.

CERTIFICATE

This is to Certify that the Project

History Of Accounting And History Of
IMRB Kantar
Has been Satisfactorily Completed
Akshay Sambhaji Tarwade
Towards the Partial Fulfilment of the ‘Master Of
Commerce’, For the Academic Year [2019-2020] at
Tilak Maharashtra Vidyapeeth , Pune
Head Of Department

Project Guide Examiner Head of Department

 ACKNOWLEDGEMENT
Presenting here with “History Of Accounting And
History Of IMRB Kantar” Banking Specialization
Project Report as a part of the curriculum of ‘Master
Of Commerce’ , I wish to thank all the government
officials/business and the social leaders who
extended me untiring support.
I express my profound thanks to our Head of the
Department ,Programme Co-ordinator, Teachers,
Project Guide and Project Incharge all those who
have directly and indirectly and helped me
preparation of this project.

Name Of Student: Akshay Sambhaji Tarwade.

PRN No: 17721003962
Signature Student:
 DECLARATION
I, the undersigned, hereby declare that the Project
Work entiltled, IMRB Kantar And History Of
Accounting Bank Specilzation Submiteed by me to
the Tilak Vidyapeeth , Pune in partial fulfilment of
the requirement for the award of the degree of
Master Of Commerce (M.COM) is my original work
and conclusions drawn therein are based on my
knowledge and the collected information from
available data.
The Report submitted is my own work and has not
been duplicated/copied from any other sources.

Student Signature:
Student Name: Akshay Sambhaji Tarwade.
PRN No: 17721003962
Center Name: Zari
Center Code:425
Place: Zari
Date: 21/8/2023
 A Project Report
ON

The History Of Accounting & The History of The

Kantar Company.
By

Akshay Sambhaji Tarwade.

PRN No: 17721003952.
Towards The Partial Fulfillment of the
Master Of Commerce (

Tilak Maharashtra Vidyapeeth, Pune

2019 - 20
Accounting is thousands of years old and can be traced to ancient
civilizations.
It is also been found that the early development of accounting dates
back to ancient Mesopotamia,
and is closely related to developments in writing, counting and
money, it has been also observed the
evidence of early form of book-keeping in ancient Iran, early
auditing systems by the ancient
Egyptians and Babylonians.
Double- entry Book-keeping was pioneered in the Jewish community
of the early- medieval Middle
East, and was further refined in the medieval Europe.
With the development of joint- stock companies, accounting split into
financial accounting
and management accounting.
An Accounting information system is a system of
collecting and storing data and processing financial and
accounting data that are used by decision makers.
 COMPANY PROFILE

Nature of the Business: IT Company, Service Provider.

Company CEO: Hemant Hastier
Company Director: Lalati H. Nimble

Founded in: 2020

Headquarter at: Jalgaon

Services: Website Development

Company was Not listed in Stock Market.

Bizkranti IT Innovations Private Limited Company India's
premier service provider of website
development services, GPS Tracker and other services since 2020 in
Jalgaon, Maharashtra.
It is a startup company and as we have contributed to give knowledge
to the interns about how the Financial
Accounting works in IT practically as well as to acquire and give
some domain knowledge.
An accounting information system is generally a

computer based method for tracking accounting activity in conjunction with

information technology
resources.
Traditionally accounting is purely based on the manual approach. The
experience and skilfulness of an
individual accountant are critical in accounting processes. Even manual
approach can be ineffective and
inefficient.
Accounting information system resolve many of the above issues. AISs can
support the automation off
processing large amounts of data and produce timely and accurate information.
Early accounting information systems were designed for payroll functions in
1970s. Initially accounting
information systems were developed “in-house” as no packaged solutions were
available. Such solutions
were expensive to develop and difficult to maintain. Therefore, many
accounting practitioners preferred
the manual approach rather than computer- based.
Today, accounting information systems are more commonly sold as prebuilt
software packages from large
vendors such as Microsoft, Sage Group, SAP, Oracle where it is configured and
customized to match the
organization’s business processes.
Small Businesses often use TALLY ERP9, MYOB, Quickbooks. Large
organizations would often choose
ERP systems. As the need for connectivity and consolidation between other
business systems increased,
accounting information systems were merged with larger, more centralized
systems enterprise resource
planning (ERP)
Financial Accounting Software
List of Financial Accounting Software Used:
QuickBooks.
Kissflow Finance.
Zoho Finance Plus.

QuickBooks:
It is an accounting software used which was developed
in 1983, its main products is to provide their
software in IT sector or companies and they are geared
toward small and medium - sized business
organization. They also offer on premises accounting
applications as well as cloud based versions that
accept business payments, manage and pay bills, and
payroll functions.

Bank Feeds.
Cloud Accounting.
Invoicing.
Accounting Reports.
Expense Tracker.
Inventory Management.
Data Migration.
.

Kantar IMRB is a highly reputed market research and consumer consulting

organization. Kantar IMRB partners its clients across the entire brand life cycle
through a unique mix of innovation and analytical thinking to design
customized solutions that deliver the greatest impact.

