Abstract:

Socio-cultural factors influence behavior, thinking, and feeling of people. In many societies’ still people follow traditional customs and norms.  Socio-cultural changes transform rural communities. Communities have particular business or job roles in rural India. Practices during traditional times were rooted in beliefs. The agricultural sector plays a major role in rural employment. Rural give food to the country moreover it provides raw material for industries. Nowadays knowledge based industries are increasing in rural areas.  Rural Youth are suffering from a shortage of jobs, skills mismatch, and low decent jobs. Education acts as a catalyst for social change. To understand the influence of socio cultural factors in the expectation of the skill development program the case study method was used. The primary data was collected from students who are undergoing training in NSDC Skill development centers in kanyakumari district through questionnaire and focused interview. The major motive of the students is to get employment and finance. They have less interest in entrepreneurship. Moreover they are expecting intangible support rather than emotional.  Various community based activities should be introduced. The trainers should motive the students to work for the welfare of the community. The students should develop strong community sense. The training institutions initially create awareness about government entrepreneurship schemes, loan facilities. They should inform about the benefits of social contacts. Teach different cultural practices. Teamwork is encouraged.

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