a study on marketing research

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A STUDY ON MARKETING RESEARCH

AT

TRIGO SOFTWARE SOLUTIONS

Submitted in partial fulfillment for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

BY

S.VICTOR GIDEON ISAAC

(Reg. No: 55 04 120)

St. JOSEPHS P.G COLLEGE

(Affiliated to Osmania University)

KING KOTI, HYDERABAD.

(2004 2006)


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CERTIFICATE

This is to certify that the project work entitled A study on

Marketing Research at Trigo Software Solutions is a bonafied

work submitted by S.VICTOR GIDEON ISAAC in partial

fulfillment for the award of the degree of M.B.A in

St.JOSEPHS P.G COLLEGE, KING KOTI, HYDERABAD

(affiliated to Osmania university), during the year 2004-2006.

Date:

Place: Internal Guide

ATIYA PARVEEN

(MARKETING FACULTY)


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DECLARATION

I, S.VICTOR GIDEON ISAAC here by declare that the project report

entitled A STUDY ON MARKETING RESEARCH at TRIGO

SOFTWARE SOLUTIONS, submitted to St. JOSEPHS P.G

COLLEGE, KING KOTI, HYDERABAD in Partial fulfillment

for the award of M.B.A is my original work & not submitted for the

award of any other Degree, diploma, fellowship or other similar title or

prize.

PLACE: HYDERABAD

DATE: (S.VICTOR GIDEON ISAAC)

(55 04-120)


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ACKNOWLEDGEMENT

A Prelude to this project report, I wish to express my sincere gratitudeto all, who guided me towards the successful completion of this project.

I am very much indebted to Mr. G MADHUSUDHAN RAO and

Mr.L.PAVAN KUMAR, DIRECTORS - TRIGO SOFTWARE

SOLUTIONS for providing me an opportunity to do my project work in

their esteemed organization. I would like to thank them for giving me

permission for doing a project at Trigos premises.

I extend my sincere gratitude to Ms.N.Sereesha, Executive of

TRIGO SOFTWARE SOLUTIONS for her continuous encouragementand valuable suggestions and help for the completion of my project

successfully.

My grateful acknowledgements to the college head of the

department, Mr. Nair, and guide Ms. Atiya Parveen, faculty of St.

JOSEPHS P.G COLLEGE, KING KOTI, HYDERABAD for their

valuable guidance, co-operation and timely advice, which helped me in

following the correct procedure during the project work.

Last but not least My sincere gratitude to the members of myfamily and friends, for their encouragement and co-operation without

which this project work completion may not be possible.

(S.VICTOR GIDEON ISAAC)

Reg.No: 55-04-120


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CONTENTS

1) INTRODUCTION

2) COMPANYS PROFILE

3) OBJECTIVES OF THE STUDY

4) RESEARCH METHODOLOGY

4.1) SAMPLE DESIGN

5) LIMITATIONS OF THE STUDY

6) REVIEW OF THE LITERATURE

7) ANALYSIS & INTERPRETATION

8) FINDINGS

9) SUGGESTIONS

10) ANNEXURE

10.1) QUESTIONNAIRE

11) BIBLIOGRAPHY


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CHAPTER I

INTRODUCTION


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INTRODUCTION

Definition of Marketing Research:

Marketing research should be thought of as the systematic process of

collecting, analyzing, and presenting objective, useful marketing information

for assisting management in problem solving and decision making. It should

help management to identify, service, and satisfy the needs and desires of its

customers.

Marketing Research Overview

This section is designed to provide a broad overview of marketing research.

More specific research questions can be answered by calling your nearest

Information Research Services office. The advantages and disadvantages of

the major data collection techniques are outlined, as well as the general

process for conducting a research study.

WHEN TO CONDUCT RESEARCH

The correct timing of a study can be critical to the value of the results.

Studies conducted right after a price increase, for example, can distort

people's attitudes and opinions from their norm. Likewise, studies conducted

in good times will understate the negative feelings held by customers.

In addition, management must be ready and willing to accept the research and

make decisions, or the research has no value. We've found the following table

to be helpful in answering the "to research or not to research" questions.

When Not to Consider Marketing Research

When you honestly know (not just think you know) what you need to know

to make a decision.

When relevant secondary information already exists.


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When you have less than one week to make a decision.

When the cost of research exceeds the payoff if your un-researched decision

produces negative results when the purpose and objectives for the study are

unclear.

When to Consider Marketing Research

When you lack all the information you need to make a decision.

When you are weighing alternatives.

When there is conflict in the organization about which direction to take.

When you detect symptoms of problems from your customer base.

When you embark on something different, such as new products or new

advertising campaigns.

When you have more than one week to make a decision.

When there is a clear understanding about the purpose and objectives of the

study.

The Research Process

The key research steps include developing an understanding of the researchobjective, developing a research plan, implementing the research, developing

a report designed to answer management's questions, and providing sound

marketing recommendations. We've found that following each step will yield

a final report of superior quality that contains highly practicable results on

which to base sound marketing decisions.

Pre-research planning

Clearly define the marketing objective the research should address. Developa specific research purpose and list of research objectives. Prioritize the

research objectives and determine possible management action based on

different data results.

Technical Specifications

Set measurable objectives that relate to a specific marketing objective.


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Specify methodology, sampling procedures, and quotas. Determine how the

data will be processed and what cross-tabulations will be run. Set up the

statistical analysis methods and how the data will be reported. Establish the

cost / time parameters.

Questionnaire Development

Design the questionnaire based on the objectives. Review for biasing and

leading questions, and for biasing question order. Pretest a draft of the

questionnaire among respondents from the target market. Review the pretest

results to see that the questions are clearly understood and that the proper

types of responses are being gathered.

