1

A COMPARATIVE MARKETING RESEARCH

PROJECT REPORT

ON

“LIQOUR HABITS AMONG MBA STUDENT”

Submitted in Partial Fulfillment of the Requirement for Post Graduate Diploma in Business Management

UNDER THE GUIDANCE OFMS.BHARTI BHUTANI

(Faculty of Marketing Research)

SUBMITTED TO: - SUBMITTED BY:- Dr. D.K. GARG

Chairman IIMT

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY2, INSTITUTIONAL AREA, GREATER NOIDA (U.P)

E-mail: ishan_research@yahoo.com Website: www.ishanfamily.com

1

ACKNOWLEDGEMENT

I take the opportunity to express our gratitude to all of them who in some or the other way help me to accomplish this project. The research study cannot be completed without your guidance, assistance, inspiration, and co-operation.

We particularly owe our gratitude to Dr. D K Garg (Chairman), Mr. M K Verma (Dean).I also take this opportunity to express our sincere gratitude to our guide Ms.Bharti Bhutani and our seniors Akram Alam(Enr-16038) & Bishnu Prasad Nanda(16017) whose which is not possible to complete this project.

Lastly we express our gratitude to our Parents who have financed this project.

1

Undertaking 1

I ……………………………………… & ………………………………….. , ENR …………… & ……………..has done research project on the topic……………………………………………………………………….’’We declare that..1. The topic has been assigned towards from the college.2. There are minimum 150 respondents.3. All the respondent are genuine and organized.4. We have done project sincerely.5. If any respondent is found fake then institute can expel me from the college for submitting wrong statement.6. My senior guide Mr./Ms. …………………………………………. ENR………….. ……..and Mr. ………………………………………… ENR……………...have been guided In from time…………………. to time…………………………And they have done their best.

Sign of student………………………

Sign of student……………………..

Undertaking 2

I am………………………………,………………….…..ENR………………,…………… is guide of MR project Title ‘’…………………………………………………………………………………….’’Of .Mr./ms…………………………,…………….………….ENR……………………,……………..we hereby undertake that1.The student did M.R project in our guidance.2.We are verified the respondent all are genuine.3.We have checked their calculation there is no error if anything found wrong then institute can take any action against me.

Sign.of student………………….

1

PREFACE

Market Research is indeed an ancient art; it has been practiced in one form or the other since the days of the Adam and Eve. Its emergency is of relatively recent origin for success of any business and within this relatively short period, it has joined a great deal of importance and stature.I chose the topic “SMOKING HABITS AMONG INDIAN EXECUTIVES”, I have tried to put our best effort to complete this task on the basis of skill achieved during studies in the institute.

We have put our maximum effort to gain the accurate data. If any error or mistake found in collecting data kindly ignore.

1

TABLE OF CONTENTS.

S. No. Title Page No.

1. ACKNOWLEDGEMENT 2

2. UNDERTAKING 3

3. PREFACE 4

CHAPTER -1

INTRODUCTION TO TOPIC 7 CHAPTER -2

LITERATURE REVIEW 8

CHAPTER -3

RESEARCH OBJECTIVE 9

CHAPTER-4

RESEARCH METHODOLOGY 10-11

RESEARCH DESIGN 12

DATA COLLECTION 12-13

SAMPLING 13

SCALING & QUANTITATIVE TECHNIQUE 14

1

CHAPTER -5

ANALYSIS & INTERPRETATION 15-29

CHAPTER-6

RESEARCH FINDING 30-32

CHAPTER-7

CONCLUSION 33

CHAPTER -8

SUGGESTIONS 34

CHAPTER-9

BIBLOGRAPHY 36

ANNEXURE 37-38

WORD OF THANKS 39

LIST OF RESPONDENTS 40-43

CHAPTER -1

1

INTRODUCTION OF TOPIC

Business needs certain kind of information in order to be able to satisfy their customer wants and needs to design effective marketing programed .Basically they want information regarding target market, product, services, price, distribution, and promotion.

Marketing research specifies the information required addressing these issues, design the method for collecting information manages and implement the data collection process analysis the result and communicate the findings and their implication

The objective of this study was to analysis “Smoking Habit Among Indian Executives”. The cigarette is use for freshness & addiction. The brands are Gold Flake, Wills, Four Square & others.

CHAPTER -2

1

LITERATURE REVIEW

I have chosen this particular topic as I have gone through many magazines and newspaper, I have seen many times that there are different brands of cigarettes and they have existing in the market from over a long period of time and there has been an tough competition among all these player who have been operating in the market. The motive of the research is to know various factor like the preference of the cigarette among the executives what brand of cigarette do they prefer, why do they specifically choose any brand, for how long they stick to a specific brand how frequently they prefer to smoke and many other things etc. Apart from the above mention feature the other things which were queried were like which is the maximum percentage of the society who is indulge in smoking cigarette, which class of the society is smoking the maximum amount of cigarette basically are the reason that really influence boozer to smoke cigarette whenever a customer go for smoking what are the factor that really appeals a executives to smoke apart from that who really motivate a boozer to smoker who are the person who provoke him to smoke. What does a boozer believe that smoking is good for the health or it is bad for the health? How does it act as medium of change in any one’s character or we can say how does it change the character of an individual. One of the major concern in which we have tried to concern is that to query what actually a boozer believe that smoking is affecting our society or not and at last but not the least is that we have tried to know that what actually a boozer believe that the production of cigarette should be ban by the government or not.After conducting this research we have come across with number of executives who were totally different from each other, with different kind of traits of each individual and for us the experience was like, we would ever not be able forget.

CHAPTER -3

1

RESEARCH OBJECTIVE

Research Methodology includes the overall research procedures, which are followed in the research study. This includes research design, the sampling procedures, and the data collection method and analysis procedures. The broad methodologies can be used to answer any research question – experimental research and non-experimental research. The major difference between the two methodologies lies in the control of extraneous variables by the intervention of the investigator in experimental research.

