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This project is the result of six month training at HCL CDC Chandigarh. Industrial training is an integral part of Master in Business management course and it aims at providing a first hand experience of industry to students. This practical experience helps the students to view the real Business World closely. I was really fortunate of getting an opportunity to pursue my Industrial Training in reputed, well established, fast growing and professionally managed organization like HCL CDC Chandigarh.



Company History About HCL Info systems

Founders Massage About HCL CDC


Consumer Behaviour Steps of Buying Process Factors influencing the Consumer Behaviour


Research Design Research Instrument Sampling Plan Plan of analysis Field Work



Chapter-1 Company profile

Computers and Information Technology - Industry Overview Information science is the science that investigates the properties and behaviors of information, the forces governing the flow of information, and the means of processing information for optimum accessibility and usability. The field is derived from those related to mathematics, logic, linguistic, psychology, computer technology, graphic arts, management and other fields. A nations development potential depends upon its ability to continuously educate its population and its ability to create armies if skilled manpower. In particular, use of Information Technology (IT) in acquiring knowledge and skill has become an essential element in education and training. These IT elements in the educational process have magical effects. Higher education without the support of IT makes the lives of learner and teachers equally difficult. A nations intellectual strength depends upon IT support. The use of computing and communication technology to enhance the efficacy of transaction and productivity is the driving force in this new era of social and economic transformation in the new society called Information Society.

A strong IT structure can give an institution a competitive advantage for the best students and faculty and an advantage in competition for absorbing external research and grants to execute studies, research etc. in a short time and with great resolution. IT with reference to TECHNOLOGY IN EDUCATION encompasses one or more of the following: Vocational training tools, such as CBT (Computer Based Training), CAD (Computer Aided

Design), etc.

Computer and computer-based systems for instructional delivery and management, e.g. CAI (Computer Aided Instructions) etc.

Internet/web based education e.g. not only educational information with text, graphics but also courses are offered by various web sites.

Education forms the backbone of a nation and is one of the most important key indicators of a countrys growth and development. In fact the rise of knowledge economy at a global level has once again reinforced education, in all its forms (elementary, secondary, higher, vocational, and adult) , as the key economic and business driver. In the past, government was the sole education provider as it was primarily considered a social service. However, with liberalization and globalization of economy, it has become evident in the last decade or so that the government cannot alone can bear the cost of the education sector. The private sector has stepped in to fill the gap and has increasingly enhanced its profile in education over the last decade. This had led to a growing debate in recent times on Indias Educational Policy and the changes required making the education sector more vibrant and flexible to meet the rapidly diversifying needs of our growing economy.

India entered the computer scene at a time when the world was switching over from mainframe computers to personal computers. In 1990 India caught up swiftly with the technologically advanced countries to emerge as a key player on the world software map. The presence of hardware giants like the IBM, HCL and Hewlett Packard ensured instant transfer of hardware technology and we witnessed the launch of new products simultaneously in India and the west. In a decade India had been acclaimed for having the best software professionals. This was largely due to the involvement of the worlds major players who opened software development centers to derive their competitive advantage. At the turn of this millennium the industry got a steady impetus with convergence technologies initiating jobs in the service sector. Indias IT industry is worth Rs. 16, 000 or 1.2 billion dollar share in the world market. The IT growth was, however, faced by critical anomalies. While India boasted of steep progress and global growth of the industry, it confronted a dismal underdeveloped and overstretched IT infrastructure. Problems such as poor access and poor service dogged even basic services. This called for a complete restructuring of basic infrastructure required by the industry.

Software technology parks committed to providing to these critical anomalies facing this sunshine industry were set up. The policy of Indian government initiated private IT firms to bring the latest technologies which would expand computer networks. Online education is an outcome of the invasion of computers in education. Numerous educational courses, references, institutional information, application and admission processes are now available with the massive computerization of education sector.


HCL Enterprises is a leading global technology HCL is a leading global Technology and IT Enterprise that comprises two companies listed in India, HCL Technologies & HCL INFOSYSTEMS. The 3 decade old enterprise, founded in 1976, is one of India's original IT garage start ups. Its range of offerings span R&D and Technology Services, Enterprise and Applications Consulting, Remote Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of Technology and Telecom products in India. The HCL team comprises 62,000 professionals of diverse nationalities, operating across 26 countries including 500 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, including several IT and Technology majors.

HCL Technologies is one of the leading global IT services companies, providing software-led IT solutions, remote infrastructure management, engineering and R&D services and BPO. HCL leverages its extensive global offshore infrastructure and network of offices in 26 countries to provide holistic, multi-service delivery in key industry verticals including Financial Services, Manufacturing, Consumer Services, Public Services and Healthcare. HCL takes pride in its philosophy of Employee First which empowers our 55,688 transformers to create a real value for the customers.

Hcl draws its strength from 30 years of experience in handling the ever changing IT scenario, strong customer relationships, ability to provide the cutting edge technology at best value for money. And on the top of it, an excellent service & support infrastructure. HCL Info systems Ltd is one of the pioneers in the Indian IT market , with its origins in 1976. For over quarter of a century, we have developed and implemented solutions for multiple market

segments, across a range of technologies in India. We have been in the forefront in introducing new technologies and solutions

HCL strongly believes in the power of relationships and partnership

We provide you access to HCLs innovative technologies, marketing strategies and value added services. By working on every aspect of the ICT industry, we have the experience to create world class products and services to help you give the best to your customers.

Advantage HCL

HCL's labs - Pioneers in design, development and building ICT products India's largest Hardware, System Integration, Networking Solutions & Distribution

3 decades of expertise in technology solutions Partners with leading global players to provide the best of solutions to end users

The largest manufacturer of PCs and Laptops in India Largest direct sales, digital lifestyle product distribution and retail network Extensive service network that reach out to 4,000 towns

In a world where the right technology infrastructure is a prerequisite, we offer a reliable IT backbone to our partners. HCL combines technical innovation with built-in reliability to keep your business running. We provide a one stop shop for meeting end-to-end IT requirements, thus offering a smooth ICT management. Additionally, we offer industry leading technology, designed to deliver a price to performance advantage to help you provide increased benefits to your customers. Our high-quality products and services give you means to work in a smarter way and be more productive andcompetitive.