Data Collection

Set interviewing and quota control standards. Establish quality control

measures. Randomly monitor telephone calls to review interviewer question

presentation. Verify 20 percent of all calls for accuracy. Edit 100 percent of

all surveys for completeness. Establish a coding plan for preparing the

surveys for data processing.

Data Processing

Conduct the data entry and 10 percent verification. Conduct the firstcomputer run of data tables. Provide a quick top-line report of the data and

develop the final computer report. Prioritize tabulation plan. Make the final

computer run of data tables and conduct the appropriate statistical routines.

Reporting Results

Analyze data and draft the executive summary report. Develop

recommendations and action plans based on research findings. Make

presentation to key decision makers. Follow-up to help management get the

most use out of the recommendations.


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MARKETING RESEARCH

Research is the search for and retrieval of existing, discovery or creation of

new information or knowledge for a specific purpose. Research has manycategories, from medical research to literary research. Marketing research

(also called consumer research) is a form of business research. It is a form of

applied sociology, which concentrates on understanding the behaviors,

whims and preferences, of consumers in a market-based economy. Arthur

Nielsen pioneered the field of marketing research as a statistical science with

the founding of the Ac Nielsen Company in 1923.

Other types of business research

In addition to marketing research, other forms of business research include:

Market research is broader in scope and examines all aspects of a

business environment. It asks questions about competitors, market

structure, government regulations, economic trends, technological

advances, and numerous other factors that make up the business

environment. (See Environmental scanning.) Sometimes the term

refers more particularly to the financial analysis of companies,

industries, or sectors. In this case, financial analysts usually carry out

the research and provide the results to investment advisors andpotential investors.

Product research - This looks at what products can be produced with

available technology, and what new product innovations near-future

technology can develop. (See New Product Development)

Advertising research - These attempts to assess the likely impact of

an advertising campaign in advance and also measure the success of a

recent campaign.


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Marketing Research Applications:Product Research New Products | Existing Products & Services

Product market research serves several goals: new product design and

market validation research, or assessing existing products. The goal --

and your overall positioning and market strategy -- drive our product

research design. These steps show when product research may be needed

to increase the probability of optimum decisions and successful market

impact:

Effective product market research -- for new products and existing products

-- is well integrated with R&D and technical product design functions. For

consumer or business B2B product market research, we take a globalapproach, incorporating appropriate market research at each design stage:

The goal is to align astute technical product R&D, product innovation

and design with market demand. We include in our services the following

new product development and research services:

Consumer product research

Pricing research

Concept testing

Market testing

Concept development

Idea generation

Branding research

Market opportunity assessment

Positioning research


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New Product Development Stages

For new product development market research, the question becomes one of

matching the stage of new product development with the right creative or

product market research method. We provide consulting and specific new

product research market research capabilities at each new productdevelopment stage.

Product development market research methods and tools used may vary

according to the product type, the extent of incremental change from other

products, the investment and risk factors, and the costs of seeding the new

product in the marketplace. See our FAQ discussion relating these product

development stages to specific product research methods, and market

research design approaches.

New Product Development Stages

1. Product & Market Opportunity Assessment

2. Concept Generation

3. Concept Evaluation

4. Refine Product Concepts & Create Spin-offs

5. Concept Testing

6. Proto-type Development

7. Pre-launch Market Tests


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Product development is a sequential decision process. It's a series of

decisions, not one. It is key, therefore, to concentrate attention on the

precise new product decision at hand, and think through the market research

and creative tools needed for that stage.

Advertising Research

Advertising research design is determined by specific advertising goals and

the stage of ad development, or campaign. We use a broad range of

advertising research techniques including ad recall surveys, message and

theme salience and impact measures, buying motivation and association

with the ad message or positioning theme.

Pricing Research

Pricing research involves first a pricing strategy assessment supported by

strong pricing research capabilities. Sound pricing market research

requires a broad strategic perspective together with a focus on your

pricing decision options. Our focus finds optimum price-product-feature

configurations in the context of market positioning opportunities. For

pricing studies, we employ both qualitative research and quantitative

research tools.

Pricing research usually concentrates on customers' sensitivity to pricing.

This price sensitivity is driven by the nature of the market, the target withinthat market, the differentiation level of your product or service, and the

value of your brand. If you are making decisions with pricing research about

the overall price-feature offerings for your brand or product category, we

recommend simultaneously addressing the brand-positioning question. As

part of our Pricing Research services, we consult with you on the market and

brand positioning issue, and your current stage in the decision process. Our

discussion on the Decision Pathway shows how we view the strategy

decision process.

In the quantitative phases of pricing research, we may conduct marketsegmentation research, and positioning research which involves concept

testing and price sensitivity conjoint analysis.

Contact us to discuss your specific pricing decisions and how pricing

research my enhance opportunities to maximize margins and profits with an

optimum price-positioning strategy.


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Brand Positioning Research

Brand positioning research -- when carefully designed and integrated with

creative branding -- can uncover highly differentiated brand and marketpositions. Effective brand positioning research requires understanding

the positioning concept, the marketplace, and the process needed to

generate brand impact. We conduct brand equity and positioning

studies in B2B, channel, and consumer market environments.

Positioning Research Process

Our brand positioning research approach and goals...

Refine highly differentiating advertising themes, appeals and

messaging...

Employ the most appropriate market segmentation approach throughmarket segmentation research...

Understand customer needs to discover high-impact brand positioning

opportunities through staged qualitative, behavior research, market

research ethnography, and quantitative research. ...

Use Creative Branding Research -- driven by positioning research

results -- to identify high-potential brand power, and creatively deliver

a brand promise.

Positioning Base Research

Prior to conducting primary positioning research, we first take time to gauge

your brand landscape. For client companies, we evaluate positioning

assumptions and prior market structure studies, market segmentation

information, branding research, client and competitive advertising, and

competitive brand name architecture. We build hypotheses regarding the

strength of comparative brands, their brand equity, acceleration of brand


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power, and how the market decision-makers -- consumers and B2B decision-

makers and firms-- view the marketplace.