CHAPTER-4

1

RESEARCH METHDOLOGY

MARKETING RESEARCH

Marketing research is the function which likes the consumers, customers & public to the marketer through information which is used to identify & define marketing opportunities & problems, generate, refine & evaluate marketing action; monitor marketing performances & improve understanding of marketing as a process.

RESEARCH METHODOLOGY Several characteristics of modern business encourage the use of marketing research by

business. First, the suppliers of products and services need to be informed about the final consumer in order to market their products and services more effectively. Secondly, as a company grows and starts distributing its products in number of different markets, the managers of the company find themselves becoming more separated from the final consumers of their products. Managers need information from their final consumers in order to satisfy the consumers, managers need at least five such information topics, which are of great interest from them. These five topics are:

TARGET MARKET

What is the target market of the products or services being offered by the organization? How large is the target market how can it be described.

PRODUCT/SERVICES

Regarding particular products and services how satisfied or dissatisfied is the target market with what is currently available. What products and features and benefits do these consumers desire?

PRICE How much importance does the target market plays on the product in question? What

products are they willing to substitute for the product in question? What price is charged for those substitutes?

DISTRIBUTION

1

What distributions the target market is most likely to use while purchasing the product is in question? Will the channel be able to provide the service or support needed for the product?

PROMOTION

Through what mediums (T.V., Newspaper, and Bill-boards etc.) should the organization advertise? What kinds of promotions would have a favorable effect on the target market? Business & other organizations are increasingly turning to marketing research to obtain such information; they need for decision-making.

RESEARCH INSTRUMENT

STRUCTURED QUESTIONNAIRE

The questionnaire is a standardized form to record answers on the basis of set questions. We had

a questionnaire which had 15 questions in it .Each question had three to four options as

answers .The respondent had to choose one out of the rest and tick mark it.

SAMPLE SIZE

According to the guidelines by the institute our research size was 150.

SAMPLE FRAME

Research Method is the process in which only a few units of population under study are

considered for analysis. The area in my consideration was Delhi & NCR. The questionnaire was

framed in such a way to get continue response & to achieve flexibility by asking certain open

ended questions. we had time to conduct the marketing research hence the time constraint was

also kept in mind.

RESEARCH DESIGN

1

Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research question and to control variance.

Basically there are two type of research design as:

#EXPLORATORY RESEARCH: - It seeks to discover new relationship. It is a preliminary phase & is essential In order to obtain a proper definition of problems at hand. The emphasis is on the discovery of ideas & insight.

# CONCLUSIVE RESEARCH: - It provides information that helps the executive so that he can make a decision. This study has done well while attempting to arrive at a more clear description of an apparent problem.

DATA COLLECTION

THERE ARE TWO METHODS OF DATA COLLECTION:-

# QUESTIONNAIRE METHOD:- The greatest advantage of the questionnaire method is its versatility. Almost every problem in marketing research can be studied only by questioning. Questioning is usually faster and cheaper than observation. As a result, less time is typically wasted in questionnaire study.

1. Structured Non disguised questionnaire: Most questionnaire studies made in marketing research are of this type. A structured interviews of this type introduced gives more reliable results. The purpose of the question is clear and thus undisguised. It is simple to administer and easy to tabulate and analyses. This questionnaire has also got the provision for alternative response that helps in marketing the questions clear.

2. Non – Structured Non Disguised Questionnaire: Unstructured and undisguised questionnaire is distinguished by the fact that the purpose of study is clear but the questions remain open-ended.

3. Non – Structured Disguised Questionnaire: Many people are either unwilling or unable to give accurate response as to their own attitudes and motivations. To overcome this, disguised methods have been developed.

4. Structured – Distinguished Questionnaire: These are the used in the marketing research. They emerge as an attempt to secure the advantage of disguise in revealing the sub-conscious and hidden .

1

# OBSERVATION METHODS:- Observation study can broadly be classified in five bases;

1) Whether the observation is obstructive or unobtrusive.2) Whether the observation is structured or unstructured.3) Whether the factor of interest is direct or indirect.4) Whether observation made by observers or by mechanical means.5) Each of the classification has some impact on the quality of the data collected.

SAMPLING

It is a small representative of universe. According to a famous statistician “YULE” the objective of sampling is to get maximum information about the parent population with minimum efforts.

#SAMPLING PROCESS:-

PROBABILITY SAMPLING METHOD:-

Probability sampling methods are those in which every item in the universe has a known chance or probability of being chosen for the sample.

NON-PROBABILITY SAMPLING METHOD:-

This method does not provide all the items in the universe with a known change of being included in the sample. The selection process is at least partially subjective.

SCALING

The most important effect of the analysis required is in the scale of measurement that must be used.

1

Broadly marketing research uses the four major types of scales:

1. NOMINAL SCALE

2. ORDINAL SCALE

3. INTERVAL SCALE

4. RATIO SCALE

1. NOMINAL SCALE:- It is one in which numbers are only used as labels, and have no numerical sanctity. For example, if we want to categories male and female respondents, we could use a nominal scale.

2. ORDINAL SCALE: - These are ones which have a meaningful order to them. A marketing variable is ranks given to brands by respondents. These ranks are not interchangeable, as nominal scale labels are.

3. INTERVAL SCALE: - An interval scale variable can be used to compute the commonly used statistical measures such as the average, standard deviation and the correlation coefficient.

4. RATIO SCALE: - All arithmetic operations are possible on a ratio-scaled variable. These include computation of geometric mean, harmonic mean and all other statistics like the average, standard deviation and Pearson correlation and also the tests as the t-test and the f-test.

