Vaishnava Temples in the Scriptures of Thirumangaiyazhwar

Thiruvillipputtur, Periyazhavar temple’s gopuram is a symbol of Tamil Nadu, a state where Saivism and Vaishnavism flourished.  Vaishnava temples chanted by the twelve Aalwars are called Divya Desams and the temples chanted by the Thirumuraigal are called Thirumurai Thalangal.  Total there are 108 temples in Divya Desam. Of these there are 46 temples in the Chola country.  Tirumangai Alwar sang many songs about such sanctuaries. He is notable among the twelve Alwars. In this article titled "Vaishnava Temples in the Scriptures of Tirumangaiyazhwar", is said about the visit of Thirumangaiyazhwar to the shrines, and the fact that he saw the three three devotees in the temple and fell in love with them in devotional ecstasy and sang heartily about devotees and about the shrines. The article clearly states how Thirumangaiyazhwar has sung about Tirupati Perumal, Tirunaraiyur Nambi who excelled in the service of stone carvings, Tirucherai Saranathan who appeared as a groom and about Tirukannapurathan in his hymns

In Vitro Effects of Antagonistic Microorganisms on Fusarium oxysporum [Schlecht. Emend. Synd & Hans] Infecting Arachis hypogaea L.

In  an  attempt  to develop  biocontrol  system  for  management  of Fusarium wilt in groundnut, Trichoderma viride, Trichoderma harzianum, and Pseudomonas fluorescens were evaluated for their antagonistic  activity against  Fusarium  oxysporum in vitro .The conidia of Fusarium oxysporum  were found  to  be inhibited by all the  three  antagonistic microorganisms. Among  them,  highest percent  inhibition of  conidial  germination was brought out  by Trichoderma viride [89.4%] followed by Trichoderma harzianum [85.7%] and Pseudomonas fluorescens [83.15%]and inhibition of radial mycelial growth were 86.6%, 84.0%,  60.0% respectively.This inhibition is due to the volatile and non volatile metabolites and cell wall degrading enzymes produced by Trichoderma spp . Antagonistic  activity of Pseudomonas  spp.against Fusarium oxysporum is mainly due to the antibiotics, Fe-chelating siderophores and hydrogen cyanide

ADVERTISEMENT EFFECTIVENESS: "IMPACT OF CELEBRITY ENDORSEMENT AND ADVERTISEMENT EFFECTIVENESS ON CONSUMER PURCHASE BEHAVIOUR"

Abstract Advertisement is the key for promoting any product or service to the consumer. It greatly attracts consumer to purchase product from the marketer. The usage of celebrity in advertainment strongly influence the purchase behaviour of consumer in long run. The presence of celebrity in an advertisement stimulate consumer and possessing him to purchase the product or service. The objective of the present study is to assess the role of celebrity endorsement and advertisement effectiveness in influencing consumer purchase behaviour in the city of Bangaluru. The study adopted stratified random sampling method and collected around 240 samples after segregating the city into four zones. To assess the celebrity endorsement 12 determinant have been observed which were factorised into two dominant factors, while advertisement effectiveness has been measured with eight variables which were factorised into two dominant factors namely Glorious and Transparency Factor and Hallmark and Significance Factor. The consumer purchase behaviour have been measured using ten determinants and are factorised into two factors namely Engrossment and Apprising Factor and Willingness and Involvement Factor. The outcome of multiple regression and SEM shows that both celebrity endorsement and advertisement effectiveness have significant influence on Consumer Purchase Intention of Celebrity Endorsed Product. It is suggested that market need to focus more on faithfulness and integrity of the advertisement which in turn attract and uphold the existing customer in long run. To enhance the reaches of the advertisement among the consumers, marketer should focus on positivity of the product contents

Diagnostics of gear faults using ensemble empirical mode decomposition, hybrid binary bat algorithm and machine learning algorithms

Early fault detection is a challenge in gear fault diagnosis. In particular, efficient feature extraction and feature selection is a key issue to automatic condition monitoring and fault diagnosis processes. In order to focus on those issues, this paper presents a study that uses ensemble empirical mode decomposition (EEMD) to extract features and hybrid binary bat algorithm (HBBA) hybridized with machine learning algorithm to reduce the dimensionality as well to select the predominant features which contains the necessary discriminative information. Efficiency of the approaches are evaluated using standard classification metrics such as Nearest neighbours, C4.5, DTNB, K star and JRip. The gear fault experiments were conducted, acquired the vibration signals for different gear states such as normal, frosting, pitting and crack, under constant motor speed and constant load. The proposed method is applied to identify the different gear faults at early stage and the results demonstrate its effectiveness

Preclinical Study of Siddha Drug Bosana Kudori Mathirai for it’s Anti-Ulcer, Anti-Spasmodic & Anti Diarrhoeal Activities.

