Youth & career research report

Report

of

Marketing Research

on

―Youth & Career‖

Guided by

Prof. Guru Prasad

Submitted by

Abhineet Singh Bist (1302)

Aseem Dubey (1308)

Chayya Singh (1315)

Mustahid Ali (1334)

Omkar Phatak (1338)

Puneet Amin (1345)

of

Master of Business Administration

AICTE

Universal Business School

ACKNOWLEDGEMENT

At the outset of this project, We would like to express our profound thanks to a few people

without whose help, completion of this research project would not have been possible.

First and foremost, we would like to express sincere thanks to Mr. Guru Prasad (Faculty Of

Marketing Research) for giving us this opportunity to work for the project given by him . We

would also like to thank all my friends for providing us their precious support and making this

internship a successful learning experience.

We are very grateful to Mr. Bibhas Basumatray, Dean of Academics, Universal Business

School, for giving us the opportunity to choose this subject as in our course.

EXECUTIVE SUMMARY

The report contains the brief description of YOUTH & CAREER of two cities(Karjat &

Badlapur). It contains the findings and analysis of the survey conducted to gather primary data

and secondary The size of the sample is limit to 103 only.

We have gone through Industry analysis of Youth and Career. We came across

what is youth, what is career, what is the Indian literacy rate, what is the no. of courses available

in India, market size of education Industry in India, PESTEL & SWOT analysis.

We got enlightened by analyzing the report that India is also promoting education by providing

new technologies in schools, good teachers and by providing them high class education with

computer courses. Even we came to know that most of the population in India is day by day

growing in terms of literacy.

TABLE OF CONTENTS

Acknowledgment

Executive Summary

Literature Review

Background and need for the study

Objective of the study

Testable hypothesis

Research Methodology

Designing of the study

Duration of the study

Sample Selection

Data Collection and analysis

Findings of the study

References

Annexure I-II

YOUTH

Often the time between childhood and adulthood is known as Youth. Youth also is known as the

time of life when one is young. Youth is also defined as "the appearance, freshness, vigor, spirit,

etc., characteristic of one who is young. Youth can refer to the entire time of life when one is

young, including childhood, but often refers specifically to the time of life that is neither

childhood nor adulthood but rather somewhere in between.

Youth also identifies a particular mindset of attitude, as in "He is very youthful". The term also

refers to individuals between the ages of 18 and 35.

Youth is also defined as a social position that reflects the meanings different cultures and

societies give to individuals between childhood and adulthood. Youth is an alternative word for

the scientifically-oriented adolescent and the common terms teen and teenager.

Youth is the stage of constructing the self-concept. The self-concept of youth is influenced by

several variables such as peers, lifestyle, gender, and culture. It is the time of a person's life in

which they make choices which will affect their future.

Youth as we say are not differentiated or classified based on gender or income class. Any person

from 18 to 35 years of age falls under youth irrespective of him being in lower income group of

middle or higher income group.

CAREER

Career describes an individuals' journey through learning, work and other aspects of life.

Career is defined as a person's course or progress through life or a distinct portion of life. Career

is usually used to relate to the working aspects of an individual‘s life. Career is used to describe

an occupation or a profession that usually involves special training or formal education and is

considered to be a person‘s lifework.

Career is the pathway that a person chooses in his/her life to reach towards the desired goals and

objective. Career is not only that a person has to do job; it also includes a person doing business

or engaging in the social work. Career‘s ultimate end to reach to desired goals.

When deciding onto which career path to choose a person should consider three factors:

Objective factor theory assumes that the applicants are rational. The choice, therefore,

is exercised after an objective assessment of the tangible benefits of the job. Factors may

include the salary, other benefits, location, opportunities for career advancement, etc.

Subjective factor theory suggests that decision making is dominated by social and

psychological factors. The status of the job, reputation of the organization and other

similar factors plays an important role.

