summer training report for Dit college, dehradun

1. Summer Training Report
On
“Impact of media on the consumer buying behaviour from the products displayed
in golf courses in Delhi & NCR Region”
Under the supervision of
Mr. K. Srinivas Rao
Chief of Operations
Value2ad, New Delhi
By
Dinesh bhatt (10070500116)
Submitted to
Department of management studies
Dehradun Institute of Technology, Dehradun
August 2011
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2. Student’s Declaration
Dinesh Bhatt
10070500116
Depatment of Management Studies
DIT, Dehradun
Statement by the student
IDinesh Bhatt the undersigned, student of Dehradun Institute of Technology
Dehradun, declare that this project report titled ―Impact of media on the consumer
behaviour from the products displayed in golf courses in Delhi & NCR Region‖ is
submitted in partial fulfilment of the requirement for the summer internship project
during the Post Graduate Program in Management. I also declare that this is my
original work and has not been previously submitted as part of any other degree,
diploma of another B-school or University. The findings and conclusions of the data in
this report are based on my personal study, during the tenure of my summer internship.
Date:
Dinesh bhatt
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3. Acknowledgements
I express my sincere thanks to Mr K.Srinivas Rao, My summer internship guide who
have given me the opportunity to work on such a challenging project. I also would like
to thank the commuter‘s help, without which it would not have been possible to
accomplish the project successfully. Their timely feedback has facilitated in bringing
the project in the present form.
Last but not the least I would also like to thank Mr. Ashwin Yadav who took
time off to share insights about their experiences while travelling in Golf Courses. This
helped us immensely to understand the psyche of the consumer. We just hope that the
recommendations and suggestions presented by me are considered seriously.
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4. EXECUTIVE SUMMARY
Value2ad offers all on-site all golf services to all age group and class of people in the
society, to the level and extent what they are looking for. Our clients are all major
corporate companies who target premium class of people to increase their footfalls and
to increase the sales of their products and all those people who play golf.
Across India golf is now days played in every city and town and has seen an explosion
of growth over last 5 years as the new private golf club came into existence and the
way youth is taking entrust in it. While there are currently two branches of the parent
company (value2ad), with the name of Golf Outdoor and 9th Hole in which they
provide different services all related to golf or inside the golf course.
Golf Outdoor- it deals with the all branding and media promotions of the
companies who wont to target premium class of people and wont to do there
promotion inside the golf courses with the help of outdoor hoardings, banners ,
posters all across the golf courses i.e. cafeteria, health club , open areas ,
receptions etc. all across India
9th Hole- it deals with the Above the line (ATL) & Below the line (BTL)
activities and the golf tournaments all across India ( PAN INDIA )
Value2ad marketing strategy is to acquire more and more golf course in India which
include private and public both as they are the only player in the market who is dealing
with the branding inside the golf course. All services are provided by the well
experienced staffs that are in this industry from past more than 10 years and are
committed to available for the clients all around the clock‘s.
The management of Value2ad consist of C.E.O Mr. Ashwin Yadav and Mr. Nitin
Yadav. Value2ad has extensive experience in golf and has worked in SALES and
MARKETING for 5 years. Both will be taking hands-on management roles in the
company. In addition, they have assembled a board of advisors to provide management
expertise. The advisors are; Mr K.Srinivas Roy, Mr Pankaj,
Already they have service commitments from over 15 clients and plan to aggressively
build their client base through newspapers, local television and direct mail advertising
and as well as with the help of personal meeting with the other corporate companies.
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5. The loving on-site services and work that Value2ad will provide is sure to appeal to
other corporates also for their media promotions throughout the India.
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6. INDEX
Number Subject Page number
1 Introduction 1-20
Introduction of industry (MEDIA & ADVERTISING)
Introduction of company
Company profile
1. Vision , Mission and Values
2. About the product
Major competitors
Achievements of the company
About the project
2 Research methodology 21-40
Problem definition
Introduction
research design
Source of data
Research instrument
Data collection method
3 Data analysis and interpretation 41-54
4 Findings
Conclusion
Recommendation
Limitation
Bibliography 55-62
Appendix
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7. LIST OF TABLE/CHARTS/ DIAGRAM/FIGURS
Sr. Topic Page No.
No
1 A picture showing how advertisements are done inside golf 2
course
2 A picture of street media advertisements 3
3 A chart on advantages and disadvantages of impact of golf 5
courses
4 A graph on percentage contributions on different types of 9
media
5 A calendar show the upcoming events of golf in coming 14
months
6 Table on the people whom they are targeting 15
7 Company site MAP 16
8 Different charts and graphs based on the data collected from 41-54
the research work done on the golf courses
9 Questionnaire 59-62
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8. CHAPTER :1
INTRODUCTION OF THE COMPANY
Type – Private Limited Company
Founded- 2005
Regd. Office; plot no-116, street no-10, Libaspur, New Delhi- 110042
Head office; Bungalow no. 123, 1st floor, Aram Nagar, Part-1, 7 Bungalow Fishery
University Road. Andheri (W), Mumbai-400061
Key people
Ashwin Yadav ( M.D & CEO )
Nitin Yadav (Chief manager acquisition)
K.Srinivas rao ( Chief Of Operations)
Industry- Media and Advertisements
Services - 1) GOLF OUTDOOR-
Outdoor Advertising
Branding
Media Promotions
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9. 2) 9th Hole-
Event Management
ATL & BTL Activities
Golf Tournaments
The Value 2 Ad is a team comprised of marketing experts holds many years‘
experience in advertising of print, out of home, digital, sports (Golf) and leisure
industries.
Several media properties are installed in the golf courses where there is high circulation
of players, members and consumers. The advertisement displays will hold the attention
of this highly desirable demographic. The display formats are a mixture of advertising
structures on exterior, interior which includes club house, restaurant, bar, gym,
changing rooms, lounges and on the course will deliver the advertising messages
effectively to the target group.
Value 2 Ad is committed to delivering the ad messages to the top echelon in sales
prospective, product and services to both clients and advertisers.
We have conquered Indian Golf advertising Market and currently expanding to the
other world markets. Stay tuned.
Company mission
To reach a target group of affluent Golfers and their family members.
Research shows that reaching your target during leisure yields a substantially higher
brand recall rate. Value 2 Ad offers a cost effective medium other than Airport media,
Mall Media or any other alternate media to reach an upscale captive target group while
they are at their dwell time.
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10. Our demographic = Your consumers
Your message can reach over4 lakh people every month,If you want, we can putin
a good word for you.
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11. ABOUT THE PRODUTS & SERVICES
GOLF OUTDOOR
This company majorly deals with the acquisition of golf courses and branding inside
the golf courses. For acquisition they deal with both public and private golf courses,
currently they are holding 110 golf courses all across India; they have collaboration
with INDIAN ARMY for next 15 years and have acquired some private golf courses
and still counting. These acquisitions are done to take the sole rights of all in-out
activities which are done on a regular basses inside the golf courses.
Now if we talk about BRANDING
Branding is that a brand is a name or symbol that is commonly known to identify a
company or its products and separate them from the competition.
A well-known brand is generally regarded as one that people will recognise, often even
if they do not know about the company or its products/services. These are usually the
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12. businesses name or the name of a product, although it can also include the name of a
feature or style of a product.
The overall ‗branding‘ of a company or product can also stretch to a logo, symbol, or
even design features (e.g. regularly used colours or layouts, such as red and white for
Coca Cola.) that identify the company or its products/services.
Branding Benefit their Business, its helps to provide
Recognition and Loyalty- The main benefit of branding is that customers are
much more likely to remember your business.
Image of Size- A strong brand will project an image of a large and
established business to your potential customers.
Image of Quality- A strong brand projects an image of quality in your
business; many people see the brand as a part of a product or service that
helps to show its quality and value.
Image of Experience and Reliability- A strong brand creates an image of an
established business that has been around for long enough to become well
known.
Multiple Products- If your business has a strong brand; it allows you to link
together several different products or ranges. You can put your brand name
on every product or service you sell, meaning that customers for one product
will be more likely to buy another product from you.
In Value2ad they proved a platform for other companies to turn their product
in to a brand and with the help of this; these company can increase the
number of footfall, which will let to increase the number of sales of their
product. Advertising is done with the help of physical advertising medium
such as
 Coffee cup advertising
 In-store advertising
 Billboard advertising
 Street advertising.
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13. History of golf in India
In India you can play golf almost anywhere, for this outdoors sport is widely played by
a cross-section of people to the country's often-dramatic background. In the hills and
high Himalayan fastness, in metropolitan cities and in small towns, by lakes and
forests, or surrounded by tea estates, out in the desert and in old British cantonments...
the flavor of India is visible everywhere that golf in the country is played.
India was the first country outside of Great Britain to take up the game of golf. The
Royal Calcutta Golf Club, established in 1829, is the oldest golf club in India, and the
first outside Great Britain. With the growing influence of the British in the Indian
empire, the eighteenth century saw a mushrooming of new golf clubs in India.
Wherever land was available and grass grew, golf found a new HOME.
The founding of the Royal Calcutta Golf Club in 1829 was followed by the nowdefunct
Royal Bombay Golf Club in 1842 and the Bangalore Golf Club in 1876.The Shillong
Golf Club incorporated a golf course in 1886.
Golf had already been played in India for 59 years before the first major course was
opened in the USA and Europe in 1888. By the end of the 19th century, India already
had a dozen golf clubs.
What makes golfing in India exciting is the diversity of its courses. Not only does it
have the oldest golf club in the world outside Great Britain, but also the highest, at
Gulmarg (altitude 2,700 metres) in Kashmir. There are golf courses in the mountains,
plains, and deserts and at beach resorts. The environment of each course is unique in its
culture and history, highlighting all that makes India a diverse destination. In fact, it
would not be wrong to say that one of the best ways to experience India is through its
golf courses. Most of India's courses are well connected by road, rail, and air, and have
excellent accommodation facilities. Till the 50s, golf clubs in India were affiliated to
the Royal Calcutta Golf Club, which followed the rules of St. Andrews in Scotland. In
December 1955, a group of golfers got together to form the Indian Golf Union as the
controlling body for the game.
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14. The Indian Golf Union is now affiliated to the World Amateur Golf Council, and has
done a great deal to promote golfing in the country. In 1957, it started its first training
camp at the Royal in Calcutta, where assistant professionals and caddies were brought
from all over the country and trained to teach golf.
The year 1958 is a landmark in the history of Indian Championship was moved away
from the Royal Calcutta Golf Club to be played alternately at Delhi, Bombay and
Calcutta. The most important annual event in the calendar of the Indian Golf Union is
the India Open Golf Championship, which was first played in Delhi in 1964, and won
by the Australian golfer, Peter Thompson.
Golfing in India has come a long way, and a large number of Indian players now
compete on the international circuit. Golf enthusiasts continue to grow in numbers, and
new courses are added almost every year. And what could be a better feather in India's
golfing cap than the fact that Delhi was chosen to host the first ever golf competition
for the Asian Games in 1982.
Impact of Golf Courses
Golf courses have a long association with coastal areas. In recent years golf
tourism in Spain has increased in popularity and the number of golf courses has
