Market Research on Corporate gifting practices

Market Research on Corporate Gifting Practices and Development of a
Marketing Plan to Target Corporate Segment
A Report on Project work in
Master of Business Administration
By
VIJAY B
(2111!1""#
$epartment of Mana%ement &tudies
'ationa( Institute of )ec*no(o%y
)iruc*irappa((i + ,2""1
-cto.er 2"1/Bonafide Certificate
)*is is to certify t*at t*e project tit(ed as 0Market Research on Corporate Gifting
Practices and Development of a Marketing Plan to Target Corporate Segment1 is a
.onafide record of t*e work done .y
Vijay B
!"#""$"%%&
&tudyin% M'ST(R )* B+S,-(SS 'DM,-,STR'T,)- in t*e D(P'RTM(-T )*
M'-'G(M(-T ST+D,(S2 'ationa( Institute of )ec*no(o%y + )ric*y2 durin% t*e year
2"1! + 2"1
Dr. G. M/r/ganantham Dr. V. 0. Sivak/mar
Interna( 3uide 4ead of $epartment
$epartment of Mana%ement &tudies $epartment of Mana%ement &tudies
'ationa( Institute of )ec*no(o%y
)ric*y
'ationa( Institute of )ec*no(o%y
)ric*y
Project Vi5a + Voce *e(d on 666677
,nternal (1aminer (1ternal (1aminer
'C2-)34(DG(M(-T
I take t*is opportunity to t*ank 8*oco(ateteddies7com2 for se(ectin% me to do summer
interns*ip in t*eir esteemed or%ani9ation7
It is indeed a moment of %reat p(easure to e:press my sense of %ratitude to a(( t*e peop(e
w*o *a5e .een instrumenta( in makin% my interns*ip a ric* e:perience7
;irst and foremost2 I wou(d e:press my deep sense of %ratitude to my facu(ty %uide2
$r737Muru%anant*am for *is continuous %uidance2 unfai(in% patience2 friend(y approac*2
support and ready to *e(p rendered at e5ery step of my study7
I a5ai( t*is opportunity to con5ey my sincere t*anks to $r7 V7J7&i5akumar2 4ead2
$epartment of Mana%ement &tudies2 'I) )ric*y7
I wou(d (ike to con5ey my sincere t*anks to my project %uide and mentor Mr7 4ari
'a%endiran2 <:ecuti5e $irector2 8*oco(ateteddies7com for e:tendin% *is support and
e:p(ainin% me 5arious tec*ni=ues and process in5o(5ed in market researc*7
I am a(so t*ankfu( to my respondents w*o *e(ped me to .ui(d up a fruitfu( data.ase for
my ana(ysis7
C5'PT(R T,T4( P'G( -).
>ist of 8*arts i
>ist of )a.(es ii
<?<8@)IV< &@MMARY iii
1 ,-TR)D+CT,)- 2
171 8ompany o5er5iew 2
172 8*oco(ate %iftin% market si9e !
17! 8ompetitors !
17/ )*e p*i(osop*y of corporate %iftin%
17 -n(ine .uyin% scope in India ,
17, >ist of keywords for on(ine %iftin% A
17A Ro(e of di%ita( marketin% in on(ine %iftin% B
2
R(S('RC5 M(T5)D)4)G6 11
271 Researc* desi%n 11
272 'eed for t*e study 11
27! Researc* o.jecti5e 12
27/ &amp(in% met*od 12
27 &tatistica( too( used 12
27, $ata co((ection met*od 1/
!
R(V,(3 )* 4,T(R'T+R( 1A
/
D'T' '-'46S,S 2!
/71 8ompany si9e 2!
/72 Mode of .uyin% 2!
/7!A5era%e money spent per %ift 2/
/7/ 'ature of %ifts 2
/7 Major %iftin% occasions 2,
/7, Benc*markin% of corporate %iftin% we.sites 2A
/7A Market potentia( of 'RI se%ment !!
/7B Popu(ar socia( media sites amon% 'RICs !!
*,-D,-GS7R(C)MM(-D'T,)-S '-D
C)-C4+S,)-
71 ;indin%s !A
72 Recommendations !D
7! 8onc(usion /"
APP<'$I8<& /1
R<;<R<'8<& /!
4,ST )* C5'RTS
C5'RT -) C5'RT P'G( -)
/71 8ompany si9e 2!
/72 Mode of .uyin% 2/
/7! A5era%e money spent per %ift 2
/7/ 'ature of %ifts 2,
/7 Major %iftin% occasions 2A
/7, Position of corporate %iftin% on we.sites !"
/7A )ypes of %ifts !1
/7B <n=uiry form !2
/7D 'RI popu(ation !!
/71" &ocia( media usa%e(&in%apore# !/
/711 &ocia( media usa%e(Ma(aysia# !/
/712 &ocia( media usa%e(@&A# !
1
4,ST )* T'B4(S
T'B4( -) T'B4( P'G( -)
/71 8ompany si9e 2!
/72 Mode of .uyin% 2!
/7! A5era%e money spent per %ift 2/
/7/ 'ature of %ifts 2
/7 Major %iftin% occasions 2,
/7, Benc*markin% 2B
/7A Position of corporate %iftin% on we.sites !"
/7B )ypes of %ifts !1
/7D <n=uiry form !2
2
(8(C+T,V( S+MM'R6
)*is study aims to understand t*e %iftin% cu(ture of different corporate companies7 )*e
study was conducted for c*oco(ateteddies7com2 w*ic* is an on(ine c*oco(ate %iftin%
porta(7
)*is study was done primari(y to understand t*e corporate %iftin% practices7
8*oco(ateteddies7com was (ookin% to tar%et t*e corporate se%ment .ut t*ey were not
aware of t*e %iftin% practices t*at current(y pre5ai( in t*e corporate7 4ence t*ey wanted
to conduct a market researc* on t*e %iftin% practices of 5arious corporate7 Various
informationCs and insi%*ts can .e %at*ered from t*e researc*2 w*ic* wi(( *e(p
c*oco(ateteddies7com to tar%et t*e corporate se%ment7
)*e study conducted consists of primary data co((ected t*rou%* a te(ep*onic inter5iew
wit* 2 decision makers of 5arious corporate7 A =uestionnaire was prepared and t*e
respondents were inter5iewed t*rou%* p*one and t*e answers were recorded7
)*is study a(so focuses on t*e market potentia( of t*e 'RI ('on Resident Indians#
se%ment7 'RI customers form a major part in %iftin% practices7 )*ey fre=uent(y %ift t*eir
fami(y mem.ers2 friends in India from different parts of t*e wor(d7 &o a secondary
researc* was carried out to ana(y9e t*e market potentia( of t*is se%ment7
3
Chapter
"
,-TR)D+CT,)-
1
". ,-TR)D+CT,)-
Market researc* forms t*e fundamenta( of marketin% w*ic* *e(ps in understandin% t*e
needs of t*e customers and satisfyin% t*em7 It is an essentia( acti5ity in (ar%e and sma((
companies especia((y w*en t*ey want to ana(y9e t*eir customer .uyin% pattern7 &uc*
Market researc* study was conducted for c*oco(ateteddies7com to understand t*e .uyin%
patterns2 .e*a5iors and interests (e5e(s of corporate on t*eir %iftin% practices7
"."C)MP'-6 )V(RV,(3
8*oco(ateteddies7com was started in 2"12 .y Mr7 4ari 'a%endiran7 It is an on(ine
c*oco(ate %iftin% porta( w*ic* offers persona(i9ed c*oco(ates for indi5idua( consumers
and (o%o em.ossed c*oco(ates for corporate .uyers7 It is a uni=ue %iftin% firm wit* a
mission to make t*e %ift recipients fee( specia( a.out t*emse(5es as we(( as t*e %ift
senderE Ri%*t from its inception 8*oco(ate )eddies *ad c*osen premium c*oco(ates as its
medium to communicate senderFs (o5e7 It main(y focuses on t*e e(ement of surprise and
ce(e.ration t*at t*e %ift wou(d render to t*e recipient7 4a5in% capita(i9ed on t*e concept
of surprise2 8*oco(ate )eddies continuous(y e:p(ores t*e arena of %iftin% to ro(( out more
inno5ati5e products7 )*e company fee(s t*e rea( satisfaction2 w*en its customers s*are
t*eir joyfu( e:periences of %iftin%7
8*oco(ates -ffered at c*oco(ateteddies7comG
8*oco(atesteddies7com offers c*oco(ates in different forms and si9e eac* one of w*ic*
*a5e uni=ue taste w*ic* stimu(ate t*e taste .uds of t*e customers7 )*ey *a5e separate
sets of c*oco(ates for persona( %iftin% and corporate %iftin%7 )*e fo((owin% are t*e
different 5arieties of c*oco(ates t*at are offered for sa(e7
;or Persona( 3iftin%G
• Persona(i9ed c*oco(ates
• P*oto c*oco(ate
• Petite
• )ruff(es
• Pra(ines
• 8*oco(ate (o((ipop
;or 8orporate 3iftin%G
• >o%o em.ossed c*oco(ates
• >o%o printed c*oco(ates
• >o%o printed wrappers
• &i%nature .ars
• 8*oco(ate %ift .o:
He.siteG www7c*oco(ateteddies7com
2
1.2 CHOCOLATE GIFTING MARKET SIZE
In t*e process of market si9e estimation2 we found t*e corporate %iftin% market si9e as
Rs7122""" crore (I27 .i((ion# mark7 ;or t*ose (ookin% for *i%*Jend %iftin% options at
afforda.(e prices2 customi9ed *ampers containin% a wine .ott(e2 c*oco(ates and ot*er eats
is anot*er option durin% festi5e season7 )*ese are a5ai(a.(e at a price ran%e of Rs7,1 to
Rs722,A"7 )*e Indian c*oco(ate industry may surpass t*e Rs A2""Jcrore mark .y 2"1
wit* t*e *e(p of %rowin% consumption in t*e ur.an and semiJur.an areas2 accordin% to
t*e industry c*am.er Associated 8*am.ers of 8ommerce and Industry of India
(A&&-84AM#7 8urrent(y2 t*e Indian c*oco(ate market is wort* around Rs """ crore7
)*e Indian c*oco(ate industry is re%isterin% a compound annua( %rowt* rate of 2 per
cent at present7 )*e demand for c*oco(ates in India *as c(ocked a.out !K rise as a%ainst
(ast year primari(y in ur.an areas due to t*e risin% s*ift to c*oco(ates from traditiona(
mit*ai around t*e festi5a( season7
)*e %(o.a( c*oco(ate market is estimated to .e around IB .i((ion7 )*e %(o.a( c*oco(ate
market is estimated to .e around IB .i((ion7 )*e present market si9e of 8ocoa is 1,!"
