A community development report

On

“Imperial study on measuring attitude and perception of people towards Swachh Bharat
Abhiyan”

Submitted In Partial Fulfillment Of the Requirement

Of

PGDM

Internal Guide Submitted By

SWORUP KUMAR GOUTTAM PANDA

Assistant Professor BM130I0017

Bhavan’s Centre for Communication & Management (BCCM) Unit-III, Plot no-9, Kharabela Nagar,
Bhubaneswar-751001, Odisha

Bhavan’s Centre for Communication & Management (BCCM),

 TABLE OF CONTENT
S.NO. CONTENTS PAGE NO.

1. Executive Summary

2. Plan of the Research

Introduction
About the project
Objective of the Study
Literature Review

3. Research Methodology
Universe & Sources of data
Sample size
Research design
Methods of data collection
Instrument used
Tools of analysis

4. Data Collection and Data Analysis

5. Findings & Conclusions

6. Findings & Conclusions

7. Bibliography
 Executive summary

My objective of the study is studying the attitude and perception of people towards
Swachh Bharat Abhiyaan , the level of participation of the general public in the
activities of SBA , and suggestions to make it a success. The study is conducted via
structured questionnaire taking 100 respondents as a sample size and using
convenience sampling as sampling design. The data collected and analyzed reveled
some findings , conclusion and suggestions. The findings and conclusion talk about
the positive outlook of the people toward swachh bharat abhiyan , the level of
participation by general public , leaders , celebrities and MCB people and there
impact on the SBA .The suggestions to make it a successful drive ,need for
awareness, more initiative by MCB people to change the mind setup of the general
public towards cleanliness. Knowledge about proper health and hygiene, sanitation
facilities and importance of usage of toilets in households.
3.1 INTRODUCTION

The campaign of clean India movement is the biggest step taken ever as a
cleanliness drive till date. On the day of launch of campaign around 3 million
government employees including students from schools and colleges had
participated in the event to make it popularize globally and make common public
aware of it. This event was organized at Rashtrapati Bhavan on 2nd of October in
2014 in the presence of 1500 people. This event was flagged off by the Indian
President, Pranab Mukherjee. Prime Minister, Narendra Modi, had nominated the
name of nine famous personalities from business industries, sports and Bollywood
to drive the clean India campaign. He also had requested from all nine personalities
to invite another nine personalities individually and requested to continue the chain
nine people to take this campaign to every Indian living in any corner all around
the country.
Narendra Modi has said that this campaign should be taken as the big challenge
and must pass the request to invite other nine people individually (just like
branching of tree) so that this vision of cleanliness may be completed till 2019 and
may India become a clean country forever in the history.
By getting inspired from this Indian campaign, the Indo Nepal Doctors Association
has launched a campaign called “Swachh Bharat Nepal – Swasth Bharat Nepal
Abhiyan” on 3rd of January in 2015. It was started from the Indo-Nepal Border
Region, Sunauli – Belihiya (near birth place of Lord Buddha, holy city of Lumbini,
Nepal).
Other programme of the cleanliness in India such as Central Rural
Sanitation Programme (CRSP) was started in 1986 all over the country
which had focused to construct the individual sanitary latrines for the
personal use of the people living below the poverty line. It had focused
to convert the dry latrines to the low cost sanitary latrines, to construct
latrines especially for rural women with other facilities of hand pump,
bathing room, sanitation, washing hands, etc. It was targeted that all the
provided facilities should be prope rly maintained by the village
Panchayats. Proper sanitation of the village such as drain systems,
soakage pits, disposal of solid and liquid wastes, awareness of health
education, awareness for social, personal, household and environmental
sanitation etc.
Total Sanitation Campaign (TSC) of cleanliness in India was started in 1999 by the
Government of India in order to restructure the Rural Sanitation Programme.
Nirmal Gram
Puraskar was started in the month of June in 2003 as a sanitation programme to
boost the Total Sanitation Campaign. It was a an incentive scheme launched by the
Government of India in 2003 to award people for total sanitation coverage,
maintaining clean environment as well as making villages open defecation-free
villages by the Panchayats, Blocks and Districts. Nirmal Bharat Abhiyan (NBA)
was started in 2012 and then Swachh Bharat Abhiyan in 2014 on 2nd of October.
However, all the sanitation and cleanliness programmes run by the Indian
government earlier were not as effective as the current Swachh Bharat Abhiyan of
2014.