Critical contact theory advances the idea that a candidate's observations while interacting with

the organization plays a vital role in decision making. For example, how the recruiter keeps in

touch with the candidate, the promptness of response and similar factors are important. This

theory is more valid with experienced professionals.

INDIA’S MOST LITRATE STATE

India is in the midst of an unprecedented phase of demographic change. Nearly 63.38%

(about 760 million) of India‘s 1.2 billion population is in the working age group (15-59 years of

age). Population projections show that in 2020, the average Indian will be only 29 years old,

compared to 37 in China and the US, 45 in Western Europe and 48 in Japan. Above table shows

considerable growth in literacy rate in India but there are many factors which are hindering this

growth. Public funds are insufficient to cover education costs, and schools throughout India

experience shortages of teachers, books, and basic facilities. Retention of both students and

teachers is alarmingly low, particularly in rural areas. Gender discrimination also keeps

attendance rates for girls far below that of boys in the same age group.

Rank State Literacy Rate (%) -

[2013 Estimate]

Literacy Rate (%) -

2001 Census[2]

Literacy Rate (%)

- 2011 Census

%

Increase

1 Kerala 95.5 92.19 93.91 3.04%

2 Mizoram 96.6 88.8 91.6 2.80%

3 Tripura 94.65 73.19 87.8 14.61%

4 Goa 90.5 87.4 87.4 0.00%

5 Himachal

Pradesh

86.5 76.48 83.8 7.32%

6 Nagaland 85.9 76.88 82.9 6.02%

7 Sikkim 86.2 68.81 82.2 13.39%

8 Maharashtra 83.2 66.59 80.1 13.52%

9 Tamil Nadu 83.0 73.45 80.3 6.85%

EDUCATION AMONG YOUTH

Data is approximate

• 29% of women (47% of urban and 20% of rural) have 10+ years of schooling.

• 38% of men (49% of urban and 31% of rural) have 10+ years of schooling.

Completed years of education Women (%) Men (%)

No education 26 10

< 5 years complete 7 8

5-7 years complete 18 18

8-9 years complete 20 27

10-11 years complete 15 19

12+ years complete 14 19

Total 100 100

EDUCATION INDUSTRY IN INDIA:

India has emerged as a strong potential market for investments in training and education

sector, due to its favourable demographics (young population) and being a services-driven

economy. Further, India‘s expanding role in sectors such as software development, generic

pharmaceuticals and healthcare, would require the country to invest into learning and training

segment as well.The education sector of India is divided into two main segments; the core

segment comprises of schools and higher education, while the non-core comprises of coaching

classes, pre-schools and vocational trainings.

The Ministry of Human Resources Development (MHRD) controls this segment. It requires

affiliation or accreditation from either of the following bodies:

ICSE (Council for the Indian School Certificate Examinations

CBSE (Central Board of Secondary Education)

IGCSE (International General Certificate of Secondary Education)

IB (International Baccalaureate from Geneva)

State Board

Moreover, India has claimed 10 of the top 100 places in Times Higher Education's BRICS &

Emerging Economies Rankings 2014—the world's first ranking of universities in Brazil, Russia,

India, China and South Africa, as well as 17 other emerging economies.

Core Segment

Schools Higher Education

Non-Core Segment

Coaching Classes Vocational

Training

MARKET SIZE:

The market size of Indian education sector is expected to increase to Rs 602,410 crore

(US$ 97.03 billion) by FY15 on back of strong demand for quality education, according to a

report by India Ratings.

The private education segment alone is expected to cross US$ 45 billion mark by 2015

from the present US$ 35 billion, according to a research report prepared by Investor Relation

Society, affiliated to US based Global Investor Relations Network. Major investments are being

seen in the areas of pre-schools, private coaching and tutoring, teacher training, the development

and provision of multimedia content, educational software development, skill enhancement, IT

training and e-learning.India's online education market size is set to grow to US$ 40 billion by

2017 from the present US$ 20 billion, said Mr Anil Sonkar, Chief Technology Officer (CTO),

Loud Cloud Systems.