CHAPTER- 5ANALYSIS INTERPRETATIONS

1. What brand do you smoke? a) Gold flake b) Wills c) Four Square d) Other

1

Answer:- a) Gold flake (67.33%) b) Wills (20%)

c) Four Square (.67%) d) Other (12%)

TABLE NO:-1 OPTIONS NO.OF RESPONDENTS PERCENTAGE A 101 67.33 B 30 20 C 1 .67 D 18 12 TOTAL 150 100 GRAPH NO:-1

67.33

20

0.67 12

1. What brand do u smoke?

Gold FlakeWillsFour SquareAnyother

INTERPRETATION:. From the above interpretation we can understand that people have different preference for different situation few of the people were saying that though they tick on the specific option but it may varies from time to time may on the basis of their mood mental state situation or even more few of the people were saying that their preference keep on changing according to season like few of the people were saying that they usually prefer to consume some foreign brand cigarette. After evaluating this question I observed that different people have their different opinion for their different preferences.

2. From which age you started smoking? a) 10-15 years b) 15-20 years c) 20-25 years d) 25-30 years Answer: - a) 10-15yrs (4.67%) b) 15-20yrs (62%) c) 20-25yrs (29.33%)

1

d) 25-30yrs (4%) TABLE NO:-2

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 7 4.67 B 93 62 C 44 29.33 D 6 4 TOTAL 150 100

TABLE NO:-2

4.67

62

29.334

2.From which age you started smoking?

10-15 years 15-20 years 20-25 years 25-30 years

INTEPRETATION:- The above pie chart depict the age group which is involve in consumption of liquor in the society from the above chart we can see that maximum no. of smoker is teenage i.e.62%the first age group who smoke maximum cigarette is teenage & adolescent and their percentage is 29.33% and the remaining 4% from last age group and 4.67 % of the first age group. The conclusion that we have derive is teenage is the age group who is indulge in the smoking of maximum amount of cigarette. In the above question we have queried from the respondent that basically what according to them is the possibility of the maximum consumer of the cigarette from the age group point of view and we have come across with some kind of genuine answer and justified answer as a matter of fact what answer we have got those were genuine and authentic from every aspect in the above question the maximum weight age goes to teenage which is very correct from every aspect. If we see there has been a tie between the teenager and adolescent which again also a very genuine response from the respondents and the last weightage has been given to the higher age group which is again a very genuine answer.

3. Where do you often smoke? a) Home b) Smoking Zone Area c) Public Place d) Room Recreation Answer:- a) Home (5.33%) b) Smoking zone (84.67%) c) Public place (5.33%) d) Room Recreation (4.67%)

1

TABLE NO:-3

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 8 5.33 B 127 84.67 C 8 5.33 D 7 4.67 TOTAL 150 100

GRAPH NO:-3

5.33

84.67

5.33 4.67

3. Where do you often smoke?

HomeSmoking Zone AreaPublic PlaceRoom Recreation

INTERPRETATION:- As per the result 84.67% of respondent prefer to smoking in smoking zone because this is a place which is specially made for the smoker where they can feel free while smoking and for the office goers most of the company make a recreation room so most of the executives prefer to smoking in that place. Where every department of employee come and discus their work and personal life so you can say that this place is good for the smoker and there are also some person who smoke at their place, it depends upon the family members that how many family members smoke in that particular family and most of the person who smoke at the home they are an elder one or parents in the family, it also possible that some people like smoking while watching movies and news so that they can feel relax. But there are some respondent who smoke in public place, they might be chain smoker who just can’t go without smoking that’s why they don’t think about the society and smoke in public place.

4. How do you know about your brand?a) TV b) Friends c) Newspaper d) Radio

Answer:-a) TV (4%) b) b) Friends (90% ) c) c) Newspaper (5.33% ) d) d) Radio ( .67% )

TABLE NO:-4

1

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 6 4 B 135 90 C 8 5.33 D 1 .67 TOTAL 150 100

GRAPH NO:-4

4

90

5.33 0.67

4. How do you know about your brand?

TVFriendsNewspaperRadio

INTERPRETATION: - As per the result 90% of respondent, they got indulged in the habit of smoking just because of their friends they influence by their friends because most of the students motivate by their friends and they share their habit to each other and the young age of life students are not good in taking decision so they easily influence by their friends and get indulge in the habit of smoking and TV, NEWS, and RADIO; these are also a factor which influences the people to smoking because most of the company use this tools for the advertisement of their products but they don’t know how it is affecting society and how youth are getting indulge in the habit of cigarette and it is good as a point of view of a company.

5. How many cigarettes you smoke/consume in a day?a) 1-5 b) 5-10 c) More than 10

Answer:-a) 1-5 (28%)b) 5-10 (54%)c) More than 10 (18% )

TABLE NO:-5

1

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 42 28 B 81 54 C 27 18 TOTAL 150 100

GRAPH NO:-5

42

81

27

5.How many cigrattes you smoke/consume in a day?

1 to 55 to 10More than 10

INTERPRETATION: -The above pie chart depict the cigarettes people smoke and consume in a day which executives smoke cigarette from above option 42% of the executives have mention on the first option 1to5. Other 81% of the executives says that they smoke/consume cigarette 5to10 in a day the other 27% of the people says that they consume more than 10 cigarettes in a day. This question was specifically raised in order to know the cigarettes people smoke and consume in a day , we have specifically ask the people that how frequently they prefer to consume and we have got different kind of response from respondent .

6. Are you aware about harms of smoking after printing a warning statement on packet of cigarettes? a) Yes b) No Answer:-

a) Yes (91.33%) b) No (8.67%)

TABLE NO:-6

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 137 91.33

1

B 13 8.67 TOTAL 150 100

GRAPH NO:-6

91.33

8.67

6. Are you aware about harms of smoking after printing a warning statement on packet of

cigarettes?

