Acknowledgement: Mumbai Without Whose Unflinching Assistance & Co-Operation at All Times It Would

Brand Evaluation for Financial Investment & Customer Satisfaction Measurement
ACKNOWLEDGEMENT
We have taken this opportunity to express our sincere gratitude towards the pillars of
successful completion of our Summer Internship Projects at IMRB International,
Mumbai without whose unflinching assistance & co-operation at all times it would
rather have been impossible for us to achieve the desired goal.
Technologically advancement will enable us to get the environment we desire. In this
era of modernization & sophistication our endeavour to achieve complete and perfect
knowledge in the field we choose will be successful only with the help of guidance,
direction, stimulation & encouragement by our esteemed professors. We the students
of MBA-Telecom Management, SITM are proud to reiterate that our best professors
have always emphasized on the importance of self-culture and stimulate us to gain
possible knowledge by exercise of our own facilities. They have tried to make their
students ‘active partners’ in the work of education, but not passive receivers of
information. The great mantra of success according to our respected director Mr. Col.
Virendra kapoor is “Know your passion quotient first, get hold of it and work with
complete dedication to achieve your goal.”
We express our sincere thanks to our respected director Col. Virendra Kapoor, deputy
director Prof. Mr. Marathe, Prof. Mrs. Joshi for availing us this great opportunity to
learn vital element of this corporate world through summer internship. We also
express our sincere gratitude toward all other faculties and staff of SITM who always
helped us to know and learn various aspects of telecom management at various
stages of our curriculum.
Symbiosis Institute of Telecom Management 1

Pune - 16

Pune - 16
ABSTRACT
“Do you want to send your kid to a playschool run by a foreign company in your
neighbourhood?” perhaps, you may be able to do so. That is, if a proposal by the
Union commerce ministry to allow foreign direct investment in education in India is
approved by the Manmohan Singh Cabinet.
Already a number of foreign universities and companies that operate in the education
sector have shown keen interest to enter India. One of the first proposals has come
from Denmark-based Egmont Imaginations that has submitted a proposal to the Indian
government to set up 200 playschools in India.
Also American major universities like Yale, Stanford and Georgia Institute of
Technology have announced that they are keen to set up Greenfield campuses in
India as and when the country liberalises education.
After allowing FDI in key sectors such as telecom, insurance, food processing and
even retail, the Manmohan Singh government is toying with the idea of permitting
foreign investment in elementary and higher education. FDI in education will help
Indian students to study in an environment of world class labs and libraries. It will also
help Indian students tremendously in getting jobs in multinational companies.
INDIA is the third largest higher education system in the world (after China and the
USA) in terms of enrolment which in 2005-06 was over one crore five lakhs. In terms
of the number of institutions, India is the largest higher education system in the world
with

Pune - 16
17,973 institutions (348 universities and 17,625 colleges), of these, there are 63
unaided deemed universities with enrolment of 60,000 students, and 7650 unaided
private colleges with enrolment of 31, 50,000 students.
The figures mentioned above are very much self explanatory for industry size of
education in India. In our summer internship project we have handled project under
BIRD division of IMRB of evaluation of brand of a B-school which has its branches in
many parts of our country for financial investment into it.
As already mentioned that govt has made foreign investments allowed into our
education system. It is going to be great revolutionary step towards globalisation of
Indian education, as this will help many of upcoming and struggling educational
organisations to cope up with their infrastructure and other needs.
Also from investor’s viewpoint investment in such big industry i.e. Indian education
system is going to be huge return on investment. From the same prospective our client
at IMRB had expressed his intention to invest in Institute of Technology and
Management (ITM) a B-school in India with multistate presence in front of us.
We at IMRB have evaluated brand ITM through all aspect like brand reputation, brand
perception, students satisfaction & expectation, infrastructure, faculty, etc.
In this project report we have mentioned our overall code of conduct for this project,
method of sampling, questionnaire design, way of interviewing, data collection and

Pune - 16
analysis overall conclusion over brand ITM, so that our client at IMRB would feel
easier to decide over his decision of investment.

Pune - 16

Pune - 16
Brand Evaluation for Financial Investment
We got this project of evaluating the brand ITM as our client is interested in
investing in ITM.
1. We have to measure brand perception of ITM.
2. To analyse collected data and comment over decision of investment.
3. Find out well maintained and areas need to be improvised.
 Executive summery:
Objectives:
After allowing FDI in key sectors such as telecom, insurance, food processing and
even retail, the Manmohan Singh government is toying with the idea of permitting
foreign investment in elementary and higher education. FDI in education will help
Indian students to study in an environment of world class labs and libraries. It will
also help Indian students tremendously in getting jobs in multinational companies.
Also from investor’s viewpoint investment in such big industry i.e. Indian education
system is going to be huge return on investment. From the same prospective our
client at IMRB had expressed his intention to invest in Institute of Technology and
Management (ITM) a B-school in India with multistate presence in front of us.

Pune - 16
Methodology:
Hence we have evaluated ITM as a B-school and as a brand. First we had gone
through questionnaire which we supposed to ask to targeted respondents. Then
we had discussion over pros and cons of each segment of questionnaire so that no
one should face problem while dealing with odd or unexpected response from
respondent. We divided the target respondents by quota sampling technique.
We gathered required data and scrutinised it well for its correctness and validity.
Then we analysed the particular segments of questionnaire which were probing
more towards decision of investment in to the ITM institute.
To add on to the client’s requirements we have also highlighted the areas where
improvement is required in ITM and the vital areas which require more flow of
financial resources towards them.
Findings:
Analysing the collected data is very essential for arriving at any conclusion. During
the process of analysis we found out that many students do get influenced by
brand and reputation of ITM, they consider this factor a lot while deciding the
college for the admission.

Pune - 16
Other important factors which student consider before taking admission are; course
fees, placement records, academic specialisation available and industry interface
or exposure provided to students.
We have also found out that ITM has introduced sudden hike in the course fees
and with which students are not comfortable, since as mentioned earlier course
fees is one of the main factors considered by students while taking admission.
In this project we have also mentioned the areas where improvement is required in
ITM according to its students.
Conclusion:
As mentioned earlier Indian government has allowed FDI in our education system,
there is lot of market and opportunity available for outsider big investors and
domestic investors.
As brand we would say ITM is a well known brand with good reputation in students
and industry. As far as investment in ITM is concerned we have analysed that most
of factors and variables are supporting the investment decision but as new issue of
fees hike has aroused unexpectedly we would suggest the waiting period of 12 to
18 months. This is to certify that as does this fee hike is hampering admissions at
ITM or not, and also to see what effects are generated on placement.

Pune - 16
We have suggested that substantial part of this investment must flow into
improvement of infrastructure and facilities at ITM.

Pune - 16

Pune - 16
 Chapter 1 : Company Overview
1.1] Company profile:
Established in 1971 and with over three decades of market research experience,
IMRB International is a pioneer in India in various research areas. Associated with a
group of international market companies such as the British Market Research Bureau
(BMRB) and Millward Brown International, IMRB International operates out of thirteen
cities in India and has associate offices in Sri Lanka, Bangladesh and Nepal. The 500
member strong IMRB International promises high quality conceptualization, strategic
thinking, execution and interpretation skills on all its clients' research needs. In 1996,
IMRB International managed 2,500 projects and 4,000,000 interviews. IMRB
International is the only research company in India today that offers the entire range of
research based services to its clients. IMRB International's specialised areas are
consumer markets, industrial marketing, business to business marketing, social
marketing and rural marketing. IMRB International is the market research wing of J
Walter Thompson (JWT) - the leading advertising agency in India. JWT in turn belongs
to the Kantar Group, which in turn is a part of the WPP Group - the largest advertising
group in the world.
Kantar Group:
The Kantar group was established in 1993, a London based holding company
responsible for WPP's worldwide information and consultancy interests. Kantar, is the
world's largest survey organization and is ranked 3rd overall. It comprises three global
research businesses - Research International, Millward Brown and Kantar Media

