Introduction -...

Summer Internship Project Report

Reseller Development Program and Existing customer network of Marg Compusoft Pvt. Ltd.

Submitted in partial fulfilment of the requirements for the award of Post Graduate Diploma in Management

Submitted By

Rupam Mondal

Roll No.-pgfa1343

SUBMITTED TO: DR. SHIKHA BHATIA

July 2014

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CertificateThis is to certify that Mr. Rupam Mondal student of Jaipuria Institute of Management; Noida has successfully completed the project work titled Reseller Development Program & Existing customer network From Marg Compusoft Pvt. Ltd. in partial fulfilment of requirement for the completion of PGDM course as prescribed by the Jaipuria Institute of Management, Noida.The project report is the record of authentic work carried out by him during the period from 18th April, 2014 to 30th June, 2014.He worked under my guidance.

SignatureName:Project guide (Internal)Date:

Counter signed by-

SignatureName:Program Director

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Date: AcknowledgementI take this opportunity to express my profound gratitude and deep regards to my mentor Dr. Shikha Bhatia for her exemplary guidance, mentoring and constant encouragement throughout the Summer Internship Program. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about to embark.I also take this opportunity to express a deep sense of gratitude to my company mentor Radhika Ahuja, HR, Marg Compusoft Pvt. Ltd., for her cordial support, valuable information and guidance, which helped me in completing this task through various stages.

I also like to thank Mr. Manish Chakraborty, Head Dealer, West Bengal, Marg compusoft Pvt. Ltd. for his constant support and guidance throughout my whole Summer Internship Program.

I am obliged to staff members of Marg Compusoft Pvt. Ltd., for the valuable information provided by them in their respective fields. I am grateful for their cooperation during the period of my Summer Internship Program.

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JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

A-32A, Sector 62, Opp. IBM, Noida 201309

P. +911204638300-01 F.+911202403378 www.jaipuria.ac.in

Rupam Mondal

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Declaration

I, Mr. Rupam Mondal hereby declare that this project report is the record of authentic work carried out by me during the period from 18th April, 2014 to 30th June, 2014 and has not been submitted to any other university or Institute for the award of any Degree/ Diploma etc.

Signature Name of the student: Rupam MondalDate:

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Executive summary

Marg Compusoft Pvt. Ltd. is a renowned software company providing software solution in

accounting and in inventory management field since 1992. Tally is the market leader in this

section and many small companies are giving our company a good competition in this section.

So to retain the market share and also spreading its business in to whole India strongly, Marg is

currently adopting and implementing some new strategies. My summer internship assignment

was to conduct a market survey in the West Bengal market to get feedback on Marg products

from existing customers and resellers (dealer).In West Bengal and its surroundings Marg is

doing its business through channel marketing , as the market containing huge opportunity but

as the dealers don’t have huge manpower and the company is not conducting any huge and

frequent marketing activity in this areas its quite difficult for the company to grab a huge

market share .

My Internship objective was to take feedback and suggest to the company on the existing

marketing and promotional activities carried out by them, for this two sets of questionnaires

were designed for existing customers and the reseller network. The major focus areas of

survey were the following:

1. Identification of problems and requirements of MARG’s Reseller network

2. Identification of problems of MARG’s Existing customers.

3. Identifying competitors and their strategies.

Marg provides software solution for pharmaceutical trade, and other businesses. However,

they are only known to the pharmaceutical market. After conducting a market survey on

reseller and dealer’s network in West Bengal and existing customers in Kolkata, the statistical

significance of data was analysed using specialized software (SPSS 20) and inferences were

drawn. It was found that the existing customers had problems with up-gradation of software;

frequent changes in company’s norms and after sales service. However the resellers had host

of problems, firstly Marg is not a preferred choice for the customers, the company has less

manpower and Price of Marg software is greater than local competitors. However, they agreed

that West Bengal is a potential market.

Based on the data analysis and discussions with the customers and resellers, the following is

recommended to the company:

1. Improve quality of service through adequate Quality checks and assurance and then

release the software and its updates.

2. Provide more helping hand and manpower to the dealer so that they can provide quality

of service, all customers are valuable for the company and keep good relation with every

customer as we all know that customer’s are king and which can be achieved by

providing a quality service to the customer at right time and right place

3. Many of the users have less knowledge regarding computer and hence it is so difficult for

the users to adopt the up-gradation so frequently. So I think company should look after

the matter as soon as possible

4. Price reduction to improve sales volumes

5. Improve after sales service by increasing the manpower of the dealer and reseller then

the revenue of the company will eventually increase through WOM as all the customers

6. are looking for a good service from a service providing company

7. Conduct more marketing activities and promotional campaigns for the software

especially at untapped market.

8. Do not to change norms and regulations frequently and provide more benefit to the

customer so that the market becomes penetrate-able.

Tough Marg Compusoft conducted Marketing activity recently on 22nd June, 2014 in Kolkata for

the first time, they also need to organize more marketing activity on the different parts

(districts) of West Bengal from the dealers side, so that the market came to know about the

software better than the previous days and if Marg will do so, I am sure that Marg will do a

good business in West Bengal.

As the Market of west Bengal is penetrate-able and due to lack of knowledge on software, it is

quite difficult for them to penetrate in to the market. If in future Marg will conduct some

awareness program for their possible customers as a whole it will beneficial for them as well.

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Table of Contents

CHAPTER-1..............................................................................................................................1

INTRODUCTION.............................................................................................................................2

ABOUT THE COMPANY...........................................................................................................................2BUSINESS STRATEGY.............................................................................................................................. 3

Reseller......................................................................................................................................... 3REFERRAL PARTNERS..............................................................................................................................3

CHAPTER-2..............................................................................................................................5

LITERATURE REVIEW......................................................................................................................6

CHAPTER -3...........................................................................................................................10

RATIONALE & OBJECTIVE OF THE PROJECT...................................................................................11

THE OBJECTIVE OF THE PROJECT IS –.......................................................................................................11

SCOPE OF THE PROJECT...............................................................................................................12

POPULATION: DESIRED, DEFINED, AND EXCLUDED......................................................................15

SAMPLE DESIGN..........................................................................................................................15

PROBABILITY SAMPLES AND NON-PROBABILITY SAMPLES.............................................................................16Types of non-probability samples...............................................................................................16Judgement sampling...................................................................................................................17

METHOD OF MY DATA COLLECTION.............................................................................................19

INSTRUMENT OF DATA COLLECTION............................................................................................19

QUESTIONNAIRE..................................................................................................................................19Types of Questionnaires..............................................................................................................19

NON DIRECTIVE INTERVIEW................................................................................................................... 21FOCUS INTERVIEW...............................................................................................................................21

JOB DESCRIPTION........................................................................................................................22

JOB TITLE........................................................................................................................................... 22JOB OBJECTIVE....................................................................................................................................22GENERAL NATURE AND LEVEL OF THE JOB................................................................................................23

JOB ANALYSIS..............................................................................................................................23

COLD CALLING.................................................................................................................................... 23PROMOTIONAL ACTIVITY.......................................................................................................................24MARKET SURVEY................................................................................................................................. 24

LIST OF DUTIES AND TASKS PERFORMED...................................................................................................25RELATIONSHIP AND ROLE WITHIN THE COMPANY.......................................................................................26

CHAPTER - 4..........................................................................................................................27

HYPOTHESIS................................................................................................................................28

HYPOTHESIS FOR EXISTING CUSTOMERS...................................................................................................28FOR RESELLER DEVELOPMENT NETWORK..................................................................................................29

DIFFERENT VARIABLES:................................................................................................................30

INDEPENDENT VARIABLE:......................................................................................................................30Example:..................................................................................................................................... 31

DEPENDENT VARIABLE:........................................................................................................................ 31Example:..................................................................................................................................... 31

MODERATING VARIABLE:......................................................................................................................32Example:..................................................................................................................................... 32

CHAPTER-5............................................................................................................................33

DATA PROCESSING AND ANALYSIS..............................................................................................34

SCALES OF MEASURE............................................................................................................................34Nominal...................................................................................................................................... 34Ordinal........................................................................................................................................ 34Interval........................................................................................................................................34Ratio............................................................................................................................................34

TESTING AND ANALYSIS...............................................................................................................35

FOR EXISTING CUSTOMER......................................................................................................................35FOR RESELLER DEVELOPMENT NETWORK..................................................................................................47

CHAPTER-6............................................................................................................................60

FINDINGS.....................................................................................................................................61

FOR EXISTING CUSTOMERS.................................................................................................................... 61FOR RESELLER DEVELOPMENT PROGRAM..................................................................................................62

CHAPTER-7............................................................................................................................64

CONCLUSIONS.............................................................................................................................65

CHAPTER-8............................................................................................................................66

RECOMMENDATIONS..................................................................................................................67

CHAPTER-9............................................................................................................................68

BIBLIOGRAPHY............................................................................................................................69

CHAPTER-10..........................................................................................................................70

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ANNEXURE..................................................................................................................................71

ABBREVIATIONS:.........................................................................................................................71

DRAFTING OF A QUESTIONNAIRE................................................................................................72

LEAFLETS OF MARG COMPUSOFT PVT. LTD. FOR DIFFERENT PRODUCTS:.....................................80

ORDER FORM OF MARG SOFTWARE(FROM THE DEALER SIDE)....................................................82

LIST OF CONTACTED DEALERS FOR FEED BACK.............................................................................83

MARKETING ACTIVITY OF MARG..................................................................................................84

