This document is my summer internship project report during my PGDM Course. I have done my summer internship from A C Nielsen India Pvt.Ltd. I have mentioned my experience of working on different market research projects which gave me exposure to different industries such as Retail, Information technology, Automobile, Banking, Etc.
This document is my summer internship project report during my PGDM Course. I have done my summer internship from A C Nielsen India Pvt.Ltd. I have mentioned my experience of working on different market research projects which gave me exposure to different industries such as Retail, Information technology, Automobile, Banking, Etc.
Recruitment and Selection at Aviva Life InsuranceProjects Kart
The MBA project titled “RECRUITMENT AND SELECTION” Undertaken in AVIVA life insurance.
AVIVA is a UK based insurance group. It has a long history dating back to 1834 and has a joint venture with DABUR groups. Aviva holds a 26 per cent stake in the joint venture and the Dabur group holds the balance 74 per cent share.
It is one of the leading providers of life and pensions products to Europe and has substantial businesses elsewhere around the world.
The project report is about recruitment and selection process that‟s an important part of any organization. Which is considered as a necessary asset of a company? In fact, recruitment and selection gives a home ground to the organization acumen that is needed for proper functioning of the organization.
Summer Training Report on Human Resources Accounting at Skylark Pvt.LtdRohit
Hi I'm Rohit
I am Post Graduate in Management (MBA) in Finance+Marketing.
This report is related to summer training title as "Human Resource Accounting" if you are fresher and you have no any idea and experience to conduct the report so you can check my report it will help you definitely.
This report is on Human Resources Accounting to measure and evaluate the performance of workforce in organisations. It will help you to understand about 'HRA' how it works at any organisation.
Thanks & Regards
"Study on factors influencing capability and usability of Consumers Durables-LG Brand shop MOT [Moment Of
Truth] on Consumer Behaviour"says the various Moment of Truth that the Customer encounter when entering into the brand shop .
Various Moment of Truth that the customer encounters are
Visual Merchandising or Point of Display over the products, Employee Behaviour with theCustomers and after that Measuring the Customer Satisfaction that Customer get after interactingwith the Moment of truth they encounter.
The main Objective of the given project was to study the impact of MOT [Moment of Truth] on Customer Buying Behaviour and observing SSE‘s [Shop Sales Executives] Behaviour in dealing with Customers and also analyzing and measuring the Customer Satisfaction and Experience.
This project basically deals with the Evaluation of Individual Brand shop of LG on the basis of MOT [Moment Of Truth] and Shop Sales Executives behavioural aspects.
Disclosure of Non-financial Information by Some Selected Banks of BangladeshJahangirnagar University
Stakeholders' interest in corporate environmental, social, and ethical performance has grown dramatically in recent years. Non-financial reporting affirms the practice of measuring, revealing, and holding internal and external stakeholders responsible for organizational performance with the objective of sustainable development. Non-financial business reporting can help to inform the investment by revealing in both quantitative and qualitative terms those drivers that increasingly shape company performance. Given the voluntary nature of this information, organizations are seeking guidance on what and how to report. Placing the results of supply and demand of non-financial information next to each other reveals something of a chicken and egg problem. Although interest from banks in reporting this information clearly exists, it has not yet led to a fully fleshed system of data of use to investors. While investors are incorporating such information into their decision-making and want to do so more in the future, they have not yet created a systematic method for completely incorporating such non-financial information into their decision-making process. For advocates, regulators, corporations and investors, it seems that there is a space for a multi-stakeholder process that helps to coordinate standards for reporting information that is of use to investors.
Recruitment and Selection at Aviva Life InsuranceProjects Kart
The MBA project titled “RECRUITMENT AND SELECTION” Undertaken in AVIVA life insurance.
AVIVA is a UK based insurance group. It has a long history dating back to 1834 and has a joint venture with DABUR groups. Aviva holds a 26 per cent stake in the joint venture and the Dabur group holds the balance 74 per cent share.
It is one of the leading providers of life and pensions products to Europe and has substantial businesses elsewhere around the world.
The project report is about recruitment and selection process that‟s an important part of any organization. Which is considered as a necessary asset of a company? In fact, recruitment and selection gives a home ground to the organization acumen that is needed for proper functioning of the organization.
Summer Training Report on Human Resources Accounting at Skylark Pvt.LtdRohit
Hi I'm Rohit
I am Post Graduate in Management (MBA) in Finance+Marketing.
This report is related to summer training title as "Human Resource Accounting" if you are fresher and you have no any idea and experience to conduct the report so you can check my report it will help you definitely.
This report is on Human Resources Accounting to measure and evaluate the performance of workforce in organisations. It will help you to understand about 'HRA' how it works at any organisation.
Thanks & Regards
"Study on factors influencing capability and usability of Consumers Durables-LG Brand shop MOT [Moment Of
Truth] on Consumer Behaviour"says the various Moment of Truth that the Customer encounter when entering into the brand shop .
Various Moment of Truth that the customer encounters are
Visual Merchandising or Point of Display over the products, Employee Behaviour with theCustomers and after that Measuring the Customer Satisfaction that Customer get after interactingwith the Moment of truth they encounter.
The main Objective of the given project was to study the impact of MOT [Moment of Truth] on Customer Buying Behaviour and observing SSE‘s [Shop Sales Executives] Behaviour in dealing with Customers and also analyzing and measuring the Customer Satisfaction and Experience.
This project basically deals with the Evaluation of Individual Brand shop of LG on the basis of MOT [Moment Of Truth] and Shop Sales Executives behavioural aspects.
Disclosure of Non-financial Information by Some Selected Banks of BangladeshJahangirnagar University
Stakeholders' interest in corporate environmental, social, and ethical performance has grown dramatically in recent years. Non-financial reporting affirms the practice of measuring, revealing, and holding internal and external stakeholders responsible for organizational performance with the objective of sustainable development. Non-financial business reporting can help to inform the investment by revealing in both quantitative and qualitative terms those drivers that increasingly shape company performance. Given the voluntary nature of this information, organizations are seeking guidance on what and how to report. Placing the results of supply and demand of non-financial information next to each other reveals something of a chicken and egg problem. Although interest from banks in reporting this information clearly exists, it has not yet led to a fully fleshed system of data of use to investors. While investors are incorporating such information into their decision-making and want to do so more in the future, they have not yet created a systematic method for completely incorporating such non-financial information into their decision-making process. For advocates, regulators, corporations and investors, it seems that there is a space for a multi-stakeholder process that helps to coordinate standards for reporting information that is of use to investors.
