The document analyzes a psychographic segmentation framework for the MICE (meetings, incentives, conferences, and exhibitions) sector in Pune, India. It involved surveys of 30 MICE service providers and 90 MICE clients. Key findings include: - Most MICE clients were from manufacturing and IT sectors, while most service providers were hotels and education institutes. - Incentives and conferences made up the majority of MICE events. Cost effectiveness was the most important factor for clients in choosing providers. - Hotels had the most corporate tie-ups on average. Tie-ups typically lasted 1-2 years. Loyalty programs like discounts and newsletters were common. - Con

1. ANALYSIS OF THE PSYCHOGRAPHIC
SEGMENTATION FRAMEWORK FOR
THE MICE SECTOR IN PUNE
Member Name Roll No.
Aishwarya Dev 03
Ankit Jha 12
Ashish Kumar 20
Ashwani Singh 22
Deepak Malhan 28
Itee Yadav 36
Member Name Roll No.
Mini K.V 43
Pallak Kochhar 49
Rakesh Santosh 52
Samarth Salalpuria 57
Sriju Nair 68
Vivek Sharma 72

2. Date Day count Schedule
January 3, 2014 Day 1 Secondary research on topic
January 4, 2014 Day 2 Discussion on topic
Pilot study-visit to service providers
January 5, 2014 Day 3 Pilot study-visit to service providers
January 6, 2014 Day 4 Discussion on pilot study conducted
January 7, 2014 Day 5 Frame hypothesis for research
Teams formed and locations for visit decided
January 8, 2014 Day 6 Questionnaire + Fieldwork
January 9, 2014 Day 7 Field work
January 10, 2014 Day 8 Field work+ work status meeting
January 11, 2014 Day 9 Field work
January 12, 2014 Day 10 Field work+ work status meeting
January 13, 2014 Day 11 Data entry
January 14, 2014 Day 12 Data analysis
January 15, 2014 Day 13 Report Making + Presentation
January 16, 2014 Day 14 Documentation
All team members divided in group of two
for field work
Data analysis team-Vivek , Ashish, Deepak
Report team-Mini, Pallak, Itee
Presentation team-Sriju, Rakesh, Aishwarya
Documentation team-Samarth , Ashwani
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 2

3. INTRODUCTION
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
 MICE. An acronym for Meetings,
Incentives, Conferences &
Exhibitions
 MICE is the fastest growing segment
in the travel and tourism industry
catering to the business traveler
 The inbound MICE segment is on the
upward curve, growing at 15 to 20%
annually
 Entire national and international
MICE meetings market all over the
world is pegged at over $270 billion
Source- The Hindu business line,,
http://optimiceevents.wix.com/micetravelmart#!mice-statistics/c1x3p
http://www.thehindubusinessline.com/todays-paper/tp-others/tp-editorial-
feature/india-an-attractive-mice-destination/article2474162.ece?css=print
“Almost 350 billion dollars are spent annually on the MICE market across
the globe.” Ashwini Kakkar , Executive Vice Chairman, Mercury Travels
“In most hotels, approximately 28% to 30% of the volumes come from MICE.”-
Rajan Bahadur , Regional general manager , Starwood hotels and resorts
“25% to 30% of the hotel business today is from MICE. Many hotel
companies look at MICE in a big way when it comes to partnering or
managing hotels. They consider location, facilities, design and other
elements. A lot of thinking goes into the planning of a successful MICE
event.”-Biswajit chakraborty, General Manager, Movenpick hotel
“Between 1.2 to 1.5 million Indians will travel only for MICE purposes.
These might include going abroad, or those who will attend meetings and
conferences, exhibitions within India. These 1.2 to 1.5 million people will
induce expenses of more than Rs 5,000 crore or approximately 1 to 1.3
billion US dollars.”- Ashwini Kakkar
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 3

4. Objectives
To study the services provided by the various MICE sector service providers.
To study and analyze the service provider’s involvement in customer’s decision.
Hypothesis
H1 : Brand Image of a service provider is a primary criteria for selection by the clients.
H2 :Value added Services and package deals offered by the service provider acts as a major client puller.
To study and analyze the general perception of customers for opting for a specific service and
a service provider.
To analyze the effect of customer care and customization on decision making of customers while
finalizing a service provider.
Service
provider
Customer
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 4

