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Business Research Methods
Project Report on
Perception of Swachh Bharat Abhiyaan
In Mumbai
Submitted By :
Nuzhat Khan 58
Aaditi Deshpande 52
Ishrat Shaikh 64
Zoya Bangliwala 51
Rohini Kamble 70
Aisha Khan 56

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Acknowledgement
A project is the fruit of experiment and it goes long way to modelling a person and gaining new
insightin that fieldof research. In this rewarding experience one recognizes the help and support
rendered by a group of kind hearts behind its success.
First we solemnly place heartfelt thanks & deep sense of gratitude to our project guides
Prof. Poonam Chaudhari and Dr. Hema Jaganathan who had been constantly supporting us with
their valuable suggestion throughout this project work.
Finally, we would like to thank all people who directly and indirectly helped us for completion of
this project work successfully.

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Introduction to Swachh Bharat Abhiyaan
About Swachh Bharat Mission
Prime Minister Narendra Modi launched his dream project "Swachh Bharat Abhiyan" on 2nd
October 2014, the birth anniversary of Mahatma Gandhi. Swachh Bharat Abhiyan or the "Clean
India Campaign" is the biggest ever cleanliness drive in the country and Prime Minister had
appealed to each Indian to get involved in the mission and make it a success.
Why this project started?
It is very sad to say that the country has a massive problem of open defecation. More than 72
percent of rural people in India respond to their nature's call behind bushes, in fields or on
roadsides. This has led to various other problems like untimely deaths of children, spread of
infections and diseases and most importantly rapes of young girls who go to deserted places to
relieve themselves. India has a population of more 1.2 billion people, out of which nearly 600
million people or 55 percent has no access to toilets. Even in areas, where there are toilets in
rural India (32 percent of rural households, as per the 2012 data), there are no running water
facilities available. Slumdwellers in cities have no access to running water supply and also toilets.
Considering this grave problem of rural sanitation in India and open defecation, the then UPA
Government had launched Nirmal Bharat Abhiyan in 1999. In this Abhiyan, a target was set for
universal household sanitation coverage by 2012. This was an integral part of the Total Sanitation
Campaign (TSC) launched in 1991. However, the Nirmal Bharat Abhiyan could not achieve its
objectives.
Nirmal Bharat Abhiyan has now been restructured by the present Government as "Swachh Bharat
Abhiyan" with the objective of making India a "clean" India by stopping the problem of open
defecation, building up of toilets for all households, providing running water supply, treating of
solid and liquid wastes in a proper manner. This drive alsoincludes cleaning of roads, pavements,
and clearing of encroachments in unauthorised areas. Above all, the project aims at creating
awareness among people about the need for proper sanitation and hygienic facilities.
When it will be completed?

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Swachh Bharat Abhiyan, with the help of the Government of India, political parties, NGOs,
corporations and with active people's participation, is slated to be completed in 2019. It was
Mahatma Gandhi who laid great emphasis on cleanliness. He himself said "Sanitation is more
important than Independence". He wanted India to be a clean India. He very well had a clear
understanding of the pathetic condition of the rural people. It's been 67 years of Independence,
and even today, more than half of India's population does not have proper toilets. Considering
this fact in mind, the present Government of India wants to fulfil the dream of Mahatma Gandhi
and usher a cleanIndia by 2019, which will mark the 150th birth anniversary of Mahatma Gandhi.
Efforts by Government
For proper execution of the Swachh Bharat Abhiyan, a 19-member expert team has been formed
under the chairmanship of scientist Raghunath Anant Mashelkar. Mashelkar is the former
director general of the Council of Scientific and Industrial Research (CSIR). The entire team will
be involved to suggest the best and the most advanced technology to provide sanitation and
water facilities in various states using methods that are affordable, sustainable, and scalable.
On 2nd October 2014, when our PM launched the mission, he was accompanied by party officials,
Bollywood actor Aamir Khan, thousands of government employees, school and college students.
Prime Minister has been actively supported by his cabinet ministers. To make it a mass
movement, he alsonominated nine celebrities including Priyanka Chopra, Shashi Tharoor, Sachin
Tendulkar and Anil Ambani to take up the cleanliness challenge, who in turn should invite nine
more people and inthis way the chainshould continue. They have already accepted the challenge
and have appealed more people to get involved. Some states have also participated in this
cleaning campaign and more plans and programs are in the process to make this a success.
Implementation of Project
The "Swachh Bharat Abhiyan" has two sub missions:
Swachh Bharat Abhiyan (rural)
Swachh Bharat Abhiyan (urban).

