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Brand Evaluation for Financial Investment & Customer Satisfaction Measurement

ACKNOWLEDGEMENT

We have taken this opportunity to express our sincere gratitude towards the pillars of

successful completion of our Summer Internship Projects at IMRB International,

Mumbai without whose unflinching assistance & co-operation at all times it would

rather have been impossible for us to achieve the desired goal.

Technologically advancement will enable us to get the environment we desire. In this

era of modernization & sophistication our endeavour to achieve complete and perfect

knowledge in the field we choose will be successful only with the help of guidance,

direction, stimulation & encouragement by our esteemed professors. We the students

of MBA-Telecom Management, SITM are proud to reiterate that our best professors

have always emphasized on the importance of self-culture and stimulate us to gain

possible knowledge by exercise of our own facilities. They have tried to make their

students ‘active partners’ in the work of education, but not passive receivers of

information. The great mantra of success according to our respected director Mr. Col.

Virendra kapoor is “Know your passion quotient first, get hold of it and work with

complete dedication to achieve your goal.”

We express our sincere thanks to our respected director Col. Virendra Kapoor, deputy

director Prof. Mr. Marathe, Prof. Mrs. Joshi for availing us this great opportunity to

learn vital element of this corporate world through summer internship. We also

express our sincere gratitude toward all other faculties and staff of SITM who always

helped us to know and learn various aspects of telecom management at various

stages of our curriculum.

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ABSTRACT

“Do you want to send your kid to a playschool run by a foreign company in your

neighbourhood?” perhaps, you may be able to do so. That is, if a proposal by the

Union commerce ministry to allow foreign direct investment in education in India is

approved by the Manmohan Singh Cabinet.

Already a number of foreign universities and companies that operate in the education

sector have shown keen interest to enter India. One of the first proposals has come

from Denmark-based Egmont Imaginations that has submitted a proposal to the Indian

government to set up 200 playschools in India.

Also American major universities like Yale, Stanford and Georgia Institute of

Technology have announced that they are keen to set up Greenfield campuses in

India as and when the country liberalises education.

After allowing FDI in key sectors such as telecom, insurance, food processing and

even retail, the Manmohan Singh government is toying with the idea of permitting

foreign investment in elementary and higher education. FDI in education will help

Indian students to study in an environment of world class labs and libraries. It will also

help Indian students tremendously in getting jobs in multinational companies.

INDIA is the third largest higher education system in the world (after China and the

USA) in terms of enrolment which in 2005-06 was over one crore five lakhs. In terms

of the number of institutions, India is the largest higher education system in the world

with

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17,973 institutions (348 universities and 17,625 colleges), of these, there are 63

unaided deemed universities with enrolment of 60,000 students, and 7650 unaided

private colleges with enrolment of 31, 50,000 students.

The figures mentioned above are very much self explanatory for industry size of

education in India. In our summer internship project we have handled project under

BIRD division of IMRB of evaluation of brand of a B-school which has its branches in

many parts of our country for financial investment into it.

As already mentioned that govt has made foreign investments allowed into our

education system. It is going to be great revolutionary step towards globalisation of

Indian education, as this will help many of upcoming and struggling educational

organisations to cope up with their infrastructure and other needs.

Also from investor’s viewpoint investment in such big industry i.e. Indian education

system is going to be huge return on investment. From the same prospective our client

at IMRB had expressed his intention to invest in Institute of Technology and

Management (ITM) a B-school in India with multistate presence in front of us.

We at IMRB have evaluated brand ITM through all aspect like brand reputation, brand

perception, students satisfaction & expectation, infrastructure, faculty, etc.

In this project report we have mentioned our overall code of conduct for this project,

method of sampling, questionnaire design, way of interviewing, data collection and

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analysis overall conclusion over brand ITM, so that our client at IMRB would feel

easier to decide over his decision of investment.

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Brand Evaluation for Financial Investment

We got this project of evaluating the brand ITM as our client is interested in

investing in ITM.

1. We have to measure brand perception of ITM.

2. To analyse collected data and comment over decision of investment.

3. Find out well maintained and areas need to be improvised.

 Executive summery:

Objectives:

After allowing FDI in key sectors such as telecom, insurance, food processing and

even retail, the Manmohan Singh government is toying with the idea of permitting

foreign investment in elementary and higher education. FDI in education will help

Indian students to study in an environment of world class labs and libraries. It will

also help Indian students tremendously in getting jobs in multinational companies.

Also from investor’s viewpoint investment in such big industry i.e. Indian education

system is going to be huge return on investment. From the same prospective our

client at IMRB had expressed his intention to invest in Institute of Technology and

Management (ITM) a B-school in India with multistate presence in front of us.

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Methodology:

Hence we have evaluated ITM as a B-school and as a brand. First we had gone

through questionnaire which we supposed to ask to targeted respondents. Then

we had discussion over pros and cons of each segment of questionnaire so that no

one should face problem while dealing with odd or unexpected response from

respondent. We divided the target respondents by quota sampling technique.

We gathered required data and scrutinised it well for its correctness and validity.

Then we analysed the particular segments of questionnaire which were probing

more towards decision of investment in to the ITM institute.

To add on to the client’s requirements we have also highlighted the areas where

improvement is required in ITM and the vital areas which require more flow of

financial resources towards them.

Findings:

Analysing the collected data is very essential for arriving at any conclusion. During

the process of analysis we found out that many students do get influenced by

brand and reputation of ITM, they consider this factor a lot while deciding the

college for the admission.

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Other important factors which student consider before taking admission are; course

fees, placement records, academic specialisation available and industry interface

or exposure provided to students.

We have also found out that ITM has introduced sudden hike in the course fees

and with which students are not comfortable, since as mentioned earlier course

fees is one of the main factors considered by students while taking admission.

In this project we have also mentioned the areas where improvement is required in

ITM according to its students.

Conclusion:

As mentioned earlier Indian government has allowed FDI in our education system,

there is lot of market and opportunity available for outsider big investors and

domestic investors.

As brand we would say ITM is a well known brand with good reputation in students

and industry. As far as investment in ITM is concerned we have analysed that most

of factors and variables are supporting the investment decision but as new issue of

fees hike has aroused unexpectedly we would suggest the waiting period of 12 to

18 months. This is to certify that as does this fee hike is hampering admissions at

ITM or not, and also to see what effects are generated on placement.

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We have suggested that substantial part of this investment must flow into

improvement of infrastructure and facilities at ITM.

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 Chapter 1 : Company Overview

1.1] 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 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 specialised 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

world's largest survey organization and is ranked 3rd overall. It comprises three global

research businesses - Research International, Millward Brown and Kantar Media

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Research and four regional ones - BMRB International, IMRB International, Goldfarb

and Winona. Each is a leader in its own area of expertise or specialization. The

research studies in over 130 countries. The Kantar group specialized in:

 Qualitative and quantitative research

 Tracking studies

 International research

 Predictive modelling

 Media measurement

 Data capture and handling

 Strategic research

 Customer handling

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 development of 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

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units of IMRB International, is an exclusive-member of 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 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 130

countries.

Research International specialized in:

 Branding and Communication

 Innovation and Product Development

 Category Management

 Consumer strategy

 Customer Relationship

 Service measurement

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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IMRB International's 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 centers 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 also have five specialist units:-

 Probe Qualitative Research (PQR)

 Social and Rural Research Institute (SRI)

 Media & Panel Research Group

 Customer Satisfaction Management & Measurement (CSMM)

 Business & Industrial Research Division (BIRD) and the eTechnology

group@IMRB International

Probe Qualitative Research is one of India's leading qualitative research groups and

has executives specially trained in India and overseas in qualitative research methods.

