Description
Industry is the production of an economic good or service within an economy. Manufacturing industry became a key sector of production and labour in European and North American countries during the Industrial Revolution, upsetting previous mercantile and feudal economies.
EXECUTIVE SUMMARY
This study is based on a research which was done in order to know the awareness and usage of the people toward internet. Mainly this study was focused on the urban people who are lived in the place like Bhubaneswar and much more educated than the rural people. Under this I tried to find out that out of the total sample how many are aware about internet, how many use internet regularly, how many using occasionally (Before 1 month), internet owner and non-users. For this study I follow certain process of market research. I had the sample of 64 respondents. For the collection of data I took first 45 respondents as random sampling and for the rest 22 I adopted purposive sampling.
TABLE OF CONTENT CHAPTER-1
[AN OVERVIEW OF INDUSTRY CONCERN]
? 1.1 Introduction to the industry ? 1.2 World scenario ? 1.3 Indian scenario ? 1.4 Growth of internet in India ? 1.5 Recent trends ? 1.6 Problems ? 1.7 Growth of Internet in urban market ? 1.8 Industry scenario in particular area
CHAPTER-2
? 2.1
[COMPANY PROFILE] About the company
? 2.2 Sectors it Research
? 2.3 Different units of IMRB international ? 2.4 Networks of IMRB ? 2.5 Vision & Mission of the company ? 2.6 SWOT analysis of the company ? 2.7 Approaches towards company
CHAPTER-3 [PRODUCT & TECHNOLOGY]
? 3.1 About the customer
CHAPTER – 4
[RESEARCH DESIGN & METHODOLOGY]
? 4.1 Objective of the study ? 4.2 Area of the study ? 4.3 Methodology ? 4.4 Sources of Data ? 4.5 Limitation of the study
CHAPTER- 5
[DATA ANALYSIS & INTERPRETATION]
? 5.1 Data analysis & interpretation
CHAPTER-6 CHAPTER- 7 CHAPTER- 8 CHAPTER- 9
LITERATURE REVIEW [FINDINGS] [SUGGESION & RECOMMENDATION] [CONCLUSION]
CHAPTER- 10 CHAPTER- 11
[BIBLIOGRAPHY] [APPENDIX]
CHPTER – I
AN OVERVIEW OF INDUSTRY CONCERN
?1.1 INTRODUCTION TO THE INDUSTRY:
Until the last few centuries there were two main revolutions the industrial revolution and the industrial revolution transformed our society from agricultural based and the Electronic revolution transformed our society from mechanical to electronic based. This 21st century is the beginning of new revolution i.e. network revolution. It interconnects different parts of the world together and the concept of globalization came in to existence. The internet is the engine of the revolution and e-commerce is the fuel. The idea of conducting business transactions through internet is an integral part of many businesses for several decades. But due to the advancement of internet technology and advanced cryptographic technique e-commerce came into picture. Now-a-days everything depends upon technology; without technology it is quiet difficult to move forward. With this development in technology first computer had introduced. After that internet came into picture in the year of 1990. Before the introduction of internet each and every activity such as, education, marketing, hospitality, communication etc had been occurred but after internet all these activity are performed in the online basis like; online communication, shopping, education, entertainment, online gaming. Mainly internet makes the life much more comfortable.
Previously internet was only used in the corporate, higher government offices and higher educational institutions but now in every field including home, small organizations, primary schools, and colleges’ internet is widely accepted. It is not that only educated person are using internet but also the housewives, school students, college students, working women, older person are using internet.
?1.2 WORLD SCENARIO:
In the 1950s and early 1960s, prior to the widespread inter-networking that led to the Internet, most communication networks were limited in that they only allowed communications between the stations on the network. Some networks, had gateways or bridges between them, but these bridges were often limited or built specifically for a single use. Before the wide spread of internetworking that led to the Internet, most communication networks were limited by their nature to only allow communications between the stations on the local network and the prevalent computer networking method was based on the central mainframe computer model. Several research programs began to explore and articulate principles of networking between physically separate networks, leading to the development of the packet switching model of digital networking. Before the wide spread of internetworking that led to the Internet, most communication networks were limited by their nature to only allow communications between the stations on the local network and the prevalent computer networking method was based on the central mainframe computer model. Several research programs began to explore and articulate principles of networking between physically separate networks, leading to the development of the packet switching model of digital networking. Following commercialization and introduction of privately run Internet service providers in the 1980s, and the Internet's expansion for popular use in the 1990s, the Internet has had a drastic impact on culture and commerce. This includes the rise of near instant communication by electronic mail (e-mail), text based discussion forums, and the World Wide Web.
Internet was first use by the company ---------. After that most of the companies focused on various usefulness and advancement of internet and came with more developed ideas. Today the companies like BSNL, AIRTEL, RELIANCE, TATA INDICOME, SIFY, VSNL, and other local companies provides the internet service across the globe.
?1.3 INTERNET IN INDIA:
Internet first came to India in the year of 1995, Aug 14 and VSNL introduces internet in India via dialup in 6 cities. After that more or less it put its impact on the Indian people. As India is a highly populated country; so it was quiet difficult to increase the awareness about internet in India. Again most of the people are uneducated. But with the time span the internet slowly catches the fire. India has witnessed continuous growth in the Internet adoption in certain sections of society predominant patterns exists mostly in urban areas. Internet users have started utilizing this technology not merely for information search or communication but also for leisure activities. Different online applications like entertainment – gaming, movies and music as well as user generated content on the web have made Internet a virtual world. Over the web, users are interacting, learning and building relationships. Rural areas of the country, however, have just started to recognize the importance of this medium. Various technological developments are redefining options of accessing the Internet. These technologies are expected to play a vital role in enabling improved adoption of the Internet across different geographies. The emerging technologies such as WiMAX, 3G and WiBro promise to provide last mile connectivity and allow new access points such as PDAs and kiosks. Internet provides various upcoming events to the urban as well as to the rural people, but it a major problem in India that most of the people even in the urban areas are not literate. So the growth of internet in India is in a steady path.
?1.4 GROWTH OF INTERNET IN INDIA:
India is the second highest populated country in the world. In this country approximately 573 million of the total populations are educated. One of the main reason that internet has slow growth in India is the literacy. To know and use internet a person must have the knowledge of computer and everything depends upon the basic education, with that the person required some English knowledge. But in India the 70% of the total population are educated out of which only 25% of people know English. For which only approximately 87 million (58%) of people know about computer, which is a biggest problem in India.
TOTAL POPULATION – apprx.818mn*
TOTAL LITRATE POPULAION – apprx.573mn*
TOTAL ENGLISH KNOWING – apprx.149*
TOTAL COMPUTER LITERATE – apprx.87mn*
?1.5 RECENT TRENDS:
Now the technology is increasing day by bay. There are lot of services available through internet . The use of internet is also grow up in different sectors. Many difficult work can done through internet in now a days so this is a survey to know the awareness about computer and internet in India.
?1.6 PROBLEMS:
Some of the limitations of internet creates problem for the companies and the consumers, likeslow internet connection cause difficulties for consumers. Likewise companies build complicated or overly large web page. Internet users may struggle to download the information. Internet marketing devoid shoppers to touch, smell, taste or try tangible goods before making an online purchase. Last but not the least, for both companies and the consumers that participation in online business, security concerns hesitate to buy items over the internet because they don’t trust that their personal information will remain private/ secrete. Recently most companies doing online business have been caught for giving the information about their customers. Some companies that buy customer information even after giving option to individual have their information removed from the database, such information are being shared and transferred between companies which customers are unaware of.
?1.7 GROWTH OF INTEWRNET IN URBAN MARKET:
The whole markets are of two types i.e. urban and rural market. In India most of the people are live in urban. This study is mainly based on the urban households. Of the total population of India apprx.250mn*of people live in the urban areas. Out of this total people apprx.82% are literate and about 42% are speaking English. It is one of the main reason that most people don’t know computer and internet. To use internet one must have to operate computer. As urban Internet penetration reaches a saturated level there is a need for innovative information delivery which could ensure increase in the time spent on the Internet. User generated content such as blogs; TLC (Trying out, links and communities) could help in increasing time spent over the Internet (i.e. conversion of light users to heavy Internet users). Other critical utility applications like E-commerce could help in furthering Internet non-users towards adopting this medium. 128 Mn of the urban population has not adopted the medium due to non-familiarity with English language, which forms the potential target segment for usage of vernacular content on the web. The usage of internet is mainly depends on pc literate and English knowledge. So it is the reason why most of the urban as well as rural people are not aware about internet.
TOTAL POPULATION – apprx.818 mn*
TOTAL URBAN POPULATION – apprx.250mn*
TOTAL URBAN LITERATE POPULATION – apprx.205mn*
TOTAL URBAN ENGLISH SPEAKING POPULATION – apprx.86mn*
TOTAL URBAN COMPUTER LITERATE- apprx.85mn as (SEPTEMBER-2008)
So this study mainly aims to draw a clear map on the awareness, behavior and usage of internet by the urban households and also to know the growth of internet in Indian urban households. It is a part of a syndicated study conducted annually by IMRB International (International Marketing Research Burro) in association with IAMAI.
?1.8 INDUSTRY SCENARIO IN THE PERTICULAR AREA:
This study was constrained in the urban place. For that we perform this research in the place of Bhubaneswar. As it is an urban place and most of the people are educated so it is obvious that maximum people must aware about internet. Also many of them are students of various fields. By looking this most of the companies are came to Bhubaneswar and provides the internet service to all kinds of people. Even if the total population in this place is……….. But most of the major players like- BSNL, Reliance, Airtel, Tata indicome, VSNL etc and also the Local Cable operator like- Ortel exists to provides internet service to different area of people. Even if all the telecom sectors provides a way of internet service but the local cable operator is the top competitor for these companies. Most of the people in this place are- students (Btech, Engineering, medical, mca, mba, diploma and other graduates & postgraduates), corporate people, sales executives, researchers, govt. employees and other working people. So all these internet service companies came in to picture in order to provide a bit of improved internet service and stay in the market place in this area. How ever all these companies provides the service but most of the people prefer to go for local internet service provider. This is because of certain reason like- speed, different schemes & plans, price, sales service, after sales service, connectivity and others. Even if some people using the internet services of these MNCs but majority of the population are going for the ortel (local internet provider). For that these major companies come up with new technology and better services in order to move ahead from the small companies in the place of BHUBANESWAR.
