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A Summer Internship Project Report on
Efficiency improvement and planning in field research through
exposure to various stages in research operations,
at Dexter Consultancy Pvt. Ltd. Ahmedabad.
Submitted by:
Krishna Bhawsar
PGP/01/007
Indian Institute of Management Sirmaur
01/05/2016 – 30/06/2016

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Certificate for the Summer Internship
This is to certify that Krishna Bhawsar, a student of the Post-Graduate programme
in Management at Indian Institute of Management Sirmaur, has worked under our
guidance and supervision. This Summer Internship Report has the requisite standard and
to the best of our knowledge, no part of it has been reproduced from any other summer
Internship, monograph, report or book.
Under the guidance of
Prof. Ajay Garg Prof. Rajesh Aithal Mr. Rahul Sanghvi
Chairperson, Chairperson, CEO
PGP, Placement, Dexter Consultancy
IIM Sirmaur IIM Sirmaur Pvt. Ltd.

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Executive Summary
This project report describes about three projects, on which I have worked during the
two months of internship. The first project is regarding “Water meter connection” in
Ahmedabad. Ahmedabad, selected as one of the first 20 smart cities in India, the
concerned government body has taken initiative to improve the water supply. Dexter
consultancy Pvt. Ltd. received the contract for collecting the data of all current and
potential consumption units. They will use data for optimizing the water line connections
and installing water meter such that the consumer has to pay based on their consumption.
This will help the client to provide water for 24x7. My role was optimizing the processes
that includes pre-survey mapping, data collection, data cleaning, data validation and
submission to the client as per the norms.
The second project I worked on was an “Ordering mobile app” project. In this project,
we had to understand the shortcomings in ordering process in the upstream side of
distribution channel and feasibility of the app in various sectors. So that, we can position
the Ordering app as a replacement to conventional ordering system. A draft tool was
designed to take the survey of supply chain members i.e. retailers, wholesalers and
distributors in different sectors.
The third project was “Dipstick study of the client’s product”. Client was facing the
problem of losing its sales to its competitor. My role in this project was to prepare draft
tool/questionnaire for customers as well as retailers and to carry out the survey of
consumer of the product and retailers. The outcome of this would help the client to act
and take necessary steps to gain a strong position in market.

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Acknowledgement
The summer internship was a very important learning experience for me. I would like to
express my gratitude towards all the people who played a part in making the experience
possible. I would like to thank all those who helped and guided me through these two
months in making this internship successful. I would like to express my special gratitude
towards Mr. Rahul Sanghvi, CEO of Dexter Consultancy Private Limited for his constant
support and encouragement, which helped me throughout the project. I sincerely
acknowledge him for extending his valuable guidance, support and reviews on the report
from which I could learn a lot.
(Signature of the student)
Krishna Bhawsar

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Table of Contents
Executive Summary...................................................................................................................... 3
Acknowledgement ........................................................................................................................ 4
1. Introduction.............................................................................................................................. 8
1.1 Company Background....................................................................................................... 8
1.2 Brief Outlook of various operations (or products/services) in the company ............ 8
1.3 Market Research ................................................................................................................ 8
1.4 Information Technology.................................................................................................... 9
1.5 SME Consulting................................................................................................................... 9
1.6 Development Sector Studies.......................................................................................... 10
Background of the projects....................................................................................................... 10
2. Water Meter Connection Project.......................................................................................... 10
2.1 Objective ........................................................................................................................... 10
2.1.1 Scope of the Project ................................................................................................. 11
2.1.2 Problem Statement ................................................................................................... 11
2.1.3 Benefits of the project to the company and to the intern .................................. 11
2.2 Methodology..................................................................................................................... 11
2.3 Pre-Survey......................................................................................................................... 12
2.3.1 Current Resources..................................................................................................... 13
2.3.2 Shortcomings of Pre-Survey.................................................................................... 13
2.3.3 Optimized Process..................................................................................................... 14
2.4 Data collection.................................................................................................................. 14
2.4.1 Current Resource....................................................................................................... 14
2.5 Data validation ................................................................................................................. 14
2.6 Data Cleaning................................................................................................................... 14
2.7 QC test after Survey........................................................................................................ 15
2.8 Recommendations........................................................................................................... 15
3. Feasibility of ordering mobile App in various sectors ....................................................... 16
3.1 Objective ........................................................................................................................... 16
3.1.1 Problem Statement ................................................................................................... 16
3.1.2 Benefits of the project to the company and to the intern .................................. 16
3.2 Methodology..................................................................................................................... 16