Pune - 16
Research and four regional ones - BMRB International, IMRB International, Goldfarb
and Winona. Each is a leader in its own area of expertise or specialization. The
research studies in over 130 countries. The Kantar group specialized in:
 Qualitative and quantitative research
 Tracking studies
 International research
 Predictive modelling
 Media measurement
 Data capture and handling
 Strategic research
 Customer handling
J. Walter Thompson Company:
The world's first global brand communication company that provides its clients with
both short term sales success and long term brand value. J.Walter Thompson was
founded in 1864, with 246 offices globally and more than 9200 employees. JWT's
proprietary planning process, Thomson total branding in now installed in all offices
world wide guarantying a uniform level of excellence in the development of Brand
Vision, a Branding Idea and Total Communication Plan.
Millward Brown International (MBI):
IMRB International is the licensee for all Millward Brown products in South Asia (India,
Pakistan, Sri Lanka, Nepal, and Bangladesh).
Walker Information Global Network (WIGN)
Customer Satisfaction Management & Measurement (CSMM), one of the specialist

Pune - 16
units of IMRB International, is an exclusive-member of Walker Information Global
Network (WIGN) in the Indian subcontinent. Walker Information Global Network is the
only international partnership dedicated exclusively to stakeholder measurement and
management. CSMM uses proprietary tools developed by Walker Information, the
recognized pioneer in customer satisfaction.
Research International (RI)
Research International is a world's largest custom market research agency. It has
more offices in more than 50 countries and has an experience of working in over 130
countries.
Research International specialized in:
 Branding and Communication
 Innovation and Product Development
 Category Management
 Consumer strategy
 Customer Relationship
 Service measurement
IMRB International has acted as a catalyst in the development of market research
infrastructure in neighbouring countries. We work with associate companies in Sri
Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market
Research Bureau), and through affiliates in Australia, Singapore, Malaysia, Thailand,
Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and Myanmar.

Pune - 16
IMRB International's Divisions:
IMRB International has been offering over 30 years of specialist research services to
clients in India and overseas on products and services covering the entire gamut of
business and industry. IMRB International today, operates out of its five full service
offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is supported by 15
other regional centers for collection of survey information that literally span the entire
country. IMRB is able to provide the highest quality of professional services to the
utmost satisfaction of clients which include the small medium and large scale
industries, the government and public sector units, multinational corporations and
international companies that are eyeing the highly promising Indian market. To serve
the diverse needs of clients, IMRB also have five specialist units:-
 Probe Qualitative Research (PQR)
 Social and Rural Research Institute (SRI)
 Media & Panel Research Group
 Customer Satisfaction Management & Measurement (CSMM)
 Business & Industrial Research Division (BIRD) and the eTechnology
group@IMRB International
Probe Qualitative Research is one of India's leading qualitative research groups and
has executives specially trained in India and overseas in qualitative research methods.
Drawing on learning from ethnography, psychology and anthropology, PQR has
created a validated tool-kit for product, communication and brand development.
The Social and Rural Research Institute specializes in social research and in

Pune - 16
conducting research on emerging rural markets. It has staff with special expertise in
conducting Knowledge, Attitudes & Practice (KAP), Studies on health and sanitation,
water, environment and other fields, in India as well as internationally.
The Media and Panel Group of IMRB International is a pioneer in the field of media
research in India. It has been conducting the National Readership Surveys in India
since 1978. It has been running India's only Television Rating Program (TRP) since
1986, the year in which television went commercial in a major way. It has also
developed its own people meters.
Customer Satisfaction Management & Measurement is part of the Walker
Information Global Network and is the first such specialist organization in India with an
exclusive focus on customer and employee satisfaction, reputation and stakeholder
assessment.
Business & Industrial Research Division (BIRD) and the eTechnology
Group@IMRB International: As industrial markets transformed from monopolies to
competitive markets, the need for research based consultancy services was
demanded of IMRB International. IMRB International spun off the Business &
Industrial Research Division to meet the growing and changing needs of the industrial
marketer. Over a decade of research experience in telecommunication, office
automation, information technology and the convergence of these technologies has
given the eTechnology Group of IMRB International, knowledge and experience in a
wide spectrum of hardware, software and services.

Pune - 16
1.2] Divisions In brief:
PQR:
Probe Qualitative Research (PQR) was established in 1979, in the belief that
qualitative research demands expertise and training inputs of an exceptional kind.
From its inception PQR has been associated with leading international qualitative
research organizations. It is the largest and fastest growing qualitative research
organization in the country. PQR provides research which is analytical and actionable,
seeking to resolve particular client problems and questions and providing future
direction. It also provides high quality insight and multi-disciplinary exploration of
consumer motivation and behavior through a strong base of multilingual research
executives and moderators.
SRI:
The Social and Rural Research Institute (SRI) was set up in 1990 with the objective of
establishing a specialist unit to give focus and identity to two aspects of research that
IMRB International had, in fact, been actively involved in for several years, namely,
social research and research of and for rural markets.
SRI uses a combination of desk research, qualitative research techniques such as
focus group discussions and participatory research as well as quantitative research
techniques. In addition SRI approaches each research subject with an open mind and
adapts market research techniques to suit the special requirements of illiteracy, poor
articulation, several languages and dialects.
SRI has two distinct missions that guide its operations: To study social issues with
commitment, expertise, objectivity and an orientation towards action ability, and to set
up databases and research expertise with regard to marketing in rural India , where

Pune - 16
hitherto there has been a paucity of data. SRI guided by its mission specializes in
conducting Social research and rural research. Social research deals with research on
causes and issues that can contribute to action which would bring about social
change. Rural research pertains to research in, of and for rural areas, both for social
issues as well as for rural marketing. SRI takes pride in having the resources to
conduct data collection in almost any part of the country. It can undertake nation wide
surveys almost simultaneously and much faster than others. In last three years, we
have undertaken four nation wide surveys and have IMRB’s presence in almost all
parts of the country.
Media & Panel Group:
IMRB International has been a pioneer in conducting large scale Media and
continuous panel research in India. It has historically been associated with the
National Readership Surveys (NRS) conducted in India since 1978. The Television
Rating Points System (TRP) from IMRB International is India's only continuous
Television Audience Measurement service since 1986, the year in which television in
India went commercial in a major way. The TRP ratings are the official "currency" for
air time transactions in the country. Currently, the TRP Diary System is in the process
of changing over to PeopleMeter based audience measurement service. The industry
contract to set up the National PeopleMeter based Television Audience Measurement
System has been awarded to the joint venture company being set up by IMRB
International in collaboration with A. C. Nielsen. In addition, the Media & Panel
Research Group also operates Consumer Purchase Panels in both urban and rural
India which monitors the purchase of FMCGs, toiletries, personal products and OTC
medicinal products.

Pune - 16
CSMM:
Customer Satisfaction Management & Measurement (CSMM) is an independent,
specialist unit of IMRB International and the exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. As a specialist unit of
IMRB International, CSMM provides the widest field coverage with five full service
offices and 13 field offices in Delhi, Calcutta, Mumbai, Chennai, Bangalore,
Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar and
Lucknow. CSMM services clients in India and neighbouring countries (Sri Lanka,
Bangladesh, Pakistan and Nepal) and this diverse network has made CSMM the
leading provider of stakeholder products and services in South Asia. As the exclusive
member of the Walker Information Global Network (WIGN) in South Asia, CSMM uses
the proprietary tools developed by Walker Information, the recognized pioneers in
Stakeholder Measurement and Management with over 30 years experience. The
network offers the world's most thoroughly tested and proven system and also
provides appropriate benchmarks through the WIGN Normative Database TM. CSMM
provides a range of consulting products and services to manage external customer
satisfaction and employee commitment to integrate stakeholder measurement and
management efforts into the company's decision-making process at all levels. Working
with over 80 clients from diverse sectors, including financial services, hotels,
telecommunications, retailing, consumer products, automotive and
engineering/industrial goods, CSMM provides strategic information services to
enhance customer loyalty amongst both end customers and trade channel customers
as well as to build employee commitment. CSMM offers a team of highly trained and
experienced consultants with multi-disciplinary backgrounds. To assist you in your

