Consumer Behavior Study For Upcoming Product Putruded Fiberglass Doors and Windows at IMRB

Summer Project Report on
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Understanding of Consumer Behavior For Upcoming

product
Pultruded Fiber Glass Doors & Windows
Submitted in partial fulfillment

of PGPEBA Programme
in
EMPI Business School, New Delhi
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Submitted to: Submitted by :
Mr. Jitendra Goswami Sahil Lodha

EBA + MBA Roll No: 26 B
Batch : 2008-10
EMPI Business School

New Delhi.
(2008-10)
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ACKNOWLEDGEMENT
The completion of a project is never a unilateral effort. Through this sentence I
wish to make a modest effort to thank and express our gratitude to all those who
extended their co-operation and assistance for this project.
I place our sincere gratitude to Mr. Swarup Roy for giving us the opportunity to
work with the organization. And also for his constant encouragement and personal
involvement which far exceeded that of mere guidance and also Mr. Retesh
Srivastava and Mr. Asheesh Tiwari , who helped and inspired us and without
whose help this project would not have taken its current shape.
Finally I thank all our friends who provided us with extremely important
information regarding the literature related to this project and also informed us
about websites that would help us with relevant topics.
SAHIL LODHA
PGP EBA+MBA
EMPI B-SCHOOL
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CONTENT
NO. TITLE PAGE NO.
1. General Introduction 6
1.1 Introduction 6
1.2 Market Research 6
1.2.1 Qualitative Research 7
1.2.2 Quantitative Research 8
1.3 Market research for business 8
1.4 History of Market research 9
1.5 Indian Market research 17
2. Introduction to the project 22
2.1 Introduction 22
2.2 Objectives of the project 24
2.3 Need of the project 25
2.4 Scope of the project 26
2.5 Managerial usefulness of the project 27
3. Profile of the organization 29
3.1 Background of the organization 29

3.2 IMRB International divisions 32
3.3 Services offered at IMRB 42
3.4 Mystry shopper insights 54
4. Research methodology 58
4.1 Objective 58
4.2 Research design 58
4.3 Data collection sources 60
4.4 Stages in the research study 61
4.5 Sources of data 62
4.6 Data collection 62
4.7 Data collection instruments 63
4.8 Sampling plan 63
4.9 Assumption of the project 64
5. Findings and analysis 66
6. Limittions 118
7. Concluson & Recommendations 120
8. Bibliography 124
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9. APPENDIX 126
CONTENT OF TABLE
TABL TITLE PAGE

E NO. NO.
2.1 Properties of materials
5.1 Data for Analysis – Que. 1 71
5.12 Data analysis – Independent residential houses 99
5.13 Data analysis – residential apartments 100
5.14 Data analysis – shopping malls 102
5.15 Data analysis – office building 103
5.16 Comparative analysis for the factors by diff segments 104
5.17 Data analysis – preferences given to add-on features 105
5.18 Comparative analysis - preferences given to add-on features 107
5.19 Data analysis – acceptance of product 108
CONTENT OF CHARTS:
CHAR TITLE PAGE

