,.

.......

The day is n very far when the Indian travellers can criss-cross the globe with just a few clicks. Taking
e-comrnerc
and information technology services a step further. the Indian travel industry is composing,
itself to ushe in the era of e-ticketing.
I

On-line bl oking involves pursuing of available information on travel websites and then making a
reservation. ~owever, if you are not the kind who prefers a particular airline, then you can check out travel
sites, which ~ollate flights details of all airlines, and are the apt place to book or bid for air tickets. Travel
portals, such I s, travelguru.com, arzoo.com, yafra.com, indiatimes.com, rediff.com, makemytrip.com, and
cleartrip.co "would provide you all details of flights along with their fares in an ascending order, Le., the
lowest price, ticket is featured first,on its web page.
The numb r of consumer$ who book travel tickets online is growing. But a switch from offline environment
to online env onment creates certain doubts in the minds of consumers. Such doubts have been termed as
perceived ris s in literature.

'

Also,the I ternet revolution has brought about significantchanges in market transparency, defined as
the availabili and accessibility of information to market participants. For example, air travellers can use
online travel gencies to browse through hundreds of travel offers to their destination, compared to typically
few offers fro, a traditional travel agent or airline prior to the Internet era.
Generally, market transparency seems to benefit consumers because they are able to better discern the
product that )8St fits their needs at a better price. However, there stillis a large percentage of population
who get their ickets booked through the traditional queuing system.
The adver of e-ticket booking over the past couple of years has led to the mushiOorning of online travel
agencies. Th se online service providers have in fact corne up with a wide variety of services for faster and
more conven ent mode of ticket booking. They offer a host of services starting from booking something as
mundane as train or flight ticket to something as exotic as a holiday. They offer various packages which
have the enti e itinerary for the proposed holiday. They even offer a convenient pick-up and drop service.
Withsuch a r ge of services being offered at your fingertips, expectations are that more and more number
of travellers ouid start using such easy, fast and convenient services as compared to the conventional
booking proc ss across a reservation counter. Yet, we stillobser/e long queues at the various reservation
counters. An we also know that there are a number of people who use the online services available to
book their tiO el than through traditional travel booking counters.
Srininanda Roo, CEO of Ghoom.com, a travel portal that has been in existence for the past three years
wondered w ther he' can look at a bigger customer base for his travel booking business or look at an
alternative e- usiness.
Questions:
1. What i he kind of research study that you can undertake for Mr Roo?
2. Formul te the research problem and the objectives of your study. Can you suggest an alternative
iesearc approach that you can take?
3. Develo a working hypothesis for your study.

Shameem ha

beenwith the organization for a fortnightnow and was due to meet Raghu. He opened
door and walk din.
Raghu aske, him to be seated and said, '$0 doctor, what isthe diagnosis?'

La.
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Sham m Naqib had been recently hired as the company counsellor at Danish International. as Raghu
Narang, t e CEO, felt thct he was fed up with his team of non-performers. He had hand-picked the Band
IIdecision makers from the most prestigious and growing enterprises. Each one came with a proven track
record of trategic turnarounds they had managed in their respective roies. So why this inertia at DI? The
salaries a d perks were competitive, reasonable autonomy was permitted in decision-making and yet
nothing w .s moving.
There ad been two major mergers and the responsibilities had increased somewhat. When Shameem
went to r eet Sid Malhotra, the bright star who had joined six months back, he was reported absent and
seemed t be suffering fi"omhypertension and angina pair.. Hiscolleague in the next cabin was not aware
that Sid h d not come for the past four days. As he was talking to Raghu's secretary, he could hear Kamini
Bansal, th HRhead, yelling at the top of her voice at a new recruit, who after sixweeks of joining had come
to ask her bout her job role.
The Ba d IIIexecutives had been with the company for a tenure of 5-15 years and yet had not been
able to IT! ke it to the Band IIposition (except two lady employees). They were laid back, extremely critical

and yet s rprisinglywere not moving.

Raghu
structural
hiringthe
not fit in,
front, he
The co
of apathy
1. W'
2. Co
su
3. De

also seemed a peculiar guy, he had hired him as the counsellor and was also making some
hanges as suggested by a Vastu expert, to nullifythe effect of 'evil spirits'. He had a history of
est brains, and then trying to fitthem into some role in the organization. And in case someone did
ing him without any remorse. He had changed his nature of business thrice and on the personal
as on the verge of his second divorce.
pany had a great infrastructure, attractive compensation packages and yet the place reeked
It was like a stagnant pool of the best talent. Was it possible to undertake-operation clean up?
t is the management decision problem that Shameem is likelyto narrate to Raghu Narang?
vert and formulate it into a research problem and state the objectives of your study. Can YOL'
est a theoretical framework about what you propose to study?
elop the working hypothesis for your study.