List of figure

Figure I: Data source Hierarchy..........................................................................................................14Figure II: Up-gradation vs after sale service...................................................................................36Figure III: Recommendation Vs after sales service........................................................................38Figure IV: Recommendation and after sales service......................................................................40Figure V: Like to recommend...........................................................................................................40Figure VI: Time duration of using Marg vs Recommendation.......................................................42Figure VII: Technology and time duration of using Marg..............................................................44Figure VIII: Duration of using Marg software and service..................................................................46Figure IX: After sale service of Marg Figure X: Up gradation of marg software............................................................................................................................................. 46Figure XI: Providing good incentive vs happy reseller..................................................................49Figure XII: Various factors and switch to Marg software...............................................................51Figure XIII: Switch to Marg..............................................................................................................51Figure XIV......................................................................................................................................... 53Figure XV: Switch to Marg vs special software for different trade................................................54Figure XVI : Switch to Marg vs after sales service..........................................................................56Figure XVII: Customer switches to another software.........................................................................59Figure XVIII: Marg compusoft pvt. Ltd.’s Existing Customers survey report...............................77Figure XIX:Marg compusoft pvt. Ltd.’s Existing Customers survey report..................................77Figure XX:Marg compusoft pvt. Ltd.’s Existing Customers survey report...................................78Figure XXI:Marg compusoft pvt. Ltd.’s Existing Customers survey report..................................78Figure XXII: Marg compusoft pvt ltd’s reseller network survey report (Filled by dealers)........79Figure XXIII:Marg compusoft pvt ltd’s reseller network survey report (Filled by dealers)........79

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List of tables

Table 1: List of job performed............................................................................................................25Table 2:Upgradation and after sales service...................................................................................35Table 3 :Easy accessibility, Problem solving capability and knowledge with ASS.......................36Table 4: Recommendation and after sales service.........................................................................37Table 5: like to recommend and ASS...............................................................................................39Table 6: like to recommend and Time duration.............................................................................40Table 7: Behaviour and ASS.............................................................................................................42Table 8: Behaviour and ASS.............................................................................................................43Table 9: Time duration and technology..........................................................................................45Table 10: Time duration of using Marg and technology................................................................47Table 11: Billing , inventory management, special software , ease of us e with any software before Marg.......................................................................................................................................47Table 12: T-test Marg is preffred choice or not..............................................................................48Table 13: Providing a good incentives and Happy reseller...........................................................49Table 14: switch to Marg w.r.t price, accuracy, easy to use and easy to maintain.......................50Table 15: switch to marg and after sales service............................................................................53Table 16: Switch and after sales service.........................................................................................56Table 17: Any existing market and market is moving....................................................................57Table 18: Favourable price..............................................................................................................58

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ChapterIntroduction

Introduction

About the CompanyMarg Compusoft PVT. Ltd. is a software manufacturing company. It makes software in the field

of Inventory and Accounting Management. It specialises in providing solutions to

Pharmaceutical industry (for Chemist, C & F, Manufacturing companies), Excise and retail

software’s, online trading and Jewellery software, Mandi software, IT industry & complete

business consulting. The head office of Marg is situated in Roshanara Plaza, Rosanara Road,

Delhi.

Marg compusoft started their journey in 1990 .Anoop Singh and Mahendra Singh are the two

founder of this company. Anoop Singh is holding the position of Chair Man of this company and

Mahendra Singh is holding the position of Director of the company. Since the year 2002 Sudhir

Singh is holding the position of second director in the company. In the year 2004 Sailendar

Singh Become the executive director of the company.

In the beginning Marg Compusoft Pvt. Ltd. was only a Pharmaceutical software manufacturing

company and was doing their business within UP. But from 2006 they started spreading their

business nationally. Currently they have 250+ dealers network within India. They have over 6

lakh users in India and 1500 overseas users. Within 250+ dealers 70% are company’s full time

employees. Currently company‘s 60% business come from Pharmaceutical sector and 40%

from other trades.

Marg Compusoft Pvt. Ltd. is doing their market through channel, as I already told that Marg

have a strong dealer network of 250+ dealers throughout India. They have 1 ASM (Area Sales

Manager) in every area .

Tally, wizzy etc are the main competitor of Marg in national level. Also the local customized

software manufacturers are giving competition to Marg in various areas locally. Marg is a

single market player (nationally) in Inventory Management.

My Internship objective was to take feedback and suggest to the company on the existing

marketing and promotional activities carried out by them, for this two sets of questionnaires

were designed for existing customers and the reseller network. The major focus areas of

survey were the following:

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1. Reseller network and their problems and requirements

2. Existing customers problems

3. Issues regarding competitors

4. Others issues if any

Marg provides software solution for pharmaceutical trade, and other businesses. However,

they are only known to the pharmaceutical market.

Business StrategyMarg compusoft Pvt. Ltd. is basically following two type of business strategy

1. Reseller

2. Referral Partner

Reseller

As Maarg compusoft is not sale his software personally, they sales their software through

reseller and dealers network. For this scheme a retailer should purchase at least two Marg

software. Marg provide this software to them at 75% of the actual price. Retailer responsibility

is to sell at list one software by their own and Marg will provide them another customer but

the profit will remain to them.

Referral Partners

Marg also target the CA and other retailer for referral partner. The referral partners are refer

customer to purchase Marg software. If the customer purchases Marg software then Marg

provide the referral partner an incentive of 10-15% on the purchase.

Reseller are basically the one of the business hand of the company. Company doing it’s

maximum business using his reseller network. Marg compusoft has a strong reseller network

through the nation. Reseller is one of the most important part of such kind of channel

marketing as most of the sales depend on the reseller of the company because the more a

reseller sell the sell of the company automatically increased.

But to increase this kind of reseller network Marg is facing some kind of problem regarding

manpower and lac of technical stuff. According to the market review, the marg software is good

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even best in some of the segment but the after sell serve is not good. Also frequently policy

changing and up gradation is also a problem as before launching up gradation Marg is not gone

through proper quality cheque up according to the market.

As Tally and Bizzy is one of the market leader of this segment and in our country the user of

tally is more than any other software its quite difficult for the company to penetrate into the

market, as most of the CA are recommended their Clint Tally and the and most of the marketer

did not even know about Marg except the pharmaceutical industry so its quite difficult to work

upon such a project and make it success full .

Before go for a conclusion we should identify the problem area of developing Marg reseller

network And work upon the problem to make something out of it which will help us to

develop Marg reseller network.

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Literature reviewChapter-

Literature ReviewAffiliate Revenue Sharing

Starting your own business in today's challenging times can be risky and cost prohibitive, with

no guarantee that you're going to succeed. But what if the risk was non-existent and the cost

was nominal, while the gains were high?

Clear Imaging has built a dependable reputation for developing extraordinary web sites, with

numerous satisfied customers. We thrive on word-of-mouth business, which opens the door to

mutually beneficial partnerships.

There Web Site "Reseller" Affiliate Program is open to select individuals, small businesses and

other web companies who want to engage in a win−win relationship and share in handsome

revenues with little effort required.

Clear Imaging is proud to announce a new Web Site "Reseller" Affiliate Program for individuals,

small business and other web companies. The program is designed to create a win-win

relationship between Clear Imaging and Reseller Affiliates as a way to share revenues with

very little effort on their part.

Sure, we've all seen the ads that say something like this or something more unbelievable. But

it's really possible. As a Clear Imaging Affiliate Reseller, you find the clients, we handle the web

site design, web site development, plus ongoing maintenance and you benefit from the sale.

You keep more money from Clear Imaging's reseller program than any other program out

there.

(Clear Imaging)

In both cases, purchases are influenced by the organization's procurement policy, the

industrial purchases and dealer purchases (purchases from wholesalers and retailers) are

many similarities between. In addition to industrial buyers and dealers purchase volume,

which results in considerable purchasing power. In recent years, the purchasing power of

retailers dealers (slimy et al., 1994) with the brand manufacturer reduces leverage, which

(Bloom and Perry, 2001) has increased. The challenge for manufacturers to combat the power

of their brands and retailers by differentiating (Chernatony and McDonald, 1998) is to develop

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relationships with resellers. However, manufacturers and distributors of the brand mark are

not relevant role to that of "false belief" (Webster 2000, p. 17), business-to-business (B2B)

relationships in terms of understanding the consumer and non-trading relationships. This

article is a better brand manufacturers, end-users are concerned, where a B-2-B may offer

advantages for retailers in terms of how to explain responds to the challenge. In the industrial

marketing literature, research was initially critical of the established brands of industrial

markets (Gordon et al., 1993). Consumer Marketing (Keller, 2003), and brand management

focus was the characteristics of the brand and its effects. The survey of industrial buyers, such

as "greater confidence in the purchasing decision," "enhanced corporate reputation," and

"increased competitive advantage" (?. Mitchell et al, 2001 Hutton, 1997), has been recognized

as properties. However, some important differences between industrial market reseller to buy.