Pune - 16
Stakeholder Management practices, IMRB’s consultants have experience in
conducting multi-country and regional programmes for leading Indian and multinational
companies, across various sectors and are equipped to give you professional and
accurate assistance for your strategic decisions, including deployment and integration
assistance.
BIRD: Verticals Researched
Oil and Gas: Higher-end telecommunication services and products for business use
including products and services for integrated networking of voice and data products
and services that enhance productivity and efficiency of offices such as copiers,
computers, printers, etc.
The steel sector both for measuring quality of service as well as recommending an
appropriate product mix in the emerging private enterprise scenario Chemicals and
Petrochemicals, Core sectors such as power, coal, etc., Electrical Equipment ,
Machinery-heavy and light.
eTechnology Group@IMRB International:
"It took 50 years for the world to have 50 million telephones and only 5 years for
Internet to reach 50 million users."
"There is a tremendous excitement in India surrounding the Internet. We have wanted
to come to India for sometime now. In fact, India today is like the US was some three
years ago." As the technology evolves and creates communications infrastructure,
barriers to progress continue to arise. Some problems are technical, economic or
policy-related, while the hardest combine all three aspects in any country. "What you
know is wrong!" Today, that may be the easiest advice anyone can give about

Pune - 16
technology market. Even the experts are constantly caught by surprise, How far things
are estimated right? It is the continuous link with the industry and constant monitoring
that has given a few the capabilities of understanding the movement of technology
market and estimating things right. The eTechnology Group@IMRB International can
dare claiming that it is probably one of the very few groups that has constantly
monitored the technology market and actually estimated this difficult market quite well
during the last few years. eTechnology Group@IMRB International : Products
Researched. The various products and services researched in the recent past are:
Telecom
 Basic telephone services
 Cellular Phones
 Cable T.V. services
 Calling card services
 Call collect services
 Cordless telephones
 Electronic push button telephones
 E-mailing & value-added services
 EPABX
 Facsimile machines
 FM-RDS Pagers
 Internet
 Leased lines
 One-number services

Pune - 16
 Radio Paging services
 Radio Trunked services
 Toll free services
 Transceivers/Two-way radios
 Videotext services
 Video conferencing
 Voicemail
 Virtual telephone networks
 VSATs - TDMA/DAMA and Bandwidth on Demand applications
 WAP devices & services
IT/Internet
 PC
 Servers
 Networking devices
 Peripherals
 UPS
 Packaged software
 Application software development
 ISPs
 B2B services (Steel, Plastics etc.)
 B2C services
 Ecommerce sites
 Backbone bandwidth requirement

Pune - 16
1.3] Sectors at IMRB research:
Ever since its establishment in 1971, IMRB International has been the pioneer in
conducting market research exercises for several sectors. Today, there is hardly any
sector that IMRB International hasn't researched. From potato wafers to PCs,
cigarettes to cellular phones, alcohol to air conditioners and bubble gums to big-sized
cars - just name it and we have researched it.
Alcohol
Automotive
Agriculture and Agro-products
Building and Construction
Consumer Durable
Household Care
IT, Internet and Telecom
Industry and Business
Media and Entertainment
Social and Rural
Tobacco
1.4] Services offered at IMRB:
The depth and breadth of services that we provide are extensive and includes
research and advisory services in the following areas:
Advertising, promotion and media research
B2B and Industrial Research
Brand Research

Pune - 16
Customer Satisfaction Research
Corporate and Employee Research
Channel and Retail Research
Product and Packaging Research
Pricing Research
Strategic Market Research
Following are few profiles of services offered at IMRB on which we SITM
students have worked during 2 months of our internship.
B2B and Industrial research:
In this era of ever-increasing competition, managers do not have the time to focus
effectively on each and every aspect of their business. This exactly explains why a
sizeable chunk of most organizations' total expenditure is spent on outsourced
services. One such area is business to business and industrial research, which is
aimed at servicing the information needs of organizations interested in increasing their
competitive advantage.
Ideally, it is not just about end consumer surveys. B2B and industrial research
provides information pertaining to a whole gamut of activities in the value chain,
including decisions flow right from raw material sourcing to manufacturing to
distribution channel to end consumer in the B2B and industrial products and services.
It is also about new technologies, sales prospecting, pricing, and demand forecasting
and exploring new market opportunities.
Brand research:
Brands today are operating in an extremely dynamic market. As the marketplace

Pune - 16
changes, you need to evaluate your brand's position compared to the competition. The
best way to accomplish this is by periodically tracking your competitive advantage on
the relevant brand health parameters and customer perceptions.
Also, in order to break from the clutter, one needs to identify one or more
characteristics that set your product or brand apart from competitors. This helps in
establishing a strong position in the minds of customers.
Additionally, understanding the attitudes of your consumers and their usage patterns is
crucial to virtually every decision you make. Understanding why consumers choose
one brand over another is vital to success in this ever-evolving marketplace. This level
of understanding provides an extremely effective tool for identifying and targeting
potential customers.
IMRB International design usage and attitudes (U&A) studies that provide
quintessential information to lay the foundation for successful strategic marketing. In
addition to assessing U&A patterns for the category, IMRB’s studies often serve as
useful benchmark tools, allowing you to measure your performance across all the
parameters important to the category, and target specific areas to track over time.
Under brand research section at IMRB we handled a major project named brand
recognition of a B-school in Mumbai for purpose of big foreign investment into
it.
Customer satisfaction research:
It is very important to establish the customers' perception of the quality of product and
service provided. It is a known fact that customers rarely complain - they just don't
come back. Customer loyalty is considered to be worth ten times the price of a single
purchase, as a loyal customer will return to make further purchases. Moreover,

Pune - 16
researchers claim that if a customer doesn't like the product or service, he will tell on
an average eleven more people. This illustrates the importance of ensuring customer
satisfaction.
Customer satisfaction research is an increasingly becoming an essential ingredient in
any program aimed at maintaining, if not increasing the customer base and revenues,
enhancing brand value, etc. Conducting customer satisfaction research through a
third-party has the advantage that the responses obtained are more reliable, as the
respondents are more frank with a third-person. This is because in the case of third-
party research, the customer-vendor relationship does not get affected.
Customer Satisfaction Management & Measurement (CSMM) is an independent,
specialist unit of IMRB International and the exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. It has many proven
methodologies and processes for customer satisfaction research.
Corporate and Employee research
Corporate Image Studies
In today's world of keen competition, a company is evaluated not just by its products
but to a great extent by the imagery it conjures. With the consumer becoming more
educated, this aspect is gaining importance by the day.
Corporate image of a company is the sum total of its image among its various internal
and external publics - consumers, employees, shareholders, suppliers and dealers,
the financial community and even the government. The image of the company among
industry federations and workers' unions etc is also important in understanding the
equity of the company. A comprehensive Corporate Image study helps understand
ones strengths and weaknesses as compared to the other corporate.

Pune - 16
We got great opportunity to handle customer satisfaction responsive study for
company Avaya Global Connect Ltd. Also we took an integral part in deciding over
correctness of the questionnaire.
IMRB International has handled Corporate Image studies for a number of leading
corporate in the country.
IMRB International's specialist division CSMM is the sole licensee for Walker
Information Network processes for corporate image studies.
ITOPS:
A half yearly track of the Indian PC, Networking and Software market. This report
gives details on the PC / LAN / Printers / UPS / Networking Products / Software /
Internet Penetration in terms of their Installed Bases, Market Sizes, etc. The report
also gives details on the most popular brands of the above mentioned IT products.
The report has an extensive coverage of over 8,000 business Establishments and
more than 6,000 affluent households (SEC A, B, C) in the 16 cities of the country.
Started in 1997, this study is already in its Ninth Round now. Sponsored by
Manufacturer's Association of IT (MAIT), this report is subscribed by almost all the
major players in the IT Market. We would like to mention that we were lucky to be
part of half yearly ITOPS PROJECT 2008 & we had good experience of PC
penetration and PC awareness in not only corporate circle but also in household
segment from SEC A, B and C.
Internet in India:

Pune - 16
Internet in India (or I-Cube as it is known popularly) is an annual study designed to be
a strategic tool for the marketers to tap the benefits of the Internet. First initiated in the
year 1998 (when even the ISP licenses in India were not issued), the report has been
a best seller in the research industry, with the Year 2000 Volume selling 107 Volumes.
The report has been evolving over the past, with new areas in the Internet Arena being
explored in each new version. The Year 1998 version had depth understanding of the
likely profile of the Internet Users, while the Year 1999 version explored various ways
the market size can be increased. The Year 2000 version broke several myths
surrounding the Internet Users and gave clear definitions of Active Users.
The Year 2000 version also explored various issues like Content, Advertising and
brand building on the Internet, ISP market, and alternate access devices, Cyber Café,
Kiosks and E-Commerce. Internet in India 2001 is the latest version and is expected to
hit the stands in Mid February 2002. The Y2K+1 version of the report has a solitary
motive - How to make money on the Net.
This year the reports would be divided into 8 volumes - Understanding the User
(WYSIWYG), Portals, Home Shopping, Mobile Data Services, Online Banking, Online
Financial Services, Public Access (Kiosks & Cyber Café) and ISP/Broadband reports.
The report has coverage of more than 25,000 Households in SEC A, B and C in the 26
cities of the country.
Telecom Report:
This report would give a detailed analysis of the emerging telecom market in India and

