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CERTIFICATE

This is to certify that the project Report at

Comprehensive Study on Indian Oil Corporation Limited

Submitted in partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

TO

GAUHATI UNIVERSITY, GUWAHATI

Is a record of bonafide training carried out by

______________

Under my supervision and guidance and that no part of this report has been submitted for

the award of any other degree/diploma/fellowship or similar titles or prizes.

Faculty Guide

Signature:

Name: ________________

Qualifications: Signature & Seal of the Learning Center

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STUDENT'S DECLARATION

I here by declare that the training report conducted at

Indian Oil Corporation Limited

Under the guidance of

Mr. Alok Srivastva

Submitted in partial fulfillment of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

To

GAUHATI UNIVERSITY, GUWAHATI

Is my original work and the same has not been submitted for the award of any other

degree/diploma/fellowship or other similar titles or prizes.

Place: ______________

Date: Reg No. A_________

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ACKNOWLEDGMENT

I would also like to thank the entire team of the Indian Oil Corporation Limited, for the

constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Mr. _________ of my institute, for his/ her

continued guidance and invaluable encouragement. I express my sincere gratitude for her

able guidance, continuous support and cooperation throughout my project, without which

the present work would not have been possible.

_____________

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TABLE OF CONTENT

CHAPTER 1 INTRODUCTION1.1 General Introduction

1.2 Objective of the study1.3 Industry Profile

a) Origin and development of the industryb) Growth and present status of the industry.c) Future of the industry.

CHAPTER 2 PROFILE OF THE ORGANIZATION

2.1 Origin of the Organization2.2 Growth and Development of the Organization

2.3 Present Status of the Organization2.4 Future Plan of the organization2.5 Functional Department of the organization2.6 Organization structure and Organization chart2.7 Product and service profile of the organization2.8 Market profile of the OrganizationCHAPTER 3 DISCUSSIONS ON TRAINING3.1 Students work profile3.2 Key LearningsCHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM

4.1 Statement of research problem

4.2 Statement of Research objectives4.3 Research Design & methodology

CHAPTER 5 ANALYSIS

5.1 Analysis of data

5.2 Summary of Findings

CHAPTER 6 SUMMARY AND CONCLUSIONS

6.1 Summary Of Learning Experience

6.2 Observations and Recommendations

APPENDIXBIBLIOGRAPHY

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INTRODUCTION

1.2 General Introduction

Basic or Pure Research: The research which is done for knowledge enhancement,

the research which does not have immediate commercial potential, the research

which is done for human welfare, animal welfare and plant kingdom welfare is the

basic or pure research.

Government of India, through Census, does research on population count to identify

total population of India, no. of male, female, no. of families, no. of voters, etc. One

of the major findings of census is, some rural areas, proportion of female is 10% less

as compared to male. In some metros and mini metros, female count is marginally

less than male. This situation might create problems in future. Govt. responded

quickly to this trend and have implemented ad-campaign having punch line a world

without women.

Applied Research: The research which has immediate commercial potential is

called applied research. Applied research can further be classified as problem

oriented and problem solving research.

Problem Oriented Research This type of research is done by Industry Apex

Body for sorting out problems faced by all the companies. For example NASSCOM

regularly conducts problem oriented research for the benefit of all software

companies. Similarly CII does the research for all types of companies. At global

level, WTO does problem oriented research for developing countries. In India,

APEDA (Agriculture and Processed Food Export Development Authority) conducts

regular research for the benefit of agro industry.

Problem solving Research This type of research is done by an individual

company for the problem faced by it. For example if Videocon International

conducts research to study customer satisfaction level, it will be problem solving

research. The findings of problem solving research are unique and only true for that

company which does the research and cannot be generalized. Whereas findings of

the problem oriented research could be generalized.

Market Research and Marketing Research are the applied research.

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1.2 Objective of the study

To understand the key concepts of marketing research and the various types of

marketing research.

1.3 Industry Profile

In corporate India total number of companies could be more than 10,000 whereas

companies engage in conducting marketing research, in organize sector are around

10 to 15 and unorganized around 32 to 50; of which the major are leading marketing

research companies and their sales turnover is as follows:

Marketing

Research

Company

Services offered Sales turnover for

the year 2005 (Rs. In

Crores)

ORG-MARG People meter, retail

audit

100

MRAS Test marketing 25

MBA Opinion polls 10

RCG Perceptual maps 12

STANDARD

RESEARCH

Customer

satisfaction surveys

10

IMRB Advertising testing

research

75

Total 232

Corporate Indias turnover is few billion $ whereas sales turnover of all marketing

research companies (organize and unorganized) does not exceed more than Rs. 500

crores. This indicates that marketing research is not very popular with corporate

India.

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The big shots in consumer non-durables i.e. HLL and ITC hardly spend around Rs.

25 crores and 20 crores respectively annually on marketing research, which is not

even 1 per cent of their sales turnover. This fact confirms unpopularity of marketing

research with corporate world. The reasons for unpopularity could be as follows:

Narrow conceptions: MR is perceived as data collection activity only i.e. a clerical

job. This is because the marketer never comes in forward of respondents and

explains to him the objectives of research or purpose of research. E.g. Times of

India and Indian Express conduct research for estimating readership and viewership

every six months. The boys recruited are under-graduates who do not know the

purpose of the study. They judge jott down the answers on structured questionnaires

and say that they are doing marketing research. Hence the respondents form

perception that marketing research is clerical job.

Improper orientation of the investigators data collection activity is normally

enthrusted to first year management students without imparting any training to them.

The respondents are just given quota i.e. they have to complete say 100 surveys in

one weeks time and submit 100 questionnaires. Normally, the interviewer is not

able to complete this work in one weeks time and to fulfill the quota on his own he

fills up the questionnaire. This hampers the accuracy of the survey.

Late results - well design and plan survey which is to be completed by conducting

personal interviews might take 4 to 6 months time. In marketers opinion, the

survey should not take more than one months time since he perceives it as clerical

job. As such the report submitted by marketer may not be attended by the sponsors.

Conditional findings MR companies normally want to play safe i.e. due to

volatile Indian markets, they never recommend any marketing strategy. In place

they normally recommend conditional strategies i.e. if this happen, this marketing

strategy will work. Such conditional marketing plans are not acceptable to the

marketer because marketer can hardly control the conditions.

Cost affair Field research is always very costly because the expenses like

traveling, conveyance, lodging, meals, communication, etc. to be incurred e.g. a

survey done for nation wide market for consumer non-durable like toothpaste might

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require few crore rupees. However, marketers opinion is it should not take more

than few thousand since he perceives MR as clerical job.

Biasness Research may have biased due to

(a) Improper research techniques

(b) Inadequate skill of investigator

(c) Researcher inclined towards pre-determined

results.

