Report
of
Marketing Research
on
―Youth & Career‖
Guided by
Prof. Guru Prasad
Submitted by
Abhineet Singh Bist (1302)
Aseem Dubey (1308)
Chayya Singh (1315)
Mustahid Ali (1334)
Omkar Phatak (1338)
Puneet Amin (1345)
of
Master of Business Administration
AICTE
Universal Business School
ACKNOWLEDGEMENT
At the outset of this project, We would like to express our profound thanks to a few people
without whose help, completion of this research project would not have been possible.
First and foremost, we would like to express sincere thanks to Mr. Guru Prasad (Faculty Of
Marketing Research) for giving us this opportunity to work for the project given by him . We
would also like to thank all my friends for providing us their precious support and making this
internship a successful learning experience.
We are very grateful to Mr. Bibhas Basumatray, Dean of Academics, Universal Business
School, for giving us the opportunity to choose this subject as in our course.
EXECUTIVE SUMMARY
The report contains the brief description of YOUTH & CAREER of two cities(Karjat &
Badlapur). It contains the findings and analysis of the survey conducted to gather primary data
and secondary The size of the sample is limit to 103 only.
We have gone through Industry analysis of Youth and Career. We came across
what is youth, what is career, what is the Indian literacy rate, what is the no. of courses available
in India, market size of education Industry in India, PESTEL & SWOT analysis.
We got enlightened by analyzing the report that India is also promoting education by providing
new technologies in schools, good teachers and by providing them high class education with
computer courses. Even we came to know that most of the population in India is day by day
growing in terms of literacy.
TABLE OF CONTENTS
Acknowledgment
Executive Summary
Literature Review
Background and need for the study
Objective of the study
Testable hypothesis
Research Methodology
Designing of the study
Duration of the study
Sample Selection
Data Collection and analysis
Findings of the study
References
Annexure I-II
YOUTH
Often the time between childhood and adulthood is known as Youth. Youth also is known as the
time of life when one is young. Youth is also defined as "the appearance, freshness, vigor, spirit,
etc., characteristic of one who is young. Youth can refer to the entire time of life when one is
young, including childhood, but often refers specifically to the time of life that is neither
childhood nor adulthood but rather somewhere in between.
Youth also identifies a particular mindset of attitude, as in "He is very youthful". The term also
refers to individuals between the ages of 18 and 35.
Youth is also defined as a social position that reflects the meanings different cultures and
societies give to individuals between childhood and adulthood. Youth is an alternative word for
the scientifically-oriented adolescent and the common terms teen and teenager.
Youth is the stage of constructing the self-concept. The self-concept of youth is influenced by
several variables such as peers, lifestyle, gender, and culture. It is the time of a person's life in
which they make choices which will affect their future.
Youth as we say are not differentiated or classified based on gender or income class. Any person
from 18 to 35 years of age falls under youth irrespective of him being in lower income group of
middle or higher income group.
CAREER
Career describes an individuals' journey through learning, work and other aspects of life.
Career is defined as a person's course or progress through life or a distinct portion of life. Career
is usually used to relate to the working aspects of an individual‘s life. Career is used to describe
an occupation or a profession that usually involves special training or formal education and is
considered to be a person‘s lifework.
Career is the pathway that a person chooses in his/her life to reach towards the desired goals and
objective. Career is not only that a person has to do job; it also includes a person doing business
or engaging in the social work. Career‘s ultimate end to reach to desired goals.
When deciding onto which career path to choose a person should consider three factors:
Objective factor theory assumes that the applicants are rational. The choice, therefore,
is exercised after an objective assessment of the tangible benefits of the job. Factors may
include the salary, other benefits, location, opportunities for career advancement, etc.
Subjective factor theory suggests that decision making is dominated by social and
psychological factors. The status of the job, reputation of the organization and other
similar factors plays an important role.
