1

A PROJECT REPORT ON ANUBHUTI - DB57838

Submitted toThe Centurion University of Technology and Management for the Partial Fulfillment of the Requirements for the summer internship project (SIP)

Company guide: Faculty guide:Mr. Sujit Goswami Rashmi Ranjan ParidaField manager Prof. in MarketingIMRB international Centurion University, Nayapali, Bhubaneswer School of management

Paralakhemundi

SUBMITTED BY Soumya Kant patnaik,M.B.A 1st year

Regd no. 110202MBR004School Of Management,Centurion UniversityParalakhemundi

2

CERTIFICATE FROM ORGANISATION

This is to certify that Soumya Kant Patnaik of Centurion University of Technology and Management having Regd. No. 110202MBR004 has successfully completed the project on “ANUBHUTI - DB57838” in IMRB International, Nayapally, Bhubaneswar, from April 12, 2012 to May 12, 2012 .

Mr. Sujit Goswami

Field manager

IMRB internationalNayapali,

Bhubaneswer

3

CERTIFICATE BY THE COLLEGE

This is to be project report entitled “ANUBHUTI - DB57838” being submitted by Soumya Kant Patnaik in partial fulfillment of the two year in Master in Business Administration by the Guidance of Prof. Rashmi Ranjan Parida , School of Management, Centurion University, Paralakhemundi

MR.RASHMI RANJAN PARIDAProf. in MarketingSchool Of Management, Centurion UniversityParalakhemundi

4

DECLARATION

I Soumya Kant Patnaik, a SIP trainee at IMRB International and student of

Centurion University, do here by declare that this report entitled as “brand

recognition by electrical shop at Bhubaneswar” is the result of the survey carried

out by me. This is the original work done by me and do not copied from any

material from any known or unknown person as well as from internet.

Soumya Kant Patnaik

MBA, First year

Reg.No.110202MBR004

School Of Management

Centurion University

ACKNOWLEDGEMENT

5

There is always a sense of gratitude which one express to other for the helpful so

needy services they render during all phases of life. I would like to express my

gratitude towards all those who have been helpful to me in getting this mighty task

of training to a successful end.

First of all I want to thank Dr. Anita Patra, PGP Coordinator of School of

Management, Centurion University, Paralakhemundi. I also want to thank Prof.

Subhendu Mishra who considered me as a candidate for IMRB and have a faith on

me. I also thankful to Prof. Rashmi Ranjan Parida for his kind cooperation,

guidance patience, endurance, encouragement & thoughtful advice for the project

work.

I would take this opportunity to thank Mr. Sujit Goswami, field manager of IMRB

to give me a chance to tender my service to IMRB. I also want to thank Mrs.

Unmita Jena, project manager of IMRB who gave me this project. I am also

thankful to Mr. Purna Chandra Sahu for his support, guidance, encouragement &

thoughtful advice as a team leader. I also thankful to all the staff of IMRB, all

other team leaders and those person who tender their service under them, to my

friends who worked with me in this project or other project as they gave me a

constant inspiration to me to finish this project.

Soumya Kant Patnaik

MBA First YearReg.No.110202MBR004School Of ManagementCenturion University

CONTENT

6

Slno. Title Page no.

1CERTIFICATE FROM ORGANISATION

2

2 CETRIFICATE FROM COLLEGE 3

3 DECLARATION 4

4 ACKNOWLEDGEMENT

5 ABSTACT 7 to 8

6 COMPANY PROFILE 9 to 28

10 INTRODUCTION 29 TO 39

11 WORK DONE AT IMRB 40 TO 42

12 CONCLUSION 43

13 REFERENCE 44

Abstract

7

The first and main objective of this project is a comparative study for data

collection for BCH which is an electrical goods manufacturing company and this

concerned company is a client of IMRB International. In this project IMRB

International Bhubaneswar through data collection by appointing freelancers and I

was a part of it were conducting interviews to find out the brand recognition of

various electrical brands among the shop owners in the city of Bhubaneswar. The

freelancers were assigned questionnaires a tool by virtue of which they are able to

allocate and conduct interviews. The project also clues for improving or

introducing products or services for the client. In this competitive market there a

multiple number of sellers of various electrical brands adding to that there also a

multiple number of buyers exist. . The survey was carried out in the city of

Bhubaneswar the respondents quota was thirty two i.e. the sample size. From the

quota the sample size was equally distributed among the freelancers and was been

assigned twenty six dealers and seven competitors to allocate and make interviews

of BCH.I was been assigned six dealers of BCH and one competitor to allocate and

make interviews. The journey was so pathetic it is hard to find out specified dealers

of that electrical company and so to its competitors. I have to move places like

jharpada, rasulgarh, bomikhal, mancheswar industrial estate, kalpana(BJB

nagar),nayapally,khandagiri, dum duma and jayadev vihar and many market

complexes to find out dealers and competitors .For carrying out the survey the

time period was allotted to me was eleven days, as time went by I was able to

make successful interviews but the last three clients was hard to allocate but at last

I got it. Attitude of the respondents were very rigorous they are not in a state of

giving answer to my questions, likewise the questionnaires having very difficult

terms in the options and I was carrying asset of show cards in which different

electrical company logos were there. I was carrying the questionnaires was having

8

thirteen questions, the terms used in that are also cumbersome for me to understand

but any way I managed to that. I applied my inter personnel skills to motivate the

respondents. In the questionnaire there were various applications and methods of

market research is been clearly reflected like the likert scale, Thruston scale and

interval scale and close ended questions.

