1

SUMMER TRAINING PROJECT REPORT ON CONSUMER SURVEY ON THEIR PERCEPTION ABOUT BRANDALPHAONE ANDALPHA TIMES ANDALPHA G: CORP

FOR PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION (2010-2012)

SUBMITTED TO: DR. HARINDER SINGH GILL ASSOCIATE PROF AND HEAD

SUBMITTED BY: ROHIN SHARMA MBA SEM-III R.No-103172243091

DEPARTMENT OF MANAGEMENT STUDIES AND COMPUTER APPLICATIONS AMRITSAR COLLEGE OF ENGINEERING & TECHNOLOGY, AMRITSAR
CERTIFICATE
2

This is to certify that the project work done on (CONSUMER SURVEY ON THEIR PERCEPTION ABOUT BRAND ALPHAONE AND ALPHA TIMES) is a bonafide work carried out by Mr. ROHIN SHARMA under my supervision and guidance. The project report is submitted towards the partial fulfillment of 2-year, full time Post Graduate Degree in Management. The original work was carried during JUNE 2, 2011 to JULY 31, 2011 in (ALPHA G CORP). NAME & SIGN OF INDUSTRY GUIDE:

C.J RAJENDRA PRASAD (GENERAL MANAGER) (CENTRE HEAD) ALPHAONE, AMRITSAR DATE: AUGUST 1, 2011

CERTIFICATE OF UNIQUE WORK IN PROJECT

3

This is to certify that the project work done on (CONSUMER SURVEY ON THEIR PERCEPTION ABOUT BRAND ALPHAONE AND ALPHA TIMES) is a unique work carried out by Mr. ROHIN SHARMA under my supervision and guidance. It is original research work and has not been published or conducted before. It is based on primary data and due care has been taken to ensure that all the sources of secondary data and references, either from published or unpublished literature or from internet have been duly acknowledged.

SIGN OF INDUSTRY GUIDE:

C.J RAJENDRA PRASAD (GENERAL MANAGER) (CENTRE HEAD) ALPHAONE, AMRITSAR SIGN OF INDUSTRY GUIDE:

AVNISH SINGH (ASSISTANT MANAGER) (HEAD OFFICE) GURGAON

ACKNOWLEDGEMENT
4

With great zeal, I present my individual summer training Report in MBA (SEMESTER III) on CONSUMER SURVEY ON THEIR PERCEPTION ABOUT BRAND ALPHAONE AND ALPHA TIMES I convey my deepest gratitude to MR.C.J RAJENDRA PRASAD (GENERAL MANAGER) CENTRE HEAD, all other staff members of (ALPHAONE) who have been very co-operative and helpful in providing vital information for my project. This Summer Training has imparted me a professional exposure to the real corporate world and its general management orientation. By working at ALPHAONE, AMRITSAR, interacting with professional departmental heads and by preparing this report, it has added a practical touch to my theoretical knowledge. I avail this opportunity to convey my sincere thanks to Dr .R S BAWA, the director of AMRITSAR COLLEGE OF ENGINEERING AND TECHNOLOGY, AMRITSAR. I am thankful to MR.AVNISH SINGH (ASSISTANT MANAGER), my project guide for recommending me the necessary information for the report. His instilling support and enthusiasm, expert guidance and insight have lent my project a unique touch. I also express my sincere gratitude to DR.HARINDER SINGH GILL (HEAD OF DEPARTMENT), for providing us an opportunity to interact with professional people in the real corporate world. I forward my gratitude for the compulsion of this most wonderful aspect of our MBA curriculum without which knowledge of management is incomplete and futile. At last I am also thankful to my family member and friends who had given me their constructive advice, educative suggestions, encouragement and co-operation to prepare this report.