crores (Vo(ume of cocoa consumption in tones per yearLPrice of cocoa M k% i7e7 /"""L
1"""(k%# L 1B/ N 1,!" crore#7 8ocoa is " K of raw materia( of c*oco(ates2 and !K as a
w*o(e c*oco(ate re5enue (inc(udes e5eryt*in% from manufacturin% to packin%#7 )*e
estimated Indian c*oco(ate market is """ crores2 ! K of """ N 1A" crores (!2K of
tota( c*oco(ate i7e """ cr7
)*e %rowt* in t*e c*oco(ate market si9e *as seen a p*enomena( %rowt* o5er t*e years2
w*ic* s*ows t*at t*e consumption of c*oco(ates is increasin% steadi(y7 $ue to t*e
increasin% (e5e(s of socia( consciousness peop(e prefer %iftin% we(( c*oco(ates rat*er t*an
sweets on occasions and festi5a(s7 <5en many corporate started %iftin% t*eir emp(oyees
wit* c*oco(ates7 )*is *as increased t*e demand for c*oco(ate %iftin% in India7 Peop(e
prefer c*oco(ates as a %ift since it sym.o(i9es s*arin% of (o5e2 *appiness and affection7
".$ C)MP(T,T)RS
Hit* t*e increase in t*e num.er of on(ine .uyers2 most of t*e companies started tar%etin%
t*eir customers t*rou%* on(ine porta(s7 Many ecommerce pioneers (ike ama9on7com2
e.ay7com *as a(so started to se(( c*oco(ate %ifts in t*eir porta(s and t*ey %i5in% a face to
face competition wit* ot*er on(ine %iftin% porta(s7 Apart from t*e competition wit* t*ese
esta.(is*ed ecommerce porta(s2 on(ine c*oco(ate %iftin% companies face tou%*
competition amon% t*emse(5es7 -5er t*e (ast four years many on(ine c*oco(ate %iftin%
3
porta(s *a5e came into e:istence in t*e market7 )*ese companies compete wit* eac* ot*er
to tap t*e potentia( market and to pre5ai( as a market (eader7
)*e fo((owin% are t*e different on(ine c*oco(ate %iftin% porta(s w*ic* are t*e competitors
for c*ocoteddies7com

".9 T5( P5,4)S)P56 )*
C)RP)R'T( G,*T,-G
3iftin% is an e:pression of acceptance7
Acceptance of .e*a5ior2 wa5e(en%t*2 t*ou%*t
and %oodwi(( of peop(e7 It turns w*atCs
insu.stantia( into su.stantia(2 w*atCs unsun%
into an a((e%ro of joy7 A(( societies2
ci5i(i9ations and cu(tures t*rou%*out centuries
practiced t*e custom of %i5in% away %ifts7
3iftin% was an e:ercise to reJesta.(is*
camaraderie and fe((ows*ip2 @nity and
so(idarity7 3iftin% marks an occasion7 In t*e
western wor(d2 peop(e %ifted eac* ot*er durin%
'ewJYear2 8*ristmas and )*anks%i5in% w*ere
as in t*e <astern wor(d2 in countries (ike India
and 8*ina peop(e %ifted eac* ot*er durin%
festi5a(s (ike $iwa(i and 8*un Jie7 <ac* part
of t*e %(o.e *ad its own occasion to %ift and
to .e %ifted7 Years ro((ed on2 (ife pro%ressed2 a
few t*in%s .ecame part of *istory and few
in*umed in t*e %ra5e known as o.(i5ion7
;rom t*ose customs t*at continued2 O3iftin%O
stayed 5i.rant and %rew to .e a part of (ife7
3iftin% in t*e (apse of years %rew .eyond
4
• www79oroy7com
• www7%odi5a7com
• www75o%esc*oco(ate7com
• www7c*ocomi9e7com
• www7c*oco(atemantra7com
• www7infi.eam7com
• www7c*oco(atecity7in
• www7c*ocos*op7in
• www7mon%inis7net
• www7c*oco(ics7com
• www7moks*ac*oco(ates7com
• www7c*ocoswis7com
• www7c*oco(ik7com
• www7c*ocoa(acarte7com
• www7c*oco(atejunction7in
• www7c*ocopost7in
• www7t*ecorporatec*oco(ate7co
m
• www7kreati5ec*oco(ates7in
• www7.rown.itec*oco(ates7com
• www7c*oco(atede(*i7com
• www7c*oco(atetemptation7com
• www7.randedcandy7com
• www7c*oko(a7in
;esti5a(s2 seasons and .irt*days as eac* day on eart* is dedicated to some cause or t*e
ot*er7
8ate%orica((y2 t*e e:ercise of %i5in% away %ifts *as .ecome 5i.rant in t*e corporate
sector now and it %oes .y t*e e(ite term2 8orporate 3iftin%7 )*ese days a(( major and
most minor companies *a5e somet*in% or t*e ot*er to .e %i5en as a corporate %ift to t*eir
emp(oyees2 c(ients2 we((Jwis*ers and t*e (ist %oes on7
)*e term corporate %ift reminds eit*er a HristJwatc* or a )a.(e )op Accessory or a )J
s*irt wit* t*e respecti5e companyCs (o%o imprinted7 It was an a5uncu(ar %esture2 w*ic*
did not cost muc* in comparison wit* t*e kind money t*at was in5o(5ed in ad5ertisin%7
)*e =uantum (eap in t*e promotiona( products and 8orporate 3ifts .e%an wit*
Professiona(s from t*e modern sc*oo( of mana%ement7 )*ey a(tered t*e a%eJo(d product
pattern and 5entured out new and inno5ati5e products7 )*e demand of corporate %ifts in
India is risin% e:ponentia((y as more and more companies are inc(udin% t*ese corporate
%ifts in t*eir marketin% strate%y7 Presentin% %ifts makes t*e occasion memora.(e7
)*e o5era(( scenario in t*e corporate %iftin% industry in India is c*an%in% since t*e past
few years7 )*e current scenario is t*at t*e industry is on t*e inc(ine and t*at *as %i5en
rise to inno5ati5e products7 )*e economy of corporate India is si99(in% and t*e major
contri.utor is t*e corporate %ift industry in India7 8ompanies now *a5e .ecome product
conscious w*en it comes to corporate %iftin%7 )*ey are (ookin% out for inno5ati5e
products and prefer t*em o5er t*e simp(er ones7 A %ood product if %ifted a(ways creates a
5ery .ri%*t impression in t*e minds of t*e emp(oyees2 c(ients and associates7 In ot*er
words2 t*e %ift itse(f .ecomes t*e means to stren%t*en re(ations*ips7
".# )-4,-( B+6,-G SC)P( ,- ,-D,':
<Jcommerce *as taken t*e Indian retai( industry .y storm t*is year2 wit* inno5ati5e
.usiness mode(s emer%in%2 in5estor interest in t*e se%ment %rowin%2 operations .ein%
stream(ined and a p(et*ora of startJups makin% a foray into t*e fie(d7 Indian eJcommerce2
pe%%ed at ID7 .i((ion accordin% to a study .y t*e Internet P Mo.i(e Association of India
and QPM32 was projected to %row to I127, .i((ion .y t*e end of t*is year7 By 2"2"2 it is
5
e:pected to contri.ute around / per cent to 3$P7 8urrent(y2 t*e Internet penetration in
India stands at 11 per cent of t*e popu(ation2 a t*ird of t*e wor(d a5era%e7
Hit* t*is %rowt* trajectory (ike(y to continue its upward swin% as internet penetration
continues to impro5e7 <Jcommerce companies2 inad5ertent(y2 *a5e .een accumu(atin%
tons of data2 .ut necessari(y puttin% it to %ood use7 H*en app(ied correct(y2 t*is data
cou(d *e(p predict emer%in% s*oppin% trends and consumer preferences2 a((owin% eJ
commerce sites to tai(or a more persona(i9ed e:perience for s*oppers7
Hit* smart di%ita( de5ices and impro5in% connecti5ity2 todayCs discernin% consumers
*a5e more information2 c*oice and f(e:i.i(ity at t*eir fin%ertips7 More s*oppers are now
e5a(uatin% purc*ase decisions J comparin% prices and product specs+ on t*e we. and
e5en w*i(e on t*e %o2 usin% t*eir smart p*ones7 &*oppers are startin% to e:pect order
processin% updates and de(i5ery trackers on t*eir mo.i(e de5ices7 'o (on%er is t*e .uyin%
cyc(e and s*oppin% e:perience restricted to one c*anne(7
In 2"1!2 t*e 8as*J-nJ$e(i5ery .usiness mode( .ecame a key differentiator for eJ
commerce companiesE in 2"1/2 I e:pect t*at t*e a.i(ity to %uarantee 'e:tJ$ayJ$e(i5ery
wi(( emer%e as a competiti5e ad5anta%e7 As t*e eJcommerce market .ecomes more