Kantar IMRB's suites of solutions are designed on frugal, agile innovation and
add value. real value, to help clients make impactful decisions. By leveraging
on its large array of syndicated services and specialist divisions, Kantar IMRB
helps clients in crafting marketing and consumer strategies, Kantar IMRB has
created products and frameworks for global clients using the expertise and
knowledge of emerging markets.

Kantar IMRB prides itself on developing and setting industry standards and
continued focus on innovation. This ability to blend innovation and analytical
thinking to design custom solutions for its clients has led to strong and
rewarding relationships. Perhaps, therefore it stop five clients have been with
the company for over 25 years.

Kantar IMRB is an eight-time recipient of "Agency of the Year"; Kantar

IMRB's footprint extends to 49 offices across the world, servicing clients in 67
countries.
 History of

IMRB Kantar
Company
COMPANY PROFILE
Kantar was founded in 1992. Kantar is home to some of the world's leading
research, data and insights expertise. Collectively, our 30,000employees offer
the most complete view of consumers the way they think, feel, shop, share, vote
and view-in over a hundred countries worldwide. For the benefit of our clients,
Kantar connects these specialists us well as providing access to the wider WPP
group of companies and other partners. Kantar's offer covers the breadth of
techniques and technologies, from purchase and media data to predicting long
term trends, from neuroscience to exit polls, from large scale quantitative
studies to qualitative research, incorporating ethnography and semiotics.

Kantar's strength lies in the unrivalled diversity of our people, methodologies,

specialisms and points of view that seamlessly fuse to give us a unique and
complete understanding of people, across the world. We go beyond the obvious
- with intelligence, passion and creativity to discover new directions, set
strategies and plan actions that inspire extraordinary success Visit Kantar's
insight websites, with country specific news, data and research in local
languages. Whether you're a journalist, client, colleague or student, you can
freely use the content in your news articles, blog posts or presentations.

Nature of business carried out Understanding with advanced technologies,

Kantar's 30,000 people help the world's leading organizations succeed and grow
Kantar help clients connect what' and 'why', connecting different datasets
resulting in richer and deeper insights and ultimately more effective solutions
and services to their clients.

Vision and Mission Statement

 Mission Statement
Kantar is the world's leading data, insights and consulting company. We help
clients understand people and inspire growth.

 Vision Statement
Our vision at Kantar is to be a brand that inspires success. We want to inspire
success in your business, by bringing consumer and shopper insights to the
heart of your decision-making process.
Operations

In April 2019, Kantar unified all its legacy brands, such as Kantar TNS, Kantar
Millward Brown, Kantar Media and Kantar Worldpanel, into Kantar, Work
conducted with clients in governments. the public sector, NGOs and is led by
Kantar Public, Kantar's specialist division which advises on the delivery of
public policy, programmers, services and communications to the public.

Kantar Analytics Practice

By 2019, Kantar merged the operations of IMRB, Millward Brown and TNS,
and Kantar's parent company WPP merged its media and advertising subsidiary
GroupM with Kantar to form a global Kantar Analytics Practice. Following
similar exercises across the globe, Kantar reduced the sub brands from 18 to 9
by 2019

Kantar IMRB

Kantar IMRB (formerly "IMRB International" and "Indian Market Research

Bureau") is a multi- country market research, survey and business consultancy
firm established in 1970 that offers a range of syndicated data and customized
research services: With over 1200 employees, IMRB is one of the largest
providers of market research in India in an industry estimated to be worth a
minimum of $187 million. As the oldest extant market research company in
India, IMRB has been responsible for establishing the first and only household
panel, the first television audience measurement system and the first radio panel
in the country, IMRB International's specialized areas are consumer markets,
industrial marketing business-to-business marketing, social marketing and rural
marketing.

Kantar Millward Brown

Kantar Millward Brown was founded in Warwick, England in 1973 and

acquired by WPP Group in 1990. In 2004, WPP backed Millward Brown
acquired strategic marketing research and consulting firm, MaPS - Marketing
and Planning Systems based at Boston. In 2015, the experts from Mal'S were
moved to Millward Brown Analytics. Kantar Millward Brown, now part of
Kantar's Insights Division, is a global research agency specializing in
advertising, marketing communications, media and brand equity research.
Kantar Millward Brown works across a range of industries and categories and
has several specialist practices.
In 2008, Kantar TNS (le NetionSofres) was acquired by WPI and included in
Kantar. In February 2009, Kantar merged TNS and Research International

Kantar Consulting Kantar Consulting was formerly Kantar Vermeer, Kantar

Added Value, Kantor Retail and Kantar Futures, and was a marketing and sales
consultancy.

Kantar Added Value

In October 2004, three Kantar companies-Added Value, Icon Brand Navigation

and Diagnostic Research combined under the "Added Value" name Kantar
Added Value focused on brand marketing, consumer insight, innovation and
communications optimization.

Kantar Futures

Kantar Futures offered subscription services and consulting regarding future

trends. Formerly known as The Futures Company. Kantar Futures was formed
through the integration of The Henley Centre, Headlight Vision, Yan kelevich
and TRU.

Kantar Vermeer In 2014, Millward Brown acquired Effective Brands Holding

B. V. a marketing strategy consulting firm headquartered in Amsterdam.
Millward Brown merged Effective Brands with Millward Brown Optimum, its
strategy consulting unit, to form Millward Brown Vermeer.

