Professional Documents
Culture Documents
Vikas Project
Vikas Project
Vikas Project
the days when a rural consumer went to a nearby city to buy branded products
and s ervices.
T w w ime
o as as h hen c nly b gelect ouseho
be it toothpaste or soap. There were days when big companies flocked to rural
markets to establish their brands. Today, rural markets are critical for
marketer - be it for a branded shampoo or an automobile.
To o pen
ab d usiness
o b m aily t r y usiness
w r a s agazine
c o m p a n y o r o t h e r a n n o u n c i n g i t s i n t e n t i o n t o I` sg og or ui nr ag l 'r. u r a l t h a t
simple? A partf t rom
d he n istribution
o r t p ightmare
t r f e
markets, with 13 major languages and thousands of dialects
groups and hundreds of ca st e groups , reachi ng the ri ght comm unica tion t o the
rural community is mind-boggling.
A number of today's marketers who believe that consumers in rural India are
less d emanding
a e s nd a i asily
f ar s atisfied
I i h t ret n or
marketers r t ealize
a i hat m n sndiscriminate
ar o t arketing
used f t oru he
c rban
w n wustomer,
w h r c ill otT l ork ith
have a different set of priorities, which necessitates a different approach, both
in terms of developing appropriate products to suit them and using appropriate
communication strategies, which they will comprehend better.
There is a debate in some quarters that the rural market is mature enough to
understand communication developed for urban markets, especially in the case
of FMCGs. This is partly true, if the communication is such that it makes the
product promise in a simple and easy-to-understand style.
“Real I l ndia
i R ies
I , ‘n Indiaural
i al so ‘ ndia”
and ‘ f e villages’,
is the backbone of the Indian economy’, ‘India lies in its villages’, etc, are the
p e r p e t u a l a n d c o m Imn od ni a s li os g pa rn es d. o m i n a n t l y a n A
Economy and the rural markets hold immense potentials for any company
expand.
T h u s t h e n e x t w o r d “aef xt ep ra n d i n g s a tl oe sd ”a y i“s t a r g e t i n g t h e r u r a l
markets”. Also, intensified competitions in the urban-markets have resulted in
increase in costs but not higher market share and profits. This has resulted in
change of focus by a host of organizations. Thus, rural bazaars are becoming
more i mportant
t u m hana m rban
o arkets
h r ndt i any r
a host of product classes the winners of tomorrow are going to be those who
focus on rural India. Industrial giants and other savvy small to medium firms
are awakening to the potential of India’s jackpot rural
7 3 3m i l l i o n c o n s u m e r s , m o r e t h a n t w i c e t h e p o
It has thus become very necessary to study the rural markets b
market, which is mostly underestimated, is drastically changing.
It was in the late 1960s and 1970s that rural marketing became a
ge neral di sc uss ion. T he G reen Revol ution a nd the cons eque nt pocket s of rura l
prosperity that appeared on its wake awakened many manufacturers to the new
purchasing power. The NCAER’s Market Information Survey of House
(MISH) shows that the 1980’s saw a rapid improvement in the distribution of
i ncome i n the rura l as compa red w ith urba n India. In 1989-90, the number of
households with income over Rs. 25,000/- per annum was 9 million (around 50
million people), and above Rs. 12,500 per annum was 35 million household
(around 160 million people).
However, aggressive Rural Marketing is not a recent activity. With the Green
Revolution, companies like Siemens with a package of produ
drilling marketers of fertilizers, pesticides, seeds, bicycles, etc., were followed
by manufacturers of motorcycles, and many others who took their products to
the rural consumers.
Earlier, consumers who were illiterate or unable to re
s ymbol s t o ident ify thei r favourit e product s-Red S oap for L ifebuoy, P al m tre e
for Dalda, etc. Manufacturers now began to deliberately build sym
colours into their products to enable identification of their brands.
N i n e t i e s w a s a p h a s e w h e n t h e a d v o c a t e s o f r u r a l m
corporate India that villages were big, this decade is differentiating bet
companies that can unlock the potential of the rural market and
cannot.
URBAN TO RURAL (U 2 R)
Am ajor
p o r art m f f ural i t arketing
c I i alls
t t nto ohis ategory.
urban marketers who sell their goods and services in rural areas. The following are
some of the important items, which are sold in rural areas and manufactured in urban
durables, etc.