Pune - 16
would cover the trends in Basic Telephony (including WLL), Cellular (with a focus on
the fourth operator) and Long Distance (including issues like Revenue estimation for
the Long Distance Operators in the country, City to City traffic, etc.). The reports have
coverage of more than 14,000 Business and Affluent Household respondents from 16
cities of the country. The reports are expected to be released by the end of February,
2002. In our tenure of internship we also had opportunity to have hands on live
project of measuring current Mobile VAS market in India & its roadmap towards
year 2010.
It's really crucial to understand your target market before undertaking any marketing
exercise, unless you don't mind risking your hard-earned money and precious time on
activities that might not get you the results you want.
Simply put, ignoring market research before marketing is synonymous with firing a
shot in a pitch dark room, and still hoping that the bullet hits the bull’s-eye.

Pune - 16

Pune - 16
 Chapter 2 : Methodology
2.1] Data Source:
Any marketing research requires data collection to arrive at the solution of the
problem. Data collection always starts with secondary data. Hence, in a way we can
say that: – “Any marketing research starts with secondary data.”
Data can be broadly classified into two categories: –
1. Primary Data
2. Secondary Data
A) Primary Data: –
It can be defined as the data which are collected at first hand either by the researcher
or by someone else especially for the purpose of the study. For example, the
demographic statistics collected every ten years are the primary data with the
Registrar General of India. It is gathered by a specifically designed to accommodate
the data needs of the problem at hand. It is important as it helps us in arriving at the
accurate solution to the problem of marketing research.
B) Secondary Data: –
Any data which have been gathered earlier for some other purpose are secondary
data in the hands of the marketing researcher. When sufficient secondary data are

Pune - 16
available, considerable time and money may be saved. It helps us in better
understanding of the problem. It can be collected internally or externally. Internal Data
is one which is collected from within the organization. For example, data collected
from Accounting Records. Many organizations have a separate department for
handling secondary data. External Data is one which is collected from sources outside
the organization. For example, data collected from Trade Association Reports or
Industry Publications.
In our project we were broadly concentrated on the Primary data as it was a live
project and our analysis was going to result in a huge financial investment into an
institute. We gathered all possible data first hand by interviewing our target
respondents personally on one to one basis.
As far as secondary data is concerned we used website of ITM institute for purpose of
knowing about no. of courses, branches at ITM, which helped us in deciding over the
quota for sampling and exact target etc.
2.2] Research approach:
Methods of Primary Data collection:
1. OBSERVATION
2. SURVEY
3. EXPERIMENTATION

Pune - 16
SURVEY RESEARCH
Anything from a short paper & pencil feedback form to an in depth one to one
interview is called as survey research. Survey can be divided into two broad
categories:
• The Questionnaire
• The Interview
While considering the type of survey, we need to consider the costs, physical
resources, and time required to conduct the survey.
Choice of particular survey method mainly based on:-
1. Cost
2. Time
3. Physical resources
Since each survey is different, there are no hard and fast rules for determining its size.
The deciding factors in the scale of the survey operations are time, cost, operational
constraints and the desired precision of the results. Also, consider what should be the
acceptable level of error in the sample. If there is a lot of variability in the population,
the sample size will need to be bigger to obtain the specified level of reliability.
Methods of Data Collection:-
1) Person –Administered
2) Computer-Administered
3) Self-Administered

Pune - 16
PERSON-ADMINISTERED: In this method interviewer reads questions, either face-to-
face or over the telephone, to the respondent and record his or her answers. Different
ways of this method are as follows: -
• Face-to-face: Involves trained interviewers visiting people to collect questionnaire
data. It is a good approach for ensuring a high response rate to a sample survey or
census, and trained interviewers gather better quality data. However, there are
some disadvantages to this approach. Respondents may not always be available
for interviews and the travel costs of the interviewer could be high.
Advantages:
• Conducted in the privacy of the home, which facilitates interviewer-
respondent rapport
• Can see “body language”
• Often much information per interview is gathered
Disadvantages:
• Cost per interview can be high
• Interviewers must travel to respondent’s home
• Telephone: involves trained interviewers phoning people to collect questionnaire
data. This method is quicker and less expensive than face-to-face interviewing.
However, only people with telephones can be interviewed, and the respondent can
end the interview very easily!
Advantages:
• Good quality control
• Reasonable cost

Pune - 16
• Long-distance calling is not a problem
• Sample located in distant geographies can be targeted
Disadvantage:
• Restricted to telephone communication
COMPUETR-ADMINISTERED: Computer technology plays an essential role in the
interview work.
• Computer Assisted Personal interviewing (CAPI) (e-mail) : is a form of personal
interviewing, but instead of completing a questionnaire, the interviewer brings
along a laptop or hand-held computer to enter the information directly into the
database. This method saves time involved in processing the data, as well as
saving the interviewer from carrying around hundreds of questionnaires. However,
this type of data collection method can be expensive to set up and requires that
interviewers have computer and typing skills.
Advantages:
• Respondent responds at his or her own pace
• Computer data file results
• Sample can be specifically targeted
Disadvantage:
Respondent must have access to a computer or be computer literate
• Computer Assisted Telephone Interviewing (CATI): is a type of telephone
interview, but with the interviewer keying respondent answers directly into a

Pune - 16
computer. This saves time involved in processing data, but can be expensive to set
up, and requires interviewers to have computer and typing skills. This approach for
many of its surveys such as the Youth In Transition Survey, the Monthly Survey of
Manufacturing, the General Social Survey and the Workplace Employee Survey.
Advantages:
• Computer eliminates human interviewer error
• Simultaneous data input to computer file
• Good quality control
Disadvantage:
• Setup costs can be high
• Electronic Data Reporting (EDR): Although this type of data reporting is still quite
rare, it gives the respondents the option of choosing how they would like to report
the data: filling out the usual paper questionnaire or using the electronic version.
Because the technology evolves so quickly, remaining up-to-date with good and
secure applications requires major investments.
• The Internet: The growing popularity of the Internet brought a major shift in
Electronic Data Reporting (EDR). It is hard to find a quick and easy way of
reporting answers through the Internet without sacrificing any of principles
concerning confidentiality, privacy and data quality.
Advantages:
• Ease of creating and posting

Pune - 16
• Fast turnaround
• Computer data file results
Disadvantage:
• Respondent must have access to the Internet
SELF-COMPLETED: In this method respondent completes the survey on his own.
• Mail survey: It is a relatively inexpensive method of collecting data, and one that
can distribute large numbers of questionnaires in a short time. It provides the
opportunity to contact hard-to-reach people, and respondents are able to complete
the questionnaire in their own time. Mail surveys do require an up-to-date list of
names and addresses, however. In addition, there is also the need to keep the
questionnaire simple and straightforward.
Major disadvantage of a mail survey is that it usually has lower response rates than
other data collection methods. This may lead to problems with data quality. Also,
people with a limited ability to read or write English or French may experience
problems.
In our research we approached our respondents through person administered method
as design of our questionnaire was such that interviewing the person face to face was
essential. As it is more interactive and interviewer’s authenticity is not questioned
much both interviewer and respondent can enjoy the process.

Pune - 16
2.3] Research Instruments:
The most common research instrument is the questionnaire. Keep these tips in mind
when designing your market research questionnaire.
• Keep it simple.
• Include instructions for answering all questions included on the survey.
• Begin the survey with general questions and move towards more specific
questions.
• Keep each question brief.
• If the questionnaire is completed by the respondent and not by an interviewer or
survey staff member, remember to design a questionnaire that is graphically
pleasing and easy to read.
• Remember to pre-test the questionnaire. Before taking the survey to the printer,
ask a few people-such as regular customers, colleagues, friends or employees-to
complete the survey. Ask them for feedback on the survey's style, simplicity and
their perception of its purpose.
• Mix the form of the questions. Use scales, rankings, open-ended questions and
closed-ended questions for different sections of the questionnaire. The "form" or
way a question is asked may influence the answer given. Basically, there are two
question forms: closed-end questions and open-end questions.
Close-end questions - Respondents choose from possible answers included on the
questionnaire. Types of close-end questions include:
• Multiple choice questions which offer respondents the ability to answer "yes" or
"no" or choose from a list of several answer choices.

