A PROJECT REPORT ON

SUMMER INTERNSHIP PROGRAM

FINAL REPORT SUBMISSION

ICFAI BUSINESS SCHOOL, AHMEDABAD

NAME: HIMANSHU SAXENA COLLEGE MENTER: Mr. TOBY MAMMEN

COMPANY NAME: DEXTER COSULTANCY COMPANY MENTOR: Mr. ABHISHEK RATHI

ENROLLOMENT NO: 0901200883

i
 A FINAL REPORT

For

Leading furniture And Modular Kitchen Systems

Ahmedabad
SIP: DEXTER CONSULTANCY
UNDERSTANDING THE CONSUMER PERCEPTION AND
AWARENESS OF MODULAR FUNITURE FOR A LEADING
FURNITURE AND MODULAR KITCHEN COMPANY

SUBMITTED TO: SUBMITTED BY:

MR. TOBY MAMMEN HIMANSHU SAXENA
ID: 0901200883

ii
 ACKNOWLEDGEMENT
This work begins the imprints of many persons whose valuable assistance and insightful
suggestion have made this project worthy.

With sincere thoughts and deep sense of gratitude I would like take this opportunity to give my
sincere thanks to MR. RAHUL SANGHVI (MD and CHAIRMAN) M/s Dexter Consultancy LTD for
giving opportunity to work for their organization.

I am also thankful to Mr. ABHISHEK RATHI, Mr. ANURAG ARJUN and Mrs. MEHA SANGHVI
whose able guidance helped me to give the present shape of the project.

I take this opportunity to thank our faculty in charge Mr. TOBY MAMMEN for encouraging with
his kind words of knowledge and wisdom and also co-operating with us.

It is immense pleasure to extend my gratitude and I would also like to thank my institute ICFAI
BUSINESS SCHOOL, AHMEDABAD and other staff members for the knowledge gained that
helped me to sharpen my skills.

I shall remain grateful to all of them and hope their best wishes will guide me to come out with
flying colors on the path of honesty and harmony.

YOURS TRULY

HIMANSHU SAXENA

0901200883

iii
 AUTHORIZATION

The report is submitted in partial fulfillment of the requirements of MBA Program of the ICFAI
University, Dehradun.
HIMANSHU SAXENA

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 TABLE OF CONTENTS
1. ACKNOLWEDGEMENT........................................................................................................iii
2. AUTHORIZATION................................................................................................................iv
3. ABSTRACT...........................................................................................................................1
4. CHAPTER 1
- INTRODUCTION AND STUDY ON THE LEADING MODULAR KITCHEN
BRAND...........................................................................................................................3
OBJECTIVE(3)
SCOPE (3)
LIMITATIONS (4)
SOURCE OF DATA COLLECTION (4)
METHODS OF DATA COLLECTION (5)
5. CHAPTER 2
- METHODOLOGY ADOPTED..........................................................................................6
RESEARCH DESIGN (6)
SAMPLING PLAN (6)
TARGET RESPONDENTS (7)
AREA COVERED (7)
TIME FRAME (7)
SPECIFYING THE SAMPLING FRAME (7)
6. CHAPTER 3......................................................................................................................9
- OPERATIONAL EXECUTION OF THE PROJECT (9)
- OPERATIONAL SCHEDULE OF THE PROJECT (10)
7. CHAPTER 4
- PRODUCT DETAILING...............................................................................................13
MODULAR KITCHEN IN INDIA (13)
MODULAR KITCHEN CABINETS (13)
DESIGNS IN MODULAR KITCHEN (13)
MODULAR KITCHEN IN REALITY (13)
ACCESSORIES OF MODULAR KITCHEN (15)
MERITS OF MODULAR KITCHEN (15)
8. CHAPTER 5
- INDUSTRY ANALYSIS OF MODULAR KITCHEN.............................................................16
MODULAR KITCHEN MARKET IN INDIA (16)
PRICE RANGE OF MODULAR KITCHEN (16)
BRANDS ACTIVE IN INDIA (17)

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 COMPARISON OF MODULAR KITCHEN (18)
9. CHAPTER 6.......................................................................................................................19
- ANALYSIS PLAN OF THE PROJECT
PERCEPTION OF RESPONDENTS ABOUT COMPANY A(22)
MAJOR INFLUENCER IN BUYING MODULAR FURNITURE(25)
SOURCE OF AWARENESS OF COMAPANY A (26)
SOURCE OF AWARENESS OF OTHER BRANDS (27)
PURCHASING ATTRIBUTES OF MODULAR KITCHEN (27)
INFLUENCE OF ARCHITECT (28)
BRAND ATTRIBUTES CUSTOMER ASSOCIATE WITH COMPANY A (29)
PERCEPTION OF INTERIOR ARCHITECTS (30)
MAPPING COMPETITORS WITH A (31)
10. CHAPTER 7......................................................................................................................32
- WORKING and LEARNING IN OTHER PROJECTS
A LEADING PETROL PUMP (32)
MARKET MAPPING OF VOCATIONAL TRAINING COURSES IN KOZHIKODE (36)
OPERATION EXECUTION OF LEADING APPAREL STORE (38)
PROJECT OF LEADING ARCHITECT FIRM (44)
FEASIBILITY OF COMPLINACE SUPERVISION SOFTWARE (45)
SECONDARY SEARCH TACTICS AND TECHNIQUES (46)
DEBUGGING OF ERP (47)
PREPARED A CASE STUDY (48)
11. ANNEXURE
- PROFILE OF THE COMPANY........................................................................................49

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 ABSTRACT
Kitchen is one of the most important parts of our home and its interiors are as much important
as other rooms are. A new concept that has entered in the world of kitchen interiors is Modular
Kitchen. As the name suggests, modular kitchen is made up of several modular which are fitted
together to form a design. Modular kitchens not only make cooking easier, but also add a touch
of glamour to our kitchen interiors. These days, several types of modular kitchen fittings are
available in the market in different specifications, colors and styles. Whether our kitchen is small
or large, simply every type of fittings is available to match our style and requirement.

Whenever there is a talk of kitchen, it is considered the most important part of house for
women. So, the decoration and care of kitchen is as important as the other parts of home. As
the question of decorating the kitchen arises, many of people seem to have taken a fancy to the
modular kitchen of late. The modular kitchen set has now become a ubiquitous feature.

MEANING OF MODULAR FURNITURE

Modular kitchen is called because the modules are put together to form design of kitchen. The
cabinets are designed according to the size, length and breathe of the kitchen. In addition,
important accessories like chimneys, ventilators and sinks are inbuilt which in turn reduce the
overheat.

Modular Kitchen is a term used for the modern kitchen furniture layout consisting of modules
(units) of cabinets made of diversified materials which hold accessories inside, which can
facilitate the effective usage of the spaces in a kitchen. Normally the units which are kept on the
floor are called "floor units" or "floor cabinets" on which a kitchen worktop made of granite,
marble, tile or wood has been laid for creating spaces for varied activities in a kitchen.

The units which are held on the wall for storage purposes are termed as "wall units" or "wall
cabinets". In small areas of kitchen in an apartment, even a "tall storage unit" is available for
effective storage.

Modular kitchen normally constitutes wooden cabinets, counter tops, internal accessories,
electro magnetic gadgets like chimney, hob, built-in-oven, sink with or without drain board and
in some cases a refrigerator, dishwasher or other gadgets.

The designer normally designs the space using modules of standardized sizes to suit individual
spaces. Most kitchen design software that the designer uses has an option where you can edit
the catalogs to set the sizes of the kitchen units to the standard sizes you use.

Modular Kitchen has evolved as a revolutionary concept bringing drastic changes in the way we
cook food and maintain our kitchen and the things contained in it. The traditional outlook of a
common kitchen has gone complete transformation with the implementation of radical interior
ideas on the one hand and incorporation of things like kitchen cabinets, island and other

1
accessories on the other. This has improved substantially the functionality of a typical kitchen
and brought comfort to the homemakers and housewives the world over, especially in countries
like India, Australia, UK and USA. The issue of kitchen storage space in the cramped flats and
houses of contemporary era can successfully be addressed using the concepts, ideas and images
of a modular kitchen design. But what makes a modular kitchen different from a traditional one
is the avant-garde design ideas in interior décor, floor plans and furniture layouts. The elegance
of a well-designed modular kitchen simply sets it apart from how this most important part of
our house used to look a few years ago.

