UK PERCEPTION | MOHIT MOHAN SAXENA

SUMMER INTERNSHIP PROJECT

“UK PERCEPTION”
Done at
KANTAR (IMRB)

By
MOHIT MOHAN SAXENA
CMBA 2Y2/1831
Under the guidance of
MR. ROHIT BEZALWAR
Guide Designation is
MANAGER (KANTAR OPERATIONS)

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ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my

Project Guide Mr. Rohit Bezalwar for his able guidance and
support in completing my project.
I would also like to extend my gratitude to my college mentor
Prof. Pranjali Madhur for providing me with all the facility that
was required.

Date Mohit Mohan Saxena

27/08/19 CMBA 2Y2/ 1831

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CONTENTS:

ACKNOLEDGEMENT……………………………………………. 2
PROJECT SYNOPSIS……………………………………………… 4
ABOUT THE COMPANY………………………………………… 5
PROJECT SUMMARY……………………………………………. 6
QUESTIONAIRE.……….………………………………………… 7-9
DATA COLLECTED…….………………………………………… 10-11
PROJECT ANALYSIS……………………………………………. 12-16
CONCLUSION……………………………………………………. 17

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PROJECT SYNOPSIS:

Project title- “UK Perception”

Company name- KANTAR(IMRB)

Student name- Mohit Mohan Saxena

Student Roll no- CMBA 2Y2/ 1831

Project guide name- Mr Rohit Bezalwar

Project guide designation- Manager

Duration of Project 15 May 2019 to 30 May 2019

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ABOUT THE COMPANY

KANTAR IMRB:

Kantar IMRB is a pioneer of market research services in Asia. It partners

its clients across the entire brand life-cycle through a unique mix of
innovation and analytical thinking to design customized solutions that
deliver greatest impact. By leveraging on its large array of syndicated
services and specialist divisions, Kantar IMRB helps clients in crafting
marketing and consumer strategies. We create products and frameworks
for global clients using our expertise and knowledge of emerging markets.
Our suite of solutions is designed on frugal, agile innovation and adds
value, real value, to help clients make impactful decisions. With a
multidisciplinary and multi- cultural workforce, Kantar IMRB is at the
forefront of research and consulting services.

Kantar IMRB has been a leader in setting up industry measurements like

India’s first TV rating system (TRPs), the first and only household panel in
the country –Household purchases of FMCG’s (Kantar World Panel), the
Smoker Panel, the National Readership Survey (NRS), first IT (ITOPS)
and Digital ( I Cube) studies, Online audiences (WAM) and Mobile usage
(Mobi Track).

Kantar IMRB also played an important role in the standardization of

market research practices in India and was responsible for creating
the Socio-Economic Classification (SEC) system in 1983 – a method now
used across India to segment and define target audiences.

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PROJECT SUMMARY:

The UK government has initiated multi-faceted campaigns under six

key themes (Tech, Trade and investment, Living Bridge, Force for
good, Migration Defence and Security) in India which are aimed to
create a positive perception about UK to facilitate and promote more
cooperation and partnerships between the two nations at every level
mutually benefiting both the nations. This study is positioned to
understand the impact of the communication initiatives in this regard
and to test assumptions on the best messages that would be most
suited to achieve the overall communication plan

OBJECTIVES OF THE STUDY

The objectives of the study are as elucidated below:

1. To gain better understanding of perceptions in India of the UK in
general and specifically about UK government/related
organizations’ work and brands in India.
2. To obtain a baseline about target audience and their perceptions
about the six campaign themes.
3. To obtain a comparative benchmarking of perceptions of UK as
opposed to other key countries operating in India.

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QUESTIONAIRE PREPARED:

1. Basic Details:
 Name
 Age
 Sex
 Native State
 Profession
 CWE
2. Have you heard of the British Council? (YES/NO).

3. Which Social media Platform have you heard it from

(Facebook/LinkedIn/twitter/Instagram/Tumblr)

4. Do you have any family members studying, residing or working

in any other country apart from India?

5. Is there a British High Commission or Deputy High Commission

in your city?

6. How many numbers of departments are you aware of the British

government?

7. Have you come across any campaigns or events related to the

relationship between India and UK (YES/NO)?

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8. If no would you like to hear about it and by which platform?