CHPTER – II
COMPANY PROFILE
?2.1 ABOUT THE COMPANY:
IMRB – “International Marketing Research Bureau” is one of the leading marketing research organizations not only in India but also throughout the globe. I conduct various types of research on several types of product and Services. In private sector as well as Govt. of research on several types of product and Services. In private sector as well as
govt. Sector IMRB International has been offering over 35 years of specialist research services to clients in India and overseas on products and Services covering the entire gamut of business and industry. It is a marketing research company in South Asia. It was established in 1971. IMRB is a part of the Kantar Group, the research & consulting division of WPP. It is associated with a group of international market companies such as the 'British Market Research Bureau (BMRB)' & 'Millward Brown International' With over 1200 full time staff, IMRB provides high quality, strategic thinking, execution conceptualization, and interpretation skills. IMRB International is the only research company in India that offers such a wide range of research based services to its clients. IMRB International's specialized areas includes consumer market research both quantitative and qualitative, industrial market research,business to business market research, social & rural market research, media research, retail research, & consumer panels. IMRB International today, Operates out of its five full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information that literally span the entire country. It is able to provide the highest quality
of professional services to the utmost satisfaction of his clients which include the small, medium and large scale industries, the government and public sector units, multinational corporations and international companies that are eyeing the highly promising Indian market. In India, IMRB International has five full service offices and fifteen field offices. IMRB research supports 40 of the top 50 brands in the country.
?2.2 SECTORS IT RESEARCH:
IMRB International has been the pioneer in conducting market research exercises for several sectors. Today, there is hardly any sector that IMRB International hasn't researched. From potato wafers to PCs, cigarette to cellular phones, alcohol to air conditioners and bubble gums to building materials just name it and it has researched all these. Agriculture, agro-products, alcohol, automotive, building and construction, consumer durables, distribution/retail trade, household care, IT/Internet, industry and business, media & Entertainment, social & rural and govt. tobacco, Engineering sector, Education sector, foods, sports goods & accessories, health care, finance/Banking & Insurance, Energy & Environ-ment, Telecom, Processed Beverage, cosmetic & Personal care, Kids product, out wears/clothing/Footwear/Accessories, Office products & services, (non IT/non Telecom), Paper products, Machinery, Services, Travel & tourism, Utilities and Infrastructure, FMCG products and many more.
?2.3 DIFFERENT UNITS OF-IMRB INTERNATIONAL:
IMRB International has eight specialist units:
? Probe Qualitative Research (PQR) ? Social and Rural Research Institute (SRI) ? Media & Panel Group ? CSMM : Partners in Managing Stakeholder Relationships ? BIRD : Research-based Consultancy for B2B and Technology Markets ? eTechnology Group@IMRB ? IMRB MindTech Systems: Software development house
? Abacus Research- Data Processing House of the world. Probe Qualitative Research (PQR)
Probe Qualitative Research is one of India's leading qualitative research group & has executives specially trained in India and overseas in qualitative research methods. Drawing on learning from ethnography, psychology and anthropology, PQR has created an array of validated tool-kits for product innovation, communication and brand development.
Social and Rural Research Institute (SRI)
It specializes in social research and in conducting research on emerging rural markets. It has staff with special expertise in conducting Knowledge, Attitudes & Practice (KAP), Studies on health and sanitation, water, environment and other fields, in India as well as internationally.
Media and Panel Group
The media and panel group of IMRB Inter- national is a pioneer in the field of media research in India. The Group also runs one of the world’s largest household panels, with over 70,000 households in urban and rural India, chronicling changing consumption habits across the country.
CSMM: Partners in Managing Stakeholder Relationship
It is an independent, specialist unit of IMRB International & the exclusive member of the Walker Global Network (WGN) for the Indian subcontinent. As a specialist unit of IMRB International, CSMM provides the widest field coverage with five full service offices and 15 field offices in Delhi, Calcutta, Mumbai, Chennai, Bangalore, Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar, Lucknow, Indore & Ludhiana. CSMM services clients in India and neighboring countries (Sri Lanka, Bangladesh, Pakistan and Nepal) & this diverse network has made CSMM the leading provider of stakeholder products and services in South Asia. In addition through its associates, AMRB, headquarters in Dubai & operating through out
the Middle East and North Africa, provides Walker proprietor Tools throughout the region.
BIRD: Research-based Consultancy for B2B and Technology markets
It is a Research based consultancy arm – B2B and technology markets. Operating out of four locations in India, viz., Mumbai, New Delhi, Bangalore & Chennai, BIRD has been advising clients from India and across the globe since the last 35 years.
eTech Group @ IMRB
As technology evolves and creates new opportunities; barriers to progress continue to arise. Some problems are technical, economic or policy-related, while the hardest combine all three aspects in any country. It is the continuous link with the industry and constant monitoring that has given us capabilities of understanding the movement of technologies markets. The eTechn
Group@IMRB constantly monitors technology trends in IT, Internet, Telecom and Convergence Space helping Indian and International companies alike. It also has a partnership with Yankee Group USA to representing the Indian market.
IMRB MindTech Systems - Software development House
A client servicing oriented specialized software unit of Media & Panel, Mumbai facilitating solutions to critical business questions. MindTech Systems has been providing business solutions since 2000 and has thus acquired an extensive expertise in Market Research applications. Having based ourselves on the features demanded by large no. of companies, we have created innovative, user-friendly applications. Our solutions help clients to convert marketing research knowledge into actions.
?2.4 NETWORKS OF IMRB INTRNATIONAL:
IMRB International is a division of Hindustan Thompson Associates (HTA) in India. IMRB is part of the Kantar Group, the information, insight and consultancy wing of the WPP Group.
WPP is one of the world's largest communications services groups, employing 110,000 people in own and associate companies, working in over 2,000 offices in 106 countries. WPP comprises leading companies in:
• • • • • • • •
Advertising Media Investment Management Information, Insight & Consultancy Public Relations and Public Affairs Branding & Identity Healthcare Communications Direct, Promotion & Relationship Marketing Specialist Communications Within WPP, clients have access to companies of all the necessary marketing and
communications skills. This offers clients a comprehensive and, when appropriate, integrated range of communications services.
OTHER ASSOCIATES:
IMRB International has acted as a catalyst in the development of market research infrastructure in neighboring countries. We work with associate companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market Research Bureau), and through affiliates in Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and Myanmar.
?2.5 VISION & MISION OF IMRB INTERNATIONAL:
Like every organization IMRB has its own vision & mission. Some of these are as follows;
VISION
?
To stand in first position among all the research organization which it has achieved for last 2 years. Appreciated by the general public and its client. To set a target for all other research organization. Targeted by talented people.
? ? ?
MISSION
? ? ? ?
Provide better service to its clients. Innovative research strategy. Empowered potential employee. Time as well as cost efficiency.
?2.6 SWOT ANALYSIS OF THE COMPANY:
STRENGTHS
• • • • •
It provides perfect data as per the clients’ requirement. It adopts innovative research ideas always. It trains it enumerator in appropriate manner. It is much more reliable than others as per success of companies. Lastly it gives clients satisfaction.
WEAKNESS • • • Some enumerators can not bring perfect data up to the requirement. So it needs to be checked. Most of the time respondents didn’t want to give time due to the length of the questionnaires. Again most of the respondents don’t want to give all the response and the fact things about them. OPPORTUNITY • • • Company can conducts more research by uninterrupted services and good It can be more lovable by the clients by giving more appropriate data. Now-a-days every company interested for the research. coverage.
THREAT • • Threat from biasness while collecting the data for research like respondents gave us partially wrong data as they thought that we were from govt. sector to check the BPL list. Many of the respondents thought as the sales person of any company or the agents of insurance company and that is the reason, they didn’t give the responses.
?2.7 APPROACHES TOWARDS COMPANY:
I did my study under IMRB International. My ultimate job was, to know the perception and preference of people towards internet; i.e. how many of them are aware about internet and how many use internets. Everyday I have to visit 15 household to collect the data and try to know what they feel about internet usage. To collecting the data we have to give brief information about the research to the respondents. Everyday we collected the data and submitted these to the company. According to the study and quota allocated we had move different places. Many at a time we felt lots of problem but apart from that we put our best to make this study an effective one. There was also some important role of the team leaders who guided us in each and every stage of the study. We always contact them when ever we face any problem in collecting the data.
CHAPTER- III
PRODUCT AND TECHNOLOGY
?3.1 ABOUT THE CUSTOMER:
In the urban place like Bhubaneswar many people are well educated and working in various multinational companies. Most of the MNCs are come to this place in order to perform their business and personal work. so they are more aware about the computer,
CHAPTER-IV
RESEARCH DESIGN AND METHODOLOGY
?4.1 OBJECTIVE OF THE STUDY:
Each & every study has some objective. Without any objective there is no Some of the objectives of this study are as follows; . 1. 2. Different types of internet users out of the total population. Which is the internet service provider in that area people like most?
study.
3. Occupation level of the people who are using internet. 4. How many people are aware about computer and internet.
?4.2 AREA OF THE STUDY:
Taking on the consideration of these objectives we started our study under IMRB international. With the help of this organization we started the study in the urban area. According to the instruction we have done this study in the district of ‘Bhubaneswar’ only. We have collected the relevant data about the awareness and usage of internet among the people. For that we cover three places in Bhubaneswar. These are; IRC village jayadevbihar, unit-9, samantraypur. We visit the require number of households in that part and collect the relevant data from them. According to the study we only cover the household by neglecting all the cyber cafés, student mess, hostels, shops and other offices.