Kantar Retail

Kantar Retail was headquartered in 1.ondon and has over 400 employees and
offices in 15 markets around the globe.

Kantar Health

Kantar Health (now Kantar's Health Division) provides data, analytics, and
research to the life sciences industry. As of December 2020. announced that it
will acquire Kantar Health, acquisition is expected to close in the first half of
2021. On 1 April 2021 Cerner completed the acquisition of Kantar's Health
Division and has re-branded to Cerner Enviza
Kantar Media

Kantar Media (now Kantar's Media division) offers a range of media insights
and audience measurement services through the analysis of print, radio, TV,
internet, cinema, mobile, social and outdoor media worldwide. Kantar Media
was formed from WPP Group's acquisition of TNS Media and KMR Group in
2010. Kantar Media became Kantar's re branded insight, media and audience
Measurement Company. In 2014, Kantar Media acquired a majority stake in the
issued share capital of Precise Media Group Holdings Limited ("Precise") in a
£70 Million deal. In the same Kantar Media acquired IBOPE Media, the main
TV audience and ad investment measurement company in Brazil. Kantar Media
has within its organizational subsidiaries, such as Kantar Media North America,
which are legal corporate entities.

n January 2022, Symphony Technology Group acquired Kantar Reputation

Intelligence, a media monitoring and analysis subsidiary of Kumar The deal was
finalized on Dec 31, 2021, and the merged company will operate under the
name Occlusive

Kantar Work panel

Kumar World panel (formerly TNS World panel) runs continuous consumer
panels and specializes in shopper behavior. The World panel division measures
and advises on consumer and chipper behavior, offering insight-based
consulting on clients' marketing and business strategies

Kantar Profiles

Kantar Profiles (former was founded in 2000 and is headquartered in Warren.

New Jersey, United States. The company operates in North America, Europe
and Asia. It provides online market research services, specializing in using the
Internet as a data collection platform to provide research through building and
maintaining panels subject to quality and representative sampling standards.

Specialty panels range across industry sectors such as financial services, health
care, business-to- business, automotive, family and more. Kantar Profiles
(former Light speed) also provides custom panels to address specific client
needs. In 2007, it conducted over 20 million online surveys for clients
ACHIEVEMENTS OF THE COMPANY:

2020 AMEC Grand Prix Awards:

Gold award for most effective planning, research, and evaluation

Gold award for most effective planning, research, and evaluation in business-to
business communications Gold award for most impactful client
recommendations

Winner of British Healthcare Business Intelligence Association (BHBIA) BOBI

award for Creative Fieldwork Team of the Year 2021

2019 Media Research Group Winner of 'Best International Research for our
work in Global Audience Measurement with BBC World Services

Competitor Analysis

Kantar is a top market research company in India. Kantar IMRB was

established in 1970. It is reputed as a company that handles the largest number
of markets research in India. They conduct market research in different manners
including interactions with customers and online for Indian and foreign
companies, business groups and small enterprises.

Competitors and Alternatives to KANTAR IMRB:

1. Kantar India - Measurement and data analytics - Consumer purchasing

measurement & analytics; media audience measurement & analytics.

2. IPSOS India - IPSOS is a market research company offering advertising,

media, public opinion, marketing, and social research services.

3. IQVIA India-QVIA, formed through the merger of IMS Health and Quintiles,
is a Human Data Science Company serving the life sciences industry.

4. IDC India - Is the premier global provider of market intelligence, advisory

services, and events for the information technology, telecommunications, and
consumer- technology markets.

5. Kantar Millward Brown - Kantar Millward Brown helps clients grow great
brands through comprehensive research-based qualitative and quantitative
solutions.
6. KPMG-KPMG is a global network of professional firms providing Audit,
Tax and Advisory services.

7. Majestic MRSS- Majestic MRSS is a Multi-Country Market Research MNC,

based in India. Majestic MRSS specializes in Multi-country Market Research.

Kantar, IPOs, and Kantar are the three top picks for a majority of research
offerings globally. In retail measurement, Kantar along with Information
Resources, Inc. (IRI)are the two major players while consumer panel services
and analytics services witness Kantar, IPOs, Kantar.

For audio audience measurement, along with Kantar are the global players
while in television audience measurement, Kantar, Kantar, GfK, and IPOs are
the major ones.

SWOT ANALYSIS

For Kantar Holdings, SWOT analysis can help the brand focus on building upon
its strengths and opportunities while addressing its weaknesses as well as threats
to improve its market position. Let us start the Kantar Holdings SWOT Analysis
Kantar Holdings Strengths

The strengths of Kantar Holdings looks at the key aspects of its business which
gives it competitive advantage in the market. Some important factors in a
brand's strengths include its financial position, experienced workforce. product
uniqueness & intangible assets like brand value. Below are the Strengths in the
SWOT Analysis of Kumar Holdings:

1. Printing publishing accounts substantial part of the revenue of the parent

company

2. High revenue from online publishing and services

3. Creativity, engagement, proactive behavior, insight, capacity to improvise,

capacity to improve, innovation, and synergy are the key strengths 4. Use of
robust technology platforms to deliver best value to customers

Kantar Holdings Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can
improve to increase its position further. Certain weaknesses can be defined as
attributes which the company is lacking or in which the competitors are better.
Here are the weaknesses in the Kantar Holdings SWOT Analysis:

1. Trying to completely transcend traditional publishing to online publishing

2. Slow in adapting to strategies in the highly competitive market

Kantar Holdings Opportunities

The opportunities for any brand can include areas of improvement to increase
its business. A brand's opportunities. Can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities in
Kantar Holdings SWOT Analysis.

