72 CHAPTER 3 SOCIO- ECONOMIC PROFILE OF THE RESPONDENTS The previous chapter presented a detailed account of evolution, growth of Amritsar city and contribution of business communities towards the development of the city. From the initial stage of development (Guru Period) to the dispersal of the city and its markets to the present times, an effort was made to understand the socio-economic milieu of city at different stages. It was also seen, how businessmen from different parts of the country contributed to the economic growth of city. Business activities were conducted in distinctive settings by different communities including Hindus (Khatri, Rajput, Marwari, Arora, Baniya, Khatri, and Bhatia), Muslims (Khojas, Sheikhs) and Jains. By business communities it is meant, group of people belonging to different castes and regions that are engaged in buying and selling of commodities. It was also observed that certain communities such as, Baniyas who clinged more to long held family traditions of commercial involvement ultimately hindered their prospects while, some of the business communities for instance, Khatri had very readily diversified their business and have been most mobile communities as a result of which they have contributed magnificently to the growth of Amritsar’s market. In short, two kinds of transformations in city have taken place as a result of changing market situations. Increased sub-urbanisation is taking place at one hand while, redevelopment of city is taking place on the other hand. It also includes transformation in the very patterning of market and market players. This chapter, proposes to provide an analysis of the socio-economic characteristics of the respondents that comprises of the traders, the employees and the consumers. The three sets of respondents were chosen for the present study so as to provide a broader overview to the issue. The traditional retailers were primarily chosen as for the present study to know the consequences of modern retail businesses over the traditional businesses. Whereas, the employees working at modern stores/malls/marts were chosen because these modern retail formats are growing parallel to these traditional retail formats and depict a totally different business environment with all together different profile of people. However, third set of respondents were chosen to know the responses of consumers towards modern as well as traditional retail formats.
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CHAPTER 3
SOCIO- ECONOMIC PROFILE OF THE RESPONDENTS
The previous chapter presented a detailed account of evolution, growth of Amritsar city
and contribution of business communities towards the development of the city. From the initial
stage of development (Guru Period) to the dispersal of the city and its markets to the present
times, an effort was made to understand the socio-economic milieu of city at different stages. It
was also seen, how businessmen from different parts of the country contributed to the economic
growth of city. Business activities were conducted in distinctive settings by different
communities including Hindus (Khatri, Rajput, Marwari, Arora, Baniya, Khatri, and Bhatia),
Muslims (Khojas, Sheikhs) and Jains. By business communities it is meant, group of people
belonging to different castes and regions that are engaged in buying and selling of commodities.
It was also observed that certain communities such as, Baniyas who clinged more to long held
family traditions of commercial involvement ultimately hindered their prospects while, some of
the business communities for instance, Khatri had very readily diversified their business and
have been most mobile communities as a result of which they have contributed magnificently to
the growth of Amritsar’s market. In short, two kinds of transformations in city have taken place
as a result of changing market situations. Increased sub-urbanisation is taking place at one hand
while, redevelopment of city is taking place on the other hand. It also includes transformation in
the very patterning of market and market players.
This chapter, proposes to provide an analysis of the socio-economic characteristics of the
respondents that comprises of the traders, the employees and the consumers. The three sets of
respondents were chosen for the present study so as to provide a broader overview to the issue.
The traditional retailers were primarily chosen as for the present study to know the consequences
of modern retail businesses over the traditional businesses. Whereas, the employees working at
modern stores/malls/marts were chosen because these modern retail formats are growing parallel
to these traditional retail formats and depict a totally different business environment with all
together different profile of people. However, third set of respondents were chosen to know the
responses of consumers towards modern as well as traditional retail formats.
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Variables such as age, marital status, religion, caste, education, family size indeed help in
assessing the link between the socio-economic factors and the other variables. The social
background and the economic position of person is taken as variables to study the social
behaviour, attitude, prejudices of a person, as it governs the nature, forms perception of the
social world and construction of social reality. Similarly, lifestyle of an individual is taken as
another variable to make a sense of manner of living of the respondents. A lifestyle is a
characteristic bundle of behaviors that makes sense to, both others and oneself in a given time
and place, including social relations, consumption, entertainment, and dress. It reflects an
individual's attitudes, values or worldview and is a means of forging a sense of self
(www.wikipedia.com).
