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Project Report 1
Project Report 1
ACKNOWLEDGEMENT
We have taken this opportunity to express our sincere gratitude towards the pillars of
Mumbai without whose unflinching assistance & co-operation at all times it would
era of modernization & sophistication our endeavour to achieve complete and perfect
knowledge in the field we choose will be successful only with the help of guidance,
of MBA-Telecom Management, SITM are proud to reiterate that our best professors
possible knowledge by exercise of our own facilities. They have tried to make their
students ‘active partners’ in the work of education, but not passive receivers of
information. The great mantra of success according to our respected director Mr. Col.
Virendra kapoor is “Know your passion quotient first, get hold of it and work with
We express our sincere thanks to our respected director Col. Virendra Kapoor, deputy
director Prof. Mr. Marathe, Prof. Mrs. Joshi for availing us this great opportunity to
learn vital element of this corporate world through summer internship. We also
express our sincere gratitude toward all other faculties and staff of SITM who always
ABSTRACT
“Do you want to send your kid to a playschool run by a foreign company in your
neighbourhood?” perhaps, you may be able to do so. That is, if a proposal by the
Already a number of foreign universities and companies that operate in the education
sector have shown keen interest to enter India. One of the first proposals has come
from Denmark-based Egmont Imaginations that has submitted a proposal to the Indian
Also American major universities like Yale, Stanford and Georgia Institute of
Technology have announced that they are keen to set up Greenfield campuses in
After allowing FDI in key sectors such as telecom, insurance, food processing and
even retail, the Manmohan Singh government is toying with the idea of permitting
foreign investment in elementary and higher education. FDI in education will help
Indian students to study in an environment of world class labs and libraries. It will also
INDIA is the third largest higher education system in the world (after China and the
USA) in terms of enrolment which in 2005-06 was over one crore five lakhs. In terms
of the number of institutions, India is the largest higher education system in the world
with
17,973 institutions (348 universities and 17,625 colleges), of these, there are 63
unaided deemed universities with enrolment of 60,000 students, and 7650 unaided
The figures mentioned above are very much self explanatory for industry size of
education in India. In our summer internship project we have handled project under
BIRD division of IMRB of evaluation of brand of a B-school which has its branches in
As already mentioned that govt has made foreign investments allowed into our
Indian education, as this will help many of upcoming and struggling educational
Also from investor’s viewpoint investment in such big industry i.e. Indian education
system is going to be huge return on investment. From the same prospective our client
We at IMRB have evaluated brand ITM through all aspect like brand reputation, brand
In this project report we have mentioned our overall code of conduct for this project,
analysis overall conclusion over brand ITM, so that our client at IMRB would feel
We got this project of evaluating the brand ITM as our client is interested in
investing in ITM.
Executive summery:
Objectives:
After allowing FDI in key sectors such as telecom, insurance, food processing and
even retail, the Manmohan Singh government is toying with the idea of permitting
foreign investment in elementary and higher education. FDI in education will help
Indian students to study in an environment of world class labs and libraries. It will
Also from investor’s viewpoint investment in such big industry i.e. Indian education
system is going to be huge return on investment. From the same prospective our
client at IMRB had expressed his intention to invest in Institute of Technology and
Methodology:
Hence we have evaluated ITM as a B-school and as a brand. First we had gone
we had discussion over pros and cons of each segment of questionnaire so that no
one should face problem while dealing with odd or unexpected response from
We gathered required data and scrutinised it well for its correctness and validity.
To add on to the client’s requirements we have also highlighted the areas where
improvement is required in ITM and the vital areas which require more flow of
Findings:
Analysing the collected data is very essential for arriving at any conclusion. During
the process of analysis we found out that many students do get influenced by
brand and reputation of ITM, they consider this factor a lot while deciding the
Other important factors which student consider before taking admission are; course
We have also found out that ITM has introduced sudden hike in the course fees
and with which students are not comfortable, since as mentioned earlier course
fees is one of the main factors considered by students while taking admission.
In this project we have also mentioned the areas where improvement is required in
Conclusion:
As mentioned earlier Indian government has allowed FDI in our education system,
there is lot of market and opportunity available for outsider big investors and
domestic investors.
As brand we would say ITM is a well known brand with good reputation in students
and industry. As far as investment in ITM is concerned we have analysed that most
of factors and variables are supporting the investment decision but as new issue of
fees hike has aroused unexpectedly we would suggest the waiting period of 12 to
18 months. This is to certify that as does this fee hike is hampering admissions at
ITM or not, and also to see what effects are generated on placement.
