BMM Report 1

REPORT ON
Project Report submitted in partial fulfillment of the requirements of the

degree of
Master of Business Administration (2018-20)
BY
NIKITA GANERIWAL 180402100017
UMESH KUMAR PRADHAN 180402100016
UNDER THE SUPERVISION OF
DR. SISIR RANJAN DASH
MA, MBA, UGC-NET, Ph. D
Assistant professor, School of Management

Centurion University of Technology and Management, Odisha, India
This report provides an analysis and evaluation of the brand identification on
specific brand at CUTM campus .Brand image is formed through the brand
associations stored in the consumer memory and several researcher purport the
brand personality is among the most important of these association. Brand
personality is the process by which ascribe human traits to brands to understand
and evaluate them better. Brand strategy and brand identify communication must
be clear and understood for all stakeholder with a strong focus on specific
customer segments. Basically brand identification is done to know about how
many customer are aware about the brand. . We used different research methods
like questionnaire designing, sampling, hypothesis testing to identify the brand
1. Introduction…......... .…………………………………………………………………4
2. Review of literature…………………………………………………………………..6
Introduction..................…………………………………………………………………..6
Objective…………………………………….……………………………………………..7
Methodology…………..…………….…………………………………………………….7
Limitation………………….……...………………………………………………………..8
3. Research design……………………………………………………………………...9
Objectives………………………………………………………………………………….9
Overview…………………………………………………………………………………...9
Definition …………………………………………………………………………………10
Research design formulation in tarang bazaar………………………………………11
4. Analysis and findings………………………………………………………………12
Analysis on location of tarang bazaar…………………………………………………12
Analysis on ambience of tarang bazaar………………………………………………14
Analysis on stalls variety of tarang bazaar……………………………………………16
Analysis on price of foods of tarang bazaar………………………………………….18
Analysis on quality of foods of tarang bazaar………………………………………..20
Analysis on cleanliness of tarang bazaar…………………………………………….22
Analysis on overall experience of tarang bazaar…………………………………….24
5. Managerial implications……………………………………………………………26
6. Bibliography…………………………………………………………………………27
7. Appendix……………………………………………………………………………..28
On 1st and 2nd February 2018; School of Management, Centurion University of
Technology and Management (CUTM) organized ‘Tarang Bazaar’-a two day trade
fair. Around 200 students of CUTM participated in the event. There were 17 stalls
of food, soft drink, game and other health service. The program was inaugurated
by Dr. Haribandhu Panda, Vice Chancellor, CUTM, Dr. Bijay bhujabal(Dean,
School of management) and Faculty Coordinators. Prof. Shivshankar Das and
Prof. Dr. Promod Kumar Patjoshi guided the students for the smooth operation of
the event about sale, how to manage resource, how to motivate others etc. and
was appreciated by one and all. We got our idea and concept for our business
through interacting with senior people and other branch people who can give
proper information about tarang bazaar. Through poster, fax, pamphlets, whatsapp
status we did advertise of our business. The main motive of our business is
maximizing the profit and minimizing of resources. In tarang bazaar we did not
turned down any client. We tried our best to provide our product. Through showing
the food packaging, showing food item, announcing through sound system we
saled food item available in our stall. Now days, people are more concerned about
their diet. They did not prefer oily food; so this makes less choice of this type of
business.
Customer satisfaction is the backbone of our tarang bazaar. Customer satisfaction