In short, this chapter discusses the profile of the respondents. The chapter is divided into
three parts. Part I deals with the profile of traditional retail traders. This part would also provide
an overview of what kinds of trading activities are performed by the businessmen of the city and
who are carrying on those activities. It would provide an overview of composition of retail
market in Amritsar. Along with this, it would help in identifying their social and economic class,
business details that will help in assessing the nature and also changes in the market. Part II deals
with the socio- economic characteristics of employees working at malls/ stores and marts in city.
In this part, an effort would be made to contour the changes taking place in the market. This part
would in a way help us in contrasting the composition of modern retail formats vis-a-vis
traditional retail formats. The background of the employees working at the modern retail formats
would also help in identifying the requirement and possibilities these modern retail jobs are
providing. Lastly, Part III deals with the socio- economic characteristics of the consumers. This
part of the chapter would help in providing an understanding of the consumption pattern of the
city dwellers. All the three parts of the chapter would form the basis of analyzing the issue in
concern.
I
SOCIO-ECONOMIC PROFILE OF TRADITIONAL TRADERS
Sociologists view markets as social institutions that are constructed in culturally
specific ways, i.e., markets are largely controlled and organized by particular social groups or
classes and have specific connections to other social institutions, processes and structures.
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Bruno’s (2003) study of Indian entrepreneurship makes it clear that in India few communities,
areas, groups and families dominate the market. Thus, entrepreneurship in India is constricted
around certain variables such as family, caste, community and areas. Vaishyas have been the
only merchant groups since ancient times but with times, other non business caste groups have
also proved their mettle in business and trade.
Shops have an important social role to play and had been catering to the needs of all the
classes and high frequency of customers. Drawing a sociological profile of Indian businessmen
is quite a tricky task as the social identity of local traders is often highly specific. They do not
constitute a sociologically homogenous group in terms of power and networks. The social
variables like - sex, caste, region and economic power are all significant to identify the traders,
their relevance may vary in specific markets, localities and professions. Kaur (1996) in her
thesis on ‘Non- Punjabi business communities in Amritsar city’ states that among non Punjabi
business communities in Amritsar, the Marwari, Sindhi and Gujarati were actively involved in
business activities. These business communities hail from different socio- economic
background and had their own values, cultures, tradition, unique skills, attitude and contributed
to economic development of the city. But, with the process of modernization market has passed
through different phases of transition that have brought in significant changes in the whole
structure of market.
Analysis of socio- economic characteristics of population hence, lays the foundation for
peeping into the attitudes, beliefs and practices of the people. This part of the chapter therefore,
provides an insight to the profile of traditional retailers of Amritsar city. The study aims at
exploring the role and significance of the social determinants i.e., age, caste, religion,
background of the respondents in shaping their entrepreneurial acumen. Few of the
respondents were migrants from other cities and only a few of them were commuter, (from
surrounding villages of the city) while others were localities.
Age
Age is an important factor that influences maturity of person and his aspirations. Young
are more energetic, progressive, innovative and prone to change than the old. The process of
learning is much easier and faster in young age as compared to the old. They have attitude and
interest different from the aged. Also, they are more adaptive to change and have more risk
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bearing attitude. Business is considered such an activity which requires time and maturity to
acquire acumen, tricks and traits.
Kaur’s (1996) analysis of traditional Amritsari market showed that among the non-
Punjabi business communities of Amritsar, the business was largely in the hands of middle
aged and older generation. But, the data collected for the present study differs to some extent.
The age of respondents ranged from 21 to 90 years. The average age of the retailers was found
to be 39.2 years.
Table 3.1
Age of the Respondents
Age (in years) Responses Percentage
21-30 30 30.00
31-40 29 29.00
41-50 20 20.00
51-60 13 13.00
61-70 6 6.00
71-80 1 1.00
81-90 1 1.00
Total 100 100.00
The data represent prominence of young and middle population in retail business in
Amritsar. This is a general attitude that the older generation withdraws from the business
activities after their children take succession. The data indicate that a new wave of energetic
young businessmen with different perception and cultural values that of the older generation
have entered market.