MeAni!M hra, a senior executive with a leading newspaper published from Delhi, was frustrated with his
job. Hisid a of launching an exclusive sports daily was not warmly received by th,e top management. Anil
Mehra ha written a few notes explaining the need for launching such a daily. However, he was not able
to convin e his superior, Mr Ashok Kapoor. Mr Kapoor had specifically asked him the estimates of demand
fm such a paper in the firstyear of the launch and for which Mehra had no answers based on any scientific
research. apoor had told him clearly that unless he convinced him about the need for such a paper with
the help
an empirical study, he would not be able to help him out.
AnilM hra was a graduate in English (Hons) from Delhi Universityand had obtained a diploma injournalism
in 1982. F- r the last 12-13 years he had worked with many newspapers and busit:1essmagazines and it was
his knowl dge which was inducing him to go for this type of a venture. He was regretting not having 0
business b ckground, which would have helped hirnto carry out an MRstudy for which his boss had assured
him spons rship from the newspaper. However, the amount for the research study was too smail for him to
cor,tact a y MRagency for help. The total budget for the study was ~ 50,000. Just as Anilthought of putting
in hispap rs and starting a sports daily on hisown, he received a phone call from his friend Prof. Ravi Sharma,
who was orking with one of the leading management institutions of India. Prof. Sharma was on a visit to
Delhi for a consulting assignment and thought of calling Ani!.Anilwas thriiled to receive the phone call and
fixed up a eeting with him for the next evening. Prof. Sharma was accompanied by one of his colleagues,
Prof. Sing, The conversation which went between Ani!,Prof. Sharma, and Prof. Singh is as follows:
Prof.Shar a: Anil.Whydo you look so upset? What iswrong with you? Any problem with the job?

Ani!: I fe~1 I shouldn't have gone for journalism and should have opted for management
you.
Prof. Sin~h: Mr Mehra, I do not think yours is a bad line. However, please

as career, like

tell us if we could be of any h~lf?

to you.

Ani!: pro Singh, : want that we should come up with an exclusive sports daily (in English). I gave this idea
to my b ss. However, I am not able to convince him as he feels that it is only my hunch that there exists a
demon for such a daily. He wants me to give specific estimates through a scientifically conducted research
.
and I fin myself totally at a loss.

Prof.Sharma:Anil,suppose you bring out such a daily, who willbe the buyers?
t do you mean by this?
Prof.Shqrma:I mean who are the people you think would be interested in reading such a sports daily, what
are theirllage groups, education, profession, income, etc.?
Prof.Sinth:Further,how much do you thinkpeople would be ready to pay for such asports daily?
Ani!:Well, Prof. Singh, let me tell you one thing that in this business, the price of a newspaper isimmaterial for
us. In fad~, things like the cost of printing is much higher than the price charged from the customer.
Prof.Sin'h: How willit be a viable proposition?
Anil:It btcomes viable just because the money is recovered through advertisements and if the circulation
is high, ~ore and more companies advertise their products in the newspapers.
ma: Ani!,there is a sports section in all the newspapers. Why would people go for another one?
,

Prof. Sin
upon w
general
and ifth

you are right that all the newspapers have a sports section but I do not think that sports lovers ore
ith the material covered there.

h: I think there would be variations in the amount of satisfaction the readers derive depending
ch newspapers they read. Further. Ifeel that they can satisfy there love for sports by going through
agazines, sports coverage on TV,sports videos, sports coverage on radio. and sports mogazines
t be the case, I have my doubts that there would be enough readership for such a sports daily.

Ani!:We I. Prof. Singh, you are right. The programmes on TVand coverage on radio is on a specific time
and the ports lovers may not have time to spare during those hours. Further, general magazines and sports
magazin s are usually quarterly or monthly and as such would be providing only stale material on sports.
ma: Prof. Singh, I think Anil has a point. However, it would be interesting to know the interests of
lovers for specific games so that one could know which games the sports daily should emphasize.
hat is the profile of the people who like some specific games.
Prof.sinJh: I have another question. At what time should the sports daily be brought out. That isto say should
we bring1itout in the morning or in the aftemoon or in the late evening hours.
Ani/:Loo , Prof. Singh, these are all my problems and I have to convince my boss on all these issues. Please
heip me et a study conducted with the help of your students. I am sorry we have limited funds. We would
be able 0 reimburse their travelling expenses plus give them a token honorarium for their efforts.
Prof.Sin h: Mr Mehra, you do not have to worry about it. We would send two of our intelligent. hardworking
and ded cated students to your organization for their summer job when they would conduct the study for
you. Me nwhile, please tell me where would you liketo launch this exclusive sports daily? Further, ifyou have
.
any infor ation you think would be relevant to this study, kindly hand it over to us:
rally, the sports daily has to be launched in Delhi on a trial basis. We have no idea what other
n you are looking for. Ifyou could spell out the same, Iwilltry to supply it.