grown rapidly. These are resort destinations, and the golf courses are normally
associated with substantial real estate development, hotels and related facilities.
In drier regions like the Mediterranean, the issue of water scarcity is of
particular concern. Because of the hot climate and the tendency of tourists to
consume more water when on holiday than they do at home, the amount used
can run up to 440 litres a day. This is almost double what the inhabitants of an
average Spanish city use.
Golf course maintenance can deplete these scarce fresh water resources. Golf
courses require an enormous amount of water every day and, as with other
causes of excessive extraction of water, this can result in water scarcity. If the
water comes from wells, over-extraction can cause saline intrusion into
groundwater. Golf resorts are more and more often situated in or near protected
areas or areas where resources are limited, exacerbating their impacts.
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15. Advantages Disadvantages
Employment and income
Loss of biodiversity
benefits, both direct and indirect
Tax benefits to local, regional and Eutrophication or river or seawater
national governments through use of fertilisers
Attracts new firms to the region Heavy user of water for irrigation
Biocides use to maintain the
Health and social benefits.
greenness of the 'greens', control
Careers can benefit through
insects, fungicides and weeds,
'networking'.
contaminate both the air and water
Attracts the higher-spending Golf clubs often portray an elitist and
social groups exclusive lifestyle
Helps conserve valuable
fragments of coastal habitat from
Leads to an increase in road traffic
encroaching urbanisation and
agriculture
Raises property prices beyond the
Increases local property values
reach of local young people
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16. MEDIA
What is meant by media?
The media refers to the different channels we use to communicate information in the
everyday world. 'Media' is the plural of medium (of communication), and the main
media are television, films, advertising, newspaper, radio, internet etc.
What is a media study?
Media Studies involves the close analysis of the images, sounds and text that we
experience via the media. It is the study of individual media texts (such as movies, TV
shows, magazines, websites) and As well as essays, research, and reports, Media
Studies also involves practical work, where you learn the techniques involved for the
production of your own media text. Students at SIS have recently produced pop videos,
TV commercials, magazine advertisements, computer animation, photo-essays and
documentary videos. Media is a 'learn by doing' subject, and you compare your own
experiences with what the 'professionals' go through. Most of our production in school
is done digitally (ie using computers) and we have the latest software and equipment to
help with this.
Media Studies can be taken as a GCSE, AS or A-level course and many students go on
to study it at university. Success in this subject comes from a combination of creativity
and understanding. It is a unique fusion of practical and theoretical learning, which,
although it can be hard work and very time consuming, is always rewarding. It's also a
lot of fun - what other subject deals with your favourite movies, popstars and TV shows
Why it is so important?
As we progress into the 21st century, communications are becoming faster and faster
and faster. Think of the millions of different media images you are bombarded with
every day. It is as important now to be able to read and make sense of those images, as
it has been to be able to read ordinary text. If you do not know how to read the
messages coming at you from TV, the Internet, advertising etc, then you may become
very lost in the modern world. You also need to have a good idea of how those
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17. messages are made, and who is making them, so that you may quickly become aware if
someone (or some corporation!) is trying to manipulate your thoughts and feelings.
Media Studies is also about appreciating the skill and creativity which goes into the
production of media texts. Just as analysing the different techniques used in the
creation of a poem or novel helps you appreciate the talent of the writer, so does
learning about media techniques help you appreciate value the skill with words and
pictures that the creators of a media text must possess.
Media Studies also deals with the very latest idea - which is why you need a website to
help you study it. Although you do need to have some understanding of the history of
media (particularly how new technological developments have changed things), the
focus of your studies is what is happening right now, buzzing round the airwaves of the
globe.
ADVERTISING
Advertising is a form of communication used to persuade an audience (viewers,
readers or listeners) to take some action with respect to products, ideas, or services.
Most commonly, the desired result is to drive consumer behaviour with respect to a
commercial offering, although political and ideological advertising is also common.
Advertising messages are usually paid for by sponsors and viewed via various
traditional media; including mass media Such as newspaper, magazines, television
commercial, radio advertisement, outdoor advertising or direct mail; or new media such
as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their products
or services through "Branding," which involves the repetition of an image or product
name in an effort to associate certain qualities with the brand in the minds of
consumers. Non-commercial advertisers who spend money to advertise items other
than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies
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18. Objective of advertising
It clarifies the objectives of an advertising campaign and for each individual
advertisement. The model suggests that there are six steps a consumer or a business
buyer moves through when making a purchase. The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase
Types of advertising
Digital advertising
Television advertising / Music in advertising- The TV commercial is generally
considered the most effective mass-market advertising format, as is reflected by
the high prices TV networks charge for commercial airtime during popular TV
events.
Infomercials- An infomercial is a long-format television commercial, typically
five minutes or longer. The main objective in an infomercial is to create an
impulse purchase, so that the consumer sees the presentation and then
immediately buys the product through the advertised toll-free telephone number
or website. Infomercials describe, display, and often demonstrate products and
their features, and commonly have testimonials from consumers and industry
professionals.
Radio advertising-Radio advertising is a form of advertising via the medium of
radio Airtime is purchased from a station or network in exchange for airing the
commercials. While radio has the limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage. Radio is an
expanding medium that can be found not only on air, but also online.
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19. Online advertising-Online advertising is a form of promotion that uses the
Internet and World Wide Web for the expressed purpose of delivering
marketing messages to attract customers
Physical advertising
Press advertising- Press advertising describes advertising in a printed medium
such as a newspaper, magazine, or trade journal. This encompasses everything
from media with a very broad readership base, such as a major national
newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of press
advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a
product or service.
Billboard advertising- Billboards are large structures located in public places
which display advertisements to passing pedestrians and motorists. Most often,
they are located on main roads with a large amount of passing motor and
pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in
shopping malls or office buildings, and in stadiums.
Mobile billboard advertising-Mobile billboards are generally vehicle mounted
billboards or digital screens. These can be on dedicated vehicles built solely for
carrying advertisements along routes preselected by clients, they can also be
specially equipped cargo trucks or, in some cases, large banners strewn from
planes. The billboards are often lighted; some being backlit, and others
employing spotlights. Some billboard displays are static, while others change
Target advertising, one-day, and long-term campaigns, Conventions, Sporting
events, Store openings and similar promotional events, and big advertisements
from smaller companies.
In-store advertising-In-store advertising is any advertisement placed in a retail
store. It includes placement of a product in visible locations in a store, such as at
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20. eye level, at the ends of aisles and near checkout counters (aka POP—Point Of
Purchase display), eye-catching displays promoting a specific product, and
advertisements in such places as shopping carts and in-store video displays.
Coffee cup advertising-Coffee cup advertising is any advertisement placed upon
a coffee cup that is distributed out of an office, café, or drive-through coffee
shop. This form of advertising was first popularized in Australia, and has begun
growing in popularity in the United States, India, and parts of the Middle East
Street advertising-This type of advertising first came to prominence in the UK
by Street Advertising Services to create outdoor advertising on street furniture
and pavements. Working with products such as Reverse Graffiti and 3d
pavement advertising, the media became an affordable and effective tool for
getting brand messages out into public spaces.
percentage contributions
Mobile Phone
Radio
Print
percentage contributions
Internet
TV
outdoor
0% 10% 20% 30% 40% 50% 60% 70%
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21. Consumer buying behaviour
Consumer is the most important person. The business revolves around the consumer, in
this you will understand
What is meant by consumer behaviour?
Consumer decision-making process
Marketing strategy and consumer behaviour
Indian consumer and his characteristics
INTRODUCTION
All of us are consumers. We consume things of daily use; we also consume and buy
these products according to our needs, preferences and buying power. These can be
consumable goods, durable goods, speciality goods or, industrial goods. What we buy,
how we buy, where and when we buy, in how much quantity we buy depends on our
perception, self-concept, social and cultural background and our age and family cycle,
our attitudes, beliefs values, motivation, personality, social class and many other factors
that are both internal and external to us. While buying, we also consider whether to buy
or not to buy and, from which source or seller to buy. In some societies there is a lot of
affluence and, these societies can afford to buy in greater quantities and at shorter
intervals. In poor societies, the consumer can barely meet his barest needs. The
marketer therefore tries to understand the needs of different consumers and having
understood his different behaviours which require an in-depth study of their internal
and external environment, they formulate their plans for marketing.
Management is the youngest of sciences and oldest of arts and consumer behaviour in
management is a very young discipline. Various scholars and academicians
concentrated on it at a much later stage. It was during the 1950s, that marketing concept
developed, and thus the need to study the behaviour of consumers was recognised.
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22. Marketing starts with the needs of the customer and ends with his satisfaction. When
everything revolves round the customer, then the study of consumer behaviour
becomes a necessity. It starts with the buying of goods. Goods can be bought
individually, or in groups. Goods can be bought under stress (to satisfy an immediate
need), for comfort and luxury in small quantities or in bulk. For all this, exchange is
required. This exchange is usually between the seller and the buyer. It can also be
between consumers. Consumer behaviour can be defined as the decision-making
process and physical activity involved in acquiring, evaluating, using and disposing of
goods and services.
This definition clearly brings out that it is not just the buying of goods/services that
receives attention in consumer behaviour but, the process starts much before the goods
have been acquired or bought. A process of buying starts in the minds of the consumer,
which leads to the finding of alternatives between products that can be acquired with
their relative advantages and disadvantages. This leads to internal and external
research. Then follows a process of decision-making for purchase and using the goods,
and then the post purchase behaviour which is also very important, because it gives a
clue to the marketers whether his product has been a success or not.
To understand the likes and dislikes of the consumer, extensive consumer research
studies are being conducted. These researches try to find out
What the consumer thinks of the company‘s products and those of its
competitors?
How can the product be improved in their opinion?
How the customers use the product?
What is the customer‘s attitude towards the product and its advertising?
What is the role of the customer in his family?
The following key questions should be answered for consumer research. A market
comes into existence because it fulfils the needs of the consumer. In this connection, a
marketer has to know the 70.s framework for consumer research.
Consumer behaviour is a complex, dynamic, multidimensional process, and all
marketing decisions are based on assumptions about consumer behaviour. Marketing
22