9

COMPANY INFORMATION

Indian Market Research Bureau International is emerged in the year 1970.It is

under the John Walter Thompson company. It is a WPP group of company that is

the parent company. Indian Market Research Bureau is the vision of Mr. Subhas

Ghoshal, the legendary head of Hindustan Thompson Associates (now John Walter

Thompso. Indian Market Research Bureau is been considered as the University of

the Indian market research. Indian Market Research Bureau is one of the top 20

Market Research companies in the world. A full 37 years after British Market

Research Bureau was set up in United Kingdom by John Walter Thompson. Indian

Market Research Bureau is a part of WPP which is formed by Sir Martin Sorrell in

1985. WPP is a £8.68 billion; revenue company with 138,000 employees in 2400

offices across 107 countries. Kantar is WPP’s research, insight & consultancy

network. Kantar was founded in 1993, is now the world’s fourth largest research

conglomerate. It boasts of $1.7 billion worth of revenue with offices in 160 offices

across 95 countries. We add value to clients - real value. Indian Market Research

Bureau developed a learning culture that fosters innovation and we also contribute

to academia and policy makers. Indian Market Research Bureau has developed a

sustainable working environment that is good and fair to us and our clients. Indian

Market Research Bureau has the largest team of researchers and analysts with

around 40 years of leadership in the region. Indian Market Research Bureau have

26 offices in 12 countries each of them equipped with specialized units by research

methods and industry sector. Indian Market Research Bureau has 4.4 million

customer interactions every year. Indian Market Research Bureau perspective is

unique. Indian Market Research Bureau approach is refreshing. And the solutions

provide a comprehensive response to client’s needs, not packaged data but custom

solutions for clients. Indian Market Research Bureau offer services with the

10

integration of qualitative and quantitative tools. Indian Market Research Bureau is

designed in India for India, Indian Market Research Bureau measures and scales

are created to maximize sensitivity. Indian Market Research Bureau works together

with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS and ICUBE. Indian Market

Research Bureau states that their passion is to drive your business growth by

combining consumer understanding and brand knowledge with intuition and

innovation. Indian Market Research Bureau was modeled on the lines of the British

Market Research Bureau. Indian Market Research Bureau is now a leading

provider of market research and insights across South Asia, the Middle

East and North Africa with specialist divisions in quantitative, qualitative, media,

retail, industrial, and customer satisfaction, business to business and social and

rural research. Indian Market Research Bureau’s syndicated research offerings

include the MarketPulse, the National Food Survey, Web Audience

Measurement (WAM), with over 1200 employees, IMRB is one of the largest

providers of market research in India in an industry estimated to be worth a

minimum of $ 187 million. As the oldest extant market research company in India,

Indian Market Research Bureau has been responsible for establishing the first and

only household panel, the first television audience measurement system and the

first radio panel in the country and has played a key role in the development of

market research in India. Indian Market Research Bureau also played an important

role in the standardization of market research practice in India, and was responsible

for the creation in 1983 of the Socio-Economic Classification system, , a method

now used across India to define target audiences. In 1987, as a founder member of

the MRSI, it helped evolve industry wide codes of conduct, and standards for

survey data collection that are still in use today. In 2002, as part of a process of

rebranding, it changed its name from the Indian Market Research Bureau to IMRB

11

International, adopted a new logo, and began a process of rapidly expanding its

international services. This was accompanied by a shift from its offices

at Esplanade Mansion to its current premises in Dadar, Mumbai. As part of

geographical expansion, IMRB helped set up LMRB in Colombo, Lankan 1981

and AMRB in 1999 with headquarters in Dubai and offices throughout Middle

East and North Africa.

In 1996, along with the Manufacturers’ Association for Information Technology

(MAIT) IMRB initiated the periodic ITOPS survey which monitors the IT

hardware market among households and businesses. Since 1998, in collaboration

with the Internet and Mobile Association of India (IAMAI), an industry body

IMRB also started providing a series of annual syndicated research reports named

I-Cube which surveys the online and mobile landscape in India.  More recently, in

2010 IMRB launched the Web Audience Measurement (WAM) system, India’s

first standardized internet audience measurement system based on a panel. In India,

IMRB International operates out of its five full service offices

in Ahmedabad, Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported

by 15 other regional centers for collection of survey information. Overseas, IMRB

functions through its associates -AMRB-MENA in the Middle East and North

Africa, with offices in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with

offices in Colombo and Sirius, headquartered in Dhaka.

IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty

years of experience. As the oldest market research company in India, it has served

as the training ground of many industry leaders including Dorab Sopariwala, Ranjit

Chib and Meena Kaushik, who went on to found their own companies.

12

MISSION & VISION OF IMRB

Mission

Client service focus

Empowered Employees

Innovative research strategies

Cost efficiency

Vision

To sustain in rank 1 position among all the research organization.

Loved by more clients.

Targeted by top talent.

Benchmarked by more research organization.

To give the accurate data to the client.

SWOT ANALYSIS

Strengths

It provides perfect data as per the clients’ requirement.

It adopts innovative research ideas always.

It trains it enumerator in appropriate manner

It is much more reliable than others as per success of companies.

Lastly it gives clients satisfaction.

Weakness

13

Some enumerators cannot bring perfect data up to the requirement. So it needs

to be checked.

Opportunities

Company can conducts more research by uninterrupted services and good

coverage.

It can be more lovable by the clients by giving more appropriate data.

To conduct more &more survey.

Threats

To its competitor company.

Present the wrong data.

KANTAR OPERATION

14

Kantar operation based in United Kingdom, was founded in 1993 as the Market

Research, Insight and Consultancy Division of WPP plc. a London-based public

company. It is a network of 13 specialist companies, with around 28,500

employees working in 100 countries across various research and consultancy

disciplines. Eric Salama is the current Chief Executive Officer.

The group claims its services are used by over half of the Fortune Top 500

companies. It was the second largest global market research company in 2009,

with annual revenue of about $4 billion. It is consistently a Honomichl Top

50 company in the U.S

Under This There are Companies Like:

Added value.

Has lay and Centre (H & C).

Research International.

TNS Global (Target Company).

MB (Target Company).

WIRE AND PLASTIC PRODUCTS PUBLIC LIMITED COMPANY

Wire and Plastic Products is a global advertising agency company with its main

management office in London, United Kingdom, and its registered and executive

15

office in Dublin, Ireland. It is the world's largest advertising group by revenues,

and employs over 150,000 people in 2,400 offices in 107 countries. It owns a

number of advertising, public relations and market research networks,

including Grey, Burson-Marsteller, Hill Knowlton, JWT, Ogilvy

Group, TNS and Young & Rubicam. WPP's research insight and consulting

companies, forming a separate umbrella group known as Kantar,

comprise BMRB, Added Value, Kantar Video, Indian Market Research

Bureau, Millwad Brown, Management Ventures Inc., Research

International and TNS.Wire and Plastic Products public limited company was

founded in 1971 as a manufacturer of wire shopping baskets. In 1985 Martin

Sorrell, searching for a listed company through which to build a worldwide

marketing services company, bought a controlling stake of just fewer than 30% at a

cost of $676,000. Sorrell had been the financial director for the advertising

agency Saatchi & Saatchi from 1977 to 1985, managing its takeovers of companies

in the US and the UK. The holding company was renamed WPP Group and in

1987 Sorrell became its chief executive.

JWT ASSOCIATION

16

John Walter Thompson is one of the largest advertising agencies in the United

States and the fourth-largest in the world. It is one of the important companies of

Sir Martin Sorrell's WPP Group and is headquartered in New York. The global

agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over

the role in 1998. The company that was to become JWT was founded by William

James Carlton in 1864. Carlton's company was renamed by James Walter

Thompson in 1877 to The James Walter Thompson Company, by Thompson's

purchase of the company from Carleton, which eventually became J. Walter

Thompson. It was acquired by WPP Group in 1987. In 2005, the agency was

"launched" by dropping the name J. Walter Thompson in exchange for JWT.

COMPANY STRUCTURE

17

DEPARTMAENTS IN INDIAN MARKET RESEARCH BUREAU

18

Research.

Field (Abacus Business Operation).

Analytics (Tabulation chart).

Commercial.

RESEARCH WINGS

BIRD: Business Industrial Research Development.

CSMM: Customer Satisfaction Management & Measurement.

PQR: Probe Qualitative Research.

SRI: Socio & Rural institute.

QUANT: Quantitative.

BSG: Brand science Group.

M & P: Media and panel.

M & P RETAIL: Media and Panel Retail.

BIRD: Business Industrial Research Division:

The Business & Industrial Research Division of Indian Market Research

Bureau International

19

The market research and consultancy division examining B2B and

industrial markets.

BIRD provides market perspective for sound decision making.

It is the only organization that provides consultancy based on its own

market research.

It operates in the major cities of India like Mumbai, New Delhi, Bangalore,

Kolkata and Chennai.

For catering to technology markets including IT hardware, software &

services and Telecommunication, there is an exclusive E-Technology Group

within BIRD.

At the macro level, BIRD offers services covering industry trends,

regulatory environment, economic scenario, international trade and markets

overview.