Pune - 16
• Scales refer to questions that ask respondents to rank their answers or measure
their answer at a particular point on a scale. For example, a respondent may have
the choice to rank their feelings towards a particular statement. The scale may
range from "Strongly Disagree", "Disagree" and "Indifferent" to "Agree" and
"Strongly Agree."
Open-end questions - Respondents answer questions in their own words.
Completely unstructured questions allow respondents to answer any way they choose.
Types of open-end questions include:
• Word association questions ask respondents to state the first word that comes to
mind when a particular word is mentioned.
• Sentence, story or picture completion questions ask respondents to complete
partial sentences, stories or pictures in their own words. For example, a question
for commuters might read: "My daily commute between home and office is _____
miles and takes me an average of ______ minutes. I use the following mode of
transportation: _______."
Questionnaire of our project was close ended. We provided respondent with range of
options to answer. As we were evaluating brand of ITM, there were questions
regarding perception of brand ITM in mind of students before deciding to take
admission in ITM. We also measured the section wise satisfaction level of ITM student
with ITM institute. Since we used mainly closed ended questions it helped us in
analysis of data.

Pune - 16
2.4] Sampling Plan:
In our daily life we reach to conclusions by describing the characteristics of a large
number of items of a phenomenon usually referred as (population) based on an
analysis of a limited number of items from that phenomenon (called sample). For
example we taste a spoonful of soup and form an opinion.
The major reasons for sampling are as follows:
• Decision makers will have stipulated time to make decisions. If the consider the
whole population, they cannot come to consensus within the stipulated time.
• The cost of gathering information is highly important.
• The accuracy can be maintained if we take small sample of a population.
The following are the managerial objectives of sampling:
• The data can be collected from the desired section omitting others.
• Sufficient accuracy that can be obtained by considering the sample.
• Research resources can be efficiently used.
By sampling also sometimes we get unimportant data. They are as follows:
1. Data produced is of high quality but not applicable to the problem definition.
2. The data produced is of stable result but becomes obsolete till it is produced.
Type of Sampling Procedures:
There are two types of sampling procedures.
1. Probability Sampling Methods

Pune - 16
2. Non probability Sampling Methods
Much of the sampling in marketing research is non-probability in nature. That is,
samples are selected on the basis of the judgment of the investigator, convenience, or
by some other non random process rather than by the use of a table of random
numbers or some other randomizing device.
The advantages of probability sampling are that, if done properly, it provides a bias
free method of selecting sample units and permits the measurement of sampling error.
Non probability samples offer neither of these features. In non probability samples
offer neither of these features. In non probability sampling one must rely on the
expertise of the person taking the sample, whereas in probability sampling the results
are independent of the investigator.
1. Non probability sampling procedures:
Quota Sampling:
In quota sampling the sizes of various subclasses in the population are first estimated
from some outside source, such as from Bureau of the Census Data. Since the
interviewers judgment is relied upon to select actual respondents within each quota,
many sources of selection bias are potentially present.
For example there are 200 completed interviews. To the extent possible, the sample
should be as follows:
Area: 25 – 30% from Shivaji Nagar.

Pune - 16
70 – 75% from FC Road.
Sex: 60% Males
40% Females. Etc.
Judgment Sampling (Purposive Sampling):
The key assumption underlying this type of sampling is that, with sound judgment or
expertise and an appropriate strategy, one can carefully and consciously choose the
elements to be included in the sample so that samples can be developed that are
suitable for one’s needs. The intent is to select elements that are believed to be typical
or representative of the population in such a way that errors of judgment in the
selection will cancel out each other out.
Ex: The Company wants to know why new product fails, so it conducted surveys on
competitors whose products were similar or related to those it produced.
Convenience Sampling:
In convenience sampling selection, the sampler chooses the sampling units on the
basis of “convenience” or “accessibility”. This form of sample selection is commonly
used in the “man on the street” form of interviewing and, at times, associates may be
interviewed, and, at times associates may be interviewed simply because they are
accessible.
Ex: A study on children responses to television commercials.

Pune - 16
Snowball Sampling:
In snowball sampling, initial sampling units are selected using probability methods, but
additional units are then obtained from information supplied by the initial units
(referrals).
Ex: To find 100 serious foot ball players. By probability methods consider a sample of
300. These 300 produce names of 10 players. These players give the reference of
others. In this way snowballing effect is produced.
2. Probability sampling procedures:
Simple Random Sampling:
A simple random sample is one in which each sample element has a known and equal
probability of selection, and each possible sample of n elements has a known and
equal probability of being the sample actually selected. The main use of this method is
that we can find the small frame consisting of every small unit.
Ex: Industrial marketing research.
Systematic Sampling:
A systematic sample is one which each sample element has a known and equal
probability of selection. The permissible samples of size n that are possible to be
drawn have a known and equal probability of selection, while the remaining samples of
size n have a probability of zero of being selected.
Ex: If there are 600 members of the population and one desires a sample of 60, the
sampling interval is 10. A random number is then selected between 1 and 10,
inclusively; suppose the number turns out to be 5. The analyst then takes as the
sample elements 5, 15, 25 and so on.

Pune - 16
Stratified Sampling:
A stratified random sample is one in which a simple random sample is taken from
each stratum of interest in the population. Stratified samples have the general
characteristics as the entire population is first divided into an exclusive and exhaustive
set of strata, using some external source, such as census data, to form the strata.
Within each stratum a separate random sample is selected.
Two basic varieties of stratified samples are:
• Proportionate stratified sampling: The sample that is drawn from each stratum is
made proportionate in size to the relative size of that stratum in the total
population.
• Disproportionate stratified sampling: It is one departs from the preceding type of
proportionality by taking other circumstances, such as the relative size of stratum
variances, into account.
The greater the within stratum homogeneity and the amongst – strata heterogeneity,
the more efficient is stratified sampling.
Ex: Average purchases of consumer of hot cereals.
Cluster Sampling:
The researcher is here interested to study characteristics of some elementary element
in the population. He first divides population into blocks (cities, towns etc). Each block
consists of cluster of respondents.
Ex: Individual family attitude towards a new product.

Pune - 16
Area Sampling:
As the name suggests, area sampling pertains to primary sampling of geographical
areas. For Ex: counties, townships, blocks and other area description. If only one level
of sampling takes place before the basic elements are sampled, it is a single stage
area sample. If one or more successive samples within the larger area are taken
before settling on the final clusters, the resulting design is usually referred to as a
multistage area sample.
Ex: Dividing an area into blocks and sampling in these blocks.
When we go for market research we must know what sample size to take? There are
two different approaches for this:
 Based on Number of samples
• Fixed Sampling
Here the size of sample is already calculated and then the research is done.
• Sequential Sampling
Here sample size is not determined before hand. If it is observed that the
sample size is not adequate the new population is added to sample size.
 Based on Logic
• Traditional Methods
These methods are very easy to implement and can be used for any market
research. But generally they avoid some sampling errors.
• Bayesian Inferential Method

Pune - 16
This method is very logical and very systematic but it is very complicated
therefore it becomes very difficult for understanding and use.
In our project of measuring ITM brand we have divided the whole census into different
samples. The complete population is subdivided using quota sampling method. We
selected 74 MBA students at ITM, Mumbai as per instructions to us. These are divided
on basis of specific requirement of data; hence we had decided the quota on the basis
of present ITM students from all over India, as ITM has its presence in many cities in
India. In our case we have handled the quota of ITM students in Mumbai.
2.5] Contact method:
Contact method can be of many types like, one can contact respondent telephonically,
personally by random selection, one can contact the person from maintained database
or direct meeting is also by a prior appointment.
In our project we have followed direct contact method in which we had met respondent
and asked for his/her response on our research.

