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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
A STUDY OF THE POTENTIAL MARKET OF USHA HOME
APPLIANCES IN PATNA
(WITH SPECIAL EMPHASIS to USHAINTERNATIONAL LTD.)
REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR
POST GRADUATE DIPLOMA IN MANAGEMENT
BY
RONIT SINGH
UNDER THE GUIDANCE OF
Prof. DR. PRASHANT RASTOGI
(INTERNAL GUIDE)
KCC INSITITUTE OF MANAGEMENT, GREATER NOIDA&
MR. REGI OSTA
(EXTERNAL GUIDE)
USHA INTERNATIONAL LTD.
KCC INSTITUTE OF MANAGEMENT1 By Ronit Singh
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
PLOT NO. 2B & 2C, KNOWLEDGE PARK-3 GREATER NOIDA, U.P.
PREFACE:-
Its a thing of massive gratification for me to do my summer training in USHAINTERNATIONAL LTD. and present this project on topic A study of the potential
market of USHA HOME APPLIANCES in PATNA with the special emphasis toUSHA INTERNATIONAL LTD.
Survey measures the visibility and penetration of the companys product over the
outlays of retailers which insure the brand reach among the customers and its market
share.
This project attempts to find out the present situation of the companys product in the
HOME APPLIANCES market and whether the unconventional retailer has got the
potential of becoming the dealer of USHA.
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
ACKNOWLEDGMENT :-
I take this moment to express our heart full gratitude and obeisance to our External
project guide Mr. REGI OSTA, Assistant regional Manager, usha international Ltd.
who gave us the opportunity to undertake this particular study as a part of my
summer internship project.
I am also deeply indebted to Professor Dr. Prashant Rastogi, who is my internal guide,
for the valuable suggestion given by him, which consequently led us to the
accomplishment of the study.
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
The development of the Usha home appliances sector has experienced a
major process of transformation in terms of its growth, technologicalcontent and market structure in the last decade. Any company which issuccessful is because of its reach among customers which is possiblethrough the effective tools through which a company communicatesand attracts its customer. Usha Product is the most famous brand andhave a sophisticated place and market leader position in the mindof customer. This is due to its strong brand image. The attempt behindthis project was to find out the visibility of Usha Home Appliances asa brand over the retail outlets and its competitors position over these
outlets, so that company would be able to find out its lagging area and canfocus more effectively to target more and more customer and tocommunicate them more easily.An attempt has also been made in the project to access the scopeand penetration level of the Usha home appliances in theunconventional retailers.
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
PROBLEM STATEMENT:-
Whether unconventional retailer can become the potential dealer of ushahome appliances?
SCOPES:-
i) GEOGRAPHICAL SCOPE
To boost the sales of the company we have visited areas of Patna city,
.Patna: Kankaragh,Boarding Road, Kadam Kuaa,
The study will therefore allow in generating potential market of Usha
Home Appliances.
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
Types of Product and there features :-
What Customer gets after paying for the Usha Home Appliances?Customer Premise Equipment (CPE)
FEATURES OF KETTLE
3217
Faster heating
8-10 cups serving
Detachable and easy to
clean filte
Water level indicator
Auto shut off
Power on indicator
Dry boiling protection One hand lid opening
Cord storage
Long power for convenience
1 Year warranty
TECHNICAL SPECIFICATION:
Voltage : 220-240V AC, 50Hz
Wattage :2400 w
Capacity :1.7 ltr.
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FEATURES OF KETTLE 3210
Faster heating
4-6 cups serving
Detachable and easy to clean filter
Water level indicator
Auto shut off
Power on indicator
Dry boiling protection
One hand lid opening
Cord storage
Long power cord for convenience
1 Year warranty
TECHNICAL SPECIFICATION :
Voltage : 220-240V AC, 50Hz
Wattage :2400 w
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Capacity: o.8 ltr.
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FEATURES OF STEAM IRON TECHNE 1000:-
Dry/ Spray/ Steam ironing with
Vertical and horizontal steam burst
Anti scaling and self cleaning
Function for longer life
Soft grip handle for ironing comfort
Soft rubber buttons
Non- stick scratch resistant
Coated soleplate
In built overheat protection
3600 swivel operation
Extra long cord for better reach
Thermostat panel/disc
3 way auto shut off
1 Year warranty
TECHNICAL SPECIFICATION:-
Voltage : 220-240V AC, 50Hz
Wattage :2400 w
Water tank capacity: 350ml.