YESNO

INTERPRETATION: - When we enquired through market research the people who smoke they may clearly aware about the harms of the cigarettes as we see maximum number of people response positive regarding harms of cigarettes but they smoke to reduce stress or tension or when they are very much frustrated or we also have a response regarding cigarettesthat cigarettes is a trend for new generation.

7. Do you think that increasing habit of youth smoking affect the society?a) Yes b)No c)can’t say

Answer: - a) Yes (84%)

b) No (13.33%) c) Can’t say (2.67%)

TABLE NO:-7

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 126 84 B 20 13.33

1

C 4 2.67 TOTAL 150 100

GRAPH NO:-7

84

13.33 2.67

7.Do you think that increasing habit of youth smoking affect the society?

YesNoCan't say

INTERPRETATION:- In the above question it has ask from the respondent that does smoking habit among youth is affecting our society or not and I have come across with some mature answer the most of the respondent think that it is affecting our society and their percentage is 84% on other hand 13.33% still believe that it is not affecting our society where as minimum percent of the respondent were not sure that, is it an evil for our society or not and their percent is 2.67%. In the above question I have tried to queried that is it something like that smoking among the youth is affecting our culture or not and I have got a mixed kind of reaction from the respondent as a matter of fact some of the people were bit confuse or I should say they were in a state of dilemma while answering this question but most of them have tick on the option which sometime this shows that people were in the state in the confusion and they were not ready to face this question but they were requested to reply this question by me apart from this one of the most surprising news was that there were same statistics for the people who were saying that they had to choose between the option as like they switch between the brands or not and the level of the people who had tick on the option like they switch the brand or not were like more or less same.

8. is there any other person smoking in your family? a) Yes b) No Answer:- a) Yes (56%) b) No (44%)

TABLE NO:-8

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 84 56 B 66 44 TOTAL 150 100

1

GRAPH NO:-8

56

44

8.Is there any other person smoking in your family?

YesNo

INTERPRETATION: As per the result 56% of respondent knows that how many of family members smoke in their family and according 44% of respondent no other family member smoke in their family apart from them. it is showing that most of the family members they don’t know that about how many of family member smoke in their family because most of the family members like to smoking out of the home, they try to avoid smoking at the home because somewhere they don’t want to show their bad habit to the family members or they have some kind of fear of parents. And most of the youth smoke in their friend circle so most of the family members are unaware about their habit so most of the family members they don’t know exactly how many of person smoke in their family. So exact result cannot be found out.

9. Which factors influence you to smoke? a) Advertisement b) Trend c) Friend circle d) Society Answer:-

a) Advertisement (14.67% ) b) Trend ( 48.67% ) c) Friend circle (36%)d) Society (.66%)

TABLE NO:-9

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 22 14.67

1

B 73 48.67 C 54 36 D 1 .66 TOTAL 150 100

GRAPH NO:-9

14.67

48.67

36

1.2

9. Which factors influence you to smoke?

Advertisement TrendFriend circle Society

INTERPRETATION: When enquired on the reason of the smoking that why the people smoke whether due to trend, friend circle ,advertisement, society it is found that 48.67% of the total respondents replied positive that is they do smoking because it trend or fashion. They said that smoking is the trend of the generation and the fashion as well and use to adopt the fashion as it is their living style and they like. Whereas the majority of the total respondents replied that they do not believe in the fashion or the trend of the smoking. So they do not smoke because smoking is the fashion or trend but smoking is their habit and they use to smoke for the refreshment. They smoke when they are tired or they are frustrated during the work situation. So the smoking is fashion or trend for the respondents but for the majority it is an habit and the source of the refreshment more than fashion or trend.

10. Will you allow your kids to smoke? a) Yes b) No Answer:- a) Yes (8%) b) No (92%)

TABLE NO:-10OPTIONS NO. OF RESPONDENTS PERCENTAGE

A 12 8

B 138 92

TOTAL 150 100

1

GRAPH NO:-10

8

92

10. Will you allow your kids to smoke?

YesNo

INTERPRETATION:- We enquired in the pie chart through market research about the given question and we get a result that 92% people response no to the question because smoking is a bad habit which causes disease like cancer etc and which is injurious to health and no parents want that their kids life is in danger or we can say that every parents want that their child live a healthy life.

11. Will your life partner smoke? a) Yes ( ) b) No ( )Answer:- a) Yes (6%) b) No (94%)

TABLE NO:-11

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 9 6 B 141 94

1

TOTAL 150 100

GRAPH NO:-11

6

94

11.      Will your life partner smoke?

YesNo

INTERPRETATION:- . We enquired in the pie chart through market research about the given question that 94% people response no to the question because smoking is not the good habit and it cause many diseases like cancer etc and every partner want that their life partner live a healthy life which is essential for the family and which is benefitted for the coming generation or the young generation.

12. How much do you agree with the statement that “smoking is best source of reducing stress”? a) Strongly agree b) Agree c) Disagree d) Strongly disagree Answer:- a) Strongly agree b) Agree c) Disagree d) Strongly disagree

TABLE NO:-12

1

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 101 67.33 B 42 28 C 6 4 D 1 .67 TOTAL 150 100

GRAPH NO:-12

67.33

281.4 0.67

12.How much do you agree with the statement that “smoking is best source of reducing stress”?

Strongly agree AgreeDisagreeStrongly disagree

INTERPRETATION. We enquired in the pie chart through marketing research project as we see that maximum number of the people strongly agree that smoking is the best source of reducing stress and about 28% people are agree about with the same statement and only 1.4% people are disagree and only .67%people are strongly disagree with the same statement as we see the result in the previous question that maximum number of people response that it is the best source of reducing stress or people smoke to overcome the tension or to get freshness or it is trend.

