CHAPTER-1

INTRODUCTION
1.1

INTRODUCTION OF THE STUDY

In simple terms customer feedback can be defined as Information coming directly from
customers about the satisfaction or dissatisfaction they feel with a product or a service. Customer
comments and complaints given to a company are an important resource for improving and
addressing the needs and wants of the customer. The information is procured through written or
oral surveys, online forms, emails, letters, or phone calls from the customer to the company.
MARKET RESEARCH
Market Research is the collection and analysis of information about consumer, competitor and
effectiveness of marketing program.
Market research is a very actionable tools and the findings of market research are directly linked
profits and growth of the business. companies commission market research because it can help
then to increase the profit and grow of business.
Market research help the companies in three ways: By understanding current customer taste and preference in order to ensure that they continue to
buy companies product.
To understand the taste and preference of competitor customer in order to try to sell companys
product to them.
To launch new product and services effectively to understand the potential of the market.

1.2

NEED OF THE STUDY

Marketing research helps to understand the psychology and sociological aspects of customers
about the product & service. Marketing researches is key to success for a company. Marketing
research helps organization to improve their marketing strategies by understanding issues such as
their current marketing strategies.
There are following things can be identified by doing market research1. The psychology of how the consumers think, feels, and select between different alternatives.
E.g. brands, product, services etc.
2. By market research a company can adapt and improve their marketing complains and
marketing strategies more effective.
3. To analyze the behavior of customers while shopping or making other marketing decision.
4. To analyze and formulate the company marketing strategies.
5. To improve more customers, value and satisfaction to customers.
6. To know the level of awareness of customers towards product and services.
NEED FOR RESEARCH
It is usually said that if marketing would be a train, then market research would be the
locomotive. In other words, market research should ideally be the starting point of any marketing
exercise. Conducting any marketing exercise be it related to pricing, promotion or distribution
of a product or service, without researching the potential market is as sensible as setting out to

sell sand in the Sahara Desert. Market research provides the answers to all the questions that
generally occupy the minds of marketers, at every stage of the marketing process.
1-

Market information.

5-

Price information.

2-

Product information.

6-

Environment information.

3-

Promotional information.

7-

General research information.

4-

Distribution information.

A) Will there be a demand for my product or service?

B) What should be the ideal price of my offering- on that ensures that I earn the maximum
profit?
C) Should I place my product only in urban markets or distribute even in the rural areas?
D) What should be the preferable media to promote my offering?
E) Would it be better if I replaced the pale green packets with bright yellow ones?
F) Is the fourfold growth in my sales figures a consequence of our latest television commercial?
G) How satisfied are our customers with the after sales services we provide?
H) What image comes to the mind of consumer when they hear our companys name?

1.3

OBJECTIVES OF THE STUDY

1.

To create brand awareness and find out the level of customers satisfaction towards

various product and services.

2.

To find out the major complains and suggestion from respondents.

3.

To know the important attributes which are of value to end users so that the company can

evaluate its marketing strategy and undertake necessary actions.

4.

Comparative study of products and services.

5.

To analyze the customers feedback towards various product and service.

1.4

SCOPE OF THE STUDY

Scope of marketing research means the possible applications of marketing research in corporate
environment. Bulk of research is done to measure consumer needs and wants. Besides, marketing
research is carried out to assess the impact of past marketing actions. Some research is done to
understand the competitive, technological, social, economic, cultural, political or legal
environments of the market.

1.5

IMPORTANCE OF STUDY

Research, as a general concept, is the process of gathering information to learn about something
that is not fully known. Nearly everyone engages in some form of research. For marketers,
4

research is not only used for the purpose of learning, it is also a critical component needed to
make good decisions. Market research does this by giving marketers a picture of what is
occurring (or likely to occur) and, when done well, offers alternative choices that can be made.
For instance, good research may suggest multiple options for introducing new products or
entering new markets. In most cases marketing decisions prove less risky (though they are never
risk free) when the marketer can select from more than one option.
Using an analogy of a house foundation, marketing research can be viewed as the foundation of
marketing. Just as a well-built house requires a strong foundation to remain sturdy, marketing
decisions need the support of research in order to be viewed favorably by customers and to stand
up to competition and other external pressures. Consequently, all areas of marketing and all
marketing decisions should be supported with some level of research.
While research is key to marketing decision making, it does not always need to be elaborate to be
effective. Sometimes small efforts, such as doing a quick search on the Internet, will provide the
needed information. However, for most marketers there are times when more elaborate research
work is needed and understanding the right way to conduct research, whether performing the
work themselves or hiring someone else to handle it, can increase the effectiveness of these
projects.

1.6

RESEARCH METHODOLOGY

1.

PRIMARY DATA: - Data directly collected from the field.

There are two ways to collect the primary data from fieldA) Observation- Observation method has been used to collect the data from field. In which I
have to be collect the data from field by observing the behavior and current situation of the target
product, service.
B) Questionnaire- Questionnaire is another method of collect the information from respondent.
Direct and structured questionnaire- This research study consist the direct and structured
questions to collected the information.
There are three types of questions has been designed in this study to collect the information

Open ended questions- In open ended questions respondent is free to give his/her opinion.

Close questions or dichotomous questions- In close ended questions respondent have to

give his/her opinion on by showing as agree or disagree to the questions. These types of
questions are very useful to save the time.

Multiple choice questions- In multiple choice questions respondents is offered two or

more opinions to give his/her opinion.

2.

SECONDARY DATA COLLECTION: - Secondary data means informations which

have been already collected by organization. This research study consists secondary data to
collect the information from respondent. There are two ways to collect secondary data-

A) Internal sources.
B) External sources.

3. INTERPRETATION OF DATA: The collected data was first put in a tabulated form for each question and for subsequent
response. After tabulate averages and percentages has been determined which helps in
interpretation of datas.

1.7

LIMITATIONS
1. The analysis made purely depends on the accuracy of data collected. Data quality can be
changed due to biased interviewers, wrong respondents, etc.
2. There was a constraint with regard to time allocated for the research study.
3. Detailed study of the topic was not possible due to the limited size of the project.
4. This project is not a substitute for decision making process and only assists in taking
decisions.

