PROJECT REPORTONMARKETING STRATEGIES OFHP IN INDIASUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATIONUnder the Guidance o! Su"#itted B$!M%& SUMEDHA SE'AL (ISHNOIA%%ociate Proe%%or BBA GENMAIMSMahara)a A*ra%en In%titute o Mana*e#ent Studie%P+ot No& ,-Sector ..- Rohini De+hi ,,//01STUDENTS DECLARATIONThi% i% to certi$ that I ha2e co#3+eted thi% Pro)ect tit+ed4Marketing Strategies o HP in In!ia5 under the *uidance o4Ms" SUMEDHA5 in 3artia+ u+i++#ent o the re6uire#ent othe a7ard o de*ree o Bache+or o Bu%ine%% Ad#ini%tration atMahara)a A*ra%en In%titute o Mana*e#ent Studie%- De+hi& Thi%i% an ori*ina+ 3iece o 7or8 and I ha2e not %u"#itted it ear+iere+%e7here&CERTIFICATE FROM THE GUIDEThi% i% to certi$ that the 3ro)ect tit+ed 4Marketing Strategies o H# inIn!ia5 i% an acade#ic 7or8 done "$ 4SE'AL (ISHNOI5 %u"#itted inthe 3artia+ u+i++#ent o the re6uire#ent or the a7ard o the de*ree oBache+or o Bu%ine%% Ad#ini%tration ro# Mahara)a A*ra%en In%titute oMana*e#ent Studie%- De+hi- under #$ *uidance 9 direction& To the "e%to #$ 8no7+ed*e and "e+ie the data 9 inor#ation 3re%ented "$ hi# inthe 3ro)ect ha% not "een %u"#itted ear+ier&ACKNO$LEDGEMENTFir%t o a++- I 7ou+d +i8e to e:3re%% #$ than8% toPro" C"S"SHARMA;Director- MAIMS< or *i2in* #e %uch a 7onderu+o33ortunit$ to 7iden the hori=on% o #$ 8no7+ed*e&In no %#a++ #ea%ure%- I 7ou+d a+%o +i8e to *rateu++$ than8 to a++ tho%e7ho*a2e#econ%tructi2e%u**e%tion%orthei#3ro2e#entoa++thea%3ect re+ated to thi% 3ro)ect&In 3articu+ar- I 7ou+d +i8e to than8 Ms" SUMEDHA% #$ re%earch *uide or her 2a+ua"+e %u**e%tion% and *uidance&I a+%o o7e a dee3 %en%e o *ratitude to other acu+t$ #e#"er% or theircontinuou% encoura*e#ent&De%3ite a++ eort%- I ha2e no dou"t that error and o"%curitie% re#ain that%een to a+ict a++ re%earch 3ro)ect and or 7hich I a# cu+3a"+e&TA&LE OF CONTENTSTITLE PAGESTUDENT>S DECLARATION I CERTIFICATE FROM THE GUIDEII AC?NOWLEDGEMENT III INTRODUCTION , ABOUT HP. HP FAST FACTS @ HP>S SHARED (ALUESA GLOBAL CITIBENSHIP 1 MAR?ETING MIC,/ COMPETETIONS.@ RESEARCH METHODOLOGD .1 RECOMMENDATIONSESUGGESTIONSAFFINDINGS AND OBSERATIONS A1CONCLUSIONAGHUESTIONNAIRE A0BIBLOGRAPHD F,CHAPTER'(INTRODUCTIONINTRODUCTIONA)o*t HP+H3 i% a techno+o*$ co#3an$ that o3erate% in #ore than ,G/ countrie% around the7or+d& Ite:3+ore%ho7techno+o*$and%er2ice%canhe+33eo3+eandco#3anie%addre%%their3ro"+e#%andcha++en*e%- andrea+i=etheir3o%%i"i+itie%- a%3iration%and drea#%& It a33+ie% ne7 thin8in* and idea% to create #ore %i#3+e- 2a+ua"+e andtru%ted e:3erience% 7ith techno+o*$- continuou%+$ i#3ro2in* the 7a$ ourcu%to#er% +i2e and 7or8&Nootherco#3an$oer%a%co#3+eteatechno+o*$3roduct 3orto+ioa%HP&It3ro2ide% inra%tructure and "u%ine%% oerin*% that %3an ro# handhe+d %o#e othe 7or+dI% #o%t 3o7eru+ %u3erco#3uter in%ta++ation%& It oer% con%u#er% a 7ideran*e o 3roduct% and %er2ice% ro# di*ita+ 3hoto*ra3h$ to di*ita+ entertain#entandro#co#3utin*toho#e3rintin*& Thi% co#3rehen%i2e3orto+iohe+3% u%#atch the ri*ht 3roduct%- %er2ice% and %o+ution% to our cu%to#erI% %3eciic need%&MISSIONH3>%#i%%ioni%toin2ent techno+o*ie%and%er2ice%that dri2e"u%ine%%2a+ue%-create %ocia+ "eneit and i#3ro2e the +i2e% o cu%to#er% J 7ith a ocu% on aectin*the *reate%t nu#"er o 3eo3+e 3o%%i"+e&HP FAST FACTS,& HP 7a% ounded in,K@K&.