST 2024 124

 International Conference Proceedings

AI FOR DISEASE MANAGEMENT, MEDICATION MANAGEMENT

AND REHABILITATION CARE
Mr.S.Premkumar
Ph.D Research Scholar, Hindusthan College of Arts & Science, Coimbatore

Ms.K.Sivapriya
Ph.D Research Scholar, Hindusthan College of Arts & Science, Coimbatore, India

ABSTRACT

Artificial intelligence (AI) is poised to significantly transform healthcare, particularly in the

domains of disease management, medication management, and rehabilitation care. This
paper investigates the multifaceted applications of AI technologies and their potential to
enhance patient outcomes while optimizing healthcare delivery. Medication management
benefits from AI through enhanced adherence monitoring and predictive analytics. AI
systems can assess patient data to forecast potential issues such as drug interactions, side
effects, and non-compliance, enabling clinicians to make informed adjustments to
medication regimens. By offering real-time feedback and reminders to patients, these tools
aim to reduce errors and enhance treatment effectiveness. In the realm of rehabilitation care,
AI-driven applications utilize wearable technology and mobile health platforms to collect
data on patient performance and engagement. These systems can dynamically adjust
rehabilitation protocols based on real-time feedback, ensuring that therapy is aligned with
individual progress and needs. This personalized approach not only accelerates recovery but
also enhances patient motivation and participation.Overall, the integration of AI into
healthcare offers the promise of more efficient, cost-effective, and patient-centered care. This
paper highlights current advancements in AI applications, discusses challenges such as data
privacy and algorithmic bias, and explores future implications for a more responsive
healthcare system. By embracing AI technologies, the healthcare industry can enhance
clinical decision-making, improve patient engagement, and ultimately elevate the standard
of care delivered to patients.

Keywords: Artificial Intelligence, Disease Management, Medication Management,

Rehabilitation Care, Predictive Analytics, Patient Monitoring, Machine Learning, Adherence
Tracking, Telemedicine, Wearable Technology.

ICMAST 2024 125

 International Conference Proceedings

AI-POWERED DIAGNOSIS OF RICE LEAF DISEASES USING

CONVOLUTIONAL NEURAL NETWORKS

Mrs. B. Sathyabama
Research Scholar, Department of Computer Science, Hindusthan College of Arts & Science, Coimbatore

Mr. Bharath AD
Research Scholar, Department of Computer Science, Hindusthan College of Arts &Science, Coimbatore

ABSTRACT

The prevalence of plant diseases poses a significant challenge to agricultural productivity

and food security globally. Traditional methods of plant disease detection, which depend
heavily on manual inspection and expert knowledge, are increasingly inadequate for
modern agricultural needs. These methods are labor-intensive, time-consuming, and often
prone to human error. This paper aims to leverage the advancements in deep learning to
develop an automated system for plant leaf disease identification. By employing
convolutional neural networks (CNNs), DenseNet, and ResNet architectures, this study seeks
to classify images of plant leaves into various disease categories accurately. The CNN model,
in particular, demonstrated an impressive accuracy of 99%, while DenseNet and ResNet
achieved accuracies of 90% and 85%, respectively. The high performance of these models
underscores their capability to capture intricate patterns and features essential for disease
identification. In addition to accuracy, this study evaluates metrics such as precision, recall,
and F1-score to provide a comprehensive assessment of model performance. The findings of
this research contribute to the growing body of knowledge on the application of deep learning
in agriculture, highlighting the potential of AI-driven solutions in mitigating plant diseases.
By enhancing early disease detection, these technologies can significantly boost agricultural
productivity and sustainability,thereby improving food security. The proposed system offers
a scalable, cost-effective solution that can be easily adopted by farmers and cultural
professionals for real-time disease monitoring and management.

Keywords: Plant Disease, Leaf Disease, Nasnet, Densenet, Resnet, Image Processing,
Convolutional Neural Networks.

ICMAST 2024 126

 International Conference Proceedings

AGRO BASED SMART ROUTING ALGORITHM FOR PREVENTING

UNWANTED INVASION AND SYSTEMATIC MONITORING BASED
FARM AUTOMATION –EXCLUSIVELY FOR GROUNDNUT FIELDS

Dr.S.Rajeswari
Assistant Professor, Department of Computer Science, Hindusthan College of Arts & Science, Coimbatore

Dr.V.Deepa
Associate Professor, Department of Computer Science, Hindusthan College of Arts & Science, Coimbatore

ABSTRACT

Animal invasion is a critical unwanted issue. Leads to loss of agricultural production, cattle
farm issues, results in jeopardy to all. Some time it is a challenge to maintain all these things,
To handle this problem, this study offers a wonderful technology that WSN and IOT
technology to aid in the detection of unwanted intrusions on agricultural farms by monitoring
the field. Modern sensors are adopted at the forms, first detecting the intrusion, then
capturing the image of the invader with special equipment. An sensed component is post to
the another device and to the farmer via IoT application. The performance of the proposed
system has been analyzed with respective to the captured data of the intruder and notification
alert. Using this proposed model, anyone can detect any type of intrusion around the field
effectively. The above said is phenomenon one and another technology is used to automation
of field along two in one method.

Keywords: Monitoring, WSN, Sensors

ICMAST 2024 127

 International Conference Proceedings

A LIFE OF ASHES: SOCIAL INJUSTICE SHOWN TO THE FORGOTTEN

WOMEN IN WATER BY BAPSI SIDHWA

Dr.Priya Sharon Thomas

Professor & Head,Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

Dr.R.Sangeetha
Associate Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

ABSTRACT

This paper seeks to examine Bapsi Sidhwa’s novel Water. She is an internationally
acclaimed writer whose novel is set in the 1930’s with the backdrop of the Pre-independence
era. The novel analyses the social injustice and segregation meted out to the widows. The
protagonist is a young 6-year-old child Chuyia who becomes a widow at the age of eight and
is segregated from her parents. She lives in an ashram for widows and is exposed to all the
atrocities at the ashram. Widows were deprived of the basic necessities for existence, they were
stigmatized and left to a life which was horrific in nature. Throughout there is a conflict
between religion, humanism, and tradition. The men are portrayed as ever dominating. The
author breaks the stereotypes and the centuries-old practices which oppress women in the end
of the novel.

Keywords: Widows, religion, ashram, caste, male-dominated, water.

ICMAST 2024 128

 International Conference Proceedings

THE ODYSSEY OF MAGICAL REALISM IN CONTEMPORARY

INDIAN WRITING IN ENGLISH

Dr.V.K. Shanmugapriya
Assistant Professor,Department of English
Hindusthan college of Arts & Science Coimbatore.641028

ABSTRACT

The study focuses on how magical realism helps the writers to bring out the serious
issues of the society and finds and suggests solutions in their fictional world. Magical realism
explores the work of fiction in English literature where fantasy assists the writers to deal with
the serious human problems in the fantasy world. Writers enjoy the freedom of writing about
the social and psychological issues of human beings with the help of imaginary worlds and
characters. The multi dimensions and the phantom characters in the fiction helps them to reveal
their views and ideas about the social issues. They use this fantasy platform to expose the
hidden truths of the cruel society and try to unveil the muted melodies of human beings. The
entire study revolves around the role of magical realism in fiction and its significant
contribution in the growth of literature. The untold stories are narrated in the fictional world.

Keywords: Magical realism, Muted melodies, Fantasy, Dimensions

ICMAST 2024 129

 International Conference Proceedings

AN OVERVIEW OF THE CULTURAL IMPACT OF THE NOVEL

NORWEGIAN WOOD BY HARUKI MURAKAMI

S. Arthy
Assistant professor, Department of English
Hindusthan College of Arts & Science,Coimbatore- 641 028

Dr. Priya Sharon Thomas

Professor and Head, Department of English
Hindusthan College of Arts & Science,Coimbatore- 641 028

ABSTRACT

This study focuses on Western cultural changes in the novel "Norwegian Wood," by
Haruki Murakami published in 1987, and follows Toru Watanabe, a young man reflecting on
his college years in Tokyo during the 1960s. The story revolves around his relationships with
two women: the emotionally troubled Naoko, who is dealing with the aftermath of her
boyfriend’s suicide, and the lively Midori, who offers a contrasting perspective on life. As Toru
navigates love, loss, and the complexities of growing up, the novel explores themes of memory,
grief, and the search for identity. Murakami's poignant prose captures nostalgia's bittersweet
nature and unresolved emotions' impact. In Norwegian Wood, Haruki Murakami explores
complex human emotions and relationships through nuanced characters, each with a unique
psychological landscape that lends depth to the story.

Keywords: Post-war Japan, youth identity, Japanese stoicism, emotional reserve, mental
health, social responsibility, isolation, alienation, existential themes, Zen influence.

ICMAST 2024 130

 International Conference Proceedings

REPRESENTATION OF WOMEN AND NATURE IN THE SELECT

NOVELS OF ANITA DESAI

Mrs. S. Vasantharani
Assistant Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

Dr. R. Sangeetha
Assistant Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

ABSTRACT

Anita Desai, an Indian author, a lover of both women and nature, writes not only the
complex matters of life but also portrays nature and the ecosystem in her writing. Her works
frequently reflect a deep sense of attachment with the environment and the human relationship.
Her focus has been explicitly ecological in the modern sense. The natural world in her stories
reflects human aspirations and the indifferent forces of nature. In terms of ecosystems and
environmental concerns, Desai’s works vividly address the contemporary ecological issues.
Her portrayal of nature often underscores a deeper reflection on the human condition and the
impact of environmental changes on personal and cultural identities. This paper analyses how
nature has its connection with human beings especially women. A nation’s sustainable growth
can be made without affecting the invaluable resources like women and nature.

Keywords: Ecosystem, ecological, emphasize, contemporary, environment.

ICMAST 2024 131

 International Conference Proceedings

EXPLORING GENDER DYNAMICS AND MODERN MARRIAGE IN

NAYANTARA SAHGAL'S SELECT NOVELS
B. Joy Silvea
Assistant Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore.

Dr. Priya Sharon Thomas ,

Professor and Head,Department of English,
Hindusthan College of Arts & Science,Coimbatore.

ABSTRACT

The purpose of this paper is to present Nayantara Sahgal’s portrayal of gender dynamics
and modern marriage in Nayantara Sahgal's fiction. This paper focuses on how Nayantara
Sahgal rediscovers marriage and projects the kind of relationships established through mutual
respect, freedom to lead personal lives, and depth in emotions. By portraying women who
confront societal constraints, seek independence, and navigate relationships with resilience,
Nayantara Sahgal's works portrays a progressive view of marriage, one that transcends mere
duty and ritual. This paper highlights her advocacy for a balanced partnership between genders,
emphasizing the role of supportive, enlightened men and the importance of mutual
empowerment in building a harmonious society.

Keywords: Modern Marriage, Complexities of Human Relationship, Mutual Love and

Harmony

ICMAST 2024 132

 International Conference Proceedings

A STUDY OF ENVIRONMENTAL INJUSTICE AND PATRIARCHAL

OPPRESSION IN KAVERY NAMBISAN’S A TOWN LIKE OURS
Mrs.C.Vennila,
Assistant Professor,Department of English,
Hindusthan College of Arts & Science,Coimbatore – 641028

Dr.P.Prabavathi,
Professor,Department of English,
Hindusthan College of Arts & Science,Coimbatore – 641028

ABSTRACT

Environmental injustice refers to a set of actions that spoil the environment while
simultaneously isolating specific groups and communities. Industry may be the root cause for
polluting the local water resources which lead to health problems within a community, known
as eco-crisis. It refers to a broad range of environmental problems which is the result of human
activities. It is a very big menace to ecosystems, biodiversity and human health. These
ecological crises are interconnected with the issues of climate change, deforestation, pollution,
soil degradation crisis etc. This state of environmental disorder is caused by humans that can
lead to the destruction of the world's ecosystem. This eco- crisis is an important backdrop of
Kavery Nambisan’s novel A Town Like Ours. The consequences of industrialization, reflects
or affects the environmental degradation in a small village called Pingakshipura. This town
faces severe environmental issues which leads to a drastic health consequences among the
villagers. This environmental decay occurs because of unchecked industrialization and the
neglect of valuable natural resources and also the passion of modernization or urbanization in
rural India.

Key words: Environmental Disorder, Degradation, Industrialization, Modernization,

Rural India

ICMAST 2024 133

 International Conference Proceedings

URBAN FRAGMENTATION AND DISCONNECTION: THE

ISOLATION OF INDIVIDUALS IN WILLIAM GIBSON'S IDORU
Mrs.R.Vijayalakshmi
Assistant Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore -641028

Dr Prabavathi P
Professor, Department of English,
Hindusthan College of Arts & Science,Coimbatore - 641028

ABSTRACT

The paper examines the idea of urban disconnection and fragmentation in William
Gibson's novel Idoru, emphasizing the ways in which technology progress and hyper-
urbanization exacerbate personal isolation. Idoru, which is set in a futuristic Tokyo, depicts a
society in which digital connectivity eclipses physical intimacy, causing emotional and
psychological separation among its citizens. As people move between the virtual and physical
worlds, the urban environment which is typified by its enormous scale, corporate domination,
and digital mediation fractures identities and human relationships. The fake pop singer of the
novel, Rei Toei, further muddles ideas about human connection by embodying the hazy
boundaries between artificiality and reality. This study examines how personalities engage with
metropolitan spaces through character analysis, highlighting the dual roles that technology
plays as a tool for connection and a mechanism for estrangement. The paper makes the case
that Idoru criticizes the urban environment for encouraging separation despite the appearance
of hyper-connectivity, providing insight into the psychological costs associated with
contemporary, disjointed city living. This paper shows how Gibson's work not only foresees
modern urban difficulties but also offers insights into the potential for reconnection in a
digitally mediated society by studying the roles of media, technology, and corporate power.

Keywords: Urban fragmentation, disconnection, isolation, hyper-urbanization

ICMAST 2024 134

 International Conference Proceedings

SOCIAL RELEVANCE IN THE SELECT PLAYS OF MAHESH

DATTANI: A STUDY OF CONTEMPORARY INDIAN SOCIETY

Dr.M. Sivasubramanian
Assistant Professor, Department of English,
Hindusthan College of Arts & Science, Coimbatore – 641028.

Mr. T. Nachimuthu,
Assistant Professor,Department of English,
Hindusthan College of Arts & Science,Coimbatore - 641028.

ABSTRACT

Mahesh Dattani, one of India’s foremost playwrights, has gained critical acclaim for
addressing social issues that challenge the status quo of Indian society. His plays bring to light
marginalized voices and taboo subjects such as gender, sexuality, family conflicts, and
communal tensions, which remain relevant in modern India. Through an exploration of key
plays like Final Solutions, Tara, and Bravely Fought the Queen, this paper examines how
Dattani uses the stage as a medium to interrogate social constructs and provoke discussions on
contemporary societal issues. His works not only reflect the socio-cultural dynamics of urban
India but also question deeply ingrained prejudices, making them crucial for the discourse on
social change.

Keywords: Indian theatre, Gender discrimination, LGBTQ+ issues, Communalism,

Patriarchy, Intersectionality, Class struggles

ICMAST 2024 135

 International Conference Proceedings

SUSTAINABLE DEVELOPMENT GOALS TO TRANSFORM OUR WORLD IN

KNUT HAMSUN’S NOVEL HUNGER

Ms. Nithya Priya G

Assistant Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

S. Lois
Assistant Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

ABSTRACT

The Sustainable Development Goals are the blueprint to achieve a better and more
sustainable future for all. They address the global challenges we face, including those related
to poverty, inequality, climate change, environmental degradation, peace and justice. The 17
Goals are all interconnected, and in order to leave no one behind, it is important that we achieve
them all by 2030.The contribution of science to end poverty has been significant. For example,
it has enabled access to safe drinking water, reduced deaths caused by water-borne diseases,
and improved hygiene to reduce health risks related to unsafe drinking water and lack of
sanitation. Poverty has many dimensions, but its causes include unemployment, social
exclusion, and high vulnerability of certain populations to disasters, diseases and other
phenomena which prevent them from being productive. One wants all families to have enough
food to eat what is safe and nutritious. A world with zero hunger can positively impact our
economies, health, education, equality and social development. It is a key piece of building a
better future for everyone. Additionally, with hunger limiting human development, one will
not be able to achieve the other sustainable development goals such as education, health and
gender equality.

Keywords: Sustainable goals, poverty, diseases, education, disaster.

ICMAST 2024 136

 International Conference Proceedings

EXPLORING POST HUMANISM, HUMANITY, TECHNOLOGY AND

CONNECTIONS IN MARGARET ATWOOD’S ORYX AND CRAKE
Ms. N. Sakthimalar
Assistant Professor, Department of English
Hindusthan College of Arts & Science, Coimbatore- 641028

Dr. S. Jeyalakshmi
Associate Professor ,Department of English
Hindusthan College of Arts & Science
Coimbatore- 641028

ABSTRACT

The main objective of this study is to explore technology that may develop and it will
modify life but it should consider moral implications in the advancements of ethical
considerations. Those traditional human traits transcended challenges for the human beings to
rethink about society, culture and what it means to be alive. Oryx and Crake (2003) by Margaret
Atwood explores the connections of post humanism, technology, and mankind in a dystopian
story. By telling the tale of Snowman, the final human survivor of a bioengineered catastrophe,
Atwood examines how genetic engineering and scientific breakthroughs affect human identity,
morality, and the destiny of life on Earth. The novel highlights the intricate relationships
between humans, non-human entities, and the environment, as well as the ways in which
technology may both transcend and dehumanize human nature. Using a post humanist
perspective to examine Oryx and Crake, this paper explores how Atwood questions the
conventional limits of the human race by criticizing the desire for technological control and the
devaluation of natural life.

Keywords: Culture, Post Humanism, Technology, Human identity, Natural life.

