Informatics Publishing Limited

S. Balamurugan ¹, S. Sathyanarayana ², S. S. Manikandasaran ³

Affiliations
1 Department of Computer Science, Bharathiar University, Coimbatore - 641046, Tamil Nadu, IN
2 Department of Computer Science, Sreekanta 1st Grade College, Mysore - 570004, Karnataka, IN
3 Department of MCA, CICA, Christhu Raj College, Trichy - 620012, Tamil Nadu, IN

Abstract

Background/Objectives: Cloud provides virtual space for users to storage and maintains their data. It mainly helps small and medium scale industries to easy come up and achieve their IT requirements with minimum cost. Apart from this, it has many security related issues. To address the security issues, this paper proposes an enhanced security service algorithm using data obfuscation technique namely ESSAO. Methods/Analysis: The proposed algorithm is provided as a service to user from the cloud. It is based on data obfuscation technique and it obfuscates only the numerical data in the original data. It uses different mathematical methods to convert the original data into unintelligible data. Findings: Cloud provides this proposed ESSAO algorithm as a service to the users based on the demand. This algorithm is coded in Java and hosted in the cloud server for evaluation. ESSAO reduces the time taken for obfuscation and de-obfuscation. It also reduces the size of data after obfuscation. Each numerical value in the original data is converted into a single character value. Hence, the size of data is reduced. It minimizes the latency of data uploaded to cloud. Hence, it is easily adopted in the cloud environment. Obfuscated data in the cloud is not accessible to the cloud service providers or other users of cloud services. Hence, it maintains the security of data in the cloud. Novelty/Improvements: Addressing security to the cloud environment is difficult task. This proposed algorithm provides security to the data in the cloud. This work is more applicable to education, medical, govt. and etc. to secure their data in the cloud.

Keywords

Cloud Computing, De-obfuscation, Obfuscation, Security Service Algorithm.

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S. Sathyanarayana ¹

Affiliations
1 M.P.Birla Institute of Management, IN

Abstract

When taking the subject of rural marketing in India, everyone related it to the enormous size and demand base as it brings huge opportunities to marketers. Huge revenue is generated in this field owing to the majority of population residing in rural areas. This brings about the threat of counterfeits and pass-offs, the knowledge of which is of utmost importance to the consumers in this part who tend to go about the purchasing based on the look, design and many more features of a brand. Recently, researchers have paid increasing attention to rural marketing, but the rural marketing domain has unique characteristics that require industry specific knowledge development. Marketers in this area face unique challenges in every aspect of rural marketing. Rural marketing, from the point of view of spurious products is an under researched area within the rural marketing discipline. The authors attempt to identify various issues relating to spurious products by examining previously published research in conjunction with the data collected in rural Karnataka state, relying on survey data collected from 310 retailers and 1,620 rural consumers across Karnataka state, the authors find that multi-brand wholesalers, suppliers are the key players behind the whole issue and examine the various methods to reform situations by offering various suggestions based on this research. Rural marketers can use this detailed discussion to fight effectively against counterfeits and pass-offs.

Keywords

Spurious Products, FMCG, Haats, Logos and Signs.

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S. Sathyanarayana ¹

Affiliations
1 Bharatiya Vidya Bhavan’s MP Birla Institute of Management, Bangalore, IN

Abstract

After the subprime crisis causing jolts in the global financial markets including India in 2008, Brexit is seen as the next colossal financial affair since. Most of the EU functions as one vast economy because of Schengen, a free travel agreement among its members, enabling movement of people belonging to the EURO countries. Britain voters backed the breach by fifty-two percent to forty -two percent after a stringent campaign of roughly three months. The polling created a storm in financial markets and its aftermath can already be witnessed in currency market too. Banks and financial institutions across the world have been crushed by Brexit. Indian companies have always been a base to the U.K.to reach the European markets because of its access to London financial hub and ease of doing business with European nation because of divergent European culture and language. Apart from that India has a trade surplus of approximately four billion US dollars with Britain. Moreover, the firms which have revenue earnings from England and Eurozone are going to be the worst hit, at least for momentary. India would save a lot on its crude import bill because of the shock of the slowdown caused by Brexit referendum in several nations globally leading to the prices of major commodities plunging, specifically crude oil. Indian stock market along with the currency may face volatility in the short run in the event of Brexit, but doesn’t have much to fear.

Keywords

Brexit, Sterling, European Union, Immigration, Exposure.

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S. Sathyanarayana

Abstract

Indian rural market with its colossal size and demand base offers great opportunities to marketers. Twothirds of India’s consumers live in rural areas wherein almost one third of the national income is generated. It is seen as a profusion of opportunities, whether for marketing durables, textiles and garments, personal care products or financial services.

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