Data collection

Collection Data collection is the process of gathering the required

information for each selected unit in the survey. The basic
methods of data collection are self-enumeration, where the
respondent completes the questionnaire without the assistance of
an interviewer, and interviewer-assisted (either through personal
or telephone interviews). Other methods of data collection include
direct observation, electronic data reporting and the use of
administrative data. Data collection can be paper-based or
computer-assisted. With paper-based methods, answers are
recorded on printed questionnaires. With computer-assisted
methods, the questionnaire appears on the screen of the
computer and the answers are entered directly into the computer.
One benefit of computerassisted methods is that data capture
the transformation of responses into a machine-readable format
occurs during collection, thereby eliminating a post-collection
processing activity. Another benefit is that invalid or inconsistent
data can be identified more easily than with a paper
questionnaire. Methods of data collection are covered in Chapter
4 - Data Collection Methods. The use of administrative data is
discussed in Appendix A - Administrative Data. Data collection
activities, including such interviewer activities as listing, tracing,
and methods of organising data collection are covered in Chapter
9 - Data Collection Operations.Data

OBJECTIVESS OF STUDY

The main objective of the study is to find out the level of satisfaction among the
internal customers.
To know the present status of the suppliers in terms of their supplied material &
services.
To collect and evaluate ideas/views and expectations of the internal customers
for the improvement in suppliers performance.
To make company's internal suppliers aware about the dissatisfaction part of
their customers.
To find out the most prominent area of dissatisfaction.
To enhanced the communication & co-operation between the internal suppliers
and their customers.

LIMITATIONS OF THE STUDY

As no person is perfect in this world , in the same way no study

can be considered as fully reliable at one glance . there are a
number of uncontrollable factors acting as limitations in
conducting the study . some of such limitations encountered by
me in our study are 1.

Non - availability of secondary data compelled me to start

from the very minute information .

2.

Respondents in some department gave biased responses

for fear of their position in the company. This may have
influenced the results .

3.

Some people at top level were afraid and showed

complete reluctance to give responses to some questions.

RESEARCH METHODOLOGY
Introduction
The quality and reliability of research study is dependent on the information
collected in a scientific and methodological manner. Scientific planning of
designing of research method is a blue print for any research study. Therefore,
proper time and attention should be given in designing the plan of research. While
proper definition of problem tells the researcher where he has to go, proper design
tells him how he should go. Selection of methodology for a particular project is
made easy by sorting out a number of alternative approaches, each of them having
its own advantage and disadvantages. Efficient design is that which ensure that the
relevant data are collected accurately.
The researcher has to think about what procedure and techniques should be
adopted in the study. He should arrive at the final choice by seeing that the
methodology chosen for project is indeed the best one, when compared with
others.
RESEARCH DESIGN :
Research design is the first and foremost step in methodology adopted and
undertaking research study. It is overall plan for the collection and analysis of data
in the research project. Thus it is an organized, systematic approach to be the
formulation, implementation and control of research project.
Infact a well planned and well balanced research design guards against
collection of irrelevant data and achieves the result in the best possible way.

SAMPLE DESIGN :The universe of study being large, researcher has to resort to sampling
method of data collection. On the basis of a section of the universe selected in a
prescribed manner one is able to deduce for the universe. For the sample results to
be applicable on the universe, sample should be adequately chosen so to make it
representative and reliable.
Population : General Managers in the operation.
Sample : Sample covers the respondents of 20 departments.
DATA COLLECTION METHOD :

Data are the bricks with which the researcher has to make a house. While
the quality of research findings depend on data, the adequacy of appropriate data in
turn depends upon proper method of data collection. A number of methods are at
the disposal of the researcher of which one has to select the most appropriate one
for visualizing the research objective. Thus he has to see that the method adopted is
compatible with the resources and research study.
a)

Primary Data : Data which are collected fresh and for the first time and
thus happens to be original in character. Primary data are gathered for
specific purpose.

b)

Secondary data : Data that collected from primary data i.e., they are
already exit some where. For the purpose of our study we collected both the
data.

objective of the study

To scan customer buying behavior.
To know the promotional strategy of Big Bazar D-Mart.
To know the relation between promotional strategy and buying decision.
To comprehend the determinants of customer satisfaction.
To know about the growth prospective with respect to demand analysis.
To analyse product mix.

