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CERTIFICATE
This is to certify that the project work done on Research study on degree of awareness
of people towards Imperfect as an NGO through print media Submitted to Guru
Gobind Singh Indraprastha University, Delhi by Ankit Pundir in partial fulfillment of
the requirement for the award of degree of Master Of Business Administration, is a
bonafide work carried out by her under my supervision and guidance. The work was
carried during 10-06-2017 to 05-08- 2017 in NGO.
During the training period her behavior & performance was satisfactory.
SURJEET SINGH
MARKETING HEAD
IMPERFECT- A Journey towards Perfection
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BONAFIDE CERTIFICATE
This is to certify that as per best of my belief the project entitled Research study on
degree of awareness of people towards Imperfect as an NGO through print media
is the bonafide research work carried out by Ankit Pundir student of MBA MERI
,Janakpuri, New Delhi during june-august2017 , in partial fulfillment of the requirements
for the Summer Training Project of the Degree of Master of Business Administration.
--------------------
Name: SURJEET SINGH
Marketing head
Date:
Counter signed by
-------------
Name: ABDUL BASIT
Director
Date:
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DECLARATION
I hereby declare that this Project Report titled Research study on degree of awareness
of people towards Imperfect as an NGO through print media through print media
submitted by me to Management Education and Research Institute, Janakpuri is a
bonafide work undertaken during the period from 10-06-2017 to 05-08- 2017 by me and
has not been submitted to any other University or Institution for the award of any
degree diploma / certificate or published any time before.
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Acknowledgement
Words are indeed inadequate to convey my deep sense of gratitude to all those who have
helped me in completing this summer project to the best of my ability. Being a part of this
project has certainly been a unique and a very productive experience on my part.
I am really thankful to Mr. Abdul Basit (Director) for making all kinds of arrangements to
carry the project successfully and for guiding and helping me to solve all kinds of
quarries regarding the project work. His systematic way of working and incomparable
guidance has inspired the pace of the project to a great extent.
I would also like to thank my mentor and project coordinator, Mr. Samarth Singh.
(Professor) for guiding and correcting various documents of mine with attention and care.
He has taken pain to go through the project and make necessary correction as and when
needed.
I am very grateful to all teachers of MERI, Janakpuri for their useful guidance and advice.
This project would not have been successful without the help of Mr. Surjeet Singh
Marketing Head
Last but not the least I would like to thank all the employees of Imperfect who have
directly or indirectly helped me with their moral support for the completion of my project.
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SL.NO. TOPIC
1 CHAPTER 1
INTRODUCTION
2 CHAPTER 2
COMPANY PROFILE
3 CHAPTER 3
LITRATURE REVIEW
4 CHAPTER 4
OBJECTIVE
5 CHAPTER 5
RESEARCH METHODOLOGY
6 CHAPTER 6
ANNEXURE
BIBLOGRAPHY.
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Executive summary
It gives me an immense pleasure to present you this entire project. The topic is Research
study on degree of awareness of people towards Imperfect as an NGO through print
media
The present study analyses the consumer awareness towards Imperfect through Print
media(advertisement) , Report explains weather the people are aware about Imperfect an
NGO.
To design this project report, a thorough literature review is conducted which concludes
study of journals and research papers available in the subject.
A questionnaire was prepared that deals with aspects such as which newspaper mostly
people prefer to read, The no. of respondents know about the company through which
medium they know about the company, to know about the likings of the company and
to know the past use of services by customers.
The responses are analyzed by translating each question of the questionnaire used for
survey into separate pie charts and graphs with percentage break-up.
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Chapter 1
Introduction
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INTRODUCTION
Advertisement
Ultimate objective of every organization is to generate sales which will bring revenues to
the company, and increase sales advertisement is one of the means. The advertisers
objectives different from the consumers.
Ultimately advertiser want consumer to buy and keep buying their goods and services. To
move consumers to action, they must gain their attention. They must then hold their
interest long enough to convince them to change their purchasing behavior, try their
product, and stick with their product.
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What is advertising?
In Latin, ad vertere means "to turn toward". The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various old
media; including mass media such as newspaper, magazines, television advertisement,
radio advertisement, outdoor advertising or direct mail; or new media such as blogs,
websites or text messages.