We bring this exciting range of Desktops and Laptops through our vast network of neighbourhood partner outlets for buying convenience of the customers. Further these products are backed by HCLs 24X7 Consumer Support Helpline. Enterprises have unique needs for their computing platforms and HCLs range of business Desktops and Laptops come with unique features that enhance productivity while reducing TCO. For our Enterprise & SMB customers who buy directly from us, or through Enterprise Rate Contracts or through our vast network of Strategic Business Partners we offer customized built to order range of ME Business Laptops and Infiniti Desktops. Leveraging on three decades of expertise in total technology solutions, HCL business Desktops and Laptops offers increased security, ultra-efficient manageability and maximum productivity forasmartbusinesslandscape. HCL's manufacturing facilities are ISO 9001 - 2000 & ISO 14001 certified and adhere to stringent quality standards and global processes. HCL Desktops and Laptops are manufactured and marketed specially to withstand unique Indian terrain and conditions. HCL commits to manufacture Green PCs and Laptops that are RoHS compliant and adhere to stringent environment management standards.

when the situation calls for it, we can help you with our dedicated 24X7 HCL Touch service network. You can benefit from services offered through our offices in 170 cities, 505 points of presence,reaching4,000towns. Pre- and post-sales support from HCL specialists makes identifying the best solution for each sales opportunity even more predictable. This allows for our shared quest for excellence and commitmenttoservecustomersbetter.


HCL has closely seen the IT industry rise from scratch, and has actively participated in its progress. We have picked up valuable marketing lessons in serving the IT needs of the Indian customers. You can combine your individual strengths and reputation with the power of a global brand. We can help you to focus on some of the most critical marketing needs facing your business. Additionally, we can provide you a set of proven sales and marketing tools designed to help you generate new leads, increased demands for products and services and help you reach your businessgoals. Each element of HCL business partnership solutions are designed to reduce the costs of deployment, support and management. So whether its for you or your customers, we provide complete ICT solutions - all at a great value.

HCL Info systems has alliances with global technology leaders like Intel, AMD, Microsoft, IBM, Bull, Toshiba, Nokia, Sun Microsystems, Ericsson, NVIDIA, SAP, Scan soft, SCO, EMC, VERITAS, Citrix, CISCO, Oracle, Computer Associates, Red Hat, In focus, Duplo, Samsung and Novell. These alliances on one hand give us access to best technology & products as well enhancing our understanding of the latest in technology. On the other hand they enhance our product portfolio, and enable us to be one stop shop for our customers.

HCL Info systems are known to be the harbinger of technology in the country. Right from our

inception we have attempted to pioneer the technology introductions in the country either through our R&D or through partnership with the world technology leader. Using our own R&D we have:
Created our own UNIX & RDBMS capability (in 80s). Developed firewalls for enterprise & personal system security. Launched our own range of enterprise storage products. Launched our own range of networking products.

We strive to understand the technology from the view of supporting it post installation as well. This is one of the key ingredients that go into our strategic advantage.

HCL Info systems have to its claim several technology pioneering initiatives. Some of them are:
Country's first Desktop PC - Busy Bee in 1985. Country's first branded home PC - Beanstalk in 1995.

Philosophy of Quality
To exist as a market leader in a globally competitive marketplace, organizations need to adopt and implement a continuous improvement-based quality policy. One of the key elements to HCL's success is its never-ending pursuit of superior quality in all its endeavors. HCL INFOSYSTEMS believes in the Total Quality Management philosophy as a means for continuous improvement, total employee participation in quality improvement and customer satisfaction. Its concept of quality addresses people, processes and products.

Over the last 32 years, we have adapted to newer and better Quality standards that helped us effectively tie Quality with Business Goals, leading to customer and employee satisfaction. QUALITYATHCLINFOSYSTEMSLTD

The history of structured quality implementation in HCL Info systems began in the late 1980s with the focus on improving quality of its products by using basis QC tools and Failure Reporting and Corrective Active Systems (FRACAS). We also employed concurrent engineering practices including design reviews, and rigorous reliability tests to uncover latent design defects. In the early 90s, the focus was not merely on the quality of products but also the process quality systems. Our manufacturing unit at NOIDA was certified initially to ISO 9002:1994 by Bureau VERITAS Certification in 1994 and later on to ISO 9001:1994 in 1997. As of now, all our manufacturing units are certified by Bureau VERITAS Certification as per ISO 9001:2000 and ISO14001:2004 In early 1995, a major quality initiative was launched across the company based on Philip B. Crosby's methodology of QIPM (Quality Improvement Process Management). This model was selected to because it considered the need and

Under our Quality Education System program, we train our employees on the basic concepts and tools of quality. A number of improvement projects have been undertaken by our employees, whereby process deficiencies and bottlenecks are identified, and Corrective Action Projects (CAPs) are undertaken. This reduces defect rates and improves cycle times in various processes, includingpersonalquality. The tryst for continuous quality improvement is never-ending in HCL Info systems. We always strive to maintain high quality standards, which help us fulfills our mission to provide world-class information technology solutions and services, to enable our customers to serve their customers better. Manufacturing

HCL's computer hardware manufacturing plants include 4 facilities, 2 at Pondicherry, 1 at Chennai&1atUttaranchal. The plant located in Pondicherry are situated 165 kms south of Chennai on the coast of the Bay of Bengal with proximity to Chennai Air/Sea port, special policies for Industries of local Govt, , Inland Container Depots, attractive power and labour rates - makes Pondicherry an ideal place for business. State of the art IT systems in MRP, ERP, Online configurations enables this latest unit of HCL (Rudarpur) to leverage the power of IT in delivering optimum efficiency. The plant is networked & online with HCL branch and head offices. The Pondicherry plant has its own Product Engineering Group (PEG) and R&D teams constantly engaged in developing new products and solutions. Driven by a strong manufacturing objective, HCL promises to deliver defect free products, services and solutions to meet the requirements of its external and internal customers, right from the commencement of the relationship.