23. strategy is the game plan which the firms must adhere to, in order to outdo the
competitor or the plans to achieve the desired objective. In formulating the marketing
strategy, to sell the product effectively, cost-benefit analysis must be undertaken. The
difference between this total benefit and total cost constitutes the customer value. The
idea is to provide superior customer value and this requires the formulation of a
marketing strategy. The entire process consists of market analysis, which leads to target
market selection, and then to the formulation of strategy by juggling the product, price,
promotion and distribution, so that a total product (a set of entire characteristics) is
offered. The total product creates an image in the mind of the consumer, who
undergoes a decision process
A simplified framework for studying consumer behaviour. Which leads to the outcome
in terms of satisfaction or dissatisfaction, which reflects on the sales and image of the
product or brand. The process of decision-making varies with the value of the product,
the involvement of the buyer and the risk that is involved in deciding the
product/service. The consumer and his life style is influenced by a number of factors
shown all around the consumer. These are culture, subculture, values, demographic
factors, social status, reference groups, household and also the internal make-up of the
consumer, which are consumer‘s emotions, personality motives of buying, perception
and learning. Consumer is also influenced by the marketing activities and efforts of the
marketer. All these factors lead to the formation of attitudes and needs of the consumer.
Consumer buying decision process-The decision-making process consists of a series
of steps which the consumer undergoes. First of all, the decision is made to solve a
problem of any kind. This may be the problem of creating a cool atmosphere in your
home. For this, information search is carried out, to find how the cool atmosphere can
be provided, e.g. by an air-conditioner or, by a water-cooler. This leads to the
evaluation of alternatives and a cost benefit-analysis is made to decide which product
and brand image will be suitable, and can take care of the problem suitably and
adequately. Thereafter the purchase is made and the product is used by the consumer.
The constant use of the product leads to the satisfaction or dissatisfaction of the
consumer, which leads to repeat purchases, or to the rejection of the product.
The marketing strategy is successful if consumers can see a need which a company‘s
product can solve and, offers the best solution to the problem. For a successful strategy,
the marketer must lay emphasis on the product/brand image in the consumer‘s mind.
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24. Position the product according to the customers. Likes and dislikes. The brand which
matches the desired image of a target market sells well. Sales are important and sales
are likely to occur if the initial consumer analysis was correct and matches the
consumer decision process. Satisfaction of the consumer, after the sales have been
affected, is important for repeat purchase. It is more profitable to retain existing
customers, rather than looking for new ones.
Problem Recognition
Information search,
External and internal
Evaluation and selection,
Store choice and purchases
Post-purchase Behaviour
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25. Characteristics of buyer behaviours
The chief characteristics of the buyer behaviour are as follows:-
1. It consists of mental and physical activity which consumer undertakes to get
goods and services and to obtain satisfaction from them.
2. It includes both observable activity such as walking through the market to
examine merchandise and making a purchase and mental activities such as
forming attitude, perceiving advertising material, and learning to prefer
particular brands.
3. Consumer behaviour is very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be
lot.
4. The individual‘s specific behaviour in the market place is affected by internal
factor, such as need, motives, perception and attitude as well as by external of
enviourmenatal influences such as the family social group, culture, economic
and business influences.
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26. 9th Hole
This company majorly deals with the BTL & ATL Activities and golf
tournaments
BTL & ATL activities
In a nutshell, while ATL communications use media that are broadcast and published to
mass audiences, BTL communications use media that are more niches focused. Both
ATL and BTL communications can be used to either build brand awareness or drive
sales through specific offers (promotions), it is BTL communication, however, that
gives the marketer the ability to tailor their messaging in a more personal manner to the
audience. ATL promotions are also difficult to measure well, while BTL promotions
are highly measurable, giving marketer‘s valuable insights into their return-on-
investment. These insights can then be used to inform the next BTL communication to
the audience and tailor the messaging based on the feedback received.
Promotional activities carried out through mass media, such as television, radio, out-of-
home, magazines, cinema and newspaper, are classed as "above the line" promotion.
"Below the line" promotion refers to forms of non-media communication or
advertising, and has become increasingly important in the communications mix of
many companies, not only those involved in fast moving consumer goods, but also for
industrial goods.
"Through the line" refers to an advertising strategy involving both above and below the
line communications. This strategic approach allows brands to engage with a customer
at multiple points (for example, the customer will see the television commercial, hear
the radio advert and be handed a flyer on the street corner). This enables an integrated
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27. communications approach where consistent messaging across multiple media creates a
customer perception.
Above the line sales promotion
ATL is a type of advertising through media such as television, cinema, radio, print, and
Out-of-home to promote brands or convey a specific offer. This type of communication
is conventional in its nature and is considered impersonal to customers. It differs from
BTL advertising, which uses unconventional brand-building and promotional
strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and
printed media ( for example brochures, and usually involves no motion graphics). It is
much more effective than when the target group is very large and difficult to define.
Below the line sales promotion
BTL sales promotion is an immediate or delayed incentive to purchase, expressed in
cash or in kind, and having short duration. It is efficient and cost-effective for targeting
a limited and specific group. It uses less conventional methods than the usual ATL
channels of advertising, typically focusing on direct means of communication, most
commonly direct mail and e-mail, often using highly targeted lists of names to
maximize response rates. BTL services may include those for which a fee is agreed
upon and charged up front.
BTL is a common technique used for "touch and feel" products (consumer items where
the customer will rely on immediate information rather than previously researched
items). BTL techniques ensure recall of the brand while at the same time highlighting
the features of the product.
27