T NO. NO.
5.1 Data Analysis – Que. 1 72
5.12 Data Analysis – Importance given to factors by diff segments 99
5.13 Data Analysis – Preference of add-on features 106
5.14 Data Analysis – Acceptance of product 108
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EXECUTIVE SUMMARY
The project talks about the” assessment of market prospects and acceptability of
fiberglass profiles in place of alternative materials used in partition materials for
Pultruded fiber glass”. The first few pages talk about the introduction and objectives
of the study. This is followed by literature review with details about market research.
Next comes the survey, the purpose of which is to study the pre-purchase behavior of
the consumer and acceptability of product in the market. The last part consists of
findings, recommendations, limitations, conclusion and bibliography. The
questionnaire has been annexed to the report.
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CHAPTER – 1
GENERAL INTRODUCTION
1.1 Introduction
Initially we only cared about the overall win/loss record. But as time progressed we
realized we could use the data we had collected as a basis for optimal market
research. India is developing at rapid pace and in this fast changing scenario.
According to market research -India is becoming a major center of information
technology. India's software and web development market is booming and gaining its
attention for offering excellent offshore web outsourcing services. Today the world is
viewing India as the next major hub of world-class web solutions to improve and
increase their online businesses profit to a large extent. Effective data analytics that is
management of data is necessary to have current information on every aspect of
market research activities.
1.2 Market Research
Market Research is a term used, in general, quite interchangeably with Marketing
Research. More correctly, Market Research is the study of market places - and the
investigation of who buys products or services, how these people are characterised,
and how these people can be reached via advertising or other media.
Marketing Research is perhaps a more precise term because it embraces the above,
but also incorporates questions about how people think, and behave - and what
motivates them to "buy" products or services - whether these be commercial in nature,
or not-for-profit: for example social services.
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Market research is systematic gathering, evaluation and analysis of data relating to
sale and distribution of financial products and services regarding consumers'
preferences. In marketing process, Research services India provides an approximate
analysis of market demand either for a new product, or for existing products, as well
as appropriate methods of distributing those product.
In general terms market or marketing research are divided into two main schools or
approaches.
1: Qualitative Research.
2: Quantitative Research.
Both of these approaches are mostly focused on the people who make up the market
(the consumers) though studies may look at the nature and shape of the market itself
(scoping out the number of industry players for example) and may in "business to
business" research treat corporate entities as consumers.
1.2.1 Qualitative Research
Qualitative Research is a form of social sciences and marketing research that seeks
to explore a phenomenon or experience in order to discover and put into language its
general nature, or -- depending on the researcher and her/his topic and goals to either
build or test theories of human behaviour, opinion, motives or attitude through the use
of observation, transaction or dialogue in a manner that places emphasis on the
nuances and implicit meanings of the subjects’ actions or words.
This is quite distinct from quantitative research which generally relies on scientific
sampling, survey research methods and the overt translation of human actions,
thinking and opinions into a numeric format for statistical analysis.
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1.2.2 Quantitative Research
Quantitative Research is one of the two main strands of market or marketing
research. It involves the measurement and evaluation of human actions, attitudes,
motivations and opinions through such tools as face-to-face, telephone or online
research - mostly in the form of surveys.
1.3 Market research for business/planning
Market research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used to
determine how to market your product.
Questionnaires and focus group discussion surveys are some of the instruments for
market research.
For starting up a business, there are some important things:
• Market information
Through Market information you can know the prices of the different
commodities in the market, the supply and the demand situation. Information
about the markets can be obtained from different sources and varieties and
formats.
• Market segmentation
Market segmentation is the division of the market or population into
subgroups with similar motivations. it is a widely used for segmenting on
geographic differences, personality differences, demographic differences,
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technographic differences, use of product differences, and psychographic
differences and also gender differences.
• Market trends
The upward or downward movements of a market during a period of time. The
market size is more difficult to estimate if you are starting with something completely
new. In this case, you will have to derive the figures from the number of potential
customers or customer segments.
But besides information about the target market, you also need information about
your competitor, your customers, products etc. Lastly, you need to measure marketing
effectiveness. A few techniques are:
• Customer analysis
• Choice Modeling
• Competitor analysis
• Risk analysis
• Product research
• Advertising the research
• Marketing mix modeling
1.4 History of Market Research
1.4.1 Quantitative Research:
1700-1900 The rise of statistical science. The History of Statistics : The
Measurement of Uncertainty before 1900 by Stephen M. Stigler
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1820 Florence Nightingale 1820-1910. And you thought she was ‘just a nurse?’
Nightingale’s huge influence on healthcare reform owes much to her background as a
statistician and her use of sound data to measure the effectiveness of modern
practices. A passionate communicator, Nightingale developed graphical methods to
dramatically convey complex statistical information to a broad audience. However,
her reports were often criticized as not being "dry" enough, because ’Statistics should
be the driest of all reading’. In 1858 she was elected as a fellow of the Royal
Statistical Society and in 1874 the American Statistical Association elected her an
honorary member. In 1891 she founded at Oxford a Professorship in Applied
Statistics. Florence Nightingale as statistician by Edwin William Kopf
1824 First recorded “straw polls.” The expression "straw poll" comes from an old
saying, "straws in the wind." Farmers would throw a handful of straw into the air to
see which way the wind was blowing. In the 1820s, US-based newspapers began
doing simple polls in the streets to see how the political winds were blowing.
1857 Karl Pearson. 1857-1936. Born in London, Pearson was one of the fathers of
modern statistics. In 1893 he coined the term “Standard Deviation” and his initial
fame as a statistician came from his work on skew curves: work that impacts directly
on our everyday statistical methods.
1901 - 1971. Elmo Roper.
1902 - 1978. Harold Laswell.
1906 - 1969. Albert Hadley Cantril. An early believer in the power of opinion
polling, Cantril more than anyone wove together the threads of public opinion and
political opinion - using his public opinion expertise to the benefit of several
Presidents, from Roosevelt onward. He was a co-founder of the prestigious Public
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Opinion Quarterly.
1907 Ernest Dichter. Born in Vienna, student of psychoanalysis - he emigrated to
the USA in 1937 By the 50s became the "Father of Motivation" a a leading proponent
of Motivational Research - which had a heavy Freudian basis.
1911 Charles Coolidge Parlin undertakes “Commercial Research.” His first
study of the agricultural implement industry results in a brief 460 page report, which
is said to be the first ever formal marketing research study. He is the man who coined
the phrase: "The customer is King." The Parlins,: Incidents trivial and otherwise in
the lives of Charles Coolidge Parlin and Daisy Blackwood Parlin by Charles
Coolidge Parlin
1914 The Audit Bureau of Circulations is formed, standardizing auditing
procedures and tightening up definitions of paid circulation.
1929 Methodology gets Formalised. William J. Reilly adds to the growing body of
knowledge of survey research in his publication Marketing Investigations.
1931 And a field guide to the public. Percival White in 1931 publishes a manual for
field workers entitled Marketing Research Techniques.
1932 Vox Pop. George W. Gallup joins Y&R as director of research and develops a
widely syndicated opinion poll.
1932 Rensis Likert invents the Likert Scale. Do you Strongly Disagree, Disagree,
Neither Agree/Disagree, or Agree or Strongly Agree? This kind of scale, used
everyday by Quantitative Researchers was developed by psychologist and statistician
Rensis Likert (1903 – 1981) who in 1946 became Director of the Institute for Social
Research at the University of Michigan.
1936 Poll shock! David takes on Goliath. George Gallup adds more rigour to survey
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methodology to give us the modern era of political polling. Literary Digest’s wealthy
readers are polled and predict a landslide for Alf Landon. Gallup’s poll - with a much
smaller but more scientific sample correctly calls it for Franklin Roosevelt.
1938 Turn it up! In the USA, Radio surpasses magazines as a source of advertising
revenue.
1940 Mars attacks! Well, Orson Welles did in 1938, and the 1940 study of the
impact of his drama is a classic by the aformentioned Cantril.
The Invasion from Mars : A Study in the Psychology of Panic
1941 The invention of the focus group. By the late 1930s researchers were worried
that highly directed interviews might effectively define the agenda of the research
findings. In 1941, in the course of a radio research study, Robert K Merton, an
eminent US-based sociologist and collaborator with fellow Columbia University
colleague Paul Lazarsfeld, pioneered the use of the Focused Interview - and applied
this to groups.
1947 Postwar - AAPOR is born. The American Association of Public Opinion
Research is created after a gatheirng of top guns invited by Harry H. Field of the
National Opinion Research Centre, Denver.
1948 The year Gallup got it horribly wrong. Dewey wins? The polls thought so, but
Gallup didn’t realise that closing off polls two weeks before the vote might miss some
action. Voters were more volatile than he thought. The Truman surprise: in the
election of 1948, Harry Truman fooled pollsters (and almost everyone else) when he
beat Thomas Dewey to win a full term in ... : An article from: New York Times
Upfront [HTML] by Sam Roberts
1951 Invention of the first commercially available computer - the UNIVAC. The
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age of punchcard data analysis is born. It takes off with the invention of FORTRAN
language in 1954.
1952 The box in the corner. The Advertising Research Foundation endorses A.C.
Nielsen’s machine-based ratings system for TV.
1955 The Early Adopter concept. Elihu Katz & Paul Lazarsfeld. Elihu Katz and
Paul F. Lazarsfeld (1901-1976) published Personal Influence: The Part Played by
People in the Flow of Mass Communications an extensive review of research on the
use of mass communication. The book challenged mass communication theorists who
saw audiences as "atomistic" individuals who could be directly persuaded by mass
media. The book launched the "two-step flow" theory of communication which
postulated that mass media influences travel through opinion leaders.
1957 Birth of the savvy consumer. Vance Packard’s "The Hidden Persuaders," a
potent attack on advertising, is published. It stays on the bestseller list for 18 weeks.
The Hidden Persuaders
1957 Charles E. Osgood’s Semantic Differential Scale. (The Measurement of
Meaning) American Psychologist Charles Osgood used computer technology and
factor analysis to explore how people differentiate between the meanings of words.
The outcome was his discovery of "semantic space"—the existence of three
measurable underlying attitudinal dimensions that everyone uses to evaluate
everything in their social environment, regardless of language or culture. These three
dimensions are Evaluation, Power, and Activity. Osgood published The Measurement
of Meaning in 1957 and popularised his semantic differentiation scales as a means of
quantifying highly qualitative data. The technique is still widely used.
1969 Positioning himself as a guru? Marketing expert Al Ries uses the term
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’positioning’ in the way we mean it today, and helps add another dimension to the
"awareness" survey.
1971 Heavy mathematics. Frank M. Bass et al, publish Mathematical Models and
Methods in Marketing. Bass is today considered one of the Market Research greats: a
Hall of Famer.
1977 Invention of the Box & Whisker Plot. John W Tukey was a giant in statistics
who was bothered by how raw numbers can hide the real story. He was also
fascinated about the graphical representation of statistics, and the potential of
computers to make statistical work more visual and informative. The Box & Whisker
Plot (or error bars) allows us to see the mean score, as well as the distribution of
scores around the mean – as well as the outliers. A cool charting device. Incidentally
he coined the word: "Software" in the 1960s. The Collected Works of John W. Tukey:
Times Series 1965-1984 (Tukey, John Wilder//Collected Works of John W Tukey)
1981 A few clips around the ear. MTV debuts and changes the nature of TV and TV
commercials.
1981 IBM launches its first PC. It isn’t the first desktop computer, but it does put
computing onto the corproate desks of researchers. More computing power
and deeper analysis are made possible. Perhaps this was really the invention of the
late night for researchers - who could now type their own reports, prepare their own
presentations and crunch their own numbers. Ah progress!
1999 Internet advertising breaks the $2 billion mark and heads toward $3 billion.
1999 The world is listening. Gallup Organisation opens a TV studio so it can beam
poll results direct to CNN.
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1.4.2 Qualitative Research - A VERY BRIEF HISTORY
Qualitative Research is widely used today in market research. Many of the dominant
methodologies were adopted from sociology (practices such as ethnography evolved
in the 1920s) and developed during one of the golden ages of research methodology
development - the 1940s and early 1950s - primarily from studies that stemmed from
the US Government’s once lively interest in discovering the dynamics of modern
society in topics as diverse as technological innovation, the effects of media (and
propaganda) as well as societal studies.
Many of the significant studies of this period were undertaken by the Columbia
University school of sociology under the inspiring leadership of Paul F.
Lazarsfeld himself mainly a quantitative research practitioner. The Columbia School
was a dominant force in the qualitative story, but not the only influence. University of
Chicago’s Social Research Incorporated (SRI) also did much to use techniques from
enthnography, sociology, anthropology to examine brand image - focusing not on
quantitative questions such as: "How many people buy cheese?" but on marketing
questions: "how can we convince more people to buy cheese?" This was often called
"motivational research."
For early thinking on interviewing practice and focus groups one source to see
is Robert K Merton, a colleage of Lazarsfeld and co-author of "The Focused
Interview" and developer, really, of what we call the focus group.
Even so, by the late 1950s, qualitative was generally in the shadow of quantitative
research. It was an age Positivism if you like, of the rational marketer and the rather
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optimistic belief in hard numbers, TV ratings, and the predictability of demographic
cohorts. At the same time was a surge of what might be described as neo-Freudian
thinking and a rekindling of psycho-analysis as a means of understanding consumers.
A critical but fairly accurate precise of the practices of these times can be found in
Vance Packard’s 1957 best-setter; The Hidden Persuaders - a critical populist essay
on how advertisers are reading into our minds. "We’re moving into the chilling world
of George orwell and his Big Brother," he warned.
Of the two competing schools, perhaps Lazarsfeld’s Columbia School has had the
greatest lasting influence. Lazarsfeld was less interested in social class (a
preoccupation of SRI) and more interested in individual behaviors.
Qualitative research enjoyed a renaissance in the 1960s and 1970s with the
growing belief that quantitative research, alone, was inadequate as a tool to uncover
the subconscious layers of human thought and opinion. This era in qual coincided also
with the growth since 1967 of cognitive psychology - (see Ulric Neisser,) at least in
its application to market research.
The 1970s might therefore be seen as a period in qualitative research when competing
theories of psychology were under hot and lively debate.
But for all this liveliness, the history of qualitative research has been poorly recorded
- and we certainly welcome input in this Wiki page. If the history was poorly passed-
on, so too was the DNA that defined pertinent qualitative research. To quote Hy
Mariampolski: "[by the 1980s] the honeymoon lasted only a short time. Many focus
group practitioners...lacked an understanding of qualitative or phenomenological
reasoning and research." f (scoping out the number of industry players for example)
and may in "business to business" research treat corporate entities as consumers.
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1.5 Indian market Research
An extensive Market Research Indian company like ours collects all the queries of the
marketers, providing market Research Agency with the required information’s for a
smooth journey through the phases of the process of marketing. Data analytics Indian
services provide an accurate and quality research output by being totally reliable &
providing competitively superior analysis that require rapid, time-certain and cost
effective delivery.
Major market research agency includes areas Researches in business to
business(B2B), business to consumer(b2c), industrial research, social research, media
research, channel and retail research, product and packaging research, brand research,
corporate and employee research, pricing research and business-specialized consumer
research.
India Market Research gives an idea of the business and the consumer market
accelerating the way to development and profit maximization for the country. An
extensive Market Research in India caters all the queries of the marketers, providing
them with the required information for a smooth journey through the phases of the
process of marketing. For all categories of marketing – associated with valuation,
distribution or promotion of product and services, market research is the introductory
point to begin.
Of the specialist market research and consulting firms giving excellent reports,
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helping the Indian and international companies as well as the multi-lateral agencies,
the IMRB International is the ground breaker in Indian Market Research. Some other
specialized firms of excellent performance are:
• Delphi
• ORG-MARG
• MRUC
• NFO
The main areas covered by these market research firms are the fields of B2B and
industrial research, social research, media research, brand research, corporate and
employee research, channel and retail research, product and packaging research,
pricing research and business-specialized consumer research. Their focus is on -
• understanding consumers – tracking customer's trends and perceptions,
refashioning their needs.
• investigating market – mapping market conditions, estimating demands.
• conceptualizing product development - refining product or service, creating
positioning strategy, naming, forming visual identity.
The market research reduces the risk of investment and helps to lean on the target
market. Market analysis and research is thus the most important instrument for
undertaking any marketing procedure. To suggest lastly, a successful market research
will depend on well-informed business partners, good planning and regular follow-up,
patience and commitment.
Experts of the market research industry feel that the future and scope of outsourcing
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various software or web development services is bright and India is definitely one of
the emerging names that rank high in IT and web service sector.
Primary market research information is gathered through direct mail, telemarketing,
and personal interviews. Secondary information can be compiled and organized by a
source. Secondary information generally tracks trends within a market, an industry, a
demographic group, or a geographic region. Sources of secondary market research
information include government reports, trade association records, newspaper and
magazine surveys, university-sponsored research, local chamber of commerce
records, on-line services, and competitors' annual reports.
Data analytics Indian financial Research step by step solution:
1. Prepare to Collect Data
2. Collect the Data
3. Validate, Enter & Store Data
4. Extract & Transfer Data
5. Cleanse & Transform Data
6. Analyze, Interpret Data
7. Certify & Advise Consequences
8. Final action
1.5.1 Global Companies
A C Nielsen: No 1 in the world
Sofres FSA: Good site
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Gallup: Number one in Public surveys
Yankelovich Partners: In the top 10
NFO Inc: A good MR co
1.5.2 Indian Companies
IMRB: Oldest and No.1
ORG-MARG: No 2 and damn good
MRUC: Media Research co.
Gallup India: Gallup-MBA
NFO: 3rd largest
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CHAPTER – 2
INTRODUCTION TO THE PROJECT
2.1 INTRODUCTION ABOUT THE PROJECT
Building and construction sector in India is quite complex with various segments like
users, influencers (architects, interior designers etc.), builders and contractors, raw
material manufacturers, distributors and retailers etc. interplaying with each other. A
variety of materials is used in building and construction sector, the usage of which
depends on the application.
Windows and doors form an integral part of any building. They serve many-fold
purpose of ventilation, aesthetics, thermal insulation, etc. This study is focusing on
doors and windows with a frame and a shuttering. The figure below depicts such a
door and window.
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Fig 3: Flush/Solid Door
The frames of these windows and doors can be made of different materials like wood
(timber), aluminum, vinyl (uPVC – un-plasticized poly vinyl chloride), or fiberglass
etc. All of these materials have different properties in terms of thermal stability,
strength, insulation etc. which differentiates them and make them suitable for
different applications. The shuttering is usually made of glass but can be made of
other materials like boards etc.
The table below gives some of the properties of these materials:
Table 2.1 Properties of Materials