A PROJECT REPORT ON A Study On Online Shopping Behavior Of Hostel Students fu...Vibhor Agarwal
A PROJECT REPORT
ON
A Study On Online Shopping Behavior Of Hostel Students
Includes
OBJECTIVES
RESEARCH METHODOLOGY
INTRODUCTION
DATA INTERPRETATION AND ANALYSIS
FINDINGS
SUGGESTIONS AND RECOMMENDATIONS
CONCLUSIONS
LIMITATIONS
BIBLIOGRAPHY
QUESTIONNAIRE
A study of bajaj finserv consumer durable loan procedure VeshankKamle1
A Bajaj Finserv internship report should provide a comprehensive overview of your internship experience at Bajaj Finserv. Here's a general structure and description you can follow:
1. **Title Page:**
- Include your name, the internship title, the name of Bajaj Finserv, and the date.
2. **Table of Contents:**
- List the sections and page numbers for easy navigation.
3. **Executive Summary:**
- Summarize the key points of your internship, including your role, responsibilities, and major achievements.
4. **Introduction:**
- Provide an overview of Bajaj Finserv, its industry, and the purpose of your internship.
5. **Company Background:**
- Describe Bajaj Finserv's history, mission, values, and key operations.
6. **Internship Objectives:**
- State the specific goals and objectives you aimed to achieve during your internship.
7. **Roles and Responsibilities:**
- Detail your job description, the department you worked in, and your daily tasks.
8. **Projects and Accomplishments:**
- Highlight the projects you worked on, the problems you solved, and the results you achieved.
9. **Skills and Knowledge Gained:**
- Explain what new skills, knowledge, and experiences you acquired during the internship.
10. **Challenges Faced:**
- Discuss any obstacles or difficulties encountered and how you overcame them.
11. **Learning and Development:**
- Reflect on your personal and professional growth during the internship.
12. **Recommendations:**
- Suggest improvements or changes based on your internship experience.
13. **Conclusion:**
- Sum up the key takeaways from your internship.
14. **Appendices:**
- Include any supporting documents, such as graphs, charts, or samples of your work.
15. **Acknowledgments:**
- Thank your mentors, colleagues, and the organization for the support and guidance.
16. **References:**
- Cite any sources or references used in your report.
17. **Personal Reflection:**
- Offer a personal reflection on your overall experience and how it has contributed to your career goals.
Remember to use clear and concise language, provide evidence of your contributions, and include any data or results that showcase the impact of your work. Additionally, tailor the report to the specific guidelines provided by your internship coordinator or supervisor.
This paper is based on Use of social media in business. This research proposal comes under the Business Research Method subject.
I will also upload our paper presentation based on the same topic.
Feel free to contact.
To understand the perception and reality of those who are participating in South Korea’s startup scene, with a focus on the IT/knowledge service industry.
This report is co-published by Open Survey, a mobile research platform, and Startup Alliance, a non-profit organization sponsored by Naver.
The scope of work covered by this report is as follows.
- Open Survey : Designed this project, carried out the analysis, and drafted the report.
- Startup Alliance : Supervised the survey, conducted the survey of founders, and reviewed the final report.
The advertisement and the company logo are designed based on the concept of Closure Perception. The elements and ideas behind the design are explained separately for clarity.
The presentation features 3 companies: Cadbury, Amul and Coca-Cola and elaborate the importance of the usage of Colors in developing and maintaining Brand personality.
The presentation features some of the examples of the different types of Advertisements such as Social Character, Dogmatism, Innovation, Need for Uniqueness, Optimum Stimulation Level and Variety & Novelty.
Financial Analysis of Indian Fast Moving Consumer Goods (FMCG) Industry.Siddharth Bhatnagar
A Presentation on the Financial Analysis of Indian Fast Moving Consumer Goods (FMCG) Industry focusing on 5 major companies namely Nestle, Hindustan Unilever Ltd. (HUL), Pidilite, Dabur and Britannia. Analysis consists of financial analysis, trend analysis as well as industrial analysis.
A report on the Financial Analysis of Nestle India Ltd. and its comparison with the other leading Fats Moving Consumer Goods (FMCG) players in India. The Analysis also includes Trend Analysis and Industry Analysis.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
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- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Summer Internship Project Report at Arokee Bangalore
1. BEHAVIOR AND PREFERENCES OF
PEOPLE OF BENGALURU TOWARDS
SPORTS AND ACTIVITY CENTERS
Summer Internship Project Report
Submitted in partial fulfilment of the requirements for the degree
of
Master of Business Administration
by
SIDDHARTH BHATNAGAR
175024SM029
SCHOOL OF MANAGEMENT
NATIONAL INSTITUTE OF TECHNOLOGY KARNATAKA
SURATHKAL, MANGALORE - 575025
NOVEMBER 2018
2. i
DECLARATION
I hereby declare that the Summer Internship Project entitled “Behavior and preferences of
people of Bengaluru towards sports and activity centers”, which is being submitted to the
National Institute of Technology Karnataka Surathkal, in partial fulfillment of the
requirements for the award of the Degree of Master of Business Administration in School of
Management is a bonafide report of the work carried out by me. The material contained in
this Report has not been submitted to any University or Institution for the award of any
degree.
175024SM029, Siddharth Bhatnagar
(Register Number, Name & Signature of the Student)
School of Management
3. ii
CERTIFICATE
This is to certify that the Summer Internship Project entitled “Behavior and preferences of
people of Bengaluru towards sports and activity centers”, submitted by Siddharth
Bhatnagar, (Register Number: 175024SM029) as the record of the work carried out by him, is
accepted as the Summer Internship Project Report submission in partial fulfillment of the
requirements for the award of degree of Master of Business Administration in School of
Management.