Drawing on learning from ethnography, psychology and anthropology, PQR has

created a validated tool-kit for product, communication and brand development.

The Social and Rural Research Institute specializes in social research and in

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conducting research on emerging rural markets. It has staff with special expertise in

conducting Knowledge, Attitudes & Practice (KAP), Studies on health and sanitation,

water, environment and other fields, in India as well as internationally.

The Media and Panel Group of IMRB International is a pioneer in the field of media

research in India. It has been conducting the National Readership Surveys in India

since 1978. It has been running India's only Television Rating Program (TRP) since

1986, the year in which television went commercial in a major way. It has also

developed its own people meters.

Customer Satisfaction Management & Measurement is part of the Walker

Information Global Network and is the first such specialist organization in India with an

exclusive focus on customer and employee satisfaction, reputation and stakeholder

assessment.

Business & Industrial Research Division (BIRD) and the eTechnology

Group@IMRB International: As industrial markets transformed from monopolies to

competitive markets, the need for research based consultancy services was

demanded of IMRB International. IMRB International spun off the Business &

Industrial Research Division to meet the growing and changing needs of the industrial

marketer. Over a decade of research experience in telecommunication, office

automation, information technology and the convergence of these technologies has

given the eTechnology Group of IMRB International, knowledge and experience in a

wide spectrum of hardware, software and services.

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1.2] Divisions In brief:

PQR:

Probe Qualitative Research (PQR) was established in 1979, in the belief that

qualitative research demands expertise and training inputs of an exceptional kind.

From its inception PQR has been associated with leading international qualitative

research organizations. It is the largest and fastest growing qualitative research

organization in the country. PQR provides research which is analytical and actionable,

seeking to resolve particular client problems and questions and providing future

direction. It also provides high quality insight and multi-disciplinary exploration of

consumer motivation and behavior through a strong base of multilingual research

executives and moderators.

SRI:

The Social and Rural Research Institute (SRI) was set up in 1990 with the objective of

establishing a specialist unit to give focus and identity to two aspects of research that

IMRB International had, in fact, been actively involved in for several years, namely,

social research and research of and for rural markets.

SRI uses a combination of desk research, qualitative research techniques such as

focus group discussions and participatory research as well as quantitative research

techniques. In addition SRI approaches each research subject with an open mind and

adapts market research techniques to suit the special requirements of illiteracy, poor

articulation, several languages and dialects.

SRI has two distinct missions that guide its operations: To study social issues with

commitment, expertise, objectivity and an orientation towards action ability, and to set

up databases and research expertise with regard to marketing in rural India , where

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hitherto there has been a paucity of data. SRI guided by its mission specializes in

conducting Social research and rural research. Social research deals with research on

causes and issues that can contribute to action which would bring about social

change. Rural research pertains to research in, of and for rural areas, both for social

issues as well as for rural marketing. SRI takes pride in having the resources to

conduct data collection in almost any part of the country. It can undertake nation wide

surveys almost simultaneously and much faster than others. In last three years, we

have undertaken four nation wide surveys and have IMRB’s presence in almost all

parts of the country.

Media & Panel Group:

IMRB International has been a pioneer in conducting large scale Media and

continuous panel research in India. It has historically been associated with the

National Readership Surveys (NRS) conducted in India since 1978. The Television

Rating Points System (TRP) from IMRB International is India's only continuous

Television Audience Measurement service since 1986, the year in which television in

India went commercial in a major way. The TRP ratings are the official "currency" for

air time transactions in the country. Currently, the TRP Diary System is in the process

of changing over to PeopleMeter based audience measurement service. The industry

contract to set up the National PeopleMeter based Television Audience Measurement

System has been awarded to the joint venture company being set up by IMRB

International in collaboration with A. C. Nielsen. In addition, the Media & Panel

Research Group also operates Consumer Purchase Panels in both urban and rural

India which monitors the purchase of FMCGs, toiletries, personal products and OTC

medicinal products.

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CSMM:

Customer Satisfaction Management & Measurement (CSMM) is an independent,

specialist unit of IMRB International and the exclusive member of the Walker

Information Global Network (WIGN) in the Indian subcontinent. As a specialist unit of

IMRB International, CSMM provides the widest field coverage with five full service

offices and 13 field offices in Delhi, Calcutta, Mumbai, Chennai, Bangalore,

Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar and

Lucknow. CSMM services clients in India and neighbouring countries (Sri Lanka,

Bangladesh, Pakistan and Nepal) and this diverse network has made CSMM the

leading provider of stakeholder products and services in South Asia. As the exclusive

member of the Walker Information Global Network (WIGN) in South Asia, CSMM uses

the proprietary tools developed by Walker Information, the recognized pioneers in

Stakeholder Measurement and Management with over 30 years experience. The

network offers the world's most thoroughly tested and proven system and also

provides appropriate benchmarks through the WIGN Normative Database TM. CSMM

provides a range of consulting products and services to manage external customer

satisfaction and employee commitment to integrate stakeholder measurement and

management efforts into the company's decision-making process at all levels. Working

with over 80 clients from diverse sectors, including financial services, hotels,

telecommunications, retailing, consumer products, automotive and

engineering/industrial goods, CSMM provides strategic information services to

enhance customer loyalty amongst both end customers and trade channel customers

as well as to build employee commitment. CSMM offers a team of highly trained and

experienced consultants with multi-disciplinary backgrounds. To assist you in your

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Stakeholder Management practices, IMRB’s consultants have experience in

conducting multi-country and regional programmes for leading Indian and multinational

companies, across various sectors and are equipped to give you professional and

accurate assistance for your strategic decisions, including deployment and integration

assistance.

BIRD: Verticals Researched

Oil and Gas: Higher-end telecommunication services and products for business use

including products and services for integrated networking of voice and data products

and services that enhance productivity and efficiency of offices such as copiers,

computers, printers, etc.

The steel sector both for measuring quality of service as well as recommending an

appropriate product mix in the emerging private enterprise scenario Chemicals and

Petrochemicals, Core sectors such as power, coal, etc., Electrical Equipment ,

Machinery-heavy and light.

eTechnology Group@IMRB International:

"It took 50 years for the world to have 50 million telephones and only 5 years for

Internet to reach 50 million users."

"There is a tremendous excitement in India surrounding the Internet. We have wanted

to come to India for sometime now. In fact, India today is like the US was some three

years ago." As the technology evolves and creates communications infrastructure,

barriers to progress continue to arise. Some problems are technical, economic or

policy-related, while the hardest combine all three aspects in any country. "What you

know is wrong!" Today, that may be the easiest advice anyone can give about

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technology market. Even the experts are constantly caught by surprise, How far things

are estimated right? It is the continuous link with the industry and constant monitoring

that has given a few the capabilities of understanding the movement of technology

market and estimating things right. The eTechnology Group@IMRB International can

dare claiming that it is probably one of the very few groups that has constantly

monitored the technology market and actually estimated this difficult market quite well

during the last few years. eTechnology Group@IMRB International : Products

Researched. The various products and services researched in the recent past are:

Telecom

 Basic telephone services

 Cellular Phones

 Cable T.V. services

 Calling card services

 Call collect services

 Cordless telephones

 Electronic push button telephones

 E-mailing & value-added services

 EPABX

 Facsimile machines

 FM-RDS Pagers

 Internet

 Leased lines

 One-number services

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 Radio Paging services

 Radio Trunked services

 Toll free services

 Transceivers/Two-way radios

 Videotext services

 Video conferencing

 Voicemail

 Virtual telephone networks

 VSATs - TDMA/DAMA and Bandwidth on Demand applications

 WAP devices & services

IT/Internet

 PC

 Servers

 Networking devices

 Peripherals

 UPS

 Packaged software

 Application software development

 ISPs

 B2B services (Steel, Plastics etc.)