All processes in the manufacturing are aligned to this guiding objective . A strong emphasis of "Quality by Process" is ensured across all processes. The products manufactured here undergo stringent tests that ensures their ruggedness & durability , which may be deployed anywhere in India and may have to face severe conditions like - heat , humidity , rough transportation & handling .Our products undergo drop tests , hot & cold temperature chamber , client-site simulationtests,reliabilitytestsetal.

Computers are shipped to locations all over India with an extensive network of professional logistic support partners. There is also a Customer satisfaction cell, in plant to take care of problemsreportedfromfield. Customers, sales & marketing, support personnel, dealers & distributors are encouraged to visit the plant to see, for them, what all goes in making a quality computer system.


As the training arm of HCL Info systems, HCL Career Development Centre (CDC) carries forth a legacy of excellence spanning across more than three decades. HCL CDC is an initiative that enables individuals and organizations to benefit from HCL's deep expertise in the IT space. Among the fastest growing IT education brands in India, HCL CDC offers a complete spectrum of quality training programs on software, hardware, networking as well as global certifications in associationwithleadingITorganizationsworldwide.

HCL Advantage

At HCL CDC, we pride upon the fact that our training programs provide students with a sustainable competitive edge that not only helps them secure the initial placement but rather remains as an asset throughout their career span.
Learn industry nitty-gritty from Top HCL professionals Customized and industry specific career program. Hands on experience After HCL CDC certification, leave behind your placement worries!

HCL CDC Advantage HCL Heritage ISO 9001:2000 Certification Cutting-Edge Courseware Global Alliances International Recognition Hands-on Training Widespread Network 100% Placement Record

Quality at HCL CDC

"We shall develop and impart Industry relevant ICT Education to meet the requirement of customers, Industry and Certification of quality standards

"In its pursuit of excellence", the company has developed a quality management system in line withISO9001:2000 standards.


The organization follows a framework developed by EFQM (European Foundation for Quality Management). Organization policies and strategies are aligned with EFQM Model. The "Quest of Excellence" is taken as a mission who drives the quality of Training Delivery and associated services. Society by continually updating technology content and improving our processes


Individual Learning Solutions

At HCL CDC, we believe that each individual's learning requirements are unique. With this mindset, we have a diverse portfolio of training programs for the benefit of individual learners, and we continuously upgrade our product offering as per their requirements. Apart from career programs in software, hardware and networking directed towards undergraduates and graduates, CDC also offers various short-term skill enhancement programs for young professionals. We have also stepped beyond the purview of IT and now offer training programs on sales, soft skills and customer service to our training portfolio.

Enterprise Learning Solutions

Strength and inspiration from the HCL groups expertise across diverse business domains within and beyond the IT space, HCL CDC has established itself as a leading provider of Enterprise Learning Solutions. Leveraging a team of seasoned multi-certified faculty members, we have the capability to deliver customized training solutions for your organization in any location within India.

"Change is the only constant", this work most suitably with the ICT industry. Due to this there is a gap between the industry expectations and the academics in the country. The right approach is to "Catch them young" so that they can be moulded as per requirement and made become ready to work from day one after finishing their academics. This helps in bridging the industry-Academia gap.



Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare function

DEFINATION: Consumer Behaviour refers to the actions and decision processes of people who purchase goods and services for personal consumption.


(1)Need recognition The starting point of buying process is the perceived want or a desire. Need recognition is the awareness of the want or a desire or a consumption problem without whose satisfaction the consumer feels restless and tension charged. That is, he or she feels that a desire or want has arisen which has to be satisfied. Needs or wants arise due to internal or external stimulus. A stimulus is called by marketing experts as a sign or a cue. It is

the intensity or the urgency of want that decides the speed at which it is to be satisfied. That way, human being is bundles of desires needs or wants; however the most urgent ones are pushed to the top as the purchasing power of his or her is limited. (2)Information search Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. Sources of information include:

Personal sources Commercial sources Public sources Personal experience

The relevant internal psychological process that is associated with information search is perception. Perception is defined as 'the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world' The selective perception process Stage Description - Selective exposure consumers select which promotional messages they will expose themselves to. - Selective attention consumers select which promotional messages they will pay attention to. - Selective retention consumers remember messages that are more meaningful or important to them. (3) Information evaluation At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked

(consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. (4)Purchase decision Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organisation can use variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organisation can influence the purchase decisions much more easily. (5)Post purchase evaluation It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. it is not effected by advertisement.

Factors influencing Consumer Behaviour

Consumer purchases are influenced strongly by or there are four factors.

01. Cultural Factor 02. Social Factor 03. Personal Factor 04. Psychological Factor.

01. Cultural Factor:- Cultural factor divided into three sub factors : (i) Culture (ii) Sub Culture (iii) Social Class (i)Culture:- The set of basic values perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Culture is the most basic cause of a person's wants and behaviour. Every group or society has a culture, and cultural influences on buying behaviour may vary greatly from country to country. (ii)Sub Culture:- A group of people with shared value systems based on common life experiences and situations. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions. Many sub culture make up important market segments and marketers often design products. (iii)Social Class:- Almost every society has some form of social structure, social classes are society's relatively permanent and ordered divisions whose members share similar values, interests and behaviour.

02. Social Factors: - A consumer's behaviour also is influenced by social factors, such as the (i) Groups (ii) Family (iii) Roles and status (i) Groups: - Two or more people who interact to accomplish individual or mutual goals. (a)A person's behaviors are influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. (b)Some are primary groups includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction. This includes organizations like religious groups, professional association and trade unions. (ii)Family: - Family members can strongly influence buyer behaviour. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.

(iii)Roles and Status: - A person belongs to many groups, family, clubs, and organizations. The person's position in each group can be defined in terms of both role and status. For example. M & "X" plays the role of father, in his family he plays the role of husband, in his company, he plays the role of manager, etc. A Role consists of the activities people are expected to perform according to the persons around them. 03. Personal Factors:- It includes these Factors. (i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality and self concept. (i) Age and Life cycle Stage: - People changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle. (ii)Occupation: - A person's occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors.

(iii)Economic situation:- A person's economic situation will affect product choice

(iv)Life Style: - Life Style is a person's Pattern of living, understanding these forces involves measuring consumer's major AIO dimensions. I.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business, Products) (v)Personality and Self concept:- Each person's distinct personality influences his or her buying behaviour. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment.