ndia television industry has seen an exponential growth since the satellite television firstcame to India.
c1y,th ugh cable penetration is only about 70 per cent (according to various industry estimates), this
j$Sof p ople watching cable tv is defined as the 'consuming class! in India. By2002, the share of cable
ha satel te television was 86.9 per cent of the total television advertising as against a meagre 31.3 per cent
Jiq994.Hndi general entertainment television is the fuel for growth in the television industry with a 46.8 per
It shar of the total viewership and on even higher 57.4 per cent share of the total advertising revenue.
1"1}'
Ent ainment Television is a key player in this space and has been a consistent and strong number two
,ehindS r Plus,which has been the undisputed leader since July2000. InIndia, most homes are single-TV
6'tnes. H di is the preferred language for consuming entertainment across India (except the four southern
tes) a that makes the Hindigeneral entertainment television an intensely competitive space. Itconsists
fve pi yers. Star Plus has been the undisputed leader since Ju!y 2000 and has significantly consolidated
105itio thereafter. In September 2003, Star Plus had nearly five times as much viewership as its nearest
'01Sony ntertainment Television. The other contenders are lee TV,Sahara TVand SAB TV.The key factor is
at duri primetime (specifically in the 9-10 pm slot) which is the focus of this case, the females influence
J6 chaic , of channel to v:ew,
Sorry't tertainmenl Television dominated thG 9-10 pm band, with two of its leading shows, Kkusurn and
utumb u tilmid 2002 after which the 4 daily shows of Star Plus took over.
Despit severa! high profile attempts to regain lost audiences, Sonr Entertainment Television's share
in this ba d continued to erode. Star Plus had established a dear dominance over Sony Entertainment
Television(SicrPiusaverage range of TelevisionRatings (TVRs)15approximately 13,2TVRs,as compared to
Sony Enf tainment Television's 1.3 TVRs).Besides, Sony Entertainment Television was now perceived as a
.

,~rT:e-too'

StarPlus.

Sony tertainment Teievision realized that women were the primary target audience who could get
eyeballs r the channel. The challenge, therefore, was to create and sell a distinct viewing alternative,
going be and the cliched family dramas with story!ines revolving around family conflicts and kitchen politics
which is t e predominant fare on general entertainment channels today.
.Ques:ion
1. W t c auld be the probable sources of establishing the market share of the channel that are used in
th case? Can one rely on the authencity of Sony's dominance? Why/why not?
2. To elp Sony achieve its target of understanding what Indian women want, what secondary data
SOlrces would you suggest?
'

isthe world's largest plastic food container company. Itmarkets its products in over 100countries
lobe and is today a household name in every corner of the world.
Tuppel Jre India Pvt. Ltd. is a wholly owned subsidiary of the US-based Tupperware Corporation, the
world's lea ,ing manufacturer of high-quality plastic food storage and serving containers. The company
started its erations in India in 1996 and the country has been recognized as the fastest :growing market
Ire Worldwide. Its products were launched in Delhi (November 1996) followed by Mumbai in
by Tuppe
(April1997) nd in Bangalore and Chennai in (October 1997). Pune, Chandigarh arid Hyderabad followed
in 1998.
Starting ff with just 12 products, Tupperware India today sells over 70 products that meet Tupperware' s
stringent int rnational quality standards. At present, the company sellsits products in over 35 cities through a
sales netwo Ikcomprising ovl~r35,000 consultants, 1500managers and75 distributors. Backed by a committed
and dedic red staff, region offices in all metros, Tupperware India has the pride of being the fastest set-up
operation i Ithe history of Tupperware. The company has been growing so fast that toddy it isapproximately
three times larger than any other company in its products' category. The company's turnover as of now is
over US$11 5 million.
A full-fieIged manufacturing

facility is today the nerve~centre of Tupperware's

Indian operations.