 B2C services

 Ecommerce sites

 Backbone bandwidth requirement


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1.3] Sectors at IMRB research:

Ever since its establishment in 1971, IMRB International has been the pioneer in

conducting market research exercises for several sectors. Today, there is hardly any

sector that IMRB International hasn't researched. From potato wafers to PCs,

cigarettes to cellular phones, alcohol to air conditioners and bubble gums to big-sized

cars - just name it and we have researched it.

Alcohol

Automotive

Agriculture and Agro-products

Building and Construction

Consumer Durable

Household Care

IT, Internet and Telecom

Industry and Business

Media and Entertainment

Social and Rural

Tobacco

1.4] Services offered at IMRB:

The depth and breadth of services that we provide are extensive and includes

research and advisory services in the following areas:

Advertising, promotion and media research

B2B and Industrial Research

Brand Research

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Customer Satisfaction Research

Corporate and Employee Research

Channel and Retail Research

Product and Packaging Research

Pricing Research

Strategic Market Research

Following are few profiles of services offered at IMRB on which we SITM

students have worked during 2 months of our internship.

B2B and Industrial research:

In this era of ever-increasing competition, managers do not have the time to focus

effectively on each and every aspect of their business. This exactly explains why a

sizeable chunk of most organizations' total expenditure is spent on outsourced

services. One such area is business to business and industrial research, which is

aimed at servicing the information needs of organizations interested in increasing their

competitive advantage.

Ideally, it is not just about end consumer surveys. B2B and industrial research

provides information pertaining to a whole gamut of activities in the value chain,

including decisions flow right from raw material sourcing to manufacturing to

distribution channel to end consumer in the B2B and industrial products and services.

It is also about new technologies, sales prospecting, pricing, and demand forecasting

and exploring new market opportunities.

Brand research:

Brands today are operating in an extremely dynamic market. As the marketplace

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changes, you need to evaluate your brand's position compared to the competition. The

best way to accomplish this is by periodically tracking your competitive advantage on

the relevant brand health parameters and customer perceptions.

Also, in order to break from the clutter, one needs to identify one or more

characteristics that set your product or brand apart from competitors. This helps in

establishing a strong position in the minds of customers.

Additionally, understanding the attitudes of your consumers and their usage patterns is

crucial to virtually every decision you make. Understanding why consumers choose

one brand over another is vital to success in this ever-evolving marketplace. This level

of understanding provides an extremely effective tool for identifying and targeting

potential customers.

IMRB International design usage and attitudes (U&A) studies that provide

quintessential information to lay the foundation for successful strategic marketing. In

addition to assessing U&A patterns for the category, IMRB’s studies often serve as

useful benchmark tools, allowing you to measure your performance across all the

parameters important to the category, and target specific areas to track over time.

Under brand research section at IMRB we handled a major project named brand

recognition of a B-school in Mumbai for purpose of big foreign investment into

it.

Customer satisfaction research:

It is very important to establish the customers' perception of the quality of product and

service provided. It is a known fact that customers rarely complain - they just don't

come back. Customer loyalty is considered to be worth ten times the price of a single

purchase, as a loyal customer will return to make further purchases. Moreover,

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researchers claim that if a customer doesn't like the product or service, he will tell on

an average eleven more people. This illustrates the importance of ensuring customer

satisfaction.

Customer satisfaction research is an increasingly becoming an essential ingredient in

any program aimed at maintaining, if not increasing the customer base and revenues,

enhancing brand value, etc. Conducting customer satisfaction research through a

third-party has the advantage that the responses obtained are more reliable, as the

respondents are more frank with a third-person. This is because in the case of third-

party research, the customer-vendor relationship does not get affected.

Customer Satisfaction Management & Measurement (CSMM) is an independent,

specialist unit of IMRB International and the exclusive member of the Walker

Information Global Network (WIGN) in the Indian subcontinent. It has many proven

methodologies and processes for customer satisfaction research.

Corporate and Employee research

Corporate Image Studies

In today's world of keen competition, a company is evaluated not just by its products

but to a great extent by the imagery it conjures. With the consumer becoming more

educated, this aspect is gaining importance by the day.

Corporate image of a company is the sum total of its image among its various internal

and external publics - consumers, employees, shareholders, suppliers and dealers,

the financial community and even the government. The image of the company among

industry federations and workers' unions etc is also important in understanding the

equity of the company. A comprehensive Corporate Image study helps understand

ones strengths and weaknesses as compared to the other corporate.

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We got great opportunity to handle customer satisfaction responsive study for

company Avaya Global Connect Ltd. Also we took an integral part in deciding over

correctness of the questionnaire.

IMRB International has handled Corporate Image studies for a number of leading

corporate in the country.

IMRB International's specialist division CSMM is the sole licensee for Walker

Information Network processes for corporate image studies.

ITOPS:

A half yearly track of the Indian PC, Networking and Software market. This report

gives details on the PC / LAN / Printers / UPS / Networking Products / Software /

Internet Penetration in terms of their Installed Bases, Market Sizes, etc. The report

also gives details on the most popular brands of the above mentioned IT products.

The report has an extensive coverage of over 8,000 business Establishments and

more than 6,000 affluent households (SEC A, B, C) in the 16 cities of the country.

Started in 1997, this study is already in its Ninth Round now. Sponsored by

Manufacturer's Association of IT (MAIT), this report is subscribed by almost all the

major players in the IT Market. We would like to mention that we were lucky to be

part of half yearly ITOPS PROJECT 2008 & we had good experience of PC

penetration and PC awareness in not only corporate circle but also in household

segment from SEC A, B and C.

Internet in India:

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Internet in India (or I-Cube as it is known popularly) is an annual study designed to be

a strategic tool for the marketers to tap the benefits of the Internet. First initiated in the

year 1998 (when even the ISP licenses in India were not issued), the report has been

a best seller in the research industry, with the Year 2000 Volume selling 107 Volumes.

The report has been evolving over the past, with new areas in the Internet Arena being

explored in each new version. The Year 1998 version had depth understanding of the

likely profile of the Internet Users, while the Year 1999 version explored various ways

the market size can be increased. The Year 2000 version broke several myths

surrounding the Internet Users and gave clear definitions of Active Users.

The Year 2000 version also explored various issues like Content, Advertising and

brand building on the Internet, ISP market, and alternate access devices, Cyber Café,

Kiosks and E-Commerce. Internet in India 2001 is the latest version and is expected to

hit the stands in Mid February 2002. The Y2K+1 version of the report has a solitary

motive - How to make money on the Net.

This year the reports would be divided into 8 volumes - Understanding the User

(WYSIWYG), Portals, Home Shopping, Mobile Data Services, Online Banking, Online

Financial Services, Public Access (Kiosks & Cyber Café) and ISP/Broadband reports.

