Summar Internship in IMRB International

Summar Internship in IMRB International

Presented by

Sayan Kr. Khan

PGDM Student (from AIMT)

Overview

• Brief introduction about IMRB international • Projects done during internship.• Project ITOPS.• Data analysais and findings.

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IMRB International

• Market research, survey and business consultancy firm.

• Established in 1970.• Part of KANTAR Group, WPP

Research.• Headquarter in Mumbai.



What it does?

• With unique perspective and refreshing approach IMRB provides custom solutions for clients.

• It offers services with the integration of qualitative and quantitative tools.

Company structure


WPP-Wire and Plastic Products plc.JWT-James Walter Thompson Company

Specialists units


Abacus Market Research

Data processing, charting, statistical analysis, database management and updating, software development and testing.

BIRD, the Business & Industrial Research

Servicing B2B and industrial markets

The Brand Science Group (BSG)

Focuses on Brand and Communication Research

Specialists units contd.


Specialists units contd.


PQR-Probe Qualitative Research • India's leading qualitative research groups.• Drawing on learning from ethnography,

psychology and anthropology.

Customized Quantitative Research Division • Offers custom research solutions using

quantitative methods

IMRB MindTech Systems• Software development house.• Convert market research information into

actions.

Clients


Project done during internship

Project 1• Visa

Global Study

Project 2• Colling

Towers

Project 3

TRAI

Project 4• ITOPS


Project “Visa global segmentation study”

• Objective: to assess usage or awareness of credit cards, debit cards in India.

• Research methodology: face to face interview

• Target group: Age group 18-56. Must use credit cards/debit cards once in a

month. Decision maker of family.

• Sample size: 63• Sample size covered: 8


Project “Cooling towers”

• Objective: To estimate the market size of cooling towers.

• Research methodology: purposive face to face interview.

• Target group: Engineering department, Purchase department

and maintenance department in HVAC, industry, small industry segments.

• Sample size: 90.• Sample size covered: 3.


Project “TRAI”


•ITOPSProject


Introduction

• ITOPS is a study that aims to estimate the market size of various IT products, estimates the brand shares of various IT products manufacturers, and also predict the demand. So each and every call is crucial in estimating and predicting demand.


Characteristics

• Only demand-side study on the Indian IT hardware market

• Industry validation of the Market figures (accepted by MAIT{Manufacturers Association for

Information Technology})• Largest Tracker study on the IT hardware

Market(covers 24000+ entities and 22 cities all over India)

• Longest running tracker study on the Indian IT Hardware market (exits over 18 years)


Objective

• Estimates the market size of various IT products.

• Estimates the brand share of various IT manufacturers.

• Predict the demand of IT products in different field.

• To find the extent to which price affect the sales of IT products.

• To find the best IT products preferred by the users.


Target Group

• Household• Establishment Factory location Office location Outlet/shop Government


Sample Relate Information

• Sampling method: Random sampling using right hand rule. Total 113 starting address are used for the random part of 550 interviews from the BSNL telephone Directory for each starting point we have to take 5 interview. And we had to do 15 corporate interviews having an employees strength of 1000+ across the organization.


RESEARCH METHODOLOGY

• Data Source- 1. Primary Data: Interview, Questionnaires. 2. Sampling technique- Random sampling

(With right hand rule)3. Data collection Tools- Questionnaire

method4. Area of study- • City area within Municipal Limit• Urban Agglomerate• City outgrowth outside


Contd.

• Sample size: 1173

Household-608

Establishment-565• Sample covered by me : 65.• No. of employees defined:

– < 10 employees (Small establishments)– 11-50 (Medium establishments)– 50 + (Large establishments)


Tools Of Project About QuestionnaireIn this rounds of ITOPS, the questionnaire for

the establishment segment is divided into 3, they are as follows.

• Listing Questionnaire• PC Owners Section• Non-PC Owners Section • The listing questionnaire is broadly divided

into1. Qualifying section2. IT section3. Computer & Peripherals Details4. Tablet Section5. Classification Section


MAIN INTERVIEW• The main interview shall be face-to-face

interview conducted using the questionnaire devised for the purpose.

• Who is the respondent for the main Interview (establishment segment)?