For immediate resale resellers buy brands with the purchase of the industrial market a brand,

the organization becomes part of the production process. The reseller purchases include

logistical reasons, but also the needs of end customers (Fairhurst and Fiorito, 1990), there is a

prestige. The reseller purchases brands Reseller organizations are directly competitive

advantage, market and economic performance (Buchanan, 1992) is likely to be affected. Also,

because of its size and purchasing power of many retailers, resellers performance can affect a

manufacturer's success in the market. Another difference between industrial buyers and

resellers (? Murry and Heide, 1998 Beverland, 2005) to implement marketing strategies by

manufacturers as to the ability of end customers. Ghosh et al., Requires (1995) notes, such as

point of purchase displays, samples and resellers and manufacturers marketing tool end

customer to use, but often reseller cooperation. A mismanaged reseller alliance with the brand

manufacturer (Lassar and Kerr, 1996)May undermine the value. Example, stores such as

performing decision makers resellers brand brand equity (Buchanan et al., 1999) could affect.

Also, a brand of party reseller (Quelch and Harding, 1996) to compete with the might introduce

a private label brand. Industrial research brand, with attention to a single brand (Rosenbröijer,

2001) have been purchased. Nevin (1995) points out, however, dealers for resale in brands A

class of competitors. Buy retail coffee brand in the literature often indirectly as product

specification and product quality are assessed using surrogate measures. It directly affects the

brand considering that some studies have mixed findings. Rao and McLaughlin (1989)

Branding is only one of many factors affecting the retailer had buyer's perspective. Collins -

Dodd and Louviere (1999) brand equity of the brand extension acceptance of reseller

impressed to know that, but did not affect pricing decisions or promotion. Baldauf et al., (2003)

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in their study resellers tile brand equity (awareness, quality and dedication) explained the

variation in perceptions of brand exposure, but also the price, competition and cost factors

were as important as and found that it turns out well. These studies, however, the reseller to

purchase a brand has not considered the impact of the stock market. Anselmi (2000) market

share with respect to each brand had no effect on long-term relationships with distributors and

manufacturers allocation decisions can affect the ad showed. Major brands are less price elastic

(Bolton, 1989), but moderate trademarks, trade promotions (Hoch and Deighton, 1989) will

benefit most. Resellers minor brands (Blattberg et al., 1995), compared with the manufacturer

for major brands for our customers in a large percentage of the advertising rights tend to pass

on. The value of a brand manufacturer to the end customer and reseller decisions (Anderson,

1999 Narus) and a combined effect is best optimized through a corporate schesis.Metapolites

manufacturers and their respective strategic objectives (Kasulis et al., 1999) to achieve

partners looking with strong market power. Resellers large areas, larger store formats,

competitive prices and superior value through private label brands to meet consumer demand

will seek to maintain profitability. However, the reality of retail sales, manufacturers, retailers

and end customers is a network (Anderson et al., 1994) is included. So, to deal with many

manufacturers and resellers, manufacturers are also a reseller of these competitors

(Holmström, 1997) commission. Within this network, the end customer's brand (Ford et al.,

1998) serve to tie together a resource that connects manufacturers and resellers. Anderson

and Narus (1999) describes the term "equity market" Oriel how these relations resources

(brand, channel resellers and equity), links to manufacturers, retailers and end customers

together. Society (RBV) the resource-based view of the market shares and inter-organizational

relationships (Srivastava et al., 2001) for a theoretical framework behind these ideas. within

the RBV, brands that create competitive advantage for businesses or assets based on the

market are intangible. assets based on the market, as end users and control channel does not

interfere with the organizations or institutions, allowing companies to create value for

shareholders.Relational assets based on the market, such as supply chain management and

customer relationship management processes related to external relations. Research of this

cooperation (jap, 1999), satisfaction (Cannon and Perreault, 1999), commitment (Ganesan,

1994) and Trust (2000 Hoyt rights) as an external relationship emphasizes the importance of

the results. However, these external relationships within the brand is not included as a

research resource. Brands such as external relations B2B optimize resources, manufacturers

work (Heide, 1994) on the system of government should know. Ghosh and John (1999) Brand

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equity for the results of business relationships and stable resources, including the impact of

regime type, identified. End customers with brands with strong brand equity that the firm can

rule better market access. However, relational governance and form partnerships with

resellers to use the minor may be more beneficial for businesses with trademarks. With a

lower prestige restaurant chains named these chains had fewer resources, as they were more

likely to engage in comb and Ketchen (1999) inter-organizational collaboration, confirmed this

point. Business-to-business marketing research now understands the importance of branding,

brand manufacturers to final customers the impression of a single phase connection is still

there. Brodie et al., (2002) research on inter-organizational relationships as sources of value

that the brand has not been addressed noted. Many researchers make collective and

participatory aspects of a recognized manufacturer and reseller relationships made, (Keller

and Lehmann, 2002) as one of the support with respect to the role of resellers.Consequently,

manufacturers reseller attitudes and behaviors towards brands on the effect of these factors is

unknown.

(Judy Motion, August 2006)

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Chapter -3Objectives and

Research

Rationale & Objective of the project

Resellers are basically the one of the strong business hand of the company. Company doing its

maximum business using his reseller network.

Marg compusoft has a strong reseller network through the nation. Reseller is one of the most

important parts of such kind of channel marketing as most of the sales depend on the reseller

of the company because the more a reseller sell the product, the sells of the company

automatically increased.

But to increase this kind of reseller network Marg is facing some kind of problem regarding

manpower and lack of technical stuff. According to the market review, the marg software is

good even best in some of the segment but the after sell service is not good. Also frequently

policy changing and up gradation is also a problem as before launching up gradation Marg is

not gone through proper quality cheque up according to the market.

As Tally and Bizzy is one of the market leader of this segment and in our country the user of

tally is more than any other software its quite difficult for the company to penetrate into the

market, as most of the CA are recommended their Clint Tally and the and most of the marketer

did not even know about Marg except the pharmaceutical industry so its quite difficult to work

upon such a project and make it success full.

Before go for a conclusion we should identify the problem area of developing Marg reseller

network

And work upon the problem to make something out of it which will help us to develop Marg

reseller network.

The objective of the project is –

To analyze reseller network and their basic requirements.

To analyze existing customers problem and their needs to improve the after sale

service.

Suggest the company how to improve software according to the customers to sustain in

to this high competitive market.

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Scope of the projectMarg Compusoft Pvt. Ltd. although there in the market since 1990 but did not make a good

impact on the other market except Pharmaceutical trade. As Tally is one of the market and in

this competitive market local software makers are also give this company a neck to neck

competition, so to sustain in to market and to flourish in to the market Marg need a more

strong reseller team which help him to grow its business and make the company well known to

its domain.

So in this point of view we have an ample opportunity to work on the reseller network and

help the company to increase its business and give the company the base on which it can create

a building of success to be a market leader.

Though Marg software is start diversify its business from Pharmaceutical domain to other

domains from 2006 but due to good technology in this short span of time other marketer start

feeling the presence of Marg in the Market. But due to lack of reseller network Marg is still

lacking some big market in various cities, though it has a good reseller network in DELHI ,but it

need to work out on the other metropolitan cities and other cities to capture a good market

share in this sector .

My project and task is to create reseller network in Kolkata ,and we all know Kolkata market is

one of the oldest market in India and which have ample opportunity to flourish this kind of

business as this kind of software is the basic need for a business man to run his business in a

well maintained way. But when we talked to some of the customer I came to know that the

actual problem faced by the market when using Marg and also using other soft ware .So to

retain its reputation in the market we need to develop our after sales service which is due to

lack of dealer in to the market as Kolkata market have only one dealer of Marg and lack of

reseller .So sometime it is quite impossible for a dealer to cover the whole market by his

own ,and due to lack of reseller it is more complicated for him to do his job .So our prime duty

is to create a good reseller network in Kolkata, then I think eventually those problem will

minimized and we utmost try to do so. It is basically focuses on the concept of supplier-

reseller relationships in the frame of B-to-B markets. The scope is to study the suitable reseller

partnership for Marg Compusoft Pvt. Ltd.. In addition, Examination of suitable reseller

partnership is one of the prime scope. The B-to-B scope is one of the important factors. This

topic also revolves around the B-C network in the form of after sales service of Marg compusoft

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Pvt. Ltd. This study also targeted on the dyadic interaction and even though it is right that the

distributors of our company form networks, the network standpoint is out of reach. This study

is also resolute on researching two dyad at same time. On other hand, the possibility of this

study is to maintain on the sales part as well as the marketing. These two fields are incredibly

close to one other but there is at a halt pretty clear difference.

In this research I used Exploratory Research Design, and for this reason I collected

primary data from the existing market (Kolkata and its surroundings) through

questioner and also collected secondary data from the internet for review of literature.

I made two questioners as I want to focus on two thing

Re-seller network(Proposed by Company)

Existing customer (As per the market requirement)

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Figure I: Data source Hierarchy

Population: desired, defined, and excluded

In any study of academic research elements (people, organizations, etc.) which form the

subject of a study population of objects is important to have a clear explanation. In most

studies in this population is a named set of specifications are in accordance with the elements,

which will be limited. These specifications provide clear guidance on the elements to be

included in the population do. Our review sample survey data meets two basic requirements

that focus on the design of the sample design. First, we have a population of only one of each

element to be included in the sample (non-zero) are concerned with the possibility of a

probability sample. Calculate the properties of estimators for the given design is the basis of

the statistical theory. The sample must be drawn from a population, then the other, it is

necessary to be able to build a frame that appropriate sample population included all elements

of the list of units. It is not possible or not practical to list all the elements of the population, the

group of elements that can be used as sampling units. For example, in the USA it is impossible

to build a list of all the houses, but you can select the sample in several stages. In the first stage,

counties were randomly sampled; In the second phase, the selected census tracts are sampled

counties; In the third phase, the road block is tested in selected areas. Then, in the final

selection stage that houses the list of selected blocks are required.

