Get Homework/Assignment Done Homeworkping.com Homework Help https://www.homeworkping.com/ Research Paper help https://www.homeworkping.com/ Online Tutoring https://www.homeworkping.com/ click here for freelancing tutoring sites A STUDY ON “EVALUATION OF SALES SATISFACTION INDEX” (AUTOMOBILE INDUSTRY) NIELSEN 1
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in manufacturing, service and retail organizations, including general managers,
marketing professionals, sales professionals, purchases, merchandisers and category
managers.
Diagnostic Services:
Our consumer panel and consumer research services provide clients with many
opportunities and techniques to examine trends and understand the impact of the
market forces that influence consumers’ purchasing decisions. Consumer panels
link purchasing information to demographics and provide a controlled environment
for examining motivational factors. Our analytical and modelling services provide
clients with a range of options to evaluate and understand why marketing
campaigns succeed or fail, and to address specific future marketing opportunities
and issues, such as promotion optimization, pricing, consumer targeting and
marketing mix optimization. In many markets, we offer a suite of consumer-focused
consumer research techniques and services that address clients’ unique and specific
marketing and sales issues.
Opportunity Identification:
While our major clients all share a common focus on consumers, each individual
client has its own distinct set of business characteristics and marketing and sales
concerns. Our information and services are designed to help each client identify and
act upon unique growth opportunities. Using a structured and disciplined approach
to building and managing long-term relationships, our people work in close
partnership with their clients to understand their strategies and business objectives...
To design the right suite of Nielsen services that fits their needs.
To agree on clear and measurable business objectives and to measure the
results and clients’ return on their investment.
Three main solutions offered by Nielsen are by business issue, by industry and by
product. Nielsen has 8 codes defining the principles that would guide Nielsen to
global leadership in marketing research. They are Impartiality, Thoroughness,
Accuracy, Integrity, Economy, Price, Delivery and Service.
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SWOT Analysis:
A scan of the internal and external environment is an important part of the strategic
planning process. Environmental factors internal to the firm can be usually
classified as strengths (S) or weaknesses (W), and those external to the firm can be
classified as opportunities (O) or threats (T). The SWOT analysis provides
information that is helpful in matching the firm’s resources and capabilities to the
competitive environment in which it operates.
Strengths:
A firm’s strengths are its resources and capabilities that can be used as a basis for
developing a competitive advantage. Nielsen also got much strength because of the
strong brand name and reputation they got overseas. Such strength includes:
Strong brand name: AC Nielsen has been rated as the best Market Research
companies
Good reputation among customers: The results provided by Nielsen are validated
and hold good to the actual scenario.
The studies done are reliable and trustworthy: The suggestions provided by
Nielsen have helped the company attains their goals.
Weakness:
The absence of certain strength may be viewed as weakness. This may include:
High cost structure: The cost of conducting any particular study ranges
somewhere close to 45 lakhs on an average.
Uncertainty: This is no proper evidence to prove that any study undertaken by
Nielsen would always provide trustworthy results.
Timeline as they have numerous customers: Owing to huge amount of research
involved, it becomes extremely difficult to meet deadlines.
The study totally depend on the data collected which has to be accurate: At
times the data collected may not be representative of the entire population.
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Opportunities:
The external environment analysis may reveal certain new opportunities for profit
and growth. These opportunities include:
Untapped Potential: The Company can increase the business in the Indian market
as there are many areas still untouched.
Unfulfilled customer needs: The company can build upon the market needs still
unmet.
New methodologies: New and enhanced methods of collecting, accessing and
analyzing data which might reduce the overall cost and time required.
Threats:
Changes in the external environment also may present threat to the firm. Some of
these threats include:
Shifts in the consumer preferences: Due to lack of validity and reliability, the
customers may shift from one firm to another.
The new entrants in the industry
Company owned Research departments: Nowadays the companies are
conducting market research on their own instead of approaching a research
consulting firm.
New regulations.