13. Do you realize apart from showing health concern on cigarette packet any other programme should launch by government to stop smoke?

a) Agree b) Disagree c) Can’t say Answer:-

a) Agree ( 86% ) b) Disagree ( 11.33% ) c) Can’t say ( 2.67% )

TABLE NO:-13

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 129 86 B 17 11.33

1

C 4 2.67 TOTAL 150 100

GRAPH NO:-13

86

11.33 1.4

13. Do you realize apart from showing health concern on cigarette packet any other pro-

gramme should launch by government to stop smoke? Agree

DisagreeCan't say

INTERPRETATION:- When enquired on the ban of the cigarette as it is harmful for the health it is found that 86% of the total respondents replied that the government should ban the cigarette production and rest of the respondents that is 11.33% of the total respondents are not agree with that. The variation in the reply might be due the inconvenience which the general people face due to the persons who use to smoke at public places so the majority replied for the ban on the production as the cigarette causes harm for the environment and the public as well. And the rest 1.4% response can be due to the user of the cigarette and they do not like that there should be ban on the production of the cigarette. thus as the majority is concern it can be said that the society is not in the favor of the production of the cigarette and thus the government should take action against the cigarette and it should be ban on the public under the age of 18 years.

14. Do you Smoke in front of your family members?a) Yes b) No

Answer:- a) Yes (18.67%) b) No (81.33%) TABLE NO:-14

OPTIONS NO. OF RESPONDENTS PERCENTAGE A 28 18.67 B 122 81.33 TOTAL 50 100

1

GRAPH NO:-14

18.67

81.33

14.Do you Smoke in front of your family members?

YesNo

INTERPRETATION:- As per the above pie chart and according to the result of marketing research most of the Indian executives try to smoking in front of their family because they think it is against of our tradition. They avoid because in family there are some children and these things affect them and may they saw these kind of things in the among the family, they can also start these kind of habit, that’s why they avoid smoking in front of family. Some of the respondents think that these kinds of things leave bad impression in the mind of family members. So it is considered that the respondents who smoke secretly from the family, they think if they start smoking in front of family then their bad habit become in the eyes of the family. There are 18.67% executives who want to smoke in front of their family members, because they think it is their own habit and it does not affect the other person in the family, and as per my concern they are not social person.

15. Which factor motivates you to purchase this brand? a) Price b) Availability c) Package d) FlavorAnswer: - a) Price (1.33%) b) Availability (36%) c) Package (9.33%) d) Flavor (53.34%)

TABLE NO:-15

OPTIONS NO. OF RESPONDENTS PERCENTAGEA 2 1.33B 54 36C 14 9.33D 80 53.34TOTAL 150 100%

1

GRAPH NO:-15

1.33

36

9.33

53.34

15 which factor motivates you to purchase this brand?

PriceAvailabilityPackageFlavour

INTERPRETATION:- The above question focuses on factor which influences a respondent in order to choose a specific brand different people have their own preference in order to choose a brand most people says the flavor is one of the major factor in order to choose a brand and their percentage is 53.34% few people gave emphases on availability and their percentage 36% few says that package is one of the factor their percentage is 9.33% few people says that price is also of the appealing feature that fantasize them and their percentage is 1.33% apart from these factor respondents have their own other factor which influence them to smoke. In the above question i have tried to know that which feature actually appeals them while choosing a brand apart from the above option peoples were suggesting their option as a feature which appeals them to choose a brand few of the people were saying that there are some of the feature like popularity of the brand among the youth, few of the people were saying that feature like brand ambassador of a specific brand also appeals them to choose a specific brand.

CHAPTER-6

RESEARCH FINDING

CHI SQUARE TEST:-

The chi square test is one of the simplest and most widely used non – parametric tests in statistical work. It makes no assumption about the population being sampled. The quantity X2

describes the magnitude of disperancy between the Theory and observation. If X2=0, this means that observed and expected frequencies coincide. Greater the value of X2, the greater would be the discrepancy between observed and expected frequency. The formula for computing X2 is

∑ (O - E) 2/ E.

1

NULL HYPOTHESIS – we will assume that there is no habit of smoking among Indian executives

ALTERNATIVE HYPOTHESIS- – we will assume that there is habit of smoking among Indian executives

If TabX2 ≥ Cal X2 → Null Hypothesis will be accepted.

If TabX2 < Cal X2→ Null Hypothesis will be Rejected.

Observations of the respondents:-

Q. No. A B C D total

5 42 81 27 0 150

12 101 42 6 1 150

13 129 17 4 0 150

Total 272 140 37 1 450

Expected value

Q. No A B C D

5 57.33 46.66 12.33 0.33

12 57.33 46.66 12.33 0.33 13 57.33 46.66 12.33 0.33

171.99 139.98 36.99 0.99

Chi-Square Test For option A

Q. No. O E (O - E) 2 ∑(O - E) 2/ E

5 42 57.33 235.00 4.09

12 101 57.33 1907.06 33.26

13 129 57.33 5136.58 89.59

126.94

Chi-Square Test For option B

Q.No. O E (O - E) 2 ∑(O - E) 2/ E

5 81 46.66 1179.23 25.27

1

12 42 46.66 21.71 0.46

13 17 46.66 879.71 18.85

44.58

Chi-Square Test For option C

Q. No. O E (O - E) 2 ∑(O - E) 2/ E5 27 12.33 215.20 17.4512 6 12.33 40.06 3.2413 4 12.33 69.38 5.62

26.31

Chi-Square Test For option D

Q.No. O E (O - E) 2 ∑(O - E) 2/ E

5 0 0.33 0.10 0.003

12 1 0.33 0.44 1.36

13 0 0.33 0.10 0.003

1 0.99 0.64 1.36

DEGREE OF FREEDOM = (C-1) (R-1)

= (3-1) (4- 1) = 2*3 = 6

CHI SQUARE: - ∑ (O - E) 2/ E

For all the options Chi Square = (126.94+44.58+26.31+1.36) = 199.19At 5 % level of significance, value of tabulated t is 12.392 at 6 degree of freedom.Since it is less than calculated t, so null hypothesis will be rejected.And Alternate hypothesis will be accepted.