Pune - 16

Pune - 16
 Chapter 3 : Data Analysis and Interpretation
We have gathered the data by interviewing the students of ITM personally. As it was
very much important to have accurate and authentic information about different factors
which may influence investment decision, we have tried our best to analyse collected
data properly.
1. Factors considered by students before admission:
Following are few factors which students had considered before taking
admission into ITM. The figures in the cells are representing the no. of
responses from students for particular factor.
Form this table we can conclude that areas like brand image of institute,
placement records, course fees, industry exposure and specializations are
highly influential factors for students.
Factors considered Influenced Influenced Did not influence

Pune - 16
a lot somewhat
Reputation/Brand image 14 9 2
Academics/Course content 7 15 3
Placement records 17 4 4
Recognition by AICTE 7 11 7
Course fee 11 8 6
Infrastructure & Facilities 3 20 2
Specialization 14 11 0
Faculty profile 4 14 7
Industry interface 10 11 4
Starting salary level 9 9 7
Table no.1
2. Information source which influence student’s admission decision:
Then the question arises that from where students get all these information. There
is lot of sources from where students get all required information. Following table
shows some of important information sources and how they influence the decision
of student of taking admission into ITM B-school. The figures in the cells are
representing the no. of responses from students for particular factor.
Influenced Influenced
Information Source a lot somewhat Did not influence

Parents &Other family member 2 8 15
Friends/peers 2 13 10
Seniors 6 6 13
Professors 5 6 14
Magazine rankings 10 13 2
Advertisement in various media 7 5 13
Websites/Blogs/Online forum 6 8 11
Coaching center 12 9 4

Pune - 16
Table no.2
It can be easily interpreted from above table that ranking of institute in magazines and
coaching centers play an important role in admissions of students in B-school.
From the above frequency table, it is very clear that guidance and information, MBA
aspirants get from various coaching classes are very important in building their
perception about any B-school, so ITM should tie up with various coaching classes for
conducting informative lectures to make aspirants aware about ITM’s position on
various factors they consider for choosing B-school and by this way ITM can increase
their visibility effectively through effective source. ITM should also increase advertising
in coaching classes’ publications.
Second thing that influence students most in perception building is the magazine
rankings, so ITM should participate in such type of surveys and continuously improve
those aspects which are considered for rankings.

Pune - 16
3. Measurement of student expectation related to various factors:
The table below shows the measurement of student’s satisfaction related to various
factors brand, course content, faculty etc. the figures in the cells are representing
responses from students for particular factor.
Expectation
level A B C D E F G H I J
Exceeded
expectation 1 1 7 2 4 4 4 4 2 1
Meets
expectation 11 13 9 11 9 12 10 9 13 13
Close to
expectation 9 8 7 7 7 7 9 7 7 7
Below
expectation 4 3 1 4 5 1 2 3 2 3
Well below
expectation 0 0 1 1 0 1 0 2 1 1
Table no.3
Where:
A Reputation/Brand image
B Academics/Course content
C Placement records
D Recognition by AICTE
E Course fee
F Infrastructure & Facilities
G Specialization
H Faculty profile
I Industry interface
J Starting salary level
The graphs shown below are of ten variables (A, B, C,…., J) against responses we got
from students where 1,2,…,5 on x axis are:
1 Exceeded expectation
2 Meets expectation
3 Close to expectation

Pune - 16
4 Below expectation
5 Well below expectation
Figures on y axis are the no. of responses for particular expectation level.
a) Reputation or brand of ITM:
12.00
10.00
8.00
A
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph A
The graph above shows that reputation and brand of ITM are meeting expectation
level of students.
b) Academics and course content at ITM:

Pune - 16
14.00
12.00
10.00
8.00
B
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph B
The graph above shows that academics and course content at ITM are meeting
expectation level of students.

Pune - 16
c) Placement records:
10.00
8.00
6.00
C
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph C
The graph above shows that placement records at ITM are quite meeting expectation
level of students.

Pune - 16
d) Recognition by AICTE:
12.00
10.00
8.00
D
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph D
The graph above shows that approval from AICTE to ITM is meeting expectation level
of students.
e) Course fees:

Pune - 16
10.00
8.00
6.00
E
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph E
The graph above shows that course fees at ITM is meeting expectation level of
students.
f) Infrastructure & facilities:

Pune - 16
12.00
10.00
8.00
6.00
F
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph F
The graph above shows that infrastructure & facilities at ITM is meeting expectation
level of students.
g) Specialisation:

Pune - 16
10.00
8.00
6.00
G
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph G
The graph above shows that specialization in subjects provided at ITM is between
meeting expectation and close to expectation level.
h) Faculty profile:

Pune - 16
9.00
8.00
7.00
6.00
H
5.00
4.00
3.00
2.00
1 2 3 4 5
RESPONSES Graph H
The graph above shows that profile of ITM faculties is meeting expectation level of
students.
i) Industry interface:

Pune - 16
14.00
12.00
10.00
8.00
I
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph I
The graph above shows that industry exposure at ITM is good and meeting
expectation level of students.
j) Starting salary level:

Pune - 16
14.00
12.00
10.00
8.00
J
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES Graph J
The graph above shows that starting salary level after placement at ITM is good and
meeting expectation level of students.
From all above factors and responses for those we can infer that overall students are
satisfied with facilities and all they are getting at ITM.
To reduce all ten factors mentioned in table no.3 to fewer factors for the ease of
analysis, below we have applied factor analysis. We got all statistics & graphs from
SPSS (data analysis software) by inserting data in to software.

Pune - 16
Correlation Matrix:
Values in the cells represent correlation coefficients of one variable relating to another
variable. The coefficients of correlation express the degree of linear relationship
between the row and column variables of the matrix. More closely the coefficient to
zero the lesser is the relationship; the closer to one, the greater the relationship. A
negative sign indicates that the variables are inversely related.
Correlation is relation between selected single factor and all other factors. Table below
shows the same; with this we can make one single factor as representative of others.
A B C D E F G H I J
A 1 0.9779 0.6615 0.9775 0.9276 0.8675 0.9228 0.9375 0.9293 0.9507
B 0.9779 1 0.7134 0.9971 0.9094 0.9331 0.9186 0.9630 0.9844 0.9929
C 0.6615 0.7134 1 0.6908 0.7487 0.8934 0.8890 0.8708 0.7674 0.6813
D 0.9775 0.9971 0.6908 1 0.9255 0.9158 0.9036 0.9499 0.9750 0.9897
E 0.9276 0.9094 0.7487 0.9255 1 0.8426 0.9132 0.9102 0.8613 0.8674
F 0.8675 0.9331 0.8934 0.9158 0.8426 1 0.9400 0.9801 0.9716 0.9305
G 0.9228 0.9186 0.8890 0.9036 0.9132 0.9400 1 0.9836 0.9086 0.8773
H 0.9375 0.9630 0.8708 0.9499 0.9102 0.9801 0.9836 1 0.9679 0.9417
I 0.9293 0.9844 0.7674 0.9750 0.8613 0.9716 0.9086 0.9679 1 0.9903
J 0.9507 0.9929 0.6813 0.9897 0.8674 0.9305 0.8773 0.9417 0.9903 1
Table no. 4
Now to reduce different factors in to few, we find out eigen values and components
whose values are more than one are selected. This criterion is widely used and called
The Kaiser criterion.
There is only one component whose value is greater than one and that is component
1, so only one factor (Component-1) is extracted for analysis. Components mentioned
in the table are factors discussed previously on scale of student’s satisfaction.