As a part of the Positioning Base Research, we conduct far-reaching

interviews with client management, field sales, product development and

customer service staff. We talk to sales people in the channel about their

own brand preferences and their perception of customers. We cap off

Positioning Base Research with qualitative market research where we reach

a small sample of client customers and those competitor-loyal customers.

The purpose here is to refine hypotheses about how customers see and

define the marketplace.

Positioning Qualitative Research

We employ a unique qualitative methods. Our typical starting point is a

small sample round of depth interviews. In the beginning stages of a

positioning study, this is an optimum method of qualitative marketresearch. Here, we use a non-directive design and style, combined with

projective interviewing techniques to uncover buyer perceptions of the brand

choices, and their differentiation qualities. We do not bombard respondents

with a laundry list of questions, but rather, let them talk freely in a wide-

ranging manner about their buying and use experience, and market

perceptions. The focus here is to uncover the language about the choice

dimensions on which buying decisions are made. Positioning relies upon a

solid segmentation and market definition analysis.

We may continue the qualitative exploration with a larger sampleusing an online qualitative time-extended method which combines

both qualitative and quantitative assessments. If certain conditions

exist, we may add focus group discussions to the qualitative market

research work.

Positioning Quantitative Market SurveyBrand Screening Survey: Test hypotheses developed from the Positioning Qualitative Research.

These pertain to segmentation, strength of segment dimensions, andcategory perceptions and buyer attitudes.

Screen positioning concepts using concept statements and appeal ratings

to assess qualities of positioning distance, or differentiation power.


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See our Strategy Newsletter article discussion about finding and owning a

market space as the basis of successful brand positioning. The issue is "How

do we find and own a market space and build or rebuild a brand?"

.

Creative Branding Research

Branding decisions drive branding marketing research and advertising

tracking strategy. Corporate, product and advertising brand development

is a mix of creativity and marketing information to uncover brand

positioning opportunities in cluttered market spaces.

Here's the flow for a brand development engagement showing the

integration of creative and branding research.

We manage the creative process recognizing the vastly different mindsets --

creative and analytical -- required for brand positioning success. Branding

research studies often begin with Brand Base research followed by Brand

Qualitative research and targeted quantitative Brand Screening Survey

studies.

Brand Base Research

Here we gauge the landscape evaluating existing available brandingresearch, client and competitive advertising, and brand name

architecture. We seek to uncover existing comparative brand equity

marketing information and knowledge. As a part of this brand equity

discovery process, we conduct far reaching interviews with client

management, field sales, product development and customer service

staff. We talk to sales people in the channel about their own brand


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preferences and their perception of customers. We cap off Brand

Base Research with an initial round of qualitative depth interviews or

focus groups. This qualitative research has a branding and brand name

equity focus. We typically include a small sample of client product

customers and those loyal to competitor brands.

Brand Qualitative Research

we employ a unique qualitative methods. Our typical starting point is a small

sample round of depth interviews. In the beginning stages of brand

development, this method can be far more useful than focus groups which

may come later. Here, we use a non-directive design and style, combined

with projective interviewing techniques to uncover buyer motivations and

brand perceptions. We do not bombard respondents with a laundry list ofquestions, but rather, let them talk freely in a wide-ranging manner about

their brand experience with client brands and competitive brands. We may

continue the qualitative exploration with a larger sample using an online

qualitative time-extended method which combines both qualitative and

quantitative assessments. If certain conditions exist, we may add focus

group discussions to the qualitative market research work.

Brand Screening Survey

After Brand Generation Round 2, we typically implement a Brand

Screening Survey: Test hypotheses developed from the Branding Qualitative

Research. These pertain to segmentation, strength of brand and

category perceptions, buyer attitudes and beliefs, and product

behavior patterns.

Screen positioning concepts using concept statements and

appeal ratings

Screen brand name and communications themes

Evaluate linguistic considerations

.


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Customer Satisfaction Research Surveys

We view customer satisfaction research as a path to building customer

loyalty. Our customer satisfaction measurement studies -- with two corecomponents -- are focused on building customer loyalty. An actionable

and action oriented approach, our customer satisfaction consulting

engagements help build customer loyalty, market share and competitive

advantage in both consumer and B2B business markets.

Customer Satisfaction Development Components

Customer Satisfaction Decision Drivers

Qualitative research uncovers the broad picture of how customers make

purchase and repeat purchase decisions. We explore the product and

company attributes, and we go the next step, to understand purchase and

brand loyalty factors beyond attributes which affect customer satisfaction


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and customer loyalty. These may be the brand-product use application,

emotional drivers, or external forces.

Attribute Definition

Before proceeding to quantitative customer satisfaction research, we identify

and create core attribute factors which, based on preliminary findings,

account for most of the differences in customer satisfaction levels.

Opportunity Scanning

Opportunity scanning asks the question, "What else?" "What are your core

needs and what would be the ideal solution to those needs?" Here our

qualitative research exploration uncovers possible emerging needs, and

changing competitive factors. See how we think about the decision process

and where opportunity scanning fits in the process as an important first step.

Customer Satisfaction Measurement -- Static Measures

Static customer satisfaction measurements are standard core quantitative

survey measurements. They are termed "static" because they are used as

constant comparative measures and are of our standard CSM research

measurements.

Brand-Company Attribute Ratings

Specific product, brand or company attributes.

Attribute Importance

Reported or stated importance levels.

Brand-Company Overall Ratings

These are the global or "dependent" measures which are later correlated to

attribute ratings and importance ratings.

Brand-Company Loyalty

Here we measure the stability of repeat purchase of the client product brandor company brand.

Global Shift Expectations

Over time, customer expectations change as competitors and technology

enhance customer service and product quality. Performance which once


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would "exceed expectations" is today the norm. Here we assess how

expectations are evolving.