At the micro level, BIRD offers services such as brand / product

positioning, customer segmentation, channel perception, market sizing,

pricing, distribution strategy, product development assistance etc.

CSMM: Customer Satisfaction Management & Measurement:

Customer Satisfaction Management & Measurement (CSMM) is an

independent and a specialist unit of IMRB International.

20

CSMM has pan India coverage with five full service Research Offices and

15 Field Offices in Delhi, Kolkata, Mumbai, Chennai, Bangalore,

Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar,

Luck now, Ludhiana and Indore

CSMM services clients in India and neighboring countries (Sri Lanka,

Bangladesh, Pakistan and Nepal)

As an exclusive member of the Walker Information Global Network

(WIGN) in South Asia, CSMM uses proprietary tools developed by Walker

Information.

Walker Information Global Network is recognized as a pioneer in

stakeholder measurement and management with over 65 years’ experience.

The network offers the world's most tested and proven system and provides

appropriate benchmarks through the WIGN Normative Databases.

CSMM provides a range of consulting products and services to manage

external customer and employee loyalty and integrate stakeholder

measurement and management efforts into the company's decision-making

process at all levels.

CSMM works with over 100 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 end customers, trade channel customers, suppliers and employees.

PQR: Probe Qualitative Research.

Probe Qualitative Research is one of India's leading qualitative

research groups

21

PQR has executives specially trained in India and overseas in

qualitative research methods.

Drawing on learning from ethnography, psychology and anthropology.

It has created an array of validated tool-kits for product innovation,

communication and brand development

PQR has created an array of validated tool-kits for product innovation,

communication and brand development.

Probe Qualitative Research (PQR) was established in 1979, in the

belief that qualitative research demands expertise and training inputs of

an excellent caring.

From its birth PQR has been associated with leading international

qualitative research organizations.

It is the largest and fastest growing qualitative research organizations

in the country.

PQR provides research which is analytical and actionable which seeks

to resolve particular client problems and questions 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: Socio & Rural institute:

Social and Rural Research Institute (SRI) has been set up by IMRB

International in 1990.

The objective of SRI is servicing the clients in the development sector with

focused efforts.

22

SRI over the years has developed strong expertise and capabilities for

designing and conducting surveys that deliver high quality data and insights

to the clients across the globe.

SRI depends completely and only on the quality data, whether it is primary

or secondary.

This forms a foundation to the success of clients and contribution to public

policy based on the strong and reliable evidence.

A strong client servicing team, project managers and research team along

with experienced field force across the country provide strength to SRI for

designing and executing innovative and complex studies at the national and

international levels.

SRI survey research services include study design, instrument development

and evaluation, pre-tests, pilot studies, conducting studies using various

methods like mails, telephones, face-to-face field surveys, web surveys,

abstraction of records from the private and public sector organizations,

collection of biological specimens, identification and conducting surveys

with hidden groups, using techniques like focus groups etc.

The wide scope of survey teams allows SRI to meet any data collection

need, to maintain total control over the quality of data and to assemble

efficient and effective teams for various projects.

SRI has an experience of conducting national studies that cover every

district in India within a very short period of time without compromising on

the quality of the data.

The strength of SRI also comes from the knowledge and resource sharing

with other business units of IMRB which allows the new and innovative

ideas to flow into the research related to the social sector.

23

SRI also has built strong network of external consultants from various

sectors and techniques to add value to the specific client requirements.

QUANT: Quantitative:

IMRB International's Customized Quantitative Research Division offers

custom research solutions using quantitative methods to clients in India and

abroad through its five offices in Mumbai, Delhi, Kolkata, Bengaluru and

Chennai.

Each of the regional offices services clients based in the respective region

apart from clients based overseas.

The division provides actionable research solutions aimed at resolving

specific client problems all through the product life cycle from product

development to launching it in the market to making a success out of it.

IMRB international's large and multi-disciplinary pool of experienced

quantitative market researchers works with clients cutting across a variety of

sectors ranging from FMCGs like foods and beverages, personal care, home

care, tobacco and alcohol to telecom, banking, finance, insurance, real

estate, automotive, healthcare and agri-business.

BSG: Brand science Group:

The Brand Science Group (BSG) is a new unit at IMRB International

The Brand Science Group primarily focuses on brand and communication

research.

24

Over the last few years IMRB Brand Science has been working towards the

development of various tools that would help people get a better

understanding of the brand and its communication in an Indian context.

BSG believes that such tools are more sensitive in capturing the Ad’s in-

market performance.

The tools are able to measure the various emotions evoked by

advertisements in India.