2
 CHAPTER 1

STUDY ON THE LEADING MODULAR KITCHEN BRAND AND

INTRODUCTION

Company A furniture systems is an Ahmedabad based company which is into premium quality
Modular furniture. Company A’s furniture’s are designed to deliver high value and a premium
experience to its customers.

 OBJECTIVE BEHIND THE STUDY

The broad objective is to understand the overall consumer’s perception about Modular. Furniture’s Brand
A and its preference for company A furniture’s vis-à-vis competitors.

Towards this objective, this research aims at understanding the following:

A. The perception of Modular furniture and specifically Company A’s furniture’s through current
positioning of Company A’s furniture’s in the minds of the consumers as a premium product.

B. To understand the awareness of Company A in the same target Segment.

C. Perceptual mapping of Company A when compared to its competitors.

D. Feedback of the current customers of Company A.

E. Profiling potential customers of Company A based on but not limited to their psychographics,
brand preference, loyalty, trust and expected services.

F. Determining potential below the line (BTL) activities that can be carried out for the promotion of
Company A based on the profiling of the potential as well as current customers.

 SCOPE OF STUDY
To understand how actually market research is carried out on a live project.
Understanding the whole operational procedures and processes that are followed during the
market research
Understanding the general perception and brand awareness study among the samples and
respondents
This project will help the company to know where their position stands among the competitors
and among the consumers

3
 What BTL activities can be carried out by the Company A to increase their potentiability in the
market?
Do consumers consider Company A as premium brand?
Analyzing the strengths and weakness of Company A with its competitors
Medium of awareness of Company A and its competitor among the target group
Understanding the buying behavior of clients and the factors they take into account while buy
modular kitchen and wardrobes
The extent to which the buying decision of modular furniture is influenced by architects and
interior designers
Understanding the analytics part how analysis of a project is done?

 LIMITATIONS OF THE STUDY

 Lack of primary data on the brand awareness and brand perception of a leading modular
furniture brand
 Lack of proper secondary data available in research journals and on internet
 Hard to get appointments with the Company A users and prospective customers that we wanted
to target and also their co-operation
 Lack of awareness about modular furniture brand
 Local language problem because getting information through Gujarati becomes a difficult part
as most of them are not well versed with the local language
 Geographical limitation was also there since we have to target the premium segment which
were difficult to tap other than Ahmedabad
 Hard to get appointments from interior architects since mostly are busy with their work
 Respondent should be SEC A1 or A2 category
 Sample size should be from a home which has been bought not less than 2 years ago
 Architects and interior designers who deals in higher branded category of products

 SOURCE OF DATA COLLECTION

For the collection of data for the Company A we proposed to collect the data from those households
which have been newly built, societies which have been constructed in not less than 2 years and high
rise bungalows having modular kitchen of other brands, through personal contacts, through information
from the internet and the database provide by the company itself of interior designers and architects
and the customers of Company A itself.

 METHODS OF DATA COLLECTION

o Questionnaire was both close ended and open ended as per the requirement of information.
o The interviews for the data collection were conducted with both the spouses (i.e. husband and
wife) of the family either by using a joint questionnaire or different questionnaires.

4
o Interviews with architects, interior designers and competitors were done through mystery
shopping in which investigators were sent to them for queries as customers.
o We first took the appointment of Company A users and then went to their home to collect the
data through the questionnaire. When appointment was not feasible, we made cold calls and
directly went to their homes without telling them
o We took the audio recordings of various respondents and took various qualitative information
from the recordings which were not normally written during the time of interview.

5
 CHAPTER 2
METHODOLOGY ADOPTED
 RESEARCH DESIGN
We have chosen descriptive study because in this project our objective are clearly defined and
we have to gather details about all the aspects of problems.

 SAMPLING PLAN

- Sampling plan for current and potential customers were as follows:

Current
Potential
Category Customers of Total
Customers
Company A

Decision maker 30 50 80

Sample size of the potential customers was amounted to about 50 so that we can understand
what were the future possibilities of Company A venturing into the future and what was the
general perception and Psychology of the potential customers and also tracking their buying
behavior regarding the kitchen.
Sample size of the Users of Company A was amounted to about 26 so that we can understand
what is the general perception about the Company A among the users and how do they look
Company A as a premium brand. What are their feedbacks and what have they experienced
after they have purchased Company A.
- Sampling plan for competitors catering to same target segment as of Company A

Category Number

Interior

Designers
5
or

Architects

6
The main reason behind Interior Architects were chosen since they better know what are the
requirements of the clients and what is their general perception about Company A. Since they regularly
deal with the clients and meet with various dealers. They know exactly the strength and weakness of
each and every brand and will be easily able to say which brand performs the best on what factor.

 TARGET RESPONDENTS

Target respondents for the research includes

 Current customers of Company A( who have purchased Company A products in the last 2 years)
 Potential customers (which are non buyers or buyers of competitor products) belonging to SEC A
and have purchased in the last 2 years or are in process of purchasing houses worth of INR 50
lakh to INR 1.5 crores
 Architects and Interior designers (who are providing consultation for houses ranging between
INR 50 lakh to INR1.5 crores)
 Interior Architects with an overlapping target segment to Company A’s.

 AREA COVERED

Pilot study was done in the college itself with my friends so that I come to know what problems I can
face in my Questionnaire. Then I targeted a premium segment respondent through my own personal
source which was in Bopal and a part of the study was done in the company itself. When the real
operation started I covered near about each and every area of the Ahmedabad and bit of Gandhinagar
itself. The Area includes:

 Bopal
 Maninagar
 Gandhinagar
 Satellite road
 Bodak Dev
 Thaltej Gam
 Sola Road
 Area around Science city Road
 Gota Circle
 C.G. Road
 S.G. Highway
 Jodhpur Cross Road
 Amli Bopal Road
 Sola Overbridge

 TIME FRAME

Total time for Market survey and Data Analysis Comprised of 12 weeks which was started
on the 2nd week of Febuary and ended at 2nd week of May

 SPECIFYING THE SAMPLING FRAME

7
The database of the entire sampling frame for prospective customers was collected through
personal references and Societies which were newly built in the posh localities of Ahmedabad.
Business personals which have their own houses.

For the database of the users, the list of customers was provided from the company itself form
where we had collected the data.

For the architects we collected the data from the personal sources like internet, yellow pages and
the list provided by the company itself.

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 CHAPTER 3
OPERATIONAL EXECUTION OF THE PROJECT
OBJECTIVES
DEFINED

SECONDARY
SEARCH

QUESTIONAIRE
DESIGN

PILOT STUDY

DATA
COLLECTION

DATA
VERIFICATION

DATA ENTRY

DATA
VALIDATION

ANALYSIS

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 OPERATIONAL SCHEDULE OF THE PROJECT

Time in weeks
Activity
15TH 22ND 1ST 8TH 15TH 22ND 29TH 5TH 12TH 19TH 26TH 3RD
FEB FEB MARCH MARCH MARCH MARCH MARCH APRIL ARRIL ARPIL APRIL MAY

Research Design
Tool Design
Pilot Testing
Investigator Training
Primary Data Collection
Data Validation
Data Entry and Coding
Analysis
Preparation of report

 OBJECTIVE DEFINED

The client itself had in the mind what objective we need to fulfill and work on those aspects.
They gave us the objective to fulfill their requirement and design their market research program
according to the standards of objective. Once the objective was defined we came to our next
phase that is secondary search.

 SECONDARY SEARCH

Before we take on the objective and start our primary research it was necessary for us to know
what current trends are going on in the market about modular furniture. We needed to find
which are the brands active in Ahmedabad and are they the competitors of company A. We
search on the home website of various companies and find out what new products and services
are they providing to the customer. We needed to know how other companies are making their
strategy to differentiate their products and what is their internal process of working? This aspect
have already been covered in the industry analysis of Modular Kitchen. We find out the
perception about the general people and how kitchen makes an important part of every home
and the emotions associated with it.