1

FINDING

1) 86% executives want to ban on production of cigarette.

2) 62% executives start smoking in the age 15-20 years.

3) As per the result 48.67%% executives smoke due to trend..

4) Mostly person prefers gold flak cigarette and love flavor in cigarette.

5) As per result 84.67% executives want to smoke in the smoking zone.

6) As per the result 81.33% executives try to avoid smoking in front of family. 7) 94% executives not allow their life partner to smoke and92%executives not allow their

kids to smoke. 8) As per the result 90% executives says that they know about their brand from their friends. 9) As per the result 84.67% executives says that they prefer smoking in the smoking zone. 10) As per the result 67.33% executives says that smoking is the best source of reducing stress.

CHAPTER-7

CONCLUSION

In New Delhi, Noida, Gr. Noida Region,This research is actually not a marketing research. The research is based on the conception and perception of Indian executives about the smoking or their habit. We faced various limitations in conducting our research that is “SMOKING AMONG INDIAN EXECUTIVES”. We have our level best to find out their views regarding smoking in NCR region. We have a great experience while conducting the research because we came to meet many corporate personalities as well as private employees in various fields and collecting their views regarding the research. We visit many places like SHASTRIPARK, ROHINI, PITAMPURA, LAXMINAGAR, KAROL BAGH, PATPARGANJ, MAYUR VIHAR, NOIDA, and GREATER NOIDA.

1

Analytical tools of research are deficient and can’t give us precise idea, especially on the behavioral, as aspect. We have completed our research project in which there are many helping hands involved. Inspire of few limitation we found the research is a challenging and fruitful. Its gives us enough knowledge of the corporate people conception about the various department.

CHAPTER-8

SUGGESTION

Today’s customer centered market has more choice because of their different habit, opinions, perception, personality etc. They become dynamic. Hence the behavior changes day by bay. So on the basis of the finding of this report we would like to give following suggestion:

(1) Cigarette is injurious for health, many of decease like cancer are arising due to the cigarette so government should ban on production of cigarette.

(2) Below poverty line person are spending so much money on smoking.so government should provide license to sale cigarette.

1

(3) Some element like nicotine are using in the production of cigarette which is harmful for health. So government should ban to using these element.

(4) we want to say that the person who belong the teen he should avoid the smoking.

CHAPTER-9

BIBLIOGRAPHY

ANNEXURE

WORD OF THANKS

LIST OF RESPONDENTS

1

BIBLIOGRAPHY

BOOKS:

Kotler Philip ,Marketing management .

Beri G.C ,Marketing research.

Sharma D.D ,Marketing research . Boyd, W. Harper, Marketing research.

1

ANNEXURE

MARKETING RESEARCH PROJECT“Smoking habit among Indian Executives”

Dear Sir/Madam, We Ditesh Agarwal & Dhananjay kumar Dubey students of PGDBM of “Ishan Institute of Management & Technology, Greater Noida” are conducting marketing research project Titling.

“Smoking Habit among Indian Executives”

Kindly extend your co-operation in filling up this questionnaire and enable us to conduct the research successfully. We promise that the information given by you will be kept confidential.

1

PERSONAL INFORMATION

NAME………………………………………………………………….AGE …………

OCCUPATION: ………………………………………………………………………..

ADDRESS……………………………………………………………………………... MOBILE NO.……………………. Email ID………………………………………….

QUESTIONNAIRE

1. What brand do you smoke?a) Gold Flake ( ) b) Wills ( ) c) Four Square ( ) d) Any other ( )

2. From which age you started smoking?a) 10-15 years ( ) b) 15-20 years ( ) c) 20-25 years ( ) d) 25-30 years ( )

3. Where do you often smoke?a) Home ( ) b) Smoking Zone Area ( ) c) Public Place ( ) d) Room Recreation( )

4. How do you know about your brand?

a) TV ( ) b) Friends ( ) c) Newspaper ( ) d) Radio ( )

5. How many cigarettes you smoke/consume in a day?a) 1-5 ( ) b) 5-10 ( ) c) More than 10 ( )

6. Are you aware about harms of smoking after printing a warning statement on packet of cigarettes?a) Yes ( ) b) No ( )

7. Do you think that increasing habit of youth smoking affect the society?a) Yes ( ) b)No ( ) c) Can’t say ( )

8. Is there any other person smoking in your family?a) Yes ( ) b) No ( )

9. Which factors influence you to smoke?a) Advertisement ( ) b) Trend ( ) c) Friend circle d) Society ( )

10. Will you allow your kids to smoke?a) Yes ( ) b) No ( )

1

11. Will your life partner smoke?a) Yes ( ) b) No ( )

12. How much do you agree with the statement that “smoking is best source of reducing stress”?a) Strongly agree ( ) b) Agree ( ) c) Disagree ( ) d) Strongly disagree ( )

13. Do you realize apart from showing health concern on cigarette packet any other programme should launch by government to stop smoke?a) Agree ( ) b) Disagree ( ) c) Can’t say ( )

14. Do you smoke in front of family members?a) Yes ( ) b) No ( )

15. Which factor motivates you to purchase this brand?a) Price b) Availability ( ) c) Package ( ) d) Flavor ( )

“THANK’S FOR YOUR KIND CO-OPERATION”

WORD OF THANKS

At the end we would like to thank all those who have directly or indirectly helped me to conduct

the survey and complete this project successfully.

We would also like to thank all the readers who would study this project. We request the readers

to let us know the mistakes we have committed.

Thank You.

