INTERNSHIP PROJECT ON LARK PROJECT

Presented by
Abhishek Kumar singh
p
 ABOUT KANTAR

■ Kantar is a highly reputed market research and consumer

consulting organization.

■ Headquartered in Mumbai, with over 1200 employees, KANTAR

IMRB is one of the largest providers of market research in India in
an industry estimated to be worth a minimum of $ 187 million.

■ IMRB merged with TNS and Millward Brown.

■ Major competitors of kantar –Nielson, Ipsos etc.

 Executive
Summary
■ Market research is done to get a fair idea about a consumer’s tastes and
preferences . Hence as per the PGDM curriculum I got the prestigious opportunity
to do my Autumn Internship in KANTAR IMRB , Kolkata.
■ The main focus of every business organisation is the ultimate satisfaction of its
consumers . Each organization in the current economic scenario faces tough
competition from several competitors , hence in order to understand what the
buyer exactly wants , KANTAR IMRB gave me the opportunity to collect the
feedback of several consumers of different sectors of the industry in order to
help me understand their exact needs and preferences.
■ A number of projects were allotted to each interviewer and each project had
their stipulated time of completion . Tablets with digital questionnaires
preinstalled were provided to each interviewer for conducting each interview .
The mode of interviews were face to face and venue was either client’s office or
home . After the completion of each interview tablets were auto synced and the
feedback of respondent got automatically transferred to company’s server .
 SCOPE OF THE
STUDY
■  The main purpose of the study is to evaluate and analyse findings
in order to present a clear picture of how local businesses are
making use of the technology available.
■  The project will contribute to the client in knowing their target
market and the penetration of IT products among local businesses.
■  It will also help in getting detailed knowledge about the IT
products used by businesses in and around Kolkata, which may
later provide some insights for internal research.
■  The procured data will directly help clients to prepare strategies
based upon segments using the range of IT products.
WORK DONE DURING THE
PROJECT
PRIMARY
■  Generation of data directly from samples, both random and boosted
■  Analyse the respondents’ response

OBJECTIVE OF THE STUDY

To generate a first-hand data by interviewing the
respondents (boosted and random) by collecting feedback
on IT products and services they use that directly affect the
level of sales and services offered.
Phase 1: Product Training and
Knowledge
■ We were initially trained about how we need to
carry outthe interviews. We were formally trained
at the office of how we need to find samples under
random category, and later how to complete
boosted interviews.

■ Mock interviews were also done before we were

put to field work to make sure we know everything
before doing a real survey.
Phase 2: Identification of Segments

■ The Kolkata market is quite huge and diverse.

Thus, in the second phase, we were to do an
identification of the segments. Our project had
different businesses to be surveyed, hence we
first segmented them depending upon area code,
type of business and employee size.

■ Segments like real estate, retail outlets, hospitals,

hotels, educational institutions and such were
identified and then segmented into units as per
employee size and area.
Phase 3: Field Work & Finding Samples

■ The work was done as per the database, and

there were no previous data. All the interviews
had to be done finding new samples, both random
and boosted.

■ The field work included finding target samples in

an area within the given parameters, as type of
business and employee size.
Areas Surveyed: Random and
Booster
■ Gariahat
■ Tollygunge
■ Nakatala
■ Basdroni
■ Kudghat
■ Haridevpur
■ Chetla
■ Alipore
■ Kalighat
Research Methodology
■ Research Design
The methodology used in the research is an Exploratory Research
Design.

■ Sampling Unit
The respondents who were asked to fill out questionnaires are the
sampling units. These comprises of different businesses of multiple
sizes and types across Kolkata.

■ Sample Size
The sample size was restricted to a total of 300, 150 in random and
150 under boosted parameters, comprised of mainly businesses of
different sectors and employee size.
Phase 4: Conducting
Interviews
■ Now after going to different potential samples, we
had to convince each respondent to co-operate
with us and provide us the needed time to
conduct the interview.

■ We had to disclose all details about what we were

going to survey about and what will happen to the
data, all at the discretion of the respondent.
Phase 5: Recording Data & Submission

■ Mostly respondents disagreed due to time constraint

or other factors. Many asked to came later, while a
few agreed. We recorded all the responses on the tab
provided by the company and maintained the records.
The interviews were had to be updated daily to the
main
server.

■ Total surveys done: 21 random interviews

17 boosted interviews
 Sample questions
1 .Data Analysis & Interpretations
Business Type : Who owns

■ Among all the business surveyed, most of them were owned

by single proprietors. Some business did not want to upgrade
from proprietorship or partnership business to a Private
Limited due to tax benefits offered by the government.
2. Use of E-Wallets

Local businesses surveyed have seen a huge influx of online

payments via e-wallets in the last couple of years. Customers
often ask whether any e-wallet payment option is available to
pay, and Paytm is the most preferred e-wallet option among
customers for the businesses surveyed.
3.. Expansion strategy

Most local businesses have a single branch in Kolkata, and

don’t find it necessary to expand. But there are businesses
who have more than one branch in Kolkata, and they operate
at all with different managers.
Common reasons why most businesses don’t
want to expand:
■ Don’t require
■ Business performance poor
■ Too much competition
■ Can’t be handled
4. Local Businesses Suffering Due
To Online Ecommerce Platforms
Local businesses are facing stiff competition from
different ecommerce platforms across categories. 3
out of 6 local businesses surveyed have complained
of decrease in sales due to online platforms.
Major issues:
■ Customers often compare
online prices with offline prices
■ Check the product at shop,
and then place order online
■ Footfall is decreasing sharply
 LIMITATIONS OF THE STUDY
No Secondary Data:
As the motto of my project was consumer’s awareness of
the Forever Mark aptitude towards eye product was new so I
was unable to have secondary data for the purpose of my
study.

Limited area and time:

The study although carried out with the fullest possible
effort and devotion, the limitation of time, resources
available may lead to an element chance of some error.
FINDINGS
• Smartphone is the most common IT product used by the businesses surveyed.

• PayTM is the most preferred for customers when they choose to pay via an e-wallet. 

• Google My Business is used by 5 out of 10 businesses surveyed

• Micro and smaller sized businesses mostly have seen a loss in gross sales
in last one year.

• Businesses with less than 5 employees still prefer cash than online
payments
RECOMMENDATION
■ Questionnaire can be made easy and less
time consuming.
■ Enough database should be available.
■ More of the personal information should not
be asked.
■ Attractive gifts must be provided to the
respondents after each interview.
LEARNIN
GS
■ This training process helped me a lot in learning how professionally
market research is carried out and how samples are selected.
■ I have learnt how to carry out first-hand interviews.
■ The one-and-a-half-month tenure has aided me in understanding by
weaknesses and strengths when it comes to dealing with other
people.
■ It increased my practical knowledge and supported me in growing my
working ability.
■ I learned to deal with other people with patience.
■ I now have some working knowledge on how to convince a potential
respondent to buy some time.
■ My internal qualities have increased as well like how to go out in the
market and talk to potential targets, work in a team and coordinate.
BIBLIOGRAPHY

■ Primary date has been collected from the field questionnaire

data, depth interview and survey.
■ https://en.wikipedia.org/wiki/IMRB_International
http://www.wpp.com/wpp/companies/kantar-imrb
■ https://en.wikipedia.org/wiki/IMRB_Internationalhttp://www.wpp.c
om/wpp/companies_/kantar-i