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VIVEK COLLEGE OF COMMERCE

CHAPTER 1:

INTRODUCTION TO RESEARCH

DEFINE RESEARCH? WHAT ARE THE CHARACTERISTICS OF

RESEARCH?

Research is a systematic investigation to search for new facts in any branch of knowledge.

Research helps to arrive at new conclusions. It enables to find solutions to certain problem.

James Black and Dean Champion state “ Scientific research consist of obtaining information

through empirical observation that can be used for the systematic development of logically

related propositions attempting to establish casual relations among variables.”

CHARACTERISTICS OF RESEARCH:

1. Scientific method : Research uses scientific method to find facts or to provide solutions

to specific problems. The researcher needs to follow a systematic procedure to conduct

research. There is a set of procedures that have been tested over a period of time and are

thus suitable to use in research. This means each step in the research procedure must

follow the other. Scientific research in any field of knowledge cannot be conducted in a

manner. Scientific research cannot be merely based on one’s belief and imagination. To

get the best possible research result, the researcher needs to adopt the scientific method of

inquiry or investigation.

2. Objective and logical : The scientific research is objective and logical in nature.

Research is based on valid procedures and principles. There is a need to collect relevant,

accurate and objective data to investigate into the research problem. Researchers need to

make every possible effort to avoid bias in data collection. After collection of objective

data,the researcher needs to systematically process the data, analyse and interpret it and

arrive at logical conclusions. Wherever required, the researcher needs to systematically

verify the findings and conclusions.

3. Applied and basic research : The research can be broadly classified into two broad

groups:

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Applied research is designed to solve practical problems of the modern world, rather than

to acquire knowledge for knowledge’s sake The goal of applied research is to improve

the human condition. It is generally used to solve a particular problem. For instance, a

social research can be conducted to study the problem of unemployment in rural areas,

and based on the research findings; appropriate measures can be taken by Government

authorities to reduce the problem of unemployment.

Basic or fundamental research is driven by a scientist’s curiosity or interest in a scientific

question. For instance, basic research can be undertaken to study the origin of the

universe. Basic research lays down the foundation for the applied science that follows.

The main goal of basic research is to expand man’s knowledge. There is no obvious

commercial value to the discoveries that result from basic research. For instance, basic

research can be undertaken to study the origin of the universe. Basic research lays down

the foundation for the applied science that follows.

4. Empirical nature of research: Research can be based on direct experience or

observation by the research. Empirical research is undertaken to study certain situations

or events based on experiments, observation and surveys. In empirical research, the

researcher develops a hypothesis and then collects data to prove it or to disprove it.

5. Generalization: Research findings can be applied to larger population. A researcher can

conduct a research on a sample of respondents that represent the universe. The sample

selection must be done systematically so that it properly represents the whole population

or the universe. Therefore, generalization takes place when research findings based on

sample responses are applied to whole population.

6. Manipulation of concepts : The researcher tries to manipulate things, or concepts. The

manipulation of purposeful control of things, or concept is done with a definite purpose

so as to arrive at statements of generality. For instance, a researcher may manipulate the

environment in a workplace such as lighting, or layout or seating arrangement to find out

its impact on the productivity of the employees.



7. Quantitative and qualitative research : Research undertaken to measure quantity or

amounts is called as quantitative research. For instance, research undertaken to find out

the number of unemployed in general. On the other hand, research, which is undertaken

to find out the quality of a particular situation or phenomenon, is called as qualitative

research.

8. Multipurpose activity: Research is a multipurpose activity. It helps to discover new

facts or verify old facts. It helps not only to predict future events, but also may help to

control such events. It establishes causal relationship between variables. It also helps to

develop new scientific tools, concepts and theories, which would facilitate reliable and

valid study of human behavior and other aspects.

EXPLAIN THE NEED AND IMPORTANCE OF RESEARCH IN BUSINESS.

Business organization can gain significantly with the help of research. The research and

development to develop new products, improve the design and quality of existing ones and to

reduce costs. The marketing research helps to solve marketing problems relating to price,



promotion. Physical distribution, packaging, positioning, and so on. The need and importance of

research in business is stated as follows:

1. Product development : Through marketing research, a business firm can identify the

customer requirements and therefore, it is possible to design new models or to modify

existing products to satisfy the customers. For instance, through marketing research, a car

manufacturing company may find that the customers look for features, after-sales-service,

re-sale value, right price, fuel efficiency, and so on. Accordingly, the product will be

designed and marketed. Also, with the help of research and development, the car

company would make every possible effort to develop the car with best possible features

at the right prices depending upon the target customers.

2. Reduction in cost : Research in business helps a firm to reduce cost. The research may

indicate the areas where high costs are involved. It may be possible for the firm to cut

down the cost in certain areas. Therefore, cost-reduction will improve the overall

efficiency of the organization, i.e., the organization will be in a position to achieve higher

returns at a lower cost.

3. Customer relationships : Marketing research may help the firm to develop good

relations with its customers, especially, the priority customers. Research can help the firm

to collect valuable inputs about the priority customers. Based on the inputs, the

firm can adopt various customers relationship techniques such as package of loyalty

incentives, one-to-one marketing, effective after-sales-service, incentives for customer

suggestions, etc.

4. Marketing mix decisions : Marketing research enables a firm to arrive at sound

marketing mix decisions with respect to product, price, promotion, and physical

distribution.

Product decisions: As mentioned earlier, marketing research enables a firm to design the

right product to satisfy customer requirements.

Pricing decisions: Marketing research enables a firm to analyze competitors’ pricing,

customers’ price, sensitiveness, etc. and accordingly, the firm can fix right prices. For



instance, if the customers for a particular product are not price sensitive, the firm may

charge a higher price, especially when it enjoys a good image in the market.

Promotion-mix decisions: Marketing research may enable a firm to adopt effective

promotion mix. If promotion mix research is not conducted, the firm may give more

emphasis on certain elements of promotion-mix, thereby ignoring the other elements.

Place decisions: Marketing research may also enable the firm to take appropriate place

decisions, with reference to area distribution, channel selection, incentives to channel

intermediaries, etc. For instance, the firm may increase marketing efforts in those areas

where it gets low sales, or if the existing channels are not effective, it may select

alternative channels, etc.

5. Dealer relationships: Nowadays, dealer relationships are vital for the survival and

success of a business organization. Marketing research enables a business firm to main

good relationship with dealers. Through research, the firm can get feedback from the

dealers regarding their expectations. Accordingly, the firm may take appropriate

decisions relating to dealers compensation and incentives so as to maintain good

relationship.

6. Corporate image: Nowadays, firm need to build, maintain and enhance corporate image

in the minds of stakeholders – customers, dealers, employees, others. For instance,

consumer research may enable the firm to obtain feedback on customer requirements and

expectations, and accordingly the company would make the right efforts to satisfy

customer and develop good image in the minds of customers.

7. Competitive advantage : Through research, a company can take proactive decisions,

such as introduction of new models, introduce price changes, and undertake innovative

promotional schemes, and so on. The proactive decisions can confer competitive

advantage to the firm. Also, through research, the firm can find out the strengths of the

competitors, which make certain buyers to prefer competitor’s brands.



8. Human resource plans and policies : Research may be undertaken to frame effective HR

plans and policies in respect of:

Recruitment and selection.

Training to employees.

Performance appraisal.

Promotion and transfers.

Compensation plans.

9. Financial management: Research may be undertaken for efficient management of

finance. Financial management covers two broad areas.

Sources of funds.

Application of funds.

DISCUSS THE NEED AND IMPORTANCE OF RESEARCH IN SOCIAL SCIENCE.

Social sciences refer to business, commerce, demography, psychology, sociology, etc.

Research in social sciences deals with the people’s behavior in their different roles, such as

consumers, consultants, learners, leaders, teachers, trainers, employees, executives, producers,

parents, artists, advisors, etc.

1. Modifies social behaviour : Social research studies social behavior. Almost all over

social problems could be attributed to certain social behavior of the members of the



society. Social research collects relevant data on social behavior, analyzes it and

recommendations are listed. Based on the recommendations of social researcher, steps

can be taken by the concerned authorities to modify the societal behavior.