Sample design

Our consideration of survey data focuses on sample design that satisfies two basic

requirements. First, we are concerned only with probability sampling in which each element of

a population has a known ( non zero) probability of being include in the sample . This is the

basic for statistical theory in the derivation of the properties of the survey estimators for a

given designs. Second if the sample is to be drawn from a population, it is necessary to be able

to construct a sampling frame that list suitable sampling units that encompass all elements of

the population. If it is not feasible or is impractical to list all population elements, some clusters

of element can be used as sampling units. For example, it is impractical to construct a list of all

households in the United States, but we can select the sample in several stages.

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The selection of a sample from a defined target population requires the construction of a

sampling frame. The sampling frame is commonly prepared in the form of a physical list of

population elements- although it may also consists of rather unusual listing, such as directories

or maps, which display less obvious linkages between individual lists entries and population

elements. A well- constructed sampling frame allows the researcher to take hold of defined

target population without the need to worry about contamination of the listening with

incorrect entries or entries which represent elements associated with the excluded population.

Probability samples and non-probability samples

The use of samples in educational research is usually followed by the calculation of sample

estimates with the aim of either

(a) Estimating the values of population parameters from sample statistics,

(b) testing statistical hypotheses about population parameters. These two aims require that

the researcher has some knowledge of the accuracy of the values of sample statistics as

estimates of the relevant population parameters. The accuracy of these estimates may

generally be derived from statistical theory – provided that probability sampling has been

employed. Probability sampling requires that each member of the defined target population

has a known, and non-zero, chance of being selected into the sample.

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dealing objectively with issues concerning either the estimation of population parameters or the testing of hypotheses.

The use of non-probability samples is sometimes carried out with the (usually implied) justification that estimates derived from the sample may be linked to some hypothetical universe of elements rather than to a real population. This justification may lead to research results which are not meaningful if the gap between the hypothetical universe and any relevant real population is too large.

In some circumstances, a well-planned probability sample design can be turned accidentally into a non-probability sample design if subjective judgement is exercised at any stage during the execution of the sample design. Some researchers fall into this trap through a lack of control of field operations at the final stage of a multi-stage sample design. The most common example of this in educational settings occurs when the researcher goes to great lengths in drawing a probability sample of schools, and then leaves it to the initiative of teaching staff in the sampled schools to select a ‘random sample’ of students or classes.

Types of non-probability samples There are three main types of non-probability samples: judgement, convenience, and quota samples. These approaches to sampling result in the elements in the target population having an unknown chance of being selected into the sample. It is always wise to treat research results arising from these types of sample design as suggesting statistical characteristics about the population – rather than as providing population estimates with specifiable confidence limits.

Convenience sampling

A sample of convenience is the terminology used to describe a sample in which elements have

been selected from the target population on the basis of their accessibility or convenience to

the researcher.

Judgement sampling

Judgment or purposive sampling, the researcher appropriate target population samples that

represent a typical sample is able to select the item that is based on this assumption. Agree.

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Quota sampling

Sometimes the samples closer to home, would be located in space or on the administrative side, the elements in the sample can be taken only for that reason, "casual sketches called" the researcher from the data collection.

In this sampling the population at first segmented and then sample is collected from each segment. It is non probabilistic sampling and no random sample is collected.

It is mainly useful when there is a limitation of time.

dealing objectively with issues concerning either the estimation of population parameters or the testing of hypotheses.

The use of non-probability samples is sometimes carried out with the (usually implied) justification that estimates derived from the sample may be linked to some hypothetical universe of elements rather than to a real population. This justification may lead to research results which are not meaningful if the gap between the hypothetical universe and any relevant real population is too large.

In some circumstances, a well-planned probability sample design can be turned accidentally into a non-probability sample design if subjective judgement is exercised at any stage during the execution of the sample design. Some researchers fall into this trap through a lack of control of field operations at the final stage of a multi-stage sample design. The most common example of this in educational settings occurs when the researcher goes to great lengths in drawing a probability sample of schools, and then leaves it to the initiative of teaching staff in the sampled schools to select a ‘random sample’ of students or classes.

Types of non-probability samples There are three main types of non-probability samples: judgement, convenience, and quota samples. These approaches to sampling result in the elements in the target population having an unknown chance of being selected into the sample. It is always wise to treat research results arising from these types of sample design as suggesting statistical characteristics about the population – rather than as providing population estimates with specifiable confidence limits.

(a) the selection and measurement of individual population elements is often too expensive, and

(b) certain complexities may be introduced intentionally into the sample design in order to address

more appropriately the objectives and administrative constraints associated with the research. The

complexities most often employed in educational research include the use of stratification

techniques, cluster sampling, and multiple stages of selection.

Simple random sampling

It is also known as probabilistic sampling . The sample are collected form the population in

random manner.

It is a basic sampling technique. Sampling is done without replacement. It is a unbiased

surveying technique.

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Stratified sampling

The technique of stratification is often employed in the preparation of sample designs because it generally provides increased accuracy in sample estimates without leading to substantial increases in costs. Stratification does not imply any departure from probability sampling – it simply requires that the population be divided into subpopulations called strata and that probability sampling be conducted independently within each stratum. The sample estimates of population parameters are then obtained by combining information from each stratum.

Cluster sampling

A population of elements can usually be thought of as a hierarchy of different sized groups or ‘clusters’ of sampling elements. These groups may vary in size and nature. For example, a population of school students may be grouped into a number of classrooms, or it may be grouped into a number of schools. A sample of students may then be selected from this population by selecting clusters of students 12 as classroom groups or school groups rather than individually as would occur when using a simple random sample design.

Method of my Data collectionIn my I used convenience sampling technique as our company dealing with software

product dealing in the area of B2B market (Accounting and inventory management).

I collected data through online and offline questioner and take 51 sample for existing

customer and take 13 sample for reseller development network as there is insufficiency

of dealer in west Bengal (<30) but I believe that the report will show us the actual result

because each dealer having a strong referral network and some short of reseller

network and taking this into consideration that the dealers are leading reseller

network and referral network by their own and they are the representative of each

network individually. As it is quite difficult to access the reseller network and referral

network of each dealer’s area due to some internal and personal issues, I am

considering their feedback as the feedback of the targeted audiences.

Instrument of data collection

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These include Questionnaire, Interview, Observation and Reading.Essentially the researcher must ensure that the instrument chosen is valid and reliable. The validity and reliability of any research project depends to a large extent on theappropriateness of the instruments. Whatever procedure one uses to collect data, it must be critically examined to check the extent to which it is likely to give you the expected results.

QuestionnaireThis is a data collection instrument mostly used in normative survey. This is a systematically prepared form of document with a set of questions deliberately designed to elicit responses from respondents or research informants for the purpose of collecting data or information. It is a form of inquiry document, which contains a systematically compiled and well organized series of questions intended to elicit the information which will provide insight in to the nature of the problem under study.

It is form that contains a set of questions on atopic or group o topics designed to be the respondents constitute the data for the research. The respondents are the population samples of study. The answer provided by answered by the respondents.

Types of Questionnaires

Questionnaires may be designed as

Structured or closed form

Unstructured, open ended form

Structured Questioner

They are those in which some control or guidance is given for the answer. This may be

described as closed form because the question are basically short, requiring the respondent to

provide a yes or no or checking an item out of a list of given responses. Questions that require

yes or no answers are also termed as Dichotomous questions. It may be multiple choices option

from which the respondent selects the answer closer to their own option. The respondents

choices are limited to the set of option provided.

Unstructured Questioner

This type which is also termed as open ended or unrestricted type of questioner are calls for a

free response in the respondent’s own words. The respondent frames and supplies the answer

to the question raised in the questioner. It also constitute questions which give the respondents

an opportunity to express his or her opinion from a set of options. Spaces are often provided for

respondents to make their inputs.

Four main kinds of interview

1. The structured interview;

2. The unstructured interview;

3. The non- directive interview; and

4. The focus interview.

Structured Interviews

The structured interviews are formal because, sets of questions are known as interview

questioner are posed to each interviewee visited and the responses are recorded on a

standardize schedule. It is therefore characterised as being a closed interview situation. In

structure interview, the interviewer follows a set pattern usually adhering as much as possible

to the order of questions on the interview questioner which posing the questions in a formal

manner. Interviewer must always ensure that the atmosphere of an interview is congenial to

establish interviewer-interviewee rapport.

Unstructured Interview

The unstructured interview is the less formal type in which although sets of questions may be

used, the interviewer freely modifies the sequence of questions, changes the wordings and

sometimes explains them or adds to them during the interaction. Hence the researcher has to be

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careful in order not to deviate from his focus. The atmosphere may often casual. This is

conducted in what is characterised as an open situation because there is more flexibility and

freedom in the interaction.

Non directive interview

The non directive or unguided give excessive freedom for the respondent to express his/ her

ideas subjectively and spontaneously as he or she chooses or able to. There is no set question in

this style. It is the most appropriate type of interview of use when investigating issues where

the respondent has to be allowed to talk uninterrupted on a broad topic which will

unconsciously reveal personal motives, feelings, attitudes etc very much.

Focus Interview

Focus interview as the name suggests, focuses on the respondents subjective responses

researchers to render the non directive interview more interviewer control with the use with

the verbal cues that serves as stimulus to inspire respondent to volunteer more information on

the subject. As the story unfolds the researcher can hum in approval of what the respondents

submits of chip in a stimulating questions to encourage the flow of the conversation.

