REPORT ON
“CHOICE OF WOMEN : TO BE HOUSEWIFE OR A
WORKING LADY”
SUBMITTED TO:
SUBMITTED BY:
Dr.D.K.Garg Monika
Gautam
(Chairman)
Enr.no.15076
IIMT,Greater Noida Batch :
15th
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2, Knowledge Park-I, Greater Noida, Distt. G.B Nagar
(UP)
ACKNOWLEDGEMENT
It is great achievement for me in having this opportunity to acknowledge with deep
gratitude the indispensable aid and the encouragement of all who helped me through my
project. I ,Monika Gautam, take this opportunity to express my deep sense of gratitude
and indebtness to Dr. D.K.Garg , (chairman) , Ishan Institute of Management and
Technology; Greater Noida for giving me this marketing research project and direction of
working.
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DECLARATION
It’s the original project and all the respondents are original. I have followed all the guidelines
of the Institution. It’s further admitted that questionnaire has been filled by the respondents
in my presence only.
The compilation of all information and data is accurate. If it is found that anything wrong or
any respondents are fake the institution can take any action against me and the guide.
Guide
Ms.RADHIKA KHEMKA MONIKA
GAUTAM
PGDBM PGDBM
Enr.no14040 Enr.no.15076
(signature)
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PREFACE
M arketing research is the function which links this consumer, customer and public
to the marketer through information–information used to identify and define
marketing opportunities and problems; generate refine and evaluate marketing
actions; monitor marketing performance; and improve understanding of market as a process.
Marketing research specifies the information required to address these issues; designs the
methods for collecting information; manages an implements the data collection process;
analysis the result and communicate the findings and their implications.
I have conducted this marketing research project to get the answer from the common woman
as of “Do they prefer to be a housewife or a working lady.” Thus I chose the topic “CHOICE
OF WOMEN :TO BE A HOUSEWIFE OR A WORKING LADY.”.
I take the opportunity to express my gratitude to all those who in some or the other way
helped me to accomplish this project. The research could not be completed without their
guidance, assistance, inspiration, and co-operation.
I also take this opportunity to express my sincere gratitude to our guide Ms.Radhika
khemka.
Lastly I express my gratitude to my Parents who have financed this project. I would also like
to thank my friends who helped throughout the endeavor.
Monika Gautam
Enr.no.:15076
PGDBM ‘B’
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TABLE OF CONTENTS
Chapter
page no.
1. INTRODUCTION 8
2. REVIEW OF LITERATURE 9
3. RESEARCH OBJECTIVE 10
4.
a) Research methodology 11
b) Sampling 12
c) Data collection 12
d) Research design 13
e) Scaling 14
1. ANALYSIS & INTERPRETATION 15-34
2. FINDINGS 35
3. SUGGESTIONS 36
4. CONCLUSION 37
5.
a) Limitation 38
b) Questionnaire 39-41
c) Bibliography 42
1. RESPONDENT SHEETS
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LIST OF TABLES
S.no Page.no.
1 18
2 19
3 20
4 21
5 22
6 23
7 24
8 25
9 26
10 27
11 28
12 29
13 30
14 31
15 32
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LIST OF GRAPHS & FIGURES
S.no Page.no.
1 18
2 19
3 20
4 21
5 22
6 23
7 24
8 25
9 26
10 27
11 28
12 29
13 30
14 31
15 32
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CHAPTER-1
INTRODUCTION
As marketing research does not address itself too basic or fundamental questions, it does
not qualify as basic research .On the contrary it tackles problems which seems to have
immediate commercial potential .In view of this major consideration ,marketing research
should be regarded as applied research. We may also say that marketing research is of both
types-problem solving, and problem oriented.
Marketing research is systematic and objective study of problem pertaining to the marketing
of goods and services. It may be emphasized that it is not restricted to any particular area
marketing, but is applicable to all its phases and aspects.
Woman is generally considered to look after home , children and family ,when we talk in
Indian context. Sometimes due to family responsibilities or sometimes due to other
significant & relevant reasons , woman are not able to do what they want .
It is a mere saying that it is hard to read a woman mind. I am ,here through my marketing
project, trying to read that unread mind of a woman in order to know her preference
regarding family and career.
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CHAPTER-2
REVIEW OF LITERATURE
MARKETING RESEARCH
Marketing research is the function that links the consumer,
customer and public to the marketer through information- information used to identify and define
marketing opportunities and problems; generate refine and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs the
methods for collecting information, manages and implements the data collection process, analyzes,
and communicates the findings and their implications.