Brand Science Group has introduced 3 new models in the following areas:

Spotlight for Communication Evaluation

BrandsInMotion for Brand Health Measurement & Tracking

/Communication Tracking/Post launch evaluation both discrete and

continuous data capture

Brand Gene for Brand Equity Measurement

As a specialized unit of IMRB International, Brand Science Group has Pan

India coverage with four full Research offices in Delhi, Mumbai, Bangalore

and Chennai. In a span of one year, BSG has built a strong client base from

diverse sectors such as telecom, automobile, financial and retail apart from

FMCG and consumer products

M & P: Media and panel:

Media and Panel is an independent, specialist unit of IMRB International,

combined in 1992. Media and Panel Group handles different kinds of research both

syndicated and customized. Media and Panel Group has 4 different verticals:

Consumer Panel (Market Pulse)

25

Retail Unit

Media Unit

ManTech Software and Systems

Market Pulse is country’s largest syndicated consumer panel with 75,000

sample homes delivering deep understanding and insights on consumer

behavior.

IMRB provides specialist, tailored solutions to the marketers through

advance analytics and drill downs.

Retail Unit works on a concept of integrated research based

consultancy.

IMRB Retail aims to leverage the expertise on consumer behavior and

create an offer that spans every stage of the retailer-manufacturer-

shopper engagement.

Media and Panel Group is home to the largest dedicated media research

unit in the country. .

Media and Panel Group currently operates in Mumbai, Pune, Delhi,

Kolkata, Bangalore and Chennai

M & P RETAIL: Media and Panel Retail:

Media and Panel Retail Unit works on a concept of integrated research

based consultancy.

IMRB Retail aims to leverage the expertise on consumer behavior and

create an offer that spans every stage of the retailer-manufacturer-

shopper engagement.

26

Quantitative Data:

These are rational.

Generally used for exploratory purposes.

Small number of respondents.

Not generalizable to the whole population.

Qualitative Data:

These are irrational

Generally used to draw conclusions

Tests a specific hypothesis

Uses random sampling techniques so as to infer from the sample to the

population

Involves a large number of respondents

BSG:

Pen and Paper Interview (PAPI).

Computer Added Personal Interview (CAPI).

Computer Added Telephonic Interview(CATI).

STUDY:

House Hold.

TG (Target Group).

CWE (Chief Wage Earner).

SEC (Socio Economic Classification).

Age.

S.P or S.A (Starting point or Starting Address).

Sampling.

27

R.H.R (Right Hand Rule).

Break Point.

U-TURN.

TOM (Top of Memory).

Spontaneous.

Aided Awareness.

Socio Economic Classification Denomination:

A B C D E

A1 A2 B1 B2 C D E

Socio Economic Classification Income of house holdA1 30,000A2 30,000B1 15,000B2 20,000

Sampling in Market Research:

28

Random sampling: (Rule that is to be followed In Random Sampling Is

Right Hand Rule).

Purposive Sampling.

Intercept Sampling.

Introduction

Anything which uses electricity for its operation is known as electrical object.

There are electrical systems, electrical products, electrical cranes, and

electrical vehicles etc.

There are various sub topics related to the term 'electrical'. Some of these sub

topics are as follows :

Electromagnetism

Electrical phenomena

Electrostatics

Electricity generation

Electrical phenomenon’s occurring in nature are as follows :

Lightning of clouds

Magnetic field of earth is due to electric currents present in the earth's

29

core

Piezoelectric crystals are those which have ability to generate voltage

against the mechanical stress applied.

Low value electric currents- present in living beings

And many other phenomenon’s also exist.

History :

History of electrical items or concepts begins on the day when electricity was

invented. Greeks and Mesopotamians were the first who felt electrical concepts

while rubbing things against fur. This was the form of static electricity.

Various scientists who contributed to electrical technology in ancient times are as

follows :

Luigi Galvani- from 1737 to 1798

Michael Faraday- from 1791 to 1867

Alessandro Volta- from 1745 to 1827

Georg Simon Ohm- from 1789 to 1854

LEADING ELECTRICAL GOODS MANUFACTURERS IN INDIA

30

ABB

ABB is a leader in power and automation technologies that enable utility and

industry customers to improve performance while lowering environmental

impact. The ABB Group of companies operates in around 100 countries and

employs around 115,000 people.

Bajaj International Private Ltd

Bajaj International Private Ltd is an associate company of Bajaj Electricals

Limited (BEL), and is a part of The Bajaj Group which has an annual turnover of

US$ 1.4 billion, employing approximately 33,000 people. Exports electrical fans,

household appliances, lamps , fluorescent tubelights, light fittings, hoists

etc. Imports steel and engineering items.

Bharat Heavy Electricals Limited (BHEL)

BHEL is the largest engineering enterprise of India with an excellent track record

of performance. The company now has 14 manufacturing divisions, 8 service

centres and 4 power sector regional centres. Manufactures over 180 products

under 30 major product groups and meets the needs of core-sectors like power,

industry, transmission, transportation (including railways), defence,

telecommunications and oil business.

Centre for Electronics Design and Technology

The Centre for Electronics Design and Technology was established in 1974 at the

Indian Institute of Science, Bangalore, with the joint support of the then

Department of Electronics (DoE), Ministry of Education, University Grants

Commission and Swiss Agency for Development and Co-operation under the

31

Technical and Scientific Co-operation Agreement, New Delhi of 1966 between

Governments of India and Switzerland. CEDT is now a full Centre in the division

of Electrical Sciences of the Indian Institute of Science.