2. Development of methodology : Development of methodology to deal with social issues

is one of the contributions of social research. For instance, organization faces the problem

of executive stress, lack of concern for ethics, poor leadership styles, employee

absenteeism and turnover, etc. To overcome such problems, such methodology needs to

be developed. Social research enables the organizations to develop appropriate

methodology to study, analyze, and to take suitable action to overcome the problems.

3. Social development: Social research contributes to social development. Social

development can be measured in terms of literacy, life expectancy, and other social

development indicators. Research can be undertaken to improve social development

standards of the society. For instance, social research can be conducted to improve

literacy in a particular state. The researchers may study the measures adopted by highly

literate states and accordingly make recommendations to use such measures so as to

improve the literacy rate in low literacy states.

4. Social welfare: Government organization can undertake social research to enhance social

welfare of the society. Research can help to reduce income to overcome the problem of

social evils such as drug addictions, abuse of alcohol, gambling, and so on. For instance,

to reduce inequalities of income, Government adopts progressive taxation, undertakes

transfer payments in form of subsidies, unemployment allowance, pension to poor senior

citizens and handicapped persons, and so on.

5. Formulation of new theories: Social research helps to formulate new theories. The

existing theories can be revaluated and modified with the help of social research. For

instance, social research has enabled to develop several theories on leadership,

motivation, job satisfaction, group dynamics, and so on. These theories enable business



and non-business organizations to design suitable packages for uplifting the social

behavior of their members.

6. Social planning and control: Social research is a tool for social planning and control.

Any constructive action needs to be planned for effective implementation so as to achieve

the desired outcome. Also, the research may indicate suitable control measures to correct

deviations as and when the deviations occur. Timely, corrective measures would enable

to organizations to save lot of time, effort and money and at the same time, the

organization would be in a position to achieve its predetermined goals.

7. Economic planning: Social science research can be of immense use in economic

planning in a given society. Economic planning requires basic data on the various aspects

of our society and economy, resource endowment and the needs, hopes and problems of

the people etc. Economic planning is undertaken to achieve certain objectives such as:

To bring about regional development.

To make optimum use of available resources.

To bring out self-reliance.

To generate employment, etc.

STATE AND EXPLAIN THE OBJECTIVES OF RESEARCH.

Researcher undertakes research with definite objectives. Some of the important purposes or

objectives of research are briefly stated as follows:

1. To find solutions to problems : Research can be undertaken to find solutions to solve

specific problems. For instance, an organization may initiate research to find solution to

the problem of declining sales of their products in the market. An educational institution

can undertake research to find out the causes of low attendance or poor results. A

government organization may undertake research to solve the problem of water scarcity

in a particular area or district or to ascertain the impact of slums on the quality of life in a

particular city, and such other research activities.



2. To verify and test existing laws on theories : Research may be undertaken to verify and

test existing laws or theories. Such verification and testing of existing theories helps to

improve the knowledge and ability to handle situations and events. This is true when the

existing theories may not be sufficient or relevant to handle certain situations and events,

and therefore, through research, improvements and modifications can be made in the

existing laws or theories.

3. To obtain information: Research is undertaken to obtain information, which may not be

easily obtained during the ordinary course of functioning of an institution or an

organization. For instance, marketing research may be undertaken to understand the

changes in consumer behavior. A firm may undertake product research to bring about

improvement or modification in the existing product on the basis of feedback obtained

from consumers, dealers and others.

4. To extend knowledge : Researchers undertake research to extend the existing knowledge

in physical sciences as well as in social sciences. The knowledge can be enhanced by

undertaking research in general and by fundamental research in particular.

5. To establish generalizations and general laws: Research can be undertaken to establish

generalization and general laws in a particular society. In other words, statements of

generality can be stated through research. For instance various laws, principles and

models have been developed through research. The AIDA model, the law of demand and

supply, the law of gravitation, etc., have been developed through observation,

experimentation, and other methods of research.

6. To predict events : Research may be undertaken to predict future course of events. For

instance, research may be undertaken to find out the impact of growing unemployment of

educated youth on the social life of the society in future. The findings of such research



would not only indicate the possible impact, but also would make the concerned

authorities to take appropriate measures to reduce unemployment, to reduce the growth of

population, and to overcome the negative consequences, as and when they take place.

7. To analyze inter-relationships : Research may be undertaken to analyze inter-

relationships between variables, so as to derive casual explanations, which in turn would

enable to have a better understanding of our society and the universe in which we live.

Researchers often develop hypotheses and test them to analyze the casual relationship

between variables.

8. To develop new tools and concepts : Research helps to develop new tools and concepts

for a better study of an unknown phenomenon. For this purpose, exploratory research is

undertaken to achieve new insights into such phenomenon.

9. To develop new principles and theories : A systematic research helps to develop new

principles and theories. Such principles and theories can be useful to several

organizations to managed and deal with people and things in a better way. The general

laws or theories developed through research may enable us to make reliable predictions

of events, which have not yet occurred.

10. To develop innovative ideas : Research may be undertaken to generate innovative ideas

for the welfare of mankind. For instance, research may enable an organization to develop

innovative ideas in respect of:

New and improved products.

Improved organization structure.

Better technology.

New sources of raw materials, etc.



DISCUSS THE TYPES OF RESEARCH.

The research activity can be classified into different categories. Some of the main types of

research are as follows:

1. Basic research : Basic research is also called as pure or fundamental research. It is

undertaken to develop a theory or a body of knowledge. The main goal of basic research

is to expand man’s knowledge. In basic research, there is no common angle. For instance,

basic research can be undertaken to study the origin of the universe. Basic research lays

down the foundation for the applied science that follows. In basic research there is no

commercial angle. There is no obvious commercial value to the discoveries that result

from basic research. In almost all countries, pure research is mainly carried out by

universities and institutes financed by the government. Basic research advances

fundamental knowledge about the world. It focuses on refusing or supporting theories

that explained observed phenomenon. Pure research is the source of most new scientific

ideas and ways of thinking about the world. It can be exploratory, descriptive, or

explanatory; however explanatory research is the most common.



2. Applied research : Applied research is a scientific study designed to solve practical

problems, rather than merely acquiring knowledge. Applied research is used to find

solutions to everyday problem, and develop innovative technologies. For instance, a

social research scholar may undertake research to find out job satisfaction of college

teachers affiliated to University of Mumbai. The research findings can be applied by

colleges of the university to improve the level of the satisfaction of the teachers. Also, a

research can be undertaken to study the job satisfaction of nurses in Government

hospitals vis-à-vis private hospitals in the city of Mumbai. The applied research can be

undertaken by business organizations as well. For instance, business organizations may

undertake applied research to find out the causes of poor sales of a particular brand in the

market.

3. Descriptive research: Descriptive research or statistical research provides data about

the population or universe being studied. But it can only describe the” who, what, when,

where and how” of a situation. It does not describe what caused a particular situation.

Therefore, descriptive research is used when the objective is to provide a systematic

description research is used when the as possible. One of its major limitations is that it

cannot help determine what causes a specific behavior, motivation or occurrence. It

cannot establish a cause-effect relationship between variables. Another example of

descriptive research is in respect of the study to understand the general pattern of buying

behavior of consumers during a particular season or in general

throughout the year – the quantity of purchases, the frequency of purchases, the types of

purchases, and so on. This research will not provide answers as to why the customers buy

certain quantity or quality or the reasons for low / high frequency of purchases, and so on.

4. Analytical research: Analytical research is undertaken to collect facts or data, or the

facts or data may be readily available. The researcher attempts to critically evaluate such

facts and data so as to at conclusions. This type of research may establish the cause and

effect relationship. The researcher may provide necessary recommendations to improve

or solve the problem or to handle certain situation or event. A research may be conducted

to find out the relationships between advertising and sales. The marketer sold the product



in two periods. The analytical research helps to understand the cause-effect relationship

between variables. It also helps to focus on those variables that have grater positive

effect, and to eliminate certain variables that have negative effect on the situation. The

analytical research helps to understand the cause-effect relationship between variables.

