A

Summer Training Project Report

on

“A survey on the preference of salaried class on various

investment option available ”

Submitted to

Dr. A.P.J. Abdul Kalam Technical University, Lucknow

for the partial fulfillment of

MASTER OF BUSINESS ADMINISTRATION

Batch 2022-24

Submitted to Submitted By

Prof. Rahul singhal Nitesh tiwari

(Assistant Professor) Roll No. 2208200700062

AKGIM, Ghaziabad MBA III Sem

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th K.M Stone, NH—24, Delhi Hapur Bypass Road,

Adhyatmik Nagar, Ghaziabad- 201009

1
 DECLARATION

I, Nitesh tiwari student of M.B.A. 2nd Year from Ajay Kumar Garg Institute of Management,

Ghaziabad, hereby declare that the project work entitled “A survey on the preference of salaried

class on various investment option available ” done at Mutual Globe is carried out independently

under guidance of Ms. Roli tiwari (H.R Manager) Mutual Globe

This Project Report is submitted to the Ajay Kumar Garg Institute of Management, GHAZIABAD,

in the partial fulfillment of the requirements for the award of MBA. I further declare that this report

is based on the original Project study done by me.

Nitesh tiwari

M.B.A. Batch: 2022-24

Roll No.: 2208200700062

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 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals. I would like to extend my sincere thanks to all of them.

I am highly indebted to Ms. Roli tiwari (H.R Manager) for his guidance and constant supervision as
well as for providing necessary regarding the project and also for their support in completing the
project.

I would like to express my gratitude towards our parents and faculty of M.B.A. of Ajay Kumar Garg
Institute of Management for their kind co-operation and encouragement which help me in
completion of this project.

Many people have influenced the shape and content of this project, and many supported me through
it. I express my sincere gratitude to Prof. Rahual singhal for assigning me a project on “ A survey on
the preference of salaried class on various investment option available”

My thanks and sap preciation also goes to my colleagues in developing the project and people who
have willingly helped me out with their abilities.

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 TABLE OF CONTENTS
S. No. PARTICULARS Page No.

1. DECLARATION

2. ACKNOWLEDGEMENT

3. EXECUTIVE SUMMARY 5

4. CHAPTER 1 – Company Profile 6-14

 Introduction to the Company

5. CHAPTER 2 – Introduction of the Project 15-20

6. CHAPTER 3 – Literature Review 21-32

7. CHAPTER 4 – Objective of the Study 33-34

8. CHAPTER 5 – Research Methodology 35-37

Research Design
Sampling
Sampling Size
Data Collection Method

9. CHAPTER 6 - Data Analysis and Interpretation 38-68

10. CHAPTER 7–Findings 69-70

11. CHAPTER 8- Conclusion 71-72

12. CHAPTER 9– Recommendations 73-74

13. CHAPTER 10 – Limitations 75-76

14. Bibliography 77

15 Appendix 78-82

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5
 LIST OF TABLES

S.No. TABLE Page No.

1. Table1(Respondent’s Gender) 41

2. Table 2 (Respondent’s public transport ) 44

3. Table 3 (Respondent’s business benefit) 46

4. Table 4 (Respondent’private cabin) 48

5. Table 5 (events) 50

6. Table 6 (environment) 52

7. Table 7 (lighting) 56

8. Table 8 (cctv cameras) 59

9. Table 9 (24 hour access) 61

10. Table 10 (Respondent offer) 63

11. Table 11 (Respondent’s facility) 65

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 LIST OF CHARTS

S.No. CHART Page No.

1. Chart 1 (Respondent’s Gender) 42

2. Chart 2 (Respondent’s martial status) 43

3. Chart 3 (Respondent’s public transport) 45

4. Chart 4 (Respondent’s business benefit) 47

5. Chart 5 (private cabin) 49

6. Chart 6 (events) 51

7. Chart 7 (environment) 53

8. Chart 8 (cafeteria) 54

9. Chart 9 (security) 55

10. Chart 10 (Respondent’s lighting) 57

11. Chart 11 (Respondent’s meeting) 58

12. Chart 12 ( CCTV) 60

13. Chart 13 (24 hour) 62

14. Chart 14 (offer) 64

15. Chart 15 (facility) 66

16. Chart 16 (advertisment) 67

17. Chart 17 (opt service) 68

18 Chart 18 (plan) 69

19 Chart 19 (recommend) 70

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8
 EXECUTIVE SUMMARY

Mutual Globe company is a educational company provide crash course to study the

mutual fund and financial planning of retirement and provide mutual fund scheme. The

objective of internship training is to study the theory of mutual fund and history of

mutual fund to better experience on that industry and after study know the investor

preference on investment and provide him to a best retirement planning. In this report we

learn what the preference of salaried employee preference to invest the various option

availne in the market Key findings are Co-working spaces are great for networking

opportunities, also location and accessibility are two important factors that have helped

make co-working spaces a popular and profitable option.

Research type in this project is exploratory and descriptive, data collection is primary

data and, sample size is 50 clients and research tools are pie chart and bar graphs.

The present research report gives a detailed view of Analysis of HUSTLE COWORK.