Crompton Greaves Limited (CGL)

CGL has grown from a single unit making AC Industrial Motors and Ceiling Fans

to a multi-dimensional corporation with business interests in many product areas

including Transformers, Motors, Switchgears, Control Panel Accessories, Water

Pumps, Electronic and Telecom Equipments and Services. With its 28

manufacturing plants and countrywide marketing and support network, CGL

effectively provides value to its customers.

Dev Denso Power Ltd

Dev Denso Power Ltd. since August 1998. Our experience is broad based and

spread across all areas of Electrical Installation Activities. We specialize in HT /

LT installation work up to 400KV system including associated civil works.It

Manufacturing of electrical services, electrical consultants and electrical

contractors.

Everest Blowers

Everest started manufacturing Twin Lobe Rotary Air Blowers way back in 1980.

Over the years the company has expanded its technological base, bringing a wide

range of products. Our Quality Management System confirms to the Quality

Management System Standard ISO 9001:2000. Facilities include in-house design,

production, manufacturing, quality control, inspection and after sales services.

HMPPD

32

Hindustan Motors has been a pioneer in the Indian Automotive industry for over 6

decades. The power products division of Hindustan Motors was set up in 1983 in

Hosur in collaboration with Allison Transmission Division, of General Motors

Corporation, USA to manufacture off-highway automatic / powershift

transmissions.

Horizon Association

Horizon Association are multi-disciplinary engineering consultancy organization

having strong presence in India having a head office at Ahmadabad, Gujarat. We

had started with Electrical Engineering in 2000 and now we also offering our

services for HVAC, plumbing, civil estimation, FFTG.

Indo Pumps

A virtual encyclopaedia of the Indian Pumps, Electrical Motors & their

Associated Suppliers. Any buyer, in India and Abroad, would require a true

provider of in-depth information about each and every Indian Manufacturer of

Pumps, Electrical Motors & their Associated Suppliers.

Meerut Microsystems

The Company was established in the year 1983 and started producing a range of

sensors like proximity switches , encoders , IR switches etc . It diversified into

different areas including computer systems and has several innovative products to

its credit . The Low cost line projectors and the low cost laser systems which are

currently being manufactured on a regular basis are two such items

Miraj Instrumentation Services

Miraj Instrumentation Services (MIS) established in the year 1995 - 96.Miraj

Instrumentation Services are a leading Consultant & Contractor in the business of

33

Electrical & Instrumentation Services. It Offers Instrumentation & Electrical

Installation, Design & Detail Engineering, Deputation of Man Power, Supply of

Instrument Hardware Material.

Polycom Associates

Polycom Associates is a high integrity organization manufacturing Flexible

Multi-layer Composites. Established in 1997 by progressive business group,

Polycom offers definite business solution to ever wanting High-tech Flexible

Electrical Insulation needs.

Rural Electrification Corporation (REC) Ltd

Rural Electrification Corporation (REC), was incorporated on July 25, 1969 under

the Companies Act 1956. REC is a wholly owned Government of India Public

Sector Enterprise. Its main objective is to finance and promote rural electrification

projects all over the country. It provides financial assistance to State Electricity

Boards, State Government Departments and Rural Electric Cooperatives for rural

electrification projects as are sponsored by them.

Siemens Ltd

Siemens is a leading electrical and electronics engineering company in India. It

operates in the energy, industry, health care, transportation, information,

communications and components business segments It also operates joint

ventures in the fields of telecommunications and information technology.

Vikrant International

Vikrant International is an independent supplier of compressor replacement parts.

Wipro Lighting

Wipro Lighting is in the business of manufacturing and marketing Wipro Brand

of Luminaries’, Lamps and Accessories. Wipro Lighting caters to both

34

institutional and retail consumers and offers comprehensive lighting solutions

across various application areas. Wipro Lighting is part of the Wipro Consumer

Care & Lighting Division of Wipro Limited. Wipro Limited is a Rs. 8170 crore

diversified corporate having interests in Information Technology, Healthcare,

Infrastructure Engineering and Consumer Care.

Dealing of electrical equipments such as motor, panel board, switch, gear and

starter is a profitable business in a city like Bhubaneswar. Now a days demand for

those products are increasing. There are many electrical equipment manufacturers

in India such as BCH, Ariva, Rittal, Control and switch gear, Clemens etc. So

this survey is done on them to understand about functions of these dealers and the

company they are dealing with. This survey also was done to know the brand

awareness of those dealers. This survey is conducted by Indian Marker Research

Bureau (IMRB) India’s leading market research organization. Time to time this

organization does surveys on various surveys on many products as well as on

services. There are various department of IMRB like research, field, analytical,

and commercial. This time IMRB did a survey on these electrical equipment

dealers and competitors of Bhubaneswar.

