1 A COMPARATIVE MARKETING RESEARCH PROJECT REPORT ON “LIQOUR HABITS AMONG MBA STUDENT” Submitted in Partial Fulfillment of the Requirement for Post Graduate Diploma in Business Management UNDER THE GUIDANCE OF MS.BHARTI BHUTANI (Faculty of Marketing Research) SUBMITTED TO: - SUBMITTED BY:- Dr. D.K. GARG Chairman IIMT ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY
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MARKETING RESEARCH PROJECT REPORT ON “LIQOUR HABITS AMONG MBA STUDENT”
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1
A COMPARATIVE MARKETING RESEARCH
PROJECT REPORT
ON
“LIQOUR HABITS AMONG MBA STUDENT”
Submitted in Partial Fulfillment of the Requirement for Post Graduate Diploma in Business Management
UNDER THE GUIDANCE OFMS.BHARTI BHUTANI
(Faculty of Marketing Research)
SUBMITTED TO: - SUBMITTED BY:- Dr. D.K. GARG
Chairman IIMT
ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY2, INSTITUTIONAL AREA, GREATER NOIDA (U.P)
I take the opportunity to express our gratitude to all of them who in some or the other way help me to accomplish this project. The research study cannot be completed without your guidance, assistance, inspiration, and co-operation.
We particularly owe our gratitude to Dr. D K Garg (Chairman), Mr. M K Verma (Dean).I also take this opportunity to express our sincere gratitude to our guide Ms.Bharti Bhutani and our seniors Akram Alam(Enr-16038) & Bishnu Prasad Nanda(16017) whose which is not possible to complete this project.
Lastly we express our gratitude to our Parents who have financed this project.
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Undertaking 1
I ……………………………………… & ………………………………….. , ENR …………… & ……………..has done research project on the topic……………………………………………………………………….’’We declare that..1. The topic has been assigned towards from the college.2. There are minimum 150 respondents.3. All the respondent are genuine and organized.4. We have done project sincerely.5. If any respondent is found fake then institute can expel me from the college for submitting wrong statement.6. My senior guide Mr./Ms. …………………………………………. ENR………….. ……..and Mr. ………………………………………… ENR……………...have been guided In from time…………………. to time…………………………And they have done their best.
Sign of student………………………
Sign of student……………………..
Undertaking 2
I am………………………………,………………….…..ENR………………,…………… is guide of MR project Title ‘’…………………………………………………………………………………….’’Of .Mr./ms…………………………,…………….………….ENR……………………,……………..we hereby undertake that1.The student did M.R project in our guidance.2.We are verified the respondent all are genuine.3.We have checked their calculation there is no error if anything found wrong then institute can take any action against me.
Sign.of student………………….
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PREFACE
Market Research is indeed an ancient art; it has been practiced in one form or the other since the days of the Adam and Eve. Its emergency is of relatively recent origin for success of any business and within this relatively short period, it has joined a great deal of importance and stature.I chose the topic “SMOKING HABITS AMONG INDIAN EXECUTIVES”, I have tried to put our best effort to complete this task on the basis of skill achieved during studies in the institute.
We have put our maximum effort to gain the accurate data. If any error or mistake found in collecting data kindly ignore.
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TABLE OF CONTENTS.
S. No. Title Page No.
1. ACKNOWLEDGEMENT 2
2. UNDERTAKING 3
3. PREFACE 4
CHAPTER -1
INTRODUCTION TO TOPIC 7 CHAPTER -2
LITERATURE REVIEW 8
CHAPTER -3
RESEARCH OBJECTIVE 9
CHAPTER-4
RESEARCH METHODOLOGY 10-11
RESEARCH DESIGN 12
DATA COLLECTION 12-13
SAMPLING 13
SCALING & QUANTITATIVE TECHNIQUE 14
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CHAPTER -5
ANALYSIS & INTERPRETATION 15-29
CHAPTER-6
RESEARCH FINDING 30-32
CHAPTER-7
CONCLUSION 33
CHAPTER -8
SUGGESTIONS 34
CHAPTER-9
BIBLOGRAPHY 36
ANNEXURE 37-38
WORD OF THANKS 39
LIST OF RESPONDENTS 40-43
CHAPTER -1
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INTRODUCTION OF TOPIC
Business needs certain kind of information in order to be able to satisfy their customer wants and needs to design effective marketing programed .Basically they want information regarding target market, product, services, price, distribution, and promotion.