RURAL TO URBAN (R 2 U)
Transactions in this category basically fall under agricultural marketing where a rural
producer s t s eeks
h p o i aell u ism roduce
A a o a mn n prban arket.
a c rucialr i t ole
m n p he T arketing
f a s rocess.
o t i ihe ollowing
sold from the rural to urban areas: seeds, fruits and vegetables, milk a
RURAL TO RURAL (R 2 R)
This includes the activities that take place between two villages in close proximity to
each other. The transactions relate to the areas of expertise the particular village has.
The items in this category include: agricultural tools, handicrafts and bullock carts,
► Untapped Potential
Rural m arkets
o ag p ffer f m reat b otential
g a s or f tarketing
reasons:
→ Largely u ntapped
m T p arkets.l f m he p enetration
a
R u r a l c o n s u m e r s o w n 5o2npl eyr c e n t o f a v a i l a b l e c o n s u m e r d u r a b l e s , e v e n
though they form 72 percent of the total households in India. On an average,
rural household own three consumer durables as compared to seven consumer
durables owned by an average urban household (NCAER, 19
clearly indicates the untapped potential among the larg
households.
► Accessibility of Markets
The attraction of a market depends not only on its potential but also
a c c e s s i b i l i t y . A m a r k e t t h a t c a n
“ s o u r g r aD pe ev se ”l .o p m e n t o f i n f r a s t r u c t u r a l f a c i
institutions has increased the accessibility of these markets.
The rural markets are therefore increasingly attractive in relation to urban market
The a utomobile
m b t arket
o c R rings m his B ut s learly.
o ajdoo
Increased literacy and greater awareness in rural markets create new demands
and discriminating buyers. This is observed more in the younger generation. In
villages today, this segment of buyers consumes a large variety of produ
both durables and non-durables. There is a visible increase in the consumption
and use of a variety of products, which is easily observe
generations appears to seek variety and are more discriminating buyers.
young adult in a village likes to sport a fashionable watch. The preferred brand
of toilet soap for the youth is not necessarily Lifebuoy, the brand preferred by
the elders.
large characterize the rural markets. Vast majorities of the rural people are tradition
bound, fatalistic and believe in old customs, traditions, habits, taboos and practices.
The number of villages in India is more than 6 lacs. Again, the villages are not
uniform in size. Nearly50% of the villages have a population of less than 500
persons w a hich f 20%ccount
o ft rhe p ural
or T opulation.
t o d his yp
o f po pu l at i o n w ar ra n t s a pp ro pr i a te s t ra t eg i e s t o d ec i de th e e xt e n d of c ov e ra ge
of rural market.
Nearly fifty percent of the villages in the country do not have all weather road.
Physical c ommunication
o t v i h fe hese E tillagesm s ighl
villages i t e n phe o astern
t c a arts
i f d he t m
ountry re
Moreover, 3,00,000 villages in the country have no access to telephones. Local
telecom companies are working with the Department of Telecommunicati
(DOT) to provide service in rural areas at local costs which could be a costly
affair considering the underdeveloped infrastructure.
► Low Growth Rate
T h e s l o w d o w n i n t h e e c o n o m y i s o f s e r i o u s c
Government, industry and every other sector of the economy. Our GDP growth
target for the Tenth Plan is 7.7%, rising to 8.1% in the subsequent one. Today
we are at a 6% level, which is itself below the current Plan
worrying is the fact that our growth rate has been trending down for the last 3
years. The sectoral components of this slowdown are very telling. Agricultural
growth h d as t 0 ropped
f a a o o .9%
3 i t rom
1 a n 3 verage
i f
the 90's. Industrial growth too has slowed to below 6% from 6.6% in the last
decade. We believe there is an urgent need to lift ov
sustainable by addressing a central issue - the slowdown in rural incomes.
► Transport
M a n y r u r a l a r e a s a r e n o t c o n n e c
6 8 %o f t h e r u r a l r o a d s h a v e b e e n p o o r l y s u r f a c e d , a n d m a n
destroyed or severely damaged by the monsoon and remain
leaving interior villages isolated. Though it would be desirable to connect all
villages by all-weather roads, use of bullock carts is inevitable for many years.