Transcribing

Data recorded from verbal interaction with respondents have to be transcribed i.e. convert the

speech sound into words as accurately as possible.

Observation

The study of photographs, videotapes, tape recordings, art objects, computer software and films

fall within this type of data collection procedure. The procedure should be unobtrusive to

enable informants to share their reality directly with researchers. It is creative and captures

attention visually. The presence of a photographer or the video technician may be intrusive and

influence responses. Observation is one of the very important methods for obtaining

comprehensive data in qualitative research especially when a composite of both oral and visual

data become vital to the research. A researcher obviously needs an audio-visual recorder for a

complete collection of such comprehensive record. By the use of observation strategy,

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researchers are able to obtain first hand information about objects, and eventful happenings

like durbar and festivals. The possibility of distorting facts and records are reduced to the barest

minimum.

For my research purpose I used Structured questioner which is close ended .Because if I

used open ended questioner rather than close ended questioner I may face several

problem at the time of interpreted the data from the open ended questioner as I am using

exploratory research method. All the question are close ended so that the respondent

should answer at least option and the close ended questioner are also easy to converted

into quantitative data from the qualitative one where in case of open ended question it is

quite difficult to convert the qualitative data in to quantitative data. The questioner is

structured so that it help the respondent to answer sequentially and also help the

researcher to describe the questioner and make a interpretation from the questioner.

Job description

Job title

As the company(Marg Compusoft Pvt. Ltd. ) suggested, I work on reseller development

program at Kolkata under the head dealer of the company for West Bengal sector Mr. Manish

Chakroborty.

Job objective

My job objective is to create a strong reseller network in Kolkata so that the business of Marg

will spread in Kolkata as well as in West Bengal and there by the company can earn a good

market share in eastern region market.

Also my objective is to increase product awareness in to the market so that the Market came to

know our product and as one our Manager truly says that “ Market main jo dhikhega bohi

bikega” means visibility can increase sell as well as profit of the company.

For that reason I am increasing the awareness regarding the product in to the market so that

the untouched market and competitor market will came to know about our product and the

may shift towards our product.

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General nature and level of the job

As we all know that it’s a marketing job which I am performing right now but specifically I am

basically doing cold calling as well as short of promotional activities, Market survey on the

reseller network and existing customers .

Though I am doing cold calling which is a duty of a sales man, but It help me to grow more

knowledge about the market and the behaviour of the people and I think it will benefitted me

in future.

The job profile is a well mix of physical and mental labour which I am doing every day. We have

to make our self comfortable whether we are tired or not in front of a customer when we

approaches them.

It seems to be very easy but the ground reality is when the weather of eastern region in the

month April-June is really pathetic I work under 42 Degree centigrade with humidity 75% . It

shows us how tough the job actually is but its an awesome experience to experience such kind

of job which tells us about the situation of any sales man and which also help us to know more

about the ground problem faces by a sales man so that in future if I worked as a sales manager

and I have to manage a sales team I can execute the job well.

Job analysis

As I previously told about the various function I perform in the job, I like to elaborate each

function and want to analyze each position of the job performed by me.

Cold calling

Cold calling is soliciting potential customers who were not expecting to speak with you. The

term cold refers to the fact that you have not laid any ground work of your call. If your calling

prospects who have already expressed interest in your products, such as a prospect who fills

out a post card or website request for information, then it referred to as warm calling.

Different sales experts will refer to both phone calls and physical drop in visits as cold calling,

but most sales people think of cold calling in terms of the telephone.

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When in doubt, you can usually assume that a reference to cold calling relates to phone calls

rather than visits. Cold calling is one of the least liked tasks in sales. It emotionally demanding

because receives cold sales calls can bring out the worst in people. So sales people launching

into a round of cold calls can expect verbal abuse, prospects who hang up on them, and even

occasional threats. The best approach is to remind your self that they are not rejecting you,

they are simply reacting to the situation. Just let any hostility roll off and move on to the next

name on the list.

Promotional activity

Promotional activity is a part of marketing a product which is executed by the marketing

person of a company or other hired organization to increase the visibility of the product of the

company.

Promotional activities basically done in several aspects which is generally called marketing

activity which includes advertising, flexing, spreading WOM using existing customer,

Promotional videos through social network, customer feedback videos, serving leaflets, wall

painting etc.

In our organization I performed bannering and flexing of autos, Shoots customer feedback

videos for social network, serves leaflets etc which is a part of marketing activity recently

conducted by our company in Kolkata region.

Promotional activities are one of the most valuable investments for a company in long run. If

the promotional activities performed by a company well it stars giving results within a short

span of time. But the company should continues promotional activities in to the market so that

there visibility is always high into the market.

Market survey

Market survey is one of the most important part of marketing because it tells a lot about the

present scenario of the market. Market survey helps a company to know all the requirements,

drawbacks and benefit of the market if a proper survey is done by any marketing personnel it

can change the views of the company and it will help the company to increase its business as

well as it can tells a company the before and after promotional market response and sales. But

on the other hand a improper survey may results totally opposite from the previous one.

Here I conducted market survey on the requirements of existing customer and reseller

network and tries to analyze the problem and also tries to provide some solution to the

company so that the sales and customer satisfaction of our company will increase in this

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respected area. As we all know now a days the marketer are looking for a good customer

satisfaction and they believes that customer is king which may increase positive WOM in to the

market and for that the sales of the company will increase. Otherwise one dissatisfied

customer can spread enough negative WOM so that the sales of the company will eventually

decrease which effects more than a positive word of mouth spreads by a satisfied customer

which can costs a lot for a company.

List of duties and tasks performed

Here is a list of job performed by me

Table 1: List of job performed

Sl no Job Performed Key to success

1 Cold calling Be patience when talk to a person, be specific, Tries to know

about the main problem of the person, Be confident when

talking, Tries to make it a conversation type rather a dialogue

type, Do not lie to them, Make a friendly atmosphere,

physically and mentally presence is required when taking to a

person, Keep a simple smile on your face etc

2 Promotional activity Select the targeted audience, approach them in a polite

manner, Try to present on the spot when the activity is on the

way, Don’t show your frustration towards them if any etc

3 Market survey Make a well judged and topic oriented questioner, Tries to

filled it by the targeted audience in front of you, Convince the

audience the benefit of giving feedback, always tries to

describe the meaning of the question to the audience if

required to avoid complication etc

4 Feedback calling Always wish the person first, tell the person about the purpose

of your calling, Be positive, don’t show anger etc

5 Contact Always contact to the designated person if you face any

problem in the market, Try to make a good reputation with

them, Always open yourself for any kind of suggestion from

them, Try to consult with them about the market etc

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Relationship and role within the company

Business relationship management aims to maintain a positive relationship a positive

relationship with customers as well as within the organization. It’s a part of service strategy. It

affects the company’s business directly. If the inter organizational relationship (relationship

between the employees) are good then the services provided to the customer will be better

and the sales will automatically increase. On the other hand if relationship is not good then

sales may goes down.

Each and every person within the company should play some specific role to reach to the

targeted goal.

In case of a intern he or she should maintain a good relationship with his or her pears and as

well as with his or her mentor so that he or she can learn most from the organization so that it

will benefitted him or her in future.

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Chapter - 4

Hypothesis & Different variables

Hypothesis

Marg Compusoft PVT. Ltd. is a software manufacturing company. They make software in the

field of Inventory And Accounting Management. They are specialist in providing solution of

Pharmaceutical industry, Customize software solution, & IT services. They also develop lot

many software including pharmaceutical (for Chemist, C & F, Manufacturing companies),for

complete pharmaceutical trade. Excise and retail software’s, online trading and Jewellery

software, Mandi software. They are also present in internet solution, IT industry & complete

business consulting.

According to my report I have to do research on the reseller network of the company as the

company is doing his business using channel marketing and also existing customer.

For doing so I am using exploratory research design and for that I have to construct several

hypothesis on basis of which I can test the collected data and finally will made some conclusion

out of this.

Hypothesis for existing customers

H0: There is a significant relationship between up gradation and after sales service.

H1: There is no significant relationship between up gradation and after sales service.

H0: There is a significant relationship between easy accessibility, problem solving

capability & knowledge of the service person with after sales service.

H1: There is no significant relationship between easy accessibility, problem solving


H0: There is a significant relationship between recommendation and after sales service.

H1: There is no significant relationship between recommendation and after sales

service.

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H0: There is a significant relationship between time span of using Marg software and

recommendation of Marg software.

H1: There is no significant relationship between time span of using Marg software and


H0: There is no significant difference between behaviour and after sales service.

H1: There is a significant difference between behaviour and after sales service.

H0: There is a significant positive relationship between technology and time duration of

using Marg software.

H1: There is no significant positive relationship between technology and time duration

of using Marg software.

H0: There is a significant relationship between Billing, Inventory management, Special

software of your trade, Ease of use with any software used before Marg.

H1: There is no significant relationship between Billing, Inventory management, Special


For reseller development network

H0: Marg is the preferred choice for the customer.

H1: Marg is not the preferred choice for the customer.

H0: There is a significant positive relationship between Marg is providing good

incentive and the reseller are happy selling Marg software.

H1: There is no significant positive relationship between Marg is providing good


H0: There is a significant relationship between Price of Marg software, Accuracy, Easy to

use and maintain with customer easily switch to Marg software.