Strengths
Market leader in research industry
with huge market share
Gained experience
Security of Data
Weakness
Online research in India
Not so good in secondary data
research
Higher prices charged for the 34
Strong, Diversified, Friendly Client
Relationships
Strong client base
clients
Mode of payment for field staff
(Interviewers) leading to
employee dissatisfaction.
OPPORTUNITIES
Better methodologies
Usage of technological tools
Lot Opportunities to expand.
More demand than supply
More clients’ participation
THREATS
Increased competition in market
In the present days every company
setting up their own research
departments
Maintaining data privacy
Research department in
advertising agencies
ANALYSIS OF PRODUCT/SERVICE PROFILES
Business solutions provided by Nielsen can be broadly classified as follows:
Business Issues:
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Competitive analysis
Distribution
New Product introduction
Promotion efficiency and effectiveness
Industry Specific
Automotive
Financial Services
Advertising
Telecommunication
Media
Retail Sector:
Retail Management
Consumer panel
Consumer Research
Retailer Service
The sectors in which Nielsen operates are:
Automobile
Banking and Financial
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Services
Business Services
Entertainment
Information Technology
Cosmetics
Employee Satisfaction Survey
Telecommunications
Agriculture
Pharmaceutical and Medical
Management Consulting
Education
TRAINING PROGRAM
Detailed description of the operations/activities performed by the department:
As Nielsen is a market research company the most important step in research is to
get the data from various sources for various projects. The job I have been assigned
is to meet or call the respondents personally who belong to the respective target
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groups and collect their detailed opinions about the product or service depending on
that particular project which is going on. The collected data is verified by the
immediate superior of the data collector called the supervisor. He in turn reports to
his senior manager who cross checks the submitted data and verifies its accuracy to
approve its validation.
A separate team is in place which is assigned the task of quality control checking
which calls the respondents to ensure the data submitted is genuine.
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3. PROJECT PROFILE
Key Learning Experience in the project:There was a lot on offer during our internship in the company which turned out to
be a good learning experience. Understanding the attitude of the public respondents
was very crucial to start working smoothly in the company. With every task we
performed we got to know what factors does an individual look into when he selects
a product or service and grew better with every correct step.
I have done 2 projects in my internship
1: Evaluation of sales satisfaction in automobile industry:
In this project we have to take feedback from respondents ( people who
bought car in last 8months) about their experience with the dealer while
buying the car and the experience with car make and model. I faced lot of
problems initially as respondents were not ready respond for our
quesstionnaire. The main reason for this, questionnaire was too
lengthy( more than 150 questions). To complete this questionnaire require
minimum 40 to 45 minutes so we had to convince respondents which
difficult job. We had been to RTO, Malls and Parking areas in Hyderabad to
find respondents.
In 2nd project company gave us data base of customer who bought
new cars in last 1year. We had to take appointment of customers from
database to collect data.
Being a Marketing research company, Nielsen company taught us how we could
best utilize the resources in our hand in the most structured and optimized manner.
We understood the various pros and cons of questionnaires which we used to gather
the data from our respondents.
The best part of it was when we learnt how much a business research is useful to the
company as well as the user. Every field work done taught us something different
and the best way we found to improve ourselves was analysing our previous
approaches and raising our performance level with every new task.
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One should never be dejected by the response of the customer or our company
officials and always looking forward to ways in lifting ourselves when we are down
in morale.
3.1. OBJECTIVES OF THE STUDY:
Research methodology:
Topic: “Evaluation of sales satisfaction index (Automobile
industry)”
Problem definition: There is a huge gap between the customer expectation
from the automobile industry and the service that Indian automobile industry is
providing. Thus J.D. Power is the company which conducted the research with the
help of AC Nielsen to find out customers(Hyderabad) opinion on different issues
which they are facing in automobile industry (new car owners within 8-10 months.)
Research Objectives:
1. To identify the consumer response to the different brands of
cars.
2. To know customers information about their income range
and buying behaviour.
3. To measure the customer satisfaction level of their
purchased cars
Research Design:
The research design adopted will be descriptive research.
