FINAL REPORT

OF

Management Thesis- 1
“Marketing of Information Technology Products in
Himachal Pradesh”

Submitted as partial fulfillment of

MBA program (2008-10)

At

INC Dharamshala

Submitted by: - Submitted to:-

Mr. Ashwani Guleria Dr. Tilak Raj Kapoor

Enroll. No: 8NBDM065 Faculty: Economics

Univ roll: 0801214723

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 ACKNOWLEDGEMENT

It is my privilege to bestow my sincere thanks to Centre Head, INC Dharamshala who has given
me an opportunity to complete the interim Report as a part of partial fulfillment of MBA Sem.
IIIrd.

It gives me an immense pleasure to thank my Faculty guide Dr Tilak Raj Kapoor (Faculty of
Economics) for her valuable advice, guidance in the completion of the despite of her hectic
schedule.

Last but not the least we are very thankful to our faculty member in MBA sem. IIIrd. Program
who has been constant support in completing the project successfully.

Mr. Ashwani Guleria

Enroll No. 8NBDM065

MBA Sem. IIIrd

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 DECLARATION

I hereby declare that the Management Thesis Final was submitted by me under the supervision and
guidance of Dr Tilak Raj Kapoor (Faculty of Economics) in partial fulfillment of MBA Sem-
IIIrd , IC FAI National College Dharamshala. I further declare that I am solely responsible for
omission and commission of errors found if any.

Mr. Ashwani Guleria

Enroll No. 8NBDM065

MBA Sem- IIIrd

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 CERTIFICATE

This is to certify that the Final report entitled “ Marketing of Information Technology
Products in Himachal Pradesh” At Dharamshala is an original work done by the student
of MBA Semester IIIrd, under my supervision and guidance. The work is original and the data
collected will be used only for academic purpose only.

Dr Tilak Raj Kapoor

Faculty Economics

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 CONTENT

1 CHAPTER (4-13)
1.1.Introduction

1.2.Importance of Study

1.3.Objective

1.4.Description of Problem

1.5.Research methodology

1.6.Hypothesis

2 CHAPTER (14-16)
2.1 Review of Literature

3 CHAPTER (17-22)
3.1 Data collected

3.2 Graph Plotting

3.3 Conclusion

4 CHAPTER (23-26)
4.1 Suggestions based on study

4.2 References
4.3 Questionnaire

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 CHAPTER 1

1.1 INTRODUCTION

Information Technology means the technology which is used to get the

information.

It includes components like

 Hardware

 Software

 Data

 Network

 People

Online media and its increasing usage rate have changed the marketer’s world.
Internet marketing has captured the imagination of marketers. Companies are
moving online across the spectrum. The use of technology in the market has made
the work easier and approachable.

Now in world of fierce competition different strategies are used for winning a race.
Like in Internet these days we have Internet marketing.

 Internet marketing is the process of growing and promoting an organization

using online media. Internet marketing does not simply mean 'building a
website' or 'promoting a website'. Somewhere behind that website is a real
organization with real goals.

 It includes advertising products, services, public relations, social media,

market research, email marketing, and direct sales.

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Banners, Sponsorship, Pop-Ups, Interstitials, Push Technology are recently used in
Internet for marketing of product.

Reasons for using Technology in Marketing

 Hitting Consumer mind

 Appealing the emotions of consumers

 Developing Emotional connection and structure.

Scope of IT in Himachal Pradesh: My study is based for the reason to find out
the general trends that a company has to face during entering a new market. For
this study I choose the markets which are developing in the state and growing with
a faster rate. My study will help to the coming new companies and products to
know about the trend and taste of general people in the developing market (with
special reference to Palampur, Hamirpur, Dharamshala)

Study will try to find that “Is it possible to enter the market of Himachal Pradesh
this time”

Products in information technology:

 Web site

 Application Software’s

 Billing software’s

 Online credit card usage.

Limitation of the study will be the financial support because of which the research
can’t be extended to many other regions. Also to know the personal things from a
customer in the competitive time can give me distracted answers some time .
Competitive advantage is a reason due to which the client do not easily want to
share his personal views and strategies to others.

Method of inquiry adopted is, first primary observation of the market and clients
and general talks then we move to second round of getting the information we
needed through questionnaire method.

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On the basis of study I will find the age group of people preferring the
advancement and use of information technology (with special reference to
application soft wares, websites, billing soft wares, and online booking sys) in their
business. And the strategies useful in the marketing of these products with the
taste of clients in this vogue.

