MR Project

IIM Ranchi
• Submitted by:-
– Aditya Somani (003/1)
– Ankur Tiwari
– Pratyush Raj
– Shubhakur Rai
 Market Research Problem
To figure out what students consider


while choosing a B-school and their

reasons for doing an MBA, and thus
ascertaining the most effective
positioning of IIM Ranchi
 Methodology
• Conducted secondary research about
– various parameters that candidates
consider in choosing a B-school
– The current Indian MBA scenario
(aspirants and opportunities)
• Conducted depth interviews with
aspirants in different categories
(work experience, gender, industry,
educational background)

 Initial Hypotheses
• People are aware of the new IIMs, if
not details
• People perceive a link between CAT
percentile and the college
reputation
• Placements are the most important
criteria while choosing a B-school
• Brand image is the second-most
important criteria in choosing a B-
school
• Importance of fees as a parameter
would reduce with the number of
years of work experience
• Campus and location are not
important criterion
• The importance of faculty increases
with work experience
• Brand image and placements are
perceived to be correlated
• B-School Rankings become
Unimportant as source of Info with
increase in work-ex
• Aspirants with prior start-up work ex
value faculty as the most important
criteria
• Correlation between MBA Forum and
B-School pass-out as a source of
Info.
• Role/Industry shift becomes more
important as a reason to do an MBA
 About the Respondents

 Respondents
• Close to 225 respondents that
included MBA aspirants, B-school
students, MBA alumni, and people not
interested in MBA.
• The questionnaire was passed on to
some other IIMs as well i.e.
Ahmedabad, Shillong, Rohtak etc.
• The mode of data collection was online
through mails and posting survey
links on social networking groups for
IIMs (Linkedin and facebook)
 Demographic information of
respondents
• 52.5 % of respondents were MBA
aspirants while 22% were B-school
students. 16.5% and 9%
respondents were not interested in
MBA and B school alum
respectively.
• It was a male-dominated survey with
83.5% respondents being males.
•
 Industry Experience of
Respondents
• In order to look for trends with
respect to reasons of an MBA with
the industry experience, we also
recorded the industry experience of
the respondents.
• 88 respondents had a work
experience of 1 to 3 years.
• Of the 152 respondents, 81 had an
experience in the IT industry
•
AWARENESS LEVELS ABOUT


The new IIMs

How many IIMs are there in the country ?

Frequency Percentage
3 1 .5
4 1 .5
5 1 .5
6 2 1.0
7 12 6.0
8 6 3.0
9 22 11.0
10 67 33.5
11 67 33.5
12 6 3.0
13 2 1.0
14 4 2.0
15 1 .5
 General Awareness about
IIMs
• People were well aware that new IIMs
have opened over the past year.
Hence, 67% of the respondents
were of the opinion that there are
10-11 IIMs in the country. (There
still was a confusion whether IIM
Trichy has been inaugurated or not)
•
Which IIM according to you had the highest cut-off for CAT 2010 ?

A B C K L Ranchi Rohtak S

MBA aspirant 31.4% 10.5% 5.7% 1.0% 1.0% 44.8% 1.9%

Currently pursuing MBA 13.6% 18.2% 63.6% 2.3%

Already done MBA 38.9% 5.6% 11.1% 33.3%

Not interested in MBA 45.5% 18.2% 9.1%

Total 30.5% 9.0% 9.5% .5% .5% 40.5% .5% 1.0%

 Awareness about IIMs’ CAT cut-
offs amongst different segments
• People who aren't interested in MBA are unaware
that IIM Ranchi has the highest CAT cut-off
percentile
• 30.5% people think that IIM A has the highest CAT
cut-off and only 9.5% people voted for IIM C.
• IIM B and IIM C have been voted by almost equal
number of people while the fact is that IIM B
does not give much weight-age to CAT score,
and IIM-C has traditionally had the highest cut-
off percentile.
• Thus, the data seems to indicate that in the mind
of the respondent, there is a linkage between a
higher CAT cut-off percentile and a higher
ranked institute
Which IIM according to you had the highest cut-off for CAT 2010