& Cor3orate head6uarter% are in Pa+o A+to- Ca+iornia&@& Me* Whit#an i% 3re%ident and CEO&A& H3 i% the 7or+d>% +ar*e%t IT co#3anie%- 7ith re2enue tota+in* L,.G&. "i++ion or i%ca+ ./,,&F& H3>% ./,, ortune F// ran8in* i% no& ,,&1& H3 %er2e% #ore than one "i++ion cu%to#er% in #ore than ,G/ countrie% on %i:continent%&G& H3 ha% a33ro:i#ate+$ @.A-1// e#3+o$ee% 7or+d7ide&0& H3>% re2enue or the our i%ca+ 6uarter% ended Octo"er @,- ./,,! L,.G&. "i++ion&K& H3 dedicate% L@&1 "i++ion annua++$ to it% re%earch and de2e+o3#ent o 3roduct%- %o+ution% and ne7 techno+o*ie%&TECHNOLOG, LEADERSHIPH3>% three "u%ine%% *rou3 dri2e% indu%tr$ +eader%hi3 in core techno+o*$ area%!,& T-e #ersona. s/ste0 gro*#! "u%ine%% and con%u#er% 3c>%- #o"i+e% co#3utin* de2ice% and 7or8%tation%&.& T-e i0aging an! #rinting gro*#! in8)et- +a%er )et and co##ercia+ 3rintin*- 3rintin* %u33+ie%- di*ita+ 3hoto*ra3h$ and entertain#ent&@& T-e te1-no.og/ so.*tions gro*#! "u%ine%% 3roduct% inc+udin* %tora*e and %er2er%- EDS- #ana*ed %er2ice% and %ot7are&CONTRIBUTIONG+o"a+ citi=en%hi3 enco#3a%%e% our co##it#ent to a+i*n our "u%ine%% *oa+%7ith our i#3act on %ociet$ and the 3+anet& It i% one o our %e2en cor3orateo")ecti2e%- rooted in h3>% oundin* 2a+ue% and 8e$ to %ucce%%& For #ore thanG/ $ear%- *+o"a+ citi=en%hi3 ha% in+uenced ho7 it run% our "u%ine%%- ho+din*u% to hi*her %tandard% o inte*rit$- contri"ution and accounta"i+it$ ine2er$thin* it do&It ocu%e% our ener*ie% and e:3erti%e in i2e area%!,& Ethic% and co#3+iance%.& Hu#an ri*ht and +a"or 3ractice%@& En2iron#enta+ %u%taina"i+it$A& Pri2ac$F& Socia+ in2e%t#entH#s s-are! 2a.*es,& Pa%%ion or cu%to#er%It 3ut our cu%to#er% ir%t in e2er$thin* it doe%&.& Tru%t and re%3ect or indi2idua+%It 7or8 to*ether to create a cu+ture o inc+u%ion "ui+t on tru%t- re%3ect and di*nit$ or a++&@& Achie2e#ent and contri"utionIt %tri2e% or e:ce++ence in a++ it doe%M each 3er%onI% contri"ution i% critica+ to our %ucce%%&A& Re%u+t% throu*h tea#7or8It eecti2e+$ co++a"orate%- a+7a$% +oo8in* or #ore eicient 7a$% to %er2e our cu%to#er%&F& S3eed and a*i+it$It i% re%ourceu+ and ada3ta"+e- and 7e achie2e re%u+t% a%ter than our co#3etitor%&1& Meanin*u+ inno2ationIt i% the techno+o*$ co#3an$ that in2ent% the u%eu+ and the %i*niicant&HPS CORPORATE O&JECTI3ES+,& Cu%to#er% +o$a+t$It earn% cu%to#er% re%3ect and +o$a+t$ "$ con%i%tent+$ 3ro2idin* the hi*he%t6ua+it$ and 2a+ue&.