H1: There is no significant relationship between Price of Marg software, Accuracy, Easy

to use and maintain with customer easily switch to Marg software.

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H0: There is a significant positive relationship between after sales service and Customer

easily switch to Marg software.

H1: There is no significant positive relationship between after sales service and

Customer easily switch to Marg software.

H0: Marg is providing specialized software for different trade.

H1: Marg is not providing specialized software for different trade.

H0: There is no significant difference between Marg existing market and there is a

recent trade of the market to move form manual accounting to accounting using

software.

H1: There is significant difference between Marg existing markets and there is a recent

trade of the market to move form manual accounting to accounting using software.

H0: There is a significant relationship between Prices of Marg software, Favourability of

marg software with easy to convince the customer to purchase Marg software.

H1: There is no significant relationship between Prices of Marg software, Favourability

of marg software with easy to convince the customer to purchase Marg software.

H0: There is no significant difference between number of customer and existing market.

H1: There is significant difference between number of customer and existing market.

Different variables:

Independent Variable:

An independent variable is the variable you have control over, what you can choose and

manipulate. It is usually what you think will affect the dependent variable. In some cases, you

may not be able to manipulate the independent variable. It may be something that is already

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there and is fixed, something you would like to evaluate with respect to how it affects

something else, the dependent variable like colour, kind, time.

Example: You are interested in how stress affects heart rate in humans. Your independent

variable would be the stress and the dependent variable would be the heart rate. You can

directly manipulate stress levels in your human subjects and measure how those stress levels

change heart rate.

In this project(Up gradation, Easy accessibility, Problem solving Capability, Knowledge of the

person, After sale service, Behaviour, Technology, Billing, Inventory management, Special

software of your trade, Ease of us ) – For existing customer,(Providing good incentive, Price of

Marg software, After sales service, Existing Market )-For reseller development network are

independent variable.

Dependent Variable:

A dependent variable is what you measure in the experiment and what is affected during the

experiment. The dependent variable responds to the independent variable. It is called

dependent because it "depends" on the independent variable. In a scientific experiment, you

cannot have a dependent variable without an independent variable.

Example: You are interested in how stress affects heart rate in humans. Your independent

variable would be the stress and the dependent variable would be the heart rate. You can

directly manipulate stress levels in your human subjects and measure how those stress levels

change heart rate.

In this project After sales service, Recommendation, Duration of using Marg, Any software used

before Marg, Customers are easily switch to Marg software, Recent trend of shifting in

accounting, Customer are purchasing Marg software, Existing market are the dependable

variables.

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Moderating Variable:

A moderating variable represents a process or a factor that alters the impact of an independent

variable X on a dependent variable Y. The moderating variable may take the form of an

indicator variable (0/1 values), a categorical variable, or a continuous variable. Moderation of

the effects of X on Y is usually of interest in the context of a well-theorized area of research,

such as the provision of labour by individuals in which the human capital and labour market

segmentation theories are both well established. Moderating variables are those variables

which help us understanding the relationship between Independent variable and Dependable

variable.

Example: You are interested in how stress affects heart rate of human beings. Where heart rate

is dependent variable and stress is independent variable. Also heart rate is also depend on

various factor like exercise , Fear etc .This fear ,Exercise are moderating variables.

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Page | 33

Chapter-Analysi

s

Data processing and analysis

Scales of measureThere are basically four types of scales are presents

1. Nominal

2. Ordinal

3. Interval

4. Ratio

Nominal

Nominal scale is the basic measurement of scale. In this scale there is no relation between the

options provided by the researcher. Basically nominal scale is used in case of YES/NO question

or question like which kind if food you like? Where there is no chance that the options are

related.

Ordinal

In case of Ordinal scale of measurement the options are related but we can’t define how much

less or greater a option is from one another.

Interval

Interval scale is one of the higher level of scale of measurement after Ordinal scale. In Interval

scale we can easily define how much one option is differs from the option. It is a modified

version of Ordinal scale. We can easily define the relationship between the options and the

difference between the options is in same intervals that’s why this scale is known as interval

scale. There is no absolute zero in interval scale.

Remember that you can use non-parametric techniques with interval and ratio data. But non-

parametric techniques are less powerful than the parametric ones.

Ratio

Ratio scale is highest level of measurement scale. In Ratio scale there is an absolute zero is

present. So the element like distance, no of building are measured in Ratio scale where we can

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define the difference between the options and also the intervals are same for each cases but the

main thing is the count should not be less than 0.

Variables are presented as counts and percentages if categorical or as means and standard

deviations if continuous. Non-normally distributed continuous variables are presented as

geometric means (95% CI). The differences in tested parameters between participants from

high- and low-income neighbourhoods and students were explored using an independent t-test

(normally distributed continuous variables), Mann U Whitney test (non-normally distributed

variables), or a Chi square (χ2) test (categorical variables). Analysis of the question that probes

people’s reasons for going to fast food restaurants was performed only on participants who

reported eating at fast food restaurants. A p-value of 0.05 and less was considered statistically

significant. All analyses were performed using SPSS version 20, SPSS Inc., Chicago, IL

Testing and Analysis

For existing customer

H0: There is a significant relationship between up gradation and after sales service.

H1: There is no significant relationship between up gradation and after sales service.

Table 2:Upgradation and after sales service

rate * rate Crosstabulation

Count

Rate Total

Excellent Good Average Bad Worst

rate

Excellent 5 3 2 1 0 11

Good 2 3 8 3 1 17

Average 0 3 5 3 1 12

Bad 0 2 2 5 1 10

Worst 0 0 0 1 0 1

Total 7 11 17 13 3 51

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

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Pearson Chi-Square 21.911a 16 .146

Likelihood Ratio 22.271 16 .135

Linear-by-Linear Association 11.574 1 .001

N of Valid Cases 51

a. 24 cells (96.0%) have expected count less than 5. The minimum expected count

is .06.

Figure II: Up-gradation vs after sale service

After doing the chi-square it shows that the sig. value is statically not significant. Accept the

null hypothesis.It shows there is a significant relation between up-gradation and after sales

services.

H0: There is a significant relationship between easy accessibility, problem solving


H1: There is no significant relationship between easy accessibility, problem solving


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Table 3 :Easy accessibility, Problem solving capability and knowledge with ASS


Count

Rate Total


rate


Good 2 3 8 3 1 17

Average 0 3 5 3 1 12

Bad 0 2 2 5 1 10

Worst 0 0 0 1 0 1

Total 7 11 17 13 3 51

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)




N of Valid Cases 51


is .06.

H0: There is a significant relationship between recommendation and after sales service.

H1: There is no significant relationship between recommendation and after sales

service.

Table 4: Recommendation and after sales service

Case Processing Summary

Cases

Valid Missing Total

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N Percent N Percent N Percent

total * rate 51 98.1% 1 1.9% 52 100.0%

total * rate Crosstabulation

Count

Rate Total


total

4 3 0 1 1 0 5

5 1 2 0 0 0 3

6 0 4 2 1 1 8

7 1 2 1 3 1 8

8 0 0 4 3 0 7

9 1 2 2 0 0 5

10 1 0 3 2 0 6

11 0 1 1 0 0 2

12 0 0 0 1 0 1

13 0 0 2 1 1 4

14 0 0 1 1 0 2

Total 7 11 17 13 3 51

Chi-Square Tests


sided)




N of Valid Cases 51


is .06.

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Figure III: Recommendation Vs after sales service

It shoes that there is a significant relationship between Easy accessibility, problem solving

capability and knowledge of the person with after sale service. As the sig. square value shows

that it is statically not significant, so we are accepting the null hypothesis.

H0: There is a significant relationship between ASS of Marg software and


H1: There is no significant relationship between ASS of Marg software and


Table 5: like to recommend and ASS

like to recoand * rate Crosstabulation

Count

Rate Total


like to recoand

already recommend the

software to many3 8 11 4 2 28

I like to recommend the

software4 2 5 6 0 17

may be in future 0 1 1 3 1 6

Total 7 11 17 13 3 51

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Chi-Square Tests


sided)




N of Valid Cases 51


is .35.

Figure IV: Recommendation and after sales service

As p>0.05 so it is statically not significant. Accept null hypothesis.

It shows that there is a significant relation between recommendation and after sales service.

GGraph

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Figure V: Like to recommend

Table 6: like to recommend and Time duration

like to recommend * time duration Cross tabulation

Count

time duration Total

1 year 2years 3years 4years 5years or more

like to recoand

already recommend the

software to many1 3 4 5 15 28

I like to recommend the

software5 2 8 1 1 17

may be in future 1 2 2 1 0 6

Total 7 7 14 7 16 51

Chi-Square Tests


sided)




N of Valid Cases 51


is .82.

Page | 41

Figure VI: Time duration of using Marg vs Recommendation

As p<0.05 so it is statically significant. Reject null hypothesis.

It shows that there is no relation between span of using Marg software and recommendation.



T-Test

Table 7: Behaviour and ASS

Group Statistics

Rate N Mean Std. Deviation Std. Error Mean

rateExcellent 11 1.91 1.044 .315

Good 23 2.96 1.022 .213

Page | 42

Independent Samples Test

Levene's Test for

Equality of Variances

t-test for Equality of Means

F Sig. t df Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

95% Confidence

Interval of the

Difference

Lower Upper

rate

Equal variances

assumed.089 .767 -2.777 32 .009 -1.047 .377 -1.816 -.279

Equal variances

not assumed-2.755

19.39

7.012 -1.047 .380 -1.842 -.253

As p<0.05 , so it is statically significant, reject the null hypothesis.