? 4.3 RESEARCH METHODOLOGY:
To make my project a complete one and an efficient one I have obtained some sampling techniques for the completion of research work. The whole Bhubaneswar city is taken as the
urban area and the sample units are taken area wise. The sampling technique of random sampling followed by purposive sampling is applied for the research work. ? To maintain database which would contains person profile like name, address, contact no. To get back to those prospect who are really interested in the job.
?
In marketing research no two list are exactly identical, but there is a single procedure that can be followed in all investigation. However, the general procedure followed now days is applicable to most projects. Some of the step are inter related, some overlap & some are unnecessary in most project. The steps in marketing research are: 1. 2. 3. 4. 5. 6. 7. 8. 9. Research problem identification. Defining research problem. Identification of variables. Development of hypothesis. Designing the research instrument. Conducting research study. Organize & analyze the data. Research problem solution. Present and Use Market Research Findings.
The first basic step was to define the Marketing problem in specific term. This include ascertainment of the company competition , this share in the market , characteristic to compete with major competitor acceptance, pricing, policies, distribution channel etc. The next step was to conduct situation analysis. It involved getting acquainted with the Company, its business, its product, market environment, advertising, etc through extensive formal investigation which
consisted of talking to people outside the company as well as the company official, the customer distribution etc. The next was to determine the information needed in specific. This depended a lot on the nature of product. The objective is to get better people & to satisfy customer need. No less important
was the determination of the source of information both primary & secondary data source has been used here to obtain more accurate information’s & results. Primary data have been collected through questionnaires & interviews of nearly 500 Households in which our sample size is 67 households.
?4.4 RESEACH DESIGN:
This is based on customer research design is the arrangement of connection and analysis of data in manner that aim to combine relevance to the research purpose with economy in procedure. The research design specifies the method of data collection & data analysis. The design of research happens to be in respect of: 1) What is the study about? 2) Where will the study is carried out? 3) What will be the sample size?
The study is planned carefully with respect to source of information be consult anted & collected. The entire question is related to the topic. Size of sample is 500.So it cluster sampling Followed by random sampling and purposive sampling where first 350 sampling is done by random and next are done by purposive sampling according o the quota control. A well designed
procedure was prepared to carry the research in a smooth manner .Several steps of the research procedure are described under following headings.
? SAMPLING ? LISTING ? QUOTA CONTROL ? FACE TO FACE INTERVIEW
• 4.4.1 SAMPLING
Sampling is an important part of the business research process. It is the part of the total population. Although it is a subset, and representative of the total population, we have selected this because it is ideal for research in terms of cost, convince and time. The process of taking the sample from a total or whole population by using several sampling technique is called as sampling.
•
4.4.2 LISTING
Listing is the process where the entire selected sample are listed or noted. To make a list of those 67 Households we adopt the right hand rule (RHR). According to this we had given a starting address and from that we consider all the households of our right hand side as per the technique. We had noted the name of the respondent to whom we meet at the first time in that household during the interview. But for that we have to taken into consideration of the age of the
respective respondent. We had to consider the age between 12 – 65 years of the respondents. Upto the grid listing we had collected certain data about them and their household, etc.
In the Grid listing; we had collected the data regarding the family members of that respondent. Such as; name, age, gender, educational background, marital status, and other computer & internet knowledge and usage etc.
WHY LISTING WAS NECESSARY FOR US?
Listing is necessary for us due to certain reason. Such as; To find the require respondents for the study. To know the age limit of the respondents and their family members. To find the active internet user who is using internet within last 1 Month. month but using before one month.
? ? ?
? To find the claim internet user who is not using internet within last 1
4.4.3 QUOTA CONTROL
Quota is something that has assigned before the research programmed to take that compulsory in the sampling process to meet the requirement of the research. Quota is one type of judgment sampling. So we had to select the cluster according to the quota control. The quota assigned for different types of internet users are as follows;
? Active internet user. (using internet within 1month) ? Claim internet user.(not using within 1 month but once in his life time) ? Internet owner. (Who take all decision for connection)
PERCENTAGE ALLOCACATED FOR THE QUOTA
? Active internet user ---------32 ? Claim internet user ---------- 2 ? Internet owner --------------- 8
WHY QUOTA IS NECESSARY FOR THIS RESEARCH?
Quota always plays a vital role especially in this kind of research. We need various types of data from several kinds of person. Quotas allocated for different types of internet user are described as follows; a) We came to know how many people don’t know computer, so as internet. b) How many of them know computer but not internet. c) How many know the use of internet and use regularly. d) To find how many people take the decision for the internet connection. e) How many people using internet once in their life time.
•
1.5.4 INTERVIEW PRCEDURE
By considering these quotas we find the require respondents. We adopt two types of sampling methods for this study. These are discussed as follows; 1. RANDOM SAMPLING 2. PURPOSIVE SAMPLING
1. RANDOM SAMPLING:
Random sampling is one of the sampling methods which refer to the technique through which a sample of people is selected randomly. In this study the first 45 households are taken for the random sampling in order to know their responses.
According to our study we adopt a technique in which we had to skip three household after a successful interview of a household. Then again we started interviewing of the fifth one. In this way we covered all the eligible respondents throughout this study under random sampling. We also follow the right hand rule (RHR) under the random sampling to collect a successful data.
2.
PURPOSIVE SAMPLING:
It is another type of sampling method, in which all the eligible respondents are selected from the respective area without follow any random method and right hand rule. In other words; in this we can select any household according to our requirement from that area.We had taken this technique for the rest 22 households in our study. The purposive sampling was adopted in order to save the cost, time and ultimately to fulfill the required quotas. For the interview a sophisticated questionnaire was prepared which was some how a lengthy one. It was asked to respondents very carefully and cordially. All the response was very important for this study and every response was noted down. Most of the time we faced lots of problem but we take all of those as an experience and try to make a cordial relationship with the respondents through which we can get our required data or responses.
? 4.5 SOURCES OF DATA OR DATA COLLECTION METHOD:
For the completion of this project I have taken only the help of the primary data .
PRIMARY DATA:-
For the selection of primary data I have obtained the sampling techniques and the perception and response of each sample unit is included. We obtained the data through direct communication with respondents in one form and through personal interviews. There are several
method of collecting primary data, particularly in survey and descriptive research. In every research and study it is very much important and essential to collect primary data. For that I visited some of the places as allotted to me. Collecting data is some how difficult but I put my best to collect the require data from the respondents. For that I had give all the information about this study, like - why these data are collected? What we will do with this data? What is their benefit? And so on. Very carefully I collect the data from the respondents. In this study we had to follow-up certain guide lines to overcome the wrong and unnecessary data. Like the SECSocio Economic The Socio Economic Classification suggests the Social and Economical background of various respondents. The SEC generally are of five types. Such as; A, B, C, D & E. The SEC ‘A’ again divided as, A 1 & A2 same as SEC ‘B’ into B1, B2. According to our study we had to consider only those households having the SEC- A (A 1 & A2), B (B1 & B2) and C. the SEC ‘D’ & ‘E’ are used only in the metro cities. As Bhubaneswar is not considering as a metro city so that only A, B, C SEC had considered in this study. It was necessary for this study because from that we had found which household fall under which class. All this was necessary to know the purchasing capacity of the respondents. We had not found the SEC of each and every respondent, rather the SEC of the CWE (Chief Wage Earner) had only taken into consideration. We said CWE to that person who financially contributes most to the family.
? 1.7 LIMITATIONS OF THE STUDY:
The exploratory nature of this study results in several limitations that future studies can address. The first most obstacle for this study was most of the respondents are not aware about
internet. Again the respondents feel uneasy to give all the information about them to us. They don’t know what a survey is or study is all about; for that we had to give some idea regarding this study and try to give some feelings for their benefits. Most of the people also said, “We don’t have any internet connection, so that we don’t give any data to you”. Some also said they don’t know internet even computer. Most of them had no time for us. Many women don’t want to give data to us. Again some said what’s our benefit is. Even most of the respondents feeling bad when we ask some questions related to their family, household and monthly income. According to them, as it was an internet research that’s why we had to ask only those questions related to the internet. ? In our data collection time we had faced one memorable & strange incident which we never expected. In our very first day of data collection We faced a Person who is a dean of such & such institute. When we started asking questions to him at first he gave data of those questions that we asked but when we asked some questions related to their household durables & monthly income, suddenly he felt angry and said why we asked these types questions as these are not of the research questions. We tried a lot to convince them but he replay, “why should I give all information to you, you may be the member of Daud Ibrahim group”. To assure him we showed our identity proof and clarify why these data are important for us, even if he took our questionnaire from us and said let me confirm first then I will give it back to you. most of the people thought by giving these information they may be faced the Income Tax. At some time the respondents were giving inappropriate data by thinking that we were there for rectifying the voter identity. So all the data collected was not 100% right. So many of this type of problem were faced by us throughout the data collection. So for a study there are lots of problems come on the way which oppose the study.
? 1.8 CONCLUSION OF THE STUDY:
From this we conclude that this study or research most help the organization in the long run. The organization most knows his defaults, problems, inefficiency and takes necessary steps on this. Also can know the market size of internet- how many people aware about internet, how many of them use computer as well as internet. Out of them what percent of people regularly accesses internet and how many uses very less. What is the total population don’t know internet even computer also. How many take all the decision about the internet starting from the connection till to the error or problem. Also the organization can ascertain various reasons for the unawareness of computer as well as internet. And by knowing computer why the people are not using internet. What are the reasons that most people felt they don’t need internet. By knowing all these facts and information the company may take any steps to increase the awareness and usage of Internet.The Company can identify his potential customers from the area wise segmentation. The manufacturing organization will produce his product after the market research and who is the competitor of the organization that also know from this research study.
CHAPTER- V
DATA ANALYSIS AND
INTERPRETATION
Types of internet user Active internet user
No. of respondents 32
% of respondents 47.76%
Internet owner
8
11.94%
Claim internet user
2
2.99%
Non-users
30
44.78%
TABLE-1
• Different type of approaches of respondents towards internet use in the sample.
