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To, The AIMA-CME NEW DELHI Subject: Regarding submission of the synopsis of project report

Respected sir, This is to state that I Swati Gupta am a student of 4th Module PGDM (AIMA) in M.S.RAMAIAH MANAGEMENT INSTITUTE, Bangalore. My registration no. is 420910444. The title of my project is ³Retailer`s Perception Towards Micromax Mobile Sets´. My project guide is Dr. Sandhya R. Anvekar I am submitting the synopsis of the said project . I kindly request you to approve my synopsis so that I can go ahead with the project. Thanking you Yours obediently Swati Gupta Registration no. 42091044 Nodal Centre- M.S.R.M.I. Bangalore

Dr. Sandhya R. Anvekar

Project Report Synopsis


: Swati Gupta

Registration Number

: 420910444

Address for correspondence: C/O Purnima Ramaswamy, M.S Ramaiah Management Institute MSRIT Post, New BEL Road, Bangalore - 560054

Name of the project guide

: Dr. Sandhya R. Anvekar

Designation & address

: Assistant Prof. , M.S.Ramaiah Management Institute

Title of the project

: ³A study on retailer¶s perception towards

Micromax mobile sets´

C.V of the Project Guide

Name Occupation

: :

Dr. Sandhya R. Anvekar

Educational Qualification: Graduation: Post-Graduation:

Working Experience: Industry: Academic:

Teaching Interest:




PurposeCellular Phones represent the best of modern wireless technology and are one of the best popular tools of the early twenty first century facilitating business, recreation and vital emergency communication. It has ceased to be a luxury as more people are realizing its advantages. Hence, it will not be surprising when in the near future the number of landline telephone owners is less than the number of cell phone users. Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In1883 telephone services were merged with the postal system. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985,Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in1999 and cellular services were also launched in the same year. y y The Telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. Indian telecom industry has the highest growth rate of 45% in the world. Indiaµs mobile phone subscriber base is growing at a rate of 82.2%. There is a need for study the perception of retailer towards the Micromax mobile handset company.

y y y

As Micromax is the recently launched upcoming company in the mobile handset industry. So to study about how they are making sustainable environment for survival in this cut throat competition and enhance the opportunity. Perception can be defined on a process by which individuals organize and interpret their sensory impression in order to give meaning to their environment. However, what one perceives can be substantially different from objective reality. It need not be, but there is often disagreement. Retailer perception is very important because they are the individuals who have direct interaction with the ultimate consumer; they act as a link between the company and consumer. So, if the company tries to understand what are the expectations of retailers and meet that and satisfy then there is wider opportunity to increase the market.

AimAim of the study is to analyse the gap and suggest strategy to retailers, for marketing Micromax mobile handsets.

ObjectivesIt is necessary to specify the objectives of the study. This is because of specification of objectives will enable us to study various areas and aspects with clarity.


To know customers opinion about the Micromax products. To know awareness of retailer strategy for Micromax products. To know the performance of the product. To identify retailers perception about competitive products. To know existing promotional strategy for the mobile set.

y y

Key Questions1) 2) 3) 4) What is retailers opinion regarding Micromax mobile handsets? What is customers opinion and expectation for the product? Identify existing strategy of Micromax? What is the gap in the existing strategy of Micromax?

HypothesisNull Hypothesis Ho - Retailers negative perception towards Micromax mobile handsets in account of strategies adopted by Micromax mobile hand set company. Alternative Hypothesis HA - Retailers positive perception towards Micromax mobile adopted by Micromax mobile hand set company. handsets in account of strategies

Statistical test = Choose the z test because the data are ratio measurement. y Assume the underlying population is normal and we have randomly selected the sample from the population of various retailers.

Research MethodologyStage-1 SAMPLE DESIGN
Sample Unit: Retailers of mobile handsets Sample Size: 50 retailers by covering - Bangalore (Karnataka) Sampling Type: Non probability judgment Sampling


The research is primarily descriptive in nature. The sources of information are both primary and secondary.
Approach constitutes of both I.Primary data. II.Secondary data.