Brand Equity Research

Brand equity research measures the breadth, reach, and depth of brand

power and awareness for product, consumer, B2B, and corporate brand

identity in your target markets. We use both standard and custom

tailored brand equity survey measurements

Brand equity research studies that our firm designs and conducts vary

depending upon your company, business unit, or corporate objectives and

the decisions that are driving the interest in brand awareness and equityresearch.

Brand Equity Research Methods

Brand equity market research methodology is straight-forward and our

portfolio of marketing research tools and methods provide the needed range

of measurements. As for any study, a brand equity study researchmethodology is driven by management and research objectives. While most

brand equity research studies are viewed as quantitative market research

tasks, we may recommend qualitative research if the goals include an

exploratory research assessment or evaluation of brand naming alternatives.


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Full brand equity research studies often begin with Brand Base research

followed by Brand Qualitative research and targeted quantitative Brand

Equity Screening Survey studies. If the objectives are primarily for brand

equity tracking, then we may proceed directly with a quantitative research

design and execution.

We build our brand equity research methodology from the following core

components.

Brand Base Research

Here we gauge the brand equity landscape evaluating existing

available research. Our review includes existing brand architecture of

both client and competitive brands. We conduct far reaching

interviews with client management, field sales, product development

and customer service staff. We talk to sales people in the channelabout their own preferences and their perception of customers. We

cap Brand Base Research with an initial round of qualitative depth

interviews among a small sample of client product customers and

those loyal to competitor brands.

Brand Qualitative Research

We employ a unique qualitative methods in brand equity research

studies involving the exploration of branding options. Our typical

starting point is a small sample round of depth interviews. In the

beginning stages of brand equity development, this method can be far

more useful than focus groups which may come later. Here, we use anon-directive design and style, combined with projective interviewing

techniques to uncover buyer motivations and brand perceptions. We

do not bombard respondents with a laundry list of questions, but

rather, let them talk freely in a wide ranging manner about their brand

experience with client brands and competitive brands. We may

continue the qualitative exploration with a larger sample using an

online qualitative time-extended method which combines both

qualitative and quantitative assessments. If certain conditions exist,

we may add focus group discussions to the qualitative market researchwork.


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Market Research Tools:

Focus Group Research

Focus group marketing research, in a marketing research plan is an excellent

starting point for many firms' marketing studies. Focus group research,

as with any marketing research method, has its appropriate place in the

marketing analysis tool kit.

Focus groups are often used by firms as a qualitative prelude to quantitative

market studies, online surveys, phone surveys, and other quantitative

market research. Focus group research is applicable to both business

B2B marketing research, and to consumer research. For more details,

see our discussion in our FAQ about "Qualitative versus Quantitative"

market research methods.

Customer "focused discussion groups" -- another term for "focus groups" --

and the related qualitative research method, 'depth interviews', are especially

useful in the early stages of strategy decision-making. At one time, focus

group research studies for market research were considered to be one of the

less costly marketing research methods. Today, however, alternate methods

of getting inside the buyer's mind may offer equally rich, or better,

marketing information at an overall lower cost.

The main points here is the value of getting in-depth insight into the buyer

belief and attitude structure, and use this insight for business strategydevelopment. For example, when scanning for strategic opportunities they

can uncover important consumer and business buyer attitudes, beliefs, and

behaviors that may precede an emerging trend. Non-directive techniques and

projective research techniques are especially useful in defining buyer

motivations.


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Focus groups are very different from survey research methods, yet

marketing managers and executives can easily fall in the trap of making

quant-like interpretations, e.g. adding up how many people said what and

calculating percentages, etc. ad infinitum. Different from statistically reliable

public opinion and market surveys, online surveys, and other quantitative

techniques, these qualitative methods should not be used for market sizing,

measuring consumer or B2B brand preference, brand position, customer

satisfaction or buying or product usage behavior. They are best suited for

uncovering the spectrum or range of views, beliefs, attitudes, opinions, and

experiences. This helps build assumptions and generate ideas which may

warrant further assessment.

Aside from focus group discussions, other qualitative methods worthy of

analysis are depth interviews either fact-to-face or by phone, content

analysis and special observational qualitative methods such as ethnographicstudies. (Photo ethnography, for example, uses various methods to watch

what people do e.g. store shopping, using products in their home, behavior

during a sales call, etc.)

While group discussions are very popular among qualitative techniques,

there are many important "do's and don'ts". It is critical that the researcher

knows how, when and where they can be used, and where they should be

avoided. The January 2001 issue of the Strategy Newsletter updates the

basics and some new issues brought on by the advent of online focus groups,

and other tech offshoots.

Market Surveys

Market surveys include marketing research methods such as online surveys,

phone surveys, focus groups, executive interviews, depth interviews, or

photo-ethnography.

Market research surveys are often designed for companies to assess buyer

attitudes and behaviors for building or revising a marketing strategy, and

creating a marketing plan. Market surveys can be either qualitative or

quantitative.

Type 1: Qualitative Market Research


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Type 2: Quantitative Market Research

Chart: Market Survey Types

Power Decisions Group has conducted hundreds of professional market

surveys, both qualitative and quantitative, using expert market survey

research controls to ensure accuracy, relevance and power for corporate or

marketing strategy development.

Type 1: Qualitative Market Research

Qualitative market research means "quality." Conversely, and importantly,

it does not mean "quantity." Qualitative research methods are designed to

talk to a relatively few people in the target audience of interest. The purpose

of qualitative research is to plumb the depths and range of buyer attitudes

and beliefs, not to measure incidence, project, or forecast quantity.

Popular qualitative market research methods include focus group studies,

depth interviews triads (one interviewer, two respondents, and dyads (one

interviewer, one respondent,) and observational techniques such as

ethnography and, popular in marketing research, photo-ethnography.