35 30 25 20 15 10 5 0
Active internet user claim internet user internet owner
Non-user
INTERPRETATION:
From the above table it is interpreted that 41.79% of people are using internet regularly, whereas only 2.99% using internet occasionally. Only 11.94% of the sample taking all the decision about internet (from taking connection to the repair & also using). The major thing is that 52.24% of people are not using internet although they are aware of it but due to certain reason they are not interested towards internet use.
TABLE-2
•
Penetration of internet providing companies within these 8 internet holders.
Types of internet provider
No. of internet holder
% of internet holder
BSNL
3
37.50%
Local cable operator(ortel)
4
50%
Others
1
12.50%
5 BSNL 4 3 2 others 1 0 Local cable operator(ortel)
INTERPRETATION:
From the above table it is interpreted that; 50% of people are using internet connection from local cable operator (ortel), whereas 37.50% taking the connection from BSNL. The rest 12.50% using some other brands like- Airtel, Reliance, Tata indicom etc. Here local cable is the top competitor of the other branded internet service provider.
TABLE -3
•
No. of different segments of internet users according to their internet uses.
Segment of internet user School children
Total no. of user 2
% of internet user 6.26%
College going student Young man
12 10
37.50% 31.25%
older man
3
9.38%
Working woman
3
9.38%
Non-working woman
2
6.26%
14 12 10 8 6 4 2 0
School children college going student Youngman Older man Working woman Non-working woman Series7
INTERPRETATION:
From the above it is interpreted that education is the most important source to know internet. The people feel that internet is only requiring for the educated and employed people. For that, 37.50% people (college student) are known about internet. Whereas; 31.25% of young people know the use of internet. The least percentage of housewives and the school children (6.26%) are known about internet. Due to certain reason most of the housewives and school children are not aware about internet.
? LITERATURE VIEW OF THE STUDY 3.1 INTRODUCTION
Research is the process of collecting and analyzing information about the customers you want to reach, called your target market. This information provides you with the business intelligence you need to make informed decisions. Market research can help you create a business plan, launch a new product or service, fine tune your existing products and services, expand into new markets, develop an advertising campaign, set prices, and/or select a business location. Market research and marketing research are often confused. 'Market research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market’ research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "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 specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."American Marketing association - Official Definition of Marketing Research Obviously, this is a very long and involved definition of marketing research "Marketing research is about researching the whole of a company's marketing process."
What Is Market Research?
In its broadest definition, market research includes everything that provides information about your current or potential markets. The three broadest categories are shown below.
Researching current customers:
Customer research can define what types of people are using your products or services, for what purpose, in what situation, and with what attitudes and opinions. Almost any aspects
of a company’s business can be researched to ensure the best possible operations are in place, be it basic processes management, complex niche branding development, or the strategic reduction in customer churn or lost value.
SOME EXAMPLES OF MARKET RESEARCH:
In essence, research is used to find out whatever it is that the marketer needs to know to make decisions about how to market a product or service. These decisions include advertising and promotion, product design, packaging, pricing levels - all the activities aimed at optimising the profitability of a product in its available market. Just a few examples include… ? New product or service development ? Advertising assessment ? Customer satisfaction research ? Customer commitment research ? Brand assessment and development ? Customer usage and attitudes ? Product testing ? Advertising or promotion recall ? Mystery shopping ? Consumer brain-storming and concept development ? Optimum price assessments
? Non-customer acquisition research ? Consumer diaries ? Retail audits ? Tracking studies ? Brand/company image research ? Government or political research ? Advertising and publishing research ? Brand equity tracking, brand equity ? Employee satisfaction and commitment ? Shopping behavior ? Media usage
3.2 MARKET RESEARCH PROCESS:
Market research, like many other components of marketing, can be quite simple or very complex. You might conduct simple market research such as including a questionnaire in your customer bills to gather demographic information about your customers. On the more complex side, you might engage a professional market research firm to conduct primary research to aid you in developing a marketing strategy to launch a new product. Regardless of the simplicity or complexity of your marketing research project, you will benefit by reviewing the following steps in the market research process. 10. 11. Research problem identification. Defining research problem.
12. 13. 14. 15. 16. 17. 18.
Identification of variables. Development of hypothesis. Designing the research instrument. Conducting research study. Organize & analyze the data. Research problem solution. Present and Use Market Research Findings.
These are certain steps on the basis of which market research can be done.
3.3 METHODS OF MARKET RESEARCH:
While there are many ways to perform market research, most businesses use one or more of five basic methods: surveys, focus groups, personal interviews, observation, and field trials. The type of data you need and how much money you’re willing to spend will determine which techniques you choose for;
1.
SURVEYS.
• With concise and straightforward questionnaires, you can analyze a sample group that
represents your target market. The larger the sample, the more reliable your results will be.
• In-person surveys are one-on-one interviews typically conducted in high-traffic locations such as
shopping malls. They allow you to present people with samples of products, packaging, or
advertising and gather immediate feedback. In-person surveys can generate response rates of more than 90 percent, but they are costly. With the time and labor involved, the tab for an inperson survey can run as high as $100 per interview.
• Telephone surveys are less expensive than in-person surveys, but costlier than mail. However,
due to consumer resistance to relentless telemarketing, convincing people to participate in phone surveys has grown increasingly difficult. Telephone surveys generally yield response rates of 50 to 60 percent.
• Mail surveys are a relatively inexpensive way to reach a broad audience. They're much cheaper
than in-person and phone surveys, but they only generate response rates of 3 percent to 15 percent. Despite the low return, mail surveys remain a cost-effective choice for small businesses.
• Online surveys usually generate unpredictable response rates and unreliable data, because you
have no control over the pool of respondents. But an online survey is a simple, inexpensive way to collect anecdotal evidence and gather customer opinions and preferences.
2. FOCUS GROUPS.
In focus groups, a moderator uses a scripted series of questions or topics to lead a discussion among a group of people. These sessions take place at neutral locations, usually at facilities with videotaping equipment and an observation room with one-way mirrors. A focus group usually lasts one to two hours, and it takes at least three groups to get balanced results.
3.PERSONAL INTERVIEWS.
Like focus groups, personal interviews include unstructured, open-ended questions. They usually last for about an hour and are typically recorded. Focus groups and personal interviews provide more subjective data than surveys. The results are not statistically reliable, which means that they usually don't represent a large enough segment of the population. Nevertheless, focus groups and interviews yield valuable insights into customer attitudes and are excellent ways to uncover issues related to new products or service development.
4. OBSERVATION.
Individual responses to surveys and focus groups are sometimes at odds with people's actual behavior. When you observe consumers in action by videotaping them in stores, at work, or at home, you can observe how they buy or use a product. This gives you a more accurate picture of customers' usage habits and shopping patterns.
5. FIELD TRIALS.
Placing a new product in selected stores to test customer response under real-life selling conditions can help you make product modifications, adjust prices, or improve packaging. Small business owners should try to establish rapport with local store owners and Web sites that can help them test their products.
CHAPTER - IV
? 4.1 PROJECT DESCRIPTION:
As Orissa is an agricultural state, in this maximum no. of people are lived in the villages. So for that they didn’t get the actual benefit & use of the internet. Again India is a developing country. With this technology are also developing. For that internet usage is most important in today’s life. Out of the total population what ever living in urban area are taking interest towards internet. Most of the urban people know about internet and the interest goes-up day by day; because they know- what is the importance of internet now-a-days. For that we conducted this study and collected data from the urban households about their perception and usage of internet. It was not an easy task to collect the data and for which I have to visit different places in the city like Bhubaneswar. We had a
discussion on some important factors to carry the research in a careful manner. These key factors are described under following headings; ? Active internet user. ? Claim internet user. ? Internet owner. ? Non-user of internet. ? Perception & preference of people towards internet. ? Demographic segments. It seems as easy task but it is really difficult to collect the data from the households as far as this study is concern. For a successful research and awareness we had to divide the urban area into a number of segments in equal geographical distribution. I have three places according to above discussed distribution. As far as the project is concern it aims towards to get direct response from the respondents and to disseminate awareness among the people about internet. Except this it also has various aims like preference towards internet, purchasing capacity of respondents, fulfill the respondents expectation etc.
4.1 FINDINGS
? I-CUBE has been conducted to know the awareness and usage of internet in india. ? In this research showcards has been used which can be easily understandable by the respondent.
? Socio-economic classification played a vital role to know the social and economic standard of people. ? In sampling technique,random sampling is the best method to avoid biasness among the respondent. ? The proportion of internet users to the total population above age of 12 and proportion of internet users to the total literate population is also not very encouraging. ? The main reason for lack of internet use was found to be lack of awareness of the use of medium. ? 37% of all internet users prefer to access internet from cybercafé,as against 27% from office and 26%from home. ? According to I-CUBE 11.94% of respondents in the urban taking decision about internet like installation,repair and use also. ? Most of the people in the urban are taking connection from local cable provider because of the good service and after sales support. ? 62.5% of people have taken Broadband connection due to its speed connection and customer care service. ? According to I-CUBE 30% of people in rural using internet for information search related to agricultural product and online-communication.
? The lack of internet user in rural was found to be lack of awareness and they need guidance for using internet.
4.2 SUGGESTION
? It will be better to launch some internet awareness programme in rural urban areas. ? Community service centers should be opened in rural.
? Reasons for not using internet should be carefully watched.
? IMRB should be targeted by top talents.
? It should focus more on clients for better output.
? Innovative research strategies should be employed for better effectiveness.
? The cost of internet per individual in rural should be minimized.
? Some enumeraters cannot bring perfect data up to the requirement,so it need to be checked.
CHAPTER-V
5.1 CONCLUSION
As Per as the project is concern it is a market research for a internet awareness and usage. It aims at understanding and examining the market place in which the company will going to operate. This research will help the organization devise effective business policies and market strategies. All the analyzed data like market size, financial source, influence factors, problems in the existing internet providing companies will play a vital role in company’s success. Today; most organizations use market research to gain an advantage over their competitors. So this market research study can help the client or organization to better understand processes, products, customers, markets and competitions. Such a study can also help the organization to identify policies, strategies and tactics and the awareness of the urban people and their uses of internet that will most likely to succeed in the competitive market environment.
doc_564106601.doc
Industry is the production of an economic good or service within an economy. Manufacturing industry became a key sector of production and labour in European and North American countries during the Industrial Revolution, upsetting previous mercantile and feudal economies.