2. LITERATURE REVIEW
a) ORGANIZATIONS BUSINESS SECTOR
Marketing research is the systematic and objective

Identification
Collection
Analysis

Dissemination
and use of information

For the purpose of improving decision making related to the

Identification and
Solution of problems and opportunities in marketing
Specifies the information necessary to address these issues
Manages and implements the data collection process
Analyzes the results
Communicates the findings and their implications
Helps managers use this information to make decisions

The American Marketing Association (AMA) redefined Marketing Research as: The
function that links the consumer, the customer, and public to the marketer through
INFORMATION

Used to identify and define market opportunities and problems

Generate, refine, and evaluate marketing performance
Monitor marketing performance
Improve understanding of marketing as a process

Marketing Research is classified into

8

Problem-Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the
surface and yet exist or are likely to arise in the future. Examples: market potential, market

share, image, market characteristics, sales analysis, forecasting, and trends research.

Problem-Solving Research
Research undertaken to help solve specific marketing problems. Examples: segmentation,
product, pricing, promotion, and distribution research.

Classification of Marketing Research

Marketing Research

Problem

Problem-Solving Research

Identification Research

Market Potential Research

Segmentation Research

Market
Share Research

Product Research

Market
Characteristics Research

Pricing Research

Sales
Analysis Research

Promotion Research

Forecasting
Research

Distribution Research

Business
Trends Research

Marketing Research Process

1. Problem Definition

2. Development of an Approach to the

Problem

3. Research Design Formulation

5. Data Preparation and Analysis

4. Fieldwork or Data Collection

6. Report Preparation and Presentation

10

Role of Marketing Research

Customer Groups

Consumers

Employees

Shareholders

Suppliers
Uncontrollable
Environmental Factors

Controllable
Marketing
Variables

Product

Economy,
Technology, Laws
& Regulations,
Social & Cultural
Factors, Political
Factors

Marketing
Research

Pricing
Promotion
Distribution

Accessing
Information
Needs

Providing
Information

Marketing
Decision
Making

Marketing Managers

Market Segmentation,
Target Market Selection,
Marketing Programs,
Performance& Control

b) COMPETITORS ANALYSIS

The major competitors of The Nielsen Company in South India are:

IMRB International

TNS India (Taylor Nelson Sofres)

IMRB International: IMRB International (formerly Indian Market Research Bureau) is a

multi-country market research, survey and business consultancy firm that offers a range of
syndicated data and customized research services. Headquartered in Mumbai, India with
operations in over 15 countries IMRB is a part of the Kantar Group, WPPs research,
insights and consultancy network. Established in 1970, IMRB was modeled on the lines of
the British Market Research Bureau. IMRB is now a leading provider of market research and
insights across South Asia, the Middle East and North Africa with specialist divisions in
quantitative, qualitative, media, retail, industrial, and customer satisfaction, business to
business and social and rural research. IMRBs syndicated research offerings include the
Market Pulse, the National Food Survey, Web Audience Measurement (WAM), ITops, and ICube reports. IMRB is a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is
a 8.68 billion revenue company with 138,000 employees in 2400 offices across 107
countries. Kantar is WPPs research, insight & consultancy network. Kantar was founded in
1993, is now the worlds fourth largest research conglomerate. It boasts of $1.7 billion worth
of revenue with offices in 160 offices across 95 countries. With over 1200 employees, IMRB
is one of the largest providers of market research in India in an industry estimated to be
worth a minimum of $ 187 million. As the oldest extant market research company in India,
IMRB has been responsible for establishing the first and only household panel, the first
television measurement system and the first radio panel in the country and has played a key
role in the development of market research in India. It has been rated the Best Market
Research Company by MRSI, an industry body for several years. IMRB International's

specialized areas are consumer markets, industrial marketing, business to business

marketing, social marketing and rural marketing.

Taylor Nelson Sofres: TNS is the world's largest custom market research specialist. It has
offices in more than 80 countries across Africa, Americas, Asia Pacific, Europe and the
Middle East. Formerly listed on the London Stock Exchange and a constituent of the FTSE
250 Index, it is also a global leader in customer stakeholder management research and the
biggest provider of online market information in the world. The firm was acquired by WPP
Group, the world's largest advertising company measured by revenues, in October 2008 for
1.6 billion pounds.

Services offered by TNS: Innovation and Product Development helping our clients
develop winning products and services, whilst managing their new product development
risk.

Brand & Communication helping our clients develop their brand strategies, develop their
communication and marketing activities, understand their brand equity and track
performance.

Retail & Shopper giving manufacturers and retailers a better understanding of in-store
behavior, motivations and decisions.

Stakeholder management - helping clients to understand and actively manage their

companys relationships with interest groups such as customers, employees, distributors,
shareholders or the general public.

Qualitative helping clients uncover new consumer insights that inspire business growth.

Digital helping clients understand the challenges of the ever increasing Digital and New
Media world.

These Areas of Expertise are the home of TNSs research solutions. They are designed to
work end to end providing clients with a comprehensive portfolio of products, processes
and services within each practice area, but also across the entire portfolio.

c) SWOT ANALYSIS

Strengths:

1. Market leaders in research industry

2. Committed to data security

3. Strong client base

4. Service excellence

5. Quality of research data

Weakness:

1. Not good in holding data for further use (secondary data in future)

2. Fails to retain the talented employees.

3. No fulltime research through online.

Opportunities

1) Usage of technological tools

2) Developing Markets - Expansion Opportunities

3) More demand than supply

4) More clients participation

Threats

1) Growing competition/Increased competition in market.

2) Establishment of own research departments by the companies.

3) Maintaining data privacy- Stringent Data Protection Regulations.

d) ANALYSIS OF PRODUCT/SERVICE PROFILES

Nielsen offers an integrated suite of market information gathered from a wide range of
sources, advanced information management tools, sophisticated analytical systems and
methodologies, and dedicated professional client service to help Their clients find the best
paths to growth.

