CHAPTER 1

1.1 INTRODUCTION:
Demand estimation is the key part of many recent studies. Examining the question regarding
market power, mergers, innovation and valuation of new brand in differentiated product
industries. This project explains the market demand for different IT products in different sector.
It contributes in finding the business opportunities in different IT sectors.

The Process of expanding business opportunities through additional market potential of an

existing product. Diversification may be achieved by entering into additional market and/or
marketing strategies. Often the product may be improved, altered or changed, or new marketing
activities are developed. The planning process includes market research, product adaptation
analysis and legal review.

When running a small business, it is important to have an idea of what u should expect in the
way of sales. To estimate how many sales the IT companies will make. The company can gauge
how much to produce and make other important decisions.

It is a study that aims to estimate the market size of various IT products, estimate the brand
shares of various IT product manufacturers, and also predict the demand. So each and every call
is crucial in estimating and predicting demand. In this project we include some factors which can
help to know the market demand for IT products. Like Pricing, Production, Demand planning
etc.

Pricing
One of the reasons that company use demand estimation is to assist with pricing. When you offer
anew product or start a new business, you may not have any idea how to price your product.

Production
Demand estimation can be useful in determining the stock of product available with the
organization and need to produce further. Before company puts large amount of money into
producing a product, they must have estimation of demand for the product.

Demand Planning
Individual functional departments, such as sels and manufacturing, take particular action in
anticipation of demand for a company’s product or services. Demand planning aligns these
activities by establishing a target for the sale of a product that will be used by the sales
department to create demand for the product as well as manufacturing group to create the supply
with which the demand will meet. The alignment of the expectation of individuals department
regarding demand and supply decreases the likelihood of a mismatch in the actions taken by
individual department to meet supply and demand targets. A failure to match demand and supply
can lead to an overstock or under stock of inventory that result in either excessive inventory cost
or lost revenue opportunities.

1.2 PROJECT TITLE:

“DEMAND ESTIMATION OF IT PRODUCTS IN PCMC AREA”

About I-TOPS: (objectives of the project)

I-TOPS ( “Information technology office optimization product study”) is a study that aims to
estimate the popular brand of various it products, estimate the popular brand of various it
products and also predict the demand.

I-TOPS is designed to deliver much needed demand of insights. It is the largest tracker study on
the Indian hardware market. The study covers the sample of 70 respondents across Pune city.
This report is a syndicated study.

The report aims to map the growth and the characteristics of internet usage as well as the market
size market potential and brand penetration of the it products. The findings from I-TOPS are
accepted market performance of Indian it hardware market by manufactures association for
information technology, the nodal body for it hardware industry in India. Information is used by
government of India for all it and allied planning.

I-TOPS cover the following category of products:

Computers – desktop pc notebook/laptop

Printers – DMP, IJP, LJP (All type of printers)

Peripherals – Tablet, Smartphone, Wi-Fi

1.3 OBJECTIVES OF THE PROJECT:

a) Primary objectives

1) To study market demand of IT products in different sectors.

2) To predict the demand for different brands of IT products in the market.

b) SECONDARY OBJECTIVES

1) To determine the requirement of IT products in future.

2) To determine the target market for IT products.

1.4 SCOPE OF THE PROJECT:

1) It is helpful to predict utilization of IT products in different areas.

2) To analyze the IT product requirement in the market.

1.5 LOCATION:

The regions covered under the project are as follows:

1) Bhosari MIDC
2) Pimpri MIDC

3) Chinchwad MIDC
4) Chakan MIDC
5) Nigadi Area
6) Aakurdi Area
7) Pimpri Area
8) Chinchwad Area
1.6 Duration of the project:

60 working days (19th May to 19th July 2017)

1.7 How did carry out this project:

The questionnaire administered to the person responsible for purchase of IT and Office
Automation Products means purchase of products such as Fax machine, PCs, printers etc. This
person is likely to be the “IT Head” in large organizations and the proprietor/owner of the
business in small organizations. In case the above profile is not available in some establishment,
we could conduct the interview with the person in-charge of IT systems like PC, printers,
network etc. for the respective establishments.
 CHAPTER 2