Aluminum
Fiberglass
Properties of
Timber
Glass
Vinyl
Interpretation
Materials
Conductivity (w/m.K) 0.6 0.5 0.5 1.5 1000 Lower value is desirable
Yield Strength (MPa) 414 53.8 55 --- 110 Higher value is desirable.
Modulus of Elasticity
24 8.2 3.4 --- 69 Higher value is desirable.
(GPa)
Lower Value, and one at
Thermal Expansion 0.5 3.5 4 0.5 1.5
par with glass, is desirable.
The table above shows that fiberglass is one of the best materials which can be used
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for the frame of doors and windows.
PFG
PFG is a fiberglass and is manufactured by the process of pultrusion. This Pultruded
Fibre Glass provides better dimensional stability, thermal insulation, durability,
aesthetics, as well as environmental friendliness as compared to other materials.
2.2 OBJECTIVES OF THE PROJECT
The objective of this study is to assess the market prospects for Pultruded Fibre Glass
windows and doors, to provide cues for market entry strategy and to ascertain the
acceptability of fiberglass profiles in place of alternative materials used in partition
materials.
After understanding the local market and having the general idea about the pultruded
fibre glass and new development in the door and windows, specific methodology was
used in order to asses the consumer’s prospects about the product and to find the right
product by understanding the consumer’s requirements.
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2.3 NEED OF THE PROJECT
The purpose of the project is to develop and offer the product according to customer’s
requirement after studying the market. It is the customer’s satisfaction that would in
turn make the product successful in the market. The project laid emphasis on
understanding the factors influencing the consumers buying decision in the ‘Indore’
region.
The project study will provide cues on market entry strategy to the company and
shows the acceptability of the product in the Indian market.
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2.4 SCOPE OF THE STUDY
The company through the research and effort would be able to get the
acquaintance of the market & acceptability of the product in the market. The project
also gave the clues about the market entry strategy to the company. This project
provide opportunity to develop customize product and achieve the customer
satisfaction.
The basic idea behind the research process was to suggest the factors which
influence the most while buying the product and acceptance of the new development
in the product.
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2.5 MANAGERIAL USEFULNESS OF THE PROJECT
• This project enables the managers as well as the other key personnel to
understand the local market with respect to the customers’ perception.
• The product offering will be designed from the customer point of view and
hence will be more acceptable by customer.
• The manager will find out the lacuna in the process of providing the best
product or service to the customer.
• The improvement process will be synergized with the support of the research
findings.
• The sales people will be beneficiated by the research findings in designing the
sales process.
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CHAPTER – 3
PROFILE OF THE ORGANISATION
3.1 BACKGROUND OF THE ORGANIZATION
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3.1.1 Company profile :
Established in 1971 and with over three decades of market research experience,
IMRB International is a pioneer in India in various research areas. Associated with a
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 member strong IMRB International promises high quality conceptualization,
strategic thinking, execution and interpretation skills on all its clients' research needs.
In 1996, IMRB International managed 2,500 projects and 4,000,000 interviews.
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IMRB 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 consumer markets, industrial marketing, business to business marketing, social
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 group in the world.
3.1.2 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 businesses - Research International, Millward Brown and Kantar
Media 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:
 Qualitative and quantitative research
 Tracking studies
 International research
 Predictive modelling
 Media measurement
 Data capture and handling
 Strategic research
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 Customer handling
3.1.3 J. Walter Thompson Company:
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
world wide guarantying a uniform level of excellence in the development of Brand
Vision, a Branding Idea and Total Communication Plan.
Customer Satisfaction Management & Measurement (CSMM), one of the specialist
units of IMRB International, is an exclusive-member of Walker Information Global
Network (WIGN) in the Indian subcontinent. Walker Information Global Network is
the only international partnership dedicated exclusively to stakeholder measurement
and management. CSMM uses proprietary tools developed by Walker Information,
the recognized pioneer in customer satisfaction.
Research International (RI)
Research International is a world's largest custom market research agency. It has more
offices in more than 50 countries and has an experience of working in over 130
countries.
Research International specialized in:
 Branding and Communication
 Innovation and Product Development
 Category Management
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 Consumer strategy
 Customer Relationship
 Service measurement
IMRB International has acted as a catalyst in the development of market research
infrastructure in neighbouring countries. We work with associate companies in Sri
Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market
Research Bureau), and through affiliates in Australia, Singapore, Malaysia,
Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and
Myanmar.
3.2 IMRB INTERNATIONAL DIVISIONS
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 offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is supported
by 15 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:-
 Probe Qualitative Research (PQR)
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 Social and Rural Research Institute (SRI)
 Media & Panel Research Group
 Customer Satisfaction Management & Measurement (CSMM)
 Business & Industrial Research Division (BIRD) and the eTechnology
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.
Drawing on learning from ethnography, psychology and anthropology, PQR has
created a validated tool-kit for product, communication and brand development.
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,
water, environment and other fields, in India as well as internationally.
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
developed its own people meters.
Customer Satisfaction Management & Measurement is part of the Walker Information
Global Network and is the first such specialist organization in India with an exclusive
focus on customer and employee satisfaction, reputation and stakeholder assessment.
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Business & Industrial Research Division (BIRD) and the eTechnology Group@IMRB
International: As industrial markets transformed from monopolies to 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 marketer. Over a
decade of research experience in telecommunication, office automation, information
technology and the convergence of these technologies has given the eTechnology
Group of IMRB International, knowledge and experience in a wide spectrum of
hardware, software and services.
Divisions In brief:
3.2.1 PQR:
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Probe Qualitative Research (PQR) was established in 1979, in the belief that
qualitative research demands expertise and training inputs of an exceptional kind.
From its inception PQR has been associated with leading international qualitative
research organizations. It is the largest and fastest growing qualitative research
organization in the country. PQR provides research which is analytical and actionable,
seeking to resolve particular client problems and questions and providing future
direction. It also provides high quality insight and multi-disciplinary exploration of
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consumer motivation and behavior through a strong base of multilingual research
executives and moderators.
3.2.2 SRI:
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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, social research and research of and for rural markets.
SRI uses a combination of desk research, qualitative research techniques such as
focus group discussions and participatory research as well as quantitative research
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
articulation, several languages and dialects.
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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 parts of the country.
3.2.3 Media & Panel Group:
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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
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air time transactions in the country. Currently, the TRP Diary System is in the
process of changing over to PeopleMeter based audience measurement service. The
industry contract to set up the National PeopleMeter based Television Audience
Measurement System has been awarded to the joint venture company being set up by
IMRB International in collaboration with A. C. Nielsen. In addition, the Media &
Panel 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.
3.2.4 CSMM:
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Customer Satisfaction Management & Measurement (CSMM) is an independent,
specialist unit of IMRB International and the exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. As a specialist unit
of IMRB International, CSMM provides the widest field coverage with five full
service offices and 13 field offices in Delhi, Calcutta, Mumbai, Chennai, Bangalore,
Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar and
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 the proprietary tools developed by Walker Information, the recognized pioneers
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in Stakeholder Measurement and Management with over 30 years experience. The
network offers the world's most thoroughly tested and proven system and also
provides appropriate benchmarks through the WIGN Normative Database TM.
CSMM provides a range of consulting products and services to manage external
customer satisfaction and employee commitment to integrate stakeholder
measurement and management efforts into the company's decision-making process at
all levels. Working with over 80 clients from diverse sectors, including financial
services, hotels, telecommunications,retailing, consumer products, automotive and
engineering /industrial goods, CSMM provides strategic information services to
enhance customer loyalty amongst both end customers and trade channel customers
as well as to build employee commitment. CSMM offers a team of highly trained and
experienced consultants with multi-disciplinary backgrounds. To assist you in your
Stakeholder Management practices, IMRB’s consultants have experience in
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.
3.2.5 BIRD: Verticals Researched
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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,
computers, printers, etc.
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
Petrochemicals, Core sectors such as power, coal, etc., Electrical Equipment ,
Machinery-heavy and light.
3.2.6 eTechnology Group@IMRB International:
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"It took 50 years for the world to have 50 million telephones and only 5 years for
Internet to reach 50 million users."
"There is a tremendous excitement in India surrounding the Internet. We have wanted
to come to India for sometime now. In fact, India today is like the US was some three
years ago." As the technology evolves and creates communications infrastructure,
barriers to progress continue to arise. Some problems are technical, economic or
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
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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 during the last few years.
eTechnology Group@IMRB International : Products Researched. The various
products and service researched in the recent past are:
Telecom
 Basic telephone services
 Cellular Phones
 Cable T.V. services
 Calling card services
 Cordless telephones
 Electronic push button telephones
 E-mailing & value-added services
 EPABX
 Facsimile machines
 FM-RDS Pagers
 Internet
 Leased lines
 Radio Paging services
 Radio Trunked services
 Toll free services
 Transceivers/Two-way radios
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 Videotext services
 Video conferencing
 Voicemail
 Virtual telephone networks
 VSATs - TDMA/DAMA and Bandwidth on Demand applications
 WAP devices & services
IT/Internet
 PC
 Servers
 Networking devices
 Peripherals
 UPS
 Packaged software
 Application software development
 ISPs
 B2B services (Steel, Plastics etc.)
 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
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car - just name it and we have researched it.
Alcohol
Automotive
Agriculture and Agro-products
Building and Construction
Consumer Durable
Household Care
I T, Internet and Telecom
Industry and Business
Media and Entertainment
Social and Rural
Tobacco
3.3 SERVICES OFFERED AT IMRB
The depth and breadth of services that we provide are extensive and includes research
and advisory services in the following areas:
Advertising, promotion and media research
B2B and Industrial Research
Brand Research
Customer Satisfaction Research
Corporate and Employee Research
Channel and Retail Research
Product and Packaging Research
Pricing Research
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Strategic Market Research
Following are few profiles of services offered at IMRB on which we SITM students
have worked during 2 months of our internship.
3.3.1 B2B and Industrial 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
sizeable chunk of most organizations' total expenditure is spent on outsourced
services. One such area is business to business and industrial research, which is aimed
at servicing the information needs of organizations interested in increasing their
competitive advantage.
Ideally, it is not just about end consumer surveys. B2B and industrial research
provides information pertaining to a whole gamut of activities in the value chain,
including decisions flow right from raw material sourcing to manufacturing to
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
and exploring new market opportunities.
3.3.2 Brand research:
Brands today are operating in an extremely dynamic market. As the marketplace
changes, you need to evaluate your brand's position compared to the competition. The
best way to accomplish this is by periodically tracking your competitive advantage on
the relevant brand health parameters and customer perceptions.
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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
establishing a strong position in the minds of customers.
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 of understanding provides an extremely effective tool for identifying and
targeting potential customers.
IMRB International design usage and attitudes (U&A) studies that provide
quintessential information to lay the foundation for successful strategic marketing. In
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
recognition of a B-school in Mumbai for purpose of big foreign investment into it.
3.3.3 Customer satisfaction research:
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 purchase, as a loyal customer will return to make further purchases. Moreover,
researchers claim that if a customer doesn't like the product or service, he will tell on
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an average eleven more people. This illustrates the importance of ensuring customer
satisfaction.
Customer satisfaction research is an increasingly becoming an essential ingredient in
any program aimed at maintaining, if not increasing the customer base and revenues,
enhancing
brand value, etc. Conducting customer satisfaction research through a 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.
Customer Satisfaction Management & Measurement (CSMM) is an independent,
specialist unit of IMRB International and the exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. It has many proven
methodologies and processes for customer satisfaction research.
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
educated, this aspect is gaining importance by the day.
IMRB International has handled Corporate Image studies for a number of leading
corporate in the country.
IMRB International's specialist division CSMM is the sole licensee for Walker
Information Network processes for corporate image studies.
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3.3.4 Corporate and Employee research
Corporate Image Studies
In today's world of keen competition, not just its products evaluate a company but to
a great extent by the imagery it conjures. With the consumer becoming more
educated, this aspect is gaining importance by the day.
Corporate image of a company is the sum total of its image among its various internal
and external publics - consumers, employees, shareholders, suppliers and dealers, 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
equity of the company. A comprehensive Corporate Image study helps understand
ones strengths and weaknesses as compared to the other corporate.
IMRB International has handled Corporate Image studies for a number of leading
corporate in the country.
IMRB International's specialist division CSMM is the sole licensee for Walker
Information Network processes for Corporate image studies.
3.3.5 Channel and retail research
Mystery Shopping
Marketers to create a favorable image of customer service and satisfaction spend
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millions of dollars. But is this what the consumer actually sees? Does the company on
sales and service norms lay down the company personnel adhering to policies? Are
they performing according to the set standards? What is the shopping experience? Is
the store maintained to the specified standards? At what price are my products being
sold, what is the level of undercutting by the competition?
The use of mystery shopping is the best, most objective way to gain information on
customer service and satisfaction, condition of the store / showroom, and employee
performance across locations. The use of mystery shopping services also provides the
opportunity to covertly examine the performance of competitors, and the operative
prices for competition.
IMRB International provides full-service mystery shop services that include
operational, incentive-based, competitive, and telephone-based mystery shopping.
Retail Audits
IMRB International provides a variety of on-site, in-field auditing capabilities, which
include:
1 Inventory counts, audits, and reconciliation by sku