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 QUESTIONAIRE DESIGN

The most important research tool for every market research is its questionnaire which contains
a set of questions that are required to cover the objective. These questions are asked to the
target respondents so that we can get valuable information from them. It is necessary that
questions be designed in such a way so as to cover all the information that we require. This
requires a lot of brainstorming; we have to analyze each and every questionnaire from the point
of view of our target respondent. Questionnaire is given in the appendix part of this report.

 PILOT STUDY

When the questionnaire is finally made, we need to test on the sample target respondents so
that we can understand if there are any loopholes present in the questionnaire. Is the sample
target respondent able to understand the question we are asking? and the type of
interpretation he draws after asking the question, How much time does it take to complete the
whole process of interviewing?

These all things are kept into account while we do the pilot study and if it feels that something is
not right, questionnaire is again changed to an extent. The main purpose behind the pilot idiot is
to make the questionnaire understandable to interviewee and interviewer. After a lot of pilot
study the final questionnaire was prepared which was used in the rest of the latter process of
data collection and data entry and validation.

 DATA COLLECTION

This was one of the most tedious parts of project where we have to collect data. It took near
about 12 weeks to gather all the data we wanted.

We first took the sample of 50 prospective customers where we needed to find out the
influencers who can influence other people to take on the modular kitchen. For this we went to
new rise societies and people through personal contacts which have a cost of house as Rs.40
lakhs and house has been constructed from not more than 2 years. We went all around the
Ahmedabad and faced many problems like somewhere respondents were not ready to disclose
any information or watchman did not allow us to enter the societies. But it was an adventure
experience for us and we were successful in taking the entire sample we wanted.

We than moved towards the users of Company A who have already purchased modular kitchen
from the Company A. This list of the customers was given by the company itself. Our major
process included taking appointments from the customers and then interviewing them for our
objective. Initially we faced a lot of problems, many of them neglected us, to some people we
couldn’t reach on time of the appointment they gave us and many refused to give the answer.
Some of the phone numbers of various users were missing. We moved on to the next phase of
the project by making cold calls i.e. going directly to their home without taking the
appointment. We went around the time of evening when everyone was present at the home.
We build a team of around 6 people and roam the various areas of Ahmedabad and try to cover
all the homes in the same area. We were successful in collection all the information we needed.

11
 We now moved on to the next stage of the project for collecting information from the interior
architects and designers who deal in high end products. To map the Company A with respect to
its competitors, we needed to find out for what reason the interior architects suggest brand B
over A or what makes company A different from B. The main idea behind was to know the
perception of Architects and Interior Designers about the company A. For this we took the
database from company A who deal with them asked them about their perception. We tried to
collect the information from them but many of them were out of station for their own work or
were in the field for some work. Also we couldn’t approach them because of time constraints
that we have to give on other projects.

 DATA VERIFICATION

After all the data have been collected, it was necessary for us to know whether the data is
authentified or not. For this purpose we first took the process of data verification wherein we
make the telephone call to the respondents once again and asked whether there have been any
interviews conducted on you or not. If there was anything missing in the data, we asked them
and fulfill the required questionnaire.

 DATA ENTRY

For the data entry process we first made the code sheet to enter the data and then separately
entered the data for prospective customers and users. The data entry for the interior architects
was qualitative so we did not have to make any code sheet. It was more on the descriptive side
of data where we were given some objective based on which we have to enter the data.

 DATA VALIDATION

After the data has been entered into the computer, the next task comes up of Data validation
where we have to validate the data we entered. It required that whatever data was on in the
paper form must be entered in a correct format in SPSS and EXCEL file. Validation is done mainly
for the purpose of checking whether the data that has been entered in the EXCEL is right or not.
We first checked it manually and then compared the two EXCEL files by making a small logic of 1
or 0 where 1 stands for true and 0 stands for false. If anywhere we find the data has 0 has its
result we immediately correct the data in the EXCEL file.

 ANALYSIS

This is the last stage of any market research project where we do the analysis of the project
from each and every point of view. We find the interpretations through graphs and charts and
determine if there is any strong finding coming up and try to co-relate with other problems. We
find out the reasons behind the outcome coming up and put it in front of clients. We try to apply
various test on the raw data and come up with some conclusive findings.

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 CHAPTER 4
PRODUCT DETAILING
 MODULAR KITCHEN IN INDIA

The real estate boom in India has seen the construction of a large number of flats and similar residential
units in major cities, such as Delhi, Kolkata, Mumbai, Chennai, Bangalore, Hyderabad, Gurgaon and
Pune. The depleting land resources on the one hand and the increasing requirements of growing
population and migrants on the other have forced builders to keep the size of a functional kitchen to the
minimum. Faced with the problems of small kitchen size and less storage area, homeowners have found
the perfect answer in a modular kitchen. A modular kitchen is composed of different modules of
cabinets which can easily be integrated or disintegrated, thus increasing portability and effective use of
available space. Its increasing popularity over the years has brought many international brands in India
and today one can find a great variety in modular kitchen design within a reasonable price range. There
are German models as well as samples from China that offer an exciting range in designs as well as in
prices.

 MODULAR KITCHEN CABINETS

The things that constitute a typical modular kitchen in India and elsewhere normally includes cabinets,
counter tops, electronic gadgets like refrigerators, chimney, built-in oven, dishwasher and other
appliances, and internal accessories, such as sink, hob, gas stove, shutters, trolleys, trays, door knobs
and other hardware materials. Modular kitchen cabinets are the core of the entire system and according
to their placement they could be either wall cabinets or floor cabinets. Depending upon the design and
floor plans, kitchen cabinets may vary in size, height, breadth, color and the material used to make them

 DESIGNS IN MODULAR KITCHEN

A modular kitchen design takes into account the overall interiors of the house and also the comfort
level of its users. Magazines and websites offer eye-catching photos of numerous contemporary
designs. Wooden cabinets of bright vibrant colors and stylish hardware including doors and door
knobs are in trend these days. Latest equipment, trendy furniture pieces, glass work, elegant fittings
and sleek modules give a tinge of modernity as well as class to the overall design of a modular
kitchen. Whatever design you choose must improve functionality besides adding a style statement
to the home décor. These days software is also used to develop a modular kitchen design specific to
your requirements.

 MODULAR KITCHEN IN REALITY

13
14
The manufacturers and designers of modular kitchens maintain a catalog of latest designs with glossy
photos of modules and accessories. The modular kitchen photos and pictures of its components help
you identify a design that can harmoniously go with the décor of your house. Surf the Internet or browse
through the pages of an interior design magazine to find numerous photos for contemporary kitchen
plans, which may include U-shaped and L-shaped modular kitchens. We at this site provide you
resources where you can find latest modular kitchen photos, ideas, plans, brochure, samples, furniture
layouts, wallpapers, tips and reviews.

 ACCESSORIES OF MODULAR KITCHEN

Modular kitchen accessories add a greater degree of functionality to the work area inside a kitchen
besides enhancing its overall appeal. These may include electronic gadgets as well as non-electronic
items, such as gas stoves, cooking ranges and furniture items. Some of the most common modular
kitchen accessories are listed here:

Gas Stoves
Cooking Ranges
Dishwasher
Refrigerator
Racks
Baskets, such as Cutlery Basket, Plate Basket and Partition Basket
Pantry
Shelving
Sink
Shutters

 MERITS OF MODULAR KITCHEN

The merits of Modular Kitchen Designs lie in the fact that they make cooking a celebration. This
is because subtle nuances of environmental psychology are taken into consideration while
designing Modular Kitchens. That is the reason why the module kitchens are came under use
very frequently.

Many Kitchen Décor and Renovation Experts conclude that Modular Kitchens have countless the
boons. They are easy to dismantle and in case we have to move our residence, we can carry all
the modules and modular kitchen cabinets in a box and install it our new kitchen.

We can purchase the modular kitchen cabbies according to our budget and keep on adding pieces later
as and when possible. If you test this type of kitchen according to cleanliness point of view, to clean and
maintenance of modular kitchen is very easy and also time saving. Whenever you have to make repairs
in your kitchen or house you can dismantle that particular module and have it mended.