ROHIN SHARMA MBA SEM-III R.NO-103172243091

DECLARATION
5

I, Mr. ROHIN SHARMA Hereby declare that this project report is the record of authentic work carried out by me during the period from JUNE 2, 2011 to JULY 31, 2011 and has not been submitted to any other University or Institute for the award of any degree / diploma etc. SIGNATURE:

ROHIN SHARMA DATE: AUGUST 1, 2011

EXECUTIVE SUMMARY
6

The research conducted is descriptive in nature. The survey would be conducted on Brand ALPHAONE and ALPHATIMES to attain certain results. The survey would be conducted to find out how much the people read and aware about the Alpha Times and receive Alpha Times & find out the factors which would influence the buying decision of the customer. This would also help us to understand the customer needs and choices and endeavor to give great satisfaction. With these above objectives in mind, a survey would be conducted in the city of Amritsar. Questionnaire method is being used to obtain the required information. Random sampling will be used as the mode of conducting the survey. Care would be taken that the respondents would be as diversified as possible, with all the regions being given equal weight age and the sample size being suitably divided among various regions. At the interim level 700 respondents have been surveyed and results are interpreted and analyzed accordingly. After the completion of survey, the remaining data to be analyzed on the chosen parameters would later be converted into various forms of graphs such as pie-chart bar graphs. This would make results easily comprehensible by anyone going through the report. Thus would make it easy to draw conclusions based on the research and provide a presentable format of the report.

TABLE OF CONTENTS
7

 CHAPTER-1 INTRODUCTION.PAGE. NO.922

INTRODUCTION TO ALPHA G: CORP..........................................................................................PAGE NO. 09 COMPANY PROFILE..........................................................................................................................PAGE NO. 09-10 ABOUT ALPHAONE, AMRITSAR............................................PAGE NO. 11 FEATURES OF ALPHAONE...PAGE NO. 12 BOARD OF DIRECTORS.................................................................................................PAGE NO. 13-15 OPERATIONAL TEAMPAGE NO. 16 ALPHA G: CORP PROJECTS..PAGE NO. 17-18 UPCOMING PROJECTS..PAGE NO. 19 VISION, MISSION AND GOALS OF ALPHA G: CORP.PAGE NO. 20 AIM AND POLICIES OF ALPHA G: CORP.PAGE NO. 20 AWARDS FOR ALPHA G: CORPPAGE NO. 21 DEPARTMENTS OF ALPHA G: CORP..PAGE NO. 22

OBJECTIVES OF THE STUDY................................................................................................PAG

E NO. 23

CHAPTER- 2 REVIEW OF LITERATUREPAGE NO. 2426

CHAPTER-3 RESEARCH METHODOLOGY..PAGE NO. 2729

RESEARCH METHODOLOGY............................................................................................................PAGE NO. 27 MARKETING RESEARCH...................................................................................................................PAGE NO. 27 RESEARCH DESIGN.............................................................................................................................PAGE NO. 27 SAMPLING METHOD...........................................................................................................................PAGE NO. 27 SOURCES OF DATA..............................................................................................................................PAGE NO. 28 PROCESS OF DATA COLLECTION..PAGE NO. 28 WORK UNDERTAKEN ............................................................................................................PAGE NO. 29 ANALYSIS OF DATAPAGE NO. 29

CHAPTER-4 ANALYSIS AND INTERPRETATION PAGE

NO. 30-34

NO.35

CHAPTER-5 FINDINGS..........................................................................PAGE

NO.36

CHAPTER-6 CONCLUSIONPAGE

CHAPTER-7

SUGGESTIONS/RECOMMENDATIONS..PAGE NO.37 CHAPTER-8 LIMITATIONS OF

STUDY..PAGE NO.38

CHAPTER-9 OVERALL EXPERIENCE

PAGE NO.39

CHAPTER-10 BIBLIOGRAPHY

PAGE NO.40

CHAPTER-11 ANNEXURES/APPENDICES

PAGE NO.41-42
QUESTIONNAIREPAGE NO.41-42

10

CHAPTER

INTRODUCTION TO ALPHA G: CORP:

Alpha G Corp is one of the fastest growing professional companies in the Indian real estate industry, with developments in over twelve cities across the country. The core team at Alpha G Corp has a proven track record for excellence spanning more than 25 years, and is widely recognized for pioneering best global practices, transparency, a value-driven approach, customer centricity and reliability in the real estate industry. In fact, Alpha G Corp was the First Real Estate Company to establish an Asset Management model of development in India, in line with contemporary global practices.