04. Psychological Factors: - It includes these Factors. (i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes (i) Motivation: - Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of the need

(ii)Perception: - The process by which people select, Organize, and interpret information to form a meaningful picture of the world. (iii)Learning:- Changes in an individuals behaviour arising from experience. (iv) Beliefs and attitudes:- Belief is a descriptive thought that a person holds about something Attitude, a Person's consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea.

Chapter -3

Literature revierw

1)Md. Salauddin Palash , 2004

The study was conducted to investigate the consumption level, income elasticities and buying behavior of fish in Dhaka city. The required primary data were collected from 75 households during March 2004 in Dhaka city through purposive sampling method. Monthly per capita consumption of different types of fishes increased with the increase of monthly income. The amount of fish consumption increased more than two times from lower income group to higher income group except kechki (Corea soborna) and mola (Amblapharyngodon mola). These types of fishes were more consumed by lower income group. For this, monthly per capita expenditure percentage decreased with the increase of monthly income except above types of fishes. Most of the fishes were found as a normal/luxury item. Shole (Channa striatus), lati (Channa punctatus) and mola (Amblapharyngodon mola) were found as inferior fish items. Fifty six percent of the households preferred to buy fish in the early morning, 32 percent in the late morning, 13 percent in the evening, 11 percent in the afternoon and 5 percent at noon. The general law of demand was applicable in the study area; that means when the price of fish rose or fell, consumers reduced or increased the consumption of fish. Freshness and taste were found the most important factor for purchasing fish. The households in the studied area for purchasing fish rarely considered the factor cholesterol level. Illish (Hilsha illisha) was found highly preferable and shrimp was found moderately preferable fish for both male and female groups.

2) Mike Nicholson,Sarah Hong Xiao, 2007

The consumer behaviour analysis research programme continues to develop as both an intellectual discipline and an applied area of empirical inquiry, enriching our understanding of consumer responses to the products and services of everyday life, and to the marketing of those products and services. To date, however, the programme has functioned largely at an ontogenetic level, developing proximate-level accounts of consumer choice based upon operant learning at the expense of any meaningful engagement with the more ultimate-level accounts of such phenomena offered by adoption of a more phylogenetic perspective. In an attempt to address this potential gap in current knowledge, this paper introduces the central tenets of neo-Darwinian theory and their relevance for the consumer behaviour-analytic programme. More specifically, the paper seeks to apply adaptionist logic to the Behavioural Perspective Model, the principle explanatory framework within consumer behaviour analysis, in order to demonstrate

how the hypotheses generated by that framework may gain greater conceptual clarity and empirical precision through accommodation of both ontogeny and phylogeny within its sphere of reference.

3) Anja Lambrecht, Katja Seim 2007

In communication, information, and other industries, three-part tariffs are increasingly popular. A threepart tariff is defined by an access price, an allowance, and a marginal price for any usage in excess of the allowance. Empirical nonlinear pricing studies have focused on consumer choice under two-part tariffs. We show that consumer behavior differs under three-part tariffs and assess how consumer demand uncertainty impacts tariff choice. We develop a discrete/continuous model of choice among three-part tariffs and estimate it using consumer-level data on Internet usage. Our model extends prior work in accommodating consumer switching to competitors, thereby capturing behavior in competitive industries more accurately. Our empirical work shows that demand uncertainty is a key driver of choice among three-part tariffs. Consumers' expected bill increases with the variation in their usage, steering them toward tariffs with high allowances. Consequently, demand uncertainty decreases consumer surplus and increases provider revenue. A further analysis of consumers' responsiveness to the different element three-part tariff under the provider's current pricing structure reveals that prices affect a consumer's tariff choice more than her usage quantity and that the allowance plays a strong role in consumer tariff choice. Based on our results, we derive implications for pricing with three-part tariffs

4) Douglas Ching Shan Hui, , 2001

Past papers on the profile of Internet non-shoppers in Hong Kong have been lacking. This empirical study by on-line questionnaire is an attempt to explore further into this subject area. The focus of this study is on understanding who the Internet non-shoppers in Hong Kong are, and understand what the barriers against Internet shopping are. Research overseas suggests that major barriers against Internet shopping are "payment security", "privacy and trust", "shipping cost" and "logistics". This study came to similar conclusions in Hong Kong.

5)Douglas Ching Shan Hui , 2001

Research undertaken within Hong Kong on the profile of Internet shoppers is piecemeal and incomplete. This empirical study intends to explore into this issue. Similar studies overseas suggest that the profiles of Internet shoppers are moving towards shoppers found in mainstream population. However, this study reveals that in Hong Kong, the dominant Internet shopping group comprises wealthy, educated youth who work in a computer environment. This phenomenon resembles the early stages of what is referred to as the "Internet age" in the United States in the 1990s.

6) Kim Choy Chung, Kim Fam ,David K. Holdsworth 2007

In spite of the extensive studies in online education, there is a lack of empirical study within the marketing paradigm. In Singapore, Internet-based education has not attracted as many students as had been expected. The scarcity of knowledge about consumer behavior in online education in Singapore prompted this research. This study hypothesizes a quantitative linear model to describe the factors

affecting the market acceptance of e-tertiary education in Singapore and then provides an empirical test of the model, which was validated. Empirical results from in-depth pilot interviews and questionnaires survey showed that trust, courseware design competency, individual competency, institutional competency and pull factors influence the market acceptance of e-tertiary education in Singapore. Implications for e-tertiary education providers are presented.

7)Anna Maffioletti ,Giovanni Battista Ramello ,2004

The purpose of this paper is to deepen the knowledge of consumer behaviour in information goods markets, taking as a reference the sound recording market. In particular, its aim is twofold: on the one hand it attempts to get new insights on consumers paying special attention to their willingness to pay and to purchasing behaviour; on the other hand it wants to find out whether the recently adopted increase in legal measures against consumers by industries can have positive effects on lowering copyright infringement and raising legal demand. Using experimental methods, we elicited individual preferences in legal and burned CDs. We used hypothetical as well as real choices. Our experimental results suggest that lawsuits can effectively lower the rate of copying because they raise the probability of being caught by consumers and thus punished. However, they do not necessarily raise legal sales since the measured consumer willingness to pay is generally lower than the market price for legal products. Consequently, increased copyright enforcement may only lead to demand withholding.