5. Empirical research : Empirical research can be defined as “research based on

experimentation or observation.” Empirical research is a wayof gaining knowledge by

means of direct and indirect observation or experiment. Such research conducted to test

hypotheses. The word empirical means information gained by experience, observation, or

experiment. The central theme in science method is that all evidence must be empirical

which means is based on evidence. In scientific method the word “empirical refers to the

use of working hypothesis that can be tested using observation and experiment. Empirical

evidence can be analyzed quantitatively or qualitatively. Through quantifying the

evidence, the researcher can answer empirical questions, which should be clearly defined

and answerable with the evidence collected. Research

design varies by field and by the question being investigated. Many researchers combine

qualitative and quantitative form analyze to better answer questions which cannot be

studied in laboratory settings, particularly in the social sciences.

6. Qualitative research: Qualitative research is a method of inquiry employed in many

disciplines, especially in the social sciences. Qualitative researchers aim to gather an in-

depth understanding of human behavior and the reasons that govern such behavior. The

qualitative method investigates the why and how of decision making, mot just what,

where, and when. Hence smaller but focused samples are more often used than large

samples. For instance, a research undertaken to find out the reasons to why employees

remain absent from work or why people behave in certain manner. The motivational

research is an important type of qualitative research. Qualitative research is especially



important in the behavioral sciences where the main aim is to find out the underlying

motives of human behavior.

7. Quantitative research : Quantitative research is “Explaining phenomena by collection of

numerical data that are using analyzed using mathematically based methods. The

objective of quantitative research is to be developed and employ mathematical methods,

theories and / or hypotheses pertaining to phenomena. The process of measurement is

central to quantitative research because it provides the fundamental connection between

empirical observation and mathematical expression of quantitative relationship. The

researcher asks a specific, narrow question and collects a sample of numerical data from

the respondents. The researcher analyzes the data with the help of statistics. The objective

of quantitative research is to be developed and employ mathematical methods, theories

and / or hypotheses pertaining to phenomena.



DESCRIBE THE ISSUES AND PROBLEMS IN RESEARCH.

There are certain issues that affect the effectiveness of research. The issues are relating to

objectivity of data collection, ethical issues, and so on. The issues create problems for the

researcher to collect, correct, accurate and reliable data. The problem in research are as follows:

1. Problem of accuracy : Social sciences deal with human beings – their behavior and

social life. The human behavior cannot be predicted with accuracy. This is because;

human behavior is subject to change depending upon the situation, the nature of the

person, and other factors. Therefore, scientific method in social science cannot predict

with accuracy the behavior of human being.

2. Problem of uniformity : Human behavior is not uniform. Different persons behave

differently under certain situations. In other words, all people do not behave in the same

manner in similar situations. Also one may behave differently in similar situations at

different times. Therefore, scientific method in social sciences has a problem of

generating uniformity in the behavior of different human beings under similar situations.

3. Problem of bias : The scientific method in social sciences is affected by a problem of

bias on the part of the researcher. Some research may be biased in using the scientific

method. They may draw conclusions subjectively depending upon their likes, dislikes,

feelings and emotions. In other words, there is a problem of objectivity in using the

scientific method in social sciences compared to physical sciences.



4. Problem of sampling : In social sciences, the researcher uses a particular sample of

respondents to understand the behavior of human beings to a given situation. However,

there are problems in sampling. In other words, the selected sample of respondents may

not represent the universe, and as such, even if the study conducted with the use of

scientific method, may not bring objective results.

5. Problem of respondents : In social sciences, scientific method may not provide

objective responses from the respondents. Some respondents may deliberately give

wrong responses so as to please the researcher or to get away with the interviews as

quickly as possible. Even in the case of observation, the respondents may be

conscious of being observed, and therefore, they may behave differently than otherwise.

6. Problem of verification : The physical phenomena may be known directly through

senses, but the social phenomena are known only symbolically through words

representing such social phenomena, i.e., culture, customs, tradition, values, and other

subjective aspects of social life. Therefore, it is difficult to verify the conclusions drawn

from social science research.

7. Problem of laboratory experiments : In most physical sciences, it is possible to

undertake controlled laboratory experiments. However, it is difficult to perform

controlled laboratory experiments in the case of social science research, although to a

limited extent laboratory experiments are possible in social sciences as well. As social

sciences develop, a number of human problems may be hopefully being brought within

the reach of laboratory experiments.



8. Problem of segregating cause-effect relationship : In social sciences it is difficult to

segregate the cause-effect relationship. In other words, it does not make sense to know

which the cause is, and which the effect is. For instance, the question of “Is poverty the

cause of low skills?” or “Are low skills the cause of poverty?”

9. Issue relating to practical significance : At times, the research may be undertaken for

name sake or just for the purpose of recognition. For instance, academic research may be

undertaken to get M. Phil or PhD degrees. A number of research programmers

undertaken by academicians in India and hardly serves any practical significance.

10. Ethical issues relating to research process : There are various ethical issues in research.

Some of the ethical research issues in research are connected with the research process.

The ethical issues relating to the research process are concerned with research design,

sample size, data collection, data processing, data analysis and interpretation, and so on.

However, the ethical issues relating to research process can be avoided by systematic

planning for research and by the following ethical norms conducting the research.

11. Issues relating to plagiarism : There are also issues relating plagiarism is the copying

the published work of another person as one’s own without proper permission and

acknowledgement without proper permission and acknowledgement .Plagiarism does

not refer to words alone – it can also refer to copying images, graphs, tables, and ideas.

“Presentation” is the limited to written work. It also includes oral presentation of

computer assignments and artistic works. If you translate the work of another person into

French or English and do not cite the source, this also the plagiarism. If you translate the

work of another person into French or English and do not cite the source, this also the

plagiarism. If you cite your own work without the correct citation, therefore, one should

not copy, paraphrase or translate anything from elsewhere without stating the source of

the original text.



CHAPTER 2:

RESEARCH METHODOLOGY

WHAT IS RESEARCH METHODOLOGY? EXPLAIN ITS NATURE AND

CHARACTERISTICS

Methodology is the systematic analysis of the methods applied to a field of study. It

comprises the theoretical analysis of the body of methods and principles associated with a

branch of knowledge.

Merriam – Webster Dictionary provides two definitions on research methodology as

follows:

The analysis of the principles of methods, rules and postulates employed by a

discipline.

The systematic study of methods that are, can be, or have been applied within a

discipline.

NATURE OF RESEARCH METHODOLOGY

1. Systematic process: Research methodology is a systematic process of analyzing and

selecting the best method to conduct research. The research methodology process consists

of the following main stages:

Identification of research problem

Formulation of research design

Collection of data

Processing of data



2. Purpose of research methodology: The main purpose of research methodology is to

select the best method to conduct the research. After selecting the research methodology,

the research proceeds to collect the data, analysis it, and draws conclusions and

recommendations.

3. Reliance on empirical evidence: research methodology involves a systematic process to

find a solution to the research problem. The solution to a problem is found not on the

basis of intituion or imagination. The research methodology involves collection of data

through survey, observation or experimentation. The conclusions are based on empirical

evidence and not on imagination or on one’s own blind belief.

4. Commitment to objectivity: Research methodology is objective in nature because it

makes use of scientific methods to collect and analyses data. Objectivity involves

forming a judgment based on accurate facts. The researcher examines the facts in a

scientific manner.

5. Verifiability: Research methodology ensures that the conclusions drawn by the

researcher are verifiable. With the help of research methodology, the researcher is in a

position to justify the conclusion. When others verify the researchers conclusions under

the same conditions, then they are accepted as correct. Therefore, the researcher must

expose or even invalidate them.

6. Ethical neutrality: Research methodology is based on ethical neutrality. It aims at

making correct statements about facts. The researcher should not be biased and distort the

facts. Distortion of the facts will not help the researcher to solve the researcher problem.

Distortion of facts may even aggravate the research problem especially in the case of

commercial research.