is defined as “the number of customer, or percentage of total customers, whose
reported experience with a firm,its products,or its services (ratings) “.Customer
satisfaction indicates the fulfillment that customer derive from doing business with
a firm. In other words, it’s how happy the customer are with their transaction and
overall experience with the company. Customer satisfaction is an important step to
gain customer loyalty. Organization calculate the customer satisfaction
score(CSAT),which is the average rating of a customer’s responses ,the net
promoter score (NPS),which indicate the probability that a customer refers a brand
to another person, and the customer effort score(CES), which indicates how easy
it is for a customer to do business with a firm. The customer satisfaction metrics
are then used to estimate consumer behavior. Customer satisfaction defined by
Philip Kotler. Philip Kotler defines customer satisfaction as a ‘person’s feeling of
pleasure or disappointment which resulted from comparing a product’s perceived
performance or outcome against his /her expectation.
4
During Tarang Bazaar our marketing club students prepared Questionnaire
which was guided by our marketing faculty members. A questionnaire is a
research instrument consisting of series of questions (or other types of prompts)
for the purpose of gathering information from respondents. The questionnaire
contains various of question related to the likeness of customer about tarang
bazaar. The student through the questionnaire got the answer regarding to
satisfaction and dissatisfaction of tarang bazaar regarding like or dislike of
location, ambience, stall, price, quality, cleanliness, over all experience, hygiene,
noise, etc. As per the questionnaire we divide the age into three group. In 15-25
age groups were more satisfied availability of various fast food items like noodles,
Manchurian, chicken pakora, biryani, etc. In this age enjoy a lot loud music, dance
etc. In 26-40 age groups were more satisfied availability of various healthy foods
like fruit salad, lassi, corn, fruit juice, etc. Behavior of students in stall, prices of
food item also concern. In above 40 age group little bit dissatisfied with the fast
food item, noise pollution, unhygienic food, etc. They always concern about their
health so they always prefer hygiene food. As per the concern about their health.
We also provide healthy food to the customer for satisfaction.
Satisfaction scale section is a great way to create a consistent

approach to quantifying this subjective survey feedback. A few ways that
you can implement this scale are;
 A scale measuring from 1 to 5(or another number).1 is an

extremely unsatisfied opinion and 5 meaning was very
satisfied.
 A descriptive scale that measure a customer’s response from
unsatisfied to satisfied. The customer is a given a short list of
responses to choose from that range from “very unsatisfied”
to” very satisfied”.
 A picture scale that uses images to symbolize customer
satisfaction. For example, you can use happy, sad, and
different music to quickly communicate customer feedback.
5
A literature review discusses published information in a particular subject
area and sometimes information in a particular subject area within a certain time
period. A literature review can be just a simple summary of the sources, but it
usually has an organizational pattern and combines both summary and synthesis.
A summary is a recap of the important information of the source, but a synthesis is
a re-organization, or a reshuffling, of that information. It might give a new
interpretation of old material or combine new with old interpretations. Or it might
trace the intellectual progression of the field, including major debates. And
depending on the situation, the literature review may evaluate the sources and
advise the re
The review of literature plays a vital role in providing an insight into the
research problem. It helps a researcher to identify the research gap and develop a
meaningful hypothesis. It gives the idea of how the subject of the study could be
analyzed. The findings of the studies in this regard are critically reviewed by the
researcher and they are furnished in this section. The literature highlights some
factors that have been found to be determinants of customer satisfaction, as well
as some approaches that might be useful in increasing levels of customer
satisfaction.
The key findings from the review are that:
• Customers’ expectations about the nature of the career support they are
going to receive have an impact on the level of satisfaction in tarang bazaar.
Venues and providers of career support may have an impact on the levels of
customer satisfaction in tarang bazaar.
• Customers are more satisfied when they receive new information which is
directly useful to their career building. Consequently, careers advisers need to be
6
good at both finding information and employing it in ways that are relevant to their
clients.
• Customers like to feel that they have had enough time to collect
information regarding tarang bazaar. There is also some evidence that longer
interventions correlate with increased customer satisfaction in tarang bazaar.
• The mode of delivery makes a difference to levels of customer

satisfaction in tarang bazaar. The evidence suggests that customers are most
satisfied face-to face, followed by telephone interactions and then online and
digital services in tarang bazaar.
• The measurement of customer satisfaction is likely to have an influence

on the levels of satisfaction reported. There are a range of instruments that can be
used to measure customer satisfaction. Another important consideration is when
that measurement should be taken.
• Following up with a customer after an interaction may have a positive

