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PROJECT REPORT

ON

MEDIA HABITS, AWARENESS & AD RECALL OF IT

COMPANIES IN PUNE

FOR

SUBMITTED IN PARTIAL FULFILMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED BY

MOUMITA KARMAKAR (HRD1108332)

PGDM MARKETING & FINANCE (DUAL C)

BALAJI INSTITUTE OF MANAGEMENT & HUMAN RESOURCE

DEVELOPMENT, PUNE.

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PROJECT REPORT

ON

MEDIA HABITS,AWARENESS & AD RECALL OF IT

COMPANIES IN PUNE

SUBMITTED IN PARTIAL FULFILMENT

OF POST GRADUATE DIPLOMA IN MANAGEMENT

BY

MOUMITA KARMAKAR

HRD1108332

SUBMITTED TO

BIMHRD

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ACKNOWLEDGEMENTS

The authorship of a monograph is usually attributed to one person but a project

work like this is always a joint affair. I feel indebted to people who may havedirectly or indirectly contributed in the realization of this project

I am thankful to Mr. Mahendra Bhilare (Field Director- Pune) who has given me

the opportunity to work in their firm & for providing me with all the necessary

amenities & data.

I convey my sincere gratitude to Mr. Jaywant Thakare (Field Executive-pune) for

his consistent assistance & guidance throughout this project.

Lastly I want to convey my gratitude to my team leader Amit & all the employees

of IMRB International (abacus business operations) for their assistance , which

helped me conduct this survey smoothly

Moumita Karmakar

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DECLARATION

I hereby declare that the project titledMEDIA HABITS,AWARENESS

&AD RECALL OF IT COMPANIES IN PUNE

Done for abacus business operation a specialist unit of IMRB International

Pune is a genuine piece of work

It is a sincere & original work involving primary data collection which I have

personally carried out & have analyzed the same subsequently.

I would also like to add the fact that, this project reporthas not been submitted for

any other award of degree or diploma, in any other institute or university, to the

best of my knowledge.

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EXECUTIVE SUMMARY

Project Title:

Media Habits, Awareness & Ad Recall Of It Companies in Pune

Project client:ADP Automatic Data Processing Inc.

Objectives if the Project:

1) Awareness of IT companies amongst IT professionals.

2) Awareness of media campaigns of IT companies.

3) Perception about IT companies.

4) Success & effectiveness of the media campaigns of IT companies.

5) Media habits of IT Professionals.

The basic purpose of this survey was to find or map the level of awareness & the

top of the mind IT companies other than ADP. To find out which IT companies

media campaign is most recalled & liked by the respondents. Also to find out the

media habits of IT professionals.

Research Methodology used:

1. survey

2. Purposive sampling

3. Structured face to face interviews

4. Quantitative research

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Sample size:60

Sampling technique:

Purposive sampling was used, with respect to which I had used snowballing

Conclusion:

After the survey was conducted and the analysis of the data was done it was

found that only 40 % IT professional were aware of ADP. Out of which only

4% of them had recalled the ad of ADP.

Moreover it was found that the media habit of IT professionals was such

that, they accessed internet almost 18 hours a day. Also they watched

television mostly at the late night slot.

The perception about ADP werent clear amongst them, whereas they were

the awareness level of other companies & the perception of the same were

clear to great extent.

Recommendations:

ADP should increase its level of awareness among IT professionals.

ADP should opt for viral marketing on internet; give ads on newspapers

most preferably Times of India & give ads on Google& other social

networking sites.

By doing so, it will be able to reach out to its target IT professionals & the

chances of ADP being the top of the mind company will be hiked by 50%.

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1. INTRODUCTION TO PROJECT

1.1Introduction:

Project title:

Media habits, awareness & ad recall of IT companies.

Project description:

This project was undertaken by abacus business operationsa specialist unit of

IMRB International, Pune for ADP (Automatic Data Processing Inc.)ADP being

one of the worlds largest providers of business outsourcing solutions wanted to

find out its recall &awareness & what perception do IT professionals hold about

the company.

Project area:

The area covered in the sample is various IT companies in Pune( Hinjewadi,

Hadapsar, Erandwane).

Project objective:

The basic objective of this project was to find out the level of awareness for mediacampaigns of various IT companies including ADP. Also to find the media habit of

the respondents & their perception about the ad/media campaigns of various IT

companies including ADP

Target groups:

1. IT Professionals (Sec A/B)- any IT/S/W Professionals like coders,

developers, testers etc. having work experience in the IT industry within 2-

10 years.2. ITES/BPO (Sec A/B/C)- any professional from voice or non- voice function

across with 2- 6 years of experience.

3. RIM Professionals (Sec A/B/C) - professionals working in remote

infrastructure management space with 2-8 years of experience.

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N.B: I have taken IT professional as my target group as per the instructions

given to me by IMRB International

Sample selection:

The sample size adopted in this project is 60

The sampling technique adopted is a projective technique

Research methodology:

In this project primary research has been used, as per the specifications given byIMRB(ABACUS) since a survey had to be carried out on the basis of face to face

interviews. Moreover there was no scope for any secondary research. But the

primary data gathered by projective technique (snowballing)was as per the

requirements of the client ADP.

Time frame of research:

The time taken by me to gather all the information & to take the interviews was

Two months

Limitations:

There were certain limitations to this research because of which more extensive &

detailed data couldnt be collected.

No database was provided by the company so time taken to fix up

appointments was pretty extensive. Snowballing for generating leads was very time taking

Respondents were reluctant to give an interview.

Since the sampling technique & the sample size were strictly.

If there would have been a database provided this survey would have been

much easier.

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1.2Objectives:

Primary Objectives:-

To know the level of awareness of various IT companies,

To find out the top of the mind IT companies.

To find out the recall & recognition of the media/ ad campaigns of the

various IT companies.

To find out the most liked media campaign of the IT companies.

To know theperception of the IT employees about various IT companies

To know which is the most preferred & preferred company by the IT

employees with respect to employment.