28. Upcoming golf tournaments
28

29. Whom they are targeting
As golf is considered as a premium brand played by the high class people of the
society.
Core Golfer profile:
Avg house hold income - $85,960
House hold income > $100K - 42%
House hold income > $125K - 24%
High education
Attended college - 84%
College Degree - 53%
Graduate Degree - 25%
Women
New Golfers - 41%
College Degree - 51%
Work - Full / Part time - 63%
Avg house hold income - $76,340
Control or share family budget- 74%
29

30. Currently company have 110 sites all over India and upcoming with some
international projects in South East Asia Pacific
THESE ARE THE SITES
30

31. They currently have 110 Golf courses in India. (And this is just the beginning and
counting every day)
Why golf outdoor advertising?
Golf outdoor advertising is among the fastest growing media all over the world today.
Researchers have revealed that golf outdoor advertising attracts niche TG‘s attention
better than any other form of advertising methods.
Percentage of people who report that the golf outdoor advertising catches their
attention.
Golf Outdoor:
* Appealing creative on designer structures
* Captures the consumer attention
* is highly effective
* targets the consumers in their dwell time
* Communicates directly to a desirable upscale TG
* Provides superior Brand recall
* Flexible in budget and inventory
More than 75% consumers say Golf OOH advertising catches their attention and 60%
say they have taken action as a result of these ads.
How do they know this?
According to market research:
More than 98% of the golfers noticed the advertising messages at the golf courses
The rate of awareness of this media is 95% which is higher than any media penetration
Overall, Golf outdoor media reaches 95% golfers in India aged 08 or older every month
90% of the brands displayed had increase in sales up to 35% in additional sales through
the use of golf outdoor media
31

32. So according to them?
In one month, your ad will receive close to a 4 lakh eye balls
That is 8 lakh foot falls per month on these greens
Plus 8 lakh footfalls off the greens. Total 16 Lakh foot falls
MAJOR COMPETITORS
Although they are the only company India who is working on the concept of branding
inside the golf courses, so there is not so much competition in the market in this
segment. But as there are now engaged with the other activities also i.e BTL & ATL
and Tournaments activities there are have a good competition with the other
companies who are already engaged in such activities from long time.
For BTL &ATL and Golf Tournaments activities there major competitors are;-
O & M Ogilvy & Mather Ltd - Brand Print, Brand Audit, Information
Gathering, Brand Stewards - offices inMumbai, Delhi, Kolkata, Chennai,
Bangalore, Hyderabad, India & over 159 cities worldwide
,http://www.ogilvy.com
Percept Advertising Ltd - Advertising, Media, Public Relations - Offices
inMumbai, Delhi, Baroda,
Pune, Bangalore, Lucknow.www.perceptindia.com
Icon Relations - PR agency based in Kochi - K Social Media assistance, Crisis
Management, Image management, Business Intelligence, Media tracking, Press
Clipping services, Press Conference and Press Release. Areas served-Kochi,
Trivandrum, Calicut, Coimbatore, Chennai and
Bangalore.,info@iconrelations.com http://www.iconrelations.com
OBEROI Multimedia Limited: Press and television advertising, Graphic
Designing, Strategic Planning , Creative Solutions, Outdoor Ad Release,
Television Ad Release, , Direct Mail and Marketing, Cinema and Transit
Advertising, Electronic Kiosks, Web Site Development, Exhibitions and Trade
32

33. Shows, Catalogues, Brochures, In-film Promotion, Media Planning & Buying
,Email: mail@oberoimultimedia.com Website: www.oberoimultimedia.com
Andheri (W), Mumbai
Xebec: 'Integrated Communications Group' offering a suite of
communication services such as Advertising, Brand Building, Print Production,
Public Relations and Market Research under one roof. Experience: The agency
has over 14 years of experience in handling International and National accounts.
Qualified and Experienced professionals are Xebec's value added assets.
Website: http://www.xebecindia.com
Glimmerize Advertising and Entertainment solution company : Our
Business Activities : 3D, walk through, Print Media, Website Solutions,
Electronic Media, Event Management, Artist Management, CD-ROM
Presentations, Designer Stalls & Exhibitions, Outdoor Advertising, Logo
Designing, PR Activities. Our Major Clients: Omaxe, Amway, Zion Promoters
& Developers, (Rock Band) and many more. Visit us more details at
http://www.glimmerize.com,
CREATIVE INC - is a 12-year old advertising and brand management
organization working with some of the leading names of the industry. Our
services include branding, media planning and buying, print advertising
(leading national dailies, magazines, etc), BTL activities end-to-end event
management and radio and television commercials. We help create and
consolidate brand image through integrated advertising and marketing mix.
CREATIVE INC's client portfolio includes multinationals, retail sector,
hospitality, NGOs, television channels and educational institutes. Location:
Main Kalkaji Market New Delhi ,www.creative-inc.biz
Alert Golf Management Services Pvt Ltd-One of the industry's leading golf
management companies since a decade, Alert Golf Management Services Pvt.
Ltd. (AGMS) has been at the forefront of developing, managing and
maintaining top golf facilities and landscaping works nationwide. Amongst the
33

34. first to offer golf management services, AGMS has pioneered the construction
and maintenance of some of the country's most elite Clubs, Organisations etc
ACHIEVEMENTS OF THE COMPANY
Company biggest achievement was when they signed the contract with Indian
Army for 15 years; with the help of this contract they acquired 110 golf courses
of Army all over India for branding and media.
Other achievement was when they also got the contract from Indian Army to
become there media partners and event management partner for organising golf
events all over the India all around the year.
By the end of last month the number of golf courses acquired was increased to
154, which includes Indian Army and Private golf courses all over India and
still counting.
In the month of July 2011, company organised a Swedish cup golf tournament
in Srinagar, India and was a great success.
In a very small span of time , company have made a very good reputation in the
market and more & more companies are getting connected for their promotions
of their product inside the golf courses
A very good deal has been finalised and company is turning into a Multi-
National company , they are coming up with their first international office in
south east Asia , in Singapore
34