COMPANY PROFILE:
Over the years, Alpha G: Corp Development Private Limited has received several Awards and Accolades for their industry best practices. Today they stand as a benchmark in the industry and are looked up to for their contribution to the Indian skyline. Back in the year 2008, at the Asia Pacific Real Estate Awards, held in Shanghai, Alpha G: Corps premium eco-friendly habitat Gurgaon One, Sector 22 was listed with distinction under sustainable projects from across the Asia-Pacific. The same year, at the Cityscape Asia Real Estate Awards 2008 in Singapore, Alpha G: Corps Golf View Corporate Towers, which is Ernst & Youngs Corporate Office, was Highly Commended in the Best Developer Commercial/Office (Built) Category. This rounded up 2008 as a year of recognition and rewards.

11

Pride of Industry Award 2009 which was bestowed upon Alpha G: Corp for their ever seeking ways to In the year 2009, Alpha G: Corp once again stood out as an industry leader. At the Cityscape Asia Real Estate Awards in Singapore, Alpha G: Corps City Centre Development in Amritsar, AlphaOne won their first Award of the year, which was Highly Commended with Seal of Distinction in the Best Mixed Use Development. Then came the prestigious benefit retailers and enhance the customers experience in the hitherto disorganized retail sector in India. Last but not the least, at the inaugural Realty plus Excellence Awards 2009 in New Delhi, Alpha G: Corp was awarded the Emerging Developer of the Year. This completed yet another rewarding year for the company.

12

The year 2010 opened with equal lan and turned out to be an outstanding year for the organization. At the 1st Achievers and Leaders Awards 2010 held in Colombo, Alpha G:Corp was once again recognized for their intermittent management style with an Award for Excellence in Brand Building. At the World Brand Congress Awards in Mumbai, Alpha G:Corp was privileged to receive the following awards - Award for Brand Leadership Award (Overall), Award for Innovative Brand Builder of the Year, Digital Marketer of the Year Award (AlphaOne, Amritsar), Award for Brand Leadership and the Award for Social Marketing again for AlphaOne, Amritsar.

13

ALPHAONE, AMRITSAR:
AlphaOne, Amritsar, the biggest shopping and lifestyle destination in Punjab, spread over an area of 2 million sq. ft., brings the style, splendor and convenience of international retail, shopping and entertainment to the city of Amritsar. Strategically located adjacent to the emerging New Amritsar economic zone, the City Centre is Punjabs largest shopping cum entertainment complex, catering to the entire city and emerging satellite towns besides the tourists that regularly visit the holy city of the Sikhs. AlphaOne is a new landmark for the city one that has dramatically altered the Amritsar skyline and shifted the retail paradigm across the region. A one point destination for retail, entertainment and hospitality, AlphaOne, Amritsar has revolutionized the way the people of Amritsar shop, eat and entertain.

14

AlphaOne Amritsar, the biggest shopping and lifestyle destination in Punjab, spread over an area of 2 million sq. ft., brings the style, splendor and convenience of international retail, shopping and entertainment to the city of Amritsar. Strategically located adjacent to the emerging New Amritsar economic zone, the City Centre is Punjabs largest shopping cum entertainment complex, catering to the entire city and emerging satellite towns besides the tourists that regularly visit the holy city of the Sikhs. AlphaOne is a new landmark for the city one that has dramatically altered the Amritsar skyline and shifted the retail paradigm across the region. A one point destination for retail, entertainment and hospitality, AlphaOne, Amritsar has revolutionized the way the people of Amritsar shop, eat and entertain. A key highlight of AlphaOne Amritsar is the Amritsari Bazaar created to provide a complete authentic Amritsari shopping experience to the customers in a sanitized environment by blending local flavours with international trends. It has almost 47 stores, designed in an architectural style specific to Amritsar, where local retailers can offer exquisite handicrafts and other specialties of Amritsar. AlphaOne Amritsar has been designed by one of Indias foremost architects ARCOP. The city centre concept backed by architectural excellence, state of the art infrastructure, customer friendly zoning and the adherence to international standards has made AlphaOne Amritsar the most popular destination in the city. Owing to its architectural excellence, AlphaOne had received the honour of Highly Commended Certification and Seal of Distinction in the category of Mixed-Use Development at the 2009 edition of the Cityscape Asia Real Estate Awards held in Singapore in May 2009. One is also guaranteed a complete entertainment experience at AlphaOne. Kids and grownups alike can have a blast at the Family Entertainment Zone. And with Fun Cinemas, a five screen multiplex with over 1100 seats; one can enjoy movies like never before.