The report has coverage of more than 25,000 Households in SEC A, B and C in the 26

cities of the country.

Telecom Report:

This report would give a detailed analysis of the emerging telecom market in India and

would cover the trends in Basic Telephony (including WLL), Cellular (with a focus on

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the fourth operator) and Long Distance (including issues like Revenue estimation for

the Long Distance Operators in the country, City to City traffic, etc.). The reports have

coverage of more than 14,000 Business and Affluent Household respondents from 16

cities of the country. The reports are expected to be released by the end of February,

2002. In our tenure of internship we also had opportunity to have hands on live

project of measuring current Mobile VAS market in India & its roadmap towards

year 2010.

It's really crucial to understand your target market before undertaking any marketing

exercise, unless you don't mind risking your hard-earned money and precious time on

activities that might not get you the results you want.

Simply put, ignoring market research before marketing is synonymous with firing a

shot in a pitch dark room, and still hoping that the bullet hits the bull’s-eye.

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 Chapter 2 : Methodology

2.1] Data Source:

Any marketing research requires data collection to arrive at the solution of the

problem. Data collection always starts with secondary data. Hence, in a way we can

say that: – “Any marketing research starts with secondary data.”

Data can be broadly classified into two categories: –

1. Primary Data

2. Secondary Data

A) Primary Data: –

It can be defined as the data which are collected at first hand either by the researcher

or by someone else especially for the purpose of the study. For example, the

demographic statistics collected every ten years are the primary data with the

Registrar General of India. It is gathered by a specifically designed to accommodate

the data needs of the problem at hand. It is important as it helps us in arriving at the

accurate solution to the problem of marketing research.

B) Secondary Data: –

Any data which have been gathered earlier for some other purpose are secondary

data in the hands of the marketing researcher. When sufficient secondary data are

available, considerable time and money may be saved. It helps us in better

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understanding of the problem. It can be collected internally or externally. Internal Data

is one which is collected from within the organization. For example, data collected

from Accounting Records. Many organizations have a separate department for

handling secondary data. External Data is one which is collected from sources outside

the organization. For example, data collected from Trade Association Reports or

Industry Publications.

In our project we were broadly concentrated on the Primary data as it was a live

project and our analysis was going to result in a huge financial investment into an

institute. We gathered all possible data first hand by interviewing our target

respondents personally on one to one basis.

As far as secondary data is concerned we used website of ITM institute for purpose of

knowing about no. of courses, branches at ITM, which helped us in deciding over the

quota for sampling and exact target etc.

2.2] Research approach:

Methods of Primary Data collection:

1. OBSERVATION

2. SURVEY

3. EXPERIMENTATION

SURVEY RESEARCH

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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

While considering the type of survey, we need to consider the costs, physical

resources, and time required to conduct the survey.

Choice of particular survey method mainly based on:-

1. Cost

2. Time

3. Physical resources

Since each survey is different, there are no hard and fast rules for determining its size.

The deciding factors in the scale of the survey operations are time, cost, operational

constraints and the desired precision of the results. Also, consider what should be the

acceptable level of error in the sample. If there is a lot of variability in the population,

the sample size will need to be bigger to obtain the specified level of reliability.

Methods of Data Collection:-

1) Person –Administered

2) Computer-Administered

3) Self-Administered

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PERSON-ADMINISTERED: In this method interviewer reads questions, either face-to-

face or over the telephone, to the respondent and record his or her answers. Different

ways of this method are as follows: -

• Face-to-face: Involves trained interviewers visiting people to collect questionnaire

data. It is a good approach for ensuring a high response rate to a sample survey or

census, and trained interviewers gather better quality data. However, there are

some disadvantages to this approach. Respondents may not always be available

for interviews and the travel costs of the interviewer could be high.

Advantages:

• Conducted in the privacy of the home, which facilitates interviewer-

respondent rapport

• Can see “body language”

• Often much information per interview is gathered

Disadvantages:

• Cost per interview can be high

• Interviewers must travel to respondent’s home

• Telephone: involves trained interviewers phoning people to collect questionnaire

data. This method is quicker and less expensive than face-to-face interviewing.

However, only people with telephones can be interviewed, and the respondent can

end the interview very easily!

Advantages:

• Good quality control

• Reasonable cost

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• Long-distance calling is not a problem

• Sample located in distant geographies can be targeted

Disadvantage:

• Restricted to telephone communication

COMPUETR-ADMINISTERED: Computer technology plays an essential role in the

interview work.

• Computer Assisted Personal interviewing (CAPI) (e-mail): is a form of personal

interviewing, but instead of completing a questionnaire, the interviewer brings

along a laptop or hand-held computer to enter the information directly into the

database. This method saves time involved in processing the data, as well as

saving the interviewer from carrying around hundreds of questionnaires. However,

this type of data collection method can be expensive to set up and requires that

interviewers have computer and typing skills.

Advantages:

• Respondent responds at his or her own pace

• Computer data file results

• Sample can be specifically targeted

Disadvantage:

Respondent must have access to a computer or be computer literate

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• Computer Assisted Telephone Interviewing (CATI): is a type of telephone

interview, but with the interviewer keying respondent answers directly into a

computer. This saves time involved in processing data, but can be expensive to set

up, and requires interviewers to have computer and typing skills. This approach for

many of its surveys such as the Youth In Transition Survey, the Monthly Survey of

Manufacturing, the General Social Survey and the Workplace Employee Survey.

Advantages:

• Computer eliminates human interviewer error

• Simultaneous data input to computer file

• Good quality control

Disadvantage:

• Setup costs can be high

• Electronic Data Reporting (EDR): Although this type of data reporting is still quite

rare, it gives the respondents the option of choosing how they would like to report

the data: filling out the usual paper questionnaire or using the electronic version.

Because the technology evolves so quickly, remaining up-to-date with good and

secure applications requires major investments.

• The Internet: The growing popularity of the Internet brought a major shift in

Electronic Data Reporting (EDR). It is hard to find a quick and easy way of

reporting answers through the Internet without sacrificing any of principles

concerning confidentiality, privacy and data quality.

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Advantages:

• Ease of creating and posting

• Fast turnaround

• Computer data file results

Disadvantage:

• Respondent must have access to the Internet

SELF-COMPLETED: In this method respondent completes the survey on his own.

• Mail survey: It is a relatively inexpensive method of collecting data, and one that

can distribute large numbers of questionnaires in a short time. It provides the

opportunity to contact hard-to-reach people, and respondents are able to complete

the questionnaire in their own time. Mail surveys do require an up-to-date list of

names and addresses, however. In addition, there is also the need to keep the

questionnaire simple and straightforward.

Major disadvantage of a mail survey is that it usually has lower response rates than

other data collection methods. This may lead to problems with data quality. Also,

people with a limited ability to read or write English or French may experience

problems.

In our research we approached our respondents through person administered method

as design of our questionnaire was such that interviewing the person face to face was

essential. As it is more interactive and interviewer’s authenticity is not questioned

much both interviewer and respondent can enjoy the process.

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2.3] Research Instruments:

The most common research instrument is the questionnaire. Keep these tips in mind

when designing your market research questionnaire.

• Keep it simple.

• Include instructions for answering all questions included on the survey.

• Begin the survey with general questions and move towards more specific

questions.

• Keep each question brief.

• If the questionnaire is completed by the respondent and not by an interviewer or

survey staff member, remember to design a questionnaire that is graphically

pleasing and easy to read.