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PROFILE OF THE ORGANIZATION

2.1 Origin of the organization

Annik is a leading provider of Market Research and Data Management services.

With more than 500 employees across the globe, Annik offers a comprehensive

range of services such as Data Collection, Management, Business Intelligence and

Reporting services to clients around the world. Annik is listed by Deloitte as one of

the Top 50 fastest growing technology companies in India.

Vision

"To be a best-in-class organization delivering knowledge-intensive, information-

based services; the foundation of our business will consist of satisfied customers

and empowered employees - exceeding expectations and adding demonstrated value

at every step"

Mission

"To help our clients convert information into insights we will achieve this by looking

at all situations from our client's perspective and by leveraging technology to

collect, organize, clean, maintain, process and analyze data using certified

processes and programming methods."

Annik is one of the largest providers of Market research related support, data

analysis, data management and programming support to clients around the world.

Founded in April 2000, have been working with clients in the US, Europe, and parts

of Asia Pacific, including Japan. Using proven methods of documentation, design,

testing, implementation and most importantly, communication, ANNIK is one of the

few Indian companies that truly understand the business of providing offshore and

remote services. They have offices in the New Delhi and Hyderabad.

Their areas of expertise include Data Processing and Tabbing, Data Cleaning,

Online Survey Programming, Coding of Open Ends, CATI programming, Data

Entry, Web Applications and portals to support data collection and data delivery,

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Automated Reporting Systems, Data Warehousing, Mining and Analysis, Intelligent

Reports and Analytical Transaction Processing.

They are continuing to add more MR applications to their area of expertise and their

staff is easily trained on any custom applications your company uses to conduct the

applications mentioned above. They look forward to being a part of your extended

operations team or working on cutting edge research applications.

Specialties

Market research, data management, survey programming, data mining, research,customer data integration, Business intelligence, DqG, market research outsourcing,

outsourcing.

Annik Technology Services, a leading Knowledge Process Outsourcing (KPO)

group with 10 years of Excellence, outlines its global expansion plans. The group is

headquartered in Gurgaon, India and provides value added services in the Market

Research and Data Management spaces.

The group announced today the opening of its Middle East office located at Abu

Dhabi, UAE. This marks the culmination of a global expansion strategy started and

accelerated through the downturn of 2008-2009. Annik had already had sales

presence in the US and Europe, which are its two main markets, since 2008.

The expansion started about 18 months ago, with the launch of a delivery center in

Shanghai, servicing the China, Japan and South Korea markets followed with a

delivery center in Poland in February 2010 to service Western and Eastern Europe.

With the launch of the Abu Dhabi office the group now has wide servicing

capability across geographies in almost all key global languages and regions.

Data Security

Information is an equally important asset as any other critical business assets, has

value to an organization and consequently needs to be protected - ISO 27001

Security Standards.

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Annik recognizes the importance of the information that it holds on behalf of its

customers, stakeholders and associates. They are committed to secure all of this

information, including data, copyrights and trademarks, while it is being handled,

processed, stored, transmitted and delivered.

They follow internationally acclaimed quality and information security processes,

which help them to enhance customer confidence, ensure secure operating

environment, minimize business damage by reducing the impact of security

incidents and eliminate the possibilities of reoccurrences of identified security

incidents and to maximize business investments and opportunities. They have been

continuously striving to make the network a safe and secure medium to work and

have incorporated many features and controls during the course of time.

Annik's ISO27001 Certification

Annik being early movers achieved ISO 27001 (revised version of BS 7799 Part

2:2002) certification an International Standard for Information Security

Management System issued by external auditors BSI Global. Annik was certified

as ISO27001 compliant on Oct 26, 2006. Since then, Annik has successfully passed

yearly audits by BSI keeping itself compliant to the Framework.

There are 3 important components in any organization namely People; Procedures

and Methods; Tools; Processes hold them together. The Quality of the product is

highly influenced by the Quality of the processes used to develop and maintain it.

Annik is at the threshold of continuous improvement where processes are indeed

predictable, consistent and repeatable. Annik has achieved CMMi L3 V1.2certification which is an International Standard developed by Software Engineering

Institute of Carnegie Mellon University Pittsburg USA. It has been developed in the

field of development and which provides a model for understanding the capability

maturity of an organization's development business processes. The certificate came

in effect from Feb 11, 2008.

One of the fundamental advantages of Annik as a preferred vendor for Research

support services was low cost. Annik helped clients reduce transaction costs better

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than competitors elsewhere in the world. In its primitive years, Annik was

considered for outsourced services of tasks and a subset of activities in a business

process of a Client. Most of the services were at a lower end of value chain.

Once the credentials of Annik were established and more and more Clients started

showing faith in the services provided by Annik, the challenge and obvious growth

path was to shed the "cheap service provider" brand and move up the value chain.

The idea was to transform Annik into a brand that would help Clients improve

business performance through cutting edge research applications. Another challenge

facing Annik was to maintain a balance between making processes transparent to

potential clients and strengthening security and confidentiality processes.

To address these challenges, Annik decided to adapt CMMi quality framework to

help establish and improve processes throughout the lifecycle. The model is

intended to improve the capability of processes in order to consistently deliver high

quality services to Clients. The idea was to balance the recommendations of the

model against the business value that the new processes would add.

CMMi is a compilation of "best practices" from successful organizations across the

globe. Moreover, it provides a road map for improvement by providing five

capability levels with different practices at each level. Every practice describes a set

of key activities that one needs to perform along with set of metrics suggested to

improve processes.

Annik Technology Services, a leading market research data collection &

technologies company, has today launched SurveyFlashTools Connect reinforcing

their objective of making interactive Flash questions a possibility on any online

survey.

In April, Annik successfully launched SurveyFlashTools, fully compatible with

Confirmit and Dimensions. Now with the enhanced SurveyFlashTools Connect,

all users will be able to immediately leverage the advantages of using Flash in online

surveys regardless of their survey platform.

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SurveyFlashTools enables companies to dramatically reduce the effort and costs

involved in the development, while implementation of Flash tools requires no

knowledge of Flash programming. The expanding portfolio of Flash components

includes sliders, text highlighters, image gallery, ranking and advanced rating tools.

2.2 Growth and development of the organization

Annik is a leading provider of Market Research and Data Management

services. With more than 500 employees across the globe.

Annik offers a comprehensive range of services such as Data Collection,

Management, Business Intelligence and Reporting services to clients around

the world.

Annik is listed by Deloitte as one of the Top 50 fastest growing technology

companies in India.

There are 3 important components in any organization namely People;

Procedures and Methods; Tools; Processes hold them together.

The Quality of the product is highly influenced by the Quality of the

processes used to develop and maintain it.

Annik is at the threshold of continuous improvement where processes are

indeed predictable, consistent and repeatable.