7. Development of principles and theories: Systematic research methodology helps to

develop new principles and theories. The principles and theories can have universal

application. This means, the research findings can be used by several applications. The

general theories developed through research also enable the researchers to make reliable

predictions of events, which have not yet occurred.

8. Multipurpose activity: Research methodology is the multipurpose activity. It helps to

discover new facts or verify old facts. It helps not only to predict future events, but it also

helps to control such events. It establishes causal relationship between two or more

variables.

9. Use of induction and deduction methods : Research methodology makes use of

induction and deduction methods to arrive at logical conclusions.

Induction method follows the logical reasoning process. It is a process of reasoning

whereby, the researcher arrives at universal generalization from particular facts. This

method studying several individual cases and then drawing generalized conclusions.

Deduction method is a reasoning process of applying generally accepted principles to a

specific individual case. It establishes a logical relationship between major premise and a

minor premise and thereby arrives at a conclusion.

10. Limitation or constraints: The effectiveness of research methodology in social sciences

is affected due to certain constraints. Some of the constraints are:

Social sciences deals with human beings their behavior and social life. The human

behavior cannot be predicted with accuracy.

The research methodology in social sciences is affected by the problem of bias of

researcher and the respondents. Some researcher may draw biased conclusions depending

upon their likes, dislikes, feelings and emotions. The respondents may also give biased

responses.

DESCRIBE THE STEPS IN SCIENTIFIC RESEARCH PROCESS



Scientific research is a systematic process undertaken to study the research problem and to

arrive at conclusions. The scientific research process consists of a sequence of steps that have to

be followed while undertaking a research project:

1. Identifying and selection of research problem : Identification or formulation of research

problem is the first and most important step of research process. The problem formulation

is like an identification of a destination before undertaking journey. It is often said that a

well-defined problem is half solved. Before formulating the research problem, the

research must always think – what the problem is, why it is a problem, and for whom the

problem is. Precise definition of the problem would help the researcher to collect the

relevant data for solving the research problem.

Researchable – The problem can be investigated through the collection and analyze of

data.

Interesting – The problem keeps the researcher involved in it throughout the research

process.

2. Review of literature: The researcher should undertake extensive literature survey

relating to the problem. He may consider various publications, such as journals, books,

research reports, and other published matter. Particularly, the researcher should go

through the similar research studies that were conducted previously.

3. Formulation of hypothesis : The researcher should formulate the hypothesis. The

hypothesis is a tentative assumptions made to test its logical or empirical consequences.

The hypothesis should be formulated on the basis of insight and knowledge about the

problem. The hypothesis may prove to be either wrong or right.

Product price is too high, and / or

Middlemen are not getting adequate margin, and / or

The problem is becoming obsolete.

1. Research design : The researcher must prepare a research design. It is a logical and

systematic plan prepared for conducting a research study. It can be called as a blue print

for collection, measurement and analysis of data. The research design provides guidelines

to researcher regarding the time period within which research is to be conducted, the type



of data to be collected, the area and the respondents from which the data is to be

collected, the techniques of data collection and data analysis , and so on.

A clear statement of the research problem.

The sources of data collection.

The time period of research study.

The area or place where research is to be conducted.

2. Designing the questionnaire : If the researcher cannot solve the problem with the help

of secondary data, observation and experimentation, then he should make efforts to

collect the primary data from the field for which he requires a questionnaire. While

designing questionnaire, the following points must be kept in mind:

What types of information is required?

What type of technique will be used for conducting research, i.e., whether telephone

interview, person interview or mail?

There should be proper wording and proper sequence of questions.

3. Sampling design: Generally, it is not possible to collect data from member of the

universe or population under study due to limitation time, effort, and money. Therefore,

the researcher needs to select a sample of respondents that represents the universe.

Sampling design is a plan to select the appropriate sample to collect the right data so as to

achieve the research objectives. A sample represents those individual chosen from the

population of interest as subjects in an experiment to be respondents to a survey.

The sample must be representative of the universe.

The sample must be decided depending on the research objectives.

The sample size must be economical or cost-effective.

4. Collection of data: Problem solving is essentially a process for collecting information.

The data can be collected from various sources primary and secondary.

While collecting data care should be taken of:

Information is up-to-date and free from bias.

It is objective and relevant to the needs of problem.

It is complete in all respects.



5. Processing of data : The collected data is mostly available in a raw form and therefore, it

needs to be processed. Processing of data involves:

Editing: It helps to weed out unwanted and irrelevant data. It also helps to check errors

and omission in data collection.

Coding: It involves assigning codes to the categories or responses. It is required

especially when the sample size is large and when there is large number of responses.

Classification: It refers to grouping of data under different categories or classes such as

age, gender, education, area, etc. It facilitates tabulation of data.

6. Data analysis : Organization of data is generally followed by its analysis and

interpretation. The purpose of analyzing data is to establish a relation between the

information and problem. Analysis reviews the data in the light of hypothesis or research

problem. Interpretation refers to analysis and generalization of results. It enables to clear

the meaning and implication of study. It enables to link findings with research problem

and arrive at logical conclusions.

7. Hypothesis testing : After analysis and interpretation of data, the researcher must be in a

position to test the hypothesis. The researcher should find out whether or not the research

findings support the hypothesis or prove to be contrary. Various tests such as Chi-square

test, F-test, etc., have been developed for such testing. The testing of hypothesis will

result in either accepting it or rejecting it.

8. Preparation of research report : The research findings and conclusions are presented

with the help of research report. The research report is divided into three parts:



Preliminary contents – which include title of the report, letter of authorization, letter of

transmittal and tables of contents.

Main body – which includes introduction, methodology, findings, limitations if any,

conclusions and recommendations.

Concluding part – Which includes appendix and bibliography.

9. Follow-up of part : The researcher should submit the report to concerned authorities. For

instance, a doctorate thesis is to be submitted to guide for approval and then to the

concerned university. A business research report is to be submitted to the concerned

management of business organization. The researcher should find out his report is

accepted. If accepted, whether his recommendations are accepted and implemented. If

implemented, whether the recommendations are successful in solving the problem.

DISCUSS THE STEPS IN FORMULATING THE RESEARCH PROBLEM

The research problem should be clearly defined. In order to do so, the researcher must follow

a systematic process. The technique for this purpose involves a series of steps in defining and

formulating the research problem:

1. Statement of the problem : The researcher should state the problem in a general way,

keeping in view the objective of studying the problem. For this purpose, the researcher

should get him thoroughly involved into the problem. There should be systematic

involvement in the subject matter through first-hand observation. The researcher should

get him deeply involved in the subject matter area within which he wants to formulate the



problem. For example, if the researcher wants to conduct a study to know the problems of

slum dwellers in a particular city, then it would be better if he visits the relevant slum

area where he wants to conduct the study.

2. Understanding the nature of the problem : The researcher should try to understand the

origin and nature of the problem clearly. This is especially required in the case of

business or organizational research. For this purpose, the researcher may discuss the

problem with those who raised the issue of the problem. For instance, if the problem is

raised by an organization relating to declining productivity, then the researcher should

have a preliminary discussion with the management of the organization concerned.

3. Surveying the relevant literature : In order to formulate a problem, the researcher must

be well equipped to experience some challenge or difficulty. For this purpose, the

researcher should undertake a through reading of the available literature, which would

make him familiar with the relevant theories, reports, record, etc. From review of

literature would come to know if there are certain gaps in the theories, and if so, then he

would try to fill up such gaps through his research work.

4. Discussions with experienced persons : The researcher needs to hold discussions with

experienced persons in the field of study. In case of academic research activity, the

researcher may have to consult the guide before finalizing the research problem. The

experienced persons would enlighten the researcher on different aspects of the

research work. They would guide him as to how to proceed with the research work,

with reference to questionnaire, selection to field staff, selection of sample of

respondents, etc. They may also suggest to the researcher for further review of relevant

literature, if so required.