• Remember to pre-test the questionnaire. Before taking the survey to the printer,

ask a few people-such as regular customers, colleagues, friends or employees-to

complete the survey. Ask them for feedback on the survey's style, simplicity and

their perception of its purpose.

• Mix the form of the questions. Use scales, rankings, open-ended questions and

closed-ended questions for different sections of the questionnaire. The "form" or

way a question is asked may influence the answer given. Basically, there are two

question forms: closed-end questions and open-end questions.

Close-end questions - Respondents choose from possible answers included on the

questionnaire. Types of close-end questions include:

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• Multiple choice questions which offer respondents the ability to answer "yes" or

"no" or choose from a list of several answer choices.

• Scales refer to questions that ask respondents to rank their answers or measure

their answer at a particular point on a scale. For example, a respondent may have

the choice to rank their feelings towards a particular statement. The scale may

range from "Strongly Disagree", "Disagree" and "Indifferent" to "Agree" and

"Strongly Agree."

Open-end questions - Respondents answer questions in their own words.

Completely unstructured questions allow respondents to answer any way they choose.

Types of open-end questions include:

• Word association questions ask respondents to state the first word that comes to

mind when a particular word is mentioned.

• Sentence, story or picture completion questions ask respondents to complete

partial sentences, stories or pictures in their own words. For example, a question

for commuters might read: "My daily commute between home and office is _____

miles and takes me an average of ______ minutes. I use the following mode of

transportation: _______."

Questionnaire of our project was close ended. We provided respondent with range of

options to answer. As we were evaluating brand of ITM, there were questions

regarding perception of brand ITM in mind of students before deciding to take

admission in ITM. We also measured the section wise satisfaction level of ITM student

with ITM institute. Since we used mainly closed ended questions it helped us in

analysis of data.

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2.4] Sampling Plan:

In our daily life we reach to conclusions by describing the characteristics of a large

number of items of a phenomenon usually referred as (population) based on an

analysis of a limited number of items from that phenomenon (called sample). For

example we taste a spoonful of soup and form an opinion.

The major reasons for sampling are as follows:

• Decision makers will have stipulated time to make decisions. If the consider the

whole population, they cannot come to consensus within the stipulated time.

• The cost of gathering information is highly important.

• The accuracy can be maintained if we take small sample of a population.

The following are the managerial objectives of sampling:

• The data can be collected from the desired section omitting others.

• Sufficient accuracy that can be obtained by considering the sample.

• Research resources can be efficiently used.

By sampling also sometimes we get unimportant data. They are as follows:

1. Data produced is of high quality but not applicable to the problem definition.

2. The data produced is of stable result but becomes obsolete till it is produced.

Type of Sampling Procedures:


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There are two types of sampling procedures.

1. Probability Sampling Methods

2. Non probability Sampling Methods

Much of the sampling in marketing research is non-probability in nature. That is,

samples are selected on the basis of the judgment of the investigator, convenience, or

by some other non random process rather than by the use of a table of random

numbers or some other randomizing device.

The advantages of probability sampling are that, if done properly, it provides a bias

free method of selecting sample units and permits the measurement of sampling error.

Non probability samples offer neither of these features. In non probability samples

offer neither of these features. In non probability sampling one must rely on the

expertise of the person taking the sample, whereas in probability sampling the results

are independent of the investigator.

1. Non probability sampling procedures:

Quota Sampling:

In quota sampling the sizes of various subclasses in the population are first estimated

from some outside source, such as from Bureau of the Census Data. Since the

interviewers judgment is relied upon to select actual respondents within each quota,

many sources of selection bias are potentially present.

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For example there are 200 completed interviews. To the extent possible, the sample

should be as follows:

Area: 25 – 30% from Shivaji Nagar.

70 – 75% from FC Road.

Sex: 60% Males

40% Females. Etc.

Judgment Sampling (Purposive Sampling):

The key assumption underlying this type of sampling is that, with sound judgment or

expertise and an appropriate strategy, one can carefully and consciously choose the

elements to be included in the sample so that samples can be developed that are

suitable for one’s needs. The intent is to select elements that are believed to be typical

or representative of the population in such a way that errors of judgment in the

selection will cancel out each other out.

Ex: The Company wants to know why new product fails, so it conducted surveys on

competitors whose products were similar or related to those it produced.

Convenience Sampling:

In convenience sampling selection, the sampler chooses the sampling units on the

basis of “convenience” or “accessibility”. This form of sample selection is commonly

used in the “man on the street” form of interviewing and, at times, associates may be

interviewed, and, at times associates may be interviewed simply because they are

accessible.

Ex: A study on children responses to television commercials.

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Snowball Sampling:

In snowball sampling, initial sampling units are selected using probability methods, but

additional units are then obtained from information supplied by the initial units

(referrals).

Ex: To find 100 serious foot ball players. By probability methods consider a sample of

300. These 300 produce names of 10 players. These players give the reference of

others. In this way snowballing effect is produced.

2. Probability sampling procedures:

Simple Random Sampling:

A simple random sample is one in which each sample element has a known and equal

probability of selection, and each possible sample of n elements has a known and

equal probability of being the sample actually selected. The main use of this method is

that we can find the small frame consisting of every small unit.

Ex: Industrial marketing research.

Systematic Sampling:

A systematic sample is one which each sample element has a known and equal

probability of selection. The permissible samples of size n that are possible to be

drawn have a known and equal probability of selection, while the remaining samples of

size n have a probability of zero of being selected.

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Ex: If there are 600 members of the population and one desires a sample of 60, the

sampling interval is 10. A random number is then selected between 1 and 10,

inclusively; suppose the number turns out to be 5. The analyst then takes as the

sample elements 5, 15, 25 and so on.

Stratified Sampling:

A stratified random sample is one in which a simple random sample is taken from each

stratum of interest in the population. Stratified samples have the general

characteristics as the entire population is first divided into an exclusive and exhaustive

set of strata, using some external source, such as census data, to form the strata.

Within each stratum a separate random sample is selected.

Two basic varieties of stratified samples are:

• Proportionate stratified sampling: The sample that is drawn from each stratum is

made proportionate in size to the relative size of that stratum in the total

population.

• Disproportionate stratified sampling: It is one departs from the preceding type of

proportionality by taking other circumstances, such as the relative size of stratum

variances, into account.

The greater the within stratum homogeneity and the amongst – strata heterogeneity,

the more efficient is stratified sampling.

Ex: Average purchases of consumer of hot cereals.

Cluster Sampling:

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The researcher is here interested to study characteristics of some elementary element

in the population. He first divides population into blocks (cities, towns etc). Each block

consists of cluster of respondents.

Ex: Individual family attitude towards a new product.

Area Sampling:

As the name suggests, area sampling pertains to primary sampling of geographical

areas. For Ex: counties, townships, blocks and other area description. If only one level

of sampling takes place before the basic elements are sampled, it is a single stage

area sample. If one or more successive samples within the larger area are taken

before settling on the final clusters, the resulting design is usually referred to as a

multistage area sample.

Ex: Dividing an area into blocks and sampling in these blocks.

When we go for market research we must know what sample size to take? There are

two different approaches for this:

 Based on Number of samples

• Fixed Sampling

Here the size of sample is already calculated and then the research is done.

• Sequential Sampling

Here sample size is not determined before hand. If it is observed that the

sample size is not adequate the new population is added to sample size.