Marketing research specifies the information required addressing these issues, design the method for collecting information manages and implement the data collection process analysis the result and communicate the findings and their implication
The objective of this study was to analysis “Smoking Habit Among Indian Executives”. The cigarette is use for freshness & addiction. The brands are Gold Flake, Wills, Four Square & others.
CHAPTER -2
1
LITERATURE REVIEW
I have chosen this particular topic as I have gone through many magazines and newspaper, I have seen many times that there are different brands of cigarettes and they have existing in the market from over a long period of time and there has been an tough competition among all these player who have been operating in the market. The motive of the research is to know various factor like the preference of the cigarette among the executives what brand of cigarette do they prefer, why do they specifically choose any brand, for how long they stick to a specific brand how frequently they prefer to smoke and many other things etc. Apart from the above mention feature the other things which were queried were like which is the maximum percentage of the society who is indulge in smoking cigarette, which class of the society is smoking the maximum amount of cigarette basically are the reason that really influence boozer to smoke cigarette whenever a customer go for smoking what are the factor that really appeals a executives to smoke apart from that who really motivate a boozer to smoker who are the person who provoke him to smoke. What does a boozer believe that smoking is good for the health or it is bad for the health? How does it act as medium of change in any one’s character or we can say how does it change the character of an individual. One of the major concern in which we have tried to concern is that to query what actually a boozer believe that smoking is affecting our society or not and at last but not the least is that we have tried to know that what actually a boozer believe that the production of cigarette should be ban by the government or not.After conducting this research we have come across with number of executives who were totally different from each other, with different kind of traits of each individual and for us the experience was like, we would ever not be able forget.
CHAPTER -3
1
RESEARCH OBJECTIVE
Research Methodology includes the overall research procedures, which are followed in the research study. This includes research design, the sampling procedures, and the data collection method and analysis procedures. The broad methodologies can be used to answer any research question – experimental research and non-experimental research. The major difference between the two methodologies lies in the control of extraneous variables by the intervention of the investigator in experimental research.
CHAPTER-4
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RESEARCH METHDOLOGY
MARKETING RESEARCH
Marketing research is the function which likes the consumers, customers & public to the marketer through information which is used to identify & define marketing opportunities & problems, generate, refine & evaluate marketing action; monitor marketing performances & improve understanding of marketing as a process.
RESEARCH METHODOLOGY Several characteristics of modern business encourage the use of marketing research by
business. First, the suppliers of products and services need to be informed about the final consumer in order to market their products and services more effectively. Secondly, as a company grows and starts distributing its products in number of different markets, the managers of the company find themselves becoming more separated from the final consumers of their products. Managers need information from their final consumers in order to satisfy the consumers, managers need at least five such information topics, which are of great interest from them. These five topics are:
TARGET MARKET
What is the target market of the products or services being offered by the organization? How large is the target market how can it be described.
PRODUCT/SERVICES
Regarding particular products and services how satisfied or dissatisfied is the target market with what is currently available. What products and features and benefits do these consumers desire?
PRICE How much importance does the target market plays on the product in question? What
products are they willing to substitute for the product in question? What price is charged for those substitutes?
DISTRIBUTION
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What distributions the target market is most likely to use while purchasing the product is in question? Will the channel be able to provide the service or support needed for the product?
PROMOTION
Through what mediums (T.V., Newspaper, and Bill-boards etc.) should the organization advertise? What kinds of promotions would have a favorable effect on the target market? Business & other organizations are increasingly turning to marketing research to obtain such information; they need for decision-making.
RESEARCH INSTRUMENT
STRUCTURED QUESTIONNAIRE
The questionnaire is a standardized form to record answers on the basis of set questions. We had
a questionnaire which had 15 questions in it .Each question had three to four options as
answers .The respondent had to choose one out of the rest and tick mark it.
SAMPLE SIZE
According to the guidelines by the institute our research size was 150.
SAMPLE FRAME
Research Method is the process in which only a few units of population under study are
considered for analysis. The area in my consideration was Delhi & NCR. The questionnaire was
framed in such a way to get continue response & to achieve flexibility by asking certain open
ended questions. we had time to conduct the marketing research hence the time constraint was
also kept in mind.
RESEARCH DESIGN
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Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research question and to control variance.