1. Define the problem. Never conduct research for things that you would like to know. Make
sure that you really need to know something. The problem then becomes the focus of the
research.
2. How will you collect the data that you will analyze to solve your problem? Do we conduct a
telephone survey, or do we arrange a focus group?
3. Select a sampling method. Do we use a stratified sample, random sample, cluster sample or
cluster sample?
4. Collect the data.
5. Conduct the analysis of the data.
6. Check for errors. It is not uncommon to find errors in sampling, data collection method and
analytic mistakes.
7. Write the final report this will contain charts, tables and tables that will communicate the
result of the research and hopefully lead to the solution of the problem. Watch out for errors
in interpretation.
SOURCES OF DATA:
There are two main sources of data- Primary data and secondary data. Primary research is conducted
from scratch. It is original and collected to solve the problem in hand. Secondary research also known
as desk research already exists since it has been collected for other purposes.
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MARKETING RESEARCH APPLICATION:
1. Gathering data from markets.
2. Conducting customer surveys.
3. Determining the needs of your customers.
4. Evaluating customer responses to advertising.
5. Testing product in the marketplace.
CHAPTER-3
RESEARCH OBJECTIVE
The research study tends to follow and achieve specific objectives.
The objectives of this particular study are:-
✔ To know the choice of women between her family & career.
✔ To know what can be a reason for a woman to persue for higher
education.
✔ To know importance of society & its in life of a woman.
✔ To know thinking and opinion of women regarding working in
offices & being a housewife.
✔ To know different qualities of women at job as well as women at
home.
✔ To know flexibility of women in families & offices.
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CHAPTER-4
RESEARCH METHODOLOGY
MARKETING RESEARCH
Market is another name of competition these days .While companies have
to sell their product on the other hand it has to formulate different
strategies to give competition to other firms. In order to take a decision
which is important for a firm’s future the companies prefer to do a market
research about the action they are about to take.
RESEARCH INSTRUMENT
Structured Questionnaire
The questionnaire is a standardized form to record answers on the basis of set questions. I
had a questionnaire which had 15 questions in it .Each question had three to five options as
answers .The respondent had to choose one out of the rest and tick mark it.
Sample Size
Sample Frame
Research Method is the process in which only a few units of population under study are
considered for analysis. The area in my consideration was Delhi and Greater Noida. I
targeted general women who were above 19 years. So we went to different areas in Delhi
like the area surrounding Sorojini Nagar. In Noida we went to Alpha, Beta, Jagat Farms
(Greater Noida) ,Ansal plaza etc.
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DATA COLLECTION METHOD:
The method of obtaining and collecting data was random as I approached the common
females who looked above nineteen years of age.
SAMPLING
My sample unit were females and I picked up respondents randomly. I chose my sample
without being biased. This technique is known as clustered convenience sampling.
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2. OBSERVATION METHODS:
Observation study can broadly be classified in five bases;
RESEARCH DESIGN
RESEARCH INSTRUMENT
Structured and Disguised Questionnaire
The questionnaire is a standardized form for recording answers on the basis of set
questions. The questions provided limited answers.
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• Sample size
The sample size chosen was 50.
• Sampling Method
Sampling Method is the process in which only a few units of population under study
are considered for analysis. The sampling method was random sampling in which the
respondents were given the questionnaire.
The Questionnaire was framed in such a way to get continue response. And to
achieve flexibility by asking certain open ended questions. The time constraints and
various other factors were also kept in mind while framing the marketing research
methodology.
SCALING
Scaling refers to the measurement that is we need to measure that data on a common skill
show that we can have precision and exactness.
TYPES OF SCALES:-
(1) Nominal
(2) Ordinal
(3) Interval
(4) Ratio
Here we are scaling the subjective data and converted it in to objective data.
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CHAPTER-5
ANALYSIS & INTERPRETATION
“Choice of women : to be a housewife or a working lady.”
RESEARCHER:
Monika Gautam
Enr.no.15076
Executive summary
1.Your first choice after marriage is to be.................:
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3. Who , in your opinion can manage family in a better way?
6. What in your opinion should be the reason of a woman to persue higher education?
a)To have a good job designation b)To have good marriage proposals
c)To have self satisfaction d)Can’t say
a)32% b)0%
c)68% d)0%
9. Who , in your opinion , can manage disputes occurring within a family in a better way?
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a)Always b)No c)Sometimes
12. Do you think working ladies have more knowledge about latest trends as compared to
housewives?