crowded2 a %rowin% num.er of eJcommerce porta(s are (ike(y to try and satisfy peop(eCs
desire for immediacy .y offerin% ne:t or e5en same day de(i5ery7
As Indian s*oppers2 it is in our 5ery nature to .e wary of t*e o5erJ9ea(ous sa(esperson2
c*oosin% to see and fee( t*e products ourse(5es .efore decidin% to in5est in a new
purc*ase7 )*is cautiousness e:tends in t*e way we approac* on(ine .uyin% as we((7 )*e
emer%ence of t*e cas*JonJde(i5ery mode(2 for instance2 was t*e effect of t*e *i%*
percei5edJrisk of s*oppin% on(ine7 4owe5er2 as more Indian consumers across a%eJ
%roups reco%ni9e on(ine as an afforda.(e and con5enient means of purc*ase2 it wi(( .e
critica( to ensure t*at trust and safety measures do not remain mere po(icies .ut are
in%rained t*rou%*out .usiness practices7
<5en as eJtai(ers %ear up to meet t*e pressures of sameJdayJs*ippin% and ne:tJdayJ
de(i5ery2 t*e trend t*rows up anot*er opportunity7 Hit* stream(ined (o%istics and supp(y
c*ain mana%ement2 eJtai(ers cou(d (ook at e:pandin% t*e widt* of product ran%e7
;or instance2 t*is year saw t*e emer%ence of 5arious on(ine %rocery stores inc(udin% t*e
(ikes of Bi% .asket and <kstop7 Ima%ine t*e possi.i(ities t*at cou(d emer%e in 2"1/ in
areas inc(udin% fruits2 fres* foods2 and ot*er peris*a.(esR
".; 4,ST )* 2(63)RDS *)R )-4,-( G,*T,-G:
6
? 3ifts to India
? &end %ifts to India
? 3ift to India
? 3ifts to India from @&A
? &end c*oco(ates on(ine
? 8*oco(ates to India
? -n(ine c*oco(ates de(i5ery
? &endin% c*oco(ates on(ine
? $e(i5ery across India
? 3ifts for a(( occasions
? Buy %ifts on(ine
? 3ift ideas for men2 women and kids
? -rder on(ine
? S f(owers and %ifts in India
? Anni5ersary %ifts on(ine
? -n(ine anni5ersary %ifts
? -n(ine %ift s*oppin%
? -n(ine s*op for c*oco(ates
? 8*oco(ates to India
? -n(ine s*op c*oco(ate
? -n(ine %iftin%
7
? &end %ifts to India
? 8*oco(ate %iftin%
? -n(ine c*oco(ate %iftin%
? &end %ifts
? Buy c*oco(ates on(ine
? &end c*oco(ates to India
? 3ifts for .irt*days
? 3ifts for anni5ersaries
? 3ifts for %ir( friend
? 3ifts for .oy friend
? Buy c*oco(ates on(ine
? Birt*day %ifts
? Heddin% %ifts
? India %ift s*op
? 3ifts on(ine
? Premium c*oco(ates
? @ni=ue c*oco(ate %ifts
? >o5e %ifts
? &end 5a(entine %ifts
8
".< R)4( )* D,G,T'4 M'R2(T,-G ,- )-4,-( G,*T,-G:
Hit* t*e ad5ent of e(ectronic media2 e5eryt*in% and anyt*in% is a5ai(a.(e on(ineE .e it an
ink pen or a %iant treadmi((7 YesR )*e internet *as %i5en us mi(ieu w*ere we are open to
numerous opportunities7 'o surprise t*e se((ers de(5e into de5isin% (ucrati5e dea(s for t*e
on(ine s*oppers7 -ne *as to admit t*at it is *ard for one to resist on seein% t*e ta% C" K
offC7 )*e tendency to refuse .uyin% furt*er dips w*en we see T)*e offer is on(y 5a(id for
todayC7 )*e emai( account of a norma( person w*o *as s*opped once or twice is f(ooded
wit* promotiona( emai(s and discount coupons on(y to .rin% t*em .ack7 )*is is ca((ed
remarketin% and retar%etin%7 But are you doin% it ri%*tU Are you2 as a eJcommerce
we.site owner or se((er fo((ow t*e proper marketin% strate%y to rope in t*e ri%*t
customersU $o you o5er do certain met*ods (ike .u(k emai( attackU
If youCre not sure a.out t*e answers to a.o5e =uestions2 do not worry7 )*e fo((owin%
points wi(( sure(y %i5e you a .etter insi%*t on usin% di%ita( marketin% for eJcommerce7
)*e connection .etween eJcommerce and di%ita( marketin%G
H*en one intends to create an on(ine presence for eJcommerce2 it cou(d .e a tou%* %ame
especia((y w*en one is not we(( 5ersed wit* t*e array of options t*at are a5ai(a.(e7 )o
make t*e .est a5ai(a.(e c*oice2 one needs to .e aware of t*e mu(tip(icity of options w*ic*
are out t*ere t*at can *e(p ac*ie5e your sa(es tar%ets7
$ifferent .usinesses *a5e different %oa(s w*en it comes to w*at t*ey want out of t*eir
di%ita( marketin% acti5ity7 ;or most eJcommerce .usinesses it is 5isitors2 con5ersions and
sa(es7 Hit* a (itt(e .it of patience and effort2 you wi(( not on(y .e a.(e to %enerate sa(es2
.ut a(so .ui(d a .rand e:perience t*at peop(e can identify wit*7
)o simp(ify furt*er2 we *a5e narrowed down to t*e four most important aspects of di%ita(
marketin% for eJcommerceG
". The =est of its kind /ser e1perience
It is re(ati5e(y easy to start an eJcommerce firm t*an maintain and succeed7 It takes
e:cruciatin% pain and effort on dai(y .asis on a num.er of fronts .efore sa(es start to
*appen at a respecta.(e rate7 @n(ike a p*ysica( store w*ic* *as foot traffic and peop(e
passin% .y2 an on(ine store isnCt %oin% to *a5e 5isitors ma%ica((y appear un(ess you make
it *appen7 Your we.site is t*e u(timate factor w*ic* inf(uences t*e fina( c*oices of t*e
customers7 &o .e sure t*at it %i5es t*em t*e most me((if(uous user e:perience wit* easy
functiona(ities in .rowsin% and jumpin% to any cate%ories7 It s*ou(d .e rat*er simp(e
w*en disp(ayin% t*e se(ection cart (t*e .uyin% (ist# and t*e payment met*ods s*ou(d .e
comp(ete(y f(e:i.(e7
9
!. Social media
)*ere is no second opinion on t*e rise of socia( media marketin% awareness especia((y
amon%st t*e youn% %eneration7 <sta.(is*in% yourse(f or your .rand on socia( media
nurtures and caters to t*e users t*at you are around and it a(so esta.(is*es trust7 In (on%
term2 it wi(( *e(p you to craft a nic*e of (oya( customers w*o 5a(ue your .rand .ecause it
speaks to t*em7 )a(kin% rea(ity it wou(d .e unwise to e:pect direct sa(es and con5ersion
to customers on first 5isit of a person7 <:pectations s*ou(d .e proportiona( to spendin%
and .rand .ui(din% on suc* p(atforms7
$. Display and search methods
'ot e5ery.ody knows you or your .usiness7 It defies t*e fact t*at a *u%e customer .ase is
a5ai(a.(e on internet7 -ne needs to %et seen on t*e re(e5ant p(atforms or porta(s7 $isp(ay
.anners are one suc* mec*anism7 )*ey can .e de5e(oped in 5arious si9e and s*apes as
per t*e re=uirement7 &earc* <n%ine -ptimi9ation (&<-# is t*e .est way to .e seen on t*e
most popu(ar searc* en%ines7 PP8 (pay per c(ick# is a(so co5ered under t*is7
9. 'ffiliate Sales and marketing
ItCs not an o5erni%*t task to .ui(d a wor(d c(ass reputation7 H*o knows t*is .etter t*an
new comersU )*ey s*ou(d keep an open mind a.out usin% affi(iate networks7 'etworkin%2
tie ups and rese((in% t*rou%* ot*er market p(aces2 stores and we.sites is usua((y t*e .read
and .utter for most new on(ine .usinesses7 ;or a w*i(e you may *a5e to s*are some part
of your re5enue wit* ot*ers .ut in (on% term t*is practice is pretty safe7 Re%isterin% and
pro5idin% discount .ased on coupons is an impressi5e way to dri5e new customers to
your we.site7
#. Covering /ser e1perience of yo/r prod/cts>services
)*e most important factor t*at a person seeks w*en .uyin% on(ine is 5a(ue for money7
You s*ou(d .e wi((in% to pro5ide customers re5iews for usin% your products7 H*at peop(e
t*ink of you is of t*e utmost importance w*en it comes to dri5in% your sa(es7
10

Chapter
!