ICMAST 2024 137

 International Conference Proceedings

EXPLORING NEW REALMS: THE TRANSFORMATIVE POWER OF MAGICAL

REALISM IN ISABEL ALLENDE’S CITY OF THE BEASTS

Maria Shajan R
Assistant Professor, Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

Punitha V
Assistant Professor, Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

ABSTRACT

This research explores how employing magical realism in children’s literature fosters
substantial growth in emotional, cognitive and cultural development by analysing Isabel
Allende’s City of the Beasts. The study has examined how the genres blend of the fantastical
and the real encourages young readers to engage with complex themes such as courage,
resilience, friendship, and cultural diversity. The protagonist, Alexander, embarks on an
adventure filled with mythical creatures and indigenous wisdom, providing a foundation for
emotional growth and creative problem-solving. As he confronts his internal fears and explores
different cultures, children learn to develop empathy, critical thinking, and a deeper
understanding of the world around them. The research highlights how Allende with her
excellent narrative styles and imaginative landscapes, fosters significant growth in young
readers, enabling them to approach challenges with creativity and empathy. Ultimately, the
study argues that magical realism not only entertains young readers but also helps to nurture
essential life skills and fosters a deeper understanding of global citizenship, promoting holistic
development in them.

Keywords: Children’s Literature, Magical Realism, Emotional Growth, Empathy,

Imagination,

ICMAST 2024 138

 International Conference Proceedings

ROOTS AND WINGS: ANALYZING TRADITION AND

MODERNITY IN BHARATI MUKHERJEE’S DESIRABLE
DAUGHTERS

Ms. Soundharya. M
Research Scholar,Department of English
Hindusthan College of Arts & Science,Coimbatore – 641028

Dr. R. Sangeetha
Associate Professor,Department of English
Hindusthan College of Arts & Science,Coimbatore – 641028

ABSTRACT

This study investigates the cultural tensions and conflicts surrounding the notion of
‘Desirable Daughters’ within diverse societies. Rooted in patriarchal values, many cultures
impose specific gender roles, appearances, and behavioral expectations on daughters, framing
them within ideals that often contradict modern perspectives on gender equality and personal
autonomy. The concept of desirability extends beyond appearance, impacting education, career
choices, and personal freedoms, which results in significant conflict when daughters challenge
these traditional roles. The study further explores how daughters navigate these pressures,
negotiate their identities, and either conform to or resist these expectations, ultimately shedding
light on how cultural expectations shape personal choices and family dynamics. This
exploration contributes to the broader discourse on gender, culture, and the shifting definitions
of femininity in a rapidly globalizing world. The novel delves into the lives of three sisters who
navigate their identities against the backdrop of Indian values, customs, and expectations while
living in the United States. STara’s transformation and attempts to “re-root” herself in America
reflect the complex interplay between tradition and modernity, stability and change, and
cultural belonging and personal autonomy.

Keywords: culture, traditional, conflict, modernity, identity, Indian values, re-root

ICMAST 2024 139

 International Conference Proceedings

Mr. CAVOR: AN EPITOME OF ENDURING INFLUENCE IN H.G.

WELLS' THE FIRST MEN IN THE MOON

C. Abinaya
Ph.D. Research Scholar (Full Time),
Hindusthan College of Arts & Science, Coimbatore- 641028

Dr. S. Jeyalakshmi
Associate Professor, Hindusthan College of Arts & Science,Coimbatore- 641028

ABSTRACT

Mr. Cavor's groundbreaking moon journey in H.G. Wells' The First Men in the Moon
inspires future generations. The article aims to explore Mr. Cavor's enduring influence on
science, literature, and space travel. It examines the novel's impact on literary and scientific
discourse, connecting Wells' imaginary character Mr. Cavor to real-life astronaut Neil
Armstrong. It discusses how Wells' narratives anticipated scientific concepts, shaped public
imagination, and influenced science fiction. Despite the Apollo mission’s failure, Apollo 11's
success in 1969 fulfilled Wells' vision. This seminal work blends speculative fiction with
scientific possibility, reverberating in the contemporary space age, demonstrating the power of
fiction to inspire innovation and push boundaries.

Keywords: Science, literature, space travel, failure and success.

ICMAST 2024 140

 International Conference Proceedings

HUMAN ABSURDITY TO DOMINATE SUPERNATURAL FORCE IN

THE SELECT DRAMA, Dr. FAUSTUS BY CHRISTOPHER MARLOWE
Ms.Santhi.C.B
Assistant Professor,Department of English
Hindusthan College of Arts &Science,

Ms.Vishranthi.P
Assistant Professor,Department of English
Hindusthan College of Arts & Science,

ABSTRACT

Christopher Marlowe’s Dr. Faustus is a pivotal Elizabethan tragedy that explores

themes of supernatural forces, necromancy, and human ambition. The play follows Dr. Faustus,
a scholar who, dissatisfied with traditional academic knowledge, turns to necromancy in pursuit
of power. His quest to control both divine and satanic forces ultimately leads to his downfall,
illustrating Marlowe’s message that no human can overcome the forces of God or Satan. As
Faustus challenges these supernatural powers, he faces tragic destruction, symbolizing the
inevitable consequences of human pride and greed. The play confronts the clash between
Renaissance humanism and Christian theology, presenting the human soul as a battleground
between these competing forces. Marlowe uses the supernatural—events beyond scientific
explanation, as a vehicle to explore the limits of human knowledge and the dangers of
overreaching ambition. Dr. Faustus remains a powerful reflection on the fragility of human
existence in the face of divine and diabolical forces.

Keywords: Necromancy, Philosophy, theology, supernatural , Conjure.

ICMAST 2024 141

 International Conference Proceedings

BELOVED: A NEO-SLAVE NARRATIVE OF HISTORY AND MEMORY

Harishma V
Assistant Professor,Dept of English
Hindusthan College of Arts & Science,Coimbatore

Archana R
Assistant Professor,Dept of English
Hindusthan College of Arts & Science,Coimbatore

ABSTRACT

A neo-slave narrative is a depiction of the history of enslavement and the associated

problems of race, gender, sexuality and place. This narration is also to debate how these
practices still haunt the society emotionally and psychologically. Beloved by Toni Morrison is
such a neo-slave narrative discussing the life of Sethe and her family. The perspective of the
narrative is through the consciousness of the slaves. The novel also discusses how the memory
of their slavery turns out to be traumatic for the entire family. The ghost of Beloved reconnects
Sethe’s past memories with other people in the present which also leads to their individual
healing. Author constructs a parallel between the history of the slavery and the individual
process of psychological recovery. The novel also involves Gothic elements where Sethe loves
and losing Beloved symbolizes thematic, emotional and historical struggle. By evoking racial
and sexual politics, Morrison probes to celebrate the truth and resilience.

Keywords: Neo-Slave narrative, memory, slavery, racism, identity

ICMAST 2024 142

 International Conference Proceedings

EXTEMPORIZING SPEAKING SKILL THROUGH COMMUNICATIVE

LANGUAGE TEACHING METHOD

Naveen Bharathi.U
Assistant Professor, Department of English,
Hindustan College of Arts & Science, Coimbatore - 641028.

Dr. S. Jeyalakshimi,
Assistant Professor, Department of English,
Hindustan College of Arts & Science,Coimbatore - 641028.

ABSTRACT

Extemporizing speaking skills through the Communicative Language Teaching method

can be greatly effective on oral communication, which naturally supports the development of
unrehearsed or spontaneous speaking skills. Communication is the broadcast of messages and
the accurate interpretation between people. Speaking abilities enable the speaker to make
his/her point in a passionate, considerate, and influential manner. Similar to other abilities,
speaking well involves more than pronouncing words; it also aids in building excellent
relationships with other people, resolving conflicts, demonstrating empathy and even
encouraging others. Communication encompasses a broader range of skills and methods for
conveying information, together with oral communication and non-verbal communication.
Oral communication focuses on speaking and listening. Non-verbal communication focuses on
body language, facial expressions and gestures.

Keywords: Speaking Skill, CLT-Method, Communication, Non-Verbal

communication, Second Language Learner

ICMAST 2024 143

 International Conference Proceedings

Predicament of Suppressed Women in Sold by Patricia McCormick

Ms. Akshaya CU,

Assistant Professor,Department of English.
Hindusthan College of Arts & Science, Coimbatore -641028

Ms. Indhumathi A,
Assistant Professor,Department of English.
Hindusthan College of Arts & Science.Coimbatore -641028

ABSTRACT

The paper focus on the plight of suppressed women depicted through the harrowing
experiences of Lakshmi, a young girl from Nepal who is sold into the sex trade. The novel
delves into the realities faced by women in impoverished communities who are often treated
as commodities, and forced into silence by societal and cultural pressures. Lakshmi’s journey
highlights issues of poverty, lack of education, and gender discrimination. The story is set
against the backdrop of poverty-stricken rural Nepal. McCormick sheds light on the brutal
realities of human trafficking and the inhumane conditions under which these women live. The
young girls in the brothel are subjected to physical abuse. Their voices are silenced,
symbolizing the widespread plight of countless women who lack freedom and justice. Sold is
a powerful narrative that brings awareness to the predicament of suppressed women.

Keywords : Suppressed women, Human Trafficking, Poverty, Forced silence.

ICMAST 2024 144

 International Conference Proceedings

THE DIARY'S ROLE IN THE PRINCESS DIARIES SERIES: A FEMINIST

ANALYSIS OF MIA'S CHARACTER DEVELOPMENT AND EVOLUTION

Hemashri V R
Ph.D. Research Scholar (Full Time),Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

Dr.Priya Sharon Thomas

Professor & Head, Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

ABSTRACT

This research article examines Meg Cabot’s The Princess Diaries series (2000–2009)
from a feminist standpoint with an emphasis on the protagonist Mia Thermopolis and the
significance of journal writing. With its emphasis on submissive femininity in the past, the
traditional princess narrative is reinterpreted in the series. This study contends that Mia’s
character shifts into a more stereotypically feminine role defying the feminist label despite
earlier research viewing her as a third-wave feminist figure. Even though the diary format gives
Mia a way to express herself and take charge, it also perpetuates some negative stereotypes
about women which results in an unclear feminist message. The research paper is broken down
into two sections: the first looks at how writing a diary gave Mia a sense of empowerment and
the second looks at how the diary format changed the reader-narrator dynamics. In the end it
offers a nuanced representation of femininity that combines feminist ideas with conventional
gender roles.

Key words: epistolary, third-wave, stereotypical, feminist

ICMAST 2024 145

 International Conference Proceedings

THE PARADOX OF HUMAN NATURE: INTERPLAY OF BENEVOLENCE AND

MALEVOLENCE IN ARAVIND ADIGA’S LAST MAN IN TOWER

Aneesha B
Ph.D. Research Scholar (Full Time),Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

Dr. Priya Sharon Thomas

Professor & Head, Department of English
Hindusthan College of Arts & Science,Coimbatore-641028

ABSTRACT

This research article analyses the complex and blurred lines existing between the
benevolent and malevolent characters in Aravind Adiga’s Last Man in Tower. Analysing the
motivations, actions, relationships, aspirations, and the background, enables a better
understanding of the character’s psyche. The incidents in which the protagonist of the novel
Masterji, and the real estate tycoon Darmen Shah are involved and the arising conflict between
Masterji, and the other residents of Mumbai’s Vishram Society Housing Cooperative reveals
their true personalities. The enmity arises from the conflicting interests of the vast real estate
industry and ordinary citizens of the middle-class people. They exhibit benevolent and
malevolent traits and the power-driven, unspoken nature of human behaviour is clearly brought
to limelight. The concept of affluence and power and the malicious nature of the contrasting
personality types are detailed in this research paper. Adiga presents the instability and binary,
opposing characters revealing a spectrum of human motivations and actions.

Key words: benevolence, malevolence, power, personality, character

ICMAST 2024 146

 International Conference Proceedings

THE ELEMENT OF RESISTANCE IN THE SELECT NOVEL, DEVIL ON THE

CROSS BY NGŨGĨ WA THIONG’O
Krishna Priya V
Ph.D Research Scholar,Hindusthan College of Arts & Science,Coimbatore

Dr. Priya Sharon Thomas

Professor & Head,Department of English
Hindusthan College of Arts & Science,Coimbatore

ABSTRACT

Resistance in different forms is depicted in almost all post-colonial texts as a revolt

against the colonial oppression. This paper throws light on the various tools of resistance used
by Ngũgĩ Wa Thiong’o in his novel, ‘Devil on the Cross’ against the powers of neocolonialism
and the corruption. He considers all forms of art as a form of resistance against the evil
tendencies existing in the societies and families. He saw language as not just a means of
communication, but also a reflection of our cultures. That is why he changed from writing in
English to Gikyuyu, his native language. He felt the need for being proud of everything
connected with his native country such as its history and culture. This paper highlights how
the power of resistance is engraved in the novel through the characters, symbols, and language
in an effort to liberate Africa from the clutches of Western imperialism. As in his other novels,
in Devil on the Cross also he emphasized the need for decolonization. Using the art of
symbolism, Devil on the Cross, brings to light how ruling bourgeoisie in unholy alliance with
the hardcore criminal forces exploited the Kenyan people. Set in a neo-colonial background
this novel depicts the complexities of the urban Kenyan women. This novel evokes resistance
against colonial oppression as well as corruption that was prevalent throughout Kenya since
the mid twentieth century. "Devil on the Cross," effectively deals with the themes of feminism.
Human dignity, and Capitalism.

Key words: Post colonial, Resistance, Symbols, Language

ICMAST 2024 147

 International Conference Proceedings

SYMBOLIC AND IMAGINATIVE DEPTHS IN DANTE GABRIEL

ROSSETTI’S POETRY: AN ANALYSIS OF PRE-RAPHAELITE
THEMES

Ms. Elakkiya Ravi

Assistant Professor,PG Department of English
Nilgiri College of Arts & Science,The Nilgiris.

Dr. S. Jeyalakshmi
Assistant Professor,Department of English
Hindustan College of Arts & Science,Coimbatore- 28

ABSTRACT

This paper examines the symbolic language and imaginative constructs within Dante
Gabriel Rossetti’s poetry through a word mining approach, focusing on key themes like
spirituality, nature, and love. By analyzing recurrent words and symbols, such as the
"damozel," "stream," and "angel," the study highlights Rossetti's fusion of visual and poetic
elements, influenced by Pre-Raphaelite ideals. Using S.T. Coleridge’s theory of imagination,
this paper unveils how Rossetti's poetic language bridges earthly and ethereal realms, offering
a layered interpretation of his thematic concerns in the Victorian context.

Keywords: Dante Gabriel Rossetti, word mining, Pre-Raphaelite, symbolism, imagination,

spirituality, nature, Coleridge

ICMAST 2024 148

 International Conference Proceedings

EXPLORING ADVANCED DOPANTS FOR HIGH PERFORMANCE CATHODE

MATERIALS IN BATTERIES – A REVIEW

A.Dhina Infant Maria,

Research Scholar, Department of Electronics, Hindusthan College of Arts & Science

K.Thangavel,
Professor & Head, Department of Electronics, Hindusthan College of Arts & Science,

ABSTRACT
The desire for high-performance batteries has prompted extensive research into
advanced cathode materials. This comprehensive study investigates the usage of several
nanotechnology based dopant materials to improve the performance of cathode materials in
batteries. The focus is on five key dopantmaterials: Aluminium, Magnesium, Niobium,
Zirconium, and Boron, within the context of nanomaterials. Each dopant brings unique
properties and benefits to the cathode materials, contributing to improved battery
performance.An effective dopant for optimizing charge/discharge cycles is aluminium, which
is known for its ability to increase conductivity and stability. Better ion mobility and structural
stability are provided by magnesium, which is essential for long-lasting battery performance.
Niobium is a desirable dopant for high-performance batteries because it improves energy
density and cycling stability. Zirconium is essential for enhancing the thermal stability and
structural integrity of cathode materials, which guarantees dependable performance in the
range of circumstances. Boron is a crucial dopant in the creation of high-efficiency battery
systems because of its potential to increase structural stability and electrical conductivity. The
current review will examine how these dopants enhance cathode performance by highlighting
the structural and electrochemical properties of doped nanomaterials. It will also highlight how
these properties affect battery performance metrics like capacity, voltage stability, and rate
capability within the nano domain.
Keywords: Cathode Materials, Dopant, Batteries, Efficiency, Nanomaterials.

ICMAST 2024 149

 International Conference Proceedings

GREEN SYNTHESIS OF SELENIUM NANOPARTICLE USING PIPER BETLE

LEAF EXTRACT AND ITS ANTI-CANCER ACTIVITY AGAINST TRIPLE
NEGATIVE BREAST CANCER

Kavithaa Krishnamoorthy, Senthilkumar Palaniswamy,

Department of Biotechnology, Hindusthan College of Arts & Science, Coimbatore,
Tamilnadu, India
Abstract
Selenium nanoparticles are synthesized and its played a vital role in the catalytic
method of green synthesis. Selenium nanoparticles was extracted from piper betle leaf.The
biosynthesized selenium nanoparticles were characterized by using scanning electron
microscopy (SEM), X-ray diffraction analysis (XRD), Zeta potential analysis,Ultra-violet
spectroscopy (U.V), Dynamic light scattering(DLS). Nanotechnology offers a variety of tools
to treat cancer by passing biological barriers to deliver therapeutic agents directly. SeNPs have
been widely investigated for various biomedical applications, including anti-cancer, anti-
diabetic, anti-bacterial, anti-fungal, and anti-inflammatory activities, as well as for drug
delivery applications. Triple-negative breast cancer (TNBC) is a type of breast cancer that lacks
estrogen and progesterone receptors, or has low levels of them, and also has low levels of
human epidermal growth factor receptor 2 (HER2). TNBC is more aggressive than other types
of breast cancer and is associated with a faster growth rate, higher risk of metastasis, and worse
prognosis. selenium nanoparticles were synthesized from Piperbetle and it is characterized by
various spectroscopic analysis. The results confirmed that synthesized selenium nanoparticles
were highly stable, monodispersive, crystalline, and spherical in nature.Further analysis report
highlighted that SeNP’s induced apoptosis had been occurred through DNA damage, chromatin
condensation, loss of mitochondrial potential confirmed by various staining methods.
Keywords: piper betle leaf, MDA-MB-231, Selenium nano particle, apoptosis, DNA damage

ICMAST 2024 150

 International Conference Proceedings

INTEGRATION OF COMPUTATIONAL FLUID DYNAMICS AND

DEEP LEARNING FOR OPTIMIZING SiO2-GRAPHENE HYBRID
NANOFLUID HEAT TRANSFER IN SOLAR COLLECTORS

J.Radhalakshmi
Assistant Professor, Department of Mathematics,
Hindusthan College of Arts & Science, Coimbatore-641028.

