TO REDUCE CREDIT PERIOD AND

TO IMPROVE SERVICE LEVELS OF

Commented [V1]: Title needs revision
REFLECT

Research proposal submitted as a part of marketing research course

Submitted By

Deep J Pandya 1221110

Henry Philip 1221014

Himansu Joshi 1221015

Md. Madani 1221021

Ragini Krishnan 1221158

Christ University Institute of Management, Bangalore 1

WORKING TITLE OF THE PROJECT:

To reduce credit period for the organization and to improve service levels of the organization. Commented [V2]: Revise this

INTRODUCTION:

India is the fifth largest economy in the world and has the second largest GDP among emerging
economies. Owing to its large population, the potential consumer demand is almost unlimited
and consequently under appropriate conditions, strong growth performance can be expected. In
fact, the liberalization of the economy in 1991 has led to rapid growth. The electronics industry,
in particular, is emerging as one of the most important industry in the Indian market.

The electronics industry in India dates back to the early 1960s. Electronics was initially restricted
to the development and maintenance of fundamental communication systems including radio-
broadcasting, telephonic and telegraphic communication, and augmentation of defense
capabilities. Until 1984, the electronics sector was primarily government owned. The late 1980s Commented [V3]: Add the source. Without the source how do
you say this?
witnessed a rapid growth of the electronics industry due to sweeping economic changes,
resulting in the liberalization and globalization of the economy. The economic transformation Commented [V4]: Same as comment V3.

was motivated by two compelling factors - the determination to boost economic growth, and to
accelerate the development of export-oriented industries, like the electronics industry.
The electronics industry has recorded very high growth in subsequent years. By 1991, private
investments - both foreign and domestic - were encouraged. The easing of foreign investment
norms, allowance of 100 percent foreign equity, reduction in custom tariffs, and delicensing of
several consumer electronic products attracted remarkable amount of foreign collaboration and
investment. The domestic industry also responded favorably to the politic policies of the
government. The opening of the electronics field to private sector enabled entrepreneurs to
establish industries to meet hitherto suppressed demand.the electronics industry in India is
projected to touch US $350 billion by 2020.
Indian electronics industry today stands at US $ 25 billion and is ranked 26th in the world in
terms of sales and 29th in the world in terms of production. It is growing at over 25% CAGR and
is expected to be worth US $ 158 billion by 2015. Electronic industry is one of the fastest
growing industries in the country and is driven by growth in key sectors such as IT, Consumer
Commented [V5]: I see the introduction only at the industry
level. Since your project is for a client, you need to give introduction
Electronics and Telecom. to the client and his business volume, product and service profile
and brief introduction to problem area

Christ University Institute of Management, Bangalore 2

REVIEW OF LITERATURE

The articles have been taken from 15 different published research papers and articles. The
following paragraphs explain the scenario of the B2B industry and its direct marketing stream.
There are different factors that influence the satisfaction levels of the customers in B2B industry.
The price of the product or service plays a bigger role on the B2B front. Recently in the B2B Commented [V6]: Who said this? Please add citations here.

industry the digital as well as online services have been introduced. There is also a need for the
services of the consulting agencies. The marketing and the communication of the same has to be
done to the right people. There is also a need for accurate data to make the contracts happen
.Another pressure in the B2B industry id the difficulty to demonstrate the results that deliver Commented [V7]: What is id? It is is

value. Measures like metrics and ROI are used to calculate the results. The level of technology
plays an important role along with the loyalty and analytics for efficient businesses. The number
of opportunities is on the increase along with the competition. The marketing role has been Commented [V8]: Please add citations. This is a requirement of
the APA.
evolving to strategic importance. So the whole face of B2B direct marketing is on the change.
One of the biggest challenges in the b2b industry is that the buyers have an irregular purchase Commented [V9]: Why suddenly small case? Be consistent.
Either B2B or b2b.
pattern. So that directs the companies to ensure that long term healthy relationships are
maintained with the clients. The credit also has to be collected in shorter periods. It is because if
the cash is not received the company will not have regular cash inflows thereby affecting the
status of the financial statements. On the same not, by the time the business receives cash in
actual terms the time value loss of money is much more than the interest charged: the value of
cash which could have otherwise been circulated. It is therefore necessary for the company to
reduce the average collection period. The company has to look upon its conditions and bring up
actionable plans for the same.

Christ University Institute of Management, Bangalore 3

RESEARCH METHODOLOGY

PROBLEM STATEMENT:
To determine factors which would help decrease credit period Commented [V10]: You need to explain this from the client
point of view. Remember the point we discussed in the class
Management problem Vs Research problem. Report the
management problem here. Report the consequences of not having
optimal credit period. How it affects the business model and
OBJECTIVES: profitability, working capital, ROI

To study the consumer profile and factors which determine the payment terms.
Understanding customers perception towards services and products provided.
How the organization can enhance their B2B service quality.
The importance of product offerings for customers. Commented [V11]: This section is good. What is importance of
product offerings?? How customers feel about product offerings? If
so, in terms of what? quality, distribution, delivery ?