& Proit It achie2e% %uicient 3roit to inance *ro7th- create 2a+ue or our%hareho+der% and achie2e our cor3orate o")ecti2e%&@& Gro7thIt reco*ni=e% and%ei=edo33ortunitie% or *ro7ththat "ui+d% u3onour%tren*th% and co#3etencie%&A& Mar8et +eader%hi3It +ead% in the #ar8et3+ace "$ de2e+o3in* and de+i2erin* u%eu+ inno2ati2e3roduct%- %er2ice% and %o+ution%&F& Co##it#ent to e#3+o$ee% It de#on%trate% our co##it#ent to e#3+o$ee% "$ 3ro#otin* and re7ardin*"a%ed on 3eror#ance and "$ creatin* a 7or8 en2iron#ent that re+ect% our2a+ue%&1& Leader%hi3 ca3a"i+itie%It de2e+o3% +eader% at a++ +e2e+% that achie2e "u%ine%% re%u+t%- e:e#3+i$ our2a+ue% and +ead u% to *ro7 and 7in&G& G+o"a+ citi=en%hi3It u+i++% our re%3on%i"i+itie% to %ociet$ "$ "ein* an econo#ic- inte++ectua+and %ocia+ a%%et to each countr$ and co##unit$ 7here it doe% "u%ine%%&G.o)a. 1iti4ens-i#G+o"a+ citi=en%hi3 i% h3>% co##it#ent to ho+d our%e+2e% to a hi*her %tandard ointe*rit$- tran%3arenc$andaccounta"i+it$& The2a+ue% that ha2e"een3re%ent%inceh37a%oundedin,K@Kre#aininte*ra+ toour7or8toda$-he+3in*u%"a+ance our "u%ine%% *oa+% 7ith our i#3act on %ociet$ and the 3+anet& It ha% i2e*+o"a+ citi=en%hi3 3riorit$ area%! ethic% and co#3+iance- en2iron#enta+%u%taina"i+it$- hu#an ri*ht% and +a"or 3ractice%- 3ri2ac$ and %ocia+ in2e%t#ent& It%eort% in the%e area% he+3 dierentiate h3- reduce co%t% and dri2e inno2ation a%the$re%3ondto*ro7in*#ar8et o33ortunitie% and%ta8eho+der% e:3ectation%&The$ continue to ocu% on enrichin* 3eo3+e and co##unitie% around the 7or+d-%tri2in*to"eaorceor 3o%iti2eand+a%tin*chan*e&At h3- 3racticin**ood*+o"a+ citi=en%hi3 inc+ude% %u33ortin* hu#an and +a"or ri*ht%- #a8in* %trate*ic%ocia+ in2e%t#ent%N 3articu+ar+$ to ad2ance %tudent achie2e#ent and entre3reneur%ucce%% and 3rotectin* the 3ri2ac$ o cu%to#er% and e#3+o$ee inor#ation&Ser2ing enter#risesAt h3- it continua++$e:3+ore%ho7techno+o*$and%er2ice%cancreatene7and"etter 7a$ or 3eo3+e to +i2e- 7or8 and to tran%or# their current 3+a$& E2er$ da$ it3artner 7ith our +ar*e%t cu%to#er IT en2iron#ent into "u%ine%% a%%et%& It reco*ni=e%that CIO>% are no7 "u%ine%% #ana*er% 7ho %3ecia+i=e in techno+o*$& It 7or8 hardto he+3 the# create #ore #ana*ea"+e IT en2iron#ent% that co%t% +e%% to o3eratetheir IT inra%tructure%- %3eedin* acce%% to inor#ation- ena"+in* a%terco##unication "et7een "ranch oice% and head6uarter% or he+3in* the# dea+ 7itho"%o+ete IT e6ui3#ent%& HP %o+ution% +e2era*e our "road 3orto+ioN ro# %er2er%and %tora*e to %ot7are and %er2ice%- i#a*in* and 3rintin*- and 3er%ona+co#3utin* techno+o*$Ntohe+3 co#3anie%dri2e*ro7th-+o7er"u%ine%% ri%8-andcut co%t%&DRIVING TECHNOLOGYTRANSFORMATIONWith the 2o+u#e o data toda$ increa%in* a%ter than our a"i+itie% to ca3ture andu%e it- the indu%tr$ i% ra3id+$ %hitin* to a #ode+ 7here e2er$thin* can "e de+i2ereda% a %er2ice& Peo3+e 7ant in%tantaneou% acce%% to content and inor#ation that the$care a"out& Meetin* thi% 7or+d7ide de#and or inor#ation andrich di*ita+content 7i++ re6uire d$na#ic- co#3e++in* %er2ice%& The unda#enta+ "ui+din*"+oc8% othi% #ode+7i++ "e%#arter-#oreinte++i*ent net7or8%-ne:t *enerationdata center%M and 3erha3% #o%t i#3ortant+$- %ot7are that "+ind% a++ the di%3aratee+e#ent% to*ether& O2er the ne:t i2e $ear%- h3 7i++ in2e%t L./ "i++ion in re%earch 9de2e+o3#ent& It "e+ie2e% that the 3o7er to 3ro3e+ the indu%tr$ or7ard and i#3ro2ethe 7a$% our cu%to#er% +i2e and 7or8&HP Retains Lea!ers-i#2009 PC Shipments (Desktop PCs + Notebook PCs)2010 PC Shipments (Desktop PCs + Notebook PCs)Vendor Market Share Vendor Market ShareHewlett-Packard 15.6% Hewlett-Packard 18.2%Dell 11.0% HCL Ino !"