Located in I yderabad, this plant employs state-of-the-art technology to manufacture over 65 products,
each of th
in a record
demand fo
moulds Gie

m meeting stringent quality standards laid down by Tupperware's internati9nai norms. Set up
ime of three months, this facility could soon gain for an expansion to meet t~e ever-increasing
'Tupperware. The moulds used to make Tuppcrware are hand-tooled stainl'ess steel.and these
ommon for all countries and move in different countries as per the requirements,

The COi 'any classified its products under va~ious categories de"pending upon the purpo~e they fierve.
The main p duct line of the company is groupeq as follows:
Diy s orage - Modular mates, canisters, etc.
Tabl ware - Bread server, butter dish, curry server, etc.
Foo preparaticm - Masala keeper, magic flow, quick shakes
Micr wave - Soup mugs, crystalwave medium
Refri erator - Cool n fresh series, wondlier bowls, ice:.:trays
Lunc and outdoors - Tumblers, lunch boxes

..
..
..
. Coni rer - Store-oll-canisters,oasisjug.
e

Clas cs - Classic slim launch, tropical cups.

'"

Tuppervv re India has specially designed select tailormade products for the Indian homemaker to fulfill
the unique eeds of the Indian kitchen. 'Cinnamoh microwave dish' in a dark blue colour keeps in mind
hold; stains, Masala storage box' which can store up to seven dry spices, and a range of tho lis,katoris, ratikeeper, pic Ie and oil containers have already been introduced in the market. These products combine
aesthetics a 1d functionality. They are ingeniously designed-te.offer versatility and convenience. Tupperware
products h ve won several design awards worldwide. The products are manufactured with 100 per cent
food grade irgin plastic and offer a lifetime guaraQtee against chipping, cracking or breaking under normai
non-comm rcial use. They are light, unbreakable, non-toxic and odourless. They also hove special airtight
and liquid t ht seals which lock in freshness and flavour. The products are not only designed elegontly
C'nd add fu ctionality but also add vibrancy and colour to any kitchen and dining table. The products are
available in soothing colours such as red, blue, pastels and gre8n to match kitchen decor and consumer
preference.
Tupperw
both availal
containers,
Modicare,

:re India, at present, faces competition from stainless steel utensils and low-end plastic products
Ie at retail outlets across India. However, with increasing awareness of high-end food storage
e company willsoon see itself up against more intense competition. Already companies like
utting Edge and Real Lifehave entered this segment, albeit with lower prices.

The com any isgrowing rapidly and uses a direct selling method to reach its end customers. An empirical
study was u . ertaken to understand the perception of consumers and dealers (comultant).
The study :assurnes significance since the outcome of this research would help Tupperware identify the
areas in whi h the perception is poor'and would, therefore, be able to identify the problem areas so as to
take remedi .1action. Thisis necessary because Tupperware is facing competition from Modicare, Pearl
Pet and Relife and the results of the study will help it in consolidating its market position by identifYing
its strengths nd weaknesses. Further, it would indicate why and on what parameters the perception of
consumers
rsus non-consumers is different. This could enable the company to formulate appropriate
strategy to a tract the nOll-consumers use its product.
The obje ives of the study were:
To un erstand the perception of Tupperware product users about the company. Specifically we
want
answer the following questions:
(a)
at is the profile of the users of Tupperware product?
(b)
at is the awareness level (both aided and unaided recall) of the users of Tupper.vare
p ducts?
(c) Is he perception different for a user belonging to a nuclear or a joint family?
(d) D es the perception vary across marital status?
(e) D es the perception vary across professions?
(f) D es the perception vary across oge groups?
(g) D es the perception vary across education levels?
(h) D es the perception vary across income groups?
(i)
at are the underlying significant factors of the perceptions of users?

2. What the perception of the non-users of Tupperware products about the company? Specifically,
we w uld attempt to answer the following questions:
(0) VI at is the profile of the non-users of Tupperware product?
(b). W at is the awareness level (both aided and unaided recali) of the non-users of Tupperware
p ducts?
(c) Is he perception different for a non-user belonging to a nuclear or joint family?
(d) D es the perception vary across marital status?
(e) D es the perception vary across professiones?
(f) D es the perception vary across age group?
(g) D es the perception vary across education levels?
(h) D es the perception vary across income groups?
(i) W at are the underlying significantfactors of the perceptions of non-users?
3. Isihe
To carry
purpose.

veraii perception different for user and non-user of the Tupperware product?
ut the objectives, a study was conducted. The following questionnaire was used for the

Quesfionnair for User/Non-user Research

1. What t pe of storage food container do you use in your kitchen? (Please tick one or more)
(a) St inless Steel
(b) PI stic Products
(c) GI $Scontainers
(d) A Other (Please specify)
2. (a) In ase you use plastic containers for storage, are you aware of the company/companies
m nufacturing it?
Ye
D
N
D
(b) If~s, name them