Success & effectiveness of the media campaigns of ADP

Respondents level of awareness & perception about ADP (its tagline, which

business operation is ADP into)

Secondary Objectives:-

MEDIA HABITS OF IT EMPLOYEES (RESPONDENTS)

To find out the media/sources of information(newspapers, magazines,

internet, radio, televisions, outdoor media) that are considered by ITemployees while searching for employment

To find out the most trusted media/source of information w.r.t. employment

opportunities

To find the most preferred job portals or websites w.r.t employment

opportunity search

To find the most preferred television channel, radio channels, newspaper etc

To find out the outdoor media campaign to which respondents pay the most

attention. Perception of the respondents about these media campaigns.

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2. Company Review

2.1Introduction

Indian Market Research provides an idea of the business and the consumer market

pattern. They pave the way to economic and business development and help to

generate profit for the country. An extensive Market Research in India takes care

of all the queries of the marketers - giving them the required information for a

smooth marketing journey. Market research involves giving insight to all the

categories of marketing - valuation, distribution, promotion of product and

services. For betterment and improvement, market research is absolutelyessential.

There are many Market Research agencies and consulting firms that gives

excellent report, provides a helping hand to the Indian and international

companies. Out of the lot, IMRB International is the ground breaker in Indian

Market Research. Others following the lead are -

Delphi Research services

ORG-MARG

MRUC

NFO

Nielson India

TNS

The market research agencies pan India; cover all the main areas of marketing

spanning B2B and industrial research, social research, media research, brand

research, corporate and employee research, channel and retail research,

product and packaging research, pricing research and business-specialized.

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2.2 Focus of the India market research agencies

1. Understanding consumers - The trends of the customers are tracked by the

market research agencies. Their needs, perceptions, projected demands are all

studied and marketing strategies are formed accordingly.

2. Investigating market - This method helps in mapping the market conditions

and demands are estimated.

3. Conceptualizing product development - Positioning strategies, product and

service strategies are formed accordingly after taking into consideration the

marketing research results.

4. Contribution to the Indian Economy

Gross Domestic Product slipped from an average of over 9% in the previous

three fiscal years to 6.7% during 2008-09.

Wholesale price index (WPI) rose to around 13% in August 2008 and had

faced an equally sharp fall to zero percent in March 2009.

The profit growth of corporate sector in 2009-10 is revised upwards to 10.0%

from 7.5%.

2.3 Company Profile

Established in 1971 and with over three decades of market research experience,

IMRB International is a pioneer in India in various research areas. Associated with

a group of international market companies such as the British Market Research

Bureau (BMRB) and Millward Brown International, IMRB International operates

out of thirteen cities in India and has associate offices in Sri Lanka, Bangladesh

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and Nepal. The 500 member strong IMRB International promises high quality

conceptualization, strategic thinking, execution and interpretation skills on all its

clients' research needs. In 1996, IMRB International managed 2,500 projects and

4,000,000 interviews. IMRB International is the only research company in India

today that offers the entire range of research based services to its clients. IMRB

International's specialized areas are consumer markets, industrial marketing,

business to business marketing, social marketing and rural marketing. IMRB

International is the market research wing of J. Walter Thompson (JWT) - the

leading advertising agency in India. JWT in turn belongs to the Kantar Group,

which in turn is a part of the WPP Group - the largest advertising group in the

world.

Kantar Group:

The Kantar group was established in 1993, a London based holding company

responsible for WPP's worldwide information and consultancy interests. Kantar, is

the worlds largest survey organization and is ranked 3rd overall. It comprises three

global research businesses - Research International, Millward Brown and Kantar

Media Research and four regional ones - BMRB International, IMRB

International, Goldfarb and Winona. Each one is a leader in its own area of

expertise or specialization. The research study is in over 130 countries. The Kantar

group specialized in:

Qualitative and quantitative research

Tracking studies

International research

Predictive modeling

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Media measurement

Data capture and handling

Strategic research

J. Walter Thompson Company:

The world's first global brand communication company that provides its clients

with both short term sales success and long term brand value. J. Walter Thompson

was founded in 1864, with 246 offices globally and more than 9200 employees.

JWT's proprietary planning process, Thomson total branding in now installed in all

offices world-wide guarantying a uniform level of excellence in the developmentof Brand Vision, a Branding Idea and Total Communication Plan.

Millward Brown International (MBI):

IMRB International is the licensee for all Millward Brown products in South Asia

(India, Pakistan, Sri Lanka, Nepal, and Bangladesh). Walker Information Global

Network (WIGN) Customer Satisfaction Management & Measurement (CSMM),

one of the specialist units of IMRB International, is an exclusive-member of

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Walker Information Global Network (WIGN) in the Indian subcontinent. Walker

Information Global Network is the only international partnership dedicated

exclusively to stakeholder measurement and management. CSMM uses proprietary

tools developed by Walker Information, the recognized pioneer in customer

satisfaction Research International (RI)

Research International

Research International is a world's largest custom market research agency. It has

more offices in more than 50 countries and has an experience of working in over

130countries.Research International specialized in:

Branding and Communication

Innovation and Product Development

Category Management

Consumer strategy

Customer Relationship

IMRB International has acted as a catalyst in the development of market research

infrastructure in neighbouring countries. We work with associate companies in Sri

Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market

Research Bureau), and through affiliates in Australia, Singapore, Malaysia,

Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and

Myanmar.

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Company Divisions

IMRB International has been offering over 30 years of specialist research services

to clients in India and overseas on products and services covering the entire gamut

of business and industry. IMRB International today, operates out of its five

full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is

supported by 15 other regional centres for collection of survey information that

literally span the entire country. IMRB is able to provide the highest quality of

professional services to the utmost satisfaction of clients which include the small

medium and large scale industries, the government and public sector units,

multinational corporations and international companies that are eyeing the highly

promising Indian market. To serve the diverse needs of clients, IMRB has nine

specialist units covering the fieldwork, analytics & research, with Abacus mainly

focusing on the primary data collection and field work:

Abacus Business Operations

Abacus Market Analytics

Abacus Research

Bird- Business & Industrial Research Division

Brand science group

Customer satisfaction management and measurement

Media & panel group

Probe qualitative research

Quantitative research

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Abacus Business Operations

Abacus Business Operations (ABO) is an ISO 9001:2008 certified specialist unit of

IMRB International. It has the largest Custom research fieldwork and data

collection capabilities in the country. With over 200 full time employees managing

and supervising the work of over 4000 interviewers on any given day, IMRB

conducts over 4 million interviews annually. Over and above this, IMRB

interviews another 1.5 million + telephonically.