1. Leveraging its history to stretch across geographies and areas of expertise

2. Extract value from the massive amounts of data generated as a by-product of
providing professional services

Kantar Holdings Threats

The threats for any business can be factors which can negatively impact its
business. Some factors like increased competitor activity, changing government
policies, alternate products or services etc, can be threats. The threats in the
SWOT Analysis of Kantar Holdings are as mentioned.

1. High competition of resource allocation to other business developments

2. Tough competition from the other global players

Industry Key Success factors

 Think Incremental
All launches should aim to add incremental value to the category overall.
Debutants which simply encourage shoppers to switch from one product to
another are of little value to retailers-giving them no motivation to make space
on already crowded shelves. The best- performing launches either bring in new
shoppers or entice them to make extra trips or buy in bigger quantities. The
challenge is that attracting more shoppers is a difficult ask many categories have
already reached high penetration and struggle to bring in new buyers. It is
equally hard to increase sales volumes in categories where shoppers are actively
looking to cut spending or consumption.

One of the most effective ways around this challenge is to target different
occasions through a brand extension. Bailey's Strawberries and Cream has taken
a much-loved brand and applied it to summer occasions, new territory for a
tipple which is more associated with curling up next to a log fire. Similarly,
Elvive's Dream Lengths takes a strong existing brand and delivers a distinct
benefit. Both launches focus on new opportunity rather than duplication. Only
by developing this incremental mindset can a brand drive true growth

 Premiumise
Given it is so difficult to reach more shoppers, one of the most effective ways to
generate value through NPD is to encourage existing shoppers to trade up. To
add value, new lines should command a higher price point; our studies show
that a price premium of 30-40% is best to maximise revenue for the brand and
category. Of course, this approach only works if the product can sustain this
price premium over time. Marketing your brand as "the best encourages
shoppers to trade up, but the product needs to justify its premium price tag. Our
ranking of the top NPDs of 2018 found that successful launches from Persil,
Bold and Comfort commanded a price premium. Added benefits, plus premium
positioning, higher price and high-end packaging is the formula for success.

 Crack the big four

Our research finds that, in FMCG, it is vital to for new lines to get listings in the
top four grocers in order to reach £5 million sales in the first year. Brands which
are listed in the top four retailers are 10 times as likely to hit this sales target as
those which fail to do so. In order to win as many shoppers as possible, listings
in the key channels are essential. Being there is one of the simplest principles,
but one of the most important.

 Get promotion right

The principles outlined by leading manufacturers, especially P&G, show that
innovation is the source of long-term growth, whereas price promotions provide
a short-term sales balance However, the mantra "promotions win quarters, but
innovation wins decades is open to possible misinterpretation. While long-term
growth is driven by innovative product development, price promotion is a vital
tool in the marketing of NPD. If a manufacturer

 Capture the zeitgeist

The greatest NPD will incorporate all the above principles but add one crucial
lenient, it will tap into a current trend. Halo Top, 2018's star performing NPD),
encapsulates the trends of our age. As health is clearly a greater issue for
shoppers now, it makes sense that a successful innovation incorporates this Halo
Top crucially creates a healthy indulgent product, addressing the trends of
health and indulgence in one product. It also encourages shoppers to trade up
with its high price per volume and premium positioning
Meaning of Perception

A motivated person is ready to act. How he or she acts is influenced by his or

her view of the situation. In marketing, perceptions are more important than
reality. Because its perception that affect consumers actual behavior. Perception
is the process by which we select, organize, and interpret information inputs to
create a meaningful picture of word. The key point is that it depends not only on
the physical stimuli, but also on the stimuli's relationship to the surrounding
field and on condition within each of us. One person might perceive a fast-
talking salesperson as aggressive and insincere, another, as intelligent and
helpful. Each will respond differently to the salesperson

In marketing. perceptions are more important than the reality, as it is

perceptions that will affect consumer's actual behavior. People can emerge with
different perceptions of the same object because three perceptual process;
selective attention, selective distortion and selective retention.

In simple terms, perception is the meaning an individual adds or subtract to the

information he/she receives through the sensory organs. The incoming stimuli
interact with stored information (memory) to give rise to perception. Perception
is a process by which individuals organize and interpret their sensory
impression in order to give meaning to their environment. Perception is the
process by which organisms interpret and organize sensation to produce a
meaning full experience of the world. Sensation usually refers to the immediate,
relatively unprocessed result of stimulation of sensory receptors in the eyes,
ears, nose, tongue or skin. Perception on the other hand better describes ones
ultimate experience of the world and typically involves further processing of
sensory input. In practice, sensation and perception are virtually impossible to
because they are part of one continuous process. According to Bender,
"perception is in reality, the perception you give is the perception you have".
The old saying used to be, "perception is reality". The new saying is "reality is
reality".
Perception means it is a process by which we become aware of change (through
the sense of sight, hearing, etc.)