3. Whch of the following plastic container manufacturing companies are you aware of? (Pleaselick
th appropriate box, you may tick more than one.
(a) Cutting Edge
D
. .(b) Modicare
D
(c) Real Life
D
(dj Tupperware
D

(e) Anyother (pleasespecify)

4. In ase you have ticked Tupperware, please tell us as to how did you come to know about the
pro uct 'Tupperware' (Pleasetick the appropriate box, you may tick more than one)
(a) Advertisements
D
(b) Party plan
D
(c) Internet
D
(d) Women's magazines
D
(e) ord of mouth
D
D
(f) ny other (please specify)
5. Do tau useTupperware products?
Yes
No

D
D

(if t~e answer is No, you will still be having some perception about Tupperware's products, its quality
andl price. Therefore, please move to question 11 directly)
6. If a
(0)
(b)
(c)

swer to above question isyes, did you

Buy the product
Received as a gift
Both
bought the product os mentioned in the question 6 above, did you buy
hrough party plan
elephoning the dealer
Both
often do you buy Tupperware products?
nce a month
wice a month
'\ore than two times in a month
much .money

do you ispend in a month

on the purchase

of Tupperware

products?

Aresearc , was undertaken to ascertain the attitude of Delhishoppers towards mall shopping experience.
Forthis pu pose, it was felt that a mailed questionnaire could be used. Following is the questionnaire that
was desig led for the study. Please go over this and answer the following questions:
1. Wh t do you think were the research objectives and the information areas that the investigator was
int :ested in? Kindlyenlist the same.
2.

Has the questionnaire

,,\

been effective

in doing this? 't~C'7V:<UI';tl

,)- I

).~l,J

'" "".

'

QJ)(. f~J d .''ItCit {{I':

3. HO\ Iwould you evaluate it as an instrument? Give reasons for your answer.
4. Ho would you modify the instrument? Specify the specific questions you would design by presenting
ad ~uate argument for doing so.
Instruction!
:

'

1. The uestionnaire deals with the analysis of consumers on their mall buying behaviour.
2. All e questions are quite general and simple but if there ore any queries, then please feel free to

cia fy.

3. The uestionnaire
is so!ely an
a;ad~mic,exerc~se,
" A /M
(\/hc: .kl,_~
Name (0 .lonal:') M r/ IV\S
rs
~IIJ'.,- 1O61NJ
, ., <:$. r-f

S?
pleo:e feel free toU5'J.k
giv;; us
(6 bJhCjDb W
".,,~Jcu.\C"(
\t the!nformotio~i.
I ,-

Mailing ad

'

-,

'ress (Area):

tU.lt'b'
Cft( ~.',.

-').. a

'

t'"

.'

oY'~~h,(i'~

Age(in yrs)
0 10-20

.,

'

C(J.,~()~,t/:>~

!,

,""'"

f-:- ocl-GvJO
.

I Lv-..v ,

,-

/vl.ai~.

'

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-> TotUctd ('t.~+-nudt g, P~:~lld:(A-J',~ cu.;,f,G"Y~:~'[cwC>..A.tJo

~j;<>-1.,(.
pC! <]
~ To I I le.1:eJc6 .~tJJ\t: u. d"'-I'YOJ:L Pl.WCrCiJ~

0 21-30

7~1'iJ~u

0 >40

-,-Qe

~~ t
D! l\ c.."
.
'

..
,,/\(\,,12

0 Stud

.' ,~'

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0 Profe slonal/Servlce

\,,~

"fo,bc.;

to

h"

~) '

(Please specify

9 ~j

TWi,ce a month

7)

IMore than thnce a month

b) I~Nhen do' you prefer
- . to shop?
W ee kGays mOlnlng'v

Weekdays
Weekend
Weekdays
Weekend

u;s~

b
"

I Vi,k,
\..

~ifv..1-

IdC:It~/

""

~'

~t

('\,/

~. -f

'A:M~ I.Mok

I';;,

hl.'it

lJu"~l.ur fUU!..hHc;n

1'1AJ:+'tfe... tl'\-~+ro(J-ieAL:J
cp ~ f'-g,
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to/~ fSA..
t-ho "' 6 -'..v(..
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c.t . It

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elt

f) li'e,

'fCNJc,v,~..i~-;:,P"v~DJtry
'f{).(,'J.J'j~.

.sl~ft!
() '- .f-.'
., U
"

afternoon
afternoon
evening
evening

;'.' i::X'
C:J e

(I,d

'cu.d~ ,,~tF-.J.J.fu d

(~~~\r;Jk:.