SCOPE:
The present study can be extended to other geographical areas
It can be extended to other industries.
This study can be extended to understand factors which would help decrease credit
Commented [V12]: Are you sure about this given that you are
considering only one client with specific business need and
requirement.

periods.
To understand the effect of a sale persons communication while making presentations of
company offerings.

HYPOTHESIS:

Hypothesis 1(H1):
The discount on timely payment has a significant effect on the credit period.

Hypothesis 2(H2):
The payment interval will have a significant effect on the credit period

Hypothesis 3(H3):
The prepayment offer has a significant effect on the credit period

Christ University Institute of Management, Bangalore 4

CONCEPTUAL FRAMEWORK:

Discounts
Pre-
Payment
payment
Interval
offer
Reduced
Credit
Period

Based on a literature review, this study establishes a structured framework, as shown above. Commented [V13]: Very good indeed!! I like it.

RESEARCH METHODOLOGY

RESEARCH DESIGN:

This study will use quantitative research method which involves an in-depth understanding of
customer perception. The study also involves analyzing and understanding the customer
expectation and the actual product offering.

The research design used in this study is Descriptive research design. The focus is on gaining
insights about the customer perception and expectation. The main aim is to understand the major
reasons that influence the brand switching. Commented [V14]: I am OK with this.

RESEARCH APPROACH:

The factors for Brand Switching in the telecom industry is obtained from the literature review.
The primary data would be collected by administrating questionnaire.
Commented [V15]: Why suddenly brand switching? Why are
you deviating from the conceptual frame work? Brand switching
may be the function of variables you are studying. But how do you
plan to include it the study? As an antecedent? Or as an
outcome?..... Stick to your original set of variables

Christ University Institute of Management, Bangalore 5

SAMPLING PROCESS

TARGET POPULATION:

Customers who have done business with Reflect Commented [V16]: When? How much? For how long? Last six
months? .just be more specific here

SAMPLING FRAME:

Reflect customers in Bangalore city. Commented [V17]: OK.

SAMPLING ELEMENT:

The respondents would be of age 20 and above and most probably the purchase manager or the Commented [V18]: Why age here?
Commented [V19]: OK. But why probably? This is your final
organization. proposal. You need to know who is your respondent. I am ok with
the purchase manager.

SAMPLING METHOD:

Probabilistic method

Simple random sampling will be adopted since every element in the population has an equal Commented [V20]: This is possible only if Refelct agrees to give
you the list of all its customers. You think you will get this from
probability of being selected in the sample. Reflect? Then you can do probabilistic sampling.

SAMPLE SIZE:

The expected sample size for the study is 45 respondents. Commented [V21]: Say customers of Reflect.

ADMINISTRATION:

The data will be collected through direct interviews, semi-structured telephonic interviews with
the sampling element Commented [V22]: Say with Reflect customers.

Christ University Institute of Management, Bangalore 6

PROFILE OF PROJECT TEAM

Sl. No. Name Role Functions Personal

Strengths &
skills
1 Deep J Pandya Team Leader Conducting group Good analytical
meetings, skills, leadership
Assigning duties, quality,
Coordinating and Presentation skills
meeting dead lines

2 Henry Philip Team Member Good analytical

skills, leadership
quality,
Presentation skills
3 Himanshu Joshi Team Member Good analytical
skills, leadership
quality,
Presentation skills
4 Ragini Krishnan Team Member Good analytical
skills, leadership
quality,
Presentation skills
5 Mohamed Madani Team Member Good analytical
skills, leadership
quality,
Presentation skills Commented [V23]: Wht the strength and skills same for all
team members? Did you spend some time on this?

Christ University Institute of Management, Bangalore 7

PROJECT SCHEDULE:

MONTH DATE ACTION TO BE TAKEN

FROM TO
JUNE 18/13 26/13 Research proposal.
26/13 30/13 Question formulation.

JULY 01/13 7/13 Finalization of questionnaire.

08/13 30/13 Questionnaire Administration.

AUGUST 01/13 05/13 Analysis and Interpretation.

06/13 06/13 Final presentation.

Christ University Institute of Management, Bangalore 8

Bibliography

[1] Jen Doyle, S. R. (2012). Research and Insights on Attractting and Converting the Modern Day Buyer.
2012 B2B Marketing Benchmark Report , 1-20.

[2] Howard H Sewell. The B2B Marketeing Handbook. 2010, 1-38

[3] Dun & Badstreet,A guide to Best Practice B2B Marketing

[4] Deepak Chawla & Neena Sondhi,Research Methodology,Vikas Publishers, 2011,3-60

Christ University Institute of Management, Bangalore 9