Critical contact theory advances the idea that a candidate's observations while interacting with
the organization plays a vital role in decision making. For example, how the recruiter keeps in
touch with the candidate, the promptness of response and similar factors are important. This
theory is more valid with experienced professionals.
INDIA’S MOST LITRATE STATE
India is in the midst of an unprecedented phase of demographic change. Nearly 63.38%
(about 760 million) of India‘s 1.2 billion population is in the working age group (15-59 years of
age). Population projections show that in 2020, the average Indian will be only 29 years old,
compared to 37 in China and the US, 45 in Western Europe and 48 in Japan. Above table shows
considerable growth in literacy rate in India but there are many factors which are hindering this
growth. Public funds are insufficient to cover education costs, and schools throughout India
experience shortages of teachers, books, and basic facilities. Retention of both students and
teachers is alarmingly low, particularly in rural areas. Gender discrimination also keeps
attendance rates for girls far below that of boys in the same age group.
Rank State Literacy Rate (%) -
[2013 Estimate]
Literacy Rate (%) -
2001 Census[2]
Literacy Rate (%)
- 2011 Census
%
Increase
1 Kerala 95.5 92.19 93.91 3.04%
2 Mizoram 96.6 88.8 91.6 2.80%
3 Tripura 94.65 73.19 87.8 14.61%
4 Goa 90.5 87.4 87.4 0.00%
5 Himachal
Pradesh
86.5 76.48 83.8 7.32%
6 Nagaland 85.9 76.88 82.9 6.02%
7 Sikkim 86.2 68.81 82.2 13.39%
8 Maharashtra 83.2 66.59 80.1 13.52%
9 Tamil Nadu 83.0 73.45 80.3 6.85%
EDUCATION AMONG YOUTH
Data is approximate
• 29% of women (47% of urban and 20% of rural) have 10+ years of schooling.
• 38% of men (49% of urban and 31% of rural) have 10+ years of schooling.
Completed years of education Women (%) Men (%)
No education 26 10
< 5 years complete 7 8
5-7 years complete 18 18
8-9 years complete 20 27
10-11 years complete 15 19
12+ years complete 14 19
Total 100 100
EDUCATION INDUSTRY IN INDIA:
India has emerged as a strong potential market for investments in training and education
sector, due to its favourable demographics (young population) and being a services-driven
economy. Further, India‘s expanding role in sectors such as software development, generic
pharmaceuticals and healthcare, would require the country to invest into learning and training
segment as well.The education sector of India is divided into two main segments; the core
segment comprises of schools and higher education, while the non-core comprises of coaching
classes, pre-schools and vocational trainings.
The Ministry of Human Resources Development (MHRD) controls this segment. It requires
affiliation or accreditation from either of the following bodies:
ICSE (Council for the Indian School Certificate Examinations
CBSE (Central Board of Secondary Education)
IGCSE (International General Certificate of Secondary Education)
IB (International Baccalaureate from Geneva)
State Board
Moreover, India has claimed 10 of the top 100 places in Times Higher Education's BRICS &
Emerging Economies Rankings 2014—the world's first ranking of universities in Brazil, Russia,
India, China and South Africa, as well as 17 other emerging economies.
Core Segment
Schools Higher Education
Non-Core Segment
Coaching Classes Vocational
Training
MARKET SIZE:
The market size of Indian education sector is expected to increase to Rs 602,410 crore
(US$ 97.03 billion) by FY15 on back of strong demand for quality education, according to a
report by India Ratings.
The private education segment alone is expected to cross US$ 45 billion mark by 2015
from the present US$ 35 billion, according to a research report prepared by Investor Relation
Society, affiliated to US based Global Investor Relations Network. Major investments are being
seen in the areas of pre-schools, private coaching and tutoring, teacher training, the development
and provision of multimedia content, educational software development, skill enhancement, IT
training and e-learning.India's online education market size is set to grow to US$ 40 billion by
2017 from the present US$ 20 billion, said Mr Anil Sonkar, Chief Technology Officer (CTO),
Loud Cloud Systems.