2.3 Present status of the organization

The turnover of the company is around 45 crores

They face competition from agencies providing similar services to clients.

Competitors:

Tata matrix/WNS/Ugam

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2.4 Future plans of the organization

Annik has achieved CMMi L3 V1.2 certification which is an International

Standard developed by Software Engineering Institute of Carnegie Mellon

University Pittsburg USA. It has been developed in the field of development

and which provides a model for understanding the capability maturity of an

organization's development business processes. The certificate came in effect

from Feb 11, 2008.

Annik Technology Services, a leading market research data collection &

technologies company, has today launched "SurveyFlashTools ConnectTM"

reinforcing their objective of making interactive Flash questions a possibility

on any online survey.

2.5 Functional departments of the organization

Marketing

Research

Human Resource

2.6 Organization Structure and Organization Chart

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2.7 Product and Service Profile of the organization

Data Management Services

Master Data Management

Data Quality and Governance

Web Content Management

Innovation through Technology

Research Analytics & Services

Research Operations Support

Healthcare and Life Sciences

Analytics and Reporting

Innovation through Technology

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DISCUSSIONS ON TRAINING

3.1 Students Work Profile

Understanding the product profile of Annik

Understanding the key aspects of Market Research

Evaluation the market position of the company

3.2 Key learning's

DEFINITIONS OF MR

MR is a tool for a study

To measure needs, wants, demands.

To evaluate consumer attitudes

To interpret consumer behavior of various target markets.

MR is the systematic gathering recording &analyzing of data about problems

relating to the marketing of goods &services.

MR is the objective & formal process of systematically obtaining, analyzing

&interpreting the marketing data for actionable decision making.

SOURCES OF SECONDARY DATA

Government Sources

Name of the Source Information provided

1) Directorate General of

Supplies & Disposal

(DGS&D)

Installed manufacturing

capacities & actual utilized

capacities for all

manufacturers2) Directorate General of

Trade & Disposal

3) Reserve Bank of India (RBI) Availability of foreign

currencies.

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Commercial Intelligence &

Statistics

Import-Export statistics

5) Centre for monitoring Indian

Economy (CMIE)

Economic Growth, GDP

6) Census Population, no. of families,

no.of voters

7) Geographic Survey of India Regionwise production of agri-

produce

8) Horticulture Board of India Value-added fruits, vegetables

& flowers and markets


Foreign Trade (DGFT)

Import Export Regulations

10) Exim Bank Creditworthiness of importers

and countries.

11) Export Credit Guarantee

Corporation of India (ECGC)

Insurance covers and financial

guarantees available to

exporters.

12) Agriculture & Processed

Food Export Development

Authority(APEDA)

High Tech Agri Farming,

technology tie-ups, seed

capital, inspection, etc.

13) Central Statistical

Organisation (CSO)

Industry Economics

14) National Sample Survey

(NSS)

Per Capita consumption &

monthly per capita income,

literacy per state, employment

across male & female

etc.

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Non-Government Sources

1) Org Marg TRP ratings, Retail Store Audit

2) INSDOC (private Library) Any publication after 1970

3) Path Finder Household disposable income &

consumer behaviour.

4) University Public Relation

Offices

Various courses, fees, duration

and eligibility.

5) Yellow Pages & Ask Me Classified information

6) Internet Sites Classified information

7) Indian Association of

Retailers

No.of Retailers, their

classification, types, etc.

8) J.D.Power Asia Pacific Customer satisfaction Index

Survey

9) Technopak Retailing in India

10) A.T.Kearney

THE NATURE OF SECONDARY DATA

Secondary data is available from publications, in-house

databases, research agencies etc. It constitutes readymade information that

can be used for research purpose with minimal analysis. However, the

researcher should bear in mind that secondary data is published for purposes

other than the current research.

Collecting primary data involves field work and further

analysis on the data collected to arrive at a conclusion. For instance, a

marketer who wants to launch a particular product may be interested in

collecting data regarding the buying habits of consumers in that particular

region. The marketer can conduct field surveys to collect the relevant data,

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which, in turn, can be analyzed to arrive at a proper conclusion. But at the

same time, he can refer to any published material that has already done an

analysis. While the first method is tedious, time consuming, and expensive,

the second method, which is collecting secondary data, is fast and

inexpensive.

ADVANTAGES OF SECONDARY DATA

One of the main advantages of secondary data is that it is

quite inexpensive. A small start-up company study the market to launch a

product may not be able to afford to do primary research. By getting hold of

good reports and articles, such small organizations will be able to do the

study cost effectively.

Secondary data helps researchers save time. While primary

research takes a considerable amount of time in the form of collecting and

analyzing the data, secondary data offers readymade solutions.

If the demographics of a particular region have to be studied,

the researcher has to collect the statistics of the population. It is impossible

for any organization to conduct such a census study. Here too, secondary

data published by a government organization will be of considerable use.

Moreover, data collected and published by the government will be less

biased.

DISADVANTAGES OF SECONDARY DATA

The major disadvantages of secondary data are

Relevance

Accuracy

Sufficiency

Availability

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METHODS OF DATA COLLECTION IN FIELD RESEARCH

Elementof

differenti

ation

Personal interviewmethod

Mail method Telephoneinterview

method

No of

samples

Not very high due

time constraint

Large no

samples can be

contacted

Much more

sample can be

contacted as

less time

required

Time Is used when

adequate time is

available

Used when

considerable

time is

available

Used when

very short is

available

Cost Highest Lowest Moderately

high as

compared to

MM

Accuracy Highest due to

personal interaction

and data recording

with rightunderstanding

Not very high

due to

a. Response

rate not more

than 20 to 25%

b. Wrong

interpretation

of Qus. can not

be sorted out.

Fairly high but

depends on

skill of

interviewer insorting out

misinterpretati

on of Qus.

Use Not much useful

when large

For

geographically

For outstation

samples the

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geographic area is

to be cover due to

cost constraint

scattered

samples this is

best suited

cost could be

prohibitive

hence useful

local surveys

only.

Infrastruc

ture

Huge infrastructure

in form of project

leader, research

officer and

investigators

required

Almost

negligible

In terms of

skilled

telephone

operator and

data base

Type of

samples

Useful for ignorant

and illiterate

samples

Suitable for

samples who

can read and

write

Suitable if

samples can

properly

communicate

Question

naire

Samples loose

interest with lengthy

questionnaire

lengthy

questionnaire

is no prob.

bcoz

Sample feel it

at his

convenient

time

Legthy

questionnare

wont do bcoz

sample is not

directly seen

Interview

er

Skilled Interviewer

can improve

accuracy

Skilled o not

skilled

Interviewer r

does not affect

accuracy

Skilled

Interviewer can

improve

accuracy

Type of

Qus

Suitable for

spontaneous Ans

Suitable for

spontaneous as

Suitable only

for

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since samples do

not like to tax their

memories

well as well

thought Ans

Spontaneous

Ans

Drawback

s/Limitati

ons

If investigators are

not trend, he himself

might fill up

Questionnaire

Questionnaire

might not be

filled up by

intended

person

It is impossible

to judge person

contacted is

desired person

as such the 1st

name of

sample must

be known

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Internet Interviewing

Web interviewing Email survey

Applications marketing surveys All type of Exam

CAT

Admissions

Advantages of Internet interviewing

Fast set up, Execution and completion

Visual stimuli can be evaluated ( in case of web cap)

Stimuli presentation can be controlled allowing for pre and post questions

unlike traditional mail.