Perception is the act or power of perceiving The customer's perception survey

also asks for open-end feedback on questions. Determine awareness of price
differences, perceptions about price-quality-quantity

Relationship, affordability thresholds and other aspect of pricing The study of

customer's perception is not an easy task Marketer must their target customers
wants, needs, perception, preference, and buying behavior Such study will
provide dues for developing new product features, sales promotional activities
and marketing mix. The marketer's job is to understand the perception at cach
stage and what influences the operation. This understanding allows the marketer
to develop an effective and efficient marketing program for the target market.

Factors Influencing Perception

A number of factors operate to shape and sometimes distort perception. These

factors can reside in the perceiver in the object or target being perceived, or in
the contract of the satiation in which the perception is made.

When an individual looks at target and attempts to interpret what he or she sees,
that interpretation is heavily influenced by the personal characteristics of
individual perceiver, personal characteristic that affect perception include a
person attitude, personality, motives, interest, past experience and expectations.

Characteristics of the target being deserved can affect what is perceived. Loud
people are more likely to be noticed in a group than quite ones. So too are
extremely attractive or unattractive individuals. The contact in which we see
objects or events is also The time at which an object or event is seen can
influence attention as can location, light, heat or any number of situational
factors.
Other Products of ZOHO in the Kantar Company.

ZOHO BOOKS
AN ACCOUNTINNG SOFTWARE
ZOHO WORKPLACE
AN ENTERPRISE
COLLABORATION PLATFORM
ZOHO SURVEY
CUSTOMER MANAGEMENT TOOL
ZOHO PEOPLE
HR MANAGEMENT PLATFORM
This company is headquartered in Chennai, India; As of 2021, it has
12 offices in nine countries around
the globe. The company operates in China and has its offices in
Singapore and Japan.
The support operations are being carried out from its office in
Chennai.
It is also having its offices in Renigunta, Andhra Pradesh and has
been operating from this office since
20018.
ZOHO OFFICE SUITE:
ZOHO OFFICE SUITE is an Indian web-based online office suite
containing word processing,
presentations,databases, note-
taking,wikis,webconferencing,customerrelationshipmanagement(CR
M),
project management, invoicing and other applications.
 OBJECTIVES OF THE STUDY

1. To study the perception of customers towards Audi car.

2. To know the existing customer satisfaction regarding features of the Audi
Car
3. To understand the Factors considered for selecting the car.
4. To analyze the effective sources of awareness for the customer towards
Audi cars.
5. To understand the effectiveness of promotional activities done for all car.
 SCOPE OF THE STUDY

 The study will help the company to know the perception of customers
 The company can find out the effectiveness of promotional activities
done for Audi car.
 The study will help the company to make proper marketing strategy for
their weaker areas.
 The study covers the customers of Audi Cars.
 Automobiles owning passenger cars in Pune.
 RESEARCH METHODOLOGY
The nature of the study was collected, analysis and interpretation of the Buyer
perception in Audi Cars in Pune city. The information about this was collected
through following ways

Marketing Research

Research is the process of systematic and in depth study or search for any
particular topic. Subject or area of investigation backed by the collection,
compilation, interpretation of the relevant details or data. It is being a fact
finding process. Research refers to the systematic method consisting of
enunciating the problem. Collecting the facts or data, analyzing the facts and
reaching certain conclusions in the form of solutions towards the concerned
problem.

Research Design

A research design encompasses the method and procedures employed to

conduct scientific research. The design of a study defines the study type
(descriptive, correlation, semi-experimental, experimental, review, meta-
analytic) and sub-type (e.g. descriptive-longitudinal case study), research
question, hypotheses, independent and dependent variables, experimental
design, and, if applicable, data collection methods and a statistical analysis plan.

Research Types
Survey Method

In survey method research, participants answer questions administered through

interviews or questionnaires. After participants answer the questions,
researchers describe the responses given. In order for the survey to be both
reliable and valid it is important that the questions are constructed properly.
Questions should be written so they are clear and easy to comprehend. Another
consideration when designing questions is whether to include open-ended.
Closed-ended, partially open-ended, or rating-scale questions. Advantages and
disadvantages can be found with each type:
Open-ended questions allow for a greater variety of responses from participants
but are difficult to analyze statistically because the data must be coded or
reduced in some manner. Closed-ended questions are easy to analyze
statistically, but they seriously limit the responses that participants can give.
Many researchers prefer to use a Liker - type scale because it's very easy to
analyze statistically.

In addition to the methods listed above some individuals also include qualitative
(as a distinct method) and archival methods when discussing descriptive
research methods.

It is important to emphasize that descriptive research methods can only describe

a set of observations or the data collected. It cannot draw conclusions from that
data about which way the relationship goes-Does A cause B, or does B cause
A?

Unfortunately, in many studies published today, researchers forget this

fundamental limitation of their research and suggest their data can actually
demonstrate or "suggest" causal relationships. Nothing could be further from the
truth.

