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HP Kaaldarshak

(case study)

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Case briefing.

Kaldarshak is a Hindi word for calendar. Mathura based hindi pustakalaya brings out kaldarshak every year. Company is in this line for several years. Calendar consist of the several additional features like astrological forecast, health tips etc. along with other useful information. The calendar is quite popular in North India. Decline in sales of the calendars during past two years. The company seeks for the professional help in this regard.
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Industry Information:

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The Indian calendar industry is worth 467

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" Levin says. "Three years ago, we had 2,500 titles, last year we had 2100, this year we've got 1800. India Today: August 28, 2011. GROWTH:-

2002-Calendars market was worth 220.4 million 2004-Calendar market was a 300 million 2005-Calendar market 540 million a year Calendar sales rose 16% during the year 2008. The sales dropped drastically during the year 2009 -2011.
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Procedure to be adopted to ascertain the reason of decline in the sale of calendars?

?
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Steps followed.

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Problem definition:
v

Two steps are involved in formulating the research problem:

Understanding the problem thoroughly. Rephrasing the same into meaningful terms from an analytical point of view.

Research problem as per the analysis:

Reasons for decline in the sale of the calendars in North India.

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Research design.

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The preparation of the research design for research

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3. 4. Time for research:- 1 month. Cost factors relating to research I.e. finance available for purpose:-Total Budget : 50000 -Data Collection: 30000 -Analyst Fee :10000 - Miscellaneous Expenses:10000

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Field work or data collection

Defining population: The term population refers to the entire group of elements consisting of either people, events and other things of interest that the researcher wants to investigate. Target group: - Business Organization -NGO -General Public -Professionals
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-North Indians living in Bangalore.

Selection of sample:

Define sample:

A statistical sample is a miniature picture or cross section of the group or aggregate from which the same is taken- pauline young states. Population to be studied consist of different groups. Stratified sampling is used to study the population. Sample size:30 from each group.
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Collection of data: (primary data)

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Telephonic Interview

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Questionnaire Method:

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Observation Method:

Observing mass behaviour. Interactional recording. Use of recording device-if possible.

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Collection of data: (secondary data)

Books - C.R. Kothari - Kate L. Turabian Calendars.com India Today: August 28, 2011. Case 5/7/12 study

Analysis of data

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Do you use calendars?

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What is the purpose of using calendars?

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What kind of calendars do you use?

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What kind of pictorial graphics do you prefer in a calendar?

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What is the language preference for the calendars?

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Do you prefer additional information in your calendar?

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What kind of additional information would you prefer in a calendar?

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What is the most frequent source of reference for dates?

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Reasons for decline in sales of calendars.

More preference for English language than Hindi. More preference for table calendars. Promotional calendars used once in a year by most of the business organization. Technological influence. Busy life style. Calendars are also used for decorative purpose. Astrological forecast are run on T.V. H.P. calendars were bulky.
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More printing expenses.

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