We have suggested that substantial part of this investment must flow into
Established in 1971 and with over three decades of market research experience,
group of international market companies such as the British Market Research Bureau
(BMRB) and Millward Brown International, IMRB International operates out of thirteen
cities in India and has associate offices in Sri Lanka, Bangladesh and Nepal. The 500
thinking, execution and interpretation skills on all its clients' research needs. In 1996,
International is the only research company in India today that offers the entire range of
research based services to its clients. IMRB International's specialised areas are
marketing and rural marketing. IMRB International is the market research wing of J
Walter Thompson (JWT) - the leading advertising agency in India. JWT in turn belongs
to the Kantar Group, which in turn is a part of the WPP Group - the largest advertising
Kantar Group:
The Kantar group was established in 1993, a London based holding company
responsible for WPP's worldwide information and consultancy interests. Kantar, is the
world's largest survey organization and is ranked 3rd overall. It comprises three global
Research and four regional ones - BMRB International, IMRB International, Goldfarb
and Winona. Each is a leader in its own area of expertise or specialization. The
research studies in over 130 countries. The Kantar group specialized in:
Tracking studies
International research
Predictive modelling
Media measurement
Strategic research
Customer handling
The world's first global brand communication company that provides its clients with
both short term sales success and long term brand value. J.Walter Thompson was
founded in 1864, with 246 offices globally and more than 9200 employees. JWT's
proprietary planning process, Thomson total branding in now installed in all offices
IMRB International is the licensee for all Millward Brown products in South Asia (India,
Network (WIGN) in the Indian subcontinent. Walker Information Global Network is the
more offices in more than 50 countries and has an experience of working in over 130
countries.
Category Management
Consumer strategy
Customer Relationship
Service measurement
Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market
IMRB International has been offering over 30 years of specialist research services to
clients in India and overseas on products and services covering the entire gamut of
business and industry. IMRB International today, operates out of its five full service
other regional centers for collection of survey information that literally span the entire
country. IMRB is able to provide the highest quality of professional services to the
utmost satisfaction of clients which include the small medium and large scale
industries, the government and public sector units, multinational corporations and
international companies that are eyeing the highly promising Indian market. To serve
the diverse needs of clients, IMRB also have five specialist units:-
group@IMRB International
Probe Qualitative Research is one of India's leading qualitative research groups and
has executives specially trained in India and overseas in qualitative research methods.
The Social and Rural Research Institute specializes in social research and in
conducting research on emerging rural markets. It has staff with special expertise in
conducting Knowledge, Attitudes & Practice (KAP), Studies on health and sanitation,
The Media and Panel Group of IMRB International is a pioneer in the field of media
research in India. It has been conducting the National Readership Surveys in India
since 1978. It has been running India's only Television Rating Program (TRP) since
1986, the year in which television went commercial in a major way. It has also
Information Global Network and is the first such specialist organization in India with an
assessment.
competitive markets, the need for research based consultancy services was
demanded of IMRB International. IMRB International spun off the Business &
Industrial Research Division to meet the growing and changing needs of the industrial
PQR:
Probe Qualitative Research (PQR) was established in 1979, in the belief that
From its inception PQR has been associated with leading international qualitative
organization in the country. PQR provides research which is analytical and actionable,
seeking to resolve particular client problems and questions and providing future
SRI:
The Social and Rural Research Institute (SRI) was set up in 1990 with the objective of
establishing a specialist unit to give focus and identity to two aspects of research that
IMRB International had, in fact, been actively involved in for several years, namely,
techniques. In addition SRI approaches each research subject with an open mind and
adapts market research techniques to suit the special requirements of illiteracy, poor
SRI has two distinct missions that guide its operations: To study social issues with
commitment, expertise, objectivity and an orientation towards action ability, and to set
up databases and research expertise with regard to marketing in rural India , where
hitherto there has been a paucity of data. SRI guided by its mission specializes in
conducting Social research and rural research. Social research deals with research on
causes and issues that can contribute to action which would bring about social
change. Rural research pertains to research in, of and for rural areas, both for social
issues as well as for rural marketing. SRI takes pride in having the resources to
conduct data collection in almost any part of the country. It can undertake nation wide
surveys almost simultaneously and much faster than others. In last three years, we
have undertaken four nation wide surveys and have IMRB’s presence in almost all
IMRB International has been a pioneer in conducting large scale Media and
continuous panel research in India. It has historically been associated with the
National Readership Surveys (NRS) conducted in India since 1978. The Television
Rating Points System (TRP) from IMRB International is India's only continuous
Television Audience Measurement service since 1986, the year in which television in
India went commercial in a major way. The TRP ratings are the official "currency" for
air time transactions in the country. Currently, the TRP Diary System is in the process
System has been awarded to the joint venture company being set up by IMRB
Research Group also operates Consumer Purchase Panels in both urban and rural
India which monitors the purchase of FMCGs, toiletries, personal products and OTC
medicinal products.