External Guide Internal Guide
Dr. Rashmi Uchil
(Name & Signature with Date & Seal) (Name & Signature with Date & Seal)
Chairman-DPGC
(Signature with Date and Seal)
4. iii
ACKNOWLEDGEMENT
I am highly indebted to Dr. Rashmi Uchil for her able guidance and support to work on this
captivating project “Behavior and preferences of people of Bengaluru towards sports and
activity centers.” Her constant supervision and help played a key role in the successful
completion of this project.
I would like to express my special gratitude and thanks to my mentor and manager during the
internship, Mr. Jeswanth Pavithran for providing valuable and timely inputs in developing the
project and also for guiding me through the finest possible details, I thank Mr. Madhusudhan
and Mrs. Swetha for giving me the chance to work at Arokee Online Solutions Pvt. Ltd.
I would also like to express my sincere gratitude to all participants of the survey for their
support and guidance during the conduct of the project.
My thanks and appreciations also go to my colleagues and people who have willingly helped
me out with their abilities in the successful completion of this Summer Internship report.
Siddharth Bhatnagar
5. iv
ABSTRACT
With the increase in the involvement of technology in daily lives, the time for other mental
and physical activities such as sports, fine arts etc. has seen a decline. Bengaluru, India's IT
hub has a population of 1.23 crores with people belonging to different age and income groups
such as: Low, Mid and High Income Group. People realizing the importance of sports and
other forms of mental learnings surely want to get involved in such activities but due to the
tight daily schedules they just miss out. There surely is a need for a web based portal which
can cater to the activity related needs of the people of Bengaluru and for finding out the
aspects related to the preference and behaviors of the consumers, a market research was
important to carry out. The survey was done and responses from 104 people from Bengaluru
were collected and analyzed. The analysis revealed some of the important relationships and
pointers which were very decisive in development of a product. The product's name is
'Activestreet' which will be available on both web and mobile app forms. The analysis was
done using chi-square method with the help of IBM SPSS software. Four demographics
namely: gender, age, monthly household income and marital status were considered for the
segregation of the population and also for finding out the impact of each demographic on the
behavior and preferences towards the sports and activity centers and the relationships and
outcomes were critically analyzed for reality validation.
6. v
CONTENTS
Particulars Page No.
Declaration i
Certificate ii
Acknowledgement iii
Abstract iv
List of Tables & Figures vi
Chapter-1: Introduction 1
1.1 Research Question 3
1.2 Investigative Questions 3
1.3 Research Objective 3
1.4 Hypothesis 4
1.5 Limitations 4
Chapter-2: Literature Review 5
Chapter-3: Research Methodology 8
3.1 Method 8
3.1.1 Data 8
3.1.2 Reasoning 8
3.1.3 Research Instrument 9
3.2 Sampling Design 9
3.3 Sample Size Calculations 9
3.4 Questionnaire Design 10
3.5 Analytical Methods and Software used 10
Chapter-4: Data Analysis & Interpretation 11
4.1 Demographic Presentation 11
4.2 Content Analysis 18
4.3 Hypothesis Testing 19
4.4 Findings 23
Chapter-5: Conclusion 25
References
Appendix A
Appendix B
7. vi
LIST OF TABLES & FIGURES
Table/Figure Number and Name Page Number
Table 2.1: Important findings of Literature Review 7
Table 4.2.1: Keyword(s) contained in the responses for Sports/Activities 18
Table 4.2.2: Theme(s) contained in the responses for Activity Center 18
Attributes
Table 4.3.1: Null Hypothesis Test between behaviors and preferences 19
of the people and Gender
Table 4.3.2: Null Hypothesis Test between behaviors and preferences 20
of the people and Age
Table 4.3.3: Null Hypothesis Test between behaviors and preferences 21
of the people and Monthly Income
Table 4.3.4: Null Hypothesis Test between behaviors and preferences 22
of the people and Marital Status
Fig. 4.1.1: Demographic Presentation 12
Fig. 4.1.2: Interest 12
Fig. 4.1.3: Past Enrollment 13
Fig. 4.1.4: Commuting 13
Fig. 4.1.5: Visit Frequency 14
Fig. 4.1.6: Interest in Membership(s) 14
Fig. 4.1.7: Professional Training 15
Fig. 4.1.8: Interest in Training Camp Enrollment 15
Fig. 4.1.9: Medium of Search 16
Fig. 4.1.10: Use of listing portals 16
Fig. 4.1.11: Usefulness of Portals 17
Fig. 4.1.12: Information Sufficiency 17
8. 1
Chapter-1
INTRODUCTION
There haven’t been much studies on behaviors and preferences of the people of
Bengaluru towards sports and activity centers. In a similar fashion, there are not many
products and services in the market to cater the sports and activity needs of the Bengaluru
population. As part of Summer Internship Project, the research project on the above topic
was done at Arokee Online Solutions Pvt. Ltd. where with the finest bunch of
professionals from their respective departments, the research regarding such a product
based on the consumer behavior and preferences was carried out. Arokee Online
Solutions Pvt. Ltd.[1]
is a thriving start-up based in Bengaluru with expertise in UI/UX
Design, Website Development, Mobile App Development, eCommerce Development and
Digital Marketing and have clientele in India, Middle East, Western Europe and US. The
product named Activestreet is an online listing portal available on the web as well as a
mobile application with many first-in-class features. The internship project lasted for 9
weeks from May 7th
, 2018 to July 7th
, 2018 and was rewarding in many sense as it helped
in acquiring lot of new skills and in honing the existing skillset in the domains of
marketing and operations. The major set of tasks performed from different domains
during the Internship are listed and elaborated below:
Market Research
A survey of 104 respondents was conducted regarding the behavior and preferences of the
people of Bengaluru towards sports and activity centers, the data was collected, processed
and analyzed in order to reach to certain findings and conclusions.
Marketing Strategies
The results of the market research laid the foundation of strategizing marketing
campaigns for the upcoming product including offline, online, ATL and BTL marketing.
The extensive marketing plan was drafted and the channels of propagation were identified
to convey the brand, content strategy for the blog and community was also set-up.
9. 2
Design and Functionality
Constant inter departmental communication was necessary in order to direct the designing
and technical team towards the perfect user experience of the product both on the web
and mobile app, as per the preferences found out of the survey.