8) Susana Azevedo Maria Madalena Pereira ,

Consumer behaviour research is the scientific study of the processes consumers use to select, secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs only to the extent that they understand their customers. The main objective of this paper is to study the gender differences in consumer buying behaviour of a Portuguese population when they go shopping to buy apparel products. To attain this objective a survey was developed and administered across Portugal. The findings confirm the differences between women and men especially in terms of What, Where, When, and How they buy.

9) Elsa Rodriguez, Miriam Berges, Karina Casellas,

This article examines supermarket development from the perspective of differences over regions and categories of consumers. It shows that, controlling for region, the more the education, income, durable assets (car, refrigerator) and consumer credit (credit card) of the consumer, the greater the probability that he/she will shop at a supermarket. Controlling for personal characteristics, living in a northern region (poorer, more rural, poorer infrastructure) reduces the probability of shopping at a supermarket. Finally, Argentinian consumers are less likely to buy fresh fruit and vegetables, red meat, and bread at a supermarket, as they would rather buy these from shops offering personal attention and service for those products.

10)Mira Burri-Nenova, 2007

Digital TV offers of 200 channels and 500 video-on-demand films, podcasting, mobile television, a new web blog being created every two seconds - these are some of the factual elements depicting contemporary audiovisual media in the digital environment. The present article looks into some of these technological advances and sketches their implications for the markets of media content, in particular as newly emerging patterns of consumer and business behaviour are concerned. Ultimately, it puts forward the question of whether the existing audiovisual media regulatory models, which are still predominantly analogue-based, have been rendered obsolete by the transformed (and continually transforming) digital environment. 11)

Joachim Scholderer, Torbjrn Trondsen , 2008

Recent research has drawn attention to the role of past behaviour and habit in the overall structure of consumer behaviour. We argue that in cross-sectional data past behaviour and habit must be confounded with present beliefs and attitudes when the behaviour in question has been enacted numerous times before. To disentangle the effects, longitudinal data were collected from a large panel of Norwegian consumers (effective N=4184) in 1996, 2000, and 2004. Cross-lagged panel analysis indicated that higher consumption of traditional seafood led to increasingly negative evaluations of the product supply. These negative evaluations, in turn, prompted substitution of traditional seafood with newly available, processed seafood products and an increasing dominance of aqua-cultured species. The theoretical discussion focuses on the inability of static models of consumer behaviour (in particular, the theory of planned behaviour) to capture such dynamic effects. Marketing and policy implications related to the changing structure of the seafood market are outlined

12)Dinesh Kumar Gupta, 2007

The field of consumer behavior is the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of product, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. And understanding the consumer behavior is the prime and toughest task in front of every marketer. There are a lot of factors, which infl consumer buyer behavior. This study aimed at to understand the "influence of celebrity endorsee on consumer buying behavior and marketing." Marketers pay millions of dollars to celebrity endorsee hoping that the stars will bring their magic to brand they endorse and make them more appealing and successful. But all celebrity glitter is not gold.

13)Wenjie Zhao, Md. Nor Othman 2010

The purpose of this study is to investigate the motivation for seeking redress from the firms and the third party complaint process, especially from the Malaysian consumers perspective. About 840 complainers were interviewed in the shopping malls, National Consumer Complaint Centre and the Tribunal for Consumer Claims in Malaysia. The structural equation model is proposed and tested by using multiple indicators of unobserved constructs. The study reveals that the consumers complaint intention is predicted by the knowledge of consumer rights and consumer agencies and the importance of the product;

complaint action is influenced by the knowledge of consumer rights and consumer agencies, perception on business practices and responsiveness to complaint, and complaint intention. Additionally, the current research found that complaint intention mediated the relationship between the knowledge of consumer rights and consumer agencies, the importance of product and complaint intention. 14) Alexandra Daniela Zaugg, Natalie Jggi, 2006 In particular in highly competitive markets, customer retention is increasingly important. Consequently, companies must not only know their customers and their preferences, they must also translate the knowledge in a convincing marketing concept. There is strong empirical evidence that customer loyalty has an influence on consumer behaviour, e.g. on repurchase or word-of-mouth. Yet, hardly any research has been conducted on the influence of customer loyalty on consumer information search and consumer complaining behaviour. This study contributes to enhancing the knowledge in this subject. For both prepurchase and postpurchase stage, the study examines how different types of customer loyalty influence consumer behaviour in the Swiss mobile phone market. Due to the channelspecific nature of consumer behaviour, the channel Internet is of particular importance. It is expected that customers search for more information online. After all, the next source of information is only one click away. The stimulating effect should also hold true on online complaints. Dissatisfied customers can lodge their complaints by means of Internet anytime and anywhere. Moreover, most scholars assume that both the psychological and economic cost of an online complaint are considerably lower.

15) Alexandra

Daniela Zaugg, 2006

As Internet is increasingly used for conducting business, numerous companies also offer customers the possibility to complain online. Though there is a large corpus of literature on complaining behaviour available, research on online complaining behaviour is still in its infancy. Moreover, channel-choice for complaining has scarcely been investigated into yet. This paper provides a brief overview on complaint responses and classifications of consumer complaining behaviour (CCB). Consequently, a suitable classification of complaint reactions with regard to online complaining is developed and the specific research questions to be answered in this research are addressed. Finally, the methodology as well as expected results are outlined.

16)Giovanni Veronese, Silvia Fabiani, Angela Gattulli 2005

This paper investigates the behaviour of consumer prices in Italy by looking at micro data in the attempt to obtain a quantitative measure of the unconditional degree of price rigidity in the Italian economy. The analysis focuses on the monthly frequency of price changes and on the duration of price spells, also with reference to different types of products and outlets. Prices tend to remain unchanged on average for around 10 months; duration is longer for nonenergy industrial goods and services and much shorter for energy products. Price changes are more frequent upward than downward, in larger stores than in

traditional ones. When the geographical location of outlets is accounted for, price changes display considerable synchronisation, in particular in the service sector.