A B C K L Ranchi Rohtak S

Fresher 15% 4% 13% 56% 2% 2%

1-12 Months 33% 10% 10% 41%

13-36 Months 35% 10% 7% 1% 1% 36% 1%

37 & Above 40% 12% 12% 24%

Total 31% 9% 10% 1% 1% 41% 1% 1%

 Awareness about IIM Ranchi’s
cut-off
• Amongst people with work experience
of different categories (less than 1
year, 1-3 years, greater than 3 years),
most respondents knew that IIM
Ranchi had the highest CAT cutoff.
• However, the awareness levels
decreased with increase in years of
industry experience (36% for 1-3
years, 24% for greater than 3 years).
Simultaneously, the corresponding
percentage figures for IIMA are
 THE PSYCHE BEHIND THE
INDIAN MBA
 Reasons for Choosing B-
Work
schools
Place Facult Acade Brand Global Alumn Camp Locati Fees Stude Colleg Indust
experience ment y mic Image Expos i us on nt e ry
Infrast ure Qualit Activit Interfa
ructur y ies ce
e

Fresher 85 74 71 85 65 72 66 64 52 77 70 79

1-12 Months 81 77 70 80 69 68 67 54 51 79 68 81

13-36 Months 87 80 77 84 76 76 66 61 58 77 69 80

37 & Above 87 79 79 84 76 69 76 67 59 79 73 83

Total 85 78 74 83 72 73 67 61 55 78 70 80
The importance of attributes in choosing a particular
B-school seems to move in tandem for different work-
experience groups
 Important Criterion
• As expected, placements are the most
important criteria for selecting a
particular B-school across different
work experience groups
• Also, brand image of an institute follows
a close second as an important
criteria for choosing a B-school
• Interestingly, industry interface of an
institute is also a very important
criteria for deciding upon a B-school
•
 Non-key Criterion
• Fees seems to be the least important
criteria across categories
• Fees and location as expected are
considered unimportant when
students are choosing their B-
school. The media and popular
perception seems to attach
unnecessary importance to these 2
factors
 Variations across Groups
• Academic infrastructure, faculty and
global exposure increase in
importance with increasing work
experience of respondent
• Importance of fees as a criteria
increases with increasing work
experience, instead of the reverse
as expected
• Importance of location is the least
when the candidate has just started
working, indicating higher flexibility
 Correlation Matrix
Place Facult Acade Brand Global Alumni Camp Locati Fees Studen Colleg Industr
ment y mic Image Expos us on t e y
Infrastr ure Quality Activiti Interfa
ucutre es ce

Placement 1.000 .310 .371 .523 .232 .339 .325 .163 .213 .203 .155 .280
Faculty .310 1.000 .587 .306 .401 .304 .294 .221 .147 .265 .376 .390
Academic .371 .587 1.000 .284 .425 .258 .520 .309 .248 .349 .479 .510
Infrastructure
Brand Image .523 .306 .284 1.000 .261 .452 .346 .217 .141 .393 .288 .309
Global Exposure .232 .401 .425 .261 1.000 .366 .445 .385 .292 .315 .583 .537

Alumni .339 .304 .258 .452 .366 1.000 .282 .253 .193 .343 .251 .249
Campus .325 .294 .520 .346 .445 .282 1.000 .437 .408 .252 .469 .540
Location .163 .221 .309 .217 .385 .253 .437 1.000 .318 .236 .366 .368
Fees .213 .147 .248 .141 .292 .193 .408 .318 1.000 .219 .287 .322
Student Quality .203 .265 .349 .393 .315 .343 .252 .236 .219 1.000 .506 .414
College .155 .376 .479 .288 .583 .251 .469 .366 .287 .506 1.000 .687
Activities
Industry .280 .390 .510 .309 .537 .249 .540 .368 .322 .414 .687 1.000
Interface
 Correlation between
Criterion
• Global exposure is positively
correlated to industry interface
• There is a link between student
quality and college activities
• Faculty and academic infrastructure
seem to be positively linked, and so
are brand image and placement as
logically expected
• Fees is the least correlated with any
other attribute, while industry
interface is highly correlated with
other attributes
• Respondents rating location high on
their list of preferences, do not
attach that much importance to
placement, faculty etc. It probably
indicates their focus on quality of
life
• The respondents for whom fees is
 Relation between work ex and
selection criterion
Work Place Facult Acade Brand Global Alumn CampuLocati Fees StudenColleg Industr
experience ment y mic Image Expos i s on t e y
Industry Infrast ure Qualit Activiti Interfa
rucutr y es ce
e

Engineering / 88 78 73 83 71 69 68 56 60 76 68 82
Manufacturing

Start - up 67 91 74 77 72 75 54 46 36 82 70 90

IT 84 78 75 80 72 71 66 61 58 75 68 78

Finance 96 87 80 95 82 76 67 65 65 93 62 84

Fresher 85 76 72 86 69 73 66 64 51 79 72 80

Consulting 95 81 80 90 79 93 67 64 47 94 74 81

Others 84 77 76 84 77 72 76 62 55 78 73 84

Total 85 78 74 83 72 73 67 61 55 78 70 80
 Selection criteria based on
industry
• People working in a start-up are most
interested in Faculty and Industry
Interface instead of placements as
selection criteria
• Brand Image, Student quality and
Placement is found most important
by aspirants with finance and
consulting work experience
•
 Correlation between Sources of
information
Correlation Matrix