!te#! $.8%HCL Ino !"!te#! $.6% Dell $.%%&cer %.%% &cer %.'%Leno(o 6.6% Leno(o ).%%IT in In!ia o2er t-e ,ears!,& In ,KK,- ne7 econo#ic 3o+icie% 7ere introduced&.& Forei*n #u+tinationa+% %uch a% Coca Co+a- Mercede%- IBM- HP +ooded into@& India- ea*er tota8e ad2anta*e o the chea33roe%%iona+ +a"or andtheo3enin* u3 o one o the 7or+dI% "i**e%t #ar8et%&A& Ado3tion o G+o"a+i=ation and +i"era+i=ation 3rinci3+e% "rou*ht tre#endou%%ucce%% BPO- IT- ITES- Retai+ and In%urance %ector- hea+th %ector- education&F& IT %ector %ho7ed the #o%t ra3id *ro7th a#on*%t a++ the %ector%&1& Toda$ #ore than F// #a)or internationa+ co#3anie% ha2e IT o3eration% inBan*a+ore a+one&G& Inte+>% Indian de2e+o3#ent center #ade chi3% or co#3uter 7hich areco#3ati"+e 7ith Micro%otO% O3eratin* S$%te# (i%ta&0& Micro%ot ha% e%ta"+i%hed one o it% @ 8e$ center% in Ban*a+ore other t7o"ein* in China and it% HH in Ne7 Dor8&MARKETING MI5Marketing Mix Product Place PromotionPrice,& The Fir%t P PPRODUCT Producti%a8e$e+e#ent inthe#ar8et oerin*& Mar8etin*#i:3+annin*"ein*7ithor#u+atin*to#eet tar*et cu%to#er>%need97ant%& Thecu%to#er 7i++)ud*e the oerin* "$ three "a%ic e+e#ent% eature% 9 6ua+it$- %er2ice% #i:96ua+it$ 9 3rice a33ro3riatene%%& ?ot+er %aid NA 3roduct i% an$thin* that can "e oeredto a #ar8et to %ati%$ the 7ant% or need% o the con%u#er%& Product% that are #ar8etedinc+ude3h$%ica+ *ood%- %er2ice%- e2ent%- e:3erience- 3er%on%- 3+ace- 3ro3ertie%-or*ani=ation%- inor#ationO% 9 idea%&A ir# doe% not %e++ on+$ a 3roduct& It %e++% 3roduct "eneit%& Product i% the #o%t i#3ortant2aria"+e in the #ar8etin* #i: o the ir#& I the 3roduct i% %ound 9ea%i+$ acce3ta"+eto the #ar8et i it %ati%ie% %e++er>% need- con%u#er>% 3reerence 9 i% careu++$ itted to theneed% 9 de%ire% o the cu%to#er%- %a+e% %ucce%% i% a%%ured& Hence- 3roduct i% the center oa++ #ar8etin* 3o+icie% 9deci%ion%& The #ar8etin* 3+annin* "e*in% 7ith the 3roduct9 a+%o end% 7ith the 3roduct&Co#3an$ 3+an% to increa%e their 3roduct ran*e in the uture& A "rie de%cri3tion o%o#e 3roduct% i% a% o++o7%! NPro!*1ts Na0e+,&La3to3%- Note"oo8 Co#3uter% 9 Ta"+et PC%i& E2er$da$ co#3utin*La3to3% or #o2ie%- #u%ic- 3hoto% and #u+tita%8in* in $our ho#e orho#e oiceii& Peror#ance 9 entertain#ent La3to3% or cuttin*Ned*e entertain#ent and *a#in*iii& U+tra J 3orta"+eLa3to3 co#3uter% or ta"+et PC% or onNtheN*o 3er%ona+3roducti2it$ and connecti2it$i2& MiniPerect co#3anion PC to 8ee3 $ou connected 7hi+e $ouare onNtheN*o,& La3to3% or Bu%ine%%i&E+iteBoo8 +a3to3%Be%t in c+a%%- 3ac8ed 7ith eature% andunctiona+it$ii&Co#3a6 +a3to3%Ad2anced eature% or "u%ine%%iii&ProBoo8 +a3to3%St$+i%h and aorda"+e or %#a++ "u%ine%% o3tion%.