2 Verification of point-of-sale materials
3 Display presence/location
4 Availability of products (i.e.: out-of-stocks, authorized product distribution checks,
facings, shelf position)
5 Price points
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6 Competitive: presence, location, price point
7 Distribution audits
IMRB International provides professional auditing services for retailers and
manufacturers across the Indian sub-continent, and has more than 20 years of on-site
auditing experience.
Location Research
In order to beat competition, marketers have to constantly look for differentiators,
which can make their brand 'visible' and 'acceptable' to the consumer. Till recently,
product and price were the sole differentiators. Over the years, brands have realised
the significance of 'point of sale' as a brand building tool. The role of the store is thus
getting redefined. Also, with retailing in itself becoming important and India getting
ready for its share of WalMarts and K-Marts, 'location' has become a key factor to
reach consumers.
3.3.6 Product and Packaging research
Product Tests and Clinics
Product testing is one of the most valuable marketing research that companies
undertake. Product Testing can be used to :
• Test the fit between the concept and the product
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• Achieve product superiority over competitive products
• Continuously improve product performance
• Monitor the potential threat levels posed by competitive products
• Cost-reduce product formulations and/or processing methods, while
maintaining product superiority
• Provide guidance to research and development in creating new products or
upgrading existing products
• Monitor product quality from different factories, and from different channels
of distribution
• Predict consumer acceptance of new products
• As a no negative check prior to STMs
The monadic, sequential monadic, paired-comparison, and proto-monadic are the
most widely used research designs for product testing.
IMRB International has the experience and is well equipped to handle any product
testing requirements.
Concept Tests
If you are thinking about introducing a new product or service, you would be looking
for several answers before committing substantial resources to the same.
• Which concept is the winner?
• What potential attributes or features of your new product or service are most
appealing? Which are least appealing?
• How should the product or service be priced to maximize revenue?
• How should the product or service be positioned relative to competing
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products or technologies?
• What population segments are most likely to buy your product or service?
What communications media are most likely to reach those market segments?
IMRB International can answer these questions, and more to help you take the
decision whether to go ahead with the concept or revisit the same.
Packaging Research
Package graphics and copy are critical marketing variables in many product
categories.
In a way, the package on a shop shelves provides the last opportunity to influence a
consumer. The better the package design and copy, the greater the likelihood that
consumers will choose that brand. Any new package design, or significant change in
an existing package, should always be subjected to the scrutiny of objective consumer
feedback.
IMRB International has been associated with the packaging changes for some of the
top brands of India, and is fully equipped to meet your requirements.
3.3.7 Simulated Test Marketing
PROBIT, IMRB International's STM model adapted to Indian response conditions
and extensively tested subsequently. Widely used internationally on categories
ranging from foods, beverages, washing products to tobacco, PROBIT can be used
for both 'new new products' and new brands in established categories; new brand
launches & brand relaunches.
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PROBIT is based on the premise that all brand launches and markets are not similar.
model is a suite of 3 independent sub-models catering to the different market realities.
Unlike other STM models available in India, the entire analysis for PROBIT is
conducted by IMRB International.
The three suites are based on the Share of Choice model, the Trial and Repeat model
and the depth of repeat models.
Thus PROBIT helps assess :
• Potential sales volume
• Potential market share
• Source of new sales
• Understanding the relative role of the marketing mix elements in driving
performance, and5
• Analysing what if scenarios
3.3.7 Pricing research
Pricing Research
Pricing is an important element in driving the purchase intentions for a brand, and is
one of the more technical areas of market research. IMRB International offers a wide
range of price testing techniques to cater to your specific needs.
Gabor Granger
Customers are asked if they would buy a product at a particular price. The
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respondents are exposed to the price in a randomised manner and are again asked if
they would buy or not. The technique helps understand the price elasticity for the
product by working out what levels of demand would be expected at each price point
Price Sensitivity Monitor (PSM)
This technique helps one identify the acceptable range of prices in the minds of the
consumer and determine whether the price is set too low (creating suspicion about
quality) or too high (offering poor value for money).
Conjoint Analysis
Conjoint Analysis is a technique that allows one to understand how people make
trade-offs between different products and services and the values they place on
different features. By understanding precisely how people make decisions and what
they value in a product or service, one can work out the optimum level of features
(including price) and services that balance value to the customer against cost to the
company.
Brand Price Trade-Off (BPTO)
BPTO is a variation of the Conjoint Technique, where several brands are shown at
once and the customer chooses the preferred option. The BPTO determines the impact
of price increases and decreases on the sales of the brand. It is also capable of
providing the response to competitors' changes in price and provides an analysis of
gains and losses. The BPTO technique also helps in understanding how much
premium a brand can charge.
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3.3.8 Strategic Market Research
It is taken for granted that most research needs are tactical and specific, but a few
business issues exist in a vacuum. Because we understand and have worked for years
throughout the business processes, we can supply insights and strategic solutions that
are more relevant and actionable. Whether we provide research in just one area or
guide innovation from concept inception through market introduction, we're
committed to success and profits... yours.
Concept :
All successful products start with an idea and a potential business/consumer market.
Sometimes these are as sketchy as "people want more convenience," but more often
the ideas and the markets are fairly well defined. This definition is what guides the
development and ensures that the resulting product or service will stay true to the
original vision.
IMRB International can play an important role in this stage by helping to establish a
clear understanding of the market, clarifying or deepening the development team's
grasp of key topics and providing feedback and information on initial concepts.
Investment at this stage indicates a strong commitment to "getting it right."
ITOPS:
A half yearly track of the Indian PC, Networking and Software market. This report
gives details on the PC / LAN / Printers / UPS / Networking Products / Software /
Internet Penetration in terms of their Installed Bases, Market Sizes, etc. The report
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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 Manufacturer's
Association of IT (MAIT), this report is subscribed by almost all the 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 segment from SEC A, B
and C.
3.4 MYSTERY SHOPPER INSIGHTS (MSI)
The need for mystery shoppingThe Indian retail scenario is witnessing a paradigm
shift with modern retail formats slowly replacing traditional forms of retailing. This
trend is visible not just in urban India but also rural areas. Competition is increasing
with various Indian & International players vying for a share of wallet of the Indian
shopper.
In this context, a customer’s in-store experience is becoming increasingly important
for any retail marketer. High quality of services rendered in the outlet act as a
differentiator, enhance loyalty, generate positive word-of-mouth and save costs for the
retailer!
Mystery shopping is now being used by many organizations to evaluate their in-store
service standards and conformity to processes. Trained shoppers anonymously
evaluate infrastructure, processes, service delivery, customer service, operations,
employee integrity, merchandising & product quality. The shoppers independently
audit processes & staff, giving constructive actionable input for improvement of
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service delivery.
3.4.1 Objectives of any mystery audit program
• To check conformance to the guidelines for service delivery laid-out by the
retailer leading to the following:
I) Identifying high & low conformance units
II) Specifying service delivery improvement areas
III) Benchmarking against service delivery by competition
IV) Creating a baseline for future monitoring
• To measure the effectiveness of training imparted to employees
• To recognize good employees based on findings of the audits
• To measure the extent of brand advocacy by multi-brand outlets
• To audit prices through a pre-designed negotiation process and determine
Market Operating Prices
3.4.2 Mystery Shopper Insights (MSI)
Mystery Shopper Insights (MSI), a specialist team at IMRB International, has
experience with nearly 30 regular mystery shopping programs conducted across
diverse sectors. By way of mystery shopping, we help managers in both tactical and
strategic decision-making as also in improving the quality of services provided at the
outlet.
We are a team of 40 researchers across Delhi, Mumbai and Bangalore who design and
manage mystery shopping studies. In addition, we have an excellent pool of trained
mystery shoppers with experience of working across various product categories.
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An indicative list of MSI clients
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Competitors: AC NIELSON, SYNOVATE, TNS GLOBAL.
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CHAPTER – 4
RESEARCH METHODOLOGY
4.1 OBJECTIVE
“To assess the market prospects for Pultruded Fibre Glass windows and doors, to
provide cues for market entry strategy and to ascertain the acceptability of fiberglass
profiles in place of alternative materials used in partition materials.”
4.2 RESEARCH DESIGN
"A research design is the arrangement of condition for collection and analysis of data
in a manner that to combine relevance to research purpose with economy in
procedure".
Research design is a conceptual structure within which research is conducted. It
constitutes the blueprint for the collection, measurement and analysis of data.
Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding
maximum information with minimum effort, time and money. Research design stands
for advance planning of methods to be used for collecting the relevant data and the
techniques to be used in their analyses. Preparation of research design should be done
with great care as any error may upset the entire project. Therefore it is imperative
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that an efficient design must be prepared before starting research operations. The
design helps the researcher to organize his ideas in a form whereby it will be possible
for him to look for flaws and inadequacies. The following points are considered for
research design of our objective.
 The survey was basically purposive.
 So the target respondent had been found from the customers who are using
and influencing the decision of usage for windows & doors during
construction.
 The Data collection had been done by structured questionnaire
 The perspective respondent is the customer who is the final decision maker
on the types of windows and doors used in building construction.
 Geographical Coverage area:- Indore
 The sample size was 40.
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4.3 DATA COLLECTION SOURCES
Data were being collected from purposive basis. Respondents should be owner of the
construction firm or Chief Civil Engineer. The respondents contact information
collected from the secondary data sources namely website www.justdial.com and
TATA Yellow Pages. The firm should be directly involved in the building construction
and installation of windows and doors. The information are collected from the
primary data sources by asking other construction firms from secondary data
collection sources.
Who should be interviewed?
Researchers’ major concern was to interview the right person, at the right time and the
right place. The respondent should be owner or Chief Civil Engineer of the
construction firm. The firm should involve in construction of shopping malls, hotels,
Office buildings, Industrial buildings and public buildings like airports and exhibition
halls etc.
As these people can be met only by prior appointments on telephone. Researcher
collects data from their secondary data sources and takes an appointment for
interview. Keeping all this in mind researcher restricted their sample size to 40
respondents.
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4.4 STAGES IN THE RESEARCH STUDY
4.4.1 Formulate the questionnaire
Keeping in mind the purpose of the study, the various parameters have to be select on
which the acceptability of pultruded fibre glass in place of alternative materials for
doors and windows can be judged. The various factors are Maintenance, heat
conductivity, strength, designs and price.
4.4.2 Field work
As the survey was purposive so researcher have to search for the firms who are
involved in the commercial, office, institutional and public building construction. The
respondents contact information collected from the website www.justdial.com and
TATA Yellow Pages. The sample size was 20.
4.4.3 Data punching
The collected answers to all questionnaire then coded in to a excel sheet, so that they
can be further analyzed using the different market research tools, methods and tests.
This is done using column coding of the various entries to the answers to each
question.
4.4.4 Analysis of the data
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The data in an excel format is then analyzed by application of different tests and
methods. Cross tabulation of the data is done to analyze the break up of the data
under different heads (top breaks which are the deciding and analyzing criteria) and
sectors. Then the graphs had been formed.
4.4.5 Findings
From the analyzed data, major findings are drawn with respect to different top breaks
in the data. Graphs and charts are then used to correctly display the crux of the
difference in the different sectors and top breaks.
Also, interpretations are taken out on the basis of these graphs to answer the basic
research objective.
4.5 SOURCES OF DATA
Data were being collected from purposive basis. The respondents contact information
collected from the website www.justdial.com and TATA Yellow Pages. The firm
should be directly involved in the building construction and installation of windows
and doors.
4.6 DATA COLLECTION
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
say that: – “Any marketing research starts with secondary data.”
Data can be broadly classified into two categories: –
Primary Data
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Secondary Data
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
Registrar General of India. It is gathered by a specifically designed to accommodate
the data needs of the problem at hand. It is important as it helps us in arriving at the
accurate solution to the problem of marketing research.
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
available, considerable time and money may be saved. It helps us in better
understanding of the problem. It can be collected internally or externally. Internal
Data is one which is collected from within the organization. For example, data
collected from Accounting Records. Many organizations have a separate department
for 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 the project reseacher was broadly concentrated on the Primary data as it was a live
project and the analysis was going to assess market acceptability of putruded fibre
glass doors and windows which will provide cues for market entry strategy.
Researcher gathered all possible data first hand by interviewing my target respondents
personally on one to one basis.
4.7 Data Collection Instruments
The main Data Collection Instruments was -
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Face to face interviews with the help of a structured questionnaire
4.8 Sampling Plan
Probabilistic Sampling design, i.e., Multiple sampling plan
Total number of completed interviews is 40 out of the target of 40.
4.9 ASSUMPTION OF THE PROJECT
• The market is homogeneous and the opinion of the sample is reflecting the
opinion of the mass.
• There is still scope of improvement in the process.
• The respondents are giving unbiased response.
• The competitors are not influencing the survey by any means.
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CHAPTER – 5
FINDINGS & ANALYSIS
The data have been gathered by interviewing 40 customers who is the final decision
maker on the types of windows and doors used in building construction.
As it was very much important to have accurate and authentic information about
different factors which judge customer satisfaction , Reseacher have tried best to
analyse collected data properly.
The analysis is done on Microsoft Excel with the sample size of around 40
respondents from across Indore.
The analysis is done with the help of bar graphs, and other data representation
objects for better understandability.
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QUESTIONNAIRE
Project Objective:
Respondent name:
Organisation:
Designation: Experience (Years):
(1) Builders typically handle various kinds of projects, but which type of buildings
does your firm build the most?
[1] Independent residential houses [5] Office Buildings
[2] Residential Apartments [6] Industrial Buildings (Factories)
[3] Shopping Malls [7] Public Buildings (Airports,
[4] Hotels Exhibition Halls, etc.)
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(2) What are the different types of windows and doors that you recommend in your
projects in terms of material? (multiple selection possible)
[1] Wood [3] Aluminium [5] uPVC
[2] Composite Wood [4] Steel [6] Fibre Glass
(3) Which of the following brand you like the most?
[1] Hormann [4] Kavi Engineers [7] Jindal
[2] Siallwood Srl [5] Laljibhai Mistry [8] Fenesta
[3] Hindalco [6] Dharma Aluminium
(4) Could you rate the following factors, which you considered while recommending
doors and windows for your project?
FACTORS NOT SOMEWHAT VERY
IMP. IMP. IMP.