Modular Kitchens have changed the concept of kitchen in today´s world as it has provided household
women with a comfortable yet a classy space in which they can invest their quality time and space. As
against the traditional concept of kitchen which required a lot of maintenance to prevent messiness, the
emergence of modular kitchens have diminished those problems as they are easy to handle with full
facilities and comfort which helps in making cooking a celebration.

15
 CHAPTER 5
INDUSTRY ANALYSIS OF MODULAR KITCHEN
 MODULAR KITCHEN MARKET IN INDIA

Modular kitchen market in India is growing at a rate of about 40% every year. The total market currently
stands to about Rs.5000 crores which is dominated by small retailers and unorganized sector which has
a 70% market share in India. The market has matured from carpenter-made self-designed kitchens to
designer kitchens. It is believed that at least 50 per cent of premium homes will opt for high end
products like Veneta Cucine, Company A, Sleek and Godrej India. Every brand is eyeing a lucrative
market in the wake of changing lifestyles and higher disposable income among the Indians. The
awareness levels of modular kitchens in India are expected to grow 10 times in the next three to four
years. Typically, modular kitchens are more likely to be fitted in high-end apartments than bungalows.
The models range from the classic to the trendy in a wide choice of materials, colours, textures and
finishes.

Quality control is given top priority by most of manufacturers and all the wood, laminates, varnishes,
lacquers, hinges and hardware used in the units are non-toxic. In India, the most common models are
the straight-line and the classic, people still use sinks in India to wash utensils (dishwashers aren't too
common), which is why they need to be hardier.

The top-end kitchens available today offer a lot of classy features that appeal to consumers. Such as the
high precision mechanics of the channels that ensure that drawers slide in and out smoothly

 PRICE RANGE OF MODULAR KITCHEN

Modular kitchen price may vary with the manufacturing brand as well as with the location. It is for this
reason that we find a difference in the cost of a modular kitchen model available in the market of Delhi,
Mumbai, Hyderabad or Bangalore. International locations, such as Brisbane, Osborne Park, New Lynn in
Australia and NZ may offer products that vary greatly in design and prices from what one can get in an
Indian city. We have covered each location individually at our website to help you get a clear insight of
the market rates of modular kitchen products offered by international brands of repute, such as Faber,
Godrej, Prestige, Hitec, Taurus Gilma and Ornate, to name just a few.

Prices can range anywhere between Rs 1-25 lakh depending on the style and look, and of course the
space you have. For instance, Hacker Kitchen offers a basic 8ft x 10ft kitchen for Rs 200,000. For more
expensive ones a 15ft x 20ft kitchen could cost between Rs 15-25 lakh. You can check the modular
kitchen website links to get a more sense of the prices.

The price also depends on the kind of accessories you may want fitted; like kitchen chimney, or burner.
Installation can take up to 15 days. Local brands will be cheaper, however you should ensure that you do
not compromise on material or design.

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 BRANDS ACTIVE IN INDIA
 DYNASTY
 GODREJ
 ARAN CUCINE
 HAECKER
 ALNO
 SCAVOLINI
 VENETA CUCINE
 LISPO
 PRESTIGE
 ICE CUBES
 SLEEK KITCHENS
 KITCHEN WORLD
 POGGENPAUL
 KITCHEN GRACE
 DONNA ROSSI

17
COMPARISON OF VARIOUS MODULAR KITCHEN BRANDS

18
 CHAPTER 6
ANALYSIS PLAN OF THE PROJECT
OBJECTIVE Category QUESTION OUTPUT IN
FULFILLING THE TERMS OF
CRITERIA
Perception of Current Based on your % age format,
Respondents users experience of pie chart
about Company A What
company A was your overall
level of
satisfaction?
Will these % age format,
customers in the pie chart
future will
recommend
company A’s
brand of modular
kitchen to
someone else?
How many have % age format,
recommended till pie chart
present the brand
of Company A to
others?
How many have bar graph,
recommended till %age format
present the brand
of Company A to
others?
What are the Subjective
reasons they
consider
Company A as
premium brand?
When asked Subjective
whether the
respondent feel
anything missing
in the service and
the product of

19
 company A’s?

Potential Are the % age format,

Customers respondents pie chart
aware of
Company A?

Major Current Who has the bar graph,

influencer in users most influence in %age format
buying of the buying
modular decision of
kitchen kitchen?
Potential Who has the bar graph,
Customer most influence in %age format
the buying
decision of
kitchen?

Source of Current From which %age format,

Awareness of users source did they Pie chart
Company A come to know
from Company A?
Potential From which %age format,
customer if source did they Pie chart
they know come to know
company A from Company A?

Source of For both From where did Stack chart

Awareness of the you come to showing
Other brands categories know about other proportion of
brands? each medium
of
communicati
on for each
brand

Purchasing For both What factors do pie chart,

Attribute of the you consider %age format
Modular categories while buying
Kitchen modular kitchen

20
Influence of For both Have you Pie chart,
Architect the consulted any %age format
categories Architect for
interior of your
house?
Whether they Pie chart
suggested any %age format
modular furniture
brand?
Did you Pie chart
respondent the %age format
showroom of the
brand suggested
by the architect?
What were the Subjective
reasons for
visiting their

Brand Current We rated 15 Line chart,

Attributes of users factors on the Weighted Avg
Company A scale of 1 to 5 Format

Top 3 factors Stack Chart,

from those 15 Weighted
factors Avg. concept

Perception of Subjective
Architects for
Company A

Mapping Weighted the

Competitors various
with Company factors and
A showed in the
form of bar
graph and
subjective too

21
 1) Perception of respondents and brands attributes (current customers
and potential customers) about Company A.
We tried to find out this objective both in Potential Customer and Current users of Company A
To map this objective we first asked the question to the respondent

CURRENT CUSTOMERS

Based on your experience of Company A What was your overall level of satisfaction?

We mapped down this question on a scale of 1 to 5

Where,

1- Very good

2- Good

3- Neutral

4- Bad

5- Very Bad

VERY GOOD
GOOD
NUETRAL
BAD
VERY BAD

Through this way we prepared a pie chart for this question and refined the results in terms of %age
format and try to find out the reasons behind it. Then we asked the next question:

Will these customers in the future will recommend company A’s brand of modular kitchen to someone
else?
We mapped down this question in terms of

22
Definitely Recommend

Probably Recommend

Can’t Say

Probably Won’t Recommend

Definitely won’t recommend

DEFINITELYWILL
RECOMMEND
PROBABLY
RECOMMNEND
CAN'T SAY

PROBABLY NOT
RECOMMEND
DEFINITELY
RECEOMMEND

We tried to find out the answer in a %age format and through this objective we tried to find out how
much the current users have goodwill and satisfaction level for the company A because it is only
possible that if you have a goodwill for the company, one would surely recommend to someone else.
Through this question we tried to find out will the customers recommend someone in the future.

Then we tried to find out the reasons for recommending to others in terms of subjective format and
gave various factors on which they will recommend in the future.

Then we tried to find out:

How many have recommended till present the brand of Company A to others?

23
 YES
NO

We tried to answer this question in terms of Yes or No and gave out a pie chart in the %age format. We
tried to find out that Are the current customer happy with the services and the product of the Company
A? From this we come to know how many have recommended to others and the influence of friends/
relatives on others. We here tried to track the word of mouth publicity among the general people.

We then track down:

How many have purchased on the recommendation of other?

18

16

14

12

10

8 Series1

0
YES NO

We then tried to find out what was the effect of recommendation on the purchasing behavior of others
and try to track down has there any been effect on them to purchase modular kitchen of Company A.
We find out in the format of
Yes
No
Don’t Know

24
And gave out the result in bar graph format with the help of bar graph.
We moved onto the next question:
When asked whether the respondent feel anything missing in the service and the product of company
A’s?
This was a subjective question we asked to the respondents about the missing of service or product of
company. We tried to find out the reasons behind if there is anything missing in the product or in term
we tried to know the complaints they have for the Company A. There were various factors came out and
try to find out the satisfaction level of the current users.