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3.3 Approach........................................................................................................................... 18
3.4 Activity Wise Flow............................................................................................................ 19
3.5 Overall Research Study Flow ......................................................................................... 20
3.6 Sampling............................................................................................................................ 20
3.7 Project Timeline ............................................................................................................... 21
3.8 Findings and Outcome of the project........................................................................... 21
3.8.1 Perceived advantage and disadvantage of using technology ............................ 22
3.8.2 Feedback about business model and product feature......................................... 22
3.9 Recommendations........................................................................................................... 22
4. Dipstick study of client’s product......................................................................................... 23
4.1 Objective ........................................................................................................................... 23
4.1.1 Scope of the Project ................................................................................................. 23
4.1.2 Problem Statement ................................................................................................... 23
4.1.3 Benefits of the project to the company and to the intern .................................. 23
4.2 Methodology..................................................................................................................... 23
4.3 Findings............................................................................................................................. 24
4.4 Recommendations........................................................................................................... 24
5. Conclusion............................................................................................................................... 24
6. References .............................................................................................................................. 25

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Table of Figures
Figure 1 Market Research............................................................................................................ 8
Figure 2 Information Technology............................................................................................... 9
Figure 3 SME Consulting.............................................................................................................. 9
Figure 4 Development Sector Studies ..................................................................................... 10
Figure 5 Flow Chart Current Process ....................................................................................... 12
Figure 6 Flow Chart of Pre-Survey Mapping Process............................................................ 13
Figure 7 Methodology/process in the project......................................................................... 17
Figure 8 Steps in project of Ordering mobile app ................................................................. 18
Figure 9 Activity wise flow in project....................................................................................... 19
Figure 10 Overall Research Study Flow .................................................................................. 20
Figure 11 Aided awareness of QR code.................................................................................. 22
Table of tables
Table 1 Gantt chart of the project timeline.............................................................21
Table 2 outcome of the project.............................................................................21

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1. Introduction
1.1 Company Background
Dexter Consultancy Pvt. Ltd. Started in 2008. Company operates in various fields such
as process consulting, ERP solution, GIS mapping, Information technology services.
Company has been operating in Ahmedabad as Headquarters and having its field
presence in 29 states of India. Company has done various projects across the country.
1.2 Brief Outlook of various operations (or products/services) in
the company
Dexter consultancy private limited operates in various verticals such as market
research, Small, Medium Scale consulting, developmental sector studies, and
information technology.
1.3 Market Research
Market research is one of the major operation area of Dexter consultancy private
Limited. It handles various projects includes Consumer Behaviour Studies, Feasibility
Studies, Brand Perception Study and other marketing research activities.
Figure 1 Market Research

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1.4 Information Technology
One of the major vertical of Dexter Consultancy private Limited is Information
technology. It provides IT solution for various clients, such as Societies and building
complex and other companies. This vertical is known as Smart prop and it handles
various websites as well as develop mobile applications for client’s interest.
Figure 2 Information Technology
1.5 SME Consulting
Dexter gives consulting to various small and Medium scale level companies. It has
experience of doing it for various companies in and around Ahmedabad city. Having the
experience of 8 years in this field helps company to grow along with this industry.
Figure 3 SME Consulting

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1.6 Development Sector Studies
Dexter holds various projects in the developmental sector such as government schemes
and government programs.
Figure 4 Development Sector Studies
Background of the projects
2. Water Meter Connection Project
2.1 Objective
Client’s objective is to 24x7 water supply and govern the consumption of water of each
household throughout the city with the help of a metered connection.
Objective of Dexter Consultancy is to carry out market research of the all the
households in particular area given by the client, make a report, and then submit it to
the client.
My objective was to optimize the various processes in this project that includes pre-
survey mapping, data collection, data validation and data cleaning.