5. RESEARCH METHODOLOGY
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
1.Selection of topic
The topic selected was to analyse the Psychographic segmentation framework for the MICE Sector in Pune
2.Selection of sample
The sample respondents for the study were 30 service providers including Hotels, Tours and travels agencies, educational institutes ,convention and
exhibition centres. Also for client perspective,90 professionals from different companies availing MICE services in Pune were interviewed. Sample size
taken was 120.
3.Pilot Study
To test the feasibility of the research topic, a test questionnaire of 10 questions was prepared. This study was conducted with a sample size of 5
respondents by means of stratified random sampling.
4. Data Collection
A) Primary data was collected. A copy of the sample questionnaire used has been presented as appendix.
B) Secondary data was collected through the internet, journals.
5. Analysis of Data
The data collected is presented in form of tables and graphs under Results.
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 5

6. DATA ANALYSIS
28
16
13
7
6
6
5
5
4
0 5 10 15 20 25 30
Manufacturing
IT sector
Consultancy
Education
Pharma
Banking
Insurance
Logistics
Automobile
123456789
BIFURCATION OF CLIENTS
16
5
4
3
2
0 5 10 15 20
Hotel
Education institutes
convention centers
Travel agents
Event…
14325
BIFURCATION OF SERVICE PROVIDER
S.no Particulars Number of respondents
1 Manufacturing 28
2 IT sector 16
3 Consultancy 13
4 Education 7
5 Pharma 6
6 Banking 6
7 Insurance 5
8 Logistics 5
9 Automobile 4
S.no Particulars Number of respondents
1 Hotel 16
4 Education institutes 5
3 Convention centres 4
2 Travel agents 3
5 Event organizer/exhibition 2
Most of the clients are
from Manufacturing
,IT and Consultancy
sector
Most of the Service
providers covered are
from Hotel and
Education institutes
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 6

7. 1
Meeting,
20, 25%
2
Confrence
s, 25, 31%
3
Incentive
s, 28, 34%
4
Exhibitio
ns, 8, 10%
NUMBER OF RESPONDENTS
1 Meeting
2 Confrences
3 Incentives
4 Exhibitions
25
11
7
5
0
5
10
15
20
25
30
Business
Corporates
Educational
Institutes
Political Parties Others
1 2 3 4
NUMBER OF RESPONDENTS
1 IT
14%
2
Manufacturi
ng
24%
3 Pharma
30%
4
Educational
Institutes
20%
5 Others
12%
Number of Respondents (out of 30)
1 IT 2 Manufacturing
3 Pharma 4 Educational Institutes
5 Others
DATA ANALYSIS OF SERVICE PROVIDER
Sr No. Particulars
Number of
Respondents
(out of 30)
1 IT 7
2 Manufacturing 12
3 Pharma 15
4 Educational Institutes 10
5 Others 6
Sr No. Particulars
Number of
Respondents
(out of 30)
1 Business Corporates 25
2 Educational Institutes 11
3 Political Parties 7
4 Others 5
Sr No. Particulars
Number of
Respondents
(out of 30)
1 Meeting 20
2 Conferences 25
3 Incentives 28
4 Exhibitions 8
As per survey
Majority of
requirements in
MICE is for
Incentive and the
comes conference
Most of the clients
are from business
corporates
As per service
provider majority
booking is for
Pharma sector and
then comes
manufacturing for
MICE tourism
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 7