3.2 ABOUT THE PROJECT

“A clean India would be the best tribute India could pay to Mahatma Gandhi on his
150 birth anniversary in 2019. I have selected this as a part of my survey because
of it is necessity and big responsibility to teach citizens of the country that the city
they live in is their home too and the cleanliness of the city and their surroundings
is as important as keeping their home clean.. It is a mass movement run by the
government to make India, Clean India by 2022. Cleanliness is not limited to any
person or place, it is the responsibility of everyone to clean themselves as well as
their surroundings to really make India a clean India in near future. It is the
combined responsibility of 1.3 billion people living in the country.

Based on my analysis there are some benefits if we are able to make Swachh
Bharat Abhiyan successful.

 If Swachh bharat abhiyan becomes reality we can improve health of Indian.

 If Swachh bharat abhiyan becomes reality We can enhance our tourism
 If Swachh bharat abhiyan becomes reality We can prevent many diseases
 If Swachh bharat abhiyan becomes reality We can have a happy and
healthy society
 If Swachh bharat abhiyan becomes reality We can attract global players to
invest in india
 If Swachh bharat abhiyan becomes reality We can give better life to our
upcoming generation
 If Swachh bharat abhiyan becomes reality We can build a better eco
friendly envt.
  If Swachh bharat abhiyan becomes reality We can reduce cost of
maintenance
 If Swachh bharat abhiyan becomes reality We can feel proud
Corporate India and Swachh Bharat Campaign
Heeding to the call of Prime Minister Narender Modi, Corporate India is also
enthusiastically taking steps towards making the Abhiyan a success.
Public and Private companies are appending in cleanliness activities under their
compulsory Corporate Social Responsibility (CSR) schemes which is a statutory
requirement as per Companies Act, 2013. CSR is a mechanism through which
companies invest in activities beneficial to society as a whole.
Only recently major corporate houses such as L&T, DLF, Vedanta, Bharti, TCS,
Ambuja Cements, Toyota Kirloskar, Maruti, Tata Motors, Coca Cola, Dabur,
Aditya Birla, Adani, Infosys, TVS and many others have earmarked budgets for
Swachh Bharat projects. According to one estimate Rs 1000 Crore worth of
various cleanliness projects are in the pipeline by corporate sector. These projects
include building toilets in distant villages, running workshops on behavioural
changes, waste management, and water hygiene and sanitation activities among
other things.
In a bid to invite corporate funds for Swachh Bharat campaign, the government
had recently decided that corporate contributions towards this scheme will now be
counted as CSR spend. And to make it clearer later the Corporate Affairs Ministry
also amended Schedule VII of Companies Act to specify that contributions to
‘Swachh Bharat Kosh’ would be an eligible CSR spends.

Therefore, not only government and private individuals but also the corporate
sector isplaying its role in making India totally clean.
Celebrities involved in Swachh Bharat Abhiyan
Anil Ambani, Chairman of Reliance Group
Amir Khan, Actor
Amitabh Bachchan, Actor
Baba Ramedev
Chanda Kochhar, MD of ICICI Bank
Kapil Sharma, Stand-up comedian
Priyanak Chopra, Actress

Some more information collected through my study on “Imperial study on

measuring attitude and perception of people towards SBA” are-:
  Chapter 1 deals about the executive introduction ,objective of study, about
the project and literature review.
 Chapter 2 reveals about the Sampling and Data Collection, Sampling
Design, Sample Size, Sample Unit, Research Area, Statistical Tools etc.

 Chapter 3 reveals Data Collection and Data Analysis.

3.3OBJECTIVE-

 To study general public attitudes towards Cleanliness after Swachh Bharat
Abhiyan.
 To understand the level of participation of General population in this social
campaign
 To suggest measure to improve people participation.