impact on their satisfaction with the product received• Measuring customer
satisfaction and seeking feedback from customers should provide useful
intelligence, there is very little hard evidence suggesting a clear link between
customer satisfaction in tarang bazaar.
The general objective of the study is to know the consumer attitude

towards tarang bazaar.
1. To analyze the history and growth of tarang bazaar.
2. To study the attitudes of consumers about tarang bazaar in CUTM.
3. To offer suggestions among tarang bazaar.
This is part of a series reporting the results of a literature review

commissioned by the tarang bazaar to inform development of a Best Practice
7
Programme for the tarang bazaar. The following three themes / questions were
identified for the review to focus on:
1. How can tarang bazaar maximize customer satisfaction?
2. How can tarang bazaar maximize their impact on career management

skills?
3. How can tarang bazaar maximize their impact on individual’s progression

to positive learning and work destinations?
The required data have been collected from primary data and secondary
data.
A questionnaire has been used for the collection of primary data from 180
consumers.
The secondary data have been collected from standard text books and
from various published articles in college magazines, pamphlet, newspapers,
advertisement and poster, fax.
 This study suffers from some limitations.
 When the researcher went to the field for collecting data, there were some
difficulties. Most of the respondents were reluctant to express their response
immediately.
 Due to time and cost constraints, the number of respondents and

geographical area are limited.
8
1 Define research design, classifies various research designs, and explains the
difference between exploratory and conclusive research designs;
2 compare and contrast the basic research designs: exploratory, descriptive and
causal;
3 understand how respondents or the subjects of research design affect research

design choices;
4 describe the major source of error in a research design, including random

sampling error and the various source of non-sampling error;
5 explain research design formulation in international marketing research;
6 understand the ethical issues and conflicts that arise in formulating a research
design.
This chapter defines and classifies research design. Majorly, there are two
types of research design: exploratory and conclusive.
These are undertaken to explore new
frontiers in business management. They generally designed at the preliminary

level of the research process in order to build deeper insight so that subsequent
research will have a concrete structure and direction.
Once the research is full developed and tested
in order to validate the hypothesis; it is called conclusive research which is more

structured and definite than exploratory research.
9
There are two types of research; namely:-
It makes description of characteristics about
any situation or phenomenon. These kinds of studies mostly depend on survey

method and do not bother to find out the causality of relationship between
variables.
In causal research, on the other hand the
researcher designs the study to establish testable relationship between variable in

such a way that the causal effect relationship can be discovered.
Surveys and experiments are most popular methods here.
A research design is a framework or blueprint for conducting a market

research project. It details the procedures necessary for obtaining the information
needed to structure or solve market research problems. Although a broad
approach to the problem has already been developed, the research design
specifies the details-the practical aspects-of implementing that approach. A
research design lays the foundation for conducting the project. A good research
design will ensure that the marketing research project is conducted effectively and
efficiently.
In formulating a research design the researcher has to balance the

perspectives of marketing decision makers and target respondents. From the
education experience marketing decision-makers may have certain techniques
that they believe to be the most effective and in which they subsequently have
more confidence.
A research design consists of six components. Error can be associated with

any of this component. The total error is composed of random sampling error and
non-sampling error. Non-sampling error consists of non-response and response
error. Response error encompasses error made by researcher, interviewer and
respondents. In formulating a researcher design when conducting international
10
marketing research, considerable effort is required to ensure the equivalence and
comparability of secondary and primary data obtained from different countries.
A research design is a framework or blueprint for conducting the market

research project. Its purpose is to design a study that will test the hypothesis of
interest, determine possible answers to the research questions and for decisions
making. It is necessary to design a questionnaire and a sampling plan to select
respondent for the study. It involves following steps:
1. Identifying information needed for research-we required information i.e.