2.1 PROJECT INFORMATION:

Title: A study on “DEMAND ESTIMATION OF IT PRODUCTS IN PCMC AREA” for
IMRB international

The questionnaire has to be administered to the person responsible for purchase of IT and
Office Automation Products – meaning purchase of products such as Fax machine, PCs, printers
etc. This person is likely to be the “IT Head” in large organizations and the proprietor/owner of
the business in small organizations. In case the above profile is not available in some
establishment, we could conduct the interview with the person in-charge of IT systems like PC,
printers, network etc for the respective establishments. Through this project we can find out the
market demand of various it products in next one year.

INTRODUCTION TO IT PRODUCTS:

Multi-Function Printers

We have seen that there have been confusions related to MFP in the past. Please read the note
carefully for understanding the difference between a normal printer and an MFP. Please do not
confuse between an MFP and a normal printer. An MFP (Multi-Function Printer/Product),
multifunctional, all-in-one, or mopier, is an office machine that includes the following functionality
in one physical body, so as to have a smaller footprint in a home or small-business setting (the
SOHO market segment), or to provide better document management/distribution/production in a
large-office setting:

 Printer

 Scanner

 Copier

 Fax (optional; a fax-less MFP may be upgraded to include a fax card later, using a
standard port -i.e. a USB)

 Media card readers (home units), to directly print digital camera memory cards.

 Hard disk (large office units) for document/image storage.

Operating System
An Operating System is a must for computer to perform. It is an interface between the user and
the other software of the system. Windows, Linux etc. are the examples of OS.

2.2 APPLICATION OF DIFFERENT RELATIVE MARKETING

 CHAPTER 3
3.1 COMPLETE NAME OF COMPANY:

KANTAR IMRB (Indian Market Research Bureau)

3.2 Vision & Mission Statement:

We add value to clients- real value. We develop a learning culture that fosters innovation and we
also contribute to an academia and policy makers. We have developed a sustainable working
environment that is good and fair to us and our clients. We have the largest team of researchers
and analysts with around 4 decades of leadership in the region. We have 26 offices in 12
countries each of them equipped with specialized units by research methods and industry sector.
We have 4.4 million customer interactions every year.

a) About IMRB International:

IMRB International (formerly “Indian Market Research Bureau”) is a leading market

research, survey and business consultancy firm that offers a range of syndicated data and
customized research services. It is headquartered in Mumbai, India and operates through its own
offices, joint ventures and associates in over 32 cities across 14 countries. IMRB is a part of
WPP which is formed by Sir Martin Sorrell in 1985. WPP is a £8.68 billion; revenue company
with 138,000 employees in 2400 offices across 107 countries. Kantar is WPP’s research, insight
& consultancy network. Kantar was founded in 1993, is now the world’s fourth largest research
conglomerate. It boasts of $1.7 billion worth of revenue in 160 offices across 95 countries.
IMRB International has its eleven specialist units – qualitative research, social and rural
research, media, continuous tracking through household panels, customer and stakeholder
relationships, business-to-business, software development and data processing.
IMRB was envisioned by Mr. Subhas Ghoshal, the legendary head of HTA (now JWT). It has a
strong conviction that good advertising can only be built on sound consumer insight. It is the
University of the Indian market research. It is one of the top 20 Market Research companies in
the world. IMRB was established in 1970, 37 years after British Market Research Bureau was set
up in UK by JWT.
IMRB has 1200 employees and it is one of the largest providers of market research in
India in an industry estimated to be worth a minimum of $ 187 million. The syndicated research
offerings of IMRB include the Market Pulse, the National Food Survey, Web Audience
Measurement (WAM), ITOPS, and I-Cube reports. IMRB International's specialised areas are
consumer markets, industrial marketing, business to business marketing, social marketing and
rural marketing.

b) Philosophy of the company:

IMRB has a unique perspective. Its approach is refreshing and its solutions provide a
comprehensive response to the client’s needs, not packaged data but custom solutions for clients.
It offers services with the integration of qualitative and quantitative tools. It is designed in India
for India. Its measures and scales are created to maximize sensitivity. Its passion is to drive your
business growth by combining consumer understanding and brand knowledge with intuition and
innovation.
c) Achievements:
IMRB has demonstrated its vision and leadership in the Indian market by establishing several
rating and measurement systems widely in different industries. It has played a pioneerin role in
establishing India’s first TV rating system (TAM) and also the creation of Socio-Economic
Classification (SEC) system in India which are the most notable systems.
IMRB has won several prestigious awards and amongst them the most noteworthy award is the
‘MR agency of the year’ from 2005 to 2009. It has presented cutting edge research for several
years at international forums such as ESOMAR and won awards for its efforts. It has also been
awarded the WPP’s Atticus award jointly with JWT.
d) Clients:
The top clients of IMRB include BAT group, Bharti group, Cadbury, Ford group,
GlaxoSmithKline, Frito Lay, Heinz, Indian Airlines, ITC group, Millward Brown, Nestle, Pepsi
Group, Reckitt Benckiser, TVS motors, Unilever group, etc.
e) Sectors Researched:
1. Automotive
2. Chemicals and Petroleum
3. Construction and Building Material
4. Distribution/Retail trade
5. e-Governance
6. Education and training
7. Energy and Environment
8. Engineering Sector
9. Finance/Banking/Insurance
10. FMCG
11. Healthcare
12. Industry and Business
13. Internet
14. IT Hardware and Software Practices
15. Logistics and Transportation
16. Media and Entertainment
17. Processed food
18. Real estate

f) Divisions:
IMRB International has been offering specialized research services for around 4 decades
to its clients in India and overseas. IMRB International operates out of its five full service offices
in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centres
for collection of survey information. It has eleven specialist units.

3.3 Company structure:

IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson

Associates, which in turn is owned by Martin Sorrell's WPP Group plc. Within WPP, IMRB is
aligned with the Kantar Group, an umbrella network of global market research companies that
together account for over $2 billion in revenues and form the world’s second biggest market
research conglomerate.
 A diagrammatic chart representing IMRB's ownership structure.

In India, IMRB International operates out of its five full service offices in Ahmedabad, Mumbai,
Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centres for
collection of survey information. Overseas, IMRB functions through its associates AMRB-
MENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca
and Cairo; and LMRB, with offices in Colombo and Sirius, headquartered in Dhaka.[7]

IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of
experience. As the oldest market research company in India, it has served as the training ground
of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena Kaushik, who
went on to found their own companies.

Business divisions and services

Given the specialized nature of its work, IMRB is organized into several independent business
divisions that focus on specific areas of market research. It currently has eight business units in
addition to its oldest division, the quantitative research division.
.How are we different?

We add value to clients - real value. We develop a learning culture that fosters innovation and we
also contribute to academia and policy makers. We have developed a sustainable working
environment that is good and fair to us and our clients. We have the largest team of researchers
and analysts with around 4 decades of leadership in the region. We have 26 offices in 12
countries each of them equipped with specialized units by research methods and industry sector.
We have 4.4 million customer interactions every year.

1.Abacus Business Operations (ABO):

Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB
International. It has the largest Custom research fieldwork and data collection capabilities in the
country.
2. Abacus market analytics:
Abacus market analytics unit offers a wide range of services to all the research units in
IMRB. These include data processing, charting, statistical analysis, database management and
updating, software development and testing. ABACUS has a standard state of arts graphics,
analytics and statistical software. It also has tested quality process which enables ABACUS to
deliver exceptional quality results within stringent deadlines at high competitive prices.