I have tried my best to represent all relevant data and information relating to my project

work. I hope this report will serve the purpose of the readers.

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 PART-A

(COMPANY PROFILE)

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 CHAPTER- 1

COMPANY PROFILE

 INTRODUCTION TO THE INDUSTRY

HUSTLE COWORK, KARKARDOOMA, EAST DELHI

Hustle Cowork Karkardooma, East Delhi, Hargobind Enclave is a beautifully designed

startup hub and coworking and shared office space in east Delhi. Team cabins, coworking

area, leased line internet, virtual office, meeting rooms or lockers we have everything a

small business needs to grow and do what they love.

With its first hub in Bangalore, India, Hustle Cowork is the largest, best rated and the

only shared office and coworking office space in East Delhi that promotes collaboration

and provides a professional, inspirational and self-sustaining space to grow and nurture

entrepreneurialism.

Hustle Cowork is the only coworking space in the whole Delhi NCR that has coworking

space, professional studio and a maker’s lab all at one location. Freelancers, Startups and

Small Business Owners flock here to become part of vibrant business community.

Business Owners meet mentors and investors, learn from fellow entrepreneurs and get

trusted referrals.

As a community of local-minded and business focused people, we are able to provide

environment of innovation and collaboration.

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About Organization

With its first hub in Bangalore, India, Hustle Cowork is the largest, best rated and the

only shared office and coworking office space in East Delhi that promotes collaboration

and provides a professional, inspirational and self-sustaining space to grow and nurture

entrepreneurialism.

Hustle Cowork is the only coworking space in the whole Delhi NCR that has coworking

space, professional studio and a maker’s lab all at one location. Freelancers, Startups and

Small Business Owners flock here to become part of vibrant business community.

Business Owners meet mentors and investors, learn from fellow entrepreneurs and get

trusted referrals.

Building Amenities

1. Professional & Social Events:

We organize regular events for you in order your business networks. In order to increase

your business networks.

2. Cleaning Services:

Our cleaning team works 24 hours to keep our premises in a well ordered manner.

3. High Speed Internet:

We offer an internet friendly environment with a secure Wi-Fi connection and 16 Mbps

of internet speed.

4. Meeting Rooms:

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Our premises has a state of the art meeting room with marble tiles and A/V gear.

5. Coffee:

Stay caffeinated throughout the day with an infinite stream of freshly coffee.

Key Management Personnel

COMPANY DIRECTORS KIRTIMAN SHARMA AND CHESHTA SHARMA

PARENT COMPANY IIPTA

Company name MABBIT COMMUNICATIONS PRIVATE LIMITED

Company Active

Company category Non govt. company

Class of company Private

Date of incorporation 06 November 2008

Age of company 10 years, 7 month, 22 days

Hustle Cowork Website:https://www.hustlecowork.com/coworking-space/delhi/

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Hustle Coworking space in East Delhi & nearby Location

Hustle Coworking space in East Delhi is located on the Delhi Metro route of blue line. It

is on the main road – main Vikas Marg between Karkardooma metro station and Preet

Vihar metro station, East Delhi. This makes it a great location for startup community of

East Delhi, Noida and Ghaziabad.

It is at walking distance for people living in nearby location or searching coworking

space in east Delhi or commercial office space on rent in Laxmi Nagar, Preet Vihar,

Rajendra enclave, Defense Enclave. Gagan Vihar, Parparganj industrial area. Startup can

easily find accommodations in residential areas near Hustle Cowork like Hargobind

Enclave, Jagriti Enclave and Anand Vihar, or use these locations for product validation in

the residential areas.

Shared office and affordable private offices at Hustle Co-working Space in East Delhi are

a great alternative for people paying huge rents in Aditya arcade, Scope Miners, Preet

Vihar community center, near V3s Mall, Cross River Mall or Angle Mega Mall in

Ghaziabad. And a defined upgrade for people working in dingy chamber and small

offices of Laxmi Nagar and Shakarpur.

Some more nearby place with a commute time of less than 20 minutes are Anand Vihar,

Mayur Vihar, Krishna Nagar, Geeta colony, Connaught place (CP), Noida, Kaushambi,

Sahibabad and Vaishali in Ghaziabad.

Hustle Coworking Space is surrounded by hospitals, banks, ATMs, bus stops and local

markets making it extremely easy for any freelancer, startup founder/cofounder or a small

business owner to setup their business at. Even night shift businesses like call centers and

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tech support call centers prefer this location due to nearby shops like “24×7” and “7

days” that keep open through the full night shift.

Dedicated seats:

Dedicated Seat plan gives you access to a seat 24×7 in the coworking area mentioned

above. You have your name on the desk and no one will sit on this place even if you are

not present + you get to sit at the very same spot every day no matter what. This means

you can leave your stuff like desktop CPU and monitor, desk plants and your files in the

lockable cabinet that you have keys for. This is still a shared office as you are sitting with

other entrepreneurs sharing the same space, but your seat is booked, and you do not have

to change your seat ever.

Dedicated office space per seat is an option for people working in day shift as well as in

the night shift. At Hustle Cowork dedicated seat plan starts at just Rs.6500 per seat per

month.