15

FEATURES OF ALPHAONE, AMRITSAR:

16

BOARD OF DIRECTORS:
17

Mr. GHANSHYAM SHETH, CHAIRMAN Is the Promoter & Founder Director of Godrej Foods Limited. He is presently the Executive Chairman of companies. Mr. Sheth was instrumental in setting up joint ventures with Knight Frank for property management and Government of Singapore owned SembCorp Construction to introduce Property Management and Construction Management in India. He is a member of the Urban Infrastructure Committee of the Confederation of Indian Industry, New Delhi and the International Real Estate Federation, Paris. Alpha G: Corp Limited and on the Board of several other real estate

Mr. SUDHIR CHOUDHRIE, VICE-CHAIRMAN A versatile entrepreneur with an innate understanding of the nuances and intricacies of global businesses across an immensely wide cross-section of industries through the world. COLONEL R. S. SODHI, MANAGING DIRECTOR An Arjuna Awardee (1983), Col. R. S. (PICKLES) Sodhi served the Indian Army for 31 years. He joined The Great Eastern Shipping Co. Ltd., in 1994 to establish their real estate base in Delhi and Northern India. As the Head of the Delhi branch, delivered state of the art complexes for eminent multinationals including Motorola, Ericsson, Cisco Systems, Intel Microsoft, CSG Systems, BT Aerospace and British Telecom.

Col. Sodhi pioneered professionalism in the real estate industry, which initially was largely a disorganised sector, by developing landmark buildings like The Great Eastern Plaza, Bhikaji Cama Place (80,000 sq. ft.), The Great Eastern Centre, Nehru Place (52,288 sq. ft.), The Great Eastern Regency, Gurgaon (1,00,000 sq. ft.). Mr. SUMANT KAPUR, DIRECTOR A British Citizen and FCA member of the English Institute of Chartered Accountants, Mr. 18

Kapur has invested in various key industries and companies like the Indian hospitality Sector, in Air Deccan and in E-Bookers.Com. Mr. DHRUV CHOUDHRIE, DIRECTOR A highly experienced corporate director with specialized skills in building revenue streams and implementing diversification and expansion plans. Mr. S.K. SAYAL, DIRECTOR & CEO Mr. Sayal has played a key role in organizing the real estate sector and creating landmark structures reflecting new standards of excellence in the real estate industry. His foresight and vision have contributed immensely towards establishment of benchmarks in the real estate industry. Mr. SACHIN MULJI, DIRECTOR An Oxford University Graduate and a Director with The Great Eastern Shipping of U.K. He has been closely associated with developments of Heritage Buildings in the U.K. and India. Dr. PRODIPTA SEN, EXECUTIVE DIRECTOR Dr.Sen has a proven track record of over 28 years of evolving business strategies and professional systems that have facilitated unprecedented growth and teamwork culture in the organizations he has been involved with. His invaluable experience and integral values have resulted in the successful conclusion of many corporate propositions and benchmarks. He heads Marketing, Sales, Commercial, Administration and Corporate Affairs for Alpha G: Corp and is also responsible for strategizing Alpha G: Corps brand image and establishing the high public perception of its projects

Mr. JAN-WILLEM DE GEUS, ADDITIONAL DIRECTOR Jan-Willem de Geus is a founding and active member of the Executive Board of the European Association for Investors in Non Listed Real Estate Vehicles (INREV). He was 19

also a founding member and part of the Executive Board of the European Public Real Estate Association. Willem started his professional career with the international real estate department of the Dutch Metalworkers Pension fund (MPMA) from August 1993.