CSMM:
specialist unit of IMRB International and the exclusive member of the Walker
IMRB International, CSMM provides the widest field coverage with five full service
Lucknow. CSMM services clients in India and neighbouring countries (Sri Lanka,
Bangladesh, Pakistan and Nepal) and this diverse network has made CSMM the
leading provider of stakeholder products and services in South Asia. As the exclusive
member of the Walker Information Global Network (WIGN) in South Asia, CSMM uses
network offers the world's most thoroughly tested and proven system and also
provides appropriate benchmarks through the WIGN Normative Database TM. CSMM
management efforts into the company's decision-making process at all levels. Working
with over 80 clients from diverse sectors, including financial services, hotels,
enhance customer loyalty amongst both end customers and trade channel customers
as well as to build employee commitment. CSMM offers a team of highly trained and
conducting multi-country and regional programmes for leading Indian and multinational
companies, across various sectors and are equipped to give you professional and
accurate assistance for your strategic decisions, including deployment and integration
assistance.
Oil and Gas: Higher-end telecommunication services and products for business use
including products and services for integrated networking of voice and data products
and services that enhance productivity and efficiency of offices such as copiers,
The steel sector both for measuring quality of service as well as recommending an
appropriate product mix in the emerging private enterprise scenario Chemicals and
"It took 50 years for the world to have 50 million telephones and only 5 years for
to come to India for sometime now. In fact, India today is like the US was some three
policy-related, while the hardest combine all three aspects in any country. "What you
know is wrong!" Today, that may be the easiest advice anyone can give about
technology market. Even the experts are constantly caught by surprise, How far things
are estimated right? It is the continuous link with the industry and constant monitoring
that has given a few the capabilities of understanding the movement of technology
market and estimating things right. The eTechnology Group@IMRB International can
dare claiming that it is probably one of the very few groups that has constantly
monitored the technology market and actually estimated this difficult market quite well
Researched. The various products and services researched in the recent past are:
Telecom
Cellular Phones
Cordless telephones
EPABX
Facsimile machines
FM-RDS Pagers
Internet
Leased lines
One-number services
Transceivers/Two-way radios
Videotext services
Video conferencing
Voicemail
IT/Internet
PC
Servers
Networking devices
Peripherals
UPS
Packaged software
ISPs
B2C services
Ecommerce sites
Ever since its establishment in 1971, IMRB International has been the pioneer in
conducting market research exercises for several sectors. Today, there is hardly any
sector that IMRB International hasn't researched. From potato wafers to PCs,
cigarettes to cellular phones, alcohol to air conditioners and bubble gums to big-sized
Alcohol
Automotive
Consumer Durable
Household Care
Tobacco
The depth and breadth of services that we provide are extensive and includes
Brand Research
Pricing Research
In this era of ever-increasing competition, managers do not have the time to focus
effectively on each and every aspect of their business. This exactly explains why a
services. One such area is business to business and industrial research, which is
competitive advantage.
Ideally, it is not just about end consumer surveys. B2B and industrial research
distribution channel to end consumer in the B2B and industrial products and services.
It is also about new technologies, sales prospecting, pricing, and demand forecasting
Brand research:
changes, you need to evaluate your brand's position compared to the competition. The
Also, in order to break from the clutter, one needs to identify one or more
characteristics that set your product or brand apart from competitors. This helps in
Additionally, understanding the attitudes of your consumers and their usage patterns is
crucial to virtually every decision you make. Understanding why consumers choose
one brand over another is vital to success in this ever-evolving marketplace. This level
potential customers.
IMRB International design usage and attitudes (U&A) studies that provide
addition to assessing U&A patterns for the category, IMRB’s studies often serve as
useful benchmark tools, allowing you to measure your performance across all the
parameters important to the category, and target specific areas to track over time.
Under brand research section at IMRB we handled a major project named brand
it.
It is very important to establish the customers' perception of the quality of product and
service provided. It is a known fact that customers rarely complain - they just don't
come back. Customer loyalty is considered to be worth ten times the price of a single
researchers claim that if a customer doesn't like the product or service, he will tell on
an average eleven more people. This illustrates the importance of ensuring customer
satisfaction.
any program aimed at maintaining, if not increasing the customer base and revenues,
third-party has the advantage that the responses obtained are more reliable, as the
respondents are more frank with a third-person. This is because in the case of third-
specialist unit of IMRB International and the exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. It has many proven
In today's world of keen competition, a company is evaluated not just by its products
but to a great extent by the imagery it conjures. With the consumer becoming more
Corporate image of a company is the sum total of its image among its various internal
the financial community and even the government. The image of the company among
industry federations and workers' unions etc is also important in understanding the
company Avaya Global Connect Ltd. Also we took an integral part in deciding over
IMRB International has handled Corporate Image studies for a number of leading
IMRB International's specialist division CSMM is the sole licensee for Walker
ITOPS:
A half yearly track of the Indian PC, Networking and Software market. This report
Internet Penetration in terms of their Installed Bases, Market Sizes, etc. The report
also gives details on the most popular brands of the above mentioned IT products.
The report has an extensive coverage of over 8,000 business Establishments and
more than 6,000 affluent households (SEC A, B, C) in the 16 cities of the country.