It shows that there is no relation between behaviour and after sales service.



Table 8: Behaviour and ASS


Count

Rate Total


rate


Good 2 5 9 6 1 23

Average 0 3 6 5 0 14

Bad 0 0 0 1 1 2

Worst 0 0 0 0 1 1

Total 7 11 17 13 3 51

Page | 43

Chi-Square Tests

Value df Asymp. Sig. (2-sided)




N of Valid Cases 51

a. 23 cells (92.0%) have expected count less than 5. The minimum expected count is .06.

As p<0.05, so it is statically significant, reject the null hypothesis. It shows that there is no

relation between technology and time duration of using marg software.

Figure VII: Technology and time duration of using Marg

H0: There is a significant positive relationship between technology and time duration of

using Marg software.

H1: There is no significant positive relationship between technology and time duration

of using Marg software.

Page | 44

Correlations

time duration rate

time duration

Pearson Correlation 1 .174

Sig. (2-tailed) .221

N 51 51

rate

Pearson Correlation .174 1


N 51 51





Table 9: Time duration and technology

time duration * rate Crosstabulation

Count

Rate Total

Excellent Good Average Bad

time duration

1 year 4 2 1 0 7

2years 0 4 3 0 7

3years 7 3 4 0 14

4years 4 1 2 0 7

5years or more 3 7 4 2 16

Total 18 17 14 2 51

Chi-Square Tests

Value df Asymp. Sig. (2-sided)




N of Valid Cases 51

Page | 45


P> 0.05, so it is statically significant, Accept the null hypothesis.

There is a significant relationship between billing, inventory management, special software

of your trade, ease of use with any software used before marg.

Figure VIII: Duration of using Marg software and service

Figure IX: After sale service of Marg Figure X: Up gradation of marg software

Table 10: Time duration of using Marg and technology

Correlations

Page | 46

time duration rate

time duration

Pearson Correlation 1 .174


N 51 51

rate

Pearson Correlation .174 1


N 51 51





Table 11: Billing , inventory management, special software , ease of us e with any software before Marg

Correlations

better in better in better in better in any software used

better in

Pearson Correlation 1 .587** .388** .414** -.002

Sig. (2-tailed) .000 .005 .003 .990

N 51 51 51 51 51

better in

Pearson Correlation .587** 1 .451** .361** -.062

Sig. (2-tailed) .000 .001 .009 .667

N 51 51 51 51 51

better in

Pearson Correlation .388** .451** 1 .445** .189

Sig. (2-tailed) .005 .001 .001 .185

N 51 51 51 51 51

better in

Pearson Correlation .414** .361** .445** 1 -.102

Sig. (2-tailed) .003 .009 .001 .475

N 51 51 51 51 51

any software used

Pearson Correlation -.002 -.062 .189 -.102 1

Sig. (2-tailed) .990 .667 .185 .475

N 51 51 51 51 51

**. Correlation is significant at the 0.01 level (2-tailed).

As p<0.05 so it is statistically significant. Accept null.

Page | 47


H0: Marg is the preferred choice for the customer.

H1: Marg is not the preferred choice for the customer.

Table 12: T-test Marg is preffred choice or not

As p>0.05, so it is statically not significant. Reject null hypothesis.

It shows that Marg is not the preferred choice for customers.

H0: There is a significant positive relationship between Marg is providing good


H1: There is no significant positive relationship between Marg is providing good


Page | 48

Table 13: Providing a good incentives and Happy reseller

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)



Linear-by-Linear Association .029 1 .864

N of Valid Cases 13


is .31.

As p>0.05, so it is statically significant and we are accepting null hypothesis .

It shows that there is a significant relation between Providing a good incentive and the

resellers are happy, selling Marg software.

Figure XI: Providing good incentive vs happy reseller

Page | 49

H0: There is a significant relationship between Price of Marg software, Accuracy, Easy to

use and maintain with customer easily switch to Marg software.

H1: There is no significant relationship between Price of Marg software, Accuracy, Easy

to use and maintain with customer easily switch to Marg software.

Table 14: switch to Marg w.r.t price, accuracy, easy to use and easy to maintain

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)



Linear-by-Linear Association .030 1 .861

N of Valid Cases 13


As p>0.05, so it is statically significant. Accept null hypothesis. It shows that there is a

significant relation between Price, accuracy, Easy to use and customer easily switches to

marg software.

Page | 50

Figure XII: Various factors and switch to Marg softwar

Graph

Figure XIII: Switch to Marg

H0: There is a significant positive relationship between after sales service and Customer

easily switch to Marg software.

H1: There is no significant positive relationship between after sales service and

Customer easily switch to Marg software.

Page | 51

As p>0.05, so it is statically significant. Accept Null hypothesis.

It shows that there is a significant relationship between after sales service and customers are

easily switched to Marg software.

Page | 52

Table 15: switch to marg and after sales service

Figure XIV

Page | 53

Figure XV: Switch to Marg vs special software for different trade

As p>0.05 so it is statically significant. Accept null hypothesis.

Page | 54

It shows that Marg is providing specialized software for different trade.

Page | 55

Table 16: Switch and after sales service

Figure XVI : Switch to Marg vs after sales service

Page | 56



Table 17: Any existing market and market is moving

As p>0.05 it shows that it is statically significant. Accept null hypothesis.

It shows that there is no significant difference between Marg existing market and recent trend

of shifting form manual account management.

ent to

account management using specific software

As p<0.05 so it is statically not significant. Reject null hypothesis.

It shows that it is not easy to convince the customer for purchase Marg software for price of

Marg software and Favourability of Marg.

H0: There is a significant relationship between Prices of Marg software, Favourability of

marg software with easy to convince the customer to purchase Marg software.

H1: There is no significant relationship between Prices of Marg software, Favourability

of marg software with easy to convince the customer to purchase Marg software.

Page | 57

Table 18: Favourable price

As p>0.05, so it is statically significant. Accept null hypothesis.

It shows that there is no significant difference between number of customer and existing

Market


Page | 58


Figure XVII: Customer switches to another software

Page | 59

ChapterFindings

Findings

For existing customers

As we all know Marg is providing regular up gradation of its existing software to its existing

customer and which is a part of after sales service ,for that Marg also charged Rs.3500/- as

AMC included any other service during the year, and it is quite significant after testing that

there is a relation between this two ,As in to the market several customer told us about the

problem they are facing after up gradation and they claimed that the up gradation sometimes

harmful as they are not cheeked well by the company . For this reason I would like to suggest

our company to be sure about the up gradation through quality cheque up and the send it to

the market so that it will easy for the customer to adopt the up gradation.

As Marg compusoft is a service company providing solution in the field of account and

inventory management. As we all know that for a service company after sales service is the

most effecting factor because it directly related with the business profitability. After our test

we found that this statement is true as it shows that there is a significant relation between Easy

accessibility, Problem solving capability and Knowledge of the person with after sales service.

In case of Marg we found that though the behaviour of the executives are well but lack of

manpower it is quite impossible for a dealer to provide quality after sales service and for that

reason many customer’s are unhappy and dissatisfied. Hare I like to suggest the company to

provide more helping hand and manpower to the dealer so that they can provide quality of

service.

It is seen in to the market that there is a tendency of serving that customer more, who provide

the dealer references. It is a good marketing strategy to increase business. But don’t forget that

the ultimate result is depends on the total customers feedback so try to serve the other

customer as well.

Out of the test result we found that there is no significant relationship between time span of

using Marg software by the customer and providing recommendation to the company, we can

clearly stated that all customers are valuable for the company and keep good relation with

Page | 60

every customer as we all know that customer’s are king and which can be achieve by providing

a quality service to the customer at right time and right place.

Though behaviour of the service cum sales executive is a moderating factor for after sales

service and for that reason it should be carefully nurtured. Marg is doing so according to the

test result.

According to the test result there is no significant relation between technology and time

duration of using Marg software. It shows that those who are using Marg software for a long

time most of the cases; it is quite difficult for them to adopt the up gradation so frequently. I

remember an incident when one old customer complain me that it is quite difficult for the

customer like him to adopt the up gradation so frequently. As he says that he is running a small

chemist shop and unable to hire a person for the system look up and he have small knowledge

regarding computer. So I think company should look after the matter as soon as possible.

And at last we can clearly stated that the customer are shifting with the basis of billing,

Inventory management, Special software of your trade and ease of use because the last test

result shows us that there is a significant relation between billing, Inventory management,

Special software of your trade and ease of use with any software used before marg.

For reseller development program

As we all know Marg is doing its business through channel marketing and reseller are plays a

significant role in their business circle that’s why My goal is to analyze reseller network and

their basic requirements and for that reason when I collect data from the dealer network of

Marg compusoft in West Bengal and analyze them I found that:

In west Bengal Marg is not the preferred choice for the customer as there are so many other

software exists in to the market and it is a very competitive market as all the competitor are

providing more or less same features with a competitive price where a software named

“Taslima” is providing the software at a very less cost.

The dealers are happy regarding the incentives provided by our company its shows that Marg

is shares its revenue with its reseller and dealers which is more or less 50% of the total

revenue of the company as they knew that dealer and resellers are the main back bone of their

business.