3. Abacus Research:
Abacus Research looks after the domestic and International Field and tab business. They
service Clients and Research Agencies which have their own Research set up and only want the data
collected and clean data sent to them.
4. BIRD:
BIRD, the Business & Industrial Research Division of IMRB International, is the market
research and consultancy division servicing B2B and industrial markets. With its repository of
knowledge and understanding gained through studying diverse sectors for several years, BIRD
provides market perspective for sound decision making. It is the only organization that provides
consultancy based on its own market research. It operates from Mumbai, New Delhi, Bangalore,
Kolkata and Chennai. For catering to technology markets including IT hardware, software & services
and Telecommunication, there is an exclusive e-Technology Group within BIRD.
5. The Brand Science Group (BSG):
It is a new unit at IMRB International that primarily focuses on Brand and
Communication Research. Over the last few years IMRB Brand Science has been working
towards the development of various tools that would help us get a better understanding of the
Brand and its communication in an Indian Context.

6. Customer Satisfaction Management & Measurement (CSMM):

It is an independent, specialist unit of IMRB International. CSMM is an exclusive
member of the Walker Information Global Network (WIGN) in the Indian subcontinent. CSMM
Provides a range of consulting products and services to manage external customer and employee
loyalty and integrate stakeholder measurement and management efforts into the company's
decision-making process at all levels. CSMM works with over 100 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 end customers, trade channel customers, suppliers and
employees.

7. IMRB Consult:
It is a specialized division of IMRB International which provides quick turnaround,
reliable and cost effective solutions to a marketer’s business issues by drawing on its existing
array of syndicated in house databases.

8. Media and Panel:

It is an independent, specialist unit of IMRB International, incorporated in 1992. MPG
handles different kinds of research both syndicated and customized. MPG has 4 different
verticals: Consumer Panel (Market Pulse), Retail Unit, Media Unit, ManTech Software and
Systems.

9. Probe Qualitative Research:

It 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. It has created an array of validated tool-kits.
10. Customized Quantitative Research Division:
It offers custom research solutions using quantitative methods to clients in India and
abroad through its five offices in Mumbai, Delhi, Kolkata, Bengaluru and Chennai. The division
provides actionable research solutions aimed at resolving specific client problems all through the
product life cycle from product development to launching it in the market to making a success
out of it.

11. Social and Rural Research Institute (SRI):

It has been set up by IMRB International in 1990 with the objective servicing the clients
in the development sector with focused efforts.
 CHAPTER 4

4.1 WHAT IS MEAN BY RESEARCH:

Meaning of Research:
Research in common parlance refers to a search for knowledge. Once can alsodefine research as
a scientific and systematic search for pertinent information on aspecific topic. In fact, research is
an art of scientific investigation. The advancedLearner’s Dictionary of current English lays down
the meaning of research as “acareful investigation or inquiry especially through search for new
facts in any branchof knowledge.” Redman and Mory define research as a “systematized effort to
gainnew knowledge.” Some people consider research as a movement, a movement from
The known to unknown. It is actually a voyage of discovery.Research is an academic activity
and as such the term should be used in atechnical sense. According to “Clifford Woody,
Research comprises defining andredefining problems, formulating hypothesis or suggested
solutions; collecting,orgazing and evaluating data; making deductions and reaching conclusions;
and at last carefully testing the conclusions to determine whether they fit the
formulatinghypothesis. D. Slesinger and M. Stephenson in the encyclopedia of Social
Sciencesdefine Research as “the manipulation of things, concepts or symbols for the purpose
ofgeneralizing to extend, correct or verify knowledge, whether that knowledge aids
inconstruction of theory or in the practice of an art.”

Objectives of Research:
The purpose of Research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet. Though each research study has its own specific purpose, we may think
of research objectives as falling into a number of following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insights into it(studies with this
object in view are termed as exploratory or formulative research studies).
2. To portray accurately the characteristics of a particular individual, situation or a group
(studies with this object in view are known as descriptive researchstudies).
 3. To determine the frequency with which something occurs or with which it is associated
with something else (studies with this object in view are known as diagnostic research
studies).
4. To test a hypothesis of a causal relationship between variables (such studies areknown as
hypothesis-testing research studies).

4.2 RSEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research design means adopting that type technique of research which is most suited for the
research and study if problem. For the research of the problem prope3r material has to be
selected and collected for the investigation.