1

DITESH AGARWALENR: - 17022

LIST OF RESPONDENTS

S.N Name Age Address occupation Mobile no Email-Id1 Mahesh Agarwal 26 Shastri Park Employee 9310024948 agarwal.mahesh099@gmail.com2 Rakesh Singh 31 Laxmi Nagar Financial Manager 74281760123 Yogesh Ayaldasani 24 Tughlakabad Marketing Manager 9711053958 yogesh.ayaldasani@gmail.com4 Rehan Aftab 26 Shastri Park Employee 99990591665 Dhiren Khulbe 27 Shastri Park Employee 78383228296 Abhishek Bansal 26 Shastri Park Employee 98718739497 Tanveer Alam 27 Shastri Park Employee 80101517218 Nishant Shah 28 Shastri Park Employee 98991462789 Abhishek Chauhan 27 Shastri Park Employee 9811752048

10 Pramod 32 Badarpur Sales Manager 9999558867

1

11 Dhruv 30 Badarpur Sales Executive 995307239712 Abhishek Dutta 24 Shastri Park Employee 997131647613 Mahabeer Pandey 32 Delhi Software Engineer 9971221751 mahabeer789@yahoo.co.in14 Mahesh Singh 35 Rohini Marketing Manager 9811086271 mahesh04singh@gmail.com15 Gunjan Singh 29 Rajouri Garden Businessman 999988938316 Manmohan Singh 24 South EX Executive 9015655259 manmohan@gmail.com17 Ashwini 30 Rohini Engineer 995801966618 Santosh Kumar 28 Mangolpuri Web Designer 8806686620 santosh Kumar123@yahoo.co.in19 Gaurav 25 Karol Bagh Employee 987381515620 Dilip 27 Karol Bagh Employee 882630772121 Alok Agarwal 28 Yamuna Vihar Employee 981075810722 Prabhash Singh 45 Shalimar Bagh Businessman 991162914123 Sumendra Kr Tiwari 29 Shalimar Bagh Sales Manager 875441435324 Sachin Singh 24 Mangolpuri IT Manager 965001480825 Paramjeet Singh 27 Shastri Park Employee 995376305326 Ammay Uttam Nagar Web Developer 901573578327 Karamvir 24 Uttam Nagar Web Developer 989978653828 Deepak Singh 24 Uttam Nagar Web Designer 9210377807

29Ranjeet Kumar Ranjan 29 Laxmi Nagar Employee 9311141351

30 Reena 24 Nagloi IT 986864635031 Sachin Bansal 25 Laxmi Nagar BPO 995812456432 Sunny Singh 29 Shastri Park Employee 981829749733 Ram Ujagir 35 Mangolpuri Businessman 995895911334 Pradeep 25 Uttam Nagar Web Developer 991188905735 Mahesh Singh 28 Laxmi Nagar Marketing Manager 9811086271 Singh.mahesh@gmail.com36 Rajiv kumar 26 Shalimar Bagh Marketing Executive 931046109637 Vkash kumar 27 Ganesh Nagar Sudent 783832430738 Chandan singh 25 Mayur vihar Job 8882032368 chandansingh05@gmail.com

39Muneshwar kr prasad 24 Badarpur Job 9911804010

40 Arsad 28 DLF saket Engineer 9717722546 arsad0061@gmail.com41 Saqeeb 25 alpha 2 Operation 759905438042 Deepak Pandey 26 Noida Office Manager 9555045990 deepakrishu@gmail.com43 Manoj kumar 25 Patpatganj Job 954084565844 Vikash chandra 28 Rajouri Garden Sales Executive 880057335645 Balram 25 Anand vihar Employee 981177786846 Shahwar 29 Pitampura Orientation 995312234547 Alok 27 Wazirpur Job 782735684548 Ajit Kumar Yadav 25 Gamma Employee 880246370149 Chandan Jha 30 Pitampura IT 991107612250 Shideshwar 33 Shalimar Bagh IT Manager 931261763951 Rupak Kumar 28 Badarpur Employee 9555414501 rupak.srivastava@gmail.com

1

52Parduman Kumar Singh 25 alpha 2 Employee 9971196589

53 Shiv 29 Rohini Sales Executive 989193929054 Prashant Singh 28 Badarpur Employee 991197399855 Ajit kumar 27 Rohini J.Executive 995882315656 Dijendra 32 Rohini Executive 8826008552

57Prashant Kumar Singh 24 Kalka ji Employee 8604124752

58 Vishwa Prakash 23 Mayur vihar Employee 956082108259 Ashish Kumar 28 South EX Employee 997156965260 Kundan Kumar Tiwari 23 Patpatganj Employee 8010278598

61Harbir Singh Chauhan 24 Noida Businessman 9718160143

62 Gaurav 28 Rohini Field Manager 921140024563 Rahul 32 Rohini Manager 742812540064 Bachan Singh 29 Karol Bagh Accountant 997177698665 Ankit 30 Rohini C.A 971114354566 Bunty 24 Laxmi Nagar Employee 971125715667 Vishal Purty 27 Sagarpur Engineer 8010856450 vishal.purty@gmail.com

68Mukesh Kumar Gupta 26 Mayur vihar Job 9718777843

69 Vikas Dubey 28 Pandav Nagar Job 9718824798 vikashdubey@gmail.com70 Sumit Kumar Verma 28 Laxmi Nagar Marketing Executive 971886029971 Manish Kumar 26 Shastri Park Employee 958209203572 Ravi 27 New Delhi Web Developer 97163882473 Anuj 32 Dwarka Assistant Manager 991141120574 Anupam Singh 25 Laxmi Nagar Marketing Executive 9.2899E+1075 Abhishek Sarraf 28 Laxmi Nagar HR Manager 931108702676 Akhil Agarwal 24 Laxmi Nagar Employee 981137374777 Bharat Prasad 36 Pitampura RM 9213780457 Prasad.bharat@gmail.com78 Anish Singh 32 Laxmi Nagar Finance Manager 9310815622