Abacus Business Operations has a rigorous 3-Tier quality check processes to

ensure you get high quality data to take your business decisions. The ABO team

has its own set of translators and scrutinizers to check the quality of output and

translation of verbatim.

Abacus Research

Abacus Research looks after the domestic and International Field and tab business.

They service Clients and Research Agencies which have their own Research set up

and only want the data collected and clean data sent to them. Abacus Research has

a team of expert Project Management Executives led by a seasoned and highly

experienced Operations Director. This team also has the experience of managing

the largest number of automotive clinics and a protocol set up for the same. Abacus

Research also runs FlexiBusa study which gives Clients the advantage and of

quick turnaround on a few critical questions and the flexibility to study the Target

Group in markets of their choice.

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Abacus Market Analytics

Abacus market analytics unit offers a wide range of services to all the

research units in IMRB. These include data processing, charting, statistical

analysis, database management and updations, software development and

testing. ABACUS has a standard state of arts graphics, analytics and

statistical software. It also has tested quality process which enables ABACUS

to deliver exceptional quality results within stringent deadlines at high

competitive prices.ABACUS Data Processing (DP), a part of Abacus Market

analytics, offers its services to international clients. DPs clients include

Millword Brown across Asia Pacific, Africa and Australasia, Kantar

Operations in UK, BMRB International in UK, AMRB in the Middle East

and N Africa, RI in Asia Pacific & the Brand Survey Company in S. Africa.

Company Clients

IMRB was established in 1970 to provide market research services to the clients

of Hindustan Thompson Associates. Early clients included FMCG companies

such as Unilever, ITC,Ponds, and Horlicks. The initial decade saw rapid

expansion into new areas of business, with the first qualitative study being

conducted by the end of the decade, and IMRB pioneering psychology in Indiathrough an ongoing series of opinion poll surveys for India Today, that

successfully predicted Congress victory in the 1980 general election.

Subsequent decades saw the development of new verticals, with the creation of

specialized units and the offering of several syndicated research products.

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IMRB also played an important role in the standardization of market research

practice in India, and was responsible for the creation in 1983 of the Socio-

Economic Classification system, a method now used across India to define target

audiences. In 1987, as a founder member of the MRSI, helped evolve industry

wide codes of conduct, and standards for survey data collection that are still in use.

At present, IMRBs top clients include theBAT Group, Bharti Group, Cadbury,

Ford Group, Frito Lay, Glaxo Smithkline, Heinz, Indian Airlines, ITC Group,

Millward Brown, Nestle, Pepsi Group, Reckitt Benckiser, Johnson & Johnson,

Research International, TVS Motors, Unilever Group, VST and so on.

Sectors Served by company:

IMRB provides its unparallel coverage for various sectors as such:

Agriculture/Agro-products

Distribution/Retail Trade

Finance /Banking /Insurance

IT Hardware andSoftware practice

SocialRural

Alcohol E-governance FMCGLogistics andTranspotation

Steel and OtherMetals

AutomotiveEducation andTraining Health Care

Media andEntertainment

Telecom

Chemicals andPetroleum

Energy andEnvironment

Industry andBusiness

Processed Food Tobacco

Construction andBuildingMaterials

EngineeringSector

Internet Real EstateTravel andTourism

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2.4 Product / Service Profile

The depth of services that IMRB provides are extensive and includes research &

advisory services in the following areas:-

Advertising, promotion & media habits research

B2B & Industrial Research

Brand research (awareness, recall ,equity etc. of brands)

Customer satisfaction research

Lost customer research

Corporate 7 employee research

Channel & retail research

Product & packaging research

Strategic market research

Mystery shoppers insight

2.5 Client company-AUTOMATIC DATA PROCESSING INC. (ADP)

Company profile ADP

Automatic data processing Inc. (Nasdaq: ADP), with more than $10 billion in

revenues and approximately 600,000 clients, is one of the world's largest

providers of business outsourcing solutions. Leveraging over 60 years of

experience, ADP offers a wide range ofhuman

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resource, payroll, tax and benefits administration solutionsfrom a single source.

ADP's easy-to-use solutions for employers provide superior value to companies

of all types and sizes. ADP is also a leading provider of integrated computing

solutions to auto, truck, motorcycle, marine, recreational vehicle, and heavy

equipment dealersthroughout the world

Industry Business process outsourcing

Founded Paterson, New Jersey(1949)

Headquarters Roseland,New Jersey,U.S.

Key people Leslie A. Brun (Chairman)Carlos

Rodriguez (CEO)

Revenue $9.8 billion (FY 2011)

[1]

Operating

income

$1.9 billion (FY 2011)[1]

Net income $1.2 billion (FY 2011)[1]

Total assets $34.2 billion (FY 2011)[1]

Total equity $6.0 billion (FY 2011)[1]

Employees 241,000 (December 2011)[1]

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Recognitions achieved by ADP

ADP was recently listed as #47 on Computerworld's 19th annual list of the 100Best Places to Work in IT 2012.[9]

ADP achieved a 100 percent rating in the 2011 Corporate Equality Index (CEI)report.[10]

In 2010, ADP was awarded the #2 ranking in the Training Top 125 Listby Training magazine. ADP ranked 12th in 2009 and 20th in 2008.[11][12]

In 2009 the Aberdeen Group named ADP as one of the top 25 Most InfluentialTechnology Vendors for 2009.[10]

ADP ranked first on Fortune's 2010 list of Americas Most Admired

Companies within the Financial Data Services category.[10]

In 2006, ADP ranked #2 on InformationWeek 500's top 250 Innovators.[13]

In 2003, 2004, and 2005, ADP was ranked as one of the top 10 companies in

North America, having been AAA/Aaa rated by both S&P and Moody's

ProductProfile ADP

Products & Solutions

Human Resources Mobile Solutions Tax and Compliance Multinational Solutions Pre-Employment Services Procure-to-Pay Solutions Medical Practice Services

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3. RESEARCH METHODOLOGY

3.1 Research

Research refers to a search for knowledge. It can be defined as a scientific and

systematic search for pertinent information on a specific topic.