COURSES OFFERED IN INDIA:
A Course is source to build the qualification. Many courses are offered in India such as 10+2
(intermediate), under graduate (Bachelor‘s degree), post graduate (Master‘s degree), diploma,
certification courses, associate degrees, Licentiate degrees, Specialist degrees, Logistician‘s
degrees, Engineer‘s degrees, Professional Doctoral degrees, Research Doctoral degrees, M. Phil,
PhD, etc. Courses are offered in various streams such as Arts and Social Science, Law,
Engineering, Medical, Commerce or Journalism and Mass Communication.
PESTLE ANALYSIS:
Political Schools being privatised (like the NHS)
A government initiative creates the risk that the school may fail
to deliver the policy or be diverted away from local priorities
etc.
Changes to the skills required to be a teacher/ tutor
Changes to curriculum with short lead times
Requirement to be self managing
Requirement to be self financing
Economic Central or local government funding decisions may affect
school/ establishment finances
Closure of a local industry may affect fund raising plans etc.
Ability of parents to raise funds for optional activities
The need to run breakfast/ after schools clubs
Ability to invest ‗savings/ surpluses‘
Cost of providing resources:
o Staff – teaching & support
o Basics – books/ paper
o Technology solutions laptops etc
Interest rates
Shortages of materials on national/ international markets
Over provision of school places in the area resulting in
competition from neighbouring schools
The risk of highly valued, key staff moving on to more ‗up and
coming‘ schools/ academies
Social Decline in birth rate, reflecting national trends
Local population changes (increasing/ decreasing numbers)
Demographic changes may affect likely pupil rolls or the
nature of pupils needs e.g. pupils with English as a second
language etc.
Closure of local firms providing employment
Inability to attract staff
Social networking – blogs, facebook, twitter
Changes to qualifications expected
Integration with local community
Integration of students with special needs
parental preference – an increase in ‗parent power‘ has allowed
parents more freedom of choice over their child‘s school
the risk of highly valued, key staff moving on to more up-and-
coming establishments
Information is accessible to staff anywhere in the world via the
Internet
Staff were not given enough training or access to effectively
change their habits and how they expected information to be
made available
Technological Changes to standards/ equipment required
Risk of selecting the wrong technology at times of change (i.e.
windows -v- open source)
New computer viruses may affect school/ college operations,
Disturbing/ illegal images on the internet may affect ICT
security measures etc.
Move from paper based books to e-book readers
Computer hardware being out of date
Computer software being out of date
Time to manage IT systems
Legislative new legislation may create risks of non-compliance with the
law, create new administrative burdens etc
Changes to child protection legislation
Raise the age of school leaving age
Raise/ lower the age of starting school. Nursery/ kindergarten
Change to school opening hours
Changes to funding of charity based organisations
Health & safety legislation
Environmental A new highway layout near the school may create new dangers
for pupils etc
Waste disposal
Reduction of green space available for activities
Changes to local bus routes
Using a significant amounts of paper and photocopier toner to
produce printed information.
SWOT ANALYSIS
Strengths
• Responsible for creation of large human resource for the country.
• Mastery over quantitative concepts coupled with English proficiency due to structure of
Indian education concepts has resulted in a skill sett hat has enabled the country to take
advantage of the international demand.
• Presence of government run initiatives and few NGO¶s have provided a strong base to
Indian education system.
• New Education Reforms had made Indian education sector morel lucrative.
Weakness
• The University Grants Commission currently functions as regulator, inspector and
disburser of government grants. This centralization of authority has created the
ineffective Education system.
• Indian universities are controlled by the government. The Education Raj has not only
failed in the task of creating a first rate higher education system; it has led to the decline
of formerly good universities.
• Lack of investment in infrastructure have led to India's under funded and mis-
administered universities.