35. ABOUT THE PROJECT
Currently company is engaged with the outdoor campaign of the MAX Group,
for the promotion of their new upcoming hospitals in different location, such as,
BHATINDA, MOHALI, PANCHKULA all sites of Punjab state, SHALIMAR
BAGH, NEW DELHI. In coming months company will be doing media
promotions of Max hospital in DEHRADUN also.
Other campaign of media promotion of INDIGO AIRLINES , in Delhi and
Mumbai as they have recently started some new international sectors , and
branding inside the Army Golf courses as they are providing 50% discounts to
Indian Army in their flights in all domestic sectors .
Company is currently under a marketing research work for opening a golf
training academy in DEHRADUN.
Company side by side are engaged with other projects IREO GROUP, SWISS
WATCH GROUP for their branding.
Now company is targeting other companies in different segments , such as
For cars – Mercedes, Audi, BMW
Hospitals – max is already their client, so now looking for Fortis Business?
Real Estate – DLF, Parsavnath, Unitech.
Airlines – kingfisher, jet etc.
Company coming up with a new golf tournament in Mumbai, that will be for
the different age group , it will be for all kids , women‘s and men‘s.
The biggest project which is running all over India, is a maintenance of all
ARMY golf courses , and there they also have to deal to pre pare driving range (
a place where people practice when there are in there beginning stage of playing
golf ) and as well will going to appoint a person who will train the kids and
other people also who have a desire to learn , how to play golf . that work will
also be in all India level.
35

36. Chapter :2
RESEARCH METHODOLOGY
INTRODUCTION
Marketing research is the function which links the consumer, customer and public to
the marketers through information used to identify and define marketing, opportunities
and problems, generates refine marketing actions, monitor marketing performance, and
improve understanding of marketing as a process
Marketing research specifies the information required to address these
issues; designs the method for collection information manages and implements the data
collection process; analysis the result and communication the findings and their
implications.
Research definition:
―Research is careful inquiry or examination to discover new information and
relationship and to expand and to verify exiting knowledge‖
Research always starts with questions or a problem. Its purpose
is to find answers to questions through the application of the scientific method. It is a
systematic and intensive study directed towards a more complete knowledge of the
subject studies.
Research can also be defined as the search for knowledge, or as any systematic
investigation, to establish novel facts, solve new or existing problems, prove new ideas,
or develop new theories, usually using a scientific method. The primary purpose for
basic research (as opposed to applied research) is discovering, interpreting, and the
development of methods and systems for the advancement of human knowledge on a
wide variety of scientific matters of our world and the universe.
36

37. PROBLEM DEFINATION
To know the best consumer buying behaviour and demand into the mind of these
people who play golf in golf courses all over India, because the people who plays golf
are mostly from the premium class and there buying behaviour in far different from the
other sections of the society, there are lot of companies in the market who produces
high quality product and target only premium class people of the society.
Let‘s take an example of cars BMW, AUDI.
Therefore, research is required to measure the present buying behaviour of the premium
class people at the time they purchase their product. So the research problem is to
identify what are the criteria that premium class people takes into consideration
before buying their product with the effect of outdoor media.
RESEARCH DESIGN
―Research design id the plan, structure and strategy of investigation conceived so as to
obtain answer to research questions and to control variance.‖
-by KERLINGER
Research designs are concerned with turning the research question into a testing
project. The best design depends on your research questions. Every design has its
positive and negative sides. The research design has been considered as a "blueprint"
for research, dealing with at least four problems: what questions to study, what data are
relevant, what data to collect, and how to analyse the results.
Research design can be divided into fixed and flexible research designs. Others have
referred to this distinction with ‗quantitative research designs‘ and ‗qualitative research
designs‘. However, fixed designs need not be quantitative, and flexible design need not
be qualitative. In fixed designs the design of the study is fixed before the main stage of
data collection takes place. Fixed designs are normally theory-driven; otherwise it‘s
impossible to know in advance which variables need to be controlled and measured.
Often these variables are quantitative. Flexible designs allow for more freedom during
the data collection. One reason for using a flexible research design can be that the
37

38. variable of interest is not quantitatively measurable, such as culture. In other cases,
theory might not be available before one starts the research.
The research design can be classified in to true broad categories:
Exploratory
Descriptive
Casual
Exploratory research is a type of research conducted for a problem that has not been
clearly defined. Exploratory research helps determine the best research design, data
collection method and selection of subjects. It should draw definitive conclusions only
with extreme caution. Given its fundamental nature, exploratory research often
concludes that a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available
literature and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal approaches
through in-depth interviews, focus groups, projective methods, case studies or pilot
studies. The Internet allows for research methods that are more interactive in nature
The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation. Although the
results of qualitative research can give some indication as to the "why", "how" and
"when" something occurs, it cannot tell us "how often" or "how many"
Exploratory research is not typically generalizable to the population at large.
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive research
answers the questions who, what, where, when and how...
Although the data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, Descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.
38

39. The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a survey
investigation. Qualitative research often has the aim of description and researchers may
follow-up with examinations of why the observations exist and what the implications of
the findings are.
In short descriptive research deals with everything that can be counted and studied.
But there are always restrictions to that. Your research must have an impact to the lives
of the people around you. For example, finding the most frequent disease that affects
the children of a town. The reader of the research will know what to do to prevent that
disease thus; more people will live a healthy life.
Causal researchdesigns are research design that follow the experimental procedure,
but do not randomly assign people to (treatment and comparison) groups
The present study seeks to find out the impact of outdoor media on consumer
buying behaviour of premium class. The study also aims to find out the drawbacks
of marketing set up in outdoor media inside the golf courses by VALUE2 AD
PUBLICITY PVT LTD. So this makes the study a descriptive one.
SOURCE DATA
The source of data collection methods are as follows:-
Primary data:-
Research to collect original data. Is often undertaken after the researcher has gained
some insight into the issue by collecting secondary data. This can be through numerous
forms, including questionnaires, direct observation and telephone interviews amongst
others. This information may be collected in things like questionnaires and interviews.
Jeep sang the baby face there are basic approaches to data collections using primary
methods: Seiya Kung Qualitative research includes interviews, focus groups,
participant observations and ethnographies.
39

40. Quantitative research includes controlled laboratory experiments, field work,
questionnaires and surveys.
The term primary research is widely used in academic research, market research and
competitive intelligence.
There are advantages and disadvantages to primary research.
Advantages:
Addresses specific research issues as the researcher controls the search design
to fit their needs
Great control; not only does primary research enable the marketer to focus on
specific subjects; it also enables the researcher to have a higher control over
how the information is collected. Taking this into account, the researcher can
decide on such requirements as size of project, timeframe Primary research
Primary research Is when you do your own research to gain information that has not yet
been collected. This can be done though questionnaires, interviews and experiments.
Primary research is best if you want to get the most accurate and up to date
information. But it can be very expensive producing the paper for questionnaires or the
equipment for an experiment of some sort. It can also take a long time to get the correct
information.
Secondary data
Secondary research (also known as desk research) involves the summary, collation
and/or synthesis of existing research rather than primary research, where data is
collected from, for example, research subjects or experiments.
The term is widely used in market research and in medical research. The principal
methodology in medical secondary research is the systematic review, commonly using
meta-analytic statistical techniques, although other methods of synthesis, like realist
reviews and meta-narrative reviews, have been developed in recent years.
In archaeology and landscape history, desk research is contrasted with fieldwork.
40

41. Secondary research can come from either internal or external sources. The proliferation
of web search engines has increased opportunities to conduct secondary research
without paying fees to database research providers
Qualitative research
Qualitative research a method of inquiry employed in many different academic
disciplines, traditionally in the social sciences, but also in market research and further
contexts.Qualitative researchers aim to gather an in-depth understanding of human
behaviour and the reasons that govern such behaviour. The qualitative method
investigates the why and how of decision making, not just what, where, when. Hence,
smaller but focused samples are more often needed than large samples.
In the conventional view, qualitative methods produce information only on the
particular cases studied, and any more general conclusions are only propositions
(informed assertions). Quantitative methods can then be used to seek empirical support
for such research hypotheses. This view has been disputed by Oxford University
professor Bent Flyvbjerg, who argues that qualitative methods and case study research
may be used both for hypotheses-testing and for generalizing beyond the particular
cases studied.
Qualitative researchers may use different approaches in collecting data, such as the
grounded theory practice, narratology, storytelling, classical ethnography, or
shadowing. Qualitative methods are also loosely present in other methodological
approaches, such as action research or actor-network theory. Forms of the data
collected can include interviews and group discussions, observation and reflection field
notes, various texts, pictures, and other materials.
Qualitative research often categorizes data into patterns as the primary basis for
organizing and reporting results. Qualitative researchers typically rely on the following
methods for gathering information: Participant Observation, Non-participant
Observation, Field Notes, Reflexive Journals, Structured Interview, Semi-structured
Interview, Unstructured Interview, and Analysis of documents and materials
41