a) Maintenance free nature of the product 1 2 3
b) Better aesthetic appeal 1 2 3
c) Ease of installation 1 2 3
d) Heat insulation 1 2 3
e) Availability of special design 1 2 3
f) Range of colors available 1 2 3
g) Price 1 2 3
(5) Which kind of problem mostly you face from windows and doors in your project?
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[1] High Maintenance [4] Poor heat insulation
[2] Not aesthetically pleasing [5] Non availability of special design
[3] Difficult to install [6] High Price
[7]Any other please specify …………………………………………………………..
(6) Can you please choose type of windows that can be made available in the market,
based on your likelihood of actual recommendation in your project? (Multiple
selection possible)
[1] Awning [4] Casement (outside open) [7] Horizontal sliding
[2] Bay Window [5] Double Hung [8] Tilt and turn
[3] Bow Window [6] Fixed
(7) Can you please choose the typical designs of doors that can be made available in
the market, based on your likelihood of actual recommendation in your project?
(Multiple selection possible)
[1] Tile and Turn [2] Patio (Sliding)
(8) Can you suggest the preferable add-on features for windows and doors?
[1] Colonial Grills (Safety Grills between glass)
[2] Low conductivity spacers
[3] Double glass with inert gas fill
[4] Aluminium Insect Screens
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(9) How many layers of glazing do you typically recommend?
[1] Single
[2] Double
[3] Triple
(10) Do you think such a product would do well in the Indian Market?
[1] Yes
[2] No
[3] Don’t know/Can’t say
(11) How do you personally keep in touch with the latest developments in the
building materials and construction sector?
[1] Visits by supplier company salesperson
[2] Reading general sources like newspaper, magazines, television etc.
[3] Attending conferences
[4] Visit to trade fairs and exhibitions
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QUESTION – 1
Builders typically handle various kinds of projects, but which type of buildings
Table 5.1 Data for Analysis – Que. 1
Frequency Percentage
Independent residential houses 7 18%
Residential Apartments 11 28%
Shopping malls 8 20%
Hotels 3 8%
Office buildings 7 18%
Industrial Building 2 5%
Public Buildings 2 5%
Objective:
• To identify the type of potential customer for the product.
• To know the area of involvement of the respondents in building construction.
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Analysis:
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• The analysis shows that 11 respondents are involved in construction of
residential apartments and 8 respondents are involved in construction of
shopping malls.
• The result shows that major respondents are involved in construction of
residential and commercial construction.
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QUESTION – 2
What are the different types of windows and doors that you recommend in your
Wood 4 10%
Composite Wood 16 40%
Aluminium 36 90%
Steel 2 5%
uPVC 24 60%
PFG 20 50%
OBJECTIVE:
• To find out usage of various material in the market of doors and windows.
• To know the future acceptability of the product in the market.
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ANALYSIS:
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• The bar graph shows that there are 90% respondents recommend Aluminium
and 60% recommend uPVC for doors and windows in their projects.
• The analysis shows that acceptability of fibre glass in the market is 50% while
composite wood have 40%.
• As per respondents, aluminium and uPVC are less costly than fibre glass and
they have some excellent properties like strength, durability, elasticity and
aesthetic appeal over other material.
• Steel have good strength but it is costly material than aluminium and uPVC.
QUESTION – 3
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Which of the following brand you like the most?
Hormann 3 8%
Sialwood srl 4 10%
Hindalco 9 23%
Kavi engineers 1 3%
Laljibhai Mistry 3 8%
Dharma Aluminium 1 3%
Jindal 14 35%
Fenesta 5 13%
Objective:
• To identify the customers awareness about the competitors.
• To know about the major players for the same kind of product in the market.
Analysis:
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• The analysis shows that Jindal is the major player in the market followed by
Hindalco, Fenesta and Sialwood Srl.
• There is good competition in the market for the same product but Jindal and
Hindalco have the strong position.
QUESTION – 4
Could you rate the following factors, which you considered while recommending
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IMP. IMP. IMP.