Policy Making
For a product to be launched, it must be compliant to the different policies and also for
defining the liability of the usage. Different policies pertaining to these aspects such as
the Terms of Usage, Privacy Policy and Cancellation and Refund Policy were drafted in
collaboration with the Operations department.
Public Relations
As part of the internship, had the privilege of meeting some of the existing clients of the
company and tried to identify the factors which are instrumental in their association with
the company. Meetings with other business owners who could be potential partners were
also attended keeping the very factors in mind which were learned in the early stages.
Business Development
Interaction with the facility centers with the aim of getting them onboard for listing their
activity centers was also done in order to develop more and more business for the
company and hence bridging the gap between people of Bengaluru and the business
owners. This task also included travelling to the different facilitates with added of
objective of identification of problems that the businesses face.
As mentioned above, the market research was the major task performed during the
internship and the description of introduction to the research, the review of literature,
methodology employed and analysis of the data are covered in the following parts of the
report:
10. 3
1.1 Research Question
What are the behaviors and preferences of the people of Bengaluru towards sports and
activity centers?
1.2 Investigative Questions
1. What is the relationship between gender and the behaviors and preferences of the
people of Bengaluru towards sports and activity centers?
2. How age is related with the behaviors and preferences of the people of Bengaluru
towards sports and activity centers?
3. What is the relationship between Monthly Household Income and the behaviors
and preferences of the people of Bengaluru towards sports and activity centers?
4. How Marital Status is related with the behaviors and preferences of the people of
Bengaluru towards sports and activity centers?
1.3 Research Objectives
1. To determine the behaviors and preferences of the people of Bengaluru towards
sports and activity centers.
2. To determine the relationship between gender and the behaviors and preferences
of the people of Bengaluru towards sports and activity centers.
3. To understand the relationship between age and the behaviors and preferences of
the people of Bengaluru towards sports and activity centers.
4. To analyze the relationship between monthly household income and the
behaviors and preferences of the people of Bengaluru towards sports and
activity centers.
5. To understand the relationship between marital status and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.
11. 4
1.4 Hypothesis
HO1: There is no significant relationship between gender and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.
HA1: There is significant relationship between gender and the behaviors and preferences
of the people of Bengaluru towards sports and activity centers.
HO2: There is no significant relationship between age and the behaviors and preferences
of the people of Bengaluru towards sports and activity centers.
HA2: There is significant relationship between age and the behaviors and preferences of
the people of Bengaluru towards sports and activity centers.
HO3: There is no significant relationship between monthly household income and the
behaviors and preferences of the people of Bengaluru towards sports and activity centers.
HA3: There is significant relationship between monthly household income and the
behaviors and preferences of the people of Bengaluru towards sports and activity centers.
HO4: There is no significant relationship between marital status and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.
HA4: There is significant relationship between marital status and the behaviors and
preferences of the people of Bengaluru towards sports and activity centers.
1.5 Limitations
1. The nature of the study is of snapshot study and was only carried out for a short
span of time.
12. 5
Chapter-2
LITERATURE REVIEW
The aim of the research is to study the behaviors and preferences of the people of
Bengaluru towards sports and activity centers. The research utilized a more holistic
measure of the relevant parameters that are dominant in affecting behaviors and
preferences of the people of Bengaluru.
In this study, four hypotheses were developed to examine the relationship between
variables and the determination of the behaviors and preferences of the people of
Bengaluru towards sports and activity centers. Srivastava & Tiwari[2]
stated that consumer
behavior refers to the study of buying tendencies of consumers and it is really important
for marketers to understand what prompts a consumer to purchase a particular product
and what stops him from buying and Ford et al.[3]
add that it encompasses a series of
event in which the conditions of one time period are the primary determinants of
the considerations and activities of the next time period.
Proctor et al.[4]
deduced that the principal aim of consumer behavior analysis is to explain
why consumers act in particular ways under certain circumstances while Verma &
Khandelwal[5]
found out that the consumer preferences are dependent upon culture,
education, and individual tastes, among a plethora of other factors; Ubeja & Jain[6]
added
that consumer preference indicates choices among neutral or more valued options
available.
Williams & Plouffe[7]
inferred that systematic analysis of the knowledge development
status of consumer behavior field is critical in ensuring its future growth while Sattari[8]
concluded that content analysis systematically evaluates the symbolic content of all forms
of recorded communications. Hanington, B.[9]
explains that how Gutenberg diagram
provides compelling evidence of how a reader’s eyes follow a natural “gravity”, when
reading homogenous compositions.
13. 6
The design and user experience of the website and mobile application also needed to be
addressed in order to deliver the best possible end product to the consumers in accordance
with their behaviors and preferences. Hu and Wu[10]
stated that factors like the website
look and feel and the brand name of the company are also considered by the consumers
during the pre-purchase research. Li & Zhang[14]
concluded that website quality also
influences the customer satisfaction directly while Elliott & Speck added that two-thirds
of e-shoppers indicate that they will not shop on a poorly designed web site, Hodakova &
Nemathova (2010) deduced that there is a significant link between online ads and website
traffic.
14. 7
Table 2.1: Important findings of Literature Review
S. No. Author(s) Year Key Findings
1. Srivastava & Tiwari[2]
2014
Consumer Behaviour refers to the study of buying
tendencies of consumers.
It is really important for marketers to understand
what prompts a consumer to purchase a particular
product and what stops him from buying.
2. Ford et al.[3]
1975
Consumer behaviour encompasses a series of
event in which the conditions of one time
period are the primary determinants of the
considerations and activities of the next time
period.
3. Proctor et al.[4]
1982
The principal aim of consumer behaviour analysis
is to explain why consumers act in particular ways
under certain circumstances.
4. Williams & Plouffe[7]
2007
Systematic analysis of the knowledge development
status of consumer behaviour field is critical in
ensuring its future growth.
5. Sattari[8]
2012
Content analysis systematically evaluates the
symbolic content of all forms of recorded
communications.
6. Soonhong Min et al.[11]
2012
Psychological consequences are the strongest
predictor of purchase frequency followed by
functional consequences.