Data analysis
Data Analysis Data analysis involves summarising the data and
interpreting their meaning in a way that provides clear answers to
questions that initiated the survey. Data analysis should relate the
survey results to the questions and issues identified by the
Statement of Objectives. It is one of the most crucial steps of a
survey since the quality of the analysis can substantially affect
the usefulness of the whole survey. Data analysis may be
restricted to the survey data alone or it may compare the surveys
estimates with results obtained from other surveys or data
sources. Often, it consists of examining tables, charts and various
summary measures, such as frequency distributions and averages
to summarise the data. Statistical inference may be used in order
to verify hypotheses or study the relationships between
characteristics, for instance, using regression, analysis of variance
or chi-square tests.
Data are being analyzed in identifying the relationship and impact rate of physical,
psychologicaland environmental factors on job satisfaction of non- managerial
employees at Politex garments.Therefore, the analysis is more Object Oriented
.Under section (A), all demographic factors are analyzed with use of percentages in
analyzing thegeneral distribution of gender, age, civil status, education, service and
salary. Under the section(B), the data are being analyzed under three factors:
physical, psychological and environmental.Each factor analysis was made easy by
further clustering each factor in to sub factors where eachsub factor was allocated
with a question
Physical factors : Health & Safety, working responsibilities, job sec
urity,
promotionsPsychological factors: Payments, Co workers, Welfare
Services, Use of skills & abilityes

Environmental factors :
Working environment, Management style & cultureSince the
research is qualitative, general qualitative data analyzing
techniques are difficult to beapplied in data analysis. But to serve
the purpose, qualitative data analysis has been done.
Data Preparation, Interpretation and Analysis
Analyzing survey data is an important and exciting step in the survey process. It is
the time that you may reveal important facts about your customers, uncover trends
that you might not otherwise have known existed, or provide irrefutable facts to
support your plans. By doing in-depth data comparisons, you can begin to identify
relationships between various data that will help you understand more about your
respondents, and guide you towards better decisions.
This article gives you a brief overview of how to analyze survey results. It does not
discusses specific usage of eSurveysPro for conducting analysis as it is intended to
provide a foundation upon which you can confidently conduct your own survey
analysis no matter what tool you use.

Questionnaire
1.Are you aware of thease beand available in the
market ?
Table no :1
Sex
Male
Female
Total

No. of
employee
40
90
130

%
20
60
80

gender disatribution

20

60

Analysis:
Out of the total of 60 respondents 90 are female respondents and 40 are male
respondents.

male
female

Inference:
From the data collected it can be inferred that 19.1% of the surveyedrespondents are
female and the remaining 39.1% of therespondents are male
2.do you like think brands product are better than anbrandes products ?
Table no :2
Brand prefer
Yes
no
total

No. of responds
69
42
111

% of respondence
45
28
73

brands product

28

yes
45

no

Analysis:
Out of the total of 49 respondents 42 are no respondents and 69 are yes respondents.
Inference:
From the data collected it can be inferred that 45 % of the surveyedrespondents are
No and the remaining 28% of theres pondents are yes

3.give reason for the same ?

Table 3
Consumer intention towards replace existing brand
product
Consumer
intension
To replace
Not to
replace
total

No of repondence
4
146

% of
respondence
2.67
97.33

150
brand loylty

to replace
not replace

interpretation:
From the above table it can be inferred that more than 95 percent of the respondents are
not interested in replacing their existing brand of fairness creams. This shows their 'brand
loyalty' towards existing brand of fairness creams.

4. who influence your prefer for brands ?

Table no :4
Sources of
aware
Family
Friends
Self
Advertisement
total

No of
respondence
13
15
4
80
112

% of
respondence
8.67
10
2.67
53.33

sources of awareness

2.67

1.2
8.67

family
frinds
self
advertisment

10

. Analysis:

Out of the total of respondents 112 are no family 8.67 % , friends 10% , self 2.67
Advertisement 53.33% .
Inference:
From the data collected it can be inferred that 53.33% of the survey ed respondents are

Sources of awareness

5. do you buy only branded product ?