different visitors’ satisfaction level about tarang bazaar for decision making.
2. Method used in collecting quantitative data –we conducted a consumer
survey method in tarang bazaar to collect the data.
3. Measurement and scaling procedures- we used interval scale which is a 5
point scale to determine the satisfaction level.
4. Questionnaire design- we used a questionnaire for making the consumer
survey to find out the satisfaction level.
5. Sampling processes and sampling size- we used quota sampling and the
sampling size is 172.
6. Plan of data analysis- we conducted hypothesis testing (anova test) to
determine the impact of different age group upon the satisfaction level of
tarang bazaar.
11
4.1 ANALYSIS OF DIFFERENT AGE GROUPS RESPONSE ON LOCATION OF
TARANG BAZAAR
Table 4.1(a): age group responses on location
Age Dislike it Dislike it Neither Like it Like it Grand

category extremely somewhat like nor somewhat extremely total
dislike
15-25 7 18 28 81 17 151
26-40 0 1 1 5 6 13
>40 1 0 1 1 5 8
TOTAL= 172
Source: data collected from questionnaire and using pivot table
70
60
50
Percentage responses of 15-25

40
age group
30 age group
Percentage response of >40
20 year age group
10
0
Dislike it Dislike it Neither like Like it Like it
extremely somewhat nor dislike somewhat extremely
Fig. 4.1(b) responses of different age groups in percentage on the

basis of location of tarang bazaar.
Source: data collected by using pivot table and recommended
graphs of excel and the questionnaire used.
12
H0- There is no significant difference in response of different age groups on the
basis of location of tarang bazaar.
Ha- There is a significant difference in response of different age groups on the

basis of location of tarang bazaar
ANOVA
Source of SS DF MS F P-value F critical

Variation
Between 2634.533 2 1317.26 4.31985 0.03862 3.88529

Groups 7 1 5 4
Within 3659.2 12 304.933

Groups 3
Total 6293.733 14
Table 4.1(c)- source: From anova test performed in excel
3.88 4.31
The Anova table shows that the F-ratio lies in the rejected region.
So, null hypothesis is rejected.
13
Therefore, there is a significant impact of different age group categories
responses upon the location of tarang bazaar.
4.2 ANALYSIS OF DIFFERENT AGE GROUP RESPONSE ABOUT AMBIENCE

OF TARANG BAZAAR
Table 4.2 (a): age group responses on ambience

dislike
15-25 5 17 37 67 25 151
26-40 1 2 0 5 5 13
>40 1 1 0 2 4 8
Total = 172
50
45
40
35
30
25 Percentage responses of 15-25
age group
20
15
age group
10
5 year age group
0

basis of ambience of tarang bazaar.
14

ANOVA
Source of
Variation SS DF MS F P-value F crit
Between
Groups 2634.533 2 1317.267 6.972124 0.009791 3.885294
Within
Groups 2267.2 12 188.9333
Total 4901.733 14
3.88 6.97
The Anova table shows that the F-ratio lies in the rejected
region. So null hypothesis is rejected. Therefore there is a significant impact of age
categories responses upon the ambience of tarang bazaar.
15
4.3 ANALYSIS OF DIFFERENT AGE GROUP RESPONSE ABOUT VARIETY OF
STALLS OF TARANG BAZAAR
Table 4.3(a): age group responses on variety of stall

dislike
15-25 4 10 40 55 42 151
26-40 0 1 2 5 5 13
>40 0 0 1 6 1 8
Total = 172
 Data collected from questionnaire and pivot table
80
70
60
50
% responses of 15-25 age group

40
%responses of 26-40 age groups
30
% responses of >40 age groups
20
10
0
dislike it dislike it neither like like it like it
extremely somewhat nor dislike somewhat extremely

basis of variety of stall of tarang bazaar.
16
basis of variety of stalls of tarang bazaar.