 Based on Logic

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• Traditional Methods

These methods are very easy to implement and can be used for any market

research. But generally they avoid some sampling errors.

• Bayesian Inferential Method

This method is very logical and very systematic but it is very complicated

therefore it becomes very difficult for understanding and use.

In our project of measuring ITM brand we have divided the whole census into different

samples. The complete population is subdivided using quota sampling method. We

selected 74 MBA students at ITM, Mumbai as per instructions to us. These are divided

on basis of specific requirement of data; hence we had decided the quota on the basis

of present ITM students from all over India, as ITM has its presence in many cities in

India. In our case we have handled the quota of ITM students in Mumbai.

2.5] Contact method:

Contact method can be of many types like, one can contact respondent telephonically,

personally by random selection, one can contact the person from maintained database

or direct meeting is also by a prior appointment.

In our project we have followed direct contact method in which we had met respondent

and asked for his/her response on our research.

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 Chapter 3 : Data Analysis and Interpretation

We have gathered the data by interviewing the students of ITM personally. As it was

very much important to have accurate and authentic information about different factors

which may influence investment decision, we have tried our best to analyse collected

data properly.

1. Factors considered by students before admission:

Following are few factors which students had considered before taking

admission into ITM. The figures in the cells are representing the no. of

responses from students for particular factor.

Form this table we can conclude that areas like brand image of institute,

placement records, course fees, industry exposure and specializations are

highly influential factors for students.

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Influenced Influenced

Factors considered a lot somewhat Did not influence


Reputation/Brand image 14 9 2
Academics/Course content 7 15 3
Placement records 17 4 4
Recognition by AICTE 7 11 7
Course fee 11 8 6
Infrastructure & Facilities 3 20 2
Specialization 14 11 0
Faculty profile 4 14 7
Industry interface 10 11 4
Starting salary level 9 9 7

Table no.1

2. Information source which influence student’s admission decision:

Then the question arises that from where students get all these information. There

is lot of sources from where students get all required information. Following table

shows some of important information sources and how they influence the decision

of student of taking admission into ITM B-school. The figures in the cells are

representing the no. of responses from students for particular factor.

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Influenced Influenced

Information Source a lot somewhat Did not influence


Parents &Other family member 2 8 15
Friends/peers 2 13 10
Seniors 6 6 13
Professors 5 6 14
Magazine rankings 10 13 2
Advertisement in various media 7 5 13
Websites/Blogs/Online forum 6 8 11
Coaching center 12 9 4

Table no.2

It can be easily interpreted from above table that ranking of institute in magazines and

coaching centers play an important role in admissions of students in B-school.

From the above frequency table, it is very clear that guidance and information, MBA

aspirants get from various coaching classes are very important in building their

perception about any B-school, so ITM should tie up with various coaching classes for

conducting informative lectures to make aspirants aware about ITM’s position on

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various factors they consider for choosing B-school and by this way ITM can increase

their visibility effectively through effective source. ITM should also increase advertising

in coaching classes’ publications.

Second thing that influence students most in perception building is the magazine

rankings, so ITM should participate in such type of surveys and continuously improve

those aspects which are considered for rankings.

3. Measurement of student expectation related to various factors:

The table below shows the measurement of student’s satisfaction related to various

factors brand, course content, faculty etc. the figures in the cells are representing

responses from students for particular factor.

Expectation
level A B C D E F G H I J
Exceeded
expectation 1 1 7 2 4 4 4 4 2 1
Meets
expectation 11 13 9 11 9 12 10 9 13 13
Close to
expectation 9 8 7 7 7 7 9 7 7 7
Below
expectation 4 3 1 4 5 1 2 3 2 3
Well below
expectation 0 0 1 1 0 1 0 2 1 1

Table no.3

Where:

A Reputation/Brand image
B Academics/Course content
C Placement records
D Recognition by AICTE
E Course fee
F Infrastructure & Facilities
G Specialization
H Faculty profile

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I Industry interface
J Starting salary level

The graphs shown below are of ten variables (A, B, C,…., J) against responses we got

from students where 1,2,…,5 on x axis are:

1 Exceeded expectation

2 Meets expectation

3 Close to expectation

4 Below expectation

5 Well below expectation

Figures on y axis are the no. of responses for particular expectation level.

a) Reputation or brand of ITM:

12.00

10.00

8.00

6.00
A

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

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Graph A
The graph above shows that reputation and brand of ITM are meeting expectation
level of students.

b) Academics and course content at ITM:

14.00

12.00

10.00

8.00
B

6.00

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph B

The graph above shows that academics and course content at ITM are meeting
expectation level of students.

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c) Placement records:

10.00

8.00

6.00
C

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph C

The graph above shows that placement records at ITM are quite meeting expectation
level of students.

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d) Recognition by AICTE:

12.00

10.00

8.00
D

6.00

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph D

The graph above shows that approval from AICTE to ITM is meeting expectation level
of students.

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e) Course fees:

10.00

8.00

6.00
E

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph E

The graph above shows that course fees at ITM is meeting expectation level of
students.

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f) Infrastructure & facilities:

12.00

10.00

8.00

6.00
F

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph F

The graph above shows that infrastructure & facilities at ITM is meeting expectation
level of students.

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g) Specialisation:

10.00

8.00

6.00
G

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph G

The graph above shows that specialization in subjects provided at ITM is between
meeting expectation and close to expectation level.

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h) Faculty profile:

9.00

8.00

7.00

6.00
H

5.00

4.00

3.00

2.00

1 2 3 4 5
RESPONSES

Graph H

The graph above shows that profile of ITM faculties is meeting expectation level of
students.

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i) Industry interface:

14.00

12.00

10.00

8.00
I

6.00

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph I

The graph above shows that industry exposure at ITM is good and meeting
expectation level of students.

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j) Starting salary level:

14.00

12.00

10.00

8.00
J

6.00

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph J

The graph above shows that starting salary level after placement at ITM is good and
meeting expectation level of students.

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From all above factors and responses for those we can infer that overall students are
satisfied with facilities and all they are getting at ITM.

To reduce all ten factors mentioned in table no.3 to fewer factors for the ease of

analysis, below we have applied factor analysis. We got all statistics & graphs from

SPSS (data analysis software) by inserting data in to software.

Correlation Matrix:

Values in the cells represent correlation coefficients of one variable relating to another

variable. The coefficients of correlation express the degree of linear relationship

between the row and column variables of the matrix. More closely the coefficient to

zero the lesser is the relationship; the closer to one, the greater the relationship. A

negative sign indicates that the variables are inversely related.

Correlation is relation between selected single factor and all other factors. Table below

shows the same; with this we can make one single factor as representative of others.

A B C D E F G H I J
A 1 0.9779 0.6615 0.9775 0.9276 0.8675 0.9228 0.9375 0.9293 0.9507
B 0.9779 1 0.7134 0.9971 0.9094 0.9331 0.9186 0.9630 0.9844 0.9929
C 0.6615 0.7134 1 0.6908 0.7487 0.8934 0.8890 0.8708 0.7674 0.6813
D 0.9775 0.9971 0.6908 1 0.9255 0.9158 0.9036 0.9499 0.9750 0.9897
E 0.9276 0.9094 0.7487 0.9255 1 0.8426 0.9132 0.9102 0.8613 0.8674
F 0.8675 0.9331 0.8934 0.9158 0.8426 1 0.9400 0.9801 0.9716 0.9305
G 0.9228 0.9186 0.8890 0.9036 0.9132 0.9400 1 0.9836 0.9086 0.8773
H 0.9375 0.9630 0.8708 0.9499 0.9102 0.9801 0.9836 1 0.9679 0.9417
I 0.9293 0.9844 0.7674 0.9750 0.8613 0.9716 0.9086 0.9679 1 0.9903
J 0.9507 0.9929 0.6813 0.9897 0.8674 0.9305 0.8773 0.9417 0.9903 1

Table no. 4

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Now to reduce different factors in to few, we find out eigen values and components

whose values are more than one are selected. This criterion is widely used and called

The Kaiser criterion.