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FEATURES OF STEAM IRON TECHNE 2000:-
LCD panel with 9 fabric setting andPre-set electronic temperature control
Non-stick scratch resistant coated
Soleplate
Thermostat panel/disc
Dry /spray/steam/ironing
Variable steam
Vertical and horizontal burst of steam
Anti-scaling and self cleaning function
for long life.
Anti dritp function to prevent water leakage
Soft grip handle for ironing comfort
Self rubber buttons
3600 swivel operation
Extra long cord for better reach
In built overheat protection
1 Year warranty
TECHNICAL SPECIFICATION:
Voltage : 220-240V AC, 50Hz
Wattage :2400 w
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Water tank capacity: 350ml.
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FEATURES OF STEAM IRON TECHNE 3000
LCD panel withPre-set electronic temperature control
Non-stick scratch resistant coated
Soleplate
Thermostat panel/disc
Dry /spray/steam/ironing
Variable steam
Vertical and horizontal burst of steam
Anti-scaling and self cleaning function
for long life.
Anti drip function to prevent water leakage
Soft grip handle for ironing comfort
Self rubber buttons
3600 swivel operation
Extra long cord for better reach
In built overheat protection
1 Year warranty
TECHNICAL SPECIFICATION:
Voltage : 220-240V AC, 50Hz
Wattage :2200W
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Water tank capacity: 350ml.
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FEATURES OF STEAM IRON TECHNE 4000
Soft touch LED control for 6 fabric setting
Pre-set electronic temperature control
Non-stick scratch resistant coated
Soleplate
Thermostat panel/disc
Dry /spray/steam/ironing
Variable steam
Vertical and horizontal burst of steam
Anti-scaling and self cleaning function for long life.
Anti drip function to prevent water leakage
Soft grip handle for ironing comfort
Anti-slip heel
1 Year warranty
TECHNICAL SPECIFICATION:
Voltage : 220-240V AC, 50Hz
Wattage : 2400W
Water tank capacity: 400ml.
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FEATURES IF TRAVEL IRON TECHNE 500 Unique palm glide design for smooth ironing
Dry/steam ironing
Non-stick scratch resistant coated plate
Vertical and horizontal burst of steam
In built overhead protection
Thermostat panel/disc
Easy palm grip
1 Year warranty
TECHNICAL SPECIFICATIONS:
Dual voltage : 220-240V AC,
50Hz&110-120V AC, 50Hz
Wattage : 1000W
Water tank capacity: 50ml.
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FEATURES OF POP-UP TOASTER 3220
Electronic variable control for just the right toast
Automatic bread centering for uniform toasting
Push button control panel
LED illuminated reheat, defrost and stop function
Extra wide slots
Easy clean crumb tray Cord storage
6 variable toasting options
Cool touch body
High quality stainless steel slots for hygienic toasting
1Year warranty
TECHNICAL SPECIFICATION:
Voltage : 220-240V AC, 50Hz
Wattage : 850W
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FEATURES OF POP-UP TOASTER 3221
Electronic variable control for just the right toast
Automatic bread centering for uniform toasting
Push button control panel
LED illuminated reheat, defrost and stop function
Extra wide slots
Easy clean crumb tray Cord storage
7 variable toasting options
Cool touch body
High quality stainless steel slots for hygienic toasting
1 Year warranty
TECHNICAL SPECIFICATION:
Voltage : 220-240V AC, 50Hz
Wattage : 850W
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FEATURES OF DEEP FRYER DF 3215
Detachable oil pot with non-stick coating
Detachable lid with viewing window
Double filters to control odour and oil vapor
Cool touch body
Fryer basket for deep frying
Adjustable oil temperature Easy to clean, removable oil pot and fryer basket
1 Year warranty
TECHNICAL SPECIFICATIONS:
Voltage:230V AC, 50Hz
Wattage: 1500W
Capacity:1.5L
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FEATURES OF ELECTRIC PRESSURE COOKER 3250
Efficient, fast and saves time
Preserves essential nutrients in food
Electronically controlled precision cooking
Variable food cooking options
1.5mm DuPont non stick coated pot
10 in built safety features Detachable cord
Keep warm function
Non stick panel
Control panel
Timer
1 Year warranty
TECHNICAL SPECIFICATION:
Voltage :220-240V AC, 50Hz
Wattage : 800 W
Capacity: 4Ltr.