Mr. CHRISTOPE B. SIERRO, ADDITIONAL DIRECTOR Mr. Sierra is a Chartered European Financial Analyst and a certified Swiss Asset Manager. He is a member of the Swiss and European Financial Analysts Associations. He has extensive experience in Investment Banking & Private Banking; he has recently integrated his expertise into a group of companies acting as a global multi-family office under the name JD-Indium Group in Geneva. He is currently a Founding Partner and the Managing Director in this group of companies.

20

OPERATIONAL TEAM:

Operational Team of Alpha G Corp

ALPHA G :CORP PROJECTS:

21 Alpha G:Corp Development Private Limited is one of the fastest growing professional companies in the Indian real estate industry with projects spread across the country,

DEPARTMENTS OF THE COMPANY:

OPERATIONS DEPARTMENT

ACCOUNTS DEPARTMENT ALPHAG CORP

TECHNICAL DEPARTMENT

MARKETING DEPARTMENT

HR DEPARTMENT

Figure Represents Departments of the Alpha G Corp

22

OBJECTIVE OF STUDY

As my study is about analyzing the service quality of ALPHA TIMES by ALPHAONE to Amritsar city , so I have decided to briefly analyze the consumer perception about Brand ALPHA ONE also because it is some how related with the quality of services provided by Alpha One to Amritsar city . So, I have decided to set the following objectives for my study: To assessing the service quality.

To understand the improvement and customer preferences. To study about various service providers and their service quality. To study the customer satisfaction and current market scenario.

23

CHAPTER

REVIEW OF LITERATURE:

1. Zenter (2007) in his study examines that This paper uses phonebook records of music retailers in the United States for the years 1998 and 2002 to examine how Internet use, file sharing, and online sales of records have affected the entry and exit of brick and mortar music specialty retailers. By merging music store information with data on Internet activity and broadband connectedness at the Metropolitan Statistical Area (MSA) level, with the number of broadband providers at the zip code level, and with a database of the location of universities, I analyze how online purchases, broadband, and Internet use affected the survival probability and the change in the number of music stores between 1998 and 2002. I further study whether the number of employees and chain membership affected the survival probability. I find that broadband connectedness increased the death rate of brick and mortar music stores and reduced their number. I also find that the presence of a university led to a reduction in the number of music specialty stores in the zip code

2. Malhotra (2007) in his study examines that Every new method of trade offers an opportunity for economic agents to compare its costs and benefits relative to the status quo. Such comparison motivates sorting across market segments and reshapes the whole marketplace. The Internet provides an excellent example: it introduces substantial search cost savings over brick and mortar retail stores but imposes new obstacles for sellers to convey quality. Using sports card trading as a case study, we provide empirical evidence on (1) the sorting of product quality between the online and offline segments, (2) the changes for retail outlets after the Internet came into place, and such as professional grading and card manufacturing adapted to take advantage of the new market. 24

3. Patel

(2006) in his study examines that

The problem studied in this paper is a predigestion of the decision faced by online retailers that advertise on publisher or comparison-shopping websites. A retailer may sell its product not only through its online and bricks-and-mortar stores, but also through the websites of one or more third parties. However, the retailer has to pay a certain amount to such third parties in an actionbased payment scheme, such as a cost-per-click (CPC) scheme. Under the CPC scheme, payment is based solely on click-through, which means that the retailer pays only when a shopper clicks through to the product page of its website. Only a fraction of such clicks lead to actual sales. The extra cost that is associated with shoppers who first click through to the thirdparty websites makes them less attractive as customers than those who directly visit the retailer's online store. Moreover, the CPC rate for a prominent placement is normally set by competitive bidding, and thus varies over time. Therefore, the retailer needs to decide dynamically whether or not to list on a third-party website. The structural properties of the optimal policy are discussed, and numerical examples are given to show the revenue impact of dynamic listing control. 4. Krishnan (2005) in his study examine that Two conflicting predictions have emerged regarding the effect of low-cost information on price. The first states that all Internet retailers will charge the same low price for mass produced goods. The second states that Internet retailers will differentiate to avoid intense price competition. Using data collected in April 1999 on the prices of 107 books in thirteen online and two physical bookstores, we find similar average prices online and in physical stores and substantial price dispersion online. Analysis of product differentiation yields no clear results. The substantial premium charged by Amazon provides indirect evidence of product differentiation.