We include qualitative market research methods as "market surveys"

because they offer a way to measure the market, again, in terms of depth and

range of buyer perceptions and needs rather than quantity. Often market

researchers and clients succumb to the temptation to inappropriately imputequantitative implications and projections based on this type of market

survey.

The level of professional quality and validity of results in Type 1 market

surveys is driven by the design, interviewing experience of the moderator or

principal interviewer, and the interpretation of results by the market research

consultant or marketing analyst.

Type 2: Quantitative Market Research

Quantitative marketing research designs gauge, describe, and forecast

quantity. Using a range of sampling strategies, quantitative market research

studies often project results of quantitative market surveys to the entire

marketplace. Popular quantitative market survey methods include online

surveys, personal quantitative interviews, mail surveys, and telephone

surveys. At Power Decisions Group, we recommend the data collection


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technique -- phone, face to face interviews, web interviews, traditional mail

-- according to the research objective, time requirements, and quality control

issues at play.


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CHAPTER II

COMPANYS PROFILE


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COMPANYS PROFILE

TRIGOis a leading software development company established in 1992

(formerly called as paramount computers society) by group of software

professionals who are into IT industry for past 12 years and served Major

Corporate in USA, UK, Australia, Singapore and other countries. Trigo

provides a wide range of software products and services for Indian and

international markets.

Recognizing our unique expertise and know-how, several major

international corporations has selected Trigo as a partner for the

development of innovative software products and support.

Having a decade of experience in diversified Software development, we

have worked out our development policies towards producing high-quality

software solutions for affordable costs. Here are some of them:

Understanding clients requirements

Business requirement document

Design specifications

Prototype presentation

Rigorous Testing Manage projects by following guidelines (Project management

institution)

Use of the latest technologies

Unique graphic design

Customer Satisfaction

Trigo currently employees specialists in the fields of computer and software

technologies, and Management. We employ young, ambitious ITprofessionals, committed to teamwork and rapid professional growth. With

an excellent project record over the years, with highly experienced project

managers (PMPs) project leaders and software developers, and with both

domestic and international expertise, Trigo is well equipped to be your

technology and business partner.

Trigos extensive experience in working with foreign partners ensure


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establishment of reliable project management with our highly professional

project management staff consisting of PMPs.

Core values:

Complete Customer Satisfaction We focus to understand our Customers

needs and strive to deliver with quality to delight them by exceeding their

expectations.

People We value our People and are committed to training and developing

them and instilling self-confidence in whatever they do to realize their fullest

potential.

Deliver Services on Time: We focus to deliver our quality services on time.

Innovative Culture: We execute with simplicity and strive for continuous

improvement to achieve excellence in everything we do.

Professionalism: We uphold the highest standards of ethics and integrity.

Community Service: We strive to be a good corporate citizen in every

Community that we serve.

VISION:

To be one of the best Quality Enterprises Software Service Providers.

MISSION:

Fulfill customers needs with maximum satisfaction in quality, service and

value, while continually increasing our value to our stakeholders; and

provide growth opportunities for our people.

THEIR TEAM:

Trigo currently employees specialists in the fields of software technologies

and Management. We employ young, ambitious IT professionals, committed

to teamwork and rapid professional growth. With an excellent project record

over the years, with highly experienced project managers (PMPs) project

leaders and software developers, and with both domestic and international

expertise, Trigo is well equipped to be your technology and business


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partner.Trigos extensive experience in working with foreign partners ensures

establishment of reliable project management with their highly professional

project management staff.

Software development

Trigo currently employees specialists in the fields of software technologies

and Management. We employ young, ambitious IT professionals, committed

to teamwork and rapid professional growth.

With an excellent project record over the years, with highly experienced

project managers (PMPs) project leaders and software developers, and with

both domestic and international expertise, Trigo is well equipped to be your

technology and business partner.

Trigo provides software development services that deliver robust, scalable,

and cost-effective software solutions. A team of top class professionals

offers you proven expertise to ensure the quality and reliability of the

products we develop for you.

Software development services are available in the following areas:

Custom Software.

Client/Server Application Development.

Component Based Software Development.

Distributed Application Development.

Database Design and Development.

C++ Programming.

Java Programming.

Net Development

Web Applications.

Commerce Applications.

Others:

SASData Warehousing.


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NEXUS ZONE CONSULTANCY (WWW.NXZN.COM)

Is the brain child of the highly competent Software Professionals who havepersevered with an excellent track record of over 12 years in the

International arena of IT industry having catered to the needs of Major

MNC's in USA, Australia, UK, Singapore and other countries.

NXZN is the leading destination for jobseekers and employers. It is one of

those corporate sectors, which had made its presence felt in the international

market in a very short span of time.

Recognizing our unique expertise and know-how, several major

international corporations has selected NXZN as a preferred client for the

HR Staffing and support services.

We have a group of Intellectual Professionals who understand the Client's

Needs and focuses on the Technical skills apart from ensuring the positive

attitude and other qualities such as communication skills, presentation skills,

and potentiality to achieve goals before introducing them to our clients. Our

team is well equipped and result oriented to provide rapid access to the

needed skills. We have a wide network of potential candidates whom we

have sourced through various channels.

Vision To be one of the best quality human resource providers to companies

all around the world.

Mission Exceed customer's Satisfaction in quality service and value, whilecontinuously increasing our value to our stakeholders and provide growth

opportunities for our people.

Our strength Customer satisfaction value our people deliver services on

time, innovation, cultural Professionalism, community service and growth.

MISSION STATEMENT

Fulfill customer needs with maximum satisfaction in quality, service and

value while continually increasing trigos value to their stakeholders; and

provide growth opportunities for people.


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CHAPTER III

OBJECTIVES OF THE STUDY


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OBJECTIVES OF THE STUDY

1. To know the procedures of Trigo software solutions.

2. To know the performance of career module, wide classifieds website

of the company.