Research comprises defining and redefining problems, formulation hypothesis or

suggested solutions; collecting, organizing and evaluating the data; making

deduction and research conclusions; and at last carefully testing the conclusions to

determine whether they fit the formulating hypothesis-Clifford Wood.

In this report the research method used is survey.

3.2 Research Design

Research design means adopting that type technique of research which is most

suited for the research and study of the problem. For the research of the problem

proper material has to be selected and collected for the investigation.

The research design that I have used in this project to analyze the data collected, as

per the instructions of IMRB & the questionnaire provided by them is a

Qualitative Research- Descriptive Research

3.3 Research Process

Step 1: Defining the research problem and identifying the research objectives.

Step 2: Selection of the Data collection method.

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Step 3: Selection of the sample.

Step 4: Selection of the method of analysis.

Step 5: Making respondents aware about the research.

Step 6: Data collection.

Step 7: Data analysis.

Step 8: Reporting.

3.4 Survey

Anything from a short paper & pencil feedback form to an in depth one to one

interview is called as survey research. Survey can be divided into two broad

categories:

The Questionnaire

The Interview

Note: Here we focus on the face- to -face interviews as the interviews were done

personally.

Facetoface Interview

An interview is a purposeful discussion between two or more people that can help

you gather valid and reliable data that is relevant to your research objectives (Kahn

and Cannel, 1957). Face to face interviews allow for personal communication and

make it possible to gather more information for your study

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Structured face to face to interview:

Usually with a structured questionnaire. These types of interviews consist of

administering structured questionnaires and trained interviewers ask fixed choice

questions

Note: In this project the questionnaires were pre designed by IMRB no

connotation or changes were allowed to be made in it. Hence the questionnaire so

designed leaded to a structured face- to- face interview.

Advantages

Researcher can elicit more in-depth response or fill in information ifparticipant does not understand the question

Different data collection techniques open-ended questions, visual aids,

etc.,

Certainty about who answered the questions

The ability to find the target population

Longer interviews are sometimes tolerated

Very convenient for the respondent

Extensive probing can be used to collect detailed information

Respondents body language can guide the interviewer and be recorded to

help interpret comments

Disadvantages

Intrusive and reactive

Cost time and money Difficult to locate respondents for call backs

Each location has its own characteristics, which can effect mood or attitude

towards the interview

Stage fright for interviewer or interviewee

Jumping from one subject to another

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4. DATA ANALYSIS & INTERPRETATION

SCREENER & TARGET PROFILE SECTION

Q1. Can you please tell me the name of the organization that you are currently

working with?

[record verbatim] [open ended]

Company name No. of respondents

Wipro 18

Amdocs 12

Tech mahindra 12

Infosys 9IBM 9

Note: if ADP then terminate the interview

Interpretation

30 % of the IT respondents are working wipro,

20 % at Amdocs & Tech Mahindra

15% at IBM & infosys

30%

20%20%

15%

15%

current company

Wipro Amdocs Tech Mahindra Infosys IBM

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Q2. Please tell me which of these descriptions would classify the company that you

are currently working for ?

Company type Instructions No. of respondents

IT software products / service continue 60

IT enabled services(ITeS) continue 0BPO continue 0Others terminate 0

Interpretation :-All the respondents were of product or services sector.

Q3. In which department are you currently working? [single coding]

Department Instructions No. of respondents

software development continue 30

testing/ quality control continue 18

IT administration continue 12

customer service voice based continue 0

customer service non voice based continue 0

technical support voice based continue 0

Remote infrastructure management

space

continue 0

mktng/sales/business development Terminate interview 0

finance/commercial accounting/admin Terminate interview 0

HR Terminate interview 0

housekeeping/ security Terminate interview 0

100%

company type

IT software products/ services IT enabled services BPO OTHER

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Interpretationmaximum respondents are from software development, software

testing & QC & It administration.

Q4. Segregation of respondents according to IT sectors [to be coded by

interviewer]

IT professional 60

ITeS / BPO professional 0

RIM 0

Others 0

Interpretation all the 60 respondents were IT professionals.

0

10

20

30 department of work

department of work

100%

0%0%

0%

target respondent- IT professional

IT professional ITeS professional RIM Professional others

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Q5.What has been your total work experience in the IT domain including the

current organization? [single coding]

Time period Instructions No. of respondents

Less than 2 years Terminate 0

2-4 years Continue 40

4-6 years Continue 20

6-8 years Continue 0

8-10 years Continue for IT else terminate 0

More than 10 years Terminate 0

Interpretation all the respondents have a work experience between 2-6 years as per

instructions given by IMRB

Q6. What is your highest educational qualification? [single coding]

qualification Instruction No. of respondents

B Sc. Computer science Continue for ITeS/BPO 0

B Sc. Electronics professional else 0

BCA terminate 0

BA/BSc/BCom 0

B tech/ B.E/BS Continue for IT 42MTech/M.E/M.S Professional else 12

MCA terminate 6

MSc. Computer science Terminate 0

Msc. Electronics Interview 0

MBA/PGDM 0

MA/MSc 0

others 0

less than 2 years

2-4 years

4-6 years

6- 8 years

8-10 years

more than 10 years

0

40

20

0

0

0

no. of respondents

no. of respondenst

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Interpretation:

Maximum respondents are B.tech (70%) rest are M.tech (20%) & MCA (10%)

AWARENESS & AD RECALL SECTION

Q.7 When you think about IT software product & services companies which is the

first company that comes to your mind?[single coding, unaided, TOM]

comapnies No. of respondents (unaided)

ADP 2

CA 2

Cognizant 1

Convergys 0

HCL Technologies 0

HP 0

IBM 3

Infosys 5

L & T Infotech 1

Mahindra satyam 0

Microsoft 2

Mphasis 0

Oracle 15

Patni computer systems 0

Polaris software 0

Sonata 0Sunguard 0

TCS 18

Tech Mahindra 5

United health 0

Wells fargo 0

Wipro 5

Others(capgemini) 1

B tech/ B.E/BS

70%

MTech/M.E/MS20%

MCA

10%

qualification

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Interpretation : the top of the mind co.s are :-

TCS (30% recall) & oracle (25% recall)

Rest Infosys, tech Mahindra & wipro have 8 % recall.