Basically there are two type of research design as:
#EXPLORATORY RESEARCH: - It seeks to discover new relationship. It is a preliminary phase & is essential In order to obtain a proper definition of problems at hand. The emphasis is on the discovery of ideas & insight.
# CONCLUSIVE RESEARCH: - It provides information that helps the executive so that he can make a decision. This study has done well while attempting to arrive at a more clear description of an apparent problem.
DATA COLLECTION
THERE ARE TWO METHODS OF DATA COLLECTION:-
# QUESTIONNAIRE METHOD:- The greatest advantage of the questionnaire method is its versatility. Almost every problem in marketing research can be studied only by questioning. Questioning is usually faster and cheaper than observation. As a result, less time is typically wasted in questionnaire study.
1. Structured Non disguised questionnaire: Most questionnaire studies made in marketing research are of this type. A structured interviews of this type introduced gives more reliable results. The purpose of the question is clear and thus undisguised. It is simple to administer and easy to tabulate and analyses. This questionnaire has also got the provision for alternative response that helps in marketing the questions clear.
2. Non – Structured Non Disguised Questionnaire: Unstructured and undisguised questionnaire is distinguished by the fact that the purpose of study is clear but the questions remain open-ended.
3. Non – Structured Disguised Questionnaire: Many people are either unwilling or unable to give accurate response as to their own attitudes and motivations. To overcome this, disguised methods have been developed.
4. Structured – Distinguished Questionnaire: These are the used in the marketing research. They emerge as an attempt to secure the advantage of disguise in revealing the sub-conscious and hidden .
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# OBSERVATION METHODS:- Observation study can broadly be classified in five bases;
1) Whether the observation is obstructive or unobtrusive.2) Whether the observation is structured or unstructured.3) Whether the factor of interest is direct or indirect.4) Whether observation made by observers or by mechanical means.5) Each of the classification has some impact on the quality of the data collected.
SAMPLING
It is a small representative of universe. According to a famous statistician “YULE” the objective of sampling is to get maximum information about the parent population with minimum efforts.
#SAMPLING PROCESS:-
PROBABILITY SAMPLING METHOD:-
Probability sampling methods are those in which every item in the universe has a known chance or probability of being chosen for the sample.
NON-PROBABILITY SAMPLING METHOD:-
This method does not provide all the items in the universe with a known change of being included in the sample. The selection process is at least partially subjective.
SCALING
The most important effect of the analysis required is in the scale of measurement that must be used.
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Broadly marketing research uses the four major types of scales:
1. NOMINAL SCALE
2. ORDINAL SCALE
3. INTERVAL SCALE
4. RATIO SCALE
1. NOMINAL SCALE:- It is one in which numbers are only used as labels, and have no numerical sanctity. For example, if we want to categories male and female respondents, we could use a nominal scale.
2. ORDINAL SCALE: - These are ones which have a meaningful order to them. A marketing variable is ranks given to brands by respondents. These ranks are not interchangeable, as nominal scale labels are.
3. INTERVAL SCALE: - An interval scale variable can be used to compute the commonly used statistical measures such as the average, standard deviation and the correlation coefficient.
4. RATIO SCALE: - All arithmetic operations are possible on a ratio-scaled variable. These include computation of geometric mean, harmonic mean and all other statistics like the average, standard deviation and Pearson correlation and also the tests as the t-test and the f-test.
CHAPTER- 5ANALYSIS INTERPRETATIONS
1. What brand do you smoke? a) Gold flake b) Wills c) Four Square d) Other
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Answer:- a) Gold flake (67.33%) b) Wills (20%)
c) Four Square (.67%) d) Other (12%)
TABLE NO:-1 OPTIONS NO.OF RESPONDENTS PERCENTAGE A 101 67.33 B 30 20 C 1 .67 D 18 12 TOTAL 150 100 GRAPH NO:-1
67.33
20
0.67 12
1. What brand do u smoke?
Gold FlakeWillsFour SquareAnyother
INTERPRETATION:. From the above interpretation we can understand that people have different preference for different situation few of the people were saying that though they tick on the specific option but it may varies from time to time may on the basis of their mood mental state situation or even more few of the people were saying that their preference keep on changing according to season like few of the people were saying that they usually prefer to consume some foreign brand cigarette. After evaluating this question I observed that different people have their different opinion for their different preferences.
