SUMMER PROJECT ON INDIAN IT MARKET

Name: Falguni SinghSpecialization : Marketing

Introduction to IMRB

Introduction to IMRB Indian Market Research Bureau (IMRB) is multi

country market research, survey, and business consultancy firm that offers a range of syndicated data and customized research services.

Parent company : James Walter Thompson

Established : 1970

Type : Market Research

Head-Office : Mumbai, Dadar –west

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9 Divisions of IMRB Quantitative research Probe Qualitative Research (PQR) Media and Panel Group Business and Industrial Research Division

(BIRD) Brand Science Group (BSG) Customer Satisfaction Management and

Measurement (CSMM) MindTech Systems Social and Rural Research Institute Abacus Market Analytics

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Indian IT market

Indian IT market The study is a bi-annual study of the

Indian IT market. Launched in 1996, under BIRD, the

study covers more than 22,000 entities across household and businesses in the top 22 cities of India and is the largest study in the IT domain in India.

10,000 establishment and 12,000 households.

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Objective

To generate a pool of information for IT industries and IT magazines.

To provide insights on growth of the Indian IT market.

To forecast potential market for particular IT product.

The findings from the study are accepted as the official market performance of Indian IT market by Manufacturers Association for Information Technology (MAIT).

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Research Design Since the objective of the project is well

defined, type of design used for the project is Descriptive Design (Quantitative research).

The project relies on primary data, collected by surveys. Survey consists of three parts, Listing Questionnaire PC Owner Non- PC Owner

Questionnaire consist combination of scales.

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Collection Of Data

Collection Of Data Sample size for the study, Mumbai is

700. Types of Organizations covered :

Manufacturing/Factory Offices Outlets Government

Size of Organizations covered: Small establishment ( <10 employees) Medium establishment (11-50 employees) Large establishment (50+ employees)

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Data was collected in 3 ways for the study. Method #1 : Random Method #2 : Starting Point Booster Method #3: Purposive

Building #1Building #2

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Total PC Sales

2005-06 2006-07 2007-08

5046588

6041451

7344306

Sales in 2007-08 shows growth of 16%, sales in 2006-07 shows growth of 20%

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Annual Desktop Sales : Business by Employee size

2005-06 2006-07 2007-08

24%12% 18%

28%

18%

25%

48%

70%57%

Small Medium Large

Large

Medium

Small

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Profile of Desktop Buyers

2005-06 2006-07 2007-080%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Factory Office Outlet Gov

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Active Internet Users

2005 2006 2007 2008

3127

4124

6009

7200

users‘000 units

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Mystery Audit

Mystery Audit A mystery audit is a process in which a

person is hired by a market research firm or a manufacturer to visit retail stores, posing as a casual shopper to collect information about the stores' display, prices, and quality of their sales staff.

Answers where to be given in true or false, final score was generated against 50marks.

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Mystery Audit form encompassed 7 sections for testing SOP of the store.

1. Customer Focus2. Needs Assessment3. Product Demonstration4. Opportunity to Buy5. Overall Store Experience6. Store Infrastructure7. Other Observations

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Central Location Test

Central Location Test Central location tests (CLT) are type of

qualitative research technique. They are product marketing tests performed in controlled environments, which take place where the products would actually be used.

Conditions for respondent: Age between 25-30 years old. Should be pizza eater but not pasta eater. Or Should not be pizza eater but a pasta eater.

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Thank You