Private Cabins:

People how like a feel of commercial office on rent or a team room or just love privacy,

this option is the way to go. At Hustle Cowork we have cabins starting form 1 seat all the

way to 10 seat large team cabins. You get 24 x 7 access to a lockable cabin where you

can your team can work in privacy still get out of your cabin to get the feel of the

community and the coworking ecosystem.

List of all the professions form which people are working at Hustle Cowork and shared

office space right now:

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Web Designing and Development, Digital Marketing, Explainer Video, Financial

Advisory, Service, Intellectual property service, Digital billboard media, Turnkey Interior

designers, App magazine, Resume writer, Chartered accountant, PR consultant, Online

education, Self-driven car rental app, Educational Seminar company, ecommerce.

Out sourced employees, Personality testing service, Bakery administration department,

Guitar training academy, College teachers, 2D and 3D animators, Solar energy, Public

Speaking Coach, Brass and Metal Hardware Manufacture, Agro , Biochemical products,

MS office training, Fashion Blogger, Food Delivery App, eGovernance App, Aerospace

engineering services.

Digital Agency, Ecommerce Marketing Automation, Graphic Designers, Discount

Ecommerce, You tuber, Tax consultant, Culture Diversity Solution, Stock Broking,

Travel, Startup Education, App Development Training, Health Insurance, Software

Development, coders, Lawyers, Charted Accountants, Photographers, Writers/Editors,

Architects, Freelancers, Remote Workers.

Direct Competitors of Hustle Cowork in east Delhi:

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Mabbit’s mission is to bring global standards in planning, execution and penetration in

MarCom industry. Some of the major services provided are:

1) Market Research and Analysis - With complete market and target audience

research, we help our client advertise in right niche and to right target audiences.

2) Media Planning - We help you choose right medium to reach and penetrate your

target buyers. 3) Creative Campaign Production - We help create and produce eye

catching campaign for targeted audiences.

4) Branding - We help your company identity to get placed in particular market niche

and targeted audiences.

5) CRM - CRM needs to put the customer first. This simple notion has extensive

implications for the CRM planning process.

6) Media Buying / Selling

7) Public Relations - Creation of a state-of-the-art and precise corporate PR strategy is

aimed at image lifting through analysis of possible events and trends.

8) Guerrilla Marketing - Guerrilla marketing was initially used by small and medium

size (SMEs) businesses, but it is now increasingly adopted by large businesses because of

high penetration.

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18
 CHAPTER 2
Introduction of the Project

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 INTRODUCTION OF THE TOPIC

During my research I've focused on the wants and needs of the coworkers I've talked to.

I wanted to know, if coworking spaces can actually help people in their daily work-life.

And if so, how.

Coworking spaces are shared workplaces utilised by different sorts of knowledge

professionals, mostly freelancers, working in various degrees of specialisation in the vast

domain of the knowledge industry. Practically conceived as office-renting facilities

where workers hire a desk and a wi-fi connection these are, more importantly, places

where independent professionals live their daily routines side-by-side with professional

peers, largely working in the same sector – a circumstance which has huge implications

on the nature of their job, the relevance of social relations across their own professional

networks and – ultimately – their existence as productive workers in the knowledge

economy.

Contemporary coworking originates in 2005 in San Francisco. It brought the possibility

of envisaging a ‘third way’ of working, halfway between a ‘standard’ worklife within a

traditional, well-delimited workplace in a community-like environment, and an

independent worklife as a freelancer, characteristic of freedom and independence, where

the worker is based at home in isolation. This third way was coined ‘coworking’ without

the hyphen, to indicate the practice of working individually in a shared environment –

and to differentiate it from co-working (with hyphen), which indicates working closely

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together on a piece of work (Fost, 2008) – although often these terms are used

interchangeably.

Therefore I've finally decided to define a coworking space by it's main purpose:

Coworking spaces are the result of a quest for strategies to deal with the risks and

problems of new, flexible types of work. The defining feature therefore is whose and

which needs coworking spaces are serving. So, in my opinion this is a coworking space

Over the past decades, the use of mobile technology has increased and the attitude

towards work has changed, making it possible to work anywhere at any time. However,

workers still seek work environments that stimulate networking and collaboration

possibilities. This has led to the growing popularity of co-working spaces. However, little

is known about the specific preferences of co-working space users. The aim of this

research is to analyse user preferences for co-working space characteristics. Stated choice

data were collected by means of a questionnaire which was completed by 50 respondents

of co-working spaces in the Delhi NCR. A google form model was used to analyse the

user preferences. Results show that the main motivations for co-workers to work in a co-

working space were that they were looking for a workplace outside their home that

allows them to work in an inspiring work environment where the accommodation is

affordable. Accessibility and atmosphere/interior are the most important characteristics

when choosing a specific co-working space. These results provide owners or managers of

co-working spaces with clear insights about how to cope with co-worker preferences by

offering co-working spaces with good accessibility by car and public transport, a semi-

open layout and a homelike interior.

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BENEFITS OF COWORKING SPACES OVER OFFICES:

All offices, whether online or brick and mortar operations, need space to work out from.