,J ''-e...f\..M-fd eft t. ,,-,{

2. Wh e do you shop normally?

0 A ocal area market (Could you please specify the r0arket
0 A hopping mall
0 B h of the above

Ci-,t- a. ,'{J4..i1,

i';;<
\
Lxp b~d
olevr Lt.rt/.l. '}~tL1t!; ,
l6~tv'(.1:A
t}"UAr~ " ~~~' cU'.
\;:::t
/
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4 ) yjl
..". ~)c/Y1

q4 ,'S b&r
~4

LC( '-e...

'j/(/l.

tlJo fj'vee);;"
.
,'f

1. Do ou sho~ ? Yes/No
.511fU;-':'~ ~. if\)
ow often do you shop ,? , f,

Weekend morning

L'-

H,,;'"

Once a month

1 #\~.~I..,.,
.,A .. I"

"

Thnceamont.hS)

r\'

~...I!

PCl,'

r .f

ht:Jtq,r!.

'.! flGtY)

,.,

10\.1a i1v:-::1:...A-'
.le

'-.,
I i ',,1..0

0/ /,,"/
~,-.~' . f) (f vt)

0 Selfe ployed/Own Busines

DOthe

-&t..tJ'\f';.l:'

~ ,.

..'

..

".,..

' c ".

"",,'

'

0 Hous wife
.

"

' ~~.'-! c.)

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Occupotl

'".~

-\ /

0 31-40

I:c f' ~o.li'WJJ1

(I

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it...,.;,.
o.J..l.1-'

0/.).11'

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t}..~.

, ~"'--C\O-

3. Plea~e tell us about your awareness and number of visitsto the follcwing malls?
Awareness (Tick)

Number of ~isit (No. of times in a month)

Ansal Plaza
Sahara Mall
Waves Noida
Metropolitan

Mall

Ansals Faridabad
DT's Gurgaon

4. Piedbsegive your views on malls for the following aspects.

. Strongly

Neutral

Agree

Disagree

agree

Strongly
disagree

'~
!...~

ar value for money

The at

osphE:re in malls is very congenial

Me.lls

13fashionable

jd

----

Malis ~re good for outi~g with famiiy/friends

5. Pldlase specify your 5pending for the following with respect to a mall.
>2Dper cent
1

0-10 per cent 110-20 per cent

For eating or drinking

For entertainment

(movies, etc.)

For shopping

6. Hi>wwould you classify your spending behaviour (Can have multiple options)?
On the spot mood
Planned purchases
7.

Linked spending (e.g., eating out ifyou have come for shopping)

:: from

' "!

~...~

)uld. you Pleas e give us your individual ra.ting of the mall with resp~ct to the foll?wing (Ple~Se

a
.

..
.

..
)-5, 9~~d to bod)? {please specify the name ci the mal! II you are taking a specific ',..i
'I. Good
V.Bad~.
..

Availability of products

Eating joints

Multiplex/entertainment

Mall atmosphere

Facilities (AC, staff, parking)

Overall experience

Place:

The anagement of Outlook findsthat despite the changes inthe publication's frequency, Outlook magazine
isstilfacing stiffcompetition from the rival India Today. Thus, they wanted to conduct a comparative survey
for e two magazines and assess whether they had a distinct positioning. Who was the reader of the
ma bzine Outlook? How did he rate the magazine and so on? Forthis they have developed a questionnaire
as p !esented below. Go through the questionnaire and answer the following questions:
. What were the research objectives and information needs of the study?
!. How would you evaluate this in terms of fulfillingthose objectives?
. What are the problems in the questionnaire? How would you suggest correcting them?

Que ;onnaire
.

Thisi . a survey on readership habits. We would be highly obliged ifyou could take out some time from your
busy ~chedule and give us your valuable comments/inputs. Please note that this is an academic exercise
and' ~ IIthe information willbe kept confidential.
Name

Monthly Household

Age:
Sex:

f 3001 to ,4000
(4001 to (5000
5001 to 6000
f 6001 to f 8000
f 8001 to f 10000
f 10001 to 12000
12001 to ( 15000
( 15001 to (20000

Highest educational qualification:

Occupation:
Type of occupation:
Self-employed
--

J
I
!

Income

r Phone:
Service
Mobile:

( 20001 to

--

30000

30001to 40000

40001+

..

...

r:i ~O\A"
'rtAdL'~"
~,C\...
Which ~re the genera~ interest magazines you are aware of? ~~(..
I"' cc~ii'1i(A{.
2. Please tick
v~
}n~..{e.. Tcvlt1u~'(:~dAJ.
. the magazines that you are aware of from below: &) ~"'~t,
.
ftA.
~: ";J. ,
1.