Q8. Which are the other IT software services & product companies are you aware

of ?[unaided, multi coding, awareness]

Company No. of respondents (unaided)

ADP 6

CA 9

Cognizant 39

Convergys 5

HCL Technologies 10

HP 2

IBM 57

Infosys 55

L & T Infotech 40

Mahindra satyam 5Microsoft 35

Mphasis 20

Oracle 45

Patni computer systems 0

Polaris software 1

Sonata 0

Sunguard 1

TCS 42

Tech Mahindra 54

United health 0

ADP

3%CA

3%

Cognizant

2%

IBM

5%

Infosys

9% L & T Infotech

2%

Microsoft

3%

Oracle

25%

TCS

30%

TechMahindra

8%

Wipro

8%

capgemini

2% Top of the mind co.s

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Wells fargo 15

Wipro 55

Others(capgemini)Others (amdocs)

40`30

Interpretation:after probing the unaided awareness/ recall of IT companies

excluding the TOM cos, were as follows:

IBM, Infosys, wipro, TCS have 10 % awreness level excluding the TOM.

Tech Mahindra 9%, oracle 8%, capgemini, cognizant, L & T & Microsoft 6%,

ADP 1%, CA 2%,Wells Fargo 3%, Amdocs 4 %, Mphasis 4%, HCL 2%

ADP

1%CA

2%

Cognizant

7%

Convergys

1%

HCL Technologies

2%HP

0%

IBM

10%

Infosys

10%

L & T Infotech

7%

Mahindra satyam

1%

Microsoft

6%

Mphasis

4%

Oracle

8%amdocs

4%

Sunguard

0%

TCS

10%

Tech Mahindra

9%

Wells fargo

3%

Wipro

10%

capgemini

7%

polaris

0%

awareness unaided

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Q.9 Please look at this show card & tell me that apart from the co.s that you have

just mentioned which other IT companies are you aware of? [Multi coding, aided]

Companies No. of respondents (aided response)

ADP 40

CA 45

IBM 0

Infosys 0

oracle 0

TCS 0

Tech Mahindra 1

Wells fargo 49

wipro 0

Interpretation: after showing the respondents the list of co.s their awareness level

were as follows excluding the TOM & unaided awareness

Wells fargo (36%) CA, (33%)ADP (30%) Tech Mahindra (1%)

Q.10 Which are the IT software services & products companies that you recall

seeing or hearing an Adin recent times? [multi coding unaided]

companies No. of respondents (unaided)

ADP 8

CA 10

Cognizant 26

Convergys 7

HCL Technologies 19

HP 25

IBM 45

Infosys 32

ADP

30%

CA

33%

Tech Mahindra

1%

Wells fargo

36%

awareness aided

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L & T Infotech 23

Mahindra satyam 7

Microsoft 55

Mphasis 6

Oracle 58

Patni computer systems 0

Polaris software 0

Sonata 0Sunguard 0

TCS 57

Tech Mahindra 53

United health 0

Wells fargo 10

Wipro 40

Others(capgemini) 5

Interpretation: awareness of IT employees about ads of IT co.s , in a

chronological order are as follows:Microsoft, oracle, TCS, Tech Mahindra have ad

awareness level between 12-11%

Wipro, IBM, Infosys have 9-7% HP, cognizant, L&T, HCL technologies have 5-

4% ADP, CA, Wells Fargo,Mphasis have 2-1 %

ADP2%

CA2%

Cognizant

5%Convergys

1%

HCL Technologies

4%

HP

5%

IBM

9%

Infosys

7%

L & T Infotech

5%

Mahindra satyam

1%

Microsoft

11%

Mphasis

1%

Oracle

12%

TCS12%

Tech Mahindra

11%

Wells fargo

2% Wipro

8%

capgemini 1%

unaided ad awarenes multi coding

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Q.11 where have you heard or seen these ads?

Companies T.V Hoardings Newspapers Magazines radio Internet Bus shelter

ADP 0 0 2 1 0 7 0

Cognizant 0 9 18 20 0 26 0

CA 0 0 2 2 0 10 0

IBM 55 10 50 51 0 55 5

Oracle 0 0 19 10 0 58 0TCS 0 2 39 40 0 57 0

TechMahindra

0 20 58 20 0 59 5

Wells fargo 0 0 1 0 0 1 0

Interpretation:

Most the ads of the co.s i.e., tech mahindra, TCS, Oracle, IBM, cognizant & ADP

were seen on internet.

IBMs most ads were seen on T.V as well

A lot of ads were on newspapers too. Hence the most common sources of ads are

internet, newspapers & magazines.