EXECUTIVE SUMMARY
This study is based on a research which was done in order to know the awareness and usage of the people toward internet. Mainly this study was focused on the urban people who are lived in the place like Bhubaneswar and much more educated than the rural people. Under this I tried to find out that out of the total sample how many are aware about internet, how many use internet regularly, how many using occasionally (Before 1 month), internet owner and non-users. For this study I follow certain process of market research. I had the sample of 64 respondents. For the collection of data I took first 45 respondents as random sampling and for the rest 22 I adopted purposive sampling.
TABLE OF CONTENT CHAPTER-1
[AN OVERVIEW OF INDUSTRY CONCERN]
? 1.1 Introduction to the industry ? 1.2 World scenario ? 1.3 Indian scenario ? 1.4 Growth of internet in India ? 1.5 Recent trends ? 1.6 Problems ? 1.7 Growth of Internet in urban market ? 1.8 Industry scenario in particular area
CHAPTER-2
? 2.1
[COMPANY PROFILE] About the company
? 2.2 Sectors it Research
? 2.3 Different units of IMRB international ? 2.4 Networks of IMRB ? 2.5 Vision & Mission of the company ? 2.6 SWOT analysis of the company ? 2.7 Approaches towards company
CHAPTER-3 [PRODUCT & TECHNOLOGY]
? 3.1 About the customer
CHAPTER – 4
[RESEARCH DESIGN & METHODOLOGY]
? 4.1 Objective of the study ? 4.2 Area of the study ? 4.3 Methodology ? 4.4 Sources of Data ? 4.5 Limitation of the study
CHAPTER- 5
[DATA ANALYSIS & INTERPRETATION]
? 5.1 Data analysis & interpretation
CHAPTER-6 CHAPTER- 7 CHAPTER- 8 CHAPTER- 9
LITERATURE REVIEW [FINDINGS] [SUGGESION & RECOMMENDATION] [CONCLUSION]
CHAPTER- 10 CHAPTER- 11
[BIBLIOGRAPHY] [APPENDIX]
CHPTER – I
AN OVERVIEW OF INDUSTRY CONCERN
?1.1 INTRODUCTION TO THE INDUSTRY:
Until the last few centuries there were two main revolutions the industrial revolution and the industrial revolution transformed our society from agricultural based and the Electronic revolution transformed our society from mechanical to electronic based. This 21st century is the beginning of new revolution i.e. network revolution. It interconnects different parts of the world together and the concept of globalization came in to existence. The internet is the engine of the revolution and e-commerce is the fuel. The idea of conducting business transactions through internet is an integral part of many businesses for several decades. But due to the advancement of internet technology and advanced cryptographic technique e-commerce came into picture. Now-a-days everything depends upon technology; without technology it is quiet difficult to move forward. With this development in technology first computer had introduced. After that internet came into picture in the year of 1990. Before the introduction of internet each and every activity such as, education, marketing, hospitality, communication etc had been occurred but after internet all these activity are performed in the online basis like; online communication, shopping, education, entertainment, online gaming. Mainly internet makes the life much more comfortable.
Previously internet was only used in the corporate, higher government offices and higher educational institutions but now in every field including home, small organizations, primary schools, and colleges’ internet is widely accepted. It is not that only educated person are using internet but also the housewives, school students, college students, working women, older person are using internet.
?1.2 WORLD SCENARIO:
In the 1950s and early 1960s, prior to the widespread inter-networking that led to the Internet, most communication networks were limited in that they only allowed communications between the stations on the network. Some networks, had gateways or bridges between them, but these bridges were often limited or built specifically for a single use. Before the wide spread of internetworking that led to the Internet, most communication networks were limited by their nature to only allow communications between the stations on the local network and the prevalent computer networking method was based on the central mainframe computer model. Several research programs began to explore and articulate principles of networking between physically separate networks, leading to the development of the packet switching model of digital networking. Before the wide spread of internetworking that led to the Internet, most communication networks were limited by their nature to only allow communications between the stations on the local network and the prevalent computer networking method was based on the central mainframe computer model. Several research programs began to explore and articulate principles of networking between physically separate networks, leading to the development of the packet switching model of digital networking. Following commercialization and introduction of privately run Internet service providers in the 1980s, and the Internet's expansion for popular use in the 1990s, the Internet has had a drastic impact on culture and commerce. This includes the rise of near instant communication by electronic mail (e-mail), text based discussion forums, and the World Wide Web.
Internet was first use by the company ---------. After that most of the companies focused on various usefulness and advancement of internet and came with more developed ideas. Today the companies like BSNL, AIRTEL, RELIANCE, TATA INDICOME, SIFY, VSNL, and other local companies provides the internet service across the globe.
?1.3 INTERNET IN INDIA:
Internet first came to India in the year of 1995, Aug 14 and VSNL introduces internet in India via dialup in 6 cities. After that more or less it put its impact on the Indian people. As India is a highly populated country; so it was quiet difficult to increase the awareness about internet in India. Again most of the people are uneducated. But with the time span the internet slowly catches the fire. India has witnessed continuous growth in the Internet adoption in certain sections of society predominant patterns exists mostly in urban areas. Internet users have started utilizing this technology not merely for information search or communication but also for leisure activities. Different online applications like entertainment – gaming, movies and music as well as user generated content on the web have made Internet a virtual world. Over the web, users are interacting, learning and building relationships. Rural areas of the country, however, have just started to recognize the importance of this medium. Various technological developments are redefining options of accessing the Internet. These technologies are expected to play a vital role in enabling improved adoption of the Internet across different geographies. The emerging technologies such as WiMAX, 3G and WiBro promise to provide last mile connectivity and allow new access points such as PDAs and kiosks. Internet provides various upcoming events to the urban as well as to the rural people, but it a major problem in India that most of the people even in the urban areas are not literate. So the growth of internet in India is in a steady path.
?1.4 GROWTH OF INTERNET IN INDIA:
India is the second highest populated country in the world. In this country approximately 573 million of the total populations are educated. One of the main reason that internet has slow growth in India is the literacy. To know and use internet a person must have the knowledge of computer and everything depends upon the basic education, with that the person required some English knowledge. But in India the 70% of the total population are educated out of which only 25% of people know English. For which only approximately 87 million (58%) of people know about computer, which is a biggest problem in India.
TOTAL POPULATION – apprx.818mn*
TOTAL LITRATE POPULAION – apprx.573mn*
TOTAL ENGLISH KNOWING – apprx.149*
TOTAL COMPUTER LITERATE – apprx.87mn*
?1.5 RECENT TRENDS:
Now the technology is increasing day by bay. There are lot of services available through internet . The use of internet is also grow up in different sectors. Many difficult work can done through internet in now a days so this is a survey to know the awareness about computer and internet in India.
?1.6 PROBLEMS:
Some of the limitations of internet creates problem for the companies and the consumers, likeslow internet connection cause difficulties for consumers. Likewise companies build complicated or overly large web page. Internet users may struggle to download the information. Internet marketing devoid shoppers to touch, smell, taste or try tangible goods before making an online purchase. Last but not the least, for both companies and the consumers that participation in online business, security concerns hesitate to buy items over the internet because they don’t trust that their personal information will remain private/ secrete. Recently most companies doing online business have been caught for giving the information about their customers. Some companies that buy customer information even after giving option to individual have their information removed from the database, such information are being shared and transferred between companies which customers are unaware of.
?1.7 GROWTH OF INTEWRNET IN URBAN MARKET:
The whole markets are of two types i.e. urban and rural market. In India most of the people are live in urban. This study is mainly based on the urban households. Of the total population of India apprx.250mn*of people live in the urban areas. Out of this total people apprx.82% are literate and about 42% are speaking English. It is one of the main reason that most people don’t know computer and internet. To use internet one must have to operate computer. As urban Internet penetration reaches a saturated level there is a need for innovative information delivery which could ensure increase in the time spent on the Internet. User generated content such as blogs; TLC (Trying out, links and communities) could help in increasing time spent over the Internet (i.e. conversion of light users to heavy Internet users). Other critical utility applications like E-commerce could help in furthering Internet non-users towards adopting this medium. 128 Mn of the urban population has not adopted the medium due to non-familiarity with English language, which forms the potential target segment for usage of vernacular content on the web. The usage of internet is mainly depends on pc literate and English knowledge. So it is the reason why most of the urban as well as rural people are not aware about internet.
TOTAL POPULATION – apprx.818 mn*
TOTAL URBAN POPULATION – apprx.250mn*
TOTAL URBAN LITERATE POPULATION – apprx.205mn*
TOTAL URBAN ENGLISH SPEAKING POPULATION – apprx.86mn*
TOTAL URBAN COMPUTER LITERATE- apprx.85mn as (SEPTEMBER-2008)
So this study mainly aims to draw a clear map on the awareness, behavior and usage of internet by the urban households and also to know the growth of internet in Indian urban households. It is a part of a syndicated study conducted annually by IMRB International (International Marketing Research Burro) in association with IAMAI.
?1.8 INDUSTRY SCENARIO IN THE PERTICULAR AREA:
This study was constrained in the urban place. For that we perform this research in the place of Bhubaneswar. As it is an urban place and most of the people are educated so it is obvious that maximum people must aware about internet. Also many of them are students of various fields. By looking this most of the companies are came to Bhubaneswar and provides the internet service to all kinds of people. Even if the total population in this place is……….. But most of the major players like- BSNL, Reliance, Airtel, Tata indicome, VSNL etc and also the Local Cable operator like- Ortel exists to provides internet service to different area of people. Even if all the telecom sectors provides a way of internet service but the local cable operator is the top competitor for these companies. Most of the people in this place are- students (Btech, Engineering, medical, mca, mba, diploma and other graduates & postgraduates), corporate people, sales executives, researchers, govt. employees and other working people. So all these internet service companies came in to picture in order to provide a bit of improved internet service and stay in the market place in this area. How ever all these companies provides the service but most of the people prefer to go for local internet service provider. This is because of certain reason like- speed, different schemes & plans, price, sales service, after sales service, connectivity and others. Even if some people using the internet services of these MNCs but majority of the population are going for the ortel (local internet provider). For that these major companies come up with new technology and better services in order to move ahead from the small companies in the place of BHUBANESWAR.