“SIDDHA SYSTEM OF MEDICINE” is ancient medical system prevailed in southern parts of India. This system is put forward by great siddhars. Who were ancient scholars in spirituality medicine and alchemy. Siddha is a first system to emphasis. Health as the perfect state of physical, psycological, social and spiritual component of human being. The trial drug of Bosana Kudori Mathirai was selected for the elaborate study of its efficacy on Gunmam from the literature review physicochemical, biochemical, pharmacological, microbiological, instrumental analysis, it has been good, anti ulcer, anti spasmodic and anti diarrhoeal activity and hence be effective for Gunmam

CONSUMER BEHAVIOUR: AN EMPIRICAL STUDY ON CONSUMERS' PERCEPTION ON PURCHASE BEHAVIOUR TOWARDS E-PRODUCTS THROUGH E-RETAIL MARKET

Abstract The emergence of internet has created opportunities for firms to stay competitive by providing customers with a convenient, faster and cheaper way to make purchases. Electronic Retailing is more than just buying and selling products online. It also includes entire online process of developing, marketing, selling, delivering, servicing and paying for products and services. India has shown tremendous growth in E-Retailing segment. With an internet user base of over 300 million, India has third largest internet population after US & China. India has witnessed major breakthrough E-commerce success stories particularly in e-retail in Consumer Electronics & Fashion Apparel & Home Furnishing segments. E-Retailing creates new opportunities for entrepreneurial start-ups. Ease of Internet access, Safe and secure payment modes coupled with aggressive marketing by E-Retailing Giants has revolutionized this segment. Rapid development in mobile technology has given way to e-logistics companies to serve people as and when required very effectively

Induction by Bradyrhizobium diazoefficiens of Different Pathways for Growth in D-mannitol or L-arabinose Leading to Pronounced Differences in CO2 Fixation, O2 Consumption, and Lateral-Flagellum Production

Bradyrhizobium diazoefficiens, a soybean N2-fixing symbiont, constitutes the basic input in one of the most prominent inoculant industries worldwide. This bacterium may be cultured with D-mannitol or L-arabinose as carbon-plus-energy source (C-source) with similar specific growth rates, but with higher biomass production with D-mannitol. To better understand the bacterium's carbon metabolism, we analyzed, by liquid chromatography and tandem mass spectrometry (MS), the whole set of proteins obtained from cells grown on each C-source. Among 3,334 proteins identified, 266 were overproduced in D-mannitol and 237 in L-arabinose, but among these, only 22% from D-mannitol cultures and 35% from L-arabinose cultures were annotated with well defined functions. In the D-mannitol-differential pool we found 19 enzymes of the pentose-phosphate and Calvin-Benson-Bassham pathways and accordingly observed increased extracellular-polysaccharide production by D-mannitol grown bacteria in a CO2-enriched atmosphere. Moreover, poly-3-hydroxybutyrate biosynthesis was increased, suggesting a surplus of reducing power. In contrast, the L-arabinose-differential pool contained 11 enzymes of the L-2-keto-3-deoxyarabonate pathway, 4 enzymes for the synthesis of nicotinamide-adenine dinucleotide from aspartate, with those cultures having a threefold higher O2-consumption rate than the D-mannitol cultures. The stoichiometric balances deduced from the modeled pathways, however, resulted in similar O2 consumptions and ATP productions per C-mole of substrate. These results suggested higher maintenance-energy demands in L-arabinose, which energy may be used partly for flagella-driven motility. Since B. diazoefficiens produces the lateral-flagella system in only L-arabinose, we calculated the O2-consumption rates of a lafR::Km mutant devoid of lateral flagella cultured in L-arabinose or D-mannitol. Contrary to that of the wild-type, the O2-consumption rate of this mutant was similar on both C-sources, and accordingly outcompeted the wild-type in coculture, suggesting that the lateral flagella behaved as parasitic structures under these conditions. Proteomic data are available via ProteomeXchange with identifier PXD008263.Instituto de Biotecnologia y Biologia MolecularCentro de Investigación y Desarrollo en Fermentaciones Industriale