K.Rohini
Assistant Professor, Department Of Mathematics,
Hindusthan College of Arts & Science, Coimbatore-641028.

ABSTRACT

In the field of sustainable and renewable energy, nanofluid and machine learning are at
the forefront of cutting-edge research. In order to improve heat transmission, this review paper
focuses at the most recent advancements in the field of machine learning and nanofluid. This
review of hybrid nanofluid-machine learning looks into machine learning-powered
improvement of nanofluid heat transfer in heat exchangers and porous media. Numerous
investigations into the transport of Nano fluids in porous media employ sophisticated
approaches that combine computational and machine learning techniques. Using a machine
learning technique like Support Vector Machine (SVM) to predict the motion of hybrid
nanofluid flows across porous surfaces and in solar collectors is an intriguing hybrid nanofluid-
machine learning application. In order to reduce computing time and costs, this hybrid
nanofluid-machine learning technique uses training data from computational fluid dynamics
(CFD). When researching nanofluids, methods like scanning electron microscopy (SEM) and
X-ray diffraction (XRD) are frequently employed to evaluate the shapes and nanocomposite
arrangements in heat exchangers and solar collectors. The capacity of machine learning
models, particularly artificial neural networks (ANNs) and genetic algorithms, to forecast and
maximise the thermal performance of nanofluid applications for the improvement of nanofluid
heat transfer makes their significance clear. Additionally, it has been shown that incorporating
nanofluids to numerous heat exchanger designs significantly improves efficiency, lowers
energy consumption, and lowers overall costs. All things considered, the integration of
nanofluids and machine learning exhibits encouraging developments, offering a path towards
the development of more effective and environmentally friendly heat exchange systems.

Keywords: Machine Learning; Optimization; Hybrid Nano-fluid; Heat Transfer:Solar

Collectors.

ICMAST 2024 151

 International Conference Proceedings

ISOMORPHISM BETWEEN INTUITIONISTIC FUZZY GRAPH THEORY AND

NEUTROSOPHIC FUZZY GRAPH THEORY

S.Sheeba
Assistant professor,
Department of Mathematics, Hindusthan College of Arts and Science,
Coimbatore- 641 028,

P.Jagadeeshwari,
Assistant professor,
Department of Mathematics, Hindusthan College of Arts and Science,
Coimbatore- 641 028,

ABSTRACT
This paper establishes a fundamental connection between Intuitionistic Fuzzy Graph
Theory (IFGT) and Neutrosophic Fuzzy Graph Theory (NFGT) through isomorphism. We
define a bijective mapping between IFGT and NFGT, preserving graph structure and fuzzy
properties. Our results demonstrate that IFGT and NFGT are isomorphic, enabling the transfer
of knowledge and methods between these two theories. This isomorphism provides a unified
framework for fuzzy graph theory, facilitating the advancement of fuzzy logic and its
applications. We explore the implications of this isomorphism, including the preservation of
domination and product domination, and discuss future research directions.

Keywords : Fuzzy Logic, Graph Theory, Isomorphism, Intuitionistic Fuzzy Graph Theory,
Neutrosophic Fuzzy Graph Theory.

ICMAST 2024 152

 International Conference Proceedings

SUPER CLIQUE ON COMPLEMENT OF SPLICING SYSTEM

R.Anusha
Assistant Professor, Department of Mathematics,
Hindusthan College of Arts and Science,Coimbatore- 641 028

L.Dhivya Prabha,
Assistant Professor, Department of Mathematics,
Hindusthan College of Arts and Science, Coimbatore- 641 028
[email protected]

ABSTRACT

We scrutinized that the complement of consecutive ‘n-cut’ spliced graph is super clique
via maximal 3-cliques. Here, the relation between the vertex and edge super clique cover
numbers is analyzed. Also, atmost one super clique in the complement of consecutive ‘n-cut’
spliced graph contains precisely unique unicliqual vertex. Further, the existence of the
maximum cardinality of super cliques is identified.

Keywords: Splicing system, super clique cover, unicliqual vertex

ICMAST 2024 153

 International Conference Proceedings

AN ANALYSIS OF QUEUEING THEORY AND MACHINE LEARNING

APPROACHES -DISASTER PREDICTION FOR MANAGING
MULTICLASS SERVICE SYSTEMS
Saranya.N
Assistant Professor,
Department of Mathematics, Hindusthan College of Arts & Science,
Coimbatore-641028

S.Karunalakshmi,
Assistant Professor,
Department of Mathematics, Hindusthan College of Arts & Science,
Coimbatore-641028

ABSTRACT

Queueing models can be used to evaluate the impact of a breakdown or a system reset in a
service facility. In this paper we study the effect of the occurrence of disasters on the queueing
behavior. Disasters occur independently from time slot to time slot according to a Bernoulli process
and result in the simultaneous removal of all customers from the queueing system. Recent studies
that suggested machine learning algorithms for waiting time prediction as an alternative to the
standard queueing theory approaches investigated specific systems with mixed results regarding
the superiority of a particular approach. Under other assumptions, such as high priority for a specific
type of customer, machine learning predictions may out perform queueing theory predictions. Our
results may guide the selection of a disaster prediction approach for service systems.

Keywords: Disaster prediction , Queuing theory, Machine learning

ICMAST 2024 154

 International Conference Proceedings

FUZZY QUEUEING MODEL USING MACHINE LEARNING

1S.Uma

Assistant Professor,
Department of Mathematics, Hindusthan College of Arts & Science,
Coimbatore-641028
[email protected]
2Dr.M.Rajarajeswari,

Professor,
Department of Mathematics, Hindusthan College of Arts & Science,
Coimbatore-641028
[email protected]

ABSTRACT

Queuing theory has been used to evaluate employee schedules, workplace conditions,
productivity, customer wait times, and environments associated with customer wait times. The
queuing theory is applicable not only to day-to-day activities but also to computer
programming, networks, the medical industry, the financial industry, etc. In this paper, we
discuss about the procedure to construct the membership functions of the performance
measures in queueing systems where the inter arrival time and service time are Fuzzy numbers.
Approximate method of extension namely DSW algorithm is used to define membership
functions of the performance measures for the Queuing model FM/FM/1.

Key words: Queuing theory, α - cut, Membership function, DSW algorithm.

ICMAST 2024 155

 International Conference Proceedings

A STUDY ON CORPORATE SOCIAL RESPONSIBILITY

PRACTICES IN RELATION TO BUSINESS ETHICS WITH
REFERENCE TO MALABAR CEMENTS
LTD,WALAYAR,PALAKKAD

Reema R,
Post Graduation student, Department of Business Administration- PG, Hindustan College ofArts &
Science, Coimbatore-641 028. Email ID: [email protected]
Anushuram V,
Post Graduation student, Department of Business Administration- PG, Hindustan College ofArts &
Science, Coimbatore-641 028. Email ID: [email protected]

ABSTRACT

This study delves into the Corporate Social Responsibility (CSR) practices of
Malabar Cements Ltd., Walayar, Palakkad, focusing on their alignment with business
ethics. In today’s corporate landscape, CSR has evolved into a critical component for
companies, going beyond legal compliance to include ethical responsibilities toward
society and the environment. This research investigates how Malabar Cements
integrates ethical principles such as integrity, accountability, transparency, and fairness
into its CSR initiatives, and how these practices contribute to sustainable business
operations. The study critically evaluates the specific CSR activities undertaken by the
company, including their efforts in environmental sustainability, community
development, employee welfare, and stakeholder engagement. Additionally, the
research explores the challenges and opportunities faced by Malabar Cements in
implementing these programs within the cement industry, which is traditionally
resource-intensive and environmentally impactful. By analyzing the intersection of
CSR and business ethics, this study provides a comprehensive understanding of how
ethical considerations shape the company’s social responsibility initiatives. It also
assesses the broader implications for the company's reputation, stakeholder
relationships, and long-term sustainability. The findings offer valuable insights into
how businesses, particularly in the manufacturing sector, can effectively incorporate
ethical CSR practices to foster positive social and environmental outcomes while
enhancing business performance.

Key Words: CSR, Society, Ethical Principles, environmental sustainability.

ICMAST 2024 156

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF STEEL SECTOR IN BSE

T. Abiselvam, C. Balasankar
Hindusthan College of Arts & Science, Department of Business Administration (PG),
Coimbatore, Tamilnadu, India
Email: [email protected]

ABSTRACT

This study examines the technical analysis of the steel sector in the Bombay Stock
Exchange (BSE), focusing on the stock performance of major companies like JSW Steel, Tata
Steel, JindalSteel & Power, Hindalco, and NMDC Ltd. Using techniques such as Simple
Moving Average(SMA), Relative Strength Index (RSI) the research analyzes historical price
data from 2014 to2024 to identify trends and predict future stock movements. The findings
reveal important insights into market volatility, price trends, and investor behavior, aiding
in the identification of optimal entry and exit points for investments. This study highlights
the importance of technical analysis in navigating market dynamics and improving
investment strategies in the steel industry, making it a valuable tool for traders and investors
seeking to make informed decisions in a competitive market.
Key words: Steel sector, BSE, Technical Analysis, Simple Moving Average, Relative
StrengthIndex

ICMAST 2024 157

 International Conference Proceedings

A STUDY ON INVENTORY MANAGEMENT IN SRI SIVAJOTHI

SPINNING MILLS PVT LTD

Jana Vishnu S, Harish Sudharsan S

Department of Business Administration (PG),
Hindusthan College of Arts & Science,
Coimbatore, Tamil Nadu, India
E-mail : [email protected]

ABSTRACT
This study explores inventory management practices within a manufacturing
environment, focusing on the processes, challenges, and strategies for optimizing stock levels.
Inventory management, a critical element of efficient operations, involves balancing
replenishment lead times, carrying costs, demand forecasting, and quality control to maintain
optimal stock levels while minimizing costs. The literature review highlights various
techniques, including Just-in-Time (JIT), Material Requirements Planning (MRP), Economic
Order Quantity (EOQ), ABC analysis, and VED classification, as well as case studies that
illustrate their effectiveness in specific contexts like spinning mills.
Objectives of the study include evaluating inventory control effectiveness, examining
the relationship between raw materials and sales, and analyzing selective inventory control
practices. Using descriptive research, correlation, and Chi-Square analysis, findings indicate
weak correlations between supplier selection and raw material quality, as well as no significant
relationship between employee experience and JIT implementation on production efficiency.
The project provided practical insights into the manufacturing industry, enhancing
understanding of logistics and inventory management for real-world applications.

ICMAST 2024 158

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS ON METAL COMPANIES

Mr. Krishna P,
Post Graduation Student, Department of Business Administration PG,
Hindustan College of Arts & Science, Coimbatore-641 028.
Email ID:[email protected]

Mr. Pradeeswaran S,
Post Graduation Student, Department of Business Administration PG,
Hindustan College of Arts & Science, Coimbatore-641 028.
Email ID: [email protected]

ABSTRACT
The purpose of this paper is to review the evidence on the profitability of technical
analysis. The empirical literature is categorized into two groups, ‘early’ and ‘modern’
studies, according to the characteristics of testing procedures. Early studies indicate that
technical trading strategies are profitable in foreign exchange markets and futures markets,
but not in stock markets. Modern studies indicate that technical trading strategies consistently
generate economic profits in a variety of speculative markets at least until the early 1990s.
Among a total of 95 modern studies, 56 studies find positive results regarding technical
trading strategies, 20 studies obtain negative results, and 19 studies indicate mixed results.
Despite the positive evidence on the profitability of technical trading strategies, most
empirical studies are subject to various problems in their testing procedures, e.g. data
snooping, ex post selection of trading rules or search technologies, and difficulties in
estimation of risk and transaction costs. Future research must address these deficiencies in
testing to provide conclusive evidence on the profitability of technical trading strategies.

ICMAST 2024 159

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF IRON AND STEEL

SECTOR IN BSE

Leela Krishnan A, Karan S

Department of Business Administration (PG),
Hindusthan college of arts & science,
Coimbatore, Tamil Nadu, India.
E-mail- [email protected]

ABSTRACT
This study examines the Elder Force Index (EFI) and Fractal Chaos Bands (FCB) as
technical indicators for assessing the iron and steel industry on the Indian Bombay Stock
Exchange (BSE). With an emphasis on major corporations such as JSW Steel, Tata Steel,
Hindalco, SAIL, and Jindal Steel, the study investigates the significance of price volatility and
volume activity over a ten-year period. The EFI is used to measure the strength of a stock's
price movement, identify trends, gauge buying and selling activity, and evaluate the power
behind a move, while the FCB analyses price movement in the stock market, identifies trends,
detects market choppiness, and generates trading signals. optimization. With strategies based
on these technical tools for improved risk management and profit maximization, this paper
offers investors practical insights for navigating the iron and steel sectors' frequently volatile
market conditions.
Keywords: Iron and steel sector, Bombay Stock Exchange (BSE), Elder Force Index (EFI),
Fractal Chaos Bands (FCB).

ICMAST 2024 160

 International Conference Proceedings

A STUDY ON THE SERVICE QUALITY OF FREIGHT FORWARDING AT

SURFACE SHIPPING AND TRANSPORTSYSTEMS PVT LTD

Mohana Prasad R, Ashik Rahmadheen V

Department of business Administration (PG),
Hindusthan college of arts & science,Coimbatore, Tamil Nadu, India.
E-mail: [email protected]

ABSTRACT

This Study on important factors that affect client satisfaction and operational
effectiveness, this study investigates the freight forwarding service quality of Surface
Shipping and Transport SystemsPvt. Ltd. The main goals are to evaluate client satisfaction
levels, identify important issues influencing freight forwarding services, and analyze the
existing level of service quality. The study attempts to identify opportunities for service
delivery improvement using a combination of qualitative and quantitative research
approaches.
The study looks at operational procedures and customer input to find important
elements thataffect the overall efficacy of services. The results will offer practical advice for
improving service quality and resolving current issues inside the company. The ultimate
goals of this study are to enhance Surface Shipping and Transport Systems Pvt. Ltd.'s
competitive stance in the logistics industry and to increase customer satisfaction.
Keyword: Service Quality, Freight Forwarding, Customer Satisfaction, Service
Improvement.

ICMAST 2024 161

 International Conference Proceedings

A STUDY ON THE EFFICIENCY OF DIAGNOSTICS

DEPARTMENT WITH SPECIAL REFERENCE TO GANGA
HOSPITAL

Shanthini Yasmeen M,
Student, Department of Business administration (PG),
Hindustan college of Arts & Science, Coimbatore -641028.
Email ID:[email protected]

Zapnath M
Student, Department of Business administration (PG),
Hindustan college of Arts & Science, Coimbatore-641028.
Email: [email protected]

ABSTRACT
This study examines the efficiency of the diagnostic department at Ganga Hospital,
focusing on operational effectiveness, resource utilization, and patient satisfaction.
Diagnostic services play a critical role in patient care, as timely and accurate diagnoses
significantly impact treatment outcomes. The study investigates factors affecting
departmental efficiency, including workflow processes, equipment availability, staffing
adequacy, and wait times. Recommendations aim to improve diagnostic service quality and
patient experience, contributing to overall hospital performance. This study provides
insights into best practices for diagnostic departments in similar healthcare settings,
supporting evidence-based improvements in service delivery and efficiency.

Keywords: Diagnostic Department Efficiency, Patient Satisfaction, Ganga Hospital,

Workflow Optimization, Resource Utilization, Diagnostic Accuracy, Service Quality,
Healthcare Management, Hospital Performance.

ICMAST 2024 162

 International Conference Proceedings

A STUDY ON BANKNIFTY OPTIONS USING TECHNICAL ANALYSIS

IN NSE

Yuvaraja N, Iswarya M
Hindusthan College of Arts & Science,
Department of Business Administration (PG), Coimbatore, Tamilnadu, India.
E-mail: [email protected]

ABSTRACT
This study focuses on analyzing Bank Nifty options using technical analysis in the context
of the National Stock Exchange (NSE) of India. Bank Nifty, comprising the most liquid and
capitalized banking stocks listed on NSE, is a popular instrument for traders, particularly in options
trading. The study employs various technical analysis tools such as bull call spread and bull put
spread to identify trends, momentum, and potential market reversals. The objective is to provide
insights into how technical indicators can guide traders in making informed decisions, assessing
risk, and optimizing trading strategies. The findings of this study may assist retail and institutional
investors in enhancing their market timing and improving their profitability in Bank Nifty options
trading.

Keywords: Bank Nifty, National Stock Exchange (NSE), Option Strategies, Bull call spread, Bull
put spread, Technical Analysis, Investment Decision making.

ICMAST 2024 163

 International Conference Proceedings

A STUDY ON THE INFLUENCE OF THE GOLD PRICE ON THE INDIAN

AND US STOCK MARKETS
Ms. Aashiga R,
Post Graduation Student, Department of Business Administration- PG, Hindustan College of Arts & Science,
Coimbatore-641 028. Email ID: [email protected]

Ms. Shanmetha P
Post Graduation Student, Department of Business Administration- PG, Hindustan College of Arts & Science,
Coimbatore-641 028. Email ID: [email protected]

ABSTRACT
This study investigates the influence of gold prices on Indian and US stock markets,
focusing on the Nifty 50 and S&P 500 indices. Descriptive research and convenience sampling are
employed, analyzing historical data from 2018-2022. Simple Moving Average (SMA), Relative
Strength Index (RSI), and Linear Regression are used to examine the relationship. The study reveals
a significant correlation between gold prices and stock market indices. Gold price movements
impact investor sentiment and market volatility. The research contributes to existing literature on
gold and stock market relationships, informing policy implications and investment strategies. Risk
management and portfolio diversification are highlighted. The study provides valuable insights for
investors, policymakers, and analysts, considering economic indicators and global market trends.
Policy changes and their impacts are examined. Investor behavior and market performance are
analyzed. Gold prices significantly impact Nifty 50 and S&P 500 indices. Investor sentiment is
influenced by gold price fluctuations. Market volatility increases with gold price movements. The
research has implications for global financial markets. Investment strategies are informed by the
study's findings. The study's results are relevant for investors and policymakers. The analysis sheds
light on the interconnectedness of global financial markets. Gold prices serve as a hedge against
inflation and economic uncertainty. The study's outcomes inform decision-making amidst global
financial uncertainty. Overall, the research enhances understanding of the gold-stock market nexus.