0

10

20

30

40

50

60

70

T.V

Hoardings

Newspapers

Magazines

radio

Internet

Bus shelter

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36

Q.12 Apart from the co.s that you have just mentioned do you remember seeing or

hearing ads of IT software services and products companies recently, for any of

the co.s mentioned on the show card? [multi coding , aided, awareness]

Companies No. of respondents (aided)

ADP 35CA 38

Cognizant 38

Convergys 37

HCL Technologies 35

HP 32

IBM 15

Infosys 28

L & T Infotech 37

Mahindra satyam 5

Microsoft 30

Mphasis 40

Oracle 2

Patni computer systems 2

Polaris software 3

Sonata 0

Sunguard 7

TCS 3

Tech Mahindra 7

United health 9

Wells fargo 30

Wipro 20

ADP

8%CA

8%

Cognizant

8%

Convergys

8%

HCL Technologies

8%HP

7%IBM

3%

Infosys

6%

L & T

Infotech

8%

Mahindra satyam

1%

Microsoft

7%

Mphasis

9%

Oracle

0%

Patni

computer

systems

0%

Polaris software

1%

Sonata

0%

Sunguard2%

TCS

1% TechMahindra

2%

Unitedhealth

2% Wells

fargo

7%

Wipro

4%

aided awareness of ads

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Interpretation:

The aided awareness level of ads, excluding the aided awareness are

ADP, wells Fargo, CA, cognizant, convergys, HCL technologies, HP, Infosys,

L&T, micrososft, Mphasis have 9-7 % aided awareness.IBM has 3% rest have 2-1 % awareness

Q. 13 Where have you seen or heard these ads? (aided response multi coding)

Companies T.V Hoardings Newspapers Magazines radio Internet Bus shelter

ADP 0 10 20 19 0 32 0

Cognizant 0 15 23 18 0 38 0

CA 0 7 20 15 0 37 0

IBM 12 5 13 12 0 15 10

Oracle 0 0 2 0 0 2 0

TCS 0 0 3 2 0 3 0

TechMahindra

0 2 7 5 0 7 1

Wells fargo 0 5 18 5 0 19 0

Interpretation : most common media sources for seeing the ads are internet,

newspaper & magazines. Only in case of IBM T.Vis also a source of the ads.

0

5

10

15

20

25

30

35

40

T.V

Hoardings

Newspapers

Magazines

radio

Internet

Bus shelter

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Q. 14 Of all the ads that you have recently seen/ heard , for the companies

mentioned below which ad did u like the most? [single coding aided response]

Companies No. of respondents

Cognizant 6IBM 9

Infosys 9

Oracle 0

TCS 6

CA 3Wells Fargo 0

Wipro 12

ADPTech Mahindra 12

Interpretation: the most liked ad was of wipro & tech mahindra

Cognizant

10%

IBM

15%

Infosys

15%

Oracle

0%

TCS

10%CA

5%

Wells fargo

0%

Wipro

20%

ADP

5%

Tech Mahindra

20%

most liked ad of IT companies (aided) (single coding)

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Q 15 In your opinion which of these co. best fit the statements below. You can

associate as many co. you want with each statement. [Multi coding, aided]

Statements ADP CA Cognizant IBM Infosys Oracle TCS TechMahindra

WellsFargo

Wipro

Statement 1 2 1 10 6 7 5 45 30 1 30

Statement2 3 2 30 26 40 60 40 18 10 30

Statement 4 30 35 20 50 58 60 33 16 20 59

Statement 5 40 40 40 59 59 58 55 20 25 58

Statement 6 2 2 30 40 44 59 45 1 0 40

Interpretation: most of the It professionals are aware of TCS, tech Mahindra,

wipro, oracle, Infosys, IBM.

Q. 16 In your opinion which of these co. best fit the statements below. You can

associate as many co. you want with each statement. [Multi coding, aided]

statements ADP CA Cognizant IBM Infosys Oracle TCS TechMahindra

WellsFargo

Wipro Dontknow

Statement1 5 2 18 10 18 12 18 16 1 10 0

Statement2 10 3 10 9 15 6 12 10 0 8 0

Statement3 8 4 11 8 18 10 16 10 2 6 2

Statement4 0 0 8 4 10 2 4 2 0 4 0

Statement5 2 1 10 17 8 1 16 14 5 10 0

Statement6 4 2 11 8 6 2 18 12 5 8 1

0

10

20

30

40

50

60

I have interacted with the

employees of this co.

I have visited the website of this

co. several times

I know about the domains in which

this co. works

I know about the technologies on

which this co. works

I had applied for a job in this co.

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Statement7 0 0 8 6 7 1 6 6 0 4 1

Statement8 1 0 7 7 6 1 9 8 2 8 0

Statement9 8 7 16 12 11 8 19 12 1 11 2

Statement10 5 6 8 9 10 4 18 12 2 4 1

Statement11 0 0 6 2 6 1 10 7 0 2 2

Statement12 8 5 13 10 11 12 20 14 2 11 0

Statement13 2 0 6 4 4 18 20 15 1 4 2Statement14 0 0 4 4 3 0 4 5 0 2 5

Statement15 6 2 12 10 11 10 18 12 1 18 1

Statement16 6 2 7 7 12 11 15 16 0 5 0

Statement17 2 1 17 18 19 17 19 17 2 8 0

5% 2%

16%

9%

16%11%

16%

15%

1%9%

0%

stmnt 1: co. that is trustworthy

ADP

CA

cognizant

IBM

infosys

oracle

TCS

tech mahindra

wells fargo

wipro

12%4%

12%

11%

18%7%

14%

12%

0%10%

0%

stmnt 2: co. that is very transparent in

its recruitment policy

ADP

CA

cognizant

IBM

infosys

oracle

TCS

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41

Interpretation: perception about ADP is not clear. Rest almost most of the co.s arethought to be trustworthy. TCS & oracle are considered to have good pay packages

compared to others.

Q 17. Which co.s are you likely to consider if you were to switch your job today?

[Multi coding, aided]

Q 18. Which is the one co. that you would consider above all the otrhersif you

were to switch your job today? [single coding, aided]

Company Q17 no. of respondents Q18 no. of respondents

ADP 5 1

CA 7 8

Cognizant 7 1

IBM 9 2

Infosys 10 6

Oracle 58 15TCS 60 13

Tech Mahindra 30 11

Wells Fargo 16 3

wipro 11 0

3% 0%

8%5%

5%

24%

26%

20%

1%

5%

3%

stmngt 13: co. that offers good pay package ADPCA

cognizant

IBM

infosys

oracle

TCS

tech mahindra

wells fargo

wipro

don't know

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42

Interpretation: oracle & TCS are the most preferred companies for job switch.

