MR rituparna jana

8/3/2019 MR rituparna jana

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Market Research

Assignment

Submitted By

Ritupaarna Jana

Roll no 247, batch- 2010-2012


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Q. Club X wants to target the BPO/KPO workers and aims to understand

their spending pattern specifically as well as their daily/weekend

activities, lifestyle and views on leisure to develop a clubbing concept that

fits their lifestyle

Design a questionnaire that captures their lifestyle, activities, opinion

about leisure and relaxation. Also, make a map of their spending habits to

identify which of these cost heads can be targeted by Club X.

::Background::

The background of the research is to obtain the data on the daily/weekend activities,

leisure time activities, lifestyle, spending attributions of BPO/KPO employees. The purpose

is to develop a concept regarding the above listed attributes for a Club as they want to

target them on their habits.

::Research::

The tremendous growth of the BPO sector over the past few years has resulted in

considerable changes in the lives of its workforce. While few studies have explored these

issues, limited information available from surveys and anecdotal evidence suggests that the

BPO sector has had both positive and negative effects on the lives of BPO workers. Notably,

unlike many other industries, the BPO sector provides opportunities for employment at a


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young age, high disposable incomes and quick promotional avenues. As a result, BPO

professionals in the sector are reaching their career goals and financial targets much

earlier than before. And their spending pattern has considerable distinctive characteristics.

BPO Workers No. of questionnaire

distributed to the

team leaders

Response rate

men 100 78%

women 100 86%

Total 200

Profile of respondents men Women

Age Group

22-28yrs

29-35yrs

36-42yrs

13%

76%

11%

11%

82%

7%

Economic stability

Upper middle class

Middle class

Lower middle class

7%78%

15%

5%62%

33%


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Educational Qualification

Undergraduate

Graduate

Postgraduate

43%

55%

2%

53%

47%

0%

::Spending Pattern::

Based on the filled up questionnaire answers and analyzing them the following conclusions

are made on the spending pattern of the BPO/KPO workers. As mostly the maximum

percentage of the employees caters to the young population (seen from the above

mentioned age group table). The spending pattern depends on the economic background of

a particular employee.

It is always not necessary being paid the same amount of salary, each individual from the

same salary level will do the expenditure on a similar level.

There is a clear distinguishing line between men and womens spending pattern.

Mostly from the findings the salary of the workers ranges from rupees 15,000 rupees

60,000 per month. The salary group henceforth has been divided into two divisions. First is

high salary group that is rupees 60,000- rupees 40,000 and low salary group rupees 20,000

and above rupees 40,000.

The spending pattern is also divided according to the following parameters.


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Category I:

Men & Women with high disposable income:

There are the following products that the workers mostly spend on-

Products/goods/services Men Women

1. Gadgets

2. Clothes

3. Accessories

4. Shoes

5. Vehicles

6. Computer hardware

7. Furniture

8. Home accessories

9. Household necessities

10.FMCG goods

11.Books etc.12.Holiday packages

67%

56%

72%

34%

12%

78%

21%

23%

45%

67%

21%

41%

74%

69%

32%

4%

41%

43%

89%

92%

32%

11%

spending on a weekend

visits

Men Women

High Income Low Income

Men men with high income men with low income

Women women with high income women with low income


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1. Hotels

2. Bar/lounge

3. Clubs

4. Sports

5. Recreation centers

6. Shopping

Mostly men prefer option

1,2,4

Mostly women prefer

option 3,5,6

Category II:

Men and women with low disposable incomes:

The spending pattern is different although the goods on which they spend is somewhat the

same. But the men and women from these strata mostly avoid the option 1.7.8.12 from the

1stproduct list. They tend to not to leverage on the 2nd product list- option 4 and 5.

::Factors regulating spending patterns::

Peer pressure:

BPO employees were asked about peer behaviours, including substance use among peers

and the spending influences experiences of their peers. Most young adults reported that

they had friends who smoked and consumed alcohol, went for clubbing, partying outside,

expenditure on food eating nature etc.

Salary week:


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People tend to spend a lot in the expensive products during the week they got salary. The

pattern has been seen that workers after a long hectic schedule of BPO job tend to take a

break and indulge themselves in the leisure time of sports, recreation centers, shopping etc.

Lifestyle:

However spending pattern greatly vary on the fact of living and lifestyle. Sometimes

whatever choice a person is making to indulge is dependent on the kind of lifestyle he is

into in. as seen in case of BPO workers, an unstable pay scale lead them to spend on the

consumer goods/ services which might not have long term value. For example chilling out

in a lounge or bowling in a sports center etc.

Moreover,

BPO workers have a tendency to spend excessively during the weekends as they get

only this duration of time after a whole week.

BPO culture has a mixed crowd, earlier it was mostly people from lower middle

class or middle class background but now the paradigm has been shifted. Educated

and economically stable persons are coming more into this field. So, the lifestyle has

also got a shift fro spending weekends normally into shopping to actually indulging

in the leisure time.

::Conclusions ::

Most of them being in a common environment of organization gets the similar

behavior and pattern and a common need always arises. So, it will be very easy for a

club to target these people and to bring them under one common umbrella. For

example they can come up with a club which has opportunities to eat, drink,

recreation activities, gym and stress buster options, shopping limited branded

products etc. BPO workers are bound to move on. In accordance with the analysis of

the market research report it will be easier to establish the pattern of the clubs e.g.

which sport to include in the sports center etc. It will help the workers into


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delivering optimum level of output as they can also improve on their team building,

tea, management etc, skills.