R(S('RC5 M(T5)D)4)G6
11
!. R(S('RC5 M(T5)D)4)G6
!." R(S('RC5 D(S,G-:
Descriptive researchG
$escripti5e researc* is a type of conc(usi5e researc* t*at *as as its major o.jecti5e t*e
description of somet*in% + usua((y t*e market c*aracteristics or functions7 It is carried out
to descri.e t*e data and c*aracteristics a.out w*at is .ein% studied7 )*e idea .e*ind t*is
type of researc* is to study fre=uencies2 a5era%es2 and ot*er statistica( ca(cu(ations7
A(t*ou%* t*is researc* is *i%*(y accurate2 it does not %at*er t*e causes .e*ind a situation7
$escripti5e researc* is main(y done w*en a researc*er wants to %ain a .etter
understandin% of a specific topic7 $escripti5e researc* is t*e e:p(oration of t*e e:istin%
certain p*enomena7 )*e detai(s of t*e facts wonFt .e known7
? $escripti5e researc* was conducted in order to understand t*e %iftin% practices of
5arious corporate7 )*e researc* was carried out2 .y co((ectin% data t*rou%*
te(ep*onic inter5iew wit* t*e decision makers of 5arious corporate7
!.! -((D *)R T5( ST+D6:
)*e project was conducted to understand t*e 5arious %iftin% practices of different
corporate7 8*oco(ateteddies7com was (ookin% to tar%et t*e corporate se%ment .ut t*ey
were not aware of t*e %iftin% practices t*at current(y pre5ai( in t*e corporate7 4ence t*ey
wanted to conduct a market researc* on t*e %iftin% practices of 5arious corporate7 Various
informationCs and insi%*ts can .e %at*ered from t*e researc*2 w*ic* wi(( *e(p
c*oco(ateteddies7com to tar%et t*e corporate se%ment7 8ompanies a(so (ook forward to
fo((ow a no5e( kind of %iftin% practices7 3i5in% (o%o em.ossed c*oco(ates or (o%o printed
to t*e emp(oyees wi(( .e a no5e( met*od of %iftin% w*ic* wi(( a(so *e(p in esta.(is*in%
t*e .rand name of t*e company amon% t*e workers7 )*ese are t*e opportunities t*at
c*oco(ateteddies7com can (ook forward to con5ert it into sa(e7 )*is study *e(ps in creatin%
awareness amon% t*e corporate a.out c*oco(ateteddies7com and a(so it *e(ps
c*oco(oteteddies7com to identify t*eir tar%et corporate companies7
12
!.$ R(S('RC5 )B0(CT,V(:
1# )o identify t*e %iftin% practices of different corporate in 8*ennai and Ban%a(ore7
2# )o de5e(op a marketin% p(an to tar%et t*e corporate se%ment for c*oco(ateteddies7com
!# )o identify t*e market potentia( of 'RI se%mentCs %iftin% practices
/# )o de5e(op different met*ods to tar%et 'RI se%ment
!.9 S'MP4,-G M(T5)D
)*e samp(e inc(uded respondents from different corporate (ocated in 8*ennai and
Ban%a(ore7
? )*e respondents s*ou(d .e t*e decision maker of t*at or%ani9ation
? Most of t*e respondents are 4R e:ecuti5es
? )*e respondentCs or%ani9ation s*ou(d *a5e a emp(oyee stren%t* of minimum /""
Sample si?e: A samp(e of 2 respondents was takenE a(( of t*em were eit*er decision
makers or 4R e:ecuti5es of an or%ani9ation7
)*e fo((owin% are t*e 2 different companies w*ose information a.out t*eir corporate
%iftin% practices was recorded7
>ar%e sca(e companiesG
1 PayPa(
2 4ewitt Associates
! 3M pens
/ <mp*asis
A(stom
, &tandard c*attered
A )8&
13
B QPM3 India pri5ate (imited
D Qone <(e5ators
1" Infosys (imited
11 4p %(o.a( soft pri5ate (imited
12 IBM
1! 8o%ni9ant tec*no(o%y so(utions
1/ BI3 ;M
1 8ape%emini
1, Justdia(
1A 4e:aware tec*no(o%ies
1B $<>> .po
1D Vodafone
2" Airte(
21 &> (uma:
Medium sca(e companiesG
14
22 Qot*ari petroc*emica(s (imited
2! &*riram 8ity @nion ;inance
2/ Mercury furniture manufacturers
2 Innopp( tec*no(o%ies
!.# ST'T,ST,C'4 T))4S +S(D:
? Ana(ysis of t*e data was done wit* t*e *e(p of c*arts and p(ots usin% <:ce( 2""A7
? Percenta%e ana(ysis was carried out to represent t*e raw stream of data for .etter
understandin% of co((ected data7
!.; D'T' C)44(CT,)-:
Primary data: Primary data is a type of information t*at is o.tained direct(y from firstJ
*and sources .y means of sur5eys2 o.ser5ation or e:perimentation7 It is data t*at *as not
.een pre5ious(y pu.(is*ed and is deri5ed from a new or ori%ina( researc* study7
4ere t*e primary data is co((ected t*rou%* a te(ep*onic inter5iew wit* 2 decision
makers of 5arious corporate7 A =uestionnaire was prepared and t*e respondents were
inter5iewed t*rou%* p*one and t*e answers were recorded7
Secondary data:
Secondary data is data co((ected .y someone ot*er t*an t*e user7 8ommon sources of
secondary data for socia( science inc(ude censuses2 or%ani9ationa( records and data
co((ected t*rou%* =ua(itati5e met*odo(o%ies or =ua(itati5e researc*7 Primary data2 .y
contrast2 are co((ected .y t*e in5esti%ator conductin% t*e researc*7
15
&econdary data ana(ysis sa5es time t*at wou(d ot*erwise .e spent co((ectin% data and2
particu(ar(y in t*e case of =uantitati5e data2 pro5ides (ar%er and *i%*erJ
=ua(ity data.ases t*at wou(d .e unfeasi.(e for any indi5idua( researc*er to co((ect on t*eir
own7 In addition2 ana(ysts of socia( and economic c*an%e consider secondary data
essentia(2 since it is impossi.(e to conduct a new sur5ey t*at can ade=uate(y capture past
c*an%e andMor de5e(opments7
4ere t*e secondary data is co((ected to identify t*e market potentia( of 'RI se%ment7 )*e
data was co((ected from 5arious re(ia.(e sources7 )*e co((ected data *e(ped to arri5e at
5arious insi%*ts a.out t*e on(ine .uyin% .e*a5ior of t*e 'RICs7
16
Chapter
$
R(V,(3 )* 4,T(R'T+R(
17
$. R(V,(3 )* 4,T(R'T+R(:
Cons/mer =ehavior to@ards chocolates:
8onsumer (earnt a.out c*oco(ate from many sources2 main(y from friends and fami(ies2
t*rou%* ad5ertisement and from t*eir own e:perience7 H*et*er a promotion and
ad5ertisin% *urt or *e(p a .rand is underJresearc*ed (Me(a2 3upta P >e*man2 1DDA#7 In
t*e (on%Jrun2 ad5ertisement *e(p .rands .y makin% consumer (ess price sensiti5e and
more (oya(7 )*e purc*ase decision pertainin% to particu(ar .rand and (oya(ty is a resu(t of
5arious attri.utes of t*e product7
Ad5ertisers must remem.er t*at ad5ertisin% messa%es are interpreted different(y .etween
different %enders (Ma(donando2 )ansu*aj P Mue*(in%2 2""!E 4o%% P 3arrow2 2""!E
Putre5u2 2""1#7 Pre5ious studies *a5e pro5en t*at fema(es were more (ike(y to en%a%e in
e(a.oration t*an men (Ma(donado P Mue*(in%2 2""!#7 4o%% and 3arrow (2""!# found
t*at women paid more intention a.out t*e detai(s of t*e c*aracters of an ad w*en asked to
ana(y9e ad5ertisin% messa%es7 )*ey said t*at t*is may .e e:p(ained .y t*e fact t*at
fema(es *a5e a %reater tendency t*an men to consider e:terna( information and
information re(ated to ot*ers7 Homen are Tcompre*ensi5e processorsC w*o try to %at*er
a(( a5ai(a.(e information a.out t*e product Ad5ertisement can c*an%e consumerCs
perception of a product in terms of attri.utes content and proportion and a(so inf(uence
consumerCs taste for attri.utes (3win P 3win2 2""!#7
Brand preference and product attri.uteG Attri.utes are t*e c*aracteristic or features t*at an
o.ject may or may not *a5e and inc(udes .ot* intrinsic and e:trinsic (Mowen P Minor2
1DDB#7 @nderstandin% w*y a consumer c*oose a product .ased upon its attri.utes *e(ps
marketers to understand w*y some consumers *a5e preferences for certain .rands (3win
P 3win2 2""!#7 Bot* tan%i.(e and intan%i.(e attri.utes of a product are e=ua((y important
in c*oosin% a product or .rand (Myers2 2""!#7 )*ere is no e5idence t*at certain attri.utes
are more re(ated to customer (oya(ty t*an ot*ers (Romariuk P &*arp2 2""!#7 Romariuk
and &*arp (2""!# su%%ested t*at marketers s*ou(d focus more on *ow many attri.utes t*e
18
.rand s*ou(d .e associated wit* and not w*at attri.utes7 ;or (owJin5o(5ement products2
consumers *a5e more o.jecti5e 5iew of t*e nature of t*e attri.utes (e7%7 food2 cosmetics#
.ecause t*ey are constant(y .ein% ad5ertised and promoted7 Price is anot*er form of
attri.ute used .y consumers to e5a(uate a product7 Price can sometimes .e an indicator of
=ua(ityE wit* a *i%*er price indicatin% *i%*er =ua(ity (Mowen P Minor2 1DDBE &iu P
Hon%2 2""2#7 8onsumers percei5e t*at a *i%*er price can .e attri.uted to t*e *i%*er cost