5. Repurchasing the research problem : The researcher may repurchase the problem into a

working proposition. By repurchasing the research problem, the researcher expresses it in

specific terms, and develops it into a working hypothesis. The hypothesis is a tentative

solution or proposition to investigative question. The task of the researcher is to test and



establish such hypothesis. The hypothesis describes the properties of variables or shows

the relationships between them. The hypothesis determines what facts will be sought and

what research procedure will be used.

6. Operational definition of concepts : The researcher should clearly define the technical

terms and words or phrases with special meanings used in the statement of the problem.

The basic assumptions relating to the research problem must be clearly stated.

7. Delimiting the scope of the study : The scope of the investigation or the limits within

which the problem is to be studied must be mentioned clearly in defining the research

problem. The researcher should take a close view of the implications and the dimensions

of the selected problem, and the keep the scope of his study within manageable limits,

i.e., within the ability of the mind to grasp the implications and within the amount of time

and other resources available. The main aim of delimitation is to avoid confusion and

promote clarification and to ensure successful completion of the research study within the

time limits and available resources. The various aspects that may be delimited are:

The objectives of the study, i.e., the number and extent of questions to be studied.

The geographical area to be covered under the study.

The time period of the study.

The sample of respondents.



WHAT IS HYPOTHESIS? EXPLIAN ITS IMPORTANCE

The formulation of hypothesis is an important step in the formulation of research problem.

The hypothesis is a tentative proposition formulated to determine its validity. The hypothesis may

prove to be correct or incorrect. In any event, it leads to an empirical test. Whatever the outcome,

the hypothesis is a question put in such a way that an answer of some kind can be forthcoming. It is

an example of the organized skepticism of science, the refusal to accept any statement without

empirical verification. Webster’s Dictionary defines hypothesis as “an unproved theory,

proposition, supposition, etc., tentatively accepted to explain certain facts or to provide a basis for

further investigation, argument, etc.”

IMPORTANCE OF HYPOTHESIS:

Hypothesis plays an important role in the research process. It guides the research activity in the

proper direction. In all analytical and experimental studies, hypothesis should be framed in order to

give a proper direction to the research activity.

1. Provides definite focus : A hypothesis provides a definite focus on the research problem.

R.E. Chaddock states, “A hypothesis gives point to the inquiry and if founded on



sufficient previous knowledge, guides the lines of investigation.” Cohen and Nagel

statement that “We cannot take a single step forward in any inquiry without a hypothesis,

may well be an accurate statement of the value of hypothesis in scientific investigation.”

2. Specifies sources of data : A hypothesis specifies the sources of data. Therefore, the

researcher would consider only the relevant sources of data, which in turn would speed

up the research activity.

3. Determines data needs : R.E.Chaddock states, that without hypothesis much useless data

may be collected in the hope that nothing essential will be omitted or important data may

be omitted which could have been easily included if the purpose of inquiry had been

more clearly defined.

4. Suggests the type of research: The hypothesis suggests which type of research is likely

to be most appropriate in solving the research problem.

5. Technique of analysis : The hypothesis indicates the most appropriate technique analysis

of data, which in turn helps the researcher to draw proper conclusions from the research

findings.

6. Development of theory : Hypothesis contributes to the development of theory. It make an

attempt to link theory and investigation. A hypothesis can be deducted from theory.

When it is tested with the help of research studies, and if found valid, it forms part of

theory.



DISCUSS THE TYPES OF HYPOTHESIS

Hypothesis are classified in several ways. Some of the important classification of

hypothesis are as follows:

1. On the basis of level of abstraction: Goode and Hat have identified three broad levels

of abstraction typified by hypothesis:

Common sense hypothesis : At the lower level of abstraction, are some hypotheses that

state the existence of empirical uniformities. These hypotheses frequently though not

always, represent the scientific examination, common sense propositions. For instance,

“Well paid employees are more motivated than less paid employees.”

Complex hypotheses: At a relatively higher level of abstraction are some hypotheses

that are concerned with ideal complex types. These hypotheses aim at testing the

existence of logically derived relationships between empirical uniformities. For example

human ecology early describes a large number of empirical uniformities. Land values,

industrial concentrations; types of businesses, mental disorders, and many other



phenomena appeared to show unquestionable uniformities in distribution. Further study

and logical analysis of these and other related findings led to the formulation of various

hypotheses concerning the way in which these were related.

Analytical hypotheses : At the highest level of abstraction are some hypotheses that are

concerned with the relation of analytic variables. These hypotheses occur at a level of

abstraction beyond that of ideal types. Whereas the hypotheses of empirical uniformities

lead to the observation of simple difference, and those dealing with ideal types lead to

specific coincidences of observations, the study of analytic variables requires the

formulation of relationship between changes in one property and changes in another.

2. On the basis of functions: There can be two types of hypotheses on the basis of

functions:

Descriptive hypotheses: These hypotheses describe the characteristics such as rate, size,

form, or distribution of a variable. The variable may be an individual, organization,

institution, situation, event or an object. For example, “The rate of poverty is more in

rural areas of India as compared to that of urban areas.” “The quality of education is

privately managed schools is far better than that of government schools.”

Relational hypotheses : These hypotheses describe the relationship between two

variables. The relationship may be positive or negative correlation or causal relationship.

For example: “Educated people spend more on clothing as compared to uneducated

people.” “Literate couples have fewer children as compared to illiterate couples.”

Casual hypotheses : These hypotheses state that the existence of, or a change in, one

variable leads to an effect on another variable. The first variable is called the independent

variable, and the second one is called the dependent variable. For example “Increase in

the female literacy results in lower birth-rate.”



3. On the basis of nature of hypotheses: The hypotheses can also be classified as:

Working hypotheses : The working hypotheses provide the basis for further

investigation. While planning a research study, hypotheses are formed, which may not be

very specific initially. They are subject to subject to modification as the investigation

proceeds.

Null hypotheses: These are hypothetical statement denying what is explicitly indicated

in working hypotheses. For example, even though there is a relationship between literacy

and population growth, a null hypothesis may state “ There is no relationship between

literacy and population growth.” The null hypotheses are formulated for testing statistical

significance.

Statistical hypotheses : These hypotheses are statement relating to statistical population.

These are derived from sample. These are quantitatively measurable. For example,

“Community A is more literate than Community B.”



DESCRIBE THE SOURCES OF HYPOTHESIS

Hypothesis can be developed from a number of sources. Some of the important sources

are as follows:

1. Intuition: A person may get ideas to develop hypothesis due to one’s own intuition.

Ideas can strike like a flash. It is often said that reflective mind is the spring of

knowledge. The story of laws of gravitation propounded by Newton at the sight of falling

apple is the intuition.

2. Research studies: Research on one problem can help to develop hypothesis to solve

another problem. Also, the research studies conducted earlier can be a source of

problems, as the researcher can develop hypothesis based on the earlier research studies.

3. Consultations: The researcher can hold discussions with experts to develop hypothesis.

For instance, in academic research, the research student can take the help of a guide to

develop the hypothesis, which a can be subsequently tested through research findings.

4. Theory: A hypothesis can be developed from a body of theory, which may lead by way

of logical deduction, to the prediction that if certain conditions are present, certain results

will follow. A theory represents what is known. Logical deductions from the theory lead

to new hypothesis. The hypothesis must be valid, if the theory holds true. For instance,

the theory of human relations in management states the effective human relations help to



improve productivity. On the basis of this theory, a hypothesis can be developed that

“Effective management labour relations facilitates higher productivity.

5. Observation: Hypothesis can be developed through observation. For instance, one can

observe general pattern of buying behavior in the market and develop a hypothesis such

as – “Educated customers prefer branded items than illiterate customers.” The history of

science is full of instances of discoveries made just because the right person happened to

make the right observation due to characteristic life history and exposure to the world of

events.

6. Analogies: Analogies facilitate the development of hypothesis. In the study of sociology,

one comes across analogies wherein the society is compared to a biological organism, the

natural law to the social law which facilitates the development of hypothesis.