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For execution of these two sub-missions,the ministries of drinking water and sanitation and rural
development will look after the affairs in rural areas and the ministry of urban development in
urban areas.
Under the Swachh Bharat Abhiyan for the rural areas, the ministry of rural development will
provide Rs 20 lakh to each village each year for the next five years. Under this programme, the
government has fixed the unit cost of individual household latrines at Rs 12,000 so that ample
water supply canbe provided for cleaning,bathing and washing. An estimated Rs 1, 34, 000 crore
will be spent by the Ministry of Drinking Water and Sanitation for the programme.
For Swachh Bharat Abhiyan in the urban sector, the aimis to provide individual household toilets,
community and public toilets,including solidwaste management, covering 1.04 crore households
in all 4,041 statutory towns. It will provide more than two lakh seats of public toilets, and more
than two lakh seats of community toilets,including solid wastemanagement facilityfor alltowns.
In areas, where there are problems of constructing individual household toilets, community
toilets will be constructed. Public toilet facilities will also be made available in common locations
such as markets, bus stations, near railway stations, tourist spots, and public recreation places.
The urban development ministry has allocated Rs 62,000 crore for this project.
The overall project cost has been estimated at Rs 1, 96,009 crore. This amount will help in
construction of 12 crore toilets across the country. The ministries of rural and urban development
have requested religious gurus and groups like Sri Sri Ravi Shankar, and the Gayatri Parivar to
propagate the Swachh Bharat Abhiyan project.
Major Issues of Swachh Bharat Abhiyan
According to Central Pollution Control Board (CPCB), Urban India generates about 47 million
tonnes of solid waste every year. It is also reported that more than 75 percent of sewage or
wastewater disposal is not treated in India. Recycling solid waste is a big problem. These issues
need to be addressed now, so that a major crisis can be prevented in the future.
In rural India, lack of adequate sanitation is a huge challenge.
Another major challenge is to change the mindsets of the people. When will our countrymen
learn not to spit or throw garbage on the roads? Or when will our people learn to keep
themselves and their localities clean?

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The dimensions of the problem of sanitation are so huge that it makes us wonder whether the
PM will really be able to meet his target to clean up India by 2019 or not?
Controversy
While Prime Minister's Swachh Bharat Abhiyan has been highly acclaimed by many in India and
abroad, there are still controversies involved in the mission. Similar programmes were launched
earlier with little or no success, the most evident example being Nirmal Bharat Abhiyan.
Controversies have come up because this programme too has more or less same ideas that were
under UPA's Nirmal Bharat schemes. Huge amount of money was invested for that program that
time. What was the outcome? Where did all the money go? But, as a matter of fact, this mission
should not be involved in any kind of controversies. That is why, Narendra Modi said, "Swachh
Bharat" mission is "beyond politics" and is inspired by patriotism.

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Objective of Study:
The overall study objective is to understand the broad perception of Common People in
relevance to Swachh Bharat Abhiyaan - a national campaign by the Government of India,
covering 4041 statutory towns, to clean the streets, roads and infrastructure of the country.
The study aims at broadly
 Understanding the overview of the implication and impact of the project on the minds of
the common people
 Understanding whether the project has a significant impact on cleanliness of the country
 Understanding the level of awareness of the project amongst common public
 Establishing whether people actively and voluntarily participate in the movement.
 Assessing whether the perception and approach of people regarding the project differs
due to a difference in age.
Hypotheses:
Null hypothesis: The Perception of people of Mumbai regarding the SBA differs due to difference
in gender.
Alternate hypothesis: The Perception of people of Mumbai regarding the SBA does not differ due
to difference in gender.
Scope of Study:
The research was conducted in various parts of Mumbai including central suburbs, western
suburb and South Mumbai to understand the perception of people from all parts of Mumbai
across both genders and varied age groups.

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RESEARCH METHODOLOGY
On defining the objective of the project, a plan was developed to gather information most
efficiently. Decisions were taken on the data sources, sampling plan, research tools. Research is
essentially a systematic enquiry seeking facts through objective verifiable methods in order to
discover the relationship among them to deduce from them broad principles of laws.
Source of data:-
Primary data: it includes data collected directly from the citizens of Mumbai city so as to meet
the direct requirements of the investigation at hand.
Method:
The research is done through a dichotomous survey in the form of a questionnaire with about 12
main questions as points of reference. The interaction is done with the target group at different
places in the Mumbai city.
Sample size: A sample size of 50 respondents was taken to answer the questionnaires.
Sampling technique:
Non-Probability sampling was adopted to conduct the survey. Respondents were selected on
the basis of area so stratified sampling was carried out for collecting primary data. In this
method Where the population embraces a number of distinct categories, the frame can be
organized by these categories into separate "strata."
Each stratum is then sampled as an independent sub-population, out of which individual
elements can be randomly selected. Here the Stratums would be people from South Mumbai,
western suburbs and Central suburbs to represent entire Mumbai.
Statistical tools used for analyzing the data:
 Percentage method
 Graphical Representation using Figures& Bar diagram
 Relationship Analysis using Chi square test and Mean analysis using Independent T-Test.