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2.1.1 Scope of the Project
Carrying out market research as per the unit sampling method and terms accepted by
the client. The job included pre-survey activity, training, awareness/review meeting,
day-to-day fieldwork, field and table QC, data entry in prescribed format and
submission of the same in desired hard and soft copy.
2.1.2 Problem Statement
Ahmedabad is going to be a smart city. Therefore, to achieve the requirement of the
smart city our client need to put the meter connection to each household. Client wants
to know the status of the consumer and report on various parameter including number
of authorized connection, storage facility, water consumption, number of residents,
property type etc. in Ahmedabad.
2.1.3 Benefits of the project to the company and to the intern
Through my inputs, company will be able to reduce the slack time, by which it can
improve efficiency of the process. Company can optimize its resource utilization.
Through this company will be able to trace the performance of the individual executives
in each process and can take measures to improve their performance.
I will be benefiting by getting chance to think out of box, and using my creativity and
implementing in the practical situations. I will get lot of opportunity to learn various
method to improve the efficiency and accuracy of the process.
2.2 Methodology
The current process involves following
 Pre-survey Mapping
 Survey (Data collection)
 Data Validation
 Data Cleaning
 Quality Control
 Documentation

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Figure 5 Flow Chart Current Process
2.3 Pre-Survey
It involves the marking of the building structures and assigning each building with
unique GIS number also identifying consumption units in a single GIS ID, and assigning
them property type. Project monitor the mapping team individually and set individual
target daily.
Pre-survey
Mapping
Survey (data collection) Data
Validation
Data Cleaning
QC
Test= 0
Documentation
Yes
NO

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Figure 6 Flow Chart of Pre-Survey Mapping Process
2.3.1 Current Resources
 An Operation Executive
 A Map
 A Marker
 A Refill
2.3.2 Shortcomings of Pre-Survey
The operation Executive spend a huge amount of time to match the block that are in
the map and on the geographical location. The map that is used for this process is not
matching with the actual structures. Even important names/landmarks are missing on
the current maps or sometime old name of the place is used. There are also few issues
with the scaling of the map.
Activity Before Presurvey Mapping
• Choose the targeted area
• Take adequte number of printout of the Map
Prejudgement of the Grid.
• Identify the various land mark in the geographic location.
• Match those landmark with grid map.
• Provide a Unique Gis plot ID to those landmark.
Start mapping all other geographical location
• With respect to the identified landmark, map the other
geographical unit.
• Provide a Unique GIS plot ID to other unit.

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2.3.3 Optimized Process
Some quality time should be spend by the executive to read and understand the map
before going to field. Taking some expert advice (people from that location) and carried
out fieldwork with recent Google map and all other resources improved the process
significantly. Instead of starting the fieldwork immediately, executive should visit the
area once and start mapping after that, this provides significant accuracy improvement.
2.4 Data collection
Collecting data according to the GIS ID given by the Mapping team, which includes
filling forms through an android mobile app, which runs in an electronic gadget i.e.
tablet. The data collection team also takes pictures of the household and the GIS ID
number written on the walls of the houses.
2.4.1 Current Resource
 Survey Executive
 Tablet / Survey form
2.5 Data validation
Includes the validating the final document with the given parameters of client. The data
is checked against various parameters like a form number should be of 15 digits so all
form numbers are checked whether they fulfill this criteria or not, mandatory fields
should not be left empty, GIS id for each house should be unique etc. This is done on
Microsoft excel using filter tool. If there is some incomplete data or some data that
does not fit for the parameters given then, the file was again sent for data collection.
2.6 Data Cleaning
In data cleaning certain correction in data are done which do not gets corrected even
after passing data through validation, for example typos are corrected, name of same
area written with different spellings are made uniform etc. This is also done in Microsoft
excel.

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2.7 QC test after Survey
During the survey there were few challenges, that was faced by the survey executive.
The challenges were following,
 No Response from the house owner
 Permanent Lock out
 Temporary Lock out
To improvise the whole process, all the GIS id number which are missed because of the
above reasons are identified and fixed in the field within 1-2 days. QC test is necessary
to ensure no household is left behind for survey and client gets all the required
document with great accuracy.
2.8 Recommendations
 In water meter project a current Google map with proper land marking and
proper scale will help the operation executive to map the geographical location
more efficiently.
 Hiring the local executive for this operation would improve the service time which
leads to improve the whole process.
 Providing a GPS enabled device/ Google map in operation executive’s phone will
help to acquire greater accuracy, and further will help to monitor executives.
 Providing all resources in adequate amount would reduce the slack time. A
checklist can be made for ensuring that each executive has adequate amount of
resources.
 The work progress of mapping executives can be tracked every hour or after
every certain amount of time by telling them to send image of filled map through
applications such as whatsapp.
 A guideline for research executives can be made which will help them to work
with more efficiency.