COURSES OFFERED IN INDIA:

A Course is source to build the qualification. Many courses are offered in India such as 10+2

(intermediate), under graduate (Bachelor‘s degree), post graduate (Master‘s degree), diploma,

certification courses, associate degrees, Licentiate degrees, Specialist degrees, Logistician‘s

degrees, Engineer‘s degrees, Professional Doctoral degrees, Research Doctoral degrees, M. Phil,

PhD, etc. Courses are offered in various streams such as Arts and Social Science, Law,

Engineering, Medical, Commerce or Journalism and Mass Communication.

PESTLE ANALYSIS:

Political Schools being privatised (like the NHS)

A government initiative creates the risk that the school may fail

to deliver the policy or be diverted away from local priorities

etc.

Changes to the skills required to be a teacher/ tutor

Changes to curriculum with short lead times

Requirement to be self managing

Requirement to be self financing

Economic Central or local government funding decisions may affect

school/ establishment finances

Closure of a local industry may affect fund raising plans etc.

Ability of parents to raise funds for optional activities

The need to run breakfast/ after schools clubs

Ability to invest ‗savings/ surpluses‘

Cost of providing resources:

o Staff – teaching & support

o Basics – books/ paper

o Technology solutions laptops etc

Interest rates

Shortages of materials on national/ international markets

Over provision of school places in the area resulting in

competition from neighbouring schools

The risk of highly valued, key staff moving on to more ‗up and

coming‘ schools/ academies

Social Decline in birth rate, reflecting national trends

Local population changes (increasing/ decreasing numbers)

Demographic changes may affect likely pupil rolls or the

nature of pupils needs e.g. pupils with English as a second

language etc.

Closure of local firms providing employment

Inability to attract staff

Social networking – blogs, facebook, twitter

Changes to qualifications expected

Integration with local community

Integration of students with special needs

parental preference – an increase in ‗parent power‘ has allowed

parents more freedom of choice over their child‘s school

the risk of highly valued, key staff moving on to more up-and-

coming establishments

Information is accessible to staff anywhere in the world via the

Internet

Staff were not given enough training or access to effectively

change their habits and how they expected information to be

made available

Technological Changes to standards/ equipment required

Risk of selecting the wrong technology at times of change (i.e.

windows -v- open source)

New computer viruses may affect school/ college operations,

Disturbing/ illegal images on the internet may affect ICT

security measures etc.

Move from paper based books to e-book readers

Computer hardware being out of date

Computer software being out of date

Time to manage IT systems

Legislative new legislation may create risks of non-compliance with the

law, create new administrative burdens etc

Changes to child protection legislation

Raise the age of school leaving age

Raise/ lower the age of starting school. Nursery/ kindergarten

Change to school opening hours

Changes to funding of charity based organisations

Health & safety legislation

Environmental A new highway layout near the school may create new dangers

for pupils etc

Waste disposal

Reduction of green space available for activities

Changes to local bus routes

Using a significant amounts of paper and photocopier toner to

produce printed information.

SWOT ANALYSIS

Strengths

• Responsible for creation of large human resource for the country.

• Mastery over quantitative concepts coupled with English proficiency due to structure of

Indian education concepts has resulted in a skill sett hat has enabled the country to take

advantage of the international demand.

• Presence of government run initiatives and few NGO¶s have provided a strong base to

Indian education system.

• New Education Reforms had made Indian education sector morel lucrative.

Weakness

• The University Grants Commission currently functions as regulator, inspector and

disburser of government grants. This centralization of authority has created the

ineffective Education system.

• Indian universities are controlled by the government. The Education Raj has not only

failed in the task of creating a first rate higher education system; it has led to the decline

of formerly good universities.

• Lack of investment in infrastructure have led to India's under funded and mis-

administered universities.