3. To find out the customers interest for the websites.

4 To understand the buying behavior of the consumer.

5. To elicit the responses of consumers to the product.

6. To know the sales position of Trigo software solutions.

7. To know the sales of the companys products like career module, wideclassifieds, Andhra matrimony, wide jobs, nxzn & apna bazaar.

8. To analyze the competitive products sales.

9. To develop new markets.

10.To find out ways to increase sales.

11. To know the problems in the market.


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CHAPTER -IV

RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

METHODOLOGY OF THE STUDY:

1. Primary Data.

2. Secondary Data.

The primary data was collected from the customers through

structured questionnaire. As career module, wide classifieds & wide Andhra

matrimony is more impulse selling product and has massive distribution

networks. It was decided to get the feed back from the customers.

The secondary data was collected from Magazines, journals,

companys Websites and companys records.

TYPE OF RESEARCH:

Based on the objectives of the study the researcher used

descriptive research method. Descriptive study is taken up when the

researchers interested in knowing the present status regarding a particular

area of interest. The conclusions are arrived at from the collected data.

Statistical tools were used to analyze the data collected from the survey.

INSTRUMENT DESIGN:

In order to obtain information the researcher prepared a

structured Questionnaire according to the need of the data from the

respondent.

SURVEY METHOD:

A Survey was conducted among the customers in Hyderabad and

secunderabad. The researcher personally met the customers, interviewedthem about the product.

TABULATION:

After the survey, the collected data was tabulated and classified.


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ANALYSIS AND INTERPRETATION:

The collected information analyzed, tabulated and interpreted

using statistical tools.

FINDINGS:

From tabulation and analysis of collected data, the researcher has

some findings about the research problem.

CONCLUSIONS/OBSERVATION:

The researcher arrived at some conclusions from the findings

of the study.

SUGGESTIONS AND RECOMMENDATION:

In the last step of the research process makes suitable suggestions

and recommendations based on the findings and observations.


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SAMPLE DESIGN


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SAMPLE DESIGN

SAMPLE UNIT:

The study was conducted among different customers between the time

period of March and April 2006.

SAMPLE SIZE:

A simple random sample of 30 consultancies was taken in twin cities.

The consultancies were selected according to the convenience of the

researcher.

SAMPLE FRAME:

The list of consultancies to be interviewed was chosen by the researcher.

STATISTICAL TOOLS USED:

1. Sample bar diagram:

A sample bar diagram represents the magnitude of only variable.2. Pie diagram:

In this, the circle is portioned into various sections representing the

proportion of various components.


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LIMITATIONS OF THE STUDY

1. Time factor is the main constraint for the study.

2. Information collected from the professionals may be biased.

3. The sample has been taken according to the judgment andconvenience of the researcher.

4. The reactions and attitudes are subjected to change according

to the time.

5. The survey is restricted only to the sample taken.

6. The information gathered was confined to only consultancies.


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CHAPTER VI

REVIEW OF THE LITERATURE


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REVIEW OF LITERATURE

CAREER MODULE:

Career module is made for every companys website as it increases the

Return on investment on manpower resources and much more. This module

is implemented for only 8% of the companies.

Web designers are those people who have only tactic websites, which may

include flash link graphics and feedback forms. This does not require

professional programming skills, project management skills, architecture

skills and data base skills. But for every professional possesses all the above

skills with him or her.

Trigo software solutions is a team of professional from various software

technologies having vast experience into IT industry over a period do 16

plus years integrated under the banner of trigo software solutions for

providing cutting edge technologies in software.

Benefits of career module:

1) Every advertisement in standard newspaper will cost minimum Rs10, 000

where as career module is at surprising and affordable cost.

2) Indirect marketing of website.

3) Increase resumes database.

4) Easy to use.

Required infrastructure:

1) Domain2) Web space (Min of 2 MB)

3) Data base space (sql server)


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Functionalities of career module

1) Display career on career page.

2) More details for every job.

3) Apply job for every job.

4) Administrator login.

5) Post jobs.

6) Edit jobs.

7) Delete jobs.

SOME OF OUR PRODUCTS:

1) www.nxzn.com

2) www.wideclassifieds.com

3) www.wide jobs.com

4) www.wide Andhra matrimony.com

For sample user section of career Module visit www.trigotech.com for more

information contact us at 040-55847888

Email: [email protected]


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Career module is created in Web site of the where the company can receive

the clients information those interested can directly post the jobs resumes.

The company instead of spending lot of money by publishing in the

newspaper the least amount can be spent on the career model so that the

clients can visit the site & post their resumes for the required job. Career

model is valid for the period of one-year .It makes the company to feel

convenient to take the interviews.

Career model is where the clients are regularly posting their

resumes. It helps the company to allot jobs at the specified rate. The salary

also can be given for the jobs offered.

Incentives at the given work level can be specified to the clients.

The overall view is the company can aim towards the future goals at a faster

rate. This model should be implemented so that the clients can meet the job

requirements.

Customers are benefited through this model because directlythey can post the resumes at a faster rate. Through this model the customer

can be satisfied for the jobs specified. The market research of the product

suggests that the company can make the career model site separately so that

the product is specified for the customer complete satisfaction.

Wide classifieds

Were the company can have its separate Page for rupees 1200 per page it is

visible throughout the world. It is best useful for foreigner who doesnt

know about the city or places can know directly by wide classifieds.

The details like about cinema halls, places to enjoy, hotels etc, services,

contact us features can be briefly specified about the company. Company

can have 2 to 3 pages also. Home, free registration, adv search, log in, log

out can be listed on the page. Emergency lines, help lines, important

numbers can specified with the required area selected.

Wide classifieds is first of its kind and only online yellow

pages whish binds all the people. This site concentrates upon

interconnecting the various resources available and this makes it the only

site specific and has the information. This helps the information providerthat goes a long way in making everyone access to information, faster and

time effective. This is the perfect destination which caters to your needs at

the same time provides you a platform to promote your own business

interest.