With improved technology enabling distributed workforces and travel options enabling

access to hitherto remote areas of a city, economical office space is not too difficult to

find. However, every now and then, the distributed workforce needs to come together and

the office in a remote area needs to mark its presence in or near a central business district

(CBD). But hiring office space for these infrequent needs is uneconomical.

In CBDs of metros like Mumbai and Delhi, the average rent of grade A office space can

be more than Rs250 per sq ft. Add to this the cost of setting up and maintaining the space,

and the fact that commercial spaces are usually let out as long-term leases. As a result,

prime real estate was considered to be beyond the reach of most startups, small business,

and even many established professionals.

To cater to emerging businesses, start-ups and professionals, many companies have

started offering different types of office spaces such as business centres, or serviced

offices, co-working spaces, and even virtual offices. “These office spaces were not very

prevalent two years ago but last year the co-working footprint has increased considerably.

Currently, more than 160 operators facilitate co-working offices with over 350

operational centres across various Tier I and Tier II cities in India," said Surabhi Arora,

senior associate director, research, Colliers International India. A co-working space is

usually an open floor-format office with shared spaces for meetings and networking.

These office spaces try to address the immediate needs of their customers. For instance, if

a company organises a meeting only once a month in a city, or has very few employees in

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a place, or wants to employ some people only for a few months or weeks; they no longer

need to get into a long-term lease for these short-term needs.

Typical features of coworking office spaces today include:

• Full-service and fully-staffed, turnkey office space

• Flexible use plans by the day, week, month or year

• Affordable locations in upscale areas, open 24/7

• Opportunity to work and socialize with like-minded people

• Amenities such as coffee, snacks, bike storage or gym

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FUTURE OF COWORKING SPACES IN INDIA
Coworking space as a concept is quite alien to the general masses. It is due to the rise of

millennials and startups culture in the country. The coworking is another western concept

that has found wings in India. Relatively a new concept in early 2010s, now co-working

industry has carved a niche for itself in the Indian economy.

It has seen a rapid growth in the number of professionals to prefer coworking spaces over

the traditional office set up in the recent years. India in general is undergoing a sea of

change since there are plethora of MNCs, SMEs and growing start-up companies which

are looking actively to move into co-working spaces. Since it is an economical choice

and it helps the companies save on their running capital cost and gives a more flexible

workspace.

The industry of co-working space is constantly being shaped and expanding. It is

estimated to reach a market valuation of $2.2 billion by 2022 with a market penetration of

5.7 percent. With such promising numbers and the constant growth scalability of

coworking hubs, we can say that the future of co-working spaces in India is very bright

and evolving.

Since India is a cesspool of a thriving economy, abundant talent and growing

employment, it is the perfect office space for acceptance of a new working style. Due to

the flexibility that India has begun to showcase, the demand for flexible, innovative and

collaborative workspaces have become a reality and they are sprucing up swiftly.

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 CHAPTER -3

(LITERATURE REVIEW)

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 Literature Review

(Florida, 2002). A wide and diverse body of literature has recently flourished

around the theme of coworking, addressing this topic from the perspective of academic

and practitioners mostly as concerns the emergence of collaborative models of work and

distributed organisations. However, though with notable exceptions, most contributions

in the literature builds on the assumption that coworking represents an inevitably positive

innovation, with few dwelling upon empirical findings and rarely offering a critical

understanding.

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Pratt (2002), the San Francisco Peninsula was one of the leading areas in new media
production in the early 2000s as a result of a ‘hybrid’ infrastructure of interaction able to

connect technologies, spaces and people. Pratt notes that San Francisco, located at the

end of the Silicon Valley with a high concentration of technology industries and

hardware companies, satisfied the requirements of a contemporary ‘product space’. This

was due to an efficient socio-spatial division of labour and cultural ambience naturally

entailed into a ‘bohemian’ environment – a vibrant culture infused with political activism

and socially-organised work patterns based on social networks and tacit or shared

knowledge (Pratt, 2002). Since inception, the idea of coworking has quickly spread to

become, ultimately, a ‘trendy topic’ bearing huge expectations concerning the future of

knowledge work. Johns and Gratton for instance, define coworking as the ‘third wave of

virtual work’ (2013: 1), that seeks to restore ‘co-location’ in the digitalising mode of

production where tasks can be performed anywhere, anytime. A proliferation of

coworking initiatives and ventures can be currently witnessed in different cities

worldwide, for a somewhat self-proclaimed ‘coworking movement’ that now aligns with

other similar ‘trendy’ concepts which flourished in the post-crisis economy, such as

‘startups’, ‘social innovation’ or ‘sharing economy’ (Botsman and Rogers, 2011). This

literature review locates coworking principally in relation to these approaches to

challenge the often overenthusiastic framework of interpretation and confront it with the

existing empirical data.