Clients work with their services to:

Measure their market performance

Analyze market dynamics
Diagnose and solve marketing and sales problems, and
Identify and capture growth opportunities

Their people work closely with clients to help them choose the right set of information and
services and use it to make the best possible decisions.

Retail & Shopper Marketing

Nielsen comprehensive insights into the shopper experienceincluding influences such as

in-store placement and retail channelsdelivers retailers and manufacturers a clear view of
the market through the consumers eyes. Nielsen provides an in-depth understanding of the
shopper experience, giving you insights that set the perfect mix of pricing, packaging and
presentation to drive growth.

How Nielsen Do It

Nielsen comprehensive solutions include:

Optimizing distribution across millions of traditional trade outlets throughout India

Analyzing assortment range and shelf management, testing new shelf layouts and

understanding shopper segmentation

Measuring shopper behavior, including shopping mission and motivation, and marketing

activation, looking at change moments in shopper conversion process

Organizing overall category management, product price, assortment, in-store placement and

promotion to increase share of shopper basket

Assessing best locations for retail expansion and new store launch through understanding
sales, traffic and shopper satisfaction

Why Nielsen for Retail & Shopper Marketing?

Nielsens breadth of information, research and analysis offers a one-stop solution for
retailers and manufacturers seeking to understand shopper behavior. From factors such as
brand preference to the physical realities of shelf presence and merchandising display,
Nielsen offer a seamless picture of shopper decision-making and how to make your products
stand out

Brand & Portfolio Management

Nielsen helps you measure the dimensions of your portfolio and the key drivers in each
category. Nielsen allow you to assess the best ways to mix and measure your product
portfolio, identifying where your competitive strengths and opportunities lie. Nielsen helps
you to evaluate the ROI of your communication strategy and customer management
programs, determining how they could be improved to better attract consumers to your
offerings.

Strategies for positioning and building your brand as efficiently and effectively as possible,

looking at brands underlying health and potential for future success

Measurement of both perception and product/service experience, as well as their correlation

to sales performance
Optimization of brand portfolio, ensuring your product mix offers the best fit for what

consumers need
Tools for monitoring and optimizing brand performance, anticipating demand by identifying

consumer needs
Integration of distribution, consumer behavior and perception data to gain the best

understanding of the market and category

Identify threat and growth potential, prioritizing future brand action

Pricing & Promotion Strategies

Nielsen optimizes your pricing and promotional strategy to align with brand and profit goals
for your entire product portfolio. Nielsen work with you to predict how various pricing and
promotion scenarios will impact sales and profits as well as the shoppers perception of your
brand.

Modeling price and promotion options, discerning optimal price to drive trial and repeat
purchases, meeting volume and profit goals.

Determining new and re-launched product pricing strategies to generate trial and respond to

competition.
Integrating retail and consumer research data to form a holistic picture of the market, and

forecast future shifts.

Assessing the impact on sales and profitability for manufacturers and retail partners, as well

as price interactions between own portfolio.

Analyzing pricing promotions, with clear recommendations for improvement and pack price

optimization.
Tracking market continuously to best respond to fluctuations and commodity cost changes.

Why Nielsen for Pricing & Promotion Strategies?

Nielsen can provide the knowledge of pricing landscape across more than 400 FMCG
categories and experience evaluating the pricing strategies for thousands of brands. Products
and services within Nielsen Pricing and Promotion practice group include analytic models
and pricing strategies that take into account the brand and product evolution.

Drawing on analytical models of historical store-month retail audit information, Nielsen

offer specific tools for new launches, re-launches as well as established brands. More than
75% of clients repeat pricing evaluation with Nielsen on an annual basis to achieve
consistent improvement.

Product Innovation & Renovation

Nielsen offers a full range of services that help you evaluate, develop and recharge brands
and products. From the earliest stages of idea generation through product launch and postlaunch evaluation, Nielsen provide research to help direct decisions about product
innovation.

Nielsen comprehensive solutions allow you to:

Evaluate the viability of new product ideas based on consumer, brand/category assortment

and retail environment, identifying those with the best potential

Test your product concepts, packaging and deliver what the consumer and customer needs
Assess external factors to identify their impact on product placement and positioning, and to

improve trade relationships, delivering what the consumer needs

Understand the consumer adoption process and impact of relaunch among existing brand

buyers and non-buyers

Minimize risk and portfolio cannibalism by drawing on rich database and expertise, while

maximizing sales and profit

Forecast long-term viability of product and consumer reaction

Why Nielsen for Product Innovation & Renovation?

Nielsen has conducted tens of thousands of concept tests globally, including tests of more
than 3,600 initiatives in India. Comparing current tests to Nielsen existing database provides
a highly accurate forecast of new product performance and in-market success.

Nielsen can analyze the key drivers of the category to evaluate the positioning of new
initiatives and determine their strengths and weaknesses as they relate to the competition.

Social Media Intelligence

Nielsens measurement and filtering tools help you assess exactly what value can be gained
from social media, identifying when it offers advantages over traditional marketing, and
when the they can be used together. Nielsen help you understand your consumer through
social media, linking feedback and queries to customer service infrastructure and
mechanisms.

How Nielsen Do It

Nielsen comprehensive solutions include:

Listening to social media, measuring what is being said about your brand, and how to use it

to drive growth and further engagement

Formulating a social media activation plan to enhance your brands social media presence,

advising on how to build brand advocacy

Creating content and community management practices to engage the social media

community
Evaluating consumer response and conversion to determine efficacy of digital and social

media marketing investments

Benchmarking social media performance and actions from competitors, while tracking
threats as part of online reputation management

Why Nielsen for Social Media Intelligence?

Nielsens unmatched industry experience, operating on a global scale across sectors and
brands, allows Nielsen clients to leverage the full promise of social media. Through Nielsen
customizable tools and partnerships, Nielsen provide a comprehensive suite of analytical and
consultative offerings.

As the leading resource for measurement and analysis of both TV and online viewership,
Nielsen offers the most complete picture of the evolution of social media and where it fits
into your plans.

e) TRAINING PROGRAM

o Detailed description of the operations/activities performed by the department

After giving the brief description if the activities that are performed by the department, the
job I have been assigned is to call and meet the respondents who belong to the respective
target groups personally and collect their detailed opinions about the product or service
depending on that particular project for which the customer is contacted.