Started in 1997, this study is already in its Ninth Round now. Sponsored by
major players in the IT Market. We would like to mention that we were lucky to be
part of half yearly ITOPS PROJECT 2008 & we had good experience of PC
penetration and PC awareness in not only corporate circle but also in household
Internet in India:
a strategic tool for the marketers to tap the benefits of the Internet. First initiated in the
year 1998 (when even the ISP licenses in India were not issued), the report has been
a best seller in the research industry, with the Year 2000 Volume selling 107 Volumes.
The report has been evolving over the past, with new areas in the Internet Arena being
explored in each new version. The Year 1998 version had depth understanding of the
likely profile of the Internet Users, while the Year 1999 version explored various ways
the market size can be increased. The Year 2000 version broke several myths
surrounding the Internet Users and gave clear definitions of Active Users.
The Year 2000 version also explored various issues like Content, Advertising and
brand building on the Internet, ISP market, and alternate access devices, Cyber Café,
Kiosks and E-Commerce. Internet in India 2001 is the latest version and is expected to
hit the stands in Mid February 2002. The Y2K+1 version of the report has a solitary
This year the reports would be divided into 8 volumes - Understanding the User
(WYSIWYG), Portals, Home Shopping, Mobile Data Services, Online Banking, Online
Financial Services, Public Access (Kiosks & Cyber Café) and ISP/Broadband reports.
The report has coverage of more than 25,000 Households in SEC A, B and C in the 26
Telecom Report:
This report would give a detailed analysis of the emerging telecom market in India and
would cover the trends in Basic Telephony (including WLL), Cellular (with a focus on
the fourth operator) and Long Distance (including issues like Revenue estimation for
the Long Distance Operators in the country, City to City traffic, etc.). The reports have
coverage of more than 14,000 Business and Affluent Household respondents from 16
cities of the country. The reports are expected to be released by the end of February,
2002. In our tenure of internship we also had opportunity to have hands on live
project of measuring current Mobile VAS market in India & its roadmap towards
year 2010.
It's really crucial to understand your target market before undertaking any marketing
exercise, unless you don't mind risking your hard-earned money and precious time on
activities that might not get you the results you want.
Simply put, ignoring market research before marketing is synonymous with firing a
shot in a pitch dark room, and still hoping that the bullet hits the bull’s-eye.
Chapter 2 : Methodology
Any marketing research requires data collection to arrive at the solution of the
problem. Data collection always starts with secondary data. Hence, in a way we can
1. Primary Data
2. Secondary Data
A) Primary Data: –
It can be defined as the data which are collected at first hand either by the researcher
or by someone else especially for the purpose of the study. For example, the
demographic statistics collected every ten years are the primary data with the
the data needs of the problem at hand. It is important as it helps us in arriving at the
B) Secondary Data: –
Any data which have been gathered earlier for some other purpose are secondary
data in the hands of the marketing researcher. When sufficient secondary data are
is one which is collected from within the organization. For example, data collected
handling secondary data. External Data is one which is collected from sources outside
the organization. For example, data collected from Trade Association Reports or
Industry Publications.
In our project we were broadly concentrated on the Primary data as it was a live
project and our analysis was going to result in a huge financial investment into an
institute. We gathered all possible data first hand by interviewing our target
As far as secondary data is concerned we used website of ITM institute for purpose of
knowing about no. of courses, branches at ITM, which helped us in deciding over the
1. OBSERVATION
2. SURVEY
3. EXPERIMENTATION
SURVEY RESEARCH
Anything from a short paper & pencil feedback form to an in depth one to one
interview is called as survey research. Survey can be divided into two broad
categories:
• The Questionnaire
• The Interview
While considering the type of survey, we need to consider the costs, physical
1. Cost
2. Time
3. Physical resources
Since each survey is different, there are no hard and fast rules for determining its size.
The deciding factors in the scale of the survey operations are time, cost, operational
constraints and the desired precision of the results. Also, consider what should be the
acceptable level of error in the sample. If there is a lot of variability in the population,
the sample size will need to be bigger to obtain the specified level of reliability.
1) Person –Administered
2) Computer-Administered
3) Self-Administered
face or over the telephone, to the respondent and record his or her answers. Different
data. It is a good approach for ensuring a high response rate to a sample survey or
census, and trained interviewers gather better quality data. However, there are
for interviews and the travel costs of the interviewer could be high.
Advantages:
respondent rapport
Disadvantages:
data. This method is quicker and less expensive than face-to-face interviewing.
However, only people with telephones can be interviewed, and the respondent can
Advantages:
• Reasonable cost
Disadvantage:
interview work.
along a laptop or hand-held computer to enter the information directly into the
database. This method saves time involved in processing the data, as well as
this type of data collection method can be expensive to set up and requires that
Advantages:
Disadvantage:
interview, but with the interviewer keying respondent answers directly into a
computer. This saves time involved in processing data, but can be expensive to set
up, and requires interviewers to have computer and typing skills. This approach for
many of its surveys such as the Youth In Transition Survey, the Monthly Survey of
Manufacturing, the General Social Survey and the Workplace Employee Survey.