of =ua(ity contro( (&iu P Hon%2 2""2#7 &ome consumers are *i%*(y price sensiti5e
(e(astic demand#2 w*ere.y a *i%* prices may s*ift consumers to competiti5e .rands
(Mowen P Minor2 1DDB#7 )*erefore price can *a5e a positi5e or ne%ati5e inf(uence on
customers7
-e@ s/rvey planned to foc/s on trends in gift p/rchases and @hat gift =/yers @ill =e
shopping for in !%"% and =eyond:
At t*e c(ose of 2""D most economists .e(ie5e t*e worst of t*e recession is o5er2 .ut t*ey
a(so predict a s(ow reco5ery t*rou%* 2"1" and .eyond7 ;urt*er marketers and retai(ers
are not (ike(y to find t*is yearFs *o(iday %ift s*oppin% season to .e si%nificant(y .etter
t*an (ast year JJ e5en if it isnFt any worse7 Hit* t*e *o(iday %ift s*oppin% season drawin%
to a c(ose2 now is an idea( time for marketers and retai(ers to %et ready for 8*ristmas
2"1" and .eyond7
Marketers and retai(ers dependent upon t*e %iftin% consumer market *a5e a uni=ue
opportunity to %et a read on t*e consumers and t*eir p(ans for %ift %i5in% t*rou%*out 2"1"
.y sponsorin% a new mu(tiJc(ient study of t*e %iftin% consumer market7
@nity marketin%2 a researc* firm in t*e forefront of market researc* a.out t*e %ift .uyin%
and %i5in% .e*a5ior of American consumers2 is ready to (aunc* a new in5esti%ation into
t*e %iftin% market7 @nity Marketin% p(ans to conduct a sur5ey amon% 12""" recent %ift
.uyers in ear(y 2"1" in order to capture t*e (atest information a.out %ift purc*ases for
8*ristmas 2""D and p(ans for %ift purc*ases t*rou%* 2"1"7 )*is report wi(( update t*e
@nity Marketin%Fs 3iftin% Report 2""AG )*e H*o2 H*at2 H*ere2 4ow Muc* and H*y of
3ift 3i5in% P &*oppin%7
@nity Marketin% needs sponsors for t*e new mu(tiJc(ient researc* study of t*e %iftin%
market7 &ponsors pay for t*e fina( researc* report upJfront and in e:c*an%e t*ey %uide
and direct our researc* efforts and pro5ide in5a(ua.(e input into t*e sur5ey =uestionnaire7
)*ey a(so %et t*e ear(iest resu(ts from t*e sur5ey7
Becomin% a sponsor is a FnoJ.rainerF for companies t*at re(y upon market data to p(an
t*eir promotion and marketin% strate%ies for %ift s*oppers7 By .ecomin% in5o(5ed in t*e
researc* process upfront2 you can .e assured t*at t*e fina( study wi(( address your
companyFs specific information needs7
Researc* sponsors needed for new study of t*e %ift .uyin% .e*a5ior of American
s*oppers
19
Your company can participate as a sponsor for t*e sur5ey in order to *a5e input into t*e
sur5ey =uestionnaire2 recei5e ear(y sur5ey resu(ts2 *a5e your companyFs .rand and key
competitor .rands inc(uded in t*e sur5ey2 and recei5e t*e fina( ana(ysis report wit* a(( t*e
(atest data and consumer insi%*ts7
In order to make t*e researc* .ot* re(e5ant and actiona.(e for marketers and retai(ers t*at
compete in t*e %iftJ%i5in% market2 @nity Marketin% needs a se(ect %roup of companies to
sponsor t*e researc* efforts7
Researc* sponsors define t*e o.jecti5es of t*e researc* in5esti%ation7 &ponsors re5iew
t*e sur5ey form and make recommendations t*at to refine t*e =uestions asked7 )*ey are
afforded t*e opportunity to add e:c(usi5e =uestions to t*e sur5ey study7 )*ey %et t*e
resu(ts of t*e researc* ear(y and first in order to imp(ement competiti5e marketin%
strate%ies a*ead of t*e rest7
Best of a((2 t*e costs of researc* are s*ared so sponsors %ain many of t*e .enefits of a
custom researc* study at (ess t*an oneJtent* of t*e cost7
&ponsors wi(( %ain consumer insi%*ts t*at wi(( %i5e competiti5e ad5anta%e
)*e researc* study p(anned wi(( inc(ude an inJdept* sur5ey of 12""" recent %ift .uyers7
)*e companies t*at sponsor t*is researc* wi(( %ain new an understandin% a.out t*e
mindset of t*e %ift consumer2 inc(udin% t*e %ifts t*ey .uy for *o(idays and ot*er %ift
%i5in% occasions2 *ow t*ey make t*eir %ift se(ections and t*eir %ift s*oppin% e:periences7
)*e researc* wi(( focus specifica((y on t*e needs2 desires and passions of t*e %ift
consumers2 as we(( as t*ose customers w*o enjoy s*oppin% in specia(ty %ift stores7
3iftware manufacturers and marketers2 specia(ty %ift retai(ers2 nationa( retai( c*ains t*at
seek to e:pand t*eir market for %iftware2 inc(udin% internet and direct marketers2 and
ad5ertisin% a%encies and sa(es representati5e firms t*at support %iftware
marketers and retai(ers wi(( .enefit from t*e new insi%*ts into t*e %iftware consumersF
and t*e %ift store s*oppersF mindset7
)*e resu(ts of t*e sur5ey wi(( pro5ide sponsors wit* t*ese important insi%*ts t*at wi((
impro5e t*eir marketin% and .usiness p(annin%G
• 3iftin% .e*a5ior .y *o(iday and occasionG $isco5er key c*aracteristics of t*e
%iftin% market2 suc* as on w*at *o(idays and occasions consumers .uy %ifts2 *ow
many peop(e t*ey .uy %ifts for and *ow muc* t*ey spend7 )*e sur5ey wi(( a(so
re5ea( w*at ran%e of products peop(e c*oose for %ifts2 w*at dri5es t*eir se(ection
of particu(ar %ifts and w*at dri5es t*eir se(ection of stores to s*op for %ifts7
• $emo%rap*ics of t*e %iftin% marketG 4ow many *ouse*o(ds .uy %ifts2 w*at types
of %ifts do t*ey .uy2 *ow muc* t*ey spend2 w*ere t*ey s*op for specific types of
%ifts and w*at are t*e different demo%rap*ic se%ments wit*in t*e %ifts market
(e7%7 44I2 a%e2 si9e2 composition2 education2 etc7#
• 3ifts market .uyin% .e*a5iorG H*at are t*e primary c*aracteristics of t*e
consumersF .uyin% .e*a5ior re(ated to different %iftsU H*at makes a %ood %iftU
20
H*at attri.utes and =ua(ities make %ifters want to .uyU H*ere do t*ey s*op for
t*ese itemsE *ow do t*ey decide to purc*ase one item o5er anot*erU H*at is t*e
ro(e of .rand in %iftin% .uyin% .e*a5iorU H*at is t*e purc*ase incidence and
spendin% on key cate%ories of %iftsU
• Psyc*o%rap*ic profi(e and se%mentation of t*e %iftin% marketG )*e psyc*o%rap*ic
profi(e of %ift consumers re5ea(s t*eir different dri5es and moti5ations in
purc*asin% %ifts7 H*at factors are more or (ess important in dri5in% %ift
purc*asin% decisionsU 4ow can %ifts marketers and retai(ers .etter understand t*e
*earts and minds of t*eir consumers and use t*at insi%*t to capture a %reater s*are
of t*e consumersF %iftin% .ud%etU In essence we re5ea( Ow*y peop(e .uy %ifts7O
5y=rid online shopping: a ne@ =/ying channel:
4y.rid e(ectronic commerce in5o(5es t*e use of .ot* 5irtua( and p*ysica( presence to
meet t*e needs of .uyers7 By p*ysica( presence2 we inc(ude any assets t*at ena.(e
potentia( .uyers to interact in person (i7e7 not 5ia t*e Internet2 a(t*ou%* per*aps 1A at a
ca(( center# wit* a firmFs personne( or on a firmFs premises in t*e support of an economic
e:c*an%e7 -ur .roader definition of p*ysica( presence can inc(ude2 for e:amp(e2 instances
suc* as cata(o%ue firms or tra5e((in% sa(es representati5es2 w*ic* may not in5o(5e (oca(
fu(fi((ment2 .ut do uti(i9e e:istin% (preJInternet# p*ysica( assets as sa(es c*anne(s7 )*ere
are a num.er of reasons w*y we mi%*t e:pect *y.rid e(ectronic commerce to .e more
successfu( t*an eit*er pure(y p*ysica( or pure(y 5irtua( approac*es to t*e market7 )*e
5arious strate%ies can .e .road(y cate%ori9ed as fo((owsG
8ost Reduction &trate%iesG H*en 5irtua( and p*ysica( c*anne(s are *armoni9ed
effecti5e(y2 a num.er of potentia( sa5in%s .ecome possi.(e2 particu(ar(y in5o(5in% (a.or
costs7 Many pre and post purc*ase acti5ities2 for e:amp(e2 t*at former(y re=uired t*e time
of a sa(es person can .e *and(ed 5ia t*e Internet7 In essence2 t*ese (a.or costs are
switc*ed (or outsourced# to consumers for suc* acti5ities as (ookin% up product
information on t*eir own2 fi((in% out forms2 and re(yin% on on(ine tec*nica( assistance for
afterJsa(es ser5ice7 8ustomers are wi((in% to take on t*ese tasks for t*e increased
con5enience and contro( t*at t*e 5irtua( c*anne( offers7 &a(es personne( can t*en s*ift
t*eir acti5ities from order takin% (e7%7 as in typica( ca(( centers# to order %eneration or
*i%*erJmar%in sa(es acti5ities7 ;or cata(o%ue firms2 s*ifts to t*e Internet offer 5ery rea(
cost sa5in%s2 since Internet orders are far c*eaper t*an te(ep*one orders and t*ere may .e