► Distribution problem
Rural markets typically signify complex logistical challe
translate into high distribution cost. Coupled with relatively slower growth of
incremental demand and lack of adequate institutional mechanism
operations, margins are squeezed to the utmost. Infrastructure a
major problem when a marketer thinks of targeting the rural markets.
Among t m he
m a ass
s p edia
o t i tt l ome
5 a 6oint r wf ime n
considered to be a potential medium for communication to the rural pe
Another m m ass
i t ediaa c s i elevision
h b o t nd c inemas
viewing habits in rural areas is very satisfactory were ever available.
s t a t i s t i c s i n d i c a t e t h a t t h e r u r a l a r e a s a c c o u n t f o r2h0a0r0d ltyo 3 5 0 0m o b i l e
theatres, which is far less when compared to the number of villages.
TV Leaflets Researchers
Video Vans
Folk Media
Animal Parade
Transit Media
► MASS MEDIA
A m e d i u m i s c a l l e d m a s s m e d i a w h e n i 5t 0r m
e ai cl lhi eosn p e o p l e . A r u r a l
market i d s t ifficult
r T e o each.
t m m heir
i v l xposure
F a o
universalized c ommunication,
w c t m m hich
w b omes hrou
ineffective when it comes to rural audience since they are heterog
varying from region to region.
→ Radio
→ Press/Print media
→ Television
M e d i a e x p o s u r e i n r u r a l a r e a s i s j u s t 5a0b%.
o u tH a l f a r e s e c o n d a r y v i e w e r s
and many watch TV just for 5minutes per week. TV exposure would just about
touch 100 million people, of which only 30-40 million
impacted.
► LOCAL MEDIA
Though mass media is powerful it does not work as effectively as the local
media.
Retailer normally welcomes paintings of their shops, walls, and name boards.
Since it makes the shop look cleaner and better. To get one's wall painted with
the product messages is seemed as a status symbol.
The message should be simple, direct and clear. It should be peaked up during
the festival and post harvest season. To derive maximum mileage their usage
needs to be planned meticulously.
→ Folk Theatre
F olk theatres are mainly short and rhythmic in form. The s imple tunes help in
informing and educating the people in informal and interesting manner. It has
b e e n u s e d a s a n e f f e c t i v e m e d i u m f o r s o c i a l p r
exploitation and oppression.
→ Puppetry
Puppetry is the indigenous theatre of India. From time immortal it has been the
most popular form and well-appreciated form of entertainment available to the
village people. It is an inexpensive activity. In rural India puppetry is a source
of livelihood, avenue for entertainment and creative ex
ritually sacred and meaningful as a means of social communication and vehicle
of social transformation.
I n d i a n I n s t i t u t e o f m a s s c o m m u n i c a t i o n , N e w
comparative impact of puppetry and documentary films, in two villages n
Delhi. People in both the villages responded more favorably to
shows then the films.
→ Video Van
The p ioneer
o t m f i I he w edium
S B n Dndia a as
V adhna
on W heels.
I s c t tartedo ommercial
i 1 T i av perations
t g n
to selected villages and towns on weekly markets days to communic
benefits of the product. Its repertoire includes audio, video,
equipment, etc.
→ Animal Parade
Companies can resort to parading of animals with the banners highlighting the
p r o d u c t m e s s a g e s . F o r e x a m p l e , i n t h e P u s h k a r
Rajasthan, the camels participating in the camel race are painted with colours
or h ave
b danners o t isplayed
l b f R gn f hem
W d ike lue or
etc.
→ Mobile Displays
Dabur used this novel way of communication. It selected a clu
villages in Banda district and sent in 3 bowling alleys. The
represented the various germs that Chawanprash protects against.
Hoardings
They are of 2 types – stationary and mobile. Large sized hoardings placed at
strategic locations have a huge impact.
► PERSONALIZED MEDIA
→ Direct Contact
Direct contact is a face-to-face relationship with people individually and with
groups s uch as the P anc hayats and ot her vil lage groups . S uch cont act helps in
arousing the villager's interest in their own problem and m
towards self-development.