& Other +a3to3%i& HP Pa2i+ion Ho#e De%8to3 PC%a< Fitted7itheature%that a33ea+ to$our7ho+ea#i+$and $et +e:i"+e and re+ia"+e in #eetin* a++ their need%&"< S+ee8 in de%i*nM a %t$+i%h %ho73iece or the #odern ho#e ho7e2er co#3actthe %3ace- 7hate2er the "ud*etii&HP Pa2i+ion E+ite Ho#e De%8to3 PC%a< Fitted 7ith eature% that a33ea+ to $our 7ho+e a#i+$ and$et +e:i"+e and re+ia"+e in #eetin* a++ their need%&"< S+ee8 in de%i*nM a %t$+i%h %ho73iece or the #odern ho#e ho7e2er co#3actthe %3ace- 7hate2er the "ud*et&@& Monitor%i& Ho#e 9 Ho#e Oice #onitor%ii& Bu%ine%% Monitor%A& O3tion% 9 Acce%%orie%?e$"oard%- #ice- #e#or$- %tora*e- %3ea8er%- head%et%-7e"ca#%- ca"+e%- *a#in* and other acce%%orie% or de%8to3co#3uter%&i& Ho#e 9 Ho#e Oice de%8to3 acce%%orie%ii& Bu%ine%% de%8to3 acce%%orie%iii& E:tended %er2ice 3+an% or Ho#e 9 Ho#e Oice F& La%er Printer%- In8)et Printer% and Mu+tiunction Printer%i&Co+or Printer%a% ELCOT a+%o 7ent or +ar*eN%ca+e in%ta++ation%& A% a re%u+t o *ro7in* de#and or it% oerin*%- the co#3an$ i%in the 3roce%% o e:3andin* it% Pondicherr$ 3+ant&A1er Co0#*ter Internationa. Li0ite!Fe7 IT co#3anie% oer the "readth and de3th o 3roduct% that Acer Grou3 doe%&Le2era*in* the 2a%t co++ecti2e techno+o*ica+ re%ource% a2ai+a"+e N Acer India ;P2t&% +ar*e%t %e++er o PC% entered India in ,KKA& Initia++$- the co##ercia+%e*#ent ;+ar*e cor3oration%- *o2ern#ent- educationa+ 9 re%earch in%titution%< 7a%it% #ain tar*et %e*#ent& But 7ith rece%%ion in the econo#$ in #id ,KK/% and thecon%e6uent %+a%hin* o IT "ud*et% o cor3orate- it turned it% attention to the ho#e%e*#ent& Ho7e2er- it %oonrea+i=edthat it% PC%- a+thou*h3ercei2ed7e++ onre+ia"i+it$ and 6ua+it$- 7ere con%idered too e:3en%i2e& The a%%e#"+er% and Indian"rand% 7erecornerin* a #a)or chun8o the#ar8et&It%+a%hed3rice% oit% %u""rand Pre%ario ro# R%&1F- /// to R%&F/- /// to 3enetrate into the 3rice con%ciou%Indian hou%eho+d%&At the %a#e ti#e- Co#3a6i% a**re%%i2e+$*oin*ater cor3orate %e*#ent "$oerin*aran*eo3roduct%tai+oredaround%er2ice%to#eet%3eciicneed%& It%#er*er7ithDi*ita+E6ui3#enturther%tren*thenedit%3o%itioninthehi*hNend%er2er #ar8et&$i#ro Li0ite!+Wi3ro intend% to ocu% #ore on the +ucrati2e %er2ice% "u%ine%% in uture& A+read$-%er2ice% account% or #ore than ha+ o it% turno2er& In contra%t- the contri"ution o%$%te#% "u%ine%% dro33ed ro# A@ 3er cent to .F 3er cent&It hada)oint 2enture7ithAcer or #ar8etin*theWi3roNAcer "rando PC%&Ho7e2er- the$ ca++ed it o in ,KKK& Wi3roha% aF//N%tron*dea+er net7or8& It a+%odi%tri"ute% IBMPC% andSunMicro%$%te#%&Resear1- Met-o!o.og/In a33+ication o #ar8et re%earch the re%earch ha% to *o throu*h %e2era+ %te3% or%ta*e% and the%e %te3% are o++o7in*&Ste3 ,! Deinin* the Pro"+e#!Deinin* the 3ro"+e# i% the #o%t i#3ortant 3art o the #ar8et re%earch 3roce%%-"ecau%e 7ron* deinition #i%direct% re%earch&Thet$3eothere%earchto"ecarriedout- the6ue%tion%to"erai%ed- andthe%a#3+in* 3rocedure to "e o++o7ed and the data to "e co++ected- a++ de3end on thecurrent under%tandin* o the 3ro"+e#&HP i% ha2in* tou*h co#3etition in the #ar8et 7ith other 3+a$er% the%e 3+a$er% area%%e#"+er%and"randed& Thereare#an$actor%- 7hichin+uencethe"u$eror3urcha%in* the PC&A #a)or %te3 in the conduction o #ar8etin* re%earch i% the deci%ion re*ardin* thenature o re%earch de%i*n 7e are %e+ectin* or the 3ur3o%e o our %tud$&The "eneit% o re%earch de%i*n are that it e2a+uate% c+ient>% need in ter#% o re%u+t%and the ana+$tica+ 7or8 on the *athered data that 7i++ con2ert it to u%eu+ indin*%or the #ana*e#ent&The%e+ectiono a3articu+ar de%i*nde3end% onthecau%a+it$o the2aria"+e%in2o+2ed&For the 3ur3o%e o our %tud$ 7e intend to ta8e u3 de%cri3ti2e de%i*n&The$ co2er re%earch de%i*n% that are intended to 3roduce accurate de%cri3tion% o2aria"+e%re+e2ant tothedeci%ion"ein*aced- 7ithout de#on%tratin*that %o#ere+ation%hi3 e:i%t% "et7een 2aria"+e%&Deci%ion #a8er% 2er$ oten choo%e or are 7i++in* to acce3t de%cri3ti2e data- 7hich7ou+d 3er#it on+$ inerence% to "e dra7n a"out cau%ation&Here 7e are u%in* cro%%N%ectiona+ de%i*n to 3roduce a 3icture o the 3heno#ena in7hich the deci%ion #a8er i% intere%ted Jor e:a#3+e- the #ar8et %hare% o 2ariou%ir#%- con%u#er>% "rand i#a*e% and con%u#3tion- con%u#er 3erce3tion re*ardin*PCSte3 .! De2e+o3 the Re%earch P+an!The %econd %ta*e o #ar8etin* re%earch ca++% or de2e+o3in* the #o%t eicient 3+anor *atherin* the needed inor#ation&De%i*nin* a re%earch 3+an ca++% or deci%ion% on the data %ource%- Re%earcha33roache%- re%earch in%tru#ent%- %a#3+in* 3+an- and contact #ethod%&Re%earch A33roache%!Pri#ar$ data can "e co++ected in i2e 7a$%! O"%er2ation- Focu% *rou3%- Sur2e$%-Beha2iora+Ndata- and E:3eri#ent%&O"%er2ation re%earch!Fre%h data can "e *athered "$- o"%er2in* the re+e2ant actor% and %ettin*%&Focu% *rou3 re%earch! NA ocu% *rou3 i% a *atherin* o %i: to ten 3eo3+e 7ho are in2ited to %3end a e7hour% 7ith a %8i++ed #oderator to di%cu%% a 3roduct- %er2ice- or*ani=ation- or other#ar8etin* entit$& The #oderator need% to "e o")ecti2e- 8no7+ed*ea"+e on the i%%ue-and%8i++edinN*rou3d$na#ic%& Partici3ant%arenor#a++$3aida%#a++ %u#orattendin*& The #eetin* i% t$3ica++$ he+d in 3+ea%ant %urroundin*% and rere%h#ent%are %er2ed&Sur2e$ re%earch! NSur2e$% are "e%t %uited or de%cri3ti2e re%earch& Co#3anie% underta8e %ur2e$% to+earn a"out 3eo3+eI% 8no7+ed*e- "e+ie%- 3reerence%- and %ati%action- and to#ea%ure the%e #a*nitude% in the *enera+ 3o3u+ation&Thi% a33roach"e%t %uitedor 3ro)ectNre%earchhencethi% #ethod7a% ado3ted;%ur2e$Nre%earch< or the 3ro)ect 7or8&Beha2iora+ Data!Cu%to#er% +ea2e trace% o their 3urcha%in* "eha2ior in %tore %cannin* data- cata+o*3urcha%e record%- and cu%to#er data "a%e%& Much can "e +earned "$ ana+$=in* thi%data&E:3eri#enta+ re%earch!The#o%t %cientiica++$2a+idre%earchi%e:3eri#enta+ re%earch& The3ur3o%eoe:3eri#enta+ re%earch i% to ca3ture cau%eN andNeect re+ation%hi3% "$ e+i#inatin*co#3etin* e:3+anation% o the o"%er2ed indin*%&,& Data Source%! The re%earche% can *ather %econdar$ data- 3ri#ar$ data- or "oth&Secondar$ data are data that 7ere co++ected or another 3ur3o%e and a+read$ e:it%o#eN7here& Pri#ar$data are *atheredor %3eciic 3ur3o%e or or a %3eciicre%earch 3ro)ect&When the needed data do not e:i%t or are dated- inaccurate- inco#3+ete- orunre+ia"+e- the re%earcher 7i++ ha2e to co++ect 3ri#ar$ data& Mo%t #ar8etin*re%earch 3ro)ect% in2o+2e %o#e 3ri#ar$ data co++ection&Sa#ei%the ca%eorour3ro)ecta% 7e++&Forthe 3ur3o%eo our %tud$ 7eha2eco++ected 3ri#ar$ data in the or# o ;,< the data>% nature and ;.