Descriptive Research

Descriptive research does not fit neatly into the definition of either quantitative
or qualitative research methodologies, but instead it can utilize elements of
both, often within the same study. The term descriptive research refers to the
type of research question, design, and data analysis that will be applied to a
given topic. Descriptive statistics tell what is, while inferential statistics try to
determine cause and effect

The type of question asked by the researcher will ultimately determine the type
of approach to complete an accurate assessment of the topic at hand.
Descriptive studies, primarily concerned with finding out "what is," might be
applied to investigate the following questions: Do teachers hold favorable
attitudes toward using computers in schools? What kinds of activities that
involve technology occur in sixth-grade classrooms and how frequently do they
occur? What have been the reactions of school administrators to technological
innovations in teaching the social sciences? How have high school computing
courses changed over the last 10 years? How do the new multi-mediated
textbooks compare to the print-based textbooks? How are decisions being made
about using Channel One in schools, and for those schools that choose to use it,
how is Channel One being implemented? What is the best way to provide
access to computer equipment in schools? How should instructional designers
improve software design to make the software more appealing to students? To
what degree are special-education teachers well versed concerning assistive
technology? Is there a relationship between experience with multimedia
computers and problem- solving skills? How successful is a certain satellite-
delivered Spanish course in terms of motivational value and academic
achievement? Do teachers actually implement technology in the way they
perceive? How many people use the AECT gopher server, and what do they use
if for?

Sources of Data Collection

Primary Source
Primary data is a type of information that is obtained directly from first-hand
sources by means of surveys, observation or experimentation. It is data that has
not been previously published and is derived from a new or original research
study and collected at the source such as in marketing.
For this project the primary data was collected using a structured
Questionnaire. If the researcher collects the data originally for the investigation,
the data is called the primary data.

Method of Data collection

It consists of original information gathered for the specific purpose. This data is
generally collected by observation and survey method. A limited number of
possible responses are conductive to effective analysis. Primary Data has been
collected directly from the field. It is customized according to the needs of the
researcher and focuses exclusively on the current research problem. In this
research, research instrument chosen was a questionnaire for collecting the
primary data.

Data was collected through questionnaires

A certain set of questions were formulated and the customer were the
respondents. The data was collected by visiting the various persons and asking
the respondents the questions contained in the questionnaire. The questions
aimed at finding out the perception towards Audi cars.

TOOLS OF DATA COLLECTION

The primary data collected for this study is mainly through interviews &
discussion with Customer.

 Questionnaire
 Interview

Questionnaire (Model Attached with Annexure) Several Customized

Questionnaire were prepared and asked to fill by the respective individuals. This
way several details were extracted.

Interview- The brief understanding of the Audi Cars product and customers
point of view regarding a Audi Cars an Interview for 10-15 minutes with the
customers. Few details which could not be obtained via questionnaires were
obtained through interview.

Secondary Data

Literature Survey available all the information about company as well as

product and

Marketing strategy is collected through company response and publication

Sampling

A process used in statistical analysis in which a predetermined number of

observations will be taken from a larger population. The methodology used to
sample from a larger population will depend on the type of analysis being
performed, but will includes Non-Probability Convenience, systematic sampling
and observational sampling.

Sampling Method: - Non Probability Convenience

Sample Size: - 20

Sample Area:-Pune City

If the researcher dose not collect the data originally but uses data collected by
other researcher agency & available in published or unpublished form, the data
is called secondary data.

The secondary data for the above study is mainly collected from the books,
internet web-sites, annual reports of the company etc.

The Data is collected through the secondary sources like

 Records of the company.

 Friend and collection.
 Internet.

Secondary Data Collection

Secondary data means data that are already available that is they refer to the
data which have already being collected and analysed by someone else when the
researcher utilizes the secondary data then he has to look into various resources
from where he can obtain them. In this case he is certainly not confronted with
the problems that are usually associated with the collection of the original data.

Secondary data may either be published data or unpublished data. In this

research the secondary data was collected on the basis of organizational files,
records, and published data, and through various preserved information in the
data base of the company and also obtained from internet.
 DATA ANALYSIS

1 Gender

 Male
 Female

Gender Respondent Percentage

Male 18 90.
Female 2 10

According to our survey we can interpret that 90 % respondent are male and
10 % are Female.
2 .Age

 Less than 25 years

 25 to 30 years
 31 to 35 years
 36 to 45 years

Age Respondent Percentage

Less than 25 years 1 5
25 to 30 years 11 55
31 to 35 years 6 30
36 to 45 years 2 10

According to our survey we can interpret that 55 % respondent are 25 to 30 old,

30 % are 31 to 35 years old, 10 % 36 to 45 years old.
3. Do you own any Audi cars?

 Yes I own
 No don’t

Owner Respondent Percentage

Yes I own 16 81

No I don’t 4 19

According to our survey we can interpret that more than 81 % respondents are
owned the Audi car and approximately 19 % are not owner of the Audi car
4 What is annual income?

 5-10 Lakh
 10-15 Lakh
 15- 20 Lakh
 Above 20 Lakh

Income Respondent Percentage

5-10 Lakh 2 6
10-15 Lakh 9 47.6
15- 20 Lakh 9 47.6
Above 20 Lakh 0 0

According to our survey we can interpret that 47 % of the Respondents has 10

to 15 lakh income and 47 % respondents has 15 to 20 lakh income and 6 % has
5 to 1o lakh income.
4 Rate the advantages you are looking to buy the vehicle?