17) Patrick Lunnemann, Thomas Y. Math, 2005

This paper uses micro-level price data and analyses the behaviour of consumer prices in Luxembourg. We find that the median duration of consumer prices is roughly 8 months. The median durations of energy and unprocessed food are about 1.5 and 5 months, while prices of services typically change fewer than once a year. For some product types, such as non-energy industrial goods and processed food, a relatively large share of the observed price changes is reverted afterwards. With the exception of services, individual prices do not show signs of downward rigidity. On average, price decreases are as large as price increases. Price changes are determined both by state- and time-dependent factors. Accumulated price and wage inflation, wage adjustment due to indexation, the cash changeover and a larger number of competitors increase the probability of a price change, while pricing at attractive pricing points and price regulation have the opposite effect.

18)Paulo A. L. D. Nunes, Laura Onofri, 2004

The paper focuses on the ongoing debate on non-market valuation, including the valuation environmental goods, and the opportunity to use contingent valuation for policy guidance. In fact, contingent valuation critics argue that reported willingness to pay answers do not reflect real economic preferences and, for this reason, should not be used in cost-benefit analysis The attempt to contravene such critique finds many supporters. This paper starts from the latter stream of research and adds two original contributions. First, it sheds light on the individual warm glow motivational profile, exploring the empirical relationship between individual's socio-economic characteristics and warm glow. Second, it discusses some implications of the presence of warm glow for public policy. Consumer Preference on Mobile Connections and Buyer Behaviour Towards Relience Mobile in Chennai City

19)Choudary.Y.Lokeswara , 2010
The study entitled A Study on the consumer preference on various mobile connections and buyer behavior was conducted in Chennai with special reference to RELIANCE INFOCOMM. The study was undertaken to know the preference level of consumers towards various mobile connections. The study covers various brands like Airtel, Aircel, BSNL, Tata Indicom, and RIM in relation to various aspects. The survey was conducted by collection from various consumers (Mobile Users). The expectations of the consumers are quite high. Many expect high performance, Zero error in billing and in need of more collection centers. The experience of the consumers and their rating of the mobile are moderate, proper awareness should be given importance. As the study was limited to Chennai town only, it was possible to understand the demographic profile and consumer preference. The preference of individual consumers depends mainly on annual income and actual performance of the product as well as external influencing factors like society and etc., consumers prefer the advice of others also. Consistency in performance, level of satisfaction has a major impact. The study of consumer preference towards mobile users gives an idea of individual preference towards the product based on

various influencing factors like Price, group influences, social influences and psychological influences. I t also gives an idea on rating of product done by the consumers generally etc, particularly relating Chennai.

20)Catherine Garcia ,Willem H. Van Boom 2009

Any system of consumer credit regulation is based both on conceptions of the legitimate function of credit in society and on assumptions pertaining to how creditors and debtors think, decide and operate. For instance, information disclosure duties in consumer regulation are predominantly based on the assumption that consumers are able to read and understand mandatorily disclosed information and that they are thus empowered to make better (rational) choices after having received information on the benefits and dangers of particular transactions. However, the concept of the well-informed, average consumer who only needs full information to choose alludes to a mythical figure. This seems especially true in the area of financial services because there the legislative framework hardly ever takes into account outright irrational consumer behaviour. Furthermore, where consumers face difficulties in processing information on credit or interest cost and terms, the complexities of credit products may provoke commercially profitable but dubious and deceptive practices.

21) Das Gopal ,Rohit Vishal 2009

Global Context of Open Market Economics of Today, the consumer has become the king. He enjoys a lot of Freedom in his Purchase Decision. A consumer is in the Position to influence the manufacturer or the marketer regarding, size, quality, content of the product, price, post sales service, among other things. As a result, the markets no longer remained the "sellers market", it obviously turned in to "buyers market". With the Indian retail boom, many players are entering with different retail formats. As a result, competition is becoming very tough. Keeping in mind that the Indian consumer is price sensitive, each player is trying to attract more customers through different sales promotional activities. But the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailer. This paper tries to find out the impact of retail sales proomotions on consumers buying behavior

22)Bidyut Jyoti Bhattacharjee, Dibyojyoti Bhattacharjee , 2005

This paper explores the impact of packaging, labeling and free sample on the buying behaviour of consumers of a communicationally backward area of India. The hypothesis is that the packaging, labeling, sample has strong influence on consumer buying behaviour. Two factorial approaches are adopted to analyses this influence i.e., sex wise and age wise. The study is based on a sample of 73 respondents taking from Karimganj town in Assam. This study highlighted that packaging is considered as necessary part of the product, hence customer of backward areas find packaging as value addition.

23) Mihaela State, Alexandru Nedelea 2008

This paper identifies the major demographic trends and their implications for consumer market. It is important to know how will demographic change influence the tourism market in particularly and how

can the tourist industry adapt to these. The advancing ageing of society will result in far reaching changes, particularly on the demand side. To profitably seize the opportunities, managers must understand how senior markets evolve and adapt products and service offerings along multiple dimensions to meet the needs of senior consumers.

24) Debraj Datta, Mahua Datta , 2008

The order of present day business being global, a constant adaptation and reinvention of marketing strategies is imperative so as to face the challenge of satisfying the local customers in the global markets. In the Retail sector, India is currently witnessing tremendous growth; but there has been a dismal performance by many owing to the fact that Westernised formats in India have been blindly followed and replicated without considering the abysmal differences in all types of macro and micro environmental factors. So it is obvious that we need to find out some solutions for the retails in India, keeping in mind the intrinsic differences in the people across the country in terms of culture, economic condition, purchase attitude and so on. This paper attempts to highlight the differences in Retail Purchase Factors across customers and suggest a way out for effective marketing in global markets with local orientation

25) Dr. Rajagopal , 2004

Consumer value may be defined as a tool to measure the prolonged satisfaction and an on-going propensity to buy the product and services. Though there are many issues floating in an on-going debate about the consumer value, it may be argued that the consumer value in terms of the level of satisfaction is evident in providing a revenue stream to the company with high involvement and thereby the repeat purchase behavior is of strategic importance to management. The consumer value concept is utilized to assess product performance and eventually to determine the competitive market structure and the productmarket boundaries. The consumer value may be measured as the product efficiency viewed from the consumer's perspective, i.e., as a ratio of outputs (e.g., resale value, reliability, safety, comfort) that consumers obtain from a product relative to inputs (price, running costs) that consumers have to deliver in exchange. The efficiency value derived can be understood as the return on the consumer's investment. Products offering a maximum consumer value relative to all other alternatives in the market are characterized as efficient. This paper develops the framework for measuring the consumer values in reference to establish the long run relationship by the firm and optimize its profit levels. The discussions in the paper attempt to endure the core issues of consumer values in retailing the products and services as how to conceptualize consumer values, how to measure it, and how to manage it.