7. Park & Cho[12]
2012
There is a positive relationship between
commitment to a social network online community
and information seeking behaviour at the
community.
8. Hanington, B. [9]
2006
Gutenberg diagram provides compelling evidence
of how a reader’s eyes follow a natural “gravity”,
from the upper left corner of the page, to the lower
right, when reading homogenous compositions.
9. Verma & Khandelwal[5]
2011
Consumer preferences are dependent upon culture,
education, and individual tastes, among a plethora
of other factors.
10. Ubeja & Jain[6]
2013
Consumer Preference indicates choices among
neutral or more valued options available.
11. Li & Zhang[14]
2002
Website quality also influences the customer
satisfaction directly.
12. Hodakova & Nemathova 2010
There is a significant link between online ads and
website traffic.
13. Ho & Wu[10]
1999
Factors like the website look and feel and the brand
name of the company are also considered.
14. Elliott & Speck[13]
1997
Two-thirds of e-shoppers indicate that they will not
shop on a poorly designed web site.
15. 8
Chapter-3
RESEARCH METHODOLOGY
3.1 Method
To study the behaviors and preferences of the people of Bengaluru towards sports and
activity centers, mixed approach was used which included both exploratory and inductive
reasoning in order to accumulate background information on the given topic to filter the
research questions. The identification of the information which is to be used along the
sample to derive the response and their analysis, investigative questions were formulated.
3.1.1 Data
Primary Data:
Survey data gathered from questionnaire is used as the primary source of data.
Secondary Data:
The various scholarly journals & research articles were used as the secondary source of
data, a report on Cities of future: Bangalore by PwC[15]
was used to acquire demographic
data and the categorization of the population on the basis of monthly household income
into different income groups. Statista[16]
was used to gather data on the behavior,
preferences and profiling of the population and other statistical data as well.
3.1.2 Reasoning
Inductive and exploratory reasoning was employed because it satisfies the exploratory
nature of the research.
16. 9
3.1.3 Research Instrument
A study is conducted on the sample population using a self-framed questionnaire which is
forwarded to the respondents through the web-link.
The steps used to conduct the survey include:
Defining the objective of the survey
Determining the sampling group
Preparing the questionnaire
Registering the responses
Data analysis
3.2 Sampling Design
Sampling is selecting some elements in a population and drawing conclusion about the
entire population. Population is the total collection of elements about which we wish to
make some references. Snowball sampling is used in the study of the population as it is a
non-probability sampling technique where respondents are selected as per the
accessibility and proximity. The population involved is very large in number it’s clear
that individual interaction in impossible to carry out. Snowball sampling being very fast,
inexpensive is the most relevant choice for sampling design.
3.3 Sample Size Calculation
The Population (Population of India) is N = 12300000
Confidence Interval (e) = 6%
Sample proportion (p) = 0.5
q = 1-p = 0.5
Confidence Level = 95%
Z-Score = 1.96
Formula to calculate Sample Size for larger or infinite population;
S = (Z2
*p*q) / e2
and Sample Size (n) = S / [1 + (S - 1/N)]
17. 10
3.4 Questionnaire Design
The questionnaire has been thoughtfully designed keeping the research objectives in
mind. It consists of 17 questions in total; out of which 4 are demographic, 11 are intended
to capture data at all the levels (Nominal, Ordinal, Interval and Ratio) and 2 questions are
open ended to capture the qualitative data.
The questionnaire was kept as concise as possible to get the maximum reliable responses.
The questionnaire consists of the following kinds of questions and scales:
Demographics
Likert Agreement Scale
Open Ended Questions
Multiple Choice Single Response
3.5 Analytical Methods and Software used
For the analysis, 104 responses were collected on an unbiased basis from people of
different parts of Municipal Corporation of Bengaluru. Quantitative Analysis was done
with the help of IBM SPSS Analysis 25 and Microsoft Excel 2013; Google Docs, Google
Sheets, Microsoft Office 2013 and Tableau 2018.2 were used to generate useful graphs
for data visualization. Hypothesis testing was done by chi-square method using the IBM
SPSS Analysis 25 software. Content Analysis was used for Qualitative Analysis of the
open ended responses, the frequency of the occurrence of different keywords was counted
and analyzed. Since the aim was to determine whether there is a significant association
between the two categorical variables from a single population or not, Chi-Square
analysis was the most appropriate choice as per the type of data. Correlation, also being a
crosstab data analytics method was not used because the data level measurement was also
from other levels apart from interval and ratio. There were no relevant findings that could
have been achieved by the usage of ANOVA, as variance is not an impacting parameter
for the study.
18. 11
Chapter-4
DATA ANALYSIS & INTERPRETATION
This chapter consists of the visualization, analysis and interpretation of 104 responses received
from the participating set of people. The presentation on the demographic data, the responses
to the questionnaire, content analysis, hypothesis etc. is illustrated using relevant graphs.
4.1 Demographic Presentation
The total samples collected from population are 104, representation of different demographics:
Gender, Age, Monthly Household Income and Marital Status is shown in Fig 4.1.1.
For ease of understanding each element is being assigned a different shade and the different
shades of a color denotes the major 4 demographics namely Gender, Age, Monthly Household
Income and Marital Status. Keeping in mind the relevance of the count for each of the
demographic, the corresponding sectors of the doughnut chart are labelled with the count that
the respective demographic is having. The green color and its shades provide an insight on the
monthly household income, the orange shade on the age, yellow on the gender and blue on the
marital status of the respondents. The visualization elements helps in understanding the
demographics of the participating respondents in a much more efficient way. The use of
concentric doughnut graphs present all the relevant information in a single clustered visual
element, thus deleting the need of referring to other elements for the search of required
information. While reading the graph, the darker shades should be the initial point of reference
followed by the lighter shades towards the left. The count for every segment is listed in the
graph as a label and can be used to draw inferences, if required.
19. 12
Fig. 4.1.1: Demographic Presentation
As seen in Fig. 4.1.2, 42 respondents are interested in learning multiple activities including
sports, art, languages and technologies.