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Wide classified:

Wide classifieds is first of its kind and only online yellow pages, which

binds all the people of Hyderabad in contrast with other classifieds which

while speaking of global Indians makes your search a Herculean task. This

site concentrates upon interconnecting the various resources available in

Hyderabad and this makes it the only sites, which is specific to Hyderabad

and have the complete information about the Hyderabad alone.

In wide classifieds: -

We provide information about the complete range of services to meet your

specific needs of the following nature to say it in nutshell.

Best of companies, jobs, business advertisements etc available atHyderabad.

Best schools, colleges, tuitions, and distance education universities

available at Hyderabad for your academic pursuits.

Best professional support like doctors, lawyers, teachers, computer

professional etc available at Hyderabad.

Best super specialty hospitals. Medical care centers available atHyderabad to take care of your medical needs of every nature.

An exhaustive information about restaurants, hotels resorts clubs

available at Hyderabad for planning your joyful weekends.

Real estates, vehicles, health, business services, computers pets and

more.

These are only some areas of our sites, which are very functional andvery specific to Hyderabad, which makes your search less tedious, and

more time effective.

Search simple and faster.


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S W O T A N A LY S I S

Definition:

SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and

Threats

SWOT analysis is an important tool for auditing the overall strategic

position of a business and its environment.

Once key strategic issues have been identified, they feed into business

objectives, particularly marketing objectives. SWOT analysis can be used in

conjunction with other tools for audit and analysis, such as PEST analysisand Porter's Five-Forces analysis. It is also a very popular tool with business

and marketing students because it is quick and easy to learn.

The Key Distinction - Internal and External Issues

Strengths and weaknesses are Internal factors. For example, strength could

be your specialist marketing expertise. A weakness could be the lack of a

new product.

Opportunities and threats are external factors. For example, anopportunity could be a developing distribution channel such as the Internet,

or changing consumer lifestyles that potentially increase demand for a

company's products. A threat could be a new competitor in an important

existing market or a technological change that makes existing products

potentially obsolete.

It is worth pointing out that SWOT analysis can be very subjective - two

people rarely come-up with the same version of a SWOT analysis even

when given the same information about the same business and its

environment. Accordingly, SWOT analysis is best used as a guide and not aprescription. Adding and weighting criteria to each factor increases the

validity of the analysis.
http://www.tutor2u.net/business/strategy/PEST_analysis.htmhttp://www.tutor2u.net/business/strategy/porter_five_forces.htmhttp://www.tutor2u.net/business/strategy/porter_five_forces.htmhttp://www.tutor2u.net/business/strategy/PEST_analysis.htm


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SWOT Analysis: Lesson

SWOT analysis is a tool for auditing an organization and its

environment. It is the first stage of planning and helps marketers to

focus on key issues. SWOT stands forstrengths, weaknesses,

opportunities, and threats. Strengths and weaknesses are internal

factors. Opportunities and threats are external factors. At the bottom

of this page are FREE SWOT examples - so please read on

.

In SWOT, strengths and weaknesses are internal factors. For

example:

Strength could be: Your specialist marketing expertise.

A new, innovative product or service

Location of your business

Quality processes and procedures

Any other aspect of your business that adds value to your product

or service.

A weakness could be:

Lack of marketing expertise

Undifferentiated products or services (i.e. in relation to your

competitors)

Location of your business

Poor quality goods or services

Damaged reputation

In SWOT, opportunities and threats are external factors. Forexample:

An opportunity could be:

A developing market such as the Internet.

Mergers, joint ventures or strategic alliances


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Moving into new market segments that offer improved profits

A new international market

A market vacated by an ineffective competitor

A threat could be: A new competitor in your home market

Price wars with competitors

A competitor has a new, innovative product or service

Competitors have superior access to channels of distribution

Taxation is introduced on your product or service

A word of caution, SWOT analysis can be very subjective. Do notrely on SWOT too much. Two people rarely come-up with the same

final version of SWOT. TOWS analysis is extremely similar. It simply

looks at the negative factors first in order to turn them into positive

factors. So use SWOT as guide and not a prescription.

Simple rules for successful SWOT analysis

Be realistic about the strengths and weaknesses of your

organization when conducting SWOT analysis.

SWOT analysis should distinguish between where yourorganization is today, and where it could be in the future

SWOT should always be specific. Avoid grey areas.

Always apply SWOT in relation to your competition i.e. better

than or worse than your competition

Keep your SWOT short and simple. Avoid complexity and over

analysis

SWOT is subjective.

Once key issues have been identified with your SWOT analysis, they

feed into marketing objectives. SWOT can be used in conjunction

with other tools for audit and analysis, such as pest analysis and

Porter's five forces analysis. So SWOT is a very popular tool with

marketing students because it is quick and easy to learn. During the

SWOT exercise, list factors in the relevant boxes. It's that simple.


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CHAPTER VII

ANALYSIS & INTERPRETATION


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ANALYSIS AND INTERPRETATIONS

1. Do you have a website?

INTERPRETATION OF THE GRAPH:

Among the respondents, 78% of respondents say that they are having a

website and the remaining 22% of respondents are not having a website.

YES 78

NO 22

78

22

0

10

20

30

40

50

60

70

80

90

YES NO

Series1

DO YOU HAVE AWEBSITE


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If yes, what do you prefer?

CAREER

MODULE 42

WIDE

CLASSIFIEDS 15WIDE JOBS 9

ANDHRA

MATRIMONY 12

42

15

9

12CAREER

MODULE

WIDE

CLASSIFIEDS

WIDE JOBS

ANDHRA

MATRIMONY

WHAT DO YOU PREFER


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INTERPRETATION OF THE PIE DIAGRAM:

Among the respondents, 42% prefer career module, 15% prefer wideclassifieds, 9% prefer wide jobs & the remaining 12% prefer Andhra

Matrimony.