sa5in%s from needin% to print fewer cata(o%ues7 Anot*er area of cost sa5in%s inc(udes
opportunities to reduce (oca( in5entory for infre=uent(y purc*ased %oods2 w*i(e sti((
offerin% t*em on a de(ayed (t*at is2 5ia t*e Internet c*anne(# .asis7
;ina((y2 in terms of de(i5ery costs2 *y.rid firms *a5e a cost ad5anta%e o5er a(( 5irtua( 1B
firms7 )*e *y.rid firm wit* a p*ysica( out(et in t*e community can offer %oods wit* no
de(i5ery c*ar%e2 usin% t*eir p*ysica( presence as t*e pickJup (ocation7 If t*ey do offer
de(i5ery2 t*ere may .e some sa5in%s if t*e de(i5ery is initiated from t*e (oca( point of
presence7
)rust Bui(din% &trate%iesG 4y.rid firms *a5e en*anced opportunities to .ui(d trust due to
t*eir p*ysica( presence in t*e markets t*ey ser5e7 A common(y cited impediment to
21
on(ine s*oppin% is consumersT(ack of trust in t*e (e%itimacy of t*e He.J.ased store7 )*e
fact t*at t*ere is a reco%ni9ed p*ysica( entity reduces t*e percei5ed risk t*at t*e 5irtua(
site is a fake7 Moreo5er2 consumersF percei5ed risks may .e (ower since t*ere is an easy
to access (ocation to w*ic* %oods can .e returned or comp(aints can .e re%istered7
Additiona((y2 .usinesses in community can .e em.edded in a 5ariety of socia( networks
(e7%7 in t*e c*am.er of commerce2 or as a sponsor of yout* or%ani9ations#2 w*ic* can
en*ance trust (&teinfie(d2 Ma*(er and Bauer2 1DDDE &teinfie(d and H*itten2 2"""#7
Accordin% to 3rano5etter (1DB#2 suc* em.eddedness is often considered a pro.(em .y
economists2 w*o ar%ue t*at w*en economic e:c*an%e is determined .y socia( re(ations2
inefficient a((ocation of resources can resu(t7 4owe5er2 *e a(so notes t*at socia( re(ations
often faci(itate trust2 permittin% e:c*an%es wit*out e:pensi5e contracts or (e%a( fees and
t*ere.y reducin% costs7 $iMa%%io and >ouc* (1DDB# s*ow t*at2 particu(ar(y for risky
transactions2 consumers are (ike(y to re(y on socia( ties as a %o5ernance mec*anism7
&ocia( ties create o.(i%ations t*at can .e a powerfu( force for contro((in% opportunistic
.e*a5ior7
8onsumers in t*eir study were wi((in% to (imit t*eir c*oice of supp(iers for *i%*(y risky
purc*ases in order to purc*ase from someone wit* w*om t*ey knew or w*o was
recommended .y someone t*ey knew7 )o t*e e:tent t*at suc* persona( re(ations*ips are
more (ike(y to e:ist .etween %eo%rap*ica((y pro:imate .uyers and se((ers2 t*is 1D may .e
a counter5ai(in% force in e(ectronic commerce2 resu(tin% in a preference for doin%
.usiness wit* firms t*at are a(ready p*ysica((y present in t*e (oca( market2 at (east for
*i%* risk transactions7 4ence2 *y.rid firms t*at pursue t*is approac* wou(d re(y
e:tensi5e(y on t*eir p*ysica( presence and socia( em.eddedness to .ui(d trust2 and wou(d
feature t*ese forms of community connection prominent(y on t*eir 5irtua( c*anne(s7
22
Chapter
9
D'T' '-'46S,S
23
9. '-'46S,S )* T5( S+RV(6
T'B4( 9.": C)MP'-6 S,A(
Si?e of company -o of companies
&ma(( /
>ar%e 21
&ourceG Primary data
C5'RT 9.": C)MP'-6 S,A(
B/K
1,K
Company Si?e
(ar%e sma((
)*e respondents are from different companies out of w*ic* 1,K are from sma(( sca(e
companies and B/K are from (ar%e sca(e companies7
T'B4( 9.!: M)D( )* B+6,-G:
24
Mode of
=/ying
-ff(ine -n(ine Bot* 'ot app(ica.(e
-o of
companies
B D 1 A
&ourceG Primary data
C5'RT 9.!: M)D( )* B+6,-G:
onln! " 36#
o$n!" 32#
%o&'" 4#
No& A((l)*+l!" 28#
Mode of =/ying
,nference:
? !,K of t*e respondents .uy t*eir %ifts on(ine w*i(e !2K of t*e respondents .uy
off(ine7 /K of t*e respondents .uys eit*er on(ine or off(ine dependin% upon t*e
type of t*e %ift7 )*is =uestion is not app(ica.(e to 2BK of t*e respondents7
T'B4( 9.$: 'V(R'G( M)-(6 SP(-T P(R G,*T:
Money
spent in Rs &
Be(ow
""
""J1""" 1"""J1"" A.o5e 1"" 'ot
app(ica.(e
25
-o of
companies
B 1" 1 1
&ourceG Primary data
C5'RT 9.$: 'V(R'G( M)-(6 SP(-T P(R G,*T:
G
"
1
2
!
/

,
A
B
D
1"
'verage money spent per gift
-o of companies
,nference:
? A2K of t*e companies prefer to spend eit*er .e(ow "" or ""J1"""rs for .uyin%
%ifts for t*eir emp(oyees7
? -n(y BK of t*e companies are ready to spend a.o5e 1"""rs7
T'B4( 9.9: -'T+R( )* G,*TS:
26
-at/re of gifts -n(y sweets 3ift 5ouc*ers Products Mi:ed
-o of
companies
/ D A
&ourceG Primary data
C5'RT 9.9: -'T+R( )* G,*TS:
on(y &weets
3ift coupons
Products
Mi:ed
" 1 2 ! / , A B D
-at/re of gifts

,nference:
? !,Kof t*e companies prefer to %i5e %ift 5ouc*ers or coupons to t*eir emp(oyees7
? 1,K of t*e companies %i5e on(y sweets to t*eir emp(oyees7
? Products suc* as .a%s2 tJs*irts2 watc*es2 crysta( work2 *ome
App(iances etc were %i5en .y 2BK of t*e companies7
T'B4( 9.#: M'0)R G,*T,-G )CC'S,)-:
27
)ccasion -n(y
$iwa(i
-n(y
'ew
year
Bot* diwa(i
and new
year
$iwa(i2 new
year and
Ayut*a pooja
HomenCs
day
-o of
companies
! A , A 2
&ourceG Primary data
C5'RT 9.#: M'0)R G,*T,-G )CC'S,)-:
-n(y $iwa(i
-n(y 'ew year
Bot* diwa(i and new year
$iwa(i2 new year and Ayut*a pooja
HomenCs day
0 1 2 3 4 5 6 7
Major gifting occasions
No o, )o-(*n!.
,nference:
? 2BK of t*e companies %ift t*eir emp(oyees on ayut*a pooja7
? -n(y manufacturin% companies %ifts t*eir emp(oyees on ayut*a pooja7
? !,K of t*e companies %ift t*eir emp(oyees on diwa(i7
? 2K of t*e companies %ift t*eir emp(oyees on 'ew Year7
9.; B(-C5M'R2,-G )* C)RP)R'T( G,*T,-G 3(BS,T(S:
28
Benc*markin% is t*e process of comparin% oneFs .usiness processes
and performance metrics to industry .ests or .est practices from ot*er
companies7 >ikewise2 .enc*markin% was carried out wit* ot*er corporate
%iftin% on(ine we.sites7 More t*an 2" companiesC we.sites were ana(y9ed to
(earn a.out t*eir corporate %iftin% practices7 )*e fo((owin% ta.(e %i5es t*e
detai(s of t*e .enc*markin% of different companies7
)a.(e /7,G Benc*markin%G
8ompany
'ame
$o t*ey
*a5e
corpora
te
%iftin%
$o t*ey
pro5ide
ser5ice
in india
)ypes of
c*oc(ate
s
c(ient
detai(s
Positio
n of
corpora
te
%iftin%
in
we.site
A.o5e
t*e
fo(d
Be(ow
t*e
fo(d
)ype of
%ifts
Pro5ide
d
<n=uir
y
;orm
www79oroy7co
m
Yes Yes
>o%o2Bo
u=uet23i
ft .o:
3oo%(e2
.osc*2
)V&2wi
pro2etc
Ri%*t
)op
corner
$escri
ption
of 83
and
picture
s
&amp(
e
Pictur
es and
c(ient
detai(s
8*oco(
ates and
;(owers
Yes
www7%odi5a7co
m
Yes 'o
3ift
.o:2>o%
o
'ot
Mentio
ned
Ri%*t
)op
corner
$escri
ption
of 83
and
picture
s
$isco
unt
$etai(
s
-n(y
8*oco(
ates
'o
www75o%esc*o
co(ate7com
Yes 'o
3ift
.o:es
'ot
Mentio
ned
Ri%*t
)op
corner
$escri
ption
of 83
and a
picture
Pictur
es of
differe
nt
types
of
c*oco(
ates
-n(y
8*oco(
ates
Yes
www7c*ocomi9
e7com
Yes 'o
4ot
c*oco(at
e on
spoon2Pe
rsona(ise
d
c*oco(at
es
'ot
Mentio
ned
Ri%*t
)op
corner
$escri
ption
and
Pictur
es
Pictur
es of
differe
nt
types
of
c*oco(
ates
c*oco(a
tes and
3ift
8ertific
ates
'o
29
www7c*oco(ate
mantra7com
Yes(H*
o(esa(e#
Yes
raisins2or
an%e23e
ms
'ot
Mentio
ned
Ri%*t
)op
corner
Pictur
es of
c*oco(
ates
wit*
prices
8*oco
(ate
Pics P
Prices
and
testim
onia(s
-n(y
8*oco(
ates
'o
www7infi.eam7
com
'o 'A 'A 'A 'A 'A 'A
Assorte
d
'A
www7c*oco(ate
city7in
'o 'A 'A 'A 'A 'A 'A
-n(y
8*oco(
ates
'A
www7c*ocos*o
p7in
Yes Yes
3ift
.o:es
'ot
Mentio
ned
Ri%*t
)op
corner
3rid
View
of
c*oc(a
tes
3rid
5iew
contin
uation
-n(y
8*oco(
ates
'o
www7mon%inis7
net
Yes Yes
3ift
.o:es2B
ou=uets
'ot
Mentio
ned
Ri%*t
)op
corner
$escri
ption
of 83
Pictur
es of
ot*er
%ifts
8*oco(
ates2cak
es2cook
ies
'o
www7c*oco(ics7
com
Yes Yes
>o%o23if
t .o:es
)ata2)it
an2>ak
me2Ren
au(t24$
;82etc
>isted
(eft
*and
side
$escri
ption2
>inks
of
c(ients
Pictur
es of
(o%o
<m.os
sed
c*oc(a
ts
-n(y
8*oco(
ates
'o
www7moks*ac*
oco(ates7com
Yes Yes
3ift
.o:es2(o
%o
'ot
Mentio
ned
>isted
(eft
*and
side
$escri
ption
of 83
Pictur
es of
%ift
.o:es
wit*
prices
-n(y
8*oco(
ates
'o
www7c*ocoswi
s7com
Yes Yes
(o%o2%ift
.o:es
B(ue$a
rt2>uft*
ansa2I.
m etc7
Midd(e
)a.
$escri
ption
a.out
t*eir
83
Pictur
es of
c*oc(a
tes
-n(y
8*oco(
ates
'o
www7c*oco(ik7
com
'o 'A 'A 'A 'A 'A 'A
-n(y
8*oco(
ates
'A
www7c*ocoa(ac
arte7com
Yes Yes
$esi%ner
c*oco(at
es
'ot
Mentio
ned
Midd(e
)a.