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FEATURES OF HAND MIXER 3260
6 speed low noise operation with extra turbo option
Efficient kneading, beating and whisking with convenient
attachments
Rubberised handle for easy handling
Convenient eject button
Superior quality stainless steel for high aesthetic appeal
Vents for efficient motor cooling
1 Year warranty
TECHNICAL SPECIFICATIONS:
Voltage :220-240V AC, 50Hz
Wattage : 300W
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
Usha International Ltd. is one of India's leading consumer durable manufacturing and
marketing companies. The company is having a diverse product portfolio that includes Electric
Fans, Sewing Machines, Home Appliances, Engines, Electrical motors & Pump sets, Drinking
water coolers & dispensers and Auto Products. The company offers ceiling, desk, wall, stand,
orbit, and exhaust fans for domestic and industrial use; drinking water coolers and dispensers,
including storage and pressure type drinking water coolers; engines, electrical motors, and pump
sets; generators; air conditioners; and chemicals, such as chlorine, caustic soda, chloride of lime,
and hydrochloric acid. The company also provides auto products, such as pistons, rings, liners,
and engine valves; cylinder liners, cylinder heads, crankshafts, and connecting rods; crown wheel
and pinions, transmission gears, filters, and UJ crosses; diesel fuel injection components,
including single cylinder pumps and injectors, nozzles, and elements; fuel injection test benches
and repair equipment; and bearings and bushes for a range of applications, including tractor,
light, and heavy duty commercial vehicles, as well as two wheelers and stationary diesel engines.
In addition, they engage in leasing and managing warehouses. The company is based in
Gurgaon, India with additional offices in Ahmedabad, Bangalore, Bhopal, Chennai, Cuttack,
Ernakulam, Ghaziabad, Guwahati, Jaipur, Jalandhar, Kolkata, Lucknow, Mumbai, New Delhi,
Patna, and Secunderabad. The company has operations in the Middle East, Africa, and SouthEast Asia. Usha International Ltd was incorporated in the year 1935 as Jay Engineering Ltd. The
company was established for producing quality sewing machines for the first time in India. The
first sewing machine was produced in a disused motor garage in Kolkata, by four men working
with their bare hands. In the year 1955, the company was diversified into electric fans and they
set up their first full-fledged fan factory near Kolkata in 1956. In the year 1968, they set up their
second fan factory was set up at Hyderabad and in the next year, they set another one in Agra. In
the year 1975 the company became a public limited company. During the year 1993-94, the
company entered into a technical collaboration agreement with Janome Sewing Machines Co of
Japan, one of the largest sewing machines manufactures in the world for the manufacture of
automatic zig zag sewing machines.
In the year 2000, the company Usha International Ltd is one of India's leading
consumer durable manufacturing and marketing companies. The company is having a
diverse product portfolio that includes Electric Fans, Sewing Machines, Home
Appliances, Engines, Electrical motors & Pump sets, Drinking water coolers &
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dispensers and Auto Products. The company offers ceiling, desk, wall, stand, orbit,
and exhaust fans for domestic and industrial use; drinking water coolers and
dispensers, including storage and pressure type drinking water coolers; engines
electrical motors, and pump sets; generators; air conditioners; and chemicals, such aschlorine, caustic soda, chloride of lime, and hydrochloric acid. The company also
provides auto products, such as pistons, rings, liners, and engine valves; cylinder
liners, cylinder heads, crankshafts, and connecting rods; crown wheel and pinions
transmission gears, filters, and UJ crosses; diesel fuel injection components, including
single cylinder pumps and injectors, nozzles, and elements; fuel injection test benches
and repair equipment; and bearings and bushes for a range of applications, including
tractor, light, and heavy duty commercial vehicles, as well as two wheelers and
stationary diesel engines. In addition, they engage in leasing and managing
warehouses. The company is based in Gurgaon, India with additional offices in
Ahmedabad, Bangalore, Bhopal, Chennai, Cuttack, Ernakulam, Ghaziabad, Guwahati
Jaipur, Jalandhar, Kolkata, Lucknow, Mumbai, New Delhi, Patna, and Secunderabad
The company has operations in the Middle East, Africa, and South East Asia. Usha
International Ltd was incorporated in the year 1935 as Jay Engineering Ltd. The
company was established for producing quality sewing machines for the first time in