basis of variety of stalls of tarang bazaar.
ANOVA
Source of
Between
Groups 2634.533 2 1317.267 7.93853 0.006362 3.885294
Within
Groups 1991.2 12 165.9333
Total 4625.733 14
3.88 7.93
17
categories responses upon the variety of stalls of tarang bazaar.
4.4 ANALYSIS OF DIFFERENT AGE GROUPS RESPONSE ABOUT PRICES

OF ITEMS SOLD IN TARANG BAZAAR
Table 4.4(a): age group responses on price of item

dislike
15-25 5 13 35 63 35 151
26-40 1 1 0 3 8 13
>40 0 1 2 3 2 8
Total = 172
 data collected from questionnaire and pivot table
70
60
50
40
Percentage responses of 15-
30 25 age group
20 Percentage responses of 26-
10 40 age group
0 Percentage response of >40
year age group

basis of price of item in tarang bazaar. Source: data collected by using
pivot table and recommended graphs of excel and the questionnaire
used.
18
basis of prices of items of tarang bazaar.

basis of prices of items of tarang bazaar.
ANOVA
Source of
Between
Groups 2634.533 2 1317.267 7.530107 0.007605 3.885294
Within
Groups 2099.2 12 174.9333
Total 4733.733 14
3.88 7.53
categories responses upon the prices of items of tarang bazaar.
19
4.5 ANALYSIS OF DIFFERENT AGE GROUPS RESPONSE ABOUT QUALITY
OF ITEMS SOLD IN TARANG BAZAAR
Table 4.5(a): age group responses on quality of item

dislike
15-25 7 11 35 76 22 151
26-40 0 2 0 4 7 13
>40 0 0 1 6 1 8
Total = 172
80
70
60
50
age group
30
20 age group
10 Percentage response of >40
year age group
0

basis of quality of item in tarang bazaar.
Source: data collected by using pivot table and recommended graphs
of excel and the questionnaire used.
20
basis of quality of items of tarang bazaar.

basis of quality of items of tarang bazaar.
Source of
Between
Groups 2634.533 2 1317.267 5.009888 0.026194 3.885294
Within Groups 3155.2 12 262.9333
Total 5789.733 14
3.88 5.009
categories responses upon the quality of items of tarang bazaar.
21
4.6 ANALYSIS OF DIFFERENT AGE GROUPS RESPONSE ABOUT
CLEANLINESS IN TARANG BAZAAR
Table 4.6(a): age group responses on cleanliness

dislike
15-25 17 21 47 44 22 151
26-40 2 2 1 5 3 13
>40 0 0 1 5 2 8
Total = 172
70
60
50
40
30 age group

age group
10
0 year age group

basis of cleanliness in tarang bazaar.
22
basis of cleanliness of tarang bazaar.

basis of cleanliness of tarang bazaar.
ANOVA
Source of
Between
Groups 2634.533 2 1317.267 19.1556 0.000184 3.885294
Within
Groups 825.2 12 68.76667
Total 3459.733 14
3.88 19.155
categories responses upon the cleanliness of tarang bazaar.
23
4.7 ANALYSIS OF DIFFERENT AGE GROUPS RESPONSE ABOUT OVERALL
EXPERIENCE OF TARANG BAZAAR
Table 4.7(a): age group responses on overall experience

dislike
15-25 1 9 25 77 39 151
26-40 0 0 1 7 5 13
>40 0 0 0 5 3 8
Total = 172
70
60
50
40
30 age group
20 age group
10 year age group

basis of overall experience in tarang bazaar.
24
basis of overall experience of tarang bazaar.