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::Questionnaire::

The survey is conducted to develop a concept on the lifestyle, activities, opinion aboutleisure and relaxation. (The information search and research has been provided in page

number 2 & 3.)

Personal Details:

NAME:

DATE OF BIRTH: PRESENT AGE:

EDUCATION:

OCCUPATION:

TELEPHONE NO. MOBILE NO.

ADRESS:

/ / YEARS.


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Q1. What do you do in the daily activities after office hours?

a. Spend time inside house with family membersb. Doing physical activitiesc. Going out with peers/family membersd. It depends; cant specify

Q2. How much time do you spend if you are going out with your peers/family

members after the office hours?

a. 1hr-2hrsb. 3hrsc. 4hrs and above

d. It changes with the conditions

Q3. Which destination do you normally visit if you go out after the office

hours?

a. A restaurantb. A shopping mallc. Normal grocery counters

d. Sports & Recreation center

Q4. How many people do you accompany usually while going out?

a. Mostly 1 or 2b. 3 to 4 personsc. 4 or mored. Depends on occasions

Q5. How much do you spend outside?

a. Between 3000-4000 per dayb. Between >4000-5000 per dayc. Between >5000-6000 per dayd. >6000 per day


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Q6. If you are getting a weekend off, what do you do mostly?

a. Out for a short tripb. Out for clubbing/loungingc. Sports/recreation/movies etc.d. Do nothing, just indoor time spending

Q7. Would you like to indulge on the leisure activities?

a. Yesb. Yes but till a certain amountc. It depends on the week of the monthd. No, just minimal spending

Please enter your perception determining on the scale given below: there is a

scale of 1-7. If you strongly want to go for the option encircle 7 and if you not

at all would like to go for the option encircle 1 as the minimum score.

For example: 7

Q8. Would like to spend time with your office peers after the office hours?

1 2 3 4 5 6 7

Q9. How will you rate your willingness to spend the leisure time outside home

provided an option?

1 2 3 4 5 6 7

Q9. What type food arrangement would like to go for?

a. Restaurants (veg)

1 2 3 4 5 6 7


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b. Restaurants (non-veg)

1 2 3 4 5 6 7

c. Bar

d. Lounge

1 2 3 4 5 6 7

e. Club

Q10. What are the type of food would you like to have?

a. Chineese

b. Indian

c. Italian

d. All varieties

1 2 3 4 5 6 7

e. Fast food & snacks

1 2 3 4 5 6 7

Q11. How much would you like to spend on sports and recreation activities?

a. Whatever it will cost

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7


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b. Will chose between the sports/gym etc.c. Will do a moderate spendingd. Is interested in sports only if it is free

Q12. Recreation on sports:

TYPES OF SPORTS NUMBER OF ACTIVITIES DID YOU DO IN THE LAST 4

MONTHS

AVERAGE

TIME

Regularly in

the Week

Once in the

Week

Once in

everyMonth

On a

regularbasis for

last 4 weeks

Hours /mins

1.Gym

2. Dancing3. CompetitiveexerciserunningJoggingBowling indoor, lawn or 10pin

4. Tennis orbadminton5. Squash6. Table tennis7. Golf8. Football, rugbyorhockey (during theseason)

9. Cricket (during

the season)10. Rowing11. Netball,volleyball orbasketball12.Fishing

13.Horse-ridingSnooker, billiards


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or darts14.Musicalinstrumentplaying or singingIce-skating

15.Sailing, wind-surfingor boating16. Martial arts,boxing orWrestling17. swimming

Please fill up the following questions in terms of your approval or disapproval:

Q13. The importance of spending quality time in activities is extremely

necessary for good health and other attributes.

Q14. The ambience matters a lot in a club

Q15. What does matters more?

a. Food qualityb. Food quantity

Strongly agree neither agree disagree strongly disagree

Agree nor disagree

Strongly agree neither agree disagree strongly disagree

Agree nor disagree


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Q16. Would like to leverage on the above mentioned activities on a weekend

or on daily basis after the office hours?

a. On weekendsb. Daily basisc. 2-3 days per weekd. Not at all, irregularly

Q17. Is the salary provided to you are adequate for to spend weekends like

above mentioned?

a. Yesb. After savings; need to expense extrac. No, might be possible on irregular basisd. Absolutely not

Q18. Does the location of a multipurpose club matters to you?

a. Yes very muchb. Moderately as I wont visit daily

c. No, but around the vicinity of my comfort zone is preferabled. Not at all

Q18. What is your preference for location of a multipurpose club?

a. Near your office/BPOb. In around vicinity of your BPOc. Near your housed. In and around vicinity of your house

Q19. What is your car type?

a. Bikeb. Four wheelerc. Public transport


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Q20. What is your economic status?

a. Rs. 2lakh-2.5lakh/annumb. Rs. >2.5 lakh- 3.5lakh/annumc. Rs. >3.5lakh/annumd. Would not like to disclose

Any extra preference that you would like to give? List it down according to

importance:

1.________________________________________________________________________________-

2.________________________________________________________________________________-

3.__________________________________________________________________________________

All information on this form is correct to the best of my knowledge and I have

sought, and followed,

Clients Signature: Date:

Please mention the brand of car you use-----------------------------------------------

Please mention if you use more than one car------------------------------------------

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