CHPTER – II
COMPANY PROFILE
?2.1 ABOUT THE COMPANY:
IMRB – “International Marketing Research Bureau” is one of the leading marketing research organizations not only in India but also throughout the globe. I conduct various types of research on several types of product and Services. In private sector as well as Govt. of research on several types of product and Services. In private sector as well as
govt. Sector IMRB International has been offering over 35 years of specialist research services to clients in India and overseas on products and Services covering the entire gamut of business and industry. It is a marketing research company in South Asia. It was established in 1971. IMRB is a part of the Kantar Group, the research & consulting division of WPP. It is associated with a group of international market companies such as the 'British Market Research Bureau (BMRB)' & 'Millward Brown International' With over 1200 full time staff, IMRB provides high quality, strategic thinking, execution conceptualization, and interpretation skills. IMRB International is the only research company in India that offers such a wide range of research based services to its clients. IMRB International's specialized areas includes consumer market research both quantitative and qualitative, industrial market research,business to business market research, social & rural market research, media research, retail research, & consumer panels. IMRB International today, Operates out of its five full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information that literally span the entire country. It is able to provide the highest quality
of professional services to the utmost satisfaction of his clients which include the small, medium and large scale industries, the government and public sector units, multinational corporations and international companies that are eyeing the highly promising Indian market. In India, IMRB International has five full service offices and fifteen field offices. IMRB research supports 40 of the top 50 brands in the country.
?2.2 SECTORS IT RESEARCH:
IMRB International has been the pioneer in conducting market research exercises for several sectors. Today, there is hardly any sector that IMRB International hasn't researched. From potato wafers to PCs, cigarette to cellular phones, alcohol to air conditioners and bubble gums to building materials just name it and it has researched all these. Agriculture, agro-products, alcohol, automotive, building and construction, consumer durables, distribution/retail trade, household care, IT/Internet, industry and business, media & Entertainment, social & rural and govt. tobacco, Engineering sector, Education sector, foods, sports goods & accessories, health care, finance/Banking & Insurance, Energy & Environ-ment, Telecom, Processed Beverage, cosmetic & Personal care, Kids product, out wears/clothing/Footwear/Accessories, Office products & services, (non IT/non Telecom), Paper products, Machinery, Services, Travel & tourism, Utilities and Infrastructure, FMCG products and many more.
?2.3 DIFFERENT UNITS OF-IMRB INTERNATIONAL:
IMRB International has eight specialist units:
? Probe Qualitative Research (PQR) ? Social and Rural Research Institute (SRI) ? Media & Panel Group ? CSMM : Partners in Managing Stakeholder Relationships ? BIRD : Research-based Consultancy for B2B and Technology Markets ? eTechnology Group@IMRB ? IMRB MindTech Systems: Software development house
? Abacus Research- Data Processing House of the world. Probe Qualitative Research (PQR)
Probe Qualitative Research is one of India's leading qualitative research group & has executives specially trained in India and overseas in qualitative research methods. Drawing on learning from ethnography, psychology and anthropology, PQR has created an array of validated tool-kits for product innovation, communication and brand development.
Social and Rural Research Institute (SRI)
It specializes in social research and in conducting research on emerging rural markets. It has staff with special expertise in conducting Knowledge, Attitudes & Practice (KAP), Studies on health and sanitation, water, environment and other fields, in India as well as internationally.
Media and Panel Group
The media and panel group of IMRB Inter- national is a pioneer in the field of media research in India. The Group also runs one of the world’s largest household panels, with over 70,000 households in urban and rural India, chronicling changing consumption habits across the country.
CSMM: Partners in Managing Stakeholder Relationship
It is an independent, specialist unit of IMRB International & the exclusive member of the Walker Global Network (WGN) for the Indian subcontinent. As a specialist unit of IMRB International, CSMM provides the widest field coverage with five full service offices and 15 field offices in Delhi, Calcutta, Mumbai, Chennai, Bangalore, Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar, Lucknow, Indore & Ludhiana. CSMM services clients in India and neighboring countries (Sri Lanka, Bangladesh, Pakistan and Nepal) & this diverse network has made CSMM the leading provider of stakeholder products and services in South Asia. In addition through its associates, AMRB, headquarters in Dubai & operating through out
the Middle East and North Africa, provides Walker proprietor Tools throughout the region.
BIRD: Research-based Consultancy for B2B and Technology markets
It is a Research based consultancy arm – B2B and technology markets. Operating out of four locations in India, viz., Mumbai, New Delhi, Bangalore & Chennai, BIRD has been advising clients from India and across the globe since the last 35 years.
eTech Group @ IMRB
As technology evolves and creates new opportunities; barriers to progress continue to arise. Some problems are technical, economic or policy-related, while the hardest combine all three aspects in any country. It is the continuous link with the industry and constant monitoring that has given us capabilities of understanding the movement of technologies markets. The eTechn
Group@IMRB constantly monitors technology trends in IT, Internet, Telecom and Convergence Space helping Indian and International companies alike. It also has a partnership with Yankee Group USA to representing the Indian market.
IMRB MindTech Systems - Software development House
A client servicing oriented specialized software unit of Media & Panel, Mumbai facilitating solutions to critical business questions. MindTech Systems has been providing business solutions since 2000 and has thus acquired an extensive expertise in Market Research applications. Having based ourselves on the features demanded by large no. of companies, we have created innovative, user-friendly applications. Our solutions help clients to convert marketing research knowledge into actions.
?2.4 NETWORKS OF IMRB INTRNATIONAL:
IMRB International is a division of Hindustan Thompson Associates (HTA) in India. IMRB is part of the Kantar Group, the information, insight and consultancy wing of the WPP Group.
WPP is one of the world's largest communications services groups, employing 110,000 people in own and associate companies, working in over 2,000 offices in 106 countries. WPP comprises leading companies in:
• • • • • • • •
Advertising Media Investment Management Information, Insight & Consultancy Public Relations and Public Affairs Branding & Identity Healthcare Communications Direct, Promotion & Relationship Marketing Specialist Communications Within WPP, clients have access to companies of all the necessary marketing and
communications skills. This offers clients a comprehensive and, when appropriate, integrated range of communications services.
OTHER ASSOCIATES:
IMRB International has acted as a catalyst in the development of market research infrastructure in neighboring countries. We work with associate companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market Research Bureau), and through affiliates in Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and Myanmar.
?2.5 VISION & MISION OF IMRB INTERNATIONAL:
Like every organization IMRB has its own vision & mission. Some of these are as follows;
VISION
?
To stand in first position among all the research organization which it has achieved for last 2 years. Appreciated by the general public and its client. To set a target for all other research organization. Targeted by talented people.
? ? ?
MISSION
? ? ? ?
Provide better service to its clients. Innovative research strategy. Empowered potential employee. Time as well as cost efficiency.
?2.6 SWOT ANALYSIS OF THE COMPANY:
STRENGTHS
• • • • •
It provides perfect data as per the clients’ requirement. It adopts innovative research ideas always. It trains it enumerator in appropriate manner. It is much more reliable than others as per success of companies. Lastly it gives clients satisfaction.
WEAKNESS • • • Some enumerators can not bring perfect data up to the requirement. So it needs to be checked. Most of the time respondents didn’t want to give time due to the length of the questionnaires. Again most of the respondents don’t want to give all the response and the fact things about them. OPPORTUNITY • • • Company can conducts more research by uninterrupted services and good It can be more lovable by the clients by giving more appropriate data. Now-a-days every company interested for the research. coverage.
THREAT • • Threat from biasness while collecting the data for research like respondents gave us partially wrong data as they thought that we were from govt. sector to check the BPL list. Many of the respondents thought as the sales person of any company or the agents of insurance company and that is the reason, they didn’t give the responses.
?2.7 APPROACHES TOWARDS COMPANY:
I did my study under IMRB International. My ultimate job was, to know the perception and preference of people towards internet; i.e. how many of them are aware about internet and how many use internets. Everyday I have to visit 15 household to collect the data and try to know what they feel about internet usage. To collecting the data we have to give brief information about the research to the respondents. Everyday we collected the data and submitted these to the company. According to the study and quota allocated we had move different places. Many at a time we felt lots of problem but apart from that we put our best to make this study an effective one. There was also some important role of the team leaders who guided us in each and every stage of the study. We always contact them when ever we face any problem in collecting the data.
CHAPTER- III
PRODUCT AND TECHNOLOGY
?3.1 ABOUT THE CUSTOMER:
In the urban place like Bhubaneswar many people are well educated and working in various multinational companies. Most of the MNCs are come to this place in order to perform their business and personal work. so they are more aware about the computer,
CHAPTER-IV
RESEARCH DESIGN AND METHODOLOGY
?4.1 OBJECTIVE OF THE STUDY:
Each & every study has some objective. Without any objective there is no Some of the objectives of this study are as follows; . 1. 2. Different types of internet users out of the total population. Which is the internet service provider in that area people like most?
study.
3. Occupation level of the people who are using internet. 4. How many people are aware about computer and internet.
?4.2 AREA OF THE STUDY:
Taking on the consideration of these objectives we started our study under IMRB international. With the help of this organization we started the study in the urban area. According to the instruction we have done this study in the district of ‘Bhubaneswar’ only. We have collected the relevant data about the awareness and usage of internet among the people. For that we cover three places in Bhubaneswar. These are; IRC village jayadevbihar, unit-9, samantraypur. We visit the require number of households in that part and collect the relevant data from them. According to the study we only cover the household by neglecting all the cyber cafés, student mess, hostels, shops and other offices.