 Discount
 Exchange Deals
 Free Services
 Accessories

Advantages Respondent Percentage

Discount 0 0
Exchange Deals 8 411
Free Services 10 455
Accessories 2 15
According to our survey we can interpret that 45 % respondent buy Audi car for
service Quality and 41 % respondents are buy Audi car for Exchange deals and
remaining 14 % people buy for Accessories. According to our survey we can
interpret that 45 % of the Respondents buy Audi car for car Quality of service
and 41 % buy Audi car for best Exchange Deals and 14 % buy Audi car for car
Accessories

5 Source of Finance for Purchase of Audi Car.

 Cash
 Employee Finance
 Personal Finance
 Bank Finance
 Other

Finance Respondent Percentage

Cash 1 4.5
Employee Finance 1 5
Personal Finance 4 19
Bank Finance 12 62
Other 2 9.5
According to our survey we can interpret that 62 % of the Respondents have
buy their car on bank Finance and 20 % respondents have buy their car on
personal finance and 2 % have buy car on other finance sources.

6 What is the purpose of buying the vehicle?

 Family Use
 Personal Use
 Daily Communication to Work
 Long Drive

Purpose Respondent Percentage

Family Use 9 42.9
Personal Use 10 52
Daily Communication to Work 1 6
Long Drive 0 0
According to our survey we can interpret that 81 % of the Respondents
experience that the Audi car is comfortable while driving and 19 %of the
Respondents are natural about comfortable or not comfortable

According to our survey we can interpret that 52 % of the Respondents buy car
for personal use and 43 % buy car for family use and 6 % of respondent by car
for Daily Communication to Work.

According to our survey we can interpret that the purpose for buy
Audi Car is 52% personal use, 42 % Family use and daily traveling to

7 Which engine Vehicle would you prefer?

 Petrol
 Diesel
 Electrical

Vehicle Engine Respondent Percentage

 Petrol 2 9.5
Diesel 13 66.7
Electrical 5 23.8

According to our survey we can interpret that 67 % of the Respondents prefer to

buy diesel Audi car and 24 % respondents likely buy to Electrical Audi car and
9% of the Respondents prefer to buy diesel Audi car
According to our survey we can interpret that when the customer buy
the car the preferred 67 % diesel cars and 24 % electrical car and 9%
petrol car

8 What are the most important benefits you looking in Audi Car?

 Safety
 Performance
  Comfort
 Economy

Important Benefits Respondent Percentage

Safety 3 14.3
Performance 6 28.6

Comfort 11 52.4
Economy 1 5

According to our survey we can interpret that 53 % of the Respondents buy

Audi car for Comfort and 29 % buy Audi car for performance and 14 % buy
Audi car for Safety Reasons.
9 Who is Decision Maker to buying car?

 Husband
 Wife
 Father
 Mother
 Children
 Self

Decision Maker Respondent Percentage

Husband 1 6
Wife 4 19
Father 7 38
Mother 2 9.5
Children 0 0
Self 6 28.6
According to our survey we can interpret that 38 % of the buying car decision
maker is father of respondent of and 29% of the buying car decision maker is
itself and 19 % of the buying car decision maker is his wife.

10 What you Feel about the Price of car?

 Very High
 High
 Competitive
 Low
 Very low

Price of Car Respondent Percentage

Very High 3 14.3
High 7 38.1
Competitive 10 47.6
Low 0 0
According to our survey we can interpret that 47.6 % of the Respondents feel
price of the Audi car is competitive and 38 % of the Respondents feel price of
the Audi car is high and 14% of the Respondents feel price of the Audi car is
very high.

11 What is your experience about Audi Car?

 Very good
 Good
 Neutral
 Bad
 Very Bad

Experience Respondent Percentage

Very good 2 9.5
Good 13 66.7
Neutral 5 23
Bad 0 0
Very Bad 0 0
According to our survey we can interpret that 67 % of the Respondents good
experience with Audi car and 23 % of the Respondents experience is natural
with Audi car and 10% of the Respondents very good experience with Audi car.

12 Do you agree that Audi Car are Comfortable While Driving?

 Yes
 No
 Maybe

Comfortable Respondent Percentage

Yes 16 81
No 0 0
May Be 4 19
13 How Frequent do you change your car?

 Less than 1 Year

 1-2 Years
 2-3 Years
 More Than 3 Years

Frequency of car change Respondent Percentage

Less than 1 Year 2 10
1-2 Years 5 25
2-3 Years 8 40
More Than 3 Years 5 25

According to our survey we can interpret that 40 % of the Respondents change

their car in 2-3 year and 25% respondents change their car after 3 year.
14 For what reason you use your car?

 Status
 Comfort
 Need
 Family
 Style
 Feature

Reason for Buy Car Respondent Percentage

Status 5 23.8
Comfort 10 52.4
Need 0 0
Family 1 6
Style 2 9.5
Feature 2 9.5
According to our survey we can interpret that 52 % of the Respondents Reason
for Buy Car is comfort and 24% % of the Respondents Reason for Buy Car is
status and 9 % % of the Respondents Reason for Buy Car is style and features.