Q 19 Please tell which of these statements best derscribe ADP's business

operations? [single coding. Aided ]

Statements No. of respondents

ADP is a software product development co. 0

ADP is software service co. 3ADP is an IT hardware products co. 0

ADP is an IT hardware services co. 0

ADP is a BPO co. 33

ADP is an IT consulting co. 24

ADP

5%CA

10%

Cognizant9%

IBM

10%Infosys

11%Oracle

14%

TCS

14%

Tech Mahindra

8%

Wells Fargo

13%

wipro

6%

Q 17 preferred IT co.s at job switch

5%

20%

5%

10%

5%20%

15%

5%15%

0%

Q18 most preferred co. at job switchADP

CA

Cognizant

IBM

Infosys

Oracle

TCS

Tech

MahindraWells Fargo

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Inetrpretation: most people think that ADP is a BPO company

MEDIA HABITS SECTION

Q 20.Which of these media/source of information do you consider/would you

consider while searching for employment opportunities? [multi coding, aided]

Q 21 Which of these media/source of information do you prefer the most while

searching for employment opportunities? [single coding, aided]

Media source No. ofrespondents

Q.20

No. ofrespondents Q.

21Daily newspaper 18 5Business newspaper 12 1

General magazine 0 0Business magazine 5 0

Indian computer magazine 0 0

Foreign IT magazine 0 0

Job fairs 3 0

T.V ads 2 0

Ads on radio 0 0

Recommendation of friends, colleagues & relatives 15 0Hoardings/ billboard ads 11 0

Recruitment wesites (naukri, monster, etc.) 20 50Events/webinars/seminars 0 0

Ads on internet 20 0

Social networking sites (FB, Twitter, LinkedIn etc.) 18 2Company review sites on internet 10 3

Company websites 8 0

Internet blogs 4 0

eMailers 10 0

0% 5% 0% 0%

55%

40%

awareness about ADP's business operations (aided)

(single coding)

ADP is a software product

development co.ADP is software service co.

ADP is an IT hardware products co.

ADP is an IT hardware services co.

ADP is a BPO co.

ADP is an IT consulting co.

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44

Interpretation: most trusted media source w.r.t information about employment

opportunities are job portals, newspapers &reviews about co. on internet .

Daily newspaper

12%

Business

newspaper

8%

General magazine

0%Business magazine

3%

Indian

computer

magazine

0%

Foreign IT

magazine

0%

Job fairs

2%T.V ads

1%Ads on radio

0%

Recommendation of

friends, colleagues &

relatives

10%

Hoardings/ billboard

ads

7%

Recruitment

wesites (naukri,

monster, etc.)

13%Events/webinars/semi

nars

0%

Ads on internet

13%

Social networking

sites (FB, Twitter,LinkedIn etc.)

12%

Company review sites

on internet

6%

Company websites

5%

Internet blogs

3%eMailers

6%

Q20 media sources considered while searching for employment

opportunities

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45

Interpretation: most preferred media while searching for employment is job portals.

Q .22 which type of media do you use regularly? By regularly I mean at least

10-15 mins continuously on a daily basis. [multi coding aided]

media No. of respondents

Television 50

Radio 8Newspaper 60

Magazines 46

internet 60

Daily

newspaper10%

Business newspaper

5%

Recruitment

wesites (naukri,

monster, etc.)

40%Ads on internet

15%

Social networking

sites (FB, Twitter,

LinkedIn etc.)

15%

Company

review sites

on internet

15%

Q21 media sources most preferredwhile searching for employment

opportunities

Television

28%

Radio

11%

Newspaper

25%

Magazines

8%

internet

28%

regularly used media source

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Interpretation: most widely used media on daily basis are internet, newspapers &

magazines.

Q.23 which newspapers do you read regularly? [aided multi coding]

Q. 24 which of these newspapers do you refer to / would refer to while searching

for employment opportunities? [aided, multi coding][ask those coding newspapers in Q 20 ]

Business today 0 0 Lokmat 0 0Business world 0 0 Midday 0 0Dainik bhaskar 0 0 Telegraph 0 0

Dainik jagaran 11 0 The hindu 8 2Deccan Herald 6 2 Times of india 23 16Economic times 11 12 Indian express 1 0

Interpretation: the newspapers most read regularly are TOI & ET

Dainik jagaran

15%

Deccan Herald10%

Economic times

25%

The hindu

10%

Times of india

38%

Indian express

2% Q 23 newspapers preferred

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47

Interpretation: the most preferred newspaper w.r.t job opportunities is TOI

Q. 25 which magzines do you read regularly? [ask those coding magazines in Q 20]

[multi coding aided]

Magazines read by respondents (excluding other magazines given in list) No. of respondents

Business today 3

Computer today 2

Cosmopolitan 1

India today 6

Pc quest 1

Chip 1

The outlook 4Silicon india 2

Interpretation: most read magazine regularly is india today & the outlook

Deccan Herald

6%

Economic

times

38%

The hindu

6%

Times of india

50%

Q 24 most referred news papers while searching for employment

Business today

15%

Computer today

10%

Cosmopolitan

5%

India today

30%Pc quest

5%

Chip

5%

The outlook

20%

Silicon

india

10%

Magazines read most by IT employees w.r.t. employment opportunies

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Q 26 which websites do you visit regularly? [Multi coding, ask those opting co.

review on websites, co. websites, blogs, job portals(websites)in Q20]

Q 27 which websites or blogs do you refer to while searching for employment

opportunities? [Multi coding] [ask those opting co. review on websites, co.websites, blogs, job portals(websites)in Q20]

Websites visited regularly (excluding others in list) Q26 No. of respondents Q27. No. of

respondents

Blogger.com 2 0

Blogspot 6 0Economictimes 12 0

Gmail 60 0

Google 60 11Facebook 60 3

Linkedin 60 15

Monster india 2 60Naukri 2 19

Rediff 13 0

Times job 3 18

Yahoo/yahoomail 15 0

Twitter 11 0

Google+ 7 0Myspace 10 0

Blogger.com

1%

Blogspot

4% Economictimes

8%

Gmail

12%

Google

12%

Facebook

12%Linkedin

12%Monster india

1%

Naukri

1%

Rediff

8%

Times job

2%

Yahoo/yahoomail

9%

Twitter

7%

Google+

5%Myspace

6%

Q26 regularly visited websites

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Interpretation: the regularly used sites on internet are google, facebook, linkedin.