There is only one component whose value is greater than one and that is component

1, so only one factor (Component-1) is extracted for analysis. Components mentioned

in the table are factors discussed previously on scale of student’s satisfaction.

Extraction Sums of Squared


Initial Eigenvalues Loadings
% of Cumulative % of Cumulative
Total Variance % Total Variance %
1 9.152 91.518 91.518 9.152 91.518 91.518
2 .556 5.557 97.075
3 .227 2.269 99.344
4 .066 .656 100.000
5 .000 .000 100.000
6 .000 .000 100.000
7 .000 .000 100.000
8 .000 .000 100.000
9 .000 .000 100.000
10 .000 .000 100.000

Table no. 5

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For easier interpretation Kaiser Criterion table shown above a pictorial representation

called scree plot is used.

The graph below shows pictorially, eign values against component number, its just an

extension of the table above to enhance visibility.

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Scree Plot

10

4
lu
nE
ig
a
v
e

1 2 3 4 5 6 7 8 9 10
Component Number

Graph no. 1

The table below shows how different variable are attached to the factor extracted and

from these coefficients in the second column, weightage is calculated to reduce ten

factors in to one factor, so that one factor can conclude on investment decision in ITM

B-school.

Weightage
Factors Factor ‘k’ %
A 0.959728068 0.100441667
B 0.984343703 0.10301785
C 0.823522008 0.086186834
D 0.977722385 0.102324887
E 0.931736703 0.097512192
Symbiosis Institute
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0.969497886 Management 65
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0.967241969 0.101228045
H 0.994004166 0.10402888
I 0.980092047 0.102572888
J 0.967190099 0.101222616
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Table no.6

In the table below last column is of factor K which replaces all ten factors and values
are calculated from the weightage calculated

Factor
Variable A B C D E F G H I J K
Weightage 0.1004 0.103 0.0862 0.1023 0.098 0.1015 0.1012 0.104 0.103 0.1012 -------

E.E. 1 1 7 2 4 4 4 4 2 1 3
M.E. 11 13 9 11 9 12 10 9 13 13 11
C.E. 9 8 7 7 7 7 9 7 7 7 7
B.E. 4 3 1 4 5 1 2 3 2 3 3
W.E. 0 0 1 1 0 1 0 2 1 1 1

Table no.7

Where;

E.E.  Exceeded expectation

M.E.  Meets expectation

C.E.  Close to expectation

B.E.  Below expectation

W.E.  Well below expectation

Graph of the factor which is equivalent to all ten factors against responses is shown

below.

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12.00

10.00

8.00
K

6.00

4.00

2.00

0.00

1 2 3 4 5
RESPONSES

Graph K

From Graph K we can see that most students’ responses say that ITM is meeting their

expectations.

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 Chapter 4 : Key Findings

Analysing the collected data is very essential for arriving at any conclusion. During the

process of analysis we found out that many students do get influenced by brand and

reputation of ITM, they consider this factor a lot while deciding the college for the

admission.

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Other important factors which student consider before taking admission are; course

fees, placement records, academic specialisation available and industry interface or

exposure provided to students.

We have also found out that ITM has introduced sudden hike in the course fees and

with which students are not comfortable, since as mentioned earlier course fees is one

of the main factors considered by students while taking admission.

In this project we have also mentioned the areas where improvement is required in

ITM according to its students.

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 Chapter 5 : Conclusion

As mentioned earlier Indian government has allowed FDI in our education system,

there is lot of market and opportunity available for outsider big investors and domestic

investors.

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As brand we would say ITM is a well known brand with good reputation in students

and industry. As far as investment in ITM is concerned we have analysed that most of

factors and variables are supporting the investment decision but as new issue of fees

hike has aroused unexpectedly we would suggest the waiting period of 12 to 18

months. This is to certify that as does this fee hike is hampering admissions at ITM or

not, and also to see what effects are generated on placement.

We have suggested that substantial part of this investment must flow into

improvement of infrastructure and facilities at ITM.

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 Chapter 6 : Recommendations

Further we have analysed areas where ITM institute need to work on or improve on.

This will also help the investor as in where to concentrate major flow of his investment.

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More the improvement in those areas more will be the student satisfaction and intern

more students will get attracted towards the institute.

After all maximum return on investment in minimum period is every investor’s

objective.

Following table shows areas/ factors where improvement in needed:

Factors Responses
Reputation / Brand image 4
Academics / Course content 15
Placement records 12
Recognition by AICTE 2
Course fee 5
Infrastructure & Facilities 23
Table no.8
Specialization 3
Faculty profile 5
Industry interface 3
Starting salary level 2

Following graph gives clear interpretation of areas where improvement is required

according to ITM students.

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Areas need improvement

25

20
No. of responses

15
No. of responses
10

0
M N O P Q R S T U V
Factors / Areas

Graph no. 2
Where:

Factors
Reputation / Brand image M
Academics / Course content N
Placement records O
Recognition by AICTE P
Most of the students are
Course fee Q
Infrastructure & Facilities R of view that infrastructure
Specialization S
Faculty profile T improvement should be
Industry interface U the first priority of
Starting salary level V
management while the

second urgent priority is course content. Third priority is placement record.

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As far as investment in ITM is concerned we have analysed that most of factors and

variables are supporting the investment decision but as new issue of fees hike has

aroused unexpectedly we would suggest the waiting period of 12 to 18 months. This

is to certify that as does this fee hike is hampering admissions at ITM or not, and

also to see what effects are generated on placement.

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Customer Satisfaction Management & Measurement

From the establishment itself vision of Avaya Global Connect Ltd. is to be

recognized as the Most Customer Responsive Company & to provide the best in class

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Converged Communication Solutions Enabling Customer to enhance their business

performance is the only mission.

Avaya Global Connect is India’s leading provider of intelligent communications

solutions, systems and services focused on meeting the needs of organizations large

to small. The company offers a comprehensive suite of Solutions for Contact centre,

Business Process Outsourcing and end-to-end Converged communications. By

designing, building and managing some of the world’s most advanced

communications solutions, Avaya is helping its customers achieve sustained

advantage through superior business results. Avaya Global Connect is dedicated to

helping businesses enhance and extend the capabilities of their people and processes

to reduce costs, increase productivity and grow revenues.

Avaya Intelligent Communications is at the very heart of the Avaya brand and what it

stands for in the marketplace. Avaya Intelligent Communications is the critical

differentiator that enables their clients to outdistance its competition. With Avaya

Intelligent Communications, communications solutions are actually embedded in the

client’s business processes to transform performance, thereby making the business

more competitive.

With a strong focus on Customer Responsiveness, Avaya Global Connect works

towards anticipating customer requirements and providing them end-to-end solutions.