India. The first sewing machine was produced in a disused motor garage in Kolkata,
by four men working with their bare hands. In the year 1955, the company was
diversified into electric fans and they set up their first full-fledged fan factory near
Kolkata in 1956. In the year 1968, they set up their second fan factory was set up at
Hyderabad and in the next year, they set another one in Agra. In the year 1975 the
company became a public limited company. During the year 1993-94, the company
entered into a technical collaboration agreement with Janome Sewing Machines Co of
Japan, one of the largest sewing machines manufactures in the world for the
manufacture of automatic zig zag sewing machines. In the year 2000, the company
commenced marketing of Light Weight Kerosene pumpsets powered by Honda
engines. During the year 2003-04, the company incorporated Shriram Fuel InjectionIndustries Ltd as 100% subsidiary of the company. They transferred their Fue
Injection Business to that new 100% subsidiary company as of close of March 31,
2004. During the year 2007-08, Usha International Ltd and Shriram Fuel Injection Ltd
merged with the company with effect from April 1, 2007 and the name of the company
was changed from Jay Engineering Works Ltd to Usha International Ltd. Owing to the
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merger, Avro Sales Pvt Ltd, a wholly owned subsidiary of erstwhile UshSa
International Ltd has become a subsidiary of the company. During the year, the
company launched MC-200E from Janome in the Memory Craft series. Also, they
introduced seven new sewing machines models in the high-spped industrial categoryIn the Electrical Motors and Pumps, the company launched a full range of compressor
pumps in the Eastern India. Also, they introduced new 0.5 HP Mini Monobloc model in
the economy. During the year 2008-09, in the Sewing machines, the company
introduced six new models to cater to the requirements of large garment
manufacturers and export units. Also they expanded their network of 1500 dealers to
reach smaller towns and a wider audience of potential customers. During the first
quarter of financial year 2009-10, the company acquired 50,000 equity shares of Rs
10 each of Siel Holding Ltd for a consideration of Rs 607.47 lakh. The promoter
companies, namely M S R Enterprises Pvt Ltd, Perennial Investments Pvt Ltd
Greenfields Commercial Pvt Ltd and Siel Holdings Ltd, are proposed to be
amalgamated with the company with appointed date being April 1, 2009.
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Chairman Krishna Shriram
Director Dinesh chabra
Managing
Director
Dinesh chabra
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Chairmankrishna Shriram
Managing Director Dinesh chabra
Company Secretary Daisy Khanna
Director Dinesh chabra
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The main objective of this project is to put stress on the study of
potential distribution channel for home appliances services in patna with
the special emphasis to usha international ltd. (India). That is whether
this part of patna is capable of garnering and bringing profit to the
company or not. How much the expected distribution channels are awareof the potentialities of the companys product (i.e., home
appliances).What is the problem that they are facing and how those
could be overcome. The buying decision of the existing retailer as well as
of the potential retailer also ought to be studied as it will eventually help
the company to be acquainted as to what the end customer is seeking
for and solve their grievances (if any).
1. To conduct mapping in Patna (Bihar)
2. To conduct the promotional activities of the product
3. To conduct direct selling to boost the sale.
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RESEARCH METHODOLOGY
The methodology adopted for eliciting the data required for the study is studymethod. It is the overall pattern or framework of the project that will dictate as
to what information is to be collected, from which sources and by what
procedures.
Research methodology must be classified on the basis of the major purpose
ofthe investigation. In this problem, exploratory studies have been undertaken;
as the problem statement of the project is to check whether the unconventional
retailers have got the potential of becoming the dealers of usha home appliances
RESEARCH DESIGN
Exploratory study has been in the research since we are tiring to explore new
areas of research. The study was carried out with the help of a structured
questionnaire which helped us in accomplishing our objective.
SOURCES OF DATA
Primary data consists of information collected for the specific purpose at hand for
the purpose of collecting primary data, exploratory study was used and all the
retail outlets sellers using different brands and their competitors were contacted.