POTENTIAL CUSTOMER
We first tried to find out what was the awareness level of potential customers for company A.
The reason behind we asked this question is because if they are aware of the company, then they will
have some perception or thinking about the company which can be easily tracked down but if they are
not aware how can we track down their suggestions and their thinking which in logical sense does not
feel right. We asked the question:
Are the respondents aware of Company A?
We tried to map this answer in the format of pie chart with two replies i.e. Yes or No.

2) Major role as an influencer in buying Modular furniture

The main purpose behind this question was to know who has the most influence in the buying decision
of the modular kitchen. We tried to track down each of the question in terms of Current Customer and
potential customer. Then we came up with a pie chart and on a %age terms we defined who has the
most influence in the buying decision of modular kitchen in Current users and kitchen in case of
Potential Customer. The question we asked was:
Who has the most influence in the buying decision of kitchen?
2.5

1.5

Series1
1

0.5

0
Husband Wife Friends Kids Family Architect
We divided this factor into the people who have generally the highest involvement in the buying of
modular kitchen and track down their decision making phenomena by dividing those people. They are as
follows:

Husband

25
Wife
Friends
Kids
Family
Architect
3) Source of Awareness of Company A
This question was mainly asked to the current customers of company A to know from which source they
come to know about company A and track down the visibility of Company from different sources. We
can also come to the conclusion that if Company A wants to communicate with the potential customers
or current customer from which source.
We asked them the question:
From which source did they come to know from Company A?

Architect
Friends/Relatives
Showroom
Exhibition
Sales Person
Observing others

We tried to track down through different channels we gave them as options and came up with a pie
chart with data labeled in %age format to know from which channel they are getting information about
Company A. We gave them many options such as:
Architect
Friends/Relatives
Showroom
Exhibition
Sales Person
Observing others
Others
4) Source of Awareness of Other Brands
This question was asked to mainly track down from which source they came to know about other brands
of modular furniture and check their awareness level of other brands by asking this question. We
prepared this chart both for the potential customers and current customers. We first asked the
company they are aware of and then asked from which source they came to know about this. We
prepared a Stack chart for this purpose where we showed the proportion of source of awareness for
each brand. We track this down for various brands in terms of various mediums like:
Showroom

26
Newspaper
Shopping Area
Self Visit
Relatives
Magazine or Print Advertisement
Architect
Advertisement

5) Purchasing Attributes of Modular Kitchen

Durability
Functionality
After Sales Service
Latest Modern Design
Brand Name
Price of the Product
Suggestion From others

We tend to find out the purchasing behavior of Consumers by giving them various reasons for which
they purchase the modular kitchen. We divided various factors on which a common man uses its
intuition to purchase the modular kitchen. We asked the respondent to tick one of them and give
out their reasons. We divided these factors in terms of proportion and try to build an overview
which is the biggest factor that influences them to purchase the modular kitchen. We build a pie
chart for that and gave out the results in %age format. We did the same thing for both of the
Potential Customer and Current Users. The reasons we put down in mapping that behavior are as
follows:
Durability
Functionality
After Sales Service
Latest Modern Design
Brand Name
Price of the Product
Suggestion From others.

27
 6) Influence of Architect on the Purchasing behavior of Consumers
Architects always have a special role to play in any construction of building or the designing of
interiors. We try to map out whether there is a possibility that architects have a special role to play
in the purchasing behavior of consumer.
CURRENT CUSTOMERS
We first asked the question to the customers if there is any role of interior designer or architect in
buying of modular kitchen. We asked them the question:
Have you consulted any Architect for interior of your house?
We tried to track down the question in terms of involvement of the architect in the interior
decoration of the house. We asked them in terms of yes or no and built a pie chart for the same in
%age format.
Now we asked the next question in connection with the above question that:
Whether they suggested any modular furniture brand?
The main theme behind this question was to know the brand preference that an architect follow
and suggest that brand to the client. We tried to track down various brands and made a listing of all
those brands and tried to track down have they preferred to suggest modular furniture first or
traditional furniture brand. We tracked down this answer in terms of Yes or No.
Then we asked the question:
Did you visit the showroom of the brand suggested by the architect?
Here we tried to track down how many clients on the suggestion of the architect went on to a
showroom visit on the saying of Architect. Here we can track down the influence of Architect on
various areas. We also did try to find out the reason behind visiting those showrooms and not
purchasing from there.

POTENTIAL CUSTOMER
In the case of Potential Customer, we did try to find out source from which they are influenced in
purchasing the kitchen for their house. We tried to track down this behavior of architect in terms of
asking various factors from which source did they come to know about the kitchen and who
influenced the most.

7) Brand Attributes the customer Associate with Company A

28
 10
9
8
7
6
5
Series1
4
3
2
1
0
A B C D E F G H I J

Every loyal customer associate itself emotionally with the company and there are different factors
for different customers associate itself with the company. We tried to find out the attributes of
company A with which the customer associate itself with the company. We tried to track down this
question in terms of 15 factors such as:

High Quality of Product

Utility

Functionality and comfort to use

Latest Modern Design

Indian Cooking Habits

Value for money

Space optimization

Safety Features

Timely completion of work

Colors and Patterns

Ethnicity

Durability

Range of Appliances

After sales service

29
We first track down what are top most 3 attributes they associate with Company A. We build a line
graph for the same and did it by the weighted average concept. On the scale of 15 factors we took a
median between 4 to 15 i.e. 9 and took the sum of all the customers. The least mean score will have
the highest value and the value having highest score will be least important.

For every factor, we divided our result in terms of likert scale

Such as:

Very good

Good

Nuetral

Bad

Very Bad

And used the stacked chart to show the proportion of these five parameters in every factor.

8) Perception of Interior Architects

The main objective behind the interview of Architects was that they know the success and
failures of any modular furniture. They have all the knowledge what are the strengths and
weaknesses of a particular company. Through this way we came to know how Company A is
performing in terms of various competitors and what steps it can take to increase its market
share. I collected this data and presented in a subjective format.
9) Mapping Competitors with Company A
This was the most important of Company A where we need to find the SWOT analysis of Company A
as compared to their competitors. This was a subjective part and I tried to answer this question in
terms of defining their Strengts, Weakness, Oppurtunities that they can get in the future.

30
 CHAPTER 7
WORKING IN OTHER PROJECTS
1. A LEADING PETROL PUMP
A) MYSTERY AUDITS: This study was conducted to draw comparison between various petrol
pumps. We went to each and every petrol pump of this leading company without disclosing
the identity and went as a common folk to observe various parameters based on which
various petrol pumps was compared. The parameters are as follows:
 Employees Behavior and Appearance: We mapped down various factors in
employees behavior and appearance on the basis of their preventability, neat and
clean uniform, their habit of greeting first, do they wear a new uniform and gave the
weightage on the scale of 0 to 2 where 0 represents bad, 1 represents good and 2
represents very good
 Fuel filling Accuracy: We mapped all the 10 petrol stations on the basis of various
parameters such as their asking of meter reading as zero or their amount of filling
the fuel first and then fill their amount of spillage, their fuel accuracy as is the meter
reading does not fluctuate broadly from the amount of petrol you want.
 Response Service: this factor was measured on various other parameters such as
quick delivery of work and service of various petrol pumps and what was the billing
procedure being followed at each of the petrol pumps. These were the main factors
which were seen to be in synonym with the fast response service.
 Outlet Facilities and Ambience: this factor was measured on the basis of various
parameters such as the visibility of petrol pump board, mentioning of the petrol
pump rates, facilities provided by the various petrol pumps such as ATM facility,
presence of small store, puncture check, air filling accuracy, or the availability of the
washroom and the drinking water.

OPERATIONAL EXECUTION: We were a group of 3 people who went to each and every
petrol pump at different time and audited each and every petrol pump on the same
parameters that we measured and then measure which petrol pump were the best and
the worst in a particular factor. Sometimes we have to make a team and then divide the
work to fulfill our objective. Like someone has to notice what were the facilities were
available at the petrol pumps. One talked with the employee of the petrol pump and try
to know that if management is taking some steps to improve their life and what is the
behavior of dealers with respect to their employees.

Someone would go and try to fill out the petrol for its own vehicle and other one would
go and talk on the phone and try to know whether the presentablility of the petrol
pump is good or not. In this way we mapped down 10 different areas of Ahmedabad
and came up with our result for which of the petrol pump was best at which factors and
came out with the overall score of the petrol pump.