ICMAST 2024 164

 International Conference Proceedings

A STUDY ON INVESTING VARIOUS CANDLESTICK PATTERNS

AND THEIR EFFECTIVENESS IN PREDICTINGPRICE
MOVEMENTSSECTOR IN NSE

Mohamed Sulthan A, Deepan P

Department of Business Administration (PG),
Hindusthan College of Arts & Science
Coimbatore, Tamil Nadu, India.
E-mail- [email protected]

ABSTRACT
Candlestick patterns are widely utilized by traders and technical analysts to predict
potential price movements in financial markets. These patterns, derived from the open,
high, low, and close prices within a specific time period, provide visual insights into
market sentiment, momentum, and potential reversals. This paper investigates the
effectiveness of various candlestick patterns, such as doji, engulfing, hammer, shooting
star, and others, in forecastingshort-term and long-term price movements. Through a
detailed examination of historical price data across different asset classes, the study aims
to assess the predictive reliability of these patterns, both in isolation and in combination
with other technical indicators. The findings will contribute to a deeper understanding of
the utility and limitations of candlestick charting in modern trading strategies, and offer
insights into how these patterns may be employed to improve market predictions.

Keywords: Nifty midcap 150 sector, National Stock Exchange (NSE), Stochastic
oscillator and Bollinger% band.

ICMAST 2024 165

 International Conference Proceedings

A STUDY ON WAITING TIME DEALY FOR DISCHARGE OF IN

PATIENTS AND SUGGEST FOR REDUCTION OF WAITING
TIME
Mr. K. Elamparithi ,
Student, Department of Business Administration (PG),
Hindusthan college of Arts & Science, Coimbatore -641028. Email ID: [email protected].

Mr. P. Kavin,
Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore-641 028. Email ID: [email protected].

ABSTRACT
Hospital discharge processes play a critical role in patient flow management and
overall hospital efficiency. However, delays in patient discharge can contribute to
overcrowding, increased healthcare costs, and patient dissatisfaction. This study
investigates the factors influencing waiting time delays in the discharge of inpatients and
proposes effective strategies for minimizing these delays. Key areas examined include
administrative procedures, communication gaps among healthcare staff, delays in
completing final evaluations, and bottlenecks in prescription and billing processes. Data
collection involved analyzing patient records, conducting staff interviews, and surveying
patients across different hospital units to identify common causes of delays. The findings
indicate that streamlined communication, improved coordination between medical and
non-medical teams, adoption of technology-assisted discharge planning, and patient
education can significantly reduce waiting times. By implementing targeted interventions
such as pre-discharge planning and electronic health record integration, hospitals can
enhance patient turnover rates and improve the overall quality of care. This study aims
to provide practical recommendations for hospital administrators to optimize discharge
workflows and ensure timely patient discharges

ICMAST 2024 166

 International Conference Proceedings

A STUDY ON CUSTOM CLEARANCE AND CUSTOMER

SATISFACTION
Hariprasath S,
Student, Department of Business Administration (PG),
Hindusthan college of Arts & Science, Coimbatore -641028
E-mail: [email protected]

Dr. Prabakar K
Professor
Department of Business Administration (PG),
Hindusthan College of Arts & Science, Coimbatore, Tamil Nadu, India.
ABSTRACT

This study investigates the relationship between customs clearance processes and
customer satisfaction in international trade. As global commerce continues to expand, the
efficiency of customs operations significantly impacts supply chain dynamics and
customer experiences. By analyzing customs clearance procedures across various regions
and industries, this research identifies key factors that contribute to delays and
complications during the import and export process. We employ a mixed-methods
approach, utilizing quantitative data from surveys measuring customer satisfaction levels
and qualitative interviews with stakeholders involved in customs operations.

Findings reveal that transparency, communication, and speed of clearance are

critical determinants of customer satisfaction. Delays in customs clearance are correlated
with decreased satisfaction levels and increased operational costs for businesses.
Additionally, the study highlights best practices adopted by high-
performing customs authorities that enhance overall customer experience. Our research
concludes with actionable recommendations for policymakers and customs organizations
aimed at streamlining processes and improving customer relations, ultimately fostering a
more efficient trade environment. This study contributes to the literature on international
trade logistics and provides insights for customs authorities seeking to enhance their
service delivery.

ICMAST 2024 167

 International Conference Proceedings

A STUDY ON DEBT MUTUAL FUND IN INDIAN STOCK MARKET

Janani S, Nishanthini M
Student, Department of Business Administration (PG),
Hindusthan College of Arts & Science, Coimbatore, Tamil Nadu, India,
Email ID: [email protected], Email ID: [email protected]

Dr. M Yegammai,
Professor, Department Of Business Administration (PG), Hindusthan College of Arts & Science,
Coimbatore, Tamil Nadu, India,
Email ID: [email protected]

ABSTRACT
This study focuses on the analysis of debt mutual funds in the Indian stock market.
Debt mutual funds are investment vehicles primarily focusing on fixed-income securities
such as bonds, government securities, and money market instruments. These funds are
preferred by conservative investors due to their relative safety compared to equity
investments. The research evaluates the performance of various debt mutual funds,
analysing their Net Asset Value (NAV), Simple Moving Average (SMA), Jensen's Alpha,
and risk-return characteristics over a period of time. By comparing the performance of
leading debt mutual funds from Aditya Birla, ICICI, HDFC, UTI, and Sundaram, the
study offers insights into how interest rate fluctuations, credit risk, and other economic
factors affect these funds. The analysis provides critical information to investors for
making informed decisions and understanding the role of debt mutual funds in a
diversified portfolio.

KEY WORDS: Debt Mutual Funds, Indian Stock Market, NAV, SMA, Jensen’s Alpha,
Credit Risk, Interest Rate Risk, Fixed-Income Securities, Risk-Return Analysis.

ICMAST 2024 168

 International Conference Proceedings

A STUDY ON FACTORS INFLUENCING THE SERVICE LEVEL OF

LIGI LOGISTICS
Jaswanth A,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore-641 028. Email ID: [email protected]
Rahul Aravind P
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore-641 028. Email ID: [email protected]
ABSTRACT
This study examines the critical factors influencing service levels in the service
industry, aiming to identify key drivers of service excellence. A quantitative approach was
adopted, surveying 500 customers and 200 service providers to gather insightful data.
The results reveal that employee expertise and empathy, communication clarity and timeliness,
service customization and adaptability, physical environment and ambiance, and
organizational culture and leadership are significant predictors of service levels. Notably, the
study highlights the importance of employee training programs and customer feedback
mechanisms in enhancing service quality, while technology integration improves service
efficiency.The findings have significant implications for service providers, emphasizing the
need to prioritize employee development and customer-centric strategies. Investments in
technology and process optimization yield positive returns, and continuous monitoring and
improvement of service levels ensure long-term success. This study contributes to the existing
body of knowledge on service levels, providing valuable insights for service providers,
policymakers, and researchers. Keywords: service levels, service quality, customer
satisfaction, employee expertise, organizational culture.

ICMAST 2024 169

 International Conference Proceedings

A STUDY ON TRAINING NEED ANALYSIS AT E.I.D PARRY

LTD CUDDALORE
Ms. Arthi A,
Student, Department of Business administration (PG) Hindusthan college of Arts & Science,
Coimbatore -641028. Email ID: [email protected]
Mr. Gowtham B,
Student, Department of Business administration (PG), Hindusthan college of Arts & Science,
Coimbatore -641028. Email ID: [email protected]

ABSTRACT
This study focuses on the significance of Training Needs Analysis (TNA) within
E.I.D Parry Limited, highlighting its role in enhancing employee performance and aligning
training initiatives with organizational strategic objectives. Human resource management is
pivotal in maximizing employee contributions to achieve a competitive advantage, and TNA
serves as a foundational tool in this process. Through a systematic evaluation of
organizational, task, and individual analyses, the study identifies skill and knowledge gaps
among employees, enabling the development of targeted training programs. Key aspects of
TNA include prioritizing training needs based on organizational goals, designing relevant
and interactive training programs, and implementing effective delivery methods.
Furthermore, the evaluation of training effectiveness is essential for continuous
improvement. By addressing specific training needs, this study aims to enhance workforce
competencies, boost overall performance, and prepare E.I.D Parry Limited for future
challenges. The findings underscore the importance of a strategic approach to human
resource management, ensuring that employees remain engaged, skilled, and capable of
contributing to organizational success.

ICMAST 2024 170

 International Conference Proceedings

A STUDY ON INITIATIVE TAKEN BY THE COMPANY TO ACHIEVE

THE QUALITY MANAGEMENT SYSTEM AT CYRIX HEALTHCARE
PVT LTD
Ms. Stephy Sunil,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028.
Email ID: [email protected]

Ms. Jayasree M
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028.
Email ID: [email protected]

ABSTRACT
This study examines the initiatives undertaken by Cyrix Healthcare Pvt Ltd to establish
an effective Quality Management System (QMS). The research investigates the company's
strategic approaches, policies, and procedures implemented to ensure quality standards in
biomedical equipment calibration, maintenance, and services. Through a mixed-methods
approach, combining surveys, interviews, and document analysis, this study assesses the
impact of these initiatives on employee competency, customer satisfaction, and overall
organizational performance. The findings highlight the significance of top management
commitment, employee engagement, and continuous improvement in achieving QMS
excellence. This study contributes to the understanding of QMS implementation in the
healthcare industry and provides valuable insights for organizations seeking to enhance
their quality management practices.
Keywords: Quality Management System, Cyrix Healthcare, Biomedical Equipment,
Calibration, Maintenance, Employee Competency, Customer Satisfaction.

ICMAST 2024 171

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF FIVE BSE COMPANIES

Suthesh D, Vasanthanathan. U
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028.

ABSTRACT
Technical analysis is a study of the stock market considering factors related to the
supply and demand of stocks. It helps in determining the future levels by examining the
past price movements and trading volumes of stock and indices. In fact the decision
made on the basis of technical analysis is done only after inferring a trend and judging
the future movement of the stock on the basis of the trend Based on the market
capitalization of the stock/Equity 10 years (2014-2024) of historical data of FIVE
companies are selected from the large market cap company, which are having high
market capitalization are selected for the proposed study. The present study covers
primary and secondary both data which the selected commodities are traded, and daily
stock market indices are taken into the consideration. The data also collected from
various sources like various journals, reports, magazines, newspapers, and stock market
Sensex data. these tools offer a comprehensive view of market trends, momentum, and
participant activity. By combining trend-following signals from SMA and RSI with
volume-based insights from Open Interest and PVI, traders can make more informed
decisions, improve trend identification, and enhance their overall trading strategy.

ICMAST 2024 172

 International Conference Proceedings

A STUDY ON HISTORICAL PRICE VOLATILITY IN INDIAN

COMMODITY MARKET
Bhoopalan P, Mathiarasu.K
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT
This paper explores the effectiveness of the Positive Volume Index (NVI) and Relative
Strength Index (RSI) as technical indicators in evaluating agriculture sector stocks on the
Multi Commodity Exchange (MCX) of India. Focusing on key companies—Bunge Ltd,
Agro Corporation Ltd, Coromandel International Ltd, Kaveri Seed, CarGurus Ltd, —the
study examines the role of volume activity and price volatility over a 10-year period. PVI
is used to assess stock movements during High-volume trading days, providing insights
into "smart money" behaviour, while RSI measures price volatility relative to the market.
The analysis shows that PVI helps in identifying subtle market shifts not apparent through
price changes alone, and RSI proves to be a critical tool for assessing risk levels. This
paper provides actionable insights for investors looking to navigate the agriculture sector's
often volatile market conditions, offering strategies based on these technical tools for
better risk management and profit maximization. Keyword: Agriculture sector, Multi
Commodity Exchange (MCX), Technical indicators, Smart money, Investment decision-
making.

ICMAST 2024 173

 International Conference Proceedings

AN ANALYTICAL STUDY ON FUTURE OF GOLD AND SILVER

COMMODITIES TRADED IN MULTI COMMODITY EXCHANGE

Mr. RIYAS,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected]

Mr. ABDUL WAHID

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected]

ABSTRACT
The commodities market plays a pivotal role in the global economy, with gold and
silverstanding out as two of the most valued and actively traded precious metals. This
study examines the future trajectory of gold and silver commodities within India's Multi
Commodity Exchange (MCX) by analyzing market trends, economic factors, and
investor sentiment. Gold and silver have long served as hedges against inflation and
currency fluctuations, which accentuates their appeal to investors during periods of
economic uncertainty. This research delves into historical data, price patterns, and the
influence of macroeconomic indicators—such as inflation, currency exchange rates, and
geopolitical events—on the pricing and demand for these metals.
Furthermore, the study evaluates the role of technology and digital platforms in
trading, providing insights into how innovations like algorithmic trading, blockchain
technology, and online brokerage are impacting the dynamics of gold and silver trading in
MCX. Through statistical analysis and forecasting models, this research aims to present a
comprehensive outlook on the potential growth, risks, and returns associated with gold
and silver investments. The findings of this study seek to guide investors, policymakers,
and market participants in making informed decisions regarding these commodities in the
face of evolving market conditions.

ICMAST 2024 174

 International Conference Proceedings

A STUDY ON OPINION ON EMPLOYEE ON NABH

ACCERADATION PROCESS

Roshan Patrick, Sri Deepankumar,

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr.D.Malleeshwari
Assistant Professor, Department of Business administration (PG),
Hindustan college of Arts & Science, Coimbatore-641028.
Email: [email protected]

ABSTRACT
The project focuses on the implementation of the National Accreditation Board
for Hospitals & Healthcare Providers (NABH) standards at Mother Care Hospital,
located in Mannarkkad, Kerala. The study examines the hospital's compliance with
NABH guidelines, which aim to enhance healthcare quality and patient safety.
Through a detailed evaluation of the hospital’s operations, patient care protocols, and
administrative practices, the project identifies gaps in compliance and proposes
recommendations to align the hospital with the accreditation standards. These
improvements are expected to elevate patient satisfaction, operational efficiency, and
overall healthcare quality. The study's significance lies in its potential to provide a
roadmap for achieving NABH accreditation, which serves as a benchmark for excellence
in the Indian healthcare system, ensuring that hospitals meet the highest standards of
care, safety, and operational effectiveness.

Keywords: Healthcare quality, Patient safety, Accreditation standards, Safety,

Standards of care,Operational efficiency.

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A STUDY ON TECHNOLOGY ADAPTATION AND ITS

IMPLICATIONS FOR HR PRACTICES AT TABP SNACKS AND
BEVERAGES PVT LTD

Mr. Kavimani.R,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Mr.Joshin J Jeeva S
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
. Email ID: [email protected]

ABSTRACT
This study examines the impact of advanced technologies on Human Resource (HR)
practices, focusing on recruitment, training, performance management, and employee
engagement. By analyzing data and case studies, it highlights the opportunities and challenges
of integrating technology into HR. The research offers insights on how organizations can
effectively leverage digital tools to enhance HR operations, improve workforce productivity,
and align technology with strategic goals in today's dynamic business environment.

ICMAST 2024 176

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A STUDY ON EMPLOYEE WORK EFFICIENCY TOWARDS

HERITAGE FOODS LIMITED

Ms. S. Deepika,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
. Email ID: [email protected]

Ms. B. Dharshini
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

ABSTRACT
This study investigates factors influencing employee work efficiency at Heritage
Foods Limited. Key findings reveal that training and development opportunities,
technological resources, and organizational commitment are significant contributors to
employee satisfaction and overall work efficiency. Recommendations include enhancing
training programs, improving technological infrastructure, and fostering a supportive work
environment. By implementing these strategies, Heritage Foods Limited can optimize
employee performance, achieve organizational goals, and position itself as an employer of
choice. This research contributes to the existing body of knowledge on employee work
efficiency, offering valuable insights for organizations in the dairy industry and beyond. The
analysis revealed that while employees generally expressed satisfaction with training,
technology, and organizational commitment, there is room for improvement in these areas.
Keywords: Employee work efficiency, Training & development, work environment,
technology, motivation

ICMAST 2024 177

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A STUDY ON PRIORITY OF GOLD & SIVER IN MCX

Raghuram. S, Santhosth. S
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT

Gold and silver hold significant theoretical importance in the Multi Commodity
Exchange (MCX) due to their roles as precious metals and commodities. Historically, both
metals have been considered safe-haven assets, offering a hedge against economic uncertainty
and inflation. In the context of MCX, their prices are influenced by a multitude of factors
including global economic conditions, currency fluctuations, interest rates, and geopolitical
events. Gold, often seen as a store of value, is driven by investor sentiment, central bank
policies, and jewelry demand. Silver, while also valued for similar reasons, has a dual role as
both a precious metal and an industrial commodity. Silver, while also valued for similar
reasons, has a dual role as both a precious metal and an industrial commodity, making its
price more volatile and sensitive to industrial demand and technological advancements.

ICMAST 2024 178

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A STUDY ON BUSINESS INTELLIGENCE ON NIPPY PAYMENT

GATEWAY
Mr. Dharani Dharan. P,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Ms. Praveen Muthusankar. P.K,

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
. Email ID: [email protected]

ABSTRACT
This study investigates the impact of Business Intelligence (BI) on operational
efficiency, customer engagement, and compliance within Nippy Payment Gateway. BI tools
have become critical in payment gateways, allowing for enhanced transaction monitoring,
fraud detection, and strategic planning. Using a mixed-methods approach, this research
combines survey data and performance metrics to assess how BI optimizes Nippy’s core
functions, including transaction processing and risk management. Findings indicate that BI
integration significantly improves data-driven decision-making, customer insights, and
security measures, though challenges like data integration and skills gaps persist. The study
provides actionable recommendations for enhancing BI utilization to drive competitive
advantage in fintech.
Keywords: Business Intelligence, Payment Gateway, Operational Efficiency, Fraud
Detection, Data Analytics, Customer Engagement, Compliance.