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Collecting information:
1. The information is obtained through the Survey Method.
2. Method of administering - Questionnaire (personal interview& e- mail).
3. The nature of the questionnaire involved is multiple choices, etc.
Sampling Plan:
Population: People who bought car within 8 to 10 months.
Sampling Method: Non-probability sampling method is used & it is based on Quota
sampling the sample size is 100.
2. METHODOLOGY:
Primary data collection department
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. As for printing of questionnaires are concerned, they also have
contracting arrangements with a printing supplier who provide the services on time.
The company also has arrangements related to interviewers training which would be
done through classroom training, mock interview, and field practice.
Classroom Training:
The first part of training is to educate prospective interviewers on:
The role and value of market research41
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 drawn up by the project manager personally briefs all interviewers.
Project manager is usually from the client’s 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 do’s and don’ts 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:
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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 mistakes.
Call-backs:
Supervisors telephone the respondent to check that whether interview was properly
carried out. This includes repeating key 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 replacement is done. Sometimes face-to-face back
checks are also done by the supervisors where they personally meet the
respondents.
Quality Control:
The Nielsen Company has separate Quality Control team. After the data is
scrutinized and call backs are done, the questionnaires will be sent to the QC team
which checks the data through call back and logical checks. After quality check is
completed the data is dispatched to the researchers department where data
processing and analysis is done (mainly we use to dispatch the data to Mumbai,
Delhi and Bangalore).
4. OBSERVATIONS & ANALYSIS
1. Are you the main user of new car?
Customers Yes No100 77 23
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From the above graph, 77% of the customers are the main users of their cars and rest of 23%are used by their family members.
2. Did you have a two wheeler or car in your household prior to purchasing this car?
Customers Yes No100 87 13
From the above graph, 87% of the customers who purchased the car and participated in the interview had a two-wheeler or a car in their household and the rest 13% of them are mostly having the two-wheeler.
3. Do you employ a driver for your new car?
Customers yes No100 32 68
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From the above graph, 68% of the customers drive their vehicles themselves and 32% of them had a driver. This gives us a result that most of the customers who drive the car themselves are employed persons and the people who maintain the driver are business people and higher officials.
4. How frequently do you drive this new car?
Customers Sometimes Always Rarely100 32 48 20
From the above graph, 32%of the customers use their car sometimes in the weekends and 48%of them use them frequently and rest 20% of them use their cars rarely for vacation purpose.
5. On average how much time do you spend travelling in your new car?
Customers Less than 1 hour 1 -2 hours More than 2hours100 33 53 14
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From the above graph, 33% of them travel less than an hour in their car, 53% travel between 1-2 hours and the rest of them travel for more than two hours in a day.
6. Transmission type?
Customers manual Automatic100 88 12
From the above graph, 88% of the customers use manual transmission as they are mileage concerned and just 12% of them use automatic transmission as all these consists of mostly luxury cars.
7. Does this dealer have a service centre at the same location?
Customers yes No100 76 24
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From the above graph, 76% of the car owners told that dealer had the service centre at the same location and the rest 24% of them said that their dealers doesn’t have the service at the same location.
8. Did you consider a used vehicle while shopping for your new car?
Customers yes No100 75 25
From the above graph, 75% of the customers had considered used vehicles while shopping for their new vehicle and 25% of them completely opted for a new vehicle.
9. Did you test drive the vehicle that you bought from the selling dealer?
Customers yes No100 93 7
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From the above graph,93% of the customers done their test drive before purchasing the new vehicle and 7% of them did not want to opt for a test drive.
10. Did the sales person explain features, advantages, and benefits of the vehicle?
Customers Yes No100 79 21
From the above graph,79% of the customers were explained by the dealer about the features and advantages of the car and rest of 21% of the customers were not and some of them were explained at the time of delivery
5. FINDINGS:
1. Newly buying Customers are more willing to buy maruti and existing customers
prefer other brands.
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2. Most of the job holders prefer for hatch back and sedan & business people prefer
for SUV `s and high end cars.