Question presentation is consistent and eliminates interviewer's bias

Questionnaire skip pattern can be controlled

Less instructive process, allowing respondents to ans as per their

convenience

Accurate responses possible since it is self administered.

Eliminates cost of an interviewer

Permits real time data

Much cheaper than traditional research procss.

SAMPLING

Web interviewing can be generated provided sample are accessible. Hence

samples to b chosen from

a. Visitors to a website

b. E-commerce customers

c. Users of certain compuer hardware or software

d. Employees of a company that provides web access for 24 hours

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e. Regular web surfers at net cafes

f. Wap users

SURVEY DESIGN CHARACTERISTICS

Screen look and feel

Question layout

Word dynamics for onscreen questionnaires

Placement of graphics

Randomization of ans or stimuli

Richer open end responses

APPLICATIONS

Study of competitor's product where PI/MM/TI may not be possible due to

cost, time Ect.

Marketer can heir a .com company to study competitor's actions

LIMITATIONS

No. of PC owner/internet users are limited

This type of survey can not be for masses but for classes

Sampling is complex due to problems in identifying in sample frame.

MARKETING AUDIT

Definition: A systematic, comprehensive, independent and periodic examination of

companies business units marketing problem areas and opportunities and to

recommend an action plan to improve marketing effectiveness.

Marketing Audit

(1) Marketing Environment Audit (2) Marketing Strategy Audit

(3) Marketing Organization Audit (4) Marketing System Audit

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The frequency of conducting the exercise of marketing audit depends on type of

products. For example, in case of consumer non durables the exercise might have to

be done twice in a year whereas for home appliances once in a year could be OK.

DATABSE MARKETING

Definition: Marketing Database system is an organize collection of comprehensive

data about individual customers, prospects or even suspects (suspects can be

converted into customers), i.e. current, accessible and actionable for marketing

purpose such as lead generation and sales of a product or service or maintenance of

customer relationships.

Effective database marketing might start with employees itself (case study of Alpha

Laval and Mrs. Poonawala to be discussed).

For consumer durables, database marketing could be done as follows:

All the dealers could be enlightened to ensure that the customers who walk in the

shops to be converted into buyers. For this purpose, whosoever just enquires his

name, address, contact nos. to be taken down and to be followed at regular interval

till he is converted as buyer?

FOCUS GROUP INTERVIEW TECHNIQUE

This is also known as indirect interviews. A group of eight to ten samples jointly

participate in an unstructured interview conducted by a moderator. The samples

selected have similar background or use experience related to the problem being

research. The moderator in informal way goes on asking unstructured questionnaire

and recording the data in two-in-one tape recorder. This information later on

analyzed for decision making.

Advantage: The data can be collected in shortest possible time, say, a day or two.

Disadvantage: Since sample size is very small, accuracy could be doubtful.

Moreover, in one focus group if a dominant personality is one of the sample then

other samples gets carried away with his views even though they want to say

something different.

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BASIC TERMS IN SAMPLING

Sample Population: It is pre-defined set of potential respondents (elements)

in a specific geographic area where research is intended.

For example: All mothers in Delhi city who buy branded baby products.

All teenagers in Mumbai who love watching MTV

Sample Frame: It is a sub-set of the defined target population, from which

researcher can select a sample for collection of data. Sample frame is

usually a partial list of population.

For Example: Telephone directory of Delhi

List of income tax payers in Delhi

Sample: It is the test unit, which provide information or data to the

researcher. Alternatively, samples are the respondents who represent the

characteristics of the target population and drawn from sample frame.

Sample Size Calculation

N = (ZS / e)2

where n = sample size, Z = standard normal distribution for certain

confidence level, e.g. Z95% = 1.96 & Z90% = 1.645, Z99 = 2.58,

S = Population Standard Deviation = (Maximum value minimum value) / 6

e = Tolerable error in estimating the variable

SAMPLING TECHNIQUES

Probability Sampling Non-probability Sampling

1) Each sample unit in sample

frame has equal or know chance

of being included as sample

1) The chance of each sample

unit from sample frame being

included as sample cannot be

estimated.

2) Samples are selected at

random from sample frame.

2) Samples are selected w.r.t.

prior Experience or judgement of

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the researcher

3) Whenever large sample size is

involved, this method is used.

3) For accessing small sample

size this method is used.

4) When highly accurate

decisions of known errors are

intended regardless of cost, this

method is useful.

4) Whenever time and cost

constraints are inevitable (like

exploratory Research), this

method is used.

5) Normally used for consumer

goods survey.

5) Normally used for industrial

goods survey.

Sampling Methods

For probability sampling technique

(i) Random Sampling

(ii) Systematic Sampling

(iii) Stratified Sampling

(iv) Multistage Sampling

(v) Area Sampling

For non-probability technique

(i) Purposive Sampling

(ii) Quota Sampling

Questionnaire Design and Drafting

Following elements in balance manner make good questionnaire

(i) The questions must be relevant to subject matter and a set of questions must

be able to cover the entire topic of the research (illustration of Chaitanya

Health Clubs questionnaire)

(ii) The question should not indicate specific answers. (example of Amuls Masti

curd and HLLs study on Surf Wash Boosters)

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(iii) Lengthy and difficult questions would lose customer attention and hence

short and easy questions to be posed.

(ii) Each and every question should create interest in the minds of samples so

that samples also feel importance of question being asked and hence likely to

give accurate answers seriously.

(iii) Double-baralled Questions to be avoided.

Inexperienced questionnaire designers have a tendency to combine two

questions into a single question, such as:

Are you happy with the price and quality of brand Y?

Yes No

This is not a good question to ask, because the answer will be ambiguous, whether it

is yes or no. It would not be clear whether the respondent has said yes for price

alone, quality alone, or for both. The same problem exists for a no answer.

It is better to rephrase the question and provide for different answer categories for

each attribute or ask two separate questions, one for price and one about quality.Then the interpretation of answer becomes far easier.