Hindustan Unilever was recently rated among the top four companies globally
in the list of “Global Top Companies for Leaders” by a study sponsored by
Hewitt Associates, in partnership with Fortune magazine and the RBL Group.
The company was ranked number one in the Asia-Pacific region and in India.
The mission that inspires HUL's more than 15,000 employees, including over
1,400 managers, is to help people feel good, look good and get more out of life
with brands and services that are good for them and good for others. It is a
mission HUL shares with its parent company, Unilever, which holds about 52 %
of the equity.
HISTORY
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever
Brothers". With it, began an era of marketing branded Fast Moving Consumer
Goods (FMCG).
Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux
and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to
the market in 1937.
The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the
company had launched Red Label tea in the country. In 1912, Brooke Bond &
Co. India Limited was formed. Brooke Bond joined the Unilever fold in 1984
through an international acquisition. The erstwhile Lipton's links with India
were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea
(India) Limited was incorporated.
Pond's (India) Limited had been present in India since 1947. It joined the
Unilever fold through an international acquisition of Chesebrough Pond's USA
in 1986.
Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies
Diapers and Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal,
Unilever Nepal Limited (UNL), and its factory represents the largest
manufacturing investment in the Himalayan kingdom. The UNL factory
manufactures HUL's products like Soaps, Detergents and Personal Products
both for the domestic market and exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and alliances
on the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired
Kothari General Foods, with significant interests in Instant Coffee. In 1993, it
acquired the Kissan business from the UB Group and the Dollops Icecream
business from Cadbury India.
In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business
of the Amalgam Group of Companies, a leader in value added Marine Products
exports.
HUL launched a slew of new business initiatives in the early part of 2000’s.
Project Shakti was started in 2001. It is a rural initiative that targets small
villages populated by less than 5000 individuals. It is a unique win-win
initiative that catalyses rural affluence even as it benefits business. Currently,
there are over 45,000 Shakti entrepreneurs covering over 100,000 villages
across 15 states and reaching to over 3 million homes.
In 2002, HUL made its foray into Ayurvedic health & beauty centre category
with the Ayush product range and Ayush Therapy Centres. Hindustan Unilever
Network, Direct to home business was launched in 2003 and this was followed
by the launch of ‘Pureit’ water purifier in 2004.
In 2007, the Company name was formally changed to Hindustan Unilever
Limited after receiving the approval of share holders during the 74th AGM on
18 May 2007. Brooke Bond and Surf Excel breached the the Rs 1,000 crore
sales mark the same year followed by Wheel which crossed the Rs.2,000 crore
sales milestone in 2008.
Company structure
Board of Directors
Management Committee
1 . T o u n d e r s t a n d t h e o v e r a H
l lI Np De Ur fS oT rAmN a
UNILIVER .
of HUL.
HUL.
RESEARCH DESIGN
F o r t h e p r o p e r a n a l y s i s o f d a t a s i m p l e s t a ti s ti c a l t e c h n i q u e s s u c h a s
percentage w u I here i m se. m t a elped g n aking
f ore
t h e d a t a a va i la b l e. T he da t a , w hi c h wa s c o l lec t ed
population, w a tas b r ssumed e po e wepresenting
i
Demographic f l a actors
i a eike ge,b ncomew u nd duc
for the classification purpose.
Types of Research
T y p e s o f r e s e a r c h a r e g e n e r a l l y c l a s s i fi e d i n t o t w o m e t h o d o l o g i e s , q u a l i t a ti v e
q u a n ti t a ti v e . M a l h o t r a ( 2 0 0 4 ) d e fi n e s q u a l i t a ti v e r e s e a r c h a
u n d e r s t a n d i n g o f t h e p r o b l e m s e tti n g ” a n d q u a n ti t a ti v e r e s e a r c h a
m e t h o d o l o g y t h a t s e e k s t o q u a n ti f y t h e d a t a a n d , t y p i c a l l y a p p l i e s s o m e
statistical analysis”.
of market studies, when concepts are being explored, insights into behavior gained,
and r esearch
i a g deas Q re enerated.