ICMAST 2024 179

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A STUDY ON TECHNICAL ANALYSIS OF THE NIFTY NEXT 50

P. Thiraviya Samy, J. Jacob Immanuel

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT

This paper explores the effectiveness of the Negative Volume Index (NVI) and
Relative Volatility Index (RVI) as technical indicators in evaluating energy sector stocks on
the National Stock Exchange (NSE) of India. Focusing on key companies—Reliance
Industries Ltd, Coal India Ltd, Power Grid Corporation of India Ltd, Oil & Natural Gas
Corporation, and NTPC—the study examines the role of volume activity and price volatility
over a 10-year period. NVIis used to assess stock movements during low-volume trading
days, providing insights into "smart money" behaviour, while RV measures price volatility
relative to the market. The analysis shows that NVI helps in identifying subtle market shifts
not apparent through price changes alone, and RV proves to be a critical tool for assessing
risk levels. This paper provides actionable insights for investors looking to navigate the
energy sector's often volatile market conditions, offering strategies based on these technical
tools for better risk management and profit maximization.
Keyword: Energy sector, National Stock Exchange (NSE), Technical indicators, Smart
money, Investment decision-making.

ICMAST 2024 180

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A STUDY ON TRAINING NEED ANALYSIS AT E.I.D PARRY LTD

CUDDALORE
Ms. Arthi A,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Ms. Arthi C
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

ABSTRACT
This study focuses on the significance of Training Needs Analysis (TNA) within
E.I.D Parry Limited, highlighting its role in enhancing employee performance and
aligning training initiatives with organizational strategic objectives. Human resource
management is pivotal in maximizing employee contributions to achieve a competitive
advantage, and TNA serves as a foundational tool in this process. Through a systematic
evaluation of organizational, task, and individual analyses, the study identifies skill and
knowledge gaps among employees, enabling the development of targeted training
programs. Key aspects of TNA include prioritizing training needs based on organizational
goals, designing relevant and interactive training programs, and implementing effective
delivery methods. Furthermore, the evaluation of training effectiveness is essential for
continuous improvement. By addressing specific training needs, this study aims to
enhance workforce competencies, boost overall performance, and prepare E.I.D Parry
Limited for future challenges. The findings underscore the importance of a strategic
approach to human resource management, ensuring that employees remain engaged,
skilled, and capable of contributing to organizational success.

ICMAST 2024 181

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A STUDY ON HUMAN RESOURCE DEVELOPMENT AS AN

ELEMENT OF SUSTAINABLE HRM WITH REFERENCE TO OMEGA
HEALTHCARE
Ms. Felicia R,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Ms. Brijith Amulya A

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

ABSTRACT
Human Resource Development (HRD) plays a crucial role in the framework of
Sustainable Human Resource Management, which emphasizes the long-term viability of
organizational practices in harmony with environmental, social, and economic
sustainability. This paper explores the integration of HRD strategies within Sustainable
HRM, highlighting how effective employee training, continuous learning, and career
development contribute to not only organizational success but also to the broader goals
of sustainability, HRD enables organizations to meet the evolving demands of the
workforce Additionally, the study demonstrating the positive impact on employee
engagement, retention, and overall organizational performance.
Keywords: Human Resource Development, Talent Management, Leadership
Program, Training & Development, Innovative Program

ICMAST 2024 182

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A STUDY ON WORK LIFE BALANCE AND CONFLICT AT WIZI

TECHNOLOGY SERVICES PRIVATE LIMITED

Ms. Giftlin Prebha JP,

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Mr. Deepak M
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

ABSTRACT

This study focuses on the significance of Work Life Balance and Conflict at Wizi
Technology Services Private Limited. The company stands out as a prominent digital
marketing agency in India, with its main office in Nagercoil, Kanyakumari, it offers a
wide array of services, including Search Engine Optimization (SEO), YouTube Ads,
Premium Web Development, Social Media Marketing, Google Ads, and Premium
Website Analysis. This research aims to investigate the work-life balance and conflicts
faced by employees at Wizi Technology Services. The study seeks to understand how
work-life balance relates to satisfaction with family life and to explore the link between
work-life conflict and the coping strategies employed by employees. Additionally, the
research will analyze how these coping strategies affect work-life balance and family
satisfaction. Based on the findings, the study will provide recommendations to improve
work-life balance and reduce conflicts among employees, ultimately benefiting both
employee well-being and organizational productivity.

ICMAST 2024 183

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STUDY ON PRICE ANALYSIS ACROSS 20 DIFFERENT SECTORS IN

THE TOP 1 COMPANY

Gunal Jebison, Praveen Kumar.P

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]@gmail.com

Mr. K.Hareesh,
Assistant Professor, Department Of Business Administration (PG),
Hindusthan College of Arts & Science, Coimbatore, Tamil Nadu,India,
Email ID: [email protected]

ABSTRACT
This study analyzes stock pricing by examining the top company in 20 diverse sectors
to identify key trends and growth drivers. It focuses on pricing strategies, volatility, and sector-
specific challenges using financial metrics like Price-to-Earnings (P/E) ratios and earnings per
share (EPS). The research also considers macroeconomic factors such as inflation and interest
rates that influence stock performance. The findings aim to equip investors with actionable
insights for informed decision-making in a dynamic financial landscape.

ICMAST 2024 184

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A STUDY ON STOCK PRICE ANALYSIS IN DIFFERENT SECTORS

(LARGE CAP)

Abirami A, Abdul Malik S

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]

ABSTRACT
The project titled "A Study on Stock Price Analysis in Different Sectors (Large Cap)" aims to
analyze stock prices of large-cap companies, focusing on their trends, performance, and key
market indicators. Large-cap stocks represent the largest companies in financial markets,
offering stability and growth potential. This research is essential for investors seeking insights
into investment opportunities within the large-cap segment of the Bombay Stock Exchange
(BSE) and the National Stock Exchange (NSE). The study involves a detailed examination of
various sectors, employing both fundamental and technical analysis to predict stock
movements. Tools such as the Simple Moving Average (SMA), Relative Strength Index (RSI),
are used to analyze historical data and identify investment trends. Key objectives include
identifying undervalued stocks with high growth potential, evaluating the financial health of
companies, and understanding the impact of government policies on stock prices. The research
also examines investor behavior, market psychology, and risk-return profiles associated with
large-cap stocks
KEY WORDS: BSE Sensex, Stock market performance, Technical analysis, Simple Moving Average
(SMA), Relative Strength Index (RSI),

ICMAST 2024 185

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A STUDY ON A FACTORS INFLUENCING PATIENT SATISFACTION

AT FIMS HOSPITAL

Ms. Harippriya S, Mr. Guruprasanth CPS

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]
,
ABSTRACT
This study assesses patient satisfaction with doctor and nurse quality,
infrastructure, technology, waiting time, reputation, and cost efficiency. The results
show that effective communication, clear explanations, and adequate infrastructure
are crucial in shaping patient satisfaction. While there are areas of excellence,
improvements are needed in nurse responsiveness, privacy measures, and
technological infrastructure. The study highlights the importance of prioritizing
patient-centered care and investing in technology to enhance patient satisfaction and
trust.
Key word : waiting time, infrastructure, technology, quality of care.

ICMAST 2024 186

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A STUDY ON REAL ESTATE INVESTMENT TRUST IN INDIAN

STOCK MARKET
Nishanthini M, Murugan S
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected], E-mail : [email protected]

ABSTRACT
This paper focuses on the analysis of real estate stocks in the Indian stock
market, particularly investigating Real Estate Investment Trusts (REITs) and
leading market capitalization companies such as Coral India Finance & Housing
Ltd, DLF Limited, Oberoi Reality Ltd, Phoenix Mills Ltd, GeeCee Ventures Ltd.
Utilizing Simple Moving Averages (SMA) and the Profit Moving Method, the
research aims to provide a comprehensive evaluation of these companies
performance over a specified period (2014 – 2024). The scope of the study
encompasses a detailed examination of the financial statements of top market
capitalization companies within the real estate sector. By evaluating the ranking and
performance of these companies in the Indian stock market, the research aims to
illuminate the dynamics of real estate investments. This analysis will not only
inform investors about potential opportunities and risks but also contribute to a
deeper understanding of the real estate sector's influence on the broader financial
landscape in India. Ultimately, the findings will enhance strategic investment
decisions, fostering informed participation in this growing market segment.
Keyword : Real Estate Investment Trust, Indian Stock Market, National Stock
Exchange, Investors Decisions

ICMAST 2024 187

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A STUDY ON ACTIVE FUND ALLOCATION DECISION OF

MUTUAL FUND IN INDIA- DIFFERENT SECTORS
Karthikeyan.R, Vignesh.S
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Dr.S.Thilak, Mba., Ph.D., M.Com.,
Assistant Professor,
Department Of Business Administration (PG),
Hindusthan College of Arts & Science, Coimbatore, Tamil Nadu

ABSTRACT

The project titled "A Study on Active Fund Allocation Decision of Mutual Fund in
Different Sectors in India" aims to analyze the risks and returns associated with mutual fund
investments in the Indian stock market. The project focuses on the decision-making processes
involved in active fund allocation, where fund managers strategically select securities across
different sectors to maximize returns. A detailed analysis of major companies like Axis Mutual
fund, Bandhan Mutual Fund, SBI Mutual Fund, UTI Mutual Fund and Quant Mutual Fund
provides insights into stock performance, identifying overbought and oversold conditions, trend
reversals, and complex patterns. The study concludes with strategic recommendations for
investors, stressing the role of technicalindicators in decision making and risk management,
while offering insights for policymakersto foster stable market regulations. Overall, it serves as
a comprehensive guide to understanding the dynamics of the BSE Sensex and its importance in
India's financial market.

KEY WORDS: Active Fund Allocation, Mutual Funds, Indian Stock Market, Risk and
Return Analysis, Sharpe Ratio, Jensen’s Alpha, Standard Deviation, Simple Moving
Average (SMA)

ICMAST 2024 188

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A STUDY ON TECHNICAL ANALYSIS OF ENTERTAINMENT SECTOR IN

NSE
Kavin Kumar.C, Sakthibala.D
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028

ABSTRACT
This study focuses on the technical analysis of stocks in the entertainment sector
listed on the National Stock Exchange (NSE). It explores the application of technical
indicators such as Simple Moving Averages (SMA), Relative Strength Index (RSI), and
Linear Regression techniques to predict future price movements. By analyzing ten years
of historical data from companies like Zee Entertainment, Saregama India, and others,
this research aims to provide actionable insights for investors.

Keywords: Simple Moving Average, Relative Strength Index

ICMAST 2024 189

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A STUDY ON TECHNICAL ANALYSIS OF OIL AND GAS COMPANIES

STOCK IN NSE

Mohamed Assif.R, Naveenraj.R

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT
This paper explores the effectiveness of the Simple Moving Average (SMA)
and Relative Strength Index (RSI) as technical indicators for evaluating stocks in
the oil and gas sector on the National Stock Exchange (NSE) of India. The study
focuses on five major companies: Indian Oil Corporation Limited (IOCL), Oil and
Natural Gas Corporation (ONGC), Bharat Petroleum Corporation Limited (BPCL),
Gas Authority of India Limited (GAIL), and Reliance Petroleum Limited (RPL)
over a 10-year data period.
The Simple Moving Average (SMA) is employed to smooth short-term price
volatility and highlight long-term trends. By calculating the average stock price
over a selected period, the SMA aids investors in identifying the general direction
of a stock.The research demonstrates that SMA is particularly effective in detecting
sustained trends in oil and gas sector stocks, offering investors a practical tool to
time their entries and exits in the market.
The Relative Strength Index (RSI), as a momentum oscillator, measures the
speed and change of price movements to assess overbought or oversold conditions.
An RSI above 70 indicates that a stock might be overbought, suggesting a potential
downturn, while an RSI below 30 points to an oversold condition, especially in the
often volatile oil and gas sector, where prices can fluctuate rapidly based on global
economic and geopolitical factors.
Keyword: Energy sector, National Stock Exchange (NSE), Technical indicators,
Smart money, Investment decision-making.

ICMAST 2024 190

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A STUDY ON FACTORS AFFECTING THE SERVICE QUALITY IN

PGS FREIGHT FORWARDERS
Ms.Madhumitha G, Ms.Santhiya S
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected] . Email ID: [email protected]

ABSTRACT
Service quality is a critical determinant of customer satisfaction, fidelity, and
eventually, organizational success. This study investigates the crucial factors influencing
service quality in the service industry, with a focus on relating the most significant predictors.
A mixed- methods approach was employed, combining surveys (n=300) and semi-structured
interviews(n=20) with customers and service providers. The results reveal that staff capacity,
attitude, communication effectiveness, timeliness & responsiveness, physical terrain &
amenities, organizational culture and policies are significant predictors of service quality.
Specifically, the study highlights the importance of employee training programs and client
feedback mechanisms in enhancing service quality. Theoretical and practical accusations are
discussed, emphasizing the need for service providers to prioritize employee development
and customercentric strategies. The study contributes to the body of knowledge on service
quality, furnishing precious perceptivity for service providers, policymakers and
experimenters seeking to ameliorate client gests and organizational performance.
Keywords: service quality, customer satisfaction, loyalty, organizational success,
service industry.

ICMAST 2024 191

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STUDY ON EMPLOYEES' AWARENESS AND PERCEPTION OF

NVOCC OPERATIONS AND SERVICES
Mohamed salihu, Mohamed zubair
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]@gmail.com Email ID [email protected]

ABSTRACT
This study investigates the awareness and perceptions of employees regarding the
operations and services of Non-Vessel Operating Common Carriers (NVOCCs) within Seaport
Lines Pvt Ltd. The research aims to understand how well employees are informed about
NVOCC functions and their views on the efficiency and quality of services offered. By
employing quantitative and qualitative methods, the study analyzes the extent of awareness and
identifies key perceptions influencing employee engagement and service delivery. The findings
highlight areas where knowledge gaps exist and suggest ways to enhance communication and
operational understanding to improve organizational performance and employee satisfaction.
The role of technology and its impact on NVOCC operations, including advancements in
tracking, communication, and management systems, is also explored.

ICMAST 2024 192

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A STUDY ON FUNDEMENTAL FACTORS AFFECTING BUILDING

MATERIAL SECTOR IN NSE

Nithish Kumar S, Linggesh T

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email id : [email protected]

ABSTRACT
The study focuses on the fundamental factors influencing the building materials sector
on the National Stock Exchange (NSE) of India. It explores key economic indicators like GDP
growth and infrastructure spending, which drive demand for building materials. Company-
specific factors such as financial health, management efficiency, and competitive positioning
are analyzed to understand their impact on stock valuations. External influences, including
government policies, environmental regulations, and technological advancements, are also
considered crucial in shaping the sector's performance.

Keywords: SIMPLE MOVING AVERAGE, RELATIVESTRENGTHINDEX

ICMAST 2024 193

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A STUDY ON CUSTOMER SATISFACTION AND SERVICE QUALITY

ASSESSMENT OF CUSTOMS HOUSE AGENTS (CHAS) IN
SUPPLYCHAIN MANAGEMENT

Premchendu
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
ABSTRACT

This study provides a comprehensive analysis of customer satisfaction and service

quality in the Customs House Agent (CHA) sector, with a particular focus on their integral role
in supporting and enhancing supply chain management. Customs House Agents are essential
intermediaries in global trade, handling critical functions such as customs documentation,
regulatory compliance, and coordination between various stakeholders to ensure the smooth
movement of goods across international borders. In an era of increasingly complex global trade
requirements and competitive market dynamics, high-quality CHA services have become
crucial for companies aiming to maintain efficient and cost-effective supply chains.
Through this research, the study explores five key service quality dimensions—
reliability, responsiveness, assurance, empathy, and tangibility—as defined by the widely
recognized SERVQUAL model, which measures customer perceptions of service quality. Each
dimension is evaluated for its specific impact on customer satisfaction, providing insight into
how clients of CHA services perceive and value these attributes. For instance, reliability in
CHA services is linked to consistent, error-free processing of customs documentation and
timely delivery of services, while responsiveness relates to how quickly and effectively CHA
staff can address client inquiries and resolve any issues that arise during the customs process.
The study uses survey data collected from clients of Aakash Shipping Agencies, a well-
regarded player in the CHA sector, to analyze the factors that most significantly impact client
satisfaction. Through data analysis, the research identifies several areas where CHA services
could be further improved, particularly in communication transparency and documentation
accuracy. Communication transparency is essential for setting realistic expectations and
keeping clients informed about the status of their shipments, which can reduce stress and
increase trust. Likewise, documentation accuracy is vital in avoiding costly errors and delays,
as even minor documentation mistakes can lead to serious disruptions in the supply chain.
The results of this study indicate that high-quality service in CHA operations has a
direct positive correlation with customer loyalty. Clients who experience dependable,
responsive, and transparent services are more likely to continue using CHA services and
recommend them to others. Furthermore, the findings highlight the broader impact of service
quality on supply chain efficiency, as efficient CHA services help in minimizing customs
delays, reducing transit times, and ultimately contributing to smoother international trade
flows.

ICMAST 2024 194

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A STUDY ON WAREHOUSING AND CUSTOMER

SATISFACTION IN MP EXPORTS

R. Gopi, B. Ajay Venkatesh

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email:[email protected]

ABSTRACT

This study investigates the relationship between warehousing operations and

customer satisfaction at MP Exports, an automotive export company. The research focuses
on key warehousing processes, including inventory management, order accuracy, delivery
timeliness, and packing practices. A descriptive research methodology, using both
quantitative surveys and qualitative observations, reveals how efficient warehouse
management contributes to improved customer satisfaction. The study also identifies areas
for operational improvement and suggests strategies to enhance service quality. The findings
emphasize the importance of integrating advanced technologies and streamlined workflows
to meet customer expectations and maintain competitiveness in the global automotive sector.

Keywords: Warehousing, Customer Satisfaction, Inventory Management, Order Accuracy.

ICMAST 2024 195

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A STUDY ON WAREHOUSING AND DISTRIBUTION STRATEGIES OF

GOLDEN VATS PVT LTD

Nandhini. S, Thenmozhi.A
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]

ABSTRACT

This research investigates warehouse operations to ensure a secure working

environment, optimize capacity, and minimize environmental impact. A mixed-methods
approach combining surveys, interviews, and case studies examined safety protocols, capacity
utilization, packaging, transportation practices, and sustainable initiatives in warehouses. The
study revealed significant gaps in safety training, inadequate capacity planning, and inefficient
packaging practices contributing to environmental degradation. The study’s recommendations
aim to enhance warehouse efficiency, reduce environmental impact, and promote sustainable
practices. The outcomes of this research will inform warehouse managers, policymakers, and
stakeholders seeking to create safer, more sustainable, and efficient warehouse operations.