2. How did you know about Trigo software solutions?

NEWS PAPERS &

MAGAZINES 47

ADVERTISEMENTS 14

FRIENDS & ASSOCIATES 22

OTHERS 17


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Most of the respondents got to know about Trigo software solutions through

newspapers & magazines. 14%Respondents through advertisements, 22%

through friends & associates and rest through other media.

3. What is the media effectiveness in website purchase?

47

14

2217

0

5

10

15

20

25

30

35

40

45

50

NEWS PAPERS &

MAGAZINES

ADVERTISEMENTS FRIENDS &

ASSOCIATES

OTHERS

Series1

RESPONDENTS AWARE OF TRIGO

SATISFACTORY 62

DONOT KNOW 13

DISSATISFACTORY 25


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Respondents who purchased the website with the influence of media were

satisfied, 25% do not know about the product & 13% weredissatisfied.

4. Are you aware of career module in Trigo software solutions?

6213

25

SATISFACTORY

DONOT KNOW

DISSATISFACTOR

Y

MEDIA EFFECTIVENESS IN WEBSITE PURCHASE

YES 43

NO 57


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Among the respondents, 43 % of respondents are aware of career module

and the remaining 57 % are not aware of career module.

5. Are you satisfied with the performance of career module?

43

57

0

10

20

30

40

50

60

YES NO

Series1

CAREER MODULE AWARENESS


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68

21

11

0

10

20

30

40

50

60

70

80

SATIS

FIED

DONO

TKNO

W

UNSATIS

FIED

Series1

SATISFACTION OF CAREER MODULE PERFORMANCE

INTERPRETATION OF THE LINE DIAGRAM:

Among the respondents, 68% were satisfied with the performance of career

module, 21% do not know about the product & 11% were unsatisfied.

6. PREFERENCES:

SATISFIED 68

DONOT KNOW 21

UNSATISFIED 11


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ATTRIBUTES AGREE

DONOT

KNOW DISAGREE

CAREER

MODULE 69 22 9

WIDECLASSIFIEDS 47 41 12

WIDE JOBS 43 47 10

ANDHRA

MATRIMONY 49 31 20

NXZN 57 26 7

APNA BAZAR 63 24 13

69

4743

49

57

63

22

41

47

3126

24

912 10

20

7

13

0

10

20

30

40

50

60

70

80

CAREER

MODULE

WIDE

CLASSIFIEDS

WIDE JOBS ANDHRA

MATRIMONY

NXZN APNA BAZAR

AGREE

DONOT KN

DISAGREE

7. Do you know any other company selling websites?


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Among the respondents, 53% of respondents know about other companys

websites, and 47% do not know.

YES 53

NO 47

53

47

YES

NO


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CHAPTER VIII

FINDINGS

FINDINGS


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1. The career model helps the company to directly post their resumes.

2. This model makes the company work easy so that the job details are

known at the site.

3. The company can aim the future goals of the organization.

4. Site creation helps the company to have its website.

5. The company can have its separate page logo displayed worldwide.

6. Customer satisfaction & quality service is rendered by the employees.

7. Innovative culture, rigorous testing helps in understanding the client

requirements.


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CHAPTER XI

SUGGESTIONS

SUGGESTIONS


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1. TRIGOSOFTWARE should concentrate more on channel

management as the distribution network is not good as compared to its

competitors.

2. It should motivate the good work done by the employees by providing

good incentives.

3. The company should improve marketing personnel for their products

sale.

4. Website should be designed at the target goals for customer

satisfaction.

5. Quality Service should be provided which creates value for further

growth opportunities.

6. Training exposure to be given to the employees for the product

development.


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CHAPTER X

ANNEXURE


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BIBLIOGRAPHY


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BIBLIOGRAPHY

MARKETING RESEARCH --------------------------------- G.C BERI

MARKETING RESARCH ------------------------------- GREEN & TULL

MARKETING MANAGEMENT -------------------------------------RAMASWAMY

NAMAKUMARI

Web Sites:www.trigotech.com

www.wideclassifieds.com

www.nxzn.com


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QUESTIONNAIRE


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QUESTIONNAIRE

1) Do you have a website in Trigo software solutions?

a) Yes b) No

If yes, what do you prefer in this website?

a) Career module b) Wide classifieds c) Wide jobs

d) Andhra Matrimony

2) What are the facilities provided by websites of Trigo software

solutions?

______________________________________________________

3) How did you know about Trigo software solutions?

a) Newspapers & magazines b) Advertisements

c) Friends & Associates

d) Others

4) What is the media effectiveness in websites purchase?

a) Satisfactory b) Do not know c) Dissatisfactory

5) Are you aware of career module in Trigo software solutions?

a) Yes b) No

6) If yes what do you prefer in career module?

___________________________________

7) Are you satisfied with the performance of career module?

a) Satisfied b) Do not know c) Unsatisfied


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8) Preferences:

ATTRIBUTES AGREE DO NOT

KNOW

DISAGREE

Career Module

Wide Classifieds

Andhra

Matrimony

Wide Jobs

Nxzn

Apna Bazar

9) Do you know any other company selling websites?

a) Yes b) No

If yes what, _________________________________

10) What do you suggest to improve about Trigo software solutions?

___________________________________________________

Signature


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CONCLUSION

I targeted 30 companies as guided by Mr.Madhusudhan Rao, Director of

Trigo to find out whether they have any software developed for their

company and enquire about designing a website for their company.

By targeting these companies I gained practical experience, but also got

exposed to the intricacies involved in getting customers to a software

development company like Trigo

Moreover, in the discourse of the project, the company has gained a certain

amount of publicity since I have created lot of awareness among people

about the company.

a study on marketing research

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