r b r auantitative
d esea
more fl exible
a s nd a pontaneous
o q t pproach
i f e tf ualitative
d e s i g n o f e ff e c ti v e q u e s ti o n n a i r e s , t h e d e v e l o p m e n t o f c r e a ti v e p r o m o ti o n a l i d e a s
t h e g e n e r a ti o n o f n e w p r o d u c t s a n d s e r v i c e s , a n d
motivations t i hat
b bnfluence T t uying
i ac d ehavior”.
b hus
t h e t w o a p p r o a c h e s o f d a t a c o l l e c ti o n . H o w e v e r , M a l h o t r a , ( 2 0 0 4 ) s t a t e s , “
s o u n d p r i n c i p l e o f m a r k e t r e s e a r c h t o v i e w q u a l i t a ti v e a n d q u a n ti t a ti v e r e s e a r c h a s
T h e r e s e a r c h m e t h o d o l o g y u s e d f o r t h i s s t u d y w a s g e a r e
q u a n ti t a ti v e d a t a . T h i s w a s l a r g e l y d u e t o t h e s a m p l e
respondents). Also, due to the underlying aim of the study to understand the factors
Type of Data
P r i m a r y d a t a h a s b e e n d e s c r i b e d i n m a n y d i ff e r e n t w a y s
however, t s w
his m tudys b ill d entionp d ome
c b d asic efinitions
as:
“ D a t a o r i g i n a t e d b y t h e r e s e a r c h e r f o r t h e s p e c i fi c p u r p o s e
research problem” (Malhotra 2004), or simply, “New data gathered to help solve the
p r o b l e m u n d e r i n v e s ti g a ti o n ” . ( M c D a n i e l & G a t e s , 2 0 0 7 ) . S e c o n d a r y d a t a i s d e fi n e d
as “data collected for some purpose other than the problem at hand” (Malh
2 0 0 4 ) o r “ d a t a t h a t h a v e b e e n p r e v i ou sl y g a t h e r e d ” ( M c D a n i e l & G a t e s, 2 0 0 7 ) T h i s
includes data consulted from published arti cles, journals, textbooks, market reports,
T h e a b o v e T a b l e 4 . 1 c l e a r l y i l l u s t r a t e s t h e d i ff e r e n c e s b e t w e e n t h e t w o d a t a t y p e s .
This s tudy
u s sed d eecondary i t o ata
t l xtensively
r ( n erms
3) and when discussing Islamic banking (Chapter 2). The use of secondary data does
have its limitati ons as suggested by Malhotra (2004), “Because secondary data have
been collected for purposes other than the problem at hand, their usefulness to the
current problem may be limited in several important ways, including relevance and
accuracy. T o he n bjectives,
a m u tature
c t s nd ethods
d m sed
n o t b e a p p r o p r i a t e t o t h e p r e s e n t s i t u a ti o n . A l s o s e c o n d a r y d a t a m a y b e l a c k i n g i n
this study solely deals with the use of primary data. The main reason for this choice
of data stems from the fact there was simply not enough secondary data available
concerning Islamic Banking in the UK. Although there are many books and research
p a p e r s w r i tt e n o n t h e s u b j e c t o f I s l a m i c B a n k i n g , t h e c a s e o f t h e U K h a s y e t t o s e e
q u a n ti t a ti v e d a t a w a s d e e m e d t o b e t h e m o st s u i t a b le t e
The main data collecti on methods for qualitati ve research include direct techniques,
techniques.
Focus Groups
Focus g aroups
t m c re heu q ost rommonlyt I sed
u h ualitative
a s n e w p r o d u c t d e v e l o p m e n t , p r o d u c t e x t e n s i o n s a n d d i v e r s i fi
M a l h o t r a ( 2 0 0 4 ) d e fi n e s a f o c u s g r o u p a s “ a n i n t e r v i e w c o n d u c t e d b
sm a ll n u m be r of p ar ti ci pa n t s in ord er to l ea rn a nd u n d er st an d wh a t pe op le h av e to
s a y a b o u t a p a r ti c u l a r i s s u e a n d w h y . A m o n g t h e m a n y a d v a n t a g e s o f f o c u s g r o u p s
s o m e a r e t h a t t h e i n t e r a c ti o n a m o n g p a r ti c i p a n t s c a n g e n e r a t e
f e e d b a c k t h a t m i g h t n o t a r i s e i n o t h e r s i t u a ti o n s . T h e p a r ti c i p a n t s f e e l c o m f o r t a b l e
being part of a group with other similar group members, allowing them to f
e x p r e s s t h e i r f e e l i n g s a n d a tti t u d e s . D u e t o t h e o p e
p a r ti c i p a n t s m a y a n s w e r s p o n t a n e o u s l y a d d i n g a n e l e m e n t o f a c
responses. It is also seen as a speedy process, due to the fact that many responses
The disadvantages of focus groups include the fact that the group may not be
ideal r epresentative
o t t p fs he T otal
r o opulation
af g m ample.