Primary sources: Questionnaire Analysis (ENCL.)
SECONDARY DATA: It refers to those data that was already being corrected by and analyzed by someone else. This data is collected from     Reports Magazines. Newspapers and books Internet

y The study was aimed at understanding and analyzing the retailer perception towards Micromax handsets. y The research was conducted in the geographical area of - Bangalore (Karnataka),

SCOPE FOR FURTHER RESEARCH SALES ANALYSIS: The study will help in analyzing the sales of territories where the respondent retailers are located in terms of sales volume, their sales calls closing ability. MOTIVATION-MIX ANALYSIS: This study will definitely help in ganging the adequacy of current motivators on sales performance of retailers. RETAILERS ANALYSIS: The study also focused on evaluating retailers in terms of sales performance and mention expectations by keeping in view other performance of last 2 to 3 years. This will help them ranking in terms of sales turnover and their consistency in sales performance and additional sales generation. MARKET ANALYSIS: This study will help in knowing that the numbers of retailers are energies to capture this particular market. This study will help in knowing the company¶s share and total market demand through market argument competition density etc. ANALYSIS BETWEEN COMPANY & RETAILERS: The studies are also focused on the expectations of retailers from company and extend of their fulfillment though communication effectiveness, complaints, handling etc.

TIME: Since the research had time constraint thus the researcher had to depend on a secondary data whose reliability may be doubtful. GEOGRAPHICAL LIMITATION: The study is limited to Bangalore only. SAMPLE BIAS: Sample size is limited to 50 only. RESPONDENT BIAS: One of the serious limitations of the research study that individuals differ so personal bias cannot be avoided.

Proposed ContentsChapter 1: Introduction
This chapter provides the theoretical background of the topic under study. This chapter provides a brief introduction to the subject under the study including the modification and types offered by different companies.

Chapter 2: Research design
This chapter provides details such as the Purpose, Aim of the study, Statement of the problem, Scope of the study, Objective of the study, Approaches of data collection and Conceptual definitions, Limitations of the study and an overview of the chapter scheme.

Chapter 3: Profile of the company
This chapter contains a breif profile of the company

Chapter 4: Analysis & interpretation
This chapter contains an analysis of the primary data and secondary data in line with the objectives of the study. Tables and graphs drawn from the data collected would support the analysis.

Chapter 5: Summary of findings, conclusions and suggestions
This chapter provides a summary of findings, conclusions drawn from findings and also suggestions would be made based on the analysis giving an overview of the research.

Chapter 6: Bibliography



Submission of Synopsis to AIMA for approval Collecting the secondary data from websites, news paper and magazine after getting approval. Collection of primary data by set of questionnaire & interview. Analyzing & deriving conclusions Preparation of report and Submission of project report to AIMA


Dear Sir/Madam,

I would like to introduce myself as an PGDM (AIMA) student of M.S.Ramaiah Management Institute, Bangalore and doing a project on the topic. ³RETAILER PERCEPTION TOWARDS MICROMAX MOBILE SETS´.

This project is to be submitted to the AIMA for the award of PGDM. Hence I, request you to kindly spend few minutes of your valuable time in answering this.

Name of the retailer ± Gender Name of the retail outlet ±

Address ±

Products offered by you ±

(a) Nokia

(b) Sony Ericsson

(c) Samsung

(d) Motorola

(e) HTC

(f) Blackberry

(g) LG

(h) Micromax

If you are not providing Micromax then specify reason-

1. Number of handsets sold by you in one month on an averagea) 0-10 [ ] c) 21-30 [ ] b) 11-20 []

d) 31 and above [ ]

2. Customer¶s response towards Micromax products. a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]

3. Your opinion for product offer to you by Micromax. a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]

4. Product availability of Micromax in this territory. a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]


What ages of people do you think purchase Micromax mobile most. a) Less than 20 [ ] c) 30-40 [ ] b) 20-30 [ ] d) 40 and above [ ]


Your opinion about deliver of products as per your order by Micromax distributor. a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]


Marketing efforts of Micromax compared to its competitors is a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]


Promotional support that has been provided by company is a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]


Your overall opinion about Micromax with regard to their relationship with you

a) Excellent [ ]

b) Good [ ]

c) Average [ ]

d) Below Average [ ]

10 Which attributes you consider most important in mobile handsets. a) Price [ ] c) Demand [ ] b) Quality [ ] d) Brand Image [ ]

11 Comparing to other company products, you rank Micromax products as a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]

12 Comparing to other company products the price of products of Micromax is a) Very high [ ] c) Reasonable [ ] b) High [ ] d) Low [ ]

13 Your opinion about the discounts offer of Micromax products a) Very attractive b) Fairly attractive c) Not attractive d) No offer [] [] [] []

14 After sale service that has been provided by company is a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]

15 What are the elements you miss in micromax mobile sets a) Durability [ ] b) Features [ ] (specify)

c) Availability [ ]

d) Any other [ ] (specify-


16 In your opinion what is the future of Micromax mobile handsets. a) Excellent [ ] c) Average [ ] b) Good [ ] d) Below Average [ ]

17 Suggestion-