Advantages:
Disadvantage:
• Electronic Data Reporting (EDR): Although this type of data reporting is still quite
rare, it gives the respondents the option of choosing how they would like to report
the data: filling out the usual paper questionnaire or using the electronic version.
Because the technology evolves so quickly, remaining up-to-date with good and
• The Internet: The growing popularity of the Internet brought a major shift in
Electronic Data Reporting (EDR). It is hard to find a quick and easy way of
Advantages:
• Fast turnaround
Disadvantage:
• Mail survey: It is a relatively inexpensive method of collecting data, and one that
the questionnaire in their own time. Mail surveys do require an up-to-date list of
names and addresses, however. In addition, there is also the need to keep the
Major disadvantage of a mail survey is that it usually has lower response rates than
other data collection methods. This may lead to problems with data quality. Also,
people with a limited ability to read or write English or French may experience
problems.
as design of our questionnaire was such that interviewing the person face to face was
The most common research instrument is the questionnaire. Keep these tips in mind
• Keep it simple.
• Begin the survey with general questions and move towards more specific
questions.
• Remember to pre-test the questionnaire. Before taking the survey to the printer,
complete the survey. Ask them for feedback on the survey's style, simplicity and
• Mix the form of the questions. Use scales, rankings, open-ended questions and
way a question is asked may influence the answer given. Basically, there are two
• Multiple choice questions which offer respondents the ability to answer "yes" or
• Scales refer to questions that ask respondents to rank their answers or measure
their answer at a particular point on a scale. For example, a respondent may have
the choice to rank their feelings towards a particular statement. The scale may
"Strongly Agree."
Completely unstructured questions allow respondents to answer any way they choose.
• Word association questions ask respondents to state the first word that comes to
partial sentences, stories or pictures in their own words. For example, a question
for commuters might read: "My daily commute between home and office is _____
miles and takes me an average of ______ minutes. I use the following mode of
transportation: _______."
Questionnaire of our project was close ended. We provided respondent with range of
admission in ITM. We also measured the section wise satisfaction level of ITM student
with ITM institute. Since we used mainly closed ended questions it helped us in
analysis of data.
analysis of a limited number of items from that phenomenon (called sample). For
• Decision makers will have stipulated time to make decisions. If the consider the
whole population, they cannot come to consensus within the stipulated time.
• The data can be collected from the desired section omitting others.
1. Data produced is of high quality but not applicable to the problem definition.
2. The data produced is of stable result but becomes obsolete till it is produced.
samples are selected on the basis of the judgment of the investigator, convenience, or
by some other non random process rather than by the use of a table of random
The advantages of probability sampling are that, if done properly, it provides a bias
free method of selecting sample units and permits the measurement of sampling error.
Non probability samples offer neither of these features. In non probability samples
offer neither of these features. In non probability sampling one must rely on the
expertise of the person taking the sample, whereas in probability sampling the results
Quota Sampling:
In quota sampling the sizes of various subclasses in the population are first estimated
from some outside source, such as from Bureau of the Census Data. Since the
interviewers judgment is relied upon to select actual respondents within each quota,
For example there are 200 completed interviews. To the extent possible, the sample
should be as follows:
The key assumption underlying this type of sampling is that, with sound judgment or
expertise and an appropriate strategy, one can carefully and consciously choose the
elements to be included in the sample so that samples can be developed that are
suitable for one’s needs. The intent is to select elements that are believed to be typical
Ex: The Company wants to know why new product fails, so it conducted surveys on
Convenience Sampling:
In convenience sampling selection, the sampler chooses the sampling units on the
used in the “man on the street” form of interviewing and, at times, associates may be
interviewed, and, at times associates may be interviewed simply because they are
accessible.
Snowball Sampling:
In snowball sampling, initial sampling units are selected using probability methods, but
additional units are then obtained from information supplied by the initial units
(referrals).
Ex: To find 100 serious foot ball players. By probability methods consider a sample of
300. These 300 produce names of 10 players. These players give the reference of
A simple random sample is one in which each sample element has a known and equal
probability of selection, and each possible sample of n elements has a known and
equal probability of being the sample actually selected. The main use of this method is
that we can find the small frame consisting of every small unit.
Systematic Sampling:
A systematic sample is one which each sample element has a known and equal
drawn have a known and equal probability of selection, while the remaining samples of
Ex: If there are 600 members of the population and one desires a sample of 60, the
sampling interval is 10. A random number is then selected between 1 and 10,
inclusively; suppose the number turns out to be 5. The analyst then takes as the
Stratified Sampling:
A stratified random sample is one in which a simple random sample is taken from each
characteristics as the entire population is first divided into an exclusive and exhaustive
set of strata, using some external source, such as census data, to form the strata.