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Lange (2011) outlines a definition of coworking spaces as bottom-up spaces

participated by workers who strive for independence, collaborative networks and politics,

and that share a set of values in a ‘collective-driven, networked approach of the open

source idea translated into physical space’ (Lange, 2011: 292). The idea underlying this

assumption is that social relations are the main factors of productivity across coworking

spaces, conceived as collaborative environments where microbusinesses and freelancers

deploy new production opportunities in non-hierarchical situations. Those accessing

coworking spaces are mostly ‘culturepreneurs’, a term Lange coined to identify

knowledge professionals with multi-functional skills and irregular career paths, operating

as self-entrepreneurs within scarcely-institutionalised economies (Lange, 2006). This

term stresses both the cultural’ dimension that connotes coworkers, and the eminently

entrepreneurial trait of their activity, that is framed into a non-competitive and largely

‘socialised’ philosophy of work perpetrated into a production context made of small-size

actors, which does not imply hierarchical relations and where organisational

arrangements are constantly renegotiated (Lange, 2006, 2011).

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Spinuzzi (2012) sustains that coworking is the most eminent example of the new
models of ‘distributed work’, that seem to be the incoming trend in the organisation of

labour in the knowledge economy. Distributed work is intended to be a flexible

organisational arrangement whereby different subjects pursue objects and produce

outcomes across network-based, collaborative schemes of production. Among the

subjects, Spinuzzi includes, not only the coworkers but also the proprietors, known as

‘hosts’, who play a crucial role in the organisation of the space by being hybrid figures

who both lead the space and also cowork within it. Spinuzzi provides a more business-

oriented and entrepreneurial perception of coworking practices. The coworkers in

Spinuzzi’s account are not just ‘workers’ or ‘professionals’ – rather, mostly ‘non-

employee enterprises’, meaning individuals who run a self-enterprise with no employees,

looking to increase profit and business turnover through a managerial cultivation of social

relations. Spinuzzi calls this a logic of ‘good neighbours’ or a ‘good partners’ approach, a

partially communitarian organisational rationale by which business outcomes are pursued

through temporary partnerships and collaborations among peers working in the space,

resulting from a combination of complementary skills and social relations (Spinuzzi, 2012).

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(Blair, 2001; Grugulis and Stoyanova, 2011, 2012). A recent survey
distributed among coworkers enrolled in the different spaces across Milan seems to

confirm this insight (Colleoni and Arvidsson, 2014). First, the research offers the profile

of a largely male workforce made of freelancers or self-employed professionals ranging

in age from 24-44, with a multi-functional set of competencies and not a single

professional specialisation. Both traditional intellectual professionals directly related to

the creative industries (architects, designers, etc.), and ‘digital professionals’ such as

community managers, social media content producers and PR or branding consultants,

make up part of the fluid aggregation of coworkers in Milan. This means that across

coworking spaces we can find a ‘multi-functional’ set of professionals whose skills are

both the result of education and training as well as of ‘commonly available’ knowledge,

especially knowledge that directly pertains to the digital economy. The average gross

income per month is reportedly between 1000 and 2000 euros that is quite low

considering the condition of ‘partita IVA’ (the self-employed status in Italy) is

characterised by high tax rates (Ranci, 2012) and combines with Milan’s comparably

high rental cost (Global Property Guide, 2014).

More specifically, in terms of the intrinsic relation between business-oriented networking

practices and coworking, this study shows that the expectations from participating in a

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coworking space among Milanese coworkers explicitly relate to the need of getting a

sense of community (48%) and entertaining networking activity (34%) (Colleoni and

Arvidsson, 2014). Besides the somewhat self-evident claim of accessing coworking

spaces to overcome isolation and experience worklife in a physical space (55%),

coworkers in Milan declare their activity has a peculiarly instrumental aim; the

construction of a network of contacts and the acquisition of a reputation in the

professional scene. This should be seen as strategic to access social capital resources that

lead to jobs and income. A large majority of workers declare having expanded their

network of clients (61%) and collaborators (62%) by accessing a coworking space in a

mutual process that enables interdependence among workers (Colleoni and Arvidsson,

2014). Also, an overall 52% of coworkers report that their earnings have increased since

participating in coworking spaces.

Capdevila (2013) offers a theory of coworking spaces as ‘microclusters’ that enable

knowledge transfer among members from a network-based perspective. In their analogy

with localised industrial clusters, where organisations and firms entertain network

31
relations among themselves with the purpose of building trust relations, Capdevila argues

that coworking spaces are territories where microbusinesses and freelancers coexist and

collaborate on a variety of actions and tasks. Thus, coworkers tend to be involved in the

establishment of communitarian relationships of trust among themselves, largely

escaping the competitive frameworks to engage in different forms of negotiable

collaboration.

While reiterating the same non-competitive dimension of coworking, the account

provided by Capdevila describes a complex socio-economic scene based upon networked

dynamics of interaction, where old and new organisational practices coexist in an

instrumentally coherent ‘rationale’ that leverages on social capital to access network

resources with expected economic return. Capdevila stresses how, with the end of the

Fordist era, the traditional industrial clusters are being replaced by ‘innovation networks’

constituted by networked microbusinesses, whereby larger firms operate as ‘anchors’ and

attract new businesses into the cluster. In his view, coworking spaces provide the

necessary intermediation to this network activity, as well as a physical platform for this

purpose (ibid.).