7. Culture: Culture provides the basis for developing hypotheses. Culture involves

knowledge, beliefs, morals, laws and customers, traditions, etc. The cultural norms and

values are passed from one generation to another through institution like family,

educational institution, religion, etc. Western cultures are affecting the Indian society,

especially in urban areas. The younger generation is more influenced by western culture

in urban areas, and therefore a hypothesis can be developed as “Urban youth in India is

more influenced by western culture as compared to rural youth in India.

8. Continuity of research: The continuity of research in a particular field can facilitate the

development of hypothesis. As the research progresses, the researcher may reject some of

the hypotheses, which may lead to formulation of new one capable of explaining

dependent variables in subsequent researches on the same subject.



CHAPTER-3

History of Gillette

Foundation of Gillette India

Gillette India was incorporated on 9th February 1984 at Rajasthan. House of Poddar Enterprise

(HOPE) and Gillette Company, U.S.A. (Gillette), promoted it. Gillette India manufactures and

markets Gillette Grooming Products and distributes Oral – B and Duracell products. More than

60 % of the products sold in India are locally manufactured by Gillette India. Parent company

Gillette (Refer Time Line, section 10.1) owns a majority stake in Gillette India. Company

entered into a foreign collaboration agreement with HOPE for setting up of a company for the

manufacture of stainless steel razor blades in which Gillette agreed to subscribe 24% of the

equity capital. This agreement provided technical collaboration by Gillette over the full range of

technical know-how and technical assistance for the manufacture of razor blades, razors and

shaving systems. In 1985, the company came out with an IPO for raising Rs 26 million to fund

the setting up of its plant at Bhiwadi in Rajasthan. Company placed a plant for the manufacture

in the first phase, 200 million stainless steel razor blades per annum in the starting. Blades

manufactured by the Company were of two types, the premium 7 O'Clock, Ejtek Super Platinum

and the stainless brand 7 O'Clock Ejtek Super Stainless. Company took over Sharpedge Ltd., by

acquiring the entire share capital of that company. Company also merged Duracell (India) Pvt.

Ltd. and Wilkinson Sword India Ltd. with the company. Company introduced new twin blade



shaving system called 7 O'Clock Ejtek P II with platinum enriched edges in 1987 and changed

the shaving system in the India. Sabre Pens Ltd., Sheen Dental Products Ltd., Klosershav

Products Ltd., and Vanity Cosmetic Ltd., are wholly owned subsidiaries of the Company. During

the mid-nineties, the company's product range widened with new products being introduced in

the market namely, Gillette Presto ready shaver, 7O'Clock Ready-II shaver, Gillette Sensor Excel

shaving system, Gillette shave gel, conditioners, deodorants, etc. It also started distributing Oral

B toothbrushes, Duracell range of batteries and Luxor and Parker pens. Gillette enhanced its

range in men‟s shaving products, it has also entered the women's shaving product segment. In

1998, the company decided that it would use Gillette as its pre-eminent brand placing it ahead of

the 7O'Clock brand. Currently, Gillette India uses only the distribution network of P&G. P&G‟s

sales and marketing knowledge can be utilized by Gillette to great extent in the future, especially

in Srilanka, Bangladesh and Nepal.

Gillette- Timeline

1895-In the United States, KING CAMP GILLETTE, a salesman for the Baltimore Seal

Company, originates the idea for a new disposable razor blade. For the next six years, he will

promote and sell this idea to backers and toolmakers in order to make his dream shaver a reality.

1901 -GILLETTE teams up with MIT engineer and machinist WILLIAM NICKERSON in

Boston, Massachusetts. Together, they modify the safety razor by manufacturing a double-edged

blade that is disposable and replaceable; it receives a U.S. patent this same year. This is a T-

shaped razor which opens at the top so the user can insert a new blade after tossing out its dull,

used predecessor. These blades are cut from a template, rather than forged.

1903 - GILLETTE begins his legendary climb to the top as king of the U.S. shaving market,

thanks to his shaver‟s high quality, low price affordability, and his keen approach to marketing.

In 1903, his total sales were 51 razors and 168 blades. 1904 - GILLETTE'S total sales for the

new state-of-the-art safety razor reach 90,000 razors and 123,000 blades.



1905 - GILLETTE opens his first overseas office, headquartered in London, England to market

products in Europe.

1910 - WILLIS G. SHOCKEY receives a U.S. patent for his WIND-UP SAFETY RAZOR, the

forerunner of electric shavers. It has a wind-up-by-hand flywheel that operates for a limited

amount of time.

1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal with the U.S. Armed Forces,

which provides his safety razor and blades to every enlisted man or officer on their way to

Europe as a regular part of their standard issue gear. This creates tremendous worldwide

promotion and publicity opportunities for Gillette‟s company and products.

1960 - GILLETTE safety razors with long lasting stainless steel blades hit the U.S. market.

Later, other inexpensive injector-type cartridges and disposable razors become available. 1960s

-70s - DISPOSABLE RAZORS, which can neither be sharpened or replaced, hit the market for

both men and women. They are to be used 2-3 times, then thrown away. Numerous

manufacturers economically design them in simple shapes, which make them inexpensive to

produce and sell.

1971 - GILLETTE begins to aggressively market a new twin-blade razor on a wide scale, even

though there have been similar razors available since the 1930s.

1984- Gillette entered Indian market through a joint venture as a minority shareholder.

1986- Launched the 7‟o clock brand

1993- Launched the Presto readyshaver brand

2000- Launched the Mach-3 and shaving gel, shaving foam and linen series for women.

2002- It gained more shares so that it had three fourth of the shares. During these two decades

Gillette followed inorganic growth by acquiring domestic companies in oral care, battery, blades

and razors and stationery business.

2004- The company launched the next generation triple blade shaving system, Gillette Mach

Turbo, Gillette VectorPlus. Further in personal care segment the company has launched Storm

Force after shave splash and New Ultra Comfort Shaving Gel & Gillette Series Tube Shave Gel

Variants, namely Sensitive Skin and Moisturising to suit different skin types.



2005- The company‟s parent company Gillette, USA was acquired by the Procter & Gamble

Company, USA worldwide through merger in October 2005. In India, the company while

continuing as a separate legal entity, will also, be part of the Procter & Gamble company, USA.

The company has started the process of transition from its current distributor structure to the

P&G Distributors.

Gillette’s Strategy in India

The Indian shaving products market is characterized by a 97% share of double-edged blades - a

business dominated by the Malhotras, with brands like Topaz and Panama. Instead of going

head-on against them in this highly price-sensitive market, ISPL has chosen to focus on premium

products. The strategy has been to bring more people into the twin-edged segment, and then

gradually move them towards even more premium products. Also, by segmenting the market

with offerings at different price points - 7 O'Clock, Sensor and Mach III, ISPL offers a

continuing upgrade path for users.

Structure

Post Gillette P&G merger, Gillette has adopted the organisation structure of P&G 2006 onwards

and effective July 1,06 relocated its headquarters from Gurgaon to P&G Plaza in Mumbai, which

will house all P&G subsidiaries in India. P&Gs organizational structure is broadly divided into

three heads: GBU(Global Business Unit), MDO(Market Development Organization)and

GBS(Global Business Services).Gillette moved from business units based on geographic regions

to GBUs based on product lines. MDOs develop market strategies to build business based on

local knowledge and GBS bring together business activities such as accounting, human resource

systems, order management and information technology, thus making it cost-effective.

Product Details



Company Manufacture stainless steel razor blades. Gillette India has a wider portfolio of core

business of shaving products sold under Gillette, 7‘0’Clock and Wilkinson brands, Battery and

flashlights business and oral care products (Oral B). Company has strong presence in shaving

razor blades market. It has the premium quality 7 O'Clock Ejtek shaving brush, 7 O'Clock Ejtek

P II shaving system with a metal spine and a shave cream in three variants, Gillette Presto

Readyshaver, Readyshaver under the Brand 7 O'Clock Ready II, tooth brushes under the well

known international brand name Oral-B, Gillette Sensor & Sensor Excel shaving systems which

met with an excellent consumer and trade response, Gillette Shave Foam, Gillette Aerosol"

shaving cream, new generation triple blade shaving system Mach3Turbo etc. Company also

entered into ladies personal care segment with the launch of the Gillette Sensor Excel for

women. Company has strong diversified portfolio to increase its male personal products

coverage. Company has tied up with Rediff-on-the-Net e-commerce to market its product and

increase its customer base.