2. From which age you started smoking? a) 10-15 years b) 15-20 years c) 20-25 years d) 25-30 years Answer: - a) 10-15yrs (4.67%) b) 15-20yrs (62%) c) 20-25yrs (29.33%)
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d) 25-30yrs (4%) TABLE NO:-2
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 7 4.67 B 93 62 C 44 29.33 D 6 4 TOTAL 150 100
TABLE NO:-2
4.67
62
29.334
2.From which age you started smoking?
10-15 years 15-20 years 20-25 years 25-30 years
INTEPRETATION:- The above pie chart depict the age group which is involve in consumption of liquor in the society from the above chart we can see that maximum no. of smoker is teenage i.e.62%the first age group who smoke maximum cigarette is teenage & adolescent and their percentage is 29.33% and the remaining 4% from last age group and 4.67 % of the first age group. The conclusion that we have derive is teenage is the age group who is indulge in the smoking of maximum amount of cigarette. In the above question we have queried from the respondent that basically what according to them is the possibility of the maximum consumer of the cigarette from the age group point of view and we have come across with some kind of genuine answer and justified answer as a matter of fact what answer we have got those were genuine and authentic from every aspect in the above question the maximum weight age goes to teenage which is very correct from every aspect. If we see there has been a tie between the teenager and adolescent which again also a very genuine response from the respondents and the last weightage has been given to the higher age group which is again a very genuine answer.
3. Where do you often smoke? a) Home b) Smoking Zone Area c) Public Place d) Room Recreation Answer:- a) Home (5.33%) b) Smoking zone (84.67%) c) Public place (5.33%) d) Room Recreation (4.67%)
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TABLE NO:-3
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 8 5.33 B 127 84.67 C 8 5.33 D 7 4.67 TOTAL 150 100
GRAPH NO:-3
5.33
84.67
5.33 4.67
3. Where do you often smoke?
HomeSmoking Zone AreaPublic PlaceRoom Recreation
INTERPRETATION:- As per the result 84.67% of respondent prefer to smoking in smoking zone because this is a place which is specially made for the smoker where they can feel free while smoking and for the office goers most of the company make a recreation room so most of the executives prefer to smoking in that place. Where every department of employee come and discus their work and personal life so you can say that this place is good for the smoker and there are also some person who smoke at their place, it depends upon the family members that how many family members smoke in that particular family and most of the person who smoke at the home they are an elder one or parents in the family, it also possible that some people like smoking while watching movies and news so that they can feel relax. But there are some respondent who smoke in public place, they might be chain smoker who just can’t go without smoking that’s why they don’t think about the society and smoke in public place.
4. How do you know about your brand?a) TV b) Friends c) Newspaper d) Radio
Answer:-a) TV (4%) b) b) Friends (90% ) c) c) Newspaper (5.33% ) d) d) Radio ( .67% )
TABLE NO:-4
1
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 6 4 B 135 90 C 8 5.33 D 1 .67 TOTAL 150 100
GRAPH NO:-4
4
90
5.33 0.67
4. How do you know about your brand?
TVFriendsNewspaperRadio
INTERPRETATION: - As per the result 90% of respondent, they got indulged in the habit of smoking just because of their friends they influence by their friends because most of the students motivate by their friends and they share their habit to each other and the young age of life students are not good in taking decision so they easily influence by their friends and get indulge in the habit of smoking and TV, NEWS, and RADIO; these are also a factor which influences the people to smoking because most of the company use this tools for the advertisement of their products but they don’t know how it is affecting society and how youth are getting indulge in the habit of cigarette and it is good as a point of view of a company.
5. How many cigarettes you smoke/consume in a day?a) 1-5 b) 5-10 c) More than 10
Answer:-a) 1-5 (28%)b) 5-10 (54%)c) More than 10 (18% )
TABLE NO:-5
1
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 42 28 B 81 54 C 27 18 TOTAL 150 100
GRAPH NO:-5
42
81
27
5.How many cigrattes you smoke/consume in a day?
1 to 55 to 10More than 10
INTERPRETATION: -The above pie chart depict the cigarettes people smoke and consume in a day which executives smoke cigarette from above option 42% of the executives have mention on the first option 1to5. Other 81% of the executives says that they smoke/consume cigarette 5to10 in a day the other 27% of the people says that they consume more than 10 cigarettes in a day. This question was specifically raised in order to know the cigarettes people smoke and consume in a day , we have specifically ask the people that how frequently they prefer to consume and we have got different kind of response from respondent .