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Role of Advertising:-
ROLE OF ADVERTISING
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The importance of advertising:-
Types of Advertising:-
Brand advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
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Advertising Strategy:-
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Ideal Kids and Families:-The kids in commercials are often a little older
and a little more perfect than the target audience of the ad. They are, in
other words, role models for what the advertiser wants children in the
target audience to think they want to be like. A commercial that is
targeting eight year-olds, for instance, will show 11 or 12 year-old models
playing with an eight year Old toy. Ideal families are all attractive and
pleasant lookingand everyone seems to get along! Ideal kids and
families represent the types of people that kids watching the ad would like
themselves or their families to be.
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Are You Cool Enough? Advertisers try to convince you that if you dont use
their products, then you arent good enough. Maybe you wont be accepted or
have the right friends. Maybe you wont fit in. Sometimes they will show
someone uncoils trying a product and then suddenly they become hip looking and
do cool things. Theres an emphasis on status and keeping up with the Joneses.
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Amazing Toys: - Many toy commercials show their toys in life-like fashion,
doing incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls
cry and spring-loaded missiles hit gorillas dead in the chest. This would be fine if
the toys really did these things.
Weasel Words: - By law, advertisers have to tell the truth, but sometimes, they
use words that can mislead viewers. Look for words in commercials like: Part of
. . ., The taste of real . . . , Natural, New, better tasting, Because we care.
There are hundreds of these deceptive phrases.
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Put Downs: - This is when an ad puts down the Competitions product to make its
product seem better.
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Heartstrings: - Commercials often create an emotional mood that draws you into
the advertisement and makes you feel good. The McDonald's commercials
featuring father and daughter eating out together, or the AT&T Reach Out and
Touch Someone ads are good examples. We are more attracted by products that
make us feel good.
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Cute Celebrities:-Teenage Mutant Ninja Turtles sell pizza. Spuds McKenzie sells
beer. The "Joe Cool" camel sells cigarettes. Tony the Tiger sells cereal, and the
Nestls Quick Bunny sells chocolate milk. All of these are ways of helping
children identify with products either now or for the future.
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Family Fun: - "This is something the whole family can do together!" or "This is
something Mom will be glad to buy for you." Many commercials show parents
enjoying their children's fun as if the product will bring more family togetherness.
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Chapter 2:
Company Profile
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Imperfect is a nonprofit organization serving from last 5years. Imperfect
mainly engage in community outreach programmes for women
empowerment, child rights and education, support services to blind
schools, orphanages, old age homes, youth development and motivation
towards society, awareness programmes and many more. A voluntary "not
for profit" organization came into being in 2013 when a group of college
students and social service lovers came together because they were
dissatisfied with the absence of welfare services for the needy people.
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Today, Imperfect have grown as a premier NGO in Delhi providing
comprehensive education including training, sponsoring kids to get
admission in private schools, youth development programs and work
opportunities too. The organization advocate for the rights of people as in
our society at large still fails to recognize their human rights. vocational
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They educate and inform the rural poor about their entitlements to
education as given by the Government under the relevant Acts and
Schemes; and enabling them to demand these entitlements from the local
government. For environment also imperfect is always there. In last 5 years
they have planted more than 5000 trees in all over Delhi. They also
organized a drive for late Ex- President Dr. APJ Abdul Kalam. They planted
around 100 trees in his remembrance in Dwarka. Imperfect also organized
various society welfare programs such as donation of food and clothes in
rain baseras, under Teach India project- they set up a library in FFEC NGO
(Trilokpuri) and sponsored admission fee of a IGNOU student. In Grain
Anthem project they donated approx. 1000 kgs of grains and pulses in
Orphanages and Old age homes, sponsored a medical girl student under
Wings to Women project.
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WHAT WE DO:-
2013.
Planted more than 5000 trees in all over Delhi.
Also organized a drive for late Ex- President Dr. APJ Abdul Kalam.
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SWOT Analysis
STRENGTHS-
-A team of young people from diverse fields and most of which works for
free.
-Has a strong base from all the big universities and colleges in Delhi.
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-Strong in the field of Youth development programs, donations drives,
support services and
Environmental Protection.
WEAKNESS-
OPPORTUNITIES-
-Can raise funds through schools and small medium scale industries.
THREATS-
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Chapter 3
Literature review
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opinion towards advertisement in the print media. The researcher has
attempted a specific study with reference to print media and concluded
that the print media played a vital role in the minds of the middle class
people.