13. Does a working woman get more respect from her husband than those of housewives?
14. Who ,in your opinion , can contribute to personal development of her children in a
better way?
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Graphical & TABULAR analysis
1. Your first choice after marriage is to be.................:
GRAPH 1
TABLE 1
a) b) c) d)
34% 44% 2% 20%
INTERPRETATION:
Graph shows that most of the women want or prefer to be a working lady. A little less then that
preferred to be a working lady. A very few have never thought about it,while, some of them
prefer to take decision depending on situation.
GRAPH 2
TABLE 2
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a) b) c)
12% 32% 56%
INTERPRETATION:
Most of the women prefer to give both financial & moral ,emotional support to their family , a
little less number of women prefer to give moral & emotional support to their family ,and least
number is of those who want to give their family financial support.
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3. Who , in your opinion can manage family in a better way?
GRAPH 3
TABLE 3
a) b) c)
26% 14% 60%
INTERPRETATION:
Most of women think that both housewife & working lady can manage family in a good
manner. Some think that a housewife can manage family in a better way , while least number of
women think that working lady manage home in abetter way than those of housewives.
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4. Do you think that housewives can use their skills in corporate?
a)Can do much better b)No ,they can’t c)Can’t say d)Depends on situation
GRAPH 4
TABLE 4
a) b) c) d)
18% 6% 14% 62%
INTERPRETATION:
Maximum number of women think that a housewife can use her skills in corporate depending
on situation. Some women think that housewives can do much better in corporate , a little less
number of women were not able to say anything on the concept . And least number of women
felt that house wives cannot do work in corporate.
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5. What will be your first priority?
GRAPH 5
TABLE 5
a) b) c) d)
16% 2% 30% 52%
INTERPRETATION:
A little more than fifty percent of women felt that everything including personal development,
social interaction, family growth is important.Some gave importance to family growth; a very
few gave preference to personal development.
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6. What in your opinion should be the reason of a woman to persue higher education?
a)To have a good job designation b)To have good marriage proposals
GRAPH 6
TABLE 6
a) b) c) d)
32% 0% 68% 0%
INTERPRETATION:
Most of the women preferred to persue higher education in order to get self satisfaction while
others aimed at high job designations.
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7. Who, in your opinion, is more flexible according to circumstances?
GRAPH 7
TABLE 7
a) b) c) d)
18% 20% 52% 10%
INTERPRETATION:
A little more than half of total number of women felt that both working lady & housewife can
adjust herself according to circumstances . Almost equal number of women thought
housewives & working lady to be more flexible in comparison to other ,respectively.
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8. Working women are more & more independent in –
GRAPH 8
TABLE 8
a) b) c) d)
10% 4% 64% 22%
INTERPRETATION:
Most of the women found working women more & more independent in both monitary
& social terms. Some were not able to say anything regarding this while very few
considered working women more independent in terms of money.
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9. Who , in your opinion , can manage disputes occurring within a family in a better way?
GRAPH 9
TABLE 9
a) b) c)
40% 4% 56%
INTERPRETATION:
More than fifty percent of total number of women felt that both housewives & working
ladies have capability to manage disputes occurring within the family .Almost no
women felt that working women manage disputes in abetter way than that of a
housewife, while rest considered housewives more capable of resolving family disputes
in a better way than those of working ladies.
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10. Is a working lady more interactive than a housewife?
GRAPH 10
TABLE 10
a) b) c)
18% 28% 54%
INTERPRETATION:
Most of the women found working ladies more interactive than housewives, sometimes.
Some felt working women & housewives are equally interactive. Very few discovered
working women to be more interactive than housewives , always.
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11. Who can maintain social status in a better way?
GRAPH 11
TABLE 11
a) b) c)
6% 94% 0%
INTERPRETATION:
A large portion of women population found working ladies better in maintaining social
status.
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12. Do you think working ladies have more knowledge about latest trends as compared to
housewives?
GRAPH 12
TABLE 12
a) b) c)
30% 26% 44%
INTERPRETATION:
An average number of women felt that working ladies sometimes have more knowledge
about latest trends than those of housewives. An equal number of women felt that
“working women are always aware of latest trend “ and “it is not like that”
;respevtively.
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13. Does a working woman get more respect from her husband than those of housewives?
GRAPH 13
TABLE 13
a) b) c) d)
12% 22% 34% 32%
INTERPRETATION:
About 34% of women said they feel that working ladies are given more respect by
their husbands , sometimes. About 32% of women quit to comment anything on the
question , while 22% didn’t feel that working women are respected more by their
husbands as compared to those of housewives.