42. Quantitative research
In the social sciences, quantitative research refers to the systematic empirical
investigation of social phenomena via statistical, mathematical or computational
techniques. The objective of quantitative research is to develop and employ
mathematical models, theories and/or hypotheses pertaining to phenomena. The process
of measurement is central to quantitative research because it provides the fundamental
connection between empiricalobservation and mathematical expression of quantitative
relationships.
Quantitative research is used widely in social sciences such as psychology, economics,
sociology, and political science, and less frequently in anthropology and history.
Research in mathematical sciences such as physics is also 'quantitative' by definition,
though this use of the term differs in context. In the social sciences, the term relates to
empirical methods, originating in both philosophical positivism and the history of
statistics, which contrast qualitative research methods.
Qualitative methods produce information only on the particular cases studied, and any
more general conclusions are only hypotheses. Quantitative methods can be used to
verify, which of such hypotheses are true.
Data collection method
Data collection is a term used to describe a process of preparing and collecting data -
for example as part of a process improvement or similar project. The purpose of data
collection is to obtain information to keep on record, to make decisions about important
issues, to pass information on to others. Primarily, data is collected to provide
information regarding a specific topic.
Data collection usually takes place early on in an improvement project, and is often
formalised through a data collection plan which often contains the following activity.
1. Pre collection activity – Agree goals, target data, definitions, methods
2. Collection – data collection
3. Present Findings – usually involves some form of sorting analysis and/or
presentation.
42

43. Prior to any data collection, pre-collection activity is one of the most crucial steps in
the process. It is often discovered too late that the value of their interview information
is discounted as a consequence of poor sampling of both questions and informants and
poor elicitation techniques After pre-collection activity is fully completed, data
collection in the field, whether by interviewing or other methods, can be carried out in a
structured, systematic and scientific way.
A formal data collection process is necessary as it ensures that data gathered is both
defined and accurate and that subsequent decisions based on arguments embodied in
the findings are valid. The process provides both a baseline from which to measure
from and in certain cases a target on what to improve.
Other main types of collection include census, sample survey, and administrative by-
product and each with their respective advantages and disadvantages. A census refers to
data collection about everyone or everything in a group or population and has
advantages, such as accuracy and detail and disadvantages, such as cost and time. A
sample survey is a data collection method that includes only part of the total population
and has advantages, such as cost and time and disadvantages, such as accuracy and
detail. Administrative by-product data is collected as a by-product of an organization's
day-to-day operations and has advantages, such as accuracy, time simplicity and
disadvantages, such as no flexibility and lack of control
Researcher instrument is the tool by which the researcher can do research on specific
problem or objective. The most popular researcher instrument for collection data is
“Questionnaire” for a particular investigation. It is simple for a moiled set of
questions presented to respondent for their answers. Due to the flexibility, it is most
common instrument used to collect the primary data. During the pre-testing of
questionnaire, we can see the reaction of respondents and suggestions required to make
change in research instrument.
A questionnaire is a research instrument consisting of a series of questions and other
prompts for the purpose of gathering information from respondents. Although they are
often designed for statistical analysis of the responses, this is not always the case. The
questionnaire was invented by Sir Francis Galton.
43

44. Questionnaires have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or telephone surveys,
and often have standardized answers that make it simple to compile data. However,
such standardized answers may frustrate users. Questionnaires are also sharply limited
by the fact that respondents must be able to read the questions and respond to them.
Thus, for some demographic groups conducting a survey by questionnaire may not be
practical.
As a type of survey, questionnaires also have many of the same problems relating to
question construction and wording that exist in other types of opinion polls.
The questionnaire contains three types of questions:-
Open-ended questions
The ability to ask open-ended questions is very important in many vocations, including
education, counselling, mediation, sales, investigative work and journalism.
An open-ended question is designed to encourage a full, meaningful answer using the
subject's own knowledge and/or feelings. It is the opposite of a closed-ended question,
which encourages a short or single-word answer. Open-ended questions also tend to be
more objective and less leading than closed-ended questions (see next page).
Open-ended questions typically begin with words such as "Why" and "How", or
phrases such as "Tell me about...". Often they are not technically a question, but a
statement which implicitly asks for a response.
Dichotomous questions
It has only two answers in form ‗yes‘ or ‗no‘ , ‗true‘ or ‗false‘ , ‗use‘ or ‗do not use‘.
So the respondent is offered two or more choice.
Multiple-choice questions
In this, the respondent is offered two or more choice.
44

45. SAMPLING PLAN
SAMPLE SITE:-
The survey was conducted in New Delhi & NCR Region...
 Delhi Golf Club
 Golden Greens Golf & Country Club, Gurgaon
 Qutab Golf Club Delhi
 Jaypee Greens Golf Resort Noida
 Classic Golf Resort, Gurgaon
 Noida Golf Club
 The DLF Golf & Country Resort, Gurgaon
SAMPLING UNIT-
It means ―who is to be surveyed‖. Here target population is decided and it is who are
interested to play golf in golf courses and sampling frame is developed so that everyone
in the target population has known chance to being sampled. So the survey is conducted
particularly in all major golf courses of New Delhi & NCR Region.
SAMPLE SIZE-
For the purpose of proper survey, there is need of perfect research instrument to find
out sample size for more accurate results about buying behaviour of golf course users .
the sample size is of 40 respondent
Meaning of Sampling
In simple words sampling consists of obtaining information from a larger group or a
universe.
Quite often, a social researcher has to collect information about a universe that consists
of vast, differentiated population spread over a large territory and that too with in a
limited amount of time and money.
Measuring or collecting information from each and every member of such a vast
population is, therefore, always not possible.
45

46. It is known that part of a whole can give sufficient dependable information if the
procedures followed in collection the part has of been scientific.
What should be the desired characteristics of a sample?
A proper sample must give a precise but correct picture of the population from which it
is drawn.
The sample must be obtained by probability process. This would permit the use of
statistical procedures to describe and analyze the sample data.
The sample should be as small as precision considerations permit
It should be as economical as possible and gathered swiftly to be completed within the
time schedule.
Concepts used in Samplings:
The following concepts are used in sampling designs
universe or population
stratum
elements
sample
Universe:
In sample language, a population or universe can be defined as any collection of
persons or objects or event in which one is interested.
Universe or population differs for each research problem depending upon the nature
and type of information sought.
In other words a population consists of the people who are related to the specific
problem under investigation.
For example, if we are studying the relationship between the class achievements of the
university students and the methods of teaching then the students of any place and of
any time will come under our population.
46

47. If we are studying the voting behaviour or political participation of the citizens of India
then all the adult citizens of India, living in India or outside will come under
population.
Population Characteristics
In research, we often speak in terms of population characteristics. E.g. age, sex,
income, place of residences, caste, occupation population, size, denote etc.
At the same time all of these characteristics are measured.
What characteristics are to be measured depends upon the nature and type of problem
under investigation.
Types of Universe:
The universe, on the basis of characteristics, could be divided in to three types.
Univariate population
Bi-variate population
Multivariate population
Univariate population:
In which only one characteristic is considered, for studying at a time.
The characteristic may be age, income, sex, T.V. listening habit, etc.
Bi-Variate Population
The population can be defined as a bivariate type when we are measuring two
characteristics simultaneously of each member.
In sociology we often get interested to know how characteristics are related to each
other or are associated with each other.
For example, we want to know how crime going habit varies from urbanites to
ruralities or how political participation is determined by degree of political awareness
etc.
47