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Questionnaire for Study
Questionnaire for the purpose of study of research on the perception of Swachh Bharat Abhiyaan
Name:
Age:
Occupation:
Email Id:
Gender:
Part of Mumbai:
1. Are you aware of Swachh Bharat Abhiyaan?
 Yes
 No
2. Are you aware of the amountspentonthe workingof SBA?
 Yes
 No
3. Are you aware of the objective whichistoachieve acleanIndiaby 2019?
 Yes
 No
4. In Your opinion,wouldthe PM’sideareapbenefitforthe nation?
 Yes
 No
5. Do youdo your part to make IndiaClean?
 Yes
 No
6. Do youencourage otherindividualstopledge foracleanIndia?
 Yes
 No
7. Have you volunteeredanytime tocleanyourareastreets?
 Yes
 No
8. Do youbelieve thatonlybuildinginfrastructurelikepublictoiletsetccanhelpachieve clean
India?

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 Yes
 No
9. Do you feel that there islesslitteringon the road afterSBA was launched?
 Yes
 No
10. Are you aware that manycorporatesare takinginterestinSBA forthe purpose of CSR?
 Yes
 No
11. How do you see SBA working inyour city on a scale of 1- 10?
12. In yourperceptionwill itchange the outlookandhabitsof peopleasanimplicationof SBA?
 Yes
 No

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Data Analysis and Interpretation
Analysis of data involves a number of closelyrelated operations that are performed with purpose
of summarizing the collected data and organizing these in such a manner that they will yield
answer to the research questions. The term analysis refers to the computation of certain
measures along with searching for patterns of relationship that exist among data group.
Interpretation is often inextricably interwoven with analysis; it should more properly be
conceived as a special aspect of analysis.
Interpretation is necessary for the simple reason that the usefulness and utility of research
findings lie in proper interpretation. The statistical interpretation shows various responses
relating to the variable. The analysis and interpretation of data lead the researcher to the
objectives of the study. It is through interpretation that the research can well understand the
abstract principle works beneath his findings.
Table Showing the Count of Positive andnegative responses for each question
Question Yes No
Are you aware of Swachh Bharat Abhiyaan? 47 3
Are you aware of the amount spent on the working of SBA? 40 10
Are you aware of the objective which is to achieve a clean India by 2019? 33 17
In Your opinion, would the PM’s idea reap benefit for the nation? 29 21
Do you do your part to make India Clean? 41 9
Do you encourage other individuals to pledge for a clean India? 37 13
Have you volunteered any time to clean your area streets? 27 23
Do you believe that only building infrastructure like public toilets etc. can help achieve clean India? 16 34
Do you feel that there is less littering on the road after SBA was launched? 18 32
Are you aware that many corporates are taking interest in SBA for the purpose of CSR? 25 25
How do you see SBA working in your city on a scale of 1- 10? (Average ) 5.20
In your perception will it change the outlook and habits of people as an implication of SBA? 36 14

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Findings for Positive and Negative Responses in terms
of percentages
For all charts,
= Percentageof Yes = Percentageof No
94
6
Are you awareof Swachh BharatAbhiyaan?
1 2
80
20
Are you awareof the amountspent on the
working of SBA?
1 2

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66
34
Are you awareof the objectivewhich
is to achieve a clean India by 2019?
1 2
58
42
In Your opinion, would the PM’s idea
reap benefit for the nation?
1 2
82
18
Do you do your partto make India
Clean?
1 2

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74
26
Do you encourageother individuals to
pledge for a clean India?
1 2
54
46
Haveyou volunteered any time to clean your
area streets?
1 2

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36
64
Do you feel that there is less littering on the road
after SBA was launched?
1 2
32
68
Do you believe that only building infrastructure
like public toilets etc can help achieve clean
India?
1 2

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How do you see SBA working in your City on a scale of 1-10?
Averagerating of 50 observations =5.2
5050
Are you awarethat many corporates aretaking
interestin SBA for the purposeof CSR?
1 2
72
28
In your perception will it change the outlook and
habits of people as an implication of SBA?
1 2

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Overall Data- Tabulated
Questions Yes
% of
yes No %of No
Are you aware of Swachh Bharat Abhiyaan? 47 94 3 6
Are you aware of the amountspentonthe workingof SBA? 40 80 10 20
Are you aware of the objective whichistoachieve acleanIndiaby 2019? 33 66 17 34
In Your opinion,wouldthe PM’sideareapbenefitforthe nation? 29 58 21 42
Do youdo your part to make IndiaClean? 41 82 9 18
Do you encourage otherindividualstopledge foracleanIndia? 37 74 13 26
Have you volunteeredanytime tocleanyourareastreets? 27 54 23 46
Do youbelieve thatonlybuildinginfrastructurelikepublic toiletsetccan
helpachieve cleanIndia? 16
32
34 68
Do youfeel thatthere islesslitteringonthe roadafterSBA waslaunched? 18 36 32 64
Are you aware that manycorporatesare takinginterestinSBA forthe
purpose of CSR? 25
50
25 50
In yourperceptionwill itchange the outlookandhabitsof peopleasan
implicationof SBA? 36
72
14 28