Distribution on the basis of Gender
The structure of gendered relations has always been reflected in division of labour
between sexes. With the development of industrial societies in eighteenth and nineteenth century
this was manifested in the development of ideology of “separate spheres” in which woman
specialized in domestic work and men in market work. Woman’s sphere was the home and
men’s public life (Chafetz: Ebook).
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Gender roles are stereotypical based on relations of power and exploitation. On the basis
of such sexual division of labour, woman have for quite a long time been disconnected from
public sphere and participation in labour force. The pattern of gender inequality and submissive
role of woman is visible in their participation in economy. Indian traditional structure is not
permissive enough to let the woman come on the public front. The findings of the study indicate
that market thrives on unequal gender relations and business in Amritsar is predominantly
dominated by males thus wasting the human resource by confining woman to the four walls of
house. The communities are traditional and still do not want their woman to go out for business
or job (Bal, 1994).
Figure 1
Distribution on the basis of Gender
Primarily, market is male dominated and involves transactions with males. It is seen that
a large proportion of respondents (92 %) who run market are the male (Figure 1). Whereas, the
remaining were woman running their own business ventures. It was also seen that woman who
are working in shops are either supporting their spouse in the business or their sons and are not
running the venture independently.
Religion
Religion is a system of beliefs, emotional attitudes and practices by which a group of
people attempt to cope up with problems of life. Religious values impose a certain type of
behaviour and act both, as an inhibitor as well as facilitator. It performs functions for both
92(92%)
8(8%)
Male Female
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individuals and society and provides guidelines for human action and standard against which
people’s conduct is evaluated. Where it has moved with times, it has advocated change.
Religion in Indian society defines social as well as economic life of people. It affects economic
behaviour (eg: concept of Artha, i.e., righteous and honest pursuit of economic activities).
Economic power is reinforced through the dominant position acquired in religious and family
life that structure communities (Bruno: 2003). It also plays an important role in entrepreneurial
activities of traditional as well as new communities. It is an important variable that shapes and
transforms the beliefs and attitude of an individual. Religion in Weberian perspective is an
obstacle to entrepreneurship in counties like India.
Table 3.2
Religion
Religion Responses Percentage
Hindu 71 71.00
Sikh 29 29.00
Total 100 100.00
However, societies have always at some points been permissive and occupational
mobility has always been there. Even in present times, religion has to some extent ceased to
play important role in determining the activities of individuals. The table (3.2), given above
present religion of the respondents. Of the total respondents, it is found that the main religious
group is that of Hindus (71 percent) and others are Sikhs (29 percent). This means, that most of
the trading caste groups are of Hindu religion therefore, the number of people belonging to
Hindu religion is more than that of the Sikhs.
Caste
Caste is another variable to understand Indian social reality. Caste structure is a pattern
of social behaviour in which groups and individuals are guided by prescribed set of norms,
values and sanctions. Individuals born into caste acquire roles and statuses associated with that
caste identity. Sociologists like Ghurye (1969) and Hutton (1969) have defined it as hereditary
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endogamous group, having a traditional association with an occupation and a particular
position in the hierarchical settings. Caste system in India is linked with the ‘Varna Model’
which divides Hindu society into four orders- Brahmins (traditionally priests and scholars),
Kshatriya (Rulers, soldiers), Vaishyas (Merchants) and Shudras (peasant, labourers and
servants). Caste was highly closed/ restricted group, with each caste having its own occupation
and rules governing the behaviour of its members and mobility was not possible. But due to
factors of social change like modernization, westernisation, Globalization, education, and
industrialization caste system has lost its extreme rigidity. For long, caste system has been held
responsible for India’s backwardness. It has also played an important role in preserving
hereditary values and promoting specialisation. Though changes have been brought about in
the occupational structure of caste, yet businesses predominately are run by specific business
communities. Hence, it is apt to highlight some space to the role of caste system in determining
the entrepreneurial activities.