$escri
ption
a.out
83
Pictur
es of
c*oco(
ates
-n(y
8*oco(
ates
'o
www7c*oco(atej
unction7in
Yes Yes
!
packa%es
are
mention
ed
'ot
Mentio
ned
&eparat
e Bo:
at t*e
midd(e
$escri
ption
a.out
83
and
contac
t
num.e
r
8ontin
uation
of
descri
ption
-n(y
8*oco(
ates
'o
www7c*ocopost
7in
Yes Yes 'ot
Mention
ed
'ot
Mentio
ned
'o
&eparat
e ta.
$escri
ption
a.out
8ontin
uation
of
-n(y
8*oco(
ates
'o
30
83
descri
ption
www7t*ecorpor
atec*oco(ate7co
m
Yes Yes
Assorted
c*oco(at
e .o:es
'ot
Mentio
ned
'o
&eparat
e
ta.7$is
p(ayed
under
product
s
3rid
View
of
c*oc(a
tes
3rid
5iew
contin
uation
-n(y
8*oco(
ates
Yes
www7kreati5ec
*oco(ates7in
Yes Yes
>o%o23if
t .o:es
5(cc2Ma
*indra2I
'35ys
ya23ion
ee277
(isted
under
3iftin%
so(ution
s .e(ow
t*e fo(d
$escri
ption
of 83
<n=uir
y form
8akes
and
c*oco(a
tes
Yes
www7.rown.ite
c*oco(ates7com
'o 'A 'A 'A 'A 'A 'A
-n(y
8*oco(
ates
'A
www7c*oco(ate
de(*i7com
Yes Yes
8ustomi
9ed
c*oco(at
e .o:es
'ot
Mentio
ned
>eft
side of
t*e
pa%e
$escri
ption
of 83
'i((
-n(y
8*oco(
ates
'o
www7c*oco(atet
emptation7com
Yes Yes
>o%o28u
stomi9ed
%ift
.o:es
'ot
Mentio
ned
>eft
side of
t*e
pa%e
$escri
ption
wit*
picture
s
'i((
-n(y
8*oco(
ates
'o
www7.randedca
ndy7com
Yes 'o
>o%o
<m.osse
d
'ot
Mentio
ned
'o
seperat
e ta.
'A 'A
-n(y
8*oco(
ates
'o
www7c*oko(a7i
n
Yes Yes
)ruff(es2
cups2.ar
s23ift
*ampers
'ot
Mentio
ned
'o
seperat
e
ta.7>ist
ed
under
%ift
*amper
s
'A 'A
8akes
and
8*oco(
ates
Yes
Ta=le 9.<: Position of corporate gifting on @e=site:
Position on
@e=site
Ri%*t corner >eft side Midd(e 'o ta. 'ot
app(ica.(e
-o of
companies
A / ! /
&ourceG Benc*markin% data
Chart 9.;: Position of corporate gifting on @e=site:
31
0
1
2
3
4
5
6
7
8
Position )f CG )n 3e=site
No of companies
,nference:
? !"K of t*e companies *a5e t*eir corporate %iftin% option on t*eir ri%*t corner of
t*e we.site7
? 1AK of t*e companies *a5e t*eir corporate %iftin% option on t*eir (eft corner of
t*e we.site7
? 21K of t*e companies *a5e t*eir corporate %iftin% option on midd(e of t*e
we.site7
Ta=le 9.B: Types of gifts:
Types of
gifts
Assorted 8*oco(ates
P3ift
certificates
8*oco(ates
Pcakes
8*oco(ates
Pf(owers
-n(y
c*oco(ates
-o of
companies
1 1 ! 1 1A
&ourceG Benc*markin% data
Chart 9.<: Types of gifts:
32
-n(y c*oc(ates
c*oco(atesPf(owers
c*oco(ates P cakes
c*oco(ates P3ift cerfticates
Assorted
1A
1
!
1
1
Types of gifts
'o of 8ompanies
,nference:
? A!K of t*e companies *a5e on(y c*oco(ates as %ifts7
? 1!K of t*e companies *a5e c*oco(ates P cakes as %ifts7
Ta=le 9.B: (nC/iry form:
<n=uiry form A5ai(a.(e 'ot a5ai(a.(e 'ot app(ica.(e
'o of companies 1/ /
&ourceG Benc*markin% data
Chart 9.D: (nC/iry form:
33
22#
61#
17#
Enquiry Form
A/*l*+l! No& A/*l*+l! No& A((l)*+l!
,nference:
? ,1K of t*e companies donCt *a5e an en=uiry form a.out corporate %iftin% =ueries
in t*eir we.sites7
? 22K of t*e companies *a5e an en=uiry form a.out corporate %iftin% =ueries in
t*eir we.sites7
9.< M'R2(T P)T(-T,'4 )* -R, S(GM(-T:
'RI customers form a major part in %iftin% practices7 )*ey fre=uent(y %ift t*eir fami(y
mem.ers2 friends in India from different parts of t*e wor(d7 ;irst we found out t*e
countries w*ere 'RICs are dense(y popu(ated and t*en we ana(y9ed t*eir %iftin% nature
and practices7 ;rom t*e ana(ysis we formu(ated different ways to tar%et t*em7 )*e
fo((owin% is t*e (ist of countries w*ere 'RICs are dense(y popu(ated7
8*art /71"G 'RI popu(ationsG
34
0
500000
1000000
1500000
2000000
2500000
-R, Pop/lation
NRI 0o(1l*&on
&ourceG &econdary data
9.B P)P+4'R S)C,'4 M(D,' S,T(S 'M)-G -R,ES:
&ocia( Media marketin% p(ays a 5ita( ro(e in tar%etin% t*e 'RI se%ment7 &o a
detai(ed study on t*eir socia( media .e*a5ior was carried out7 )*e fo((owin%
%rap* s*ows t*e different socia( media usa%e of different countries w*ere
'RICs are dense(y popu(ated7
Chart 9."%: Social media /sage Singapore&:
35
face.ook
twitter
(inkedin
youtu.e
pinterest
" "7 1 17 2 27 ! !7 /
Singapore

+sers in million
Social media
&ourceG &econdary data
Chart 9."": Social media /sage Malaysia&:
;ace.ook Youtu.e )witter >inkedin )um.(r Pinterest
13
8
3.5
1 0.97
0.78
Malaysia
@sers in mi((ion
36
&ourceG &econdary data
Chart 9."!: Social media /sage +S'&:
&ourceG &econdary data
37
,nference:
? ;ace.ook2 twitter2 You)u.e are t*e most used socia( media we.sites .y t*e 'RICs7
? >inkedIn are most(y used .y t*e professiona( 'RICs7
? )um.(r and pinterest were famous in @&A and Ma(aysia7
Chapter
#
*,-D,-GS7 R(C)MM(-D'T,)-S '-D
C)-C4+T,)-
38
7
#." *,-D,-GS:
Corporate gifting practices:
? A2K of t*e companies prefer to spend eit*er .e(ow "" or ""J1"""rs for .uyin%
%ifts for t*eir emp(oyees7 -n(y BK of t*e companies are ready to spend a.o5e
1"""rs7
? 2BK of t*e companies %ift t*eir emp(oyees on ayut*a pooja7 !,K of t*e
companies %ift t*eir emp(oyees on diwa(i7 2K of t*e companies %ift t*eir
emp(oyees on 'ew Year7
? A(( t*e Manufacturin% companies %ifts t*eir emp(oyees on ayut*a pooja7
? !,Kof t*e companies prefer to %i5e %ift 5ouc*ers or coupons to t*eir emp(oyees7
1,K of t*e companies %i5e on(y sweets to t*eir emp(oyees7 Products suc* as .a%s2
tJs*irts2 watc*es2 crysta( work2 *ome app(iances etc were %i5en .y 2BK of t*e
companies7
? &ode:o and 3ift 5ouc*ers were used .y many companies to ensure t*at2 t*eir
emp(oyeesC .uys accordin% to t*eir wis*7
? 8ompanies (ike PayPa(2 4ewitt associates and )cs do not %ift Products2 so t*ey
donCt *a5e any ot*er option t*an sweets and 8*oco(ates7 )*ese companies are our
prospects7
? Most of t*e companies %ift t*eir emp(oyees accordin% to t*eir nature of work7 &o
t*e c*ances of .uyin% mu(tip(e products are *i%*7
? !,Kof t*e companies prefer to .uy on(ine since it makes t*e work Procurement
department easier7 ;or companies w*ic* .uy off(ine2 we s*ou(d create awareness
of on(ine .uyin% and a(so t*e .enefits of it7
? 8ompanies (ike Vodafone w*o (ook to promote t*eir .randin%2 w*ate5er products
t*ey .uy as %ifts2 wou(d (ike to print t*eir company name on it and issue as t*eir
own company products7 Products (ike tea cups2 tJs*irts2 pen2 note pad etc7 w*ic*
t*ey issue to t*eir emp(oyees wi(( *a5e t*eir company name printed on it7 )*ey
are our perfect tar%ets for our (o%o c*oco(ates7
? Most of t*e respondents say t*at t*ey c(ose t*e dea( t*rou%* 4inked,n7
39
Benchmarking:
? !"K of t*e companies *a5e t*eir corporate %iftin% option on t*e ri%*t corner of
t*eir we.site71AK of t*e companies *a5e t*eir corporate %iftin% option on t*e (eft
corner of t*eir we.site721K of t*e companies *a5e t*e corporate %iftin% option on
midd(e of t*eir we.site7
? &ome of t*e companies *a5e an en=uiry form2 w*ic* *e(ps in answerin% t*e
customer =ueries7
? Most of t*e companies *a5e disp(ayed t*e names of t*eir c(ients in t*eir we.sites7
? A!K of t*e companies *a5e on(y c*oco(ates as %ifts and1!K of t*e companies
*a5e c*oco(ates P cakes as %ifts7
Market potential of -R, segment:
? @A<2 @Q P @&A are t*e top t*ree countries w*ere 'RICs dense(y popu(ated7
? Most of t*e Indians in @A< work as donCt use on(ine %iftin% porta(s to %ift t*eir
fami(ies since t*e awareness is (ess7
? In @&A P @Q most of t*e Indians do prefer .uyin% on(ine %ifts often for t*eir