Appropriate Layout

Information Needed

(Secondary or Primary data)

Method of data

collection, PI, TI or

Observation

Sampling technique and

methods

Questionnaire Layout Design

Decide on content of each question

Decide on type of questions

Decide on wording or questions

Decide sequence of questions

Decide pre-testing of questionnaire

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Questionnaire Dos and Donts

Ensure questions are free of bias

Make questions simple

Make questions specific

Avoid sophisticated words

Avoid ambiguous words

Avoid negatives

Avoid hypotheticals

Avoid words that could be misheard

Use mutually exclusive categories

Allow for other in fixed response questions

APPLICATIONS OF MARKETING RESEARCH

PRODUCT RESEARCH

Product research areas Marketing research techniques

(1) Formulating new product Regression Technique, Benefit

Analysis

(2) Product Line Extension /

Brand Extension

Perceptual Map

(3) Test Marketing of new

product

Experimental research design

(4) Re-launching of declining

product

Qualitative Research or

Perceptual mapping

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DISTRIBUTION RESEARCH

Decision area Marketing researchtechnique to be adopted

1) Selecting suitable channel option

from two alternatives like direct

Distribution or Indirect distribution

Indepth interviews, focus

group studies,

exploratory research

2) Performance Appraisal of two

horizontal channel partners (retailer vs

retailer)

Cluster analysis

3) Encouraging or motivating channel

members

Qualitative research or

focus group studies

ADVERTISING RESEARCH

Decision area Marketing research technique

1) Determining ad-objectives

(which objective should be

chosen)

Focus group interview,

qualitative research

2) Evaluating ad-copy and ad-

effectiveness

Experimental research deisgn

3) Deciding media Qualitative research

4) Advertising budgets Opinion poll, qualitative

research

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STUDY OF SELECTED RESEARCH PROBLEM

4.1 Statement of research problem

Case 1:

Whether Shah Rukh Khan is the right choice as a male ambassador for Lux.

To test this we will have to find out whether people associate Shah Rukh Khans

qualities with Lux.

We shall also analyze whether Lux needs to target the male consumers also.

We shall test by finding out whether men really have a say in the purchase

decision for soaps.

Case 2

To study market penetration of Surf Detergent Powder in & around Delhi.

4.2 Statement of Research objectives

Case 1

Primary Objective

To find whether there is an image mismatch between the image of Shah Rukh Khan

and Lux

Secondary Objective

To find out whether the new improved positioning of

Lux (targeting men also) is required?

To find out which male celebrity (if any) is the most

appropriate for Lux.

Case 2

Research Objectives

To find out:

(a) Which is the most commonly used detergent in the market?

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(b) What influences people to buy a particular brand?

(c) What is the penetration level of Surf in the market?

(d) To identify customer needs.

4.3 Research Design & methodology

The plank on which the study rests is information, which was procured as a

judicious mix of both secondary data and primary sources of data.

Developing research plan

(a) Research Design Descriptive

(b) Sources of secondary data From Indian retailers association, name and

addresses of grocers, supermarkets were collected, from whom name and

addresses of detergent users were collected.

Sources of primary data Household samples

(c) Research approach Focus group interviews and individual sample

interview.

(d) Research instruments Structured questionnaire

(e) Sample Plan Universe Residents of Delhi

Frame Detergent users

Sample size 52 / 40 (52 list of

detergent users from whom 40 Surf

users were picked up)

Method Systematic sampling

Unit Household

(f) Contact method TI / PI

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ANALYSIS

5.1 Analysis of data

FINDINGS

Qualities Rank for Lux Rank for SRK

1 Masculine 5 6 0

2 Feminine 1 2 1

3 Status 3 5 2

4 Sophisticated 4 3 1

5 Cool / Hep 5 4 1

6 Glamorous 2 1 1

Summary of Findings

Correlation

1 Glamour There is not a significant Difference

2 Feminist There is a significant Difference

3 Mascutinity There is a significant Difference

4 Status There is a significant Difference

5 Sophistication There is not a significant Difference

6 Cool / Hap There is a significant Difference

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ANALYSIS

Market Share of Various Soaps:

Out fo the total 21 men interviewed 5 of them use Lux, 3 use Cinthol and 3 use

dove. 9 of them use soaps other than those mentioned here.

From among the 73 women interviewd, 18 of them use Lux i.e. around 25% of them

use Lux, 13% use dove and pears and around 17% use Cinthol. A very small share

goes to Dettol, i.e. around 2.7% whereas around 25% of the female respondents

prefer to use other soaps like Chandrika and other medicated soaps.

Men and Buying Decision:

From, the data collected, we have found that out fo all the men interviewed only

21% either buy the soap themselves or ask someone else to buy the brand they

specify. This means that the men do not have any influence on the buying decision

for any brand of soap. Thus the strategy of Lux of trying to capture the male

segment of the society by targeting them would not work as men do not influence

the buying decision.

Reason for buying a Soap:

From what we have collected, we find that just 4% of the respondents buy soap

because a celebrity endorses it. Majority of the respondents buy it for medical

reasons (31%) or because of its attractive packaging, shape or scent (24%). Not

even one of these respondents claims to be buying their brand of soap due to

influence by friends or peers. A good 14% of the respondents buy their brand of

soap because they think their brand is value for money. Thus we can infer that thebuying decision for a particular brand of soap largely depends upon medical reasons.

Thus Lux would be better off trying to capture more market share by using that

strategy.

Lux and Male Celebrity?

When the respondents were asked about their opinion on Lux using a male celebrity

to endorse it, only 23% said that they liked the idea, 20% said that it does not matter

to them whether Lux uses a male or a female celebrity, whereas 57% of them did not

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like the idea. This shows that the Ad has not been absolutely accepted by the

general public. The Ad might have created a stir in the market, but that according to

us will not attract many customers and may be not improve the market share for the

soap.

Preferred male Star in Lux Ad:

If the company plans to continue with a male celebrity in its ads, it should take Saif

Ali Khan as majority of the respondents (31%) though he is more of a metro sexual

man as compared to SRK. He was followed by Shahid Kapoor with 19% votes.

This supports our research as it shows that the public have not been able to connect

to the Lux-Shah Rukh Khan partnership and the company would been better off if

they would have chosen either Saif Ali Khan or Shahid Kapoor for the same. Both

Saif and Shahid are on the up in their careers and are thus very much in the news.

The metro sexuality quotient is very high in both of them and thus very much liked

by youth of today.

LUX AD FEATURING SHAH RUKH KHAN:

Nearly 1 out of every 2 people asked did not like the Lux Advertisement featuringShah Rukh Khan. Also, the number of people who liked the Advertisement is a

19%. Most of the people were of the opinion that the advertisement was not only

unaesthetic but also that it could have been shot in a better manner as it was the first

time that Lux was experimenting with a male celebrity. The advertisement has

created a stir in the minds of the consumers, but has not necessarily helped the

company in increasing its market share. The advertisement is in the news, but not

for the reasons the company must have wanted it to be in. this has lead to confusion

in the minds of the consumers.