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 1.2 Importance of Study

Study will be Important for the Information Technology companies

before entering In the market of Himachal Pradesh. As this study will
show the Preferences and taste of People in Himachal Pradesh.
Study will also be important for
those who new in this field . as it will be their Prime motive first to
know the preferences of People.

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 1.3 OBJECTIVE

My study will try to find the scope of Information Technology in

Himachal Pradesh.
Also study will show the factors which the new entrant company has to
face in marketing. It will include the favorable and unfavorable factors
for a company and ways to tackle it.

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 1.4 Description of Problem

While entering in new area companies focus more toward its taste and preferences
to know whether its product will be effective in that area or not these are the major
problems which companies has to face and also they has to solve and adapt
themselves according to their taste and preference.

Similarly the new companies entering the Himachal state

have to face this problem. So the study is done to help them in their future and to
establish their business

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 1.5 RESEARCH METHODOLOGY

 In this study data has been collected through two ways:-

1. Primary Research

2. Secondary Research

 Primary Research:-

In this study by using primary research I have been collected data by using
different methods like survey interviews , questionnaires, measurements,
direct observation.

• Data is Collected through Random Sampling method from the market.

 Secondary Research:-In this study by using secondary research I have been

also collected data through different web site of different company, Books,
Newspapers, journal, magazines etc.

 The sample unit has been Palampur, Dharamshala , Hamirpur

 The sample size has been ninety people.

 The research tool has been questionnaires.

All methods of data collection will supply quantitative data (numbers, statistics or
financial) or qualitative data (usually words or text). Quantitative data has been
presented in tabular or graphical form. Statistical tools like pie-charts, percentages,
ratios and averages has been used to present the collected data.

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 1.6 HYPOTHESIS

• Null Hypothesis: The null hypothesis taken for the purpose of study is
that there are no particular factors affecting the marketing of information
Technology.

• Alternate Hypothesis: The alternate hypothesis for the study can be that
there are some factors which affect the marketing of Information
Technology .

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(CHAPTER 2)
2.1 REVIEW OF LITTERATURE

1. In 2002 the Dell USA based company has done a study from its country about
the computer and information technology field.

Abstract:
The case study 'Dell.com's IT architecture' discusses the hardware and software infrastructure of
DELL's website.

It also shows how the website benefited DELL's customers and suppliers and brought
considerable cost savings for the company.

Issues:
» Need for the development of an e-commerce-enabled website.

» Architecture of an e-commerce-enabled website and the problems faced by Dell.

2. BY EMERLAND COMPANY
The present paper reflects the gradual change in the need and use of the marketing
concepts in libraries and information centres (LICs) and its fruitful effects in the
service to the library users, and studies marketing of information products/services
in LICs of R&D institutions of Council of Scientific & Industrial Research (CSIR)
of India. The paper discusses the role of these LICs including marketing approach,
need and application of a marketing program with the help of a survey. For the
survey, data were collected through a detailed mailed questionnaire along with
interviews. The findings reveal that librarians have a positive attitude towards the

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different aspects of marketing of a library's information products/services. The
study recommends that currently efforts for increasing user-awareness and separate
financial support are requisite for efficient marketing. Instead of scattered
approaches and different styles, a coherent view must be taken.

3. Keystone Strategy, Inc., research study

Information technology (IT) matters to the enterprise. And better quality IT makes
a quantifiable, positive difference to the enterprise, says a research study written by
Keystone Strategy, Inc.

In a departure from previous studies that focused on indicators like IT spending or

PCs per employee, the Keystone research examined the reach and quality of IT-
enabled business processes by analyzing how people are using IT systems in key
business areas.

The results of this analysis show that firms using superior software enjoy
significantly higher worker productivity, and managers have better insight and
control over key levers in their business. The study also provides a picture of how
superior IT confers its advantages to a business.

The new, multi-country study Information Technology (IT) Drives Growth is

available at no cost in two versions: The full 20-page study and a two-page
executive summary.

The study was sponsored by Microsoft and was conducted under the direction of
Professor Marco Iansiti of the Harvard Business School.

4. Information technology and ethics

Editor-in-Chief: M.J. V.d. Hoven
Managing Editor: N. Manders-Huits

Ethics and Information Technology is a peer-reviewed journal dedicated to

advancing the dialogue between moral philosophy and the field of information and
communication technology (ICT). The journal aims to foster and promote
reflection and analysis which is intended to make a constructive contribution to
answering the ethical, social and political questions associated with the adoption,
use, and development of ICT.