8. Sr No. Particulars
Number of
Respondents (out
of 30) %
1 Sales Team 17 38.64
2 Service Agents 13 29.55
3 Direct Calling 9 20.45
4 Company Portal 5 11.36
Particulars Sales Team Service Agents Direct Calling Company Portal
Sr No. 1 2 3 4
Series1 0 17 13 9 5
Series2 38.63636364 29.54545455 20.45454545 11.36363636
0
5
10
15
20
25
30
35
40
45
Commonly used options
Series1 Series2
17
5
13
4
14
0
2
4
6
8
10
12
14
16
18
Cost effectiveness Status of the
company
Value Added
Services
Brand of the
Provider
Location
1 2 3 4 5
Number of Respondents (out of 30) Sr No. Particulars
Number of Respondents
(out of 30)
1 Cost effectiveness 17
2 Status of the company 5
3 Value Added Services 13
4 Brand of the Provider 4
5 Location 14
 As per service provider in Mice tourism , most of
the bookings are through Company sales teams
and serving agents
 clients deal with the sales team of the service
provider at the most followed by the service
agents and direct calling
 Very few of the clients opt for Direct calling
(21%) and company portal (11%)
 As per service provider cost effectiveness , location
and added service have more importance than
status of company and brand of the provider except
in the case of high rating service provider.
 Star companies prefer branded service provider to
sustain their status .
8

9. 47
25
18
48
36
10
27
30
5
34
32
10
2
21
13
2
0 10 20 30 40 50 60
Cost affordability
Business opportunity
Brand value
Mice facility with Lodging
Psychology of Respondent
Series4 Series3 Series2 Series1
DATA ANALYSIS OF CLIENTS
Hotels
56%
Educational
Institutions
16%
Convention
Centres
27%
Theatres
1%
Preferred Location for MICE Event
Hotels Educational Institutions Convention Centres Theatres
29 28
22 21
0
5
10
15
20
25
30
35
Cost
affordability
Mice facility
with lodging
Brand value Business
opportunity
WEIGHTED AVERAGE
Weights Costaffordability Weightage 1 Businessopportunity Weightage 2 Brandvalue Weightage 3
Mice facility
withlodging
Weightage 4
5 47 235 25 125 18 90 48 240
4 36 144 10 40 27 108 30 120
3 5 15 34 102 32 96 10 30
2 2 4 21 42 13 26 2 4
90 398 90 309 90 320 90 394
Average
weightage
29 21 22
28
Weightedaverage of customerpreferencestochoose service provider
Hotels Educational Institutions Convention Centres Theatres
61 17 30 1
As far as MICE is
concerned
Majority of clients
prefer hotels
Clients rated cost affordability
(weighted average of 29) as the
most important parameter for
selecting the service provider
followed by mice facility and
lodging(weighted average of 28).
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 9

10. 50 40 35 30
10
30 24 20 20 1515
120110
90 80 80 75 70 65 60 50 50 50 45 45 40
14
50
12
0
20
40
60
80
100
120
140
Lemerdian
Sun.n.Sand
ThePride…
JWmarriot
TheWestin
panchratna
Royalorchid
Fourpoints
HotelSagar…
Centurion
Kapila…
Mccai
Quality…
TUI-Travel…
LeRoyce…
Oakwood…
Amber…
radisson
Kesarimice
Regus
Symbiosis…
QMTI
SIU
Symbiosis…
Deccan…
Sims
Subizz
Makemytrip
Wadhwa…
Average corporate tie-ups in an year
Convention Centers Educational Institute Event Organizers Hotel Travel agent
Hotels have the maximum average number
(50-120) of tie ups in a year followed by
convention centre with an average of (25-
50).The least are for exhibitions and
educational centres.
10%
23%
50%
7%
7% 3%
0-6 Months
6-12 Months
1 - 2 years
2 - 3 years
3 - 5 years
5 + years
Sr No. Particulars (tenure
of Tie-up)
Number of
Respondents
Percentage
1 0-6 Months 3 10
2 6-12 Months 7 23
3 1 - 2 years 15 50
4 2 - 3 years 2 7
5 3 - 5 years 2 7
6 5 + years 1 3
0
5
10
15
20
25
15
8
21
14
Number of Respondents (out of 30)
Number of Respondents (out of 30)
Sr No. Particulars Number of Respondents (out
of 30)
1 Monthly Interactions 15
2 Gifts/ Vouchers 8
3 Emails/News Letters 21
4 Discounts/Offers 14
Loyalty programs/other special offers offeredTenure of tie ups with clients
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 10