Fig. 4.1.2: Interest
4
15
42
20
12 11
0
5
10
15
20
25
30
35
40
45
Interest
20. 13
Of all the respondents, 72 have never attended or enrolled in any activity centers and are totally
unaware about the experience. This is given in Fig. 4.1.3
Fig. 4.1.3: Past Enrollment
From the Fig. 4.1.4 it is clear that a majority of the respondents (88) prefer to only commute
between 0-4 kms from their home in order to visit the activity centers and the count keeps on
decreasing as the distance range increases.
Fig. 4.1.4: Commuting
From the Fig. 4.1.5 we can see that 39 of the total respondents doesn’t often visit the activity
centers as they either never visit them or they visit less than once a month. Rest of the
respondents visiting habits are very evenly distributed as shown in Fig. 4.1.5
72
32
0
10
20
30
40
50
60
70
80
No Yes
Past Enrollment
88
13
3
0
10
20
30
40
50
60
70
80
90
100
0-4 kms 5-9 kms over 9 kms
Commuting
21. 14
Fig. 4.1.5: Visit Frequency
For the question related to Interest in membership(s) 45 respondents preferred no to take up
any memberships which implies that they have a preference for Pay-and-Use business model.
Fig. 4.1.6: Interest in Membership(s)
37 of the total respondents indicated that they’re interested in enrolling themselves in
professional training offered by the activity centers and their motivation is self-improvement.
10
15
13
9 8
10
39
0
5
10
15
20
25
30
35
40
45
Every day Weekends
only
A few times
a week
About once
a week
A few times
a month
Once a
month
Less than
once a
month
Visit Frequency
45
20
16
6 7
10
0
5
10
15
20
25
30
35
40
45
50
Not
Interested
Interested, 1
month
Interested, 3
months
Interested, 6
months
Interested, 12
months
Interested,
more than 12
months
Interest in Membership(s)
22. 15
Fig. 4.1.7: Professional Training
From Fig. 4.1.8 it is evident that majority of the respondents (79) want to enroll themselves in
training camps/ summer camps as these camps are short term in nature.
Fig. 4.1.8: Interest in Training Camp Enrollment
From the Fig. 4.1.9 it is clear that majority of the respondents (79) search for the activity and
sports centers by the medium of internet search.
31
18 18
37
0
5
10
15
20
25
30
35
40
Not Interested Interested, Hobby Interested,
Profession
Interested, Self
Improvement
Professional Training
25
79
0
20
40
60
80
100
No Yes
Interest in Training Camp Enrollment
23. 16
Fig. 4.1.9: Medium of Search
From the Fig. 4.1.10 shows that 58 respondents don’t use any type of listing portals in finding
businesses near them while 46 respondents choose to use listing portals for the same.
Fig. 4.1.10: Use of listing portals
From the Fig. 4.1.11 it can be inferred that majority of the respondents (70) think that the local
business listing portals are very useful in finding what they are searching for.
79
1 4
19
1
0
10
20
30
40
50
60
70
80
90
Internet Search Listing Portals Offline
Advertisements
Word of Mouth All the above
Medium of Search
58
46
0
10
20
30
40
50
60
70
No Yes
Use of listing portals
24. 17
Fig. 4.1.11: Usefulness of Portals
From the Fig. 4.1.12 it is evident that 58 respondents find the information provided by the
listing portals about the businesses to be sufficient for making a decision while 46 doesn’t.
Fig. 4.1.12: Information Sufficiency
34
70
0
10
20
30
40
50
60
70
80
No Yes
Usefulness of Portals
46
58
0
10
20
30
40
50
60
70
No Yes
Information Sufficiency
25. 18
4.2 Content Analysis
Table 4.2.1: Keyword(s) contained in the responses for Sports/Activities.
(Total Responses=60)
Table 4.2.1 shows the frequency of occurrence of the different keywords collected from 60
respondents of 104 who choose to tell their learning interests.
Table 4.2.2: Theme(s) contained in the responses for Activity Center Attributes.
(Total Responses=24)
Theme Frequency Percentage
Facility Visit 7 29%
Reviews 7 29%
Detailed Info. (Gears, Costumes, etc.) 6 25%
Coach Meeting 5 21%
Table 4.2.2 shows the frequency of occurrence of the different themes collected from the 24 of
104 respondents who choose to tell the attributes they seek before selecting an activity center.
Keyword(s) Frequency Percentage
Swimming 15 25%
Football 12 20%
Badminton 11 18%
Drawing and Painting 5 8%
Dance 5 8%
Cricket 4 7%
Tennis 4 7%
Latest Technology 4 7%
Guitar 4 7%
Basketball 3 5%
German 3 5%
Kannada 3 5%
French 3 5%
Spanish 2 3%
26. 19
4.3 Hypothesis Testing
The four hypotheses developed in the earlier stages were put to test with the help of chi-square
analysis. For this purpose, IBM SPSS Analysis 25 was used for analysis. To complete the
analysis, the four hypotheses were put to test with the different attributes i.e. impact of different
factors and their outputs are presented in the tables below:
Table 4.3.1: Null Hypothesis Test between behaviors and preferences of the people and Gender.
S. No. Factor df Chi-Square
Value
Table
Value
Null
Hypothesis
1. Interests 5 14.05 11.041 Rejected
2. Past Enrollment 1 0.362 3.841 Accepted
3. Commuting 2 2.039 5.991 Accepted
4. Frequency of Visit 6 3.654 12.592 Accepted
5. Interest in Membership(s) 5 3.048 11.041 Accepted
6. Professional training 3 3.19 7.815 Accepted
7. Training Camp 1 2.18 3.841 Accepted
8. Medium of search 4 3.476 9.488 Accepted
9. Use of listing portals 1 0.21 3.841 Accepted
10. Usefulness of portals 1 2.366 3.841 Accepted
11. Information Sufficiency 1 1.34 3.841 Accepted
*Significance Level=95% (α=0.05)
27. 20
Table 4.3.2: Null Hypothesis Test between behaviors and preferences of the people and Age.