• Good undergraduate colleges like IIT have fallen short as research universities when
measured by objective criteria internationally.
Threats
• The Quality of Indian education is at stake as there are less good quality teachers at
disposal.
• More private players in the industry can make it more profit driven sector.
Opportunities
• The Ministry of Human Resource Development (MHRD) is keen to commence the
Foreign Educational Institutions Bill. With the bill, 100 percent FDI in higher education
would soon be a reality. And far cheaper and better education would come to the kitty of
Indian students.
• More than 300 private equity funds are keenly waiting to invest in the education sector in
the country.
NEED OF STUDY.
Introduction:
Youth is the time of life when one is young, but often means the time between childhood and
adulthood. This world demands the qualities of youth: not a time of life but a state of mind. A
temper of the will, a quality of imagination, a predominance and courage over timidity, of the
appetite for adventure over the life of ease. India has many aspirants i.e. youth hence its said by
great people that India will be the powerful nation by 2020.Talent is dynamic in India ,hence we
thought to do research on YOUTH AND CAREER- career orientation, role model, awareness
about various courses and views on various issues affecting the nation
Objectives:
1. To know how inclined youth are towards career.
2. To know the role models followed by youth.
3. To know awareness about various courses in youth.
4. To understand youths knowledge on Current Affairs.
Methodology:
Study conducted in the selected areas of two district, Thane district and Raigad District. Areas
considered were:
Karjat (Raigad)
Badlapur (Thane)
17 to 18 Youth selected in each area were randomly selected by 6 researcher. A well structures
questionnaire with 27 questions was administered by trained B-schools graduates who randomly
selected 52 respondents from each area. Total sample size 103 people.
Hypothesis:
The following hypothesis is made in the study
1. There is no relation between education and Role Model.
2. There is no relation between gender and issues affecting India.
3. There is no relation with youth hobbies and Income.
4. No relation with gadget youth use and income.
RESEARCH METHODOLOGY
(a) Designing a questionnaire – To understand the youth orientation towards career,their roale
model, courses they are aware about,how updated youth are about nation news , a
questionnaire was designed and the respondents were asked to mark their preferences on a
ranking scale.
The questionnaire also contains 27 factors related to youth.
(b) Duration of the study– The survey is conducted for the period of one month.
(c) Sample Selection– The survey is conducted on 103 person. The survey was conducted in
certain areas of Karjat and Badlapur.
(f) Data Collection and analysis- The report is based on primary data only. Primary data was
collected through the above designed questionnaire by personally interviewing the respondents.
The data is analyzed using T-test.
YOUTH PROFILE
YOUTH PROFILE NO. OF RESPONDENTS
SEX
Male 94
Female 9
AGE
18-25 52
26-30 29
31-35 22
36-40 0
OCCUPATION
Salaried 58
Businessman/Professional 27
Housewives 1
Student 17
ANNUAL INCOME
Upto 5000 15
10000-20000 33
20001-30000 26
30001-50000 10
50001-70000 12
70001-100000 6
Above 100000 1
HOW YOUTH SPEND TIME
Chatting 3
Listening music 3
Playing games 9
Reading 7
Others 81
YOUTH CAREER PLAN
Businessman 42
Farmer 1
CEO 8
Sportsman 1
Lawyer 1
Others 50
DO YOUTH FOLLOW ROLE MODEL
Yes 82
No 21
COURSES THEY ARE AWARE
Most of courses 89
MBA 11
Engineering 3
DO THEY KNOW CURRENT AFFAIRS
Yes 89
No 14
WHICH SOURCE THEY PREFER:
Internet 11
Newspaper 43
TV 14
Radio 2
All Sources 24
None of above 9
HOBBIES OF YOUTH
Reading 10
Travelling 6
Playing games 49
Others 38
TODAYS YOUTH ARE RESPONSIBLE:
Yes 32
No 71
ISSUES AFFECTING INDIA
Corruption 46
Politics 10
Inflation 5
Others 42
WHICH LEADER TODAYS YOUTH WANT
Narendra Modi 35
Rahul Gandhi 6
Arvind Kejriwal 16
Others 46
YOUTH MAXIMUM RESPONSIBLE TO
Family 82
Friends 5
Society 3
Nation 13
EDUCATION OF TODAYS YOUTH
HSC and Below HSC 66
Graduate/Post Graduate 37
DOES HYPOTHESIS IS CORRECT:
THERE IS NO RELATION BETWEEN EDUCATION AND ROLE MODEL.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 271.513a 195 .000
Likelihood Ratio 153.947 195 .986
N of Valid Cases 103
a. 239 cells (99.6%) have expected count less than 5. The minimum
expected count is .01.