Table 5
Brand product
Fairness
suncreems
fragrance
total

No of respondence
69
42
39
150

% of respondence
46
28
26

Sales
3.2 1.4
fairness
suncreems
fragrance
46

Interpretation
It can be inferred from the above table that nearly 50 percent of the respondents
use fairness creams in order to get 'fairness'

6.

Showing how do people rate Fair & Lovely products ?

Table no 6
Sources
Very good
Good
Average
poor
total

No of respondence
7
31
10
1
49

% of respondence
14%
63%
20%
2%

Sales

20

1.2

14

very good
good
average
poor

63

Analysis:
Out of 49 respondents 31 respondents rate Fair & Lovely products to
begood, 10 rate it an average product, 7 rate it to be very good and 1 rates
it poor.
Interpretation:
63% of the surveyed respondents find Fair & Lovely products to begood.
20% feels it is an average product, 14% think it to be a very good product
and 2%feel it ti worthless. On the whole it is a good product

Findings
The retailers came up with almost similar responses only with a little
variation. A l l o f t h e r e t a i l e r s d i d h a v e F a i r & L o v e l y o n
t h e i r s h e l v e s b u t n o n e o f t h e m d i d keep the whole range of
products. Some had only Fair & Lovely Multivitamin, some hadonly Fair &
Lovely Ayurvedic and some had a combination of two variants. T h e
retailers surveyed had quite a few other brands which
i n c l u d e G a r n i e r M e n s Powerlite, Emami Fair and Handsome, Fairever,
Ponds, Olay, Nomarks, etc. The mostinteresting thing observed here was that all of
the shops had mens fairness creams andsaid that they sold pretty good hence it was
important to have them in their
inventory. A c c o r d i n g t o t h e r e t a i l e r s s u r v e y e d F a i r & L o v e l j u s t i f
i e s i t s m a r k e t s h a r e o f 5 3 % but they also agree to the fact that its market
share is in a continuous declining phaseand Fair & Lovely is being given a stiff
competition by its competitors Fairever, Garnier,etc. M o s t o f t h e
retailers surveyed generally stock the economy (9 gm

& 1 5 g m ) a n d popular pack (25 gm & 50 gm). Rarely do retailers stock

premium packs (80 gm andabove). This shows that people are willing to shift
incase there is a better product
in themarket. A c c o r d i n g t o r e t a i l e r s , c u s t o m e r s a r e g e n e r a l l y
b r a n d c o n s c i o u s e s p e c i a l l y w h e n it comes to fairness products
because its effect develops over a certain period of time.Hence very rarely do
customers switch brands. They do so only when they feel thatthere is a better
product available at the same or a little higher price. They generally gofor Garnier
or Fairever

Suggestions
As the market has been dominated by few players a new entrant
or an existing player interested in improving the market share
has to focus on 'fairness' as HLL's USP Fairness in Six
Weeks has worked better for it. The companies have to give
importance for TVCs as most of the consumers were
remembering the ad of Fair & Lovely television ad and the recent
Fairever celebrity ad. Awareness can easily be created with these
kinds of celebrity ad appeals.
Conclusion
Fairness creams constitute a consistent proportion of income for
the FMCG companies in India. As most of the Indians are very
much bothered about their colour complexion the fairness creams
enjoy very good market growth rate when compared with other
related product categories. As Fair & Lovely's USP has done
wonders, other players in the market can also follow their
philosophy of 'fairness'. It is not sufficient if a company has the
right product with right quality. It has to be communicated
properly to the target audience. Hence, TVCs which were widely
remembered and recognized by Indian consumers for fairness
creams can be made use for creating the awareness for various
brands of fairness creams.
Bibliography
1. Big Brands Big Trouble Lessons Learned the Hard Why, Jack
Trout, East West Books (Madras) Pvt. Ltd.
2. Brand Management The Indian Context, YLR Moorthi, Vikas
Publishing House Pvt. Ltd.
3. Black, White and Various Shades of Brown", Man from ,

Penguin India
4. "Men playing the fairness cream game", Ratna Bhushan, Times
of India