48. Multivariate Universe
a multivariate universe is the one in which we consider observations on three or more
characteristics simultaneously.
Several social factors together determine the occurrence of an event. e.g. a car accident
on the road is often caused not only by the mechanical factor of the car but also by the
other factors like, the drivers mental and physical condition, traffic volume, improper
signals at crossing, pedestrians behaviour etc.
Similarly poverty is caused by several factors like big and fast growing population lack
of proper industrialization according to the growing need of the population,
discriminate distribution of wealth, etc.
Stratum
When the population is divided into several groups on the basis of one or several
characteristics, we call each group as a stratum.
Stratum can also be called as a sub population.
A stratum may be defined by one or more specifications that divide a population into
mutually exclusive segments.
E.g. a given population may be divided into different stratums on the basis of the
cinema going habit of the people viz. (a) males who visit cinema frequently, (b) males
who rarely visit cinema; (c) males who visit cinema occasionally; (d) males who do not
at all visit cinema.
Similarly, females, students, non-students persons of different age groups, can be
divided into the above four stratum on the basis of their cinema going habits.
Thus the number of stratums would depend upon the number of characteristics included
for stratification.
Population Element:
By a population element we mean the units that make the population. Such units may
be an individual, an object, or even a small group.
48

49. Sample:
By sample we mean the aggregate of objects, persons or elements, selected from the
universe.
It is a portion or sub part of the total population.
The following two methods are used to collect information about the population
Census and Sampling
Census: when each and every element or unit of the population is studied
Sampling: when a small part of the population is selected for study.
Why Sampling:
Advantages:
Helps to collect vital information more quickly. Even small samples, when properly
selected, help to make estimates of the characteristics of the population in a shorter
time.
The modern world is highly dynamic, therefore, any study must be completed in short
time, otherwise, by the time the survey is completed the situations, characteristics etc.
may have changed.
It cuts costs; enumeration of total population is much more costly than the sample
studies.
Sampling techniques often increases the accuracy of data. With small sample, it
becomes easier to check the accuracy of the data. Some sampling techniques/ methods
make it possible to measure the reliability of the sample estimates from the sample
itself.
From the administrative point of view also sampling becomes easier, because it
involves less staff, equipment‘s etc.
Disadvantages: Sampling is not feasible where knowledge about each element or unit
or a statistical universe is needed.
49

50. The sampling procedures must be correctly designed and followed otherwise, what we
call as wild sample, would crop up with mis-leading results.
Each type of sampling has got its own limitations.
There are numerous situations in which units, to be measured, are highly variable. Here
a very large sample is required in order to yield enough cases for achieving statistically
reliable information.
To know certain population characteristics like population growth rate, population
density etc. census of population at regular intervals is more appropriate than studying
by sampling.
Probability Sampling Techniques:
A probability sampling technique is one in which one can specify for each element of
population, the probability of its being included in the sample.
Every probability can be expressed in the form of a proportion e.g. the probability of
getting a head in testing a coin is 1/2 or 1 chance in 2 trials.
Thus, probability samples are characteristised by the fact that the probability of
selection of each unit is known.
In the sample of example each of the elements has the same probability of being
included as in random sampling method.
An essential quality of a probability sample is that it makes possible representative
sampling plans. It also provides an estimate of the extent to which the sample
characteristics or findings are likely to differ from the total population.
Major Forms of Probability Sampling Methods are:
Simple random sampling method, and
Stratified random sampling method.
Non Probability Sampling:
In non-probability sampling techniques one cannot estimate beforehand the probability
of each element being included in the sample.
50

51. It does not also assure that every element has a chance of being included.
In probability sampling, one has to prepare or know atleast all the elements of the total
population from which the sample is to be drawn. This makes the sampling procedure
costlier and more time consuming.
The major forms of non-probability samples are:
Accidental samples
Quota samples
Purposive samples
Types of Probability Sampling:
Simple Random Sampling Method
In a day to day business, the term random is frequently used for careless,
unpremeditated, casual haphazard activity or process. Which means that a random
sample is drawn carelessly in unplanned manner, without a definite aim or deliberate
purpose. This concept is not correct.
Random sampling correctly means the arranging of conditions in such a manner that
every item of the whole universe from which we are to select the sample shall have the
same chance of being selected as any other item.
Random sampling, therefore, involves careful planning and orderly procedure.
Steps of Simple Random Sampling
Involves listing or cataloguing of all the elements in the population and assigning them
consecutive numbers.
Deciding upon the desired sample size. Using any method of sampling, a certain
number of elements from the list is selected.
Advantages of Random Sampling Technique:
Most basic, simple and easy method
Provides a representative sample.
51

52. Disadvantages:
In most cases it is difficult to find data list of all units of the population to be sampled.
The task of numbering every unit before the sample is chosen is time consuming and
expensive.
The units need not only to be numbered but also arranged in a specified order.
The possibility of obtaining a poor or misleading sample is always present when
random selection is used.
Methods of Drawing, Sample in Random Method
(a)Lottery Method:
The number of all the elements of the universe are written on different tickets or pieces
of paper of equal size shape and colour. Which are then shuffled thoroughly in a box,
or a container.
Then tickets are then drawn randomly their numbers are noted and the corresponding
individuals or objects are studied.
(b)Tippets Numbers:
It was first developed by Prof L. H. C. Tippet and since then is known by his name.
He developed a list of 10,400 sets of numbers randomly, each set being of four digits
Their numbers are written on several pages in unsystematic order.
(c) Grid Method:
This method is applied in selection of the areas.
Suppose we have to select any number of areas from a town or any number of towns
from a province for survey.
For selection, first a map of the whole area is prepared.
The area is often divided into different blocks.
52

53. A transparent plate is made equivalent to the size of the map that consists of several
seqared holes in it which carries different numbers.
By random sampling method it is decided as to which numbers are to be included in the
sample.
Systematic Sampling Method:
In this method first of all a list is prepared of all the elements of the universe on the
basis of a selection criterion.
A list may be prepared in alphabetical order, as given in the telephone directory.
Then from the list every third, every tenth every twentieth or any number in the like
manner can be selected.
For the application of this method, preparing a list of all the elements and numbering
them is essential.
Secondly, the population needs to be homogenous in nature.
Social phenomenon is variable in nature and individuals are heterogeneous. However
on their social characteristics they are homogenous viz. we may decide to cover only
the students, the professors, the slum dwellers etc.
The characteristics to be selected for this purpose must be relevant to the problem
under study.
Advantages:
It is frequently used because it is simple, direct and in- expensive.
When a list of names or items is available, systematic sampling is often an efficient
approach.
Disadvantages:
One should not use systematic sampling in case of exploring unfamiliar areas because
listing of elements is not possible
53

54. When there is a periodic fluctuation in the characteristic under examination in relation
to the order in which the items appear, the methods is ineffective
Stratified Random Sampling Method.
Definition:
When the population is divided into different strata or groups and then samples are
selected from each stratum by simple random sampling procedure or by regular interval
method, we call it as stratified random sampling method.
According to the nature of the problem relevant criteria are selected for stratification.
Among the possible stratifying criteria, cum age, sex, family income, number of years
of education, occupation, religion, race, place of residence etc.
On the basis of characteristics universe can be divided into different strata or stratum,
Each stratum has to be homogeneous from within such a division can be done on the
basis of any single criterion. e.g. on the basis of age we can divide people into below 25
and above 25 groups, on the basis of education into matriculates and non matriculates
etc.
Stratification can also be done on the basis of a combination of any two or more criteria
viz. on the basis of sex and education; we can divide the people into four groups.
educated women
un-educated women
education men
un educated men
Elements are then selected from each stratum through simple a random sampling
method. An estimate is made for each stratum separately. These estimates are
combined to provide an estimate for the entire population.
Purpose:
The primary purpose is to increase the representatives of the sample without increasing
the size of the sample on the basis of having greater knowledge of the population
characteristics.
54

55. Advantages:
The population is first stratified into different groups and then the elements of the
sample are selected from each group. Therefore, the different groups are sure to have
representation in the sample. In case of random sample, there is possibility that bigger
groups have greater representation and the smaller groups are often eliminated or under
represented.
With more homogenous population greater precision can be achieved with fewer cases.
This saves time in collecting and processing of the data when detailed study about
population characteristics are wanted it is more effective.
As compared to random samples, stratified samples are geographically more
concentrated and thus save time, money and energy, in money from one address to
another.
Disadvantages:
Unless there are extreme differences between the strata, the expected proportional
representation would be small. Here a random sampling may give a nearly proportional
representation.
Even after stratification, the sample is selected from each stratum either by simple
random sampling method or by systematic sampling method; as such the draw backs of
both methods can be present.
For application of the stratified method, one must know the characteristics of the
specified population in which the study is to be made. He must also know as to which
characteristics are related to the subject under investigation and therefore can be
considered as relevant for stratification.
The process of stratification becomes more and more complicated and difficult as the
numbers of characteristics to be used for stratification are increased.
Types of Stratified Sampling:
Stratified random sampling method can further be sub divided into two groups
Disproportionate stratified sampling
Proportionate stratified sampling
55