g) Price 1 2 3
Objective:
• To know the relative importance of the factors considered while
recommending doors and windows by professionals.
• To know the importance for the maintenance free nature of the product and to
know that on which factor respondent buy the product.
• To know how much importance given to the factors like aesthetic appeal,
installation and heat insulation.
• To know the importance given to the availability of special design and range
of colors.
• To know how much importance given to the price factor while respondent
buying the product.
Not Important Somewhat Imp Very Imp

Maintenance free nature
of the product 0% 10% 90%

Better aesthetic appeal 0% 45% 55%
Ease of installation 0% 60% 40%
Heat insulation 10% 60% 30%
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Availability of special
design 10% 65% 25%

Range of colors available 5% 75% 20%
Price 0% 0% 100%
Analysis (a):
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• The finding shows that price is the very important factor for almost all
respondents as a consideration while buying the doors and windows.
• The analysis shows that 90% respondent gives importance to maintenance free
product.
• The analysis shows that 55% respondent gives importance to aesthetic appeal
and 60% respondent give somewhat importance to heat insulation.
• The findings shows that factors like ease of installation, availability of special
design and availability of colors are somewhat important for the respondents
while price, maintenance free product, aesthetic appeal and heat insulation are
the very important factors considered by the respondents while buying the
doors and windows.
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QUESTION - 5
Which kind of problem mostly you face from windows and doors in your
project?
Sr No Factor Frequency
1 High Maintenance 35%
2 Not aesthetically pleasing 5%
3 Difficult to install 10%
4 Poor heat insulation 10%
5 Non availability of special design 0%
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6 High price 25%

7 Other 15%
Objective:
• The objective is to identify the problem face by the respondent with current
product.
Analysis:
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• The analysis shows that 35% respondents face the problem of high
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maintenance and 25% respondents face the problem of high price.
• The result shows that respondent does not have any problem with availability
of designs in the market and aesthetically pleasant product.
• The finding shows that 15% respondents are facing the other problems. These
problems are mentioned below:
1) Poor noise insulation
2) Limited availability of colors
3) Delay in material delivery
4) No credit period given by vendors
5) Poor after sales service provided by vendor
6) No finishing product
7) No installation service provided by vendors
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QUESTION – 6
Can you please choose type of windows that can be made available in the
market, based on your likelihood of actual recommendation in your project?
Sr No Types Frequency Percentage

1 Awning 14 35%
2 Bay Window 34 85%
3 Bow Window 12 30%
4 Casement 20 50%
5 Double Hung 2 5%
6 Fixed 5 13%
7 Horizontal Sliding 10 25%
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8 Tilt and Turn 2 5%
Objective:
• To know the likelihood of actual usage of particular type of windows by
respondent.
Analysis:
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• The analysis shows that 85% respondents recommended Bay window for their
project. It is the most preferred type of window among respondents.
• The result shows that 50% respondents recommended casement window and
35% recommended awing type of window.
QUESTION – 7
Can you please choose the typical designs of doors that can be made available in
Sr No Types Frequency Percentage

1 Tile and turn 40 100%
2 Patio(Sliding) 8 20%
Analysis:
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• The analysis shows that almost all respondents recommended tilt and turn
door in their project. It is the most preferable type of door among respondents.
• The analysis shows 20% respondent prefer in their project. It shows that patio
door is preferred according to application in project.
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QUESTION – 8
Can you suggest the preferable add-on features for windows and doors?
Objective:
• To identify the preference of respondents for add-on features in windows and
doors.
Sr No Features Frequency Percentage
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1 Colonial Grills 12 32%

2 Low Conductivity spacers 4 11%
3 Double glass with inert gas fill 18 49%
4 Aluminium Insect Screens 3 8%
Analysis:
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• The analysis shows that 49% respondents prefer double glass with inert gas
fill as an add-on feature in windows and doors.
• The result shows that 32% respondents prefer colonial grills provided between
the frames of windows and doors.
• It shows that the upcoming product would be most preferable if it includes
above preferable add-on features.
QUESTION – 9
How many layers of glazing do you typically recommend?
[1] Single
[2] Double
[3] Triple
Glazing:
Glazing is a transparent part of a wall, usually made of glass or plastic (acrylic and
polycarbonate).
Common types of glazing used in architectural applications include clear and tinted
float glass, tempered glass, and laminated glass as well as a variety of coated glasses,
all of which can be glazed singly or as double, or even triple, glazing units.
[1] Single glazing:
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Single glazing allows the highest transfer of energy (i.e. heat loss or heat gain
depending on local climate conditions) while permitting the highest daylight
transmission.
Objective:
• To know about the recommended glazing type by the respondents in their
project.
Glazing Layer Frequency Percentage

Single 36 90%
Double 4 10%
Analysis:
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• The analysis shows that 90% respondents prefer single glazing in their project.
They do not recommended double or triple glazing layer because it will
increase the cost of project.
• The result shows that 10% respondents recommend double-glazing. They
gives more important to heat transfer according to climate and more daylight
transmission through glass window.
QUESTION – 10
Do you think such a product would do well in the Indian Market?
[1] Yes
[2] No
Yes 26 65%
No 4 10%
Don't Know/Can't Say 10 25%
Objective:
• This question is meant for understanding the customer’s attitude towards the
products.
• This will help us in understanding the product acceptance in the market.
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Analysis:
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• The analysis shows that majority of the respondents accept the product in the
market.
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• They believe that putruded fibre glass would be better option over aluminium
and uPVC.
QUESTION – 11
How do you personally keep in touch with the latest developments in the
Sr no Frequency Percentage
1 Visits by supplier company salesperson 16 40%
Reading general sources like newspaper, magazines,
2 television etc. 38 95%

3 Attending conferences 4 10%
4 Visit to trade fairs and exhibitions 6 15%
Objective:
• To know the media the consumer is referring to know about the product.
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• How much influential different media are in giving the information about the
new product.
• The most effective method of communication with the consumer.
Analysis:
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• The analysis shows that most of the respondents referring general sources of
media like newspaper, magazines, televisions, etc. These are the effective
medium for advertisement.
• The supplier company salesperson also play major role to influence the
customer by giving the information about the new product.
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EXTENDED RESEARCH
CONSUMER BEHAVIOR WHILE RECOMMANDING DOORS AND
WINDOWS:
Objective:
• To know the consumer behavior while recommending doors and windows
considering importance given to various factors.
• To know importance given to the various factors by different segments while
choosing doors and windows.
• The respondents are divided into two segments based on their construction
types viz. residential and commercial.
• Residential include the respondents involved in construction of independent
residential houses and residential apartments. The analysis shows that 18
respondents are involved in residential segment.
• Commercial include the respondents involved in construction of shopping
malls, hotels, industrial buildings and public buildings. The analysis shows
that 22 respondents are involved in commercial segment.
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[A] Independent Residential Houses:
Table 5.12 Data analysis – Independent residential houses
Sr No Factors Very Important Somewhat Imp Not Imp

Maintenance free nature of 6 1 0
a the product 86% 14% 0%
Better aesthetic appeal 4 3 0
b 57% 43% 0%
Ease of installation 2 4 1
c 29% 57% 14%
Heat insulation 3 3 1
d 43% 43% 14%
Availability of special design 2 4 1
e 29% 57% 14%
Range of colors available 1 4 2
f 14% 57% 29%
Price 7 0 0
g 100% 0% 0%
Analysis:
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• The result shows that respondents involved in independent residential houses
construction gives importance to maintenance free nature of the product and
price while recommending the doors and windows.
• These respondents are not considered availability of colors, design and heat
insulation as very important factor while recommending doors and windows
for their project.
[B] Residential Apartments:
Table 5.13 Data Analysis – Residential apartments