6. Are you aware about harms of smoking after printing a warning statement on packet of cigarettes? a) Yes b) No Answer:-
a) Yes (91.33%) b) No (8.67%)
TABLE NO:-6
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 137 91.33
1
B 13 8.67 TOTAL 150 100
GRAPH NO:-6
91.33
8.67
6. Are you aware about harms of smoking after printing a warning statement on packet of
cigarettes?
YESNO
INTERPRETATION: - When we enquired through market research the people who smoke they may clearly aware about the harms of the cigarettes as we see maximum number of people response positive regarding harms of cigarettes but they smoke to reduce stress or tension or when they are very much frustrated or we also have a response regarding cigarettesthat cigarettes is a trend for new generation.
7. Do you think that increasing habit of youth smoking affect the society?a) Yes b)No c)can’t say
Answer: - a) Yes (84%)
b) No (13.33%) c) Can’t say (2.67%)
TABLE NO:-7
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 126 84 B 20 13.33
1
C 4 2.67 TOTAL 150 100
GRAPH NO:-7
84
13.33 2.67
7.Do you think that increasing habit of youth smoking affect the society?
YesNoCan't say
INTERPRETATION:- In the above question it has ask from the respondent that does smoking habit among youth is affecting our society or not and I have come across with some mature answer the most of the respondent think that it is affecting our society and their percentage is 84% on other hand 13.33% still believe that it is not affecting our society where as minimum percent of the respondent were not sure that, is it an evil for our society or not and their percent is 2.67%. In the above question I have tried to queried that is it something like that smoking among the youth is affecting our culture or not and I have got a mixed kind of reaction from the respondent as a matter of fact some of the people were bit confuse or I should say they were in a state of dilemma while answering this question but most of them have tick on the option which sometime this shows that people were in the state in the confusion and they were not ready to face this question but they were requested to reply this question by me apart from this one of the most surprising news was that there were same statistics for the people who were saying that they had to choose between the option as like they switch between the brands or not and the level of the people who had tick on the option like they switch the brand or not were like more or less same.
8. is there any other person smoking in your family? a) Yes b) No Answer:- a) Yes (56%) b) No (44%)
TABLE NO:-8
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 84 56 B 66 44 TOTAL 150 100
1
GRAPH NO:-8
56
44
8.Is there any other person smoking in your family?
YesNo
INTERPRETATION: As per the result 56% of respondent knows that how many of family members smoke in their family and according 44% of respondent no other family member smoke in their family apart from them. it is showing that most of the family members they don’t know that about how many of family member smoke in their family because most of the family members like to smoking out of the home, they try to avoid smoking at the home because somewhere they don’t want to show their bad habit to the family members or they have some kind of fear of parents. And most of the youth smoke in their friend circle so most of the family members are unaware about their habit so most of the family members they don’t know exactly how many of person smoke in their family. So exact result cannot be found out.
9. Which factors influence you to smoke? a) Advertisement b) Trend c) Friend circle d) Society Answer:-
a) Advertisement (14.67% ) b) Trend ( 48.67% ) c) Friend circle (36%)d) Society (.66%)
TABLE NO:-9
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 22 14.67
1
B 73 48.67 C 54 36 D 1 .66 TOTAL 150 100
GRAPH NO:-9
14.67
48.67
36
1.2
9. Which factors influence you to smoke?
Advertisement TrendFriend circle Society
INTERPRETATION: When enquired on the reason of the smoking that why the people smoke whether due to trend, friend circle ,advertisement, society it is found that 48.67% of the total respondents replied positive that is they do smoking because it trend or fashion. They said that smoking is the trend of the generation and the fashion as well and use to adopt the fashion as it is their living style and they like. Whereas the majority of the total respondents replied that they do not believe in the fashion or the trend of the smoking. So they do not smoke because smoking is the fashion or trend but smoking is their habit and they use to smoke for the refreshment. They smoke when they are tired or they are frustrated during the work situation. So the smoking is fashion or trend for the respondents but for the majority it is an habit and the source of the refreshment more than fashion or trend.
10. Will you allow your kids to smoke? a) Yes b) No Answer:- a) Yes (8%) b) No (92%)
TABLE NO:-10OPTIONS NO. OF RESPONDENTS PERCENTAGE
A 12 8
B 138 92
TOTAL 150 100
1
GRAPH NO:-10
8
92
10. Will you allow your kids to smoke?
YesNo
INTERPRETATION:- We enquired in the pie chart through market research about the given question and we get a result that 92% people response no to the question because smoking is a bad habit which causes disease like cancer etc and which is injurious to health and no parents want that their kids life is in danger or we can say that every parents want that their child live a healthy life.