S. No. Factor df Chi-Square
Value
Table
Value
Null
Hypothesis
1. Interests 20 20.171 31.41 Accepted
2. Past Enrollment 4 9.059 9.488 Accepted
3. Commuting 8 17.987 15.507 Rejected
4. Frequency of Visit 24 18.31 36.415 Accepted
5. Interest in Membership(s) 20 23.359 31.41 Accepted
6. Professional training 12 18.398 21.026 Accepted
7. Training Camp 16 3.654 9.488 Accepted
8. Medium of search 4 12.34 26.296 Accepted
9. Use of listing portals 4 2.663 9.488 Accepted
10. Usefulness of portals 4 5.575 9.488 Accepted
11. Information Sufficiency 4 2.331 9.488 Accepted
*Significance Level=95% (α=0.05)
28. 21
Table 4.3.3: Null Hypothesis Test between behaviors and preferences of the people and Monthly Income.
S. No. Factor df Chi-Square
Value
Table
Value
Null
Hypothesis
1. Interests 10 10.33 18.307 Accepted
2. Past Enrollment 2 7.764 5.991 Rejected
3. Commuting 4 0.835 9.488 Accepted
4. Frequency of Visit 12 8.299 21.026 Accepted
5. Interest in Membership(s) 10 16.13 18.307 Accepted
6. Professional training 6 6.763 12.592 Accepted
7. Training Camp 2 3.37 5.991 Accepted
8. Medium of search 8 9.822 15.507 Accepted
9. Use of listing portals 2 5.353 5.991 Accepted
10. Usefulness of portals 2 5.686 5.991 Accepted
11. Information Sufficiency 2 2.516 5.991 Accepted
*Significance Level=95% (α=0.05)
29. 22
Table 4.3.4: Null Hypothesis Test between behaviors and preferences of the people and Marital Status.
S. No. Factor df Chi-Square
Value
Table
Value
Null
Hypothesis
1. Interests 5 4.223 11.041 Accepted
2. Past Enrollment 1 1.82 3.841 Accepted
3. Commuting 2 0.788 5.991 Accepted
4. Frequency of Visit 6 4.993 12.592 Accepted
5. Interest in Membership(s) 5 11.022 11.041 Accepted
6. Professional training 3 1.098 7.815 Accepted
7. Training Camp 1 0.001 3.841 Accepted
8. Medium of search 4 2.73 9.488 Accepted
9. Use of listing portals 1 0.87 3.841 Accepted
10. Usefulness of portals 1 0.682 3.841 Accepted
11. Information Sufficiency 1 1.769 3.841 Accepted
*Significance Level=95% (α=0.05)
30. 23
4.4 Findings
Table 4.2.1: Preferred Sport(s)/Activity(ies)
Bengaluru population is most inclined towards Sports specially swimming which is
understandable as it is a life skill; followed by learning languages specially Kannada, German
and French, Drawing / Painting and Dance.
Table 4.2.2: Preferred Facility Attributes
The most important attributes for the population in selecting a facility center were Facility
Visit, Reviews, Detailed Information regarding the facility (Gears / Costumes availability) and
meeting with the coach.
Table 4.3.1: Gender
The relationship between gender and the behavior and preferences of the people of Bengaluru
towards sports and activity centers is not evident from the data except the fact that gender do
have a relationship in the inclination towards the kind of sport/activity people want to learn.
This can be justified by the fact that men are relatively more interested in learning sports and
new technologies while women have a strong inclination towards arts and languages.
Table 4.3.2: Age
The relationship between age and the behavior and preferences of the people of Bengaluru
towards sports and activity centers is not evident from the data except the fact that age is a
decisive factor in the preference for travelling for the facility. Young people are likely to travel
more distance while older people prefer not to commute much, this could be due to the traffic
conditions of the city and most importantly the safety concerns.
Table 4.3.3: Monthly Household Income
The relationship between monthly household income and the behavior and preferences of the
people of Bengaluru towards sports and activity centers is not evident from the data except the
factor of past enrollment in similar facility centers as people from the high income group are
most likely to have attended or enrolled themselves at least once.
31. 24
Table 4.3.4: Marital Status
The relationship between monthly household income and the behavior and preferences of the
people of Bengaluru towards sports and activity centers is nonexistent form the data.
Apart from the above findings the other conclusions derived from the data are:
Women are very much willing to learn new sport/activity as compared to men, they prefer to
visit on weekdays and avoid going on weekends as they like to spend their time with their
family and friends while males visit on weekdays usually after the work hours and especially
on weekends. Women are comparatively more interested in taking memberships than men and
their preferred duration is of either 1 month or long term memberships (12 month or 12 months
and more) while males preferred duration is 6 months followed by 3 months.
People belonging to the age group of 18-34 prefer to learn only one sport/activity while people
from the age group 35-44 want to learn multiple activities, the age group of 18-34 years want
to only enroll for short term memberships of 1 month in contrast to the age group of 35-44 who
choose to enroll for 3 months or more than 12 months.
The set of people with low income group prefer to learn only one sport/activity while people
from mid income group and high income group prefer to learn multiple sports/activities
specially sports. LIG prefer to visit the facility centers on weekends for a change from their
work life while MIG and HIG prefer to visit on weekdays soon after the office hours in order
to be physically fit.
Single people tend to focus on learning only one sport/activity while married people have an
interest in learning multiple sports/activities. Single people prefer to visit such centers on
weekends in order to enjoy their time off the regular schedule and on the contrary married
people like to visit on weekdays soon after the office, they avoid to go on weekends because
of their family commitments.
32. 25
Chapter-5
RESULTS & CONCLUSIONS
The results of this project are based on the analysis of data collected from a sample of 104
people across Bengaluru. Participating population in the survey were from various income
brackets and different age groups.
The main objective of this research was to determine the behaviors and preferences of the
people of Bengaluru towards sports and activity centers, the analysis of the data showed that
marital status has no significant relationship with the behaviors and preferences of the people
of Bengaluru towards sports and activity centers while gender, age and monthly household
income has relationship with some of the aspects.
Gender of the respondents has a significant relationship with the interest of the
sports/activities they would like to pursue. Men have an inclination towards sports and
technologies while women were interested in learning new arts and languages.
Age group is a decisive factor in the commuting aspect of the respondents as the people
belonging to the age group of 18-34 were willing to commute up to 9 kms for the facility
centers while people of age group 35-44 weren’t willing to commute more than 4 kms.