Organizational Structure

Gillette India now has the organizational structure of P&G worldwide. The key elements are:

1. Global Business Units (GBU‟s)- build major global brands with robust business strategies.

P&G moved from four business units based on geographical regions to seven business units

based on global product lines. The various GBUs are: • Baby Care/Family Care • Beauty

Care/Feminine Care • Fabric & Home Care

• Snacks & Beverage • Health Care

2. Market Development Organizations (MDO) - build local understanding as a foundation for

marketing campaigns. P&G has eight MDO.

• North America • Asia/ India/ Australia • Northeast Asia • Greater China • Central-Eastern

Europe/ Middle East/ Africa • Western Europe • Latin America

3. Global Business Service(GBS)- provide business technology and services that drive business

success. Different GBS Centers are: • GBS Americas located in Costa Rica • GBS Asia located

in Manila • GBS Europe, Middle East & Africa located in Newcastle.



Types of Gillete Shavers:

Gillette M3 Razor Blades



Schick Razor

Gillette Atra Razors

Gillette Trac II Razors

Gillette Fusion

Gillette Barberblade

Vibrance Razor

Gillette Venus Shaver

Gillette Mach 3 Power Razor

Power Razor

Gillette Scheermesjes

Fusion Shaver

Intuition Shavers

Razor Cartridges

Gillette Contour Plus Razor


http://en.wikipedia.org/wiki/File:Gillette.svg


Type Safety razors

Owner Procter & Gamble

CountryBoston, Massachusetts, United

States

Introduced 1855

Markets Worldwide

Previous owners The Gillette Company

Website http://gillette.com

Gillette has always remained the technological, market leader in the razor division of the men‟s

grooming segment. Its‟ high brand awareness, market acceptance as a technological leader for

hi-performance razors and high brand equity were compelling reasons to penetrate and develop

the entire value chain of the men‟s grooming industry (razors, after shave and shaving gel/foam).

Gillette is a brand of Procter & Gamble currently used for safety razors, among other personal

care products. Based in Boston, Massachusetts, United States, it was one of several brands

originally owned by The Gillette Company, a leading global supplier of products under various

brands, which was merged into P&G in 2005. The original Gillette Company was founded by

King Camp Gillette in 1895 as a safety razor manufacturer.

On October 1, 2005, Procter & Gamble finalized its merger with The Gillette Company. As a

result of this merger, the Gillette Company no longer exists. Its last day of market trading symbol

G on the New York Stock Exchange was September 30, 2005. The merger created the world's

largest personal care and household products company. In addition to Gillette, the company

marketed under Braun, Duracell and Oral-B, among others, have also been maintained by P&G.

The Gillette company slogan is "The Best a Man Can Get".

The Gillette Company's assets were initially incorporated into a P&G unit known internally as

"Global Gillette". In July 2007, Global Gillette was dissolved and incorporated into Procter &



Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household

Care. Gillette's brands and products were divided between the two accordingly.

Trademark

The Gillette brand is synonymous with shaving and personal care products. As such, trademark

protection becomes invaluable to distinguish a company's products and services from its

competition to the public. King Gillette sought protection of his fledgling business for safety

razors when he applied for the trademarks for razors and razor blades, soap, and shaving brushes

on Wednesday, May 27, 1908. King C. Gillette filed trademark applications with the USPTO

simultaneously in separate goods and services classes. King C. Gillette filed trademark

applications under the early company name, Gillette Safety Razor Company, and while

trademark applications were filed at the same time, each registration was granted on a different

date. Registration for the Gillette trademark was assigned to razors and razor blades and was

granted on October 13, 1908 with a serial number 71034984. Trademark for soap was awarded

on September 29, 1908, with serial number 71034985, for shaving brushes on September 1, 1908

with 71034986. First use for this early Gillette trademark is declared as May 16, 1908. All 3

trademarks for the Gillette diamond are expired.

Older products


http://en.wikipedia.org/wiki/File:Razor_blade.png


Double-edged safety razors

The first safety razor using the new disposable blade, were introduced around 1902. Gillette

maintained a limited range of models of this new type razor until 1934 and the introduction of

the "Aristocrat". The great innovation of this new model was the "Twist to Open", or TTO

design, which made blade changing much easier than it had been previously, wherein the razor

head had to be detached from the handle.

1947 saw the introduction of the new "Super Speed" model, also a TTO design. This was

updated in 1954, with different versions being produced to shave more closely the degree of

closeness being marked by the color of the handle tip.

In 1958, the first "adjustable" razor was produced. This allowed for an adjustment of the blade to

increase the closeness of the shave. The model, in various versions, remained in production until

1986.

The Super Speed razor was again redesigned in 1966 and given a black resin coated metal

handle. It remained in production until 1986. A companion model, "The Knack", with a longer

plastic handle, was produced from 1966 to 1976.

Newer products

Gillette Fusion ProGlide Power is a newer product version, and causes less razor burn due to the

featured low-resistance shaving.


http://en.wikipedia.org/wiki/File:Gillette_(Fusion_ProGlide_Power).jpg


Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable

cartridge with a razor band which was advanced by means of a lever. This exposed an unused

portion the band and was the equivalent of five blades.

Adjustable Techmatic is a version of the Techmatic dating from 1970. The adjustable

version featured user-selection of shave closeness on the cartridge. The adjustable version was

interchangeable with the non-adjustable version. Both versions of the Techmatic and their

cartridges have been discontinued.

Trac II was the world's first two-blade razor, debuting in 1971. Gillette claimed

that the second blade cut the number of strokes required and reduced facial irritation.

Trac II Plus is an identical model but adds a lubricating strip at the top of the

blade. The blades and handles are interchangeable.

The European versions of the Trac II and Trac II Plus are known as the GII and GII Plus

respectively.

Atra (known as the Contour, "Slalom" in some markets) was introduced in 1977 and was

the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave

their necks.

Atra Plus featured a lubricating strip, dubbed Lubra-Soft.

Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades.

Gillette claimed that the blades receded into the cartridge head, when they make contact with

skin, helping to prevent cuts and allowing for a closer shave.

The Sensor for Women was released around the same time and is nearly identical, but

has a wider cartridge head.

Sensor Excel was released in 1993. This featured "Microfins," a piece of rubber with slits

at the bottom of the cartridge and Gillette claimed this helped to raise facial hairs, making for a

closer shave.



Sensor 3 has three blades instead of two. All Sensor handles can use all Sensor cartridges.

Good News! was the first disposable, double-blade razor, released in 1976.

The Good News! came in three forms: the "original", the "Good News! Plus", which

included a lubricating strip, and the "Good News! Pivot Plus", which featured a

lubricating strip as well as a pivoting head.

Blue II is a line of disposable razors. In Latin America, it is marketed as the Prestobarba.

Blue 3 is a line of three-blade razor, cheaper version of Sensor 3 (Sensor compatible).

Available also in disposable variant.

Mach3 The first three-blade razor, introduced in 1998, which Gillette claims reduces

irritation and requires fewer strokes.

The Mach3 featured five improved microfins and spring blades, a pivoting head with

greater flexibility and a blue lubrication strip that faded with usage to encourage users to

change their blades more frequently.

Mach3 disposable. The above with a different plastic handle.

Mach3 Turbo had ten microfins as opposed to the five on the original, a new grip and

claims improved lubrication and "anti-friction" blades.

All Mach3 blades are interchangeable between the three products in the range, so it is

possible to use the Mach3 Turbo blades on a Mach3 razor.

Mach3 Turbo Champion has a slightly different handle design.



M3Power is a battery-powered version of the Mach3 Turbo razor which can also be used

with the power switched off. The blades differ from Mach3 Turbo with a new coating which

Gillette describes as "PowerGlide".