basis of overall experience of tarang bazaar.
ANOVA
Source of
Between
Groups 2634.533 2 1317.267 4.319851 0.038625 3.885294
Within
Groups 3659.2 12 304.9333
Total 6293.733 14
3.88 4.31
categories responses upon the overall experience of tarang bazaar.
25
From the above analysis, it is found that there is a significant impact of different
age groups response on the basis of different parameters like location, ambience,
variety of stalls, prices of items, quality of items, cleanliness, overall experience of
tarang bazaar. The study has revealed that most of the consumer have favorable
attitude towards Tarang Bazaar, because of its quality and distribution services.
This study has found that the quality and customer satisfaction is the major point in
TarangBazaar.
From the survey result it is found that all visitors of different age group
enjoyed facilities of tarang bazaar. But due to DJ song and non-vegetarian foods
some people are dissatisfied. As part of cleanliness so far, cleanliness was not
maintained properly after the time passed by. So some visitors do not like
cleanliness.
So in order to get more satisfied consumer we have to focus on more

vegetarian foods, maintaining discipline(less noisy environment) and maintaining
cleanliness.
26
https://www.myaccountingcourse.com
https://www.researchgate.net>publication
https://www.shanlaxjournals.in>pdf>com
Writing center.gmu.edu/guides
All psych.com/researchmethod/developing the hypothesis
https://www.freshworks.com>customers
www.staticssolutions.com/dissentation-consulting-services/research-questions-
and-hypothesis- development
Marketing research an applied approach (Nares K.Malhotra,David F.Birks)
27
28

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REPORT ON

Project Report submitted in partial fulfillment of the requirements of the

UMESH KUMAR PRADHAN 180402100016

UNDER THE SUPERVISION OF

DR. SISIR RANJAN DASH

MA, MBA, UGC-NET, Ph. D

Assistant professor, School of Management

Research design formulation in tarang bazaar………………………………………11

4. Analysis and findings………………………………………………………………12

Analysis on location of tarang bazaar…………………………………………………12

Analysis on ambience of tarang bazaar………………………………………………14

Analysis on stalls variety of tarang bazaar……………………………………………16

Analysis on price of foods of tarang bazaar………………………………………….18

Analysis on quality of foods of tarang bazaar………………………………………..20

Analysis on cleanliness of tarang bazaar…………………………………………….22

Analysis on overall experience of tarang bazaar…………………………………….24

Customer satisfaction is the backbone of our tarang bazaar. Customer satisfaction

Satisfaction scale section is a great way to create a consistent

 A scale measuring from 1 to 5(or another number).1 is an

The key findings from the review are that:

• The mode of delivery makes a difference to levels of customer

• The measurement of customer satisfaction is likely to have an influence

• Following up with a customer after an interaction may have a positive

The general objective of the study is to know the consumer attitude

1. To analyze the history and growth of tarang bazaar.

2. To study the attitudes of consumers about tarang bazaar in CUTM.

3. To offer suggestions among tarang bazaar.

This is part of a series reporting the results of a literature review

1. How can tarang bazaar maximize customer satisfaction?

2. How can tarang bazaar maximize their impact on career management

3. How can tarang bazaar maximize their impact on individual’s progression

 This study suffers from some limitations.

 Due to time and cost constraints, the number of respondents and

3 understand how respondents or the subjects of research design affect research

4 describe the major source of error in a research design, including random

5 explain research design formulation in international marketing research;

These are undertaken to explore new

frontiers in business management. They generally designed at the preliminary

Once the research is full developed and tested

in order to validate the hypothesis; it is called conclusive research which is more

It makes description of characteristics about

any situation or phenomenon. These kinds of studies mostly depend on survey

In causal research, on the other hand the

researcher designs the study to establish testable relationship between variable in

Surveys and experiments are most popular methods here.

A research design is a framework or blueprint for conducting a market

In formulating a research design the researcher has to balance the

A research design consists of six components. Error can be associated with

A research design is a framework or blueprint for conducting the market

1. Identifying information needed for research-we required information i.e.

Table 4.1(a): age group responses on location

Age Dislike it Dislike it Neither Like it Like it Grand

Source: data collected from questionnaire and using pivot table

Percentage responses of 15-25

Fig. 4.1(b) responses of different age groups in percentage on the

Ha- There is a significant difference in response of different age groups on the

Source of SS DF MS F P-value F critical

Between 2634.533 2 1317.26 4.31985 0.03862 3.88529