(Social media, mass media, fairs, campaigns)

9. Mention three Countries that come into your mind when I read
out the following statements.
 For trade and investment
 For technology
 In the area of defence and security
 On migration, e.g. visa system
 For cultural and people to people links
 For collaborating on global challenges such as education,
health, women empowerment

10. Below are few statements. Please tell me to what extent

you agree or disagree with each statement and the reason for
your agreement or disagreement?
 The India-UK trade partnership is mutually beneficial ……………………………..(Strongly
agree/ Agree/ Neither agree nor Disagree/ disagree/ Strongly disagree)

 The UK is India’s Number 1 European trading partner ………………………….. (Strongly

agree/ Agree/ Neither agree nor Disagree/ disagree/ Strongly disagree)

 The UK is not one of the best countries globally in terms of ease of doing business
……………………………. (Strongly agree/ Agree/ Neither agree nor Disagree/ disagree/
Strongly disagree)

 The UK is a global leader when it comes to technology …………………………………..

(Strongly agree/ Agree/ Neither agree nor Disagree/ disagree/ Strongly disagree)

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 The UK is India’s tech partner of choice …………………………………..(Strongly agree/

Agree/ Neither agree nor Disagree/ disagree/ Strongly disagree)

 The UK-India Tech partnership will not bring any benefit India
………………………………..(Strongly agree/ Agree/ Neither agree nor Disagree/ disagree/
Strongly disagree)

 The UK is and will remain a global military power

…………………………………………..(Strongly agree/ Agree/ Neither agree nor Disagree/
disagree/ Strongly disagree)

 The UK is an important defence partner for India

…………………………………………..(Strongly agree/ Agree/ Neither agree nor Disagree/
disagree/ Strongly disagree)

 The UK does not play a major role in Indo Pacific security …………………..………..(Strongly
agree/ Agree/ Neither agree nor Disagree/ disagree/ Strongly disagree)

 UK visas are difficult to get …………..…………………..(Strongly agree/ Agree/ Neither

agree nor Disagree/ disagree/ Strongly disagree)

 The UK is one of the best places in the world to visit, study, work and live
……………………………………………..(Strongly agree/ Agree/ Neither agree nor Disagree/
disagree/ Strongly disagree)

 The UK is a welcoming place for Indian visitors

………………………………………..………..(Strongly agree/ Agree/ Neither agree nor Disagree/
disagree/ Strongly disagree)

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DATA COLLECTED:

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PROJECT ANALYSIS:

1. Awareness:
-The total sample size of the project was 30. In Question
number 2 we have asked if the respondents are aware of the
British council where we can see 20 out of 30 said ‘yes’ which is
66%
Out of this 66% population we wanted to know the social
media platform through which they heard about the British
Council:
- Facebook accounted for 7 respondents (35%)
- Twitter accounted for 11 respondents (55%)
- LinkedIn accounted for 2 respondents (10)
Social Media awareness

Facebook Twitter LinkedIN

Our sample size was distributed between Students (13)

and Professions (17).
Students- 6 twitter (30%); 2 Facebook (10%); 1 LinkedIn
(5)
Professionals – 5 Facebook (25%); 5 twitter (25%); 1
LinkedIn (5%)

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Social Media Awareness

40%

20%

0% Facebook Twitter Linkedin

Students Professionals

Hence, we can say that Client should focus more on

advertising itself in twitter to attract Students whereas
Facebook and twitter both have equal importance in case
of professionals.

-Next in question 7 we ask the respondents if they are

aware about any campaigns or events relating to the
relationship between India and UK. We find 23%
population) is aware out of which 85% are professionals
(6) and 15% are students (1). Hence the client really needs
to focus on grabbing the attention of the younger
generation.

2. Perception analysis:
 Question number 9 was designed in a way to get the
perception of respondents towards 6 categories such as
trade and investment, technology, defence and security,
migration, cultural and people to people links,
collaborating on global challenges, Mutually beneficial
and Global trading partner
- Trade and investment: 15 people have chosen UK as one
of the responses (50%).
- Technology: 11 people have chosen UK as one of the
responses (36).

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- Defence and Security: 8 people have chosen UK as one of

the responses (26%).
- Migration: 8 people have chosen UK as one of the
responses (26%).
- Cultural and people to people links: 10 people have
chosen UK as one of the responses (33%).
- Collaborating on global challenges: 11 people have
chosen UK as one of the responses (36%).
- Mutually beneficial: 8 people have chosen UK as one of
the responses.
- Global trading partner: 14 people have chosen UK as one
of the responses (46%).

60%
50%
40%
30%
20%
10%
0%
Perception Analysis

trade and investment Technology Defence and Security Migration

Cultural Collaboration Mutually beneficial Global trading partner
-

Hence we can see that a highest of 50% population

perceive UK to be beneficial for Trade and Investment.

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 Question 10 puts out the following statements that can

be perceived as follows:

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CONCLUSION:
To conclude about the project, I would say that it
correctly demarcates the relationship between the two
countries of India and United Kingdoms. As we have
seen the trend from the project analysis India and UK
are very well in the future to establish symbiotic
relationship in the areas of trade, defence, culture and
education.

THANK YOU.

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