Maintenance free nature of the 7 4 0
a product 64% 36% 0%
b 45% 55% 0%
c 27% 64% 9%
d 45% 55% 0%
e 55% 36% 9%
f 18% 45% 36%
Price 11 0 0
g 100% 0% 0%
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Analysis:
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• The result shows that respondents involved in residential apartments
construction gives importance to maintenance free nature of the product and
price while recommending the doors and windows.
• The finding shows that 64% respondents are considered ease of installation of
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doors and windows as somewhat important factor.
• The respondents involved in residential construction are considered
maintenance free nature and price as very important factor and ease of
installation as somewhat important factor for their project.
[C] Shopping Malls:
Table 5.14 Data Analysis – Shopping malls
Sr Very Somewhat
No Factors Important Imp Not Imp
a product 88% 13% 0%
b 100% 0% 0%
c 63% 38% 0%
d 100% 0% 0%
e 75% 25% 0%
f 38% 50% 13%
Price 8 0 0
g 100% 0% 0%
Analysis:
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• The result shows that respondents involved in shopping malls construction
gives importance to better aesthetic appeal, heat insulation and price while
recommending the doors and windows.
[D] Office Building:
Table 5.15 Data Analysis – office building

a product 71% 14% 14%
b 86% 14% 0%
c 71% 14% 14%
d 100% 0% 0%
e 71% 29% 0%
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f 29% 43% 29%
Price 7 0 0
g 100% 0% 0%
Analysis:
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• The result shows that respondents involved in office building construction
gives importance to better aesthetic appeal, heat insulation and price while
recommending the doors and windows.
• The analysis shows that the respondents involved in commercial construction
are recommended doors and windows by considering aesthetic appeal,
maintenance free nature, heat insulation and price as very important factors.
• It indicate that residential construction respondents are considered
maintenance free nature, ease of installation and price while commercial
construction respondents are considered aesthetic appeal, heat insulation and
price as important factors in their project.
• The following table shows comparative analysis for the importance given to
the factors by different segments.
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Table 5.16 Comparative analysis for the factors by diff segments
Residential Commercial
Sr No. Factor
Construction Construction
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CONSUMER BEHAVIOR ON PREFERENCE OF ADD-ON
FEATURES:
Objective:
• To know the consumer behavior while recommending doors and windows
considering preference of add-on features.
• To know the preference given to the some add-on features by different
segments.
• To identify the recommendation of add-on features given by different
segments for doors and windows.
• To compare residential and commercial construction respondents preferences
for extra features in doors and windows.
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Table 5.17 Data Analysis – Preferences given to Add-on features
Analysis:
Individual
Sr residential Residential Shopping Office
No. Add-on Feature house Apartments malls buildings

3 4 3 2
a Colonial Grill 43% 33% 38% 29%
1 2 1 0
b Low Conductivity Spacer 14% 17% 13% 0%
Double glass with inert 1 5 4 5
c gas fill 14% 42% 50% 71%

2 1 0 0
d Aluminium Insect Screen 29% 8% 0% 0%
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• The analysis shows that 43% respondents prefer colonial grill and 29%
respondents prefer aluminum insect screen as an add-on feature in doors and
windows in residential house construction.
fill and 33% respondents prefer colonial grill as an add-on feature in
residential apartments construction.
fill and 38% respondents prefer colonial grill as an add-on feature in shopping
complex.
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fill as an add-on feature in doors and windows in office buildings construction.
• The result shows that most of the respondents from different segments prefer
double glass with inert gas fill and colonial grill as add-on features in their
construction project.
• The following table shows the comparative analysis preference given to add-
on features by different segments.
Table 5.18 Comparative Analysis for the preferences given to add-on features
Individual
Sr residential Residential Shopping Office
No. Add-on Feature house Apartments malls buildings
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d Aluminium Insect Screen
CONSUMER BEHAVIOR ON ACCEPTANCE OF PRODUCT:
Objective:
• To know the consumer’s attitude toward the product from different segments.
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• To identify the acceptance of the product in the market by different segments.
Table 5.19 Data Analysis – Acceptance of product
Can't
Say/Don't
Sr No Type of Construction Yes No Know Total
10 2 6 18
56
1 Residential Buildings Construction % 11% 33% 100%
16 2 4 22
73
2 Commercial Buildings Construction % 9% 18% 100%
Analysis:
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• The analysis shows that 56% respondents accept the product while 33%
respondents can’t say about the product acceptance for residential building
construction.
• The analysis shows that 73% respondents accept the product and shows
positive response towards the product acceptance.
• The result shows that there will be positive response for the product from both
the segments.
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ABOUT THE LOCATION (INDORE)
Madhya Pradesh (M.P.) lies in the centre
of India and is rightly called “the heart
of India”. M.P. spans an area of 308,000
Sq Km covering 9.5% of the country's
area and a population of 6,03,85,118