The most preferred site w.r.t job opportunities are monster, naukri & times job

Q.28 when do you watch T.V./ listen to radio/access internet during week days?

[multi coding]

media Early morning morning afternoon evening Night Late night

T.V 3 0 0 0 17 19

radio 1 0 0 0 0 0

internet 10 15 50 50 55 58

Google

13%

Facebook

4%

Linkedin

17%

Monster india

23%

Naukri

22%

Times job

21%

Q27 websites most prefered w.r.t employment opportunities

0 5 10 15 20 25

Early morning

morning

afternoon

evening

Night

Late night

internet

radio

T.V

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50

Internet: this shows that internet is accessed by IT professionals almost 18 hours a

day. During weekdays.

Q.29 when do you watch T.V./ listen to radio/access internet during weekends?

[multi coding]

media Early morning morning afternoon evening Night Late night

T.V 0 2 8 11 12 10radio 0 4 0 0 2 0internet 1 2 1 16 17 19

Inetrpretation: this shows that internet is accessed by IT professionals almost 18

hours a day. During weekends .also tv is used a lot.

3

0 0 0

79

1 0 0 0 0 02 3

11

15 15

20

0

5

10

15

20

25

Early morning morning afternoon evening Night Late night

Chart Title

T.V

radio

internet

0 5 10 15 20

Early morning

morning

afternoon

evening

Night

Late night

internet

radio

T.V

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Q30. To what extent do you pay attention to the ads on each of these types of

outdoor media? [single coding aided]

Type of outdoor media Always pay attention Sometimes pay attention Rarely pay attention

Roadside hoardings 0 47 13

Banners on bus 0 28 32Street lamp post hoardings 0 9 51

T.V screens at malls,coffee shop etc.

2 24 36

Interpretation: only sometimes attention is paid to roadside hoardings & tv screens

in malls etc. rest any attention is rarely paid.

02

8

11 1210

0

4

0 02

01

21

1617

19

0

5

10

15

20

Early

morning

morning afternoon evening Night Late night

media habit on weekends

T.V

radio

internet

0

2

4

6

8

10

12

14

16

18

Roadside

hoardings

Banners on bus Street lamp post

hoardings

T.V screens at

malls, coffee shop

etc.

no.

ofrespondents

outdoor media

attention towards outdoor media

Always pay attention

Sometimes pay

attention

Rarely pay attention

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52

Q31. How effective do you think are these media in their ability to convey the

message to you? [single coding]

Type of outdoor media Very effective Somewhat effective Not at all effective

Roadside hoardings 1 36 24

Banners on bus 0 7 53Street lamp post hoardings 0 5 55

T.V screens at malls,coffee shop etc.

2 26 34

Interpretation: roadside hoarding & tv screens on malls are effective in conveying

their message.

0

5

10

15

20

Roadside

hoardings

Banners on bus Street lamp post

hoardings

T.V screens at

malls, coffee

shop etc.

no.

ofrespondents

outdoor media

media conveying message

Very effective

Somewhat effective

Not at all effective

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53

5. CONCLUSION

The top of the mind IT co.s are TCS, tech Mahindra& wipro.

After TOM companies Infosys, cognizant, IBM, L&T, Microsoft, oracle,

capgemini have highest unaided recall.

Respondents are aware of wells fargo, ADP, CA, Patni computer systems.

Wipro, Microsoft& IBMs ads were top of the mind ads recalled by IT

professionals.

IT professionals were aware of the ads of HCL, HP,TCS, tech Mahindra,

cognizant, CA, Infosys, L&T& ADP.

Internet is the most popular source of media from where these co.s ads were

viewed. Followed by newspapers & magazines.

Wipro & tech Mahindra,s ads were liked the most by IT professionals.

Maximum respondents are aware of the domains & technology on which the

following companies work:- TCS, Tech Mahindra, wipro, cognizant,

CA,ADP, IBM, Infosys, oracle, wells fargo.

Most of the respondents have visited the websites of these co.s

More than 80% of the respondents had applied for a job in TCS& tech

Mahindra followed by wipro, Infosys & IBM.

TCS has the best pay package followed by oracle & tech Mahindra.

Companies preferred by IT professionals w.r.t. job switch is oracle & TCS

followed by wells fargo, Infosys, IBM, CA & cognizant.

Most preferred company for job switch is oracle, TCS, CA & wells fargo.

Reason being oracle & TCS have best pay packages & CA & wells fargo are

renowned MNCs.

Recall & recognition of ADP & its ads arent of high level, but more than

40% respondents are aware of ADP & 5% respondents are aware of its ad.

50% respondenst think ADP is a BPO co. & 40% think it is an IT consulting

co.

Most preferred media source considered while job switch is job portals

(40%) followed by ads on internet & social networking sites.

MEDIA HABITS

The most used source of media by IT professionals are Internet(28%),

T.V(25%)& newspapers(25%)

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54

Most regularly read newspapers are Times of India & Economic Times

The newspaper referred to while searching for jobs is Times of India

The most read magazine is India Today magazine& the Outlook.

Google, gmail, facebook, linkedin, (12 % each) are the most regularly

visited websites. Followed by yahoo rediff & twitter.

Most preferred website w.r.t. employment are monster (23%) naukri.com

(22%) times job(21%) linkedin(17%) & google (13%)

During weekdays the source of media that is most accessed is internet.

Followed by watching T.V late night.

Maximum respondents pay attention to hoardings, other outdoor media &

out of home media only sometimes.

Road side hoardings & T.V screens at malls & coffee shops are somewhat

effective in conveying a message.

Banners on buses & street lamp posts hoardings are not at all effective in

conveying messages.

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7. BIBLIOGRAPHY

www.imrbint.com

www.marketresearch.com

www.wikipedia.org

www.adp.com

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8.APPENDIX