31
 ANALYSIS: I also did the analysis part of the petrol pump and try to factor out various
qualitative information in terms of ranking and give weightage on the scale of 0 to 2

Where

0= Not Present

1= Present but not good

2= Present and good also.

We divided each of the factor on the scale of 0 to 2 and based on the total sum of each
factor we came through the overall score for each petrol pump and gave the result in
terms of ranking.

Areas Covered:

Shahpur
CTM
Paldi
Sanand
Maninagar
Sola road
Shahibaug
Naroda
Sarkhej Highway
Juhapura

My Learning: Through this we came to know what are the facilities available at different
petrol pump, how management was dealing with their employees, how employees treat
and address the concerns of customers and to check whatever has been said by the
dealers of the petrol pump is reliable in practicality or not with what the employees say
or not. How do they treat customer was the most important thing and what was their
were they satisfied with their current job. And most important of all is how as a
customer you observe all the aspects of a petrol pump and feel from the point of
Customer only. Mystery audits require that you hide your identity and get the
information without disclosing your identity. I also did the analysis part of the petrol
pump where I applied the methodology of rankings and rated each petrol pump on one
particular factor.

B) PETROL PUMP DEALER INTERVIEW: I personally took the interview of 10 dealers of the
company B on various factors. Most important of them was about the employee’s behavior,
how management deals in small problems does and what measures they take if an
employee performs very well. The main reason behind doing this task was to know the

32
 perception of dealers about the company and find out what the dealers and the workers
think about each other. The factors on which we needed qualitative information are as
follows:
 Frequecy of operation of the petrol pump
 Basis of Employee induction
 Employee Training
 Basis of Employee assessment
 Incentives provided to the employees
 Locational Advantage
 Customer Satisfaction
 Facilities provided by the company B
 Promotion from the company B
 Personal Supervision

There were various findings that came out of this project. Petrol pump used to operate all 365 days in a
year and 24 hrs. Many of them selected candidates through personal reference; their home should be
near to the petrol pump and should be a young aged man.

Employees are trained by the company itself where they are trained 2 times in a year. The areas where
they are trained include how to behave with the customer, how to tackle issues with the customers
politely, and hygiene area where they are taught how to dress properly. Giving quick services to the
customer and they are kept under the command of a supervisor who teaches the employee about the
basic process that normally happens at each petrol pump. And after this training they are inducted
either on a part time basis or full time basis.

Employee assessment is normally seen when the sales of petrol pump increase, complaint from the
customer is reduced, and allocated work is done on time. There are various method used for the
employee assessment like the dealers ask from their fellow employees about the performance of the
colleague or personally supervise all the activities of their employees. Company B itself come for the
audits of each employee 2-3 times in a year. An assessment report is also created which is given to the
company B Brand and immediately takes action if something goes wrong from the point of view of
company B.

Incentives are normally given based on the performance of employees in the form of festival bonus and
2- day leave. At some petrol pump variable pay is also provided and gifts are provided by the company
itself by the company itself. Salary structure is also changed based on the performance.

Many dealers agree with the fact there is a locational advantage of their petrol pump. There were
various reasons for that primarily of which are due to high traffic and busy route along the position of
petrol pump. Scope of development and high rise societies, density of people around the position of
petrol pump gives an added advantage. Some petrol pumps were situated along the highway due to
which various heavy vehicles only had the option of filling fuel from that petrol pump. Many residential,

33
police and transport vehicles have their business near to the location. Residential societies have been
built up near this location which allows the customers to come repeatedly at this petrol pump.

Most of the dealers measure the satisfaction level of employees personally. They say that if the
complaints are less than level of satisfaction of employees is high. This is also true that dealers maintain
personal relation with various customers. Some of them personally talk to the customers on a regular
basis. Increased sales also point towards the increasing level of satisfaction. Some petrol pumps
maintain an online database of customers that take fuel from them and this determines the level of
customers coming to the petrol pump daily, monthly or yearly. Some time customer only says from itself
that they find this company’s B petrol as an advantage.

Normally Company B does not take into account any marketing activities towards the promotions of its
dealers petrol pump but they provide a lot of facilities such as training of the employees, maintains the
quality and quantity of fuel, all the infrastructural requirement are provided, maintains the inventory
stock of fuel and provide the necessary hardware and software which determines the availability of fuel
at petrol pump. It also provides the basic services such as credit account of any bank and ATM facility is
maintained by the company itself. All the specified guidelines to operate a petrol pump is given by the
company itself.

My Learning: I learned how to take out vital information without disclosing your identity, I came to
know about various perception of these dealers towards the COMPANY A petrol pumps and how they
behave with their employees and what marketing tactics does COMPANY A employ, I even took the list
of various fleet customers. In synonym to what we found at the mystery audits, we could easily track
down the perception of dealers towards its employees and vice versa. We could easily found where was
the gap in the thinking of the employees and the dealers and their expectations, we could easily found
how the team culture was being going on in various petrol pumps. Their way of inducting the employees
and how their training is carried out, and what was the basis of employee assessment and what
necessary measures were being carried out to retain them were the most important thing that were
required to be known in this small task. The major factor was to know the key success factors that
Company A follows for its petrol pump.

2. MARKET MAPPING OF VOCATIONAL TRAINING COURSES IN KOZHIKODE.

A client wanted to setup 7000 vocational training courses in India alone. I was given the task to
to map the courses that were possible in the outskirts of Kozhikode. First of all we find out the
demographics of Kozhikode and the local culture of the Kozhikode and the general trend
towards the incoming and outgoing of people from Kozhikode. On the basis of that we finded
out various target segments for which vocational training courses can be setup. Those were:
 Students of age 18 to 25, undergraduate coming from middle class and primarily from
Kozhikode. People in this segment are the ones who are looking for jobs after
completing their Undergraduate school. People in this segment want to go for further

34
 studies for better employment opportunities rather than for the sake of learning. Few
other people are interested in taking up bank exams and other government entrance
exams.
 Students of age 18 to 22, 12th pass coming from lower to middle class and from near by
areas of Kozhikode. People in this segment were more enthusiastic in earning their own
salary either by joining call center or BPO. They also look for office administration jobs.
The interesting thing was most of them opined of shifting to Mangalore or Coimbatore
for better job opportunities in BPO jobs as salary in this field in Kozhikode is comparably
less than 2 cities, according to them.
 Third segment belong to those people in the age group of 18-30. People belonging to
this segment generally migrate towards Middle Eastern countries wherein they will
need vocational training in short term courses.

Then we moved on to describe course categories and relevant competitors with details of their
offerings. We analyzed each and every vocational training centre from every angle and tried to find out
how much these existing vocational training centres fulfill the requirement of local people currently. We
also tried to find out whether any future developments are taking place or is there any initiative from
the side of government.

We then tried to find out profiling of manpower working in the local industries of Kozhikode and try to
map down the degree of requirement of based on current supply and its quality. After that a gap
analysis is done to show that where have been the gaps founded in unskilled force and based on that
suggested the type of courses based on local conditions and seeing the migration patterns of Kozhikode.

Those were:

 Soft skills with personality development classes

 Basic Computer courses
 Basic computer course with office administration
 Hotel Management courses
 Sales and Marketing course with communication skills

Learning:

The main learning here in this project was the supply-demand-gap analysis that was done in Kozhikode.
We first find out what is the supply in the local area and what is the demand in the market keeping in
mind the local culture of the city and then we find out the what is the current gap in the local
surroundings and then based on that we suggested them the course that are feasible in the local
surroundings.

35
We made use of secondary search for preparing this report to find out what are the current industry and
educational institutions are flourishing in the city and based on the courses being taught here we can
design advance courses for the common folk that they need on them.