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Colleoni and Arvidsson, 2014). Concerning organisational logic, the

argument presented is that coworking spaces are functional in constructing networks and

‘new’ reputation-based social capital in a context where the ‘old’ ways of social capital

leverage to access jobs, such as family ties, are no longer effective. The pursuit of a

personal reputation emerges in this context as the most prominent factor for coworkers in

terms of productive outcomes and organisational arrangements, as it plays an

‘intermediary’ role in accessing network resources and generating valuable outcomes. As

a result, from this perspective the ‘communitarian’ and ‘value-oriented’ approach to work

should therefore be seen under a different nuance, mostly as the necessity to share a

‘habitus’ that pertains to a creative community (Colleoni and Arvidsson, 2014).

(Moriset, 2014) This literature review aims to give a different angle of

interpretation. Should we consider coworking phenomena as inevitably positive, as the

‘vibe’ seems to support, or should we be alerted to an emerging ‘coworking bubble’, as

recently suggested (Moriset, 2014), given that coworking is being increasingly used for

branding, marketing and business purposes? This question will be discussed by

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examining the people using coworking spaces, their motivations, expected outcomes and

perceived benefits. It also considers how questions of social relations and organisational

arrangements fostered in coworking spaces are presented in the literature. Do coworking

practices and organisational arrangements effectively bear the potential to provide urban

freelance knowledge workers with a physical space to reorganise and their mobile and

nomad worklife – who now regularly live at the borders of offline-online practices of

interaction and the production of work – and what are the eventual ramifications of these

practices? These questions represent central issues that impact broader topics in the

literature of knowledge work – such as the changing nature of work practices, the

functioning of knowledge labour markets, the nature of value across knowledge networks

and even a growing discourse around proto-dynamics of class recomposition (Arvidsson,

2014).

Moriset’s (2014) exploratory study reports an overall number of 2,498 mapped

spaces worldwide. This appears to be just a downward estimate since a growing number

of businesses of different sorts are currently opening coworking ‘sections’ within their

activities, indeed without formally registering as coworking spaces. In his work,

coworking spaces are epitomised as ‘third places’ between home and work. He argues

that coworking is a global phenomenon that maintains strong local roots, as it frames into

34
policies which point towards the emergence of creative districts around urban

environments – and casts a light on the risks of a possible ‘coworking bubble’, given that

the profitability of these initiatives is often still low (ibid.).

In order to directly address the latter issue, we should take into account that since the

earliest coworking phenomenon reports, the primary rationale of coworking is not, in

principle, business-oriented. On the contrary, a significant element that seems to

characterise coworking practices is an ‘open source community approach’ to work

(Leforestier, 2009), intended as a collaborative practice that seeks to establish

communitarian social relations among the member-workers. According to an article on

Network World, coworking is conceived as a ‘movement’ or a ‘philosophy’ characterised

by four common values: collaboration, openness, community and sustainability (Reed,

2007).

Alongside practitioner-oriented research, a growing stream of academic empirical work

has arisen concerning coworking practices. In a study of collaborative production in

Berlin

Ultimately, coworking spaces may even be beneficial in this regard since, differently

from Florida’s claims based on lifestyle and success, coworking spaces do not just restate

a physical dimension but principally act as new intermediaries for value production, thus

potentially igniting the acknowledgement of common economic interests among

coworkers – a potential ‘coworking class’ presently unaware of any collective

35
subjectivity or consciousness. Whether this will lead into a full process of class

recomposition, however, remains to be seen, as the mere existence of political claims

among creative people often remains silenced beneath the ‘coolness’ of participating in

the creative lifestyle.

36
 CHAPTER-4

(OBJECTIVES OF THE STUDY)

37
 RESEARCH OBJECTIVES

1. To identify the characteristics of hiring space in Hustle CoWork

2. To identify the factors that influences customers' to hire space in

Hustle Cowork

38
 CHAPTER-5

(RESEARCH METHODOLOGY

39
 RESEARCH METHODLOGY

Research methodology involves specific techniques used to identify, select, procedures

and analyze information about a topic.

a. Research Design: This project is considered as on ANALYTICAL

RESEARCH.

Analytical research is the research in which researcher has to use facts or information

already available and analyze these to make a critical evaluation of the facts , figures,

data or material.

Data requirement : Identification of dependent and independent variables

Identification of concept of perception

• Identification of target customers

b. Sampling procedure: The type of research design is Exploratory. The

research instrument used for this project is Questionnaire.

c. Sample Size: The sample size is selected as 50 and the response are analyzed

and conclusions are derived

d. Data Collection Method: The research instrument used for this project is

Questionnaire. The questionnaire is designed such that it covers all the objectives of the

research work. The language of the questionnaire is kept simple and easily

understandable. The questions are to the point and convey the exact information required

40
for the research. Also, the number of questions is enough to solve the purpose of the

research and not annoy the respondent.

41
 CHAPTER-6

(DATA ANALYSIS &

INTERPRETATION

42
 CHAPTER- 6

DATA ANALYSIS & INTERPRETATION

Ques1: Gender

S.No. Gender No. of Valid Percentage

Respondents

1 Male 36 72%

2 Female 14 28%

3 Total 50 100%

Table 1: Gender Respondents

43
Interpretation: In the above chart we can see that out of 50sample size 72%
respondents were male and 28% were females with different age groups.