56. Disproportionate stratified sampling:
Disproportionate stratified sampling is also known as equal size stratified sampling.
In this method, an "equal number" of cases are selected from each stratum irrespective
of the size of the stratum in the universe.
The number of cases drawn from each one is restricted to the number of pre designated
in the plans.
This also called "controlled sampling" because the number of cases to be selected in
various strata us limited.
Advantages
When equal number of cases is taken from each stratum, comparisons of different strata
are facilitated.
Economy of procedure
The controlled sample prevents the investigators from securing an unnecessary large
number of schedules for most prevalent groups of population.
Disadvantages:
It requires the weighing of results stratum by stratum, the relative frequency of each
stratum in the universe must be known or estimated in under to determine the weights.
Proportionate stratified Sampling:
In this method cases are drawn from each stratum in same proportion as they occur in
the universe.
In other words, in this method the number of samples to be drawn varies from stratum
to stratum according to their size.
To apply this method we first of all we need to have a list of all striatum and also need
to know their proportionate size in total population.
Since the size of the stratum vary, the number of persons coming from each stratum in
the sample on the basis of selection of a given percentage of people will also vary.
56

57. Advantage:
The definiteness of proportional representation.
Disadvantage
The researcher may have poor judgement or in adequate information upon which to
base the stratification. the greater the number of characteristics on which we are to boor
our stratification, and the more are the strata the more complicated becomes the
problem of securing proportional representation of each stratum.
Cluster Sampling:
In cluster sampling the stratification is done in a manner that the groups are
heterogeneous in nature rather than homogenous
Here the elements are not selected from each stratum as is done in stratified sampling,
rather the elements are obtained by taking a sample of group and not from within
groups.
That means that out of several clusters or groups, one, two or more number of clusters
are selected by simple or stratified random method and their elements are studied.
All the elements in these clusters are not to be included in the sample; the ultimate
selection from within the clusters is also carried out on simple or stratified sampling
basis.
Purpose or Goal:
The purpose of a cluster sample is to reduce cost and not essentially to increase
percussion.
Advantage:
In cluster sampling the cost per element is greatly reduced.
It becomes possible to take a larger sample and regain the amount of precision
It can be used in situations where it is impossible to obtain sample by other methods.
57

58. Disadvantage:
It is a complicated sample design the researcher has to be highly skilled in sampling.
Its standard errors are almost inevitably larger than those of sample random sampling.
Multi-stage sampling:
The method is used in selecting a sample from a very large area. As the name suggests
m.s. sampling refers to a sampling technique which is carried out in various stages.
Normally a multi-stage sampling is the one that combines cluster and random sampling
methods.
Eg., if we want to study the socio-economic background, attitudes and motivations of
slum dwellers, we can first make a list of the cities which would thus make our clusters.
From these clusters we can select any number of cities.
Then each city or cluster would be stratified into different slum areas.
Thus our cities can be called as primary sampling units and the slum areas as secondary
sampling units.
Non-Probability Sampling:
Non probability sampling is the one in which one cannot estimate before had the
probability of each element being included in the sample.
The major forms of non-probability samples are
Accidental samples
Quota samples and
Purposive samples
Accidental Samples:
Accidental sampling means selecting the units on the basis of easy approaches.
Here one selects the sample that fall to hand easily.
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59. E.g. suppose one is studying the political socialization and political participation among
university and college students of A.U. and his sample size is 100.
He would go to the university campus and would select the first hundred students
whom he happens to meet, whether in class room, or in students common room or in
field.
Such type of sampling is easy to do and saves time and money. But the chores of bias
are also great.
Quota Sampling:
In quota sampling the interviewers are interested to interview a specified number of
persons from each category.
The required numbers of elements from each category are determined in the office
ahead of time according to the number of elements in each category.
Thus an interviewer would need to contact a specified number of men and specified
number of women, from different age categories from different religious or social
groups etc.
The basic purpose of quota sampling is the selection of a sample that no true replace of
the population about which one wants to generalize.
Advantage:
If properly planned and executed, a quota sample is most likely to give maximum
representative sample of the population.
In purposive sampling one picks up the cases that are considered to be typical of the
population in which to one is interested.
The cases are judged to be typical on the basis of the need of the researcher.
Since the selection of elements is based upon the judgement of the researcher, the
purposive sampling as called judgement sample.
The researcher trees in his sample to match the universe in some of the important
known characteristics.
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60. The defect with this method is that the researcher can easily make esser in judging as to
which cases are typical.
Purposive Sampling:
"Deliberate Sampling" or "Judgment Sampling".
When the researcher deliberately selects certain units from the universe, it is
known as purposive sampling.
However, it must be kept in mind that the units selected must be representative
of the universe.
That, the names may be selected from a Telephone Directory, Automobile
Registration Records (RTOs) etc.
Merits
Quote sampling is a stratified cum purposive sampling and thus enjoys the
benefits of both samplings.
It proper controls or checks are imposed, it is likely to give accurate results.
It is only useful method when no sample frame is available.
Convenience Sampling
It is known as unsystematic, careless, accidental or opportunistic sampling.
Under this a sample is selected according to the convenience of the investigator.
May be use when
(a) Universe is not clearly defined
(b) Sampling units are not clear
(c) Complete source list is not available
60

61. Chapter :3
DATA ANALYSIS AND INTERPRETATION
Q1.What is the age group of the users who play golf
Age ( In year) No. of respondents Percentage (%)
11-20 4 10
21-30 6 15
31-40 12 30
41 & above 18 45
20
18
16
14
12
10
8
6
4
2
0
11 to 20 21-30 31-40 41 & above
Comments: - above graph shows that the 10% of respondent is of age group of 11-20,
15% of respondent is of age group of 21-30, 30% of the respondent is of age group 31-
40 and 45% of the respondent is of age group 41 and above.
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62. Q2.What is the Occupation of the golf users
Occupation No. of respondent Percentage (%)
student 4 10
serviceman 3 7.5
Businessman 13 32.5
Working professional 6 15
Ex-army 14 35
35
30
25
20
15
no. of respondent
10
percentage (%)
5
0
Comments:- above chart shows that out of 40 respondent, 14 are ex-army, 13 are
businessman, 6 are working professional. 3 are from service class and 4 are student.
62

63. Q3.What are the Income level of the users
Income level per month No. of respondent Percentage (%)
Below 50,000 4 10
50,001 to 2,00,000 17 42.5
2,00,001 to 5,00,00 6 15
5,00,001 & above 13 32.5
45
40
35
30
25
no. of respondent
20
percentage (%)
15
10
5
0
below 50,000 50,001 to 2,00,001 to 5,00,001 &
2,00,000 5,00,000 above
Comment:- above graph display the different income level of the people who play golf
in golf courses and are my respondent in this research work. The major percentage is of
the people who have income level between 50,0001 to 2,00,000 and of those who have
above 5,00,001.
63

64. Q4.How often they visit golf course in which they have taken membership
Age ( In year) No. of times they visit golf Percentage (%) approx.
course in a month
11-20 20 70
21-30 16 50
31-40 8 30
41 & above 24 80
41 & above
31-40
percentage %
no of times visit , in a months
21-30
below 20
0 20 40 60 80
Comments ;- From the table given above and the graph you can understand that the
age group below 20years and above 41 years , take more entrust in playing golf and
visit maximum number of time in the golf course.
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65. Q5.How much time you usually you spend in a golf course
Age ( In year) In total how many hrs Percentage (%) approx.
spend in a week
11-20 15 8
21-30 8 4
31-40 12 7
41 & above 40 23
40
35
30
25
no, of hrs spended in golf
20 course in a week
percentage %
15
10
5
0
below 20 21-30 31-40 40 & above
Comments ;- in this chart you will find that the people who fall under that category of
40 & above are spending maximum number of time in golf courses , just not only for
playing golf but also to sit and talk in their social circle in cafeteria or in bars .
65