The lubrication and microfins are identical to Mach3Turbo. The Mach3 Power Nitro has

a slightly different handle design.

Venus is a female version of the Mach3. Mach3 blades can

attach to a Venus handle and vice versa.

Venus Divine is a female version of the Mach3 Turbo.

Venus Vibrance is a female version of the M3Power. Venus blades are interchangeable

across the line.

Venus Embrace is a five-bladed razor with a ribbon of moisture surrounding the blades.

Venus Breeze is a three-blade razor with shave gel bars built into the head of the razor.

Another version of the Breeze, the Venus Spa Breeze, is essentially the same as the

Breeze, but with a white tea scent to the shave gel bars.

Venus ProSkin MoistureRich, launched in January 2011 in the United States, is an

updated version of the Breeze, featuring MoistureRich shave-gel bars that are enhanced with a

triple blend of body butters.

Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the

front, and a single sixth blade on the rear for precision trimming.

Gillette Fusion Power is a motorized version of the Fusion. The Fusion Power is battery

powered and emits "micropulses" that are claimed to increase razor glide.

Fusion Power Phantom The Fusion Power Phantom (Stealth in UK) was released in

February 2007 and features a redesigned handle with a darker color scheme than the original.

Fusion Power Phenom was released in February 2008. It has a new blue and silver color

scheme.



Fusion ProGlide and Fusion ProGlide Power were launched on June 6, 2010 in North

America.

The ProGlide series feature re-engineered blades with edges that are thinner than Fusion

and are finished with low-resistance coating which allow the blades to glide more easily

through hair.

Fusion Power Gamer (also known as "Cool White" in select markets)



Gillette Mach 3

Parent Company Procter & Gamble

Category Personal Care Brands – Shaving

Sector FMCG

Tagline/ Slogan The best a man can get

USP

Good technology that entered early in the market attracting loyal

customers and developed its base

STP

Segment Young males and males in the age group of 25-44,

Target Group Males requiring good quality grooming products

Positioning Triple blade razor with increased safety and easy to use

SWOT Analysis

Strength

1. Triple blade razor – new technology attracting users

2. Uranium coating – more life than other razors and is Safe and

easy to use, causes very less cuts

3. Aggressive advertising Provides quality and innovation both to

the users

Weakness

1.Costlier than other razors, everyday use item is required to be

cheaper

2. Not easily available, Mostly available in big stores

3. Expensive brand maintenance

Opportunity1.Consumer brand preference

2.Increased grooming of men has led to an increase in demand of



sophisticated products

3.Increasing demand for high quality products with different

technology

Threats

1.Growth in substitutes

2.Price sensitive market

3.Price wars with competitors

Competition

Competitors

1.Hindustan Unilever

2.Braun

3.Godrej

4.Park Avenue



Gillette Mach 3

Review

The Gillette Mach 3 triple-blade razor was introduced in 1998 to great hype and fanfare. In a

short time, it was flying off of store shelves. And it's no wonder, as it is an excellent razor.A

razor is only as good as it's blade, and the Mach 3 blades are excellent. They're extremely sharp

and durable; I get more shaves out of a Mach 3 blade than any other blade I've used. In front of

the blades, 'micro-fins' are intended to help your hair stand up straight. Behind the blades, a

'comfort strip' is intended to soothe the skin. They seem to do their jobs, as the irritation level is

pretty low. The blades have an interesting 'open' design that makes them easy to clean.The

handle is different than most cartridge razors. It changes the way pressure is applied to the blade

when shaving, and in my opinion makes it easier to shave without applying too much force to the

blade. This helps to reduce the chance of cuts, and reduces overall irritation. The handle is also

easy to grip.Since the Mach 3 was originally released, Gillette has released various updates to the

product, including the Mach 3 Turbo and the M3Power. The updated versions cost more than the

original Mach 3, but in my opinion they don't add enough to be worth the extra money. I'll take

the original Mach 3 over the 'improved' versions any day of the week.



CHAPTER- 4

GILLETTE RESEARCH METHODOLOGY

Research Methodology is a careful investigation or inquiry specially for search new facts in any

branch of knowledge .the research word is combined word of two words , first is ‘re’ and second

is ‘search’ means to search again. It is also a systematically solve the research problem. It has

many dimensions and research methods constitute a part of the research methodology.

Thus when we talk about research methodology, we do not only talk of the research

methods but also consider the logic behind the methods. We use in context of our research study,

so that research results are capable of being evaluated either by researcher himself or by others.

The main function of research is to add new knowledge. In simple words research can be

defined as critical investigation search for truth facts or for certainty.

RESEARCH DESIGN:

A research design is purely and simply the framework or plan for a study that guides the

collection and analysis of data. A good research design has the characteristics, problem

definition, specific method of data collection& analysis, time required for research project and

expenses to be incurred.

Research Design is the arrangement of condition for collection and analyzing data in a manner

that aims to combined relevance to research purpose with economy in procedure. The present

project is an exploratory type of research. It helps to gain a new insight in to the problem.

Our project is based on exploratory research design.

Exploratory Research Design:

This is a preliminary phase and is absolutely essential in order to obtain a proper

definition of problem at hand. The major emphasis is on the discovery of ideas and insights.



DATA COLLECTION METHOD

The report based on primary as well as secondary data. There are two types of Data

Collection which are used:

Primary Data:

Primary Data was collected through “SURVEY” using a structured questionnaire through which the research was able to get an insight in to the consumers mind and to learn about perception towards “SONY DVD PLAYER”.

Secondary Data:

Secondary data are the data that are already collected and are only analyzed by different sources

these sources are as follows:-

www.p&g.co.in

www.google.com

www.wikipedia.com



CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

1. Is Gillete shaver a smart choice?

Yes No Can't say0%

10%

20%

30%

40%

50%

60%

70%

62%

26%

12%



Q

Gillete users Set max users Normal blades users0%

10%

20%

30%

40%

50%

60%

51%

10%

39%



CHAPTER 6

FINDINGS and CONCLUSION

On the basis of customers reaction findings are as follows –

Gllete shaver is actually a smart choice.

Mostly are satisfied with its availability on stores.

Large percentage of customers are satisfied with its economy to higher class range of products.

Few are not satisfied with it ,may be because of lack of awareness or any other reason.

Findings from retailers -

Gillete shavers encroaching the market as well as customer’s interest undoubtedly.

Price range is optimum.It is- GILLETE -

Gillete Mach 3 – 125Rs. , Vector plus – 39Rs. ,Gillete guard – 18Rs. , Gillete 7 ‘O’clock – 35Rs. , Readyshaver – 17Rs.

Other competitors –

Super max – 45Rs.

Topaz – 18Rs.

Park Avenue – 45Rs.



SUGGESTIONS, LIMITATIONS AND CONCLUSION

SUGGESTIONS

Although the sale of Gillete shavers is increasing but brand endorsing by any star (from cricket,bollywood,etc.) will certainly increase the sale percentage.

Gillete has to maintain their own retailing stores because direct reaching to the customers benefit both (customers & company).

Having complete range of price so more aggressive advertisement (specially in rural areas) will certainly increase its market share.

LIMITATIONS

Observations may not be accurate because some of the respondants not react properly.

Limited sample size & working area also affected the accuracy.

CONCLUSION

As I have worked in Sagar region ,so on the basis of the findings from customers Gillete shavers are certainly entering in the “interest house” of the customers with the help of its wide range of products & price. From findings we can clearly understood that in addition to quality Gillete is the most economic brand also. Most of the respondants using Gillete shavers with full satisfaction as well as recommending this product to their friends.

The base for the trust varying among customers – as may be its quality,wide range of price(economy to higher class), stylish design,etc. So, I want to conclude that the excellent existence of Gillete shavers in the market is itself vitnessing the customers satisfaction level.



BIBLIOGRAPHY & WEBLIOGRAPHY

Research methodology (C R Kothari) Wikipedia www.p&g.co.in Google


akash finalhh apporved

Documents

research problem

empirical research

research procedure

characteristics of research

fundamental research

social research

goal of applied research

empirical nature of