• Proportionate stratified sampling: The sample that is drawn from each stratum is
made proportionate in size to the relative size of that stratum in the total
population.
The greater the within stratum homogeneity and the amongst – strata heterogeneity,
Cluster Sampling:
in the population. He first divides population into blocks (cities, towns etc). Each block
Area Sampling:
areas. For Ex: counties, townships, blocks and other area description. If only one level
of sampling takes place before the basic elements are sampled, it is a single stage
area sample. If one or more successive samples within the larger area are taken
before settling on the final clusters, the resulting design is usually referred to as a
When we go for market research we must know what sample size to take? There are
• Fixed Sampling
Here the size of sample is already calculated and then the research is done.
• Sequential Sampling
Here sample size is not determined before hand. If it is observed that the
sample size is not adequate the new population is added to sample size.
Based on Logic
• Traditional Methods
These methods are very easy to implement and can be used for any market
This method is very logical and very systematic but it is very complicated
In our project of measuring ITM brand we have divided the whole census into different
selected 74 MBA students at ITM, Mumbai as per instructions to us. These are divided
on basis of specific requirement of data; hence we had decided the quota on the basis
of present ITM students from all over India, as ITM has its presence in many cities in
India. In our case we have handled the quota of ITM students in Mumbai.
Contact method can be of many types like, one can contact respondent telephonically,
personally by random selection, one can contact the person from maintained database
In our project we have followed direct contact method in which we had met respondent
We have gathered the data by interviewing the students of ITM personally. As it was
very much important to have accurate and authentic information about different factors
which may influence investment decision, we have tried our best to analyse collected
data properly.
Following are few factors which students had considered before taking
admission into ITM. The figures in the cells are representing the no. of
Form this table we can conclude that areas like brand image of institute,
Influenced Influenced
Table no.1
Then the question arises that from where students get all these information. There
is lot of sources from where students get all required information. Following table
shows some of important information sources and how they influence the decision
of student of taking admission into ITM B-school. The figures in the cells are
Influenced Influenced
Table no.2
It can be easily interpreted from above table that ranking of institute in magazines and
From the above frequency table, it is very clear that guidance and information, MBA
aspirants get from various coaching classes are very important in building their
perception about any B-school, so ITM should tie up with various coaching classes for
various factors they consider for choosing B-school and by this way ITM can increase
their visibility effectively through effective source. ITM should also increase advertising
Second thing that influence students most in perception building is the magazine
rankings, so ITM should participate in such type of surveys and continuously improve
The table below shows the measurement of student’s satisfaction related to various
factors brand, course content, faculty etc. the figures in the cells are representing
Expectation
level A B C D E F G H I J
Exceeded
expectation 1 1 7 2 4 4 4 4 2 1
Meets
expectation 11 13 9 11 9 12 10 9 13 13
Close to
expectation 9 8 7 7 7 7 9 7 7 7
Below
expectation 4 3 1 4 5 1 2 3 2 3
Well below
expectation 0 0 1 1 0 1 0 2 1 1
Table no.3
Where:
A Reputation/Brand image
B Academics/Course content
C Placement records
D Recognition by AICTE
E Course fee
F Infrastructure & Facilities
G Specialization
H Faculty profile
I Industry interface
J Starting salary level
The graphs shown below are of ten variables (A, B, C,…., J) against responses we got
1 Exceeded expectation
2 Meets expectation
3 Close to expectation
4 Below expectation
Figures on y axis are the no. of responses for particular expectation level.
12.00
10.00
8.00
6.00
A
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph A
The graph above shows that reputation and brand of ITM are meeting expectation
level of students.
14.00
12.00
10.00
8.00
B
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph B
The graph above shows that academics and course content at ITM are meeting
expectation level of students.
c) Placement records:
10.00
8.00
6.00
C
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph C
The graph above shows that placement records at ITM are quite meeting expectation
level of students.
d) Recognition by AICTE:
12.00
10.00
8.00
D
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph D
The graph above shows that approval from AICTE to ITM is meeting expectation level
of students.
e) Course fees:
10.00
8.00
6.00
E
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph E
The graph above shows that course fees at ITM is meeting expectation level of
students.
12.00
10.00
8.00
6.00
F
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph F
The graph above shows that infrastructure & facilities at ITM is meeting expectation
level of students.
g) Specialisation:
10.00
8.00
6.00
G
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph G
The graph above shows that specialization in subjects provided at ITM is between
meeting expectation and close to expectation level.
h) Faculty profile:
9.00
8.00
7.00
6.00
H
5.00
4.00
3.00
2.00
1 2 3 4 5
RESPONSES
Graph H
The graph above shows that profile of ITM faculties is meeting expectation level of
students.
i) Industry interface:
14.00
12.00
10.00
8.00
I
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph I
The graph above shows that industry exposure at ITM is good and meeting
expectation level of students.