Shreekumar.K.Nair (2004) in his article Emotional intelligence and
consumer reactions to emotional advertisements: a conceptual framework
found that emotional advertisements probably work well on those
consumers who have difficulty in delaying the gratification of their urges or
have a tendency to surrender easily to their impulsive urges. That means,
marketers were not successful in influencing the attitudes of high EQ
consumers using emotional appeals. They will have to find newer ways and
means to woo this market segments which was less prone to impulsive
buying and more prone intelligent buying. This implied that advertisements
have to be more realistic and credible if they ought to create so the impact
on emotionally intelligent consumers. It is essential for marketers to study
the perception, beliefs, attitudes, intentions of consumers and other
behavior patterns of emotionally intelligent individuals towards different
types of products before embarking on promotional campaigns.
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Dr.Sabita Mahapatra (2007) in her article Impact of emotive
advertisementsexpressed that advertisements should provide the pictures
of reality and different kinds of people and the kind of lives they could lead.
Advertisements should offer not only a product but also a life style. The
effect largely depends on finding out the
stages of the consumers and their present dominating needs. It is found
that many consumers not only the needed to be assured of their worth, but
also needed to feel special. In order to effectively persuade, advertisements
should associate certain values such as love, friendship, neighborliness,
pleasure, happiness, and sexual attraction and genes of power thereby
transferring these values are attitude to the product. Advertising has
particular function in evoking emotions and feeling through the promise of
pleasure and then connecting them to the purchase or possession of a
product. Therefore, an image of emotion combined with confidence and
power was what should be portrayed in the advertisements.
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Chapter 4
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Chapter 5
Research Methodology
RESEARCH METHODOLOGY
SAMPLING
Sampling allows us to concentrate our attention upon relatively small
number of people and hence devote more energy to ensure that the
informational collected from them is accurate
- Convenience Sampling
SAMPLE FRAME
All the existing customer of IMPERFECTand potential customer between
age group of 18 -40 yrs.
SAMPLE SIZE - 75
Primary Source:
Survey method face to face
Research instrument - Questionnaire
Unstructured interview
Secondary Source:
Company data through Internet
Organization Report
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Chapter 6
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The graph shows that 43 respondents likes to read the advertisement, and 32
not like to read the advertisement
Hindustan 19 25.3
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03] Are you aware of Imperfect?
The graph reveals that 49 respondents are aware of imperfect in New Delhi and 26 are not
aware. This means that awareness level of imperfect organization in New Delhi is high but
there is scope for further improvement.
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04] Have you ever supported imperfect ngo?
YES 39 52
NO 36 48
TOTAL 75 100
This graph shows that 52% respondents has supported Imperfect service and 48%
respondents never supported .
05] Through which source of advertisement did you know about imperfect ?
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Particulars
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20 respondents say they know imperfect through the Road shows
40 respondents say they know imperfect through the News paper
9 respondents say they know imperfect through the Fairs
10 respondents say they know imperfect through the TV ads
14 respondents say they know imperfect through the Sales person
7 respondents say they know imperfect through the Hoarding
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50 respondents say they like advertisements because of celebrities.
33 respondents say they like advertisements because of Humor.
12 respondents say they like advertisements because of Action.
5 respondents say they like advertisements because of Thriller.
Chapter 7
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FINDINGS
As per the survey 85% of the people said they read ads everyday whereas 15%
respondents dont read ads everyday
CONCLUSION
Most of the entrepreneurs and consumers are young and educated. It has its own
wide scope and brings new opportunities to the society.
imperfect is well a known company but needs time to expand the size, less than
half respondents has rented its service but company failed to generate more
customers.
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50 out of 100 people prefer reading Hindustan times over navbharat and times of
India newspaper.
Roadshows for creating awareness among the people can be seen as emerging
mode of advertisement.
BIBLIOGRAPHY
Internet:
Google scholar
www.facebook.com/IMPERFECTngo/
Wikipedia
http://www.outlookindia.com
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Www. About.com
www.google.co.in
theviewspaper.net/consumer-awareness/
Annexure:
QUESTIONNAIRE
Participants Information
Please answer question on the line provided at the end of each question.
1. Age:
2. Gender:
a) Yes
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b) No
a) Hindustan times
b) Navbharat times
c) Times of India
Yes No
Yes No
a) Road show
b) Newspaper
c) Fair
d) TV ads
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e) Sales persons
f) Hoardings
a) Celebrities
b) Humor
c) Action
d) Thriller
48