? 4.3 RESEARCH METHODOLOGY:
To make my project a complete one and an efficient one I have obtained some sampling techniques for the completion of research work. The whole Bhubaneswar city is taken as the
urban area and the sample units are taken area wise. The sampling technique of random sampling followed by purposive sampling is applied for the research work. ? To maintain database which would contains person profile like name, address, contact no. To get back to those prospect who are really interested in the job.
?
In marketing research no two list are exactly identical, but there is a single procedure that can be followed in all investigation. However, the general procedure followed now days is applicable to most projects. Some of the step are inter related, some overlap & some are unnecessary in most project. The steps in marketing research are: 1. 2. 3. 4. 5. 6. 7. 8. 9. Research problem identification. Defining research problem. Identification of variables. Development of hypothesis. Designing the research instrument. Conducting research study. Organize & analyze the data. Research problem solution. Present and Use Market Research Findings.
The first basic step was to define the Marketing problem in specific term. This include ascertainment of the company competition , this share in the market , characteristic to compete with major competitor acceptance, pricing, policies, distribution channel etc. The next step was to conduct situation analysis. It involved getting acquainted with the Company, its business, its product, market environment, advertising, etc through extensive formal investigation which
consisted of talking to people outside the company as well as the company official, the customer distribution etc. The next was to determine the information needed in specific. This depended a lot on the nature of product. The objective is to get better people & to satisfy customer need. No less important
was the determination of the source of information both primary & secondary data source has been used here to obtain more accurate information’s & results. Primary data have been collected through questionnaires & interviews of nearly 500 Households in which our sample size is 67 households.
?4.4 RESEACH DESIGN:
This is based on customer research design is the arrangement of connection and analysis of data in manner that aim to combine relevance to the research purpose with economy in procedure. The research design specifies the method of data collection & data analysis. The design of research happens to be in respect of: 1) What is the study about? 2) Where will the study is carried out? 3) What will be the sample size?
The study is planned carefully with respect to source of information be consult anted & collected. The entire question is related to the topic. Size of sample is 500.So it cluster sampling Followed by random sampling and purposive sampling where first 350 sampling is done by random and next are done by purposive sampling according o the quota control. A well designed
procedure was prepared to carry the research in a smooth manner .Several steps of the research procedure are described under following headings.
? SAMPLING ? LISTING ? QUOTA CONTROL ? FACE TO FACE INTERVIEW
• 4.4.1 SAMPLING
Sampling is an important part of the business research process. It is the part of the total population. Although it is a subset, and representative of the total population, we have selected this because it is ideal for research in terms of cost, convince and time. The process of taking the sample from a total or whole population by using several sampling technique is called as sampling.
•
4.4.2 LISTING
Listing is the process where the entire selected sample are listed or noted. To make a list of those 67 Households we adopt the right hand rule (RHR). According to this we had given a starting address and from that we consider all the households of our right hand side as per the technique. We had noted the name of the respondent to whom we meet at the first time in that household during the interview. But for that we have to taken into consideration of the age of the
respective respondent. We had to consider the age between 12 – 65 years of the respondents. Upto the grid listing we had collected certain data about them and their household, etc.
In the Grid listing; we had collected the data regarding the family members of that respondent. Such as; name, age, gender, educational background, marital status, and other computer & internet knowledge and usage etc.
WHY LISTING WAS NECESSARY FOR US?
Listing is necessary for us due to certain reason. Such as; To find the require respondents for the study. To know the age limit of the respondents and their family members. To find the active internet user who is using internet within last 1 Month. month but using before one month.
? ? ?
? To find the claim internet user who is not using internet within last 1
4.4.3 QUOTA CONTROL
Quota is something that has assigned before the research programmed to take that compulsory in the sampling process to meet the requirement of the research. Quota is one type of judgment sampling. So we had to select the cluster according to the quota control. The quota assigned for different types of internet users are as follows;
? Active internet user. (using internet within 1month) ? Claim internet user.(not using within 1 month but once in his life time) ? Internet owner. (Who take all decision for connection)
PERCENTAGE ALLOCACATED FOR THE QUOTA
? Active internet user ---------32 ? Claim internet user ---------- 2 ? Internet owner --------------- 8
WHY QUOTA IS NECESSARY FOR THIS RESEARCH?
Quota always plays a vital role especially in this kind of research. We need various types of data from several kinds of person. Quotas allocated for different types of internet user are described as follows; a) We came to know how many people don’t know computer, so as internet. b) How many of them know computer but not internet. c) How many know the use of internet and use regularly. d) To find how many people take the decision for the internet connection. e) How many people using internet once in their life time.
•
1.5.4 INTERVIEW PRCEDURE
By considering these quotas we find the require respondents. We adopt two types of sampling methods for this study. These are discussed as follows; 1. RANDOM SAMPLING 2. PURPOSIVE SAMPLING
1. RANDOM SAMPLING:
Random sampling is one of the sampling methods which refer to the technique through which a sample of people is selected randomly. In this study the first 45 households are taken for the random sampling in order to know their responses.
According to our study we adopt a technique in which we had to skip three household after a successful interview of a household. Then again we started interviewing of the fifth one. In this way we covered all the eligible respondents throughout this study under random sampling. We also follow the right hand rule (RHR) under the random sampling to collect a successful data.
2.
PURPOSIVE SAMPLING:
It is another type of sampling method, in which all the eligible respondents are selected from the respective area without follow any random method and right hand rule. In other words; in this we can select any household according to our requirement from that area.We had taken this technique for the rest 22 households in our study. The purposive sampling was adopted in order to save the cost, time and ultimately to fulfill the required quotas. For the interview a sophisticated questionnaire was prepared which was some how a lengthy one. It was asked to respondents very carefully and cordially. All the response was very important for this study and every response was noted down. Most of the time we faced lots of problem but we take all of those as an experience and try to make a cordial relationship with the respondents through which we can get our required data or responses.
? 4.5 SOURCES OF DATA OR DATA COLLECTION METHOD:
For the completion of this project I have taken only the help of the primary data .
PRIMARY DATA:-
For the selection of primary data I have obtained the sampling techniques and the perception and response of each sample unit is included. We obtained the data through direct communication with respondents in one form and through personal interviews. There are several
method of collecting primary data, particularly in survey and descriptive research. In every research and study it is very much important and essential to collect primary data. For that I visited some of the places as allotted to me. Collecting data is some how difficult but I put my best to collect the require data from the respondents. For that I had give all the information about this study, like - why these data are collected? What we will do with this data? What is their benefit? And so on. Very carefully I collect the data from the respondents. In this study we had to follow-up certain guide lines to overcome the wrong and unnecessary data. Like the SECSocio Economic The Socio Economic Classification suggests the Social and Economical background of various respondents. The SEC generally are of five types. Such as; A, B, C, D & E. The SEC ‘A’ again divided as, A 1 & A2 same as SEC ‘B’ into B1, B2. According to our study we had to consider only those households having the SEC- A (A 1 & A2), B (B1 & B2) and C. the SEC ‘D’ & ‘E’ are used only in the metro cities. As Bhubaneswar is not considering as a metro city so that only A, B, C SEC had considered in this study. It was necessary for this study because from that we had found which household fall under which class. All this was necessary to know the purchasing capacity of the respondents. We had not found the SEC of each and every respondent, rather the SEC of the CWE (Chief Wage Earner) had only taken into consideration. We said CWE to that person who financially contributes most to the family.
? 1.7 LIMITATIONS OF THE STUDY:
The exploratory nature of this study results in several limitations that future studies can address. The first most obstacle for this study was most of the respondents are not aware about
internet. Again the respondents feel uneasy to give all the information about them to us. They don’t know what a survey is or study is all about; for that we had to give some idea regarding this study and try to give some feelings for their benefits. Most of the people also said, “We don’t have any internet connection, so that we don’t give any data to you”. Some also said they don’t know internet even computer. Most of them had no time for us. Many women don’t want to give data to us. Again some said what’s our benefit is. Even most of the respondents feeling bad when we ask some questions related to their family, household and monthly income. According to them, as it was an internet research that’s why we had to ask only those questions related to the internet. ? In our data collection time we had faced one memorable & strange incident which we never expected. In our very first day of data collection We faced a Person who is a dean of such & such institute. When we started asking questions to him at first he gave data of those questions that we asked but when we asked some questions related to their household durables & monthly income, suddenly he felt angry and said why we asked these types questions as these are not of the research questions. We tried a lot to convince them but he replay, “why should I give all information to you, you may be the member of Daud Ibrahim group”. To assure him we showed our identity proof and clarify why these data are important for us, even if he took our questionnaire from us and said let me confirm first then I will give it back to you. most of the people thought by giving these information they may be faced the Income Tax. At some time the respondents were giving inappropriate data by thinking that we were there for rectifying the voter identity. So all the data collected was not 100% right. So many of this type of problem were faced by us throughout the data collection. So for a study there are lots of problems come on the way which oppose the study.
? 1.8 CONCLUSION OF THE STUDY:
From this we conclude that this study or research most help the organization in the long run. The organization most knows his defaults, problems, inefficiency and takes necessary steps on this. Also can know the market size of internet- how many people aware about internet, how many of them use computer as well as internet. Out of them what percent of people regularly accesses internet and how many uses very less. What is the total population don’t know internet even computer also. How many take all the decision about the internet starting from the connection till to the error or problem. Also the organization can ascertain various reasons for the unawareness of computer as well as internet. And by knowing computer why the people are not using internet. What are the reasons that most people felt they don’t need internet. By knowing all these facts and information the company may take any steps to increase the awareness and usage of Internet.The Company can identify his potential customers from the area wise segmentation. The manufacturing organization will produce his product after the market research and who is the competitor of the organization that also know from this research study.
CHAPTER- V
DATA ANALYSIS AND
INTERPRETATION
Types of internet user Active internet user
No. of respondents 32
% of respondents 47.76%
Internet owner
8
11.94%
Claim internet user
2
2.99%
Non-users
30
44.78%
TABLE-1
• Different type of approaches of respondents towards internet use in the sample.