14.00
12.00
10.00
8.00
J
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph J
The graph above shows that starting salary level after placement at ITM is good and
meeting expectation level of students.
From all above factors and responses for those we can infer that overall students are
satisfied with facilities and all they are getting at ITM.
To reduce all ten factors mentioned in table no.3 to fewer factors for the ease of
analysis, below we have applied factor analysis. We got all statistics & graphs from
Correlation Matrix:
Values in the cells represent correlation coefficients of one variable relating to another
between the row and column variables of the matrix. More closely the coefficient to
zero the lesser is the relationship; the closer to one, the greater the relationship. A
Correlation is relation between selected single factor and all other factors. Table below
shows the same; with this we can make one single factor as representative of others.
A B C D E F G H I J
A 1 0.9779 0.6615 0.9775 0.9276 0.8675 0.9228 0.9375 0.9293 0.9507
B 0.9779 1 0.7134 0.9971 0.9094 0.9331 0.9186 0.9630 0.9844 0.9929
C 0.6615 0.7134 1 0.6908 0.7487 0.8934 0.8890 0.8708 0.7674 0.6813
D 0.9775 0.9971 0.6908 1 0.9255 0.9158 0.9036 0.9499 0.9750 0.9897
E 0.9276 0.9094 0.7487 0.9255 1 0.8426 0.9132 0.9102 0.8613 0.8674
F 0.8675 0.9331 0.8934 0.9158 0.8426 1 0.9400 0.9801 0.9716 0.9305
G 0.9228 0.9186 0.8890 0.9036 0.9132 0.9400 1 0.9836 0.9086 0.8773
H 0.9375 0.9630 0.8708 0.9499 0.9102 0.9801 0.9836 1 0.9679 0.9417
I 0.9293 0.9844 0.7674 0.9750 0.8613 0.9716 0.9086 0.9679 1 0.9903
J 0.9507 0.9929 0.6813 0.9897 0.8674 0.9305 0.8773 0.9417 0.9903 1
Table no. 4
Now to reduce different factors in to few, we find out eigen values and components
whose values are more than one are selected. This criterion is widely used and called
There is only one component whose value is greater than one and that is component
Table no. 5
For easier interpretation Kaiser Criterion table shown above a pictorial representation
The graph below shows pictorially, eign values against component number, its just an
Scree Plot
10
4
lu
nE
ig
a
v
e
1 2 3 4 5 6 7 8 9 10
Component Number
Graph no. 1
The table below shows how different variable are attached to the factor extracted and
from these coefficients in the second column, weightage is calculated to reduce ten
factors in to one factor, so that one factor can conclude on investment decision in ITM
B-school.
Weightage
Factors Factor ‘k’ %
A 0.959728068 0.100441667
B 0.984343703 0.10301785
C 0.823522008 0.086186834
D 0.977722385 0.102324887
E 0.931736703 0.097512192
Symbiosis Institute
F of Telecom 0.101464141
0.969497886 Management 65
G Pune - 16
0.967241969 0.101228045
H 0.994004166 0.10402888
I 0.980092047 0.102572888
J 0.967190099 0.101222616
Brand Evaluation for Financial Investment & Customer Satisfaction Measurement
Table no.6
In the table below last column is of factor K which replaces all ten factors and values
are calculated from the weightage calculated
Factor
Variable A B C D E F G H I J K
Weightage 0.1004 0.103 0.0862 0.1023 0.098 0.1015 0.1012 0.104 0.103 0.1012 -------
E.E. 1 1 7 2 4 4 4 4 2 1 3
M.E. 11 13 9 11 9 12 10 9 13 13 11
C.E. 9 8 7 7 7 7 9 7 7 7 7
B.E. 4 3 1 4 5 1 2 3 2 3 3
W.E. 0 0 1 1 0 1 0 2 1 1 1
Table no.7
Where;
Graph of the factor which is equivalent to all ten factors against responses is shown
below.
12.00
10.00
8.00
K
6.00
4.00
2.00
0.00
1 2 3 4 5
RESPONSES
Graph K
From Graph K we can see that most students’ responses say that ITM is meeting their
expectations.
Analysing the collected data is very essential for arriving at any conclusion. During the
process of analysis we found out that many students do get influenced by brand and
reputation of ITM, they consider this factor a lot while deciding the college for the
admission.
Other important factors which student consider before taking admission are; course
We have also found out that ITM has introduced sudden hike in the course fees and
with which students are not comfortable, since as mentioned earlier course fees is one
In this project we have also mentioned the areas where improvement is required in
Chapter 5 : Conclusion
As mentioned earlier Indian government has allowed FDI in our education system,
there is lot of market and opportunity available for outsider big investors and domestic
investors.
As brand we would say ITM is a well known brand with good reputation in students
and industry. As far as investment in ITM is concerned we have analysed that most of
factors and variables are supporting the investment decision but as new issue of fees
months. This is to certify that as does this fee hike is hampering admissions at ITM or
We have suggested that substantial part of this investment must flow into
Chapter 6 : Recommendations
Further we have analysed areas where ITM institute need to work on or improve on.