Table 3.3
Caste of the Traders
Caste Responses Percentage
Khatri 31 31.00
Arora 19 19.00
Brahmin 17 17.00
Baniya 12 12.00
Suniyar 8 8.00
Jatt 4 4.00
Ramgharia 4 4.00
Rajput 2 2.00
Cheemba 1 1.00
Chamar 1 1.00
Balmiki 1 1.00
Total 100 100.00
The Amritsar’s market too shows a predominant pattern of caste in entrepreneurial
activities. Of the total respondents (Table 3.3), majority of the respondents belong to
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prominent business castes like Khatri (less than one third), Arora (one fifth), Baniya (12
percent). It is interesting to note that non- business castes such as Brahmins, Suniyar, Jat,
Ramgharia, Cheemba, Balmiki and Rajputs are also significantly contributing to business in
Amritsar. The data, therefore, indicate that though, economic context of market has changed
considerably yet, business in Amritsar is still predominantly being run by traditional business
castes who dominated the market in the past.
Marital Status
In Indian society marriage is a highly revered institution. Hindu marriage is in theory, a
sacrament and irrevocable. But the notion, that marriage is indissoluble has gradually been
eroded and through legislation, the right of divorce has been introduced in all legal systems in
India. Marriage performs numerous functions such as it provides provision for economic
cooperation, protection of property and occupational secrets due to endogamy, promotes
intergroup relations and determines social status of an individual.
Table 3.4
Marital Status of Traders
Marital status Responses Percentage
Married 73 73.00
Unmarried 21 21.00
Widow/widower 4 4.00
Divorcee 2 2.00
Total 100 100.00
There are different types of marital unions that have implications for population
composition, property relations, inheritance etc. The findings (Table 3.4) show, that majority of
the respondents are married (73 percent), a little more than one fifth of them are unmarried. A
very small percentage is of widow/ widower (4 percent) respondents and only a very few are
divorcee (2 percent) among them.
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Education
Education is an important variable that defines one’s attitudes and beliefs. Educational
level of an individual is determinant of his life style. More the educational level is, more the
modern values get incorporated into life style of people. Education plays a vital role in
modification of behaviour and skill attainment. In India, caste in a certain way played an
important role in determining educational qualifications of its members.
Caste also plays an important role in determining performance of their members through
their influence to respond to economic opportunities, education, training, access to resources and
social contacts. Earlier, education was thought as an affair of higher castes, who had access to
the education system. Today, scenario has changed, with state playing welfare role for upliftment
of the masses by encouraging education for all. Education today is regarded as the prime mean
for emancipation and changing ones socio-economic position in society. Business communities
since long had an indifferent attitude towards formal education. To run a business, a general
attitude of the business communities was that there was no need for formal education (Appemdix
III). Running a venture had more to do with the skills of the members of business communities in
which informal learning was very important. It was because of such an attitude that literacy rate
was not so high among the business communities in the past and hence a vast majority of
businessmen were uneducated and lacked refinement. Singh (1979) in his study on ‘Traders of
Mai Sewan Bazaar in Amritsar’ found that the book sellers within the walled city were either
illiterate or just did schooling with respect to modern education. A similar attitude of traders
towards formal education was found by Kaur’s (1996) study.
But an improving trend in education was seen in this study. Table 3.5 shows that the
number of graduates and post graduates together comprise of more than half of the respondents.
While, very small number was found to be those of matriculates and illiterates. It was also seen
that young were more receptive in gaining higher education, whereas, the old contend that there
was something innate in business skills and there was no need for formal education. The
relationship between caste background and educational qualification of the respondents has been
traced in table 3.4. The cross table illustrates, that among Khatri (31%), most of the respondents
are Graduates and one fifth of the respondents were 10+2 and less than one third are post
graduate while only 6.45 per cent are matriculates. Also among Aroras (19%), less than three
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fourth of the respondents were graduates. Likewise, among Brahmins (17 %) nearly 64 percent
are 10+2 whereas; more than one third were graduates. Among Baniyas, half of the respondents
are graduates. Among other castes such as Jat, Ramgharia, Chemba, Balmiki, Chamar and
Suniyar the improvement in educational qualification is seen.