4.3 RESEARCH PROCESS

The Research Process consists of series of actions or steps necessary toeffectively carry out
research and the desired sequencing of these steps. The followingorder concerning various steps
provides a useful procedural guideline regarding theresearch process:
Defining Problem

The project is “A study on demand estimation of various IT products”.

In this project the scope of project find out the demand of IT products or to estimate the demand
for IT for next one year.

Types of Research Design

 Exploratory research design

 Descriptive research design

 Causal research design

The names of the three types of research design describe their purpose very well. The goal of
Exploratory research is to discover ideas and insights. Descriptive researchis usually
concerned with describing a population with respect to important variables. Causal researchis
used to establish cause-and-effect relationships between variables.

Exploratory research design:

Exploratory research is conductedto provide a better understandingof a situation. It isn’tdesigned

tocome up with finalanswers or decisions. Throughexploratory research, researcher scope to
produce hypothesesabout what is goingon in a situation.A hypothesis is astatement that
describeshow two or more variables arerelated.

Descriptive research:

Descriptive research is very common in business andother aspects of life. In fact, most of the
marketingresearch you’ve heard about or participated in can becategorized as descriptive
research. With a descriptiveresearch design we are usually trying to describesome group of
people or other entities.

Causal research:

Sometimes managers need stronger evidence that aparticular action is likely to produce a
particular outcome.For example, if you were considering a changein product packaging, you
might want to test thishypothesis: “A redesign of the cereal package so thatit is shorter and less
likely to tip over will improveconsumer attitudes toward the product.” For reallyimportant
decisions, sometimes we need stronger evidencethan we can get with descriptive
research.Descriptive research is it ne for testing hypotheses about relationships betweenvariables,
but we need causal designs for testing cause-and-effect relationships.

4.4 Sampling Methodology:

The methodology used for I-TOPS was a combination of sampling methodology.

In which,

1) Random sampling:

In statistics, a simple random sample is a subset of individuals (a sample) chosen from a larger
set (a population). Each individual is chosen randomly and entirely by chance, such that each
individual has the same probability of being chosen at any stage during the sampling process,
and each subset of k individuals has the same probability of being chosen for the sample as any
other subset of k individuals. This process and technique is known as simple random sampling,
and should not be confused with systematic random sampling. A simple random sample is an
unbiased surveying technique.

2) Purposive sampling:

A key part of any research project is getting workable data from the general population. Without
this, your research is shallow, one-sided and lacking in any real proof. It is for this reason that
some form of sampling is generally carried out, and one of the most popular sampling methods is
a process known as purposive sampling.

Sample Region:
The regions covered under the project are as follows:

1) Bhosari MIDC
2) Pimpri MIDC
3) Chinchwad MIDC
4) Chakan MIDC
5) Nigadi Area
6) Aakurdi Area
7) Pimpri Area
8) Chinchwad Area
4.5 METHOD OF DATA COLLECTION:

Meaning Of Primary And Secondary Data

 Primary Data:

Primary data are those which are collected a fresh and for the first time and those primary data
has been collected in two ways through survey. About 100 people participated in the survey. One
way,the data is collected from the IT or Non IT establishment in PCMC region through one to
one interaction with the people.

 Secondary Data:

The information about company’s background, its product and services and key people is
collected through company’s website http://www.imrbint.com.Secondary data is the data that
have been already collected by and readily available from other sources. Such data are cheaper
and more quickly obtainable than the primary data.

Different sources & Method of data collection

In this project source of data collection is

1) Personal Interview
2) Structured Questionnaire

The data collection process follows the information of research design including the sample
plan. Data, which can be secondary or primary, can be collect using variety of tools. These tools
are classified into two broad categories, the observation method and the survey methods, all of
which have inherent advantages and limitations.
4.6 Limitations:

 Respondent were reluctant to share their experience accurately.


 Few customers are hesitating to deliver some information due to the time wasted in 
providing the same.

 Due to time constraint it is not possible to cover vast area. So that survey has limited.
CHAPTER 5