This shows there is no relation between education and role model.
THERE IS NO RELATION BETWEEN GENDER AND ISSUES AFFECTING INDIA.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.793a 15 .695
Likelihood Ratio 11.845 15 .691
N of Valid Cases 103
a. 27 cells (84.4%) have expected count less than 5. The minimum
expected count is .09.
Above shows false hypothesis.
THERE IS NO RELATION WITH YOUTH HOBBIES AND INCOME.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 133.684a 174 .990
Likelihood Ratio 108.419 174 1.000
N of Valid Cases 103
a. 208 cells (99.0%) have expected count less than 5. The minimum
expected count is .01.
Hypothesis holds wrong.
NO RELATION WITH GADGET YOUTH USE AND INCOME.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 27.199a 24 .295
Likelihood Ratio 24.369 24 .441
N of Valid Cases 103
a. 28 cells (80.0%) have expected count less than 5. The minimum
expected count is .01.
This hypothesis is invalid.
FINDINGS/CONCLUSION
• Karjat & Badlapur youth are very much inclined towards career.
• Youth education is nothing to do with role model.(eg. Warren Buffet).Even many do not
have role model.
• Youth are updated with current affairs like they blame system for corruption again it is
not related to youths literacy.
• Youth today are keen on becoming businessman.
REFERENCES
Primary Data:
Direct Survey (Questionnaire Method)
Secondary Survey
http://www.wikipedia.com
http://www.investopedia.com
YOUTH AND CAREER/ YOUTH SURVEY:
Q1. What is your occupation?
Unskilled workers
Skilled workers
Petty traders
Shop owners
Businessmen/Industrialist with no. of employees: -None
-1-9
-10+
Self-employed professionals
Clerical/Salesman
Supervisory level
Officers/executive -Middle/Senior
Housewife
Student Q2. How you spend your leisure time?
Q3. What are the things that keeps you happy and motivated?
Q4. What do you want to become in life?
Q5. What is your Career plan?
Q6. Who is/are your Role model?
Q7. What courses are you aware of?
Q8. What are you doing to head toward your career?
Q9. Are you updated with the facts that are going on in nation?
Yes
No
Q10. What are the resources of media you access for information? Please specify?
Q11. What are your current Hobbies?
Q12.What hobbies you want to learn?
Q13. Do you think highly educated person can earn well?
Yes
No
Q14. Today’s youth are responsible?
Yes
No
Q15. In which course you are interested? But you cannot peruse due to some problem?
Q16. Whom did you consult or who suggest you to go for this profession?
Yourself
Family
Friends
Others…………………..
Q17. What are the issues affecting the nation?
Q18. Who is the current leader who can solve the problem?
Q19. Which leader you want to elect?
Q20. Have you gone through any career exam?
Q21. Which gadget you use?
Q22. Beyond money what are important in your life?
Q23. Which elements you required to be successful?
Q24. Your maximum responsibility is towards?
Family
Friends
Society
Nation
Q25. What is your age?
18-25 yrs
26-30 yrs
31-35 yrs
36-40 yrs
Q26. Gender : Male ………. Female………..
Q27. How many family members do you have?