Data collection process

o Fieldwork:

The main part of the company which facilities the whole practices of the research company
is field work. The Nielsen Company is fully capable to arrange all the fieldwork. The
company has a good strength of Executives, Supervisors and Interviewers The company also
has arrangements related to interviewers training which would be done through classroom
training, mock interview, and field practice.
o Classroom Training:

The first part of training is to educate prospective interviewers on:

The objective of market research

The market research process
The role of the questionnaire
The role of the interviewer
The Market Research Code of Conduct

Interviewer Briefing:

The researcher executive, field manager or regional manager using interviewer instructions

o
o
o
o
o

drawn up by the project manager personally briefs all interviewers. Project manager is
usually from the clients side who briefs about the project, the target group, the number of

interviews to be held, the questionnaire, the appropriate show cards to be used, the dos and
donts in the project etc.

Mock and Practice Interviews:

Mock and practice interviews are conducted by supervisors before the start of field work.
The interviewers are made thorough and familiar with the questionnaires and doubts
regarding the same are clarified to avoid any mayhem.

Data Collection:

The interviewers are given with a set of questionnaires; the show cards related to the project
and technological tools like digital recorders or laptops depending on the kind of project and
are sent to the filed to gather the necessary data. The interviewers are given a specific time
period within which they have to collect the data and submit it for further processes.

Accompanied Interviews:

Regional managers or DA Executives or the project supervisors go along with the

interviewers to appointments on a routine basis to check that they adhere to procedures and
policies. Even the clients have the authority to accompany an interviewer whenever they
want to check the process.

Scrutiny:

This is been done by the supervisors of the projects. All questionnaires are checked for
completeness and obvious errors. Additional checks are also conducted to see if there are
miss markings or the complete procedure as been followed thoroughly without any mistake.

Call-backs:

Supervisors telephone the respondent to check that whether interview was properly carried
out. This includes repeating key President
elements of the questionnaire to check that the answers
tally. If there are any data missing, it is collected by the supervisor and filled in, if there are
lots of discrepancies the interviewer returns to get the missing information or the respondent

CEO

replacement is done. Sometimes face-to-face back checks are also done by the supervisors
where they personally meet the
respondents.
ALL
INDIA HEAD

Quality Control:

OF
TheRegion
Nielsen1DIRECTOR
Company has
Control team.
the 3dataDIRECTOR
is scrutinized
OFand
Region 4
DIRECTOR
DIRECTOR
OFAfter
Region
OF separate
Region Quality
2
call backs are done, the questionnaires are sent to the QC team which checks the data
through call back and logical checks. After quality check is completed the data is dispatched
SENIOR MANAGER of Region
1
SENIOR
MANAGER of Region
3
SENIOR
MANAGER of Region
2
SENIOR
MANAGER of Region 4

to the researchers department where data processing and analysis is done.

Client participation:

Representatives of client have the power to attend the briefings, which will provide various

important details on the

project. It is likely for them to accompany interviewers once
the
MANAGER
MANAGER
MANAGER
MANAGER
IMR
RMS
SRstudy is under progress. CRS

SENIOR EXECUTIVE

SENIOR EXECUTIVE

SENIOR EXECUTIVE

SENIOR EXECUTIVE

The hierarchical structure of the company is as follows:

EXECUTIVE

EXECUTIVE

INTERVIEWERS

INTERVIEWERS

EXECUTIVE

EXECUTIVE

INTERVIEWERS

INTERVIEWERS

3. ORGANIZATION PROFILE

The Nielsen Company is a global marketing and advertising research company

headquartered in New York. The Nielsen Company is a publicly held global information and
media company, and is one of the world's leading suppliers of marketing information
(Nielsen Consumer, formerly ACNielsen), media information and TV ratings (Nielsen Media
Research), online intelligence (Nielsen Online) and mobile measurement (Nielsen Mobile)

The Nielsen History

The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923
by Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry.
Among many innovations in consumer-focused marketing and media research, Mr. Nielsen
was responsible for creating a unique retail-measurement technique that gave clients the first
reliable, objective information about competitive performance and the impact of their
marketing and sales programs on revenues and profits. Nielsen information gave practical
meaning to the concept of market share and made it one of the critical measures of corporate
performance. Mr. Nielsen also founded the business known today as Nielsen Media
Research, the global leader in television audience measurement and other media research
services.

ACNielsen opened its first international office in the UK in 1939 and, after World War II,
progressively expanded its operations in Western Europe, Australia and Japan. The company
increased its presence in Asia Pacific in 1994 by acquiring Survey Research Group, and in
the Middle East and Africa in the late 1990s through the acquisition of AMER World
Research.

In 2001, ACNielsen became part of VNU, a world leader in marketing information, media
measurement and information and business media.

In 2003, VNU announced a new organizational structure for VNU Marketing Information
(MI), its largest business group, to address evolving client needs and to create an enhanced
platform for accelerated growth.

In 2005, VNU attempted to expand into healthcare and pharmaceutical information by

acquiring IMS Health. Although the merger was terminated in the face of shareholder
opposition, the two companies agreed to work together to develop new capabilities.

In 2006, VNU was acquired and taken private by a consortium of six private equity firms.

In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its
best known brand name and underscores its commitment to create an integrated, streamlined
global organization.

Vision

To be Recognized Worldwide as Premier Professional Services Firm in Market Research

Mission

To be recognized, through continuous investment in people and technology, as the most

competent and credible marketing research institution providing reliable, and timely and
actionable marketing insights to our clients, contributing significantly to their success

Core Values: Integrity & Honesty; Respect &Development of people; Excellence &
Innovation

Number of employees: 42,000 employees

Internship department: CRS (Corporate Research Service)

Name of the supervisor: Mr. Lingaiah & Mr. Santosh

#6-1-4/C, Beside Lakshmi Apartment, Dundoo Enclave, Padmarao Nagar, Secunderabd-25

Phone: 040-44544485(O)

REGIONAL LEADERS

S.N
Name

Designation

Prashant Singh

Managing Director

Roosevelt D'souza

Sr. Vice President

Sheen Sunny Akkara

Executive Director, HR

4. DATA ANALYSIS AND INTERPRETATION

As the part of IIP we were given Five real time projects in three different industries, they
are:
I.