Ques 2 : Martial Status

44
Interpretation: In the above chart we can see that out of 50 sample size 88%
respondents were married and 12% were unmarried

45
 Ques 3: Does this space has access to public transport ?

S. No. Public No. Of Valid

transport Respondent Percentage

1 Strongly 1 2%
disagree

2 Disagree 1 2%

3 Neutral 12 24%

4 Agree 23 46%

5 Strongly 13 26%
agree

6 Total 50 100%

46
Interpretation
In this above diagram show that there are 50 responses in which 2%respondents are
Strongly disagree , 2 % disagree, 24 % neutral and 46 % agree and 26 % Strongly agree

47
 Ques 4 : Will my business benefit by working with them ?

S. No. Business No. Of Valid

benefit Percentage
Respondent
1 Strongly 0 0%
disagree

2 Disagree 0 0%

3 Neutral 9 18%

4 Agree 25 50%

5 Strongly 16 32%
agree

6 Total 50 100%

48
Interpretation
in this above diagram show that there are 50 responses in which 18%respondents neutral

and 50% agree and 32 % Strongly agree

49
 Ques 5 : Do they offers open space and private cabins ?

S. No. Private cabins No. Of Valid

Percentage
Respondent

1 Strongly 0 0%
disagree

2 Disagree 3 6%

3 Neutral 10 20%

4 Agree 18 36%

5 Strongly 19 38%
agree

6 Total 50 100%

50
Interpretation
In this above diagram show that there are 50 responses in which 2%respondents are 6 %
disagree, 20 % neutral and 36 % agree and 38 % Strongly agree

51
Ques 6: Do they organize any events and seminars ?

S. No. Event & No. Of Valid

Seminars Percentage
Respondent

1 Strongly 0 0%

disagree

2 Disagree 2 4%

3 Neutral 11 22%

4 Agree 21 42%

5 Strongly 16 32%

agree

6 Total 50 100%

52
Interpretation
In this above diagram show that there are 50 responses in which 2%respondents are
disagree, 22 % neutral and 42 % agree and 32 % Strongly agree

53
 Ques 7 : Does it offer a distraction free environment ?

S. No. environment No. Of Valid

Percentage
Respondent

1 Strongly 0 0%

disagree

2 Disagree 3 6%

3 Neutral 7 14%

4 Agree 23 46%

5 Strongly 17 34%

agree

6 Total 50 100%

54
Interpretation
In this above diagram show that there are 50 responses in which 6%respondents are
disagree, 14 % neutral and 46 % agree and 34 % Strongly agree

55
Ques 8 : Do they have a cafeteria ?

Interpretation
In the above chart we can see that out of 50 sample size 94 % respondents were
agree that they have a cafeteria and 6% are not agree

56
Ques 9 : Do they demand for a security deposit?

Interpretation
In the above chart we can see that out of 50 sample size 92 % respondents were agree to
give the security and 8% are not agree

57
 Ques 10 : Is there proper lighting in the office ?
S. No. Proper No. Of Valid
lighting Percentage
Respondent
1 Strongly 1 2%
disagree

2 Disagree 0 0%

3 Neutral 11 52%

4 Agree 26 22%

5 Strongly 12 24%
agree

6 Total 50 100%

58
Interpretation
In this above diagram show that there are 50 responses in which 2%respondents are

Strongly disagree , 22 % neutral and 52 % agree and 24% Strongly agree

59
Ques 11 : Do they have a meeting room ?

Interpretation
In the above chart we can see that out of 50 sample size 96 % respondents were agree that
they have a meeting room and 4% are not agree

60
 Ques 12 : Do they have cctv cameras ?
S. No. Cctv cameras No. Of Valid
Percentage
Respondent
1 Strongly 0 0%
disagree

2 Disagree 1 2%

3 Neutral 11 22%

4 Agree 20 40%

5 Strongly 18 36%
agree

6 Total 50 100%

61
Interpretation
In this above diagram show that there are 50 responses in which 2%respondents are

disagree, 22% neutral and 40 % agree and 36 % Strongly agree

62
 Ques 13: Do they provide 24 hour access ?

S. No. 24 hour No. Of Valid

access Percentage
Respondent

1 Strongly 0 0%

disagree

2 Disagree 0 0%

3 Neutral 17 34%

4 Agree 23 46%

5 Strongly 10 20%

agree

6 Total 50 100%

63
Interpretation
In this above diagram show that there are 50 responses in which 34%respondents are

neutral and 46 % agree and 20 % Strongly agree

64
Ques 14 : Do they offer a weekly/monthly/ yearly contract ?

S. No. contract No. Of Valid

Percentage
Respondent

1 Strongly 0 0%

disagree

2 Disagree 1 2%

3 Neutral 15 30%

4 Agree 13 26%

5 Strongly 21 42%

agree

6 Total 50 100%

65
Interpretation
In this above diagram show that there are 50 responses in which 2%respondents are

disagree, 30% neutral and 26 % agree and 42 % Strongly agree

66
 Ques 15 : Do they offer a trail facility ?

S. No. Trail facility No. Of Valid Percentage

Respondent

1 Strongly disagree 0 0%

2 Disagree 3 6.1%

3 Neutral 13 26.5%

4 Agree 21 42.9%

5 Strongly agree 12 24.5%

6 Total 50 100%

67
Interpretation
In this above diagram show that there are 50 responses in which 6.1% respondents are

disagree, 26.5% neutral and 42.9 % agree and 24.5% Strongly agree

68
Ques 16 : How do you know to come hustle co –work ?

Interpretation
In this above diagram show that there are 50 responses in which 54% respondents are are