MARKETING RESEARCH:

Market research includes everything that provides information about the current

or potential markets. The market research can be divided into 3 category.

RESEARCHING CURRENT CUSTOMERS:

Customer research can define what types of people are using your products or

services, for what purpose, in what situation, and with what attitudes and

opinions.  Almost any aspects of a company’s business can be researched to

35

ensure the best possible operations are in place, be it basic processes

management, complex niche branding development.

RESEARCHING POTENTIAL CUSTOMERS

These are market research projects with a wider scope, conducted to find out how

the products, brands or services provided by any brand or its competitors are used

and perceived in the overall market. This research is especially valuable for

identifying customer acquisition opportunities.

MARKET SHARE INFORMATION:

Market share information is descriptive information about what is actually being

bought and consumed in the market.  Examples include supermarket scanning

(what’s being bought?), radio, television, and internet ratings, or readership and

circulation data. 

In markets dominated by a small number of businesses, who cannot obtain such

data through existing research or government statistics, market research

companies can sometimes establish specialist data-sharing programs to enable this

data to be collated on a confidential basis.

Now a day’s almost all company want to do the survey on its market share and to

know its loyal customer to improve their position.

ABOUT PROJECT “ANUBHUTI DB57838”

The name ANUBHUTI DB57838 was given by the company who want to

research on this topic. The meaning of the word “anubhuti” is experience. The

36

objective of this project is also to know the usage and recognition of electrical

brands by the electrical equipment dealer. The target respondents are the owner

and the manager of that shop. Because either they are deciding which brand to

choose at time of purchasing the equipment or they are authorized dealer of any

particular brand. So it is clear that the respondent will answer it from their

experience. The name also given in such a way that it justify the purpose of this

survey.

INTRODUCTION TO PROJECT ANUBHUTI-DB57838

This project is carried out by Indian Market Research Bureau International

Bhubaneswar for the concerned client of the company i.e. BCH an electrical

goods manufacturing company, BCH is doing market research for his downfall in

the market in recent years, BCH S objective in the study was brand recognition of

various electrical brands among its dealers and competitors in the city of

Bhubaneswar.

THE STUDY BASED ON:

Allotted database

Taking the Interview of Respondent

Back checking

Final report

OBJECTIVE OF THE STUDY FOR IMRB:

To study brand recognition of various electrical brands among the dealers

and competitors of BCH in the city of Bhubaneswar.

37

OBJECTIVE OF THE STUDY FOR ME AS A SIP TRAINEE IN

IMRB:

As per my part, I was assigned for data collection. So as trainee my

objectives in this survey was to meet the right respondent and interviewed

them and submit the report in time.

SAMPLE SIZE:

The sample size of this project was thirty two. Among them twenty five are the

dealers of BCH and seven are its competitors.

SAMPLING METHODOLOGY:

The sampling methodology was not been reveal to us by the organization as it

will hamper the clients research study but according to me, stratified sampling is

been used the reason is the total sample size is been divided into two categories

that is twenty five dealers of the electrical goods manufacturing company and so

to seven of its competitors. It is a shop based study.

The various applications and methods of market research used in the

study:

38

Brand awareness:

Brand awareness is a marketing concept that enables marketers to quantify levels

and trends in consumer knowledge and awareness of a brand's survival. At the

aggregate (brand) level, it refers to the proportion of consumers who know of the

brand. In this project in the questionnaire there are questions related to brand

awareness in which I have to show a show card to the respondents and the

respondent will watch and answer by watching the show Card and accordingly I

have to code it in the option. In the show card there were several electrical

company logos

Product awareness:

Product awareness is a marketing concept that allows marketers to count levels

and tendencies in consumer knowledge and awareness of a product survival. In

the project in the questionnaire there were questions related to product awareness

in which I have to ask respondents and code it in the option.

Likert scale:

Likert scale is a method of market research in which close ended questions

answer will be optioned as highly agree to highly disagree. In the project there

was one question in the questionnaire in which in the option it is arranged from

highly agree to highly disagree accordingly the respondent will answer and I have

to code it.

Interval scale:

Interval scale is a method of market research in which close ended questions

answers will be optioned as from an interval that means 10-20,20-30,30-40 and

39

like that. In the project there were questions in the questionnaire in which in the

option it is arranged in interval that is 10-20, 20-30, 30-40 and so on accordingly I

have to ask the questions and code it in the options.