Keywords: WAREHOUSE SAFETY, CAPACITY OPTIMIZATION, SUSTAINABLE

PRACTICES, SUPPLY CHAIN MANAGEMENT.

ICMAST 2024 196

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A STUDY ON QUALITY OF SERVICE OF FREIGHT

FORWARDING

Prasanna S, Keerthana J
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email:[email protected]

ABSTRACT

This study investigates the quality of service in freight forwarding, focusing on

CA Logistics Pvt Ltd. Its major goal is to assess current service standards and identify
significant flaws that affect customer happiness. The study assesses service performance
using both qualitative and quantitative research methodologies, gathering insights from
consumers and workers. Key findings emphasize issues with communication, punctuality,
and response. Furthermore, client satisfaction levels are measured to determine views of
service quality. The study continues with practical recommendations to improve service
delivery and customer satisfaction, emphasizing the need of employee training, process
improvements, and effective feedback channels. By addressing these crucial areas, CA
Logistics can maintain its competitive advantage in the freight forwarding industry and foster
long-term customer loyalty.
KEYWORDS: Process improvement, Feedback Mechanism, Customer Loyalty

ICMAST 2024 197

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A STUDY ON THE ASSESSMENT OF MANAGERIAL SKILLS AMONG THE

HEALTHCARE WORKERS – NURSES, ADMINS AND PARAMEDICS, AND ITS
ASSOCIATION WITH PROVIDING SERVICES TO THE LOCAL COMMUNITY

Preethi R, Nagashree S.T

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]
ABSTRACT
This study aims to evaluate the managerial skills of healthcare workers—nurses, administrative
staff, and paramedics—and examine how these skills influence the quality of services provided to the
local community. Effective healthcare management is crucial to achieving patient satisfaction,
optimizing resources, and enhancing the efficiency of service delivery, particularly in community-
focused healthcare settings. The study explores critical managerial competencies, including decision-
making, communication, problem-solving, and leadership skills, across different healthcare worker
roles.A mixed-method approach was adopted, combining quantitative surveys and qualitative
interviews, to assess the skill levels of participants and capture insights into their experiences. The
research was conducted at a regional healthcare facility that primarily serves a diverse population in an
underserved area, allowing for a detailed analysis of how managerial abilities impact service delivery.
The sample included a balanced representation of nurses, administrative staff, and paramedics,
facilitating cross-sectional comparisons.
Preliminary findings suggest that high managerial competence among healthcare workers is
associated with improved patient care, smoother workflow, and higher levels of community trust.
Nurses and paramedics with well-developed problem-solving and communication skills, for example,
were better equipped to respond to patient needs efficiently. Similarly, administrative staff with strong
leadership skills contributed to better resource allocation and coordination within the facility.The study
underscores the importance of continuous professional development programs to enhance managerial
skills among healthcare workers, as such improvements have the potential to directly benefit community
health outcomes. Recommendations include the integration of targeted training programs in
communication, decision-making, and leadership to bridge skill gaps and further strengthen healthcare
service provision in community settings.
Keywords: Managerial skills, healthcare workers, nurses, administrative staff, paramedics, community
healthcare, service delivery, decision-making, communication, problem-solving, leadership,
professional development, patient care and resource optimization.

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A STUDY ON EXPLORE CLASSIC CHART AND THEIR RELEVANCE

IN TECHNICAL ANALYSIS

Ramanan M, Prasanth S
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT
Understanding the relevance of classic chart patterns in the technical analysis of the
banking sector, particularly for a housing loan company, is crucial for market participants.
By leveraging these patterns, traders and investors can enhance their market analysis,
improve the timing of their trades, and ultimately achieve better financial outcomes. This
study aims to contribute to the body of knowledge in technical analysis and provide
valuable insights for professionals operating in the housing loan sector.
The banking sector is a critical component of the global financial system,
characterized by significant trading volumes and frequent price fluctuations. Technical
analysis, including the study of classic chart patterns, is particularly relevant in this sector
due to its high liquidity and volatility. Traders and analysts in the banking industry use
these patterns to gauge market sentiment, manage risks, and optimize their trading
strategies.
Keyword: Banking Sector, Classic chart patterns, Technical analysis, Housing loan
companies, Home Loans

ICMAST 2024 199

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A STUDY ON AWARENESS AND EMPLOYEES OPINION

TOWARES THE WORK SAFETY MEASURES IN HOSPITAL
Mr. L.Sanjay,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Mr. I. Walter Vikas

Assistant Professor, Department of Business administration (PG),
Hindusthan college of Arts & Science, Coimbatore -641028. Email ID: [email protected]

ABSTRACT
The study aims to evaluate the awareness and opinions of hospital employees regarding
work safety measures while examining the alignment of these safety protocols with
institutional health and safety standards. Key objectives include assessing the clarity and
effectiveness of communication between hospital management and staff on safety policies, as
well as identifying any gaps in the implementation and adherence to these measures.
Additionally, the study investigates the hospital's efforts in promoting a culture of safety and
preparedness to mitigate workplace hazards. It seeks to measure the impact of safety training
programs on employee confidence, compliance, and overall well-being. Furthermore, the
research explores the adequacy of personal protective equipment (PPE), emergency
preparedness, and risk management practices as essential components in ensuring a secure
work environment for healthcare professionals, while also considering their role in employee
retention and satisfaction.
Keywords: work safety, hospital safety measures, communication gaps, safety training,
employee well-being, personal protective equipment (PPE), emergency preparedness,
workplace security, healthcare.

ICMAST 2024 200

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A STUDY ON RELATIONSHIP BETWEEN COMPANY’S CORE

VALUES AND ITS PERFORMANCES ATTRIBUTES TOWARDS MN
AUTO PRODUCTS (P) LTD. COIMBATORE
Ms. P. Shwetha, Ms. U.S. Harshini
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]

ABSTRACT
This article presents a study on the relationship between a company's core values active
learning, commitment, honesty, innovation, enthusiasm, valuing human relations, and
empowerment and its performance attributes. The research aims to understand how these
values influence organizational success, employee satisfaction, and operational efficiency. By
analysing various performance attributes, such as innovation rates, employee satisfaction, the
study demonstrates the impact of value-driven leadership on overall business performance.
This reveal that fostering an environment where these core values are ingrained in daily
operations not only enhances employee morale but also drives sustainable growth and
competitive advantage for the company.

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A STUDY ON SERVICE QUALITY IN CUSTOMER SATISFACTION

WITHSPECIAL AT VGM HOSPITAL
Sri Deepankumar S, Roshan Patrick
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]
ABSTRACT
The quality of healthcare services plays a crucial role in ensuring patient satisfaction
and fostering trust in healthcare systems. This study investigates the factors that influence
service quality in VGM Hospital, Coimbatore, with a focus on key elements such as staff
responsiveness, hospital cleanliness, and patient-doctor interaction. Using a descriptive
research design and a sample size of 100 patients, data were collected through
questionnaires. The results reveal that variables like staff appearance, promptness of
services, and the physical environment significantly impact patient perceptions of care
quality. The analysis also highlights the positive correlation between explaining treatment
processes and patient satisfaction, emphasizing the need for hospitals to enhance
communication and transparency in patient care. Findings suggest that continuous
assessment and improvements in service delivery, staff training, and facility management
are essential for maintaining high-quality healthcare services. This research provides
actionable insights for VGM Hospital to improve patient satisfaction and overall service
quality.

KEYWORD: Patient Safety, Healthcare Disparities, Equity in Healthcare, Healthcare

Accessibility.

ICMAST 2024 202

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A STUDY ON ASSESSMENT OF HEALTH AND SAFETY

PRACTICES IN CEMENT FACTORY OPERATIONS AT
CHETTINAD CEMENT CORPORATION PRIVATE LIMITED
Subhiksha.T ,Rajeshwari.R
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
.Email ID: [email protected]

Dr .V. J. Suryasubam,
Assistant Professor, Department of Business administration (PG), Hindusthan college of Arts & Science,
Coimbatore-641028. Email ID: [email protected]

ABSTRACT

This study assesses the health and safety practices at Chettinad Cement Corporation
Limited, Karur, focusing on the measures implemented to ensure worker safety and
mitigate operational hazards. Cement manufacturing involves various risks, such as
exposure to dust, heavy machinery, and high temperatures, which can lead to occupational
injuries and health issues. The research evaluates existing safety protocols, compliance
with regulatory standards, and the effectiveness of training programs aimed at minimizing
accidents. The study also provides recommendations for improving health and safety
conditions to ensure a safer working environment for employees.

ICMAST 2024 203

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A STUDY ON INTERNAL CUSTOMER SATISFACTION OF SUPPLY

CHAIN MANAGEMENT

Mr. Venkatakrishnan L, Mr. Chandru M

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected],, Email ID: [email protected]

ABSTRACT
The internal customer satisfaction with supply chain management (SCM) is a critical
aspect of organizational performance, yet it remains understudied. Recent research reveals
significant gaps between expected and perceived SCM performance, particularly in
communication, order fulfillment, inventory management, and quality of goods received.
Effective SCM is pivotal in meeting internal customers' needs, fostering collaboration, and
driving productivity. This study's findings underscore the importance of timely delivery,
accurate order fulfillment, effective communication, and quality products/services in
enhancing internal customer satisfaction. By addressing these key drivers, organizations can
improve internal customer satisfaction, ultimately leading to enhanced overall performance,
increased customer loyalty, and better decision-making. Therefore, organizations must
prioritize internal customer satisfaction with SCM to remain competitive and achieve
sustainable success.

ICMAST 2024 204

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A STUDY ON ORGANISATIONAL INITIATIVES TOWARDS

CREATING A DESIGN THINKING ENVIRONMENT FOR
ORGANIZATIONAL INNOVATIVENESS

Ms. S. Swathikannamma, Mr. E. Madhan,

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected].

ABSTRACT
This study explores the initiatives that organizations adopt to foster a design thinking
environment that encourages innovation. It investigates how design thinking, a human-centered
approach to problem-solving, enhances organizational innovativeness by promoting creativity,
cross-functional collaboration, and user-centered solutions. The study examines key factors,
including leadership support, employee engagement, and training programs, that influence the
effectiveness of implementing a design thinking culture. The research focuses on the
automotive sector, highlighting Sintex BAPL as a case study and delving into the specific
strategies and challenges associated with cultivating design thinking.

ICMAST 2024 205

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A STUDY ON TECHNICAL ANALYSIS OF THE ENERGY

SECTOR IN NSE

Brath R, Rutheeshwaran C
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT

The last-mile delivery segment plays a critical role in the pharmaceutical distribution
chain, ensuring that essential medications reach healthcare providers and patients in a timely
and efficient manner. This segment faces unique challenges, including regulatory compliance,
temperature control for sensitive products, logistical complexities, and the increasing demand
for rapid delivery due to patient expectations and healthcare advancements. Additionally, the
rise of e-commerce and telemedicine has transformed the landscape, necessitating innovative
solutions to optimize delivery processes while maintaining quality and safety standards. This
paper examines the current state of last-mile delivery in pharmaceutical distribution, identifies
key challenges faced by industry stakeholders, and explores potential strategies and
technologies to enhance efficiency and effectiveness. Through a comprehensive analysis of
case studies and best practices, the findings aim to contribute to the development of a more
resilient and responsive pharmaceutical delivery system that meets the evolving needs of
patients and healthcare providers.

ICMAST 2024 206

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AN ASSESSMENT OF HEALTH AND SAFETY PRACTICES IN SPB

GROUP OF COMPANIES
Ms. Shanthi.S,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr. Suryasubam.V.J.,
Assistant Professor,
Department of Business Administration (PG),
Hindustan college of arts & science, Coimbatore – 641028
Email ID: [email protected]

ABSTRACT
This assessment evaluates the current health and safety practices within the
organization, aiming to identify strengths, weaknesses, and areas for improvement. Utilizing a
mixed methods approach, including surveys, interviews, and observational audits, the study
analyses compliance with regulatory standards, employee perceptions, and incident reports.
Key findings reveal critical gaps in training, communication, and resource allocation that
hinder optimal safety performance. Recommendations include enhancing training programs,
implementing regular safety audits, and fostering a culture of safety through employee
engagement. This assessment serves as a foundational tool for improving health and safety
practices, ultimately aiming to reduce incidents and promote a safer work environment.

ICMAST 2024 207

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A STUDY ON CRUDE OIL PRICE IN INDIAN MARKET

Sandhiya B, Soundarya K
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028

Dr. SASHIKALA V
Associate Professor
Hindusthan College of Arts &amp; Science, Coimbatore

ABSTRACT
This study investigates the dynamics of crude oil prices in the Indian market from 2014
to 2024, highlighting the significant impacts of global price fluctuations on the domestic
economy. Utilizing analytical tools such as Simple Moving Average (SMA), Rainbow Moving
Average (RMA), and Stochastic Divergence the research aims to identify trends, forecast price
movements, and understand the implications for various sectors, including transportation and
manufacturing. The findings indicate a general decline in crude oil prices, with significant
volatility influenced by economic factors and geopolitical events. This integrated approach
provides valuable insights for investors and policymakers, suggesting potential recovery
phases amid an overall downward trend. Future research could explore additional indicators to
further refine predictive models.

ICMAST 2024 208

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A STUDY ON EMPLOYEE ENGAGEMENT FOR OPTIMIZING

ORGANIZATIONAL PERFORMANCE

Ms. Thennarasi M,
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr. P. Anusha Prabha

Assistant professor Department of Business
Administration (PG), Hindustan college of arts and science, Coimbatore – 641028
Email ID: [email protected]

ABSTRACT
Employee engagement is increasingly recognized as a crucial factor in optimizing
organizational performance. This study explores the relationship between employee
engagement and various performance outcomes, highlighting how engaged employees
contribute to organizational success through higher productivity, innovation, and commitment.
By fostering an environment where employees feel valued, empowered, and aligned with the
organization’s goals, companies can create a workforce that is more resilient, adaptable, and
motivated to achieve excellence. Key drivers of employee engagement, including leadership
support, recognition, and opportunities for growth, are examined to provide insights into
strategies that can enhance engagement levels. The findings underscore that organizations that
prioritize employee engagement as a strategic priority gain a competitive edge, with significant
improvements in employee retention, customer satisfaction, and overall profitability. This
study concludes that investment in employee engagement initiatives is essential for sustainable
organizational performance in today’s dynamic and competitive business environment.

ICMAST 2024 209

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A STUDY ON WORKPLACE DIVERSITY, EQUITY AND INCLUSION

INITIATIVES TAKEN AMONG EMPLOYEES TOWARDS
GILBARCOVEEDER ROOT INDIA PVT LIMITED

Ms. K.R. Raveena, Mr. C. Sanoop

Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected],Email ID: [email protected]

ABSTRACT
This study investigates the effectiveness of workplace diversity, equity, and inclusion
(DEI) initiatives implemented at Gilbarco Veeder Root India Pvt. Limited, focusing on
employee perceptions and experiences. As organizations strive for competitive advantage in a
globalized economy, fostering an inclusive and equitable workplace is crucial. The primary
objective of this research is to assess the impact of DEI initiatives on employee satisfaction,
productivity, and overall organizational climate. The study involves a comprehensive survey
conducted among employees at various levels of the organization. It explores how the
company&39;s DEI policies are understood and experienced by its workforce, examining key
factors such as gender diversity, cultural representation, equal opportunities, and inclusiveness
in decision-making processes. Additionally, the research seeks to identify the challenges
employees face related to equity and inclusiveness, and how these challenges may influence
their engagement and career growth. Findings from the study suggest that while the company
has made progress in promoting a diverse workforce, gaps remain in achieving true equity and
inclusion across all levels. Employees expressed appreciation for the initiatives but highlighted
areas requiring improvement, particularly in leadership representation and equitable
opportunities. Based on the insights gathered, the study offers recommendations to strengthen
DEI strategies, aiming for a more inclusive work environment that aligns with best practices in
the industry.
Keywords: Diversity, Equity, Inclusion, Employee satisfaction, Workplace culture,
Recruitment diversity, Career growth, Equal opportunities.

ICMAST 2024 210

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A STUDY ON PROBLEMS IN SUPPLY CHAIN OF MANGO

PULP INDUSTRY
Mrs. M. Kishore Kumar, Mrs. M. Saravana Kumar
Post Graduation Student, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr. V. Santhaamani,
Assistant Professor, Department of Business administration (PG),
Hindusthan college of Arts & Science, Coimbatore -641028.
Email ID: [email protected]

ABSTRACT
This study examines the integration of supply chain management systems is pivotal in
enhancing efficiency and fostering cooperative arrangements across organizational boundaries.
This project delves into the integration and implementation of supply chain management
practices, focusing on the mango pulp industry. The study explores supply chain integration,
strategy and planning, and implementation issues, emphasizing the strategic importance of
these processes for competitive advantage. In the mango pulp supply chain, key challenges
include post-harvest losses, inadequate infrastructure, logistics inefficiencies, and
environmental concerns. Addressing these issues involves improved handling practices, better
storage solutions, advanced logistics management, and sustainable practices. The project aims
to provide a comprehensive analysis of these challenges and propose innovative strategies to
enhance the resilience and sustainability of the mango pulp supply chain. By focusing on
quality control, certification, and capacity building, the project seeks to contribute to informed
decision-making and strategic advancements in this vital sector.

ICMAST 2024 211

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A STUDY ON HR AUDIT IN DYNAMIC SELLING TECHNOLOGIES

PRIVATE LIMITED, KORAMANGALA BENGALURU

Mr. Aswajith B, Mr. Fayis T

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected],Email ID: [email protected]

Dr. V.J. Suryasubam

Assistant professor,
Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore-641 028.