The questionnaire has to be administrated to an establishment only if:

• Some business/commercial activity is being carried out in the premises.

• And if it has Landlinetelephone• And if the TELEPHONE CONNECTION

IS IN THE ESTABLISHMENT’S NAME or name of the proprietor to whom the establishment belongs.


Product coverage:

• Computers - Desktop PC, Notebooks, Servers

• Printers - DMP, IJP, LJP• Peripherals - Monitors, keyboard,

scanner, zip drive CD writer, Print server• Networking - Incidence, size of

networking • Networking products- NIC, Hubs • Internet- Active internet subscribers,

Modems


Main aim of the project

• To estimate the market size of various IT products, estimates the brand shares of various IT products manufacturers for the upcoming 1year and the last 1year, and also predict the demand for the next financial year.



Data Analysis


Source of Purchase of First hand PC


Brands Classification


Processor


Operating System


Printer


Anti-virus System


Uses of PCs


Summery and findings

• Most of the Establishment belong to the category of Private and Proprietorships use most of IT products in their establishment.

• Majority of Manufacturing Establishment using IT products more than others establishments.

• Most of the establishment using PC for the last 2-3 years for business purpose, rather than Notebook and Netbooks.

• For the last year establishments are changing their thoughts for purchasing Notebook rather than Desktop PC.

• Owner likes to bye their Desktop PC from assemblers, who assemble various brands in together.

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Summery and Findings Cont.

• For the Laptop or Netbook the prefer most the direct from the organized manufacturer, and sometimes from system integrator.

• Owner mostly depends upon assembled PC for Desktop Pc and for the laptops they mostly prefer DELL and ACER. Mostly big organization uses Sony laptops, and for Netbook section they prefer HP and LENOVO.

• For the Processor, they mostly prefer for Intel, mostly Pentium D, Pentium IV, and the new buyers prefer Core2duo. For the laptops the prefer Centrino and CORE i3,

• Mostly establishment prefer black & white printer for their establishment, and very few use DMP still now.

• Most of the establishment use Internet Connection for their office use. But outlets are less users of Internet Connection.


Summery and Findings Cont.

• For OS they mostly prefer Windows Xp prof, and now a days they are trying to change that in Windows 7, but the Windows Vista are very rare use in establishments.

• Mostly all PC users use Antivirus for their system security option.

• Owners prefer to use Norton more than other Antivirus

• Most of the organization are not enough aware about DISASTER management system.

• Those establishment who don’t use IT products in their establishment, the main cause of it is they don’t know how to use it and they also don’t know what help they can use from the IT products.


CONCLUSIONS AND RECOMMENDATION

The main issue attached with ITOPS is making out the market penetration of IT products. ITOPS is a study that aims to estimate the market size of various IT products, estimates the brand shares of various IT products manufacturers, and also predict the demand. So each and every call is crucial in estimating and predicting demand. Without full cooperation of respondent’s side, this study can’t be successful.

Since, from the survey it was found that most of the establishment using those products which have advertised their product in different media, like printing or Internet media.


CONCLUSIONS AND RECOMMENDATION Cont.

Local market is one of the most important advantages because lots of IT products are not available for every time. Due to unavailability of IT products lots of establishments can’t use the IT products for their establishment. Here I do recommend to all the market IT brands to make a aim local market to catch market penetration.

Most of the Establishment are also purchasing IT products from Their system integrator or authorised retailer due to have well after sells service, and also because of the lower price and easy method of purchase.


BIBLIOGRAPHY

•

Books referred• Kotler Philip, Keller Kelvin, Koshy Abraham, Jha

Mithileshwar; Marketing Management; New Delhi, Published by Dorling Kindersley (India) Pvt. Ltd. Wikipedia, IMRBInt.com.

• Magazine published by IMRB INTERNATIONAL• Training manual• Books of organization

Websites referred• www.google.com• www.imrbint.com


Acknowledgement

• I would like to show my greatest appreciation to Mr. Rajarshi Ray (who gave me a chance to do my SIP from IMRB), project guides Mr. Koushik Dutta & Mr. Daipayan Sarkar & team leaders Gourav Sir and Shivnath Sir, without their encouragement and guidance this project would not have materialized.


Thank You


Date post:	01-Dec-2014
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Summar Internship in IMRB International

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