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Test 1:
Chi-square test conductedtoestablishwhether thereis adirect relationship
betweengender andVoluntary participationinSBA.
Output as per data collectedandprocessedinIBM-SPSS20
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender *
Have_you_voulunteered
50 98.0% 1 2.0% 51 100.0%
Gender * Have_you_voulunteered Crosstabulation
Count
Have_you_voulunteered Total
Yes No
Gender
Male 15 22 37
Female 12 1 13
Total 27 23 50
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 10.378a
1 .001
Continuity Correctionb
8.399 1 .004
Likelihood Ratio 11.983 1 .001
Fisher's Exact Test .001 .001
Linear-by-Linear
Association
10.171 1 .001
N of Valid Cases 50
a. 0 cells (.0%) have expected count less than 5. The minimum expected countis 5.98.
b. Computed onlyfor a 2x2 table

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Findings:
As the significancecomputed is less than 0.5, thereis no significant relationship
between voluntary participation of an individual and the gender of the individual.

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Test 2:
Independent T- test conductedtoestablishwhether there is anequality of
means inthe ratings givento Swachh bharat Abhiyaan
Output as per data collectedandprocessedinIBM-SPSS20
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Rate_SBA
Male 37 5.51 1.693 .278
Female 13 4.31 1.316 .365
Findings:
As the significancecomputed is less than 0.5, thereis no significant relationship
between average rating given to SBA and the gender of the individual.
Independent Samples Test
Levene's Test
for Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Rate_SBA
Equal
variances
assumed
.959 .332 2.327 48 .024 1.206 .518 .164 2.248
Equal
variances
not assumed
2.627 26.990 .014 1.206 .459 .264 2.148

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Interpretation of Findings of percentages of positive
and negative Responses.
Awareness:
Question Yes
% of
yes No %of No
Are you aware of Swachh Bharat Abhiyaan? 47 94 3 6
Are you aware of the amountspentonthe workingof SBA? 40 80 10 20
Are you aware of the objective whichistoachieve acleanIndiaby 2019? 33 66 17 34
Average 40 80 10 20
On an average, 80% of people showed awareness aboutthe presence, amount
spent and objective of SBA whereas 20% portray ignoranceaboutthe same.
Hence we conclude that there is significantawareness of Swachh BharatAbhiyaan
in Mumbai
Voluntary participation and approach towards the same:
Question Yes
% of
yes No %of No
Do youdo your part to make IndiaClean? 41 82 9 18
Do you encourage otherindividualstopledge foracleanIndia? 37 74 13 26
Have you volunteeredanytime tocleanyourareastreets? 27 54 23 46
Average 35 70 15 30
70% people on an averagevoluntarily participate and encourageexecution of SBA
and 30 % arereluctant for the same.

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Impact of SBA on Cleanliness
Question Yes
% of
yes No %of No
Do youfeel thatthere islesslitteringonthe roadafterSBA was
launched? 18 36 32 64
AverageRating given to SBA work as an impact on Cleanliness: 5.2
We find that 36% of people feel that littering on the road has decreased as an
Implication Of SBA whereas 64% opposeto the idea. The Average Rating 5.2 given
to work done by SBA implies that the impact of SBA on cleanliness is only about
52%.

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Conclusion
As per the statistical observations, we reject the null hypothesis and accept the alternate
hypothesis.
Thus the Perception of people of Mumbai regarding the SBA does not differ due to difference in
gender.
Few recommendations:
The Swachh Bharat Abhiyaan (Clean India Campaign) is powerful in its simplicity, and
problematic for the same reason. The absence of complexity in the presentation of the
campaign, and the inherent contradictions between Modi’s consumerist growth agenda and
Swachh Bharat’s objectives. SBA is not just about cleaning surroundings but also seeking the
participation of people in planting tree, creating trash-free environment, providing sanitation
facilities and paving a way for Swachh Bharat eventually. The aim of all these activities is to
connect as many people as possible with the mission to create a mass movement for fulfilling
Gandhiji's clean India dream by 2019. A Clean India is of utmost importance for promoting the
nation as an ideal destination for tourists from across the world. Images of unclean India often
become a matter of embarrassment for Indians therefore this is the right time and opportunity
to participate towards Swachh Bharat. This campaign will not only help citizens adopt good
habits of cleanliness but also boost our image as a nation, sincerely working towards
cleanliness.