WORK DONE AT IMRB INTERNATIONAL

I have carried out my summer internship training at Indian Market Research

Bureau International, Nayapally Bhubaneswar. As a summer internship trainee I

was eager at working for the organization providing my best in the field work as a

diligent team member. As this is a privilege and the biggest platform for me where

I can apply my inter personal skills to the optimum level. The project started with a

smooth glow when I was attending the project briefing i.e named ANUBHUTI, in

this project an electrical goods manufacturing company doing market research, in

the research the company was trying to measure its product awareness, brand

awareness, product sales and usage of its products among its dealers, distributors,

competitors and customers, this electrical goods manufacturing company is a major

client of Indian Market Research Bureau International so Indian market Research

Bureau International done the research work, so by representing the organization I

started the project work. The main objective of the study is to find the brand

recognition of various electrical brands in the briefing the main tool of data

collection is the questionnaire and it is been discussed in the project briefing, one

40

by one questions is been discussed after which my mockol is been done by the

project team leader Mr. purno Chandra sahu. afterwards along with the

questionnaires and data base a team of five members were send to the field for the

data collection among the team members I was one of them. For a man day I have

to work for six to seven hours a day, per questionnaire rupees one hundred is

allotted to us I was moving in the multi locations of bhubaneswar i.e jharpada,

bomikhal, rasulgarh, mancheswar industrial estate, kalpana square (BJB Nagar),

nayapally, jayadev vihar, saheed nagar, khandagiri, dum duma, and many

marketing complexes in the city. Moving from place to place in the hot summer is

not easy, I was moving to various areas of Bhubaneswar and making interviews.

The respondents quota was given to me was six dealers and one competitor, every

respondent was not of same attitude and behavior some of them are nice

gentleman’s and some of them are very rude but any way I have to conduct

interviews as time went by I was able to make successful interviews per day I has

to make one interview, but the allocation of the respondents is the biggest

challenge, the reason behind it I am facing trouble for finding the mentioned

addresses in the data base but duty is deity and I have to do it the project carried

out for eleven days. It is been a happy ending to the project that at last I am able to

complete my quota i.e 7 The team leader Mr. Purno Chandra Sahu was the biggest

mentor for me he was guiding the team and me like anything encouraging me

every time. It is being a nice experience from the current market the project has

given me a beautiful market exposure and adding to it I have learned the real

market research tools and its applications I was able to learn data collection in the

form of making interviews by the virtue of questionnaires in which the questions

are close ended. In the questions there are various methods of market research is

been reflected like the likert scale and interval scale. It is been fruitful to watch the

41

methods and applications that I have learned from the college is been really

applied. There is another important thing that I have come to see the brand

recognition it is being a nice experience how the respondents try to select the

answers from the options from the questions, when they see the different company

logos, it is exciting for them to choose, which is unbelievable for me why they are

so much happy. Is this a reason being they are not educationally civilized or I am

rendering the best in me I am not in a mood of discriminating them in other sense

I was happy that I am fitting into the gap.

The motivation factor for choosing the organization and the project is the

marketing management. In marketing management market research is been

considered as a part of i.e. was eager at working for an market research

organization and finally I was selected for a corporate that is doing market research

and really being a nice experience for me to work. I was always trying to render

my best by which I can satisfy the higher management Motivation is been said that

doing something is what causes you to want to do it. So it is been nice experience

for me working for an market research giant in the country.

42

CONCLUSION

This project began with how people recognize brands while buying various electrical brands.. In this competitive market there a multiple number of sellers of various electrical brands adding to that there also a multiple number of buyers exist. I have carried out this project for Indian Market Research Bureau International, the client for which I under went for data collection is a well-known electrical goods manufacturing company. And also the company is a client of Indian Market Research Bureau International From this study the electrical goods manufacturing company was trying to find out his product awareness and brand awareness. The survey was carried out in the city of Bhubaneswar the respondents quota was thirty two i.e the sample size. From the quota i was been assigned six dealers and one competitor to allocate and make interviews, the journey was so pathetic it is hard to find out specified dealers of that electrical company and so to its competitors. I have to move places like jharpada, rasulgarh, bomikhal, mancheswar industrial estate, kalpana(BJB nagar),nayapally,khandagiri, dum duma and jayadev vihar and many market complexes to find out dealers and competitors .For carrying out the survey the time period was allotted to me was eleven days, as time went by I was able to make successful interviews but the last three clients was hard to allocate but at last I got it. Attitude of the respondents were very rigorous they are not in a state of giving answer to my questions, likewise the questionnaires having very difficult terms in the options. I was carrying the questionnaires was having thirteen questions, the terms used in that are also cumbersome for me to understand but any way I managed to that. I applied my inter personnel skills to motivate the respondents and as time went by I achieved the taste of success by completing my allocated quota i.e. seven. It’s a beautiful learning experience from the current market scenario in most particular the consumer behavior, collection of data through questionnaire, application of the management concepts that I have learned from the college the market research methods like close ended questions, likert scale, ratio scale, interval scale and thruston scale. It has given me a rich market exposure it has boosted my

43

confidence to throw myself as a true marketer. I came to a conclusion that consumer behavior plays a important role in every step of marketing management.

References:

Mark Saunders, Philip Lewis, Adrian Thornhill “research method for

business students”, Pearson education limited

http://www.imrbint.com

http://www.google.co.in

http://en.wikipedia.org/wiki/IMRB_International