friends and fami(y in India7
? &in%apore2 Ma(aysia2 8anada and Austra(ia are t*e ot*er countries w*ere 'RICs
dense(y popu(ated7
? ;ace.ook2 twitter2 You)u.e are t*e most used socia( media we.sites .y t*e 'RICs7
? >inkedIn are most(y used .y t*e professiona( 'RICs7
? )um.(r and pinterest were famous in @&A and Ma(aysia7
? )*e fo((owin% are t*e )op 1" 'RI 5isited we.sites (A(e:a Rankin%#
• www7rediff7com
• www7e:pressindia7com
• www7nrio(7com
• www7s*adi7com
• www7su(ek*a7com
• www7%aramc*ai7com
• www7indiatimes7com
• www7.*aratmatrimony7com
• www7indiafm7com
• www7makemytrip7com
40
? Most of t*e information were s*ared amon% t*e 'RICs t*rou%* ;ace.ook
community pa%es2 twitter %roups and %roup mai(s7
#.! R(C)MM(-D'T,)-S:
? ;ocus on 8ompanies (ike PayPa(2 4ewitt associates and )cs w*ic* do not %ift
p*ysica( Products2 .ecause t*ey donCt *a5e any ot*er option t*an sweets and
8*oco(ates7 &o dea( can .e easi(y c(osed in t*ese types of companies7
? !,K of t*e companies prefer to %i5e %ift 5ouc*ers to t*eir emp(oyees to ensure
t*at2 t*eir emp(oyeesC .uys accordin% to t*eir wis*7 &o2 c*oco(ateteddies7com can
come up wit* t*eir own %ift 5ouc*ers to tap t*ese &e%ments7 It cou(d .e a no5e(
met*od of %iftin% emp(oyees7
? D2K of t*e companies %ift t*eir emp(oyees durin% diwa(i and 'ew Year7 &o t*e
marketin% towards corporate s*ou(d .e 5i%orous durin% -cto.er to $ecem.er7
-n(y Manufacturin% 8ompanies %ifts t*eir emp(oyees durin% ayut*a Pooja2 so itCs
.etter to tar%et on(y t*ese companies durin% &eptem.er and -cto.er7
? Most of t*e respondents say t*at t*ey c(ose t*e dea( t*rou%* 4inked,n7 &o it is
mandatory to open a premium account in >inkedIn and to contact t*e decision
makers direct(y t*rou%* inmai( option7 )*rou%* t*is option c*oco(ateteddies7com
can direct(y *a5e contact wit* t*e decision makers and it wi(( .e easier to c(ose
t*e dea(7
? !,K of t*e companies prefer to .uy on(ine since it makes t*e work of t*e
Procurement department easier7 ;or companies w*ic* .uy off(ine2
c*oco(ateteddies7com s*ou(d create awareness of on(ine .uyin% and a(so t*e
.enefits of it7
? A2K of t*e companies prefer to spend eit*er .e(ow "" or ""J1"""rs for .uyin%
%ifts for t*eir emp(oyees7 &o t*e price ran%e of t*e products s*ou(d .e p(aced
accordin%(y7
? 8*oco(ateteddies7com s*ou(d *a5e an en=uiry form in t*e we.site w*ic* wi(( *e(p
t*e customers to c(arify t*eir dou.ts7
? He.site *as to .e comp(ete(y re5amped to attract t*e customers7
41
? Participatin% and &ponsorin% <5ents 8onducted .y 'RICs wi(( create awareness
a.out c*oco(ateteddies7com w*ic* wi(( make t*em use t*e porta( to .uy %ifts for
t*eir fami(y and friends in India7
? 8*oco(ateteddies7com s*ou(d .e acti5e in ;ace.ook community pa%es and twitter
'RI %roups7
? 8*oco(ateteddies7com s*ou(d post .(o%s and p(ace ads in we.sites (ike su(ek*a2
sify2 )imes of India etc w*ic* are *i%*(y used .y t*e 'RICs7
#.$ C)-C4+S,)-:
)*is study pro5ides me an opportunity to %ain in dept* know(ed%e in corporate %iftin%
cu(ture and t*e on(ine purc*ase .e*a5ior of 'RICs7 A(so I c(ear(y understood t*at t*e
.uyin% .e*a5iors of t*e customers are inc(inin% towards on(ine purc*asin%7 )*is in fact is
a positi5e si%n for c*oco(ateteddies7com w*ic* wi(( increase t*eir customer .ase and
sa(es7 )*e ro(e of socia( media a(so p(ays a major ro(e in t*e pre5ai(in% market7 Hit* !!
mi((ion uni=ue 5isitors India ranks se5ent* in t*e wor(d as far as t*e use of socia( media
is concerned7 Youn% peop(e constitutes .y far t*e (ar%est proportion of socia( media
consumers and t*erefore constitute an important tar%et se%ment for c*oco(ateteddies7com7
As t*ese socia( network communities en%a%e in con5ersations wit* ot*er peop(e t*rou%*
we.2 data t*at ref(ects t*eir interests2 opinions2 assessments and fee(in%s are %enerated7
)*erefore2 socia( networkin% media are a usefu( source t*at companies (isten in order to
understand t*eir consumers7

42
'PP(-D,C(S
Market Research on Corporate Gifting Practices and Development of a
Marketing Plan to Target Corporate Segment
Vuestionnaire for 8orporate persons to understand t*eir %iftin% practices
'AM<G
8-MPA'Y 'AM<G
$<&I3'A)I-'G
1# In t*e (ast , mont*s *ow many times you %ifted ur emp(oyeesM c(ientsU
a# >ess t*an 2
.# 2J/ times
c# /J, times
d# More t*an ,
2# H*at kind of products you most(y preferU
a# 3ift 5ouc*ers
.# &weets
c# P*ysica( products
43
d# mi:ed
!# H*at kind of c*anne( do you prefer to .uy %ifts to your emp(oyeesU
a# -ff(ine
.# on(ine
/# H*o are your major %ift 5endorsU
# -n an a5era%e2 *ow muc* do you spend on %iftin% per emp(oyeeU( a5era%e money
spent Munit of %ift#
a# Be(ow "" rs
.# ""J1""" rs
c# 1"""J1"" rs
d# A.o5e 1"" rs
,# 4a5e you %i5en any c*oco(ate kind of %ifts anytime to some of your emp(oyees or
c(ientsU
a# yes
.# no
A# If you want to %ift c*oco(ate items2 in w*at ran%e of price2 do you (ike to spend
per %iftU
A5era%e money spent Munit of c*oco(ate %iftU
a# Be(ow 1"" rs
.# 1""J2" rs
c# 2"J"" rs
d# A.o5e "" rs
B# H*ere do you .e%in your searc* for a %iftU on(ineMoff(ine
If on(ine w*ereU
If off(ine *owU
1"# 8an u name some on(ine corporate %iftin% porta(sU
11# 4a5e u e5er p(aced orders wit* on(ine %iftin% porta(sU
12# Major occasions Me5ents u %ifted in t*e (ast financia( year7
a# $iwa(i
.# 'ew year
c# Ayut*a pooja
d# HomenCs day
1!# $o you *a5e any contracts wit* any of your supp(iersU
a# Yes
44
.# 'o
1/# $o you wis* to %et new product updates t*rou%* emai( news(ettersU
a# Yes
.# 'o
1# $o you wis* to %et %ift consu(tin% from we.sitesU
a# Yes
.# 'o
R(*(R(-C(S
1# Marketin% Mana%ement By P*i(ip Qot(er2 1/
t*
edition Pa%e no /
2# Market Researc* By 'ares* Q Ma(*otra ,
t*
edition pa%e no ,A2 1"!2 1A"
!# www7c*oco(ateteddies7com
/# *ttpGMMwww7ukessays7comMessaysMmarketin%MconsumerJ.uyin%J.e*a5iorJtowardsJ
c*oco(atesJmarketin%Jessay7p*p
# *ttpGMMwww7o*su7eduM:dMa.outMser5icesMinte%rityMcoiM%iftsMup(oadM488AJ3iftsJ
&ur5ey7pdf
,# *ttpGMMwww7pare:ce((encema%a9ine7comMt*eJ(u:uryJmarketJ.usinessMnewJ%iftin%J
studyJwi((J%i5eJdirectionJonJt*eJfutureJofJ%iftJpurc*asesJandJs*oppin%7*tm(
A# *ttpGMMen7wikipedia7or%MwikiMPrimaryWresearc*
B# *ttpGMMen7wikipedia7or%MwikiM&econdaryWresearc*
D# *ttpGMM.usinesstoday7intoday7inMstoryMcorporateJ%iftsM1M2/2217*tm(
1"# *ttpGMMen7wikipedia7or%MwikiM$escripti5eWresearc*
11# *ttpGMMori7**s7%o5MeducationMproductsMsdsuMresWdes17*tm
12# *ttpGMMen7wikipedia7or%MwikiM'onJresidentWIndianWandWpersonWofWIndianWori%in
1!# *ttpGMMmoia7%o57inMwritereaddataMpdfM'RI&PI-&J$ata(1J",J12#new7pdf
1/# *ttpGMMwww7manfromindia7comM2""AM11MnriJmarketin%Jstrate%y7*tm(
1# *ttpGMMwww7pewinternet7or%MfactJs*eetsMsocia(Jnetworkin%JfactJs*eetM
1,# *ttpGMMwww7=uora7comMMarketin%MH*atsJt*eJ.estJwayJtoJmarketJspecifica((yJtoJ
'onJresidentJIndians
1A# *ttpGMMwww7isps=uas*7comM(inkWnriWindiancommunities7*tm
1B# *ttpGMMtrak7inMta%sM.usinessM2"1"M"/M1/MnonJresidentJindianJnriJstatisticsJ2"1"M
1D# *ttpGMMcreati5e7su(ek*a7comMtopJ1"JnriJ5isitedJsitesJon(ineJmarketin%J
%uideW1BADD"W.(o%
45

doc_994020372.docx
 

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