TESTING OF HYPOTHESIS

To test our stated hypothesis, we wanted to see if there was a correlation between

the qualities associated with Lux and those associated with Shah Rukh Khan. There

is significant difference in the rankings given to the qualities for each Shah Rukh

Khan and Lux.

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1. There is no significant Difference in the Glamour quotient of Shah Rukh

Khan and Lux.

2. There is a significance Difference in the Feminine quotient of Shah Rukh

Khan and Lux.

3. There is no significance Difference in the Sopyhistication quotenti of Shah

Rukh Khan and Lux.

4. There is a significance Difference in the Masculinity quotient of Shah Rukh

Khan and Lux.

5. There is a significance Difference in the Status quotient of Shah Rukh Khan

and Lux.

Thus, we find that there is a significant difference in the quotients of 4 of the 6

qualities used to describe Shah Rukh Khan and Lux. Thus we conclude that there is

an image mismatch to some extent.

Therefore, we reject the null hypothesis (that there is no mismatch between the

image of Lux and Shah Rukh Khan), thus concluding that,

There is an image mismatch between Lux and Shah Rukh Khan.

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CASE -2 DETERGENTS

Sample Composition

In all, group members as a part of our survey visited 52 households. 12 of them

revealed that they were entirely dependent on local washermen or launderettes.

Therefore these respondents were not considered for answer the questionnaire. The

remaining 40 thereby formed the sample size of our survey.

Sex

Male

Female

Sample size = 40

Sample Size = 40

OCCUPATION

23

107

0

10

20

30

Housewife Student Working

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Sample Size = 40

INCOME GROUP

10

10

14

6

0 2 4 6 8 10 12 14 16

>15000

10001-15000

5001-10000

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Findings of Survey

MEMBERS IN HOUSEHOLD

5%10%

14%

19%24%

28%

1

2

3

4

5

6

Sample Size = 40

OWN A WASHING MACHINE?

50%50%

Yes No

Sample Size = 40

77%

23%

Yes No

Sample Size = 52

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As a part of our survey, we visited 52 houses. It was found that 12 households gave

all their clothes to launderettes, while 40 households washed their clothes at home.

Since the objective of our survey was to find out which detergent is popular in the

households, we did not take into consideration the 12 who depended entirely on

launderettes.

Of the 40 people interviewed, it was found that 21 households used Surf, while 19 of

them washed their clothes with other detergents. This is a clear indicator of the

popularity and the presentation of this particular brand in the consumers mind andin the market.

3. Sub-brands of Surf used

Of the 21 consumers using Surf, it was found that Surf Excel & Blue as a sub-brand

was the most commonly sued, with 17 consumers stating it as their preference. This

was followed by Surf Ultra and Surf Super Excel with 2 consumers each. However,no users could be detected for Surf Excel Matric.

Sample Size = 40

48%52%

Surf

Others

17

2 20

0

5

10

15

20

Surf Excel Surf Ultra Surf Super

Excel

Surf Excel

Matic

Users of Surf 21

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4. Influential factors while buying Surf

As indicated above, whiteness that the detergent provides, say 8 of the consumers, is

one of the most potent influences while buying the detergent. The second most

important influence is the fact that it is easy on the fabric, say 5 of them. Other

influential factors are its gentleness on hands and its good stain removing capacity

(Daag dhoondte reh jaaoge).

5. Consumer awareness with respect to the advertising campaign of Surf.

Of the consumers surveyed, awareness with respect to advertising by Surf was centper cent-that is, all consumers using Surf were aware of its promotional campaigns

37%

10%10%

24%

14%

5%

Whiteness

Lather

easy on hands

easy on Fabric

Stain Removal

Others

Sample Size = 21

32%

24%10%

24%

10%

Lalitaji

Surf Excel hai Naa

Dho Daala

Dhoondte Reh

JaaogeAny Other

Sample Size = 21

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and all had seen Surf ads at one point of time or the other. Of the different types of

ads aired by the media, the lalitaji ad held the greatest retention power and linking,

with 7 out of the 21 consumers liking it the most, followed by the ad for Surf Excel

and Dhoondthe Reh Jaaoge, with a fan following 5 consumers each.

6. Persuasive Powers of various

Schemes, which are launched by Surf to promote sales, are generally not THE major

criteria when the consumer goes in for a purchase. This is also reflected by the

survey in which 13 out of 21 of the consumers supported the fact. Only 8 were

those who were affected by the schemes propagated by Surf.

7. Suggestions provided by the consumers

The following changes were suggested in the any other category.

Demands for a measuring scale so as to avoid wastage of powder.

Change in the color of the detergent powder.

Fragrance of the detergent.

8. Reasons for not using Surf.

Price of the detergent and association with fewer schemes were the two primary

reasons for which consumers preferred other brands to Surf. Price was a factor for

0

1

2

3

4

5

Price Quality Packaging Fewer

Schemes

Others

Sample Size = 19

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users of cheaper washing powders such as Nirma, Rin and Wheel. Users of Henko,

Tide and Ariel insisted that the quality of their detergent was superior to that of Surf.

9. Detergents (other than Surf) frequently used by consumers

Amongst many existing brands available (excluding Surf) in the market, the most

frequently used ones are Rin and Wheel followed by Ariel with others (Local)

constituting the rest of the market. In the chart indicted above, 19 were nonusers of

Surf, while 5 of them also preferred an additional detergent besides Surf.

10. Major influencers while making a purchase

Factors No.

Friends 3

Neighbours 4

Advertisements 13

Self-experience 19

Others 1

Total 40

While conducting the survey, personal experience of using the product along with

many others over a period was major influence while indulging in the purchase.

2

1

1

7

7

2

4

0 2 4 6 8

Others

Tide

Rin

Wheel

Ariel

Sample Size = 24

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Apart from this, effective advertising was a close runner-up and was largely

responsible in influencing people while buying their preferred brand.

11. Quantity usually purchased

Quantity No.

Less than 1 kg 10

1-2 kg 20

2-3 kg 6

3-4 kg 3

More than 4 kg 1

Total 40

As is predictable, due to the fact that the survey was done in an area which was

middle class one, the housewives usually went in for the 1-2 kg pack and the

frequency of purchase was once in a month which is depicted in the chart above.

12. Frequency of purchase

Frequency No.

Once a week 3

Once a fortnight 11

Once a month 23

Once in two months 3

Total 40

Usually households preferred to buy their stock of detergent once in a month, as is

mostly the case with all stock being ordered along with the ration that comes

monthly. But still many households also buy it fortnightly.

Packets (500 gm, 1 kg, 2 kg) are the outright winners in this section with more than

50% consumers in this category preferring this particular style of packaging.

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However, Jars were also preferred because of their multi-utility purpose after using

the primary product.