11. DATA ANALYSIS OF CLIENTS
38
31
23
8
-
5
10
15
20
25
30
35
40
conferences incentives meetings exhibition
OUTSOURCED SERVICES(IN %)
Response of Services that are outsource
Service companies
outsource the most
count of services outsourced the
most by respondents
conferences 34
exhibition 7
incentives 28
meetings 21
Analysis on number of service outsourced
Yes, 73
No, 17
0
10
20
30
40
50
60
70
80
Yes No
LOYALTY PROGRAM
Do they Follow Yes No
Count 73 17
Do they follow loyalty programs
Particulars Respondents(%)
Very Important 53
Important 25
Neutral 22
Importance of Attitude/Behavior/Service of
Service Provider
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 11
53
25
22
0
10
20
30
40
50
60
Very Important Important Neutral
ATTITUDE/ BEHAVIOR/ SERVICE OF
SERVICE PROVIDER

12.  It can be concluded that Clients considers various parameter basis which clients choose the
service provider.
 The survey also concluded that customers consider cost effectiveness as the most important
parameter for service provider selection.
 The above objective 2 proves the hypothesis 1 incorrect which states “Brand image is a primary
criteria for selection of a service provider by the clients”. Hence hypothesis 1 is rejected
 The above objective 1 prove hypothesis 2 correct which states that “Value added service and
package deals offered by service provider acts as a major client puller”. Hence hypothesis 2 is
accepted.
12
Objective 1 –”To study the services provided by the various MICE sector service providers ” and “To study and
analyze the service provider’s involvement in customer’s decision.”
Objective 2 –”To Study and analyze the general perception of customers for opting for a specific service and
a service provider”
RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 12

13. RECOMMENDATIONCONCLUSIONDATA ANALYSISINTRODUCTIONOBJECTIVEAPPROACH
Importance to cost
effectiveness
Beyond traditional
offerings
Despite brand image being an effective parameter for attracting clients for MICE sector, it is
crucial for service providers to consider cost effectiveness in their services.
Corporate should seek new destinations for MICE trip beyond traditional destinations and
themes, thereby providing them unique experience
14 February 2015Psychographic segmentation framework for the MICE sector in Pune
Scope of substantial
expansion
Pune being one of the major cities and having many site seeing places nearby can build upon attracting
more business customers for incentives. Being one of the IT hubs it can also provides enormous
business opportunities to those business travellers.
Developing Mice
tourism In Pune
The Pune MICE market though, in its nascent stage leaves a lot of scope for substantial expansion. it can
improve in its infrastructure and top class facilities to conduct international conferences and meeting.
13

14. ANNEXURE 1
ORGANIZATION Symbiosis Centre of Education
GROUP CONTACT, DESIGNATION Mr. Sriju Nair
EVENT DATE March 2014 (dates to be intimated)
MINIMUM GUARANTEE 25 pax minimum guaranteed
FUNCTION TYPE Conference Lunch
VENUE Sovereign (subject to availability)
SEATING ARRANGEMENT To be intimated
FUNCTION TIMINGS 9am to 6pm sharp
BILLING INSTRUCTIONS 80 % advance prior the event. balance
immediate after the function
SALES PROPOSAL-Le meridian
AV REQUIREMENTS (IF REQUIRED)
LCD Projector @ Rs.3500 + tax
Collar Mike @ Rs. 1000 + tax
Cordless Mike @ Rs. 1000 + tax
Internet connection @ Rs. 5000 + tax
Laptop @ Rs. 2500 + tax
MEAL PRICES
Lunch: Buffet lunch will be charged at a rate of Rs. 875 plus taxes (as applicable) plus 5% service charge per person
Buffet lunch menu structure
1 Soup
2 Salads
1 curd preparation
1 chaat preparation
2 Non Veg Main Course
2 Veg Main Course
1 Dal & 1 Rice
Assorted Indian BreadsPapad pickle chutney
2 Desserts1 ice cream
For details refer the attachment

15. RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 15
VALS FRAMEWORK

16. RECOMMENDATIONCONCLUSIONDATA ANALYSISOBJECTIVEINTRODUCTIONAPPROACH
14 February 2015Psychographic segmentation framework for the MICE sector in Pune 16
PERCEPTUAL MAPPING

17. 17
THANK YOU