5. Luxembourg (2006) in his study examine that This paper studies the behavior of Internet prices. It compares price rigidities on the Internet and in traditional brick-and-mortar stores and provides a cross-country perspective. The data set 25

covers a broad range of items typically sold over the Internet. It includes more than 5 million daily price quotes downloaded from price comparison web sites in France, Germany, Italy, the UK and the US. 6. Management and Operations Sciences (2007) in his study examines that Online price comparison agents (shop bots) allow consumers to instantaneously receive price and other information from many online retailers. Online consumer click stream data from ComScore Inc. demonstrate that consumers are increasingly using shop bots to conduct search. This phenomenon raises such questions as "how do shop bots change consumers' search behavior?" and "do they reduce consumers' online search?" Conventional wisdom suggests that consumers are expected to search less because shop bots have displayed prices and other relative information from retailers on the search result page(s). Surprisingly, this study demonstrates the opposite result. That is, consumers are actually visiting more online retailer web sites after using shop bots. This finding suggests that after searching for an item through a shop bots and receiving the price information, consumers will continue to look for detailed information about the online retailers by visiting their web sites. The empirical finding is explained by an analytical model, which shows that on the one hand shop bots reduce the marginal benefit of searching additional online stores; on the other hand they reduce the cost of search. Therefore whether shop bots reduce consumer search depends on the cost of reducing per unit of risk, which is decided by a number of factors, such as marginal search costs, price dispersion and quality differentiation among stores, price and quality correlation, and consumers' relative preference for service quality. 7. Faculty of Business and Economics (2006) in his study examines that Research on shelf effects in traditional grocery stores has shown that a product's absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether and how such shelf effects translate into a stores grocery context. We find that a product's choice probability increases when presented on the first screen or located near focal items especially when the latter are out-of-stock. These primacy and proximity effects have a stronger impact on choice decisions when assortments are more difficult to evaluate and when a clear shelf organization facilitates the use of shelf-based choice heuristics. 26

8.Lexicon (2008) in his study examines that The impact of product variety on welfare has received little attention in the electronic commerce literature. The problem with product variety is that more variety does not necessarily imply higher welfare. This paper finds the conditions under which more variety, if caused by lower fixed costs, implies an unambiguous welfare gain. A calibration to the market of books confirms the intuition that fixed costs - in particular, per-title fixed costs-are much lower at online stores than at conventional stores and that the welfare gains from electronic commerce are likely to be underestimated if one ignores changes in product variety.

27

CHAPTER

3
: Amritsar : Residential And Commercial Areas : Random : 700 : Secondary data : Questionnaire : Pie charts

RESEARCH METHODOLOGY:
RESEARCH METHODOLOGY: Area Location Sample Type Sample Size Data Type Data Collection Tool Data Presentation Tool

MARKETING RESEARCH: Marketing research covers the field of problems, techniques, and other aspects of marketing and related decision-making and their implementation. It studies an economic unit in respect of its various constituents such as consumers, buyers, and sellers. It studies their response pattern towards prize, promotion, purchasing power, and loyalty towards specific brands and similar other marketing activities. It also tries to determine the contribution of other relevant factors such as habits, consumers, and preference to decision making.

28

RESEARCH DESIGN: The research design adopted for this study is exploratory research design. Exploratory research includes survey and fact finding enquiries of different kinds. Research design is used to describe the state of affairs, as it exists at present.

RESEARCH INSTRUMENT:

A structured design questionnaire is used for surveying the consumers. Both open ended and close ended questions are included.