'-

11

'J" Q)

The Week

~)

0 Yes (Both)

0 Yes (Outlook)

0 No.

If Yes (Bothj

then continue else, please

;"".0

,'~'~

or'"
CJJ ~-uO'1~J-k.oJ(
"'),at{'
Df

V/~ )rd.t~
tod:~'
I . I (f
$\"c>rJLL '1\,,~L (J"v() ~t.(
'1'71
""-"~{C -1l4.
-,?,on ~J~Ij~(>-i
cot; ~)~ '..!Jc:I\!" 'N;tJJ(v- 1J eVQj.JJ.~iL
.,}Vp- Mtl..C\D7-11't..
.
'h
'
Hb\l; ~u, J().J, tt.#J qvJ
H""aC\ Z-I\~ 1ilj~Hr:l lG
u
terminate. -;J whlli VplPtlh! tX .~hou.lJ.~ , ~ :;;.~.,

-7

Na

~Lj I~
4.11.

(a) Do you subscribe to ihe two magazines listed below?

Outlook
Yes
No

fY'lJ>-;jC4

f)

'>vtild,e}:)
()-r) S
5) A~~.J
h'I"A~'
'.

0 Yes (india Today)

pJ:

s) ,..,Pn.~
\"~P-~ c6 ~:!p ~!OO*~.,,_Jo..f. a.Ji. c: 4di CA') ~

India Today
Outlook
Frontline

3.11
Do you read Outlook or India Today?

~..J;

HtAl ~

_. J o...",AA

y()\.~(!~{)/J..t.I.J-~(,J.i
.''iUJ\(l (/"'7'

i 1'Y)~t:!'7) IoU)

Inc!iaTodr:y

!!f'tl.C"-V

io q.,U./h /, 6"/)'

bilif no, please mention 'source of acquiring the magazine'

0 Borrow
0 Buy from retail shops
0 Office/Workplace
' 0 Library
1

'~':

0 Others (Please specify

t hw ou read these magazines

~: Y ,
ej-.
.
. .
u,..,- . 6 ~e. ~()

~:'.~
.,."---

',.~w
(>

P
..

Occupation

..

7f

Who else in your family reads these magazines?

dj-lJ.

Reads India
Today

Outlook
Reads

College student
School student

Housewife
Professional
Self-employed/entrepreneur
Grandparents
Others

6. Onll.a scale of 1 to .5, please

(Pis specify)

--

I
_-

ra~~~c~.~L~~~~:~~::r~nt~..~.~)~~:~O~j~~.3.~b~S

1: ~ompletelY ~Isagree a..{k (~1dL9, ~o d,Q-'j J... (;Y'v.i1~-tL ~

~-LL
2. .~o~ewhat dlsagre~
SaH<; ~1",}iO'f'\ 07"'1\;~ ~
(A} It.,Jc,,,,~
3: iNe:ther agree nor disagree
O-~

Mt._?'tJ~..7'

4: Somewhat agree
5: :Comp!etely agree
I

Attribute

India Today

1~:~:

This magaz.ine gives me news first

This magazine is very bold

This magazine is truthful

f-This magazine is read by elders

-+
I

-t

This magazine is read by young peop!e

This magazine anaiyses information in-depth
This magazine is for the highly inquisitive mind

~l-=~-t

This magazine is very well researched

This magazine gives attractive freebies
This magazine gives me news which is spicy

I This
This

magazine has very attractive issues

magazine is rich in content

---r-

This magazine gives very predictable news

This magazine gives relevant information only
This magazine is intellectually stimulating
This magazine provides me with an opinion
This magazine is centered around politics
This magazine gives me news as it is
This magazine is for the practical people
This magazine gives reliable news

--

+---t

This magazines co'/ers a variety of topics

'

C</:.:}-/01

--

"Ii'

1!'