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3. Feasibility of ordering mobile App in various sectors
3.1 Objective
Objective of this project is to design implementation and analysis for a market entry
study for a mobile application. Understanding of current ordering system and issues
faced in various distribution channel. Finding the perception about the online ordering
system and conventional ordering system. Finding out the awareness and willingness to
use QR code as a part of ordering system. Identify different sectors with potentials
opportunity for the mobile application as an ordering system. Get feedback on revenue
model, product feature from various stage of supply chain.
3.1.1 Problem Statement
The client of this project has developed a mobile application. For launching this product,
client need to understand the feasibility in current supply chain and the gaps in the
current distribution channel.
3.1.2 Benefits of the project to the company and to the intern
Company will be able to understand the flaws in the current distribution system. Which
will help company to formulate a strategy to launch this App.
I will be benefiting by getting chance to think out of box, and using my creativity and
implementing in the practical situations. I will get lot of opportunity to learn the current
and conventional method of ordering and flaws associated with it. I was able to use my
academics in to the practical situation and was able to learn about ordering, distribution
and supply chain in depth.
3.2 Methodology
 First, we listed the different sectors having retail outlets in Ahmedabad. From the
list we compared some factors which will be helpful for this ordering application.
Some of the factors we considered was density of retail outlet, nature of retail
outlet whether it is organized or unorganized, inventory problems, and impact of
dead inventory. Based on these factors we shortlisted sectors which can be
approached for this ordering application.
 We Visited all the finalized sector retail outlets as a pilot project 2 shops from
each sector, and then visited and interviewed the distributor and if possible the
principal from each sector.

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 Particular questionnaires having both closed ended and open-ended questions
was used as a tool to measure all factors as per requirements of the client.
 Both face-to-face and telephonic interview were conducted with the
stakeholders.
 Based on the interviews, we made an excel sheet in which we entered the data
collected from interview, which we used for analyzing the feasibility of launching
application.
 We made a final report based on that and submitted a report to the client on the
gaps available in the system.
Figure 7 Methodology/process in the project
Initial List of 45
sectors
Shortlist of 25
sectors
Elimination through secondary
research and initial interactions
with retailers
Feedback from
retailers and
Distributors
Classification into
positive and
negative lists
Validation round of feedback with
retailers, distributors and
manufacturers
Final classified
lists of
opportunities

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3.3 Approach
There were three major step involved to carried out this project. Secondary research
was about various sector having different supply chain to shortlist few sector, which
was feasible to enter.
Figure 8 Steps in project of Ordering mobile app
The primary research is to interview few stakeholders in various sectors those have
been shortlisted in the secondary research.
After collecting the data, the cleaning and validation had done and analyzed the data to
find out different inference according to client requirement.
Secondary
Research
Primary
Research
Data
Analysis

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3.4 Activity Wise Flow
Figure 9 Activity wise flow in project
Secondary Research
• Studying different reports and article having
information about various supply chain and ordering
system
• Shortlist of different sectors according to the possibility
of acceptance of mobile app into their ordering system
Primary Research
• Identify various stakeholder in shortlisted sectors for
interview
• Pilot and field operation planning
• Take appointment from those stakeholder and conduct
interview
Data Analysis
• Data Entry with Data validation and data cleaning
• Data analysis with different facts and figures
• Making presentation for client

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3.5 Overall Research Study Flow
Figure 10 Overall Research Study Flow
3.6 Sampling
A total 300 sample collected in this project from two different geographical location.
This 300 sample consist of manufacturers, distributors, suppliers, retailer and other
stakeholders in various sectors and in various type of supply chain.
Secondary
Research
Pilot
Survey
Identified
Sectors
Interviews
Data
Analysis
Presentation