35 30 25 20 15 10 5 0
Active internet user claim internet user internet owner
Non-user
INTERPRETATION:
From the above table it is interpreted that 41.79% of people are using internet regularly, whereas only 2.99% using internet occasionally. Only 11.94% of the sample taking all the decision about internet (from taking connection to the repair & also using). The major thing is that 52.24% of people are not using internet although they are aware of it but due to certain reason they are not interested towards internet use.
TABLE-2
•
Penetration of internet providing companies within these 8 internet holders.
Types of internet provider
No. of internet holder
% of internet holder
BSNL
3
37.50%
Local cable operator(ortel)
4
50%
Others
1
12.50%
5 BSNL 4 3 2 others 1 0 Local cable operator(ortel)
INTERPRETATION:
From the above table it is interpreted that; 50% of people are using internet connection from local cable operator (ortel), whereas 37.50% taking the connection from BSNL. The rest 12.50% using some other brands like- Airtel, Reliance, Tata indicom etc. Here local cable is the top competitor of the other branded internet service provider.
TABLE -3
•
No. of different segments of internet users according to their internet uses.
Segment of internet user School children
Total no. of user 2
% of internet user 6.26%
College going student Young man
12 10
37.50% 31.25%
older man
3
9.38%
Working woman
3
9.38%
Non-working woman
2
6.26%
14 12 10 8 6 4 2 0
School children college going student Youngman Older man Working woman Non-working woman Series7
INTERPRETATION:
From the above it is interpreted that education is the most important source to know internet. The people feel that internet is only requiring for the educated and employed people. For that, 37.50% people (college student) are known about internet. Whereas; 31.25% of young people know the use of internet. The least percentage of housewives and the school children (6.26%) are known about internet. Due to certain reason most of the housewives and school children are not aware about internet.
? LITERATURE VIEW OF THE STUDY 3.1 INTRODUCTION
Research is the process of collecting and analyzing information about the customers you want to reach, called your target market. This information provides you with the business intelligence you need to make informed decisions. Market research can help you create a business plan, launch a new product or service, fine tune your existing products and services, expand into new markets, develop an advertising campaign, set prices, and/or select a business location. Market research and marketing research are often confused. 'Market research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market’ research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "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 specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."American Marketing association - Official Definition of Marketing Research Obviously, this is a very long and involved definition of marketing research "Marketing research is about researching the whole of a company's marketing process."
What Is Market Research?
In its broadest definition, market research includes everything that provides information about your current or potential markets. The three broadest categories are shown below.
Researching current customers:
Customer research can define what types of people are using your products or services, for what purpose, in what situation, and with what attitudes and opinions. Almost any aspects
of a company’s business can be researched to ensure the best possible operations are in place, be it basic processes management, complex niche branding development, or the strategic reduction in customer churn or lost value.
SOME EXAMPLES OF MARKET RESEARCH:
In essence, research is used to find out whatever it is that the marketer needs to know to make decisions about how to market a product or service. These decisions include advertising and promotion, product design, packaging, pricing levels - all the activities aimed at optimising the profitability of a product in its available market. Just a few examples include… ? New product or service development ? Advertising assessment ? Customer satisfaction research ? Customer commitment research ? Brand assessment and development ? Customer usage and attitudes ? Product testing ? Advertising or promotion recall ? Mystery shopping ? Consumer brain-storming and concept development ? Optimum price assessments
? Non-customer acquisition research ? Consumer diaries ? Retail audits ? Tracking studies ? Brand/company image research ? Government or political research ? Advertising and publishing research ? Brand equity tracking, brand equity ? Employee satisfaction and commitment ? Shopping behavior ? Media usage
3.2 MARKET RESEARCH PROCESS:
Market research, like many other components of marketing, can be quite simple or very complex. You might conduct simple market research such as including a questionnaire in your customer bills to gather demographic information about your customers. On the more complex side, you might engage a professional market research firm to conduct primary research to aid you in developing a marketing strategy to launch a new product. Regardless of the simplicity or complexity of your marketing research project, you will benefit by reviewing the following steps in the market research process. 10. 11. Research problem identification. Defining research problem.
12. 13. 14. 15. 16. 17. 18.
Identification of variables. Development of hypothesis. Designing the research instrument. Conducting research study. Organize & analyze the data. Research problem solution. Present and Use Market Research Findings.
These are certain steps on the basis of which market research can be done.
3.3 METHODS OF MARKET RESEARCH:
While there are many ways to perform market research, most businesses use one or more of five basic methods: surveys, focus groups, personal interviews, observation, and field trials. The type of data you need and how much money you’re willing to spend will determine which techniques you choose for;
1.
SURVEYS.
• With concise and straightforward questionnaires, you can analyze a sample group that
represents your target market. The larger the sample, the more reliable your results will be.
• In-person surveys are one-on-one interviews typically conducted in high-traffic locations such as
shopping malls. They allow you to present people with samples of products, packaging, or
advertising and gather immediate feedback. In-person surveys can generate response rates of more than 90 percent, but they are costly. With the time and labor involved, the tab for an inperson survey can run as high as $100 per interview.
• Telephone surveys are less expensive than in-person surveys, but costlier than mail. However,
due to consumer resistance to relentless telemarketing, convincing people to participate in phone surveys has grown increasingly difficult. Telephone surveys generally yield response rates of 50 to 60 percent.
• Mail surveys are a relatively inexpensive way to reach a broad audience. They're much cheaper
than in-person and phone surveys, but they only generate response rates of 3 percent to 15 percent. Despite the low return, mail surveys remain a cost-effective choice for small businesses.
• Online surveys usually generate unpredictable response rates and unreliable data, because you
have no control over the pool of respondents. But an online survey is a simple, inexpensive way to collect anecdotal evidence and gather customer opinions and preferences.
2. FOCUS GROUPS.
In focus groups, a moderator uses a scripted series of questions or topics to lead a discussion among a group of people. These sessions take place at neutral locations, usually at facilities with videotaping equipment and an observation room with one-way mirrors. A focus group usually lasts one to two hours, and it takes at least three groups to get balanced results.
3.PERSONAL INTERVIEWS.
Like focus groups, personal interviews include unstructured, open-ended questions. They usually last for about an hour and are typically recorded. Focus groups and personal interviews provide more subjective data than surveys. The results are not statistically reliable, which means that they usually don't represent a large enough segment of the population. Nevertheless, focus groups and interviews yield valuable insights into customer attitudes and are excellent ways to uncover issues related to new products or service development.
4. OBSERVATION.
Individual responses to surveys and focus groups are sometimes at odds with people's actual behavior. When you observe consumers in action by videotaping them in stores, at work, or at home, you can observe how they buy or use a product. This gives you a more accurate picture of customers' usage habits and shopping patterns.
5. FIELD TRIALS.
Placing a new product in selected stores to test customer response under real-life selling conditions can help you make product modifications, adjust prices, or improve packaging. Small business owners should try to establish rapport with local store owners and Web sites that can help them test their products.
CHAPTER - IV
? 4.1 PROJECT DESCRIPTION:
As Orissa is an agricultural state, in this maximum no. of people are lived in the villages. So for that they didn’t get the actual benefit & use of the internet. Again India is a developing country. With this technology are also developing. For that internet usage is most important in today’s life. Out of the total population what ever living in urban area are taking interest towards internet. Most of the urban people know about internet and the interest goes-up day by day; because they know- what is the importance of internet now-a-days. For that we conducted this study and collected data from the urban households about their perception and usage of internet. It was not an easy task to collect the data and for which I have to visit different places in the city like Bhubaneswar. We had a
discussion on some important factors to carry the research in a careful manner. These key factors are described under following headings; ? Active internet user. ? Claim internet user. ? Internet owner. ? Non-user of internet. ? Perception & preference of people towards internet. ? Demographic segments. It seems as easy task but it is really difficult to collect the data from the households as far as this study is concern. For a successful research and awareness we had to divide the urban area into a number of segments in equal geographical distribution. I have three places according to above discussed distribution. As far as the project is concern it aims towards to get direct response from the respondents and to disseminate awareness among the people about internet. Except this it also has various aims like preference towards internet, purchasing capacity of respondents, fulfill the respondents expectation etc.
4.1 FINDINGS
? I-CUBE has been conducted to know the awareness and usage of internet in india. ? In this research showcards has been used which can be easily understandable by the respondent.
? Socio-economic classification played a vital role to know the social and economic standard of people. ? In sampling technique,random sampling is the best method to avoid biasness among the respondent. ? The proportion of internet users to the total population above age of 12 and proportion of internet users to the total literate population is also not very encouraging. ? The main reason for lack of internet use was found to be lack of awareness of the use of medium. ? 37% of all internet users prefer to access internet from cybercafé,as against 27% from office and 26%from home. ? According to I-CUBE 11.94% of respondents in the urban taking decision about internet like installation,repair and use also. ? Most of the people in the urban are taking connection from local cable provider because of the good service and after sales support. ? 62.5% of people have taken Broadband connection due to its speed connection and customer care service. ? According to I-CUBE 30% of people in rural using internet for information search related to agricultural product and online-communication.
? The lack of internet user in rural was found to be lack of awareness and they need guidance for using internet.
4.2 SUGGESTION
? It will be better to launch some internet awareness programme in rural urban areas. ? Community service centers should be opened in rural.
? Reasons for not using internet should be carefully watched.
? IMRB should be targeted by top talents.
? It should focus more on clients for better output.
? Innovative research strategies should be employed for better effectiveness.
? The cost of internet per individual in rural should be minimized.
? Some enumeraters cannot bring perfect data up to the requirement,so it need to be checked.
CHAPTER-V
5.1 CONCLUSION
As Per as the project is concern it is a market research for a internet awareness and usage. It aims at understanding and examining the market place in which the company will going to operate. This research will help the organization devise effective business policies and market strategies. All the analyzed data like market size, financial source, influence factors, problems in the existing internet providing companies will play a vital role in company’s success. Today; most organizations use market research to gain an advantage over their competitors. So this market research study can help the client or organization to better understand processes, products, customers, markets and competitions. Such a study can also help the organization to identify policies, strategies and tactics and the awareness of the urban people and their uses of internet that will most likely to succeed in the competitive market environment.
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