Automobile Industry
1. VDS (Vehicle dependency Study)
2. CSI (Benchmark Customer Satisfaction Index)
3. BSSI (Benchmark Sales Satisfaction Index)
II.
Telecom Industry
4. Fame
III.
Steel Industry
5. Khushi
I.
Indian Automobile Sector

The Indian economy has grown at an annual rate of more than 8% over the last five years
and the industrial production has made an outstanding contribution to this growth. Auto
industry was licensed, controlled and restricted in the early years of independent India and
had a limited contribution to the economy. But post de-licensing in 1991 the industry has
grown at an average rate of 17%. The industry currently contributes about 5% of the GDP
and it is targeted to grow fivefold by 2016 and account for over 10% of Indias GDP.
Automotive mission plan (AMP) expects the industry to reach a turnover of $150-200 billion
in the next ten years from the current $45billion levels. Over the last five years the
production of four wheelers in India has increased from 9.3 lakh units in2002-03 to 23 lakh
units in 2007-08 reporting a CAGR of 20%. Vehicle manufacturers are increasingly adopting
an outward looking approach and exploring new markets & territories, ranging from Middle
East, Europe, South Africa, Algeria, Latin America, Russia, etc. Exports have increased

immensely from 84,000 units in 2002-03 to 280,000units in 2007-08. Crisil estimates the
passenger vehicle exports to cross 7 lakh units by 2011-12

Passenger vehicle Industry

The past few years have witnessed a rapid change in all the segments of the Indian passenger
vehicle industry. International competition, increase in the number of participants, and the
need to counter pressure on margins have made it a buyer's market rather than a seller's one.
Today customers have wide model choices and the rising income levels, especially among
young adults, coupled with the low equal monthly installments (EMIs), have made vehicle
purchase affordable. With increased foreign competition in passenger vehicles, domestic
participants are scrambling to catch up and compete by investing in R&D and improving
overall efficiency. Automobile manufacturers are now intending to provide cars in every
segment with widened price range and reaching more potential customers.

Segment classification

The Passenger Vehicle (PV) industry is divided into

passenger cars
o A1Mini- Maruti-800
o A2 Compact- Alto, swift, Zen, Indica, Santro
o A3 Midsize- Esteem, Indigo, Accent, Honda City
o A4 Executive- Honda Civic, Toyota Corolla
o A5 Premium- Honda Accord, Hyundai Sonata
o A6 Premium- S class
utility vehicles (UV)
multi utility vehicles(MUV).

VDS

o Project Objective

To know the vehicle satisfaction levels of a customer who is using the vehicle from the past
3-4 years.

This project is held for the J.D.Power, a leading company in the customer satisfaction
measurement.

o Methodology used
Research Design used: Conclusive Research

Target Sample: 230 members

Target customers: people who buy new four wheeler vehicle.

Research process

The customer is directly contacted directly on the road, parking or from the internal
secondary data and based on his convenience an appointment is fixed for the interview. The
interview basically goes for 20-30 minutes.

The questionnaire is divided into three parts:

Screener
Main questionnaire
Demographics

The screener consists of basic details of the vehicle (make, model, month and year of
delivery, Showroom in which the vehicle was bought, vehicle displacement, vehicle color,
vehicle registration number)

The main questionnaire focuses on the objective of the study i.e. vehicle satisfaction of the
customer from the past 3-4 years (September 2008 to September 2009). The main
questionnaire is divided into ten sections (Exterior problems, The Driving Experience,
Features / controls & display, Audio/Entertainment, Seats, Heating/ventilation & AC,
Interior, Engine/Transmission problem, Other Serious problems, overall vehicle rating,
Insurance provider details and Rating ). The main questionnaire is designed using

Itemized Rating Scale

Continuous scale ratings
1 2 3 4 5 Avg.
6
7 Good
8
9Excelle 10
Unacceptable
Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree,
Strongly
nt

Agree)

Demographics section gathers the information of the customer and his/her household
(e.g. marital status, age, household income, etc.)

Analysis

Exterior problems
The Driving Experience
Features / controls & display
Audio/Entertainment
Seats
Heating/ventilation & AC
Interior

Assumes to be a major
problem
8%
15%
8%
5%
7%
10%
5%

Engine/Transmission problem
Other Serious problems

40%
2%

Assumes to be a major problem

2% 8%
15%
40%
8%

5% 10%

5%
7%

Exterior problems

The Driving Experience

Features / controls &

display

Audio/Entertainment

Seats

Heating/ventilation & AC

Interior

Engine/Transmission
problem

Other Serious problems

Findings
The main interpretation that could be drawn from the graph is that a customer is mainly

looking for a trouble free engine in a vehicle, after which a customer looks for good driving
experience, ac, features, audio.

Observations on some popular vehicles: Toyota Innova

Mileage: 10-12 kmpl

Many vehicles have employed drivers

It is the best vehicle in MPVs

Secondary Data Obseravations

Mileage: 10-13 kmpl

Zero maintenance

A/c is very good

Quality of interiors are not up to level

Excellent service from Toyota

Ride and handling will give safe
feeling
Problem with head lights
Power steering is tight

Seat comfort is excellent

A/c is very good

Low ground clearance

Cost of spares is high at showrooms

Breaking power is not enough

Average rating for this vehicle is 09/10

Average rating is 8.5/10

Maruti Swift

Mileage: 17kmpl

Secondary Data Obseravations

Mileage: 15.5kmpl

Best in engine performance

Good engine performance

Interiors are not good

Good braking system

Interiors are not bad

Great Pick-up

It is difficult to re-gain the speed

once we apply brakes
Problem with bumper
Metal used for body is not of that
much quality
Average rating is 09/10

Bumper is very weak

A/c is taking time to get cold

Cost of maintenance is comparatively low

Excellent servicing by Maruti

 Average rating for this vehicle is 9.5/10

Tata Indica Vista

Secondary Data Obseravations

Vehicle Name: Tata Indica Vista

Mileage: 22 kmpl

Mileage: 25kmpl
Good comfort
Great engine performance

Excellent engine performance

Neutral response from the dealers

Very less maintenance cost

High quality engine

Smooth drive

Interiors are not up to Tatas level

A superb vehicle at affordable price
Wheel alignment problem

Low quality interiors

Great fuel economy

Less maintenance

Good space and great comfort

Service from the dealers is not good

Vehicle pulls to a side on high ways

Average rating for this vehicle is 9.5/10

Average rating is 9.5/10

1. CSI (Benchmark Customer Satisfaction Survey)

Project Objective
To know the vehicle servicing satisfaction levels of a customer at the authorized automobile

showrooms (four wheelers).