• Good undergraduate colleges like IIT have fallen short as research universities when

measured by objective criteria internationally.

Threats

• The Quality of Indian education is at stake as there are less good quality teachers at

disposal.

• More private players in the industry can make it more profit driven sector.

Opportunities

• The Ministry of Human Resource Development (MHRD) is keen to commence the

Foreign Educational Institutions Bill. With the bill, 100 percent FDI in higher education

would soon be a reality. And far cheaper and better education would come to the kitty of

Indian students.

• More than 300 private equity funds are keenly waiting to invest in the education sector in

the country.

NEED OF STUDY.

Introduction:

Youth is the time of life when one is young, but often means the time between childhood and

adulthood. This world demands the qualities of youth: not a time of life but a state of mind. A

temper of the will, a quality of imagination, a predominance and courage over timidity, of the

appetite for adventure over the life of ease. India has many aspirants i.e. youth hence its said by

great people that India will be the powerful nation by 2020.Talent is dynamic in India ,hence we

thought to do research on YOUTH AND CAREER- career orientation, role model, awareness

about various courses and views on various issues affecting the nation

Objectives:

1. To know how inclined youth are towards career.

2. To know the role models followed by youth.

3. To know awareness about various courses in youth.

4. To understand youths knowledge on Current Affairs.

Methodology:

Study conducted in the selected areas of two district, Thane district and Raigad District. Areas

considered were:

Karjat (Raigad)

Badlapur (Thane)

17 to 18 Youth selected in each area were randomly selected by 6 researcher. A well structures

questionnaire with 27 questions was administered by trained B-schools graduates who randomly

selected 52 respondents from each area. Total sample size 103 people.

Hypothesis:

The following hypothesis is made in the study

1. There is no relation between education and Role Model.

2. There is no relation between gender and issues affecting India.

3. There is no relation with youth hobbies and Income.

4. No relation with gadget youth use and income.

RESEARCH METHODOLOGY

(a) Designing a questionnaire – To understand the youth orientation towards career,their roale

model, courses they are aware about,how updated youth are about nation news , a

questionnaire was designed and the respondents were asked to mark their preferences on a

ranking scale.

The questionnaire also contains 27 factors related to youth.

(b) Duration of the study– The survey is conducted for the period of one month.

(c) Sample Selection– The survey is conducted on 103 person. The survey was conducted in

certain areas of Karjat and Badlapur.

(f) Data Collection and analysis- The report is based on primary data only. Primary data was

collected through the above designed questionnaire by personally interviewing the respondents.

The data is analyzed using T-test.

YOUTH PROFILE

YOUTH PROFILE NO. OF RESPONDENTS

SEX

Male 94

Female 9

AGE

18-25 52

26-30 29

31-35 22

36-40 0

OCCUPATION

Salaried 58

Businessman/Professional 27

Housewives 1

Student 17

ANNUAL INCOME

Upto 5000 15

10000-20000 33

20001-30000 26

30001-50000 10

50001-70000 12

70001-100000 6

Above 100000 1

HOW YOUTH SPEND TIME

Chatting 3

Listening music 3

Playing games 9

Reading 7

Others 81

YOUTH CAREER PLAN

Businessman 42

Farmer 1

CEO 8

Sportsman 1

Lawyer 1

Others 50

DO YOUTH FOLLOW ROLE MODEL

Yes 82

No 21

COURSES THEY ARE AWARE

Most of courses 89

MBA 11

Engineering 3

DO THEY KNOW CURRENT AFFAIRS

Yes 89

No 14

WHICH SOURCE THEY PREFER:

Internet 11

Newspaper 43

TV 14

Radio 2

All Sources 24

None of above 9

HOBBIES OF YOUTH

Reading 10

Travelling 6

Playing games 49

Others 38

TODAYS YOUTH ARE RESPONSIBLE:

Yes 32

No 71

ISSUES AFFECTING INDIA

Corruption 46

Politics 10

Inflation 5

Others 42

WHICH LEADER TODAYS YOUTH WANT

Narendra Modi 35

Rahul Gandhi 6

Arvind Kejriwal 16

Others 46

YOUTH MAXIMUM RESPONSIBLE TO

Family 82

Friends 5

Society 3

Nation 13

EDUCATION OF TODAYS YOUTH

HSC and Below HSC 66

Graduate/Post Graduate 37

DOES HYPOTHESIS IS CORRECT:

THERE IS NO RELATION BETWEEN EDUCATION AND ROLE MODEL.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 271.513a 195 .000

Likelihood Ratio 153.947 195 .986

N of Valid Cases 103

a. 239 cells (99.6%) have expected count less than 5. The minimum

expected count is .01.

This shows there is no relation between education and role model.

THERE IS NO RELATION BETWEEN GENDER AND ISSUES AFFECTING INDIA.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 11.793a 15 .695

Likelihood Ratio 11.845 15 .691

N of Valid Cases 103

a. 27 cells (84.4%) have expected count less than 5. The minimum

expected count is .09.

Above shows false hypothesis.

THERE IS NO RELATION WITH YOUTH HOBBIES AND INCOME.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 133.684a 174 .990

Likelihood Ratio 108.419 174 1.000

N of Valid Cases 103

a. 208 cells (99.0%) have expected count less than 5. The minimum

expected count is .01.

Hypothesis holds wrong.

NO RELATION WITH GADGET YOUTH USE AND INCOME.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 27.199a 24 .295

Likelihood Ratio 24.369 24 .441

N of Valid Cases 103

a. 28 cells (80.0%) have expected count less than 5. The minimum

expected count is .01.

This hypothesis is invalid.

FINDINGS/CONCLUSION

• Karjat & Badlapur youth are very much inclined towards career.

• Youth education is nothing to do with role model.(eg. Warren Buffet).Even many do not

have role model.

• Youth are updated with current affairs like they blame system for corruption again it is

not related to youths literacy.

• Youth today are keen on becoming businessman.

REFERENCES

Primary Data:

Direct Survey (Questionnaire Method)

Secondary Survey

http://www.wikipedia.com

http://www.investopedia.com

YOUTH AND CAREER/ YOUTH SURVEY:

Q1. What is your occupation?

Unskilled workers

Skilled workers

Petty traders

Shop owners

Businessmen/Industrialist with no. of employees: -None

-1-9

-10+

Self-employed professionals

Clerical/Salesman

Supervisory level

Officers/executive -Middle/Senior

Housewife

Student Q2. How you spend your leisure time?

Q3. What are the things that keeps you happy and motivated?

Q4. What do you want to become in life?

Q5. What is your Career plan?

Q6. Who is/are your Role model?

Q7. What courses are you aware of?

Q8. What are you doing to head toward your career?

Q9. Are you updated with the facts that are going on in nation?

Yes

No

Q10. What are the resources of media you access for information? Please specify?

Q11. What are your current Hobbies?

Q12.What hobbies you want to learn?

Q13. Do you think highly educated person can earn well?

Yes

No

Q14. Today’s youth are responsible?

Yes

No

Q15. In which course you are interested? But you cannot peruse due to some problem?

Q16. Whom did you consult or who suggest you to go for this profession?

Yourself

Family

Friends

Others…………………..

Q17. What are the issues affecting the nation?

Q18. Who is the current leader who can solve the problem?

Q19. Which leader you want to elect?

Q20. Have you gone through any career exam?

Q21. Which gadget you use?

Q22. Beyond money what are important in your life?

Q23. Which elements you required to be successful?

Q24. Your maximum responsibility is towards?

Family

Friends

Society

Nation

Q25. What is your age?

18-25 yrs

26-30 yrs

31-35 yrs

36-40 yrs

Q26. Gender : Male ………. Female………..

Q27. How many family members do you have?