11. Will your life partner smoke? a) Yes ( ) b) No ( )Answer:- a) Yes (6%) b) No (94%)
TABLE NO:-11
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 9 6 B 141 94
1
TOTAL 150 100
GRAPH NO:-11
6
94
11. Will your life partner smoke?
YesNo
INTERPRETATION:- . We enquired in the pie chart through market research about the given question that 94% people response no to the question because smoking is not the good habit and it cause many diseases like cancer etc and every partner want that their life partner live a healthy life which is essential for the family and which is benefitted for the coming generation or the young generation.
12. How much do you agree with the statement that “smoking is best source of reducing stress”? a) Strongly agree b) Agree c) Disagree d) Strongly disagree Answer:- a) Strongly agree b) Agree c) Disagree d) Strongly disagree
TABLE NO:-12
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OPTIONS NO. OF RESPONDENTS PERCENTAGE A 101 67.33 B 42 28 C 6 4 D 1 .67 TOTAL 150 100
GRAPH NO:-12
67.33
281.4 0.67
12.How much do you agree with the statement that “smoking is best source of reducing stress”?
Strongly agree AgreeDisagreeStrongly disagree
INTERPRETATION. We enquired in the pie chart through marketing research project as we see that maximum number of the people strongly agree that smoking is the best source of reducing stress and about 28% people are agree about with the same statement and only 1.4% people are disagree and only .67%people are strongly disagree with the same statement as we see the result in the previous question that maximum number of people response that it is the best source of reducing stress or people smoke to overcome the tension or to get freshness or it is trend.
13. Do you realize apart from showing health concern on cigarette packet any other programme should launch by government to stop smoke?
a) Agree b) Disagree c) Can’t say Answer:-
a) Agree ( 86% ) b) Disagree ( 11.33% ) c) Can’t say ( 2.67% )
TABLE NO:-13
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 129 86 B 17 11.33
1
C 4 2.67 TOTAL 150 100
GRAPH NO:-13
86
11.33 1.4
13. Do you realize apart from showing health concern on cigarette packet any other pro-
gramme should launch by government to stop smoke? Agree
DisagreeCan't say
INTERPRETATION:- When enquired on the ban of the cigarette as it is harmful for the health it is found that 86% of the total respondents replied that the government should ban the cigarette production and rest of the respondents that is 11.33% of the total respondents are not agree with that. The variation in the reply might be due the inconvenience which the general people face due to the persons who use to smoke at public places so the majority replied for the ban on the production as the cigarette causes harm for the environment and the public as well. And the rest 1.4% response can be due to the user of the cigarette and they do not like that there should be ban on the production of the cigarette. thus as the majority is concern it can be said that the society is not in the favor of the production of the cigarette and thus the government should take action against the cigarette and it should be ban on the public under the age of 18 years.
14. Do you Smoke in front of your family members?a) Yes b) No
Answer:- a) Yes (18.67%) b) No (81.33%) TABLE NO:-14
OPTIONS NO. OF RESPONDENTS PERCENTAGE A 28 18.67 B 122 81.33 TOTAL 50 100
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GRAPH NO:-14
18.67
81.33
14.Do you Smoke in front of your family members?
YesNo
INTERPRETATION:- As per the above pie chart and according to the result of marketing research most of the Indian executives try to smoking in front of their family because they think it is against of our tradition. They avoid because in family there are some children and these things affect them and may they saw these kind of things in the among the family, they can also start these kind of habit, that’s why they avoid smoking in front of family. Some of the respondents think that these kinds of things leave bad impression in the mind of family members. So it is considered that the respondents who smoke secretly from the family, they think if they start smoking in front of family then their bad habit become in the eyes of the family. There are 18.67% executives who want to smoke in front of their family members, because they think it is their own habit and it does not affect the other person in the family, and as per my concern they are not social person.
15. Which factor motivates you to purchase this brand? a) Price b) Availability c) Package d) FlavorAnswer: - a) Price (1.33%) b) Availability (36%) c) Package (9.33%) d) Flavor (53.34%)
15 which factor motivates you to purchase this brand?