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14. Who ,in your opinion , can contribute to personal development of her children in a better
way?
GRAPH 14
TABLE 14
a) b) c) d)
10% 4% 84% 2%
INTERPRETATION:
Largest portion of women respondents felt that both working lady & a housewife is
capable of contributing in personal development of her children. About 10% felt that
working woman is more capable of contributing in personal development of her
children.
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15. You would like your daughter to be............:
GRAPH 15
TABLE 15
a) b) c)
2% 10% 88%
INTERPRETATION:
Maximum number of women out of total number of respondents ,i.e. 88% wanted
their daughter to decide her own future. Very few wanted her to be a successful
working lady.
The statistical technique used for analysis of various data, chi – square value is
calculated by using the following formula.
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E
E = Expected frequency
Degree of freedom = (r – 1) (c – 1)
The calculated value of chi – square was compared with the table value of Chi –
square at 5% level of significance.
ASSUMPTIONS
TABLE
S.NO YES NO DEPEND total
S
1. Housewife can be active in 9 3 38 50
corporates
total 18 17 65 100
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S.no O E (O-E) (O-E)(O-E) (O-E)(O-E)/
E
1 9 9 0 0 0
2 3 8.5 -5.5 30.25 3.55
3 38 32.5 5.5 30.25 0.93
4 9 9 0 0 0
5 14 8.5 5.5 30.25 3.55
6 27 32.5 -5.5 30.25 0.93
TOTAL 8.96
=8.96
=(2-1)(3-1)
=2
INTERPRETATION:
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CHAPTER-6
FINDINGS
After completion of research it was found that choice of most of
the women , regarding being housewife or working lady , depends
on situation.
Many women think that both working ladies & housewives are
capable of managing home in a better way
Women are more family oriented ,no matter whether they are
working or housewife .
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CHAPTER-7
SUGGESTIONS
• Questionnaire should not be very lengthy otherwise interviewees lose
their interest and give unreliable answers.
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CHAPTER-8
CONCLUSION
Woman generally prefer to be in touch with her family , she always try to make family
members comfortable & always care for them (it is woman nature).But today’s woman
is career oriented & pays attention on jobs also . No matter what the circumstances are
a woman always try to make herself flexible accordingly.
Indian women feel that both housewife & working lady is able to cope up with adverse
situations of life ,complications in job & difficulties in family.
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CHAPTER-9
LIMITATIONS
In every research there are some limitation and this research project is no exception.
3. Many of the respondent we approached did not fulfill the age criteria so,
we had to reject this forms.
➢ LIMITATION OF COST:
the research.
➢ OTHER LIMITATIONS:
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report.
Kindly extend your co-operation in filling up this questionnaire and enable us to conduct the
research successfully.
RESPONDENT’S INFORMATION
NAME:.........................................................................................................................................
.ADDRESS:.................................................................................................................................
.....................................................................................................................................................
...MOBILE...................................................................................................................................
....E-
MAIL.........................................................................................................................................
GENDER:....................................................................................................................................
.AGE:...........................................................................................................................................
..DATE:.......................................................................................................................................
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....SIGNATURE:..........................................................................................................................
.....
QUESTIONNAIRE
Title: Choice of Women : To be a Housewife or working.
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1) Working women are more & more independent in –
a) Monitary terms
b) Social terms
c) Both
d) Can’t say
1) Who , in your opinion , can manage disputes occurring within a family in a better
way?
a) Housewife
b) Working lady
c) Both
1) Is a working lady more interactive than a housewife?
a) Always
b) No
c) Sometimes
1) Who can maintain social status in a better way?
a) Housewife
b) Working lady
c) Both
1) Do you think working ladies have more knowledge about latest trends as compared to
housewives?
a) Yes
b) No
c) Sometimes
1) Does a working woman get more respect from her husband than those of housewives?
a) Yes
b) No
c) Sometimes
d) Can’t say
1) Who ,in your opinion , can contribute to personal development of her children in a
better way?
a) Housewife
b) Working lady
c) Both
d) Can’t say
1) You would like your daughter to be............:
a) Housewife
b) A successful Working lady
c) Depends on her choice
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BIBLIOGRAPHY
The lists of reference for the purpose of completing this marketing project are as given
below:
BOOKS:
• Harper W.Boyd, Marketing Research
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INTERNET: -
• http://www.go4worldbusiness.com
• http://www.wikipedia.com/marketingresearch
• http://www.google.co.in/
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RESPONDENTS SHEET
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