**This project is held for the J.D.Power, a leading company in the customer satisfaction

measurement.
Methodology used
Research Design used: Conclusive Research
Target Sample: 230 members
Target customers: people who buy new four wheeler vehicle.

Research process
The customer is directly contacted directly on the road, parking or from the internal
secondary data and based on his convenience an appointment is fixed for the interview. The

interview basically goes for 20-30 minutes.

The questionnaire is divided into three parts:
Screener
Main questionnaire
Demographics

The screener consists of basic details of the vehicle (make, model, month and

year of delivery, Showroom in which the vehicle was bought, vehicle displacement,
vehicle color, vehicle registration number)

The main questionnaire focuses on the objective of the study i.e. servicing

satisfaction of the customer at the dealer after the vehicle servicing. The questionnaire is
divided into five sections (Service Initiation, Service Advisor, Service Facility, Vehicle

Pickup, Service Quality, overall ownership rating, non-authorized facility). The main
questionnaire is designed using

Itemized Rating Scale

Continuous scale ratings
1 Unacceptable
2 3 4 5 6 7 8Avg.9 Good
10 Excelle
nt
Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree,
Strongly
Agree)

Analysis

Service Initiation
Service Advisor
Service Facility
Vehicle Pickup
Service Quality

Weightage for
parameters in a
service station
7%
20%
8%
10%
55%

Weightage for parameters in a service station

7%

Service Initiation
20%

Service Advisor
Service Facility
Vehicle Pickup

55%

Service Quality
8%
10%

Findings
From the graph we can interpret that the customer is wants a good service quality, after

which they need a good service advisor in a vehicle service station.

The top authorized service stations (taking all the five parameters into consideration and

also the benefits they offer to the customer) according to me would be:

For Honda: Green Honda, Nagole

For Tata: Brindavan Motors, Secunderabad

For Maruti: Acer motors, thirumalgiry

For Ford: Mody ford, secunderabad

For Mahindra: VVC motors, Autonagar, Hyderabad

Observations from secondary data:

For Honda: Pride Honda, kondapur.

For Tata: Concorde, khairtabad

For Maruti: Rks motors, malakpet

For Ford:
Mody ford, nagole

For Mahindra: Automotive, hyderabad

2. BSSI (Benchmark Sales Satisfaction Index)
Project Objective

To know the sales satisfaction levels of a customer at the automobile showrooms (four
wheelers).

**This project is held for the J.D.Power, a leading company in the customer satisfaction
measurement.
Methodology used
Research Design used: Conclusive Research
a) Objective of Conclusive Research: To test specific hypotheses and examine relationships
b) Information needed is clearly defined in Conclusive Research. Sample is large and

representative. Data analysis is quantitative

c) Outcome: Findings of Conclusive Research used as input into decision making
Target Sample: 230 members
Target customers: people who buy new four wheeler vehicle.

The customer is directly contacted at the RTO (Road Transport Office) and based on his

convenience an appointment is fixed for the interview. The interview basically goes for 20-30
minutes.

The questionnaire is divided into three parts:

i. Screener
ii. Main questionnaire
iii. Demographics

The screener consists of basic details of the vehicle (make, model, month and year of
delivery, Showroom in which the vehicle was bought, vehicle displacement, vehicle color,
vehicle registration number)

The main questionnaire focuses on the objective of the study i.e. sales satisfaction of

the customer at the dealer during the sales. The questionnaire is divided into eight sections (prepurchase experience, dealer facility, deal, paperwork, financing process, rating the salesperson,
delivery time, delivery process). The main questionnaire is designed using

Itemized Rating Scale

Continuous scale ratings

Unacceptable
10
Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly

1 2 3 4Avg.
5 6 Good
7 8

Excelle
nt

Agree)

Demographics section gathers the information of the customer and his/her household

(e.g. marital status, age, household income, etc.)

Analysis

pre-purchase experience
dealer facility
Deal

Weightage for parameters in

buying a vehicle
18%
8%
22%

Paperwork
financing process
rating the salesperson
delivery time
delivery process

8%
7%
11%
18%
8%

Weightage for parameters in buying a vehicle

pre-purchase experience
8%

dealer facility

18%

deal

18%

paperwork
8%

financing process
rating the salesperson
delivery time

11%
7%

22%
8%

delivery process

 Findings

From the graph we can interpret that a customer mainly comes to a vehicle showroom for
the best deal, after which pre-purchase experience and the delivery time of the vehicle helps
a sales manager to attract a customer.

**delivery time of a vehicle plays a major role in a case of the vehicles like maruti swift,

maruti dzire, Hyundai new verna, Chevrolet cruze, etc..

The top two showrooms (taking all the eight parameters into consideration and also the
benefits they offer to the customer) according to me would be:

This is an analysis that I have made, as I have done the survey.

The top two showrooms (taking all the eight parameters into consideration

and also the benefits they offer to the customer) according to me would be:

For Maruti motors

iv. RKS somajiguda, Hyderabad.
v. Varun motors, Begumpet, Hyderabad.
From Secondary Data:

For Ford
i. Mody ford, Begumpet
RKS Secunderabad is good in
ii. Mody ford, Nagole
From Secondary
Data:
delivery
time

For Honda
Mody ford, Begumpet
is
i. Pride Honda, Kondapur
good in CRM
ii. Green Honda, Nagole

From Secondary Data:

For Tata
i.
ii.