ABSTRACT
An HR audit is a systematic method of investigating the HR department’s practices,
policies, and procedures. It helps identify gaps in HR practice areas, and HR can prioritize
these gaps by identifying ways to improve. Like any other type of business audit, an HR audit
also takes place to avoid errors and meet the desired goals. An HR audit can be primarily
categorized into two areas: risk mitigation and value creation. Risk mitigation focuses on legal
areas and employee-related lawsuits that may get the organization into legal trouble. Value
creation, on the other hand, focuses on improving HR policies and processes to maximize the
value of the employees. Organizations may conduct an HR audit via external HR consultants
or deploy their own HR department to perform an internal audit. The main purpose of HR audit
is to identify gaps in HR-related areas and improve them. It helps assess whether the HR
practices are benefiting or harming the organization. It also goes beyond the typical hiring
process and looks into areas like employee compensation, training, employee retention,
employee relations, and other practices that affect employees within an organization. Some of
the main purposes of HR audit are:
1. Ensuring compliance and updating regulations to avoid any potential penalties
2. Designing a fair, competitive employee compensation and benefits package
3. Staying relevant with the latest employment laws and trends
4. Identify reasons for employee turnover to improve retention
5. Improve processes, procedures, organizational structures, and job descriptions
6. Identify employee grievances and address issues

ICMAST 2024 212

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A STUDY ON THE IMPACTS OF GOOGLE ADS IN DIGITALLY

POWERFUL COMPANY

Ms. N. Anjana, Ms. M. Darsani

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected], Email ID: [email protected]

ABSTRACT
This study investigates the effectiveness of Google Ads in enhancing online visibility, brand
awareness, and customer engagement for digitally powerful companies. A mixed methods
approach integrating marketing, consumer behaviour, digital technology, and data analytics
theories was employed. The findings reveal that Google Ads significantly contribute to brand
awareness, drive customer engagement, and influence purchasing decisions. The study
highlights the importance of Google Ads in digital marketing strategies, with SEO considered
essential for overall success. The research provides valuable insights for businesses seeking to
optimize their Google Ads campaigns and maximize ROI.

KEYWORDS: Google Ads, Digital Marketing, Brand Awareness, Customer Engagement,

Digitally Powerful Companies.

ICMAST 2024 213

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A STUDY ON TRAINING EFFECTIVENESS THROUGH DATA

ANALYTICS WITH REFERENCE TO CRI PUMPS

Mr Arumuga Choudri M, Mr Bassam S

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected],. Email ID: [email protected]

ABSTRACT
Training plays vital and important role in any given organization in the modern day.
Considering it, my study on training effectiveness in CRI pumps gives me a scope to know in
detail about the different techniques and method adopted by CRI Pumps to train their
employees very effectively and efficiently. This study aims to understanding employees’
responsiveness and the overall effectiveness of training, the research provides valuable insights
into optimizing training initiatives to foster both individual growth and organizational success.
This study will contribute to the development of effective training frameworks that support
continuous learning and improve employee productivity.

Keywords: Training Effectiveness, Employee performance, Improve employee productivity.

ICMAST 2024 214

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A STUDY ON TECHNICAL ANALYSIS OF LOGISTICS SECTOR IN

NSE.
Sabarish S
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

ABSTRACT
This study investigates the dynamics of technical analysis to evaluate logistics stocks,
particularly those listed on the National Stock Exchange of India (NSE). Technical analysis,
an approach that uses historical data of stock prices and volume to predict future price
movements, enables investors to identify trends, potential entry and exit points, and market
signals. The study analyses various technical indicators, including Simple Moving Average
(SMA), Relative Strength Index (RSI), Williams % R, and Aroon Indicator, to understand stock
behaviour and provide insights for better investment decisions. By investigating these
indicators across leading logistics companies like Blue Dart express, Aegis Logistics, and
Container Corporation of India, the research aims to assess the predictive reliability of technical
analysis for short- and long-term investment strategies in the sector. Through demographic data
and investor behaviour analysis, the study also highlights key factors influencing investment
decisions in the Logistics sector.

ICMAST 2024 215

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A STUDY ON TALENT DEVELOPMENT IN HOTEL SECTOR

AT THE CARLTON
Mr. Jeremiah Daniel R,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected]

Dr.D. Malleeswari A
Assistant Professor, Department of Business
Administration (PG), Hindustan College of Arts & Science,
Coimbatore –641028
Email ID: [email protected]

ABSTRACT
This study explores the critical role of talent development in the hotel sector, focusing
on how organizations can foster a skilled and motivated workforce to meet the growing
demands of the hospitality industry. As the hotel sector continues to evolve, there is an
increasing need for strategic talent management practices to ensure high service standards,
enhance customer satisfaction, and maintain competitive advantage. The research examines
various talent development strategies, including training programs, leadership development,
employee engagement, and career progression opportunities. Through a combination of
qualitative and quantitative approaches, the study investigates how these practices impact
employee performance, retention, and organizational growth. The findings highlight the
importance of aligning talent development initiatives with organizational goals and the
changing dynamics of the hospitality market. The study also emphasizes the challenges faced
by hotels in attracting, retaining, and developing top talent, and offers recommendations for
enhancing talent management strategies in this critical sector. Ultimately, the research
underscores that a well- developed workforce is a key driver of success and sustainability in
the hotel industry

ICMAST 2024 216

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A STUDY ON WAREHOUSE AND TRANSPORTATION

MANAGEMENT SYSTEM

Mr.M.AjayPandian, Mr.S.Keshavram
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email:[email protected]

Dr.S.Renuka
Assistant Professor, Department of Business Administration, Hindusthan College of Arts & Science,
Coimbatore, Tamilnadu, India. Email:[email protected]

ABSTRACT
This paper presents a comprehensive warehouse and transportation management
system (WTMS) designed to optimize the logistics and supply chain operations of businesses.
The system integrates advanced technologies, including real-time tracking, inventory
management, and data analytics, to enhance operational efficiency. By streamlining warehouse
processes such as receiving, storage, and order fulfillment, and optimizing transportation routes
and schedules, the WTMS reduces costs and improves service delivery. The implementation
of this system enables better decision-making through accurate data insights, ultimately leading
to increased customer satisfaction and competitive advantage. Case studies demonstrate the
effectiveness of the WTMS in various industries, highlighting significant improvements I
productivity and resource utilization.

ICMAST 2024 217

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A STUDY ON PORT RELATED SECURITY PROCEDURES IN VOC

PORT AUTHORITY, TUTICORIN

Mr. Mahendran.M, Mr. Hariprasanth.M

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected], Email ID:[email protected]

ABSTRACT
The security of maritime ports is a critical concern for global trade and national security,
as ports serve as key nodes in the transportation of goods and passengers. This study focuses
on the security procedures implemented at the V.O.C Port Authority, one of the major ports in
India, to safeguard both cargo and personnel from potential threats. The research examines the
port adherence to international security standards such as the International Ship and Port
Facility Security (ISPS) Code, which aims to enhance the security of ships and port facilities.
Through a combination of qualitative analysis, interviews with security personnel, and
an assessment of the ports security infrastructure, this study identifies key security challenges
faced by the port, including vulnerabilities related to cyber threats, physical security breaches,
and human error. Additionally, the study evaluates the effectiveness of current security
measures, such as surveillance systems, access control protocols, and emergency response
plans, and suggests improvements to mitigate identified risks. The findings of this research
contribute to the ongoing dialogue on enhancing port security in the face of emerging threats,
ensuring the smooth and safe operation of global trade networks.

ICMAST 2024 218

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A STUDY ON CURRENT TRENDS IN TALENT RETENTION

STRATEGIES IN THE DIGITAL AGE WITH REFERENCE TO
FENNER CONVEYOR BELTING
PVT.LTD

Mr. Vishnu Vardhan VNS,

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Mr. I. Walter Vikas

Assistant Professor, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore-641 028. Email ID: [email protected]

ABSTRACT
This study investigates current trends in talent retention strategies, analyzing the impact
of technological advancements, changing workforce demographics, and evolving employee
expectations in the digital age. Utilizing a mixed-methods approach, this research identifies
key trends, including personalized employee experiences, flexible work arrangements, digital
upskilling, diversity and inclusion initiatives, and AI-powered HR tools. The findings provide
actionable recommendations for HR leaders and executives seeking to enhance talent retention,
improve employee satisfaction, and drive organizational competitiveness. This study
contributes to the understanding of effective talent retention strategies, informing HR
investments in digital technologies and promoting inclusive work environments.

ICMAST 2024 219

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A STUDY ON TECHNICAL ANALYSIS OF RENEWABLE ENERGY

SECTOR LISTED IN BSE
Harighesh. K, Gopinath. S
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]
ABSTRACT
This paper explores the effectiveness of the Simple Moving Average (SMA) and
Relative Strength Index (RSI) as technical indicators for evaluating stocks in the renewable
energy sector on the Bombay Stock Exchange (BSE) of India. The study focuses on five major
companies: Gas authority of India limited (GAIL), National Hydroelectric Power Corporation
(NPHC) Limited, Suzlon Energy, National Thermal Power Corporation (NTPC), and Satluj Jal
Vidyut Nigam Limited (SJVN) over a 10-year data period. The Simple Moving Average
(SMA) is employed to smooth short-term price volatility and highlight long-term trends. By
calculating the average stock price over a selected period, the SMA aids investors in identifying
the general direction of a stock. The research demonstrates that SMA is particularly effective
in detecting sustained trends in oil and gas sector stocks, offering investors a practical tool to
time their entries and exits in the market. The Relative Strength Index (RSI), as a momentum
oscillator, measures the speed and change of price movements to assess overbought or oversold
conditions. An RSI above 70 indicates that a stock might be overbought, suggesting a potential
downturn, while an RSI below 30 points to an oversold condition, especially in the often-
volatile oil and gas sector, where prices can fluctuate rapidly based on global economic and
geopolitical factors.
Keyword: Renewable energy sector, Bombay Stock Exchange (BSE), Technical indicators,
Smart money, Investment decision-making.

ICMAST 2024 220

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A STUDY ON TALENT MANAGEMENT STRATEGIES IN J.N

FREIGHT FORWARDING COMPANY
Mr. Mithun Mohan. M,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr.Vishnupriyadharshini,
Assistant Professor, Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore-641 028.
Email ID: [email protected]

ABSTRACT
This study explores talent management strategies within J.N. Freight Forwarding
Company, focusing on how these practices enhance employee performance, engagement, and
retention in the competitive logistics and supply chain industry. Talent management has
become crucial in ensuring that companies not only attract skilled professionals but also foster
an environment for continual development, innovation, and alignment with business goals. By
analysing J.N. Freight Forwarding's current talent management frameworks—recruitment,
onboarding, training, performance management, and succession planning—this research
identifies strengths and gaps, offering strategic recommendations to optimize talent
management practices. Through qualitative and quantitative data collection methods, including
employee surveys and interviews with HR leadership, the study provides insights into how
targeted strategies can improve workforce satisfaction and productivity. Ultimately, the
findings aim to contribute to a more resilient, adaptive, and motivated workforce within J.N.
Freight Forwarding Company, setting a model for other organizations within the logistics
sector.

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A STUDY ON SUPPLY CHAIN OPTIMIZAATION MATCH BOX

MANUFACTURING AND WHOLESALER SATISFACTION

Elangamani M, Dharanidharan S
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
E-mail:[email protected]

ABSTRACT
This study investigates the critical role of supply chain optimization in the matchbox
manufacturing industry and its impact on wholesaler satisfaction. The complexity of the supply
chain, encompassing suppliers, manufacturers, distributors, and wholesalers, necessitates
effective synchronization to meet market demands while minimizing costs and maintaining
product quality. Through a descriptive research methodology, this study evaluates current
supply chain practices, identifies inefficiencies, and measures wholesaler satisfaction
concerning delivery timelines. Data collected from 100 wholesalers through surveys and
interviews reveals a strong positive correlation (Pearson correlation coefficient of 0.934)
between the timeliness of deliveries and the extent to which these deliveries meet customer
expectations, indicating that timely deliveries significantly enhance wholesaler satisfaction.
Additionally, ANOVA analysis indicates no significant differences in satisfaction levels
among different groups, suggesting uniformity in wholesaler perceptions of the supply chain
process. The findings emphasize the importance of optimizing supply chain operations to
improve efficiency and wholesaler satisfaction, thereby contributing to enhanced
competitiveness in the matchbox manufacturing sector. Overall, this research provides
actionable insights for manufacturers aiming to improve their supply chain practices and better
serve their wholesale partners.

ICMAST 2024 222

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF LARGE CAP STOCK IN

BSE
Megha M R, Kaviya K R,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected]

Dr.M Yegammai.
Assistant Professor, Department Of Business Administration (PG), Hindusthan College of Arts & Science,
Coimbatore, Tamil Nadu, India,
Email ID: [email protected]

ABSTRACT

The report titled "A Study on Technical Analysis of Large Cap Stock in BSE" provides
a comprehensive examination of technical analysis applied to large-cap stocks on the Bombay
Stock Exchange (BSE). The study aims to investigate the efficacy of various technical tools
such as Simple Moving Average (SMA), Relative Strength Index (RSI), MACD divergence,
and Mass Index, primarily focusing on prominent sectors and companies including Reliance
Industries, Infosys, Tata Steel, ITC, and Tata Motors. The purpose is to identify and understand
stock price movements and market trends that aid investors in making informed decisions. This
technical analysis approach relies on historical data patterns rather than fundamental analysis,
which evaluates a company’s overall financial health. The report highlights the stability and
investment potential of large-cap stocks, underscoring their advantages such as reduced
volatility and predictable dividend payouts. Through the analysis of specific metrics, the report
provides insights into investor behavior, market trends, and entry and exit points. The study
also addresses the challenges of data reliability and the limitations of using historical
information to predict future performance. Key findings illustrate trends in selected stocks,
indicating the potential for capital appreciation and long-term investment value, while also
acknowledging that risk and market conditions may impact outcomes.
KEY WORDS: Stock market , Indian stock market, Simple moving average (SMA), Relative
strength index ( RSI) ,MASS Index , MACD Divergence.

ICMAST 2024 223

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF THE NON-FINANCIAL

BANKING COMPANIES SECTOR IN NSE

Marimuthu G, Munispandi G
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]

ABSTRACT

This study provides a comprehensive technical analysis of non-financial banking stocks

listed on the National Stock Exchange (NSE) of India. The analysis focuses on predicting future
price movements using various technical indicators such as Simple Moving Average (SMA),
Relative Strength Index (RSI). Data from five selected non-financial banking companies over
a span of ten years were analyzed. The findings offer insights into market trends, support levels,
and resistance zones, assisting traders and investors in making informed decisions. This study
highlights the relevance of technical indicators in understanding stock market behavior in the
non-banking financial sector.

Keyword: Non-financial banking stocks, National Stock Exchange (NSE), Technical analysis,
Simple Moving Average (SMA), Relative Strength Index (RSI)

ICMAST 2024 224

 International Conference Proceedings

A STUDY ON SUPPLY CHAIN MANAGEMENT SERVICES AT

OCEAN FREIGHT LOGISTICS
Soma Sundari,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028

ABSTRACT
Supply chain management is a critical aspect of conducting any business. In this article, we
provide an overview of the advancements in supply chain management. In the initial section,
we present alternative definitions and key issues related to supply chain management followed
by a discussion of complexities associated with managing supply chains. Subsequently, we
discuss major inefficiencies of poor supply chain management. Finally, a brief summary of
research activity to date and a discussion of future challenges related to supply chain
management are presented.

ICMAST 2024 225

 International Conference Proceedings

A STUDY ON IT SERVICES AND CONSULTING STOCKS IN NSE

SECTOR

Vedhavarshini M J, Swarupa P
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028

ABSTRACT
This study investigates the dynamics of technical analysis to evaluate IT services and
consulting stocks, particularly those listed on the National Stock Exchange of India (NSE).
Technical analysis, an approach that uses historical data of stock prices and volume to predict
future price movements, enables investors to identify trends, potential entry and exit points,
and market signals. The study analyses various technical indicators, including Simple Moving
Average (SMA), Relative Strength Index (RSI), Projected Aggregate Volume, and Q-Stick, to
understand stock behaviour and provide insights for better investment decisions. By
investigating these indicators across leading IT companies like Infosys, TCS, and Wipro, the
research aims to assess the predictive reliability of technical analysis for short- and long-term
investment strategies in the sector. Through demographic data and investor behaviour analysis,
the study also highlights key factors influencing investment decisions in the IT industry.

ICMAST 2024 226

 International Conference Proceedings

A STUDY ON EXPORT PROCEDURE ON CUSTOMER

SATIFICATION IN EASY WAY LOGISTICS, CHENNAI

Gurumurthy S
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028

ABSTRACT
Export procedures are the systematic processes and regulations that businesses must follow to
sell goods and services across international borders. These procedures encompass a range of
activities, including compliance with trade laws, preparation of essential documentation, and
coordination of logistics. A thorough understanding of export procedures is crucial for
businesses looking to expand their reach into global markets, as it ensures smooth operations
and adherence to international trade standards. The first step in export procedures involves
ensuring compliance with international trade regulations. This includes understanding and
meeting the legal requirements of both the exporting and importing countries. Businesses must
acquire the necessary export licenses and adhere to regulations concerning tariffs, quotas, and
trade agreements. Proper compliance helps avoid legal issues and penalties, facilitating a more
efficient and trouble-free export process.

ICMAST 2024 227

 International Conference Proceedings

A STUDY ON TALENT DEVELOPMENT IN HOTEL SECTOR AT THE

CARLTON

Mr. Jeremiah Daniel R,

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr.D. Malleeswari
Assistant Professor, Department of Business
Administration (PG), Hindustan college of Arts & Science,
Coimbatore –641028
Email ID: [email protected]

ABSTRACT
This study explores the critical role of talent development in the hotel sector, focusing
on how organizations can foster a skilled and motivated workforce to meet the growing
demands of the hospitality industry. As the hotel sector continues to evolve, there is an
increasing need for strategic talent management practices to ensure high service standards,
enhance customer satisfaction, and maintain competitive advantage. The research examines
various talent development strategies, including training programs, leadership development,
employee engagement, and career progression opportunities. Through a combination of
qualitative and quantitative approaches, the study investigates how these practices impact
employee performance, retention, and organizational growth. The findings highlight the
importance of aligning talent development initiatives with organizational goals and the
changing dynamics of the hospitality market. The study also emphasizes the challenges faced
by hotels in attracting, retaining, and developing top talent, and offers recommendations for
enhancing talent management strategies in this critical sector. Ultimately, the research
underscores that a well-developed workforce is a key driver of success and sustainability in the
hotel industry.