26)Pavlos A. Vlachos, Adam Vrechopoulos , 2009

Since loyalty in services remains elusive and unpredictable, there is need to study consumer relationships with firms apart from the established satisfaction-loyalty chain approach. To that end, the present paper focuses on feelings of attachment and love and investigates through two empirical consumer studies, in two different grocery retailer brands, (a) emotional attachment effects on re-patronage intentions, (b) predictors of emotional attachment and, (c) moderating effects of consumer traits on the (a) relationship presented above. The findings imply that perceived transactional value, retail store image and corporate social responsibility (CSR) associations determine consumer-retailer emotional attachment levels. Furthermore, we find that for consumers scoring low on the social value of warm relationships with

others, and for consumers characterized by an avoidant attachment style, the effect of emotional attachment on re-patronage intentions is less salient. Interestingly, in the case of high avoidant individuals the effect is negative. Direct managerial implications for effectively manipulating consumer-firm \emotional attachment in the context of grocery retailing as well as future research perspectives are provided at the end.



To study the different competitors of HCL CDC.

To study the perception and satisfaction level among customers towards HCL CDC.

To study the brand awareness HCL CDC .

To study the loyalty among the customers of HCL CDC.

To know which media attracts customers for getting information regarding HCL.


The scope of study was not limited up to IT Industry but it also covers the survey of the sample that represents the whole population. It is done in order to know the customers awareness about HCL CDC.


As mentioned above that HCL started its career development center two years ago only .Consequently, people are not much aware about HCLs presence in education industry. So, to check the brand awareness among people, a research was conducted.


Are people aware about the HCLS presence in providing computer education? When people hear about HCL, only HCL Technologies and HCL Info systems strike their mind. Most of the people till date are not aware about HCLS presence in computer education. It means people are not much aware of HCLS Career Development Centers. So, HCL needs to make more efforts to promote its Career Development Centers. Before promoting the brand we had to analyze the extent to which the brand is already known that is awareness of the brand in the m

TYPE OF RESEARCH : Exploratory studies

Exploratory research is carried out to make problem suited to more precise investigation or to frame a working hypothesis from an operational perspective. Exploratory studies help in understanding and assessing the critical issues of problems. It is used in cases where a definite result is desired. In short, exploratory research can be used to obtain necessary information and to develop a proper foundation for conducting detailed research later.

SOURCE OF DATA: Primary data & Secondary data

Primary data was collected from students through a structured questionnaire comprising of both open ended and close ended questions for analyzing brand awareness and modes of advertisements. The resumes of the students who apply for job and the databases already lying with HCL CDC are used as secondary data.

RESEARCH INSTRUMENT : Structured questionnaire

A structured questionnaire, is one in which the questions asked are precisely decided in advance. When used as an interviewing method, the questions are asked exactly as they are written, in the same sequence, using the same style, for all interviews. Nonetheless, the structured questionnaire can sometimes be left a bit open for the interviewer to amend to suit a specific context.


SAMPLING METHOD: Non profitability sampling (Convenient)

Convenience sampling is the selection of units from the population based on their easy availability and accessibility to the researcher is known as convenient sampling.


Students 100

AREAS COVERED: Punjab University, Sec. 34 Chandigarh.

Market Area, Sec. 17.


QUESTIONNAIRE Q: 1 Do you feel computers are becoming vital part of our life?
(a) Yes (b) No
Particulars Yes No Total No. of respondents 90 10 100 % 90 10 100

Interpretation: 90% students feel computers are becoming vital part of our life.10%students feel computers are not vital part of our life.

Q:2 You wish to make your career in IT?

(a) Yes (b) No

Particulars Yes No Total

No. of respondents 60 40 100

% 60 40 100

Interpretation:60% students said that wish to make his carrier in IT.40% students said that not wish to make his carrier in IT.

Q: 3 If yes in which field you want to make your carrier? (a)Hardware Particulars Hardware (b) Software (c) Networking % 30 (d)Others

No. of Respondents 30

Software Networking Others Total

10 10 10 60

10 10 10 60

Interpretation: 30% students want to make his carrier in Hardware.10% students want to make his in software. 10% want to make his carrier in networking & 10% students want to make his carrier in other IT courses.


For how long you have preferred the brand of HCL CDC?
(a) 0-2 Years

(b) 2-5 Years

(c) 5-10 Years

(d) More than 10 years

Particulars 0-2 Yrs. 2-5 Yrs. 5-10Yrs. More than 10 yrs. Total

No. of Respondents 20 20 40 20 100

% 20 20 40 20 100

Interpretation: 20% students preferred the brand of HCL CDC through 0-2Yrs. 20% students preferred the brand of HCL CDC through 2-5Yrs.40% students preferred the brand of HCL CDC through 5-10Yrs. 20% students preferred the brand of HCL CDC through more than 10 Yrs.

Q: 5

How would you rate the brand of HCL?

(a) Quality (b) Price

Particulars Quality Price Total

No. of respondent 40 60 100

% 40 60 100

Interpretation: 60% students rate the brand of HCL through Price. 40% students rate the brand of HCL through Quality.


Do you collect information search before joining the HCL CDC? (a) Yes (b) No

Particulars Yes No TOTAL

No. of respondents 40 60 100

% 40 60 100

Interpretation: 40% students collect information search before joining the HCL CDC. 60% students not collect information search before joining the HCL CDC.

Q: 7 If yes, which sources are used?