know with the help of digital adverstisment and 6% are go through from tv

advertisement and 36 % are from friend and relatives and 4% people are from other

sources

69
Ques 17: why did you opt. co working space ?

Interpretation
In this above diagram show that there are 50 responses in which 54% respondents are opt

because they offer less price 40% are go through because they are available in every

location and 6 % are from other sources

70
 Ques 18 : For how long you plan to continue co-working from

hustle co work ?

Interpretation
In this above diagram show that there are 50 responses in which 46% respondents are

plan to continue for (1-3 year) and 14% are (0-1 year) and 40% (3-5 year)

71
 Ques 19 : Would to recommend others for renting space at

hustle co work?

Interpretation
In this above diagram show that there are 50 responses in which 98% respondents are

recommend to others and 2% are not recommend to others.

72
CHAPTER 7

Findings

73
 Findings
KEY FINDINGS ARE:
1. Co-working spaces are great for networking opportunities.

2. Location and accessibility are two important factors that have helped make co-
working spaces a popular and profitable option.

3. As per my research in the company, 90% of the co-workers are happy with their
co-working space.

4. 90% of members felt healthier working in a coworking office.

5 Coworkers have a chance to chat with people that can help out with some of the
areas they’re lacking in.

6. Coworkers prefer coworking space more because of environment it provides.

7 70% people are use because they charge less price

74
CHAPTER 8
Conclusion

75
 Conclusion

This analysis of project on coworking spaces gave me a brief knowledge and experience

of that how to retain a customer for having a membership in coworking place.

The study undertaken has brought in to the light of the following conclusions. According

to this project I came to know that Coworking spaces will continue to rise!

Co-working spaces have been created because there is a real demand for it all over the

world. Many lonely entrepreneurs are willing to join participative spaces since experience

is valuable only if it is shared.

Founders of co-working spaces offer cheap desks, the business could be profitable but it

is not a cash machine, the welfare of the entrepreneur come before making money. Soon

an international network will be put in place to facilitate international communication and

use of best practices.

By offering friendly environment dedicated to creativity, employees could develop more

ideas.

76
 CHAPTER 9
Recommendations

77
 Recommendations

1. The profit Of the Company Is not in a good Position for That company has to

Take Alternative Actions such As:

• Company should focus more on advertising about their coworking spaces

rather than local marketing.

• Also they should focus on irrelevant cost they are facing on things which are

having effect on profit of the company.

2. The charges of one month of providing desk and membership is quit high as

compared to other competitors, so they should focus on this.

3. Also the office of the company is not free from noise, hence they should focus

on providing the distraction free environment to their clients .

78
CHAPTER 10
Limitations

Limitations

79
Though the present study aims to achieve the earlier-mentioned objectives in full earnest

and accuracy, it was hampered due to certain limitations. Some the limitations of this

study may be summarized as follows:

1. The main limitations of the study was the data collected may not be accurate

information as it was collected from limited personnel.

2. The time spam for the project was limited.

3. Some clients were very reluctant to answer the questions that were asked in the

questionnaire.

4. Lack of availability of relevant information was a major problem.

5. There was no scope to work in a live project.

80
 BIBLIOGRAPHY

• Gandini, The rise of coworking spaces: A literature review, Ephemera, vol.15,

no.1, pp.193-205,

• Leforestier, The Co-Working Space Concept, CINE Term Project, 2009

Books Referred

• Marketing Management by Philip Kotler

Internet Resources

• Websites of the organization ---www.hustlecowork.com

https://www.coworkingresources.org/blog/business-plan-coworking-space

81
 APPENDICES QUESTIONNAIRE

“STUDY OF FACTORS INFLUENCING CUSTOMER

PERFERENCE TOWARDS CO WORKING SPACE

MANAGEMENT

Name

Gender*

o Male

Female

Q1- Does this space has access to public transport ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q2 Will my business benefit by working with them ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q3 Do they offer open space and private cabin ?

82
 Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q4 Do they organize any events and seminars ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q5 Does it offer a distraction free environment ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q6 Do they have a cafeteria ?

Yes

No

Q7 Do they demand for a security ?

Yes

No

83
Q8 Is there proper lighting in the office ?
Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q9 Do they have a meeting room ?

Yes

No

Q10 Do they have CCTV cameras ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q11 Do they provide 24 hour access ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

84
Q12 Do they offer a weekly/ monthly / yearly contract ?
Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q13 Do they offer a trail facility ?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Q14 How do you know to come hustle co work ?

Digital advertisement

TV advertisement

Friends and relatives

Other

Q15 Why did you opt co working space ?

Less price

Availabilty of service in every location

Other

85
Q16 For how long you plan to continue co working from hustle co
work ?
0-1

1-3

3-5

5-7

Q17 Would to recommend others for renting space at hustle co

work ?
Yes

No

86
87