CH-3 RESEARCH METHODOLOGY

3.1 CONCEPT METHDOLOGY

The Marketing Mix

The major marketing management decisions can be classified in one of the following four

categories:

Product

Price

Place (distribution)

Promotion

These variables are known as the marketing mix or the 4 P's of marketing. They are the

variables that marketing managers can control in order to best satisfy customers in the

target market. The marketing mix is portrayed in the following diagram:

1- Product

The product is the physical product or service offered to the consumer. In the case of

physical products, it also refers to any services or conveniences that are part of the

offering.

Product decisions include aspects such as function, appearance, packaging, service,

warranty, etc.

2- Price

Pricing decisions should take into account profit margins and the probable pricing

response of competitors. Pricing includes not only the list price, but also discounts,

financing, and other options such as leasing.

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The Marketing Mix

Product 

Place

     

    Target

Market

   

     

Price 

Promotion

The firm attempts to generate a positive response in the target market by blending these four

marketing mix variables in an optimal manner.

3- Place

Place (or placement) decisions are those associated with channels of distribution that serve

as the means for getting the product to the target customers. The distribution system

performs transactional, logistical, and facilitating functions.

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4- Promotion

Promotion decisions are those related to communicating and selling to potential

consumers. Since these costs can be large in proportion to the product price, a break-even

analysis should be performed when making promotion decisions. It is useful to know the

value of a customer in order to determine whether additional customers are worth the cost

of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.

3.2 SOURCES OF DATA

3.2.1 PRIMARY DATA:

To collect primary data from Retailer’s Questionnaires were used. Questionnaire was prepared

very carefully so that it may prove to be effective in collecting the right information which fulfills

my study.

3.2.2 TOOLS AND FOR COLLECTING PRIMARY DATA

A. OBSERVATION METHOD :

I observed the people, customers in the organization and this helped me to get the overall view of

the satisafaction of the customers towards the organization. By this method I collected a lot of

information for my study and thus I could draw some good conclusions.

B. QUESTIONNAIRE METHOD:

The major motive of taking this method was that it covers large population at a time. One can

have direct contact with the respondents. The questionnaire were distributed to the customers

taking sample size 50. The questionnaire was prepared with both closed multiple choice

questions and open ended questions for suggestion. This questionnaire was used to take personal

interview of the customers.

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Sample Size: 50 Types of question: Close Ended and Open Ended questions

C. INTERVIEW METHOD

In interview method separate questionnaire was prepared for the customers and have been

interviewed regarding various things taking place in the organization.

3.2.3 SECONDARY DATA:

Secondary data collected from different website. This secondary data formed the

conceptual background for the project. This secondary data was compared with the primary

data collected in area.

3.2.4 TOOLS AND TECHNIQUES OF SECONDARY DATA

In most of the studies the investigator finds it impracticable to collect first hand information on

all related issues and as such he/she makes use of the data collected by others. The secondary

data can be collected by the following procedures:

A. PUBLISHED SOURCES:

By way of examining historical and other records, literature.

B. UNPUBLISHED SOURCES:

If data available in secondary sources are Reliable, suitable and adequate then one can use

secondary data for his/her study

RESEARCH INSTRUMENT:

The research instrument used in the project was Questionnaire to collect Primary information, it

provided flexibility by using more close ended and few open ended questions.

METHOD OF DATA COLLECTION:

Information was collected by personally contacting coustomers through interviews.

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3.3 RESEARCH METHDOLOGY

RESEARCH PROCESS:

Research process consist of series of action or step necessary to effective carry out research and

the desired sequencing of these steps.

RESEARCH DESIGN:

Research design is the plan, structure and strategy of investigation conceived so as to obtain

answer to research question and to control variance.

The plan is an outline of the research scheme on which the researcher is to work. The structure of

the research is a more specific outline or the scheme and the strategy shows how the research

will be carried out, specifying the method to be used in the collection and analysis of data.

TYPE OF RESEARCH DESIGN:

Research designs have been classified by various authors in different ways. Different Types of

research design have emerged on account of different perspective from which a research study

can be viewed.however; a frequently used classification system is to group research designs.

1) Exploratory

2) Descriptive

3) Causal

Qualitative Research

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Qualitative approach to research is concerned is concerned with subjective assessment of

attitudes, opinion and behavior. Research in such a situation is a function of researcher’s insight

and impression. Generally the techniques of focus group interviews, projective technique and

depth interview is used.

Sample frame:

A Sample frame is a list that includes every member of the population from which a sample is to

be taken.

Sample unit:

Sampling unit may be geographical one such as state district, village etc. or a construction unit

such as house, flat etc., or it may be a social unit such as family, club, school etc., or it may be an

individual.

Sample size:

Sample size refers to the number of items to be selected from the universe to constitute a sample.

The size sample should neither be excessively large, nor too small. It should be optimum.

Sample design:

The way of selecting a sample is popularly known as sample design is a definite plan determined

before any are actually collected for obtaining a sample from a given population. A brief mention

of the important sample design is as follows.

1) Deliberate sampling: Deliberate sampling is also known as purposive or non-probability

sampling. This sampling method involves deliberate selection of particular units of the

universe for constituting a sample which represent universe.

2) Simple random sampling: This type of sampling is also known as chance sampling or

probability sampling where each and every item in the population has an equal chance of

inclusion in the sample and each one of the possible samples, in case of finite universe,

has the same probability of being selected.

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3) Systematic sampling: In some instance the most practical way of sampling is to every 15th

name on a list, every 10th house on one side of a street and so on.

4) Stratified sampling: In this technique, the population is stratified into number of non-

overpopulation sub population or strata and sample item are selected from each stratum.

5) Cluster sampling: Cluster sampling involves grouping the population and then selecting

the group of cluster rather than individual elements for inclusion in the sample.

3.4 The research methodology applied for this project is as follows:

Research design

There are different types of research out of which descriptive research type is used in this

project.

Research approach

There are two basic approaches, quantitative approach and the qualitative approach. In this

project quantitative research is used.

Sample unit

Sample unit used in this project is people who are accessing A/C in ALLAHABAD bank

specific area of Pune city.

Sample size

Sample size is 50.

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Sample design

I am using Systematic sampling for this project.

Primary Data

Primary Data collected through questionnaires

Secondary Data

Secondary Data collected through Published Source like news paper, company site etc.

3.5 Limitations Of The Study

The customers study was conducted only in Pune city. The results therefore are confined

to this area only and need not necessarily be applicable to other areas.

The sample size of the customers was small, so it was not able to convey the attitude of

customers.

Respondents might have some biased views and this could have affected the findings to a

certain extent.

In the questionnaire, questions are very limited, because it is very difficult to get the

information from the busy officials.

Services blueprints are prepared from my side with the help of higher authorities and

suggestions given are looking from my perspective.

Suggestions given are only for the betterment of the bank and for better serving of the

customer.

Suggestions also given by customers are considered which may or may not be biased.

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