This will also help the investor as in where to concentrate major flow of his investment.
More the improvement in those areas more will be the student satisfaction and intern
objective.
Factors Responses
Reputation / Brand image 4
Academics / Course content 15
Placement records 12
Recognition by AICTE 2
Course fee 5
Infrastructure & Facilities 23
Table no.8
Specialization 3
Faculty profile 5
Industry interface 3
Starting salary level 2
25
20
No. of responses
15
No. of responses
10
0
M N O P Q R S T U V
Factors / Areas
Graph no. 2
Where:
Factors
Reputation / Brand image M
Academics / Course content N
Placement records O
Recognition by AICTE P
Most of the students are
Course fee Q
Infrastructure & Facilities R of view that infrastructure
Specialization S
Faculty profile T improvement should be
Industry interface U the first priority of
Starting salary level V
management while the
As far as investment in ITM is concerned we have analysed that most of factors and
variables are supporting the investment decision but as new issue of fees hike has
is to certify that as does this fee hike is hampering admissions at ITM or not, and
recognized as the Most Customer Responsive Company & to provide the best in class
solutions, systems and services focused on meeting the needs of organizations large
to small. The company offers a comprehensive suite of Solutions for Contact centre,
helping businesses enhance and extend the capabilities of their people and processes
Avaya Intelligent Communications is at the very heart of the Avaya brand and what it
differentiator that enables their clients to outdistance its competition. With Avaya
more competitive.
products and solutions. The latest products and solutions are demonstrated and
showcased to customers at this Lab, which is also used to train internal associates,
The company also has a world class ‘Customer Care Center’ in Gurgaon which is a
facility.
customers with a first hand experience of the power of intelligent communications that
Avaya Global Connect and its partners from around the world can bring to their
The Avaya India Development Center located in Pune collaborates with Avaya Labs in
the Asia Pacific and around the world for research and development in converged
as well as consulting and integration services. This Center also houses Avaya Global
Awards
Avaya Global Connect bags the Voice&Data Top Enterprise Voice Solutions
Continuing to dominate the Contact Center solutions space, the company was
awarded the ‘Frost & Sullivan Market Engineering Award for Market Leadership in
Frost & Sullivan also honored the company with the ‘Market Strategy Award in
Enterprise Voice Equipment Market’ for emerging as the strongest competitor with
Frost & Sullivan awarded Avaya Global Connect four awards in the Enterprise
• Market Leadership Award 2002 for Total Enterprise Voice Equipment Market
systems integrators, channel partners and dealers. With over 6,000 customers, it
(RMI) system.
It is very important to establish the customers' perception of the quality of product and
service provided. It is a known fact that customers rarely complain - they just don't
come back. Customer loyalty is considered to be worth ten times the price of a single
researchers claim that if a customer doesn't like the product or service, he will tell on
an average eleven more people. This illustrates the importance of ensuring customer
satisfaction.
any program aimed at maintaining, if not increasing the customer base and revenues,
third-party has the advantage that the responses obtained are more reliable, as the
respondents are more frank with a third-person. This is because in the case of third-
party research, the customer-vendor relationship does not get affected. Hence Avaya
Globle Connect Ltd. has come up with customer satisfaction research along with IMRB
increase customer base and revenues, enhancing brand value, goodwill, etc.
all levels, with respect to various sectors including financial services, hotels,
enhance customer loyalty amongst both end customers and trade channel customers
CSMM gives us professional and accurate assistance for our strategic decisions,
In this particular research Avaya Globle Connect Ltd. has targeted all the C-level
customers which are in a best position to understand the needs of their business. All
C-level customers comprise of CEO, COO, CFO, CTO, Chief of IT Dept., etc. who are
actually responsible for handling all the business transactions with respect to the
various business areas. The research was based upon face to face interviews of the
targeted respondents with respect to the key findings. The key customers were
Key Findings:
Major Areas of business (EPABX, voice logger, IP telephony, call conferencing, etc.)
Areas of business Avaya Globle Connect Ltd. can expand their volume of business.
Efforts for customer relationship management Avaya Globle Connect Ltd. should take
Recommendations:
After interviewing all C – level persons of Avaya’s clients we have aroused at following
recommendations:
Avaya must work on its time line for particular project i.e. no wastage of time.
Conclusion:
As Avaya Global Connect Ltd. always tries to continuously improve upon their
responsiveness in all spheres of interaction, this project was our sincere effort to help
Overall code of conduct for this project was excellent and we hope that data which we
had collected for Avaya (not mention in this report for reason of confidentiality) will
help them in inventing new areas & restructuring old areas in way of customer
satisfaction management.
Abbreviations
References:
www.imrbint.com
www.avayaglobalconnect.com
www.marketresearch.com