Pune - 16
Extraction Sums of Squared

Component Initial Eigenvalues Loadings
% of Cumulative % of Cumulative
Total Variance % Total Variance %
1 9.152 91.518 91.518 9.152 91.518 91.518
2 .556 5.557 97.075
3 .227 2.269 99.344
4 .066 .656 100.000
5 .000 .000 100.000
6 .000 .000 100.000
7 .000 .000 100.000
8 .000 .000 100.000
9 .000 .000 100.000
10 .000 .000 100.000
Table no. 5

Pune - 16
For easier interpretation Kaiser Criterion table shown above a pictorial representation
called scree plot is used.
The graph below shows pictorially, eign values against component number, its just an
extension of the table above to enhance visibility.
Scree Plot
10
4
lu
nE
ig
a
v
e
1 2 3 4 5 6 7 8 9 10
Component Number
Graph no. 1
The table below shows how different variable are attached to the factor extracted and
from these coefficients in the second column, weightage is calculated to reduce ten

Pune - 16
factors in to one factor, so that one factor can conclude on investment decision in ITM
B-school.
Weightage
Factors Factor ‘k’ %
A 0.959728068 0.100441667
B 0.984343703 0.10301785
C 0.823522008 0.086186834
D 0.977722385 0.102324887
E 0.931736703 0.097512192
F 0.969497886 0.101464141
G 0.967241969 0.101228045
H 0.994004166 0.10402888
I 0.980092047 0.102572888
J 0.967190099 0.101222616
Table no.6
In the table below last column is of factor K which replaces all ten factors and values
are calculated from the weightage calculated
Factor
Variable A B C D E F G H I J K
Weightage 0.1004 0.103 0.0862 0.1023 0.098 0.1015 0.1012 0.104 0.103 0.1012 -------
E.E. 1 1 7 2 4 4 4 4 2 1 3
M.E. 11 13 9 11 9 12 10 9 13 13 11
C.E. 9 8 7 7 7 7 9 7 7 7 7
B.E. 4 3 1 4 5 1 2 3 2 3 3
W.E. 0 0 1 1 0 1 0 2 1 1 1
Table no.7
Where;
E.E.  Exceeded expectation
M.E.  Meets expectation
C.E.  Close to expectation

Pune - 16
B.E.  Below expectation
W.E.  Well below expectation
Graph of the factor which is equivalent to all ten factors against responses is shown
below.
12.00
10.00
8.00
K
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph K
From Graph K we can see that most students’ responses say that ITM is meeting their
expectations.

Pune - 16
 Chapter 4 : Key Findings

Pune - 16
Analysing the collected data is very essential for arriving at any conclusion. During the
process of analysis we found out that many students do get influenced by brand and
reputation of ITM, they consider this factor a lot while deciding the college for the
admission.
Other important factors which student consider before taking admission are; course
fees, placement records, academic specialisation available and industry interface or
exposure provided to students.
We have also found out that ITM has introduced sudden hike in the course fees and
with which students are not comfortable, since as mentioned earlier course fees is one
of the main factors considered by students while taking admission.
In this project we have also mentioned the areas where improvement is required in
ITM according to its students.

Pune - 16
 Chapter 5 : Conclusion

Pune - 16
As mentioned earlier Indian government has allowed FDI in our education system,
there is lot of market and opportunity available for outsider big investors and domestic
investors.
As brand we would say ITM is a well known brand with good reputation in students
and industry. As far as investment in ITM is concerned we have analysed that most of
factors and variables are supporting the investment decision but as new issue of fees
hike has aroused unexpectedly we would suggest the waiting period of 12 to 18
months. This is to certify that as does this fee hike is hampering admissions at ITM or
not, and also to see what effects are generated on placement.
We have suggested that substantial part of this investment must flow into
improvement of infrastructure and facilities at ITM.

Pune - 16
 Chapter 6 : Recommendations

Pune - 16
Further we have analysed areas where ITM institute need to work on or improve on.
This will also help the investor as in where to concentrate major flow of his investment.
More the improvement in those areas more will be the student satisfaction and intern
more students will get attracted towards the institute.
After all maximum return on investment in minimum period is every investor’s
objective.
Following table shows areas/ factors where improvement in needed:
Factors Responses
Reputation / Brand image 4
Academics / Course content 15
Placement records 12
Recognition by AICTE 2
Course fee 5
Infrastructure & Facilities 23
Specialization 3
Faculty profile 5
Industry interface 3
Starting salary level 2
Table no.8

Pune - 16
Following graph gives clear interpretation of areas where improvement is required
according to ITM students.
Areas need improvement
25
20
No. of responses
15
No. of responses
10
0
M N O P Q R S T U V
Fa ctors / Are a s
Graph no. 2
Where:
Factors
Reputation / Brand image M
Academics / Course content N
Placement records O
Recognition by AICTE P
Course fee Q
Infrastructure & Facilities R
Specialization S
Faculty profile T
Industry interface U Most of the students are
Starting salary level V
of view that infrastructure
improvement should be the first priority of management while the second urgent
priority is course content. Third priority is placement record.

Pune - 16
As far as investment in ITM is concerned we have analysed that most of factors and
variables are supporting the investment decision but as new issue of fees hike has
aroused unexpectedly we would suggest the waiting period of 12 to 18 months. This
is to certify that as does this fee hike is hampering admissions at ITM or not, and
also to see what effects are generated on placement.

Pune - 16
Customer Satisfaction Management & Measurement

Pune - 16
From the establishment itself vision of Avaya Global Connect Ltd. is to be
recognized as the Most Customer Responsive Company & to provide the best in class
Converged Communication Solutions Enabling Customer to enhance their business
performance is the only mission.
Avaya Global Connect is India’s leading provider of intelligent communications
solutions, systems and services focused on meeting the needs of organizations large
to small. The company offers a comprehensive suite of Solutions for Contact centre,
Business Process Outsourcing and end-to-end Converged communications. By
designing, building and managing some of the world’s most advanced
communications solutions, Avaya is helping its customers achieve sustained
advantage through superior business results. Avaya Global Connect is dedicated to
helping businesses enhance and extend the capabilities of their people and processes
to reduce costs, increase productivity and grow revenues.
Avaya Intelligent Communications is at the very heart of the Avaya brand and what it
stands for in the marketplace. Avaya Intelligent Communications is the critical
differentiator that enables their clients to outdistance its competition. With Avaya
Intelligent Communications, communications solutions are actually embedded in the
client’s business processes to transform performance, thereby making the business
more competitive.
With a strong focus on Customer Responsiveness, Avaya Global Connect works
towards anticipating customer requirements and providing them end-to-end solutions.
Avaya Global Connect has a state-of-the-art lab in Gurgaon, deploying complete
products and solutions. The latest products and solutions are demonstrated and

Pune - 16
showcased to customers at this Lab, which is also used to train internal associates,
business partners and customers.
The company also has a world class ‘Customer Care Center’ in Gurgaon which is a
first level contact to resolve customer complaints through a remote maintenance
facility.
Avaya Global Connect ‘s ‘Customer Studio’ in Mumbai is designed to provide
customers with a first hand experience of the power of intelligent communications that
Avaya Global Connect and its partners from around the world can bring to their
businesses. The Customer Studio aims at helping customers make confident
decisions about the choices they are making.
The Avaya India Development Center located in Pune collaborates with Avaya Labs in
the Asia Pacific and around the world for research and development in converged
solutions, Customer Relationship Management and Unified Communications Solutions
as well as consulting and integration services. This Center also houses Avaya Global
Solutions Support Center.
Awards

Pune - 16
 Avaya Global Connect bags the Voice&Data Top Enterprise Voice Solutions
Company Award as per V&D100 2006 survey.
 Frost & Sullivan in 2004 also awarded 7 leadership awards to Avaya
GlobalConnect in the Interaction CRM category and Enterprise Voice Equipment
category. These include –
• Industry Leadership Award for the Interaction CRM
• Industry Leadership Award for the Enterprise Voice
• Market Leadership Award for PBX
• Market Leadership Award for IP Telephony
• Market Leadership Award for ACD
• Market Leadership Award for CTI Enabling Software
• Market Leadership Award for Call Monitoring Solutions
 Continuing to dominate the Contact Center solutions space, the company was
awarded the ‘Frost & Sullivan Market Engineering Award for Market Leadership in
Interaction CRM Market’ in India.
 Frost & Sullivan also honored the company with the ‘Market Strategy Award in
Enterprise Voice Equipment Market’ for emerging as the strongest competitor with
the best marketing strategies gaining stronger foothold in this business.
 Communications Today identified Avaya GlobalConnect as the #1 market leader
for Enterprise Voice Over IP solutions by revenue in the Indian market.
 Frost & Sullivan awarded Avaya Global Connect four awards in the Enterprise
Voice Equipment market-