PriceAvailabilityPackageFlavour
INTERPRETATION:- The above question focuses on factor which influences a respondent in order to choose a specific brand different people have their own preference in order to choose a brand most people says the flavor is one of the major factor in order to choose a brand and their percentage is 53.34% few people gave emphases on availability and their percentage 36% few says that package is one of the factor their percentage is 9.33% few people says that price is also of the appealing feature that fantasize them and their percentage is 1.33% apart from these factor respondents have their own other factor which influence them to smoke. In the above question i have tried to know that which feature actually appeals them while choosing a brand apart from the above option peoples were suggesting their option as a feature which appeals them to choose a brand few of the people were saying that there are some of the feature like popularity of the brand among the youth, few of the people were saying that feature like brand ambassador of a specific brand also appeals them to choose a specific brand.
CHAPTER-6
RESEARCH FINDING
CHI SQUARE TEST:-
The chi square test is one of the simplest and most widely used non – parametric tests in statistical work. It makes no assumption about the population being sampled. The quantity X2
describes the magnitude of disperancy between the Theory and observation. If X2=0, this means that observed and expected frequencies coincide. Greater the value of X2, the greater would be the discrepancy between observed and expected frequency. The formula for computing X2 is
∑ (O - E) 2/ E.
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NULL HYPOTHESIS – we will assume that there is no habit of smoking among Indian executives
ALTERNATIVE HYPOTHESIS- – we will assume that there is habit of smoking among Indian executives
If TabX2 ≥ Cal X2 → Null Hypothesis will be accepted.
If TabX2 < Cal X2→ Null Hypothesis will be Rejected.
Q. No. O E (O - E) 2 ∑(O - E) 2/ E5 27 12.33 215.20 17.4512 6 12.33 40.06 3.2413 4 12.33 69.38 5.62
26.31
Chi-Square Test For option D
Q.No. O E (O - E) 2 ∑(O - E) 2/ E
5 0 0.33 0.10 0.003
12 1 0.33 0.44 1.36
13 0 0.33 0.10 0.003
1 0.99 0.64 1.36
DEGREE OF FREEDOM = (C-1) (R-1)
= (3-1) (4- 1) = 2*3 = 6
CHI SQUARE: - ∑ (O - E) 2/ E
For all the options Chi Square = (126.94+44.58+26.31+1.36) = 199.19At 5 % level of significance, value of tabulated t is 12.392 at 6 degree of freedom.Since it is less than calculated t, so null hypothesis will be rejected.And Alternate hypothesis will be accepted.
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FINDING
1) 86% executives want to ban on production of cigarette.
2) 62% executives start smoking in the age 15-20 years.
3) As per the result 48.67%% executives smoke due to trend..
4) Mostly person prefers gold flak cigarette and love flavor in cigarette.
5) As per result 84.67% executives want to smoke in the smoking zone.
6) As per the result 81.33% executives try to avoid smoking in front of family. 7) 94% executives not allow their life partner to smoke and92%executives not allow their
kids to smoke. 8) As per the result 90% executives says that they know about their brand from their friends. 9) As per the result 84.67% executives says that they prefer smoking in the smoking zone. 10) As per the result 67.33% executives says that smoking is the best source of reducing stress.
CHAPTER-7
CONCLUSION
In New Delhi, Noida, Gr. Noida Region,This research is actually not a marketing research. The research is based on the conception and perception of Indian executives about the smoking or their habit. We faced various limitations in conducting our research that is “SMOKING AMONG INDIAN EXECUTIVES”. We have our level best to find out their views regarding smoking in NCR region. We have a great experience while conducting the research because we came to meet many corporate personalities as well as private employees in various fields and collecting their views regarding the research. We visit many places like SHASTRIPARK, ROHINI, PITAMPURA, LAXMINAGAR, KAROL BAGH, PATPARGANJ, MAYUR VIHAR, NOIDA, and GREATER NOIDA.
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Analytical tools of research are deficient and can’t give us precise idea, especially on the behavioral, as aspect. We have completed our research project in which there are many helping hands involved. Inspire of few limitation we found the research is a challenging and fruitful. Its gives us enough knowledge of the corporate people conception about the various department.
CHAPTER-8
SUGGESTION
Today’s customer centered market has more choice because of their different habit, opinions, perception, personality etc. They become dynamic. Hence the behavior changes day by bay. So on the basis of the finding of this report we would like to give following suggestion:
(1) Cigarette is injurious for health, many of decease like cancer are arising due to the cigarette so government should ban on production of cigarette.