3.4 LITERATURE REVIEW

Not much research work has been done on this topic, So this was the gap,
My work will fill the gap in the existing literature.
Swachh Bharat Abhiyaan is a scheme initiated by government to improve the
government of India to improve the picture in terms of sanitation facilities and
clean surroundings around themselves. This scheme not only took steps to
implement the objective framed under this scheme, the improvement of this
scheme could be very well seen in government schools also, and made students
understand the importance of proper sanitation facilities and proper cleanness
around themselves. Swachh Bharat Abhiyan is a national campaign by the
Government of India, covering 4,041 statutory cities and towns, to clean the
streets, roads and infrastructure of the country. A scheme initiated 2nd October
2014 at Rajghat, New Delhi, where Prime Minister Narendra Modi himself cleaned
the road. Modi said that the best memorial to Mahatma Gandhi would be to
achieve a "Clean India" by 2019, his 150th birth anniversary. It is India's biggest
ever cleanliness drive

But in Many South Asian countries where people consider sanitation as “dignity”
and“cleanliness”.

Some South Asian countries in making our nation a clean nation. We give below
the names of a few Asian countries which have been considered as some of the
cleanest countries of the world and comparing the cleanliness drive with the other
South Asian countries whose methods and policies can be followed in India

Singapore

Singapore is the smallest country in Southeast Asia but one of the best places to
live in Asia. Singapore has emphasised the need to have good water, proper water
conservation, pure air, clean energy, controlled traffic and efficient energy supply.

Some key issues that India can follow from Singapore are as follow:

In 1967, the Government had launched ‘Singapore Clean Campaign’ and this was
soon followed by the Public Health Law. This was one of the first legal measures
undertaken by the nation to regulate and change public health behaviours.

 Even today it has adhered to the objectives of the campaign.
 The Government has always emphasised on making Singapore a ‘Garden
City’, with key focus on perfect urban planning and pollution control.
Today the city is clean and green.
 The clean water bodies of the country provide clean water for all.
 Since long, the Government has relied on 3 R’s – reduce, reuse and recycle.
 There are progressive environmental policies in the country. All steps are
taken to conserve the natural resources of the country.
 There are various initiatives undertaken on a regular basis such as ‘Clean &
Green Singapore Schools Carnival’, ‘Bring Your Own Bag Day’ at
supermarkets, ‘ABC Waters Programme’ etc. which have played important
roles in trying to make Singapore ‘a city within a garden’.
 Also, the Government had come up with the scheme of providing
Governmentsubsidised low-income housing. This was an indirect way to
provide access to household sanitation. The availability of affordable
public housing led to a large number of people moving from unfit slum
housing or kampong, where open defecation was common, to houses with
access to personal safe sanitation.

Japan

On Teacher’s Day, when the Prime Minister gave his speech to thousands of
students, he referred to his visit to Japan to emphasise how spirit of cleanliness and
equalise were being instilled in the children in that country. In Japan, cleanliness is
part and parcel of life.
Here, cleanliness is not a personal issue but a public one and hence each and every
citizen contributes towards cleanliness.

Some key issues that India can follow from Japan are as follow:

 In Japan, it is said that cleanliness has spiritual origins, even part of the
Shinto belief system, which has many purification rituals stressing
cleanliness.
 Japan’s obsession with hygiene is not new. It started with a systematic
national campaign, which dates back to the Meiji era (1868-1912), which
linked hygiene to nationalism. Hygiene and cleanliness was carried out as a
moral practice as well as in the name of the nation.
 In Japan, students and teachers together clean and mop up toilets. This was
a part of character building from a young age.
 Japanese are born hygiene conscious. It is a common sight to see Japanese
women and men, regularly wearing surgical masks and white gloves,
specially the women.
 Japan’s toilets are actual demonstration of modern technology. All Japanese
homes have separate rooms each for washing face, brushing teeth, the bath
and the toilet.
 It’s been legally notified in Japan to keep the pet dog on a leash and dog
owners to pick up the dog’s shit on the road in a bag and dispose it at home.
And if the dog urinates, the owner has to wash it away with water.
 Well-known brands of Japan like Toyota introduced three popular car models
with anti-bacterial steering wheels and other parts. Matsushita introduced the
world’s first anti-bacterial clothes dryer. Hitachi has turned automated teller
machine (ATM) that sterilizes and irons yen notes before dispensing them.