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are needed to see this picture. (Census 2001). The state is located
within easy distance of all the major
cities and lies in close proximity to most
markets. The state houses 1800
companies and 19 industrial growth
centers (located across 7250 Hects.) that
are close to major cities to make good social infrastructure accessible to industrial
units. The state has about 70,000 Kms of roads, over 6000 Kms of railway lines, 4
Airports and 25 Airstrips.
As Madhya Pradesh geographically represents the heart of India, Indore is in all
senses the heart of Madhya Pradesh. Indore, the commercial capital of MP is a well
burgeoning town with most of state’s industries located in and around the city. Indore
derives its name from the 18th century Indreshwar temple.
The Rajwada or the Old Palace (a major centre of attraction), Lalbagh palace,
(another architectural wonder), Kanch Mandir (a marvellous Jain temple), Chattri
Bagh (the memorial with some canopies) and the Bada Ganapati (the largest Ganapati
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statue in the world) are some of the attractions in Indore. Moreover, Indore is famous
as a shopper's paradise. The Khajuri/Sarafa Bazaar offers unique shopping options of
gold and silver work, cloth, leather work and traditional garments. Moreover, there is
the Sarafa Market that specialises in snacks and jewellery and the Kasera Bazaar that
specialises in metalwork where you can indulge in the variety displayed for selling.
The Chanderi and Maheshwari silks of Indore are the other famous attractions of this
city.
In recent years as the state has advanced, the city of Indore has grown many folds and
has more business potential to offer than any other city of similar stature in the
country. Major investments from corporate and business houses including foreign
investors have already been made in concurrent projects going on in and around
Indore.
A cosmopolitan city Indore is playing a pivotal role in the business and commerce of
Madhya Pradesh. Foot marks of the royal dynasty meet the pace of the business in
Indore. The city after traversing centuries, is poised to become a software and
industrial hub, and suitable for inclusion in the coveted category of software city.
Indore is well known for its industrial developments:
1. Pithampur, referred to as Detroit of India due to heavy concentration of
vehicle industry, is close (25 km) to Indore. It has plants of Kinetic Honda,
Force Motors, Bridgestone, Eicher Motors, Hindustan Motors, Larson &
Tubro, etc. It has also steel plants of Kusam, Prestige and Chirag Ingots.
Electronic consumer goods plants of Crompton Greaves, Kores India etc. are
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also located here.
2. Dewas, another industrial town is also close (35 km) to Indore. Among the
notable industries here are Tata Exports, Gajra Group, Steel Tubes, Kesari
Steel, S.Kumars, Prestige Soya, Ruchi Soya, Ranbaxy Laboratories. Dewas
also has Bank Note Press of the Govt. of India. Dewas is declared as city of
export excellence.
3. The cantonment town of Mhow (Military Headquarters Of War) established
during world war as a base for British troops in Central India, is also close (22
km) to the city. The latter has a thriving ready made garment industry as well
as shoe and metal cottage industry. Smocking (a type of design) dresses and
leather horses of Mhow are quite famous.
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FINDINGS
If we do the analysis of the data we have received we will find the following facts: -
• There are number of consumers involved in construction of residential and
commercial construction but the major respondents are handling projects of
residential apartments and shopping malls.
• There is a large demand of framed and glass shuttering doors and windows in
these projects.
• There are number of materials available in the market for framed doors and
windows but the survey shows that aluminum and uPVC are the main
competitive material for pultruded fibre glass.
• The properties like strength, durability, elasticity and aesthetic appeal creates a
great demand of these materials in the market. Steel have good strength but it
is costly material than aluminum.
• There is a good competition in the market for framed doors and windows. The
major players in the market are Jindal, Hidalco, Fenesta and Sialwood Srl.
• According to survey, these companies achieve the loyalty and trust on quality
from their consumers. So there is will be competition for upcoming product.
• The market requirements for these kind of product are maintenance free
nature, aesthetic appeal and heat insulation with lower price.
• Consumers involved in construction of commercial buildings are looking for
aesthetic appeal and heat insulation followed by special design and
maintenance free with affordable price. These consumers are mainly involved
in shopping malls and office buildings projects.
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• Consumers involved in construction of residential buildings are looking for
maintenance free product and ease of installation with affordable price. These
consumers are mainly involved in independent residential houses and
residential apartments projects.
• Almost all respondents considered price as the very important factor while
purchasing framed doors and windows.
• We know that Jindal and Hindalco are the major players in the market but still
consumers are facing so many problems with them.
• The survey shows that 35% respondents face the problem of high maintenance
and 25% respondents face the problem of high price.
• There is no problem with availability of special design and aesthetically
pleasant product in the present market.
• It means that customers are still looking for product having maintenance free
nature and low price.
• The other major problem faced by the respondents are:
1) Poor noise insulation
2) Limited availability of colors
3) Delay in material delivery
4) No credit period given by vendors
5) Poor after sales service provided by vendor
6) No finishing product
7) No installation service provided by vendors
• The company has to be concern about these kind of problems in the upcoming
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product. The consumers are price sensitive and looking for development like
noise insulation and heat insulation.
• There are so many types of doors and windows available in the market
according to type of application and design.
• The large number of customers uses bay window followed by casement
window and awing type window. Generally, The usage of window is
depending on type of application in project but the most of time the above
mentioned window types are used.
• There are number of consumers uses Tilt and Turn doors in their most of the
projects. Patio door is only applicable on particular usage.
• The product demand can be increased in the market by adding some extra
features. The survey shows that the product is acceptable if it has some add-on
features like double glass with inert gas fill and colonial grills.
• It means that consumers are always looking for new development in the
product and accept the development.
• The respondents are recommended single layer of glazing and not accepting
the two layer and multilayer glazing. Because single layer of glazing permits
the highest daylight transmission.
• There are number of respondents shows positive response towards the
upcoming product. They accept the product and believe that pultruded
fiberglass would be better option over aluminum and uPVC.
• The majority of the consumers are keep updating themselves with general
media like newspaper, magazines and television, etc.
• The supplier company salesperson also play major role to influence the
customer by giving the information about the new product.
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• The target respondents are having experience of atleast 5 years in the field of
construction so their responses provide base support for the product to enter
into the market.
• There are some influencers like Architectures and Interior Designers also play
an important role in decision making for buying doors and windows.
• We also interviewed some influencers who are not actually buying the
product but help the construction firms to take decision while buying the doors
and windows.
• Some of the respondent firms are involving in the renovation projects
currently. It means these firms are looking for the new development in the
product.
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LIMITATIONS
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• The sample size is about fifty but only forty respondents gave positive
response.
• Some of the firms are new in the market and not having experience more
than 2 years.
• Geographical limitation: The survey has been taken only in Indore region.
• Some of the respondents were either busy or not interested during the
interview. Among those who were ready to answer, there were still few
who gave no response to a couple of questions.
• The respondents are not likely to spend much time for interview. Although
we had prior appointment for interview but the respondents were
extending the date of meeting and not able to give sufficient time for
discussion about the product.
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RECOMMENDATIONS
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• Aluminum and uPVC are main competitive material for Pultruded fibe glass.
So product material should have excellent properties over these materials.
• Product material should have properties like strength, durability, elasticity and
aesthetic appeal over other material. It should be available at affordable price.
• The company should focus on maintenance free nature of the product.
Consumers are facing the maintenance problem with the existing suppliers. So
the company can provide free life -time maintenance service with the product
to make customer loyal.
• Consumer gives preference to better aesthetic appeal while buying the product
so the new product must have shine and aesthetic appeal.
• Commercial constructions like shopping malls and offices involved air-
conditioned rooms so the doors and windows must be heat insulted and having
less thermal conductivity.
• Residential Apartments construction are facing problems with installation. So
the product should be available with ease of installation. The frame should be
flexible and available in all size ranges.
• Many consumers are having problem with high price so the price should be
affordable to consumers
• The company should focus on importance given by the consumers to different
factors. The new product should have both the features beauty and comfort in
it.
• The product should be available with range of colors, design and in different
sizes.
• The company has to take care about the personal taste of consumers for
different features and product should fulfill their concerns and need.
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• The product should have new technological development for heat insulation
and noise insulation. For heat insulation, product can have low conductivity
spacers or double glass with inert gas fill. Consumers prefer Double glass with
inert gas fill as best add-on feature in the product.
• Consumers involved in independent residential houses are preferred
Aluminum insect screens in the product.
• Residential construction respondents prefer colonial grills i.e. safety grills
between the glass, which will avoid breakage of glass in doors and windows.
• There is a great demand of bay, casement and awning type windows in the
market. So the company has to manufacture according to the demand of type
of windows in the market.
• There is a great demand of tilt and turn type of door in the market. So the
company has to manufacture doors according to demand.
• The study shows that Indian door and windows market is still believe in single
glazing rather than double and triple glazing layer.
• The product is acceptable in the market if it has comfort, beauty, dynamic
appeal and ease of maintenance all in affordable price.
• The most effective method of communication with the consumer are general
sources like newspaper, magazines, television, etc.
• Company should use all general sources of media and give informational
advertisement to increase awareness about the product.
CONCLUSION
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We have carried out the survey in two different modes and the behaviors of the
customers are different in both the cases. They showed different interest level while
responding to the questionnaire. So we are not confirming this report to be totally
correct but it reflects the opinion of a major mass.
The time and cost constraints are influenced our research to some extent so we have
not covered a larger sample size but we have done our best to get a proper and clear
image of behavior of the customer.
Our research is mainly focused to put some light on the attitude of consumers before
buying the doors and windows and we have succeeded in our effort to some extent.
We have put some points, which are beneficial for the company to launch its product
in the market.
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BIBLIOGRAPHY
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(1) www.imrbint.com
(2) www.andersonwindows.com
(3) www.justdial.com
(4) www.amapedia.amazon.com
(5) www.sovereignwindows.com.au
(6) en.wikipedia.org
(7) www.indore.nic.in
(8) www.constructionowl.com
(9) www.energysavingtrust.org.uk
(10)www.greenbuildingadvisor.com
(11)www.inlinefibreglass.com
(12)INFOMEDIA Yellow Pages (For secondary data)
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APPENDIX – I
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QUESTIONNAIR
Objective:
Respondent name:
Organisation:
Designation: Experience (Years):
(1) Builders typically handle various kinds of projects, but which type of buildings

(2) What are the different types of windows and doors that you recommend in your

(3) Which of the following brand you like the most?

(4) Could you rate the following factors, which you considered while recommending

IMP. IMP. IMP.
g) Price 1 2 3
(5) Which kind of problem mostly you face from windows and doors in your project?
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(6) Can you please choose type of windows that can be made available in the market,
based on your likelihood of actual recommendation in your project? (Multiple
selection possible)

(7) Can you please choose the typical designs of doors that can be made available in
(8) Can you suggest the preferable add-on features for windows and doors?

(9) How many layers of glazing do you typically recommend?
[1] Single
[2] Double
[3] Triple
(10) Do you think such a product would do well in the Indian Market?
[1] Yes
[2] No
(11) How do you personally keep in touch with the latest developments in the

THANKING YOU FOR RESPONSE

APPENDIX - II
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SHOWCARD – A
Type of windows:
[1] Awning [2] Bay Window [3] Bow Window [4] Casement
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[5] Double Hung [6] Fixed Window [7] Horizontal [8] Tilt and Turn
Sliding
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Type of Doors:
[1] Tilt & Turn Door [2] Patio (Sliding) Door
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SHOWCARD – B
Add-on Features:
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[1] Colonial Grills (Safety grills warm.

between glass) : [3] Double glass with inert gas fill:
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needed to see this picture. are needed to see this picture.
Pre-finished grilles permanently

installed to provide the quick glass This is when inert gases are factory
cleaning of a smooth surface. sealed in between glass. These gases—
Krypton, Argon, or some combination
[2] Low conductivity spacers : of the two—are poor thermal
conductors, which means that they
slow the passage of heat through the
window. This keeps the cool air in
during the summer and out during the
winter.
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are needed to see this picture. [4] Aluminum Insect screens:
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Low
conductivity
Spacer is 950
times less
conductive than aluminum, which is
standard material used to manufacture Aluminum insect screen is easy to fit
the spacer bar between the two panes as it comes ready made on an
of glass in a window or door. aluminum header rail. These
Aluminum Insect Screens are for
Low conductivity spacer is an energy
domestic or commercial use giving
saving foam spacer designed to reduce
effective fly control to stop and prevent
heat loss through frames. Windows
entry of flies, bluebottles, wasps,
with low conductivity Spacer reduce
mosquitoes and other flying insects.
heat lost through your windows,
helping to keep your home cool or
130

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Summer Project Report on

Understanding of Consumer Behavior For Upcoming

Submitted in partial fulfillment

Submitted to: Submitted by :

Mr. Jitendra Goswami Sahil Lodha

EMPI Business School

The completion of a project is never a unilateral effort. Through this sentence I

extended their co-operation and assistance for this project.

about websites that would help us with relevant topics.

NO. TITLE PAGE NO.

2. Introduction to the project 22

3. Profile of the organization 29

3.1 Background of the organization 29

5. Findings and analysis 66

7. Concluson & Recommendations 120

TABL TITLE PAGE

CHAR TITLE PAGE

fiberglass profiles in place of alternative materials used in partition materials for

findings, recommendations, limitations, conclusion and bibliography. The

questionnaire has been annexed to the report.

According to market research -India is becoming a major center of information

management of data is necessary to have current information on every aspect of

market research activities.

1.2 Market Research

Market Research is a term used, in general, quite interchangeably with Marketing

motivates them to "buy" products or services - whether these be commercial in nature,

or not-for-profit: for example social services.

Market research is systematic gathering, evaluation and analysis of data relating to

sale and distribution of financial products and services regarding consumers'

preferences. In marketing process, Research services India provides an approximate

as appropriate methods of distributing those product.

business" research treat corporate entities as consumers.

1.2.1 Qualitative Research

of observation, transaction or dialogue in a manner that places emphasis on the

nuances and implicit meanings of the subjects’ actions or words.

thinking and opinions into a numeric format for statistical analysis.

1.2.2 Quantitative Research

Quantitative Research is one of the two main strands of market or marketing

research. It involves the measurement and evaluation of human actions, attitudes,

motivations and opinions through such tools as face-to-face, telephone or online

research - mostly in the form of surveys.

1.3 Market research for business/planning

determine how to market your product.

For starting up a business, there are some important things:

Market segmentation is the division of the market or population into

subgroups with similar motivations. it is a widely used for segmenting on

geographic differences, personality differences, demographic differences,

technographic differences, use of product differences, and psychographic

differences and also gender differences.

The upward or downward movements of a market during a period of time. The

customers or customer segments.

effectiveness. A few techniques are:

• Advertising the research

• Marketing mix modeling

1.4 History of Market Research

1.4.1 Quantitative Research:

1700-1900 The rise of statistical science. The History of Statistics : The

Measurement of Uncertainty before 1900 by Stephen M. Stigler

Nightingale’s huge influence on healthcare reform owes much to her background as a

practices. A passionate communicator, Nightingale developed graphical methods to

dramatically convey complex statistical information to a broad audience. However,

honorary member. In 1891 she founded at Oxford a Professorship in Applied