lack a ccuracy
a m b d nd t bay c e r eemed
t e o eT f onclusive
g r o u p s r e s e a r c h e r ’ s q u e s ti o n i n g s t y l e m a y l e a d t o b i a s a n d p r e j u d i c e . T h e i n f o r m a l
a n d u n s t r u c t u r e d n a t u r e o f t h e r e s p o n s e s m a k e s i n t e r p r e t a ti o n a n d d a t a a n
complicated. This was one of the major reasons why focus groups were not used for
this study. It was also believed that a sample of say 10-12 people would
Depth Interviews
A dep th in terview is d e fi n e d by Malhotra (2 004) a s “an u
i n t e r v i e w e r t o u n c o v e r u n d e r l y i n g m o ti v a ti o n s , b e l i e f s , a tti t u d e s a n d f e e l i n g s o n
topic”. The advantages of depth interviews over focus groups include the fact that
g r o u p p r e s s u r e i s e l i m i n a t e d , e n s u r i n g m o r e h o n e s t a n d s t r a i g h tf o r w a r d r e s p o n s e s .
The interview may be conducted anywhere, in places not requiring a special group
facility. The one-one one nature of the interview gives the respondent a perso
m o d e r a t o r s a n d r e s p o n d e n t s , a d v e r s e l y a ff e c ti n g t h e q u a l i t y o f r e s p o n
i t d i ffi c u l t t o a n a l y z e a n d i n t e r p r e t r e s p o n s e s . D e p t h i n t e r v i e w s a l s o p r o
e x p e n s i v e d u e t o t h e n e e d o f e x p e r i e n c e d i n t e r v i e w e r s
i n t e r v i e w i n g t e c h n i q u e s w e r e n o t f o u n d t o b e a s u i t a b l e
????????????????????????
What is the need of this??
SAMPLE SIZE
T h e s t u d y c o n d u c t e d i s a c o n c l u s i v e d e s c r i p ti v e s t a ti
C o n c l u s i v e b e c a u s e a ft e r c o n d u c ti n g t h e s t u d y , t h e r e s e a r c h e r c o m e s t o a
decision w i p hich a rs recise
T s i cnd ational.
b a he tu
doing the study the researcher come to a conclusion regarding the position
of t he
b i rand
t m on r he inds
o d ffi espondents
g T s f
i s s t a ti s ti c a l b e c a u s e t h r o u g h o u t t h e s t u d y a l l t h e s i m i
selected a g nd t rouped
A t s ogether.
r a t ll t he imilar
as one and their percentages are calculated.
Projective Techniques
P r o j e c ti v e t e c h n i q u e s a r e a f o r m o f d i r e c t q u a l i t a ti v e a p p r o a c h t o d a t a c o l l e c ti
C h i s n a l l ( 2 0 0 1 ) d e fi n e s p r o j e c ti v e t e c h n i q u e s a s “ r e l e a s e m e c h a n i s m s w h i c h e n a b l e
people t b ot t ring
s o oc he urface
a t e f e onsciousness,
i o n
in g roups,
t t heira f houghts
a s nd
p eelings
a b T bout
m pecific
w i d e s p r e a d p r o j e c ti v e t e c h n i q u e s u s e d i n m a r k e ti n g r e s e a r
t e c h n i q u e s , s t o r y t e l l i n g , c o n s u m e r d r a w i n g s , r o l e - p l a y i n g , s e n t e n c e c o m p l e ti o n a n d
c a r t o o n t e s t s . M a l h o t r a ( 2 0 0 4 ) s u g g e s t s , “ a t ti m e s , i n d
r e s p o n d e n t m a y i n t e n ti o n a l l y o r u n i n t e n ti o n a l l y m i s u n d e r s t a n d
mislead t r he I esearcher.
t c p nt hese c i ases, t v rojective
of responses by disguising the purpose. Projecti ve techniques are also helpful when
underlying motivations, beliefs, and atti tudes are operating on a subconscious level”.