< it% unction in theu+ti#ate inter3retation and ana+$%i%&T$3e% o data,& De#o*ra3hic.& Socio+o*ica+@& P%$cho*ra3hicA& Beha2iora+Here7eare*oin*toana+$=etheo3inion%thatho73eo3+e3ercei2e%o#ethin*7hat the$ "e+ie2e a"out it and 7hat tho%e "e+ie2e% %i*ni$& The #o%t 3otent or# oo3inion% tend% to "e attitude%- 7hich are #enta+ %et% o 3redi%3o%ition% to act in%o#e #anner&Here in our 3ro)ect 7e intend to ana+$=e the o3inion% and attitude% o the tar*et3o3u+ation"$u%in*a33ro3riate%a#3+e& Sothedataco++ectedinour3ro)ect i%"a%ica++$ de#o*ra3hic and "eha2iora+&Co##unication a33roache%In decidin* on 7hich o the %e2era+ o co##unication #ean% to choo%e- are%earcher ha% #uch to con%ider a %i#3+e di2i%ion o co##unication #edia intot7o "road t$3e%! o"%er2ation and 6ue%tionin*& A+%o 7e 7i++ con%ider the #atter% o7hether to u%e %tructure and di%*ui%e&Fro# the 3oint o 2ie7 o our 3ro)ect 7e ha2e %e+ected the 6ue%tionin* #ethod oco##unication7ithour %e+ected re%3ondent%- andor that 3ur3o%e 7e ha2edrated a 6ue%tionnaire to 6uanti$ and e2a+uate the cu%to#er re%3on%e%&6" =*estioningIn the #a)orit$ o re%earch 3ro"+e#%- the re6uired inor#ation can "e *ained on+$"$ a%8in* or it& Thi% i% done #ain+$ "$ inter2ie7in*- "ut a+%o data #a$"e o"tainedthrou*h%e+Nad#ini%tered6ue%tionnaire%di%tri"uted"$#ai+ andother7a$%&A%e:3+ained ear+ier that 7e ha2e %e+ected the 6ue%tionnaire #ethod o dataac6ui%ition-thereore- 7echoo%etodratthe6ue%tionnaireha2in*c+o%edended6ue%tion% and that 7i++ he+3 u% 6uanti$ the re%u+t% in an a33ro3riate or#at&Re%earch in%tru#ent%!Mar8etin* re%earcher% ha2e a choice o t7o #ain re%earch in%tru#ent% in co++ectin*3ri#ar$ data! Hue%tionnaire% and #echanica+ de2ice%&Hue%tionnaire%!A 6ue%tionnairecon%i%t% o a %eto 6ue%tion% 3re%entedtore%3ondent%ortheiran%7er&Becau%eoit%+e:i"i+it$-the6ue%tionnairei%"$arthe#o%t co##onin%tru#ent u%ed toco++ect 3ri#ar$ data& Hue%tionnaire% need to"e careu++$de2e+o3ed- te%ted- and de"u**ed "eore the$ are ad#ini%tered on a +ar*e %ca+e&In 3re3arin* a 6ue%tionnaire- the 3roe%%iona+ #ar8etin* re%earcher careu++$choo%e%the6ue%tion%andtheir or#- 7ordin*- and%e6uence& Theor#othe6ue%tion a%8ed can in+uence the re%3on%e& Mar8etin* re%earcher% di%tin*ui%h"et7een c+o%edNend and o3enNend 6ue%tion%& C+o%edNend 6ue%tion%N3re%3eci$ a++the 3o%%i"+e an%7er& O3en endN6ue%tion% 3ro2ide an%7er% that are ea%ier tointer3ret and ta"u+ate& O3enNend 6ue%tion% oten re2ea+ #ore "ecau%e the$ do notcon%train re%3ondent%- an%7er%&Fina++$- the 6ue%tionnaire de%i*ner %hou+d e:erci%e care in the 7ordin*% and%e6uencin*o 6ue%tion%& The6ue%tionnaire%hou+du%e%i#3+e- direct- un"ia%ed7ordin* and %hou+d "e 3rote%ted 7ith a %a#3+e o re%3ondent% "eore it i% u%ed&The +ead 6ue%tion %hou+d atte#3t