SAMPLING METHOD: Random sampling method will be chosen to conduct the survey in which the samples are selected randomly. The study will be conducted by Personal Interview with the customers who have interest in shopping. Observing & studying the behavior of the customers & their demand towards the different products. The study on the customer satisfaction level that can be obtained through well formatted & designed questionnaire that is mentioned in the subsequent chapter

SAMPLE SIZE: A sample of 700 people will be taken for the survey. Business persons, Professionals, Non-professional and Retired persons are included. 29

Further these are only the people based on whom analysis and interpretation is done.

SAMPLE UNIT:
Amritsar.

SOURCES OF DATA: The study undertaken is mainly based on the primary data i.e. structured questionnaire is designed. The study also contains secondary data i.e. data from books, authenticated websites and journals for the latest updates just to gain an insight for the views of various experts. PROCESS OF DATA COLLECTION: The data is collected randomly irrespective of the category of the people in the form of questionnaire and the sample size is 700 respondents.

WORK UNDERTAKEN :

In this project I have completed the first phase of my study which is to adapt proper research technique and sampling.

On the basis of sampling, I prepared my schedule by getting the information from the customer.

In this report I have completed my first phase in which a sample of 700 respondents are surveyed and their response is analyzed and interpreted with the help of pie-charts and tables.

ANALYSIS OF DATA:

30

After collecting the entire filled questionnaire the collected data will be transferred to a worksheet, the data related to set objectives will then be classified and the findings will be graphically represented. Schedule: Time frame for completion of the Project is 2 months

CHAPTER

ANALYSIS & INTERPRETATION

Q.NO1: HOW MANY PEOPLES READ ALPHA TIMES?

ANALYSIS:- Out of the total respondents, (20%) people read alpha times and (80%) people not read alpha times.

31

Q.NO 2: DO YOU GET ALPHA TIMES EVERY MONTH?

ANALYSIS:- The above analysis reveals that majority of the people i.e. (72%) receive alpha times every month and (28%) people do not receive alpha times every month..

Q.NO3: DO YOU LOOK FORWARD TO IT EVERY MONTH?

32

ANALYSIS:- As per the data it has been analyzed, (20%) people look forward it to every month and (80%) are not.

Q.No4: WHO ALL IN YOUR FAMILY READ ALPHA TIMES?

33

ANALYSIS: - From the above analysis, it can be found that (72%) not read alpha times, Only (13%) who receive the alpha times,(8%) elders and (7%) kids read alpha times.

Q.NO5: OUT OF SIX ALPHA TIMES ISSUES RELEASED WHICH EDITION PEOPLE LIKE MOST?

ANALYSIS:- As per this study, (58%) like mothers day issue, (23%) like baisakhi issue, (10%) like world cup issue, (8%) like anniversary issue.

Q No.6:- WHICH TOPIC PEOPLE MOSTLY LIKE TO SEE IN THE ALPHA TIMES?

34

ANALYSIS: - In above pie-chart, (47%) people like to see job section, (28%) people like to see train information, (16%) people like to see techno section and (9%) people like to see auto section in alpha times.

Q NO.7:-WHICH SECTIONS OF THE ALPHA TIMES PEOPLE

LIKE THE MOST?

35

ANALYSIS: - In above graph, (45%) people like to read Gurumukhi article, (32%) people like to read airport section, (15%) people like to read Punjabi culture and (8%) people like to read parenting tips.

36

QNO.8:- WHICH SECTION/S OF THE ALPHA TIMES NEEDS IMPROVEMENT?

ANALYSIS:- In above pie-chart, (58%) people like to improve in current affairs, (23%) people like to improve in books review, (10%) and (9%) in recent happening and AlphaOne chef.

37

Q.No 9: HOW MUCH PEOPLE ARE WILLING TO PAY FOR ALPHA TIMES?

ANALYSIS: - As per the survey, it was found out that only (14%) people are

willing to pay (Rupee Five only) and (86%) want alpha times free of cost.