Page | 61

There is a significant relationship between Price, accuracy, easy to use and customers are

easily switched to Marg software. It shows that if the Marg does price manipulation with better,

easy to use software the customers are more likely to shift towards the software. Here I want

to suggest Marg to decrease the price of the software if possible so that the volume of sales will

increase and there revenue will also increase which will be more profitable for them.

As we all know after sales service is one of the crucial dependable variables to increase the

revenue of the company and the test result shows that there is a significant relation between

after sales service and customer’s are easily shift towards Marg software. I would like to

suggest Marg to increase after sales service by increasing the manpower of the dealer and

reseller then the revenue of the company will eventually increase through WOM as all the

customers are looking for a good service from a service providing company.

As I previously stated that there is no doubt that Marg is providing specialized software for

different trade it is quite significant as the test result support the statement.

As we all know that there is a trend of the market to shift towards the systematic computerized

accounting and inventory management in place of managing it by their own hand, there is an

ample opportunity for Marg to conduct more marketing activity and promotion of their

software at the untapped or semi touched market. It will surely increase their sales as well as

revenue.

The test result also shows that it is quite difficult for the reseller and dealers to convince the

customer easily about their software. It is so because the market is not aware about the

software very much for that reason I again suggest Marg to conduct more marketing activity

and promotional campaign to increase the awareness of the software in to the market.

As the no of customer of a individual dealer is not quite high and according to them the market

is un penetrate-able but I think this is due to the lack of manpower, offering and after sales

service of the company . So I like to draw the kind attention of the company again to develop a

good manpower towards the dealers and resellers end and also changes some norms and

regulations and provide more benefit to the customer so that the market becomes penetrate-

able.

Page | 62

Page | 63

ChapterConclusion

ConclusionsTo conclude our discussion regarding the Problem and the proposed solution for reseller

program and existing customer of Marg compusoft Pvt. Ltd. I would like to tell one simple thing

that Marg is one of the well known company in accounting and inventory management

software manufacturing market after Tally. It’s started its business since 1992. But as Tally

captured most of the market share before it begins its journey and day by day new software

are emerging in to the market, it is quite difficult for Marg to penetrate in to untapped market

and also retain his own market share. To recover from this kind of situation I think Marg

should look after their manpower as they need stronger marketing team for conducting more

Marketing activity and promotional campaign. Also they should look after the pricing and other

ASS policy so that it will more feasible and transparent for both the customer, the dealer and

resellers side. If they do so I am sure that the sales volume of Marg software will increase, Marg

can penetrate into other untapped market or semi-tapped market and thereby they can

maintain their market share and it may increase the market share of Marg in future.

Page | 64

Page | 65

ChapterRecommendations

Recommendations 1. Improve quality of service through adequate Quality checks and assurance and then

release the software and its updates.

2. Provide more helping hand and manpower to the dealer so that they can provide

quality of service, all customers are valuable for the company and keep good relation

with every customer as we all know that customer’s are king and which can be

achieved by providing a quality service to the customer at right time and right place

3. Many of the users have less knowledge regarding computer and hence it is so difficult

for the users to adopt the up-gradation so frequently. So I think company should look

after the matter as soon as possible

4. Price reduction to improve volumes

5. Improve after sales service by increasing the manpower of the dealer and reseller then

the revenue of the company will eventually increase through WOM as all the customers

are looking for a good service from a service providing company

6. Conduct more marketing activities and promotional campaigns for the software

especially at untapped market.

7. Do not to change norms and regulations frequently and provide more benefit to the

customer so that the market becomes penetrate-able.

Page | 66

Page | 67

ChapterBibliography

Bibliography

(n.d.). Retrieved june 17, 2014, from Wikipedia: en.m.wikipedia.org/wiki/research_design

Clear Imaging. (n.d.). Retrieved May 6, 2014, from Clear Imaging:

http://www.clearimaging.com/reseller.htm

Godfred, D. (10/01/2014). Research Instrument for Data Collection. KNUST Gh.

Judy Motion, U. o. (August 2006). Accepted for Special Issue on Branding in Business Markets.

Sources of Brand Benefits in Manufacturer-Reseller B2B Relationships .

Lee. (n.d.). 6426_chapter2_lee(Analizing)_l_pdf_3.pdf. Retrieved june 17, 2014

Measurement&Mesurement_scales.pdf . (n.d.). Retrieved june 17, 2014

Ollila, I. (1/1/2008). International Reseller Partnership Management. International Reseller

Partnership Management , 04.

Ross, K. N. (sept,2005). Quantitive Research Methos In Educational Survey Planning. UNESCO

International Institute For Educational Planning. 75116 Paris,Farance: UNESCO International

Institute For Educational Planning.

Smith. (09/01/2014). Measurement and Scaling in Marketing. In Smith, 4553_smith_chp_10.pdf

(p. 372).

Sondhi, D. C. Research Methodology concepts & Cases. In D. C. Sondhi, Research Methodology

concepts & Cases (pp. 29-60). Vikas.

www.slideshare.net. (n.d.). Retrieved june 17, 2014, from slideshare.

Page | 68

Page | 69

Chapter-10Annexure

Annexure

Abbreviations:

AMC- Annual Maintenance coast

WOM- Word of Mouth

ASS- After Sales Service

Page | 70

Drafting of a questionnaire

Marg compusoft pvt. Ltd.

For existing customers

Tick the bellow alternatives:

1) Are you currently using Marg?

i) Yes

ii) No

2) From how long are you using Marg?

i) Less than 1 year

ii) 2 years

iii) 3 years

iv) 4 years

v) 5 years or more

3) From where you got the reference of Marg?

i) From the dealer

ii) From the internet

iii) From your nearest shop

iv) From your friends and Family

v) Others

4) Have you used any software before Marg?

i) Yes

ii) No

5) If yes, then do you think Marg is providing you more benefits than your previous software?

i) Yes

ii) No

6) The following features of Marg are better than your previous software:

1. Strongly Agree 2. Agree 3. Can’t Say 4. Disagree 5. Strongly Disagree

Page | 71

1 2 3 4 5

Billing

Inventory Management

Specialised Software for your Trade

Ease of Use

7) Would you like to recommend Marg software to any one?

i) I already recommend the software to many

ii) I like to recommend the software

iii) May be in future

iv) I don’t recommend the software to any one

8) Please rate the following with regards to Marg Compusoft:

1. Excellent 2. Good 3. Average 4.Bad 5. Worst

1 2 3 4 5

Technology

Up gradation

Behaviour

After sale service

Specialized software for your trade

Easy accessibility

Problem solving capability

Knowledge of the person coming for service

Page | 72

Marg compusoft Pvt. Ltd.


Tick the bellow alternatives

1) Are you selling any accounting and inventory management software now?

i) Yes

ii) No

2) Approximately how much software and hardware customer do you have?

i) Less than 100

ii) 100-200

iii) 200-300

iv) 300-400

v) More than 400

3) Do you agree that there is a current trend in shift form manual account management to the account

management using a specialized software?

i) Yes

ii) No

4) Which accounting software are you selling now?

i) Tally

ii) Wizzy

iii) Cross

iv) Marg

v) Others

5) Do you have any existing market to sell accounting software?

i) Yes

ii) No

6) If yes, do you agree that there is requirement of accounting and inventory management software in

your existing market?

Page | 73

i) Strongly agree

ii) Agree

iii) Neither agree nor disagree

iv) Disagree

v) Strongly Disagree

7) Please provide your responses to the following statements:

1. Strongly Agree 2. Agree 3. Can’t Say 4. Disagree 5. Strongly Disagree

1 2 3 4 5

Market is moving to manage accounts and

inventory using softwares

Marg is a preferred choice for the customers

Price of Marg software is appropriate and is really

favourable for the customer

Resellers are happy selling Marg software

Customers find Marg to be value for money

It is easy to convince customers to buy Marg

software in place of any other software

Customers easily switch to Marg software

Price of the Marg software is less than any other

software in the existing market

Product specification and the utilizing capability

of Marg is really helpful for the customer

comparing with the other software

Marg Compusoft is providing you a good

incentive for selling the software

Marg channel marketing strategy gives

businessman like you an ample opportunity to

generate revenue

You prefer selling Marg more in comparison to its

competitors

8) Please rate the following with regards to Marg Compusoft:

Page | 74

1. Excellent 2. Good 3. Average 4.Bad 5. Worst

1 2 3 4 5

Easy to use

Accuracy (Efficiency )

Easy to maintain

After sale service

Specialized software for different trade

requirements

Customization

Page | 75

Figure XVIII: Marg compusoft pvt. Ltd.’s Existing Customers survey report

Figure XIX:Marg compusoft pvt. Ltd.’s Existing Customers survey report

Page | 76

Figure XX:Marg compusoft pvt. Ltd.’s Existing Customers survey report

Figure XXI:Marg compusoft pvt. Ltd.’s Existing Customers survey report

Page | 77

Marg compusoft pvt ltd’s reseller network survey report (Filled by dealers)

Figure XXII: Marg compusoft pvt ltd’s reseller network survey report (Filled by dealers)

Figure XXIII:Marg compusoft pvt ltd’s reseller network survey report (Filled by dealers)

Page | 78

Leaflets of Marg Compusoft Pvt. Ltd. for different products:

Page | 79

Page | 80

Order form of Marg software(From the dealer side)

Page | 81

List of contacted dealers for feed back

Page | 82

MARKETING ACTIVITY OF MARG

Page | 83

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