.-

In the p st few years, a large number of malls have sprouted in the Indian metros. Malls are not only meant I
. for shop ing but are also combined with multip!exes and provide other indoor modes of recreation. in this ~
context. i1has become a place to hang out for most of the younger population.
Man young parents go to malls, usually with their children in tow. While it can be a terrific family outing,
sometim s a break from the children while shopping can also be a pleasant experience. A kid's care centre
in a mall an give parents a fantastic place to drop off their children while shopping or while exp!oring the
mall for ther modes of entertainment or recreation.
Such acilities are already available in European markets. A study was conducted to examine whether
Indians n ed such a facility.
.
The u it of analysis for the study was young parents having kids in the age group 1 to 6 years. The visit
to a mal was considered to be the most appropriate method to find the target population. A sample
of 30 res ondents was selected while they were visiting malls. A questionnaire was administered to the
respond ts. A few questions that were asked of the respondents were:
. If
int
(a
(b
(e)
(d)
(e)

u are provided with a paid kids' care

rested in availing of the facility? iY)
Very Interested
Interested
Indifferent
Not interested
Not at all interested

facility in a mall. for the kids aged 1-6 years, would you be
(5)
(4)
(3)
(2)
(1)

. Ac~ording to you what should be the charge on an hourly basis, for a kids' care centre in a mall?
(Xl
(a) ~ 100 - ~ i 50
(1)
(b) ~ 151-~200
(2)
(c) ~ 201 - ~ 250
(3)
(d) ~ 251 and above
(4)
. YoU ex (X2)
(a)
ale
(b) I~emale'
. YOU 'ducation (X3)
(a) ndergraduate
(b)
raduate

(c)

~ostgraduate and above

I

(1)
(2)
(1)
(2)
(3)

. Your onth'Y household income (X4)

I
~

(a)
(b)
(c)
(d)

essthan or equai to ~ 15000 15001- ~ 30000

30001 - ~ 45000
45001 and above

fi

!
I

(1)
(2)
(3)
(4)

th you and your spouse wo'rking (X.';)

th
(1)
(2)

Questions:
1. Tre t Xl, X2,X6as independent variables. Run a one-way analysis of variance using the independent
vari bles Xl, X3and X4with interest in the Kids' Care Centre (Y)as a dependent variable. Ifthe results
are ignificant, carry out an appropriate t-test for a fUrther analysis.
2. Co duct an appropriate test to examine whether there isa difference in the interest in the Kids' Care
Ce ,re because of gender (X2),spouse working (Xs)and type of family (X6).Interpret the result.
3. Divi e the interest in the Kids' Care Centre into two groups-low interest with a score of 1 to 3 and
hig interest with a score to 4 or 5. Cross-tabulate itwith the gender (X2),spouse working (Xs)and type
of f mily (X6).Interpret the results.
4. Writ a management summary of the findings.

~"'
b
x], X2'

999
..I

..., Xl8are already explained in the questionnaire.

ssing value

I
,

Question:

I Conduct I factor analysis to identify thG underlying factor~ that are important to the buyers of B-segment
cars. Give !ppropriate names to the factors.

In direct sel ng, the product or service issold from person to person. There are no intermediaries involved. The,
products a sold to ~he consumers by independent salespeople who are called consultant representatives
or distribut s. The products are sold in parties or in home product demonstrations and one-on-one selling.
Worldw; e, the direct selling industry is huge and accounts for sales of US$109 billionthrough the activities

of more th

58 milliondirect salespersons in 165countries.

Direct s ling is one of the fastest growing Industries in India with an estimated current turnover of over
INR3110 cr reoThe industry is experiencing dynamic growth that is expected to continue for many years to
come.
Direct s ling offers consumers a convenient and more informed way to buy along "-lith money back
guarantee
nd refund policies.
There is growing middle class in the country and, therefore, companies are targeting consumers in
smaller tow s in addition to bigger towns and me,tros.
There ca be a number of innovations in the direct selling industry to meet today's customers' everchanging d mands and improve their standards of living. Recession does not worry direct selling companies.
As people Ii to pamper themselves, the sales of cosmetics also grow.
At prese t, direct selling companies iike Amway, Modicare, Avon and Oriflame dominate the market
in the coun . However, there are several other players operating in the segment, which are acting as
impediment to the sector's growth.
~

ns:
repare the labels for the factors given in the rotated component matrix and explain your rationale.
" Iso interpret these factors.
ompute the amount of variations explained by each factor. Interpret Y91,Jrfindings.
etermine the variance summarized by these factors combined. Explain the meaning of the total
ariance summarized.
4. rompute the communalities for each of the 14 variables and interpret the same.
5. ~fa cut-off point of 0.5 for the factor loading :s selected for labelling of the factor, what problems
auld you face? Explain the possible reason for such a problem.
omment on the factor analysis exercise carried above.

- '"

--""

~4i!_'~"

""-

16.26: Factor loadings for Indica (varimax rotation)

rotated component

matrix (a)

Method: Principai Component Analysis.

ethod: Varimax with !<aiser Normalization.
converged

in 5 iterations.

Factor loadings for Waqon-R (varimax rotation)

rotated component

matrix (a)

'