The disadvantages of using projecti ve techniques include the fact that highly skilled
as n early
a s t ll ucha o echniques( w t rer pen-ended
r i h i.e.
????????????????????????
T o k n o w t h e r e s p o n s e I h a v e u s e d t h e q u e s ti o n n a i r e
sample survey. If one wishes to fi nd what people think or know, the logical
p r o c e d u r e i s t o a s k t h e m . T h i s h a s l e d m a r k e ti n g r e s e a r c h e r s t o u s
questionnaire technique for collecting data more than any other method.
In t his
m qethod w uestionnaire
d t t r ere a istributed
t h e y w e r e a s k e d t o a n s w e r q u e s ti o n s
q u e s ti o n n a i r e s w e r e s t r u c t u r e d n o n - d i s g u i s e d q u e s ti o n n a i r e b e
q u e s ti o n s , w h i c h t h e q u e s ti o n n a i r e c o n t a i n e d , w e r e a r r a n g e d i n a s p e c i fi c
order besides every questi on asked were logical for the study, no questi on
can be termed as irrelevant.
h e q u e s ti o n n a i r e , w e r e n o n - d i s g u i s e d b e c a u s e t h
w e r e c o n s t r u c t e d s o t h a t t h e o b j e c ti v e i s c l e a r t o t h e r e s p o
respondents were aware of the objecti ve. They knew why they were asked
to fill the questionnaire.
LIMITATIONS OF STUDY
T h e a c c u r a c y o f i n d i c a ti o n s g i v e n b y t h e r e s p o n d e n t s m a y
consider adequate
Part – I
For customers
Q1. Are you the regular user of Lux soap ?
Yes 76
No 24
No
20%
Yes
80%
Interpretation:
76% of the respondents are the regular user of Lux soap
Q2. From how many year you have been using the Lux soap?
2-4 years 12
4-8 years 10
1-2 years 54
60
50
40 2-4 years
4-8 years
30 1-2 years
less than 1 years
20
10
Interpretation:
54% of the respondents are using the Lux soap from 1 -2 years.
Q3. Did you like the 365 g Vim and get 150g free in only 26Rs scheme?
Yes 77
No 23
80
70
Interpretation:
60
77% o t fr he espondents
l t 3 gV a g ike1 f he i o 65 2 im
scheme
50
Q4. Did you purchase more Vim because of scheme?
Yes 80
No 20
80
70
Interpretation:
60
50
40
30
Q5. D i d y o u p u r c h a s e a n e x t r a q u a n ti t y o f V i m i n fl u e n c
scheme?
Yes 90
No 10
90
80
70
60
50 Yes
40 No
30
20
10
0
Percentage of Respondents
Interpretation:
90% o t fr he espondents
a p a e q re o urchase
V i n xtra
by the scheme
Q6. How much quantity did you have purchase?
a. 2 times ( ) b. 3 times ( )
1 80
2 times
2 3 times 17
Total 100
No of Response
2 times
80%
Interpretation:
80% of the respondents are purchase more Vim because of scheme
sQ7. I f y o u a r e n o t i n fl u e n c e w i t h t h e s c h e m e a n d n o t
a. N o t s a ti s fi e d w i t h t h e q u
( ) b. N o t s a ti s fi e d w i t h t h e q u a n ti t y
products ( )
1 83
Not satisfied with the quantity of the
products
2 17
Not satisfied with the quantity of the
products
Total 100
No of Response
Interpretation:
8 3 % o f t h e r e s p o n d e n t s a r e N o t s a ti s fi e d w i t h t h e q
products
Part – II
For retailers
Q1. Are selling brand of HUL soaps?