Monthly household income has a relationship with the past enrollment to such facility
centers as respondents belonging to the HIG were most likely to have enrolled
themselves in such centers.
Marital status has no relationship with any of the different variables which can help in
understanding the behavior and preferences of the respondents.
The summer internship at Arokee Online Solutions Pvt. Ltd. provided the opportunity to meet
different business owners which helped in gaining insights on the market and different business
practices. Representing the company in the final meeting with Decathlon regarding the strategic
partnership over mutual promotions and referrals which was materialized after the meeting.
The internship was fruitful and enjoyable, getting engaged in many employee engagement
activities such as: excursion, sports tournament, games, Arokee Bytes and daily coffee time
meetings.
33. REFERENCES
[1] https://arokee.com/
[2] Srivastava, Manish & Tiwari, Abhay. (2014). A study of Consumer behavior with reference to Brand
Lay’s. Pacific Business Review International. 6.
[3] Gary T. Ford, Philip G. Kuehl, and Robert F. Dyer (1975) ,"the Status of Consumer Behavior: Some
Empirical Perspectives", in NA - Advances in Consumer Research Volume 02, eds. Mary Jane
Schlinger, Ann Abor, MI : Association for Consumer Research, Pages: 51-62.
[4] Proctor, R. and M. A. Stone, (1982), 'Marketing Research. Great Britain', Macdonald and Evans
Ltd.
[5] Verma S. and Khandelwal U. (2011). Consumer preferences towards service industry: A factorial
study of Healthcare Industry. International Journal of Multidisciplinary Research, Vol.1 Issue 8
[6] Ubeja, S.K., & D. Jain. 2013. A Study of Consumers' Preference towards Branded & Loose Tea:
With Reference to Indore City. Pacific Business Review International. Vol 5 (1).
[7] Williams, B. C., & Plouffe, C. R. (2007). Assessing the evolution of sales knowledge: A 20-year
content analysis. Industrial Marketing Management, 36, 408-419
[8] Sattari, S. (2012). Essays on the issues of readability in the business disciplines (Doctoral thesis).
Luleå University of Technology, Sweden.
[9] Hanington, B. (2006). Human centering design across dimensions. Paper presented at the
International Conference of the Design Research Society, Lisbon.
[10] Hu, X., G. Wu, Y. Wu, and H. Zhang, “The Effects of Web Assurance Seals on Consumers’ Initial
Trust in an Online Vendor: A Functional Perspective,” Decision Support Systems,Vol. 48, No. 2: 407-
418, 2010.
[11] Soonhong Min, Jeffrey W. Overby, Kun Shin Im, (2012) "Relationships between desired attributes,
consequences and purchase frequency", Journal of Consumer Marketing, Vol. 29 Issue: 6, pp.423-435,
https://doi.org/10.1108/07363761211259232
[12] Huiju Park, Hira Cho, (2012) "Social network online communities: information sources for apparel
shopping", Journal of Consumer Marketing, Vol. 29 Issue: 6, pp.400-411,
https://doi.org/10.1108/07363761211259214
[13] Speck, P. & Elliott, M., “Predictors of advertising avoidance in print and broadcast media”, Journal
of Advertising, vol.26, no.3,pp. 61-76, 1997
[14] Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of
research. AMCIS 2002 Proceedings, 74.
[15] https://www.pwc.in/assets/pdfs/citizens-perception-on-democratic-capital.pdf
[16] https://www.statista.com/study/22628/internet-usage-in-india-statista-dossier/
35. APPENDIX B
Questionnaire
Stay Active!!!
Appreciate you spending time in taking up this quick survey.
This survey is being conducted to understand consumer behavior and trends in selecting their
preferred choice of activity and activity/sports centers in Bengaluru.
Your feedback is valuable to us.
Email address *
______________________.
PART- A: Demographics
1. Gender *
Female
Male
Other
2. Age *
below 18
18-24
25-34
35-44
45-55
above 55
3. Monthly Household Income *
under ₹15,000
₹15,000 to ₹29,999
₹30,000 to ₹49,999
₹50,000 to ₹74,999
₹75,000 to ₹99,999
₹100,000 to ₹150,000
over ₹150,000
36. 4. Marital Status *
Single
Married
PART- B: Behavior
1. You or/and your family member(s) are interested in learning a new
sport/language/technology/art? *
Not Interested
Interested, Sport(s)
Interested, Language(s)
Interested, Technology(ies)
Interested, Art(s)
Interested, Multiple Activities or/and Sports
2. If Interested: Name Sport(s) or/and Activity(ies) you'd like to learn; if Not Interested: Leave
blank.
______________________.
3. Have you attended or enrolled for any activity/sport training camp in the last 2 years? *
Yes
No
4. How far are you willing to commute to reach your desired activity/sport centers? *
0-4 kms
5-9 kms
over 9 kms
5. How often do you go to activity/sports centers? *
Less than once a month
Once a month
A few times a month
About once a week
37. A few times a week
Weekends only
Everyday
6. Are you interested in membership(s), if interested indicate your preferred tenure. *
Not Interested
Interested, 1 month
Interested, 3 months
Interested, 6 months
Interested, 12 months
Interested, more than 12 months
7. Are you interested in a professional training program to attain your activity goals? *
Not Interested
Interested, Self-Improvement
Interested, Profession
Interested, Hobby
8. Will you be interested in joining a limited period training camp e.g. Summer Camps to attain
your activity goals? *
Yes
No
PART- C: Preferences
1. Your preferred medium for activity/sport center search? *
Internet Search (Google, Yahoo, Bing, etc.)
Listing Portals (Just Dial etc.)
Offline Advertisements (Flyers, Hoardings, Banners, Newspaper Ads, etc.)
Word of Mouth
Other: ______________________.
38. 2. Have you used any listing portal (e.g.: Just Dial etc.) to find such centers? *
Yes
No
3. Do you find these portals helpful in finding such centers? *
Yes
No
4. Is the Center/Facility information provided by these listing portals enough for you to make
a sound decision? *
Yes
No
5. If No then describe in your words the important elements that'll help make decision.
______________________.
Questions marked with (*) are mandatory.