38

CHAPTER

FINDINGS
In the surveys, interviews and study conducted above, we came across many factors that influence the consumers perception about Brand ALPHAONE and ALPHA TIMES. Here, we present the findings gathered and the suggestions we offer to companies based on the data gathered and analyzed.

The medium response has been attributed from commercial areas. Most of the respondents that I have been surveyed were not responding well. The survey indicates that the maximum respondent were not interested in reading ALPHA TIMES. Most of the respondents were not know about ALPHA TIMES. All of the people which I have surveyed have no time to read ALPHA TIMES. The high number of responses indicate that a large number of consumers not read ALPHA TIMES and some of them are not received. There are also quite a few respondents who were strongly satisfied with ALPHA TIMES and they even pay genuine amount for the ALPHA TIMES.

39

CHAPTER

CONCLUSION

In the conclusion part of my project, most of peoples which I have surveyed were not interested in ALPHA TIMES but, very few were interested and read ALPHA TIMES.

My survey indicates that the maximum consumer have lack of awareness about alpha times. On the basis of survey the major drawback of the ALPHA TIMES is lack of the promotion and marketing. Most of the people preferred to get alpha times every month free of cost.

40

CHAPTER

SUGGESTIONS / RECOMMENDATIONS
On the basis of this study I have decided to give following suggestion to increase the service quality of ALPHA TIMES:. They should have to do certain promotional activities. They should concentrate upon the customer satisfaction. Providing quality service at affordable prices.. Some People are loyal towards brand as they are highly satisfied with the quality and they have an assurance from the brand for their continued supply of quality product. Instead of monthly tabloid (newspaper), company should consider about magazineALPHA TIMES MAGZINE.

41

CHAPTER

LIMITATIONS OF THE STUDY

Due to the unavoidable and uncontrollable factors, the result might not be accurate. Some of the problems faced while conducting the survey. A majority of respondents show lack of cooperation and are biased towards their own opinions and necessary data to complete the project may not gather in proper manner. The limitations which we observe were as follows:

Since the responses were only from some part of Amritsar, the report cannot be generalized for whole Amritsar. Respondents may have given bias information. In the fast changing world the data collected soon become historic and research findings based on them irrelevant. Some customers problems dont lead to valid research conclusion. Chances of some biasness could not be eliminated. A Samples size of 700 has been used.

42

CHAPTER

OVERALL EXPERIENCE

I have joined this company as a MANAGEMENT TRAINEE on JUNE 2, 2011 in MARKETING DEPARTMENT.

My work responsibility in this company to do CONSUMER SURVEY ABOUT BRAND ALPHAONEAND ALPHA TIMES .

During my survey, I have experienced that some people use abusive and foul language which is very demotivating.

Instead of doing survey on HOME TO HOME basis, it would be better to conduct the same at commercial places i.e. Hotels, Banks, Other Malls and Shopping Centres.

The response from residential area was very poor. People receive ALPHA TIMES every month but they are not interested to read the tabloid.

In residential area, I am feeling very inconvenience during door to door survey. To gain more experience in this company, I also work on leasing, events and internal working in the ALPHAONE.

By working at ALPHAONE, AMRITSAR, interacting with professional departmental heads and by preparing this report, it has added a practical touch to my theoretical knowledge.

This experience definitely helps me in my future job. 43

CHAPTER

10

BIBLIOGRAPHY:

Books:

Philip Kotlar.(2008),Marketing Management 12th ed., New Delhi,

Pearson Education PP 34-42.

Kotler- Philip and pfoertsch (2006) Waldemar, 12th ed., New Delhi,

Pearson Education PP 50-56.

INTERNET:

www.alphagcorp.com, company profile, July 21, 2011.

www.alphaoneamritsar.com, about AlphaOne Amritsar, July 22, 2011.

www.alphaoneahmedabad.com, AlphaOne, Ahmedabad, July 22, 2011.

44

www.google.com.

Encyclopedia from Wikipedia

CHAPTER

11

ANNEXURE / APPENDICES
QUESTIONNAIRE:

I ROHIN SHARMA hereby declared that the questionnaire which you are going to fill is only for academic purposes and the information given by you should be kept secret.

45

46