14. Alternative brand of detergent

First choice Second choice

Brands No. Brands No.

Rin 9 Rin 11

Wheel 8 Wheel 12

Surf 10 Surf 5

Tide 1 Tide 6

Ariel 7 Ariel 3

Henko 4 Henko 1

Nirma 1 Nirma 2

Total 40 Total 40

There were 10 non-users of Surf who preferred it as their first choice of purchase in

case of non-availability of their preferred brand. Users of Surf voted for Ariel, Rin

and wheel as their first choice given the same situation.

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15. Stock of detergents

More than 50% of the households did not keep a stock of detergents at home and

resorted to purchase only when the need arose.

16. Preferred detergent amongst acquaintances of consumers

The general impression that we get after conducting the survey is that Surf rules the

market because it was revealed that amongst the acquaintances also Surf was the

most popular brand followed by Ariel and Nirma.

Findings

In Q.No. 7, eight respondents stated that they would like more schemes

to be associated with Surf. However, when they were asked that what

change would they suggest in their detergent (Q.No. 8), only 5 of them

suggested more schemes.

Surf Excel (17/21) is preferred by the consumers because of its

extraordinary whiteness (8/21) and the fact that it is easy on the fabric

(5/21).

When it comes to housewives the verdict is almost equal with 12 saying

Yes and 11 saying that they do not use Surf but when it comes to

students, Surf is the clear winner with 6 out of 7 favouring the product.

Of the 40 consumers surveyed, 21 Surf and of those 21, 19 were women

as Surf is more a product that homemakers use. Of the 19 non-users, 16

0 5 10 15 20 25

Yes

No

Sample Size = 40

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again were women with the rest being men who had genuine knowledge

about the product and who had used it at one moment of time or another.

Of the users of Surf, all of them were more or less equally distributed

when categorized according to the income group with the higher income

group categories preferring Surf a little more as Surf is costlier than most

of the other brands (13/21).

An interesting fact is revealed, 4 suers stated that some of their clothes

were washed either by themselves or by their maids; however the

expensive clothes were given to launderettes.

We also find that the trend of people who are in the different categories is

almost the same with almost an equal number in each category.

One interesting observation may be possible. It is seen that the less than

25 age group of users are more inclined to sue Surf and as the age group

increases the number of users decrease, this may be due to the new

positioning that Surf is using where it is targeting the younger generation

too, through its advertisements.

Surf is popular with acquaintances of both the users and the non-users.

In the acquaintances of users section Ariel follows (5/21) while in the

alternative category Nirma (6/19) and Ariel (4/19) are preferred widely.

Recommendations for designing marketing strategy

Of the sub-brands, Surf Excel was the most recognized one, so the

company ought to take some measures to make the consumer awareabout other sub-brands.

If possible, pricing should be reviewed, with many consumers citing it as

a negative factor.

Surf being viewed as a premium product could come up with a lower

priced sub-brand for more rural market penetration to compete with

Wheel, Nirma and so on.

More schemes should be introduced to attract non-users.

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Advertising standards should be maintained, if possible improved, as

advertisements have contributed immensely to the awareness level and

usage of the product.

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SUMMARY & CONCLUSION

6.1 Summary of Learning Experience

The nature of marketing research is very much linked with marketing as such. It

deals with each and every decision which marketing also deals with. In nut and

shell marketing research involves research related to nature and range of products,

demand for the products, pricing, distribution and promotion, etc.; virtually every

aspect of serving customer or clients right from idea generation till delivery,

recovery of payment, installation and training.

Marketing Research helps the marketer in following decision areas:

(a) Target Market: To understand taste, preferences and choices of

consumers, to understand market size, to measure market potential, to

interpret consumer behavior, to study influence of life style on target

market behavior.

(b) Products / Services: To identify customer satisfaction, to identify

customer service levels, to study and to augment product features,attributes as well as to identify service gaps

(c) Price: To study price affordability of target market, to study competitive

pricing structure, etc.

(d) Distribution: To identify prevailing channels of distribution, emerging

channels, channels of distribution by competitors and modification to be

done in channels structures as per market requirement. (P&G introduce

master wholesaler between stockiest and retailer to augment service

level)

(e) Promotion: To design promotion mix, to identify promotion mix of

competitors, to study emerging promo tools (road shows, pops and

kiosks)

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6 .2 Observations & Recommandations

Market research is systematic gathering, evaluation and analysis of data relating to

sale and distribution of financial products and services regarding consumers'

preferences. In marketing process, Research services India provides an approximate

analysis of market demand either for a new product, or for existing products, as well

as appropriate methods of distributing those product.

According toAmerican Marketing Association, Marketing Research is the function

that links the consumer, customer and public to the marketer through information-

information used to identify and define marketing opportunities and problems,generate, refine and evaluate marketing actions; monitor marketing performance;

and improve understanding of marketing as a process.

Marketing Research is systematic problem analysis, model building and fact finding

for the purpose of important decision making and control in the marketing of goods

and services. This may all sound rather complicated at the moment but you will soon

understand it all. This site is a great way to brush up on your previous skills or to

learn new information, like you would at online colleges. With so many subjects to

choose from, you will be an expert in that field in no time. For more information on

courses, please visit our homepage.

Marketing Research is a well-planned, systematic process which implies that it

needs planning at all the stages. It uses scientific method. It is an objective process

as it attempts to provide accurate authentic information. Marketing Research is

sometimes defined as the application of scientific method in the solution ofmarketing problems.

Marketing Research plays a very significant role in identifying the needs of

customers and meeting them in best possible way. The main task of Marketing

Research is systematic gathering and analysis of information.

Before we proceed further, it is essential to clarify the relationship and difference

between Marketing Research and Marketing Information System (MIS).Whatever

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information are generated by Marketing Research from internal sources, external

sources, marketing intelligence agencies-consist the part of MIS.

MIS is a set of formalized procedures for generating, analyzing, storing and

distributing information to marketing decision makers on an ongoing basis.

1. While Marketing Research is done with a specific purpose in mind with

information being generated when it is conducted, MIS information is

generated continuously.

2. MIS is continuous entity while Marketing Research is a ad-hoc system.

3. While in Marketing Research information is for specific purpose, so it is not

rigid; in MIS information is more rigid and structured.

Marketing Research is essential for strategic market planning and decision making.

It helps a firm in identifying what are the market opportunities and constraints, in

developing and implementing market strategies, and in evaluating the effectiveness

of marketing plans.

Marketing Research is a growing and widely used business activity as the sellers

need to know more about their final consumers but are generally widely separated

from those consumers. Marketing Research is a necessary link between marketing

decision makers and the markets in which they operate.

Marketing Research includes various important principles for generating

information which is useful to managers. These principles relate to the timeliness

and importance of data, the significance of defining objectives cautiously andclearly, and the need to avoid conducting research to support decisions already

made.