15 How do you know about the car?

 TV Advertisement
 News paper
 Friends
 Existing customer

Awareness Respondent Percentage

TV Advertisement 4 18
News paper 4 18
Friends 11 61
Existing customer 1 3
According to our survey we can interpret that 61 % of the Respondents know
about Audi car from friends and 18 % of the Respondents know about Audi car
from advertisements as well as news papers.

16 Which kind of following features you want to see when you buy a new car?

 Comfort
 Safety
 Space
 Mileage
 Maintenance

Expected Features Respondent Percentage

Comfort 6 28.6
Safety 10 52.4
Space 2 9.5
Mileage 1 6
 Maintenance 1 4

According to our survey we can interpret that 52 % of the Respondents expects

the safety in Audi car and 29 % of the Respondents expects the comfort in Audi
car and 9% of the Respondents expects the more space in Audi car.

17 Which financing option would you prefer?

 Personal Lone
 Bank Lone
 Car Finance Companies
 Other

Preferably finance Respondent Percentage

Personal Lone 3 15.8
Bank Lone 8 42
Car Finance Companies 7 36.8
 Other 2 6

According to our survey we can interpret that 42% of the Respondents prefer to
buy car on bank loan and 36% of the Respondents prefer to buy car on car
finance company and 15% of the Respondents prefer to buy car on personal
Finance.
 FINDINGS

 According to survey it is found that of respondents purchase four wheeler

for the status, as the first most crucial feature considered while
purchasing a Audi cars.
 According to survey it is found that respondents are attracted towards the
Audi
Cars for its design and high performance.
 According survey it is found that respondents are of the opinions that the
price
Of Audi Cars is fully justified.
 Generally, middle class respondents never wish to do not change their car
frequently. They Will use their car for at least 2 years.
 It is found from the survey that 38% of respondent opt four-wheeler for
the comfort/convenience but not for need status & style.
 According to customer, discount on accessories, one year free service
&instalment payment facility are considered to be most important
facility/services from the dealer/service station.
 SUGGESTION

 The firm should tap the un-tapped locations & market. This will help
them in increasing the business. Rural places are advised.
 The brand awareness campaigns should be conducted. The firm should
work on its Advertisements through local Medias.
 Mobile test drive canters can be set up through-out Pune city.
 There should be effective customer follow-up for those who come for test
drive.
 The brand awareness campaigns should be conducted. The firm should
work on
its Advertisements through local Medias.
 Mobile test drive centres can be set up through-out Nagpur city. There
should be effective customer follow-up for those who come for test drive.
 BIBLIOGRAPHY

*BOOKS:

'Marketing Management' by Philip Kotler,.

Marketing Research by P.M.Herekar

Websites:

https://www.audi.in/in/web/en.html
 LIMITATION

 Respondent’s views were biased & they hesitated to disclose their

personal details.
 Sample size is limited due to the limited period of 60 days.
 Geographical area was related to the Pune city so the results may not
Apply to the other places as well information.
 Questionnaire for Customer

Dear Sir / Mam,

Please fill the below mention information

1 Gender

 Male
 Female

2 Age

 Less than 25 years

 25 to 30 years
 31 to 35 years
 36 to 45 years

3 Do you own any four-wheeler cars?

 Yes
 No

4 What is annual income?

 5-10 Lakh
 10-15 Lakh
 15- 20 Lakh
 Above 20 Lakh

5 Rate the advantages you are looking to buy the vehicle?

 Discount
 Exchange Deals
 Free Services
 Accessories
6 Source of Finance for Purchase of Audi Car.

 Cash
 Employee Finance
 Personal Finance
 Bank Finance
 Other

7 What is the purpose of buying the vehicle?

 Family Use
 Personal Use
 Daily Communication to Work
 Long Drive

8 Which engine Vehicle would you prefer?

 Petrol
 Diesel
 Electrical

9 What are the most important benefits you looking in Audi Car?

 Safety
 Performance
 Comfort
 Economy

10 Who is Decision Maker to buying car?

 Husband
 Wife
 Father
 Mother
 Children
 Self

11 What you Feel about the Price of car?

  Very High
 High
 Competitive
 Low
 Very low

12 What is your experience about Audi Car?

 Very good
 Good
 Neutral
 Bad
 Very Bad

13 Do you agree that Audi Car are Comfortable While Driving?

 Yes
 No
 Maybe

14 How Frequent do you change your car?

 Less than 1 Year

 1-2 Years
 2-3 Years
 More Than 3 Years

15 For what reason you use your car?

 Status
 Comfort
 Need
 Family
 Style
 Feature

16 How do you know about the car?

  TV Advertisement
 News paper
 Friends
 Existing customer

17 Which kind of following features you wants to see when you buy a new car?

 Comfort
 Safety
 Space
 Mileage
 Maintenance.

18 Which financing option would you prefer?

 Personal Lone
 Bank Lone
 Car Finance Companies
 Other
Contribution to the host organization

Week 1: Introduction of Organization: - In this week, I gained knowledge about

the software and services of the company.

Week 2: I acquired thorough knowledge of the accounting performed in the IT

company.

Week 3: Preparation of the financial statements and make a detailed report of

the recorded in the transactions in the organization.

Week 4: Cost required to develop the GPS tracking devices and various
websites to be recorded in a systematic manner.