South Korea

In South Korea, sanitation policy is within a single ministry, but any plans and
programmes are run through multiple agencies and ministries. It may not be in top
ranks as the cleanest country but it is definitely in a better position than India.

Some key issues that India can follow from South Korea are as follow:
  In South Korea, a parasite eradication programme was launched by the
Government, where providing sanitation infrastructure in low- income
housing projects was an essential part of the campaign
 Also, the Five-Year Development Plans that were framed in the country
emphasised on providing sanitation to all to improve the lives of citizens.
 The country also started the New Village Movement that incorporated
provision of sanitation in rural areas.
the Central Government and local authorities are constantly working on
expanding wide area water supply systems, tap water conserving facilities,
and sewerage and drainage systems.
 The Ministry of Environment (MOE) has been providing monetary support
for the construction of sewage treatment and water supply facilities in rural
areas.

The Republic of Korea is also promoting recycling and safe waste treatment by
implementing the Volume Based Collection Fee System and constructing sanitary
landfill facilities in both metropolitan and provincial areas.
 RESEARCH METHODOLOGY

Research Methodology
Research Objective-

To study general public attitudes towards Cleanliness after Swachh Bharat
Abhiyan.
To understand the level of participation of General respondent in this social
campaign
To suggest measure to improve people participation.
Sampling and Data Collection-

The data is collected with the help of a structured questionnaire via survey method.
A sample size of 100 respondents is taken to study the objectives using convince
sampling . Proper care has been taken while framing the questionnaire .

Sampling Design

The study uses non-probability sampling as a sampling design in which

convenience sampling is used in specific.

Sample Size

The sample size taken is 100.

Sample Unit

Data has been collected from individuals of various age groups

Research Area

Research has been conducted within bhadrak .

Statistical Tools

The statistical tools used for analyzing the data collected and Ms.Excel using pie
charts and bar graphs
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION:

1. Are You aware of Swachh Bharat Abhiyan?

No. of respondent
Yes No
100
2. What according to you needs to be done in order to make this campaign
moreeffective? (You can select multiple option).

No. of Construction Proper Ban on plastic Improvement All above

respondent of disposal of bag usage of sewage
toilet industrial system
waste
100 14 13 9 13 51
3. I am willing to contribute to the Swachh Bharat Abhiyan.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 2 6 19 21 54
4. My participation has increased in Swachh Bharat Abhiyan.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 3 9 21 44 23
5. I feel that Swachh Bharat Abhiyan was required in India.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 2 1 4 14 79
6. I feel that participation of celebrities in Swachh Bharat Abhiyan will increase my
participation too.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 27 9 18 17 30
7. I believe participation of celebrities in Swachh Bharat Abhiyan is only for publicity.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 13 20 24 15 28
8. I feel the Municipal Corporation of Bhadrak( MCB) is actively participating in Swachh
Bharat Abhiyan.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 13 24 40 15 8
9. I think in the name of Swachh Bharat Abhiyan responsibilities have shifted from
actual worker to people to carry forward it.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 6 7 31 41 16
10. I think participation of MLA and MP will increase contribution of people towards
Swachh Bharat Abhiyan

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 10 12 20 29 29
11. I believe that Swachh Bharat Abhiyan is publicity stunt and media attention tools for
leaders.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 25 25 21 12 17
12. The cleanliness in my city has improved after the launch of Swachh Bharat Abhiyan.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 11 12 40 21 16
13. The Attitude of people have changed positively towards clean India due to Swachh
Bharat Abhiyan.

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 11 12 40 21 16
14. I don’t mind paying clean cess

No. of Strongly Disagree Neutral Agree Strongly

respondent Disagree Agree
100 8 5 27 21 29
FINDING & CONCLUSION

 The study reveals that the people of Delhi have a positive attitude
towards the swachh bharat abhiyaan Scheme initiated by the
government of India .

 The study tells about the level of participation of the people and
weight age of different activities taken up in swachh bharat
abhiyaan ,

 Need for swachh bharat abhiyaan in India according to the people.

 The impact of MCD participation on the general public is on a

positive note .

 Study tells that the participation of people is more than the actual
workers .

 The attitude of people has improved because of the initiative of

swachh bharat abhiyaan towards clean India .