Pune - 16
• Market Leadership Award 2002 for Total Enterprise Voice Equipment
Market
• Market Leadership Award 2002 for PBX Market
• Successful Competitive Strategy Award 2002 for IP Telephony Systems
• Successful Competitive Strategy Award 2002 for KTS Market
 With strength of around 800+ professionals, Avaya GlobalConnect has over 30
offices spread across the country, from Jammu to Trivandrum to Ahmedabad to
Siliguri. The company has an extensive distribution network comprising over 50
systems integrators, channel partners and dealers. With over 6,000 customers, it
provides world-class service support through a remote maintenance integration
(RMI) system.
Customer Satisfaction Management and Measurement (CSMM):
It is very important to establish the customers' perception of the quality of product and
service provided. It is a known fact that customers rarely complain - they just don't
come back. Customer loyalty is considered to be worth ten times the price of a single
purchase, as a loyal customer will return to make further purchases. Moreover,
researchers claim that if a customer doesn't like the product or service, he will tell on
an average eleven more people. This illustrates the importance of ensuring customer
satisfaction.
Customer satisfaction research is an increasingly becoming an essential ingredient in
any program aimed at maintaining, if not increasing the customer base and revenues,
enhancing brand value, etc. Conducting customer satisfaction research through a
third-party has the advantage that the responses obtained are more reliable, as the
respondents are more frank with a third-person. This is because in the case of third-

Pune - 16
party research, the customer-vendor relationship does not get affected. Hence Avaya
Globle Connect Ltd. has come up with customer satisfaction research along with IMRB
International’s independent & specialist unit Customer Satisfaction Management &
Measurement (CSMM). Which is in the field of customer satisfaction research with
proven methodologies & processes resulting in fruitful outcomes, later on will be
helpful for customer satisfaction management as well as measurement so as to
increase customer base and revenues, enhancing brand value, goodwill, etc.
CSMM provides a range of consulting products and services to manage external
customer satisfaction and employee commitment to integrate stakeholder
measurement and management efforts into the company's decision-making process at
all levels, with respect to various sectors including financial services, hotels,
telecommunications, retailing, consumer products, automotive and
engineering/industrial goods. CSMM provides strategic information services to
enhance customer loyalty amongst both end customers and trade channel customers
as well as to build employee commitment.
CSMM gives us professional and accurate assistance for our strategic decisions,
including deployment and integration assistance.
In this particular research Avaya Globle Connect Ltd. has targeted all the C-level
customers which are in a best position to understand the needs of their business. All
C-level customers comprise of CEO, COO, CFO, CTO, Chief of IT Dept., etc. who are
actually responsible for handling all the business transactions with respect to the
various business areas. The research was based upon face to face interviews of the
targeted respondents with respect to the key findings. The key customers were

Pune - 16
Vodafone, TTSL, Dautsche Bank, HDFC, RIL, Capgemini Consultancy services,
Aditya Birla group, DSP Merrillynch, WNS Global Services, etc.

Pune - 16

Pune - 16
Key Findings:
 Major Areas of business (EPABX, voice logger, IP telephony, call conferencing, etc.)
 Key features of Avaya Globle Connect Ltd. products & services.
 Areas of business Avaya Globle Connect Ltd. is providing best solutions.
 Areas of business Avaya Globle Connect Ltd. should improve.
 Customer Expectations from Avaya Globle Connect Ltd.
 Areas of business Avaya Globle Connect Ltd. can expand their volume of business.
 Efforts for customer relationship management Avaya Globle Connect Ltd. should take
with respect to their products & services.

Pune - 16
Recommendations:
After interviewing all C – level persons of Avaya’s clients we have aroused at following
recommendations:
 Avaya must work on its time line for particular project i.e. no wastage of time.
 They must concentrate on effective after sales customer support.
 Avaya have to work on spare parts of its products.
 More exploration of new service i.e. customer studio.
 Try to be more innovative.

Pune - 16
Conclusion:
As Avaya Global Connect Ltd. always tries to continuously improve upon their
responsiveness in all spheres of interaction, this project was our sincere effort to help
Avaya in maintaining healthy relationship with their customers.
Overall code of conduct for this project was excellent and we hope that data which we
had collected for Avaya (not mention in this report for reason of confidentiality) will
help them in inventing new areas & restructuring old areas in way of customer
satisfaction management.

Pune - 16

Pune - 16
Abbreviations
ITM: Institute of Technology & Management
FDI: Foreign Direct Investment
IMRB: Indian Market Research Bureau
JWT: J Walter Thompson
WPP: Wire and Plastic Products
MBI: Millward Brown International
WIGN: Walker Information Global Network
CSMM: Customer Satisfaction Management & Measurement
RI: Research International
PQR: Probe Qualitative Research
SRI: Social and Rural Research Institute
BIRD: Business & Industrial Research Division
KAP: Knowledge, Attitudes & Practice
TRP: Television Rating Program
NRS: National Readership Surveys
EPABX: Electronic Private Automatic Board Exchange
VSAT: Very Small Aperture terminal

Pune - 16

Pune - 16
References:
 Secondary data sheets from IMRB International,
Abacus Research, 3rd floor,
Mhatre pen building,
Dadar (w), Mumbai - 400028.
 Questionnaires by IMRB Research dept.,
2nd floor, Mhatre pen building,
Dadar (w), Mumbai – 400028.
 Marketing Research: Text and Cases,
by Dr. RAJENDRA NARGUNDKAR.
 www.imrbint.com
 www.avayaglobalconnect.com
 www.marketresearch.com

Pune - 16

Acknowledgement: Mumbai Without Whose Unflinching Assistance & Co-Operation at All Times It Would

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Acknowledgement: Mumbai Without Whose Unflinching Assistance & Co-Operation at All Times It Would

Uploaded by

Copyright:

Available Formats

Brand Evaluation for Financial Investment & Customer Satisfaction Measurement

successful completion of our Summer Internship Projects at IMRB International,

rather have been impossible for us to achieve the desired goal.

Technologically advancement will enable us to get the environment we desire. In this

direction, stimulation & encouragement by our esteemed professors. We the students

have always emphasized on the importance of self-culture and stimulate us to gain

complete dedication to achieve your goal.”

helped us to know and learn various aspects of telecom management at various

stages of our curriculum.

Symbiosis Institute of Telecom Management 1

Symbiosis Institute of Telecom Management 2

Union commerce ministry to allow foreign direct investment in education in India is

approved by the Manmohan Singh Cabinet.

government to set up 200 playschools in India.

India as and when the country liberalises education.

help Indian students tremendously in getting jobs in multinational companies.

Symbiosis Institute of Telecom Management 3

private colleges with enrolment of 31, 50,000 students.

many parts of our country for financial investment into it.

education system. It is going to be great revolutionary step towards globalisation of

organisations to cope up with their infrastructure and other needs.

at IMRB had expressed his intention to invest in Institute of Technology and

Management (ITM) a B-school in India with multistate presence in front of us.

perception, students satisfaction & expectation, infrastructure, faculty, etc.

method of sampling, questionnaire design, way of interviewing, data collection and

Symbiosis Institute of Telecom Management 4

easier to decide over his decision of investment.

Symbiosis Institute of Telecom Management 5

Symbiosis Institute of Telecom Management 6

Brand Evaluation for Financial Investment

1. We have to measure brand perception of ITM.

2. To analyse collected data and comment over decision of investment.

3. Find out well maintained and areas need to be improvised.

also help Indian students tremendously in getting jobs in multinational companies.

Management (ITM) a B-school in India with multistate presence in front of us.

Symbiosis Institute of Telecom Management 7

through questionnaire which we supposed to ask to targeted respondents. Then

respondent. We divided the target respondents by quota sampling technique.

Then we analysed the particular segments of questionnaire which were probing

more towards decision of investment in to the ITM institute.

financial resources towards them.

college for the admission.

Symbiosis Institute of Telecom Management 8

fees, placement records, academic specialisation available and industry interface

or exposure provided to students.

ITM according to its students.

Symbiosis Institute of Telecom Management 9

improvement of infrastructure and facilities at ITM.

Symbiosis Institute of Telecom Management 10

Symbiosis Institute of Telecom Management 11

 Chapter 1 : Company Overview

1.1] Company profile:

IMRB International is a pioneer in India in various research areas. Associated with a

member strong IMRB International promises high quality conceptualization, strategic

IMRB International managed 2,500 projects and 4,000,000 interviews. IMRB

consumer markets, industrial marketing, business to business marketing, social

group in the world.

research businesses - Research International, Millward Brown and Kantar Media

Symbiosis Institute of Telecom Management 12

 Qualitative and quantitative research

 Data capture and handling

J. Walter Thompson Company:

world wide guarantying a uniform level of excellence in the development of Brand