1 yes 99
2 no 1
Total 100
No of Response
no
1%
yes
99%
Interpretation:
Margin 32
Demand 56
Others 12
60
50
40
30
20
10
0
Margin Demand Others
Interpretation:
56% o t fr he espondents
s t t a s aay
p hat b hey
o re
H UL s oap s be cau se o f it s de man d, 3 2 % o f t he re sp onde nts are se lling H UL
soaps because of its margin.
Q3. Does the quality is better than other brand you are selling ?
1 yes 91
2 no 9
Total 100
No of Response
no
9%
yes
91%
Interpretation :
Most of the respondents say that the quality of HUL soaps is better than
other brand they are selling
Q4. Does Brand is better in terms of customer Demand?
1 Yes 99
2 No 1
Total 100
% of Response
yes
no
Interpretation:
Yes 68
No 32
70
60
50
40
30
20
10
0
Yes No
Interpretation :
Good 36
Average 42
Poor 22
45
40
35
30
25
20
15
10
5
0
Good Average Poor
Interpretation:
Yes 80
No 20
80
70
60
50
40
30
20
10
0
Yes No
Interpretation:
8 0% of the re sponde nts say that HUL soaps provides promoti onal material
a n d 2 0 % o f t h e r e s p o n d e n t s s a y t h a t H U L s o a p s p r o v i d e s t h e m p r o m o ti o n
material but due to less space they are not using promotional materials.
Q8. Is the promotional material provided by the HUL soaps effective?
Yes 53
No 44
60
50
40
30
20
10
0
Yes No
Interpretation :
Yes 76
No 24
80
70
60
50
40
30
20
10
0
Yes No
Interpretation :
Most of the respondents are ready to sell HUL soaps materials if the
company
the company?
Excellent 55
Good 10
Average 12
Poor 6
Can't Say 17
18
16
14
12
10
8
6
4
2
0
Excellent Good Average Poor Can't Say
Interpretation:
5% respondents say that responses of the customer is excellent after sales promotional
activities, 10% say it is good, 12% say it is average, 6 say it is poor, 17% cant say about the
responses of the customers.
OBSERVATIONS
&
FINDINGS
42% of the respondents say that the credit policy of the company is average, 36% of
the respondents say that the credit policy is good.
80% of the respondents say that HUL soaps provides promotional material and 20%
of the respondents say that HUL soaps provides them promotion material but due to
less space they are not using promotional materials.
56% of the respondents say that promotional material of HUL soaps is effective.
Most of the respondents are ready to sell HUL soaps materials if the company
provides them attractive margin.
SUGGESTIONS
HUL soaps should maintain proper supply of the product to the dealers
& retailers.
Supply of the product should be made as soon as possible after
receiving the order.
HUL soaps should choose suitable means of transportation to minimize
damage.
Availability of the product should be increased in outside & rural areas.
HUL soaps should have a flexible payment norms & supply norms
HUL soaps should also concentrate on small dealers, to increase the
sale.
HUL soaps should provide considerable margin to the dealers to
Encourage them for selling of the product.
ANNEXURE
QUESTIONNAIRES
Name :______________________________________
Address: ______________________________________
Part - I
{For customer}
a. Yes ( ) b. No ( )
Q2. From how many year you have been using the Lux soap?
Q3 Did you like the 365 g Vim and get 150g free in only 26Rs scheme?
a. Yes ( ) b. No ( )
a. Yes ( ) b. No ( )
Q5. Did you purchase an extra quantity of Vim influencing by the scheme?
a. Yes ( ) b. No ( )
a. 2 times ( ) b. 3 times ( )
Part - II
{For retailer}
Options
Yes
No
Options Tick
Margin
Demand
Others
Q3. Does the quality is better than other brand you are selling?
Options
Yes
No
Options
Yes
No
Q5. Do you think that the promotional material provided attracts customers?
Options
Yes
No
Options
Good
Average
Poor
Q7. Does the company provide you promotional material?
Options
Yes
No
Q8. Is the promotional material provided by the company are effective?
Options
Yes
No
Q9. Are you interested in selling company product if the company provides you
attractive margin?
Options
Yes
No
Q10. What are the responses of customers after sales promotional activities of
the company?
Options
Excellent
Good
Average
Poor
Can't Say
Where is conclusion???????
Summary….
Why there are two
questionnaires….???
Questionnaire is just irrelevant..