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3.7 Project Timeline
Activity Week 1 Week 2 Week 3 Week 4
Secondary Research
Pilot Survey
Identifying Sectors
Interviews
Data Analysis
Presentation
Table 1 Gantt chart of the project timeline
3.8 Findings and Outcome of the project
 More than 80% stakeholders keep record purchase/sales manually
 More than 90% stakeholder do not know of any mobile application being used
for business
 41% respondent believe that “software cause more problem in managing than it
solves”.
 59% respondent believe that “Nowadays everyone has to go online to sell
otherwise they will be out of business soon”.
 Respondent perceive about online ordering system based on market place
application like Flipkart and Amazon.
Table 2 outcome of the project
65%
59%
54%
43%
41%
30%
22%
19%
0% 10% 20% 30% 40% 50% 60% 70%
Helps me keep track of orders placed…
Helps me keep an indirect track of…
Reduces the landed cost of the…
Cuts down time to get the material
Helps me keep work out profitability
Builds transaction history which can…
Ensures that I get genuine products…
Eliminates errors in orders placed…

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3.8.1 Perceived advantage and disadvantage of using technology
Advantages
 Accuracy of order places
 Place order according to requirement
 Price comparison
 Convenience
 Out-state distribution
Disadvantages
 Unfamiliarity with the system
 Lack of aftersales services
 Delivery uncertainty
 Touch and feel Issue
3.8.2 Feedback about business model and product feature
 81 % respondent prefers to have order wise pricing
 Usage of QR code should be optional
Figure 11 Aided awareness of QR code
3.9 Recommendations
 Executives could have used sample of the mobile app to demonstrate it to the
potential customers to get the clear idea of the feasibility in that sector.
 Draft tool i.e. questionnaire should be shorter because respondent do not have
much time to answer it.
Yes
30%
No
70%
Aided Awareness of QR
Codes

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4. Dipstick study of client’s product
4.1 Objective
Objective is to determine the brand perception and loyalty among customers and
retailers for the client’s as well competitors’ product. This will be analyzed from the data
collected and necessary actionable recommendations will be given to the client to
increase its share or to gain the market leader position.
4.1.1 Scope of the Project
Understanding the factors, which affect the brand perception at retailer and customer
level. A detailed analysis to provide client with the current position of its product brand
awareness and perception
This will help the company to decide on the communication channel as well as the
product modification if required.
4.1.2 Problem Statement
To determine the current position about brand perception and awareness for the clients
as well competitor’s product and factors affecting it.
4.1.3 Benefits of the project to the company and to the intern
Company will be able to understand the area where the focus should be more. It will
understand what are the reasons of less sales of the product.
I will be benefiting by getting chance to think out of box, and using my creativity and
implementing in the practical situations. I will get lot of opportunity to learn the ways of
determining brand perception and awareness along with the associated factors and
analysis of the collected data.
4.2 Methodology
In this project, survey was taken in two cities of India. A sample of 40-45 of customers
and 25-30 retailers was taken in each cities. Draft tools was designed for taking survey
of both customers and retailers. Potential area was determined where we can get shops
of that product. Then we went shops and carried out the survey.

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4.3 Findings
Some key findings in the project are as follows
 53% customers have unaided awareness about the client’s product
 Client’s product was having less margin to the retailers as compared to other
brands in the same product category.
 Retailers were not getting good service from the distributors.
 Promotional schemes were not same to different retailers which caused some
retailers to stop keeping the product.
 Retailers didn’t have small pet bottle SKUs of the client’s product.
 Customers perceived client’s product to be expensive as compared to the other
brands in the same product category.
4.4 Recommendations
 Area for survey should be determined (with the help locals) before going to the
field.
 Locations of the retailers of the products can be taken by the client so that
survey executives need not waste time searching for the retailers.
5. Conclusion
These 2 months of my internship were a good learning experience for me. I was
exposed to the practical aspects of Market research. I have been able to meet and
network with so many people that I am sure will be able to help me with opportunities
in future. I was able to contribute to the company by assisting and working on the
projects throughout these two months. I got familiar with the corporate life. I was able
to apply the theoretical knowledge into the projects.
Overall, my internship at Dexter Consultancy Pvt. Ltd. has been a success. I was able to
gain practical skills, work in a fantastic environment, and make connections that will last
a lifetime. I could not be more thankful.

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6. References
Retrieved from www.dexteronweb.com on 27th june 2016
Malhotra N.K., Dash S., “Marketing Research: An applied orientation”, 7e, Pearson, New
Delhi
Retrieved from www.googlemaps.com
Kotler P., Koshy A., Keller K.L., and Jha M., “Marketing management: A south Asian
Perspective” , 14e, Pearson, New Delhi