(2) Below poverty line person are spending so much money on smoking.so government should provide license to sale cigarette.
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(3) Some element like nicotine are using in the production of cigarette which is harmful for health. So government should ban to using these element.
(4) we want to say that the person who belong the teen he should avoid the smoking.
CHAPTER-9
BIBLIOGRAPHY
ANNEXURE
WORD OF THANKS
LIST OF RESPONDENTS
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BIBLIOGRAPHY
BOOKS:
Kotler Philip ,Marketing management .
Beri G.C ,Marketing research.
Sharma D.D ,Marketing research . Boyd, W. Harper, Marketing research.
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ANNEXURE
MARKETING RESEARCH PROJECT“Smoking habit among Indian Executives”
Dear Sir/Madam, We Ditesh Agarwal & Dhananjay kumar Dubey students of PGDBM of “Ishan Institute of Management & Technology, Greater Noida” are conducting marketing research project Titling.
“Smoking Habit among Indian Executives”
Kindly extend your co-operation in filling up this questionnaire and enable us to conduct the research successfully. We promise that the information given by you will be kept confidential.
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PERSONAL INFORMATION
NAME………………………………………………………………….AGE …………
OCCUPATION: ………………………………………………………………………..
ADDRESS……………………………………………………………………………... MOBILE NO.……………………. Email ID………………………………………….
QUESTIONNAIRE
1. What brand do you smoke?a) Gold Flake ( ) b) Wills ( ) c) Four Square ( ) d) Any other ( )
2. From which age you started smoking?a) 10-15 years ( ) b) 15-20 years ( ) c) 20-25 years ( ) d) 25-30 years ( )
3. Where do you often smoke?a) Home ( ) b) Smoking Zone Area ( ) c) Public Place ( ) d) Room Recreation( )
4. How do you know about your brand?
a) TV ( ) b) Friends ( ) c) Newspaper ( ) d) Radio ( )
5. How many cigarettes you smoke/consume in a day?a) 1-5 ( ) b) 5-10 ( ) c) More than 10 ( )
6. Are you aware about harms of smoking after printing a warning statement on packet of cigarettes?a) Yes ( ) b) No ( )
7. Do you think that increasing habit of youth smoking affect the society?a) Yes ( ) b)No ( ) c) Can’t say ( )
8. Is there any other person smoking in your family?a) Yes ( ) b) No ( )
9. Which factors influence you to smoke?a) Advertisement ( ) b) Trend ( ) c) Friend circle d) Society ( )
10. Will you allow your kids to smoke?a) Yes ( ) b) No ( )
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11. Will your life partner smoke?a) Yes ( ) b) No ( )
12. How much do you agree with the statement that “smoking is best source of reducing stress”?a) Strongly agree ( ) b) Agree ( ) c) Disagree ( ) d) Strongly disagree ( )
13. Do you realize apart from showing health concern on cigarette packet any other programme should launch by government to stop smoke?a) Agree ( ) b) Disagree ( ) c) Can’t say ( )
14. Do you smoke in front of family members?a) Yes ( ) b) No ( )
15. Which factor motivates you to purchase this brand?a) Price b) Availability ( ) c) Package ( ) d) Flavor ( )
“THANK’S FOR YOUR KIND CO-OPERATION”
WORD OF THANKS
At the end we would like to thank all those who have directly or indirectly helped me to conduct
the survey and complete this project successfully.
We would also like to thank all the readers who would study this project. We request the readers
to let us know the mistakes we have committed.
Thank You.
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DITESH AGARWALENR: - 17022
LIST OF RESPONDENTS
S.N Name Age Address occupation Mobile no Email-Id1 Mahesh Agarwal 26 Shastri Park Employee 9310024948 [email protected] Rakesh Singh 31 Laxmi Nagar Financial Manager 74281760123 Yogesh Ayaldasani 24 Tughlakabad Marketing Manager 9711053958 [email protected] Rehan Aftab 26 Shastri Park Employee 99990591665 Dhiren Khulbe 27 Shastri Park Employee 78383228296 Abhishek Bansal 26 Shastri Park Employee 98718739497 Tanveer Alam 27 Shastri Park Employee 80101517218 Nishant Shah 28 Shastri Park Employee 98991462789 Abhishek Chauhan 27 Shastri Park Employee 9811752048