Concorde, Khairtabad, Hyderabad

Malik Motors, banjara hills

Green Honda, Nagole is good

for after sales services
From Secondary Data:
Concorde, Khairtabad is good
for giving best deals to the
customer

For Hyundai

From Secondary Data:

Kun United is good for giving
best deals to the customer
but after negotiation

i. Kun United, Kondapur

ii. Lakshmi Hyundai

From the secondary data available on net we can know that the showrooms are being rated
by the user based on their buying experience on a particular parameter (i.e. taking one/two
parameters into consideration). But when the customer is being interviewed on all the
parameters then the overall ratings given by the customer differ.

** The customers are offered additional benefits (e.g. accessories, extended warranties,)
only based on the negotiation done with the dealer, if the customer hesitates at the deal then
the dealer is not providing benefits to the customer.

II.

Telecom Industry Background

The Indian Telecommunications network is the third largest in the world and the second

largest among the emerging economies of Asia. Today, it is the fastest growing market in the
world. The telecommunication sector continued to register significant success during the year
and has emerged as one of the key sectors responsible for Indias resurgent Indias economic
growth.

Growth of the industry

This rapid growth has been possible due to various proactive and positive decisions of the

Government and contribution of both by the public and the private sector. The rapid strides in
the telecom sector have been facilitated by liberal policies of the Government that provide
easy market access for telecom equipment and a fair regulatory framework for offering
telecom services to the Indian consumers at affordable prices.

Segment wise Status

Wireline Services

With increasing penetration of the wireless services, the wireline services in the country

is becoming stagnant.

On the other hand, Broadband demand has picked up and promises to stabilise fixed line

growth.

GSM Sector

In terms of the Global System for Mobile Communication (GSM) subscriber base this

now places India third after China and Russia. China had 401.7 million GSM Subscribers

CDMA Services

CDMA technology was introduced in India as a limited mobility solution. The

introduction of CDMA services has created competition, lowered tariffs and offered many
citizens access to communication services for the first time

Internet Services

Internet services were launched in India on August 15, 1995. In November 1998 the

government opened up the sector to private operators. A liberal licensing regime was put in
place to increase Internet penetration across the country.

The growth of IP telephony or grey market is also a serious concern. Government loses

revenue, while unlicensed operation by certain operators violates the law and depletes
licensed operators market share.

New services like IP-TV and IP-Telephony are becoming popular with the demand likely

to increase in coming years. The scope of services under existing ISP license conditions are
unclear.
3. Fame
Project Objective

Conduct a corporate reputation study for companies operating in the Telecom domain in

India on behalf of Tata Teleservices Ltd

Methodology used
Research design used: Exploratory research
a) To provide insights and understanding
b) Information needed is defined only loosely. Research process is flexible and
unstructured. Sample is small and non-representative. Analysis of primary data is
qualitative

Target Sample: 30

Target customers: Senior media reporters, press reporters, editors, Press managers,

etc.

Research Process

The customers are contacted based on the appointments given by the firm

management. These appointments are fixed by calling up the persons available on the
internal secondary data.

The questionnaire mainly consists of two parts

General section
Main questionnaire

General Section of the questionnaire contains questions which asks the details of

the respondent and some details on the generalized perception of the telecom players.

Main questionnaire probes about the eight factors (Management Quality,

Financial Performance/ Health, Market Leadership, Product and Service Quality,

Customer Focus, Corporate Governance & Business Conduct, Work Environment &

Employee Relations, Social and Environment Responsibility) about corporate telecom

image in detail.

Analysis

Management Quality
Financial Performance/ Health
Market Leadership
Product and Service Quality
Customer Focus
Corporate Governance & Business Conduct
Work Environment & Employee Relations
Social and Environment Responsibility

Weig
htage
for
para
meter
s
10%
15%
5%
30%
25%
5%
5%
5%

Weightage for parameters

5% 5% 10%
5%

15%

25%

5%
30%

Findings

Management Quality

Financial Performance/
Health

Market Leadership

Product and Service

Quality

Customer Focus

Corporate Governance &

Business Conduct

Work Environment &

Employee Relations

Social and Environment

Responsibility

From the above graph we can interpret that the corporate image of the telecom

companies are judged mainly based on the parameters like product-services quality,
customer focus, and financial performance/health.

III.

Steel Industry:
Indias Steel Industry is more than a century old. Before the economic reforms of the

early 1990s the Indian steel industry was a predominantly regulated one with the public
sector dominating the industry.

Tata Steel was the only major private sector company involved the production of steel in

India. Sail and Tata Steel have traditionally been the major steel producers of India. In 1992,
the liberalization of the India economy led to the opening up of various industries including
the steel industry. This led to the increase in the number of producers, increased investments
in the steel industry and increased production capacity. Since 1990, more than Rs 19,000
crores (US$ 4470.58 million) has been invested in the steel industry of India.

India's steel industry went through a rough phase between 1997 and 2001 when the

overall global steel was facing a downturn and recovered after 2002. The major factors that
led to the revival of the steel industry in India after 2002 was the rise in global demand for
steel

and

the

domestic economic growth in India.

India has now emerged as the eighth largest producer of steel in the world with a production
capacity of 35MT. Almost all varieties of steel is now produced in India. India has also
emerged as a net exporter of steel which shows that Indian steel is being increasingly
accepted in the global market.

The growth of the steel industry in India is also dependent, to a large extent, on the level

of consumption of steel in the domestic market. Steel consumption is significant in housing

and infrastructure. In recent years the surge in housing industry of India has led to increase in
the domestic demand for steel.

More than 3500 different varieties of steel are available in the steel industry of India.

These can however be classified into two broad categories

Flat Products - Flat products include plates and hot rolled sheets such as coils and
sheets. Flat products are derived from slabs. One of the major uses of steel plates is in

ship building.
Long Products - Long products include bars, rods, wires, ropes and piers. These are
called long products due to their shapes. Long products are made from billets and
blooms. Long products are mostly used in housing and construction and also in rail

tracks.