3. Most of the customers are satisfied of their vehicle but not satisfied of the delivery
process.
4. Customers do not have time to answer the questionnaire as the feedback
questionnaire is too lengthy.
6. RECOMMENDATIONS:
1. Staff in the company need systematic training and more online research should
be encouraged as people in today’s world are busy to give personal time and they
also prefer online surveys.
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2. The company has a strong hold in primary research but when it comes to
secondary research they lag behind their main competitor IMRB. Hence importance
should be given to secondary data research and enhance in this segment.
4. More advertising should be given because of growing trends in marketing
research.
5. Employees should not be loaded with many projects at a time. Doing this will
increase the burden of employees and also decrease the quality of work done.
6. Internees working with organization should be rotated in different departments to
understand the whole working of the organization.
7. The salary of the field employees should be enhanced to increase their efficiency
and satisfaction.
7. CONCLUSION:
From the internship at AC 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
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research industry. The journey at Nielsen was very informative for the last two
months, and I am in a position to carry on any kind of study assigned to me. Being
part of an effective team, have learnt lot of things like as how to manage oneself
when working with a team, coordinating various meetings, how to keep the attitude
right towards the goal.
Initially, had faced lot of problems when started approaching respondents with the
questionnaire but gradually when I understood the process and how to manage with
respondents of different demographics such as age, social status etc, got used to the
system and the process became easy and now I am comfortable with the same.
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.
Hence here we can see A C Nielsen Undoubtedly has travelled a long journey from
piggybacking advertising job to the mainstay of the decision component of one
organization. A C Nielsen seeks to align the enterprise with the expectation of its
consumers and delivering value with its systematic analysis of the information
captured. Although there were lots of changes in the past the way research is being
carried but off course the IT enabled market research is a new trend which
propounds ways to maximize an enterprise’s returns in the newly emerging
liberalized market in India. Now is the time for the MR agencies to reap the ever
growing and burgeoning customers with rapidly changing lifestyles through
research work, so that Indian Marketers could be more productive, result oriented
and globally the best workforce to cater the demands of their consumers.
8.LEARNING OUTCOME:
There was a lot on offer during our internship in the company which turned
out to be a good learning experience. Understanding the attitude of the
public respondents was very crucial to start working smoothly in the
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company. With every task we performed we got to know what factors an
individual looks into when he selects a product or service and grew better
with every correct step.
It was also very crucial to understand the role played by the retailers in
pushing a product or brand, how much a customer is willing and able to pay
for the particular product or service by the company.
We as humans are prone to commit mistakes, but it is only when we commit
mistakes that we start learning on how we improve our productivity error
free.
ANNEXURE:
1. Do you or does any member of your household works in any of these
occupations or professions?
a. Advertising agency
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b. Market research Company
c. Manufacturer, dealer or distributor of any commercial vehicles
d. Manufacturer, dealer or distributor of 2 wheelers or
motorcycles
e. Dealer, distributor of auto spare parts
f. Service stations/Retailer of fuel/lubricants.
g. Other car related industries
h. None of the above
i. Refused
j. Don’t know
2.Are you the main user of new car
a. yes
b.no
3.did you have a two wheeler or car in your household prior to purchasing this car.
a.had a 2 wheeler
b.had a car
c.had both
d.neither
4.do you a employ a driver for your new car
a.yes
b.no
5.how frequently do you drive this new car
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a.always
b.sometimes
c.rarely
6.on average how much time do you spend travelling in your new car
7.transmission type
a.manual
b.automatic
8.does this dealer have a service centre at the same location
a.yes
b.no
9.what is your average consumption of fuel
10.did you consider a used vehicle while shopping for your new car
a.yes
b.no
11.when purchasing of your new vehicle,which of the following was your first point of contact
a.authorized dealer
b.agent of the dealer
c.auto finance company
12.did you tast drive the vehicle that you bought from the selling dealer
a.yes54
b.no
c.as I dids not want
d.no I couldn`t, as a test drive vehicle was not available