Chandigarh University

About: Chandigarh University is a education organization based out in Mohali, India. It is known for research contribution in the topics: Materials science & Computer science. The organization has 1358 authors who have published 2104 publications receiving 10050 citations.

Rural Marketing in India – Challenges and Opportunities

Abstract: Around the world, four billion people live in poverty. And marketing firms are still struggling to turn them into customers. For the past decade, business visionaries have argued that these people, dubbed the “Base of the Pyramid”, make up an enormous, untapped market. Some of the world's biggest, savviest corporations have aimed to address their basic needs — by selling them everything from clean water to electricity and from FMCG to consumer durables. “Improving the lives of billions of people at the bottom of the economic pyramid is a noble endeavour. It can also be a lucrative one.” C.K. Prahlad. The paper studies the changing scenario of Indian rural markets and implies some suggestions in improving the marketing strategy in rural selling and market promotion. An improved marketing mix is the call of hour, with strategies framed by deeply considering the dynamic rural buying behaviour. This is in context of Indian rural market which is stands tall due to its cultural diversity. This throws an open ground challenge to the marketers in a country with multi-cultural, multi-lingual varsity. This paper is an attempt to provide some mettle solutions to these challenges as it studies and follows some successful rural marketing strategies of modern times. This is particular in context of rural sales strategies rural promotion mix.

Performance analysis of symmetrical and bidirectional 40 Gbps TWDM-PON employing m-QAM-OFDM modulation with multi-color LDs based VLC system

Abstract: In this work, a full-duplex time and wavelength division multiplexing-passive optical network (TWDM-PON) system is analysed. Orthogonal frequency division multiplexing (OFDM) with m-quadrature amplitude modulation (m-QAM) is employed to improve the performance of TWDM-PON for downstream and upstream transmission. Simultaneously, multi-color (390–750 nm) laser diodes (LDs) are employed for visible light communication (VLC) using various VLC links to encourage the information rate of fiber/VLC optical network. A TWDM-PON utilizing 16-, 32- and 64-QAM OFDM with ten LDs based VLC system has been analysed for full-duplex multi-color VLC signals of the system. The impact of the LDs input current and high transmission rate in the proposed PON/VLC link has been investigated for m-QAM OFDM modulation. The results show that the 40/40 Gbps 16-, 32- and 64-QAM signals over ten 8000 m VLC links and a 50 km fiber link are successfully transmitted at the modulation input current of 9 mA under bit error rate (BER) of 3.8 × 10–3. Also, the proposed system employing 16-, 32- and 64-QAM signals over a 10 km fiber and ten 10 m VLC links provide the maximum transmission rate of 120, 100 and 80 Gbps respectively. Moreover, the measured error vector magnitudes (EVMs) and calculated BER values for 16-QAM downstream and upstream signals, are well below the required FEC limit than high-order modulation formats. Further, the numerical analysis of the proposed system reveals the superiority of the proposed fiber/VLC links.

A Multi-objective Optimization Scheme for Job Scheduling in Sustainable Cloud Data Centers

Abstract: For a number of years, due to an exponential increase in the demand for an eco-friendly environment, there has been a rapid increase in the green city revolution across the globe. Subsequently, load shifting of major energy consumers from conventional power grids to renewable energy sources (RES) has become inevitable. Towards this end, cloud data centers (DCs) have emerged as significant consumers of energy that solely rely on power grids to fuel their day-to-day operations. Nevertheless, their energy consumption has increased significantly which in turn has substantially raised the global carbon footprint rate. These challenges can be best addressed by the judicious utilization of RES which have well established advantages like reduced operational costs and carbon emissions. Keeping in view of the above facts, the ultimate goal of the proposed work is to design a comprehensive workload classification; and job scheduling and Vitual machine placement architecture for cloud DCs powered by RES and power grids. For this, a multi-objective optimization scheme is proposed which operates in two phases. In phase I, a random forest-based wrapper scheme known as Boruta, is used for relevant feature set selection for the incoming workload. This is followed by classification of the workload using a locality sensitive hashing-based support vector machines approach. In phase II, a multi-objective optimization problem for job scheduling and VM placement is formulated with respect to parameters such as service level agreement (SLA), energy cost, carbon footprint rate (CFR), and availability of RES. It is further solved using an enhanced heuristic approach based on a greedy strategy. Our experimental evaluations show an average improvement of approximately 31% in energy utilization, 28% in energy cost, and 36% in CFR, with a slight degradation in SLA assurance (about 2%) compared with the existing schemes.

A review on tungsten bronze ferroelectric ceramics as electrically tunable devices

Abstract: Ferroelectric ceramics are the most promising material for electrically tunable devices and found its application in microwave devices such as phase shifters, varactors and tunable oscillat...