(a) Magazines

(b)Friends and relatives No. of respondents 30 40 30

(c)Newspapers % 30 40 30

Particulars Magazines Friends & Relatives Newspapers




Interpretation: 30% students information search through Magazines of HCL CDC. 40% students information search through Friends and Relatives of HCL CDC. 30% students information search through Newspapers of HCL CDC.

Q.8 What are the features you look before joining the HCL CDC ? (a)Brand credibility (b)Value for money (c)Quality

Particulars Brand credibility Value for money Quality Total

No. of respondents 30 30 40 100

% 30 30 40 100

Interpretation: 30% students look feature Brand credibility before joining the HCL CDC. 30% students look feature Value for Money before joining the HCL CDC. 40% students look feature Quality before joining the HCL CDC.

Q.9 How would you like to receive technical updates? (a)Seminar (b)Telephone (c)Newspaper (d)Others

Particulars Seminar Telephone Newspapers Others Total

No. of respondents 30 20 30 20 100

% 30 20 30 20 100

Interpretation: 30% students want to get information through Seminar. 20% students want to get information through Telephone. 30% students want to get information through Newspapers.20% students want to get information through others.

Q: 10 which media of advertisement influence the mind of customers?

(a) Television

(b) Newspaper

(c) Brochures (d) Hoarding

Particulars Television Newspapers Brochures Hoarding Total

No. of respondent 30 30 20 20 100

% 30 30 20 20 100

Interpretation: 30% Television media of advertisement influence the mind of customer. 30% Newspapers media of advertisement influence the mind of customer. 20% Brochures media of advertisement influence the mind of customer. 20% Hoarding media of advertisement influence the mind of customer.

Q:11 Are you satisfied with the quality providing by HCL CDC?
(a) Yes (b) No

Particulars Yes No Total

No. of respondents 70 30 100

% 70 30 100

Interpretation: 70% students are satisfied with quality providing by HCL CDC. 30% students are not satisfied with quality providing by HCL CDC.

Q:12 How would you rate the HCL CDC with respect to its competitors?
(a) NIIT

(b) Jet king


Particulars NIIT Jet King HCL CDC Total

No. of respondents 20 20 60 100

% 20 20 60 100

Interpretation: 20% NIIT rate the HCL CDC with respect to its competitors. 20% Jet King rate the HCL CDC with the respect to its competitors. 60% HCL CDC with respect to its competitors.



1. Respondents tell that Competitors are becoming vital Part of their life.

2. Students were interested to make their carrier in IT.

3. Most of the respondents want to make their carrier in Hardware programming.

4. Respondents were not collecting the information before joining HCL CDC .Because of

strong brand.

5. Quality is the main feature of HCL CDC.

6. Television & Newspapers affect the mind of customers.



Carrying the survey was a general learning experience for us but we also faced some problems, which are listed here:

The market of HCL CDC is too vast and it is not possible to cover each and every sector in

a short span of time.

Generally the respondents were busy in their work and were not interested in responding


Respondents were reluctant to discover complete and correct information about themselves

and their organization.

Most of the respondents dont want to disclose the information about the other competitors

from where they doing the courses

Due to human behavior information may be biased.





* Modification must be brought about in HCL, in terms of quality. Its demand should be increased.



* The all types of Programs related to IT HCL in a better way.



* Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. * Discounts should be given distributed among to the students. Pamphlets should be distributed among the students.



After analyzing the findings of the research, I can conclude that HCL CDC lagged behind its competitors as far as customer service and availability is concerned. Maximum no. of students who join the HCL CDC at high fee structure.

Maximum no. of students were paying the high fees structure for doing the programs of IT. So we can say that in spite of so many competitors in the market HCL is having a good position just because every time, it tries its best to understand the need of the students.



My experience at HCL CDC has made real value addition to my learning curve, through my internship at HCL CDC.
I have learnt how the targets are set and how to strategies in order to achieve them using

the available resources.

I have learnt how to identify target audience and figure out way to approach them. I have marketing at grass root level by visiting rural areas, going on house calls, setting up

canopies in markets, villages, colleges etc.

I have learnt to find out the right person to contact for my purpose, even without having

any reference or previous knowledge of the company.

I have learnt to customize my way of presentation depending upon the target audience i.e. whether it is students, principal, dean, corporate managers etc.

I have learnt to build a close relationship with the people even if they are not willing to buy

a product i am selling.
I have learnt to extract sensitive information from my respondents. I got an insight about the work culture of corporate, especially in field of marketing.



Referred Books
. 1. Kellogg: Mastering Marketing 2. Kotler Phillip (2007),Marketing Management Macgroth Hill, New Delhi 3. Drucker, Peter F. (1989),what Business can learn from Nonprofits , Harvard business Review, Vol (july-Augest) 4.Gupta S.P, Statistical Methods, Sultan Chand and Sons 5. Marketing Research C.R Kothari


1. India Today 2. Outlook business

Internet Resources



Q:1 Do you feel computers are becoming vital part of our life?
(a) Yes (b) No

Q:2 You wish to make your career in I.T?

(a) Yes (b) No

Q:3 If yes in which field you want to make your career?

(a) Hardware (b) Software (c) Networking (d) Others

Q: 4 For how long you preferred the brand of HCL CDC? (a) 0-2 Years (b) 2-5 Years (c) 5-10 Years (d) More Than 10 Years

Q:5 How would you rate the brand of HCL? (a) Quality (b) Price Q:6 Do you collect information search before joining the HCL CDC? (a) Yes (b) No Q:7 If yes, which sources are used? (a) Magazines (b) Friends & Relatives (c) Newspaper

Q:8 What are the features you look before joining the HCL CDC? (a) Brand Credibility (b) Value for Money (c) Quality Q:9 How would you like to receive technical updates? (a) Seminar (b) Telephone (c) Newspaper (d) Others

Q:10 Which media of advertisement influence the mind of customers? (a) Television (b) Newspapers (c) Brochures (d) Hoardings Q: 11 Are you satisfied with the quality providing by HCL CDC? (a) Yes (b) No Q: 12 How would you rate the HCL CDC with the respect to its Competitors?

(a) NIIT (b) Jet King (c) HCL CDC