Avaya Global Connect has a state-of-the-art lab in Gurgaon, deploying complete

products and solutions. The latest products and solutions are demonstrated and

showcased to customers at this Lab, which is also used to train internal associates,

business partners and customers.

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The company also has a world class ‘Customer Care Center’ in Gurgaon which is a

first level contact to resolve customer complaints through a remote maintenance

facility.

Avaya Global Connect ‘s ‘Customer Studio’ in Mumbai is designed to provide

customers with a first hand experience of the power of intelligent communications that

Avaya Global Connect and its partners from around the world can bring to their

businesses. The Customer Studio aims at helping customers make confident

decisions about the choices they are making.

The Avaya India Development Center located in Pune collaborates with Avaya Labs in

the Asia Pacific and around the world for research and development in converged

solutions, Customer Relationship Management and Unified Communications Solutions

as well as consulting and integration services. This Center also houses Avaya Global

Solutions Support Center.

Awards

 Avaya Global Connect bags the Voice&Data Top Enterprise Voice Solutions

Company Award as per V&D100 2006 survey.

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 Frost & Sullivan in 2004 also awarded 7 leadership awards to Avaya

GlobalConnect in the Interaction CRM category and Enterprise Voice Equipment

category. These include –

• Industry Leadership Award for the Interaction CRM

• Industry Leadership Award for the Enterprise Voice

• Market Leadership Award for PBX

• Market Leadership Award for IP Telephony

• Market Leadership Award for ACD

• Market Leadership Award for CTI Enabling Software

• Market Leadership Award for Call Monitoring Solutions

 Continuing to dominate the Contact Center solutions space, the company was

awarded the ‘Frost & Sullivan Market Engineering Award for Market Leadership in

Interaction CRM Market’ in India.

 Frost & Sullivan also honored the company with the ‘Market Strategy Award in

Enterprise Voice Equipment Market’ for emerging as the strongest competitor with

the best marketing strategies gaining stronger foothold in this business.

 Communications Today identified Avaya GlobalConnect as the #1 market leader for

Enterprise Voice Over IP solutions by revenue in the Indian market.

 Frost & Sullivan awarded Avaya Global Connect four awards in the Enterprise

Voice Equipment market-

• Market Leadership Award 2002 for Total Enterprise Voice Equipment Market

• Market Leadership Award 2002 for PBX Market

• Successful Competitive Strategy Award 2002 for IP Telephony Systems

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• Successful Competitive Strategy Award 2002 for KTS Market

 With strength of around 800+ professionals, Avaya GlobalConnect has over 30

offices spread across the country, from Jammu to Trivandrum to Ahmedabad to

Siliguri. The company has an extensive distribution network comprising over 50

systems integrators, channel partners and dealers. With over 6,000 customers, it

provides world-class service support through a remote maintenance integration

(RMI) system.

Customer Satisfaction Management and Measurement (CSMM):

It is very important to establish the customers' perception of the quality of product and

service provided. It is a known fact that customers rarely complain - they just don't

come back. Customer loyalty is considered to be worth ten times the price of a single

purchase, as a loyal customer will return to make further purchases. Moreover,

researchers claim that if a customer doesn't like the product or service, he will tell on

an average eleven more people. This illustrates the importance of ensuring customer

satisfaction.

Customer satisfaction research is an increasingly becoming an essential ingredient in

any program aimed at maintaining, if not increasing the customer base and revenues,

enhancing brand value, etc. Conducting customer satisfaction research through a

third-party has the advantage that the responses obtained are more reliable, as the

respondents are more frank with a third-person. This is because in the case of third-

party research, the customer-vendor relationship does not get affected. Hence Avaya

Globle Connect Ltd. has come up with customer satisfaction research along with IMRB

International’s independent & specialist unit Customer Satisfaction Management &

Measurement (CSMM). Which is in the field of customer satisfaction research with

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proven methodologies & processes resulting in fruitful outcomes, later on will be

helpful for customer satisfaction management as well as measurement so as to

increase customer base and revenues, enhancing brand value, goodwill, etc.

CSMM provides a range of consulting products and services to manage external

customer satisfaction and employee commitment to integrate stakeholder

measurement and management efforts into the company's decision-making process at

all levels, with respect to various sectors including financial services, hotels,

telecommunications, retailing, consumer products, automotive and

engineering/industrial goods. CSMM provides strategic information services to

enhance customer loyalty amongst both end customers and trade channel customers

as well as to build employee commitment.

CSMM gives us professional and accurate assistance for our strategic decisions,

including deployment and integration assistance.

In this particular research Avaya Globle Connect Ltd. has targeted all the C-level

customers which are in a best position to understand the needs of their business. All

C-level customers comprise of CEO, COO, CFO, CTO, Chief of IT Dept., etc. who are

actually responsible for handling all the business transactions with respect to the

various business areas. The research was based upon face to face interviews of the

targeted respondents with respect to the key findings. The key customers were

Vodafone, TTSL, Dautsche Bank, HDFC, RIL, Capgemini Consultancy services,

Aditya Birla group, DSP Merrillynch, WNS Global Services, etc.

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Key Findings:

 Major Areas of business (EPABX, voice logger, IP telephony, call conferencing, etc.)

 Key features of Avaya Globle Connect Ltd. products & services.

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 Areas of business Avaya Globle Connect Ltd. is providing best solutions.

 Areas of business Avaya Globle Connect Ltd. should improve.

 Customer Expectations from Avaya Globle Connect Ltd.

 Areas of business Avaya Globle Connect Ltd. can expand their volume of business.

 Efforts for customer relationship management Avaya Globle Connect Ltd. should take

with respect to their products & services.

Recommendations:

After interviewing all C – level persons of Avaya’s clients we have aroused at following

recommendations:

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 Avaya must work on its time line for particular project i.e. no wastage of time.

 They must concentrate on effective after sales customer support.

 Avaya have to work on spare parts of its products.

 More exploration of new service i.e. customer studio.

 Try to be more innovative.

Conclusion:

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As Avaya Global Connect Ltd. always tries to continuously improve upon their

responsiveness in all spheres of interaction, this project was our sincere effort to help

Avaya in maintaining healthy relationship with their customers.

Overall code of conduct for this project was excellent and we hope that data which we

had collected for Avaya (not mention in this report for reason of confidentiality) will

help them in inventing new areas & restructuring old areas in way of customer

satisfaction management.

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Abbreviations

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ITM: Institute of Technology & Management

FDI: Foreign Direct Investment

IMRB: Indian Market Research Bureau

JWT: J Walter Thompson

WPP: Wire and Plastic Products

MBI: Millward Brown International

WIGN: Walker Information Global Network

CSMM: Customer Satisfaction Management & Measurement

RI: Research International

PQR: Probe Qualitative Research

SRI: Social and Rural Research Institute

BIRD: Business & Industrial Research Division

KAP: Knowledge, Attitudes & Practice

TRP: Television Rating Program

NRS: National Readership Surveys

EPABX: Electronic Private Automatic Board Exchange

VSAT: Very Small Aperture terminal

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References:

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 Secondary data sheets from IMRB International,

Abacus Research, 3rd floor,

Mhatre pen building,

Dadar (w), Mumbai - 400028.

 Questionnaires by IMRB Research dept.,

2nd floor, Mhatre pen building,

Dadar (w), Mumbai – 400028.

 Marketing Research: Text and Cases,

by Dr. RAJENDRA NARGUNDKAR.

 www.imrbint.com

 www.avayaglobalconnect.com

 www.marketresearch.com

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