ICMAST 2024 228

 International Conference Proceedings

AN ANALYSIS OF HRD MECHANISMS IN AQUASUB

ENGINEERING
Mr. Mithun.G,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Dr. Suryasubam.V.J.,
Assistant Professor, Department of Business Administration (PG),
Hindustan college of Arts & Science, Coimbatore – 641028
Email ID: [email protected]

ABSTRACT
This project explores the Human Resource Development (HRD) practices within Aqua
Group, a prominent manufacturer in the pump industry. The study examines employee
perceptions of management's contribution to development, satisfaction with HRD mechanisms,
and the effectiveness of training, career growth opportunities, and reward systems. Employing
a descriptive research design with a sample of 150 employees, data were collected through
surveys and analyzed using SPSS to uncover insights on employee engagement and
organizational development. Key findings highlight a need for more structured training
programs, career progression pathways, and enhanced reward systems to increase employee
motivation and align with organizational goals. The project offers actionable recommendations
to improve HR practices, fostering a more dynamic, skilled, and satisfied workforce.

ICMAST 2024 229

 International Conference Proceedings

A STUDY ON EMOTIONAL INTELLIGENCE OF EMPLOYEES

AND JOB PERFORMANCE

Surendhar.K
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028

ABSTRACT
Emotional Intelligence is the ability to effectively manage, control and understand
one’s emotions. The concept of emotional intelligence is still in its infancy and there is no fixed
definition of emotional intelligence. The term “social intelligence” was started to be used to
describe the ability to be sociable with other people. It was also felt that the conventional IQ
(intelligence quotient) test could not convincingly explain cognitive ability. Emotional
intelligence (EI) refers to the ability to perceive, control and evaluate emotions. Some
researchers suggest that emotional intelligence can be learned and strengthened, while others
claim it is an inborn characteristic. Since 1990, Peter Salovey and John D. Mayer have been
the leading researchers on emotional intelligence. In their influential article "Emotional
Intelligence," they defined emotional intelligence as, "the subset of social intelligence that
involves the ability to monitor one's own and others' feelings and emotions, to discriminate
among them and to use this information to guide one's thinking and actions"

ICMAST 2024 230

 International Conference Proceedings

A STUDY ON EVALUATING THE PERFORMANCE OF INDEX

MUTUAL FUNDS IN INDIAN STOCK MARKET

Kutrala Shankar D, Manoj Kumar S

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
E-mail: [email protected]
ABSTRACT
This project evaluates the performance of index mutual funds in the Indian stock
market, with a focus on assessing key metrics such as Simple moving average and Treynor’s
ratio. It compares the risk-return efficiency of funds tracking major indices like the Nifty 50 to
determine their suitability as low-cost investment options. Using a descriptive research design,
primary data was collected via questionnaires from 110 participants, while secondary data
came from AMFI and ET Money. Analytical tools like SMA were applied to gauge market
trends and fund performance. The findings highlight that while index funds offer cost
advantages, their returns are impacted by management fees and tracking discrepancies,
especially during volatile market conditions. The research provides actionable insights for
investors and fund managers, emphasizing the importance of selecting funds with minimal
tracking errors and optimal expense ratios. This study aims to assist stakeholders in making
informed decisions to maximize investment outcomes in an evolving financial landscape.

Keywords: SIMPLE MOVING AVERAGE, TREYNOR’S RATIO

ICMAST 2024 231

 International Conference Proceedings

A STUDY ON THE INFLUENCE OF ORGANIZATIONAL CLIMATE

ON EMPLOYEE COMMITMENT AND SATISFACTION

Ms. Shibani.J, Mr. Panimaya Balan S

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected],Email ID: [email protected]

Mrs. B. Sudha Venkatalakshmi,

Assistant professor
Department ofBusiness Administration (PG), Hindustan college of arts and science,
Coimbatore – 641028 Email ID: [email protected]

ABSTRACT
This study examines the influence of organizational climate on employee commitment
and satisfaction, focusing on how various aspects of the work environment impact employee
attitudes and behaviors. Organizational climate encompasses the collective perceptions of
policies, procedures, and practices that shape the daily experiences of employees.
Understanding the relationship between organizational climate and employee outcomes is
essential for creating strategies that enhance workforce engagement and retention. This
research employs a mixed-methods approach, integrating quantitative surveys and qualitative
interviews to collect data from employees across multiple sectors. Key elements of
organizational climate, such as leadership effectiveness, communication transparency,
workplace support, and opportunities for growth, are analyzed to determine their correlation
with employee commitment and job satisfaction. The findings reveal that a positive
organizational climate significantly enhances employee commitment and satisfaction, leading
to improved performance and reduced turnover intentions. These insights provide practical
implications for managers and organizational leaders aiming to build a supportive work
environment that drives employee motivation and loyalty.

ICMAST 2024 232

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF COMPUTER SOFTWARE

SECTOR COMPANIES LISTED IN NSE.

Mr. Vijay Raj N, Mr. Leo Perthees J

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
. Email ID:[email protected], [email protected]

Mr. Hareesh K,
Assistant Professor, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore-641 028.
Email ID:[email protected]

ABSTRACT
This study examines the performance of five leading computer software companies
listed on the National Stock Exchange (NSE) of India—Tata Elxsi, Oracle Financial Services
Software (OFSS), Persistent Systems, Birlasoft, and Mphasis—through technical analysis. The
research employs indicators such as the Simple Moving Average (SMA), Relative Strength
Index (RSI), Elder Impulse System, and Gator Oscillator to assess price trends, market
momentum, and investor sentiment. The findings provide insights into the trading strategies
and investment decisions within the software sector, highlighting key patterns and potential
opportunities for investors.

ICMAST 2024 233

 International Conference Proceedings

A STUDY ON DISTRIBUTION STRAEGIES AND CUSTOMER

SATISFACTION IN RESHMI INDUSTRIES

Ms. Indhumathi R., Mr. Ahamed Atheeb A

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected], Email ID: [email protected]

ABSTRACT
This study examines the critical relationship between distribution strategies and
customer satisfaction in the textile machinery manufacturing sector. It highlights how effective
logistics—through methods such as direct sales, dealer networks, e-commerce, and omni-
channel distribution—enhances the delivery of high-quality products and services. Key factors
influencing customer satisfaction include timely deliveries, robust customer support, and
transparent pricing. The analysis further examines the role of technological advancements, such
as data analytics and integrated supply chains, which improve inventory management and
responsiveness to evolving customer needs. Additionally, sustainability has become
increasingly important, with manufacturers adopting eco-friendly practices that align with
consumer expectations. By prioritizing effective distribution strategies and sustainable
practices, companies can strengthen customer relationships and foster long-term business
growth.

Keywords: customer satisfaction, distribution strategies, textile machinery, logistics,

technological advancements, sustainability, operational efficiency.

ICMAST 2024 234

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS IN BLUE-CHIP COMPANY ON

NSE

Nanthini NR, Kowshika R

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email: [email protected], [email protected]

ABSTRACT
This study investigates the effectiveness of technical analysis in predicting stock price
movements of blue-chip companies listed on the National Stock Exchange (NSE) of India.
Blue-chip companies, known for their strong financial performance, stability, and large market
capitalization, are key components of an investor's portfolio. The research focuses on applying
various technical indicators, including moving averages, relative strength index (RSI),
Bollinger Bands, and MACD (Moving Average Convergence Divergence), to evaluate their
predictive accuracy for short-term and medium-term price trends. Historical stock price data
of selected blue-chip companies is analyzed over a defined period, and the performance of
technical indicators is compared with actual market outcomes.

ICMAST 2024 235

 International Conference Proceedings

A STUDY ON EFFECT OF PROLIFERATION ON STRATEGIC

HUMAN RESOURCES IN SUNDARAM INDUSTRIES PVT LTD
Mr. Jerome Joseph Raj I,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID: [email protected]

Mr. I. Walter Vikas,

Assistant Professor,
Department of Business Administration- PG,
Hindustan College of Arts & Science, Coimbatore-641 028.
Email ID: [email protected]

ABSTRACT
This study examines the impact of proliferation on strategic human resource
management (SHRM) within Sundaram Industries Pvt Ltd. Proliferation, in this context,
refers to the rapid growth and diversification of business operations, leading to complex
organizational structures and an evolving workforce. The research focuses on how this
expansion affects HR strategies, particularly in talent acquisition, retention, employee
development, and organizational culture. The study also explores the role of SHRM in
aligning human capital with the company’s strategic goals amidst market competition and
technological advancements. Through a mixed-methods approach involving surveys,
interviews, and case studies, this research highlights the challenges and opportunities
proliferation presents to HR managers. The findings suggest that while proliferation can lead
to greater innovation and growth, it also requires a dynamic and adaptable HR framework to
ensure long-term organizational success. The study concludes with recommendations for HR
practices that can better support strategic objectives in a rapidly expanding business
environment.

ICMAST 2024 236

 International Conference Proceedings

A STUDY ON PERFORMANCE OF THE INDEX WITH REFERENCE

TO BSE SENSEX

Aathirai Lakshmi K, Dhineshwaran.J

Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028
Email ID:[email protected], Email ID: @[email protected]

ABSTRACT
The research paper investigates the Bombay Stock Exchange (BSE) Sensex index over
ten years, from 2014 to 2024, evaluating its effectiveness as a measure of the Indian stock
market's overall performance. The study identifies key factors influencing the index,
including economic events, sectoral trends, investor behavior, and global influences like
political developments and international market shifts. Utilizing technical analysis tools such
as the Simple Moving Average (SMA), and Relative Strength Index (RSI), the research tracks
market trends and forecasts potential movements. It emphasizes the importance of
macroeconomic factors such as inflation, GDP growth, and interest rates, alongside investor
psychology, in shaping the index. A detailed analysis of major companies like Tata
Consultancy Services, Reliance Industries, ICICI Bank, HDFC Bank, and Bharti Airtel
provides insights into stock performance, identifying overbought and oversold conditions,
trend reversals, and complex patterns. The study concludes with strategic recommendations
for investors, stressing the role of technical indicators in decision-making and risk
management while offering insights for policymakers to foster stable market regulations.
Overall, it serves as a comprehensive guide to understanding the dynamics of the BSE Sensex
and its importance in India's financial market.

ICMAST 2024 237

 International Conference Proceedings

A STUDY ON AUTOMOBILE SECTOR IN NSE

Puvana S, Rasigapriya R,
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028

Dr. Sashikala V
Associate professor,
Hindusthan College of Arts & Science, Coimbatore
Email:[email protected], [email protected]@email.com,
[email protected]

ABSTRACT
This study focuses on the technical analysis of the automobile sector listed on
the National Stock Exchange (NSE) of India. The objective is to evaluate the price
movement and predict future trends of automobile stocks using various technical
indicators such as moving averages, relative strength index (RSI). By analyzing
historical price data and trading volumes, the research aims to provide insights into
market behavior and investor sentiment in the sector. This study will also assess the
effectiveness of technical analysis tools in making informed trading decisions in the
context of the highly dynamic and competitive automobile industry. The findings will
help traders, investors, and market analysts understand the applicability of technical
analysis in the Indian stock market, particularly in the automobile sector.

Keywords: TECHNICAL ANALYSIS, AUTOMOBILE SECTOR, NSE, MOVING

AVERAGES, RSI.

ICMAST 2024 238

 International Conference Proceedings

A STUDY ON TECHNICAL ANALYSIS OF ENTERTAINMENT

SECTOR IN NSE
Kavin Kumar.C, Sakthibala.D
Post Graduation Student, Department of Business Administration- PG,
Hindusthan College of Arts & Science, Coimbatore- 641 028

ABSTRACT
This study focuses on the technical analysis of stocks in the entertainment sector
listed on the National Stock Exchange (NSE). It explores the application of technical
indicators such as Simple Moving Averages (SMA), Relative Strength Index (RSI), and
Linear Regression techniques to predict future price movements. By analyzing ten years
of historical data from companies like Zee Entertainment, Saregama India, and others,
this research aims to provide actionable insights for investors.

Keywords: SIMPLE MOVING AVERAGE, RELATIVE STRENGTH INDEX

ICMAST 2024 239

 International Conference Proceedings

SETTING UP CULINARY ACADEMY IN INDIA

Adlizil-ikram bin abdl latif
Laxenia international institute of Switzerland
ABSTRACT
This paper studies the viability of setting up a Culinary Academy with a renown
organisation in India. Setting up a Culinary Academic in India is crucial to meet the demand
of hotel industry encompassing the culinary, food & beverage, front office, housekeeping and
event management where vocational knowledge and hands-on skill is taught. The setting up of
culinary academy will be built by the organisation after thorough planning of the culinary
infrastructure, academic facilities, and human capital involvement. This Culinary Academy is
important to produce Chefs, F&B Managers, etc to meet the continous demand in the hotel
industry

ICMAST 2024 240

 International Conference Proceedings

AI TOOLS FOR EMPLOYABILITY: IDENTIFYING IMPACTFUL APPLICATIONS

AND PERSONALIZED LEARNING IN VOCATIONAL EDUCATION

LIYANA BT ZUPLI
Laxenia international institute of Switzerland
ABSTRACT
Artificial Intelligent (AI) is transforming vocational education by personalizing
learning and enhancing employability skills. This research explore how AI tools can be
effectively applied in vocational education to help students meet the needs of today's rapidly
changing job market. The research study is important because the future workforce requires
not just technical expertise but also adaptability to new technologies and evolving industry
demand. With the integration of AI into vocational education, we can better prepare students
for the future while creating opportunities for lifelong learning. This research serves as guide
for educators, colleges, and industry to embrace AI as a tool for building a skilled, future-ready
workforce.

ICMAST 2024 241

 International Conference Proceedings

KNOWLEDGE GAPS AND ETHICAL BOUNDARIES: THE IMPACT OF

EMPLOYEE RIGHTS AWARENESS ON FRESH GRADUATES IN THE
WORKPLACE

PATTRENA MARIE GEORGE

Laxenia international institute of Switzerland
ABSTRACT
Employee rights awareness is a foundational element for promoting ethical managerial
practices and maintaining a fair workplace. However, a significant number of employees lack
adequate knowledge about their rights, which can create an environment where managerial
practices may become exploitative or unethical. This knowledge gap can lead to power
imbalances, as managers may exploit employees' lack of awareness to implement unfavorable
work conditions or limit employee recourse. Despite this, research on the direct influence of
employee rights awareness on managerial behavior and workplace ethics remains limited.
This study seeks to address this gap by investigating the relationship between employee rights
awareness and ethical boundaries in managerial practices, aiming to understand how variations
in rights awareness affect employees' experiences with managerial fairness and the likelihood
of exploitation.

ICMAST 2024 242

 International Conference Proceedings

HR ROLE IN THE ENHANCEMENT OF STAFF & DEVELOPMENT IN TASIK

PUTERI GOLF CLUB IN RAWANG

FAUZIAH BINTI MOHD ARIFF

Laxenia international institute of Switzerland
ABSTRACT
This paper studies the role of HR in enhancing the Staff & Development of Tasik Puteri
Golf Club in Rawang. This would include the training required to enhance their skills and
qualifications, to improve staff satisfaction, and proper feedback from staff to management for
their grievances to be heard and adhered to. This study involves all staff from Low Rank to
High Rank to ensure everyone understands of their respective roles and duties required towards
their respective staff reporting under them. HR is the key point of support towards staff with
genuine grievances and how such grievances needed to be addressed.

ICMAST 2024 243

 International Conference Proceedings

STARTUP TRANSPORTATION INSURANCE CARD IN MALAYSIA

JOY EMERITUS PILLAI

Laxenia international institute of Switzerland
ABSTRACT

This paper investigates the introduction of a transportation insurance card for travelers
who travel for land transportation. This is crucial to ensure all land users are medically covered
in case of accidents. Currently, no significant Transportation Insurance Card includes medical
treatment and losses incurred for life and vehicle in Malaysia. It is suggested that the
government of Malaysia subsidises the premiums for Malaysian citizens as a whole.

ICMAST 2024 244

 International Conference Proceedings

SYNERGISING GST RATE WITH DIRECT TAX RATE IN SUSTAINING

ECONOMIC GROWTH IN MALAYSIA: IS THERE A LAFFER CURVE?

DR. SHERLY GEORGE

Principal, KNOWSKILLS TVET COLLEGE

Malaysia.
ABSTRACT
It is of deep concern that the two crucial direct taxes, i.e; the individual and corporate
tax rate currently imposed by the Malaysian government portrays a gray area in obtaining
higher tax returns. This indirectly affects the Malaysian growth rate as the tax revenue
generated is much lower than the government expenditure. The importance of generating
higher tax revenue is to finance government expenditures over the years. Insufficient tax
revenue will lead to government borrowings and severe government debts over the years if this
issue is not adhered to immediately. Ibn Khaldun in the 14th Century perceived higher taxes
do not necessarily maximize tax returns rather it will showing a diminishing returns after a
certain stage. The main objective of this research is to determine optimum tax rate appropriate
for both individual and corporate. With the optimum tax rate obtained, the Malaysian
government is able to generate maximum tax revenue for both individual and corporate
respectively.

Optimum Tax Theory models using Laffer curve concept is used to estimate the tax
rates for individual and corporate where at this point the tax revenue is at its maximum point
thus contributing to the economic growth.

Data of individual and corporate tax rates, tax revenue are gathered for over 33 years
(1980-2013) from Data Stream, Department of Statistics, Bank Negara Malaysia and World
Bank. Data is analysed using E-Views Version 9 and also Ms Excel.
This paper derives the optimum tax rates for both individual and corporate denoted as 1
Malaysia Optimum Individual Tax Rate (1MOITR) and 1 Malaysia Optimum Corporate Tax
Rates (1MOCTR) generating maximum individual and corporate tax revenue. and indirectly
producing the GST rate for Malaysia

ICMAST 2024 245

Copyright © Editors
Proceedings of International Conference on Multidisciplinary
Perspective in Arts, Social Sciences and Management, November 2024.

All rights reserved. No part of this publication may be reproduced or

transmitted, in any form or by means, electronic, mechanical,
photocopying, recording, or otherwise or stored in a database or
retrieval system without permission of the authors and copyright
holders. Any person who does any unauthorized Copyright Act 1957 in
relation to this publication may be liable to criminal prosecution and
civil claims for damages.

ISBN : 978-93-48086-79-2

Publisher:
Hindusthan College of Arts & Science (Autonomous),
Coimbatore-641028