I came to know how normally case studies are prepared when writing it down and by using the
secondary search we can add additional information which was not available in the report, also we
worked out on the gap analysis of manpower required and vocational courses that can be started in
these cities. T

3. OPERATIONAL EXECUTION OF LEADING APPAREL STORE

The company wished to undertake a brand perception study for itself as a destination for
menswear clothing in Ahmedabad, including consumer perceptions for competitors in the same
category. The company also wishes to assess the possibility of entering the women swear and
kids wear segment, thus making the case for starting a “Family store”. With the proliferation of
malls in Ahmedabad city, they also want to see if the aforementioned “family store” format or
the existing menswear format will work in some of the big malls in the city and gather sufficient
information so as to guide further in in-depth researches for the same. This project is still going
on.
A) Operational Plan for market research
Before any project is started, we need to make an operational plan how will it be carried out
in real time. We have to make all the assumptions and find out the cost structure that will
be incurred when the project will be carried out. The various aspects of operational plan as
follows:

The agenda was to map the BRAND PERCEPTION of a leading apparel store among the people residing in
3 cities namely BARODA, SURAT and VAPI.

BUSINESS PLAN

Coming up with a sample plan for all cities

dividing the cities into four zones viz. north ,south ,east ,west and conducting survey
Forming core teams and Front end teams
Time line for the whole survey
Cost and time Calculations

Cities No. of No. of field

respondents data
collectors
Baroda 270 7(5+2)
Surat 270 7
Vapi 270 7

36
 Tools
Target Group-Prospective Customers(SEC-A)
Males Females
Students Students
Employed Working women Structured questionnaires
Unemployed House wives

AGE GROUP MALE FEMALE

15-24 45 45
25-35 45 45
36 above 45 45
Total=270 135 135

Operational Plan

Process Flow

1. Mapping the target samples

2. Training and recruitment process
3. Field work
4. Data entry
5. Data validation
6. Final analysis
 Mapping the target samples
The details regarding no. of available sources can be mapped through internet and telephonic
communication. Process can take one day before operational plan begins.

SOURCES Baroda Surat Vapi

P.G.Colleges(MBA) 7 22 2
U.G.Colleges
(BBA) 21 9 2
B.COM 22 4 1
Shopping malls_no 8 6 1
Details Nextag, Inox leisure, Iscon, big bazaar, Fortune mall
Corner shop, Mjm samarpan, city mall, D.r.
enterprises,Adani Shopping mall, Big Bazaar,
enterprises ltd., big Kishan Fashion mall,

37
 bazaar,M3 men’s mega
mall, 7 Cs mall.
Jade Blue S.R_no 2 1 No
Area Tithi Complex, Bpc Union Square, Rangeela
Road, Alkapuri Park Circle, Ghoddod
Road
R C Datt Road,
Opposite Baroda
Productivity Council
Multiplexes_no 1 7 No
Area PVR Deep,Old chhani Citi plus, flame Raj
road,chandan,fame Empire,valentine(Dumas
multiplex cienema & subhash
nagar),rajhans,D.R.W.orld,
Royal

Others

Friends and relatives

Door to door
Mystery shopping (observation by supervisors)

 Training and recruitment process

Prospective trainees (field workers and supervisors) can be mapped within 2 days through
telephonic communication and internet. The task can be completed before operational plan
begins. The field workers and the supervisors will get the experience certificates.

There will be two teams

Core Teams (Supervisors) Front End
Teams (Field workers)

SOURCES Baroda Surat Vapi

P.G.Colleges 7 22 2
U.G.Colleges
(BBA) 21 9 2
B.COM 22 4 1
B.A.
No of students 8 8 8
interviewed
Friends and relatives 5 5 3

38
3 people will go to each city and conduct the training and recruitment process. 1 day will be
required for each city.

Details Baroda Surat Vapi

Inter City Travelling 120rs 160rs 200rs
cost
Staying expenses 500rs 500rs 500rs
Other expenses 150rs 150rs 150rs
Total manpower 7 7 7
required

Core Team Total 3

No of members 2
Total no of supervisors 6

Total-3
Front End Teams
No of members 5
Total no of surveyors 15

Skill sets required

Core Teams
Good communication skills
Able to travel continuously
Able to control front end teams
Able to consolidate and send data
Front End Teams
having some understanding of getting
questionnaires filled
Good communication skills
should know local languages
Ready to travel upto 500 kms

Responsibilities
Core Teams Front End Teams
Reporting every day progress in the evening Get authenticated data
Sending the data to Ahmedabad as soon as one Able to move in acity according to the map
city got finished and locations given
Controlling Front end teams
Back checking the data that Front end teams
have got on daily basis

Field worker’s training guidelines

Background: business plan from respective college/research study for a project

Understanding of questionnaires
Dealing with prospective customers
Brief about the reporting system to the supervisor(daily basis)
Brief about the area, no. of customers, deadlines, no of forms etc.

39
 Keep track record for individual work done
Follow up on daily bases if anything is left out in a questionnaire
Payment terms

Supervisor’s training guidelines

Brief about the project and agenda

Brief about the questionnaires
Co-ordination among all the 5 filed workers
Brief about the area, no. of customers, no. of forms, deadlines
Brief about the follow up and reporting system on daily basis
Data verification process
Payment terms

 Field Work

The operation will last for 5 days for each city simultaneously.
No of field workers: 5 for each city
No of forms per day per worker: 11 forms
No of forms in a day: 54 forms

COSTING FIELD WORKERS SUPERVISORS

Travel expenses 750 rs 750 rs
Food expenses 1000 rs 1000 rs
Stipend 6000 rs 6250 rs
Incentive for timely 250 rs 300 rs
completion of work

 Data Entry

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 No of days 3
Manpower 3
Source UG & PG Colleges
Friends and relatives
Payment 2430 rs (3 rs per form)

 Validation

No of days 2
No of people 2
Payment 2430 rs(1.5 rs per form)

 Analysis

The analysis will be based on the objective and data collected through questionnaires.
The process will last for 2 days.

The target is to complete this operational plan within 15days. The delays can be worked out with the
help of backup in terms of manpower. Daily follow up has to be done by supervisors from the office
staff. Daily report has to be maintained by them.

B) Operations of the apparel company leader: Currently the project is going on and
samples are collected from the Ahmedabad. I am given the responsibility of data cleaning
wherein I hear the audio records and compare with the data present in the questionnaire
and validate the data with if no discrepancy is found. I have also taken part in teaching the
field investigator because it is necessary that they ask questions in a right manner and the
respondent is able to interpret the data easily. I was also involved with the pilot testing part
wherein we tried to find out the changes if required in a questionnaire can be corrected.
Supervising the office work is also a part of my work wherein I take care of the belongings of
field investigator. Giving them required information and sometimes the queries are solved
by me. I took an interview of loyal customer of a leading apparel company and tried to find
out the qualitative information from the respondent.
There were various areas which I covered in the operations of Market research
Namely:
Pilot Testing: We exhaustively took the initiative of pilot testing of the
questionnaire that was prepared. There were a lot of problems that we found in the
questionnaire and suggested to improve that questioaire. This was carried out to
take the sample interviews of various respondents and then find out if they feel any
problem in understanding the questionnaire. If they feel any problem we address it

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 to our mentor and try to find out the objective behind each and every question and
discuss every aspect of the essence behind the question.
Field Investigator Training: In the project we required a large number of samples
therefore we needed field investigator. Therefore it was required that they ask the
question to the respondents in a right manner. We need to train them in a right
manner, we make them to ask the questions to us from the questionnaire and when
they become pefect, we addressed their problems and doubts.
Data Cleaning: This was the most important part of the project where we need to
make sure that data we are going to enter is relevant, valid and clean. For this we
initiated the process of first data verification wherein we ask the respondents by
making a telephone call and make confirm that the person’s name in the
questionnaire is right or not. If there was any data missing in the project we clarify it
with the respondent we called. After the data verification we went on to the data
validation where we check whether the logical flow of data is taking place or not.
We find out if there is any discrepancy in the data. If the data was correct, we find
out and validate at that moment.

Learning: I went through the different phase of operation in this project which gave me an overview
how operations are handled and you supervise the whole process of the Data collection and Data
cleaning.