Marketing Research is of use to the following:-

1. Producers

a. To know about his product potential in the market vis--vis the total

product;

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b. New Products;

c. Various brands;

d. Pricing;

e. Market Structures and selection of product strategy, etc.

2. Business and Government

Marketing Research helps businesses and government in focusing attention

on the complex nature of problems faced by them. For example:

a. Determination of Gross National Product; Price indices, and per

capita income;

b. Expenditure levels and budgeting;

c. Agricultural Pricing;

d. The economic policies of Government; and

e. Operational and planning problems of business and industry.

3. Market Research Agencies

Marketing Research is being used extensively by professionals to helpconducting various studies in Marketing Research. Most prominent agencies

being:-

a. Linta India Ltd;

b. British Market Research Bureau (BMRB);

c. Hindustan Thompson Associate Ltd;

d. eSurveysPro.com;

e. MARG

4. Managers

1. Marketing research is research on the manifold problem of marketing.

2. Its purpose is to aid decision making in marketing.

3. Systematic gathering and analysis of information is what it does in achieving

its mission.

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With the increasing complexity of business activity, marketing research too has been

growing in complexity and it has emerged as a highly specialized function of

marketing management. Today, carrying out research relating to customers,

products, products and markets necessitates specialized skills and sophisticated

techniques.

In applying marketing for solving marketing problems, the researcher has to go

through several steps or stages. Each stage has its own decisive role in the total

process. Right from defining the problem, down to the preparation of the research

report, the researcher has to proceed step by step.

While most marketing research assignments go through the above steps and in some

cases the steps are compressed depending on the type of problem as well as

considerations of time, costs and benefits. There are many recurring market research

problems, which can be handled by certain simplified approaches instead of going

through the elaborate process described above. Any elaborate research study will

normally involve all the above steps / stages.

Defining the marketing problem and the marketing research problem involved in the

task correctly is the most important part of the marketing research process.

Normally, there is nothing like a marketing research problem in a business. The

problem belongs to marketing. The marketing research problem is a derivative of the

marketing problem. Therefore, in the first instance, the marketing problem involved

should be clearly identified, defined and conceptualized. The definition of the

marketing problem, however, however, may not always be easy. Often the real issue

may not be apparent and the apparent issue may be deceptive. At times, an

understanding of the problem may in itself involve some exploratory research. Once

the marketing problems involved are correctly identified, definition of the marketing

research problem becomes a relatively easy task.

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APPENDIX

QUESTIONNAIRE

Questionnaire for household's samples.

Dear Sir / Madam,

The students of Management studies, Delhi are conducting this survey, as a

part of their project in the field of Research. The purpose of this activity is to

measure the penetration of Surf in Delhi.

1. Do you wash your clothes at home?

Yes

No

2. Do you use Surf?

Yes

No

3. If Surf, which sub-brand do you use?

Surf Excel, Surf Excel Blue

Surf Ultra

Surf Super Excel

Surf Excel Matic

4. What influences your decision while buying Surf? (Tick as many asapplicable)

Whiteness

Lather

Easy on hands

Easy on fabric

Stain removal

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Any other (please specify)

5. Have you seen any promotional campaign of Surf?

Yes

No

If yes, which one does you like the most?

Lalitaji

Surf Excel hai na

Dho daala ,Daag Achhe Hai !Hai Na ?

Dhoondhthe Reh jaaoge

Any other (please specify) ________

6. Do the various schemes associated with Surf affect your purchase?

Yes

No

7. Would you suggest any changes for Surf in the following fields?

Availability in different quantities

Style of packaging

More schemes to be associated with the brand

Pricing

Any other (please specify) ____

8. Why not Surf?

Price

Quality

Packaging

Fewer schemes as compared to other brands

Any other (Please Specify) _

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9. Which detergent does you most frequently use? (Tick as many

applicable)

Ariel

Nirma

Wheel

Rin

Tide

Henko

Any other (please specify) _______

10. What influences you to buy your preferred brand?

Friends

Neighbours

Advertisements

Self Experience

Any other (please specify) ______

11. While purchasing a detergent, what quantity do you usually go for?

Less than 1 Kg

1-2 Kg

2-3 Kg

3-4 Kg

More than 4 Kg

12. How frequently do you purchase detergents?

Once a week

Once a fortnight

Once a month

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Once in two months

13. You prefer your detergent in:

Sachets (10 gm, 20 gm, 50 gm, etc)

Packets

Jars

Bigger containers


14. If your preferred detergent is not available, you go for:

First Choice ______________

Second Choice ___________

15. Do you keep a stock of detergents in your home?

Yes

No

16. Most preferred detergent among people you know

Surf

Ariel

Nirma

Wheel

Rin Tide

Henko


Something about you

Name :Mr./Mrs./Ms. _________

Age Group : Kindly tick whichever is applicable

< 25

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25-34

35-44

45 and above

Address:

Occupation:

Do you own a washing machine?

Yes

No

Who washes the clothes in your house?

Yourself

Maid


How many members are there in your household?

_________________________________

Income Group: (Tick whether is applicable)

< 5000

5,001-10,000

10,001-15,000

15,001 and above

Thank you

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BIBLIOGRAPHY

Bradley, Nigel Marketing Research. Tools and Techniques.Oxford University Press,

Oxford, 2010

Marder, Eric The Laws of ChoicePredicting Customer Behavior (The Free Press

division of Simon and Schuster, 1997.ISBN 0-684-83545-2

Kotler, Philip and Armstrong, GaryPrinciples of MarketingPearson, Prentice Hall,

New Jersey, 2007ISBN 978-0-13-239002-6, ISBN 0-13-239002-7

Crimp, M. and Wright, L. T. (1995) The marketing research process, 4th edition,

Prentice Hall, London. Chapter 1, pp. 1-19.

Imms, M. and Ereaut, G. (2002)Introduction to qualitative market research, Sage,

London.

Kumar, V., Aaker, D. A. and Day, G. S. (2002) Essentials of marketingresearch,

2nd edition, Wiley, New York. Chapters 2 and 3, pp. 29-66.

Proctor, T. (2003) Essentials of marketing research, 3rd edition,Financial Times

Prentice Hall, Harlow. Chapter 1, pp. 17-21.
http://en.wikipedia.org/wiki/Special:BookSources/0684835452http://en.wikipedia.org/wiki/Special:BookSources/0684835452http://en.wikipedia.org/wiki/Special:BookSources/9780132390026http://en.wikipedia.org/wiki/Special:BookSources/9780132390026http://en.wikipedia.org/wiki/Special:BookSources/0132390027http://en.wikipedia.org/wiki/Special:BookSources/9780132390026http://en.wikipedia.org/wiki/Special:BookSources/0132390027http://en.wikipedia.org/wiki/Special:BookSources/0684835452

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