79 Aanshet Kumar 26 Laxmi Nagar Relationship Executive 9911544332

80 Jai kumar 51 Anand vihar Govt. employee 852711261381 Aftab Alam 29 Mitra Society st/employee 965028137382 Pawan 29 Rohini Accountant 981045052683 Subodh Kumar 30 Shalimar Bagh Sales Manager 999026509784 Aman Singh 26 Laxmi Nagar Marketing Manager 931154822385 Amit Shukla 25 Pitampura Marketing Manager 9990526989

86 Gauhar 30 PitampuraRelationship Executive 7428106888 gauhar102@gmail.com

87 Rupam Deka 27 Laxmi Nagar Employee 987375098588 Prasenjit 27 Laxmi Nagar Employee 987340803489 Raupya Das 27 Laxmi Nagar Employee 7838715386

1

90 Vivek Siddharth 28 Laxmi Nagar Employee 995843740691 Ranjeet Jha 35 Chawla Colony Teacher 9718442073 ranjeet.jha@gmail.com92 Sachin Kumar 30 Mohan Nagar ,gz Sales Manager 986830465093 Anand Kumar Tiwari 26 Patpatganj Job 7827667901 anand@gmail.com94 Saantosh Tiwari 29 Laxmi Nagar Job 9911448031 santosh@gmail.com95 Rakesh Tiwari 26 Pandav Nagar Job 901565819496 Rajesh Sharma 25 Laxmi Nagar Job 9555687710

97 Vivek 21Alpha,Greater Noida st/employee 9555323992

98 Tahseen Ahmad 25 Jagat Farm Businessman 999025511799 Ravi Ranjan 28 Laxmi Nagar Marketing Executive 9310710418 johny.ravi@gmail.com10

0 Vishnu Prasad 24Beta , Greater Noida Marketing Executive 7827112522

101 Gavrav Kumar 25 New Delhi Marketing Manager 9312939800 gaurav22@gmail.com

102 Anwar Salik 27 New Delhi Businessman 9990486686 anwar.salik@gmil.com

103 Vaibhav Sharma 29 Delhi Engineer 9811458548

104 Sunil Upadhayay 30 Budh vihar Engineer 8447455575

105 Satya Narayan 22 Shahj pur Employee 7428524548 satyanarayan.mahaputra@gmail.com

106 Samsher Khan 27 Laxmi Nagar Employee 9810765000

107 Rajnish Malik 27 Laxmi Nagar Employee 9953044361

108 Rajesh Goyal 32 Kotla Employee 9818257370

109 Lalit Fouzdar 26

Ghonda chowk ,Delhi Employee 9990540265 Fouzdar2007@gmail.com

110 Amit Kumar Bansal 28 Karol Bagh Employee 9873032033

111 Aashish gaurav 30 Dwarka IT Manager 9716456056

112 Ramashankar dora 24 Shakar pur Employee 9650940887

113 Shayamal 27 Dwarka Assistant Manager 9350449602

114 Dhiraj kumar 27 Laxmi Nagar Web Developer 8010236697

115 Sidheshwar jha 30 Pitampura Engineer 9971235873 sidheshwarjha@gmail.com

116 Kundan Kumar Tiwari 28 Gaziabad Marketing Executive 9971489753 kundankumar1@hotmail.com

117 Dilip Tiwari 25 Noida Finance Manager 955041802

1

118 Rupesh kumar 26 Laxmi Nagar Accountant 7838125078

119 Anurag 25 Dwarka Manager 9891069846

120 Dileshwar 29 Dwarka Manager 9911196305

121 Vijay kumar 27 Laxmi Nagar Sales Manager 9711432004

122 Rahul 37 Delhi IT Manager 8802079608

123 Manjesh 26 Delhi Employee 9990605115

124 Shayamal 37 IT Manager 9741688736

125 Rumana khan 29 New Delhi Cordinator 9953941226

126 Ruchi 25 Cordinator 9968037925

127 Gopal joshi 33 Uttam Nagar Sales Manager 9811699057

128 Nipoo 31 Shalimar Bagh IT Manager 9312617639

129 Banktesh kumar 34 Shalimar Bagh IT Manager 9015082684

130 Grish pandey 29 Noida Marketing Executive 9540504014

131 Aashish singh 27 Noida Online marketing ex 9990268321

132 Tarun kumar yadav 26 Saidulazaab delhi Job 9999492579

133 Himanshu kumar 29 Laxmi Nagar st/employee 8882485895

134 Nitin chauhan 28 Mayur vihar Job 7838615419

135 Sishir singh 27 Pandav Nagar Job 9953810530

136 Bala 25 Saket Job 9811551050

137 Manjanu kumar 26 Pitampura Web Developer 8882369073

138 Piyush ranjan 29 Laxmi Nagar Employee 9716937399

139 Rehan sriwastav 26 Laxmi Nagar Employee 9266989055

140 Raj singh 25 Pitampura Engineer 9953245418

141 Indrakant 31 Okhala Manager 9990580124

1

142 Sujeet singh 23 Laxmi Nagar Accountant 9999557274

143

Anirudh bhattaacharya 28 Noida Research Executive 9958254566

144 Sumit Tiwari 29 Noida Project adviser 9650734928

145 Devbrat Gupta Pitampura Operation 9717845977

146 Luvkush shukla 30 Karol Bagh Sales Executive 8010527587

147 Amresh chaudhary 29 Noida Marketing Executive 9312251622

148 Dev 22 Pitampura Web Developer 9582088167

149 Aaditya gupta 25 Rajouri Garden Sales Executive 9540993073

150 Ramujagir 45 Mangolpuri Businessman 9958959113