4. PROJECT OF LEADING ARCHITECT FIRM

This architect firm is a leading architect company which deals in various architectural projects.
The main objective of doing this project was to map the general expectation of the architects’
students, employees of this architect firm and team culture flourishing in their organization.
They just wanted to know whether the philosophy they are following in the organization is true
to their standards and or they want to change in the future and also they want to map their
performance as compared to other competitors.
To make this objective fulfilled I took upon the objective of interviewing employees of their
organization to know their thinking about the company and their personal expectation as an
architect.
We came to know from the employees of the this organization that most of them know what
kind of services does their employee provides such as feasibility report, consultancy,
environment consultancy, 3d design and interior decoration. We came to know that clients
normally were not happy with the performance of the the architects and often have complaints
due to postponing of the project and avoiding the clients. Their employees say that since they
deal in large number of projects that’s why they can’t complete the project on time.
We tried to map the expectation of a common architect by asking what are the factors
necessary for an architect to join the firm or look into an architectural firm. Those factors were
the brand name of the architect, types of project undertaken by an architectural firm, working
behavior of the architect, creativity in the work, experience and clientele of the Architectural
firm.

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 We also tracked down the expectations of architect during their joining period. There were
various factors that we came to know. These were practical aspects of designing; participation
of different kinds of projects, learning from seniors with industry experience, reputation in the
market, strong network with the people is required.
The facilities provided by the employer were average; many of them were not satisfied with the
facilities provided by their employer. However one thing which everyone appreciated was the
latest use of technology. Various new software were used in the organization which was a
differentiating factor for the organization. Employees are also rewarded if they perform at their
best. On the behalf of the company they are regularly sent to the tours for holidays.
Many of the respondents were happy with the behavior of their bosses since they regularly help
them at any point of time and also take their suggestion for improving the work process of the
company. But various members ask for more incentive other than their salary.
But the behavior of the colleagues was a cause of concern for various people present in the
organization, there are instances when the employees have been misbehaved with and
partiality has been done on some aspects of promotion, and there is a great need to increase
the strength of staff so that their employees do not feel overburdened with a lot of work. It will
help them concentrating their projects efficiently and will able to do the work efficiently.
Learning: I came to know what are the individual expectations of an architect from its employer
and what does it look in an employer before undergoing any training or a job. One of the most
important things which I learned was how to get qualitative information from the employees
because they are highly intelligent and it is difficult to get the required information from them.
5. FEASIBILITY OF COMPLIANCE SUPERVISION SOFTWARE
This project was mainly carried out on the broker firms for knowing whether automated
software for checking of internal trading is feasible or not. Internal trading is a concept wherein
at certain point of time the employees of the organization cannot trade in the stock market. This
normally happens during the time when the company is about to release its quarter profit or
some new policies are going to take place in the future of Company. We conducted interviews
with the compliance officer of the broking firms and took their views regarding this software.
They said it is very necessary for us to deploy supervision software. But it should be logically
developed and should be accepted by the government authority of india and testing should
have been to very Small medium enterprise only than you can expect to deploy in large broking
firms.

My purpose was to know the importance of compliance in each broking firm because various
compliance officers feel the problem of supervising so many employees from trading in the
market. This was feasible only when a compliance officer make use of compliance supervision
software through which any transaction being carried out by an employee will be tracked down
and while analyzing the data it is easy for the compliance officer to know whether there is any
hand of the employee in the profit margin of the company.
We also came to know that there are rules and regulations in each and every broking office for
the trading wherein they have to report to the concerned compliance officer. Many of the firm
still sticks to the old habits of maintaining records personally on textbook which are given by the

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 employee which is not reliable. The same thing can easily be finded out with the help of
compliance supervision software. Normally , employee holding statement is updated every 15
days and maintained because these holdings may be ask to be shown by public bodies such as
CBI and State Government itself.
6. SECONDARY SEARCH TACTICS AND TECHNIQUES

Unlike primary search, the secondary search relies on information that is preexisting or previously
collected data. It is the type of search we are used to conduct for our online business. Whether you
study some search engine, ebook or book for your market search, you are doing a secondary search.

And unlike primary search, the secondary search is cheaper. You do not have to build from scratch.
Secondary search is ideal for small businesses.

The information for the secondary search can come from a lot of sources. Here are few examples

Online pages
CD/DVD
Books
E-books
Press Cuttings
Consumer group reports
Government reports
Market Search Companies reports
Local Sources

Why Secondary Search?

Even big companies resort to to secondary search in addition to primary search. It is so because it is
easier to conduct, quicker and is very cost effective.

Her are few things that you can do with secondary search.

Estimate the size of the market and rate of its growth

Number of competitors
Sales volume and profit margins
Existing price data to formulate your own price strategy

Secondary search is of enough value to determine profitability of the market.

The main disadvantage with secondary search is that data becomes outdated quickly. It is not you’re
alone. Your competitors may also derive the benefits of available data.

But as an internet marketer especially in low budget situations secondary search is of immense value to
find whether one should jump into a particular niche or not.
There were various techniques and tactics I found out in the secondary search a list of which are as
follows:

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 Subscribe to newsletters on a dedicated website which give enormous amount of information
and maintain it sincerely. From this we can get enormous amount of information that
newsletters give us
Regularly watch the blogs of various people who give their ideas and suggestions and sometimes
factual information.
There are certain applications such as RSS feeds and yahoo pipes through which you get regular
updates of any website whether be any article or any kind of case study or information.
Use different search engines to keep track of different results by applying different keywords
like bing, google, aol and yahoo.
Use applications such as Google Scholar and Google Alerts to keep track of the various pdf
articles or research white papers
Use different Search engine techniques which are as follows
- Use the Boolean function of And, Or, Not function for refined search.
- Use quotation marks (“ “) around keywords that usually acts as a phrase or a saying
- Use ( ) to keep complex searches in order
- Type the word White pages or Yellow pages after the keyword to get good results
- Use synonym as much as possible

There are as such millions of databases which are dedicated to some specific topics such as
some websites will be totally dedicated for the market search or nanotechnology. There are
millions of websites dedicated for various topics. We can track them down and create a
database according to the topic we want.
We can make use of freelancer websites which are dedicated to various topics but gives or
write articles on almost every topic. For free of cost we can get a lot of information from it.
7. DEBUGGING OF ERP
ERP is one of the most important aspects for any large organization and its methodology to
understand is an important thing while you manage the resources of the company. I at Dexter
did try to understand the working of ERP first. A small change or update in the ERP spreadsheet
causes a change or to be shown to all other who have access to the customer. I understood
what are the things needed while you enter any resource information. There were various
modules on which the ERP works like materials management, sales and distribution
management, and accounting management. When there is a change from any one of the entries
from different modules. It is shown in all other departments. You need to know whom did u
want to give authorization for a particular modules. It is necessary that you should have a
thorough knowledge of how your ERP works and before showing your ERP to your client you
should understand it its entire requirements. We must first design the whole process of the
function of organization with the help of a flow chart and then you make adjustments or
changes in your ERP package.
I also took upon the initiative to use the user manual of ERP of how it works. I operated its
functionality and then try to find out the bugs as a common user and suggest if there can any
problem occur while you operate as a common user.
This was my learning at Dexter regarding the testing part of the ERP where I need to find out
what problems can occur while operating as a common user.

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 8. PREPARED A CASE STUDY OF THE PREVIOUS PROJECT OF DEXTER

Case study is a written summaries or synthesis of real-life cases based upon data and research. It
requires you to isolate and think through the key issues involved against both theory and the
larger comparative environment. It identifies appropriate strategies for the resolution of the
case being discussed and weighs the pros and cons of the remedial options/Strategies. It also
recommends and presents a rationale for the best resolution .These all the things were covered
in the case study of the previous project. Based on the previous research we created a story
outline of how it was carried out, what were the pros and cons of the research, the objective
behind the study and suggested the learning’s that we can get from the previous project and
apply in our future projects. We covered various topics in the case studies which mainly
includes:

- Background of the study

- Need for the research
- Motivation Behind the Study
- Research Methodology
- Operational Plan and execution
- Final Presentation/Recommendation to the Client

ANNEXURE
PROFILE OF THE COMPANY

Started as a group of entrepreneurial professionals from IIM-A, MICA, NIM, NIT, MSU
Started in July 2006 out of Ahmedabad
Believe in delivering stated value to the client
Diversified businesses, Common resources
High degree of process orientation
Use technology for efficiency improvement as well as competitive advantage
Strong business ethics and defined core values

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