to create intere%t&:" Me1-ani1a. instr*0ents+Mechanica+ de2ice% are occa%iona++$ u%ed in #ar8etin* re%earch& One e:a#3+e i%o Ga+2ano#eter% u%ed to #ea%ure the intere%t or e#otion% arou%ed "$ e:3o%ure toa %3eciic and or 3icture&HUESTIONNAIRE DESIGNFro# "a%ic a%3ect% o #ea%ure#ent and #eanin*- 7e 3roceed to their a33+icationin de%i*nin* the in%tru#ent% or %ee8in* and recordin* data& Data #a$ "e o"tained"$either o"%er2in*or a%8in*or the#- andor#%areneededor ie+du%eino"%er2ationandinter2ie7in*& Theaccurac$andre+e2anc$othedata*atheredde3end hea2i+$ on the 6ue%tionnaire&FUNCTIONS OF HUESTIONNAIRESA 6ue%tionnaire i% %i#3+$ a or#a+i=ed %chedu+e to o"tain and record %3eciied andre+e2ant inor#ation 7ith to+era"+e accurac$ and co#3+etene%%& In other 7ord%- itdirect% the 6ue%tionin* 3roce%% and 3ro#ote% c+ear and 3ro3er recordin*&CONSUMER &EHA3IOURC*+S,M-. /-H&VI*.- /&SIC S0.&0-12It i% a #atter o 7onder that 7h$ 3eo3+e "eha2e the 7a$ the$ actua++$ do in the#ar8et 3+ace& At ti#e% 7e are #$%tiied "$ our o7n act% "ein* una"+e to rationa+i=ethe#& Innu#era"+e 6ue%tion% con%tant+$ a*itate the #ind& For e:a#3+e- doad2erti%e#ent% +ure u% into"u$in*the 3roduct% ad2erti%edR Wh$3eo3+e "u$i#3u+%i2e+$ on %o#e occa%ion%- "ut in other in%tance% act a% careu+ %ho33er%RThe%e6ue%tion%and%uchother6ue%tion%inact areoe6ua+ i#3ortancetothe#ar8eter& For e:a#3+e- i a #ar8eter can unra2e+ the con%u#er "eha2ior J7hat dothe$ "u$- ho7 do the$"u$and%o on J hecanorient hi%%trate*$ aroundthe%ean%7er%& Such a #ar8eter can ac6uire- %er2e- and retain the cu%to#er% or +ie&?no7in*thecu%to#er thu% i% 2er$i#3ortant& A%tud$o con%u#er "eha2ior-thou*h not *uaranteein* ,//S %ucce%% in the #ar8et 3+ace- rai%e% the 3o%%i"i+it$ o%ucce%%& B$ %tud$in* the 3otentia+ cu%to#er- #ar8eter *ain% in%i*ht into theattitude%- intere%t%- +ie%t$+e%- etc& o the tar*et %e*#ent& It 7i++ he+3- or e:a#3+e a#ar8eter to under%tand ho7 7e%terni=ed 3ortra$a+ o 7o#en 7i++ "e acce3ta"+e tothe cu%to#er% in %a$- a co%#etic ad2erti%e#ent&Thu%- "road+$ %3ea8in*- con%u#er"eha2ior %tud$ ai#% at identi$in* *rou3% o con%u#er% 7ith %i#i+ar +ie %t$+e% 7hoare+i8e+$to"eha2eina%i#i+ar #anner 7hen%o#e3roduct re+atedne7% i%co##unicatedtothe#&Thena#ar8etercanado3t eecti2e%trate*ie%toreachthe#- and #a8e an oer&DECISION MA?ING PROCESSWhen a 3ro%3ecti2e cu%to#er recei2e% a #ar8etin* cue ;3roduct- 3rice- 3ro#otion-and 3+ace#ent re+ated< he under*oe% a 3roce%% o deci%ion #a8in*& Thi% deci%ion#a8in* i% conditioned "$ a 2ariet$ o actor% +i8e 3er%ona+- inter3er%ona+- and nonN3er%ona+ actor%& I the i#3act o the%e actor% i% 3o%iti2e- then the cu%to#er candecide to 3urcha%e e+%e a 3urcha%e #a$ not ta8e 3+ace&The con%u#er deci%ionN#a8in* #ode+ i% an a33ro3riate too+ thi% ti#e to 3re%entthe rea+ condition% in 7hich the con%u#er decide% to 3urcha%e& The a++circu#%tance% he *oe% throu*h& Thi% #ode+ re3re%ent% that u3on recei2in* a#ar8etin* %ti#u+u% a cu%to#er 3roce%%e% throu*h the 3heno#enon o 3erce3tion-+earnin*- #oti2ation- attitudina+ di%3o%ition- etc&