Parents Friends Media Pass outs from MBA Forums

B Schools

Parents 1.000 .519 .451 .159 .263

Friends .519 1.000 .524 .372 .448

Media .451 .524 1.000 .354 .576

Pass outs from B .159 .372 .354 1.000 .528

Schools

MBA Forums .263 .448 .576 .528 1.000

• Aspirants who listen to parents
suggestion don’t value inputs for B-
School pass-out and MBA Forums
• High correlation between aspirants
depending on friends ,and media
and parents as inputs
• Correlation between aspirants
depending on MBA Forums and
Pass-out from B-Schools as
expected.
 Reasons for doing a MBA
Work Salary/ Package Role/ Industry Position/ Entrepreneurship Social
experience Designation Acceptance

Fresher 77 68 70 59 47

1-12 Months 60 73 72 65 52

13-36 79 78 81 62 49
Months

37 Months & 74 82 74 69 54
Above

Total 74 75 76 62 50
 Relation for doing MBA
• To get the desired role becomes more
important as a reason to do a MBA
with increase in work ex.
• Salary package becomes the least
important when aspirants start
working and increases steadily
thereafter.
• Position as reason is most important for
people with experience between 12 to
36 months
• Social acceptance is the least important
Work Salary/ Role/ Position/ Entrepreneurship Social Acceptance
experience Package Industry Designation
Industry

Engineering / 82 79 77 55 52
Manufacturing

Start - up 40 65 66 100 70
IT 71 75 78 61 49
Finance 88 97 93 64 46
Fresher 76 71 71 61 45
Consulting 95 85 92 91 58

Others 68 73 70 60 56
Total 74 75 76 62 50
SEX Salary/ Role/ Position/ Entrepreneurship Social
Package Industry Designation Acceptance

Male 74 74 75 64 51

Female 76 81 77 54 43

Total 74 75 76 62 50
Educational Salary/ Role/ Position/ Entrepreneurship Social
Background Package Industry Designation Acceptance

Engineering 74 76 77 62 49

Science 68 68 64 80 58

Commerce 79 43 60 82 88

Arts 80 86 84 26 13

Others 100 63 50 95 53

Total 74 75 76 62 50
 B-School ranking
importance
B School rankings

Work Experience Strongly Disagree Neither Agree nor Agree Strongly

Disagree Disagree Agree

Fresher 19% 15% 33% 31% 2%

1-12 Months 5% 13% 46% 36%

13-36 Months 7% 19% 36% 35% 2%

37 & Above 16% 16% 32% 36%

Total 11% 17% 37% 35% 2%

 B-School rankings
importance
• Only 37% agree with ratings as
expected
• B-School Ranking as a source remain
Unimportant across work-ex
categories counter to expectations.
•
 Location preference for
Male/Female
Which of these cities would you prefer to study in ?

Sex Ranchi Rohtak Raipur Trichy Shilong

Male 31% 23% 6% 14% 26%

Female 13% 22% 16% 9% 41%

Total 27% 23% 8% 13% 28%

 Location Preference
Which of these cities would you prefer to study in ?
Work Experience Ranchi Rohtak Raipur Trichy Shilong
Industry

Engineering / 28% 34% 7% 31%

Manufacturing

Start - up 50% 25% 25%

IT 29% 22% 10% 16% 23%

Finance 40% 20% 40%

Fresher 26% 22% 7% 11% 35%

Consulting 50% 50%

Others 21% 11% 16% 16% 37%

Total 27% 23% 8% 13% 28%

 Location preference for
different groups
• Aspirants with work ex in IT industry
seem to be most open to location.
• Males prefer Ranchi most while
females Shillong, this is in line with
the current ratio in IIM’s at these
location
 Additional Information after
conducting the MR
• Industry interface is an important
criteria
• Importance of criterion like global
exposure, academic infrastructure
and faculty increases with increase
in work experience
 Suggestions
• Advertise the fact that IIM Ranchi has
the highest CAT cut-off percentile
• Highlight the guest lectures conducted
to show the high level of industry
interface
• Location and fees should not be a
concern
• IIM Ranchi should focus on getting
students placed in their desired
industry given the small batch size
• Need to establish an exchange
program, in addition to international
faculty