In our study we have used primary data (questionnaire) to elicit the data.
A)SAMPLE SIZE: 56 outlets have been visited, no statistical technique havebeen used for its determination.
B)SAMLPLING TECHNIQUE: Non probabilistic convenient sampling
technique has been used in the study because only those retailers werevisited who were accessible and available.
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METHODOLOGY
The methodology adopted for eliciting the data required for the study isstudy method . It is the overall pattern or framework of the project that
will dictate as to what information is to be collected, from which sources
and by what procedure
Research methodology must be classified on the basis of the purpose of
the investigation. In this problem, exploratory studies have been
undertaken ;as the problem statement of the project is to check whether
the unconventional retailers have got the potential of becoming the
dealers of usha international ltd.
RESEARCH DESIGN
Exploratory study has been in the research since we are tiring to explore
new areas of research. The study was carried out with the help of a
structured questionnaire which help me in accomplishing our objective .
SOURCE OF DATA
Primary data consists of information collected for the specific purpose athand for the purpose of collecting primary data, exploratory study was
used and all the retail outlets sellers using different brands their
competitors were contacted. The primary data were collected from the
feedback that was collected from the customers by preparing the
questionnaire. Face-to-face interview was carried out with open and
close ended questions.
In my study I have used primary data (questionnaire) to elicit the
data .
SAMPLE DESIGN
S.No.
Names of task Results
1. Types of data : Primary Data
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2. Target population : Retailers3. Sample size: Non probabilistic convenience
sampling4. Sampling method: 56
5. Research instruments: Questionnaire6. Statistical techniques: Charts and Tabulation7. Survey area: Patna City Exploratory Research
Exploratory Research is a conduct to clarify ambiguous problems.
Management may have discovered general problems, but research is
needed to gain better understanding of the dimension of the problem.
Exploratory studies provide information to use in analyzing a situation,
but uncovering conclusive evidence to determine a particular course ofaction is not the purpose of exploratory research.
The Primary Data were collected by interviewing the retailers.
The questionnaire was prepared to support the interview structure.
Face-to-face interview was carried out both open & close ended
question.
Target Population
The term, Population refers to the total of item about which
information is desired. The population can be infinite or finite. The
population is said to be finite if it consists of a fixed number of element.
Thus an infinite population means one cannot have any idea about the
total number of item.
The target population was all retailers of Patna.
Sample Size
The sample size is of 56 people from different location East West North
and South , Patna City.
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Sampling Technique
A)Non probability sampling:-
Non-probability sampling .A sample of units where the selected unitsin the sample have an unknown probability of being selected and where
some of the target population may even have no change at all of being
in the sample.
B)Convenience sampling :-
Convenience sampling is sometimes referred to as haphazard or
accident sampling. it is not normally representative of the target
population because sample units are only selected if they can be
accessed easily and conveniently.
We have taken the parameter which justify the project
objective and problem statement. This parameter will help usto draw conclusion.Since the time period is too short to
conclude a hypothesis, we have used pie chart to analyze and
interpret the data.
The data was collected through primary source only.
Primary data:
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The data was collected though questionnaire prepared from
East, West North and South of Patna City from 56 retailers
shops. .
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LIMITATIONS
Due to time constraints the study has been done on the basis of convenience.
Lack of communication with the external guide
Frequent change of area sales guide.
Fewer co-operations of the respondents.
MARKET VISIT
Date of visit : 25th May, 2013 to 25th July , 2013.
Areas Covered : East, West North and South of PatnaCity
Objective : To promote and sale Home Appliancesof Usha Product
Methodology used: Interviewed retailers.
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Signature:
Date:
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Signature:
Date:
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
38 By Ronit Singh
7/29/2019 Ronit Edited Project
39/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
39 By Ronit Singh
7/29/2019 Ronit Edited Project
40/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
40 By Ronit Singh
7/29/2019 Ronit Edited Project
41/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
41 By Ronit Singh
7/29/2019 Ronit Edited Project
42/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
42 By Ronit Singh
7/29/2019 Ronit Edited Project
43/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
43 By Ronit Singh
7/29/2019 Ronit Edited Project
44/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
44 By Ronit Singh
7/29/2019 Ronit Edited Project
45/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
45 By Ronit Singh
7/29/2019 Ronit Edited Project
46/46
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)
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