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5.Effects of age, cognitive, and personal factors on marketing of IT
Authors: Katrin Arning a; Martina Ziefle a

Affiliation: a Human Technology Centre (HumTec), RWTH Aachen University,

Aachen, Germany

First Published: May 2009

The present study examined the PDA menu navigation performance of younger
and older adults. The research focus was directed to the understanding of the
combination and interaction of user characteristics with PDA menu navigation
performance. In order to detail individual factors that influence user's performance,
users' age, spatial ability, verbal memory, the confidence to use technical devices
and computer-expertise were studied and related to performance outcomes.
Younger and older adults, experienced with the usage of different technical
devices, but PDA novices, had to complete four common tasks in the digital diary
of an emulated PDA and users' effectiveness and efficiency were surveyed. Even
though the users of both age groups had a comparably high computer experience,
participants had considerable difficulties to solve the PDA tasks successfully.
Especially older adults were strongly disadvantaged when navigating through the
PDA menu. Among the user characteristics which were revealed to be essential for
performance, spatial abilities were the best predictor to explain PDA performance.
In addition, an adequate mental representation of the PDA data structure was
decisive for navigation performance, especially in the older adult group.

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 Chapter 3

3.1 Data Collected

1 Total data collected = 90.

2 Sampling Technique = Stratified sampling method is being used to selection
of categories of clients .

3 Areas covered = Palampur , Dharamshala , Hamirpur.

• Data has been fragmented on the basis of Demographic factors

Like age and wealth of business

• Feedback of clients has also been used and taken special care

4 From the data we can see that:

• Maximum people which were interested are of group 1(50%)
• Then third category were interested (41%)
• Then fourth category were interested (38.3%)
• Least were of Second category (30%)

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 not
Tota interes interes
Age l ted ted
1 0-35 16 8 2
35-
2 40 24 8 4
40-
3 45 33 8 8
4 45- 23 6 8

5 From the Data we came to know

 Max people of age group 35-40 were using the

technological gadgets.

 0-35 age group people were also very keen with

technological gadgets.
 People of age more then 45+ were in business without
competitive spirit.
Age 0-35 35-4040-4545+

Using gadgets 8 11 7 8

Not using 6 8 24 7

willing 2 5 2 1

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 3.2 Graph Plotting

• By the data above we come to know that :- Maximum people were of the
age limit 40-45 in private business.

• People of age more then 45 ,resist the technological features.

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Page
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  Max people of age group 35-40 were using the
technological gadgets.

 0-35 age group people were also very keen with

technological gadgets.

25

20

15

10 UsingGadgets
Not Using
5 Willing
0
0-35 35-40 40-45 45+

3.3 Limitations of the Study

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 Study was very vast but it was restricted to certain District only as it was
not possible to get data from all the Himachal Pradesh but if team was given to
work then data from all Himachal Pradesh can be taken.

In the study personal questions was used so clients was very restrictive for
the questions and they were very insecured of their information.

These questions were of competitive advantages from each other so not

easy to get information.

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 3.3 CONCLUSION

Most of people doing business in Himachal Pradesh are not using Information
Technology for their daily business. Only high profile Businessman uses the
technological features.

By Demographic features study concluded that people of

more age prefer what they are using , they resist the change in their work even they
don’t want to take any risk for their profit.

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 Chapter 4

4.1 Suggestions based on the study

A For companies:

Companies coming to Himachal Pradesh should know that its an very less
touched market and the people over here are very less spending on the
improvement of their business .

Companies should keep their products at very less cost so that

first the people would get in touch of the technology.

The demand and taste should be

judged first and then variety of products are to be launched depending on the
rational customer needs and segments.

With the modernization time this is the perfect time to enter in

this Area and sustain.

Upto now there are very less software developing companies in

Himachal Pradesh. Which are not using their efficient marketing technological
ways.

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B. For Government:

Government should encourage the Information Technology in schools and

other related firms. It may become the strong step in the development of the state.

In the government activities the use of Information Technology should be

increased so that the awareness will start flourishing.

Government should invite the software companies to Himachal Pradesh so that it

will increase the employment and technological dependence.

As government has launched maximum number of schools in Himachal Pradesh so

It can launch Information Technology subject in Schools.

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 4.1 REFRENCES

Websites:

• www.wikipedia.com

• www.scribd.com

• www.ukuniv.com

• www.skylineuniversity.com

Journal:-
• ICFAI university press, Dheradhun. Consumer Behavior.
• ICFAI university press, Marketing of IT Products , ,pp-50-59
• ICFAI university press, Marketing( vol. vi ,vii ) ,pp15-32 ,pp12-23

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 Question are is D
1. Name
2. Business
3. Age
4. Address

5. Do u use Information
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