4. Khushi
Project Objective
To know the product satisfaction levels of a customer who uses TATA Steel as raw material
to produce their respective end products.
**This project is basically done for the TATA Steels.
Methodology used
Research design used: Exploratory research

Target Sample: 30

Target customers: Companies who uses TATA Galvano or TATA Steelium as their

raw materials in their respective firms.

Research Process

The customers are contacted based on the appointments given by the firm

management. These appointments are fixed by calling up the companies which are listed
in the list provided by the TATA steel (this is the internal secondary data).

The questionnaire mainly consists of two parts

i. General section
ii. Main questionnaire

General Section of the questionnaire contains questions which asks the details of

the respondent and some details of the company (turnover, quantity of raw materials
used, their end product.)

Main questionnaire probes about the entire properties (mechanical, chemical,

grade, bent, weather resistance,) of the raw materials they are using (along with the other
brand of raw materials). And also takes the exact expectation of the customer as the
feedback.

Analysis
Analysis of Weightage for parameters

Product Attributes
Order Placement & Documentation
Packaging
Delivery
Service and Complaint Redressal
Commercial Terms
Customer Relationship
Company Image (reputation, technology used, ISO
Standards)

Weightage for
parameters

20%
15%
10%
15%
12%
13%
5%

10%

Findings

From the graph we can interpret that the customer looks for product attributes first, after

which order-placement & documentation, delivery, and the commercial terms are given
importance in selecting a GP steel supplier.

Analysis of GP Steel Brands Performance on various parameters

5
4
3
4
3
5
4

4
4
5
4
4
4
5

UTTA
M
GALV
A
5
4
5
4
4
4
5

Product Attributes
Order Placement & Documentation
Packaging
Delivery
Service and Complaint Redressal
Commercial Terms
Customer Relationship
Company Image (reputation,
technology used, ISO Standards)

TAT
A

BHUSH
AN

Ot
he
rs

4
3
3
3
4
3
3

Findings

From the above graph we can interpret that the TATA GP sheets has some problem with

packaging and complaint redressal.

For both TATA Galvano and TATA Steelium the oil is coated (which generally are used to

protect sheets from rust, dust, other chemical reactions) on the surface of the sheet. The
customers are finding it difficult to remove the oil for their further process. After a lot of
process they are removing oil but the sheet will remain with some scales (zinc layer), which
is not good for their end products.

Suggestions

The customer wants some solution to overcome this problem, they at least want some

process prescribed by the TATA that would solve the problem.

From secondary Data available on the internet TATA claims to supply the best quality

Steel to its customer.

Problems encountered
a) Lengthy questionnaires: interviews were in-depth which were good but the directions
given from one question to other were not appropriate where customer felt
inconvenient in answering the questions.
b) Sometimes respondents used to change the given schedules after reaching his/her
premises which used to affect the whole routine and the respondents also used to
make us wait beyond the given appointment time.

c) No proper briefing was given to the interviewer due to which the interviewers faced

some problem at the interview.

Solutions
a) Questionnaire must be designed correctly according to the possible replies that are
expected from the customer/respondent.
b) The appointment should be fixed with the respondent and a confirmation regarding
the same as to be done before the interviewer visits the place.
c) Briefing: Thorough briefing should be given to all the interviewers regarding the
questionnaire and also the project so that it will be possible for the interviewers to
explain the same to the respondents.

 5 - FINDINGS

The analytical part of the study of Analysis of Customer feedback for different industries
reveals the following things.

Vehicle dependency Study (VDS): The main interpretation that could be drawn from
VDS is that a customer is mainly looking for a trouble free engine in a vehicle, after

which a customer looks for good driving experience, ac, features, audio.
Benchmark Customer Satisfaction Index (CSI): we interpreted that the customer
wants a good service quality, after which they need a good service advisor in a vehicle

service station.
BSSI (Benchmark Sales Satisfaction Index): we can interpret that a customer mainly
comes to a vehicle showroom for the best deal, after which pre-purchase experience and

the delivery time of the vehicle helps a sales manager to attract a customer.
Delivery time of a vehicle plays a major role in a case of the vehicles like maruti swift,
maruti dzire, Hyundai new verna, Chevrolet cruze, etc..
Fame: we can interpret that the corporate image of the telecom companies are judged
mainly based on the parameters like product-services quality, customer focus, and

financial performance/health.
Khushi: we can interpret that the customer looks for product attributes first, after which
order-placement & documentation, delivery, and the commercial terms are given
importance in selecting a GP steel supplier.

6 - SUGGESTIONS AND CONCLUSIONS

SUGGESTIONS

 The company is the marketing research in the primary research, but is not a good one in
retaining the data collected for further use, which can be used as internal secondary data
in the future.
Respondents at the senior management level are willing to give response only through
online, but we do not have an option to forward the questionnaire and get it filled online,
due to which we lose some respondent opinions.
Employee should not be loaded with many projects at a time, which could decrease the
quality of the data that is to be collected.
The employees are to be retained as man power is one of the main asset of the firm.

CONCLUSION

From the internship at Nielsen I have gained lot of practical knowledge. Now I have a
thorough understanding of the various types of researches and the process involved in it. I
have also come to know about the rules that are followed in the research industry. The
journey at Nielsen was very informative for the last five months. Being part of an effective
team I have learnt things like how to manage oneself when working with a team,
coordinating various meetings, how to keep the attitude right towards the goal.

Initially, we faced lot of problems when we started approaching respondents with lengthy
questionnaire. But gradually as days passed I understood the process about how to manage
with respondents of different demographics such as age, social status etc, Along with
understanding the primary data collection process the internship has also made to better
understand the various management processes learnt in theory such as team work, managing
time and to take responsibilities.

7 - BIBILIOGRAPHY

Book: Marketing Research by Naresh k Malhotra, sixth Edition

Pearson Publishers

 Website sources:
http://en.wikipedia.org/wiki/Marketing_research
http://www.acnielsen.co.in/company/history.shtml
http://www.mouthshut.com/
http://www.autoinfoz.com/

http://www.team-bhp.com/